Advertising Theory Applied to the Intramural/Recreation Sports Environment

Bradley S. O'Hara
W. James Weese

The authors describe the Advertising Management Process, a framework to better communicate product and service offerings to target groups. This five-step process, which includes research, campaign planning, creative development, media planning, and implementation and evaluation of results, is a reliable method that has been used extensively by marketers and can be easily integrated into the service domain of intramural/recreational sports.