Theoretical Foundations

1
Theoretical Foundations
http//www3.baylor.edu/rec_sports/intramurals/

• Part Deux
• Todays Good Word
• http//www.atlantachristianweekly.com/sports_archi
  ves.htm

2
The Receiver

• Behavioral vs. Cognitive School
• Which one do we attend?
• Why?

3
Sport Consumption Factors

• Individual influences
• Physical characteristics
• Learning
• Perception
• Motivation
• Attitudes
• Family life cycle
• Self-concept

• Environmental influences
• Significant others
• Climate geography
• Market behavior (sports teams)
• Cultural norms values
• Class/race/gender relations
• Sport opportunity

How could the rec program incorporate the end
user into the communication team?

• Consumption Decision/Experience
• Need recognition (problem)
• Information search
• Evaluation
• Choose-Purchase (ticket/product/service)
• Preparation?Anticipation?Experience
• Reevaluation/Reflection

Using the model, explain how individuals or
groups decide to engage in intramural activities.
Is the end user necessarily the same as the
purchaser/ decision-maker?

• Outcomes
• Socialization
• Involvement
• Commitment
• identification

4
IMC SPORT PROMOTION Model

• Todays receiver is genuinely more engaged in the
  communication channel and thus more inclined to
  provide and seek feedback as well as to assume a
  role as message transmitter.

Publicity
Adv
Receiver
Personal contact
Customer Driven IMC (QB)
TWO-WAY
Incentives
Intramurals How does the receiver communicate
with the sports promoter regarding the 7 inputs
of the IMC?
Other Receivers
Atmos- pherics
The existing customer serves as an important cog
in the communication channel poised to actively
promote the product and its ability to fulfill
essential needs of other consumers sharing
similar characteristics and motives. viz.,
diffusion of innovation multi-step communication
process
Licensing
Sponsor- ships
5
Consumer Action Ongoing Promotion

• What important promotional efforts should the
  intramural program make to improve each stage in
  the experience
• Pre-experience
• Participation
• Post-experience
• What is the likely role of the sponsorships in
  determining satisfaction with the experience?
• What would be needed to have the sponsors play a
  role at each stage?

• Big Daddys will headline the Intramural Top 10,
  located on the website as well as in flyer slots
  in the SLC. Big Daddys has contributed 100
  student specials (redeemable for a burger, fries,
  and drink) as well as hospitality for the 2003
  Regional Flag Football Tournament. The estimated
  donation from Big Daddys is 550.
• McAllisters Deli will once again be providing
  food and drink for the rEcSpys, Baylor
  Intramurals annual award ceremony. In addition,
  McAllisters will provide hospitality for the
  2003 Regional Flag Football Tournament. The
  estimated worth of McAllisters contribution it
  500.
• Wendys will partner with Intramurals in bringing
  the Baylor Intramural All Americans. This is a
  select group of participants, chosen after each
  Super Team sport, who exhibit exemplary skill.
  Wendys contribution includes 200 1s, 500
  Biggie drinks, and 500 Biggie Fries, an estimated
  1200 contribution.
• T-Shirts Plus will provide discounted print
  prices for Baylor Intramurals as it pertains to
  t-shirts, calendars, and the 2003 Regional Flag
  Football Tournament. The estimated value of
  T-Shirts Plus contribution is 2000.
• Chick-Fil-A will assist in sponsoring the
  rEcSpys, as well as sponsor the Student
  Spotlight. The Student Spotlight focuses a
  months worth of attention on one particular
  staff member or participant who best exhibits the
  mission of Intramurals. Chick-Fil-A will donate
  250 chicken sandwiches, an estimated 750 value.
• Smoothie King will headline the All-University
  Championship Nights by providing 150 coupons for
  a free 20 oz. Smoothie, and estimated 600 value.