SEM II LESSON PLANS 4-30 Thru 5-4-12 SPH

SEM II LESSON PLANS 4-30 thru 5-4-12 SPH

COMPETENCY:5.00Analyze consumer behavior in sports and entertainment marketing.

OBJECTIVE:5.03Coordinate promotional efforts.

DAY 1 and 2 –4-30 and 5-1-12

WARM-UP Complete activity on previously covered terms/topics

EQ: Who are the top two corporate sponsors of the Summer Olympics in London?

Review of previously covered terms/topics.

1 / Tax levied against hotel room rentals & car rentals: / Event
2 / Panthers play Redskins at BOA stadium: / Their employees
3 / Concert producer gave sponsoring radio stations backstage access: / Improving facilities
4 / Food and beverage tax is levied against: / Property
5 / Newspaper ads & flyers – what type of expense? / Investors
6 / Paid by teams exceeding salary caps in the NBA / Official broadcasting rights
7 / The true face of Warner Bros. / Riots and sabotage
8 / In order for RCA to be successful – they must provide: / Revenue
9 / Purpose of ticket tax / Hospitality
10 / Tax levied against personal automobile: / Lost and found
11 / $$$’s coming into a business / Single purpose facility
12 / Additional sources of revenue for pro teams: / Production costs
13 / Revenue includes sale of: / Training and professional dev. Opportunities for employees
14 / Bulls stadium used only for baseball: / Prepared food
15 / Amenity for customer at event: / Luxury tax
16 / Safety risks include: / Ticks sales are split between the two teams

ACTIVITY 1: Student is to take review test on first four objectives. When finished, will proceed with classwork.

ACTIVITY 2 London organizers and the International Olympic Committee are policing everything from dogs to body paint

in an effort to protect their 53 sponsors and Olympic partners from unauthorized advertising. Katy B and Mark Ronson recorded Coca-Cola's song for the 2012 Olympics.

Ad agencies say the move is to enforce the strictest rules they've seen for any event. London 2012 hasraised about 1.4 billion pounds ($2.2 billion) from sponsors including Coca-Cola's and McDonald's .Businesses that didn't pay as much as 100 million pounds required for a top-tier sponsorship, according toconsulting firm Deloitte, are having a hard time finding ways to associate themselves with the Olympicswithout provoking officials.Merely combining the words "games" or "2012" with other words, including "London," "summer" or"sponsors," would breach the rules, which carry fines of up to 20,000 pounds.

Non-sponsors also can't refer to athletic images, mottos and logos, including the Olympic rings and mascots,said Adam Glass, a partner at U.K. law firm Davenport Lyons, who advises retailers on advertising aroundthe Olympics."It's quite draconian," Mr. Glass said. "Someone running with the flame of the torch could fall on the wrongside of the law," because it suggests a link with the Olympics, he said.

Some companies are finding smart ways to get around the rules. Virgin Media, which competes with sponsorBT Group, said April 25 that its recent campaign with Jamaican sprinter Usain Bolt -- who became aworldwide figure during the last summer Olympics -- helped it gain the most customers in two years.Marketing spending soared 49% to support the ads, in which Mr. Bolt appears with Virgin founder RichardBranson sporting a goatee similar to Branson's. Mr. Bolt, the Olympic 100-meter champion and world recordholder, also bolstered sales at Puma, which competes with official sponsor Adidas and makes 100-euroUsain Bolt running shoes.

Others are responding by building generic summer campaigns around Queen Elizabeth II's Diamond Jubileein June. More than 300 retailers from London's West End shopping district met this week to get advice fromlawyers on advertising and promotions they can offer.Marks & Spencer Group's TV ad campaign "On your Marks for a summer to remember" features famousmodels, including Twiggy, enjoying an outdoor picnic. The U.K.'s largest clothing retailer is offering "patriotichomeware," such as a Union Jack-printed cushion, a two-tier cake stand and a red-and-blue beach towel

with a British crown print.

PAGE TWO

1. Google Coke and McDonalds and see if any mention is made on their corporate sites regarding the Olympics – if so – what is mentioned?

1. Google to find out the current value of the pound compared to the American dollar.

1. How is Virgin Media getting around the strict rules that apply to advertising for the Olympics?

1. Goggle Usain Bolt and provide two paragraphs on who he is and his prominence as an athlete. Try to locate and image of the running shoes and paste into this document.

1. Goggle Twiggy and provide one paragraph on what made her a household name.

1. What is the term used for companies trying to appear as associated with an event, but are not really the sponsors.
2. Goggle to determine what is in place regarding security at the Olympics. Provide at least a paragraph and not two or three sentences. The security would come under product-service management of the event.

DAY 2 – 5-1-12 Warm-Up according to Little League International – Little League participation is on the decline. See if you can determine (in millions) how many chilcren participated in 1997, 2004 and 2011. State your opinion of why you think the decline occurred. EQ: What is meant by secondary data?

ACTIVITY 1: Review of previously covered terms/topics.

1 / Financial risks include: / Secondary event
2 / Employees are unsure of what to do at event: / Threat
3 / A timeline is essential for an event to run smoothly. / festival
4 / Concert before hockey game: / Ex. Of threat
5 / External factors that influence an event: / Community relations
6 / Unexpected favorable outcomes: / It represents organization.
7 / Weather forecast of rain for the street festival: / Problem-solving
8 / Motivating a diverse group to meet a common goal: / teamwork
9 / Event where there are no seats – spectators stand: / Ex. Of opportunity
10 / Economic downturn / weaknesses
11 / Favorable review of h.s. play in newspaper: / TIPS
12 / SWOT analysis – W stands for: / Discontinuing sales at a certain time period
13 / Alcohol program for servers and sellers: / Unpredicted expenses
14 / Event mgr. handles new problems by being creative: / Threat
15 / Event mgr. notifies community of traffic plans: / Opportunities
16 / Techniques for effective alcohol management
(TEAM) requires: / Manager needs to improve communication

ACTIVITY 2: Use ppt. slides or curriculum notes on the class website to complete the following matching exercise on 5.04:.

1 / Consumer research gathers information to learn what: / ___ / analyze and interpret the results
2 / Exploratory research is used when the problem or opportunity is not: / ___ / bibliography
3 / New Balance is not sure why the sale of their new style of shoes is stagnent? / ___ / Casual research
4 / Descriptive research is used to gather information regarding: / ___ / Census Bureau data
5 / New Balance surveys coaches across the country to determine their perception: / ___ / charts, tables and graphs
6 / Used to demonstrate the cause and effect relationship: / ___ / close ended (yes or no)
7 / New Balance would like to know if changing their ads from billboards to TV ads: / ___ / close-ended question
8 / Information gathered for the 1st time: / ___ / consumers need and want
9 / Speedo administers a survey to determine what: / ___ / consumers think of their products (primary data)
10 / Information that has already been collected and is used: / ___ / consumers trends change
11 / Ex. Of secondary data: / ___ / content
12 / Watching consumers at an even to obtain data: / ___ / define the focus
13 / Structured groups led by a moderator to gain feedback / ___ / defined
14 / Instruments used to gather feedback from consumers: / ___ / descriptive
15 / Group of people representative of the population: / ___ / Do exploratory research.
16 / Sampling helps make generalizations about a: / ___ / focus groups
17 / After administering a survey: / ___ / group of consumers
18 / After analyzing the results of a survey: / ___ / implement solutions
19 / Findings report includes a title page, plus: / ___ / of NB's running shoes (descriptive research)
20 / Findings report includes introduction, conclusion and: / ___ / one question per statement
21 / After compiling findings report: / ___ / open-ended
22 / Methods of administration of a questionnaire include: mail, telephone, e-mail: / ___ / personal observation
23 / Questions can be open ended or: / ___ / personal observation
24 / Question wording: short, specific, layman's terminology: / ___ / physical characteristics
25 / Begin with broad questions and group similar topics: / ___ / primary data
26 / Easy to understand directions: / ___ / questionnaires
27 / Research is important because: / ___ / questionnaires
28 / Tell me about your company - what kind of question: / ___ / recommend solutions
29 / Who owns the Carolina Panthers? / ___ / recommendations
30 / Using a table in a library book to help perform research: / ___ / sample
31 / Questionnaires should be: / ___ / secondary data
32 / market researcher observes fans at ballgame to see what they buy to eat&drink: / ___ secondary data
33 / The # of questions asked on a questionnaire and the info. Available - part of: / ___ / sequence
34 / Completing a survey about sports clothing: / ___ / simple and easy
35 / A findings report should include: / ___ / characteristics -target market
36 / Kind of research used to gather info. About target market? / ___ / websites and personal interviews
37 / 1st step in consumer research is to: / ___ / would increase sales (casual research)

DAY 3and 4 –5-2 and 5-3-12

WARM-UP What active NBA players have a record for the top three most steals in the playoffs?

EQ: What type of personality is now perceived to be the new face of NASCAR?

Activity 1: Acura ILX is a head turner. Acura says it is aimed at young luxury buyers who put a higher priority on looking good than going fast. Do research on this concept and write at least 10 sentences on your findings.

PAGE THREE

PAGE FOUR

Activity 2

NASCAR sees big dip in cautions. The Spring Cup race at Texas Motor Speedway went the final 234 laps w/o a yellow caution flag. Cautions are down more than a third since last year. Is a sport known for its close competition that can lead to conflict becoming kinder and gentler?

1. Driver Brad Keselowski said: “Aerodynamics are taking over the sport and we cannot get close enough to each other to wreck each other. Research to confirm his statement or to disprove it. – Cite your information and source of information.

1. Provide a one paragraph opinion of what you think today’s race crowd wants to see to be entertained?

1. The sport has a history of being red-necks – do you think that there is an increase of rednecks or decrease in rednecks - - why or why not. Answer to be at least six sentences. How is the lack of rednecks going to affect the revenues for NASCAR?

Activity 3

Carl Edwards, 32, is an image-conscious daredevil from Columbia, Mo., who takes his sunglasses off for every interview (a rarity in an overcommercialized world of endorsements) and gleefully describes his propensity for riding bulls and jumping off Las Vegas skyscrapers. The fitness fanatic is sponsored by Subway, one of many companies enamored with his celebratory backflips and dashes into the grandstands to exult with fans after wins — which made him this year's most coveted free agent before re-signing with Roush Fenway Racing.

1.Provide background intro on Edwards – how he ended up as a professional driver.

2.Research to see if you can determine his beliefs on the affect of aerodynamics on NASCAR racing.

Activity 4

In the recent NFL draft, the Colts took Andrew Luck as the replacement for Peyton Manning. Luck is the first player the Colts have taken #1 overall since Manning in 1998. Research to see what similarities you can find between the two players.

Activity 5

Spend time practicing Quia Activities of choice on Objective 5.00. Tomorrow we will test on Objectives 5.03 and 5.04.

DISCUSSION

DAY 5 5-4-12

WARM-UP Quia Activities of choice on 5.00

PAGE FIVE

Activity 1 Students to test on Objectives 5.03 and 5.04

COMPETENCY:6.00Examine sponsorships pertaining to the sports and entertainment industry.

OBJECTIVE:6.01Explain the concept of sponsorships.

EQ? How do you define sponsorship?

Activity 2

After test – student to proceed with using ppt. slides and curriculum notes on the class website to fin in the blanks:

1. Describe sponsor, sponsee and sponsorships.
2. A sponsor is a business, person or organization that ______a sports or entertainment entity.
3. A ______is the entity (event, sport, athlete, entertainer or venue) that receives _____ or product from the sponsor.
4. Sponsorship is the financing of a sports or entertainment entity by a business in return for ______.
5. Involves money, products or ______.
6. Involves a marketing ______. The sponsor ______by receiving the right to associate with the sports or entertainment entity, which receives either monetary support or product supplied by the sponsor.
7. Occurs with any sport or entertainment entity.
8. May involve the ______of items other than money. ______sponsorship involves the donation of a product such as t-shirts or technical support .
9. Takes many forms:
10. Teams (Charlotte ______).
11. ______bodies (International Olympic Committee).
12. Athletes, amateur and/or ______(Michael Jordan).
13. ______(Alltel Pavilion at Walnut Creek).
14. Event (Triathlon).
15. Sport, major and/or minor (______).
16. Leagues (Bowling).
17. Factors used to determine what to sponsor include:
18. ______in product sales.
19. ______between the sponsor and the event; image of the event and the sponsor must match or the right target market will not be reached.
20. Association or “tie-in” with retailers both current and potential must be ______. Example: Powerade is considering being the presenting sponsor of the local YMCA 5K road race. One of the determining factors is ______of beverage sales at the local YMCA.
21. Potential media coverage and recognition available. Example: Availability of ______around the track at a national meet or around the racetrack.
22. Exclusivity of competitors as stated in the ______agreement. Exclusivity is when the company is guaranteed to be the ______sponsor in a particular category that is linked with the event or venue. Divisions of the sponsoring company may also be ensured exclusivity. Exclusive sponsors are usually entitled to use logos or ______associated with the event. It is better for the sponsor to have a broad exclusivity category since more competitors could be ______from becoming sponsors.
23. Can have several different types or levels depending on what is included in each sponsorship package.
24. ______sponsorship is the major sponsorship of an event. All publications or references to the event will include the title sponsors name. Examples: The Continental Tire Bowl or The Toyota Gator Bowl.
25. Presenting sponsorship occurs when a sponsor chooses not to pay the fee for a major sponsorship, but is willing to sponsor ______of an event. Example: The Chevrolet Player of the ______

DISCUSSION.