The case for sports page ads

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Information about The case for sports page ads
Education

Published on January 23, 2008

Author: Teobaldo

Source: authorstream.com

NMA Why newspaper sports pages are a great advertising opportunity :  NMA Why newspaper sports pages are a great advertising opportunity Emotional roller-coaster: verbatims:  Emotional roller-coaster: verbatims During: emotion, tension, amazement frustration, joy, anger, sense of well being and relief, euphoria to disaster, excitement, resignation, frustration hyped up, frustrations set in, anger, deflated, disappointed, let down, tense, angry, critical, happy sweaty palms, aggressive, quite vocal, on your own shouting at the TV, in tears in front of the TV, time goes so quick, flat - annoyed that players don’t have as much pride as fans, feel patriotic, jingoistic Before: anticipation, keen interest anxiety, tension, fear, apprehension trepidation, fear of unknown expectance,stomach in turmoil, butterflies, pressure building up, but confident of win excited, nervous, happy trying to convince myself it’s not important, seeing the cheering in slow motion After: gutted, happy, proud, satisfaction, reliving the experience, hugging strangers, re-run the key bits in my head, phone friends to share moment, want to validate my own feelings - elation, happy to be out of it, talking about ifs and buts and maybes, happy - bring on the next event disbelief, don’t want to go to work on Monday (ribbing), contentment or disillusionment After a win - can’t sleep, feel high after a defeat - blank it out, want to sleep, depressed, salt in the wound The importance for media of intensely felt sport:  The importance for media of intensely felt sport The intensity of the feelings so far described still exists when sport is experienced via media (rather than when present at a live event) but the expression of those feelings is muted in front of a media conduit whereas it is magnified when live/ in a crowd intensely felt emotions in relation to sport were described in relation to all of TV, press, radio (and other media), to varying degrees such emotional involvement, (coupled with great interest in tactical or skill-based game/match related issues), displays itself as clearly emotional behaviour when watching or listening to matches and also emotionally involved behaviour when using the media that help to fuel the passion Intensely ‘felt’ sport and media:  Intensely ‘felt’ sport and media clearly emotionally- involved behaviour when watching or listening to the actual matches or games punching the air, swearing, cursing, shouting at the telly, turning the TV off in a fury, or in a belief that it won’t get better and could get worse huddling round the single radio when meeting up with friends and their children in a park, to hear the Grand National watching alone - but in conversation with like-minded sports fans via text / telephone at crucial turning points emotionally involved behaviour when using relevant media coming in from work and spending the first half hour in front of CEEFAX checking all scores before having tea with kids ‘locking onto’ the sports pages at tea break time at work having the radio in the shower tuned into Radio 5 live to get the latest as soon as you wake up being unable to imagine a Saturday without knowing the scores taking a mobile to receive SMS messaging to keep up to date with cricket scores using the Internet at work for a regular sports ‘fix’ Why this matters to newspapers:  Why this matters to newspapers Sports enthusiasts have an impressively involved relationship with their sports media which entirely reflects their involved relationship with their preferred sport(s) Their interest in and passion for sport is a fundamental part of who they are as men Time and effort is dedicated to those media which help to fuel this passion: they are part of a fundamental and vital routine A range of media are looked to ~ their various strengths are complementary both to particular needs and to place of use When and why sports media are used:  When and why sports media are used TV: live experience on the day, highlights, interviews, top events Radio anywhere, everyday, on the day, commentary, opinions, personalities, atmosphere SMS, WAP getting results as it happens available everywhere Internet easily accessible, work & home, anytime, regular results updates, interactive, opinions, thorough Newspapers Write ups, expertise, opinion, interesting articles, well written, factual, before, after Magazines: more information, articles ? TV: sports news immediate feedback results, news, implications TV: Ceefax/teletext up to date results How it feels using sports media (verbatims):  Role of Media BEFORE: Newspapers: very important, the first link, start of the build-up, (they devote time to reading in the build up), for player previews and game plans, team selection, injuries TV( Sky Sports, Football Focus) for build up, focus on key players, injuries, to gain knowledge, for other opinions on what’s going to happen, to keep up to date with everything to do with the game Internet (Sky Sports.com. Team or club sites) - to keep up to date, compare opinion soccer a.m.Teletext: quick look at team news Before: anticipation, keen interest anxiety, tension, fear, apprehension trepidation, fear of unknown expectance,stomach in turmoil, butterflies, pressure building up, but confident of win excited, nervous, happy trying to convince myself it’s not important, seeing the cheering in slow motion How it feels using sports media (verbatims) How it feels using sports media (verbatims):  During: emotion, tension, amazement frustration, joy, anger, sense of well being and relief, euphoria to disaster, excitement, resignation, frustration hyped up, frustrations set in, anger, deflated, disappointed, let down, tense, angry, critical, happy sweaty palms, aggressive, quite vocal, on your own shouting at the TV, in tears in front of the TV, time goes so quick, flat - annoyed that players don’t have as much pride as fans, feel patriotic, jingoistic Role of Media DURING: live : nothing else - just want the sound of the crowd and the buzz of the game TV to watch the match, 5 live if can’t get to TV WM - local, more emotion to listen to radio (local Extra AM, Radio WM or national (5 Live,) for other half time scores /results Half time TV and score check (Ceefax) Sky Sports.com / phone calls How it feels using sports media (verbatims) How it feels using sports media (verbatims):  Role of Media AFTER: Time is devoted to review Newspapers for aftermath and analysis, to check results, for more considered analysis, think if only. All newspapers and TV highlights radio - contextual info, sound bites of other sports. Local TV news, next day reports in national and local papers, teletext /aol internet Newspaper/radioSky sports.com, Premiership for final results and table standings. After: gutted, happy, proud, satisfaction, reliving the experience, re-run the key bits in my head, phone friends to share moment, want to validate my own feelings - elation, happy to be out of it, Talking about ifs and buts and maybes, happy – bring on the next event, disbelief, don’t want to go to work on Monday (ribbing), contentment or disillusionment, After a win – can’t sleep, feel high, after a defeat - blank it out, want to sleep, depressed, salt in the wound How it feels using sports media (verbatims)

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