Authors: Schimmel, Kurt E.¹; Clark, John S.²; Irwin, Richard³; Lachowetz, Tony⁴

Source: International Journal of Sport Management and Marketing, Volume 2, Number 3, 11 February 2007 , pp. 301-315(15)

Publisher: Inderscience Publishers

Abstract:

This paper applies the concept of the marketing communications audit to one company's involvement with a Professional Golf Association (PGA) tournament event. According to Hargie and Tourish (2000), communications audits aid a firm in evaluating and improving the effectiveness of marketing communications strategies. The current paper applies the audit to Federal Express (FedEx) and the St. Jude Classic. FedEx's involvement in the tournament as the title sponsor serves the firm's business on multiple levels; business-to-consumer; business-to-business; and, firm to community. The audit reveals the FedEx marketing communication messages resonate well with the various targeted segments; yet, based on the audit's results, FedEx could improve on the effectiveness by reallocating resources to the most effective media.

Keywords: HEALTHCARE AND LEISURE JOURNALS; Leisure; MANAGEMENT JOURNALS; Operational Management, Marketing and Services

Document Type: Research article

DOI: http://dx.doi.org/10.1504/IJSMM.2007.012407

Affiliations: 1: School of Business, Marketing, Robert Morris University, 6001 University Boulevard, Moon Township, PA 15108, USA. 2: School of Business, Sport Management, Robert Morris University, 6001 University Boulevard, Moon Township, PA 15108, USA. 3: University of Memphis, Bureau of Sport and Leisure Commerce, Memphis, TN 38152, USA. 4: Family and Consumer Sciences, Hospitality Tourism, Georgia Southern University, P.O. Box 8077, Statesboro, GA 30460, USA

Publication date: 2007-02-11

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