Examining integrated advertising and sponsorship in corporate marketing through televised sport

To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.

Lifetime sport and leisure activity participation is associated with greater bone size, quality and strength in older men

Introduction: It remains uncertain whether long-term participation in regular weight-bearing exercise confers an advantage to bone structure and strength in old age. The aim of this study was to investigate the relationship between lifetime sport and leisure activity participation on bone material and structural properties at the axial and appendicular skeleton in older men (>50 years).

Methods: We used dual-energy X-ray absorptiometry (DXA) to assess hip, spine and ultradistal (UD) radius areal bone mineral density (aBMD) (n=161), quantitative ultrasound (QUS) to measure heel bone quality (n=161), and quantitative computed tomography (QCT) to assess volumetric BMD, bone geometry and strength at the spine (L₁–L₃) and mid-femur (n=111). Current (>50+ years) and past hours of sport and leisure activity participation during adolescence (13–18 years) and adulthood (19–50 years) were assessed by questionnaire. This information was used to calculate the total time (min) spent participating in sport and leisure activities and an osteogenic index (OI) score for each participant, which provides a measure of participation in weight-bearing activities.

Results: Regression analysis revealed that a greater lifetime (13–50+ years) and mid-adulthood (19–50 years) OI, but not total time (min), was associated with a greater mid-femur total and cortical area, cortical bone mineral content (BMC), and the polar moment of inertia (I _p) and heel VOS (p ranging from <0.05 to <0.01). These results were independent of age, height (or femoral length) and weight (or muscle cross-sectional area). Adolescent OI scores were not found to be significant predictors of bone structure or strength. Furthermore, no significant relationships were detected with areal or volumetric BMD at any site. Subjects were then categorized into either a high (H) or low/non-impact (L) group during adolescence (13–18 years) and adulthood (19–50+ years) according to their OI scores during each of these periods. Three groups were subsequently formed to reflect weight-bearing impact categories during adolescence and then adulthood: LL, HL and HH. Compared to the LL group, mid-femur total and cortical area, cortical BMC and I _p were 6.5–14.2% higher in the HH group. No differences were detected between the LL and HL groups.

Conclusions: In conclusion, these findings indicate that long-term regular participation in sport and leisure activities categorized according to an osteogenic index [but not the total time (min) spent participating in all sport and leisure activities] was an important determinant of bone size, quality and strength, but not BMD, at loaded sites in older men. Furthermore, continued participation in weight-bearing exercise in early to mid-adulthood appears to be important for reducing the risk of low bone strength in old age.

The construction of the adolescent male body through sport

The present study examined the role played by sport in understanding adolescent males' views about their body. Semi-structured interviews were conducted with 40 adolescent boys aged between 15 and 17 years. An inductive thematic analysis of boys' narratives showed that sport provided adolescent males with a context for discussing their body image. Attributes which males liked about their body were synonymous with those associated with being successful at sport. In addition, sport was used as a forum for competing with other males both through playing sport and by using sport performance to make favourable social comparisons about their body size.

Doping in sport: an economic analysis

This paper examines the impact of various regulatory policies on the decision to dope by athletes. The analysis suggests that punishment schemes involving lump-sum fines and bans, which are commonly used to control doping, create biases, and do not achieve their goal of levelling the playing field. Under plausible assumptions, these schemes are more likely to control doping for risk averse athletes compared to risk neutral ones, poorer athletes compared to their wealthier counterparts, and athletes with high earning potentials relative to those with lower potential. A marginal penalty scheme where athletes are fined based on the quantity of dope detected eliminates these biases, and emerges as a superior policy for levelling the playing field.

A measure of 'high commitment organisation' performance values in sport management professionals and sport organisations

Many organizations have realized the growing importance of adopting a 'High Commitment Organization' (HCO) approach with a focus on shared values to assist them in meeting their competitive challenges. A survey questionnaire based on the McDonald and Gandz (1992) list of values, employing confirmatory and principal components analyses was used to create scales to (a) explore the importance the sport management professional placed on those values, (b) explore the individual's perception of the importance placed on those values by their employing organization, (c) to compare these hierarchies with the values of the HCO, and (d) to measure the extent of value congruence. Three clear sets of values emerged: Development / Adhocracy (D/A) Values, Humanistic / Clan (H/C) Values and Conformity / Hierarchy (C/H) Values. Findings indicate significant differences between sport management professionals' values and those of their organizations. Employees placed higher importance on (D/A) and (H/C) Values than their organizations, while Sport organizations placed higher importance on (C/H) Values than their employees. There is stronger support by individuals than organizations for the values underpinning the HCO approach. These levels of individual - organizational value incongruence have implications for individual job satisfaction, motivation and organizational effectiveness.

An empirical investigation of high relational orientation sport club members

Relationships between businesses, businesses and end customers, as well as between customers are an important area of practical and scientific interest. In the present era, largely due to digital technologies such as the database, public and private networks, and data collection and information distribution via TCP/IP (Transmission Control Protocol/Internet Protocol) interface tools such as the World Wide Web (Web), the interest in relationships and related aspects such as trust as it relates to Web interactivity continues. An important antecedent empirical study established that arts patrons (customers) of a New York theatre company could be segmented according to their relational orientation, and that this orientation mediated between component attitudes and future purchase intentions. The study reported in this paper employs Web-based data collection and postal data collection methods in an investigation of the mediation effects of these data collection methods used with the same population of a premier football club in Australia. While a future aim is to more closely compare the outcomes established in the arts study with those from a similarly constructed study in the sporting arena, the focus of this initial paper is the differences in response exhibited by online respondents relative to postal survey respondents. The paper reports findings which do not support those of the antecedent arts and entertainment study concerning the weakness of overall satisfaction on the purchase intentions of high relational orientation customers. The paper also reports findings which give confidence to users of online surveys that despite differences in demographic profiles of these respondents and postal survey respondents, there is a degree of similarity in the responses of the two groups on the measures used in this study. The paper also suggests the need for further research into these data collection effects as they relate to relationship marketing.

The power of play-break for automatic detection and browsing of self-consumable sport video highlights

To enable content-based retrieval, highlights extraction from broadcasted sport video has been an active research topic in the last decade. There is a well-known theory that high-level semantic, such as goal in soccer can be detected based on the occurrences of specific audio and visual features that can be extracted automatically. However, there is yet a definitive solution for the scope (i.e. start and end) of the detection for self consumable highlights. Thus, in this paper we will primarily demonstrate the benefits of using play-break for this purpose. Moreover, we also propose a browsing scheme that is based on integrated play-break and highlights (extended from [1]). To validate our approach, we will present the results from some experiments and a user study.

The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission

When not-for-profit organisations and for-profit organisations are forced to work together, conflict can arise. This paper explores the tensions that have resulted in the Australian sport setting when the Australian Sport Commission (ASC), with its emphasis predominantly directed at not for profit sport, sought to embrace the traditionally for profit sport of Freestyle BMX into the mainstream sport system. This case study traces the development and implementation of the ASC's Street Active program through Freestyle BMX. It was found that Freestyle BMX experienced mission drift and did not provide a product or service relevant to its consumers by adhering to the guidelines required by the ASC. Further, in the development of the program, the ASC did not expect the rivalry between suppliers in the free market action sport industry when it engaged three management groups to deliver the Street Active program. As a result the action sport industry is further fragmented into for-profit agencies, and farther removed from the Australia's federal governing agency, the ASC.

Consumer complaint behaviour in sport consumption: a theoretical model

In this study, traditional consumer complaint behaviours (CCBs) are re-examined in an experiential context; specifically, the consumption of live sport. It is proposed that these behaviours are not motivated by the “traditional” antecedents, and further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional CCBs, such as private responses, direct voicing and third party action take on a more functional role in the sport consumption experience. The possibility exists that for some spectators, these CCBs, which have been traditionally classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience. A review of literature in the area is presented, and a theoretical model of CCB in the experiential context is offered.

Consumer complaint behaviour in sport consumption

While consumer complaint behaviour, and specifically voicing, has been extensively investigated from the perspective of goods (see Volkov et al., 2003, for a review), there have been fewer studies investigating consumer voicing with regard to services (Andreasen, 1984, 1985; Singh, 1988, 1990; Zeithaml, Berry, & Parasuraman, 1996). Further, no research can be identified in the extant literature with respect to experiential consumer voicing. This research proposes an examination of voicing behaviour of consumers in an experiential consumption setting and uses sport consumption as the context. A review of literature in the area is presented and a proposal for experiential research is offered.

In experiential consumption settings, consumers are more likely to experience emotional reactions to, and be actively involved in, the experience than in traditional consumption episodes (Addis & Holbrook, 2001; Hoffman, Kumar, & Novak, 2003; Lofman, 1991). Further, experiential consumption episodes
involve greater emotional processing, more activity, more evaluation, but less overall cognitive processing than traditional episodes (Lofman, 1991), which in turn is likely to result in different consumer behaviour in these experiential settings.

Tn this study, traditional consumer complaint behaviours are re-examined in an experiential context; specifically, consumption of live sport. It is proposed that these behaviours are not motivated by the traditional antecedents of anger and involvement and, further, that they are not enacted with the purpose of
reducing dissonance. Instead, it would appear that traditional complaint behaviour concepts such as voicing, overt aggression, and assignment of blame take on a more functional role in the sport consumption experience. The possibility exists that for some spectators these complaining behaviours that have traditionally been cJassitIed as negative, actually contribute to overall enjoyment o( and satisfaction with, a sport consumption experience.

Consumer construction of sport consumption experiences through role play : a literature review

Evidence exists in the literature that many traditional consumer behaviours have fundamentally different meanings when considered in an experiential context. This paper posits that voicing during the experiential consumption of sport may in fact be a factor of experiential consumption rather than an expression of dissatisfaction as in the traditional complaint behaviour model. This is significant in the interpretation of experiential sport consumption where vocalising appears to serve purposes other than complaining. This paper revises the traditional complaint behaviour literature for explanations about vocalising and then offers some alternate conceptual propositions using experiential consumption literature.