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Unformatted text preview: tools of the trade” advertisers use athletes and teams as models, examples of success Top TV Advertisers by Sport
Lilly Icos LLC
Volkswagen Dramatic Reality: Goals 1.
5. Engage fan interest
Imprint brand identity for longerlasting impressions (ESPN: Time Spent Viewing)
Humanize the sport/ brand
Encourage the feeling of personal connections with players
Add context to each event outcome More than just winloss Sports Story Lines Drama A beginning, middle and end
Adversity Overcoming challenges
Crisis Magnifies the challenges
Mentors Impact of coaches, veterans, family
Persistence “Hard work and dedication”
Final rewards, payoff Achievement of goals
Change creates story lines
Time heightens drama
1. Sports Communication Strategies Stars: a player, coach, the venue
Incorporate Cultural Trends
Engage Your Community
Create Distinctive Experiences
Viral, Word of Mouth
Manage Controversy Goal: Deliver messages that will be heard above the clutter
1. Assignment Assignment Read “Obvious Adams” On one page give me five bullet points for what you see as the five most important lessons from this parable. Changing Conferences Changes Brand Positioning The Syracuse name & image are what’s important,
NOT the conference.
How does Big East branding change?
How does the ACC brand change? Title
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This note was uploaded on 02/05/2014 for the course SPM 325 taught by Professor Dennisdeninger during the Fall '12 term at Syracuse.
- Fall '12