Media and Sport

Paper Summary:

The paper emphasizes how the role played by the media in sports marketing is one that cannot be undervalued or under-estimated. The paper explains that media roles include advertising products and services for companies who 'sponsor' sports teams or sports celebrities through buying advertising time on the air. The paper discusses how the advent of interactive media has changed the shape of today's sports marketing initiatives and has produced a need to reconsider how the effects and effectiveness of marketing communications are measured. The paper is of the opinion that further study is needed in this area of media sports marketing.

Outline:
Introduction
Importance of Research
Literature Review
Summary and Conclusion
Recommendations of This Study

From the Paper:

"According to The 2006 Sports Marketing Handbook the reason that there is so much in terms of money invested in sports programming is because sporting events, and specifically major sporting events: "brings networks stronger affiliates and crates an ideal platform to promote prime-time shows along with the added opportunity to fill many hours of the broadcast week with practical entertainment." (The 2006 Sports Marketing Handbook, 2005).
"Fox reported 133.7 million viewers turning to the channel that the game was playing on during Super Bowl XXXIX, which provided FOX with the largest viewing audience ever. However this total fell 2.5 million short of CBS's 35.7 million in 2004."

Sample of Sources Used:

• Stewart, David W., Pavlou, Paulos, Wart, Scott (2001)Media Influences on Marketing Communications (Forthcoming in Jennings Bryant and Dolf Zillman (Eds.) Media Effects: Advance in Theory and Research. Revised Edition (Hillsdale, N.J.: Eribaum, 2001)
• Puchan, Heike (2005)Media Marketing in Sports Examples of Successful Marketing: Living "extreme": Adventure sports, media and commercialization. Journal of Communication Management Campaigns 2005 June, Vol. 9 Issue 2; Pages 171-178. Online [available at: http://www.emeraldinsight.com/Insight/view ContentIt em.do?contentType=Article&hdAction=lnkpdf&contentId=1524286] accessed 2006-02-20.
• (Crow, Dean and Hoek, Janet (2003) Ambush Marketing: A Critical Review and Some Practical Advice Market Bulletin, 2003, 14, Article 1. Online available at: http://marketing-bulletin.massey.ac.nz/article14/V14Article1.pdf.
• Dotson, Michael J. & Eva M. Hyatt (2000) A comparison of parents' and children's knowledge of brands and advertising slogans in the United States: implications for consumer socialization. The Taylor & Francis Group. Vol.6 No.4 December 1, 2000.
• Chenevert, M. (2006) "The Sports Appeal: Are Athletics a Viable Academic Marketing Vehicle in Higher Education?" Louisiana State University. Online available at: http://etd.lsu.edu/docs/available/etd-10132004-095000/.

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