Marketing Techniques Used by NBA Franchises to Promote Home Game Attendance

Abstract

The Marketing Directors of 22 National Basketball Association franchises responded to the Marketing Technique Questionnaire, which contained 22 statements pertaining to marketing techniques used to promote attendance at home games. The priority of the techniques used was determined by ranking the means from a 5-point Likert response scale used for each item. The NBA franchises were divided for analysis into high- and low-attendance groups on the basis of seasonal percent capacity attendance. Significant differences between the high and low-attendance groups for each item were determined with a t-test. Marketing directors with low attendance franchises perceived that “a strategic planning process” and “newspaper advertising” were significantly more effective marketing strategies than perceived by marketers for high-attendance franchises.