Papers by Richard M Southall
Used actively for over a decade in Japan, Quick Response codes (QR Codes) have begun to catch on ... more Used actively for over a decade in Japan, Quick Response codes (QR Codes) have begun to catch on in the US as a viable tool in the marketer’s toolbox. QR is a registered trademark of Denso Wave, a subsidiary of Toyota (“How QR Codes”, 2011). However, by not exercising their patent rights, this technology has gained more widespread use in recent years. Today, it is commonplace to see QR codes in print, tv and multimedia digital content advertisements. Yet, the question remains whether QR codes are a passing fad or the new fancy of marketing platforms. QR Codes are two-dimensional versions of linear bar codes, used for years by retailers to track inventory and price products at the point of sale (“How QR Codes”, 2011). However, what distinguishes QR codes from bar codes is the amount of data they can hold or share. One-dimensional bar codes are limited to 20 numerical digits, whereas two-dimensional QR codes can hold thousands of alphanumeric characters of information. This fact makes it potentially more useful and robust for both businesses and consumers. Another unique characteristic of QR codes is that their digital content can be shared via various social media i.e., Twitter and Facebook, as well activating various “smart phone” functions, including email, Short Message Services (SMS), and connection to a web browser. To tap the power of QR codes, one needs only a smart phone e.g., iPhone, Blackberry, or Android, a freely created QR code, a free downloaded scanner or reader application (app) program, and a little imagination. From a marketing perspective, QR codes enable sharing of relevant information about one’s product or service with others through social media outlets, which helps marketers build “community” with their customers, as well as potential customers. By connecting QR codes in this manner to the market, special offers can be taken to new landing pages and email opt-ins lists can then be created. Thus, a “call to action” among multimedia connected consumers can be generated. QR codes may also become part of a business’s attempt to build community off-line as well, as they can be linked to specific blog posts that have previously demonstrated proven levels of “activity”. Finally, QR codes can assist businesses track “hits” to their web pages, as they most frequently are linked to URLs as “bounce-backs”, thus providing immediate analytics for future marketing and promotional plans. Some useful applications of QR codes include placing them on one’s business cards, brochures or other marketing materials, the sides of trucks and trailers, product tags and packing, convention and event marketing, restaurant menus, event ticket stubs, and point-of-sale receipts. One of the current uses of QR codes is as digital boarding passes for the airlines. The marketing campaign of the Cure Starts Now Foundation in support of brain cancer research used QR codes to link to their landing page, where one’s contact information is exchanged for a coupon for a free scoop of Elena Blueberry Pie ice cream, named in honor of the little girl who died from brain cancer (“QR Codes”, 2011). In “2-D Codes: The 10 Commandments for Marketers” (2011), Jamie Turner, chief content officer of the 60 Second Marketer, explains that many companies are using QR codes as novelty items instead of using them to drive real, tangible revenue to their businesses. His “10 Commandments suggest smart solutions to vexing problem of how to best use this technology to maximize sales and the customer’s experience with one’s product or service. In short, QR codes must be able to deliver a value-added component to the customer’s experience to become a mainstay staple in the marketer’s digital tool box. If not, this new marketing platform may instead become a fad in both the digital, as well as the physical world of product and service marketing. In the sport marketing field, QR codes are just beginning to take hold as a viable means of communicating with patrons and fans. NIKE, Anheuser-Busch, and Miller Brewing are using QR codes in their marketing campaigns with colleges and the NFL. They are beginning to appear in print and video messaging for individual colleges as well, with TCU, WVU, Cincinnati among a growing list of schools that have attached QR codes to football fan guides, postcards, video advertising clips, season ticket renewal campaigns, among others uses. This presentation will more closely examine this innovative marketing tool, it’s application potential for business and sport, and help determine if this unique messaging medium is a passing fad or indeed the fancy of marketers in the future
University of South Carolina Press eBooks, May 4, 2023
University of South Carolina Press eBooks, May 4, 2023
University of South Carolina Press eBooks, May 4, 2023
University of South Carolina Press eBooks, May 4, 2023
University of South Carolina Press eBooks, May 4, 2023
The NCAA and the Exploitation of College Profit-Athletes
Sport and the Neoliberal University
Used actively for over a decade in Japan, Quick Response codes (QR Codes) have begun to catch on ... more Used actively for over a decade in Japan, Quick Response codes (QR Codes) have begun to catch on in the US as a viable tool in the marketer’s toolbox. QR is a registered trademark of Denso Wave, a subsidiary of Toyota (“How QR Codes”, 2011). However, by not exercising their patent rights, this technology has gained more widespread use in recent years. Today, it is commonplace to see QR codes in print, tv and multimedia digital content advertisements. Yet, the question remains whether QR codes are a passing fad or the new fancy of marketing platforms. QR Codes are two-dimensional versions of linear bar codes, used for years by retailers to track inventory and price products at the point of sale (“How QR Codes”, 2011). However, what distinguishes QR codes from bar codes is the amount of data they can hold or share. One-dimensional bar codes are limited to 20 numerical digits, whereas two-dimensional QR codes can hold thousands of alphanumeric characters of information. This fact makes it potentially more useful and robust for both businesses and consumers. Another unique characteristic of QR codes is that their digital content can be shared via various social media i.e., Twitter and Facebook, as well activating various “smart phone” functions, including email, Short Message Services (SMS), and connection to a web browser. To tap the power of QR codes, one needs only a smart phone e.g., iPhone, Blackberry, or Android, a freely created QR code, a free downloaded scanner or reader application (app) program, and a little imagination. From a marketing perspective, QR codes enable sharing of relevant information about one’s product or service with others through social media outlets, which helps marketers build “community” with their customers, as well as potential customers. By connecting QR codes in this manner to the market, special offers can be taken to new landing pages and email opt-ins lists can then be created. Thus, a “call to action” among multimedia connected consumers can be generated. QR codes may also become part of a business’s attempt to build community off-line as well, as they can be linked to specific blog posts that have previously demonstrated proven levels of “activity”. Finally, QR codes can assist businesses track “hits” to their web pages, as they most frequently are linked to URLs as “bounce-backs”, thus providing immediate analytics for future marketing and promotional plans. Some useful applications of QR codes include placing them on one’s business cards, brochures or other marketing materials, the sides of trucks and trailers, product tags and packing, convention and event marketing, restaurant menus, event ticket stubs, and point-of-sale receipts. One of the current uses of QR codes is as digital boarding passes for the airlines. The marketing campaign of the Cure Starts Now Foundation in support of brain cancer research used QR codes to link to their landing page, where one’s contact information is exchanged for a coupon for a free scoop of Elena Blueberry Pie ice cream, named in honor of the little girl who died from brain cancer (“QR Codes”, 2011). In “2-D Codes: The 10 Commandments for Marketers” (2011), Jamie Turner, chief content officer of the 60 Second Marketer, explains that many companies are using QR codes as novelty items instead of using them to drive real, tangible revenue to their businesses. His “10 Commandments suggest smart solutions to vexing problem of how to best use this technology to maximize sales and the customer’s experience with one’s product or service. In short, QR codes must be able to deliver a value-added component to the customer’s experience to become a mainstay staple in the marketer’s digital tool box. If not, this new marketing platform may instead become a fad in both the digital, as well as the physical world of product and service marketing. In the sport marketing field, QR codes are just beginning to take hold as a viable means of communicating with patrons and fans. NIKE, Anheuser-Busch, and Miller Brewing are using QR codes in their marketing campaigns with colleges and the NFL. They are beginning to appear in print and video messaging for individual colleges as well, with TCU, WVU, Cincinnati among a growing list of schools that have attached QR codes to football fan guides, postcards, video advertising clips, season ticket renewal campaigns, among others uses. This presentation will more closely examine this innovative marketing tool, it’s application potential for business and sport, and help determine if this unique messaging medium is a passing fad or indeed the fancy of marketers in the future
Journal of Issues in Intercollegiate Athletics, 2014
Sport Marketing Quarterly, 2005
... While the WUSA declared itself a major league and based its strategic plan on a philosophy of... more ... While the WUSA declared itself a major league and based its strategic plan on a philosophy of being the world's premier women's professional soccer league, its fan base suggested a much more "minor" status for the WUSA in the North American professional sport hierarchy. ...
Sport marketing quarterly, 2007
Journal of Applied Marketing Theory, Jul 1, 2014
Within the domain of entertainment and leisure services, sport is a unique experiential service-p... more Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans' involvement, home-team attitudinal loyalty, perceptions of atmospheric music, and emotional responses to the servicescape. Data were collected, utilizing a cluster sampling procedure, during the 2010-2011 NBA season. Eight hundred, 42-item questionnaires were distributed during two games, a 53% rate of response resulted in the final sample (N = 425). Oneway MANOVAs, with follow-up descriptive discriminant analysis, were conducted to analyze the relationship between levels of NBA involvement and attitudinal loyalty to the home team and reported emotional responses to the environment, as well as reported interpretation of the atmospheric music. Results revealed heightened emotional responses among direct consumers. Further, highly involved and loyal participants reported increasingly positive perceptions of atmospheric music. Results support the significant influence servicescape elements have on the live sport-consumption experience.
The value of experiential learning within a sport-management curriculum is well established (Glad... more The value of experiential learning within a sport-management curriculum is well established (Gladden and McDonald, 1999; Irwin, Author, & Sutton, 2007; McKelvey & Author, 2008; Parkhouse, 1996; Scott, Seidler, & Lough, 1999; Author, Nagel, LeGrande, & Han, 2003). In addition, linking theoretical content with hands-on practical experiences has a long educational history. Rogers (1969) detailed two distinct learning typologies: cognitive and experiential, and posited that cognitive learning had much less significance to the learner. Applied experientially-grounded learning is significant because it meets the needs and wants of the learner, allowing direct experience of the reality being studied (Kolb, 1976, Rogers, Author et al., 2003). In addition, experiential learning allows learners to reflect on their learning experiences and attach appropriate significance through such reflection (Author et al.; Irwin et al.; McKelvey & Author). In Author et al.’s (2003) metadiscrete experiential learning (MEL) model, sport-management faculty members assume the role of faculty mentor within a non-traditional class “business” setting. This presentation will summarize relevant research and provide an overview of the metadiscrete experiential learning model, using application of the model in an integrated marketing, sales-training, and event-management setting. Discussion will highlight the framework’s advantages and challenges. In addition, the symposium will present results of pre and post student surveys designed to assess student knowledge, skills and attitudes resulting from the MEL
International journal of exercise science, 2017
International Journal of Exercise Science 10(6): 875-889, 2017. This study focuses on the coaches... more International Journal of Exercise Science 10(6): 875-889, 2017. This study focuses on the coaches’ perspective of the organizational socialization process of new international studentathletes. After analyzing the information of 10 in-depth interviews with experienced NCAA Division I coaches, this exploratory study aided the researchers to identify socialization tactics being used to successfully integrate international student-athletes entering USA college teams. ISAs come from different cultures, and pending on their home nation culture they might be challenged in their ability to socialize within their new surroundings. Results indicate that the cultural distance between team culture and ISA’s culture affects the effectiveness of socialization tactics, and coaches should evaluate and take into account cultural distance before structuring the socialization process for ISAs.
International Journal of Sport Communication
Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by t... more Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by television broadcast networks through the targeted use of in-game graphics and corporatized content. While commercialized FBS football broadcast components have been analyzed within the frameworks of a hypercommercialized National Collegiate Athletic Association and media institutional logics, an analysis of commentator language has yet to be examined within the larger institutional field of FBS football broadcasts. Utilizing agenda setting and media framing as frameworks, this case study examined the manner in which commentators frame FBS football players as professionals in a hypercommercialized institutional setting. From a sample of 18 FBS bowl games during the 2019–20 season, discourse and thematic analysis reveal that commentators frame FBS football players in the context of their future professional opportunities (i.e., National Football League). The framing of FBS football players...
International Journal of Sport Communication, 2022
Football Bowl Subdivision (FBS) bowl games represent a final opportunity for teams to showcase th... more Football Bowl Subdivision (FBS) bowl games represent a final opportunity for teams to showcase themselves in front of a national television audience. Capital One Bowl Mania, as branded by the broadcast network ESPN, is a signature event of college football, and the College Football Playoff national championship marks the end of the FBS season. During the 2019–2020 FBS postseason, ESPN owned the broadcast rights to 36 of the 41 FBS bowl games. Controlling nearly 90% of FBS bowl games, ESPN controls the representation of almost every broadcast bowl game. Informed by extant research on the now defunct Bowl Championship Series, this study looks for evidence of a hypercommercial media logic in the institutional field of FBS bowl games. Using a mixed-method approach, this paper investigates the reproduction of a sample of 18 FBS bowl game broadcasts and considers the extent to which the increased use of in-game graphics in broadcast production structures and practices reflects an hypercom...
Encyclopedia of Sport Management, 2021
The International Sports Law Journal, 2015
The NCAA’s purported philosophical justifications for its “Collegiate Model of Athletics” are emb... more The NCAA’s purported philosophical justifications for its “Collegiate Model of Athletics” are embedded within its seven stated “Core Values” and “Principles”, which are based on a distribution principle of strict, or radical, equality in which it is believed societal benefit or the “greater good” is achieved if universities can lawfully conspire to compensate all athletes at the same level. From this theoretical perspective, the authors scrutinize two ethical frameworks most often asserted by the National Collegiate Athletic Association (NCAA) to justify exploitation of profit-athletes in the revenue-generating sports of Football Bowl Subdivision (FBS) football and Division I men’s basketball: Classical Utilitarianism and Paternalism. From an analysis of several court rulings over the past 40 years involving challenges to the NCAA’s “amateurism” principles, the authors found, in rulings favoring the NCAA, the judges implicitly supported their decisions utilizing the NCAA’s utilitarian and paternalistic justifications for its Collegiate Model of Athletics. They recommend courts should balance considerations of utilitarianism and paternalism against normative principles of honesty, harm, autonomy, justice, and an adult individual’s fundamental right to maximize economic value and self-worth free of conspiratorial restraints.
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Papers by Richard M Southall