Sports Advertising Essay Example | Topics and Well Written Essays - 3000 words

Sports Advertising - Essay Example In spite of the extensive use of athletes as product or brand endorsers, there is a relative be short of published research that examine the power these athletes may have on a objective market. Further, it remains questionable as to whether or not celebrity endorsers really make a difference on the bottom line for advertisers. According to the experts those reported that only one out of five profitable that built-in celebrity endorsers met advertisers' planned prospect. Researchers have finished that celebrity endorsers may not have "linked" or recognized with the intended target market. One can quarrel that this may occur since the celebrity endorser lacked recognition and perceived knowledge with the target market (SLACK, 1996, 48-69). Perhaps one of the mainly significant and sought after target markets for advertisers today is one that represents huge possible yet substantial challenges teenagers. At present, teenagers have been confidential as a part of age group Y those persons born among 1977 and 1994. A current subject of the Journal of Advertising Research tinted and identified the possible and yet confrontation of Generation Y to marketing labors. Authors in this particular subject discussed this require with a call for additional research to recognize the incentive and behaviors of this significant group. This require for research may be chiefly obvious in sports and sports marketing. For years, expert sports such as main league baseball have effort to attract a younger audience to its moribund fan base (CORNWELL, B. 1995, 13-24). Additional lately experts discussed be short of research on the female market for sports marketers. As the passage of Title 9 in 1972, a federal permission to give equal athletic opportunities for men and women, these women, of whom a big group belong to Generation Y, represent an enormous market for sports, sports marketers, and sports celebrities. Though, this main market may be the least investigate section by sports organizations and sports marketers. Do sports celebrity endorsers act as role models to females plus, if so, can they power this segment's purpose and behaviors (CORNWELL, T. B., 2001, 1-52) Hence, the objectives of this reading are to: (1) travel around the notion of sports celebrities as character models for Generation Y, (2) look into whether or not sports celebrity role models pressure this generation's meaning and behaviors, and (3) explore the power of sports celebrity role models (DASGUPTA, P. 1989). Background According to the expert analysis which emphasized that the youth market is one of the mainly coveted of all section due to their: (1) spending power, (2) ability to be trendsetters, (3) receptivity to new products, and (4) tremendous possible for becoming life span customers. On the other hand, others highlight that Generation Y is one who is opposed to advertising efforts, unusual, and anti-corporate. Despite these apparently opposite perspectives, researchers and practitioners argue that this group is an easier aim to market to since they have grown up in a customer oriented society. According to Rob Frankel, writer of The Revenge of Brand X (2000), "... Gen Y is less entrenched in customary social

Drawing on personal experience and theories covered in module, prepare Essay

Drawing on personal experience and theories covered in module, prepare a detailed argument to a sceptical audience justifying the advantages and effectiveness of group and team performance - Essay Example A group can be defined as ‘any number of people who interact with each other, are psychologically aware of each other, perceive themselves to be a group, and purposefully interact towards the achievement of particular goals or aim’. (Rollinson & Broadfield, 2008: 305) This is the accepted definition of a group which will be used throughout this paper. From this definition it can be seen, as Rollinson and Broadfield point out, that the group will necessarily be small, it does not include the coincidental gathering of people and the goals of the group are formed within it and may not necessarily correspond with the goals which the organization in which the group functions places upon it. The main advantage to working as part of a team is that the whole is greater than the sum of the parts. Each member of a team brings their own unique skills and talents and so there is a large pool of resources from which to draw. If harnessed in the right way, this can be a formidable force and potentially far more successful than the work of an individual alone. A sceptic might argue that these different ideas and approaches can lead to conflict, and this is certainly a risk which must be seriously considered when putting together a team. However, by choosing team members which compliment each other and managing the group successfully, these pit falls can be avoided. Rollinson and Broadfield (2008) argue that the key to the success of a group, and the way to avoid the potential issues mentioned above, is cohesion, so that each member works for the good of the group. They note that cohesion tends to be greater in mature groups. If the group can overcome the initial stages of forming and storming, it is likely that it will achieve long-term cohesion in the norming and performing stages. They note that cohesive groups are more productive, more dedicated and tend to suffer less from issues such as absenteeism. However, they also warn that cohesive groups can in turn