Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100…

Estimates are that 32 million people currently play fantasy football every year. Project Based Learning (PBL) is one method of engaging students in the educational process. This paper outlines a semester long project undertaken by undergraduate sport management students that uses fantasy football as a vehicle to enhance student knowledge of basic…

The authors show how human resources can be used as a strategic weapon to give a company a competitive advantage. The authors develop a thrust/target matrix and plug in examples to illustrate how companies have used and can use their human resources to do this. (CT)

Suggestions for producing a successful exhibit booth include the following: the effectiveness of an exhibit depends on the effectiveness of the people staffing it; avoid games and unrelated giveaway items; demonstrate product in the booth; give special attention to existing customers; and make literature available only from the booth personnel.…

Discusses the marketing value and strategic necessity of planned and promoted customer education. The article examines customer training by the manufacturer as a definite trend in the microcomputer industry. Elements of a good customer training program are described along with suggestions for starting such a program. (CT)

Intended for Job Training Partnership Act (JTPA) administrators and service deliverers, this publication provides those programs that are experiencing recruitment difficulties with new and innovative approaches to attracting eligible clients into their programs. It begins by listing the 10 most common recruitment marketing errors. Marketing is…

Because of real estate tax problems, most college stores are unable to advertise off campus, but at the University of Rochester the public relations department periodically prepares a news release that centers around the bookstore. Another public relations tool, a pamphlet with rules, procedures, and operational information, is reprinted. (MLW)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

The Illinois Institute of Technology, in cooperation with the University of Illinois at Chicago Circle, sponsored its second annual Product Fair in which engineering students could examine products provided by numerous vendors. Students could increase their consumer knowledge of a wide variety of supplies offered by college bookstores. (LBH)

Describes the Xerox International Center for Training and Management Development in terms of the physical facilities, sales training, service training, and Xerox instructors. (TA)

To attract suburban, nonstudent customers, the Yale Cooperative Corporation held a Heirloom Discovery Day. Co-op books and materials were sold to customers who came with antique items to be appraised. Donations from the profits were made to the New Haven Symphony and the University Collection of Musical Instruments. (JMD)

Criticizes basing public relations efforts in art education unquestioningly upon the practices found in corporate advertising. Urges judicious use of public relations in the arts when applicable. Stresses careful application as the key to survival for the arts in a world dominated by economic and technological priorities. (KO)

This book summarizes and appraises current knowledge and practice in the field of advertising research. The material is presented under the following chapter headings: aim and scope, how advertising communicates, how advertising sells, theme research, selecting target audiences, copy research, studies of advertising frequency, media research,…

The 1972 Cable Television Marketing Workshop reviewed in depth a wide variety of marketing and public relations techniques as they pertain to cable television. The workshop was attended by representatives of commercial television systems throughout the United States; it was intended to disseminate the sales and marketing experience of those…

Promotion is a consistent and on-going process at the Xavier University Bookstore in Cincinnati that results in good will among students, faculty, and staff. Promotion procedures for Greek Week, graduation, and seasonal holidays are outlined. (LBH)