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Title of Chapter/Topic: The Opposite of “Remarkable”, The Pearl in the Bottle, The Parody

Paradox, Case Study: McDonald’s Face, But What About the Factory?

Authors: Seth Godin

Your name: Kyle Broussard

1. Summarize all of the Purple Cow chapters assigned. What is the

purpose of the author? Do not simply “tell me what it was about”. Be

creative with your answer and explain using a big picture approach.

Relate these ideas back to your chosen profession. 400+ words*** List

the chapters you are discussing in bullet points at the end of each

question.

 Opposite of “Remarkable”- The purpose of this chapter is to discuss why few

people make remarkable things anymore. It could be that people often have the

fear that if they do not make something remarkable then it must be poorly done,

or just bad. They think if it is not remarkable it must be the opposite of it. People

fear that if it is just very good it can be confused with “virus-worthy”. The author

gives an example about flying on a plane, if you make it to your destination that is

supposed to happen. It is not remarkable to just make it, so you want talk about it.

However, if you make it an hour early, or have a horrible experience you will

consider that a remarkable experience, and therefore you will talk about it to

people. (135)
 The Pearl in the Bottle- The purpose of this chapter is prove how remarkable

advertising can make something that is ordinary in to a significant success. By

having a pearl that had nothing to do with the shampoo, and making the shampoo

move slowly at toward the TV, Prell was able to catch the attention of the

audience and sell their product. The author also shares how it is not just

advertising that catches the consumer’s eyes, but the packaging too. That is what

Dr. Bonner’s shampoo did. They used a unique packaging technique to make their

product significant. (94)

 Parody Paradox- The purpose of this chapter to talk about uniqueness, and how

being unique can set you apart from others, and make others want to use what you

have. If someone makes a remarkable calendar, and someone thinks they can

make a parody of it and be successful too, that means the original was remarkable

enough for someone to copy the idea, and put their own twist on it. The author

does point out however that companies are afraid of being made fun of and this

result causes them to stay clear of this path. Which results in them making boring

products, because they do not want to be unique. (109)

 Case Study: McDonalds France- This purpose of this article is to show the

strategy of telling the truth about your product even if it is not a good truth. Like

how a McDonalds in France told its consumers that they should not eat their food

more than once a week. The author dives into a little about the difference between

France and America and how they talk to their customers, but points out by that

approach France may be building a foundation for long-term growth. (81)


 But What About the Factory?- The purpose of this chapter is to talk about how

companies think changing their marketing is the answer. When things are not

selling the way, they use to be companies think marketing is the crisis. He points

out how your coworkers would likely resist the options form this book, because

they do not have time to come up with remarkable things. They need to find

success in something as quick as possible. (72) Total (491)

Topic Specific Questions: 30 pts

2. Pick only one chapter. A. Describe one new idea, fact or theory that you

learned. Explain in detail. B. An applied application is connected to a

topic from the Contemporary Sport Management Textbook. C.

Describe practical application. Relate this idea to your current life or a

situation that you could use in the future. Use the term of your future

prof profession such as; Coaches, Leaders, Mentors, or Teachers to

describe how this topic may apply to a profession. List the chapter you

are discussing in bullet points at the end of each question. 300+ words.

The chapter The Pearl in the Bottle was an interesting chapter. It thought me that it is not all

about advertising in order to be successful at selling your product, but through the packaging of

your product. It used shampoos to talk about this technique. One company had an amazing ad

that caught the consumers’ eyes while the other did no advertising at all and was still successful.

I apply this to Chapter 12 in the Contemporary Sport management book developing a sport

marketing plan. When coming up with a market plan for sport marketing you want to have a
unique way to get it done. Within this plan you want to have the Product, Price, Place, and

Promotion. Since I want to be a college coach it is import for me to analyze my program, and

what it has to offer to consumers. When looking at a college program I have to know my budget,

and work within that to get the things I want done, without going over the budget. Not only to I

need to know the budget for the program, but I need to know the cost of the school, and every

other cost such as living expenses, meal plans, and etc. Depending on the price of the school can

determine the type of players I can go after, and need to market it to. Combining the two chapter

from both books it shows me it does not matter how you market your team, but you have to do

what fits best. If the school has loads of money to spend then it would be easier to do advertising

and create facilities that people would enjoy. If the school did not have money to spend then the

way to recruit would try and build a successful foundation, and sell the player on the program

itself and the direction it is going. (315)

 Purple Cow- The Pearl in the Bottle

 Chapter 12- Developing a Marker Plan

3. Pick only one chapter or section, and it must be different from the

chapter used in question #2. A. Describe one new idea, fact or theory

that you learned. Explain in detail. B. An applied application is

connected to a topic from the Contemporary Sport Management

Textbook. C. Describe practical application. Relate this idea to your

current life or a situation that you could use in the future. Use the term

of your future profession such as; Coaches, Leaders, Mentors, or


Teachers to describe how this topic may apply to a profession. List the

chapter you are discussing in bullet points at the end of each question.

300+ words.

The chapter The Opposite of “Remarkable” was saying that people think that if something is

not remarkable then it must be bad or poorly done. Which that is not the case and that people

would rather be average instead of striving for remarkable, but failing, and think what they have

done is bad. As a coach, you want everything about yourself and program to be remarkable. You

want to go out and get the kids that are remarkable, but if you miss on them you cannot think that

the kid you got is bad, because he does not have the tools as the remarkable one. As a college

program, you want to have fans that support your team. The bigger and more successful your

program is the better chance at getting fans, but if you are a small-scale team you have to market

to consumers around you. One way to get fans is being a remarkable team or having remarkable

facilities. College sports would fall within the event tourism aspects, and based where your

school is located could determine the number of fans you have come out to the game. If your

program is located in a big-time city then it may be easier to draw people to games, but if your

program is small and located in a town no one has heard off you are going to have to come up

with remarkable ideas to draw them in. Just because the city you are in isn’t remarkable does not

mean it is bad. Whether that is by having nice facilities, a great program, or by having fun events

during games. Another way for small programs to attract people is by hosting tournaments and

camps. That gives people a chance to come and see your facilities and see what you have to

market, and maybe draw an interest in them wanting to catch a game sometime. You want to

strive for the remarkable and give the people something that they would talk about when they do
come, because people talking can lead to more people being interested in what you have to offer.

(355)

 Purple Cow- The Opposite of “Remarkable”

 Chapter 11- Small-Scale Event Sport Tourism

Discussion: 30pts

4. Provide 2 journal articles to support your discussion regarding the

chapter from Question #2. Discuss how this topic has been researched

and what the research indicated. Specifically link the research to your

topic. Remember to read the journal_article_guidelines.doc in the files

folder to understand which articles are appropriate. List the chapter

you are discussing in bullet points at the end of each question. 300+

words

The chapter Pearl in the Box is how two different companies advertised their selves. With

both being in a unique way, and both being successful in the way they choose. So, for college

coaches depending on their school they may have to market or brand their selves different from

others. I their research Do. Kim, Magnusen, and Y. Kim (2012) found that a reliable measure of

brand personality had not been found yet. When coaches are trying to brand their programs, there

was not a good model to use that would give them the best brand. In their study, they factored in

the use of new technologies, advertising in sports, and sponsorships that could affect one’s brand

image. In their findings, they came up with six things to use when branding they are competence,
creativity, ruggedness, excitement, sincere, and energy. That model was proven to be accurate. In

the purple cow chapter one company advertised and the other one did not, but instead used a

fancy package. Judson, Gorchels, and Aurand (2006) found that student focus on 4 things when

looking at a school they are 1) Image or reputation, (2) location, (3) cost, and (4) the availability

of a major. With image being the biggest focus. They discovered when universities are trying to

brand their selves, that the employees must understand the brand and believe in it. Being excited

or sincere aspects of the model Do. Kim, Magnusen, and Y. Kim came up with. While

considering how universities build their brand they compared private vs public schools. Which

for coaches can be huge, considering most private school cost more than public one, so they

really have to sell their brand. In their findings Judson, Gorchels, and Aurand (2006) found that

private universities did a better job at branding their institutions. Also, they determined that

private schools understood their universities brand, and could incorporate it in their everyday

work better then public universities. When trying to market what your program represents there

is right way to do it as seen in purple cow, but whichever way use choose you have to be

committed to it as seen by the articles. (360)

Young Do, K., Magnusen, M., & Yukyoum, K. (2012). Revisiting Sport Brand Personality:

Scale Development and Validation. Journal Of Multidisciplinary Research (1947-2900),

4(3), 65-80.

Judson, K. M., Gorchels, L., & Aurand, T. W. (2006). Building a University Brand from Within:

A Comparison of Coaches' Perspectives of Internal Branding. Journal Of Marketing For

Higher Education, 16(1), 97-114. doi:10.1300/J050vl6n01_05


5. Provide 2 journal articles to support your discussion regarding the

chapter from Question #3. Discuss how this topic has been researched

and what the research indicated. Specifically link the research to your

topic. Remember to read the journal_article_guidelines.doc in the files

folder to understand which articles are appropriate. List the chapter

you are discussing in bullet points at the end of each question. 300+

words

The opposite of “remarkable” is not bad or poorly done, it just simply is not remarkable.

When hosting something epically a small-scale event you need to do something remarkable to

get fans out most of the time. Wang, Byon, and Zang (2016) had a part about brand-event

personality fit. They looked how a sponsor and the event personality should fit together to be the

most successful. The event wants to attract as many customers as it can. Therefore, using brand-

personality fit could be an effective and reliable way to determine what sponsors consumers

would flock to. To have the most remarkable event possible it is important to give the people

what they want, and depending on what sponsor you have weather it an artist, concert, or fun

games you should make sure it is a good fit. Now Nadeau, O’Reilly, Cakmak, Heslop, and

Verwey considered the outcomes of sponsorships of mega-events and their host countries. They

found that there was a cameo affect meaning a sponsorship is used to transfer images form one

object to another. Residents form the host country showed no relation to the sponsorship image.
Even though there is no relationship between he two sponsors are still seeing positive effects of

the host country cameo appearance with the mega-event. Even though for most small-scale event

people will not travel around the world to watch them, it is still important to have an idea how

sponsors can influence your cities. That is why it is important to find the right match for your

event and sponsor. SO, for college sports programs it is vital to come up with fun experiences the

people in the city and surrounding ones can have to have remarkable experiences. When people

leave your event, you want them to talk about in effective way, and recommend others to attend.

You don’t want people leaving saying well that was okay probably will not come back. Even if

your event is not remarkable that does not mean it was bad, just means you need to find

something that is a better fit to attract people. (349)

Nadeau, J., O’Reilly, N., Cakmak, E., Heslop, L., & Verwey, S. (2016). The Cameo Effect of

Host Country and the Transitory Mega-Event: Patterns of Effect on Sponsorship

Evaluation for Sport Tourists and Residents. Journal Of Sport Management, 30(6), 656-

671. doi:10.1123/jsm.2016-0048

Jerred Junqi, W., Zhang, J. J., Byon, K. K., Baker, T. A., & Zhenqiu (Laura), L. (2016).

Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors'

Brand Equity. International Journal Of Sport Communication, 9(3), 294.

doi:10.1123/IJSC.2016-0016

Conclusion: 10 pts

6. Draw a conclusion from the above material. Provide at least one real-

life application and describe how someone in your profession could put
to practice at least one of the lessons learned from this assignment. 200+

words

A possible college student-athlete is looking at two universities, one is a private institution

while the other is public. The student wants to attend a school with great academics, athletics,

affordable, and has similar believes in his Christian faith. Both coaches should understand what

their brand image is and try to sell it to the student athlete. The public school has the advantage

in athletics, and tuition cost, both are very similar in academics, but the private school is the

perfect fit for the kid based on his religious believes. The private school coach has to try and sell

his brand of being a Christian school to the recruit, because they have higher tuition cost and not

as established athletic program. The private school coach has built the program up the past few

years and they look promising, so he can sell his brand of coming from the bottom with hard

work and faith in God in attempt to get the kid. The public school just says here we cost more

and win more, plus we have nicer facilities. If he really wanted the player he could be honest

with him and say we aren’t as faithful in Jesus as a team, but we need someone that could lead

by example and try to change that for us. I used this example, because both programs are

different and have to use different ways to market to players. Neither way is wrong, but they

both need to know the image of their program and use its strength and weaknesses to attract

players. (261)