Operationalizing Personsituation Segmentation

In 1982, Dickson developed the practical procedures for situation-person segmentation. One of his first recommendations was the need for management to understand which situations are most pertinent to their organization. It is not suggested that every possible usage situation should be described. Managerial judgment is required to identify the determinant characteristics of usage situations to be used in the major market research undertaken in . . . the process (Dickson, 1982, p.62). Adapted...

Review Of Literature

Sports sponsorship, sometimes known as event marketing, may be defined as a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property (Ukman, 1995, p. 1). Recent estimates note the phenomenal growth of event sponsorship as a marketing communication strategy Expenditures across all types of events, including sports, cultural, and other types of events, were estimated at 24.4 billion for 2002, a 3.4 increase over 2000...

Youth A Key Target of Tobacco Promotional Activities

The promotion of tobacco products has long been a hotly contested issue, stimulating questions about whether youth are targeted by specific marketing campaigns. The Tobacco Act states that one of its purposes is to protect young persons and others from inducements to use tobacco products and the consequent dependence on them (p. 3). Thus, in a legal context whereby it is being justified as appropriate and necessary to severely restrict tobacco promotions, attention is often drawn toward...

Teams as Brands A Review of the Sports Licensing Concept

Rick Burton Australian National Basketball League Whereas a great deal has been recorded on sponsorship's definition and the ways in which sponsorship or team identification is thought to work, the literature is less comprehensive when acknowledging or discussing the sports marketing activity known as licensing. Irwin, Sutton and McCarthy (2002) suggested licensing programs, as engineered by teams or leagues, exist for the purpose of supporting three fundamental benefits (a) promotional...

Case Study 3 Reebok Shawn Kemp Kamikaze Ad

In 1995, Reebok submitted an advertisement to the TVCAB, an agency established to review all advertisements before public screening. The commercial was rejected by the TVCAB before it ever went to air, hence, there was no official complaint made, nor the need for an Advertising Standards Complaints Board ASCB hearing. Nevertheless, the commercial gained considerable publicity, including a focused discussion led by TV3's Bill Ralston during his dedicated segment of the evening news. In brief,...

Brand Exposure Was Maintained on Television and Radio

Sponsoring sports and cultural events provided tobacco companies with several opportunities to circumvent the existing advertising regulations. Sponsorships allowed tobacco companies to gain access to various media that, according to the TPCA, would otherwise not have been permitted. Sponsorship programs were considered critically important because they were a means of providing broadcast brand i.d. RJR-Macdonald, 1996a, p. 80150 3496 . Export A' Inc., for example, sponsored The Skins Game that...

Conceptual Framework For Sportnest

A nested model means that the segmentation variables that are more difficult to access are located within variables that are easier to reach Bonoma amp Shapiro, 1983 . Variables in the inner nests can more accurately identify a market segment. As explained by Grunig and Repper 1992 , a variable in an inner nest can pinpoint a market segment precisely. A variable in an outer nest will not be able to discriminate segments as well as those that could be identified by variables in the inner nest...

Image Transfer

The aim of sponsorship is image transfer the transfer of personality, aura and competence to the brand. Ryssel amp Stamminger, 1988, p. 111 Although affect transfer is the process of assigning event-based affective response to the brand, image transfer refers to the assignment of abstract event associations to the brand. Image transfer is the mechanism requiring the least cognitive elaboration in which the association can be formally stated as a message. The message of image transfer is that,...