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TRANSCRIPT
SEM 2 In-Class Activities
Activity Sheet
Objective 1.02
Activity 1
Student Directions:
Your family is planning to attend a Charlotte Bobcats basketball game. Pretend you have an unlimited budget. Take five minutes and make a list of all the money that could be spent by your family from the moment you leave your house to go to the game until you return to your home after the game.
Here is a sample list of potential money that could be spent (these are examples only your list does not have to be limited to these items) :
Hotel Fast food restaurants Full service restaurants Souvenirs Parking Gas for automobile A side trip to Paramount Carowinds or Discovery Place Concession stand food Rental car Game ticket
From the list you have made, illustrate (using magazines, internet or drawings) your findings and include potential dollar amounts for each.
Attach to the illustration a half page written summary including:
(1) How attending a sporting event affects the family’s finances and,
(2) The impact of this game on the local economy.
Activity 2
LITERATURE REVIEW
Sporting events can bring a substantial amount of economic activity to the local economy.
Find and research an article on “the economic impact of an event or team on a community.” Write a one-page review of the article. Be sure to include the following:
Name of the article Author of article Date published Where found (if Internet, give URL address) Summarize the important facts (at least 4-5 complete sentences)
State what you learned from the article Summarize what you liked about the article Summarize what you disliked about the article Do you agree or disagree with the article and why
Articles and information can be found using a search engine (google, etc.) and entering, “economic impact of______________ (enter the event or team of your choice in the blank space).”
Activity 3
January 3, 2004 NFL playoff game between the Carolina Panthers and Dallas Cowboys generated $8 million dollars in revenue for the Charlotte economy.
Using the Internet, find the economic impact on the local economy for the most recent following sporting events:
1. Nascar Coca Cola 6002. Super Bowl 3. NBA All-Star Game4. Chick-fil-A Peach Bowl5. World Series Final Game6. The PGA Tour Championship7. Stanley Cup Final Game
Please indicate where found (if Internet, give URL address).
Articles and information can be found using search engine (google, etc), and entering, “economic impact of_______________________________”, (enter the event or team in the blank space).
Activity 4West Mecklenburg’s football team had a successful regular season and will be participating in the playoffs. The first playoff game will be held at West Meck. What economic impact will West Meck and the surrounding community experience because of this playoff game? Detail five economic impacts for West Meck and five for the community.
Here are sample answers for economic impact for the school:
Admission to the game Parking charge Concession sales Souvenirs
Here are sample answers for economic impact for the community:
Spectators purchasing gas for the cars Spectators stopping to eat at a local restaurant If out of town team, spectators needing lodging
Activity 5
Using the Internet, research your favorite sports team and find the economic impact the team has on the local economy. Provide either the annual economic impact or the total economic impact since its conception.
Be sure to include the following:
Name of the article Author of article Date published Where found (if Internet, give URL address) Summarize the important facts (at least 4-5 complete sentences) State what you learned from the article
Articles and information can be found using a search engine and entering, “economic impact of _______________ (enter the name of the team here) on_______________
(enter the name of the location or city he
Activity 1
Choose two sports teams in the same region and create a chart comparing and contrasting the marketing mix of the two teams.
For example:
Charlotte Bobcats Carolina PanthersPRODUCT NBA franchise NFL franchisePRICE best tickets cost $65.00 best tickets cost $95.00 and this
is only if you are a PSL owner.PLACE Coliseum seats 25,000 Stadium seats 70,000PROMOTION Newspaper Television and radio
NEXT,
Choose and research a sports team describing the marketing mix in detail. You are to find examples of the marketing mix elements if possible (for example, bring in promotions or samples)
1.03 PROJECT
PRODUCT DEVELOPMENT
Create a new sports or entertainment product and provide a prototype. Answer the following questions related to your new sports product. Answers to the following questions need to be organized into a written document. Presentation of information is key.
PRODUCT:
1. What is the name of the product?2. What image do you want the product to portray?3. List three features and their corresponding benefits of your product.
4. From what material is the product made?5. How do you care for the product?6. Sketch and describe the trademark.
TARGET MARKET:1. Who is your target market?2. Express your market in terms of geographics, demographics and psychographics.
PRICE:
1. What will be the selling price of your product?2. Explain why you are charging this price?
PLACE:
1. Where will customers buy the product?2. Explain why this is the best place to market this product?
PROMOTION:
1. What would be the most effective form(s) of communication for this product—advertising, personal selling, sales promotion, publicity? Explain your selection.
2. For each below, give one example of WHERE and WHY you would advertise your product. Be sure to mention advantages and disadvantages in your explanation.Print Media: Newspaper, Magazine
Broadcast Media: Radio station, Television station
3. For internet advertising, would you use banner ads, pop-up ads or both? What websites would you place those banners and pop-up ads. List five.
4. Create an example of a contest, sweepstake, or coupon you could use to inform your target market about your product.
SPONSORSHIP:
1. What sporting event would you consider sponsoring?2. Explain why you think this event would be a good fit for your product.
COMPETITION:Why would a consumer choose your product instead of a competitor’s product?
RISK MANAGEMENT:Describe safety precautions or risks associated with your product. Think in terms of economic, natural, and human risks.
ETHICS:Describe ethical issues concerning your product.
ECONOMICS:As an entrepreneur, you must now decide how you would set up your business. Which form of business ownership would you choose: sole proprietorship, partnership, or corporation? Why did you select this form over the others? What are two advantages and two disadvantages of each form of business ownership?
SELLING:
1. Give a brief example of how personal selling could be used as face-to-face communication to inform, persuade, or remind customers of your new product.
2. Provide two questions your sales staff could ask your customers in order to determine their needs and list which product features to demonstrate about your product.
3. Describe two ways you can demonstrate your product to potential customers.4. List two ways you can involve your customer in the product demonstration.5. State two possible objections (pertaining to need, product, source, price, and time) and your response
to these objections.6. What are two ways you might be able to close the sale?7. List two items that could be used in suggestion selling once a customer has committed to buying your
product.PRESENTATION:
You have created and researched a new product your customers will be willing and eager to buy. To receive financing for your new product venture, you must present a two-four minute presentation to the Small Business Administration. Be professional, organized, and well prepared.
PRODUCT DEVELOPMENT EVALUATION FORM
Please circle one number for each of the following competencies/indicators and place the number in the space provided to the right, then total.
Evaluation Criteria
Excellent(A)
Good(B)
Fair(C)
Poor(D/F) Score
Product
Thoroughly answers all questions
15, 14
Minor errors which do not distract from the overall answer
13, 12
Lacking detail with some parts missing
11, 10
Vague and elusive
9 or below
Target market
Thoroughly answers all questions
10
Minor errors which do not distract from the overall answer
9
Lacking detail with some parts missing
8
Vague and elusive
7 or below
Price
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Place
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Promotion
Thoroughly answers all questions
10
Minor errors which do not distract from the overall answer
9
Lacking detail with some parts missing
8
Vague and elusive
7 or below
Sponsorship
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Competition
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Risk management
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Ethics
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Economics
Thoroughly answers all questions
5
Minor errors which do not distract from the overall answer
4
Lacking detail with some parts missing
3
Vague and elusive
2 or below
Selling
Thoroughly answers all questions
15, 14
Minor errors which do not distract from the overall answer
13, 12
Lacking detail with some parts missing
11, 10
Vague and elusive
9 or below
Presentation
Presentation is completely developed
with logical progression
15, 14
Presentation contains complete information with minor errors;
presentation is clear
13, 12
Presentation contains a few errors; presentation
is vague in spots
11, 10
Presentation is either excessively long or short
containing numerous errors; content is
ambiguous
9 or below
Comments: Total Score:______
Objective 2.01 Activity 1 Your family is planning to attend a Charlotte Bobcats basketball game. Pretend you have an unlimited budget. Make a list of all the money that could be spent by your family from the moment you leave your house to go to the game until you return to your home. You will be spending the night in Charlotte. Use the Internet to search actual prices. You should describe the different restaurants, hotels, limo service, etc. that you intend to use. Explain what the impact of this game is on the local economy.
Activity 2 Sporting events can bring a substantial amount of economic activity to the local community. Find and research an article on the economic impact of an event or team on a community. Write a one page review of the article. Be sure to include the following:
Name of the article Author of the article Date Published Where did you find it (if internet, give url address) Summarize the important facts (at least 4-5 complete sentences) State what you learned from the article Summarize what you liked about the article Summarize what you disliked about the article Do you agree or disagree with the article and why Articles and information can be found using search engine, "economic impact of. "
Activity 3 On January 3, 2004 NFL playoff game between the Carolina Panthers and Dallas Cowboys generated $8 million dollars in revenue for the Charlotte economy.
Using the Internet, find the economic impact on the local economy for the most recent following sports events:
1. Nascar Coca Cola 600 2. Super Bowl 3. NBA All-Star Game 4. Chick fil A Peach Bowl 5. World Series Final Game 6. The PGA Tour Championship 7. Stanley Cup Final Game
Please indicate where you found the information (if internet, give URL address) Articles and information can be found using search engine, "economic impact of."
Activity 4 Your high school football team had a successful regular season and will be participating in the
playoffs. The first playoff game will be held at your school. What economic impact will your school and surrounding community experience because of this playoff game? Detail five economic impacts for your school and five for your community. What are the fans going to spend money on?
Activity 5 Using the Internet, research your favorite sports team and find the economic impact the team has on the local economy. Provide either the annual economic impact or the total economic impact since its conception. Be sure to include the following:
Name of the Article Author of article Date Published Where found (if Internet, give URL address) Summarize the important facts (at least 4-5 complete sentences) State what you learned from the article
Articles and information can be found using search engine, "economic impact of."
Objective 2.02
PowerPower http://y12web2.y12.doe.gov/techmgt/lic/patent/tsld001.htm
Activity 1 You are working as a research assistant for a local school board. The school system you are working for has approximately 75,000 students. It has come to the attention of the superintendent that the public does not fully understand Title 1X and ADA. You have beeen assigned to make a powerpoint (5 slides) on each of these topics to be presented at the next school board meeting. Your presentation must be simply and easy to comprehend--as you will be presenting it to a diverse audience. In addition, you need to compile a one page handout (list the highlights) on Title 1X and ADA. Grading: Presentation 75% Handout 25%
Activity 2 Have students research and design a brochure to orient new coaches. The brochure should outline all of the compliance and legalities facing high school athletics. They should use coaches or the athletic director at your school as a resource. The North Carolina High School Athletic Association's website (www.nchsaa.com) will provide some information. The brochure should address eligibility, season restrictions, and behavior regulations.
Activity 3 Write the definition of Trademark. Look at this site: http://www.uspto.gov/web/offices/tac/doc/basic/trade_defin.htm
Write definition of Service Mark
Write the definition of Industrial Design. Look at this site. While there, look at and explain how industrial designs should be protected. http://www.wipo.int/about-ip/en/industrial_designs.html
Write the definition of Certification Marks. Look at this site. http://www.wipo.int/sme/en/ip_business/collective_marks/certification_marks.htm
Write a short history of the Lanham Trademark Act. Look at this site: http://www.inta.org/about/lanham.html
Write a short history of the Sherman Antitrust Act. Look at this site: http://www.inta.org/about/lanham.html
Objective 2.03
Activity 1 Each day companies battle for your attention. Whether it is on the radio, television, or in a magazine, companies are constantly trying to get the upper hand and convince you to buy their product. Endorsements and testimonials are often used, especially when the endorser is a famous entertainer or sports figure. In Michael Jordan's last years of playing basketball for the Chicago Bulls, he actually made more money off the court endorsing products, than he did by playing basketball. With the massive amount of money being spent by companies to get the "best" endorsements, it must work. Identify five products that use celebrity endorsers. You need to identify the product, the celebrity and what has made that celebrity famous. Analyze the relationship between the company and what the celebrity endorser has done for the company. Focus on the following questions:
Did sales increase after the endorser began working with the company? Is the relationship between the endorser and the company long-standing? Identify the target market of the product. Does the endorser fit the target market trying to be
reached by the company? When did the entertainer's contract start? What is the celebrity paid?
Activity 2 Celebrities and sports entertainers are known for their sometime "bad boy" behavior. Does it really hurt their careers? Does the public really care? You are an investigative reporter for a new entertainment channel. Your assignment is to research a celebrity and a negative issue they have dealt with in their career. You need to provide a one-minute script on the issue for the news anchors, including how the celebrity dealt with the issue and how public perception was altered (in both the long and short run if applicable). Students should include four examples. Here are some suggested examples:
OJ Simpson's murder trial Pete Rose's ban from MLB
Oprah Winfrey being sued by Texas cattlemen. Tonya Harding's involvement in the plot to injure her Olympic competitor.
Activity 3 Using the microsoft word or by hand using typing paper, construct an organizational chart for South Iredell High School. The organizational chart should only include the administration through the athletic department. All coaches and assistants should be included. Make sure you define duties and responsibilities under each position.
Activity 4 Write a 250 word essay describing the reasons leading up to and the results of the Major League Baseball strike, which occurred in 1994.
Activity 5 We have established celebrity endorsements mean a great deal to companies and their marketing campaigns. You work for a chain of gym and fitness centers that are ready to expand nationally. Your boss has asked you to identify five athletic or celebrity endorsers you would like to see in the new advertising campaign. Your assignment is to select the five celebrities and then write a memo to your boss ranking them in priority from the most to least appropriate match for the campaign. For each, you need to outline why you selected that celebrity and what you think he/she brings to a national marketing campaign.
Activity 6 Please explain the difference between an Agent and a Handler. What are their roles/duties in the sports and entertainment industry.
Activity 7 You will research and explain the term Collective Bargaining as it pertains to professional sports. You should list information regarding a professional sports league, which uses collective bargaining. Minimum salary, player's rights, medical disability insurance, labor rules, length of contract, restrictions of certain activities or behaviors, rules of agents, player and team travel.
Activity 8 You will research and explain the term Free Agency. List the highest paid players in the NFL, MLB, NHL, NBA, MLS. Compare the salaries of US athletes to athletes from other parts of the world. You should give examples for each.
Objective 3.01 Activity 1 Suppose an individual would like to bring a Major League Baseball franchise team to North Carolina. Your job is to research and prepare a summary of financing options for the individual to review. While researching, you may find it helpful to investigate some of the public funding used to bring the Carolina Panthers, Charlotte Bobcats and the Carolina Hurricanes to the state. You do not need to locate all of the money needed for the franchise; you just need to make a snapshot list of what options the team might have. While researching, you may find it helpful to search archives
and retrieve stories regarding the Charlotte Bobcats and refer to your notes on public options for funding.
Activity 2 You work for a minor league baseball team. Recently, management has announced a program within the company to give more money back to the community. They have decided to give at least $150,000 a year to the community in which you live. Your job is to write a memorandum to the President of the team outlining how you suggest the money be spent. Remember, part of the goal is spending money to make money. You want the donations to be useful to the community and helpful to your public image.
Activity 3 Make a poster with pictures, words, and phrases representing all of the possible sources of income for a city hosting a major golf tournament. Some examples might include: ticket sales, program sales and hotel sales.
Activity 4 You are going to make a presentation to your town council and convince them to allow a professional sports team to relocate to your city. You need to investigate and present all of the positive aspects of being home to a professional sports team. Some items to consider are the tax base, associated economic implications and other businesses that will relocate or begin as a result of the team being in your city. Your local chamber of commerce can be a source of information in addition to the NBA, NFL, and MLB.
Activity 5 You will look up the property tax rate (Charlotte, Mecklenburg County, Iredell County), hospitality tax rate (Charlotte, Mecklenburg County). How much did it cost to build the new arena in Charlotte? How much was paid by taxpayers? How much did the owner (Robert Johnson) put in to build the arena? How much is the food and beverage tax in Charlotte? How much is the ticket tax in Charlotte?
Objective 3.02
Activity 1 You have recently been hired by a concert promoter for a popular children's character. The children's character is coming to town to perform. Your assignment is to brainstorm a list of expenses the company will face as they bring the character in town for the concert.
Activity 2 Construct a poster showing expenses to be considered when planning an event. You need to use an illustration with each expense and label the category of the expense. Example: Relocation of players would be shown as a personnel expense.
Activity 3 Your best friend has recently hit it big in the world of pop music. She is spending most of her earnings, and there are numerous people wanting her to spend more. You are concerned about people taking advantage of her. Develop a list of pros and cons for using a professional accountant for her expenses.
Objective 4.01
Activity 1 You will use a NC map to identify 15 sports and entertainment facilities by drawing symbols on the map. (Example. A football with a East Carolina logo drawn at Greenville, NC)
Activity 2 You will choose ten NC sports and entertainment facilities from the notes (Verizon Wireless Amphitheatre, Paramount's Carowinds, McCormick Field, The Outer Banks, NC Speedway, etc.) and research these facilities online. Design a powerpoint presentation OR write a two page report with a description of the facility, the location, annual expected revenue and methods of promotion.
Activity 3 You will research a facility manager's responsibilities. Either type a one page summary of the responsibilities including personality traits needed to be an effective facility manager, or create a brochure with the job description, required education, expected salary, job outlook and preferred personal characteristics.
Activity 4 You will create a collage of pictures representing each of the twenty-four sports and entertainment facilities mentioned in this outline.
Activity 5 You will list two potential problems or accidents to consider in each of the following areas and generate ideas for proper procedures to handle these problems. Example: Potential problem/accident--Security at the ATM machine; Proper procedures--Make sure that the area has sufficient lighting.
ATM First Aid Lost Child Hearing Impaired Attendees Will-Call Ticket Windows Designated Driver Programs Information or Concierge Service Messages on Stadium Message Board Paging Lost and Found Items
Objective 4.02
Activity 1 Students answer a survey determining if they have the skills necessary to become an event manager. If they answer yes to most of these questions, they might have the skills necessary to become an event manager. Survey Questions: 1. Do I enjoy working with other people? 2. When working in groups, do I delegate responsibility to my teammates to make sure that everything is completed? 3. When working in groups, am I careful not to do everything myself but trust others to do their part? 4. Do I enjoy writing and speaking? 5. Am I clear in giving instructions? 6. Do I like to talk with people? 7. Do I work well with diverse groups of people? 8. Am I good at making a team come together to work toward the same goal? 9. Do I have self control and remain calm in stressful situations? 10. Do I enjoy problem solving? 11. Am I organized and detail oriented? 12. Do I enjoy taking on challenges and work diligently to find a solution? 13. Am I flexible when it is necessary to change plans? 14. Do people tell me that I am creative? 15. Do I have the ability to think and plan ahead?
Activity 2 You will research newspaper articles for recent sports and entertainment events in your area. Write a summary of the event listing Strengths, Weaknesses, Opportunities, and Threats.
Activity 3 Have students make a poster portraying the intangible aspects (things you cannot physically touch or hold in your hand) of an event including:
Amusement (pictures of people smiling) Entertainment (magician's hat, people clapping) Information (what could be learned/personal growth gained from this event)
Activity 4 As a group brainstorm various risks associated with event planning. You will then determine if the risks are financial risks or safety risks. (Ex. Competition, poor publicity, natural disasters, economic downturns, poor crowd behavior, traffic issues) You will list at least 8 risks and write a short paragraph describing the risks and your plans to minimize their effect on your event.
Activity 5 You will draw a visual aid that depicts the steps for creating an event management plan and all of the preparation involved. There will be a big circle in the middle of the page with "Steps for
Creating an Event Management Plan written inside. Branching from the big circle, there will be medium sized circles with "Schedule the Event, Negotiate the Contract, Coordinate the Event, Stage the Event, Reconcile expenses and revenues, Evaluate the event with SWOT analysis" written inside. Branching from the medium sized circles there will be small circles with details for each step listed. These details will all come from the outline notes.
Objective 4.03 Event Planning Brainstorm ideas for an event to be held at your school (ex. Drama performs a play, band performs during a nice dinner, DECA has a spaghetti supper for a fundraiser, students challenge the faculty in a basketball game, etc.)
Design a powerpoint presentation that will convince your principal to approve this event. Prove that you are well prepared and have everything organized! Be creative!
The questions you should answer include but are not limited to: Goal of the project, Benefit to students, faculty and community, Location, Management, All people involved, Promotion ideas, Expenses, Profit, Safety plans, Risks management ideas and prevention.
Objective 5.01 Activity 1 You will choose a school event you are familiar with and list as much information about the event as you can. Ex: when, where, who, cost, student's perception of the event and any reviews the students may have heard. You will examine either the intrinsic, extrinsic or occasional factors that influence consumers attending events like the one discussed. You should then develop a list of the factors that influence spectator consumers and participant consumers. You should develop an advertisement that speaks to the consumer influenced by the factors listed.
Objective 5.02 Activity 1 You will choose an entertainment event that was recently held in your area and describe the following in paragraph form. 1. How did the promoters of the event position the event in the market? 2. Describe the target market. 3. Was the positioning strategy obvious to the target market? 4. Do you believe the promoters were successful in their efforts? 5. What recommendations would you make to improve the strategy or to reach other markets that would be responsive to the event?
Activity 2 You will use the Internet to locate ten advertisements for entertainment products. Copy and paste the ads to a word document and label each where the ad was found and when it was published. Next, you should analyze each ad by determining which method was used to segment the market
and what elements of the ad (copy, headline, illustration, or publication) support their opinion. You should be specific in your analysis and strive to find examples of each segmentation method discussed in class.
Activity 3 Research the music industry, specifically a genre of your choice; country, rock, rap, hip-hop, pop, alternative. Explain how the genre has positioned itself in the minds of listeners. Give examples of how music industry promoters show understanding of consumer's attitudes and needs, how some recording companies/radio stations have taken advantage of niche marketing and how the genre is implementing strategies to increase listeners. If the genre has experienced a loss of audience, examine what has led to this decrease and make recommendations for re-gaining audience numbers.
Activity 4 With a partner research a reality show: Survivor, Big Brother, The Bachelor, The Amazing Race, The Real World, Road Rules, Meet Joe Millionaire. Analyze the show in terms of its "life cycle" by researching ratings, advertising dollars earned, average viewership over time and show websites. Teams should determine which stage of the life cycle the show is in, using examples from their research to support their opinion.
Activity 5 You will create a computer generated graph of the product life cycle. You should label each stage with an entertainment related product that is currently in that stage and list at least three facts (current sales, competitors, promotional strategy) to support their opinion.
Objective 5.03
Activity 1Go on-line and get several examples of entertainment purchases: movie tickets, football game tickets, fan club memberships, tickets to a local ballet troupe performance. Now consider individuals who would fill the roles of influencers, decision-makers, followers and purchasers in the acquisition of the products.
Using at least three purchases, create a chart listing the purchase, the influencers, decision-makers, followers and purchasers.
Activity 2Find three print advertisements that represent each of the promotional objectives: to inform, persuade and remind. List characteristics of the product/service/company that is being advertised, taking into consideration product life cycle, consumer segmentation, market characteristics and recent purchasing trends.
Activity 3Create a poster of at least 10 print ads that inform, persuade or remind. Once located, attached them to the poster, analyze the ads and circle, highlight or underline the elements of the ad that are used to communicate their message. For example, an ad from Burger King with a headline of “Hungry?” and a photo of a burger, the headline and photo both would be elements that are being used to persuade consumers to purchase.
Activity 4Consider the following scenario:
Athletic endorsements have changed the face of sports marketing. For five of the sports played at your school, select a team member that would make an effective endorser for the sport. Explain why the individual would be a good choice and different activities that the student could participate in to promote his/her sport.
Activity 5You will create a promotional campaign that could be implemented in an effort to increase attendance at athletic events at West Mecklenburg High School. Be creative!
You should develop a theme and a slogan to be used throughout the campaign and develop “professional” samples of recommended promotional messages.
Objective 5.04
Complete the following survey on ice cream.
Ice Cream Survey
Part I
1. I enjoy eating ice cream so much that I eat it:
___________________________________________________________________________________________________________
If you are lactose intolerant, thank you for your time. For the purpose of this survey, NO ONE in this class is lactose intolerant.
2. My favorite ice cream flavor is:
___________________________________________________________________________________________________________
3. My favorite toppings are:
___________________________________________________________________________________________________________
4. My single most favorite brand is:
___________________________________________________________________________________________________________
5. I don't like the following brand(s): Breyers, Haagen Dazs, Blue Bunny, Ben & Jerry's, Hershey's, or other.
6. I usually buy ice cream in the following size: Pint, gallon, quart, ½ gallon, or size doesn’t matter.
7. I prefer to buy ice cream in the following container type: Plastic, Cardboard carton, or It doesn't matter.
8. How much am I willing to pay for a cone price of ice cream?
___________________________________________________________________________________________________________
9. Which do I prefer? Sherbets or ice cream
10. I often buy ice cream novelties, such as cones, bars, popsicles, etc. True or False
11. My favorite ice cream novelties are: Cone shapes, Popsicles, Bars, Cars & similar shapes, Comic book characters or other.
12. Do you eat ice cream in the winter?
___________________________________________________________________________________________________________
13. What is the weirdest flavor of ice cream you've ever seen?
___________________________________________________________________________________________________________
14. Where does it hurt when you eat ice cream too fast?
___________________________________________________________________________________________________________
15. When is your favorite time to eat ice cream?
___________________________________________________________________________________________________________
16. How much ice cream do you eat in one serving?
___________________________________________________________________________________________________________
17. Do you share your ice cream with your pet?
___________________________________________________________________________________________________________
18. If you could have your dream flavor of ice cream, what would it be?
___________________________________________________________________________________________________________
19. Are you lactose intolerant?
___________________________________________________________________________________________________________
20. Do you prefer to eat ice cream with or without beans?
___________________________________________________________________________________________________________
21. Are you allergic to any particular flavor of ice cream?
___________________________________________________________________________________________________________
22. Do you prefer hard or soft ice cream?
___________________________________________________________________________________________________________
23. Do you prefer it in a cone or a cup?
___________________________________________________________________________________________________________
24. When shopping for ice cream, do you consider the price of the ice cream before you purchase it?
___________________________________________________________________________________________________________
25. Do you prefer homemade or store bought ice cream?
___________________________________________________________________________________________________________
26. Do you prefer store bought or specialty ice cream?
___________________________________________________________________________________________________________
27. Do you like (circle all that apply): Pretzel cones, waffle cones, or sugar cones? Other
___________________________________________________________________________________________________________
28. Does the appearance of the ice cream affect your decision to purchase the ice cream? (ex. Play-dough ice cream)
___________________________________________________________________________________________________________
Explain
______________________________________________________________________________________________________________
Part II
Smell Texture Flavor Brand Rank 1-10 with 10 being the highest.
What is your opinion of the ice cream?
M&M’s website worksheet
Directions: Go to M&Ms website: www.m-ms.com. Answer the questions below.
Section 1: History1. What year were M&Ms first sold to public?
2. How were they packaged?
3. When was package changed and to what type of package?
4. When were peanut M&Ms first introduced?
5. What is the slogan?
6. What colors were added in 1960?
7. When were brand characters introduced?
8. In 1976 what color was added and what color was taken away?
9. Why was this color taken away?
10. Who asked to have M&Ms included in their food supply?
11. When were special holiday lines introduced?
12. When was the color taken away returned?
13. What products were added in 1990’s?
14. Which color was added in 1995 and by what %?
15. What is colorworks?
16. Which character was added in 1997?
17. What is M&M world?
18. What did they announce they were the spokescandies for in 1998?
19. When were Crispy chocolates introduced?
20. What did they change their name to in 2000?
Section 2: Products
1. Can you get WMHS colors?
2. What color was originally used for the letters on the M&M’s?
3. What % of each color do you get in a bag of M&M’s?Brown – ____%, Yellow – _____%, Red – _____%, Blue – _____%,
Green – ____%, Orange – ______%
Section 3: Characters – Give brief description of each after reading bio1. Red –
2. Green –
3. Yellow –
4. Blue –
Create your own survey about M&M’s. You should have one skip question, 10 open-ended questions and 10 closed-ended questions. Remember the rules for designing a questionnaire
Consumer Behavior . . . Cookies, cookies, cookies!1. If you were observing a cookie eating contest, what type of
consumer would you be?________________________________________________________________2. If you were actually involved in a cookie eating contest, what type
of consumer would you be?_____________________________________________________________3. What would be your intrinsic factors for attending the event?
Spectator example:_____________________________________________________________________
_________________________________________________________________________________________
Participant example:____________________________________________________________________
_________________________________________________________________________________________
4. What would be an example of an extrinsic factor for attending the event?Spectator example:_____________________________________________________________________
_________________________________________________________________________________________
Participant example:____________________________________________________________________
_________________________________________________________________________________________
5. Give an example of an occasional factor for attending the event._________________________________________________________________________________________________________________
6. Give one example of the cookie eating contest for each of the four levels of consumer motivation.___________________________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
7. How does the cookie company position its product?______________________________________________________________________________________________________________________________
8. Segmentation – describe the target market based on the four types of segmentation. ___________________________________________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
9. Give examples for the cookie based on the four stages in the life cycle._________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
10.How can the cookie company increase its market share?_________________________________________________________________________________________________________________________
11.Give an example of how the cookie company could use the “push” strategy to increase sales._______________________________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
12.Give an example of how the cookie company could use the “pull” strategy to increase sales.________________________________________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
13.Describe the primary market.____________________________________________________________________________________________________________________________________________________
14.Describe the secondary market.__________________________________________________________________________________________________________________________________________________
15.Give an example for each of the four types of audiences._________________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
16.Explain how the cookie manufacturer can inform, persuade and remind customers of the product.________________________________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
17.Give one example for each of the four parts of the promotional mix.______________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
18.Give one example for each of the four methods of designing the promotional budget._________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
19.Explain a media strategy for the cookie company.________________________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
20.Give an example for each of the three types of research for the cookie company._________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
21.Using our class, collect three types of primary data.______________________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
22.Using another source, collect three types of secondary data about the types of cookies, cookie manufacturers or trends of the market.__________________________________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
23.Create a 10 question survey about the cookies. Have eight closed-ended questions and two open-ended questions. Remember the rules when developing questionnaires.
24.Create a report from the results of the survey.Cookies, cookies, cookies . . .
Smell Texture Kind Brand Rank 1-10 with 10
being the highest.
What is your opinion of the cookie?
5.05 PROJECT
INCREASING ATTENDANCE AT LOCAL EVENTS
Attendance at West Mecklenburg’s sporting events has dropped considerably over the past three years. The athletic director has come to you asking for a plan to increase attendance at games or other events.
Develop a questionnaire and survey a representative sample of students, staff members and parents. Your sample should be made up of at least 10% of West Meck’s school population. (1000 students, survey 100 people) Once you have gathered your data, prepare a series of graphs and charts illustrating the responses for each survey question.
In order to develop a plan, you need to analyze all of the data and begin drawing conclusions about your target market. Examine individual responses from the survey and do the following:
Classify responders as spectator consumers or participant consumers. Classify responders as influenced by intrinsic, extrinsic or occasional factors. Is your target market informed or uninformed about the events?
Using information gathered, determine how the athletic director should reach the target audiences with promotional messages about school athletic events. Include at least 4 different media in your recommendation and offer a logical rationale for including the medium. Use the ideas, themes, slogans and samples you developed earlier in this unit.
After you have conducted the survey, analyzed the data and determined specific factors that influence your target market, develop a comprehensive strategic plan to present to the athletic director. Prepare a presentation summarizing all of the research you conducted, the results of the research, the characteristics of your target market and strategies that should be implemented to increase attendance at West Meck’s sporting events.
5.05 Project Evaluation Form
Evaluation Criteria Excellent
(A)
Good
(B)
Fair
(C)
Poor
(D/F)
Score
Questionnaire development Questionnaire is thorough and
seeks information that is relevant to the research.
15, 14, 13, 12
Questionnaire is thorough but does not seek all of the
information needed to conduct the research.
11, 10, 9, 8
Questionnaire is not thorough and fails to ask for information
vital to the research.
7, 6, 5
Questionnaire fails to ask for information that is
relevant to the research being conducted.
4, 3, 2, 1
Conducting the survey The survey was conducted using a representative sample of at least 10% of the school population and made up of parents, students and staff members.
15, 14, 13, 12
The survey was conducted using a sample of less than
10% of the school population but made up of an appropriate mix of students, parents and
staff members.
11, 10, 9, 8
The survey was conducted using a sample of less than 8% of the school population and was not an appropriate mix of students,
parents and staff members.
7, 6, 5
The survey was conducted using a sample of less than 5% of the school population and was not an appropriate
mix of students, parents and staff members.
4, 3, 2, 1
Graphical analysis of survey responses
Charts and graphs were created that accurately and effectively
Charts and graphs were created that accurately illustrated survey
results, but some were
Charts and graphs were created to illustrate survey results, but some were inaccurate and/or
Charts and graphs were created but contained
inaccurate data and/or were
illustrated survey results.
15, 14, 13, 12
ineffective due to choice of graph/chart design.
11, 10, 9, 8
ineffective due to choice of graph/chart design.
7, 6, 5
ineffective due to choice of graph/chart design.
4, 3, 2, 1
Target Market analysis Thoroughly identifies the target market and relevant
characteristics of the market.
20, 19, 18, 17
Partially identifies the target market and some relevant
characteristics of the market.
16, 15, 14, 13, 12
Partially identifies the target market but omits relevant
characteristics of the market.
11, 10, 9, 8, 7
Vague and elusive with missing information.
6, 5, 4, 3, 2, 1
Media Recommend-ations
Recommendations include four types of media and a logical rationale for their selection.
Incorporates appropriate themes, ideas and slogans.
15, 14, 13, 12
Recommendations include four types of media and weak
rationale for their selection. Incorporates appropriate
themes, ideas and slogans.
11, 10, 9, 8
Recommendations include fewer than four types of media and
weak rationale for their selection. Fails to incorporate appropriate
themes, ideas and slogans.
7, 6, 5
Recommendations include fewer than four types of
media and no rationale for their selection. Fails to
incorporate themes, ideas and slogans.
4, 3, 2, 1
Presentation of planPresentation was thorough,
realistic, logical and professional. It thoroughly summarized all research
results, target market characteristics, and outlined
strategies that can realistically be implemented in a school
setting.
20, 19, 18, 17
Presentation was thorough, realistic, logical and
professional. It summarized some research results, target market characteristics, and
outlined strategies that can be implemented in a school setting
with some adjustments.
16, 15, 14, 13, 12
Presentation was realistic and logical. It vaguely summarized research results, target market
characteristics, and outlined strategies few that can
realistically be implemented in a school setting.
11, 10, 9, 8, 7
Presentation was poor. It failed to summarized any research results, target
market characteristics, and outlined strategies that cannot realistically be
implemented in a school setting.
6, 5, 4, 3, 2, 1
Comments: Total Score:
______
Objective 6.01Activity 1
Using the sports and entertainment section of the Charlotte Observer newspaper (Current Edition), search for events and their sponsors. Analyze the target markets of at least 5 events and the target markets of the 5 sponsors of the events. Answer the following question for each event:
1. Are they an appropriate “fit”? If so, explain why. If not, list a more appropriate fit for the event.
Suggest at least two (2) other possible sponsors for each of the 5 events. (for a total of 10 sponsors)
Objective 6.02Activity 1
Global Activity – You will introduce a traditionally American past-time (sport/event) to a foreign country and perform a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. Examples of these past-times can include basketball, baseball, NASCAR, arena football, country music events, rodeos, etc. Useful websites to gather information about specific countries include the World Fact Book at www.cia.gov , www.economist.com and www.countrywatch.com
Activity 2
You will create a role-play for the sales process and client relations in sponsorship with the following as competencies/indicators:
1. Explain the pre-approach2. Demonstrate the approach 3. Demonstrate the determining of needs 4. Demonstrate a feature/benefit presentation 5. Utilize the four-step process in handling objections 6. Demonstrate the closing of the sale7. Demonstrate suggestion selling 8. Describe an appropriate follow-up
Select the most appropriate role-plays for use in class.
Activity 3You are to perform a search of “sponsorship agreements”, “sponsorship deals”, on Advertising Age’s website www.adage.com to find examples of sponsorship agreements. Archived articles from the on-line edition are available, however there is a fee for full print edition articles. In addition, performing a search on “sponsorship agreement” and/or “sponsorship deals” using search engines should also bring up a variety of articles on the subject. You will share and compare events, sponsor benefits and obligations.
Activity 4Choose an event in the Charlotte or surrounding community. Examples include the Novello Reading Festival in Charlotte, NC, the Watermelon Festival in Pageland, SC, and generic events such as road races, concerts, community theater presentations, tree lighting ceremonies, charity events, etc. Then create opportunities for leveraging sponsorships that would be effective for these events using local merchants.
Activity 5
You are to play the role of a manager/director of a marketing agency. You are responsible for creating a training program for new employees. This includes writing a training manual describing the steps in securing a sponsor and/or explaining the sales process and client relations in sponsorship.
OR
You may create a PowerPoint presentation as part of a training program for new employees of a marketing agency. Include the steps in securing a sponsor and explaining the sales process.
Objective 6.03
Activity 1Using the Internet, research the websites of various marketing research companies that provide measurement services. Examples of sites include:
www.beldenassociates.com www.mktinsights.com http://www.marketingpower.com www.rmg3.com/marketing/online www.linkbridge.co.uk .
Gather information on the range and different types of measurement/research services offered, career opportunities, industry news and other unique characteristics of the research firms.
Activity 2Research past occurrences of ambush marketing or parasite marketing. Many articles on the subject are available through the use of search engines on the Internet. Then write a report on the controversy and effectiveness of ambush marketing.
Activity 3The website of Sponsorship Strategies, LLC in Novato, CA, www.sponsorshipstrategies.com/cases.html, has a dozen case studies on sponsorship and event marketing. Read the case studies and be prepared to discuss them in class. Why were these sponsorships considered successful?
Activity 4
Using the search feature on the websites of various sports magazines, look for articles on sponsorships that have failed. (Hint: NASCAR has many!) Analyze the reason(s) for failure and share your information with the class.
Activity 5Many media outlets have rate cards posted on their websites. Example websites include:
http://condenet.com/mediakits http://sportsillustrated.cnn.com/adinfo/si/ratecardframe.html www.ew.com/ew/advertising/mediakit/print/rates2_fl.html . www.filmjournal.com/applications/Electronic.cfm www.quirks.com www.srds.com/srdslisting/servlet www.time-planner.com/planner/rates/index.html www.wired.com/wired/ads/general.html www.worldopinion.com
Research and compare the different packages available and the costs involved in using various print media.
Activity 6You are to follow an on-going event or large-scale event in the media. Depending on the time of the year, examples include:
Spring Semester: Masters Tournament in Augusta A specific NASCAR race Concert series NCAA Basketball Tournament – The final Four/NCAA Championship
Fall semester:
NFL Division Contest NCAA Football Bowl Contests
You are to track publicity for the event. Using the rate cards of the appropriate media, compute an approximate value of the publicity received. You may share your information with the class as an oral presentation or PowerPoint presentation.
Objective 6.03 Activity 1 ( Extra Credit Activity ) Using the Internet, research the websites of various marketing research companies that provide measurement services. Examples of sites include:
www.beldenassociates.com www.mktinsights.com http://www.marketingpower.com www.rmg3.com/marketing/online www.linkbridge.co.uk .
Gather information on the range and different types of measurement/research services offered, career opportunities, industry news and other unique characteristics of the research firms.
Activity 2Research past occurrences of ambush marketing or parasite marketing. Many articles on the subject are available through the use of search engines on the Internet. Then write a report on the controversy and effectiveness of ambush marketing.
Activity 3The website of Sponsorship Strategies, LLC in Novato, CA, www.sponsorshipstrategies.com/cases.html, has a dozen case studies on sponsorship and event marketing. Read four (4) case studies and answer the following question. Be prepared to present two (2) to the class. Why were these sponsorships considered successful?
Activity 4Using the search feature on the websites of various sports magazines, look for articles on sponsorships that have failed. (Hint: NASCAR has many!) Analyze the reason(s) for failure and be prepared to share your information with the class.
Sponsorship Packages
Securing sponsorship for your event is one of the ways that you can reduce your event expenses. Sponsors can also help you promote your event. The following is an
outline of the process. It does not cover every detail around sponsorship; however, it provides you with tips for developing a successful sponsorship package.
Where to begin?
One of the first steps in securing sponsorship is to research the number of event opportunities available to you, such as:
1. How much money and what services do you want to secure in sponsorship? (E.g. printing, products, venue)
2. What sponsor recognition opportunities are available? E.g. name/logo on your event materials (posters, brochures, flyers, programs, banners, etc.) or newspaper advertising.
3. How many people will you reach through the event and through its advertising and promotional opportunities? e.g. how many programs need to be printed, how many people will attend your event?
4. What are your levels of sponsorship (Presenter, Gold, Silver, Bronze) and what benefits can you provide to each? There should be a clear differentiation between each level. Typically, each level should be exclusive in name. Often exclusivity is offered; such as one business area sponsors exclusively; only one bank, etc.
5. How much are you going to charge for each level? Costs should be kept reasonable, while making an effort not to give away too much in relation to cost.
6. What companies are you going to approach? Does anyone on your committee have contacts with companies you are trying to reach? It is always helpful to approach companies that have a similar customer base to your arrangement. A company that may have an interest in supporting an opera event may not be suitable for a dog wash.
7. What if someone wants to donate products in lieu of money? This is great too! You should be careful how you recognize these sponsors. They should be recognized as a Supplier instead of a Sponsor. Ideally at the end of your event you should provide an acknowledgement letter to the supplier stating the dollar value supplied or dollar donated.
8. Designing a Sponsor Package:- Prepare a cover letter and personalize each one sent out.- Outline the details of the event, date, place, time, where is the $ going to?- Outline the specific opportunity/is and key benefits the sponsor receives.- Outline the responsibilities of each party.- Include the sponsorship fee.
Once you have confirmed your sponsors, you should develop a letter of agreement outlining the cost of the sponsorship and the benefits agreed to. It is important to make sure that both parties are clear on their roles and responsibilities. Media is also another great way to promote and recognize sponsors.
SPONSORSHIP AGREEMENT (Sample)
1. This Sponsorship Agreement covers the sponsorship of the [insert Club being sponsored] (“the Club”) for the term described in paragraph 2 below (“the Sponsorship”) by [insert sponsor’s name] (“the Sponsor”).
2. This sponsorship arrangement is for [one] season commencing on [ ] and ending on [
] (“the Term”) and the Sponsor will sponsor
________________________________________________________________ for [insert sponsorship fee and/or benefits in kind] (£[ ] ) plus any applicable VAT in
return for promotional and commercial opportunities.
3. The Sponsor’s logo will appear as the prominent sponsor on all
_________________________________________________________________________
_______________________________________________________.The Sponsor’s logo
will be supplied by the Sponsor and will be applied on the Club’s
_________________________________________________________________________
_______________________________________________________ by, and at the cost of,
the [Club/Sponsor].
4. The Sponsor will be named where permitted and appropriate in tournament publications and
publicity. This includes post match publicity.
5. The Club’s Committee shall ensure the Sponsorship is recorded, in a form acceptable to the
Sponsor, in all publications and publicity relating to the Sponsorship during the Term. The
Club’s Committee shall not publicise, or permit anyone else to publicise, the Sponsorship,
other than in a form to which the Sponsor has given its prior written approval.
6. The Sponsor shall have the right to advertise and promote the Sponsorship in a choice of
mediums including, but not limited to:
a) __________________________
b) __________________________
7. The following benefits will be made available to the Sponsor, free of charge:
_________________________________________________________________________
_________________________________________________________________________
______________________________________________
a)
___________________________________________________________________
__________________________________________________, all bearing the
Sponsor’s logo, will be provided at the cost of the Club for use at the Ground during
the Term.
b) [ Number ] places at the post match receptions.
c) [ Number ] tickets to
___________________________________________________________________
___________________________________________________
8. The Sponsor agrees that it will comply with the ___________________________ ticket
terms and conditions including the Ticket Application Conditions and the Ticket Distribution
Conditions. In addition, the Sponsor shall procure that its assignees and transferees shall
comply with the __________________________ ticket terms and conditions.
9. The Sponsor reserves the right to appoint one member of the Sponsor’s management staff
to be a member of the Club’s Committee.
10. No materials incorporating the Club’s logo may be used without the prior written approval of
the Club.
11. The Club agrees that it will approach the Sponsor first in relation to any renewal on any
subsequent Club sponsorship.
For and on behalf of [Club]
Signed: Name: Date
For and on behalf of [Sponsor]
Signed:
Name:
Date:
OBJECTIVE 6.04SPONSORSHIP PROPOSAL (500 POINTS)
You are to create a unique event. You are encouraged to “think outside the box” and select from a variety of categories. Examples include golf, cars, storytelling, antiques, equestrian, swimming, climbing, opera, fiddler’s bluegrass, crafts, amateur wrestling/boxing, jazz, battle of the bands, battle re-enactments, home and garden, road races, and three-on-three basketball. Charity events may include Special Olympics, Walk for the Cure and more.
You must also locate 15 businesses as potential sponsors with target markets that match the audience of the event. A list of these businesses along with the contact person and address for each is to be attached to this proposal when turned in.
Use the following outline as a guide:
I. Description of the proposed eventa. Purposeb. Datec. Locationd. Activities
II. Description of the target audiencea. Sizeb. Demographic characteristicsc. Psychographic characteristicsd. Geographic characteristicse. Behavioral response
III. Benefits included in the sponsorship agreementa. Exclusivityb. Media packagingc. Signaged. Entertainmente. Merchandise rightsf. In-kindg. Interneth. Opportunities for leveraging
IV. What will be the sponsor’s obligationsa. Feesb. In-kindc. Other obligations
V. Post-event assessmenta. Measuring customer awarenessb. Measuring sales within geographical areac. Opportunities for growth
The proposal is to be typed, double-spaced using 12-point font. Proper grammar, spelling and punctuation are essential for full points.