Theoretical Foundations

1. http://www3.baylor.edu/rec_sports/intramurals/ Theoretical Foundations Part Deux Today’s Good Word: http://www.atlantachristianweekly.com/sports_archives.htm

2. Behavioral vs. Cognitive School Which one do we attend? Why? The Receiver

3. Sport Consumption Factors Individual influences • Physical characteristics • Learning • Perception • Motivation • Attitudes • Family life cycle • Self-concept Consumption Decision/Experience • Need recognition (problem) • Information search • Evaluation • Choose-Purchase (ticket/product/service) • PreparationAnticipationExperience • Reevaluation/Reflection Environmental influences • Significant others • Climate & geography • Market behavior (sports teams) • Cultural norms & values • Class/race/gender relations • Sport opportunity Outcomes • Socialization • Involvement • Commitment • identification How could the rec program incorporate the end user into the communication team? 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?

4. IMC SPORT PROMOTION Model Publicity Today’s 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. 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. 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 Daddy’s will headline the Intramural Top 10, located on the website as well as in flyer slots in the SLC. Big Daddy’s 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 Daddy’s is $550. McAllister’s Deli will once again be providing food and drink for the rEcSpy’s, Baylor Intramural’s annual award ceremony. In addition, McAllister’s will provide hospitality for the 2003 Regional Flag Football Tournament. The estimated worth of McAllister’s contribution it $500. Wendy’s 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. Wendy’s contribution includes 200 # 1’s, 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. Consumer Action & Ongoing Promotion