Gender differences & the effect of promotional techniques on fan attendance at MLB games during a losing season

<p>The thesis' purposes were to (a) determine what promotional techniques engender ticket sales during a MLB team's losing season and (b) discover gender differences associated with promotions and game attendance. All losing teams of the 2006 season were analyzed, 16 total.</p> <p>Promotional schedules, interviews with MLB promotions practitioners and gender focus panels provided the primary research for this study. The quantitative data from content analyzing promotional schedules were charted by how often promotions were offered and ranked by attendance popularity. Qualitative data gathered from interviews and focus panels provided detailed insight into promotional development, targeted audiences and gender preferences.</p> <p>Results showed that only certain promotions engender ticket sales during a losing season, including: bobbleheads, fireworks, home-openers and fan appreciation days. In addition, it was proven that female fans are more likely than male fans to attend games during a losing season.</p>

Name thesis:degree_name

M.A. in Public Relations

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Public Relations & Advertising

Year dc:date.available

2007

Author dc:creator

• Mount, Melanie

Contributors dc:contributor

• FitzGerald, Suzanne Sparks

• Baseball attendance; Sports--Public relations
• Public Relations and Advertising

Repository record dc:identifier

https://rdw.rowan.edu/etd/824

OAI identifier oai:identifier

oai:rdw.rowan.edu:etd-1821