Premium Essay

Advanced Sport Media & Marketing

In: Business and Management

Submitted By gaoxuyang88
Words 493
Pages 2
Advanced Sport Media & Marketing
Assignment #2- Super Bowl Commercials

The Successful NFL Sponsor: Hyundai
Background
• As an official auto sponsor of the NFL, Hyundai aired four commercials for super bowl, two during the game and two premiering beforehand
• The commercials are huge success: “The Chase’ has 23 Million views while “The First date” has 14 million views on YouTube. Two of the four commercials are ranked as the “Top 5 Super Bowl 50 commercials”
Situation Assessment
• Hyundai is about to launch its high-end sub-brand called Genesis
• The “first date” commercial not only successfully advertised the luxury model, but also pinpointed the specific features on of Genesis: car finder
• “The Chase” has a exciting, movie-like vibe that demonstrates the remote start feature
• “Ryanville” has a casual and funny vibe that introduced the pre-collision breaking system feature of the new 2017 Elantra
• “Better” speaks about Hyundai’s philosophy: the drive for better
• “Better” sends the most important message: “Why we do it” instead of “What we do”
Evaluation of Strategy
• All four commercials showcased different features of the car: car-finder, remote-start, pre-collision breaking system, and Hyundai’s “strive for better” philosophy
• Three promoted features are often seen in high-end, luxurious cars, with a strong emphasis on safety and family
• Hyundai’s adjusting its brand image, with solid strategy to move into higher end of the auto industry
Conclusions and Recommendations
• The company is using the hashtag #HyundaiSuperBowl on social media to connect consumers to all of its content, building a community
• Their commercial sets strikes more of an inspirational, casual note than a celebrity-driven humorous tone
• Overall, the commercial set coming together is stronger than one. They represent different aspects of Hyundai, yet…...

Similar Documents

Premium Essay

Sports Media

...Sports Medias Negative Approach Ernest Culler COM 150 10 November 2012 Janice Prince Betian Sports Medias Negative Approach In the late 1980s and early 1990s many professional athletes were viewed as positive role models. During this time sports media found it hard to report about the negative accounts of the professional athlete. It was not until the early 1990s when Mike Tyson became the first prominent athlete to gain negative reports aired on national television. Before the 1990s Mike was known as the greatest boxer in the world after he was convicted of rape he was known as a criminal. While Sports media believes they report about the positive athletes as much if not more than they do the negative athletes, the bias approach taken towards role models is unequal. Sports media has chosen to take a radical approach in reporting about the favorite role models of children in today’s society. Over the past three years sports reporters have driven Lance Armstrong from atop the cycling world, they have taken an approach that has tarnished both his career and personal life. Michael Pearson reports that Lance Armstrong has stepped down as Chair of the Live Strong Cancer charity. In a CNN report Pearson (2012) writes that “Nike, which initially stood by Armstrong, dropped him October 17, 2012 with a terse statement citing what it called seemingly insurmountable evidence that he participated in doping.” Pearson has chosen only to give partial......

Words: 1298 - Pages: 6

Premium Essay

Sports Marketing

...  Sports Marketing Association - 6th Annual Conference July 17, 2008 Gold Coast, Australia. 1 Brand Strategy for Sporting Teams By Charlie Quirk Brand Strategist at Tait Sublercharlie.quirk@gmail.com  6 th Annual ConferenceJuly 16-20, 2008Book of PapersAbstract   In the twenty first century, sporting teams around the world are experiencingunprecedented levels of fame due to technology like the Internet and satellite TV. Assuch, teams can no longer rely on mobilizing fan support and sponsorship capital intheir home market alone. In the same way corporations are guided by a compelling andoriginal idea that forms the basis for their brand strategy, so too must sporting teams.The purpose of this paper is to draw parallels between “conventional” brands like Appleand Disney, and to articulate what sporting teams can learn from those companies inthe management of their own brands. Brand Strategy For Sporting Teams By any definition, sporting teams today are big businesses. Harvard Professor StephenGreyser has observed that in recent times we have seen teams migrate from the sportspages to the business pages and, now sometimes, to the front page (Comeau, 2005).Like other large corporations, teams employ great numbers of people, generate profitsand losses, all the while seeking to achieve success against certain performancemetrics. And like other businesses, they have to perform well, remain financially viableand satisfy several stakeholders who have a financial interest...

Words: 3168 - Pages: 13

Free Essay

Sports Marketing

... * DAY1 * What is Sports Marketing? It depends! (IV League Schools say!) * We need to influence and Persuade! * Sponsorship “getting the bat in the hands of the right player” * IMGbiggest sports marketing agency in the world, Mark McCormick, said “it is putting a celebrity/athlete with a product/company”….and that is it. * Louis Shefield* wanted NBA basketball team in Miami (Miami Heat). He said “its easy to fill a stadium once, but each time its hard”. He saw that basketball would get bigger than it was and it needed to go to Miami. He said sports marketing is just about “Sagacity.” * Sagacity A vision for the future. Example by Louis, Nike taking swoosh off bottom of shirt and putting it on the chest. And, the only reason we know about Ted Turner is because of exposure. Active and innovate an idea. Dictionary Definition: foresight, discernment, or keen perception; ability to make good judgments. Seeing a trend and executing it! Execute your idea and fulfill what you start! * Tommy Karam Wanted to turn LSU scoreboard into a marketing opportunity by putting ads on it using triplicates (3 rotations: purple, purple and tiger stadium, then purple, tiger stadium and a company’s name). He thought this would be sagacity! He spoke with a man at Exxon and he liked Karam’s idea and Karam sold the sponsorship to Exxon for $250,000 per scoreboard (when they were going for around $300,000). Karam later found out that corporate signage is against University......

Words: 2937 - Pages: 12

Premium Essay

Sports Marketing

...SPORTS MARKETING AND BRAND BUILDING Marketing Management - II Prof. Sanjay Patro Section C - Group 5 George Antony B13148 Mayank Siotia B13156 Vijender Kaur B13180 SPORTS MARKETING AND BRAND BUILDING An Introduction Not that long ago, a company that wanted to reach 20 million young Americans could do it easily—place an ad on Friends on Thursday night. With the proliferation of media types and channels, though, such large and predictable audiences are few and far between. Among all the media touch points, for example, cable has the highest share—34 percent—and of course cable audiences are highly fragmented. Broadcast television gets only 20 percent. Getting people’s attention at all is difficult enough; getting them to pay attention is well-nigh impossible. Sports is the exception. Because it is live, and because there is so much free publicity around major events— everything from water-cooler gossip to blogs to newspapers—sports breaks through the static. It is one of the few areas (music and fashion are others), where people are admittedly passionate. In that passion is opportunity for marketers. Because fans are already invested in the event or their team— think how insufferable New York Yankee or Manchester United fans can be—companies can tap into these emotions to connect with consumers and build an emotional bond with them. And because sports are best watched live, it’s harder to skip the ads, as Tivo- or DVR equipped viewers increasingly do. To begin with,...

Words: 1325 - Pages: 6

Premium Essay

Sports, Media, and the Fans: the Business of Selling Sports

...12/11/13 Sports, Media, and the Fans: The Business of Selling Sports The relationship between sports and the media has evolved drastically thanks in part to the proliferation of electricity and its resulting technology. This relationship has now become the “defining commercial and cultural connection for both industries at the beginning of the 21st century. The media has transformed sports from an amateur pursuit into a hyper-commercialized industry, while sports have delivered massive audiences and advertising revenues to the media.”1 This symbiotic relationship has taken many shapes throughout the years, and each evolution in sports broadcasting has the intent of constructing larger audiences and markets to create higher revenues no matter the medium. In the long run, the only real loser in the sports broadcasting realm is the obsolete medium. As technology has evolved, the way in which sports have been presented has followed suit. “Over the course of the twentieth-century sport was transformed from a typically ad hoc unregulated amateur activity to one driven by professional standards and accountability at all levels.”2 This change came slowly at first, and has advanced rapidly over the past few decades. Now, due in part to advanced broadcasting techniques, watching live events and highlights of the day’s games can be brought to our fingertips with relative ease. Sports Coverage Before the Radio Before the broadcasting of sports on radio and......

Words: 5363 - Pages: 22

Free Essay

Sports Marketing

...she started getting noticed as a tennis prodigy. She put her first mark in tennis as a thirteen year old when she won The Girls 16-and-under Eddie Herr Championship. 2. From the case how does the Business of Sports impact players’ careers (outside their sports activities)? Establishing a brand is key in any athletes career, in the case of Maria Sharapova she had ‘team sharapova’ that helped her build her brand. Like in Sharapova’s talent and winning are at the forefront of it all, without it it is impossible to build a power brand. Maria had all the talent in the world and winning the 2004 Wimbledon she exploded as tennis superstar on the court but also off the court as Max Eisenbud said “my phone did not stop ringing”. An athlete takes that winning image and sales it to corporations as the perfect person to the face of their brand. Athletes apart from their winning on the court, they have endorsements, licensing deals and merchandising the players earn huge amounts of money in the business of sports. Every endorsement is carefully chosen to fit and build an athlete’s power brand and that image that is built is what companies invest on when they sign an athlete to sale their brand. 3. The case spends several pages on the Tennis sector of Sports. Summarize in a few paragraphs the key elements of Tennis industry. 4. What part did Max Eisenbud play in the development of Maria’s career? Max Eisenbud played an enormous part in Sharapova’s career, he......

Words: 935 - Pages: 4

Free Essay

Advanced Marketing

...to be projected. I am interested in the transformation of storytelling and narration caused by digital revolution. I will analyse the shift that occurred in cinema after 1997, when the video techniques became more popular. I would like to avoid simplifying or dismissive statements about the aesthetics developed by digital techniques. It is a very rare occurrence for a film to be entirely analogue or digital. Therefore, I intend to talk about the intersection of digital and analogue techniques and the effect that digital practices have upon the tradition of storytelling. In their analysis of new media, Anna Everett and John T. Caldwell describe this intersection of analogue and digital with a term “digitextuality”. This fusion of “digital” and “intertextuality” illustrates the process in which old media acquire new shape and form: M.A. Digital Culture and Technology New digital media technologies make meaning not only by building a new text through absorption and transformation of other texts, but also by embedding the entirety of other texts (analogue and digital) seamlessly within the new. 1 My intention is to discuss the artistic rather than economical aspects of digital cinema. Simply because digital filmmaking is cheaper and more accessible than 35 mm film and it is difficult to argue with it. However, the fact that late 90s brought inexpensive cameras along with cheap editing software and Internet distribution had a great impact on film aesthetics. It......

Words: 1531 - Pages: 7

Premium Essay

Sports Marketing

...Country Club Why: Philanthropic Event, American Cancer Society Fees: UNCW Students/Faculty with ID Card - $50 All non-students/faculty - $60 Team of 4 Fees include lunch by one of our sponsors Target Market: Golf Oriented Wilmington, NC locals Conflicting Events/Competitors Analysis: At this time there are no events scheduled through the City of Wilmington or UNC-Wilmington for this date and time. Objectives: Increase Public Relations of the Cameron School of Business through community involvement and establish a relationship with a philanthropic organization for future interaction. Promotion: • Signage and WOM advertising • Tables on UNC-Wilmington campus that will allow easy access for students and faculty • Social Media - Facebook promotion • TV/Radio paid ads?/donation because of cause (research cost of commercials in through Cumulous broadcasting) • 3 Golf Pros from local golf courses including XXX of Masonboro Country Club, Steve Isley of Oak Island Golf Course, and Barry Walters of St. James Plantation Sponsorship Proposal Letter [date] [Sponsor Name] [Sponsor Organization] Dear [SPONSOR NAME], UNC-Wilmington’s Cameron School of Business invites you to become a sponsor for our first annual Cameron Golf Tournament to benefit the American Cancer Society and the Cameron School of Business. The primary source of funding for Cameron Golf Tournament is from local sponsors, such as yourself. The Cameron Golf Tournament will not be......

Words: 362 - Pages: 2

Premium Essay

Basics and Perspectives of Sports Marketing

...Basics and Perspectives of Sports Marketing Table of contents Index of figures ........................................................................................................ III 1. Differentiation and evolution of dedicated sports marketing ........................... 1 1.1. Historical development and modern definitions ............................................... 1 1.1.1. Historical development ........................................................................... 1 1.1.2. A broader definition ............................................................................ 3 1.2. Distinctiveness of the sports market compared to traditional markets ............. 3 1.2.1. Characteristics of the sports market ................................................... 4 1.2.2. Characteristics of the sports product .................................................. 4 1.2.3. Characteristics of the sports consumer .............................................. 5 2. Defining a marketing mix ..................................................................................... 5 2.1. Analysis phase and market segmentation ....................................................... 5 2.2.1. The traditional four p’s ........................................................................ 8 2.2.2. Additional domains of sports marketing ............................................. 9 3. Current Developments and future perspectives ............................................

Words: 3800 - Pages: 16

Free Essay

Media and Sport

...decade. Sports stars are often regarded as role models and therefore it has been suggested they should only be able to endorse certain brands and messages. I will be arguing in this essay through the example of NBA star LeBron James how I agree due to sporting stars growing influence on society, especially children and teens, they should not be allowed to endorse negative brands or messages such as unhealthy food. The influence of sporting stars in today’s society is major. Most athletes idolised by millions around the globe, kids holding onto every word that comes from their mouths. Think of your childhood idol for a second. When you are a child you are so infatuated by your idols you want to be just like them, do what they do, eat what they eat and wear what they wear. With this kind of influence on thousands of people caution needs to be taken when deciding the brands and messages one can endorse. A case study completed by youth in India provides proof of the influence Sporting Stars can have on our youth. About 14.1% of the children tested admitted to purchase products that appear in ads endorsed by their sporting heroes while 51.6% youngsters say that they make the purchase however, not always. 20.4 % say that they never buy products that appear in ads. Another 13% say that they do not want to comment on this topic. In conclusion the truth is stated discussing “The interesting part is that youth are the targeted consumers of celebrity endorsements. Hence Media......

Words: 1428 - Pages: 6

Premium Essay

Media Influences on Sport

...Media Influence On Sport When communication is spread not just between two individuals but rather between tens of millions of people it is known as mass media. Mass media is known as the central nervous system of society. "Mass media has many different purposes, such as providing information, entertaining, persuading and also by carrying a vague general function of culture to millions of people."(Frederick 18). In order for mass media to exist, there must be an audience. Today's society is very selective; each receiver reacts differently through his or her own experience and orientation according to mass media. Therefore, mass media exists in many different forms such as magazines, television, newspapers, internet, motion pictures, and even plays. Some examples of these forms of mass media are cosmopolitan magazine for young modern women and TSN television network for sports fans. With such extreme varieties of mass media existing in today's societies there are three major constraints that seem to have an impressionable impact. These constraints can keep mass media very restricted. The major constraint of mass media is competition. Each form of mass media wants to be the one to target the audience, so therefore competition between mass media is very strong, because capturing the inside of the sports world is critical. Apart from the competition among the various forms of media there is also competition among each form of the media example Fox network......

Words: 4231 - Pages: 17

Premium Essay

Social Media and Sports Alex

...the premier sports athletes like LeBron James, Aaron Rodgers, Andy Roddick, Michael Phelps to all of the big-time sports anchors and newscasts like Chris Berman or Dick Vitale. Social Media has changed the dynamics of how people watch and follow sports on a daily basis. Social networking tools like Twitter and Facebook are two big networks that allow people to stay up to date with their favorite team and/or athlete. Social networking began to boom around seven or eight years ago and is continuing to grow rapidly all around the world. I use both Twitter and Facebook on a day-to-day basis. I am checking on the news in the sports world by “following” my favorite athletes via Twitter and I check my favorite teams fan page on Facebook. Twitter is used more by the athletes and sports anchors due to its constant status updates (tweets) and ability to follow only a certain number of people of whom they choose. I entered in the “Twitter world” in 2011 and began to see how it was growing into the phenomenon it is today. It seems like in 2011 that every league, team, player, and even commissioners have their own Facebook pages and Twitter accounts. The real concerning point is the fact that college and pro sports players have been on twitter and have been known to let their emotions take control of their better judgment. A question I bring to your attention is how social networking has affected the sports industry? This is a question that matters because people who watch sports can......

Words: 1911 - Pages: 8

Premium Essay

Sports Marketing

...Business 115 6 August 2006 Sports Marketing Marketing has become a vital part of sporting events in our country. When market researches use the four P’s to marketing; product, price, place and promotion they are more likely to be successful. NASCAR is a good example of a sporting event that spends a lot of money in market segmentation and marketing research. By doing so, NASCAR is able to find their target market and design their advertising for that particular market. There are many marketing opportunities available for sporting venues. Often we will see commercials advertising the next competition day on television or local areas will advertise for their specific venue. We also see billboards, magazines and newspapers advertising an event or an athlete. There is a lot of money to be made in advertising. According to an article written by Nickels-McHugh-McHugh, NASCAR decided early on that corporate sponsorship was vital to long-term growth because market research showed that NASCAR fans are three times more likely to buy NASCAR sponsors’ products than fans of other sports. Using the four P’s to marketing will ensure a company can use best marketing strategies as possible. Evaluating the product you are selling is the first step in marketing. You must have a product that people want and are willing to spend money. In sports, for example, the product is the sporting event. The product or event must be pleasing to the consumer so that they will continue to...

Words: 758 - Pages: 4

Premium Essay

Advanced Marketing

...Marketing intelligence should contain the very strategic information that is important for the launch of the service. It should talk about the survey of the neighborhood, the information contained in it helps in strategic planning and critical decision making. Marketing intelligence helps in identifying potential competitors and their marketing positions. It is a set of techniques and principles for systematically, collecting, recording analyzing and interpreting data to aid marketing decision makers. Market intelligence involves gathering information on a regular, ongoing basis to stay in touch with what’s happening in the marketplace it is also important that these reports are combined to form a sort of white paper for the doctors to come to very important decisions based on the type and category of service that they plan to have. This will allow the doctors to speak about the very important concept of price differentiators so that the orthopedic centre ad come to broad price based strategies. This intelligence is a very important tool for taking very important moves for doctors in terms of inputs for services and output for types of services that are expected to be given to target customers. It is also important for Doctors to know if this will be viable in the vicinity and if it is even right for them to start such a service. References Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. ...

Words: 619 - Pages: 3

Premium Essay

Sports Marketing Final Project

...Final Project: Sports Marketing Plan Randy Werner SPM/250 May 6, 2012 Jeff Price In today’s society youth athletics play a crucial part of millions of children’s everyday life. Children, along with their parents and siblings, spend hours each week practicing to play their favorite game. Along with the practice comes a major financial commitment by the parents in order to get their children involved with the elite sports programs. Historically youth baseball teams have been formed by participating in local little leagues. Over the past 5 to 10 years there has been a major change in the trend of parents wanting their children to play against more elite teams in order for their children to become better overall players. These elite teams have organized their own teams and have developed marketing plans to raise money which in return allows the team to have the top of the line equipment in order to compete at a higher level. This higher level of play is when teams travel all over the country to participate in elite tournaments that are being organized by local leagues or maybe just one small group of people to make money by hosting these events. There are numerous internal and external factors that need to be planned out when you decide to host and organize these events. ITOC Sports, short for Iowa Tournament of Champions, will be one organization that will organize and host these events. Some of the internal factors would be how many people will it take to......

Words: 1647 - Pages: 7