MKT 829 Study Guide - Midterm Guide: Promotional Mix, Crisis Management, Direct Marketing
Document Summary
Mkt 829 midterm notes: the 21st century sport integrated marketing communications mix. Medium designed to inform, persuade and reinforce purchase decisions amongst actual and potential customers. Aida ( grab attention, excite interest, create desire, and prompt action) Combination of sales promos and direct marketing. In sport, the emphasis on databases, relationship building is paramount. From youth sports to professional leagues, wealth of data and contact information for sports consumers is unparalleled. An extension of "sales promotions" from traditional promotional mix. What about in non-transactional, intangible context? licensing. An agreement that gives a company the right to use anothers brand name, patent, or other intellectual property for a royalty or fee. Licensor: company or individual granting the license. Licensee: company or individual paying for the rights. Broadens distribution options, and removes burden of manufacturing from sports organization atmospherics. Designed to create specific emotional or behavioural effects in the consumer.
