Final Exam Study Guide PDF

**Final Exam Study Guide** **Components of experiential marketing** sensory experience, interaction, relationship **Explain the 4 strategies that sports properties use to achieve experiential marketing** Achieve brand differentiation Provide benefits through exclusivity Offer rewards to key cu...

**Final Exam Study Guide** **Components of experiential marketing** sensory experience, interaction, relationship **Explain the 4 strategies that sports properties use to achieve experiential marketing** Achieve brand differentiation Provide benefits through exclusivity Offer rewards to key customers Motivate product evaluation and trial **Four E's** Entertainment - passive absorption through senses (passive) Educational - absorbing events while participating (active) Esthetic - immersed but passive (passive) Escapist - affects performance or outcome (active) **Concepts of IMC plan (9)** Advertising PR Customer service Direct marketing Personal selling Sponsorship Digital/social media Email Sales promotion **Difference between push and pull strategy** Pull strategy - appeal to the end user to respond positively to the brand Push strategy - marketing approach that relies heavily on persuading channel members to take action **Criteria of IMC objectives** specific, measurable, time frame, realistic **Define strategies: informational, message, presentation, execution** Informational strategy - stating straight facts Message strategy - primary tactic to deliver key ideas in a message Presentation strategy - situational foundation for the message and execution of the brand story. Little history or tradition - may not have championships or notable successes in the sports property past Execution strategy - how the message will be presented to the target audience Informational message - informative Emotional message - most common, lifestyle execution Behavioral message - call to action, scarcity: limited time only **Know differences in all execution styles** Slice of life - solving a problem Lifestyle - making life easier, how product will fit into consumer's lifestyle Testimonial - individuals experience with sports team or event Endorsement - associating someone well known with a brand to influence it Call to action - urging to act or do something Scarcity - limited time or availability of product **Difference between exposure and engagement** Exposure - mass distribution such as advertising Sponsorships Media advertising Direct response marketing Websites Podcasts Engagement - exposure alone will likely not be persuasive enough, processing brand stimuli Sponsorships Interactive advertising Permission email Social media blogs Podcasts Personal selling Customer relations **What is the difference between consumer controlled channels and marketer channels (know examples)** Marketer Controlled Communication Channels - media advertising, sales promos, PR, salesforce rep-customer, direct response marking (mail, telemarketing, email, interactive marketing) Consumer Controlled Channels - Social media networks, online communities **Types of sponsorships** Leagues - more expensive, more territory Teams - local scope, lower cost compared to leagues, higher involvement Events - single day events, multi day events, off field events Venues - naming rights, most visible Individuals - coaches, players Causes - smallest portion, associated with nonprofits **Why sponsorships grow** Targeted audience reach Connection with the affinity of sports fans Avoidance of media clutter **Why sponsorships fail** Unclear expectations Inadequate budget to activate sponsorship Change in strategic focus Change in managerial personnel