Comprehensive Examination in ASM 246
sport marketing pioneer who started in baseball, later expanded to basketball. Wrote the book
that recorded Doubleday as the inventor of baseball to label it as America's sport -
answers✔✔Albert Spalding
Revolutionary in sport marketing. Tailored promotions and game times to fit his clientele in
Milwaukee, then used profits to buy the White Sox. Involved families more, invoked theme
nights. Other owners hated him - answers✔✔Bill Veeck
Former U-M AD, persuaded alumni to come back to campus with families, revolutionized
collegiate sport marketing. Started to work on licensing agreements once that worked, then
other ADs followed his lead. - answers✔✔Donald Canham
The Four Eras, in order - answers✔✔Production, Selling, Relationship, Social Marketing
The shelf space a brand holds in your mind, its reputation, the feelings and its reputation among
customers - answers✔✔Brand equity
ARF - answers✔✔Awareness, relevance, fulfillment
How your brand engages consumer emotions and feelings - answers✔✔Emotional branding
_________________ branding is especially important in the sport industry -
answers✔✔Emotional
sport marketing pioneer who started in baseball, later expanded to basketball. Wrote the book
that recorded Doubleday as the inventor of baseball to label it as America's sport -
answers✔✔Albert Spalding
Revolutionary in sport marketing. Tailored promotions and game times to fit his clientele in
Milwaukee, then used profits to buy the White Sox. Involved families more, invoked theme
nights. Other owners hated him - answers✔✔Bill Veeck
Former U-M AD, persuaded alumni to come back to campus with families, revolutionized
collegiate sport marketing. Started to work on licensing agreements once that worked, then
other ADs followed his lead. - answers✔✔Donald Canham
The Four Eras, in order - answers✔✔Production, Selling, Relationship, Social Marketing
The shelf space a brand holds in your mind, its reputation, the feelings and its reputation among
customers - answers✔✔Brand equity
ARF - answers✔✔Awareness, relevance, fulfillment
How your brand engages consumer emotions and feelings - answers✔✔Emotional branding
_________________ branding is especially important in the sport industry -
answers✔✔Emotional
