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Does Bat Day Make Cents? The Effect Of Promotions On The Demand For Major League Baseball, Mark Mcdonald, Daniel A. Rascher
Does Bat Day Make Cents? The Effect Of Promotions On The Demand For Major League Baseball, Mark Mcdonald, Daniel A. Rascher
Kinesiology (Formerly Exercise and Sport Science)
A primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (1) the overall effect of promotions on attendance, and (2) the marginal impact on attendance of additional promotional days. Using a data set containing 1500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect …
Does Bat Day Make Cents? The Effect Of Promotions On The Demand For Major League Baseball, Daniel A. Rascher
Does Bat Day Make Cents? The Effect Of Promotions On The Demand For Major League Baseball, Daniel A. Rascher
Kinesiology (Formerly Exercise and Sport Science)
A primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (a) the overall effect of promotions on attendance, and (b) the marginal impact on attendance of additional promotional days. Using a data set containing 1,500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect …