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The Importance Of Social Media In Their Contribution To The Marketing Of Sport Events

Written by Marina Bartoletti

Paper category

Bachelor Thesis

Subject

Business Administration>Marketing & Sales

Year

2013

Abstract

Bachelor Thesis: The importance of communication and media The promotion of sports events is a marketing technique that needs to target a niche market. When marketing sports events, it is important to try and achieve subjectivity when delivering certain messages that will be received by fans and/or others who directly participate in the "consumption" of a particular service. The impression of the organization has a great influence on the customer's perception of the product or service (Pickton & Broderick, 2005). Therefore, it is natural to understand that the activities sponsored by the sponsor for a specific event, even if it is not directly related to the event, are the basis of product marketing. Generally speaking, media can be defined as: "[...] Anything that can carry or transmit marketing communications to one or more people" (Pickton & Broderick, 2005, p. 116). Finally, in a globalized world where almost everyone has information, understanding how events through the media, especially social media, can meet the needs of fans is crucial for sports event organizers because it will help them" Increase participation and participation". Ultimately improve business results” (Van Shaik, 2012). 2.2 Old media Generally speaking, companies rely on effective advertising to attract customers to purchase specific products or services. To this end, companies need to develop specific media strategies, which can be defined “The process of analyzing and selecting media for advertising and promotional activities” (Clow & Baack, 2010, p. 234). In order to formulate this media strategy, media planning is essential. In order to successfully implement a media plan, the company needs to carefully determine Market segments to be targeted and understand the main factors influencing the public decision-making process. Media plans can be more focused on what we call "old media" or more modern "new media" or hybrid advertising strategies. This chapter focuses on Use three different kinds of old media: the different advantages and disadvantages of TV, newspapers, and radio. It is easy to argue that with the current technological advances, the use and acceptance of old media marketing is futile. However, it is important to understand How different goals and communication goals require a wide range of communication tools and media to transmit specific information. Even in our modern times, these tools can be identified in the old media. 2.2.1 TV According to RL Phillips (2005), TV advertising It is a marketing method that differs greatly in demand and desirability. This applies to both company advertising and consumers. 2.2.1 Television According to R. L. Phillips (2005), television advertising is a marketing method that differs greatly in demand and desirability. This applies to both company advertising and consumers. Marketers are not only more willing to broadcast his show on popular primetime TV shows than at 5 am when an unknown event is broadcast; but consumers are more willing to watch advertisements that truly meet his or her needs, such as "Recent Theory "(Fill, 2009). This brings us to the first shortcoming of TV advertising: the inability to effectively target the market, which is the prerequisite for creating a successful media plan determined by Clow and Baack (2010). Another disadvantage of TV advertising is that there is a lot of confusion due to too many advertisements being played during the show. As can be seen in the paper by Clow and Baack (2010), in primetime programs in the United States, TV commercials average about 19 minutes, with 31 commercials playing per hour, and 5-minute breaks are increasing. The more popular. Therefore, viewers start to switch channels during commercial breaks, making the advertisements at the beginning and end of these breaks more valuable than the intermediate advertisements (Clow & Baack, 2010). Another problem with TV advertising is its short life cycle: most ads need to attract the viewer’s attention within about 30 seconds (a good example is the 30-second Super Bowl ad), so marketers need to make a very good one The job of creating an effective, engaging, and brief TV commercial. According to the definition of Keegan and Green (2011), TV advertising is “a form of pay TV program in which a specific product is displayed, explained, and offered to viewers” ​​(page 480). This brings us to the next disadvantage of marketing using television as a medium: the overall cost of each advertisement is very high compared to the cost of advertising through most new media (Clow & Baack, 2010). These costs do not only refer to the actual time the company needs to pay for the broadcast, but the cost of producing the ad itself can be very high: on average, the cost of producing a TV ad in the United States can be as high as $358,000 (Clow & Baack, 2010. However, although the overall cost may be very high, the cost per contact is very low, as Clow and Baack (2010) said, this can be a reason to spend up to $3 million to produce 30-second advertisements during the Super Bowl. According to According to Clow and Baack (2010), TV advertising has many other advantages, such as its high intrusion value, which can be obtained through motion and sound; its high-frequency potential. Read Less