Show full item record

File(s):

Citation

Oshkosh Scholar. Volume IV, November 2009, pp.28-36

Date

Nov 2009

Subject(s)

bobblehead; Advertising campaigns; Baseball attendance; Baseball -- Economic aspects; Sports personnel; Marketing

Abstract

What are the effects of promotions on attendance at Major League Baseball games? To examine this question, I collected data from each of the Milwaukee Brewers' 81 home games during the 2008 regular season. Several independent variables relating to the type of promotion, as well as variables relating to the day of the game, winning percentage of both the home and visiting teams, and whether or not the game was a marquee game, were analyzed. Promotions were grouped into four different categories: bobblehead promotions, giveaway promotions, coupon promotions, and event promotions. Results show that promotions have a positive effect on attendance, with bobblehead promotions being the most effective form of promotion, followed by giveaways, events, and coupons.

Permanent link

http://digital.library.wisc.edu/1793/46315 

Export

Export to RefWorks 

​

Part of

Oshkosh Scholar

Show full item record