Date Approved

7-3-2007

Embargo Period

3-29-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

FitzGerald, Suzanne Sparks

Subject(s)

Baseball attendance; Sports--Public relations

Disciplines

Public Relations and Advertising

Abstract

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.

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.

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.

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