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Promotional Concepts

Promotional Concepts. COMMUNICATION - Process of establishing a “oneness” between the sender and receiver PROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix. Promotion Mix Elements. Sales Promotions Public or Community Relations Sponsorship Personal Selling

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Promotional Concepts

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  1. Promotional Concepts • COMMUNICATION - Process of establishing a “oneness” between the sender and receiver • PROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix

  2. Promotion Mix Elements • Sales Promotions • Public or Community Relations • Sponsorship • Personal Selling • Advertising

  3. Communications Process Source Encoding Message Noise Feedback Medium Decoding Receiver

  4. Promotion Planning • Target Market Considerations • Promotional Objectives • Establishing Promotional Budgets • Choosing an Integrated Promotional Mix

  5. Target Market Considerations • Push Strategy • Pull Strategy

  6. Promotional Objectives The Hierarchy of Effects • Unawareness • Awareness • Knowledge • Liking • Preference • Conviction • Action

  7. Promotional Budgets • Arbitrary Allocation • Competitive Parity • Percentage of Sales • Objective and Task Method

  8. Integrating the Promotional Mix • Integrated Marketing Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products

  9. MARKETING STRATEGY AD OBJECTIVES Building An Advertising Strategy BUDGETING CREATIVE DECISIONS MEDIA STRATEGIES AD EVALUATION

  10. Ad Objectives(awareness, inform, change attitudes, purchase) • INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE • DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT

  11. Ad Budgeting • ALL YOU CAN AFFORD • COMPETITIVE PARITY • PERCENTAGE OF SALES • OBJECTIVE AND TASK

  12. Creative Strategies • IDENTIFYING THE BENEFITS OF THE SPORTS PRODUCT • DESIGNING THE AD APPEAL • DEVELOPING THE AD EXECUTION

  13. Designing The Ad Appeal • Health Appeals • Emotional Appeals • Fear Appeals • Sex Appeals • Pleasure or Fun Appeals

  14. Designing The Ad Execution • One or Two Sided Messages • Comparative Message • Slice-of-Life or Lifestyle Message • Scientific Message • Testimonials

  15. Media Strategy • SPECIFY THE MEDIA OBJECTIVES (REACH, FREQUENCY, CONTINUITY) • SELECTING THE MEDIA VEHICLES

  16. Personal Selling: The Strategic Selling Process • Buying Influences • Red Flags • Response Modes • Win-Results • The Sales Funnel • Ideal Customers

  17. Sales Promotions • Premiums • Contests and Sweepstakes • Sampling • Point of Purchase Displays • Coupons

  18. Public Relations • Publicity (news releases, press conferences) • Participation in Community Events • Producing Written Materials (press guides) • Lobbying

  19. Sponsorship • Investing in a sports entity to support overall organizational objectives and marketing goals. • IEG estimates $6.8 billion spent on sponsorship and of this $4.6 billion will be spent on sports • Not unlike other forms of communication, sponsors must fight the clutter and find the perfect match

  20. SponsorshipObjectives Sponsorship Budget Sponsorship Acquisition Implementing and Evaluating the Sponsorship The Sponsorship Process

  21. Sponsorship Objectives • Direct • Sales Increases • Indirect • Awareness • Competition (ambush mktg- planned effort to associate themselves with an event -- I Love LA) • Reaching Target Markets (Allows us to reach consumer where they live and play) • Relationship Building • Image Building

  22. Sponsorship Budgeting • Sample costs of sponsorship • Corporate Box at the United Center $220,000 • Title sponsor of Tot Trot $7500 • Official Supplier for MLB $10 million • Premier League $15 million • Initial Costs, but there is maintenance and leveraging

  23. Sponsorship Acquisition • 1) Determine Scope of the Sponsorship (sports event pyramid with global, international, national, regional and local events) • 2) Determine the athletic platform (entity and level of competition)

  24. Sponsorship Implementation and Evaluation • Number of mentions in popular media • Media Equivalencies • Sales figures (pre and post) • Attitude change (pre and post) • Number of distributors (pre and post)

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