Literature Review on Sports Advertisement
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
Signed:
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
Lecturer: Fiona Browne
Topic & Industry: Factors influencing effective advertising in the sports industry Name: James Logue Student Number: P09011581
Signed:
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
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