PROMOTIONAL ASPECTS OF SPORTS PRODUCTS
DOI:
https://doi.org/10.58984/smbic2301229rKeywords:
sport events, athletes as brands, physical product, service, marketing mixAbstract
Equating promotion with marketing is incorrect but common. One of the reasons is that each of the elements of the marketing mix in the sports market, as the most famous concept in this area, has promotional characteristics. As the first element, the sports product has several contexts in which its promotional potential can be shown. Whether it will be used as a whole or not depends on the success of the activities that make up the brand creation process. From the product to the creation of the brand, it is necessary to implement a set of activities, usually over a long period, a significant part of which is promotion, not only through the instruments that make up its mix but also with the help of elements of the tangible and intangible part of the product. Considering the specifics of the sports market, this paper aims to define the promotional capabilities of sports products. The basic assumption is that the sports product possesses a significant set of promotional capabilities that are important for creating its recognition. This paper is theoretical, while the analysis presented indicates the existence of promotional aspects of the sports product while respecting the specifics of the sports market.
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