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Case
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Reference no. 9B02A029
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Karen Bong (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2003-02-12
Length: 27 pages
Data source: Field research
Topics: Advertising strategy; Advertising effectiveness; Advertising management; Sports
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Abstract

The Canada Summer Games is a national, premier amateur sports event held biannually. The 2001 Summer Games faced a challenge in generating revenue by selling spectator tickets to various events. Early sales did not meet expectations and the marketing strategy was revised halfway through the advertising campaign. The marketing manager must determine the impact revising the marketing campaign had on sales and prepare a report with recommendations that could be used by future host cities.
Location:
Canada
Industry:
Non-profit organizations
Size:
Small
Other setting(s):
2001
Teaching note
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Reference no. 8B02A29
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Karen Bong (Ivey Business School, Western University); Peter Voyer (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2003
Version: 2013-11-12
Revision date: 7-Jan-2014
Length: 9 pages
Data source: Published sources
View full details

About

Abstract

The Canada Summer Games is a national, premier amateur sports event held biannually. The 2001 Summer Games faced a challenge in generating revenue by selling spectator tickets to various events. Early sales did not meet expectations and the marketing strategy was revised halfway through the advertising campaign. The marketing manager must determine the impact revising the marketing campaign had on sales and prepare a report with recommendations that could be used by future host cities.

Settings

Location:
Canada
Industry:
Non-profit organizations
Size:
Small
Other setting(s):
2001

Related

Teaching note
-
Reference no. 8B02A29
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Karen Bong (Ivey Business School, Western University); Peter Voyer (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2003
Version: 2013-11-12
Revision date: 7-Jan-2014
Length: 9 pages
Data source: Published sources
View full details