What's The Difference Between Reach And Frequency?

APSM 2310-001 Contemporary Issues in APSM –Spring 2014
Chapters 14-19 & 22 (omit 20-21) and in-class discussions, lectures, Class PowerPoints (PPT) handouts/articles
Chapter 14 & Sports Sales PPT
The majority of entry-level jobs in sport management sales Four (4) factors that influence purchasing decisions
Quality
Quantity
Time
Cost
The sales process (historically vs. today);sales strategies and methods
Certain myopias slowed the growth of the sports marketing profession.
One-size-fits-all packages, lack of foresight in marketing
Evolution of marketing happened through increased competition for the entertainment dollar and through professionally trained
Reach: How vast is your reach (territory/audience base)
Frequency: # of times you reach this designated audience
Significance of the Sports Broadcasting Act of 1961 was a result of antitrust litigation over Rozelle’s plan.
Granted professional football, baseball, hockey, and basketball teams immunity from antitrust actions regarding the pooled sale of broadcast rights
Federal agency that regulates the communication industry
Federal communications commission
Sports audiences compared to other audiences? What generalization can be made about sport audiences (see PPT)
60-70% male, 18-34 age, loyal
1. An audience that is either large enough to attract advertisers who will pay the bills or
2. An audience eager enough to purchase information and entertainment in numbers great enough to cover cost of production
Largest television audience (which sporting event generates the largest audience) globally
World cup soccer
1960s The growth in sport broadcasting was dominated by which two men?
NFL commissioner Alvin “Pete”
Positive and negative outcomes due to immediacy of the medium
Connectedness of athlete-to-fan and (two-way engaged communication) fan-to-athlete
Opportunity to reach targeted audience /public
Increased exposure and access to non-traditional sports for publicity and fan access (not contingent on media ratings!)
What does transparency mean in relation to PR in sports? Is it on the rise or decline in the sports industry?
Media training –scope far beyond the appointed company spokesperson. All employees can become brand extensions.
Increased need for synergy –integration of multiple mediums and technologies.
Crisis Management (majority of PR crises are human-related)
How we communicate –medium and tactics
Possible social media trends in Sports PR (see PPT)
Nfl players inc., partnership with opendorse this summer
Shaq & Twitter mobilizing Twitter fans –> increased viewership-à increased