Measuring the Effectiveness of NBA Marketing Techniques: A Comparison between Small and Large Market Teams

Abstract

This thesis focused on comparing the differences of NBA marketing directors’ perceived values of marketing techniques. NBA teams are constantly looking for the best way to market their team to the fans in the area. In the process of researching and writing this thesis, the author conducted a survey finding the perceived values of a list of marketing techniques by NBA marketing directors. The survey consisted of 20 NBA marketing techniques that the marketing directors rated on a scale 1-5 in relation to their effectiveness. All 30 marketing directors received the questionnaire and all 30 directors completed the survey. This survey is similar to the Dick and Sack (2003) study in which they also surveyed the 29 marketing directors in the NBA at the time. This thesis focused on finding similarities and differences of the marketing directors’ perceived values while centering on the difference in market size.