The Olympic Games effect: the value of sports marketing in creating successful brands

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and theirunique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevantbusiness strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of TheOlympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors. INDICE: Introduction Section I: 100 Years of Olympic Marketing 1. The Olympic dream a. Pinnacle of sport b. Authenticity 2. How the Olympics make us feel a. The thrill of competition b. Hero worship and Inspiration 3. The sports and politics cocktail: drinking from the Olympic firehouse a. Politics, nationalism, sports b. Olympic bidding 4. The ever-changing Olympics a. Rise of athletes as stars b. New sports and events Section II: When Things Go Well 4. Global stage 5. Olympic halo effect: short-term a. New product launches b. Possible direct sales impact 6. Olympic halo effect: long-term a. Prestige b. Reputation c. Awareness d. Market share e. Positioning 7. David vs. Goliath: Those Delightful Surprises a. The Miracle on Ice team of 1980 b. Eddie the Eagle c. Eric Moussambani d. Jamaican bobsled team e. More Section III: When Things Go Wrong 8. Marketing disasters 9. Jekyll and Hyde: Those Unpleasant Surprises a. Judging scandals: figure skating, gymnastics b. Athlete scandals: Tonya Harding, Ben Wallace, Bode Miller, others c. Political crises d. More, whererelevant Section IV: Winning Marketing Gold: Work Like Crazy 10. Official sponsorship a. Sponsorship levels b. Costs 11. Unofficial sponsorship a. Ambushmarketing b. Costs 12. Customers a. Profile of Olympics audience i. Events attendees ii. Viewing fans iii. Businesses b. What do they want? 13. Creative execution a. Message b. Imagery c. Imagination, relevance and resonance d. Stunning, memorable examples of creativity 14. Marketing communications a. Advertising b. Integrated marketing 15. Traditional marketing a. Corporate identity b. Logos c. Mascots d. Merchandising 16. Non-traditional marketing a. Digital media b. Viral c. Web d. Entertainment Section V: Training for Olympic Marketing Victory 17. Is your company in shape for Olympics marketing? a. Your companys competitive fitness b. Marketing check-list 18. Key lessons from 100 years of Olympic marketing a. Benefits to Olympic and non-Olympic marketers Endnotes and Credits Index

• ISBN: 978-1-118-17168-4
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 256
• Fecha Publicación: 19/12/2011
• Nº Volúmenes: 1
• Idioma: Inglés