Elusive Fan Ch 7-1 - drama of real events 1. To engage in...

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Chapter 7
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Accessibility:  The fan has access to the sports  brand and is able to fully experience the sport. Interactivity:  The fan plays a participatory and  involved role in the sports experience. Responsiveness:  The sports brand listens to the  feedback of its fan base and is willing to make  changes when needed.
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3 major sports communicators Sports brand participants Media Sponsors
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5 different communication-driven media coverage  situations Continuous coverage Event-driven coverage Niche coverage Struggling coverage Fan-driven coverage
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Dramatic Reality: The restructuring of reality into a  narrative format to strategically heighten the 
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Unformatted text preview: drama of real events 1. To engage in the fans interest 1. To imprint the sports brands identity for a longer lasting impression 1. To humanize the sports brand 1. To encourage the fan to identify with the sports brand and feel that s/he has a personal connection with the participants 1. To place the outcomes of competition in more than just a winning context. Drama Adversity Crisis Mentors Persistence A final reward or climax Star Communication Cultural Trend Communication Community Communication Experience Communication Viral Communication Controversy Communication...
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This note was uploaded on 09/16/2011 for the course MAR 4711 taught by Professor Cynthiagundy during the Spring '11 term at University of Central Florida.

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Elusive Fan Ch 7-1 - drama of real events 1. To engage in...

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