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Sports and Entertainment Promotion

10. Sports and Entertainment Promotion. 10.1 Promoting Sports and Entertainment 10.2 Advertising and Placement 10.3 Publicity and Sales Promotions. Winning Strategies. Velocity Sports and Entertainment. Velocity Sports and Entertainment

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Sports and Entertainment Promotion

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  1. 10 Sports and Entertainment Promotion 10.1 Promoting Sports and Entertainment 10.2 Advertising and Placement 10.3 Publicity and Sales Promotions

  2. Winning Strategies Velocity Sports and Entertainment • Velocity Sports and Entertainment • promotional agency that specializes in sponsorship and event marketing • focuses on the cross-promotional opportunities offered by sports and entertainment events Chapter 10

  3. Lesson 10.1Promoting Sports and Entertainment Goals • Describe the goals of promotion. • List and define four elements of promotion. Chapter 10

  4. Terms • advertising • product placement • publicity • sales promotions • personal selling Chapter 10

  5. THE PURPOSE OF PROMOTION • promotion • the process of making customers aware of a product, service, or event Chapter 10

  6. Promotional Goals • Increasing sales is the primary goal of promotion. • Related goals include • increasing customers’ usage • maintaining customer loyalty • building a fan base • educating potential customers • overcoming the hesitation of first-time buyers Chapter 10

  7. Gaining New Fans – An Example • To combat the declining audiences of the early 1990s, the USTA and the TIA took a number of initiatives. • The associations created the Tennis Welcome Center partnership. • offered fun, friendly introductory lessons • By 2005, there were about 5.8 million new tennis players. Chapter 10

  8. What is the goal of promotion? Chapter 10

  9. PROMOTIONAL ELEMENTS • The four elements of promotion are • advertising • publicity • sales promotions • personal selling Chapter 10

  10. Advertising • advertising • a paid form of communication delivered by a product maker or seller to consumers • product placement • a product integrated into the plot of a television show or a movie • more discreet than advertising Chapter 10

  11. Publicity • publicity • any unpaid media attention • either positive or negative Chapter 10

  12. Sales Promotions • sales promotions • additional incentives offered for a limited time to encourage consumers to buy a product Chapter 10

  13. Personal Selling • personal selling • an in-person, face-to-face communication between a seller and a customer Chapter 10

  14. List four elements of promotion. Chapter 10

  15. Lesson 10.2Advertising and Placement Goals • List and describe the steps involved in developing effective advertising. • Describe the use of product placement. Chapter 10

  16. Terms • tagline • media strategy • reach • wear out • frequency Chapter 10

  17. ADVERTISING • Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives. Chapter 10

  18. Step by Step • Cost effective advertising requires: • Set a measurable advertising goal. • Develop the advertising budget. • Create an advertising theme. • Choose the advertising media. • Create the message. • Develop an advertising schedule. • Measure the effectiveness of the advertising. Chapter 10

  19. The Goal • specific • measurable Chapter 10

  20. The Budget • marginal analysis • setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit Chapter 10

  21. percent of sales • directs a percentage of expected sales revenues to the advertising budget • fixed sum per unit • an advertising budget based on the expected number of units to be sold • competitive parity • designed to maintain the current share of voice • share of voice • maintaining a similar dollar amount or frequency of advertising as that of competitors Chapter 10

  22. The Theme • tagline (theme) • a slogan that conveys the main message of the ad • The Media • print • broadcast/cable • Internet • out-of-home • in-home Chapter 10

  23. media strategy • choosing the media that will bring the most effective advertising message to the targeted consumer • reach • the number of people in the target market expected to receive the message through the chosen medium Chapter 10

  24. The Message • copy • the words to be spoken or printed in the advertisement • wear out • when advertising loses its effectiveness due to overexposure or poor message quality Chapter 10

  25. The Schedule • frequency • the number of times the targeted customer is exposed to the media • concentration schedule • relying on a single medium • dominance strategy • a firm buys the maximum reach and frequency in one medium and purchases additional space in or time on other media Chapter 10

  26. The Effectiveness • response rate • the number of customers who connect with and act in relation to the ad Chapter 10

  27. It’s Showtime • primetime • when the largest viewing audiences are watching TV • the most expensive time to advertise Chapter 10

  28. Interactive Advertising • Effective advertising will engage viewers and motivate them to take specific action. • Digital communications can be used to create an interactive connection with potential customers. Chapter 10

  29. List the steps involved in developing effective advertising. Chapter 10

  30. PRODUCT PLACEMENT • Product placement is a fast growing form of sales promotion used in • films • TV shows • live theater Chapter 10

  31. The Basics • Product placement can be used to offset the need for traditional advertisements. • 24 on the Fox network • Ford vehicles used extensively Chapter 10

  32. Who Pays? • Three common ways that product placement deals might be constructed include • fee basis • A corporation will pay a fee to the film’s producers for prominent product placement. • barter • If a very expensive product is needed, it may be provided for use in the film in exchange for the prominent display of the brand name. Chapter 10

  33. A corporation may make an agreement with a film producer to include movie promotion in its product advertising in exchange for placement of the product in the movie. • Assuming they appeal to the same market, both parties will gain from the connection. Chapter 10

  34. Name three ways product placement deals are constructed. Chapter 10

  35. Lesson 10.3Publicity and Sales Promotions Goals • Define publicity and explain its role in creating a positive public image. • Describe various types of sales promotions. Chapter 10

  36. Terms • goodwill • publicist • grass-roots effort • viral campaign • public relations (PR) • trade allowances Chapter 10

  37. PUBLICITY • Although publicity is free, the message is controlled by • the news media • others that are presenting the message Chapter 10

  38. Goodwill • goodwill • customers’ positive feelings about the business Chapter 10

  39. Damage Control • publicist • a person who is responsible for maintaining relations with the public and news media • damage control • an attempt to refute, justify, or downplay negative stories • trying to focus attention on more positive stories Chapter 10

  40. Grass-Roots Publicity • grass-roots effort • when an unknown person or event is propelled into the spotlight by fans • viral campaign • a promotion where a few online mentions turn into a real buzz about a movie • propels the movie into a mega hit Chapter 10

  41. astroturfing • creating a fake grass-roots effort Chapter 10

  42. Image is Everything • public relations (PR) • the arm of promotion that tries to create a favorable public opinion for an individual or organization • Public relations focus on the future with the intent of creating a positive image of the business. Chapter 10

  43. Professional athletes feel the pressure of being public role models while meeting athletic performance standards. • Sports facilities and sports fans need to have a positive image to encourage visitors to attend games. Chapter 10

  44. How is publicity different from other types of promotion? Chapter 10

  45. SALES PROMOTIONS • Sales promotions are marketing efforts that offer • customers an additional incentive to buy • a limited time to make the purchase Chapter 10

  46. Consumer Sales Promotions • consumer sales promotion • directed at the final consumer • temporary price reductions • price-pak deals • coupons • special gifts • contests • rebates Chapter 10

  47. Trade Sales Promotions • trade sales promotion • directed at members of the distribution channel • trade allowances • offer short-term discounts to distributors and retailers for selling or participating in the promotion of a product • trade contests • point-of-purchase displays Chapter 10

  48. Employee Sales Promotions • push money • an extra commission paid to sales persons who sell or push particular products Chapter 10

  49. List three consumer sales promotions. Chapter 10

  50. PERFORMANCE INDICATORS EVALUATED • Define the target market. • Explain the marketing strategy to increase sales of Disney merchandise. • Communicate promotional ideas clearly to the judge. Chapter 10

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