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Nourse, Howard Francis
A PROCESS FOR DETERMINING THE INFLUENCE OF TELEVISION ADVERTISING, PROMOTING GAME ATTENDANCE FOR A SPECIFIC DIVISION I WOMEN’S BASKETBALL PROGRAM, UPON INDIVIDUAL SPECTATOR DECISIONS TO ATTEND A HOME CONTEST AT THAT INSTITUTION
The Ohio State University Ph.D. 1986
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University Microfilms International
A PROCESS FOR DETERMINING THE INFLUENCE OF TELEVISION
ADVERTISING, PROMOTING GAME ATTENDANCE FOR A SPECIFIC
DIVISION I WOMEN'S BASKETBALL PROGRAM, UPON
INDIVIDUAL SPECTATOR DECISIONS TO ATTEND A
HOME CONTEST AT THAT INSTITUTION
DISSERTATION
Presented in Partial Fulfillment of the Requirements for
the Degree Doctor of Philosophy in the Graduate
School of The Ohio State University
By
Howard Francis Nourse, B.S., M.A.
*****
The Ohio State University
1986
Dissertation Committee: Approved by
Dr- E. Coates, Graduate Faculty
Dr. M. A. Daniels, Graduate Faculty Adviser Dr. C. L. Mand, Department Director Department of Health, Physical Education and Recreation Copyright by
Howard Francis Nourse
1986 To My Wife Judy, who makes it all worthwhile.
ii ACKNOWLEDGMENTS
Sincere appreciation is expressed to the Department of
Athletics at The Ohio State University and especially Dr.
Allen Bohl, Assistant Director of Athletics, and Phyllis
Bailey, Associate Director of Athletics, for the opportunity to conduct this study. Their support enabled the study to be completed.
Appreciation is extended to Dr. Charles L. Mand and to
Drs. Mary A. Daniels and Edward Coates for their direction and input throughout this Doctorial studies program.
The technical assistance of Bob Lordo in the area of statistical analysis is gratefully acknowledged.
To my wife Judy, who more than any individual, is responsible for reaching this goal in our lives, I express my deepest thanks for her faith and support. To my children, Cathy, Connie and Rob, I express my appreciation for their understanding and continued impact upon my life. VITA
September 15, 1938 Born - Portsmouth, Ohio,
1960 ...... B.S., Physical Education, The Ohio State University, Columbus, Ohio
1960-1964 . . . . Teacher and Assistant Basketball Coach, South High School, Springfield, Ohio
1964-1968 . . . . Teacher and Varsity Basketball Coach, Defiance High School, Defiance, Ohio
1968-1970 . . . . Instructor and Assistant Basketball Coach, The Defiance College, Defiance, Ohio
1970 ...... M.A., Secondary Education, Saint Francis College, Ft. Wayne, Indiana
1970-1972 . . . . Instructor and Director of Student Activities, Great Lakes Bible College, Lansing, Michigan
1972-1978 . . . . Director of Athletics and Varsity Basketball Coach, John Wesley College, Owosso, Michigan
1978-1980 . . . . Director of Marketing, National Welding of Michigan, Inc., Lansing, Michigan
iv 1980-1984 ...... Director of Athletics and Varsity Basketball Coach, Gordon College, Wenham, Massachusetts
1984-Present ...... Administrative Assistant, Department of Athletics, The Ohio State University, Columbus, Ohio
FIELDS OF STUDY
Major Field: Athletic Administration
Minor Field: Human Resource Management TABLE OF CONTENTS
DEDICATION ...... ii
ACKNOWLEDGMENTS ...... iii
VITA ...... iv
LIST OF TABLES ...... viii
LIST OF F I G U R E S ...... x
CHAPTER PAGE
I. INTRODUCTION ...... 1
Study Background ...... 1 Statement of the Problem ...... 8 Purpose of the Study...... 8 Target Audience ...... 8 Objectives of the S t u d y ...... 9 Definition of T e r m s ...... 11 Limitations of the S t u d y ...... 14 Basic Assumptions...... 17 Significance of the Problem ...... 18 S u m m a r y ...... 20 List of References ...... 22
II. REVIEW OF RELATED LITERATURE ...... 23
Introduction And Purpose ...... 23 The Need for Promoting and Marketing Athletic Programs...... 24 Television as an Effective Means of Mass Communication...... 29 Television Promotions to Improve Attendance at a Sports Event ...... 3 5 Survey of the Top Twenty-five Division I Women's Basketball Programs ...... 44 S u m m a r y ...... 5 6 List of R e f e r e n c e s ...... 59
vi CHAPTER PAGE
III. STUDY METHOLOGY AND PROCEDURES...... 62
Research Design ...... 62 Subject Selection ...... 64 Outcome Measures ...... 66 Validity and Reliability ...... 68 Conditions of Testing ...... 81 T r e a t m e n t ...... 86 Development of the Commercial ...... 87 Data Analysis ...... 105 S u m m a r y ...... 108 List of R e f e r e n c e s ...... 112
IV. RESULTS OF THE S T U D Y ...... 113
Summary of D a t a ...... 113 Findings Relative to the Central Investigation...... 152 Test of Significance of the Central Investigation...... 172 S u m m a r y ...... 181 List of R e f e r e n c e s ...... 183
V. CONCLUSIONS AND RECOMMENDATIONS ...... 184
Objectives of the Total Marketing P r o g r a m ...... 184 Significance of the Total Marketing Program...... 188 Effectiveness of the TV Commercial Used in the S t u d y ...... 192 Influence Upon the Decision Making P r o c e s s ...... 196 Recommendations ...... 200 S u m m a r y ...... 203 List of R e f e r e n c e s ...... 207
APPENDICES
A. Data Relative to Chapter I ...... 208
B. Data Relative to Chapter I I ...... 210
C. Data Relative to Chapter I I I ...... 218
BIBLIOGRAPHY ...... 224
vii LIST OF TABLES
TABLE PAGE
1. Summary of the media involvement in a study of promotion of the top 25 Division I Women's Basketball Programs ...... 4 9
2. Individual survey adjusted percentage responses to Question 1 ...... 115
3. Individual survey adjusted percentage responses to Question 2 ...... 119
4. Individual survey adjusted percentage responses to Question 3 ...... 123
5. Individual survey adjusted percentage responses to Question 4 ...... 126
6. Individual survey adjusted percentage responses to Question 5 ...... 130
7. Individual survey adjusted percentage responses to Question 6 ...... 133
8. Individual survey adjusted percentage responses to the four sections of Question 7 ...... 135
9. Individual survey adjusted percentage responses to Question 8 ...... 137
10. Individual survey adjusted percentage responses to Question 9 ...... 139
11. Individual survey adjusted percentage responses to Question 10...... 142
12. Individual survey adjusted percentage responses to Question 1 1 ...... 144
viii Individual survey adjusted percentage responses to Question 12...... 147
Individual survey adjusted percentage responses to Question 13...... 149
Individual survey adjusted percentage responses to Question 14...... 153
Individual survey adjusted percentage responses to Question 7a...... 156
Individual survey adjusted percentage responses to Question 7b...... 161
Individual survey adjusted percentage responses to Question 7c...... 165
Individual survey adjusted percentage responses to Question 7d...... 171
Individual survey adjusted responses for Question 6 that met the requirements of the identified category ...... 176
Comparison of attendance and revenue totals for 1985-86 with 1984-85...... 186
Cross-tabulation of responses to Question 1 and Question 8 ...... 189
Cross-tabulation of responses to Question 4 and Question 8 ...... 190
Pilot Test, accumulated adjusted percentage responses to Questions 1, 2, and 3...... 220
Pilot Test, accumulated adjusted percentage responses to Questions 4, 5, and 6...... 221
Pilot Test, accumulated adjusted percentage responses to Question 7 ......
ix LIST OF FIGURES
FIGURE PAGE
1. Bar graph comparison of average adult daily time spent with various m e d i a ...... 32
2. Frequency use of media by age, income, education, and occupation categories ...... 33
3. 1985-1986 Ohio State Women's Basketball S c h e d u l e ...... 67
4. Front side of the original survey developed in this study ...... 69
5. Back side of the original survey developed in this study ...... 7 0
6. Survey instrument used during the first sample, page o n e ...... 77
7. Survey instrument used during the first sample, page t w o ...... 78
8. Survey instrument used during the second and third sample, page o n e ...... 79
9. Survey instrument used during the second and third sample, page t w o ...... 80
10. Survey station locations in relation to entrances to the a r e n a ...... 83
11. Expenditure guidelines for Buckeye Classic p r o m o t i o n ...... 88
12. Television commercial :20 standard opening. . . 91
13. Television :10 tag for Buckeye Classic, Texas, and Nevada Las Vegas-Kentucky...... 92
x PAGE
Television :10 tag for USC and Minnesota-Iowa . 93
Television :10 tag for Michigan and Michigan State ...... 94
Purchased air time for Buckeye Classic commercial ...... 97
Broadcast information for the Texas game. . . . 98
Broadcast information for the Buckeye Classic . 99
Broadcast information for the Buckeye Classic and Las Vegas-Kentucky games...... 100
Broadcast information for the USC game . . . . 101
Broadcast information for the Minnesota-Iowa games ...... 102
Broadcast information for the Michigan- Michigan State games ...... 103
Broadcast information for the Michigan- Michigan State g a m e ...... ' 104
Bar graph illustrating the accumulated responses of all survey participants to Question 1 ...... 118
Line graph illustrating comparison of responses to Question 2 ...... 121
Line graph illustrating the total responses of all survey participants to Question 3. . . . 124
Bar graph illustrating the total responses of all survey participants to Question 4. . . . 128
Bar graph illustrating the total responses of all survey participants to Question 5. . . . 131
Polygon illustrating the total responses of all survey participants to Question 6 ...... 134
Bar graph illustrating the total responses of all survey participants to Question 8. . . . 138
xi FIGURE PAGE
31. Bar graph illustrating the total responses of all survey participants to Question 9. . . . 140
32. Bar graph illustrating the total responses of all survey participants to Question 10 . . . 143
33. Bar graph illustrating the total responses of all survey participants to Question 11 . . . 145
34. Bar graph illustrating the total responses of all survey participants to Question 12 . . . 148
35. Bar graph illustrating the total responses of all survey participants to Question 13a. . . 150
36. Bar graph illustrating the total responses of all survey participants to Question 13b. . . 151
37. Bar graph illustrating the total responses of all survey participants to Question 14 . . . 154
38. Polygon illustrating the total responses of all survey participants to Question 7a...... 160
39. Polygon illustrating the total responses of all survey participants to Question 7b...... 164
40. Polygon illustrating the total responses of all survey participants to Question 7c...... 170
41. Polygon illustrating the total responses of all survey participants to Question 7d...... 173
42. Polygon illustrating the total responses to Question 6 of survey participants that met the requirements of the identified category .... 180
43. Verification letter for the Gift-in-Kind to promote the Ohio State Women's Basketball Program ...... 209
44. Women's Basketball Program Promotion Research Questionnaire; Cover Page ...... 211
45. Women's Basketball Program Promotion Research Questionnaire; Second Page ...... 212
xii FIGURE PAGE
46. Women's Basketball Program Promotion Research Questionnaire; Third Page ...... 213
47. Women's Basketball Program Promotion Research Questionnaire; Fourth Page ...... 214
48. General letter to the Primary Women's Director outlining the purpose of the promotion survey ...... 215
49. Personal letter to participating Women's Administrator from Phyllis J. Bailey (Sample) ...... 216
50. 1984-85 NCAA Women's Basketball net attendance leaders (NCAA 1986 Press Kit, 1985) 217
51. Sample of cover letter sent to the Panel of Experts with a copy of the original survey instrument ...... 219
52. Identification of Gift-in-Kind use for season promotion ...... 223
xiii CHAPTER 1
INTRODUCTION
Study Background
Development of women's basketball at the intercollegiate level has been rapid during the past decade. Much of the early success of programs has been patterned after successful men's programs. The similarity of the two programs directs this patterning. The impact of Title IX of the Education Amendments of 1972 that directed equality of opportunity between similar programs, such as men's and women's basketball, was a major contributor to this development. Patterning in areas such as equipment and facilities, scheduling and travel opportunities, and the increase in grant-in-aids available are direct results of the Title IX legislation. An outcome of the increased availability of grant-in-aids has been a greater intensity of programs for girls at the high school level and below and increased opportunities of quality summer camps for girls to attend. This has produced players of higher skill levels and improved physical ability. Paralleling this development of players has been an improvement of coaches for womens' basketball, expecially women coaches. This change in womens' basketball has, as indicated earlier, occurred rapidly within the past decade. The result, at the Division I level, is a high quality, high skilled contest that has, for the most part, been promoted to potential spectators through traditional methods such as radio and newspaper advertisement.
The identification of a Division I program is within the structure of the primary national governing organization for intercollegiate athletes in the United States, the National
Collegiate Athletic Association (NCAA). The NCAA is organized into three levels or divisions of competition.
The basic criteria for division identity is student financial aid based upon athletic ability.
Both Division I and Division II programs can provide full financial aid based upon athletic ability to a student athlete. The distinction of these divisions is the total number of grants that a Division I program can provide as compared to the total number of grants provided by a
Division II program. Current NCAA bylaws define Division I limits as 95 in football, 15 in men's basketball, 15 in women's basketball, and 70 in the remaining men's program.
Specific individual sport limitations are identified for
NCAA sponsored women's programs. Division II limits are 45 in football, 12 in men's basketball, 12 in women's basketball, and 60 in the remaining men's program. Again, specific individual sport limitations are identified for
NCAA sponsored women's programs.
Divsiion III is distinct in that no athletic based financial aid is awarded in these programs.
The support of the financial aid grant program is one of the largest expenditures in the total athletic department budget. The need for greater revenue to support a full
Division I program than to support a full Division II program is obvious. The Division I program is able to recruit greater numbers of highly talented athletes, provide greater support to the programs, and participate on a national schedule, all at a higher total cost than at the
Division II and III levels. The corresponding revenue potential from game admission, concessions, parking, and television appearances are also greater and must be realized to their maximum potential for the high costing Division I program to survive.
Figures released by the NCAA for Division I basketball attendance in 1984-85 indicate a record setting total of 1.5 million spectators viewing women's basketball at that level
(NCAA, 1986). This figure, however, is indicative of more games played in 1984-85 rather than an increase in per game average. Per game average attendance ranged from national leader Iowa's average of 4,363 to the 60th ranked team in attendance, Illinois State with an average of 515 per game.
Therefore, while total attendance at Division I women's 4 basketball is improving, the opportunity for increased per game attendance is evident. This is an important point to consider from the perspective of the athletic administrator.
The dilemma of providing an equal program of intercollegiate basketball opportunity to both men and women is created by the fact that revenues from women's programs are not keeping pace with expenditures. Figures compiled by the NCAA show that Division I women's basketball revenues only cover 17% of program expenses, compared to Division I men's basketball where revenue exceeds expenses by 35%. The challenge of identifying opportunities to fund programs that are annually increasing in cost is a critical issue faced by Division I athletic administrators.
The achieved level of competition and the indications of increased fan interest in women's basketball identify this as an area that is yet to be developed to its potential as a source of revenue. It will be, however, a marketing challenge to increase revenue through improved per game attendance.
It is generally accepted that the most forceful impact of advertising upon the American public today is television.
In her book involving research into how television makes up your mind, Donna Woolfoik Cross supports this hypothesis,
"Television is the most seductive, the most pervasive, the most influential form of mass communication today." (1983, p. 18). The opportunity to view sporting events on television
has had a major impact upon American society. (Carter,
1975). The impact has benefited sports through exposure of
both professional and intercollegiate programs to a large
audience. This has resulted in increased visibility of
athletic programs and establishes a beneficial relationship
between athletics and television. Utilization of that
relationship and the strong influence of television upon the
decision making process of the consumer that was identified by Cross (1983) was a basic part of the study.
The opportunity to reach literally millions of people with a high impact message is difficult to match by any other means. Gross and Wallace promoted the effectiveness of television commercials in their comparative research into the effectiveness of advertising communication: print vs. television.
The results of this research study suggest
that television is more effective at communicating
an advertising message than print. This is based
upon the premise that print ads must be self
selected to read. Television ads must be self
selected not to view. (1974, p. 19).
The negative aspect of this opportunity is that television advertising is also the most expensive form of advertising, based upon initial cost per exposure. The decision to not use television advertising to promote women's basketball in the past has been based upon the
perceived inequity by athletic administrators of initial
expenditure to income potential that existed. It was felt
that a consistent level of attendance needed to first be
reached through use of the more reasonable initial costing
methods of newspaper advertisement and radio ads, along with
special promotions for specific games.
Information presented earlier from the NCAA Statistical
Services shows that per game attendance has maintained
consistency during the past three years at Division I
institutions. This seems to indicate that marketing efforts
used in that time period are holding their own, but are not
making new impacts that dramatically affect attendance
increases. The need for improved marketing efforts in
programs that have achieved stable attendance at a high
level in comparison to other Division I institutions is
justified. This is based upon the relatively low numbers of
attendance achieved in comparison to the potential
available. The challenge is to move to a higher level of
promotion, with higher cost, in anticipation that the
results will produce increased per game attendance and a
resulting increase in revenue.
The situation identified is characteristic of the women's basketball program status at The Ohio State
University. The program has developed to a level of excellence, characterized by four consecutive Big Ten Titles and three consecutive appearances in NCAA post season tournament play. The 1984-85 team achieved additional recognition with a final news poll rating in the top ten teams in the country. Promotion of the Lady Buckeyes in that time period was typically through newspaper advertisements, radio spots and special game promotions.
Resulting attendance figures for the Ohio State women's basketball program during 1984-85 were sufficient to rank the program twelfth in the nation in average per game attendance. For the 1984-85 season the Lady Buckeyes average per game attendance was 1,882 for 16 games. This is compared to the 1983-84 season per game attendance of 1,267 for 14 games.
In preparation for the 1985-86 season, the Ohio State athletic administration had the opportunity, through a gift to the women's basketball program by a local television station, to use television as an integral part of the marketing effort to promote women's basketball. A copy of the agreement and conditions of this proposal is in Appendix
A. The Gift-in-Kind provided the opportunity for increased exposure without direct expenditure from the athletic department operating budget. The information developed from this increased marketing effort would provide a data base for future decisions regarding promotion of the Ohio State women's basketball program. Statement of the Problem
The problem then is to determine the influence of planned television advertisement promoting attendance at OSU
Women's home basketball games upon the decision of indivi dual spectators to attend a women's home basketball game.
Purpose of the Study
The primary goal of a marketing program promoting women's basketball at Ohio State is to increase per game attendance for home contests. This increase would have a direct impact upon the revenue developed from women's basketball. This impact is identified not only in ticket sales, but through increased concession and program sales that are the result of increased game attendance.
A part of the total marketing program of women's basketball at The Ohio State University will be inclusion, for the first time, of television commercials promoting game attendance. The problem to be studied concerns relation ships. The relationship of the input of television adver tisement upon the target audience to the identified outcome of attendance at an OSU women's home basketball game.
Target Audience
The popularity of Ohio State University sporting events in the Columbus, Ohio, area makes the target audience difficult to define specifically. Past fans of women's basketball at OSU are generalized to be young families, professional women, and single women. This is, however, speculation and has not been supported. Therefore, the target audience for the women's basketball program promotion through television was identified generally as an individual in the television viewing audience, interested in Ohio State
University, who enjoys basketball played at a high quality level by players of high skill level. There was no attempt to differentiate between men and women, marital status, profession, or age. Advertisements were general enough to promote the OSU women's basketball program to the entire population of potential fans in the television viewing audience.
Objectives of the Study
The primary objective of the study was to identify the influences upon spectator decisions to attend an Ohio State home women's basketball game. Specifically, the influence of planned television advertisement promoting attendance at an OSU women's home game was identified.
The variables, or characteristics, involved in the investigation are grouped into three categories.
1. The variable affected by application of the
treatment. This was termed the dependent variable
and identified as attendance at a women's home
basketball game during the 1985-86 season. The variable that is part of the treatment and is a
planned application was termed the independent
variable. This variable was identified as the
planned presentation of a television commercial
promoting attendance at an Ohio State women's
basketball home game during the 1985-86 season.
A third category of variables that are a part of
this study are other influences that can have an
impact upon a decision to attend an OSU women's
home basketball game but are not a part of the
planned treatment. These variables are all termed
intervening and include, but are not limited to,
the following: a. radio advertisement promoting attendance at
an OSU women's home basketball game. b. newspaper advertisement promoting attendance
at an OSU women's home basketball game. c. season schedule posters providing
information regarding opponent, date, and
time of Ohio State women's home basketball
games. d. billboard displays which promote the Ohio
State women's basketball program. e. "word of mouth" promotion by current fans
and spectators. The study investigated the relationship of three categories of variables. The objective of the study was to identify the degree of influence that the independent variable, a planned television commercial, had upon the dependent variable, the decision to attend an OSU women's home basketball game. To accomplish this objective, it was necessary to control the impact of the intervening variables upon the dependent variable through identification of their influence.
The outcome of the study describes the relationship of the identified variables from a perspective of three surveys that were reflective of the season as a whole.
Definition of Terms
Clarification of the terms inherient to the study is provided for uniformity of understanding.
Attendance at a home OSU women's basketball game:
The physical presence of an individual, inside
the arena, at a scheduled basketball game.
Billboards;
A public, outdoor, promotional display that may
or may not be illuminated. Messages were
displayed in a 12 foot by 25 foot area.
Gift-in-Kind:
A gift of service or product provided by an
organization, external to the University, to the Department of Athletics. In return for the gift,
the organization receives tax benefits and
membership in one of the fund raising groups of
the University. Membership in a group, such as
the Buckeye Club, provides preferential
consideration for tickets and parking at football
and men's basketball games.
Household rating:
"The percentage of television homes that watched
that program. One rating point equals 1 percent
of the total television audience in that area.
Homes rating is the most commonly used and more
general rating." (Poltrack, 1983, p.8).
Newspaper advertisement:
An advertisement appearing in any newspaper
promoting attendance at an OSU women's home
basketball game. Advertisements are paid for by
the Athletic Department or by a sponsor through the
Athletic Department. A fee was paid to the
newspaper for the advertisement's appearance.
Radio advertisement:
An advertisement of 30 or 60 seconds duration
promoting attendance at an OSU women's home
basketball game that was carried by any radio
station. Advertisements are paid for by the
Athletic Department or by a sponsor through the 13
Athletic Department. A fee was paid to the radio
station for the advertisement's appearance.
Schedule posters:
Heavy stock displays that are colorful and
informative, highlighted with the scarlet and gray
colors of Ohio State and with a prominently
displayed team picture. The schedule posters
identify date, time, and opponent for each of the
1985-86 home women's basketball games. Schedule
posters are placed by a soft drink distributor in
all area locations that the distributor services.
Television advertisement or commercial:
An advertisement of 30 seconds duration that
promotes the OSU women's basketball program and
attendance at specific home games. The first 20
seconds of the commercial was generic and promotes
the women's program. The final 10 seconds of each
commercial specifically identifies a home game to
attend. The commercial was developed through the
Department of Athletics and was funded through a
gift-in-kind by a local television station.
SPSS;
Statistical Program for Social Studies. A software
program within the mainframe system of Ohio State.
SPSS was used to compile results of the three
surveys conducted within this study. 14
Limitations of the Study
The study of influence upon decisions to attend a home women's basketball game was appropriate at this stage in the development process of Division I women's intercollegiate basketball. In a presentation to the International Sport
Summit, Dr. Vivian M. Barfield, Women's Director at the
University of Minnesota, supported a positive view of the future regarding women's athletics. She stated that "the growth potential of women's sports is phenomenal: it is a new market with tremendous potential." (1978, p. 160). With this general concept in mind, the results of the study will have transfer application to other Division I women's basketball programs, and to some degree to other sports programs, both men and women, at the Division I level. The results of the study, however, was limited in its direct application to the women's varsity basketball program at The
Ohio State University. This was due to the wide variance of circumstances which identify the condition or status of a sports program at any given point in time. The success of a program in terms of season, conference, and post season play; the maximum use of other promotional approaches, such as radio and newspaper advertisements; and the availability of a sufficient market that is reachable through television promotion are just three criteria that need to be considered in the application of the results of the study to programs other than Ohio State's. 15
A second limitation to the study was the pre-selection of the three dates identified to conduct a survey to gather data. It was not possible to select three dates by random.
Two criteria needed to be met in the identification of survey dates. One was that sufficient time needed to pass before the first survey in order for exposure to the treatment to occur. The second was that surveys needed to be spaced in order to permit additional exposure to the treatment to have the opportunity for impact. Therefore, identification of survey dates was by a selection process based upon game location within the total season schedule and did not involve random selection. This method has a limitation upon the study in that all spectators attending a home OSU women's basketball game did not have an equal opportunity to respond to the survey. The identificauion of games at the approximate one-third, two-thirds, and three-thirds point in the season schedule as survey dates limits survey responses to those spectators attending those games.
A final limitation to the study was in regard to application of the treatment. The opportunity to investigate the impact of planned television advertisement promoting attendance at an OSU women's home basketball game upon the decision of a spectator to actually attend a home game was possible through a gift-in-kind by one of the three main television stations in Columbus, Ohio. WTVN-TV 16
provided the gift-in-kind to the OSU women's basketball
program to be used for promotion of the program. the
promotion could be through production of advertisements and
through the purchase of air time to run the advertisement.
The limitation to the study was that exposure to the
television advertisement was identified in over 91% of the
air time used with one station. Minimal air time was
purchased on all three main area stations as part of the
promotional package for the women's Christmas basketball
tournament, the "Buckeye Classic." Realizing that exposure
of the treatment to individuals in the target audience was
still in the category of randomization, there was the aspect
of unknowing self-selection by individuals to the potential
exposure to the treatment by their choice of the station
that they will view. This restricted exposure of
individuals in the target audience to the treatment
identified in the study was termed a limitation to the study
in that even though all individuals attending one of the
three home games at which a survey was conducted had equal
opportunity to view the television advertisement, self
selection of station viewed and even the possibility of not viewing television would impact upon the results. This
limitation was minimized by random selection of survey respondents. A non-viewer ofWTVN-TV or an individual who does not watch television has the same chance to be selected 17 as a survey respondent as did the spectator who does watch
WTVN-TV.
Basic Assumptions
The development of the basis for the study was built around the perceived level of skill and competition that has developed at the Division I level of women's intercollegiate basketball. In order to pursue a more ambitious marketing plan to promote the women's basketball program at Ohio State there were two basic assumptions that were identified. The first was that there was a high interest level by the general public in supporting athletics as spectators. This assumption was further delineated to the support of the general public of Central Ohio towards athletics at Ohio
State. There are, of course, qualifications regarding skill level, schedule, and team success that will influence that support. A second assumption was that the women's basketball program at Ohio State was marketable. Past exceptional success, a team roster of high quality players, a new, known varsity coach, an outstanding schedule, and exceptional facilities were factors present in the Ohio
State program. It was around these factors that the theme
"Continuation of Excellence" was developed. This theme was the emphasis for the total marketing plan for the 1985-86 season. The use of television advertising to promote 18 women's basketball was used for the first time as a part of the marketing plan.
The context of both basic assumptions for the study were supported by Robert Bell in his presentation at the
International Sport Summit. "... when it comes to sport, people are positive, and that positive attitude can be turned into revenue if the right linkage can be found between the consumer and the sport." (1978, p.138). The assumptions of a high level of positive interest by the general public in athletics at Ohio State and the marketability of the women's basketball program provided the basis for development of the study.
Significance of the Problem
Women's intercollegiate basketball is changing. The change is a positive one that demonstrates high interest by participants and sponsoring institutions. This is amply reflected in the statement of the NCAA that was part of the
1986 College Basketball Press Kit.
The overall health of women's basketball is
shown by the nearly universal increase to record
figures in post season and other neutral-site
games, plus the increase of 336 games or sessions
by all women's college teams and the record total
of 1,166 varsity teams — 19 more than in 1984 19
(and 71 above 1982, first year of compilations by
NCAA Statistics Service). (1985, p. 19).
Activity at all levels of NCAA women's basketball is increasing, while the level of skill and competition at the
Division I level is improving. It is also at the Division I level that program cost is greatest. As stated earlier, revenue from Division I programs only meet 17% of the expenditures of the program.
The significance of the problem is centered around the presentation of a quality women's Division I basketball program that is national in scope, with the cost of the program exceeding revenue produced by the program. It is a major concern for Division I athletic administrators that increased sources of revenue be developed to meet the rising cost to maintain programs. This study investigates the impact of television as a major part of a total marketing program designed to increase program revenue for a Division
I women's basketball program.
Drs. Louden, McConkey, and Dolecheck, of the Northeast
Louisianna University Marketing faculty, conducted research into this area and presented the following conclusion: "We believe that the greatest return for the cost is to be found in the promotion of women's basketball. The quality of competition and fan interest have increased to the point where significant impact on athletic income can be realized if the sport is effectively marketed." (1985, p.11). Based 20 upon their findings, it is reasonable to consider that an effective marketing plan will produce increased per game attendance and the resulting revenue.
The significance of this study is the investigation of the influence of television advertisement as an integral part of an effective marketing plan. The opportunity is to gather data regarding a high cost per exposure form of advertising and the impact of that form of advertising upon attendance, without heavy investments of program dollars.
This data, when compiled, can be the guide for decisions regarding future marketing efforts that will require heavy investments of program dollars from the operating budget.
Summary
The introductory chapter to this study focuses upon identifying the parameters that provide significance to the investigation. The increase in intercollegiate women's athletic participation stimulated by Title IX legislation in
1972, produced an even greater imbalance of expense to revenue for intercollegiate athletic administrators in the decade and one-half that followed. During the same period of increased participation, corresponding increase in spectator support, especially in women's basketball, was identified by the NCAA Statistical Service. The challenge to the athletic administrator, primarily at the Division I level, was to utilize the perceived potential interest in 21 women's basketball as a means to increase the revenue of the athletic program.
The focus of the study was to investigate the impact of a total marketing program, including television advertisement, upon the decision of spectators to attend a home women's basketball game. Specifically, a determination of the influence of television advertisement upon the decision making process was investigated.
The women's basketball program at The Ohio State
University was identified as a successful program competing on a national level. Past marketing efforts to promote the
OSU program utilized radio and newspaper advertisement as their primary media vehicle. Introduction of television advertisement to the marketing effort for the first time in the program's history at OSU, provided a basis for the study to be completed. While the confines of the study limit direct application of the results to programs other than the
OSU women's basketball program, indirect application of the concepts that result from a total marketing program study to other women's basketball programs and other sports in general, is possible. LIST OF REFERENCES
Barfield, Dr. Vivian M., (1978). Women in the International Sport Scene. Comments on the Finance, Design, Management, and Marketing of Sports. Vol. 11, International Sports Summit, p. 160.
Bell, Robert F., (1978). The Pros and Cons of Sport Endorsement and Licensing. Comments on the Finance, Design, Management, and Marketing of Sports. Vol. 11, International Sport Summit, p.138.
Carter, D. (Ed.), (1975) Television As A Social Force. New York: Praeger.
Cross, D. W., (1983). Mediaspeak, How Television Makes Up Your Mind. New York: Coward-McCann, Inc.
Grass, R.C. and Wallace, H. W., (1974). Advertising Communication: Print vs. T.V. Journal of Advertising Research 14, October, p. 19-23.
Loudon, David, McConkey, C. W . , and Dolecheck, M . , (1985). The Games the Same, But Survey Indicates Different Approach Required to Market Women's Basketball. Journal of Marketing Research, October, p. 14, 31.
N.C.A.A., (1985). College Basketball 1986 Press Kit. National Collegiate Athletic Association. Mission, Kansas, p . 19.
N.C.A.A., (1985). N.C.A.A. 1985-86 Manual. National Collegiate Athletic Association. Mission, Kansas, p. 107, 108.
Poltrack, D., (1983). Television Marketing: Network, Local, and Cable. New York: McGraw-Hill.
22 CHAPTER II
REVIEW OF RELATED LITERATURE
Introduction and Purpose
The purpose of this chapter is to identify and relate pertinent studies in three areas: first, to establish the need for promotion and marketing programs within today's intercollegiate athletic structure; second, to establish television as a highly effective means of communication to the consumer through advertisement; and third, to review specific athletic programs that have used television advertisement in the promotion and marketing of their program.
The intent of this review will be to establish the relationship of television advertising and promotion of an intercollegiate athletic program. There are two concerns regarding this approach to the review of literature for this study. One, that use of television as a primary promotional means for intercollegiate women's basketball has been limited, and in most of the cases researched, was used more as a promotion for increased program identity. There was limited evidence of specific television advertisement
23 24 marketing attendance at an identified women's basketball game. Secondly, there has not been any previous research identified that attempts to determine the specific impact of promotional efforts through the media of television upon attendance at an intercollegiate athletic contest. Most of the research in the area of sport and television relationships has been in the area of viewing sporting events on television. (Forkan, 1982; Jordan, nd; Powers,
1984, Radar, 1984).
The need for promotion and marketing of intercollegiate athletic programs to increase revenue, the effectiveness of television advertising in reaching and influencing the largest consumer audience, and the review of athletic programs that have or are using television advertising, in some way, to promote their program are the areas in which the segments of this chapter on literature review will focus.
I. The Need For Promoting and Marketing Athletic Programs
There is little doubt that the combination of increased program size, due in large part to expanding women's programs, and the inflating economy have created a financial crisis in intercollegiate athletics and changed the complexion of athletic administration. (Potts, 1980). This changing complexion is noticably reflected within even the largest intercollegiate programs by two developments. The 25 reduction of sports within an athletic program, or at least the redefining of emphasis placed upon each sport by placing sports at different support levels. An example of this realignment of emphasis is characterized by the two level program implemented by Dave Hart at the University of
Missouri:
Sports at Level No. 2 receive fixed
financing: they get a budgeted amount of money to
work with for the entire year. Level No. 1
sports are those we feel should compete
nationally, like football, men's and women's
basketball and women's gymnastics. Each year it
seems more and more must be whittled away. (NCAA
News, February 23, 1984, p. 12)
A second development that reflects athletic program's changing complexion is the increased involvement of the department in aggressive marketing strategies to maximize the revenue opportunitites of the sports within an athletic program. Don Canham, Director of Athletics at The
University of Michigan, states his perspective of the position of this second development to the future of intercollegiate athletics very clearly, "promotion and marketing are going to be our salvation, I don't think there is any question about it." (Palmisano, 1981, p. 13) The future of major programs at the Division I level may well rest upon the success of aggressive marketing programs. 26
Many of today's athletic administrators are convinced that the answer to providing an increase in revenue for their program is an aggressive marketing plan. (Potts, 1980;
Lopiano, 1980; Broyles, 1979).
Both of the identified developments that are major contributors to the changing environment of intercollegiate athletic programs are evident within the program at The Ohio
State University. Ohio State has one of the largest and most comprehensive Division I programs in the country, with over thirty varsity sports for men and women and an operating budget of nearly fifteen million dollars each year. In the spring of 1985, in a realignment of department organization, the position of Assistant Director of
Athletics for External Affairs was redefined. Directly responsible to the Assistant Director, a new position,
Director of Marketing and Promotion, was established.
(O.S.U. Department of Athletics - 1985). This position has the responsibility to promote and market all aspects of the
Department of Intercollegiate Athletics at Ohio State with the objective to increase revenue.
Most recently, in the spring of 1986, following a study by a committee appointed by the O.S.U. Athletic Council, realignment of the thirty varsity sports within the athletic department into two levels of operation was recommended.
(Columbus Dispatch). The levels, along the same line as those implemented by Hart at the University of Missouri, are 27
recommended as a partial solution to the control of
increasing cost in the face of limited revenue sources.
This example of necessary streamlining sports within the
athletic program at one of the largest universities in the
country to bring into perspective the cost-revenue balance
of operating the program, plus the commitment to a full marketing and promotion program designed to maximize opportunities for revenue, re-emphasize the earlier
statement by Don Canham regarding the salvation of
intercollegiate athletics being promotion and marketing.
This attitude towards marketing is displayed in almost all current Division I programs by the establishment of an administrative position within the athletic department that is fully responsible for promotion and marketing of the athletic program. The University of Minnesota emphasized the promotion of women's athletics when they appointed a new director of promotions and public relations for women's athletics. Merry Dean Baker, Director of Women's Athletics identified the importance of the position by stating, "the whole area of promotions and public relations is a vital one at our stage of development." (NCAA News, April 11, 1984, p.l). June Davis, Director of Women's Athletics at the
University of Nebraska, is even more emphatic. "It's the smart thing to do - have a promotions director. The competition for the entertainment dollar is fast and furious. We all need money to support our programs, and the 28 only way to do that is to market the product." (NCAA News,
April 11, 1984, p. 8).
There is strong evidence that one of the aspects of the successful intercollegiate athletic program in the years ahead will be successful marketing of the program's product.
Keeping in mind that the product is not going to change as a result of marketing, what is going to change is how that product is going to be presented and delivered to the consumer. (Bohl and McCutcheon, 1984, p. 10).
The objective of promotion and marketing encompases provision of the primary customer utilities: place, time, service, and possession of tickets. (Broyles, 1979, p.
189). However, this must be done in an attractive, appealing manner that will result in increased participation of the general public as paying spectators. Research at
Northeast Louisiana University (Loudon, McConkey, Dolecheck,
1985) indicates that product perception, from the fan's viewpoint, is not just the sport of women's basketball and the participating teams, but includes elements such as uniforms, music, halftime entertainment, cheerleading, concessions, [programs], schedules, etc. All of these represent the product and must collectively be addressed when attempting to influence a consumer's decision to attend a game.
There are a number of means to communicate to the consumer the utilities of place, time, service, and 29 possession of tickets. Some of these means will be determined, or at least influenced by the category of consumer to be reached. For example, communication to students on a campus would be by a different means than communication to the general population of a larger geographical area. Typical means of mass communication in our society today are: radio, television, newspapers, billboards, posters or signs, pamphlets distributed door to door, and a less controlled and defined means, word of mouth. In the process of developing a total marketing plan for an athletic program, consideration of each means of communicating to the consumer in the greatest number is a high priority.
The study was specific in the consideration of television as an effective means of mass communication.
Other forms of mass communication are identified by their influence upon spectator decisions to attend a game.
II. Television As An Effective Means Of Mass Communication
Any investigation into the study of television as an effective means of mass communication will be incomplete.
The literature and material developed in the past years that touch upon aspects of this area are almost limitless. This investigation has attempted to utilize a number of sources, including books, periodicals, and interviews to develope the position regarding effectiveness of television. This 30 review, while knowingly incomplete by the criteria just presented, is a clear and supported statement in regard to the high degree of effectiveness of television in mass communication.
In the introduction of Chapter I, reference was made to the work of Donna Wollfolk Cross (1983). Her statement that television is the most seductive, the most pervasive, the most influential form of mass communication today (p. 18), identifies the position for the study.
In the process of developing a total marketing plan for the 1985-1986 O.S.U. women's basketball program, the inclusion, for the first time, of television advertisement was based upon the premise that television was the most effective form of communication for reaching the greatest number of potential spectators. Including television advertising as a part of the marketing plan was a move forward from the limitations present in print media and radio advertisement. The total marketing plan utilized print media and radio, but added the opportunities of television advertising.
The results of a number of early studies (Grass and
Wallace, 1974; McConnell, 1970; Buchanan, 1964) suggest that television is more effective at communicating an advertising message than print. This position was reinforced by more recent information that identifies, at five year intervals since 1970, the comparative amount of time that adults spend 31 watching television, listening to radio, or reading a newspaper or magazine. Figure 1 illustrates the "dramatic growth in daily time spent with television year after year with the slow growth of radio . . . the major drops of newspapers and magazines." (WTVN-TV Research, 1985). In order to be effective, a prime consideration is exposure.
Television exposure time per day to the average adult has almost doubled in the fifteen year period illustrated.
Meanwhile, other forms of mass communication struggle to maintain the time exposure they held in 1970.
Further study along the line of exposure supports the effectiveness of television. Figure 2 identifies the adult category into four characteristic groups with each group further defined into segments. Each of these segments reflect the time, in minutes, spent daily in the areas of television, radio, newspapers, and magazines. "Television not only gives you more to reach your best customers with your sales messages than the other media, but more time than newspapers, radio, magazines combined." (WTVN-TV Research,
1985). This statement is valid for every segment identified with the exception of Prof/Tech under the category
Occupation. Even in this segment of the population, more minutes are spent each day viewing television than are spent with any other media. To be effective in communicating a message, there needs to be high amounts of contact with the 32
-tvzv/tnt-&
TELEVISION-WITH MORE TIME SPENT VIEWING, CONTINUES TO GROW - WHILE OTHER MEDIA DECLINE
Compare the dramatic growth in daily time spent with television year after year with the slow growth of radio...the major drops of newspapers and magazines. Television-growing fastest, growing stronger all the time. Expected to move still farther ahead in the future.
TOTAL ADULTS Time Spent Daily (in Minutes) 252 250
179 200
139 124 109 100
38 21 32 15 N R M M
1970 1975 1980 1985
Soures: TvB/Bruskm 1985
6WTVN-TV PO Box 718 1261 Oubfm Pood CoJumbui O n e 43216 Te< 614/4816666
FIGURE 1. Bar Graph Comparison of Average Adult Daily Time Spent With Various Media. 33
maaaa
IN EVERY CASE, YOU CAN GET BY FAR THE MOST OF YOUR BEST CUSTOMERS’ TIME WITH TELEVISION
Television not only gives you more time to reach your best customers with your sales messages than the other media, but more time than newspapers, radio, magazines combined. More time spent means more opportunities to reach people—more of the frequency you need.
TOTAL ADULTS Time Spent Daily (In Minutes) Total: Nsps., Radio, TV Television Newsoaoers Radio Maoazines Maoazines Advta.* ALLADULTS 252 31 124 . 15 170 + 43% AGE 18-34 241 22 152 14 188 + 28% 35-54 238 31 108 14 153 + 56% 55+ 280 44 102 19 165 + 70% 18-49 240 26 135 14 175 + 37% 25-49 238 27 126 15 168 + 42% 25-54 239 28 124 14 166 + 44% HOUSEHOLD INCOME Under S I5.000 294 25 116 10 151 + 95% S 15,000-324,999 241 32 135 19 186 + 30% S25,000-S39,999 245 35 125 16 176 + 39% $40,000+ 199 30 123 17 170 + 17% S30.000+ 222 34 120 18 182 + 22% S50.000+ 190 31 115 18 164 + 16% EDUCATION Grade School 300 24 92 8 124 +142% High School 279 29 139 13 181 + 54% Any College 220 35 125 19 179 + 23% College Grad 191 37 92 20 149 + 28% OCCUPATION Working Adults 212 29 131 14 174 + 22% Prof/Tech 156 35 136 21 192 - 19% Mgr/Offcl/Prop 179 30 122 13 165 + 8% Clerical/Sales 207 28 110 11 149 + 39% Non-White Collar 240 28 144 14 186 + 29% Housewives 300 121 18 169 + 78% Source. TvB/Bruskin 1985
6WTVNTV PQ Box 718 1261 Dublm Rood CohjmOuJ.OHo 43716 W 614/4816666
FIGURE 2. Frequency Use of Media by Age, Income, Education And Occupational Categories. 34
intended recipient of the message. Television has that
contact.
An additional aspect of television that is attractive is
the prestige associated with promoting a product through the media of television. This concept is referred to by Phillip
Brown (1972) as the vehicle source effect. "The vehicle
source effect appears in nearly all media models and has a very precise meaning. It is a measure of the relative value of an ad exposure as a function of the exposed vehicle."
(p.11)•
The focus is upon the vehicle source effect to the extent to which the message environment is considered prestigious. In the study, the message environment was television. The University of North Carolina utilized a multimedia promotion program (total market program) to market their football program beginning in 1976. Reference to both the contact with the consumer and the vehicle source effect was made by Assistant Director of Athletics Bob
Savod. (N.C.A.A. Promotions Manual, 1980, p. 26).
Television is expensive but well worth the
investment. Television not only penetrates a
market well but also lends prestige to the
well-commercialized product, service, or
amusement. Therefore, it serves our purpose in
two ways: it reaches numbers, and it reinforces
the image we wish to project of a major 35
institution with a first class football program
and a beautiful stadium.
III. Television Promotions To Improve Attendance At
A Sports Event
In earlier discussion, the problem confronted in this
area was identified. The majority of television association with sports has been in the presentation of sporting events.
That is the source of revenue for both the network and the participating teams. The more prestigious the participants or event, the greater the per minute cost to advertisers.
The examples of marketing sporting events through television advertising, much as any other form of entertainment would be advertised, are not as common as first thought might have us believe. Initial investment for television advertisement appears to be the deterrent from use of this media. It is also realistic that not all sports programs, especially intercollegiate programs, are in a television marketing area that is accessible.
With this in mind, this section will review athletic programs that have used some form of television advertisement in their program promotion. However, none of the programs identified attempted to define the specific influence of television or any other part of the total marketing effort toward the success of the promotion.
Program promotion success was determined by the attainment 36
of pre-set objectives, generally increased ticket sales.
Earlier in this chapter, the concept of marketing
athletic programs was discussed. This is a concern not only
for individual institutions, but for conferences, and for
the NCAA. (NCAA News, June 1, 1983). Within the Big Ten
Conference, the administrators of women's athletic programs
are concerned with program promotion and recognize the
current greatest visability of the conference women's sports
is basketball. In a survey of conference programs following
the 1984-85 season, each institution was ask to identify
their average attendance for the past season, their outstanding game attendance, and overall promotion activity.
Of the ten programs surveyed, only Illinois identified television advertising as part of their promotion. However,
if attendance is the measure of successful sports promotion, for the 1984-85 season, Illinois had a net attandance of
9,917 for 14 games. (NCAA Press Kit, 1985). This per game average of 708 was an increase over the previous year of 122 and placed them forty-sixth in the top sixty teams based on net attendance. These kind of numbers do not appear to justify the expenditure for television advertising.
The only other team in the Big Ten Conference survey that utilized television was Iowa. Their promotion was a more general promotion of women's athletics and was built around the theme of their "Gold Card." The card was a 37 single purchase that provided admission to all home women's athletic events.
The University of Minnesota has entered into a department promotion of awareness of the women's athletic program. (U.S.A. Today, January 28, 1986). Utilizing a local advertising agency, they have developed billboards and posters promoting the women's program. This first level of involvement has been termed a success and continuation of the theme in radio and television advertisements are delayed until the department can raise the funds for production cost.
The evidence seems to indicate that whenever there is a plan to promote a program with a total marketing plan, that plan includes television advertisement.
The University of Virginia women's basketball team had one of its most successful seasons ever in 1985-86. During the season, a special promotion for the February 5th game with North Carolina was centered around the Children's
Medical Center (CMC). Proceeds from the game and a portion of concession sales were donated to CMC. During the three weeks prior to the game, radio and television announcements featuring the head coach, some players, and young patients at CMC urged people to attend the game. (NCAA News,
February 2, 1986, p. 3). The objective of the promotion was twofold; to raise funds for the Children's Medical Center, and to expose a large number of people to Virginia Women's 38 basketball. The promotion was termed a success. A capacity
crowd of 11,174 attended the game and over $10,000 was raised for the Children's Medical Center. An important point in this promotion was that the focal point was the
support of CMC. The benefit to the women's program was
exposure to a large crowd. There was no emphasis upon
increasing revenue for the women's program from this game.
However, that benefit would certainly be a future objective to result from the exposure to a capacity crowd. While the
specific promotion and the use of television was successful,
it was not determined whether promotion of attendance at a
Virginia women's basketball game based upon the program's attraction would produce the same success.
The relative newness of women's intercollegiate basketball as a highly marketed sport directs a review of television's role in promoting sport programs into other areas.
In 1980, the Wichita Wings were in their second season in Wichita, Kansas. They play indoor soccer and while soccer is not new to the United States, the game was better known in larger cities. The promotion challenge facing the program was twofold; to introduce a new team and the indoor game it plays, and, to show the speed and excitement of the game that can stir people to repeat attendance. (KAKE-TV,
Wichita, November, 1980). 39
Both tasks were assigned to television. Schedules of
30-second announcements run half in daytime, half spread
across evening, nighttime, and late night television.
Television exposure was during the fall and winter months to
attract spectators to indoor games, as they are played in
season.
The Wings' commercials were produced by its advertising
agency and station KAKE-TV. The objective of the commercial
was to attract spectators by educating the people of Wichita
to the fast action of the game. The feature of the
promotion was the team in actual play situations.
The evaluation of this marketing effort of a sports program entering a new community was good. The use of
television to reach a wide spread and diverse interest group
of potential spectators with a message promoting a fast, new
indoor game was a success. "Television has contributed
substantially to the acceptance of this young team. Most people who have come to the games come back again."
(KAKE-TV, 1980).
Again using the sport of soccer, television was a part of a successful total marketing plan for the Washington
Diplomats. (Southern Advertising/Markets, November, 1980).
In 1978, after the purchase of the Diplomats by MSG, Inc., the new owners immediately set out "to boost sagging attendance and make Washington soccer as popular with the
8-18 crowd as football is with adults." (p. 22). Telephone 40 research identified soccer's audience as youth between the ages of 8-18, but their interest was in playing the game, not watching, and the task was to erase that distinction.
The total marketing plan was designed around the theme
"Diplomat Soccer - It's the game for today." Animated thirty second and ten second television commercials, accompanied by Diplomat players performing soccer feats in slow motion and a distinct rock and roll theme song called
"The Game for Today, " were all designed to appeal to the
8-18 age group. The campaign theme and song were extended into radio spots, and the theme into newspaper advertise ment, billboards, and metro dioramas. A unique season ticket brochure in the shape of a soccer ball and a promotional incentive give-away in which a different piece of the Diplomats' 7-piece uniform was offered to youths at seven home games, completed the promotional package.
The plan worked. Paid attendance doubled with 97% of the season opener crowd reporting have seen the television advertisement. Almost half expected to see eight or more games that season and 31% were attending for the first time.
The basis of the total marketing plan utilized was the widespread exposure of a creative message through television. The cost of the campaign was high, but the objective to turn on the 8-18 age group was a success.
"This was born out when nearly a third of the 25-plus age group on hand for the end of season playoff game [attendance 41
27,000] were there to accompany their children in the 8-18 group . " (p . 22 ) .
Application of the same concepts used in promoting the professional programs described have demonstrated similar success in intercollegiate programs.
Vanderbuilt University had only three winning seasons in its football program during a twenty year period prior to
1979. Coupled with an almost steady losing streak, its game attendance had dwindled to the smallest average of any team in the Southeastern Conference. Since attendance is not only a psychological but a financial advantage to an important university, Vanderbuilt set a goal of turning attendance up, even if it meant that winning games remained down.
A local advertising agency was given permission to build attendance during the 1979 season. Identifying the team as a "product" to be repositioned and sold, a campaign to establish an image of excitement and wholesomeness in family entertainment kicked off. Working within a modest budget, a total market media campaign hit the Nashville market.
Advertising was placed in bus signs, bumper stickers, stuffers, magazines, newspapers, billboards, radio, and television. And it worked! Using a total marketing and advertising plan prior to the 1979 football season enabled
Vanderbuilt to achieve exceptional results from promotion: 42
a. An increase of 20 percent of season tickets sold
over the total sold for 1978.
b. Average game attendance increased by almost 3,000.
c. Membership in Vanderbuilt's booster club, The
National Commodore Club, almost doubled.
While there was no attempt to evaluate the contribution of any one part of the marketing plan, such as television, again the success of the promotion was determined by the achievement of set objectives. This success was further recognized with the presentation of the 1980 Effie Award by the New York Chapter of the American Marketing Association for public service advertising. (American Marketing
Association, 1980).
The University of North Carolina at Chapel Hill has long been recognized for its men's basketball program. However, the need to promote the football program, with an objective to consistently sell out their football games in an effort to maximize revenue for the athletic department, came to the forefront in the mid-seventies.
Prior to 1976, North Carolina had sold out an average of one game per season in football. By 1978, following three years of an annual marketing blitz, season ticket sales had increased to the maximum allowed for the stadium and all six games were sold out several weeks prior to the start of the season, at full price. The objectives were reached and the total marketing program was a success. 43
This promotion, while containing many similarities to previous examples stated, had two differences. The promotion was statewide and it was directed by the Assistant
Athletic Director for Promotion within the department.
Incorporating the theme "Carolina Fever," utilization of virtually every media resource available was included in the multimedia promotion program. (N.C.A.A. Promotion Manual,
1980).
The concept of colorful and exciting family
entertainment can be imparted in many ways through
many vehicles, and it is our job to find these
ways. To begin with, the commercial messages
themselves must be captivating if we are to sell
entertainment effectively. We put our radio and
television commercials in particular through
grueling tests. As corny as it may sound, if the
spots do not send a shiver down our spines, we
simply reject them and go back to the drawing
board. (Savod, 1980, p. 24).
During the blitz of promotion for preseason ticket sales, television advertisements were seen on every major station in all six North Carolina television markets. In addition, every other media resource was utilized in the promotion; radio, newspapers, billboards, direct mail with a strong potential-buyer list, and statement stuffers such as schedule cards and bumper stickers mailed to VISA and 44
Mastercard customers of two cooperating banks. All of this was built around the theme "Carolina Fever" with the objective of selling out every home football game. The results identified in 1978 of a season sellout prior to the first game, dictate that the objective was reached and the total marketing promotion was successful.
An interesting note at this point. Television was a part of the total marketing efforts that have been illustrated. However, television was only a part, the use of other available media was a necessary aspect in the structure of a total market plan. Television may well be the most effective means of communicating a message to a large number of people, but the greatest overall effect appears to develope from utilization of all available resources. This is a total marketing program.
IV. Survey of the Top Twenty-five Division I Women's
Basketball Programs
The review of literature and program promotions in this chapter have established three factors that are consistent; in today's environment of Division I intercollegiate athletics, marketing and promotion of the athletic program and specific revenue producing sports within the program is a necessity; in communicating a message to the largest mass of potential consumers, television is the most effective 45
media available; a total marketing and promotion plan
utilizes all medium available to reach preset objectives.
With these three factors developed to this point, it was
identified that a practical review of current programs in
Division I women's basketball to determine the marketing
efforts used to promote their programs would contribute to
this study background. Since the general objective of an
athletic promotion is to increase revenue through increased
ticket sales for a game or season, it was decided that the
N.C.A.A. listing of net home attendance leaders for Division
I women's basketba.ll in 1984-85 would identify participants
in the informal survey. (NCAA 1986 Press Kit, 1985). A
listing of NCAA net attendance leaders for 1984-85 is
illustrated in Appendix B. Feeling that a significant level
of attendance would reflect promotion input, all teams
listed with a net average attendance of 1, 000 or more were
included in the survey. This resulted in twenty-five
Universities. Ohio State was not included in the survey, although they were ranked twelfth in the 1984-85 listing.
The twenty-five women's basketball programs involved in this survey were identified in the order of their listing in the 1986 N.C.A.A. Women's Basketball Press Kit.
1. Iowa
2. Louisiana Tech
3. Northeast Louisiana
4. Penn State 5. Old Dominion
6. Texas
7. Western Kentucky
8. Southern California
9. Tennessee
10. Idaho
11. Georgia
12. Ohio State (not included in the survey)
13. Tennessee Tech
14. Florida A & M
15. Kentucky
16. Mississippi
17. Bethune-Cookman
18. West Virginia
19. Cheyney State
20. Grambling
21. Long Beach State
22 . Texas Tech
23. Memphis State
24. North Carolina State
25. Montana
26. Missouri
A booklet form questionnaire with an identification cover and three pages of questions was developed. The questionnaire was designed to identify five factors 47 regarding the total marketing concept for 1985-86 of the programs surveyed.
1. The media involved in the marketing plan and the
self-perceived level of effectiveness of each media
used.
2. The philosophy regarding the sale of tickets for
the program.
3. Attendance results for 1985-86 with a comparison to
the 1984-85 season.
4. The source of revenue for the 1985-86 promotional
budget.
5. The facility and support activites for home games.
An illustration of the four page women's basketball program promotion research questionnaire used in this informal survey is in Appendix B. Accompanying the mailing of the questionnaire to the twenty-five programs identified was a general letter to the Primary Women's Athletic
Administrator outlining the purpose of the survey and requesting their cooperation. In addition, a personal letter to each women's administrator from Phyllis J. Bailey,
Associate Director of Athletics at The Ohio State
University, identified the request for survey response as valid and urged their response. Copies of each of these documents are found in Appendix B of this publication. 48
The primary purpose of this informal survey was to identify the marketing efforts and influences that are involved in the women's basketball programs at participating institutions. Specifically, the intent was to identify the use of television as a promotional part of the top attendance programs. A secondary purpose was to identify information in four additional areas, three that affect the effectiveness of the total marketing program, and one that reflects the effectiveness of the program. The results of the survey expressed in these five areas were as follows.
Media involved in the marketing plan and the average self-perceived level of effectiveness in each category of funding and developing the promotion.
Summary of the survey responses in this area are illustrated in Table 1.
Respondents were asked to self-rate the effectiveness of each promotional activity that they used by indicating the appropriate level on a scale of
5 4 3 2 1
(effective)------t o ------(ineffective)
Schedule posters were the most heavily used promotional activity with 81% of the programs indicating them as a part of their marketing plan. The average self-perceived level of effectiveness in promoting the women's basketball program was 3.65 out of a possible high rating of 5.0. 49
TABLE 1: Summary of the media involvement in a study of promotion of the top 25 Division I Women's Basketball Programs.
Promotional Developed and Developed by Developed outside Developed outside Did not Activity funded by the the department the department the department use this department. and funded by and funded by and funded by Activity a sponsor. a sponsor. the department.
RADIOS ADS.
response 43% 19% 13% 0% 25%
perceived 3.6 4.0 3.5 effect
T.V ADS.
response 25% 0% 0% 0% 75%
perceived 2.75 effect
NEWSPAPER ADS.
response 63% 0% 6% 0% 31%
perceived 3.35 3.0 effect
BILLBOARDS.
response 25% 6% 6% 0% 63%
perceived 3.5 4.0 2.0 effect
SCHEDULE POSTERS.
response 25% 56% 0% 0% 19%
perceived 3.75 3.6 effect
CORPORATE NIGHTS.
response 19% 25% 6% 0% 50%
perceived 3.0 3.75 2.0 effect
Legend: response - responses for each category for each activity, expressed in percent of total responses for that activity, perceived effect - the self perceived effectiveness of that activity ir the promo- cion of the women's program, expressed as an average of all ratings for that category and activity. 50
The next highest level of promotional activity used was radio advertisement with a 75% involvement. The average self-perceived level of this promotion was high with a 3.7 out of 5.0.
Newspaper ads were used by 69% of the programs to promote women's basketball. The average self-perceived rating of effectiveness was just above the median at 3.17.
50% of the programs responding used Corporate Night promotions. The results of this type of promotion were perceived as low with an average effectiveness rating of
2.9.
Slightly over one-third (37%) of the respondents indicated using billboards in promoting their program.
Again, the self-perceived effectiveness rating was just above the median at 3.16.
The lowest reported use of a promotional activity was a television commercial. Only 25% indicated this activity was a part of their marketing effort. There were some comments from those not using this media that the cost was prohibitive. Those indicating use of this activity identified the self-perceived level of effectiveness at an average of 2.75. This was the lowest average self-perceived level of effectiveness of the media activities identified. 51
The philosophy regarding the sale of tickets for the
program.
Do you sell season tickets?
Response Percent
Yes 76%
No 24%
Do you sell reserved seats?
Response Percent
Yes 53%
No 47%
Is your general admission ticket good for any home game
on your schedule?
Response Percent
Yes 47%
No 53%
Do you have a special ticket program for students at
your University?
Response Percent
Yes 71%
No 29%
Attendance results for 1985-86 with a comparison to the
1984-85 season.
What is the seating capacity for the arena in which your women's basketball team plays their home games?
Average - 9604 52
What was the average home game attendance for the
1985-86 season?
Composite average - 1345 per game for 12.6 games
Is this an increase or decrease over the 1984-85 season, and by what percent?
Composite average - a decrease by almost 30%
The source of revenue for the 1985-86 promotional budget.
56% - Funded from within the athletic department - budget account in the general operating expenditures.
31% - Some "seed money" within the general operating budget - the majority of promotional cost is covered by corporate sponsors outside the athletic department budget.
13% - No funds from the department of athletics operating budget - all promotional cost covered by sponsors outside of the department budget.
The facility and support activities for home games.
Does the women's basketball team play their home games in the same arena as the men's teams?
Response Percent
Yes 88%
No 12% 53
Does the women's basketball team play their games independently of the men's games (at a different time or date)?
Response Percent
Yes 53%
No 12%
(Partial) - 35%
Indicate the presence of the following at your women's home basketball game.
Always Sometimes Never
Concession stands open 94% 6% 0%
Game program for sale 70% 6% 24%
Band (any size) 53% 35% 12%
Cheerleaders 76% 18% 6%
Mascot 47% 41% 12%
Using the percentages identified in the response of the net attendance leaders in women's Division I programs surveyed, it is possible to identify the characteristics of an average total maketing effort and the outcome of that promotion for the programs in this unofficial survey.
Using the same areas as previously identified, the average total marketing effort would exhibit the following characteristics:
1. The marketing activities used to promote the
women's basketball program are: a. schedule posters b. radio advertisements c. newspaper advertisements d. corporate game night promotions.
Regarding the philosophy of ticket sales: a. season tickets are sold for the women's
basketball program. b. reserve seats are sold for the women's
basketball program. c. a general admission ticket is only good for the
specific game for which it was purchased. d. there is a special ticket program for students
of the university.
Attendance results for 1985-86 with a comparison to the 1984-85 season: a. seating capacity of the arena where the women's
basketball team play their home games - 9,604. b. the average home attendance for the 1985-86
season - 1,345 per game for 13 games. c. this is a decrease from the 1984-85 season
attendance by approximately 30%.
The source of revenue for the 1985-86 promotional budget was from within the athletic department - a budget account in the general operating expenditures. 55
5. The women's basketball team plays their home games
in the same arena as the men's teams.
The women's basketball team play their home games
independently of the men's games the majority of
their schedule, with some doubleheaders during the
season.
Regarding the support activities present at the
women's home basketball games:
a. concession stands open - at all games.
b. game programs - at most games.
c. band - at about half the games.
d. cheerleaders - at most games.
e. mascot - at less than half of the games.
The purpose of this exercise in identifying the characteristics of the average program in the net attendance
leaders in Division I women's basketball was to put into perspective earlier comments of this chapter. Namely, that programs that have attained a level of success using conventional activities of program promotion, and have the characteristics of a successful program that make them marketable, need to investigate additional marketing activities in order to advance their program and the resulting revenue. The results of this unofficial survey indicate that conventional promotional activities funded within the athletic department budget have been able to market and promote successful women's basketball programs 56 only to the point of revenue from ticket sales of approximately 15% of the seating capacity of the arenas in which the games are played.
The primary objective of this study was to identify the influence of television advertising upon individual decisions to attend a home women's basketball game. In the survey used in this chapter, 25% of the respondents indicated using television advertising in some way to promote their women's basketball program. The self-perceived level of effectiveness of these promotions was not high.
Summary
The focus of this chapter was to review literature and past efforts in the area of television advertisement as a vehicle to promote attendance at an athletic event. The objective of the review was to provide placement of the study in a proper perspective and to enable a clearer application of the results of this study upon the administrative decisions regarding marketing and promotion efforts in intercollegiate women's basketball.
Due to the limited information directly applicable to the study, three areas were investigated to provide the background and perspective needed for the investigation.
1. The need for promoting and marketing programs within today's intercollegiate athletic program was identified by 57 current leaders in the field such as Canham, Potts, Lopiano and Broyles. This need is vividly illustrated by Canham's statement that promotion and marketing are going to be the salvation of intercollegiate athletics. Successful athletic programs will involve successful marketing and promotion of the program's product, the athletic teams in the program.
2. Identification of television as an effective means of mass communication was amplified by Cross in her reference to television as the most influential form of mass communication today. Comparisons of effectiveness between television, radio, and print media support the position taken by Cross. Using the category of time spent daily in minutes with each form of media, television overwhelmingly has access to a greater daily amount of the consumer's time than all other forms of media communication combined.
Effective advertisement results from greater exposure of the message to the consumer.
3. Identification of specific situations in which television was used to promote attendance at a sports event was the practical review for this chapter. The use of television in professional soccer and intercollegiate football promotions was identified. However, the criteria to identify success in each of these promotions was the achievement of pre-set attendance objectives. When these objectives were reached, the promotion was considered a success. There was no effort to determine the impact of any 58 single segment of the total marketing effort, such as television upon the perceived result of success.
A practical review specific to women's intercollegiate basketball was developed through a questionnaire survey of the top twenty-five net attendance leaders in women's
Division I basketball for the 1984-85 season. The purpose of the survey was to identify the marketing efforts used to promote the leading programs from an attendance perspective.
The view gained from this survey provided insight regarding the marketing and promotional efforts used in each program in comparison to the results of that effort. Self- evaluation of the effectiveness of each promotional activity used gave indications of the perception of success that each participating program had regarding their marketing efforts.
This study will attempt to more clearly identify, using acceptable methods of research, the role of television advertising in spectator decisions to attend home women's basketball games at Ohio State during the 1985-86 season.
The fact that the average net attendance leaders in Division
I women's basketball only utilizes 15% of the seats available in their arena indicates that new inputs of marketing and promotion are needed. Television advertising is a valid option as part of a total marketing program. LIST OF REFERENCES
Associations Efforts to Promote Women's Sports Showing Results. (1983, June). NCAA News, p.l.
Athletic Programs Fight Rising Cost. (1983, February) NCAA News, p. 1, 12.
Bohl, A. R., and McCutcheon, B.E. (1985). A Marketing Model for Non-Revenue Sports for Intercollegiate Athletics. Unpublished manuscript.
Brown, P. K. (1972). Evaluating Vehicle Source Effects. Journal of Advertising Reserach. (12) August, p. 11.
Broyles, J. F. and Hay, R. D. (1979). Administration of Athletic Programs: A Managerial Approach, Englewood Cliffs, N.J., Prentice-Hall, Inc.
Buchanan, D. I. (1964). How Interest in the Product Affects Recall: Print Ads vs. T.V. Commercials. Journal of Advertising Research, (4), March, p. 9-14.
Case History. (1980). Vanderbuilt University Football Team, (Available from American Marketing Association, New York Chapter).
Case History. (1980, November), Wichita Wings Soccer Team, (Available from KAKE-TV, Wichita, Kansas).
Cross, D. W. (1983). How Television Makes Up Your Mind, New York: Coward-McCann, Inc., p. 18.
Department of Athletics, (1985). Policy and Procedures Manual. (Available from The Ohio State University Department of Athletics.)
Forkan, J. (1982). Sports Marketing, Female Sports Fans Attracting Attention, Advertising Age, August 30, p. 22.
Grass, R. C. and Wallace, H. W. (1974). Advertising Communication: Print vs. T.V. Journal of Advertising Research, (14), October, p. 19-23.
59 60
Jordan, J. N. (nd). The Long Range Effects of TV and Other Factors On Sports Attendance. Washington: Radio-Television Manufacturers Association.
Lopiano, D. A., (1980). Selling Women's Athletics: Realities and Potentials, Athletic Purchasing and Facilities, October, Volume 4, No. 10, pp. 8-14.
Louden, D.; McConkey, C. W.; and Dolecheck, M.M., (1985). The Game's the Same, But Survey Indicates Different Approach Required to Market Women's Basketball, Journal of Marketing Research, October, p. 14.
McConnell, J. D. (1970). Do Media Vary in Effectiveness? Journal of Advertising Research, (10), October, p. 19-22.
Minnesota Women Hope Ad Campaign Puts Fans in Seats. (1986, January) U.S.A. Today, p. 32.
NCAA, Women's College Basketball 1986 Press Kit, (1985) National Collegiate Athletic Association, Mission, Kansas, p. 19.
Palmisano, M. (1981). The Right Kind of Promotion Can Mean Added Revenue, Athletic Administration, Winter, p. 13.
Potts, R. (1980). Promotion is the Key to Playing in the Black, Athletic Purchasing and Facilities, April, Volume 4, No. 4, pp. 20-24.
Potts, R. (1978). Promoting and Selling Your Programs, Athletic Administration, Spring, Volume 12, No. 3, pp. 18-20.
Powers, R. (1984). Supertube: The Rise of Television Sports. New York: Coward-McCann.
Primary Women's Athletic Administrators (1985, May). Big Ten Women's Basketball Attendance and Promotion Survey. (Available from the Big Ten Conference Office).
Radar, B. G. (1984). In It's Own Image - How Television Has Transformed Sports. New York: The Free Press.
Savod, Bob (1980). Multimedia Promotion Program. NCAA Promotion Manual, (pp. 23-27). Mission, Kansas: National Collegiate Athletic Association.
Soccer Turnabout in Washington Due to Sound Game Strategy, (1979, November), Southern Advertising/Markets, p. 22. 61
Sports Capsules. (1986). Columbus Dispatch. May 14, p. 4B.
The Roar of the Crowd, (1986, February). NCAA News, p. 2.
WTVN-TV (1985). Research Reports. Columbus, Ohio.
Women's Sports Seek Growth by Turning to Promotion. (1984, April) NCAA News, p. 1, 8. CHAPTER 3
STUDY METHOLOGY AND PROCEDURES
Research Design
The design of the study was descriptive-survey research as defined by Ary, Jacobs, and Razavich (1985). The structure of the study was to apply a defined treatment to a target population and then through a process of sample survey, identify the influence of the treatment upon the decision making process of the population. This design is best identified as a one shot case study by Campbell and
Stanley (1966). The selection of this design is based upon the structure of the research process. The study was identified as descriptive research and the objective of the study was to describe a situtation by accurately portraying the characteristics of the group involved in the investigation. The method used to identify group characteristics was through the use of survey.
Campbell and Stanley, in their work on designs for research, identify the one shot case study as the weakest design available for research today. At the same time, it
62 63 is the most widely used design in educational research. The basis for disclaiming the one shot case study as a weak design by Campbell and Stanley is that the design does not permit comparison of recording differences or of contrast.
The criticism of the one shot case study, or design one as labeled by Campbell and Stanley, is valid. It is believed, however, that there is an incidence in which use of design one is also valid. That incidence involves the introduction of an entirely new variable to the outcome of the study. In that incident, there is a point of comparison between the results of the study and a pre-treatment status with a base line of zero influence. In that described incidence, a comparison can be made and the expressed criteria of Campbell and Stanley for securing scientific evidence is met. The one shot case study is expressed in schematic terms as:
X 0
The symbol X indicates the treatment or independent variable, while 0 is symbolic of the outcome or dependent variable. The justification for use of this design in this study was that 0 can be compared to the condition prior to application of X. This was based on the application of the treatment for the first time in the process of this study.
The nature of this study permitted only one design to be used, the one shot case study. The opportunity to identify identical or similar programs and utilize a static group 64 comparison design was not possible due to the variety of characteristics that impact upon each program and make them each unique. Another option of identifying two group identity periods within the same program and using one period as a control group was not practical due to the accumulation impact that the early part of a season of competition has upon the latter part of the same season.
The concluding result was the one shot case study, with a comparison between the effect of the treatment to a pre-treatment effect of zero due to the first time application of the treatment, as the best application of a research design for this study.
The objective of this study was to identify a process for determining the influence of television advertising promoting game attendance for a specific Division I women's basketball program, upon individual spectator decisions to attend a home contest at that institution. Later sections of this chapter will describe in more detail the structure of the investigation in relation to the research design. In that presentation, identification of the independent, dependent, and intervening variables will occur.
Subject Selection
During the development of the background section of
Chapter 1, reference was made to the target population of the investigation. While there is a general perception by athletic administrators that the spectator make-up for
women's basketball is not the same as the make-up for men's
basketball, it is unproven. It was necessary then for this
study to identify the target audience, in a general perspective, as those individuals in the Central Ohio area who enjoy watching basketball played at the intercollegiate
level. The actual number of the target audience was unknown. From the target audience population there is a
degree of self-selection regarding the experimentally
accessible population. Of all the people in the target
audience, those who actually attended a women's home basketball game were identified as the experimentally accessible population. This group self-selected to attend a home game. From this self-selected accessible population, a random survey of 200 respondents at three different designated games was obtained. This provided a total of 600 respondents to the survey. As indicated earlier, under limitations to the study, the three designated games at which surveys were conducted were determined by their location in the overall season schedule. These games were initially identified as the one-third, two-thirds and three-thirds points in the schedule. The schedule began the last weekend in November and extended into the first weekend in March. The three designated points of the season were the first game at the beginning of January, February and
March. This plan, when applied to the 1985-86 schedule, 66 illustrated in Figure 3, identified the three survey dates as:
January 8 v. University of Southern California
February 2 v. University of Iowa
March 6 v. University of Michigan
The pre-determination of the survey dates, based upon schedule location was a limitation in that it is a self-selecting aspect in identifying the experimentally accessible population. Those spectators who elected to attend the three designated games surveyed are a more true indication of the experimentally accessible population.
The actual selection at a designated game of subjects to be surveyed occur randomly. Spectators were surveyed prior to the start of the game, during the ninety minutes after the doors were open for admission, responses were solicited from 200 people.
Outcome Measures
Measurement of the dependent variable or characteristic, as previously identified, was in the form of a survey. The instrument used was a one page format with questions on the front and back sides. The front side consisted of seven questions that requested responses in the area of the factor(s) that informed and influenced the individual's decision to attend that game. The back side of the survey consisted of questions of a demographic nature. The survey 1985-86 OHIO STATE WOMEN’S BASKETBALL SCHEDULE Date D ay Opponent Site Tim e Nov. 26 Tuesday Cincinnati Cincinnati. Ohio 7.30 p m 29 Friday TEXAS COLUMBUS. OHIO 7 30 p m. Dec. 1 Sunday Penn State University Park. Pa. 2 00 p m 7 Saturday SYRACUSE COLUMBUS. OHIO 2 00 pm . 15 Sunday . Illinois State Normal. 111. 1.00 p m. 20-21 Friday- BUCKEYE CLASSIC COLUMBUS. OHIO 6 and 8 p.m. Saturday SOUTHERN METHODIST vs. CENTRAL MICHIGAN. UTAH vs. OHIO STATE 28 Saturday NEVADA-LAS VEGAS COLUMBUS. OHIO 7:30 p.m. 30 Monday KENTUCKY COLUMBUS. OHIO 7:30 p.m. Jan. 3 Friday Michigan State* East Lansing. Mich. 7:30 p.m. 5 Sunday Michigan* Ann Arbor, Mich. 2:00 p.m. 8 Wednesday SOUTHERN CALIFORNIA COLUMBUS. OHIO 7:30 p.m. 10 Friday WISCONSIN* COLUMBUS. OHIO 7:30 p.m. 12 Sunday NORTHWESTERN* COLUMBUS. OHIO 2:00 p.m. 17 Friday INDIANA* COLUMBUS. OHIO 7:30 p.m. 24 Friday Illinois* Champaign. 111. 7:05 p.m. 26 Sunday Purdue* W. Latayette. Ind. 2:00 p.m. 31 Friday MINNESOTA* COLUMBUS. OHIO 7:30 p.m. Feb. ■ 2 Sunday IOWA* COLUMBUS. OHIO 2:00 p.m. 7 Friday Northwestern* Evanston, 111. 7:30 p.m. 9 Sunday Wisconsin* Madison. Wis. 1:30 p.m. 14 Friday Indiana* Bloomington, Ind. 7:30 p.m. 21 Friday PURDUE* COLUMBUS. OHIO 7:30 p.m. 23 Sunday ILLINOIS* COLUMBUS, OHIO 2.00 p.m. 28 Friday Iowa * Iowa City. Iowa 7:30 p.m. Mar. 2 Sunday Minnesota* Minneapolis. Minn. 2 00 p.m. 6 Thursday MICHIGAN* COLUMBUS. OHIO 7:30 p.m. 8 Saturday MICHIGAN STATE* COLUMBUS. OHIO 2:00 p.m. ALL CAPS indicate home games ' indicates Big Ten games All times listed as local times
FIGURE 3: 1985-1986 Ohio State Women's Basketball Schedule CT\ 68 was administered to respondents by "surveyors" and completed on the spot. Pencils and a writing area were provided for completion of the survey.
Validity and Reliability
Determination of the validity and reliability of the instrument used in the sample survey of this study was through the use of a pilot test and a panel of experts.
Initial identification of questions to be used was established through defining those factors about which information was to be obtained. These factors were then developed into questions and response options within the format of the front and back sides of one page. The questions were structured in a form and type that is standard in the field of marketing survey and with input by the advisor of the American Marketing Association student chapter at Ohio State. A copy of the original survey is identified in Figures 4 and 5.
A panel of experts was identified using two criteria; responsibility in a marketing position of products to the individual consumer and familiarity with the Central Ohio consumer. Four men meeting these criteria, each with an understanding of the Ohio State athletic program from earlier contacts, were asked to provide input into the perceived validity and reliability of the questions to be used in the survey. Each was provided by mail with a copy ATHLETIC DEPT. SURVEY Pregame
"Please take a few minutes to answer the following questions — your opinion is very valuable to O.S.U.
1. How did you find out about OSU Women's Basketball? (choose one)
Friend ______Newspaper TV/Radio__ Other ____
2. How many OSU Women’s Basketball games have you attended this season? (circle one number)
1 2 3 4 5 6 7 8 9 10 11 12 13 14
3. How many games did you attend last season?
1 2 3 4 5 6 7 B 9 lO 11 12 13 14
4. What reminded you to attend tonight’s game? (choose one)
Friend ______TV commercial Schedule ______TV sports report ______Newspaper Other___
5. Have you ever seen TV commercials announcing up-coming games?
Y e s ____ N o ______
If you said "no" to the previous question (question 5), then skio to question 8.
6. How influential was the ad in your decision to attend tonight’s game? (circle one number)
not influential Very influential 1 2 3 4 5 6 7
7. Rate the TV advertisments on the following statements, (circle one number for each statement)
i nformati ve uninformative 1 6 7
appeali ng unappeali ng 1 6 7
well done not well done 1 6 7
excited my did not excite i nterest my interest 1 6 7
FIGURE 4: Front side of the original survey developed in this study. 70
Thank you -for participating so far, now could you please fill in the following information that will help us categorice your responses.
8. Of the following groups, which best describes you? (choose one)
Student _____ Faculty/Staff Alumnus General Public____
9. What is your occupation?
10. Have you attended a lien's basketball game this season?
Yes ____ N o ____
11. What is your sex? Female Male ____
12. What is your marital status? Single ______Married______
13. Do you have any children? Yes_____ No ____
If you answered yes, did you bring your children to tonight’s game?
Yes No ______
14. What is your age?
21 or u n a £ r 22—35 _____ 36—5 0 ____ 51—6 5 ____over 6 5 ____
15. Within what range does you total household income fall?
under $10,000 ____ $10,000-$19,999 ____ $20,000-$34,999 ___ '$35,O00—$50,000 ______over$50,000 _____
i4 you would like to receive a newsletter and other information concerning the OSU Women's Basketball team please write down your name and mailing address.
NAME
STREET ADDRESS ______
CITY ZIP CODE
Thank you. Your cooperation is much appreciated!
FIGURE 5: Back side of the original survey developed in this study. 71 of the instrument and a cover letter (Appendix C) requesting their assistance, along with background information relative to the survey.
The panel of experts used in the development of the instrument of measurement for this study were:
Hr. Samuel Saporito Merchandise Marketing Manager Big Bear Stores Columbus, Ohio
Mr. Richard Bergman Vice President of Marketing Shoe Corporation of America Columbus, Ohio
Mr. Thomas Sarson Major Market Manager The Gillette Company Cincinnati, Ohio
Mr. James Starks Marketing Rax Restaurants, Inc. Columbus, Ohio
During the time period in which the panel of experts were reviewing the instrument, a pilot test using the original instrument was administered. The pilot test was administered to fifteen randomly selected respondents at each of the two home games immediately preceding the first game scheduled to be a part of the survey. The reasoning behind the selection of these two games was to permit the maximum amount of exposure to the television commercial before attempting any survey activity. The conditions of administering the survey during the pilot test were identical to those used for the three surveys of the study. 72
The only exception was that only one individual conducted the survey during the pilot test. The time of the survey in relation to the start of the game, the method of contact and request for the participation in the survey, and the completion of the survey in the presence of the surveyor were the same as the guidelines used for the respondents during the study. The results of the pilot test were calculated using SPSS (Appendix C). The purpose of the pilot test was to detect errors or confusion that may result from a question that was not clear.
Following the completion of the pilot test, the compiled results of the pilot test and the input from the panel of experts was used to make adjustements to the original instrument.
The- first question was restated and clarified by identifying response selections to include the five promotion activities that were a part of the Ohio State women's basketball program total marketing plan.
Question one, original structure:
1. How did you find out about OSU Women's Basketball?
(choose one)
Friend ___ Newspaper ____ TV/Radio___ Other ___
Question one, restructured:
1. How did you first hear about OSU Women's
Basketball? (choose one) 73
Radio ad ___ Newspaper ad _____ Billboard__
Schedule ___ TV commercial ___ Other ___
The third question was corrected to offer a response number equal to the season total for the 1984-85 season.
Question three, original structure:
3. How many games did you attend last season?
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Question three, restructured:
3. How many games did you attend last season?
0123456789
10 11 12 13 14 15 16
Question number four was restated and clarified by identifying response selections to include the five promotion activities in the total market plan.
Question four, original structure:
4. What reminded you to attend tonight's game? (choose
one)
Friend ____ TV commercial ____ Schedule
TV sports report ____ Newspaper ____ Other
Question four, restructured:
4. What prompted you to attend tonight's game? (choose
one)
Schedule ____ TV commercial Radio ad
Billboard ____ Newspaper ad ____ Other
The seventh question was restructured by alternating the positive-negative direction of the Likert scale response 74 options. Also, the term commercial replaced the word advertisement.
Question seven, original structure:
7. Rate the TV advertisements on the following
statements.
(circle one number for each statement)
informative uninformative
appealing unappealing 1 6 7
well done not well done
excited my did not excite interest my interest
Question seven, restructured:
7. Rate the TV commercials on the following
statements.
(circle one number for each statement)
informative uninformative
unappealing appealing 1 2 6 7
well done not well done
did not excite excited my interest my interest 1 2 6 7 75
Questions fifteen and sixteen created a conflict, in the opinion of the panel of experts. Requesting information regarding income is a sensitive area. This becomes especially so when also asking for a name and address of the respondent. After reconsideration of the value of knowledge of income levels as opposed to identification of a mailing list for future use in promotions, question fifteen was eliminated from the instrument.
Question fifteen and sixteen, original structure:
15. Within what range does your total household income
fall?
under $10,000 _____ $10,000-$19,999 _____
$20,000-$34,999 _____ $$35,000-$50,000 _____
over $50,000 _____
16. If you would like to receive a newsletter and other
information concerning the OSU Women's Basketball
team please write down your name and mailing
address.
NAME ______
STREET ADDRESS
CITY ZIP CODE 76
Restructured survey closing, question fifteen:
15. If you would like to receive information concerning
the OSU Women's Basketball team, please write down
your name and mailing address.
NAME ______
STREET ADDRESS ______
CITY ______ZIP CODE ______
The completed instrument, following restructure after input from the pilot test results and the panel of experts is illustrated in Figures 6 and 7.
Following the completion of the first survey sampling and after a review of the compiled results, two minor points of clarification were added to the instrument. Due to the vagueness of meaning of the term schedule in questions one and four, and to the large response to the other category, in both questions the choice of schedule was removed and a request to specify the other category was added.
Also, in order to more distinctly identify the choice of student in question eight, responses of high school student and college student were added to replace the previous category of student. Correspondingly, the choices in question fourteen reflect the general age brackets of these two categories. The instrument used in the sample survey at the Iowa and Michigan games is illustrated in Figures 8 and
9. 77
USC ATHLETIC DEPT. SURVEY 1/8/86
Please take a -few minutes to answer the following questions — your opinion is very valuable to the 0§>U Women’s Basketball program.
1. How did you first hear about OSU Women’s Basketball? (choose one)
Radio ad Newspaper ad Billboard____ Schedule ____ TV commercial ____ Other ____
2. How many OSU Women’s Basketball games have you attended this season, including tonight’s? (tonight’s is the 7th)
1 2 3 4 5 67 89 10 11 12
3. How many games did you attend last season?
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
4. What prompted you to attend tonight’s game? (choose one)
Schedule _____ TV commercial ______Radio ad ______Billboard _____ Newspaper ad ______Other______
5. Have you ever seen a TV commercial announcing an OSU Women’s Basketball game?
Yes No _
! If you said "no" to the previous question (question 5), ! then skip to question B.
How influential was the TV commercial in your decision to attend tonight’s game? (circle one number)
not influential very influential 1 2 3 4 5 6 7
Rate the TV commercials on the following statements, (circle one number for each statement)
informative uni nformati ve 1 2 6 7
unaopeali no appeali no 1 2 6 7
well done not wel1 done 1 2 6 7
did not excite excited my mv interest mv interest 1 2 6 7
FIGURE 6: Survey instrument used during the first sample, January 8, 1986, front side. 78
Thank you -for participating so -far, now could you please fill in the following information that will help us categorize your responses.
8. Of the following groups, which best describes you? (choose one)
Student _____ v^Facul ty/Staf f Alumnus General Public__
9. What is your occupation? ______
10. Have you attended a Men's basketball game this season?
Y e s N o ____
11. What is your sex? Female ____ Male_____
12. What is your marital status? Single ______Married______
13. Do you have any children? Yes ____ No ____
If you answered yes, did you bring your children to tonight’s game?
Y e s N o ______
14. What is your age?
21 or under 22-35_____ 3 6 - 5 0 ____ 5 1 - 6 5 ____ over 6 5 ____
15. If you would like to receive information concerning the OSU Women's Basketball team, please write down your name and mailing address.
NAME ______
STREET ADDRESS ______
CITY ______Z IP CODE
Thank you. Your cooperation is much appreciated!
FIGURE 7: Survey instrument used during the first sample, January 8, 1986, back side. 79
IOWA ATHLETIC DEPT. SURVEY pregame
Flease take a -few minutes to answer the following questions — your opinion is very valuable to ‘.he OSU Women's Basketball program.
1. How did you first hear about OSU Women’s Basketball? (choose one)
Radio ad Newspaper ad Billboard _____ TV commercial ______Other(please specify)______
2. How many OSU Women’s Basketball home games have you attended this season, including tonight’s? (tonight’s is the 12th)
123456789 10 11 12
3. How many home games did you attend last season?
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
4. What prompted you to attend tonight's game? (choose one)
TV commercial Radio ad ______Newspaper ad ______Billboard ______Other (please specify)______
5. Have you ever seen a TV commercial announcing an OSU Women's Basketball game?
Y e s ______N o ______
! If you said "no" to the previous question (question 5), ! then skio to question 8.
6. How influential was the TV commercial in your decision to attend tonight’s game? (circle one number)
not influential very influential 1 2 3 4 5 6 7
7. Rate the TV commercials on the following statements, (circle one number for each statement)
i nformati ve un i nf ormati ve 1 2 3 4 5 6 7
unaopeali no appeali no 1 2 3 4 5 6 7
wel1 1 done 2 3 4 5 6 not wel1 done
did not e::cite " excited my my interest my interest 1 2 3 4 5 6 7
(over)
FIGURE 8: Survey instrument used during the second and third sample, February 2 and March 6, 1986, front side. 80
Thank you far participating so far, now could you please fill in the following information that will help us categorice your responses.
B. Of the following groups, which best describes you? (choose one)
High school student ______Collegestudent Faculty/Staff ____ Alumnus ____ General_Public____
9. What is your occupation? ______
10. Have you attended a Men's basketball game this season?
V e s N o ____
11. What is your sex? Female ______Male___
12. What is your marital status? Single ____ Married_____
13. Do you have any children? Yes No ____
If you answered yes, did you bring your children to tonight's game?
Y e s N o ______
14. What is your age?
17 or u n d e r 1 8 - 2 1 ____ 22-35_____ 36-50 ____ 51-65 over 65 ______
15. If you would like to receive information concerning the OSU Women's Basketball team, please write down your name and mailing address.
NAME
STREET ADDRESS ______-______
CITY ______ZIP CODE
Thank you. Your cooperation is much appreciated!
FIGURE 9: Survey instrument used during the second and third sample, February 2 and March 6, 1986, back side. 81
Conditions of Testing
Earlj.er reference has been made to various aspects of the conditions for the collection of data. In this section, a clearer indication of the complete procedure, with reference to earlier descriptions will be developed.
Collection of data for this investigation is by survey on three different dates at an Ohio State women's home basketball game during the 1985-1986 season. A complete identification of these dates was provided in the section of this chapter entitled Subject Selection.
The surveys were administered by student members of The
Ohio State University student chapter of the American
Marketing Association (AMA). They were under the leadership of a student director and the Association Faculty Advisor.
The conditions of testing for the survey were as follows:
1. Fifteen student members, both male and female, of
the AMA were identified to work on this date. This
was in addition to the student project director who
would be a part of the entire project.
2. Surveyors reported to the arena one hour and
forty-five minutes prior to the scheduled start of
the game. They were to be neat in appearance, but
there was no specific dress style identified.
3. During the fifteen minutes prior to the doors being
opened for admission of spectators, the survey 32
stations were set up. Spectators enter the arena
through two ticket lobbies located on the south
side of the arena. From that entrance they may
proceed directly into the seating area or follow a
walkway inside the arena that will take them to
other seating sections. Five survey stations were
identified and located in the walkway to permit all
spectators entering through the ticket lobbies the
opportunity to pass at least one survey station.
The five survey stations were located:
a. directly across from the entrance of the
southeast ticket lobby on the north side of the
walkway.
b. directly across from the entrance of the
southwest ticket lobby on the north side of the
walkway.
c. halfway between locations (a) and (b) on the
south side of the walkway.
d. east of location (a) at the southeast corner of
the arena on the south side of the walkway.
e. west of location (b) at the southwest corner of
the arena on the south side of the walkway.
Figure 10 illustrates the survey station locations in relationship to the arena entrance through the ticket lobbies. 83
;• n rnrr1 :| a l i iiiii'iniii
WW'«.uj£«j FIGURE 10: Survey station locations in relation to entrance to the arena. Each survey station consisted of a 3' x 8' table set against the wall. Blank survey forms and pencils are located to the back of the table. A box was provided to place questionnaires after they were completed. Each station was staffed by three student surveyors. The five stations were set up and ready when doors were open to admit spectators to the arena 90 minutes before the scheduled start of the game. As spectators entered the arena and passed by the location of the survey stations, the three student surveyors at each station would approach prospective respondents with a standard opening request: "Excuse me, (Sir, Madam, Miss), could you please take a few minutes to answer some questions concerning OSU Women's Basketball?" If the prospective respondent agreed to complete the questionnaire, they would move to the table and respond to the questions. The questionnaire would be completed at that time and left with the student surveyor. When the survey was completed, the surveyor expressed a "thank you" to the individual for their time and opinion. The following guidelines were used in identifying prospective respondents. Be polite, friendly, professional and answer any questions as best you can. If a question or problem arises that you cannot handle, then ask your partner or the survey director for help. Only survey one person in a particular group, (a group is defined as a family, organization, several friends, etc.) Feel free to survey any and all types of people. That is, do not restrict yourself to alumni, women, students, and so on. If possible, try to survey a good cross-section of people. There were no incentives used to encourage response except the request to assist the Department of Athletics. Respondents to the questionnaire had the option of listing their name and address to receive future information about the Ohio State women's basketball program. Data was collected in the ninety minute period prior to the scheduled start of the game. The objective at each of the three designated games was to collect 200 responses for a total of 600 responses for the study. Earlier reference was made to the student director of the project. During the course of the survey, the director moves from survey station to survey 86 station. The director monitors the individual survey process to provide consistency of procedure. Treatment The objective of this study was to determine the effect of planned television advertisement, a commercial, upon individual decisions to attend a basketball game. Baldwin (1982), in writing on Creating Effective Television Commercials stated: A commercial cannot sell, not in the strict, write up the order sense of the word. It can influence sales, but so can a lot of other things - the product itself for instance, its design, package and price. Other advertising and promotional activities play a part, so does word of mouth. It is extremely difficult to trace sales back to one television commercial. This perspective identifies the challenge of this study. A challenge to present effective advertisement through the media of television and through survey sample determine the effect of that advertisement upon sales. Again, it needs to be emphasized that prior to this study, there had not been any planned television advertisement of Ohio State women's basketball. Therefore, the baseline for comparison to the results of the applied treatment has to be zero influence. For that reason, only a 87 description of the treatment or independent variable will be provided. The comparison to the treatment is absence of input in this area. Development of the commercial The initial obstacle to overcome in terms of the treatment of this study was the development of the commercial to be used. Earlier, indication of the Gift-in-Kind from WTVN-TV was identified. The use of this gift could be for both production cost and the purchase of air time. After determining the per hour cost of using the production facilities at WTVN-TV, it was decided to budget $1,500 for the production cost involved in developing the commercial. The creative services of Byer and Bowman Advertising Agency in Columbus, Ohio, were available for this project without cost due to a trade-off. The advertising agency represented Gallenkamp Shoe Company, who was the sponsor of the 1985 Buckeye Women's Basketball Classic, an invitational four team tournament held at Ohio State in December. Their assistance and expertise in creating the commercial was provided in return for expenditure of advertising dollars from the tournament budget for television exposure. A letter to Byer and Bowman Advertising Agency in Figure 11 indicates the specifics of this trade-off. 88 The Ohio State University Department of Athletics St. John Arena OSU 410 Woody Hayes Drive Columbus. Ohio 43210-1166 November 27, 1985 Phone 614-J22-7572 Ms. Kathy Biss-Barbera Byer and Bowman Advertising Agency, Inc. 66 South Sixth Street Columbus, Ohio 43215 Dear Ms. Biss-Barbera, I am writing to identify for you and for WTVN-TV the guidelines for the expenditure of "Gift-in-Kind" funds for promotion of the 1985 Buckeye Classic. It has been agreed, that in return for assistance and direction by Byer and Bowman in the developing of the 30 second promotion of the women's basketball program, that 88,000.00 would be identified from the Classic budget and the Gift-in-Kind" to be used for promotion of the Classic through television. This $8,000.00 is as follows: a. $1,000.00 is to be purchased time from WTVN-TV, and the cost invoiced to The Ohio State University by Byer and Bowman. b. The cost of production of all OSU women's basketball spots, estimated to be at $1,500.00 is to be a part of the total expenditure and paid from the Gift-in-Kind". c. The balance of approximately $5,500.00 will be part of the "Gift-in-Kind" and you are authorized to arrange with WTVN-TV for expenditure of that amount in the promotion of the 1985 OSU Buckeye Classic. I will provide Kathy Ward at WTVN-TV a copy of this letter so that each of us are aware of the guidelines in this promotion. This will enable you to directly communicate with her in your planning. If I can assist you, please contact me at your convenience. Sincerely, Howard Nourse Administrative Assistant HN:dcb cc: Kathy Ward FIGURE 11: Verification of trade-off of services for advertising dollars in the development of the commercial. 89 The format of the commercial was to be a combination of exciting game music, film footage of actual game and practice activity, and the announcer’s voice. This plan involved preparation toward bringing the three aspects of the commercial together, with an impact, and within the time span identified. The outcome was to be six separate commercials, each with the same :20 second opening coupled with six different :10 second endings or tags. This would result in six :30 second commercials. Through the cooperation of the Ohio State Communication Services Department, 3/4" video tapes of the previous OSU women's season games were obtained. These tapes were then time coded by the WTVN-TV production department. Time coding permits exact frame identification in the selection of film clips to be used in the commercial. WTVN-TV provided additional assistance through permission of their Sports News Department to use video tapes of the OSU women's practice at the beginning of the 1985-86 season. During this time of collecting usable tapes, Byer and Bowman personnel were using their talents to develope a script and identify potential background music for the commercial. Following their review of the video tapes, they presented a proposed script for the commercial to the athletic department. After minimal adjustments, the commercial was approved and scheduled for production at 90 WTVN-TV. A better perspective of the finished commercial is gained from the completed script illustrated in Figures 12 through 15. This television commercial is identified as the treament or independent variable in this study. Application of the treatment occurred over the course of the basketball season beginning in late November and continuing through early March. As previously identified, the limitation of available finances influenced the amount of application of the treatment. The budget identified for exposure of the treatment was $23,000.00. The Gift-in-Kind provided $20,000 with the additional $3,000 coming from the Buckeye Classic advertising budget. Earlier indication identified that the index of household rating would be used to provide maximum exposure for the dollars expended. The agreed upon procedure to accomplish this was that the Ohio State Athletic Department would identify the parameters of dates and dollars for each promoted event, then the expertise of the Scheduling Director at WTVN-TV would direct the specific time and program for exposure. It was agreed that all segments of the air time of the station would receive some exposure in order to reach the various categories of the target audience. The same guidelines were used during the exposure for the Buckeye Classic on the other two network stations in 91 Byer^fBowman COPY m/ V^ J) Advertising Agency Inc Member a tAmerican Auoaition of Advertising Agencies A p p ro v e d By: D a ta : 10/ 31/85 C lient: l a d y BUCKEYES REVISED BASKETBALL PSA J o b N u m b o r: :20 STANDARD OPEN VIDEO AUDIO (FROM OSU FILM FOOTAGE— APPROX. TIME SEGMENTS) Shooting a basket Thrills... (3:03:28) Cheering crowd Excitement... (4:07:49) Steal Heads up basketball... (3:11:42) Exciting play sequence Experience it all as the Lady (3:14:02-:12) Buckeyes of OSU go for their fifth consecutive Big Ten title and fourth NCAA post-season appearance FOOTAGE OF DARSCH under new head coach Nancy Darsch/ PASS/BASKET/CROWD REACTION SEQUENCE fresh from her 1984 Olympic (4:04:26-:31) triumph. Nationally recognized and sure to provide an action packed game... SCOREBOARD HITH WINNING SCORE The Lady Buckeye of OSU, A winning tradition. FREEZE FRAME ON SCOREBOARD SCENE AND SUPER INFORMATION FOR VARIOUS TAGS OVER VIDEO FIGURE 12: Television commerical, :20 second standard opening. 92 Byer; COPY Date: 10/30/85 Client: LADY BUCKEYES A p p ro v e d By: VIDEO TAG -.10 Job Number. VIDEO AUDIO SUPER: BUCKEYE CLASSIC Don't miss the Buckeye Classic Friday December 20 & 21 Sponsored by Gallenkamp Shoes and Saturday, December 20th and 21st when the Lady Buckeyes host three of the top teams in the country. VIDEO SUPER NECESSARY INFORMATION OVER FINAL FREEZE FRAME SCENE Be a part of season opening action, when the Lady Buckeyes take on pre season top ranked Texas. The "Longhorns" will be in St. John Arena on Friday, November 29. Call 422- 2624 for ticket information. See the Lady Buckeyes take on two of the nations top teams Saturday, December 28 and Monday, December 30, when the Lady Rebels of Nevada Las Vegas and the Lady Kats of the University of Kentucky come to St. John Arena. Call 422-2624 for ticket information. FIGURE 13: :10 second video tag, Buckeye Classic, Texas and Las Vegas-Kentucky. 93 Byer^^Bowman COR J Adwrtising Agency Inc Membef of Am«*an Auoctation of Advertising Agencies D o to : 10/30/85 Client: LADY BUCKEYES A p p ro ved By: VIDEO TAG : 10 Job N um ber: VIDEO SUPER NECESSARY INFORMATION OVER FINAL FREEZE FRAME SCENE See the Lady Buckeyes'take on one of the nations top teams Wednesday, January 8th, when University of Southern California with players of the year Cheryl Miller, come to St. John arena. Call 422-2624 for ticket information. Catch Big 10 action, Friday, January 31st. and Sunday, February 2nd., when the lady Buckeyes take on the Gophers of Minnesota and the Hawkeyes of Iowa at St. John Arena. Be there to cheer call 422-2624 for ticket information. FIGURE 14: :10 second video tag, USC and Minnesota-Iowa. 94 Bver^fBowman COPY v K J Advertising Agency Inc Memhet c< American Auocunon of Advertising A|ti Date: 10/30/85 Client: LADY BUCKEYES A p p ro v e d By: VIDEO TAG : 10 Jo b N u m b o r: VIDEO SUPER NECESSARY INFORMATION OVER FINAL FREEZE FRAME SCENE Catch Big 10 action, Thursday March 6 and Saturday, March 8, when the Lady Buckeyes take on the Wolverines of Michigan and the Spartans of Michigan State at St. John Arena. Be there to cheer call 422-2624 for ticket information. FIGURE 15: :10 second video tag, Michigan and Michigan State. 95 Columbus, Ohio, WBNS-TV and WCMH-TV. Coordination of scheduling for these stations was directed by the media director at Byer and Bowman Advertising Agency. The selection of games to be promoted, working within the financial limitations presented, was based upon two factors. One, that the six most marketable games or pairs of games on the schedule were identified, and two that the promotional effort extend consistently from the beginning of the season to the conclusion of the regular season. Within this framework, the six promotions were identified. Budget Number of Days Event $2,400 6 days prior to 11/29/85 Texas game $8,500 10 days prior to 12/20/85 Buckeye Classic $2,400 6 days prior to 12/28/85 Nevada-Las Vegas and U. Kentucky $2,900 6 days prior to 1/8/86 Southern Calif. $2,900 6 days prior to 1/31/86 Minnesota & Iowa $2,400 6 days prior to 3/6/86 Michigan and Michigan State $1,500 Production cost to develop the six commercials. When compared to the 1985-1986 Ohio State women's basketball schedule, it is evident that the six events promoted cover the entire season involving 10 of the 16 scheduled home games. The selection of these specific events as the most marketbale within the home schedule was a 96 subjective decision of the OSU Athletic Department based upon their experience and knowledge of the opponents on the home schedule. The actual application of the treatment to the target audience occurred within the preparation and the guidelines identified. It is important for this study that the actual schedule of treatment application be identified. This is expressed in two forms. In regard to the purchased air time for the Buckeye Classic from each of the three network stations, the media proposal from Byer and Bowman in Figure 16 indicates the scheduled program exposures of the commercial within the earlier indicated dates. For the remainder of the season promotions, including additional promotion for the Buckeye Classic, the Gift-in-Kind was the basis to provide air time. The broadcast information sheets, Figures 16 through 23, identify the actual exposure of the commercial on WTVN-TV. A concluding statement regarding application of the treatment is that subjects were required to self-select application of the treatment through viewing a particular television station at the time of the commercial's exposure. It is probable that not all members of the experimentally accessible population will have been exposed to the treatment. In addition, those who have been exposed will have been so to different degrees. 97 Byer^Bowm an p r o p o s a l w V ) Advertising Agency Inc. Monbetof Amenon Ajsoa*oonof Adwrtamg Agendo Date: 10/18/85 Client: Gallenkamp Shoes Submitted by: Kathy Biss-Barbera (Revised- 2/08/86) Buckeye Classic TV HOUSEHOLD W18-49 W18-34 NO. OF STATION PROGRAM ADJACENCY TIME PERIOD GRP'S GRP'S GRP'S SPOTS WBNS-TV CBS Morning 6:30-9:00 A.M. 3 2 2 2X (CBS) Afternoon Rotation 12:00-4:00 P.M. 10 7 7 IX Jeopardy 4:30-5:00 P.M. 5 4 3 IX Taxi 11:30-12:00 M. 6 3 3 IX WCMH-TV Today 7:00- 9:00 A.M. 5 3 3 IX (NBC) Donahue 9:00-10:00 A.M. 9 6 3 IX Tonight 11:30-12:30 A.M. 7 5 5 IX David Letterman 12:30- 1:05 A.M. 3 3 3 IX WTVN-TV News This Morning/ (ABC) Good Morning America 6:30- 9:00 A.M. 4 2 1 IX Good Morning America 7:00- 9:00 A.M. 5 3 3 2X WKRP 11:30-12:00 M. 5 3 2 2X TOTALS 75 47 40 14X REACH 50% 37% 32% AVERAGE FREQUENCY 1.4X 1.2X 1.2X COST $3030* ♦Programming and rates subject to change FIGURE 16: Purchased airtime for exposure of Buckeye Classic commercial. TAFT TELEVISION ANO RADIO CO- INC. 1561 DUBLIN flOAO, PX). BOX 710 COLUUBUS. OHIO 45216 PHONE (614) 48I46S0 m Y f H V OHIO STATE ATHLETIC DEPT. 6 AGENCY 410 W00Dy HAYES DRIVE WTVN PATH 12/06/65 OPDER TYPE BILLING COLUMBUS, OHIO 43210 AGENCY EST. NO. S 62506 REPRESENTATIVE SALESMAN INVOICE NO. 1 PAGE BROADCAST MONTH KATHY WARD 122-075060 1 1 DECEMBER. 1985 WTVN-TV SCHEDULE DATES CONTRACT YEAR ADVERTISER 11/25/85-11/29/85 PAYMENT COLUMBUS, OH 43216 OHIO STATE UNIVERSIT WOMENS BASKETBALL BILUNO INI TRUCTtONS TO 56 — .. -^-s c h e d u l e .; « • A FIGURE 17: Broadcast information for the Texas game. I ATT TELEVISION AND RACK) CO. INC. tr fll DUBLIN BOLD. P.O. BOX TIB COLUUBUS. OHIO 0311 PHONE fB14}<4l-«eM OHIO STATE ATHLETIC DEPT. 6 AGENCY WTVN DATE 12/29/65 410 WOODY HAYES DRIVE OPOER TYPE BILLING COLUMBUS, OHIO 43210 AGENCY EST. NO. ADORESS 0 5367 REPRESENTATIVE SALESMAN INVOICE NO. I PAQE BROADCAST MONTH HOUSE 122-075465 | 2 DECEMBER, 1685 WTVN-TV 3CHEOULE DATE* CONTRACT YEAR LKE P.O. BOX 1104 ADVERTISER PRODUCT 12/16/65-03/04/66 PAYMENT COLUMBUS, OH 43216 OHIO STATE UNIVERSIT WOMENS BASKETBALL ■ILUNO INI TRUCnONS 06 rrrr. 12/16 413P BUCKEYE CLASSIC 12/16 1218/ BUCKEYE CLASSIC 12/16 527 i BUCKEYE CLASSIC 12/17 759A BUCKEYE CLASSIC 12/17 10041 BUCKEYE CLASSIC 12/17 LINE* 24 12221 BUCKEYE CLASSIC 12/17 625P* BUCKEYE CLASSIC MONTHLY COST PER 840(700 OROER CONFIRMATION ACTUAL OROSS BILLI NO SUB-TOTALS WE WARRANT THAT THE ACTUAL BROADCAST AGENCY COMMISSION INFORMATION SHOWN ON THIS INVOICE WAS ITEMS RECONCIUNG 300cj00CR TAKEN FROM THE OFFICIAL STATION LOO. NET DUE DUE 30 DAYS AFTER DATE OF INVOICE VO FIGURE 18: Broadcast information for the Buckeye Classic. VO TATT TUEVISJON AND RADIO CO. INC. i«t duoun road. po. eox 71a QXUU0U3.OHIO4»ia PHONE 1614)461-6666 OHIO STATE ATHLETIC DEPT. 6 DATE 12/29/89 AGENCY 410 WOODY HAYES DRIVE OPOER TYPE AGENCY CST. NO. BILLING COLUMBUS, OHIO 43210 AOORE5S Q 5357 REPRESENTATIVE SALESMAN INVOICE NO. 1 PAGE BROADCAST MONTH HOUSE 122-075495 I 1 DECEMBER. 1995 WTVN-TV SCHEDULE OATES CONTRACT YEAR A. IKE ADVERTISER PRODUCT 12/16/85-03/04/86 PAYMENT COLUMBUS, OH 43216 OHIO STATE UNIVERSIT W0MEN5 BASKETBALL ■ILUHO INI TRUCT10N9 56 PAWL 62SA-1200M 300Q0 12/18 BUCKEYE CLASS 1C 12/16 1 206P BUCKEYE 1C 12/16 BUCKEYE CLASS 1C 12/16 749P BUCKEYE 1C 12/19 93SA BUCKEYE CLASS 1C 12/19 1220P BUCKEYE 1C 12/19 B14P BUCKEYE 1C 12/20 10S7A BUCKEYE CLASS 1C 1 2 /2 0 436P BUCKEYE 1C 1 2/20 1 220A BUCKEYE NETWORK SPORTS LINE# 19 IC RUNOVER 628A-1200M 12/24 413P DECEMBER 26 12/24 756P DECEMBER 28 12/25 636A DECEMBER 28 12/25 II43A DECEMBER 28 12/26 429P DECEMBER 28 12/26 I200M DECEMBER 28 12/27 1114P DECEMBER 26 LINE* 20 12/27 1142P DECEMBER 28 628A-1200M 12/16 928A BUCKEYE CLASS/I C 12/16 1030A BUCKEYE CUSS/I C 12/16 1259 BUCKEYE CLASS/I C MONTHLY COST PER ORDER CONFIRMATION ACTUAL GROSS BILLING SUB-TOTALS WE WARRANT THAT THE ACTUAL BROADCAST AGENCY COMMISSION TOTAL RECONCILING INFORMATION SHOWN ON THIS INVOICE WAS ITEMS TAKEN FROM THE OFFICIAL STATION LOG. NET DUE OUE 30 DAYS AFTER DATE OF INVOICE 100 FIGURE 19: Broadcast information for the Buckeye Classic and Las Vegas- Kentucky games. TAFT TELEVISION AND RADIO CO. ftC. 12S1 OU0UW ROAD. P.O. BOX 710 COCUW9US. OHJO <3210 PHONE (014) 401-0000 OHIO STATE ATHLETIC DEPT. 6 DATE 01/26/66 AGENCY 410 WOODY HAYES ORIVE ORDER TYPE AGENCY EST. NO. BILLING COLUMBUS, OHIO 43210 ADDRESS 5 3337 REPRESENTATIVE SALESMAN INVOICE NO. 1 PAGE BROADCAST MONTH HOUSE 122-075886 1 1 JANUARY. 1986 TAFT BROADCASTING COMPANY SCHEDULE OATES CONTRACT YEAR MAKE COORPORATE PROCESSING ADVERTISER PRODUCT PAYMENT 12/16/83-03/04/86 COLUMBUS, OHIO 43271-0936 OHIO STATE UNIVERS1T WOMENS BASKETBALL BILLING INI TRUCTIONS TO 56 3S2ES5I5HIESE1S W t .S-T’' :9.<' &0\* *;w~> *,.*»*?>• If? DA T E S I DAY -y iM b ^ h rtP e fa A S S jV -.P /B -: M^& PQR [‘ P R O O U b T / F lL M r N O . - . j ^ A?g ? * T;.V: REMAR'sfeXnyi-A r.V^OR.Ii" 1200N-1200M 1/04 1203P JAN 6 1/04 413P JAN 6 1/04 831P JAN 8 1/05 200P JAN 8 1/05 613P JAN 8 1/05 1124P JAN 6 620A-12OOM 1/06 629A JAN 8 1/06 737P JAN 8 1/06 1120P JAN 8 1/07 930A JAN 8 1/07 343P JAN 8 1/07 1151P JAN 8 MONTHLY COST PER ORDER CONFIRMATION r y e ACTUAL GROSS BILLING SUB-TOTALS WE WARRANT THAT THE ACTUAL BROADCAST AGENCY COMMISSION TOTAL RECONCILING INFORMATION SHOWN ON THIS INVOICE WAS ITEMS TAKEN FROM THE OFFICIAL STATION LOG. fyc Ax IIIAS929 DUE 30 DAYS AFTER DATE OF INVOICE FIGURE 20: Broadcast information for the USC game. 101 TAf. .cltvlt'O O AND fUDO CO. INC i;6 l OUDllHKCAO. PO 004 719 CCXUUOUS OtilO 4JJI6 FliO M 10 HI <91 to td OHIO STATE ATHLETIC OEPT. 6 OATE 02/23/0C AGENCY 410 WOODY HAYES ORIVE ORDER TYPE AGENCY EST. NO. BILUNO COLUMBUS, OHIO 43210 0 !3337 ADDRESS REPRESENTATIVE SALESMAN INVOICE NO. 1 PAGE BROADCAST MONTH HOUSE 122 *076480 | 1 IFEBRUARY, 190G TAFT BROADCASTING COMPANY SCHEDULE OATES CONTRACT YEAR MAKE COORPORATE PROCESSING ADVERTISER PROOUCT 12/1G/85-03/04/86 PAYMENT COLUMBUS, OHIO 43271-093G OHIO STATE UNIVERS1T WOMENS BASKETBALL BILLING INS TRUCTIONS 56 •SCHEDULE ACTUAL BROADCAST RECONCILIATION " D ATES OAT 1IM E PRODUCT/FILM NO. 628A-1200M hi/C 1/27 10S5A JANUARY 31 1/27 43GP JANUARY 31 1/27 i m p JANUARY 31 1/28 935A JANUARY 31 1/28 10SSA JANUARY 31 1/28 744P JANUARY 31 1/29 931A JANUARY 31 1/29 7S8P JANUARY 31 1/29 112GP JANUARY 31 1/30 G2GP JANUARY 31 1/30 816P JANUARY 31 1/30 951P JANUARY 31 MONTHLY COST PER ORDER CONFIRMATION f]/C ACTUAL GROSS BILLING SUB-TOTALS AGENCY COMMISSION TOTAL RECONCILING WE WARRANT THAT THE ACTUAL BROADCAST ITEMS ______INFORMATION SHOWN ON THIS INVOICE WAS TAKEN FROM THE OFFICIAL STATION LOO. ;!i!P IHAii DUE 30 DAYS AFTER DATE OF INVOICE FIGURE 21: Broadcast information for the Minnesota-Iowa games. TAFT TELEVISION ANO RAO 10 CO. A CLIENT COPY IJ fll DUBUN ROAD. P.O. BOX 719 COLUUBUS. WOO 43218 PHONE (014) 481-8600 OHIO STATE ATHLETIC DEPT. 6 AGENCY 410 WOODY HAYES DRIVE ORDER TYPE AGENCY EST. NO. BILLING 43210 ADDRESS 5357 REPRESENTATIVE SALESMAN INVOICE NO. [PAGE BROAOCAST MONTH HOUSE 122-076694 | 1 MARCH. 1986 TAFT BROAOCASTING COMPANY SCHEDULE DATES CONTRACT YEAR MAKE CORPORATE PROCESSING ADVERTISER PRODUCT 12/16/85-03/04/66 PAYMENT COLUMBUS, OHIO 43271-0936 OHIO STATE UNIVERSIT WOMENS BASKETBALL BILUNO INSTRUCTIONS 36 ACTUAL BROA : RECONCILIATION DATES 1200N*1200M 3/01 SA 30 MARCH 8 3/01 3/01 SA 30 MARCH 6 3/02 s u 30 MARCH 6 MARCH 6 M-T 629A-1200M 3/03 30 MARCH 8 3/03 30 3/04 619P MARCH 6 3/04 736P 30 MARCH 6 3/04 1123P MARCH 6 ACTUAL GROSS BILLING SUB-TOTALS WE WARRANT THAT THE ACTUAL BROADCAST AGENCY COMMISSION TOTAL RECONCILING INFORMATION SHOWN ON THIS INVOICE WAS ITEMS ______TAKEN FROM THE OFFICIAL STATION LOG. NET DUE Ax HUH DUE 30 DAYS AFTER DATE OF INVOICE FIGURE 22: Broadcast information for the Michigan-Michigan State games. TAFT TElEYttlON AND RADO CO. INC. CLIENT COPY m i oueuN ftQAD. Po a c * 7 t» COUIU8U3. OHIO 43319 PHONE *14) OHIO STATE ATHLETIC DEPT. 6 AGENCY 410 WOOOY HAYES ORIVE ORDER TYPE AGENCY CST. NO. BILLING 432)0 7347 A D 0 R E 5 S REPRESENTATIVE SALESMAN INVOICE NO. [PAGE DROADCAST MONTH CHUCK DEVENORA 122-076603 1 1 MARCH. 1986 TAFT BROADCAST1 NO COMPANY SCHEDULE DATES CONTRACT YEAR MAKE CORPORATE PROCESSINO ADVERTISER PROOUCT 03/05/66-03/06/66 PAYMENT COLUMBUS, OHIO 43271-0936 OHIO STATE UNIVERS1T WOMEN'S BB BILUNO INITRUCTIONS 36 SCHEDULE ACTUAL BROADCAST RECONCILIATl6f»j .ill PAYS* VTTME., P A T E S PAT T IM E T>PI CLASS P / g , WO FOR P R O D U C T /F IL M NO. R E M A R K S .'*; • 628A-1227P r^/c 3/05 DID NOT AIR 3/03 DID NOT AIR I 3/03 a I o I 3/06 NOT AIR » 3/06 1002A MARCH 6 1 3/06 104 3A MARCH 6 W-TH 1227P- 400P r^/c 3/03 DID NOT AIR LI NEB 2 i 3/06 DID NOT AIR W-TH 401P- 757P ^/c 3/03 529P MARCH 6 3/03 623P MARCH 6 3/06 537P MARCH 6 LINE* 3 3/08 626P MARCH 6 3/05 533P MARCH 6 M/O 03/03*03/06 LINE* 4 TIME 656- 400P M/O 03/05-03/06 LINES 9 TIME 626- 400P \ f^/C ACTUAL GROSS BILLING rye SUB-TOTALS WE WARRANT THAT THE ACTUAL BROADCAST AGENCY COMMISSION TOTAL RECONCILING INFORMATION SHOWN ON THIS INVOICE WAS ITEMS TAKEN FROM THE OFFICIAL STATION LOO. ^C ib MAH■« DUE 30 DAYS AFTER DATE OF INVOICE FIGURE 23: Broadcast information for the Michigan-Michigan State game. 105 Data Analysis The data developed in this study served three purposes. Foremost, information was developed that provided direction to the central investigation in the study, the influence of television advertisement upon the decision making process of a spectator to attend a home women's basketball game at OSU. However, additional data was developed that indirectly influenced the findings of the central investigation study. The perceived effectiveness of the television commercial used in the study and the demographic make up of the spectators at OSU women's basketball games are two important areas which would have an influence upon an athletic administrator's decision regarding marketing and promoting women's basketball. The expansion of these two areas separately and through interaction with the central investigation of the study will be a part of the data analysis. Analysis of data was through the use of the Statistical Program for Social Studies (SPSS). The program used to collect and store the data for future research was developed by the American Marketing Association (AMA) Chapter at The Ohio State University. The date collected in this investigation was based upon the responses of the randomly selected participants in the surveys. The responses were assumed to be accurate 106 representations of the survey participants and treated as such in the compilation of survey results. Descriptive measures used in the study were simple frequency analysis in response to each item of the instrument for each of the three surveys completed. Frequency analyses were expressed in the percent of responses for each item's options in relationship to the total number of valid responses to that item for each survey. The total number of valid responses for each item was identified. Frequency analysis was expressed for each item in the instrument separately for each of the three surveys. Accumulative frequency analysis, representing the total percentage response for each option of the items represented in the instrument used in the surveys, was expressed by bar graph and line graph representations. Emphasis in this analysis was to provide a perspective that was representative of the total sample population, and within the limitations of the study, the larger accessible population of spectators who attended an OSU women's home basketball game during the 1985-1986 season. Representation by frequency polygons of the accumulative responses regarding the effectiveness of the television commercial used in the study provided an excellent means to analyze the results of this aspect of the investigation. The 107 illustrated results indicated by the polygons were supported by a standard deviation scale or Z scores. The central investigation of this study was the effect of television advertisement upon the decision making process of a spectator to attend a home women's basketball game during the 1985-1986 season. It was realized that there were a number of influences that would possibly affect, to different degrees, that decision. Therefore, a category of spectators was identified from the accumulative responses of all three surveys. The characteristics of this category of respondents identified them as the least influenced group in regard to previous exposure to an OSU women's basketball game, while at the same time they were identified as having seen the television commercial. The characteristics of this category were: a. The game at which they were surveyed was the first OSU women's basketball game that they had attended during the 1985-86 season. b. They did not attend any OSU women's home basketball games during the previous season (1984-1985). c. They had seen the television commercial at least one time prior to attending the game at which they were surveyed. Identifying this category of respondents as the least affected by previous contact with the women's basketball program, their response to the item requesting the level of 108 influence of the television commercial upon their decision to attend the game at which they were surveyed, provided data to formulate a perspective in regard to the central investigation of the study. The data developed was analyzed through a unidirectional test on a standard deviation scale using z-scores for comparison of means. The predetermined alpha level was .05. The information from the test results was used to identify the effect of television advertising upon individual spectator decisions to attend an OSU home women's basketball game. Summary The design of the study was descriptive-survey research. The design was best identified as a one shot case study. The validity of using the one shot case study design in this investigation resulted from the first time application of the treatment, planned television advertisement promoting attendance at a home OSU women's home basketball game. The comparison of application of the treatment was absence of television advertisement in previous promotions. The identification of the target population was a general identity of all people in the central Ohio area who enjoy watching basketball played at the intercollegiate level. The accessible population was those individuals who actually attended one of the three pre-selected games at 109 which the surveys occurred. The sample population was those individuals in attendance at one of the three games who responded to the survey request and completed the survey instrument. Measurement of the dependent variable was in the form of a survey. The survey instrument was a one page foremat with questions on both sides. Surveys were completed on the spot and administered by surveyors. Validity and reliability of the instrument were determined through use of two small pilot tests and through input from a panel of experts. Adjustments identified from these two activities were made to eliminate errors and confusion in the instrument. Conditions of testing, including number of surveyors, their location, and the support materials provided were identified. Consistency between survey respondents and between the three surveys was achieved by control of the location, number, and activity of the surveyors. The surveyors were all members of the OSU student chapter of the American Marketing Association. The treatment in this study was the television advertisement. Use of the treatment involved two phases. The first phase was the creation of the :30 second television advertisement. This was accomplished through the cooperative efforts of the advertising agency, the television station, and the athletic department. The 110 resulting six :30 second commercials were scheduled by the television station within the parameters of dates of the exposure and dollars to be expended for each exposure. This exposure of the six commercials over the course of the entire season provided the second phase of the study's treatment, presentation of the advertisement to the target population. Data analysis was through the Statistical Program for the Social Sciences (SPSS). Analysis of the demographic characteristics of survey respondents and the perception of effectiveness of the television commercial were developed to support the central investigation of the study, the effect of television advertisement upon the decision making process to attend a women's basketball game. Simple frequency analysis of the responses for each survey item for each of the three surveys was developed. Corresponding with individual survey responses, graphic illustration of cumulative responses for all three surveys for each survey item was identified. This information provided a direct response analysis of the survey items and identified the data collected for analysis of the central investigation of the study. The self-rated perception of the effectiveness of the television commercial by respondents who indicated that they viewed the commercial was analyzed by graphic illustration of polygons for each of the characteristics studied. Ill Statistical support for the resulting shape of the polygons was developed through compilation of a z-score on a standard deviation scale for the observed mean score of each characteristic. The central investigation of the study, the effect of television advertisement upon the decision making process to attend a game, was analyzed by a z-score. From all respondents, a category was identified that was determined to be the least influenced by previous contact with the OSU women's basketball program. The characteristics of this category were an individual attending their first game of the 1985-1986 season, who did not attend any OSU women's game during the 1985-1985 season, and who had seen the television advertisement at least once prior to attending the game at which they were surveyed. The self-rating by this category of respondents to the influence of the television advertisement upon their decision to attend a game was the data source analyzed by z-score to develop a position in regard to the central investigation of the study. LIST OF REFERENCES Ary, D., Jacabs, L. and Razavieh, A. (1985). Introduction To Research in Education. 3rd ed. New York: Holt, Rinehart and Winston, p. 295, 297. Baldwin, H. (1982). Creating Effective Television Commercials. Chicago: Crain Books, p. 7. Campbell, D.T. and Stanley, J.C. (1966). Experimental and Quasi-Experimental Designs for Research. Boston: Houghton Mifflin Company, p.6. 112 CHAPTER IV RESULTS OF THE STUDY Summary of Data The data developed for this study was compiled and analyzed through the Statistical Program for the Social Sciences (SPSS). The information requested through the survey instrument was designed to not only develop a position in regard to the central investigation of the study, but to also provide background support information to that investigation. This support information provided a more complete perspective of the respondents to the survey in the areas of previous contact with OSU basketball, either men's or women's, the demographic characteristics of the sample population, and the perceived effectiveness of the television advertisement in communicating the intended message. Data summary was indicated two ways. First, as a simple frequency analysis of the responses of individuals. This was expressed as a percentage of the total valid responses for that item for each of the three surveys completed. A second indication of data summary was in the form of a 113 114 graphic illustration of the cumulative responses for that item for all respondents in the three surveys. This summary of data provided a direct response analysis of the survey items and identified the data collected for analysis of the central investigation of the study. The data identified were the results of the OSU women's basketball survey conducted before three home games during the 1985-1986 season. The games surveyed were The University of Southern California (USC), The University of Iowa (Iowa), and The University of Michigan (Michigan). A total of 630 questionnaires were administered; 202 at the USC game, 227 at the Iowa game, and 201 at the Michigan game. Of the total potential number of the accessible population approached to participate in the survey, 67.3% responded positively and completed a questionnarie. The survey results were expressed by listing the actual question on the questionnaire, the number of valid responses for that question, and the calculated replies in adjusted percentage (%) for each question. Adjusted percentages are based upon the number of valid responses. Question 1. How did you first hear about OSU women's basketball? Table 2 identifies the number of valid responses and the adjusted percentage of replies for each game. A reminder that the schedule category was not an option after the USC survey. This was considered a part of the other category for the remaining two surveys. The TABLE 2 Individual survey adjusted percentage responses to Question 1. HWBBBHaMBWKBMBCggait'M ii M tM tW -iiEW .W W S.im agM W lM im ilH W H BIIIIM BW W IW HW B W W — 1. How did you first hear about OSU Women's Basketball? valid responses —USC : 202 -Iowa: 221 -Mich: 197 reoli es USC Iowa Mi ch Radio 9.9 7. 11. B7. 9.67. Newspaper 9.4 18.6 15.2 Bi11board 1.0 1.4 — Schedule 10.9 —— TV 10.9 11.8 14.7 Other 57.9 56.4 60.5 115 116 billboard category did not appear to make a very good contribution to the promotion of the women's basketball program. Radio maintained a consistency around the 10% level and newspaper jumped a large margin, almost doubling between the first and second survey. Television demonstrated a steady growth with each survey. The largest response category was that labed as other. This was expected since this was a non specific, general response category. In an attempt to gain a better understanding of the impacts on promoting OSU women's basketball, participants were ask to specify what the other category represented. Some of the general responses specified in this category were: ' a . friends b . know a player c . pure enjoyment d. by attending men's games e . work at OSU f . sports page g. coach These responses indicate that "word of mouth" and intangible influence have a large impact upon the current efforts of promoting and marketing the OSU women's basketball program. The total marketing effort which would include the categories of radio, newspaper, billboard, and 117 television advertising would continue to provide the basis that would enable the "word of mouth" and other intangible influences to be further encouraged. Figure 24 provides a summary of the three surveys to Question 1 in the form of a bar graph. The results are expressed as a percentage of the 620 valid responses to this question. The similarity of response to the categories of radio, newspaper, and television provide insight into the need for a total marketing effort in promoting a program. Question 2. How many OSU Women's Basketball games have you attended this season? The results of this question did not lend itself to accumulation, since each succeeding survey built upon the previous survey's option number of games. Table 3 identifies the individual survey results in this area. The immediate result that is noticeable is the high percentage of responses attending their first game this season. The USC game was the one-third point of the home season and over 60% of those surveyed were attending their first game. This was understandable, however, with attendance for that game at 10,400 which was a new OSU women's basketball home attendance record. However, the Iowa game at the two-thirds point in the home season, even after the record USC attendance and with high per game attendance in between, still demonstrated a high first or second time attendance pattern. Fifty percent of the respondents to the survey were in a category below the 1. How did you first hear about OSU Women's Basketball? 60 “ P3 CDm x) o 3 05 (D 20 - 10 - 1 I 1 I I T Radio/ Newspaper/ Billboard/ Schedule/Television/ Other FIGURE 24: Bar graph illustrating the accumulated responses of all survey participants to Question 1. TABLE 3: Individual survey adjusted percentage responses to Question 2. 2. How many OSU Women's Basketball games have you attended this season? valid responses -USC : 202 Games USC Iowa Mi ch -Iowa: 227 1 61.07. 40.57. 17.47. -Mich: 195 2 18.0 14. 1 8.2 3 6.0 12.3 7.6 USC Iowa Mich 4 7.9 7.2 7.5 mean : 1.94 3.35 6.75 5 1.0 6.2 10.8 median: 1.32 2.17 5.24 6 3.5 5.3 8.2 st dev: 1.63 3.09 5.24 7 0.5 1.8 1.5 8 2.5 3.5 4.6 9 — 0.9 1.0 10 — 1.3 6.2 11 — 0.5 2. 1 12 — 5.7 4.6 13 —— 2. 1 14 —— 3.6 15 — — 4. 1 16 ——— 119 120 median of 2.17. The Michigan game, which was the next to the last game of the season, began to demonstrate a pattern of spectators returning. A median of 5.24 represented 33% of the fifteen games possible to identify for the Michigan game. For both the USC and the Iowa games, the medians of 1.32 and 2.17 were 16.5% and 18.1% respectively of the games possible to identify as having attended. This is illustrated in Figure 25. The nature of the response to the question did not permit a meaningful accumulation illustration. The line graph did, however, emphasize the emphatic drop from first time attenders to repeat attenders in the USC and Iowa games. The greater consistency of repeat attenders at the Michigan game is also demonstrated. The results of this question indicate that both a high initial interest was generated throughout the year and at the same time a somewhat lower, but consistent, base of repeat attenders was established. This was interpreted as an indication that both the efforts in promoting the program through a total marketing effort and the ability of the women's basketball program itself to encourage repeat spectator response was having a positive effect. Question 3. How many games did you attend last season? The purpose of this question was to identify the effect of previous season attendance upon current season attendance. What percentage of new spectators were in attendance this 2. How many OSU Women's Basketball games have you attended this season? 60 - ►d ro Legend H o Number of Games FIGURE 25: Line graph illustrating comparison of responses to Question 2, 122 year? The results were very revealing. Table 4 identifies the responses of survey participants to this question. It should be noted that the total attendance for OSU women's basketball during the 1984-1985 season was the highest in the sport's history. As a point of comparison here, that will be expanded upon later, the 1985-1986 total attendance was an increase over the previous season in excess of a 50% gain. This assists in placing in perspective the results of Question 3. Survey respondents indicated that over 50% of those attending the USC game did not attend a game in the previous season. 40.5% of those attending the Iowa game and 32.0% of those attending the Michigan game were in the same category. Of the sixteen home games in the 1984-1985 schedule, the median for each of the three games surveyed indicated a very low carry-over of spectators from the 1984-1985 season. Fifty percent of the survey respondents at the USC game indicated that they did not attend an OSU women's game in 1984-1985. The 50% response level, or median, for the Iowa game was 1.22 and for the Michigan game 2.36. The majority of spectators, at least in the three surveyed games, were first time attenders or had only minimal exposure to the OSU women's basketball program during the previous season. The line graph in Figure 2 6 illustrates this clearly. TABLE 4: Individual survey adjusted percentage responses to Question 3. 3. How many games did you attend last season? valid responses -USC : 201 Games USC Iowa Mich -Iowa: 227 0 50.17. 40.57. 32.07. -Mich: 200 1 14.4 13.2 9.0 2 5.0 12.8 10.5 3 8.5 4.0 14.0 USC Iowa Mich 4 2.0 4.8 5.5 mean : 2.26 3.22 3.88 5 2.0 3.5 3.0 median: 0.50 1.22 2.36 6 7.5 1.8 4.0 st dev: 3.55 4.61 4.65 7 1.5 4.8 1.0 8 1.5 1.8 5.5 9 — — 1.5 10 3.0 1.3 2.0 11 — 1.8 1.0 12 0.5 1.8 2.5 13 0.5 — 1.0 14 3.5 2.2 2.0 15 — 0.9 — 16 — 4.8 5.5 123 H- to 10 11 12 13 14 15 16 8 Number of Games 0 0 1 2 3 4 5 6 20 10 30 50 40 participants to Question 3. Percentage of Total Response 3. 3. Howmany games did you attend last season? FIGURE 26: Line graph illustrating the total responses of all survey 125 The perspective of information at this point is that something other than past performance influenced attendance at OSU women's home basketball games. The position of this study is that the total marketing effort, including television advertising, was that influence. Question 4. What promoted you to attend tonight's game? The purpose of this question was to gain a perspective of the influence of the vehicles involved in the total marketing plan upon decisions to attend a game. Again, as in Question 1, the schedule category was removed as a choice following the USC game. Table 5 identifies the responses of the three surveys for this inquiry. The high response in the schedule category was determined to be a response to whom the opponent in the OSU schedule was for that night. Also, a number of responses in the other category for the USC game were in reference to seeing Cheryl Miller play. She was identified as the number one women's intercollegiate player at that time. The significance of the responses to this question was the variance among vehicles in the USC game and the fluctuation of vehicle influence throughout the three surveys. Billboard advertisement was not significant throughout the study. Radio made a slight increase in impact for the Iowa game, but was not a factor for the Michigan game. Newspaper advertisement initially was strong with almost a 10% influence for the USC game, but dropped TABLE 5: Individual survey adjusted percentage responses to Question 4. 4. What prompted you to attend tonight’s game? valid responses -DEC : 201 -Iowa: 216 -Mich: 193 repli es USC Iowa Mi ch Schedule 19.97. — — TV 9.5 14.87. 6.77. Radio 2.0 6.5 1.0 Bi11board 2.0 0.5 — Newspaper 9.0 5.5 4.7 Other 57-7 7 2.7 87.6 126 127 considerably for the remaining two games. Television maintained a stronger influence, but also fluctuated between the three surveys. Figure 27 illustrates the accumulated response of the total survey of 610 participants. Participants in the survey indicated a variety of influences in the other category when ask to specify their choice of response. Again, as in Question 1, these were "word of mouth" and intangible influences that were in themselves influenced and promoted by the total marketing plan. a . to see Cheryl Miller b . a friend c . know a player d. enjoy the game e . just wanted to f . interested in OSU women's basketball g- schedule h . like women's basketball i . high school team outing j • half-time exhibition k. sports page articles 1 . Big Ten Championship m. coach Question 5. Have you ever seen a commercial announcing an OSU Women's Basketball game? The responses to this question were pivotal to the study. With the limitations 4. What prompted you to attend tonight's game? hd cdn o CD 3 rf 60 - 3 TO CD o H i 45 “ Oi- 3 rt pu I—* po CD CO td o 3 co CD co □ Schedule/ Television/ Radio/ Billboard/Newspaper/ Other FIGURE 27: Bar graph illustrating the total responses of all survey participants to Question 4. early identified in the application of the treatment to the target population, a signigicant positive response to this inquiry was necessary to establish a position in regard to the central investigation of the study. Table 6 identifies that the necessary positive response was significant. A ratio of almost 3:1 was determined in favor of having seen the commercial. An interesting point was that the percentage of people who viewed the commercial was lower at the Michigan survey, the fifteenth game of the season, than for either of the two earlier season games. However, a significant ratio of 2:1 was still identified. The bar graph in Figure 28 illustrates the accumulated responses of the 625 participants in this question. 71.5% or 447 respondents indicated that they had seen the commercial before attending the game at which they were surveyed. The 71.5% who responded that they had seen the commercial were to continue with the survey with questions 6 and 7. The 28.5% who responded that they had not seen the commercial were directed to skip questions 6 and 7 and go to question 8 . Question 6. How influential was the TV commercial in your decision to attend tonight's game? Later in this Chapter, the responses to this question will be the basis for establishing a position in regard to the central investigation of the study. However, at this point in the summary of data it is apparent that no one factor or vehicle TABLE 6: Individual survey adjusted percentage responses to Question 5. 5. Have you ever seen a TV commercial announcing an OSU Women's Basketball game? valid responses -USC : 201 -Iowa: 224 -Mich: 200 replies USC Iowa Mich Ves 73.67. 74.17. 66.57. No 26.4 25.9 33.5 I-f you said "no" to the previous question (question 5), then skip to question 8. 130 131 5. Have you ever seen a commercial announcing an OSU Women's Basketball game? 70 - 60 - w o H iw o 30 _ 4J d a> o d 0) 20 _ P-i 10 - I YES NO FIGURE 28: Bar graph illustrating the total responses of all survey participants to Question 5. 132 is an overwhelming influence upon decisions to attend a game. This gives creditability to the premise of a total marketing plan as the best method of promotion. Therefore, it was not a surprise to see the survey results in Table 7 identify that almost one-third of the survey participants were not influenced. The encouragement from the results was that the remaining two-thirds were influenced to varying degrees. This response included almost 10% of the participants who saw the commercial being very influenced by the commercial to attend a game. Figure 29 illustrates the response distribution to a rating of influence. The rating of 1 represents one-third of the responses, while the remaining two-thirds are distributed from 2 to 7 on the scale of influence. Question 7. Rate the TV advertisements on the following statements. The structure of the four statement responses in this question was developed to establish alternating positive poles. In the statement "informative," the positive pole is 1, for "appealing," the positive pole is 7, for "well done," the positive pole is 1, and for "excited my interest," the positive pole is 7. This arrangement prevented a respondent from giving a set response of all ones, all sevens, etc. Responses of this nature were not considered to be valid. Table 8 provides summary information regarding individual survey responses in these areas. A more detailed analysis of the data for this TABLE 7: Individual survey adjusted percentage responses to Question 6. 6. How influential was the TV commercial in your decision to attend tonight’s game? valid responses -USC : 141 Iowa: 163 Mich: 124 Rate on a scale -from 1 to 7 1 being not influential 7 being very influential replies USC Iowa Mi ch 1 29. 17. 34.47. 31.47. 2 2. 1 10.4 4.0 3 14.9 10.4 7.3 4 17.7 16.7 2 4.2 5 12.8 11.0 11.3 6 11.3 6.7 15.3 7 12.1 10.4 6.5 USC Iowa Mi ch mean : 3 . 6 5 2 3.195 3.516 median : 3 . 7 2 0 2.971 3. BOO st. d e v : 2. 104 2.093 2 . 0 4 0 134 7 6 7 7 being very influential 1 1 being not influential Rate on a scale from 1 to 7 5 43 Rating Scale tonight's game? 2 1 - “ Polygon illustrating the total responses of all survey participants to Question 6. 25 25 - 20 15 - 10 6. 6. How influential was the TV commercial in your decision to attend Percent of Total Responses FIGURE 29: n w 135 TABLE 8: Individual survey adjusted percentage responses to the four sections of Question 7. 7. Rate the TV advertisements on the following statements. Rate each on a scale from 1 to 7 a. informative: 1 being "informative II 7 being "uninformative" USC Iowa Mich reDlies USC Iowa Mich , mean : 2.71 2.77 2.60 1 23.17. 27.27. 36.87. median: 2.77 2.50 2.33 2 21.6 22.5 15.8 st dev: 1.53 1.62 1.57 3 17.4 18.5 16.7 4 IB.7 18.5 17.5 valid responses -USC : 134 5 11.7 6.0 8.8 -Iowa: 151 6 4.5 4.0 3.5 -Mich: 114 7 0.7 3.3 0.7 ' b. aooealina: 1 being “unappealing" 7 being "appealing" USC Iowa Mich reDli es USC Iowa Mi ch mean : 4.04 4.84 4.78 1 5.67. 4.77. 7.37. median: 5.00 5.0B 5.46 2 5.6 5.6 3.7 st dev: 1.05 1.76 1.81 3 5.6 7.7 6.4 4 20.0 17.7 22.7 valid responses -USC : 125 5 26.4 23.3 lO. 1 — Iowa: 142 6 17.2 21.1 24.8 -Mich: 107 7 17.6 17.7 24.8 c. well done: 1 being "well done” 7 being "not well done II USC Iowa Mich reDlies USC Iowa Mi ch mean : 3.11 2.76 2.86 1 21.67. 22. 17. 26.27. median: 2.83 2.77 2.77 2 23.1 21.4 14.6 st dev: 1.71 1.64 1.55 3 15.7 20.0 15.7 4 12.7 17.7 26.2 valid responses -USC : 134 5 17.7 10.3 6.5 — Iowa: 145 6 6.7 6.2 3.7 -Mich: 107 7 2.2 2. 1 1.7 d. excited mv interest: 1 being "did not excite mv interest" 7 being "excited my interest" USC Iowa Mich reDlies USC Iowa Mi ch mean : 4.70 4.81 4.83 1 3 . 2 7 . 5 . 6 7 . 4 . 7 7 . median: 4.74 5.06 4.76 2 4.0 4.2 5.8 st dev: 1.52 1.77 1.6B 3 8.0 10.5 2.7 4 22.4 16.1 26.2 valid responses -USC : 125 5 2B.0 23. 1 22.3 — Iowa: 143 6 16.0 20.7 20.4 -Mich: 103 7 18.4 17.6 17.5 136 question will be presented in a later section of this Chapter. Questions 8 through 14 were designed to determine demographic information about the sample population and provided support information to the central investigation of the study. Question 8. Of the following groups, which best describes you? Table 9 identifies that with adjustments based on the average percentage distribution of high school and college students for the Iowa and Michigan games applied to the general category of students used for the USC game, the responses of group identity were generally consistent for the three surveys. The accumulated distribution identified in Figure 30, in addition to the majority category of general public, indicates a strong representation of high school students. Observation indicated that this was influenced by the large number of high school girl's basketball teams who attend OSU games as a team outing. Question 9. What is your occupation? The response option for this question was a blank space for the participant to write in their occupation. Placing the stated occupation in one of the six categories was done during compilation of each survey's results. The individual survey responses in Table 10 and the accumulative responses illustrated in Figure 31 support a consistency of category TABLE 9: Individual survey adjusted percentage responses to Question 8. B. Qf the -Fallowing groups, which best describes you? valid responses -USC : 197 -Iowa: 209 —Mich: 197 ReDlies USC Iowa Mich H.S. Student — 16.87. 11.77. College Student 26.47. 8. 1 10.7 Faculty/Staf-F 5. 1 3. 3 6.6 Alumni 13.2 12.9 12.7 G. Public tj 5.3 58.9 5B.3 8. Of the following groups, which best describes you? 60 “ hd n> H o 50 ft> 3 rt o ^ 4 0 H O rt 03 I—* * 3 0 (D co * o 3 co 2 0 ro co 10 _ 1------T High School/ College/ Faculty/ Alumni/ General Student Student Staff Public j . -jag ir a u ^ VJJSL. I • J U l ! ! J FIGURE 30: Bar graph illustrating the total responses of all survey participants to Question 8. TABLE 10i Individual survey adjusted percentage responses to Question 9. 9. What is your occupation? valid responses -USC : 190 -Iowa: 203 -Mich: 188 Replies USC Iowa Mich Student 30.0% 20.2% 12.8% Blue Collar 13.2% 18.2% 25.0% Clerical 5.8% 10.3% 12.2% Professional 25.8% 24.2% 24.5% Management 8.4% 8.9 % 8.5% Other 16.8% 18.2% 17.0% 9. What is your occupation? fD£ 25 H O (D 3 rt 20 - O hh & to co •g 10 3 CO n> co 5 - T T T------1------T------r Student/ Blue Collar/Clerical/ Profes-/ Management/ Other Grey Collar sional FIGURE 31: Bar graph illustrating the total responses of all survey 140 participants to Question 9. 141 response for the three surveys. Two exceptions were noted. Clerical representation at the USC game was lower by 50% than the other two games. This may have been due to the game being played on a Wednesday evening, a time when many churches hold a mid-week service. Student representation at the Michigan game was low. Conflict with scheduled high school tournament games may have influenced attendance by high school students that evening. Question 10. Have you attended a men's basketball game this season? The basis for this question was to determine if the men's and women's basketball programs were competing for the same fans or if there was a support of women's basketball from a different segment of the population. The results were very revealing. By a consistent margin that averaged slightly less than 3:1, respondents indicated that they had not attended a men's game during the current season. Again, this pattern is identified in Table 11 for each survey and is illustrated by a bar graph in Figure 32 for the accumulative response of all three surveys. Question 11. What is your sex? Table 12 and Figure 33 indicate the responses to this question. The larger percentage of females in attendance was anticipated. However, the 45% identification response of the male spectators was higher than anticipated. Question 12. What is your marital status? Responses to this inquiry were limited to an indication of either single TABLE 11: Individual survey adjusted percentage responses to Question 10. 10. Have you attended a Men's Basketball game this season? valid responses -USC : 199 — Iowa: 211 -Mich: 198 Reoli es USC Iowa Mich Yes 22.6/i 26.57. 34.37. No 77.4 73 . 5 65.7 142 —— IUE 2 Br rp ilsrtn te oa rsoss of responses total the illustrating graph Bar 32: FIGURE Percent of Total Responses game basketball men's a attended you Have 10. 40 - 40 _ 80 20 10 _ 30 - 50 - 70 60 - 60 hs season? this - l sre atcpns oQeto 10. Question to participants survey all 143 TABLE 12: Individual survey adjusted percentage responses to Question 11. 11. What is your sex? valid responses —USC : 199 — Iowa: 211 -Mich: 198 Repli es USC Iowa Mich Female 56.371 56.971 58.67. Maie 4 3 . 7 43.1 41.4 144 145 11. What is your sex? 60 - CO CD co G o 40 - &, CO (U Pi cfl 30 - 4-1 o H m o 20 _ 4-) cuG o n £ 10 I “T” MALE FEMALE FIGURE 33: Bar graph illustrating the total responses of all survey participants to Question 11. 146 or married. Individual survey responses to this question are identified in Table 13. The bar graph in Figure 34 indicates the accumulative responses regarding marital status. Question 13a. Do you have any children? The intent of questions 12 and 13 was to investigate the concept of families attending OSU women's basketball games. Question 13a establishes the percentage of the population at each game who had children. Table 14 information indicates that there was no pattern. The USC results and the Iowa results are almost reversed, while the Michigan results are close to even. The accumulated results in Figure 35 reflect the responses of the Michigan survey. The second part of that question (13b) was, If you answered yes, did you bring your children to the game tonight? Again, referring to Table 14, the data demonstrates that the mid-week evening games with USC and Michigan were not highly attended by parents with their children. However, the Sunday afternoon game with Iowa had a majority of parents bringing their children to the game with them. Figure 36 identifies the accumulative responses to this section of Question 13. Question 14. What is your age? It was previously indicated in Question 8 that following the USC game the category of student was more specifically defined as high school student and college student. Correspondingly, at that time the age categories were reidentified to reflect TABLE 13: Individual survey adjusted percentage responses to Question 12. laaM iaaaM M BaanHnnnM M nm M BBnHiiJiiuijiiM nBHHannnM M nHaaB 12. What is your marital status? valid responses —USC : 199 — Iowa: 211 -Mich: 195 Repli es USC Iowa Mi ch Single 60.37. 45.07. 59.07. Married 3 9.7 5 5.0 41.0 147 IUE 4 Br rp ilsrtn h ttl epne of responses total the illustrating graph Bar 34: FIGURE 2. ht s ormrtl status? marital your is What 12a. Percent of Total Responses 40 - 40 10 20 30 - 50 60 - 60 - l sre atcpns o usin 12. Question to participants survey all SINGLE I MARRIED 148 TABLE 14: Individual survey adjusted percentage responses to Question 13. 13. Do you have any children? valid responses -USC : 199 — Iowa: 211 -Mich: 195 Replies USC Iowa Mich Yes 37.6*/. 57. B7. 48.27. No 62.3 42.2 51.B I-f you answered yes, did you bring your children to tonight's game? valid responses -USC : 91 — Iowa: 134 -Mich: 112 Replies USC Iowa Mich Yes 34.17. 55.27. 32.17. No 65.9 44.8 67.9 149 150 13a. Do you have any children? 60 - 50 _ n,40 - « 30 - 20 - pm 10 - YES NO ______FIGURE 35: Bar graph illustrating the total responses of all survey participants to Question 13a. 151 13b. If you answered yes, did you bring your children to tonight's game? 60 - 50 _ w 0) w G 40 _ o o. W cd 30 - ■u o H m o 20 _ •p YES NO FIGURE 36: Bar graph illustrating the total responses of all survey participants to Question 13b. 152 the high school age range. In reviewing the results of this question in Table 15, the category for the USC game of 21 and under is equal to the combined categories of the Iowa and Michigan games of 17 and under and 18 to 21. The development of the accumulative response graph in Figure 37 was through an adjustment of the 21 and under category for the USC game by the average percentage of the 17 and under and 18 to 21 category representation in the Iowa and Michigan surveys. This resulted in an identification of these two categories for the USC game. Question 15. If you would like to receive information concerning the OSU Women's Basketball team, please write down your name and address. A very positive response to this request was received. A total of 619 complete addresses were identified. Out of the 630 questionnaires completed, 98.3% indicated that they would like to receive information about the OSU women's basketball program. Findings Relative to the Central Investigation The central investigation of the study has been to identify the influence of television advertising upon the decision making process of a spectator to attend a home game. Prior to this identification, it was necessary to establish if the television commercial used as the treatment in this study was effective in the task it was designed to do. To establish data in this area, a four part question TABLE 15: Individual survey adjusted percentage responses to Question 14. 14. What is your age? valid responses -USC : 198 -Iowa: 211 -Mich: 196 Replies USC Replies Iowa Mi ch 21 and under 28.37. 17 and under 17.5 7. 9.27. 22 - 35 34.8 IB - 21 4 . 7 9.7 36 - 50 28.3 22 - 35 2 2 . 3 25.0 51 - 65 5.6 36 - 50 3 8 . 9 26.0 Over 65 3.0 51 - 65 12.3 21.4 over 65 4.3 8.7 153 14. What is your age? hd (t) H 40 - O (D 3 rt O Hi 30 - H O rt 3 20 - ta (B co td o 3 cn 10 - ro CO T T T T Ql 0-17 18-21 22-35 36-50 51-65 65 and up, FIGURE 37 Bar graph illustrating the total responses of all survey participants to Question 14. i—• U 1 155 was included in the survey questionnaire. Question 7 directed the respondent, who had previously indicated that they had seen the commercial, to rate the effectiveness of the commercial on a seven point numerical rating scale. The effectiveness attributes rated were: informative; appealing; well done; and excited my interest. Effectiveness of the commercial was determined by analyzing the responses of survey participants to each of the stated attributes. Data for each attribute is identified for each survey. However, analysis of the attribute was completed using the cumulative responses for the three surveys. Data were analyzed with a z-score on a standard deviation scale. Graphic illustration of the data for each attribute was expressed with a frequency polygon and an identification of the percent of responses above or below the interval estimate. Attribute a. informative: Table 16 identifies the data developed in response to this attribute of the TV commercial. Before developing a z-score for this attribute, two rival hypothesis were established. The first hypothesis developed was that in a population as a whole, using a seven point rating scale, the mean scale point (yVf ) that would be chosen is 4.0. The hypothesis that in a population of spectators who have viewed the commercial, those who found it informative and those who found it uninformative are believed to be equal. This hypothesis was identified as the TABLE 16: Individual survey adjusted percentage responses to Question 7a. 7. Rate the TV advertisements on the following statements. Rate each on a scale from 1 to 7 a. informative; 1 being "informative" 7 being "uninformative" use Iowa Mi ch reali es USC Iowa Mi ch mean : 2.91 2 . 7 7 2.60 1 23.17. 27.27. 36.87. medi an : 2.77 2 .50 2.33 2 21.6 2 2.5 15.8 st dev ; 1.53 1.62 1.57 3 19.4 18.5 16.7 4 18.7 18.5 17.5 valid responses -USC : 134 5 11.9 6.0 8.8 —Iowa: 151 6 4.5 4.0 3.5 —Mich: 114 7 0.7 3.3 0.9 157 null hypothesis and was diagramed as Hq : mean = 4.0. The desired direction in which a difference from the mean scale point was expected was toward the informative end or point 1 on the numerical rating scale. This was identified as the positive pole. Expectation of results in only one direction was identified as unidirectional. Therefore, the alternate hypothesis was that the mean for the sample population was less than 4.0. The alternate hypothesis was designated as : mean < 4.0. Following the sample survey of 399 respondants (N), a mean for the survey was established at 2.76 (x) . The standard deviation was identified at 1.57 (s). From this score an estimated standard error of the mean (Sx) was determined. Sx= ipinr I-57 Sx= ^ 19.97 Sx= .08 158 With an estimated standard error of the mean, an estimated z-score was developed. An estimated z-score is entitled a t-score. The formula used was: x - / t Sx 2.76-4.0 t .08 t= -15.5 Our obtained x then falls 15.5 Sx units below^/H . "Since with a sample as large as ours the sampling distribution of t can be assumed to be normal, we can treat this value as if it were a z-score." (Spence, 1983 p. 145). Using a z-score table, the percentage of the area lying between and z=-15.5 was determined. An alpha level of .01 (or 1%) was predetermined as the desired level of significance to evaluate test results. The test was unidirectional and the resulting negative z-score of -15.5 was toward the lower end of the numerical rating scale or the positive pole. A z-score table identifies the area in one-half of a normal curve. A z-score table only identifies up to 5.0 standard deviation units from ^ . At this score the area 159 covered under one-half of a normal curve is 49.99997%. The remaining area under the curve with a z-score of -5.0 was .00003%. At this result of .00003%, the desired level of significance of .01 was exceeded at the -5.0 level. Therefore, it was determined that a z-score of -15.5 also exceeded the .01 significance level. This indicated that in less than 1% of the time, x would be obtained by chance alone. Therefore, the alternate hypothesis that the mean was less than 4.0 was accepted and the null hypothesis that the mean was equal to 4.0 was rejected. The acceptance of the alternate hypothesis was illustrated by analysis of Figure 38. The polygon developed by the data was identified as positively skewed because of the asymmetrical distribution of scores toward the positive pole of the numerical scale. Analysis of the distribution of scores identifies 85.4% of the responses to the rating of the attribute informative was between the scale points of 1 and 4 . Attribute b. appealing: The data developed in the survey for this attribute is identified in Table 17. The positive pole used in this numerical rating scale was 7. To identify a z-score for this attribute two rival hypotheses were developed. The mean scale point on the seven point rating scale was identified as 4.0 ( A i ) • The null hypothesis was expressed as H q : mean = 4.0. 7 6 7 7 being uniformative. 1 1 being informative. 4 3 5 on a scale from 1 to 7. Rating Scale 2 1 - - 25 25 _ 15 10 20 30 _ Percent of Total Responses participants to Question 7a. 7a. 7a. Rate the TV advertisement on the following statement Rate . FIGURE 38: Polygon illustrating the total responses of all survey TABLE 17: Individual survey adjusted percentage responses to Question 7b. 7. Rate the TV advertisements on the -following statements. Rate each on a scale -from 1 to 7 b. appealino: 1 being "unappealing" 7 being "appealing" USC Iowa Mi ch repli es USC Iowa Mi ch mean : 4 .84 4 . 8 4 4.9B 1 5.67. 4.97. 7.37. medi an: 5.00 5.08 5.46 2 5.6 5.6 3.7 st dev: 1.05 1.76 1.81 3 5.6 7.7 6.4 4 20.0 17.7 22.9 valid responses -USC : 125 5 26.4 2 3 . 3 10. 1 — Iowa : 142 6 19.2 21. 1 24.8 -Mich : 109 7 17.6 19.7 24.8 The desired direction in which a difference from the mean scale point was expected was toward the positive pole. This was a rating of 7 or toward the appealing end of the scale. The alternate hypothesis was unidirectional and was expressed as : mean > 4.0. The number of valid responses in the sample survey was 376 (N). The established survey mean was 4.89 (x) . SPSS calculated the standard deviation to be 1.54 (s). The estimated standard error of the mean (Sx) was calculated. Sx- -§= W 1 5 4 Sx= ■J376 Sx= i*54 19.39 Sx= .08 An estimated z-score (t-score) for the attribute appealing. 163 The resulting t-score was treated as a z-score because of the large sample population. Results indicated that the obtained x fell 11.13 Sx units above/if . The predetermined alpha level was .01 (1%). The test was unidirectional and the resulting z-score of 11.13 was toward the upper end of the numerical rating scale or the positive pole. Earlier identification of a z-score in excess of 5.0 standard deviation units would exceed the requirements for a 1% level of significance. Therefore the null hypothesis that the mean equals 4.0 was rejected and the alternate hypothesis that the mean is greater than 4.0 was accepted. This indicated that in less than 1% of the time surveyed would a mean greater than 4.0 be obtained by chance alone. Figure 39 illustrates the distribution of obtained responses. The polygon was termed positively skewed because it was directed toward the positive pole of the rating scale. Analysis of the distribution of scores identifies 82.5% of the responses to the rating of the attribute appealing was between the scale points of 4 and 7. Attribute c. well done: Figure 18 indicates the survey data for this attribute of the commercial. Continuation of alternating positive poles, the positive pole for this rating scale was 1. The development of two rival hypotheses was consistent with the previous two attributes analyzed. 7b. Rate the TV advertisements on the following statement. Rate on a scale from 1 to 7. 30 being unappealing, being appealing. CD h 25 o CD 3 rt O H i 20 H O r t 3 15 CD cn *3 O 3 cn 10 CD cn 5 1 2 34 5 6 7 Rating Scale FIGURE 39: Polygon illustrating the total responses of all survey participants to Question 7b. TABLE 18: Individual survey adjusted percentage responses to Question 7c. 7. Rate the TV advertisements on the following statements. Rate each on a scale from 1 to 7 c. well done: 1 being “well done" 7 being "not well done" USC Iowa Mich reeli es USC Iowa Mi ch mean : 3. 11 2 . 9 6 2.86 1 21.67. 22. 17. 26.27. median: 2.83 2.79 2.77 2 23.1 21.4 14.6 st dev: 1.71 1.64 1.55 3 15.7 2 0 . 0 15.9 4 12.7 17.9 26.2 valid responses -USC : 134 5 17.9 10.3 6.5 — Iowa: 145 6 6.7 6.2 3.7 -Mich: 107 7 2.2 2. 1 1.9 The mean scale point was identified as 4.0 (/*f ). The null hypothesis was expr.essed as H^: mean = 4.0. The desired direction in which a difference from the mean scale point was expected was toward the lower end of the rating scale. This was a scale point value of 1 and was termed well done. Therefore, the unidirectional alternate hypothesis was identified as H^: mean < 4.0. The number of valid responses to this attribute in the survey was 386 (N) . The established survey mean was 2.98 (x) . The standard deviation was determined to be 1.63 (s). The estimated standard error of the mean (Sx) was 167 The estimated z-score (t-score) for the attribute well done. x-/f Sx 2.98-4.0 t .08 t= -12.75 Earlier support identified that due to the large sample population, the calculated t-score can be treated as a z-score. The calculated score indicated that the obtained x fell 12.75 standard deviation units below/ h . The predetermined level of significance was 1% (.01). The test was unidirectional and the resulting z-score of -12.75 was toward the lower end of the numerical rating scale or the positive pole. The previously established fact that a z-score in excess of 5.0 satisfied a level of significance of 1% was used to evaluate the calculated z-score. The score of -12.75 indicated that in less than 1% of the time would the mean results of the survey be obtained by chance alone. Therefore, the null hypothesis that the mean was equal to 4.0 was rejected and the alternate hypothesis that the mean was less than 4.0 was accepted. 168 The polygon illustrated in Figure 40 indicates a figure that is skewed in a positive direction. Distribution analysis of scores identified 79.13% of the responses to the rating of the attribute well done was between the scale points of 1 and 4. Attribute d. excited my interest; Survey data for this attribute rating is in Table 19. The positive pole was opposite that of the prior rated attribute. The positive pole on the numerical rating scale for excited my interest was 7. The foremat established with analysis of previous attributes was continued. The mean scale point was identified as 4.0 (/I ). The null hypothesis was expressed as H q : mean = 4.0. The desired direction in which a difference from the mean scale point was expected was toward the upper end of the rating scale. This was a scale point value of 7 and was identified as excited my interest. The unidirectional alternate hypothesis was identified as H^: mean > 4.0. There were 371 (N) valid responses to the rating of this attribute. The established survey mean was 4.85 (x). The calculated standard deviation was 1.66 (s). The estimated standard error of the mean (Sx) was identified. The estimated z-score (t-score) for the attribute excited my interest. Sx 4.85-4.0 .09 t= 9.443 Basis developed previously in this Chapter permitted acceptance of the calculated t-score to be treated as a z-score due to the large sample population. The z-score indicated that the obtained x from survey data fell 9.44 standard deviation units above. The predetermined level of significance was 1% (.01). The test was unidirectional and the obtained z-score of 9.44 7c. Rate the TV advertisement on the following statement. Rate on a scale from 1 to 7. 30 TJ being well done, (D H being not well done. O fD 3 25 rt o Hi 20 Ot-3 rt P) Pd (D 15 'dCO o d CO (D 10 CO 5 1 2 3 4 56 7 Rating Scale FIGURE 40: Polygon illustrating the total responses of all survey 170 participants to Question 7c. TABLE 19: Individual survey adjusted percentage responses to Question 7d. 7. Rate the TV advertisements on the -following statements. Rate each on a scale from 1 to 7 d. excited mv interest: 1 being " did not excite my interest" 7 being "excited my interest" USC Iowa Mich replies USC Iowa Mich mean : 4.90 4.81 4.83 1 3.27. 5.67. 4.97. median: 4.94 5.06 4.96 2 4.0 4.2 5 . 8 st dev: 1.52 1.77 1.68 3 8.0 10.5 2 .9 • 4 22.4 16.1 2 6 . 2 valid responses -USC : 125 5 2 8 . 0 23.1 2 2 . 3 — Iowa: 143 6 16.0 2 0 . 9 2 0 . 4 —Mich: 103 7 18.4 19.6 17.5 171 tmm 172 was toward the upper end of the numerical rating scale or the positive pole. Again, use of the earlier determination that a z-score in excess of 5.0 satisfied a level of significance of 1% was the basis to evaluate the calculated z-score. The score of 9.44 indicated that in less than 1% of the time would the mean results of the survey be obtained by chance alone. The null hypothesis that the mean was equal to 4.0 was rejected. The alternate hypothesis that the mean was greater than 4.0 was accepted. Illustration of the asymmetry polygon resulting from the unequal distribution of responses is in Figure 41. The polygon is positively skewed toward the desired perspective of the attribute. Distribution analysis of scores indicated 83.6% of the responses to the rating of the attribute excited my interest fell between the scale points of 4 and 7. Test of Significance of the Central Investigation The central investigation of this study was to identify the influence of planned television advertisement promoting attendance at an OSU women's basketball game upon the decision making process to actually attend a home game. In the introductory chapter, reference was made that an advertisement by itself cannot sell a product, but can only be an influence to the final decision made by the consumer. 7d. Rate the TV advertisement on the following statement. Rate on a scale from 1 to 7. 30 being did not excite my interest, being excited my interest. (D •i 25 n n> 3 rt O H i 20 H O rt P 15 5*J ro co ns o 3 CO 10 0) CO 5 1 2 3 4 5 6 7 Rating Scale FIGURE 41: Polygon illustrating the total responses of all survey 173 participants to Question 7d. 174 With this in mind, the study’s objective was to develop a position in regard to the influence of television as part of all other influences to that decision, including other aspects of the total marketing program. The position was assumed that it was more difficult to influence a person who had established an opinion based upon their personal experience than to influence a person without a bias. It would also be more difficult to measure results of that influence. An individual who has already experienced attendance at an OSU women's basketball game may be reminded by a TV commercial to attend an event they had already experienced. However, that would not be considered an influence to attend. Therefore, in identifying a significant level for the data of the central investigation, the respondents to the survey who had the least previous experience with OSU women's basketball and who had viewed the TV commercial were identified for analysis. This category of the sample population had the following characteristics: a. They did not attend any women's basketball games at OSU during the previous season (1984-1985). b. The game at which they were surveyed was the first OSU women's basketball game they had attended during the current season (1985-1986). c. They had viewed the TV commercial promoting attendance at an OSU women's basketball game at 175 least one time before attending the game at which they were surveyed. Identifying this category of respondents as the least influenced by previous contact with the women's basketball program/ their response to the item requesting the level of influence of the television commercial upon their decision to attend the game at which they were surveyed, was the data source that was analyzed to develop a position in regard to the central investigation of the study. Table 20 identifies the data developed from the indicated influence rating identified by the 107 individuals who responded to the survey and met the three stated expectations of this category. Two rival hypothesis were developed from this date. The first hypothesis was that in a population as a whole, using a seven point numerical rating scale, the mean scale point (A ) that would be chosen is 4.0. The hypothesis that in a population of spectators with limited prior contact with the OSU women's basketball program during the current and previous season and who viewed the commercial promoting game attendance, those who found it influential and those who found it not influential are believed to be equal. This was identified as the null hypothesis and was diagramed as H q : mean = 4.0. The desired direction in which a difference from the mean scale was expected was toward the influential end or TABLE 20; Individual survey adjusted responses for Question 6 that met the requirements of the identified category.______ 6. How influential was the TV commercial in your decision to attend tonight's game? Rate on a scale from 1 to 7: 1 being not influential Valid responses - 107 7 being very influential replies total 1 26.2% 2 2.8 3 14.0 4 21.5 5 8.4 6 10.3 7 16.8 mean : 3.813 median: 3.455 st.dev: 2.151 176 point 7 on the numerical rating scale. Expectation of results in only one direction was identified as unidirectional. Therefore, the alternate hypothesis was that the mean for the sample population was greater than 4.0. The alternate hypothesis was diagramed as H^: mean > 4.0. From the total sample population, using the three characteristics previously stated, SPSS identified the population of this special category. The category to be analyzed was made up of 107 (N) respondents. The mean for the responses of this population was 3.813 (x). The standard deviation was 2.151 (s). With this information, an estimated standard error of the mean (Sx) was calculated. 178 With an estimated standard error of the mean, an estimated z-score was developed. An estimated z-score is called a t-score. The t-score formula: X-/tf S x 3.813-4.0 t .21 t= -.89 Earlier discussion of t-scores identified that with a sample in excess of 100 the sampling distribution of t can be assumed to be normal and the resulting value can be treated as if it were a z-score. Our obtained x then falls -.89 Sx units below the mean scale point ( /H ) . Using a z-score table identifies that 31.33% of the area under the curve lies betweenyif and -.89 and that 18.67% of the area lies beyond -.89. Since the alternate hypothesis was unidirectional, we were only concerned with one-half of the curve. However, the alternate hypothesis indicated a mean greater than 4.0. The calculated z-score of -.89 was less than 4.0. Therefore, it was necessary that both ends of the distribution be considered as if the hypothesis was bidirectional. 179 The 18.67% of the curve not included in the area between yM. and -.89 was stated as .187. This was for an unidirec tional hypothesis, when calculating for a bidirectional hypothesis the factor is two times as large, 2 x .187 = .374 or a factor of .37. This factor indicates the area that was not b e t w e e n ^ and ± .89 and was the z-score. The z-score of .37 was an indication that if is correct, the probability of obtaining by chance a sample x that deviated from yM. this much or more in either direction would be .37 or 37% of the time. The predetermined level of significance for this test was 5% (.05). If the null hypothesis were true in our study, the probability was .37 that repeat studies would obtain an x that deviated as much or more from the hypothesized/H as our obtained x. Since this probability is greater than .05, the conclusion was that the null hypothesis, Hq : mean = 4.0, was reasonable and it was accepted. The alternate hypothesis was rejected. Visual analysis of the data for this study is illustrated in Figure 42. The comparison of the obtained x and the scale mean identified a close proximity. Distribution analysis identified that 57% of the responses to the rating of influence fell between the scale points of 4 and 7. 6 5 7 7 7 being very influential 1 1 being not influential 4 Rate on a scale from 1 to 7: 3 2 1 participants that met the requirements of the identified category. 5 30 25 20 15 10 ircent of total responses in this category FIGURE 42: Polygon illustrating the total responses to Question 6 of survey 181 Summary The data developed during the study was through sample survey. The results of the survey were summarized by simple frequency analysis; identifying each item in the questionnaire, the number of valid responses to that item, and the calculated replies in adjusted percentage to that item for each of the three surveys completed. A perspective of the total survey response was developed through graphic illustration of the accumulative responses for each item for all respondents in the three surveys. A finding that was very relative to the central investigation of the study was the determination of the perceived effectiveness of the television commercial by the survey participants who identified that they had seen the commercial. Effectiveness was determined by rating four attributes of an effective commercial on a 7 point numerical rating scale. The accumulated responses to the attributes of informative, appealing, well done, and excited my interest were analyzed by an unidirectional z-score with a predetermined level of significance of 1% (.01). Data distribution for each attribute was illustrated by polygons indicating the direction of their skewdness. This was supported by identification for each attribute of the percent of valid responses that fell between the mean scale point of 4.0 and the scale point value of the attribute. 182 Analysis of the central investigation of the study was also by z-score. To accomplish this, a special group of respondents who had not attended a game the previous year, who were attending their first game this year, and who had seen the commercial, were identified. The data developed from this group's response to the influence of the commercial upon their decision to attend a game, was the basis for the standard deviation test. LIST OF REFERENCES Spence, J. T., Cotton, J.W., Underwood, B. J. and Duncan, C.P. (1983). Elementary Statistics. 4th Ed. Englewood Cliffs: Prentice-Hall, Inc. p. 145. 183 CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS Objectives of the Total Marketing Program The investigation of the influence of television advertisement upon attendance decisions was conducted within the structure of a total marketing program designed to promote the women's basketball program at The Ohio State University during the 1985-1986 season. It was identified in Chapter 2 that the most common method currenty used to evaluate the degree of success of a promotional effort was determination of the attainment of preset objectives. Evaluation of the marketing program and promotional efforts conducted in this study were first determined through this method. The primary purpose for this was to establish that the preset objectives were attained and that the promotion was successful. It was within that structure of success that the conclusions from this study were identified. Two main objectives relative to attendance and revenue were identified for the 1985-1986 season. a. Total attendance for the 1985-86 season was to increase by 50% over the 1984-85 season. 184 185 b. Total revenue for the 1985-86 season was to increase by 100% over the 1984-85 season. In establishing these main objectives, it was realized that the 1984-85 season total attendance and total revenue results were the highest in the history of women’s basketball at Ohio State. The comparative results of the 1984-85 season and the 1985-86 season in these two areas are indicated in Table 21. The information was provided by The Ohio State University athletic department ticket office. The information in this illustration indicates that in the areas of attendance and revenue, the 1985-86 season achieved significantly greater results than in the previous season. The first main objective was to increase total attendance by 50% over the 1984-85 season. Total attendance for 1984-85 was 30,043. A 50% increase of that figure identified a preset objective of 45,065 in total attendance for 1985-86. The total attendance for 1985-86 was 51,213. Even without the attendance of 5,285 for the NCAA playoff game, the goal of 45, 065 was exceeded with a total attendance for 1985-86 of 45,928. It should be noted that the 1984-85 attendance total of 30,043 included a post-season NCAA playoff game attendance figure that was in excess of 5,000 spectators. The other main objective was to increase total revenue by 100% over the 1984-85 season. Obviously, this objective 186 TABLE 21: Comparison of attendance and revenue totals for 1985-86 with 1984-85. DAY DATE OPPONENTATTENDANCE REVENUE Friday 11/29/85 Texas 1*, 159 $ 7,51*1.00 Saturday ‘12/7/85 Syracuse 698 876.00 Friday 12/20/85 Buckeye Classic 1 , 2 5 1 \ Saturday 12/21/85 Buckeye Classic 1 , 6 0 5 / 5,990.00 Saturday 12/28/85 UNLV 1,071 1,618.50 Monday 12/30/85 Kentucky •1,63U 2,357.50 Wednesday 1/8/86 Southern Cal 1 0 ,101* 17,900.00 Friday 1/10/86 Wisconsin 932 1,203.00 Sunday 1/12/86. Northvestem 987 1,317.00 Friday 1/16/86 Indiana 3,068 1*. 523.00 Friday 1/31/86 Minnesota 1,965 2,999.50 Sunday 2/2/86 Iova l*,3l*0 7 ,1*62.00 Friday 2/21/86 Purdue 2,073 3,287.00 Sunday 2/23/86 Illinois 2,517 1* ,187.50 Thursday 3/6/86 Michigan 2,012 3,111.50 Saturday 3/8/86 Michigan State 7,512 8,928.00 Sunday 3/16/86 NCAA Tournament 5,285 ----- “ SEASON TICKETS 113 3,875.00 ■ ' 1985-86 198U-85 Total Attendance 51,213 30,01*3 Total Revenue $77,181.50 $27,090.00 Total Attendance v/o Buckeye Classic and NCAA Tournament 1*3,072 20,321* Total Revenue v/o Buckeye Classic and NCAA Tournament $67,316.50 $16,371.60 Average Attendance v/o BC & NCAA 3,077 1,563 Average Revenue v/o BC & NCAA $ It,808.00 $ 1,259.35 Average Payment/Ticket $ 1.56 $ .81 187 was dependent upon a large degree of attainment of the first main objective. The 1984-85 total revenue of $27,090 was the result of a promotional effort that included a large number of giveaways or complimentary tickets. The decision by the OSU Athletic Council to minimize this practice resulted in the policy by the athletic department for 1985-86 that, with rare exception, all game admissions would have some associated purchase cost. There would be discounts permitted, but all ticket holders would pay some price for admission. Regular admission prices for the 1985-86 season were: $1.50 Students with I.D. $2.00 OSU Faculty and Staff $2.50 General Public The preset objective for total revenue in 1985-86 was $54,180. The total ticket revenue received in 1985-86 was $77,181.50. There was no revenue credited to the NCAA playoff game since all playoff revenue went directly to the NCAA to be distributed to participating institutions. The main objectives regarding attendance and revenue for the 1985-86 season were met and exceeded. From a results perspective, the total marketing promotional effort was successful. It was within that perspective that the conclusions of the study were presented. 188 Significance of the Total Marketing Program The investigation of the effect of television advertising upon the decision making process regarding attendance at an OSU women's home basketball game was conducted within the structured application of a total marketing plan. This plan included, in addition to television promotion, the use of radio, newspaper, billboards, and in-store schedule posters as vehicles to promote the product, OSU women's basketball. An indication of the influence upon decision making of identified groups by the vehicles involved in the total marketing program used in the promotion of the OSU women's basketball team is identified in Figures 22 and 23. Using SPSS to collect and cross-tabulate survey results, two areas were explored. Figure 22 indicates the relationship of self-selected group identity with how the individual first heard of OSU women's basketball. The results of this aspect of the study identify that the vehicles of television, radio, and newspaper advertisement had similar impact upon first identifying OSU women's basketball to the public. The billboard category did not appear to have significant influence, however, that was to be expected in that the strategy of using the billboard vehicle was to be a reminder of the program, along the lines of subliminal suggestion, rather than a conscious reading and remembering effort by the public. Indication of the TABLE 22: Cross-tabulation of responses to Question 1 and Question 8. Cross tabulation of identified groups with how they first heard of OSU Women's Basketball. Group TV Radio Billboard Newspaper Other Number of Responses High School Student 8.6% 14.9% 3.1% 11.7% 61.7% 94 College Student 7.2 16.4 1.8 20.0 54.6 55 Faculty/Staff 3.4 13.8 .0 3.4 79.4 29 Alumni 5.3 11.8 .0 6.6 76.3 76 General Public 17.0 10.9 12.0 59.8 341 Total 12.6 12.3 .8 11.6 62.7 600 189 TABLE 23: Cross-tabulation of responses to Question 4 and Question 8. Cross tabulation of Identified Groups with how they were prompted to attend an OSU Women's Basketball Game. Responses High School Students 13.6% .0% 1.1% 3.4% 81.9% 88 College Students 7.0% .0% .8% 8.8% 83.4% 57 Faculty/ Staff .0% 3.4% .0% .0% 96.6% 29 Alumni 4.2% 8.3% .0% 1.4% 86.1% 72 General Public 12.7% 3.7% 1.2% 7.4% 75.0% 324 Total 10.5% 3.3% 1.0% 5.8% 79.4 % 570 190 191 absorbtion of the schedule poster vehicle into the general other category has been covered earlier. Requests for the respondent to specify what the general other category was in their reply to this survey item produced a variety of influences. These were identified in detail in Chapter 4 with summary analysis of Question 1. The general other category received the largest percentage of responses. These responses were considered to be intangible categories. Categories that were the result of a friendship, an acquaintance, word of mouth, or a special interest. As such, these intangibles are directly influenced by the total marketing program by providing the basis of atmosphere for the intangible influences to be encouraged. A second indicator of the influence of the total marketing program was the response of self-defined groups to a request regarding what prompted them to attend an OSU women's basketball game. Figure 23 indicates the cross-tabulated results of identified group responses to this question. The total responses for each category indicate that television had a significant influence but that the other vehicles in the total marketing program were not significant in directly prompting game attendance. However, again reference to the summary analysis of Question 4 in Chapter 4, identifies the responses specified in the other category. These intangibles were directly influenced by the vehicles of the total marketing program and as such, 192 these intangibles functioned in an atmosphere that provided support to their influence. The conclusion then regarding the total marketing program is that it was necessary and effective. Different groups were influenced and reached by the various vehicles of the promotion to different degrees. This conclusion is with the perspective identified earlier regarding the recognized subliminal effect of billboards in the promotion plan. The direct effect of the total marketing program upon the intangibles identified in the other category was through the creation of a supportive atmosphere for these specific influences to occur. The results of this study support the conclusion that a total marketing program consisting of television advertisement, radio advertisement, newspaper ads, billboards, and in-store schedule posters was influential to varying degrees upon the decision making process of spectators attending an OSU women's home basketball game. Effectiveness of the TV Commercial Used in the Study In the previous chapter, the perceived effectiveness of the television commercial used in the study was identified as a finding relative to the central investigation. That significance is reemphasized here. In order to determine a position regarding the influence of a TV commercial upon the decision making process of spectators, it was necessary to 193 first determine if the television commercial was significantly effective in the task it was designed to do. That task was to inform potential spectators in an attractive, quality manner of the OSU women's basketball program and to encourage their attendance at a home game. The statistical method of analysis used to determine the perceived effectiveness of the TV commercial was the z-score. The predetermined alpha level was identified at the .01 significant level. Respondents to the survey, who had indicated that they had seen the commercial, were requested to rate the commercial on a seven point numerical scale for each of four attributes: informative, appealing, well done, and excited my interest. Using the date collected in the survey, each attribute was analyzed by a z-score. Two rival hypothesis were established for each attribute. The null hypothesis in each analysis was that in a population as a whole, using a seven point rating system, the mean scale point that would be chosen was 4.0. The hypothesis that in a population of spectators who viewed the commercial, those who found the attribute to be positive and those who found the attribute to not be positive were believed to be equal. A second alternative hypothesis was established for each attribute. This hypothesis was that the mean of the sample population was different than 4.0 and in the direction of the positive aspect of each attribute. The expectation of results in 194 only one direction was identified as unidirectional. A .01 level of significance as an evaluation point indicates: . . . that if x would be obtained only 1% or less of the time by chance alone if H q were true, H q would be rejected as being unreasonable. In other words, instead of concluding that H q is correct and that this unusual an x has occurred by chance, the investigator decides that H q is probably false and that H^, the hypothesis that is some other value is more reasonable. (Spence, 1983 p. 146). From this it can be interpreted that if the z-score identified from analysis of the commercial's attributes are .01 or less, then the obtained results were not determined by chance and that repetition of the survey would produce similar results. In Chapter 4 it was identified that a z-score of 5 on a standard deviation table has a value of .00003. It was concluded that any z-score higher than 5 would have a corresponding value lower than .0000 3 and would meet the predetermined alpha level of .01. The z-score for the attribute informative was determined to be -15.5 standard deviation units from toward the positive pole. For the attribute appealing, the z-score was calculated as 11.13 standard deviation units toward the 195 positive pole of the scale. The attribute well done developed a z-score of -12.75 standard deviation units toward the pole affirming the commercial was well done. The fourth attribute of excited my interest produced responses that developed a z-score of 9.44 standard deviation units in a positive direction. Application of the previously developed factor that a z-score in excess of 5.0 will meet the predetermined alpha level of .01 identifies that the results of the z-score analysis for each of the four attributes to determine the effectiveness of the TV advertisement was at a significant level. That significant level was that in much less than 1% of the time would the sample’ mean scores obtained be obtained by chance. It was, therefore, concluded that repetition of the survey, under the same conditions, would produce similar results in greater than 99997 times out of 100,000 responses. The obtained mean scores of the attributes were determined to be significant scores. The obtained mean scores for the attributes informative (2.76), appealing (4.89), well done (2.98), and excited my interest (4.85), developed on a seven point numerical rating scale with alternating positive poles, indicated that the perceived effectiveness of the television commercial used in the study was positive. The conclusion for this study was that the commercial had effectively done the task it was designed 196 for, to inform potential spectators in an attractive, quality manner of the OSU women's basketball program and to encourage their attendance at a home game. Influence Upon the Decision Making Process The central investigation of this study was to identify the influence of a planned television advertisement promoting attendance at an OSU women's basketball game upon the decision making process to attend a home game. Earlier in this chapter it was concluded that the results of this study demonstrate two factors. The impact of television advertisement as one of the vehicles used in a total marketing program was at a significant, but not a dominate level. A second factor was that the television commercial developed and used in this study was effective in accomplishing the task it was designed to do. The establishment of these two support factors was a necessary part of the central investigation of the study. In the analysis of data in Chapter 4 regarding a test of significance of the central investigation, a group of respondents to the survey questionnaire who had the least previous experience with OSU women's basketball and who had viewed the TV commercial, were identified. This category of the sample population was identified through SPSS and had three characteristics: 197 a. They did not attend any women's basketball games at OSU during the previous season (1984-85). b. The game at which they were surveyed was the first OSU women's basketball game that they had attended during the current season (1985-86). c. They had viewed the commercial promoting attendance at an OSU women's basketball game at least one time before attending the game at which they were surveyd. The statistical method of analysis used to determine the influence of the TV commercial upon the decision to attend a game was the z-score. This is the method identified by Spence, Cotton, Underwood, and Duncan (1983) for sample distribution analysis from a single sample. The predetermined alpha level for the central investigation was at the .05 significance level. The response of the identified category of respondents to the influence of the commercial upon their decision to attend a game was identified on a seven point numerical rating scale. Using this data, z-score analysis was completed. Two rival hypothesis were established. The null hypothesis was that in a population as a whole, using a seven point rating system, the mean scale point that would be chosen was 4.0. The hypothesis that in a population of spectators who meet the three criteria identified, those who found the commercial influential and those who found it not 198 influential were believed to be equal. The alternative hypothesis stated was that the mean of the sample population was different than 4.0 and was in the desired direction of the commercial being influential. This was identified as a unidirectional hypothesis. Using earlier information in this chapter, an alpha level of 5% indicates that if the z-score identified from analysis of the commercial's influence was .05 or less than the obtained results were not determined by chance and repetition of the survey would produce similar results. The z-score developed from analysis in Chapter 4 for the commercial's effectiveness was .37. This indicated that the probability of obtaining by chance a sample mean that deviated from the estimated mean ) as much or more than the obtained data was 37%. This exceeds the predetermined alpha level of 5% and therefore the null hypothesis that the mean is equal to 4.0 is accepted. This analysis identified that the data developed from this study regarding the influence of television advertising and attendance at a game was not at a level of significance that enabled the results to be conclusive. The probability the results were obtained by chance alone were too great. Visual analysis of the polygon in Figure 42 provided additional insight. The high level of responses who were not influenced (27%) had a significant impact upon the results of z-score analysis. Temporarily discounting 199 responses of scale point 1, the remaining 73% of the respondents are more distributed on the other six points of the scale, with 57% of the total responses distributed between the scale mean of 4.0 and the very influential scale point of 7.0. The significance of this visual analysis identifies that within the confines of this study, there was a response rate that indicates a positive degree of influence upon over 50% of the respondent category analyzed. However, the z-score analysis identifies that the possibility of these results being determined by chance are 37%. The conclusion regarding the central investigation of this study was not the results desired. There was an indication of positive influence regarding the effect of television advertising upon the decision making process to attend a home basketball game. The results of the analysis of data collected, however, were not at a significant level. The results obtained were influenced by a high degree of chance. Therefore, a conclusion regarding the influence of the commercial on the decision making process to attend a game was not reached in this study. Indications of influence were present in the data collected. However, while it was apparent that some influence was identified, the degree of influence was not convincingly determined. 200 Recommendations Early in the introduction to this study, a justification for the study was determined. The dilemma of athletic administrators, especially at the Division I level, to balance expenditures with revenue, coupled with the rapid growth of women's basketball, presented the opportunity to invest in a program and develop both an improved program and increased revenue. The results of this study suggest that if a Division I women's intercollegiate basketball program is to be self-supporting or even a revenue producing part of the total athletic program, then that women's basketball program must include certain support components. These support components are identified as the presence at the game of cheerleaders, mascot and band along with concession stands and program sales. They include an attractive home schedule at a location and at a price that is appealing to the public. The product, consisting of the support components and the basketball program, need to be promoted from the perspective of a preplanned total marketing program. The total marketing program examines every available means to promote the product. This may result in a total market program that does not utilize some promotion vehicles due to cost, availability, or influence. This study, utilizing one of the top Division I women's basketball programs in the country, investigated the 201 influence of television advertisement, an initial high cost promotion vehicle, upon game attendance. The television advertisement was one aspect of a total marketing program. Earlier, identification of the success of the total marketing program was made by noting the attainment of preset objectives in the areas of total attendance and total ticket revenue developed. While television advertisement had an impact upon the attainment of these goals, a statistically significant response level regarding the influence of television advertisement upon the decision making process to attend a game was not able to be determined. Therefore, a conclusion to the central investigation of this study was not established. Three recommendations regarding future studies that may help determine a more definite position regarding the central investigation. 1. Repetition of the study with the Ohio State women's program during the 1986-87 season. Compare the data of the 1986-87 season with the data of this study. Analysis of the two distribution sample means by other statistical methods such as a T-test will provide an additional process of evaluating the influence of television advertisement upon game attendance decisions. 2. Replication of the study with a Division I women's basketball program that has not had outstanding success in the past and is in a development stage of upgrading the program. An example of this type of program would be the University of Illinois. The study could focus upon the impact of a total marketing program including the vehicle of television, upon attendance and revenue for that year. These results could be compared to previous years in which a total marketing program was not utilized. Replication of the study, with appropriate adjustments for available promotion vehicles, with a program at the Division I level that has achieved a consistent level of success, but is located in an area of limited visibility. Examples of two extremes in this category: The University of North Dakota has had a successful program and experienced good attendance. The geographical distribution of their target audience, however, has limited the response to individual promotion efforts in the past. In addition, the impact of different media vehicles is varied and limited in some cases. The other extreme may be The University of Southern California. A national ranked program with high individual and team recognition, they are part of a highly competitive atmosphere with other sports programs, both college and professional, as well as other forms of entertainment in the Los Angeles area. A study to investigate the impact of a total marketing program, using television, in either of these two extremes would prove to be informative and a challenge. A concluding recommendation. In the competitive business of athletic administration, directors today are forced to take a hard look at their overall program, including the goals and objectives of the program and the balance of income to expenditures. This study has investigated the impact of television advertisement as part of a total marketing program of promotion. Exceptional results of goal attainment in the areas of attendance and revenue were achieved in the study program. With over 80% of the seats not in use at an average Division I women's basektball game, it is recommended that a total marketing program promoting women's basketball attendance be a part of the planning for each season. The results can be beneficial in the form of both improving the quality of the program and increasing attendance and revenue. Summary The central investigation of this study was conducted within the structure of a total marketing program promoting the OSU women's basketball program. The preset objectives of that marketing program were to increase attendance by 50% 204 over the previous season and to increase revenue by 100% over the previous season. Both of these objectives were exceeded and the total marketing program from a results perspective, was successful. It was within that perspective that the conclusions of the study were presented. The significance of the total marketing program in the promotion of OSU women's basketball was developed. Cross-tabulation of self-defined group identification with their responses indicating the promotion vehicles with which they first heard of OSU women's basketball and which prompted them to attend a game were illustrated. Cumulative results identified that direct vehicle influence was varied, with television advertisement generally demonstrating both high and consistent response among all groups. The results of the study support a conclusion that the total marketing program was influential to varying degrees upon the decision making process of spectators attending an OSU women's home basketball game. The effectiveness of the television commercial was identified as a finding relative to the central investigation. Statistical analysis by z-score was used to determine a significant level regarding the effectiveness of the commercial in doing the task it was designed to do. The data developed in the study surveys regarding the commercial attributes of informative, appealing, well done, and excited my interest was analyzed. The results were at a highly 205 significant level supporting the effectiveness of the commercial. The conclusion was that the commercial had effectively done the task it was designed to do, to inform potential spectators, in an attractive quality manner, of the OSU women's basketball program and to encourage their attendance at a home game. The central investigation of the study was to identify the influence of television advertisement upon game attendance. Using a defined category of survey participants who had the least contact with OSU's basketball program and who had seen the commercial as a data base, statistical analysis was by z-score. While the visual analysis of survey results indicated that television had a significant influence in the decision making process, statistical analysis indicated that in 37% of the time these results were by chance. Therefore, a conclusion regarding the influence of the commercial on the decision making process to attend a game was not reached in this study. The information developed in the study and the inconclusiveness of a position regarding the central investigation did, however, provide three recommendations for continued study: 1. Repetition of the study with the Ohio State women's program during 1986-87. Comparative analysis of the results of the second study with the results of this study. Replication of the study with a Division I women's basketball program that has not had outstanding success in the past and is in a development stage of upgrading the program. Replication of the study, with appropriate adjustments for available promotional vehicles, with a program at the Division I level that has achieved a consistent level of success, but is located in an area of limited visibility. LIST OF REFERENCES Spence, J.T., Cotton, J.W., Underwood, B.J., and Duncan, C.P. (1983) Elementary Statistics. 4th ed. Englewood Cliffs: Prentice-Hall, Inc. p-146. 207 APPENDIX A DATA RELATIVE TO CHAPTER I 208 209 WTI/N-TV CHARIES R. WING Vico President & General Manager August 20, 1985 Dr. All e n R. Bohl Department of Athletics The Ohio State University 410 Woody Hayes Drive Columbus, Ohio 43210 Dear Al: WTVN-TV is proud to help the University promote women's basketball for the 1985-86 season. To assist the University in bringing a larger following and audience for the OSU women's basketball team, we will air a minimum of $20,000 worth of public service announcements from December 1, 1985 through February, 1986. If the University should decide to use some of the $20,000 for commercial production, we will eliminate the cost of production from the $20,000 public service announcement bank. The University, with assistance from WTVN-TV staff, will write and produce the commercials at the University's direction. If the University would like to promote a particular OSU women's basketball game, please advise us at least three weeks in advance, so that we can have enough lead time to give it the attention you require. Also, if the University provides WTVN-TV with a commercial, WTVN-TV, at no charge, will Chyron specific game dates on that commercial at no charge. At the end of each month, WTVN-TV will provide you with an invoice detailing exactly where each public-service announcement has aired and the value of that individual public-service announcement, so that the University will have an accurate accounting of our commit ment to you. PO. Box 718 1261 Dublin Poad Columbus. Ohio 43216 TeL 614/481-6666 m orm on ft Rod*o Co. me FIGURE 43. Verification letter for the Gift-in-Kind to promote the Ohio State Women's Basketball Program. APPENDIX B DATA RELATIVE TO CHAPTER II 210 211 OHIO STATE Department of Athletics St. John Arena 410 W o o d y Hayes Drive Columbus, Ohio 43210 Phone 614 422-7572 WOMEN'S BASKETBALL PROGRAM PROMOTION RESEARCH QUESTIONNAIRE FIGURE 44. Women's Basketball Program Promotion Research Questionnaire; Cover Page. a i I. Please identify those promotional activities for women's basketball that had as their goal, to Increase attendance at a home game. Select the activity in the column that best describes the development and funding of that activity. Promotion Developed Developed Developed Developed Please rate the perceived Activity. and Funded by Ath. Dept, outside the outside the effectiveness of each promotional by Ath. Dept. funded by a Ath. Dept, Ath. Dept, effort this season. Circle the sponsor. and funded by and funded appropriate rating. a sponsor. by Ath. Dept 5 4 3 2 1 (effective)— — — (ineffective) Radio Ads. 5 4 3 2 1 Television Cocsercial 5 * 4 3 2 1 Newspaper Ads. 5 4 3 2 1 Billboards 5 4 3 2 1 Schedule Posters 5 4 3 2 1 Corporate Came Night 5 4 3 2 1 Others (Specify 5 4 3 2 1 FIGURE 45: Women's Basketball Program Promotion Research 212 Questionnaire; Second Page. 213 II. Please answer the following questions regarding promotion of your women's basketball program. Indicate your response bv circling the appropriate answer or filling in your answer in the blank provided. 1. Who is responsible for directing the promotion of your women's basketball program? Na m e : ______ Title: 2. Regarding women's basketball ticket sales. a. Do you sell season tickets? yes no b. Do you sell reserved seats? yes no c. Is your general admission ticket good for any home game on your schedule? yes no d. Do you have a special ticket program for students at your University? yes no **If your answer is yes, please briefly explain that program** 3.Regarding attendance at women's basketball games for the 1985-86 season. a. What is the seating capacity for the arena in which your women's basketball team plays their home games.______ b. What was your average home attendance per game for the 1985-86 season? ______per game for games. c. Is this an increase or decrease over the 1984-85 season, and by what percent? increase by X decrease by ______7. 4. Regarding your women's basketball promotional budget. Which phrase best describes the funding of promotional activities for your women's basketball program? (please check one) a. Funded from within the Athletic Department- budget account in the general operating expenditures. b. Some "seed money" within Che general operating budget- the majority of promotional cost is covered by corporate sponsors outside the Athletic Department budget. c. No funds from the Department of Athletics operating budget- all promotion cost is covered by corporate sponsors, outside of the Athletic Department budget. PLEASE CONTINUE ON THE NEXT PAGE FIGURE 46. Women's Basketball Program Promotion Research Questionnaire; Third Page. 214 5. Regarding Home Game Facility. a. Does the women's basketball team play their home games in the same arena as the men's team? yes no b. Does the women's basketball team play their games independently of the men's games? (at a different time and date) yes no c. Please indicate the presence of the following at your women's home basketball games. Circle the number indicating your resonse. (always)(sometimes)(never) 3 2 1 - concession stands, open. 3 2 - game programs for sale 3 2 - band (any size) 3 2 - cheerleaders 3 2 - mascot 3 2 6. Please comment on what you feel had the greatest impact upon attendance at your women's home basketball games during the 1985-86 season. 7. Additional comments regarding your women's basketball promotion. If you would like to receive the results of this questionnaire, please indicate your name and mailing address. Name: ______ Address: ______ THANK YOU FOR YOUR ASSISTANCE. FIGURE 47. Women's Basketball Program Promotion Research Questionnaire; Fourth Page. The Ohio State University Department of Athletics St. John Arena 410 Woody Hayes Drive Columbus, Ohio 43210-1166 Phone 614-422-7572 To: Primary Women's Athletic Administrator. Date: March 25, 1986 From: Howard Nourse, Administrative Assistant Department of Athletic Marketing Ph.D Candidate. During the past women’s basketball season, The Ohio State University has been involved in an active, aggressive marketing plan to promote the Lady Buckeyes basketball program. In that plan we have used both department funds and corporate sponsors to promote the program through billboards, newspapers, radio, and television. In addition, we encouraged corporate nights for single game promotions. In follow up evaluation of that marketing plan, we are gathering information from two sources. One is through a series of random survey of spectators at three OSU women’s basketball games during the season. A second is through a questionnaire directed toward the twentyfive programs who were the attendance leaders in women's basketball during the 1984-85 season. It is toward the accomplishment of the second process that I am contacting you. Would you, or your designated representative, assist us by completing the enclosed questionnaire and return it in the envelope provided by April 18th. The information collected in follow up to the marketing plan used this season to promote the women's basketball program at The Ohio State University will also be used as part of the research toward a PhD dissertation. Your co operation and input are greatly appreciated. Thank you. FIGURE 48. General letter to the Primary Women's Director outlining the purpose of the promotion survey. 216 The Ohio State University Department ot Athletics St. John Arena OSU 410 Woody Hayes Drive Columbus, Ohio 43210-1166 March 25, 1986 Phone 614 422-7572 Merrily Dean Baker Director of Women's Athletics Athletic Department University of Minnesota Minneapolis, Minnesota 55455 Dear Merrily, The 1985-86 women's basketball season is now coming to a rapid close. The final four is in three days! As you reflect on this season, I am sure you are pleased with the increased interest and support for women's basketball on your campus. I want to congratulate you on the success of your program. The enclosed memorandum explains the purpose of the questionnaire. I wanted to add this note to assure you that Howard Nourse is doing an approved study which we hope may be beneficial to many of us in further promotion of women's basketball. I would like to urge you to have the appropriate person in your department answer and return the questionnaire to Howard by April 18th. I, too, appreciate your assistance with this study. Sincerely, Phyllis J. Bailey Associate Director of Athletics PJBidcb Enclosure FIGURE 49. Personal letter to participating Women's Administrator from Phyllis J. Bailey. (Sample) 217 ♦LEAPING TEAHS IN MET HOME ATTENDANCE Net Net 198S Net Net 19SS ♦G/S Attend. - Change ♦G/S Attend. Avg. - Change Iowa------17 52,360 4,363 Up 982 *47 S. C. State...... 3,540 708 Oown 568 Louisiana Tech 14 50,330 3,595 Down 1 .690 48 Louisiana State - 8 5,600 700 Down 308 14 48,818 3,487 Up 1 .046 49 Nebraska — — — .- 4 2,734 684 Up 356 8 21,745 2,718 Up 1 .246 50 Auburn ------12 • 7,935 661 Up 112 18 44,836 2.491 Up 195 51 Wisconsin------13 8,562 659 Down 93 13 32,053 2,466 Up 233 52 Rutgers------.. 8 5,114 639 Oown 113 Western Kentucky --- 16 37,800 2,363 Down 151 53 Michigan State --- - 13 7.877 606 Down 224 Southern California -- 6 14,100 2,350 Down 809 54 Ca1 State Fullerton-- 10 5,886 589 Up 266 Tennessee ------16 37,450 2,341 Down 118 55 Montclair State - 13 7,575 583 Up 178 Idaho — — — 4 9,150 2,288 Up 2 ,030 56 San Diego State - 12 6,908 576 Oown 458 Georgia------— 11 22,527 2,048 Up 346 57 NW Louisiana ---- - 10 5,731 573 UP 117 Ohio State — ----- 16 30,114 1,882 Up 527 58 Kansas ------3,950 564 Up 188 Tennessee Tech -— — - 4 6,257 1,567 Up 480 59 Detroit 9 4,753 528 Down 102 Florida A & H ------9 13,994 1,555 Up 661 60 Illinois State --- - 13 6.692 515 UP US Kentucky 15 21,206 1,414 Up 199 Mississippi — — NCAA 0IVISI0N II: 13 18,293 1,407 Down 119 1 Shaw (H-C.) ---- 4 6,900 1.725 Up 912 8ethune-Cookman 6 8,400 1,400 Down 200 West Virginia 4 5,504 1,376 2 Winston-Salem ---- - 7 7,550 1,079 Up 286 Up 630 3 Texas Ail — ------8 8,000 1,000 Down 120 Cheyney State — — — 8 10,150 1,269 19 Up 4 Pembroke State ---- 6 4,800 800 Up 236 Grambllng------6 7,200 1,200 No Change 6,075 253 Long Beach State --- 15 17,421 1,161 Up 346 5 Nebraska-Omaha ---- 8 759 Up 6 Northwest Missouri — 4 2,600 650 Down 610 Texas Tech ------10 10,972 1,097 Down 234 312 13 14,234 1,095 206 7 Qulnnlplac ------6 3,750 625 Up Up 8 Abilene Christian — 8 4,700 588 Up 283 N. C. State — 10 10,765 1.077 Up 69 9 East Stroudsburg 5 2,750 550 Up 312 6 6,300 1,050 Down 330 10 Tuskegee ------8 4,300 538 Up 50 7 7,045 1,006 Up 111 11 Johnson C. Smith -- 5 2,500 5C0 Up 17 12 11,936 995 Up 79 4 Down 442 994 Oown 12 Vlralnla State — — 1,930 483 12 11,925 602 hcAA 0i v!s I0n 11!: Washington ---- 11 10,732 976 Up 718 Del ta State --- 9 8,245 916 Oown 259 1 Rust ------8 9,232 1,154 Up 596 2 Scranton ---— ----- 15 11,100 740 Up 518 Southern HIss1ssippi — 12 10,340 862 Up 562 3 Eastern Mennonite — 5 3,300 660 UP 210 5 4,297 8S9 Down 1.376 Drake ------13 10,614 816 Down 37 4 Rochester ------12 7,200 600 Down 72 5 Wldener ------11 6,500 591 462 Arkansas — ----- 14 11,279 806 Up 65 Up 8,036 804 248 6 Bridgewater (Mass.)— 4 2,000 500 No Change St. Joseph's (Pa.) — 10 Up 6 Salem State ------4 112 Fairfield 14 11,235 803 267 2,000 500 Up Up 8 Monmouth (111.) 8 3.800 475 Up 225 V Eastern Washington — 7 5,615 802 Up 458 9 Wisconsm-La Crosse- 13 5,500 423 Up 213 J8 rOregon 11 8,806 801 Down 456 10 Kenyon ------3 3,300 413 Up 135 39 Cincinnati — — — - 9 7,164 796 Up 285 11 Muskingum---- -—. 14 108 40 Middle Tennessee 7 5,500 786 4S0 5.578 398 Up Up 12 St. Norbert 10 3,950 395 Up 19b .41, Tenn.-Chattanooga 9,145 762 Up 86 12 13 Heldelberq — — 10 3.912 391 Oown 73 42 Brigham Young ---- 3 6,072 759 Up 305 NON-NCAA: 43 13 9,765 751 240 I Nevada-Las Vegas - Up 1 Wayland Baptist 6 6,000 1,000 Up 871 44i UCLA - ...... 15 11,255 750 Down 190 1 Wingate------12 12,000 1,000 Up 443 45 6 4,500 750 Up 647 3 NW Oklahoma ------5 4,600 920 Down 180 46 14 9.917 708 Up 122 ♦ Minimum 4 net hone games and excluding doubleheaders with men's team. 50,000-UP, ALL GAMES (excluding those with 35,000 or more in hone doubleheaders with men or with fewer than four net home games but including all games, home, road and neutral): Louisiana Tech 105»529• Old Oominlon 84,153* Texas 78,449, Northeast Louisiana 77,915, Southern California 76,664, Tennessee 74,283, Georgia 73,461, Iowa 73,069, Western Kentucky 72,130, Penn State 69,035, Ohio State 67,372, Mississippi 51.944— 12 teams 1n all.______All Home Games: Excluding Double- Net 1985 1985 YLEAOING CONFERENCES Total Games Ur 1985 headers With Hen: Avg. Change In0 Change In0 BELOW NCAA DIVISION t: Teams Sessions Attendance G/S Attendance Per G/5 Net Avg. - Percent Net Total - Percent 1 Central Intercollegiate- 14 161 131,163 76 44,212 '582 Up 25 4.49? Down 4,783 9.76? 2 Southern Inter, f# ---- 7 78 89,574 31 17,650 569 Up 24 4.40? Down 16,134 47.76? 3 Central States Inter. — 8 90 56,650 53 29.650 559 Oown 1/7 24.05? Down 5,700 16.12? 4 Lone Sta rO — — — 5 59 34,470 28 15,325 547 Up 120 28.10? Up 805 5.54? , 5 North Central Inter. ##-- 8 111 87,642 35 17.112 489 Up 54 12.41? Down 299 1.72? 6 Frontier — — — — — — 6 65 41,980 29 11,980 413 Up 1 // 75.00? Up 2,080 21 .01? 7 Carollnas Inter: ----- 9 109 48,200 81 31.500 389 Up 111 39.93? Up 11,177 55.00? 8 Sooner Athletic------6 90 56,100 41 15,300 373 Down 84 18.38? Down 3,900 20.31? 9 Pennsylvania State *4 — 14 156 57,604 75 27,849 371 Up 2 0.54? Down 954 3.31? 10 Missouri Inter?*— — 7 79 67,857 32 11.257 352 Down 124 26.05? Down 7,787 40.89? 11 Great Lakes Valley M — 7 85 32.711 33 10,827 328 Down 169 34.00? Down 8,570 91.20? 12 Gulf South...... 6 • 74 20,695 36 10,820 301 Oown 63 17.31? Down 6,632 38.00? 13 Arkansas Intercollegiate 10 112 37,385 98 27,515 281 Down 10/ 27.58? Oown 5,435 16.49? 14 Iowa Inter. 09 — — — — — 8 96 40,319 30 8,346 278 Up 114 69.51? Up 466 5.91? f5 Massachusetts State00 — 7 60 26,375 33 8,995 273 Up 30 12.35? Oown 955 9.60? 6 Northern California Athl. 8 102 24,915 55 14,738 268 Up 4b 20.72? Up 4,549 44.65? 17 Rocky Mountain Athletlc- 9 106 40,981 62 16.153 261 Down 72 21.62? Down 6.491 28.67? 18 Volunteer State Athletic 14 174 61,900 120 31,250 260 Up 9 3.59? Oown 5,400 14.73? 19 Heart of America 8 85 35,450 41 10,050 245 UP 8 3.38? Oown 2,050 16.94? 20 New Ena land Colleqlate— 8 103 28.307 48 11.622 242 Up 20 9.01? Down 1.929 14.24? 9 t ti. See Oiv.I conferences footnotes. 09 Div.IIi; others all or largely 11 or NAIA or combinations thereof. FIGURE 50. 1984-85 NCAA Women's Basketball net attendance leaders (NCAA 1986 Press Kit, 1985). APPENDIX C DATA RELATIVE TO CHAPTER III 218 219 The Ohio State University Department of Athletics St. John Arena 410 Woody Hayes Drive Columbus, Ohio 43210-1166 December 13, 1985 Phone 614 422-7572 Hr. Richard Bergman Vice President of Marketing Shoe Corporations of America 35 N. Fourth Street Columbus, OH 43215 Dear Dick, I am writing to request your assistance in a project that we are completing in the Department of Intercollegiate Athletics. This year we have committed a major effort to the advertisement of the women’s basketball program through television. This is the first time that such an effort has been made for the women's program at Ohio State. Realizing that many factors influence game attendance, and that attendance figures alone would not be a valid indicator of advertisement influence, we are planning a series of three surveys to gather information in this area. These surveys will be conducted by the student American Marketing Association organization and will be random samples of 200 spectators at each of three games during the season. Spectators will be asked to respond to a short questionnaire as they enter the arena to attend the game. The request for assistance from you is to review the enclosed sample questionnaire and give your opinion regarding the validity of the questions for our purpose. Your input regarding wording of questions, placement of questions, structure, or layout will be very helpful. I have enclosed an envelope for your use in returning the questionnaire with your comments. Thank you for your time and expertise in this area. Sincerely, Howard Nourse Administrative Assistant HN:le Enclosure FIGURE 51. Sample of cover letter sent to the Panel of Experts with a copy of the original survey instrument. TABLE 24. Pilot Test, accumulated adjusted percentage responses to questions 1, 2, and 3. OSU WOMEN’S BASKETBALL SURVEY AMA 19B6 PRE-TEST RESULTS; The following are the results of the original OSU Women’s Basketball survey. The survey was conducted at two home games on December 2B and December 30, 1986. Fifteen respondents filled out the first seven questions of the survey. The purpose of this pre-test was to help detect any errors or confussion that might result from a question that was ambiguous, or had faulty responses. The results list the actual question, the number of valid/invalid responses, and the calculated replies (in actual numbers(tl) and relative percentage(7C) ) for each question, if appropriate. SPSS was used to calculate the results. Also enclosed is a copy of the actual survey that will be used at the USC game on January B, 1986. 1. How did you first here about OSU Women's Basketball? valid responses: 30 i nva 1 i d/bl ai ik : 0 r e o 1i es (t Fr i end 11 36-7' Newspaper 10 pj. j TV/radio 4 13.3 Other 5 16. 7 How many OSU Women’s Basketball games have you attended this season? valid responses: 30 Games « X invalid/blank : 0 1 4 13. 37. 7 23.3 mean : 3.167 3 7 23.3 median : 3.071 4 8 26.7 st. dev : 1.533 5 1 3.3 6 2 6.7 7 1 3.3 o . How many games did you attend last season? valid responses: 29 Games #X invalid/blank : 1 1 1 3.37. 2 2 6.7 mean : 7.633 3 2 6.7 median : 5.500 4 5 16.7 st. dev : 10.503 5 4 13. 3 7 6 20.0 8 4 13.3 9 1 3.3 io 1 3.3 12 2 6.7 bl ank 1 3.3 221 TABLE 25. Pilot Test, accumulated adjusted percentage responses to questions 4, 5, and 6. 4. What prompted you to attend tonight's game? valid responses: 30 inval id/blanl; : 0 repl i es li 'L Friend 13 43.37. Schedule 11 36.7 Newspaper ad 4 13.3 TV commercial 2 6.7 TV sports rep 0 0.0 Have you ever seen a TV commercial announcing up-coming games? valid responses: 29 i n v a l i U/ blant : 1 4 X 8 26.77. 21 70.0 b 1 a m ; 1 _>. a If you said "no" to the previous question (question 5), then skip to question 8. 6. How influential was the TV ad in your decision to attend tonight’s game? R a t e on a scale from 1 to 7: 1 being not influential 7 being very influential valid responses: 8 reoli es 41 •/. invalid/blank : 22 1 3 10.07. 2 1 3.3 mean 2.625 3 2 6.7 medi an 2.500 5 2 6.7 st. dev 1.685 blank 22 73.3 222 FIGURE 26. Pilot Test, accumulated adjusted percentage responses to question 7. 7. Rate the TV advertisements on the following statements. Rate each on a scale from 1 to 7 valid responses: 9 inval id/blanl: : 21 a. informative: 1 beinn "informative .. 7 being "uninformative" mean : 2-556 renli es tt X median : 2.000 1 3 10.07. st. dev : 1.818 2 3 10.0 3 i 3.3 j i 3.3 6 i 3.3 bl ank 21 70.0 b. apsealina: 1 beina "appeali ng" J 7 be i n g “unappealIng" mean : 2.77B repli e s » 7 median : 2.000 1 3 10.07. st. dev : 2.100 2 3 10.0 4 1 3.3 5 1 0 . 0 7 1 3. 3 bl anl: 21 70.0 c. well done: 1 beinn "well done" 7 being "not well done " mean : 2.77B reoli es # 7 median : 1.750 1 4 13. 37 st. dev : 2.489 2 2 6.7 3 1 J . o 7 2 6.7 blank 21 70.0 d. excited mv interest: 1 being "excited my interest" 7 being "did not excite my interest" mean : 2.667 reDli es tt X need 1 an : . 2.000 1 3 10.07. st. dev : 2.062 2 3 10.0 3 1 3.3 5 1 3.3 6 1 3.3 bl anVc 21 70.0 223 The Ohio State University Department ot Athletics St. John Arena 410 Woody Hayes Drive Columbus, Ohio 43210-1166 Phone 614-422-7572 Kathy Ward November 27, 1985 WTVN-TV P.O. Box 718 1261 Dublin Road Columbus, Ohio 43216 Dear Kathy, As I indicated in our telephone conversation, I am enclosing a copy of the letter that was sent to Byer and Bowman authorizing them to use an amount of the "Gift-in-Kind" dollars that WTVN-TV provided for the OSU women's basketball program. In addition, due to our purchase of $1,000.00 for the Classic promotion, I would like to adjust our previous communication in regard to the balance of the "Gift-in-Kind" and its use for promotion of the season. Will you schedule the appropriate promotion for the following times and in the amount indicated. GameDate Team(s) "GIK" Amount Nov. 29 University of Texas $2,400.00 Dec. 28 Hevada-Las Vegas 2,400.00 Dec. 30 University of Kentucky Jan. 08 Southern California 2,900.00 Jan. 31 Minnesota 2,900.00 Feb. 02 Iowa Mar. 06 Michigan 2,400.00 Mar. 08 Michigan State This totals $13,000.00 and should be the balance of the "Gift-in-Kind" after using $7,000.00 for promotion of the Buckeye Classic. Thank you for your assistance in this area. Please contact me if I can be of additional help to you. Sincerely, Howard Nourse Administrative Assistant HN:dcb FIGURE 52: Identification of Gift-in-Kind use for season promotion. BIBLIOGRAPHY Books American Psychological Association. (1983). Publication Manual. (3rd Ed.). Washington: The American Psychological Association, Revisions, 1984. Ary, Donald, Lucy Cheser Jacobs, and Asghar Razavieh. (1985). Introduction to Research in Education. (3rd Ed.) New York: Holt, Rinehart, and Winston. Blythen, Evan. (1985). Communicating Effectively on Television. Belmont, CA: Wadsworth Publishing Company. Broyles, J. Frank. (1979). Administration of Athletic Programs; A Managerial Approach. Englewood Cliffs, N J: Prentice-Hall, Inc. Campbell, D.T. and Stanley, J.C. (1963). Experimental and Quasi-Experimental Designs for Research. Boston: Houghton-Mifflin Company. Carter, Douglas, (ed.). (1975). Television As A Social Force. 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