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Sport Promotion Strategies

Author

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  • Alexandru Lucian MIHAI

    (Faculty of Marketing, The Bucharest University of Economic Studies , Romania)

Abstract

In sport marketing, the word promotion covers a range of interrelated activities. All of these activities are designed to attract attention, stimulate the interest and awareness of consumers, and of course, encourage them to purchase a sport product. Promotion is about communicating with and educating consumers. The purpose of a sport promotional strategy is to build brand loyalty and product credibility, develop image, and position the brand. A promotional strategy is similar to a marketing strategy, but the promotional strategy seeks short-term objectives, both direct and indirect. Promotional objectives usually include increased sales, stimulate impulse buying, raise customer traffic, and present and reinforce image. It also provides information about products and services, publicizes new stores or websites, and creates and enhances customer satisfaction.

Suggested Citation

  • Alexandru Lucian MIHAI, 2013. "Sport Promotion Strategies," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 180-185, October.
    • Handle: RePEc:cmj:seapas:y:2013:i:2:mihai
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    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_2_21.pdf
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    References listed on IDEAS

    as
    1. Ron Garland & David Shilbury & Hans Westerbeek & Shayne Quick & Daniel Funk, 2009. "Strategic Sport Marketing," Sport Management Review, Taylor & Francis Journals, vol. 12(4), pages 265-266, October.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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