ABSTRACT
It has long been argued that sport venues are the perfect vehicle for promotional advertising. O’Hara and Weese contend that advertising must create exposure, generate processing and lead to long-term communication effects such as attitude and awareness, and ideally lead consumers toward behavioural changes. The development and distribution of the budget for advertising can play a large role in the quality, prominence and ultimately the impact of advertising. In determining how the advertising budget should be allocated, a decision first needs to be made about whether the budget strategy should be massed or distributed. Once the advertising strategy is set, inclusive of the objectives and budget, work can begin on the development of the message, inclusive of the creative and media strategy. Media selection depends on many of the factors previously discussed in this chapter. Elements such as budget, sales or communication objectives and target audience are, in the main, internal to the organisation.
