Discretionary Income

Chapter 2Name:______

Consumers –

Discretionary Income –

Kinetoscope –

Vendors –

Product –

Promotion –

Endorsement –

Core Product –

Ancillary Product –

Revenue –

Piracy –

Royalty –

Product Tie-in –

Cross –promotion –

Convergence –

Synergy –

Risks –

Risk Management –

Consumer Loyalty –

Sponsorship –

Chapter 2Name:______

Case Study Page 27

Do you think that champion skateboarder Danny Way helped sell DC Shoes? Why?

If you were going to tie DC products to an entertainment market, what strategies might you use?

Case Study Page 35

1. How had DC used cross-promotion to market its skateboards?

2. If you were to market DC Shoes, where would you advertise? Why?

Hot Property Page 41

1. Why is the Super Bowl important to networks and advertisers?

2. What do you think viewers remember most after watching the Super Bowl – the game, the commercials, or the halftime show?

2.1 History of Sports and Entertainment

Goals:

To discuss the history of sports and entertainment
To discuss the impact of sports and entertainment history on today’s markets

Sports and Entertainment Connections

What do sports and entertainment events have in common?

A Brief History of Leisure

Sports and entertainment are leisure activities for the purpose of ______.

Sports and entertainment marketers have always sold ______in sports or entertainment events to consumers.

In the mid – to late 1800s, only the wealthy had the time and the discretionary income needed to go to the ______, the ______, ______and ______.

Labor unions fought for and won higher wages, better working conditions and reasonable working hours for their members. Workers then had a few extra pennies to spend and more time to attend organized sports and entertainment events. The development of ______also made entertainment more available to the working classes.

Entertainment for Everyone

With ______a working class family would get across town to see an opera or watch a baseball game.

The invention of the kinetoscope signaled the birth of the ______.

What was the first full sound film in 1927?

Who was the first international movie star?

Who was the baseball player that set records that stood for decades?

1920’s –

1930’s –

1940’s –

1950’s –

Development of Sports and Entertainment Marketing

William “Bill” Veeck –

Adolph Zukor –

Marketing Today

With many new media vying for consumer attention, an organized ______that targets specific ______to specific ______is essential.

Similarities and Differences in Marketing

Sports and entertainment are closely related. But are they the same thing?

2.2 Similarities in Marketing

Goals:

To explain how sports and entertainment marketers use tools to sell their products
To explain risks and risk management of sports and entertainment events

Changes in Marketing

Some marketers consider ______as a fifth P in the marketing mix.

Marketing Similarities

Product –

Endorsement –

Public persona -

Core and Ancillary Products –

Place –

Price –

Price Problems –

Promotion –

Convergence – Part of the Marketing Mix

Synergy –

Risks and Risk Management

2.3 Differences in Marketing

Goals:

To identify differences between marketing sports and entertainment products

From a marketing point of view, sports products and entertainment products are dynamic ______and ______. However, each type has distinctions. Entertainment is based on creative ideas that can be fashioned to fit the tastes of a ______, but sport is based on ______ability and ______.

The differences can be found in three areas:

Differences in Consumer Loyalty

Job of the Entertainment Marketers –

Job of the Sports Marketers –

Differences in Product

Differences in Revenue Stream

Sponsorship Differences

Advertising and Broadcast Rights