Description
CH. 9 - Timing of communications involves three different schedules: continuous, flighting, and pulsating. For each, describe a sports product that would use that type of scheduling.
Characteristics of the three scheduling approaches should be considered. For example, flighting schedule is appropriate when a product has seasonal or short-term demand among consumers. So, a three-day auto racing event is best served by a short term communications schedule given the limited availability to consume the event.
CH. 10 - Pick a professional sports team (major league or minor league). Discuss how the team uses sales promotions. Does it use risk-reducing incentives or value-added incentives, or both? What are the benefits of using the sales promotions? What are the dangers? Do you think the sports team is using about the right amount, or should they be increased or decreased? Why?
Explanation & Answer
View attached explanation and answer. Let me know if you have any questions.
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Chapter 9
A continuous schedule is one in which communications are ongoing and consistent. This
type of scheduling is often used for products with a high degree of brand awareness or for
products that are in high demand and need to be constantly promoted to stay top-of-mind with
consumers (Murphy-Hoefer et al., 2019). For instance, a sports product that would use a
continuous scheduling approach would be a professional sport played year-round, such as the
National Basketball Association (NBA) or the National Football League (NFL). Because there is
always a game being played, continuous scheduling would be the most effective way to
communicate about the product.
On the other hand, a flight schedule is one in which communications are sporadic and
often tied to specific events or seasons (Mur...