Description
Billions of dollars are spent annually by the sports industry in an attempt to generate awareness, establish images, and attract visitors. Such persuasion activities are the focus of advertising and public relations which seek to influence consumers' choices to participate in and/or attend sports or sporting events. This course delves deeply into this aspect of marketing through exploration of the techniques and activities used to advertise and promote sports events. Specific topics include: the marketing mix, the evolution of media in the 21st century, advertising awareness, brand awareness, critical and frequently used brand metrics, message recall, consumer motivation and attitudes, behavior, endorsements, promotions, naming rights, licensing, sponsorship, media management, constructing the advertising message, as well as designing advertising and, more broadly, sports marketing campaigns. Prerequisites of HWS 280 and COM 101, grade of C or better