ADVERTISING - REVENUE Advertisers pay a certain $ amount based
on how large of an ad they put into the event program. Sometimes,
this $ is far beyond what the organization needs to break even on
the cost of publishing the program. People are NOT motivated to buy
a program because of the ads that appear on the inside. However,
this could be accomplished by including sweepstakes numbers for
prize drawings.
Slide 3
ADVERTISING - REVENUE
Slide 4
The team is promoted thru the athlete profiles, statistics,
rules, and photos in the program. Because a program containing ads
usually has more pages, it will actually cost more to print.
However, the revenue generated from the ads can help to cover the
printing costs.
Slide 5
PROGRAMS Fans use the program during the game and often take it
home, particularly if it contains special features or is the
program for a special event such as the Super Bowl. When fans take
home programs, they become promotional tools because they remind
fans of the team and encourage them to attend more games.
Slide 6
PROGRAMS Therefore, teams usually include information in
programs telling fans how to order tickets or become season
ticket-holders. The ticket is the printed piece that fans need to
gain entry to the game but is not used during the game. Posters are
another type of promotional tool; however, they are not used during
games. Free samples are not commonly associated with professional
sports teams.
Slide 7
ELECTRONIC BOARDS A stadium uses signage to promote
events/activities. The purpose of signage is to communicate
messages such as names of teams or sponsors. Electronic boards are
a popular type of signage because messages & logos can be
changed quickly throughout the event. Also, this type of signage is
graphically appealing and encourages spectators to read the
messages.
Slide 8
EVENT SIGNAGE Deciding to place messages and team logos on
electronic boards is NOT an example of selecting media usage,
sponsorships, or network support.
Slide 9
INTERIOR OUTFIELD WALL Sponsors want their products in the most
visible place possible. By placing a sign on the wall in the
outfield, the sponsor gets maximum exposure. All fans in the
stadium can see the sign from their seats, and if the baseball game
is nationally televised, television viewers see the signage,
too.
Slide 10
REAR ENTRANCE - CONCESSIONS Signs placed at the rear entrance
of the stadium or near concession stands will be seen ONLY BY THE
ATTENDEES who use that particular entrance or purchase food at
concession stands. Depending the scoreboard's design and placement,
signs placed on the back of the scoreboard may not be seen by
anyone.
Slide 11
INCREASES BRAND AWARENESS Placing signage in an area that will
receive a lot of exposure is more likely to make an impact on
viewers. Because television cameras show the baseball outfield each
time a baseball player hits a ball in that direction, stadium
spectators and television fans are more likely to see the signage
on the outfield wall many times.
Slide 12
INCREASES BRAND AWARENESS Publicity is a message not paid for
by the organization that benefits from or is harmed by it.
Businesses often pay a lot of money to place signs in prominent
areas of the stadium, so the signs are not generating free
publicity.
Slide 13
INCREASES BRAND AWARENESS The repeated message helps increase
brand awareness in the minds of the fans. The signage does NOT
necessarily lower promotional expenses or ensure higher sales.
Slide 14
LOGO PLACEMENT RACE CARS Taking advantage of logo placement
opportunity means a business strives to expose its logo in the best
place in order to maximize repeat or long-term logo exposure.
Slide 15
LOGO PLACEMENT RACE CARS By placing a logo on the hood/door of
a race car, the business is maximizing logo exposure to the race
car audience, both inside the racetrack and on television
broadcasts of the racing event.
Slide 16
LOGO PLACEMENT RACE CARS Repetitive or long-term exposure
increases the business's chances of making associations with the
sport or team and itself. Sponsors often place logos on golf balls,
swimsuits, and footwear; however, these logos are usually too small
for most spectators to see.
Slide 17
CELEBRITY APPEARANCE Including celebrities in an event usually
adds interest and excitement to the event. Events often hire
celebrities to perform during intermissions or half- time
periods.
Slide 18
CELEBRITY APPEARANCE Celebrities may be invited to speak before
an event begins or to present an award to an event participant.
Events usually publicize the celebrity appearance in advance, which
attracts attention and encourages people to attend. The event is
capitalizing on the fact that people enjoy seeing celebrities and
being where they are. Michael Phelps
Slide 19
CELEBRITY APPEARANCE Long intermissions usually do not add
interest and excitement unless they include entertainment. A dress
rehearsal takes place before the event begins. Although sponsors
may be recognized during an event, this usually does not add
interest and excitement. Tiger Woods
Slide 20
TRAFFIC JAMS When people have to sit in traffic for a long
period of time waiting to get to and from an event, they are less
likely to want to turn around and do it again in the future. Public
transportation is a solution to the problem because it decreases
the number of vehicles on the road, and it provides a convenient
way to get to the event without having to find a place to
park.
Slide 21
TRAFFIC JAMS Nearby accommodations encourage repeat visits
because people can stay overnight and walk to the fireworks show.
Because fireworks shows are free, paying a parking fee of typically
less than $15 makes the event a relatively inexpensive form of
entertainment that attracts the same people from year to year.
Slide 22
ADEQUATE FACILITIES Long lines at the women's rest room are
very common because women tend to spend almost two more minutes in
the rest room than men. Therefore, a stadium designed with a higher
female to male ratio of rest rooms is responding to customer
expectations for adequate facilities.
Slide 23
ADEQUATE FACILITIES Aesthetics refer to the things that are
visually appealing to the eye, such as the color of the walls and
the landscaping at the stadium entrance. Dedicated usage refers to
the specific use of the stadium for a sole purposesuch as baseball
contests rather rock concerts and firework displays. A response to
safety expectations is achieved by doing such things as locating
the stadium in a low-crime neighborhood and installing safety
rails.
Slide 24
SAFE ENVIRONMENT Sports facilities have the responsibility to
provide fans with a safe environment when they attend events. Fans
attend events with the purpose of having an enjoyable experience in
an environment that is safe and secure. If a facility does not live
up to fans' expectations, the fans often stop attending because
they do not want to put themselves or family members in dangerous
situations.
Slide 25
SAFE ENVIRONMENT Therefore, sports facilities usually have
policies for dealing with unruly or disorderly people who threaten
the safety of others. The sports facility is not in a position to
provide a winning experience. Fans usually do not consider sporting
events to be learning situations. Fans usually hope for an
extraordinary performance rather than an ordinary one. However, the
facility is not responsible for the quality of the
performance.
Slide 26
NAME PRONOUNCIATIONS When providing a script for an event
announcer, the script writer should identify name pronunciations
that might be difficult to read. So the announcer can read the
script in a professional, smooth manner, s/he should be given the
script in advance to review. The script writer and the announcer
should review words or names that have unusual or difficult
pronunciations, to make sure the announcer says the word or name
correctly during the ceremony.
Slide 27
NAME PRONOUNCIATIONS To make it easy for the announcer to read
the script, the text should be double-spaced, and key points should
be bold. It is NOT always appropriate to include a joke when
writing the script for an award ceremony.
Slide 28
REV IEW
Slide 29
13 (2).Which of the following factors is most likely to cause
people to not want to return to the annual fireworks show that
attracts hundreds of thousands of people to the downtown area:
A.Public transportation B.Nearby accommodations C. Traffic
D.Parking fees
Slide 30
13.(2)Which of the following factors is most likely to cause
people to not want to return to the annual fireworks show that
attracts hundreds of thousands of people to the downtown area:
A.Public transportation B.Nearby accommodations C. Traffic
D.Parking fees
Slide 31
14.(2) A stadium designed with more female rest rooms than male
rest rooms is responding to which of the following customer
expectations: A.Adequate facilities C. Dedicated usage B.Aesthetics
D. Sense of safety
Slide 32
14.(2) A stadium designed with more female rest rooms than male
rest rooms is responding to which of the following customer
expectations: A.Adequate facilities C. Dedicated usage B.Aesthetics
D. Sense of safety
Slide 33
15.(2) When attending a sporting event, most fans expect that
the facility will provide them with a(n) A.learning situation. C.
safe environment. B.winning experience. D. ordinary
performance.
Slide 34
15.(2) When attending a sporting event, most fans expect that
the facility will provide them with a(n) A.learning situation. C.
safe environment. B.winning experience. D. ordinary
performance.
Slide 35
15.(2) When attending a sporting event, most fans expect that
the facility will provide them with a(n) A.learning situation. C.
safe environment. B.winning experience. D. ordinary
performance.
Slide 36
24 (2).The purpose of designing an event program that contains
space for advertisements is to A.promote the team. B.get more
people to buy the program. C.generate more revenue. D.pay less
money for program printing costs.
Slide 37
24 (2).The purpose of designing an event program that contains
space for advertisements is to A.promote the team. B.get more
people to buy the program. C.generate more revenue. D.pay less
money for program printing costs.
Slide 38
68(2).A stadium deciding to place messages and team logos on
electronic boards is an example of selecting A.event signage.
C.sponsorships. B.media usage. D.network support.
Slide 39
68(2).A stadium deciding to place messages and team logos on
electronic boards is an example of selecting A.event signage.
C.sponsorships. B.media usage. D.network support.
Slide 40
80(2).To obtain the most exposure during a sporting event, the
best logo placement opportunity for businesses is on A.race cars.
C.swimsuits. B.golf balls. D.footwear.
Slide 41
80(2).To obtain the most exposure during a sporting event, the
best logo placement opportunity for businesses is on A.race cars.
C.swimsuits. B.golf balls. D.footwear.
Slide 42
81(2).A soft-drink manufacturer is a sponsor for a professional
baseball team. Which of the following signage placement options
would provide the most exposure to the manufacturer's products:
A.Rear entrance of stadium B.Next to concession stands C. Interior
wall of the outfield D.Backside of the scoreboard
Slide 43
81(2).A soft-drink manufacturer is a sponsor for a professional
baseball team. Which of the following signage placement options
would provide the most exposure to the manufacturer's products:
A.Rear entrance of stadium B.Next to concession stands C. Interior
wall of the outfield D.Backside of the scoreboard
Slide 44
83(2).What is the advantage to a business of placing signage on
the outfield stadium wall during a televised professional baseball
game? A.Ensures higher sales B.Provides free publicity C.Lowers
promotional expenses D.Increases brand awareness
Slide 45
83(2).What is the advantage to a business of placing signage on
the outfield stadium wall during a televised professional baseball
game? A.Ensures higher sales B.Provides free publicity C.Lowers
promotional expenses D.Increases brand awareness
Slide 46
85(2).What do professional sports teams design for use during
games that often become promotional tools because fans take them
home? A.Posters C.Programs B.Tickets D.Samples
Slide 47
85(2).What do professional sports teams design for use during
games that often become promotional tools because fans take them
home? A.Posters C.Programs B.Tickets D.Samples
Slide 48
86(2).When a sport organization employee creates a promotional
script for a sport announcer to read during a pregame award
ceremony, the employee should: A.include a joke in the introduction
to capture the audience's attention. B.number the copy pages in
reverse chronological order. C.make sure the final copy is
single-spaced and the typeface is bold. D.identify name
pronunciations that might be difficult to read.
Slide 49
86(2).When a sport organization employee creates a promotional
script for a sport announcer to read during a pregame award
ceremony, the employee should: A.include a joke in the introduction
to capture the audience's attention. B.number the copy pages in
reverse chronological order. C.make sure the final copy is
single-spaced and the typeface is bold. D.identify name
pronunciations that might be difficult to read.
Slide 50
87(2).Which of the following do event organizers often include
in an event to add interest and excitement to the event: A.Dress
rehearsal B.Celebrity appearance C.Long intermission D.Sponsor
recognition
Slide 51
87(2).Which of the following do event organizers often include
in an event to add interest and excitement to the event: A.Dress
rehearsal B.Celebrity appearance C.Long intermission D.Sponsor
recognition