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Outcome Uncertainty, Attendance, and Television Audience in NASCAR

August 3, 2020December 24, 2017 by admin

Abstract

Using data from the 2007, 2008 and 2009 NASCAR seasons, this paper shows that the uncertainty of outcome hypothesis pertains to both race attendance and television audience, with the former only responding to race-level uncertainty and the latter responding to both race-level and season-level uncertainty. Of the other contributing influences, the price of gasoline and the unemployment rate were both unrelated to race attendance during the sample period, counter to conventional wisdom expressed during the declining attendance and ratings of the 2009 season. We also find that NASCAR broadcasts lose audience when competing against other big-interest sporting events and that declines in both television ratings and audience size during the NASCAR season were not unique to 2009, again contradicting conventional wisdom. Overall, the empirical evidence suggests that declining competitive balance might have been the common factor that reduced both television audiences and race attendance during this period.

Equilibrium Binding Agreements

August 3, 2020December 24, 2017 by admin

INTRODUCTION

The aim of this paper is to study equilibrium binding agreements, the coalition structures that form under such agreements, and the efficiency of the outcomes that result. The approach that we take is in the spirit of cooperative game theory, in the sense that the concept of ``blocking'' by a coalition is one of the primitive features of our analysis.

The Economic Analysis of Advertising

August 3, 2020December 24, 2017 by admin

1. Introduction

By its very nature, advertising is a prominent feature of economic life. Advertising reaches consumers through their TV sets, radios, newspapers, magazines, mailboxes, computers and more. Not surprisingly, the associated advertising expenditures can be huge. For example, Advertising Age (2005) reports that, in 2003 in the U.S., General Motors spent $3.43 billion to advertise its cars and trucks; Procter and Gamble devoted $3.32 billion to the advertisement of its detergents and cosmetics; and Pfizer incurred a $2.84 billion dollar advertising expense for its drugs. Advertising is big business indeed.

Corporate Sponsorship in Culture – A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

August 3, 2020December 24, 2017 by admin

ABSTRACT

Purpose

This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with customers and breadth of audiences. The paper further points to key aspects of resource integration in a co-marketing partnership.

Design | Methodology

he data were generated through an in-depth case study of a sponsorship collaboration between a major global financial institution (UBS) and a multi-site major museum (Guggenheim). The primary sources of data were interviews with key representatives over a 12-month period and direct observations....

Measuring Sponsorship Effects On Consumer Purchasing Intentions

August 3, 2020December 24, 2017 by admin

Abstract

In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships with the consumers, actually achieve their goal. The questionnaires which were distributed to the consumers were statistically processed using SPSS. Various aspects which may affect a firm’s managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to investigate whether there is a connection between the organizational goals (related to sponsorship) and consumers’ behavioral/purchasing intentions.

An Investigation of Sport Sponsorship Antecedents and Outcomes through Levels of Sponsor Prominence

August 3, 2020December 22, 2017 by admin

Abstract

Currently, global sportsponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed &Thompson, 2000; Biscaia, Correia, Rosado, Ross, and Marco,2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three hypothetical sponsorship scenarios. The hypothetical sponsors were classified by their level of national market prominence (e.g. national, regional, or local) and participants completed an online survey containing salient attitudinal and behavioral constructs. The final sample size was 1162 and were recruited through Amazon Mechanical Turk. The final MIMIC model exhibited data-model fit very well. Results indicated that local sponsors, when covered by a hypothetical sponsor’s level of national market prominence,were the best predictor of consumer attitudes and behavioral intent.

Sports Sponsorship As An International Marketing Communications Tool A Multiple Case Study Of Finnish Companies

August 3, 2020December 21, 2017 by admin

Research Objectives

Sponsorship as a marketing communications tool increasingly attracts academic interest; however, the international aspect of the practice of sponsorship has not yet been extensively studied. The purpose of this study is to examine how sports sponsorship is utilizable as an instrument of international marketing communications in an effective manner in context of companies’ international operations. The theoretical part of the study aims to isolate the characteristics of effective international sports sponsorship, and on the basis of the theoretical review, a theoretical framework is proposed. In the empirical part, the case companies’ international sponsorship activities are examined and interpretations on the effectiveness of sports sponsorship as a method of international promotion are made resulting in a modified framework.

Sports Sponsorship Effectiveness Investigating Awareness, Sponsor Equity and Efficiency

August 3, 2020December 10, 2017 by admin

1.1 Introducing the Sponsorship Market

Over the last decades sponsorship has evolved from a merely philanthropic activity to a popular marketing vehicle and consequently budgets have been rising (Nufer & Bühler, 2010). In the current sponsorship market million-dollar contracts are the rule rather than the exception. The majority of sponsorship investments is in the area of sports, such that sponsorship and media rights are the “main engines” of growth and professionalism in the global sports market (PricewaterhouseCoopers, 2011, p.4). In particular Pricewaterhouse Coopers (PwC) projects a worldwide increase in spending on sports sponsorship to $45.3 billion in 2015 (PricewaterhouseCoopers, 2011). Sponsorship managers recognize the commercial value of associating their business with a well-known and beloved property. They hope to achieve a multitude of objectives, including brand equity and customer relations goals, through sponsorship. Yet in the current difficult economic situation, marketing investments, including sponsorships, are under increased scrutiny such that “companies that are signing new or re-signing deals are showing...

Negotiating, Drafting, And Implementing Naming Rights Agreements

August 3, 2020December 5, 2017 by admin

I. INTRODUCTION

Naming rights deals involving high profile sports venues are big league marketing plays involving complex negotiations culminating in detailed, lengthy contracts and multimillion-dollar investments. When a venue owner trying to sell naming rights for a ballpark, stadium, or arena approaches a client, the responsibility of the client????s counsel includes discussing marketing strategy with the client and learning as much as possible about the client????s target customer demographics and how the client makes marketing decisions. If the client markets goods and services to consumers, it may benefit from the name recognition and exposure that a stadium naming deal can provide. If the client is accustomed to investing only in direct mail, newspaper, and radio advertising that includes some means of measuring response rates, it may not be interested in naming rights;; however, that alone is not a compelling reason to reject a naming rights proposal.

Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America

December 15, 2020December 4, 2017 by admin

ABSTRACT

Marketing campaigns and strategies: We are all constantly exposed to their bombardment in our every day life, but few understand the undergoing revolution this field is experiencing to finally measure, in financial terms, its impact. Gone are the days of the creative marketing and to stay is the era of quantifiable marketing, a new stage in the field that simply wants to measure if the marketing effort has yielded an impact on what really counts: selling more, to more people, more often and at a higher margin. The following paper targets the sponsorship side of the marketing field, whether expos and trade shows, sponsorships of musical events, recreational gatherings, or company driven shows. Its objective is clear, in as to show a methodology that achieves a strategy to optimize this investment for consumer companies in Latin America. After a comprehensive market study, that analyzed the current measuring marketing methods in Mexico of over 70 marketing executives that manage over...

More Effective Sports Sponsorship – Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors

December 15, 2020December 3, 2017 by admin

Abstract

Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of the case study reported here is to explore key dimensions of value creation in sponsorship relationships from the perspective of a sports organization. The case study was constructed on the basis of interviews with an organization in the administrative structure of European football, the Union of European Football Associations (UEFA) and its major international sports event, the European Championships (EURO). Interviews were also conducted with two of its sponsors, and five independent experts. The interviews were conducted beginning in 2003, over the four EURO project life cycles starting in 2000, with a primary focus on the tournaments...

Sports Marketing & Sponsorship

August 11, 2020September 24, 2015 by admin

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

The Air Density Equation and the Transfer of the Mass Unit

January 18, 2024September 24, 2015 by admin

Abstract

A new formulation of the equation for calculation of air density has been developed. The Cohen and Taylor value of the gas constant, currently accepted values of the atomic weights, and recent determinations of abundances of the various constituents of air have been used. The abundance of carbon dioxide has been treated as a variable and a factor enabling convenient adjustment of the apparent molecular weight of air for deviation of carbon dioxide abundance from a background value has been derived. A new table of the compressibility factor for the range of pressure and temperature of interest in standards laboratories has been calculated using recently determined values of virial coefficients. The enhancement factor, which has usually been ignored, has been explicitly included. A simple equation for the calculation of enhancement factor has been fitted to values in the range of pressure and temperature of interest. A simple equation for the calculation of saturation water vapor pressure has been fitted. Uncertainties, random and systematic, in the parameters and in the measurement of environmental variables and consequent uncertainties in calculated air density have been estimated.

The Use Of LLCs In Fiscal Sponsorship a New Model

August 3, 2020September 24, 2015 by admin

As mentioned above, and as shown in Exhibits 1 and 2 on pages 8 and 9, respectively (except for Model B), the most common forms offiscal sponsorship fall into the following categories: Model A. The project becomes an internal program of the sponsoring charity.Project staff become employees or volunteers of the sponsor. Legally, the project is no different from any other activity that the sponsor carries on directly. The chief benefit of Model A is that the charity will usually handle the project's backoffice operations, leaving the project staff free to pursue program activities. Also, there is no need to maintain a separate legal entity for the project.