Literature Review on Sports Advertisement

Topics: Advertising, Marketing, Brand Pages: 17 (5168 words) Published: December 3, 2012
Strategic Marketing Concepts 2012
Literature Review
Lecturer: Fiona Browne

Topic & Industry: Factors influencing effective advertising in the sports industry  
Name: James Logue
Student Number: P09011581
Date: of November 2012


Executive Summary:  
Football isn't a matter of life and death. It's more important than that (Bill Shankly, former manager, Liverpool FC).  
Pick up a newspaper, any newspaper and count the pages given over to reporting, advertising and discussing sport. Many people will bet you there's more coverage of sport in your paper than any other subject such as politics, the arts, business and travel all get less attention. Sport is the stock-in-trade of conversations between friends and a source of passion and enmity. Yet sport is frivolous, mere entertainment. Compared to war, poverty, famine and disease sport is an irrelevance. So why did Bill Shankly say it was more important than life or death? Is there something about sports teams and individual sports which represent something fundamental about our culture? The answer is yes!  

For the marketer/ advertiser sport is not merely a business or an industry. Sure, sport is both these things but it is more still. The attention given to sport, its place in our lives and its contribution to language and culture makes it a major influence on attitudes, behavior and community. The marketer who ignores sport as an influence on the consumer, especially the male consumer makes a major mistake. In this review a number of key aspects of advertising in the sports industry are clearly outlined and gone through in great detail.  

Conducting such a review highlighted many crucial aspects when considering the factors that contribute to effective advertising. Examples of factors include celebrity endorsements, sponsorship advertising, online advertising while also relating to other important issues close to advertising such as consumer behavior, consumer loyalty and other factors. A lot of aspects are examined in this document with the hope of identifying possibilities of ways to increase sports advertising and also illustrating the current forms of effective advertising in the sports industry. Analysis and studies are used to provide information on demographics, target markets while using global brands to demonstrate how multinational companies advertise worldwide enhancing global status and ultimately satisfying consumer’s wants and desires. As the sports industry has such a broad landscape only a number of sports are looked at in detail such as football. An assumption can be made that advertising in the sports industry has increased in volume over the last 20years along with the evolution of the media. Both increases have developed in alignment with the improvement of modern technologies such as the internet, computers and television.  Regarding the aspect of advertising sports products and information on events, communication is an invaluable resource. The ability to communicate to a large number of people at once is a major benefit of advertising. Because it is indirect and non-personal, advertising allows marketers to send a uniform and unvarying message with great frequency. You may see a soft drink commercial several times as you watch a soccer game or an advertisement for Guinness during a half time break while watching a hurling game. This is all down to effective advertising and sponsorship. Advertising as a whole in the sports industry has quite a broad spectrum not only in Europe but across the world especially the United States.   

Advertising is defined as any informative or persuasive message carried by a non personal medium and paid for by a sponsor whose product is in some way identified in the message (Zikmund/d’Amico, 3rd edition). Traditional mass media, such as television and magazines are most commonly used to transmit advertisements however it is extremely important for sports...
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