Marketing 16th Edition by William Pride,Ferrell

تمرين 6

In support of this effort, two developments can be noted. First, IRL has followed a trend observed in NASCAR and has involved several celebrities in the sport through team ownership. Among the celebrities involved with IRL teams are NBA star Carmelo Anthony, former NFL quarterback Jim Harbaugh, and actor Patrick Dempsey. Another celebrity involved with the IRL is rock star Gene Simmons. He is a partner in Simmons Abramson Marketing, who was hired to help the IRL devise new marketing strategies. The firm's entertainment marketing savvy is being tapped to help the IRL connect with fans on an emotional level through its drivers, whom Simmons referred to as "rock stars in rocket ships."
Second, driver personalities began to give the IRL some visibility. The emergence of Danica Patrick as a star in the IRL has broadened the appeal of the league and assists in efforts to reach young males. Patrick was a 23-year-old IRL rookie in 2005 who finished fourth in the Indianapolis 500. The combination of the novelty of a female driver, her captivating looks, provocative advertising (particularly her Go Daddy ads), and personality made her the darling of American sports in 2005. Patrick's effect on the IRL was very noticeable; the IRL reported gains in event attendance, merchandise sales, website traffic, and television ratings during Patrick's rookie season. Patrick has drawn the interest of many companies that have hired her as a product endorser, including Motorola, Boost Mobile, and XM Radio. In addition, she has appeared in photo shoots in FHM and the 2008 and 2009 Sports Illustrated swimsuit issues. Other drivers such as Helio Castroneves and Marco Andretti, who have gained notoriety in Indy racing, also increased awareness of the IRL.
Driver personalities are critical to the promotion and communication process. Most of the drivers endorse their respective sponsors and end up in television advertising promoting the product. This is often done while show-ing the driver in an Indy Racing Car, also promoting the league. Drivers to some extent engage in personal selling by interacting with fans, signing autographs, and making personal appearances. Public relations for the driven is important in television talk show appearances and various other word-of-mouth communication that is created when spectators start discussing the drivers. It is even possible for drivers to appear in television programs as a type of product placement, promoting themselves, the Indy League, and the IRL.
The Future
Another development for the IndyCar Series is a new television broadcast partner. ABC has televised the Indianapolis 500 for 45 years, and IRL will continue that relationship, but most of the other races on the IndyCar Series schedule (at least 13 per season) will be televised by VERSUS, a cable channel that replaced ESPN as IRL's broadcast partner. While VERSUS has a smaller audience than ESPN, it covers fewer sports and plans to give the IndyCar Series more coverage than ESPN did when it owned the broadcast rights. In addition, VERSUS signed a 10-year contract with the IRL.
Perhaps the biggest development for IRL in recent years is its acquisition of a title sponsorship. A title sponsorship is the use of a corporate brand name to be associated with all communication about the league. Due to the decline in its popularity, the IRL lacked a title sponsor for many years. In 2009, the clothing provider hod decided to become the official title sponsor of the IRL for the next six years. This sponsorship is likely to be very beneficial for the IRL, particularly as it came at a time when many sponsors for NASCAR and the IRL were pulling out due to the recession.
Auto racing is the fastest-growing spectator sport in the United States. Unfortunately, the disagreement among top leadership in open-wheel racing divided the sport, leading to a period of decline in open-wheel racing, while other forms of auto racing have grown. Therefore, the new IRL must strengthen its standing in the American motorsports market. The support of major celebrities like Patrick Dempsey and the popularity of drivers like Danica Patrick have boosted the ratings of the IRL, but not enough to overtake NASCAR. With the two major open-wheel leagues unified once more, the IRL must begin the task of reconnecting with former fans and building connections with a new audience."
1. How does the Indy Racing League utilize the various components of integrated marketing communication?
2. How do driver appearances on television and public events contribute to promoting the Indy Racing League?
3. What is the link between sponsorships of cars and drivers by corporations and promotion of the IRL?