Sport Marketing | ScienceGate

Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.

Download Full-text

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

International Journal of Sports Marketing and Sponsorship ◽

10.1108/ijsms-03-2021-0055 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Youngho Park ◽

Dae Hee Kwak

Keyword(s):

Social Desirability ◽

Sport Management ◽

Marketing Research ◽

Sport Marketing ◽

Self Report ◽

Social Desirability Bias ◽

Content Type ◽

Report Data ◽

Self Report Data ◽

And Control

PurposeThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.Design/methodology/approachWe used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.FindingsThe findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.Originality/valueWe argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.

Download Full-text

The Use of Direct Marketing Techniques in Sport Marketing

Annals of Spiru Haret University Economic Series ◽

10.26458/1543 ◽

2016 ◽

Vol 15 (4) ◽

pp. 49

Author(s):

Daniel Gardan ◽

Gheorghe Epuran ◽

Iuliana Petronela Gardan

Keyword(s):

Direct Marketing ◽

Sport Marketing ◽

Future Research ◽

Marketing Communication ◽

Communication Tools ◽

Related Services ◽

Future Activity ◽

The Future ◽

Marketing Principles

Adapting marketing principles and concepts to sport related services and products domain represents a challenge for any specialist in the field because the specific features that are characteristic for the needs, motivations and consumption process itself.In order to achieve different quantitative and qualitative marketing communication objectives, sports involved organizations are developing a communication mix adapted to the channels used by the consumers. Among the communication tools used are found also the direct marketing techniques that have had a tremendous development during the last 25 years and so.The article will analyze the process of building a efficient direct marketing communication with sport consumers and the implications of using such instruments and tools for the future activity of sport related organizations. Some future research lines are proposed and conclusions are stated on the matter.

Download Full-text

Sport marketing implementation and control

Introduction to Sport Marketing ◽

10.1016/b978-0-7506-8685-3.50016-9 ◽

2008 ◽

pp. 287-317

Author(s):

Aaron C.T. Smith

Keyword(s):

Sport Marketing ◽

Marketing Implementation ◽

And Control

Download Full-text

PERLINDUNGAN HUKUM BAGI PEMEGANG LISENSI HAK CIPTA MENURUT UNDANG-UNDANG NOMOR 28 TAHUN 2014 TENTANG HAK CIPTA (Studi Putusan Nomor: 09/HKI.Hak Cipta/2014/ PN Niaga Jo Putusan M.A Nomor: 80 K/Pdt.Sus-Hki/2016)

Jurnal Privat Law ◽

10.20961/privat.v7i2.39335 ◽

2019 ◽

Vol 7 (2) ◽

pp. 265

Author(s):

R. Adhitya Nugraha Triantoro ◽

Hernawan Hadi

Keyword(s):

Dispute Settlement ◽

Research Result ◽

Legal Protection ◽

Technical Analysis ◽

Sport Marketing ◽

Preventive Effort ◽

Alternative Dispute Settlement

Abstract This article is aims to determine theregulation of law protection for the copyright licensee and to know the form of legal protection for the copyright licensee in the case of Copyright dispute between PT. Inter Sport Marketing against PT. Bhavana Andalan Klating and Alila Villa Soori (Study of Decision Number: 09 / HKI.HAK CIPTA / 2014 / PN Niaga Jo Decision of M.A Number: 80 K / Pdt.Sus-Hki / 2016). This research is normative legaland applied using a statute approach and case approach.Legal materials source used include the primary and secondary legal materials that using literature as a technique of collecting legal material. Technical analysis is the method of deductive syllogism.Based on the research result and the session generated the conclusion which is,first point,The legal protection for the copyright licensee holder can be a preventive effort by recording the copyright license contained in the provisions of Article 83 of the Copyright Act and repressive efforts through alternative dispute settlement, arbitration or by court contained in the provisions of Article 95 of the Copyright Act. The second conclusion is PT. Inter Sport Marketing gets the legal protection for its rights through repressive efforts with filing a lawsuit in the Commercial Court and receives compensation. Keywords : Legal Protection, Licencing, Copyrights Abstrak Artikel ini bertujuan untuk mengetahui pengaturan perlindungan hukum bagi pemegang lisensi hak cipta dan untuk mengetahui bentuk perlindungan hukum bagi pemegang lisensi hak cipta dalam kasus perselisihan Hak Cipta antara PT. Inter Sport Marketing melawan PT. Bhavana Andalan Klating dan Alila Villa Soori (Studi Putusan Nomor: 09/HKI.HAK CIPTA/2014/ PN Niaga Jo Putusan M.A Nomor: 80 K/Pdt. Sus-Hki/2016). Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian hukum normatif dengan menggunakan pendekatan undang-undang dan pendekatan kasus. Sumber bahan hukum yang digunakan meliputi bahan hukum primer dan bahan hukum sekunder yang menggunakan metode studi pustaka sebagai pengumpulan bahan hukum. Teknik analisis yang digunakan adalah metode deduksi. Berdasarkan hasil penelitian dan pembahasan dihasilkan kesimpulan, yakni kesatu perlindungan hukum bagi pemegang lisensi hak cipta dapat berupa upaya preventif dengan pencatatan lisensi hak cipta yang terdapat dalam ketentuan Pasal 83 Undang-Undang Hak Cipta dan upaya represif melalui alternatif penyelesaian sengketa, arbitrase atau melalui pengadilan yang terdapat dalam ketentuan Pasal 95 Undang-Undang Hak Cipta. Kesimpulan kedua,yaitu PT. Inter Sport Marketing mendapatkan perlindungan hukum atas haknya melalui upaya represif dengan pengajuan gugatan di Pengadilan Niaga dan mendapatkan ganti kerugian. Kata Kunci : Perlindungan Hukum, Lisensi, Hak Cipta

Download Full-text