Polysemy and Olympic audiences: lessons for sport marketing

Paper presented at the 2000 seminar of the International Chair in Olympism. Key topics of the seminar included references to the multiple narratives, embedded genres and layered symbols that are possible in an Olympic context.

New technologies in marketing: the special case of Buzz Marketing

Cada dia és més difícil convèncer al consumidor de que compri els productes d’una determinada empresa o contracti els seus serveis simplement amb la publicitat convencional. Això ha provocat l’aparició de noves tècniques per publicitar i arribar de manera mes eficient al públic objectiu. Buzz Marketing és un nou terme provinent de l’anglès i la seva traducció vindria a ser “marketing mitjançant el rumor o de tafaneria”. Hi ha noms similars com el Boca-Orella o la predicació.

Daily physical activities and sports in adult survivors of childhood cancer and healthy controls: a population-based questionnaire survey.

BACKGROUND: Healthy lifestyle including sufficient physical activity may mitigate or prevent adverse long-term effects of childhood cancer. We described daily physical activities and sports in childhood cancer survivors and controls, and assessed determinants of both activity patterns. METHODOLOGY/PRINCIPAL FINDINGS: The Swiss Childhood Cancer Survivor Study is a questionnaire survey including all children diagnosed with cancer 1976-2003 at age 0-15 years, registered in the Swiss Childhood Cancer Registry, who survived ≥5 years and reached adulthood (≥20 years). Controls came from the population-based Swiss Health Survey. We compared the two populations and determined risk factors for both outcomes in separate multivariable logistic regression models. The sample included 1058 survivors and 5593 controls (response rates 78% and 66%). Sufficient daily physical activities were reported by 52% (n = 521) of survivors and 37% (n = 2069) of controls (p<0.001). In contrast, 62% (n = 640) of survivors and 65% (n = 3635) of controls reported engaging in sports (p = 0.067). Risk factors for insufficient daily activities in both populations were: older age (OR for ≥35 years: 1.5, 95CI 1.2-2.0), female gender (OR 1.6, 95CI 1.3-1.9), French/Italian Speaking (OR 1.4, 95CI 1.1-1.7), and higher education (OR for university education: 2.0, 95CI 1.5-2.6). Risk factors for no sports were: being a survivor (OR 1.3, 95CI 1.1-1.6), older age (OR for ≥35 years: 1.4, 95CI 1.1-1.8), migration background (OR 1.5, 95CI 1.3-1.8), French/Italian speaking (OR 1.4, 95CI 1.2-1.7), lower education (OR for compulsory schooling only: 1.6, 95CI 1.2-2.2), being married (OR 1.7, 95CI 1.5-2.0), having children (OR 1.3, 95CI 1.4-1.9), obesity (OR 2.4, 95CI 1.7-3.3), and smoking (OR 1.7, 95CI 1.5-2.1). Type of diagnosis was only associated with sports. CONCLUSIONS/SIGNIFICANCE: Physical activity levels in survivors were lower than recommended, but comparable to controls and mainly determined by socio-demographic and cultural factors. Strategies to improve physical activity levels could be similar as for the general population.

El marketing experiencial en espais i botigues de Barcelona

Des de la perspectiva del brand management, el present treball pretén demostrar que una incoherent aplicació del marketing experiencial en entorns espacials pot contribuir a malmetre la construcció de la marca. Per corroborar la hipòtesi, el treball consta d’una una part teòrica, on s’aborda des de la marca fins al marketing experiencial, i una part pràctica en què s’exposa l’anàlisi de cinc entorns espacials de la ciutat de Barcelona: Nespresso, IceBarcelona, Pans&Company, Sephora i Starbucks Coffee.

Social contexts of sports-practicing youths' hazardous drinking.

Sports-practicing youths are at an elevated risk for alcohol use and misuse. Although much attention has recently been given to depicting subgroups facing the greatest threats, little evidence exists on the contexts in which their drinking takes place. Using data from a cross-sectional study on youth sports participation and substance use in the French-speaking part of Switzerland, this study focused on the social contexts associated with hazardous drinking of 894 sports-practicing adolescents aged 16 to 20. Divided between those who had been drunk in the last month (hazardous drinkers, n = 315) and those who had not (n = 579), sports-practicing adolescents were compared on reported gatherings (sports-related, sports-unrelated, mixed) likely linked to their drinking behaviour. Mixed social contexts, followed by sports-unrelated ones, were reported as the most common context by both male and female youths who practiced sports. After controlling for several possible confounders, male hazardous drinkers were more than 3 times more likely to report sports-unrelated social contexts as the most common, compared to sport-related ones, while females were more than 7 times more likely to do so. Our findings seem to indicate that, rather than focusing only on sports-related factors, prevention of alcohol misuse among sports-practicing youths should also pay attention to the social contextualisation of their hazardous drinking.

Consuming sports: distinction, univorism and omnivorism

The question of the social usages of culture and its links with social groups continues to be a topic of discussion today. The aim of this article is to contribute to the debate by examining coherence in the choice of physical activities and sports. The study focuses on the upper social groups, questioning, from a macro-sociological standpoint, their possible omnivority and their dissonance of choice with regard to these activities. Based on a quantitative survey of the sports participated in by the French, the study shows that omnivority and massification of activities are major phenomena. However, the upper social groups in France remain distinguishable both in terms of their "high level of omnivority" and their choice of distinctive activities. Dissonance is another of their characteristics but to a lesser extent.

El e-mail marketing como herramienta de comunicación de OLR Software SL

El present treball compta amb dues parts. La primera es una recopilació sobre temes relacionats amb el correu electrònic i el seu ús: la seva història; els elements que el composen; serveis i programes que ofereix, l´ús d’aquesta eina; l’importància d´aquest dins del e-marketing; la seva efectivitat com a eina de marketing; atributs que se li assignen; les seves principals aplicacions; legislació que el regula; i altres dades que poden ser de gran utilitat a l´hora de fer una tramesa de correu electrònic. La segona part d´aquest treball conté una investigació quantitativa sobre alguns elements o variables que poden influir en l´efectivitat final de la tramesa massiva de correus electrònics realitzada per una empresa amb finalitat comercial.

Sports practice among adolescents with chronic health conditions.

OBJECTIVES: To compare the level of sports practice between adolescents with chronic health conditions (CHCs) and control peers and to examine the reasons given by adolescents with CHCs for not practicing any sports in comparison with the control group. DESIGN: School survey. SETTING: Postmandatory schools. PARTICIPANTS: A total of 6790 students (3275 females) aged 16 to 20 years, grouped as adolescents with CHCs (355 females, 354 males) and control peers (2920 females, 3161 males). MAIN EXPOSURE: Chronic health condition was defined using a noncategorical approach including adolescents with a chronic disease and/or a physical handicap. MAIN OUTCOME MEASURES: Sports practice, barriers to sports practice among individuals not practicing any sports, and biological, psychological, socioeducative, and physical activity characteristics. RESULTS: Males with CHCs were less likely than control males to practice sports, whereas no significant difference was observed for females. Chronically ill youth were significantly more likely to report having a CHC as a barrier for not practicing sports. However, the most frequently reported barrier was preference for other activities for males with CHCs and lack of time for control males and for females with and without CHCs. CONCLUSIONS: Having a CHC seems to influence sports practice among males but not females. We recommend that practitioners dealing with adolescents remember to take into account sports practice as part of the care of young patients with CHCs.

Adaptación del CSS al marketing político

Resum El present treball és un estudi sobre l’adaptació de la coneguda tècnica de marketing dels Estudis de Satisfacció de Clients -Costumers Satisfaction Survey (CSS)- al marketing polític. En ell es desenvolupa el concepte estratègic de client així com la importància d’una bona gestió de la cartera de clients en l’empresa. Fent un compendi dels atributs més rellevants dels CSS, s’estableix un paral•lelisme entre empresa i administració per extrapolar-ne els CSS i obtenir els Estudis de Satisfacció Ciutadana –Citizen Survey Satisfaction (CzSS). Finalment, s’estudia la utilitat dels CzSS, i la seva aplicació al marketing polític, plantejant-ne un cas pràctic amb el disseny d’una enginyeria de CzSS pel Perú.

El marketing de valores

El present treball pretén aportar una definició del “màrqueting de valors” distingint-lo d'altres tipus de màrqueting que es podrien prestar a confusió: el màrqueting comercial, el màrqueting social, el màrqueting amb causa, i el màrqueting no lucratiu. Posteriorment ens endinsem en la filosofia postmoderna amb els corrents relativistas i nihilistas sobre la pèrdua dels valors tradicionals per a demostrar que, encara remanent en la nostra societat les visió del relativisme moral, no significa que hagi un relativisme ètic, legitimant així la nomenclatura de “màrqueting de valors”. En un segon capítol, s'analitzen vuit casos de projectes reals en països en vies de desenvolupament com exemples de màrqueting de valors. Acarem la viabilitat de la nostra proposta de definició de màrqueting de valors amb cadascun dels exemples, arribant a la conclusió que la definició és viable i defineix un tipus de màrqueting particular.