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Selling Advertising Space in printed and electronic materials

Selling Advertising Space in printed and electronic materials . Unit 4 Objective 4.01-4.02. SEM MATERIALS where Businesses SELL ADVERTISING. Programs Yearbooks Team photo cards Internet Tickets (On the Back) Professional Teams SELL advertising on game tickets.

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Selling Advertising Space in printed and electronic materials

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  1. Selling Advertising Space in printed and electronic materials Unit 4 Objective 4.01-4.02

  2. SEM MATERIALS where Businesses SELL ADVERTISING • Programs • Yearbooks • Team photo cards • Internet • Tickets (On the Back) • Professional Teams SELL advertising on game tickets Why would a team/sports company SELLADVERTISING SPACE?INCREASE REVENUE!

  3. Ways Advertisements can APPEAL to CUSTOMERS • Scarcity Appeal • Make people think there’s limited supply • Less than Perfect Appeal • Make people feel inadequate (Ex: Diet Industry) • Endorsement • Bandwagon Appeal • Make you think that everyone is doing it so you should too!

  4. WAYS to Sell Advertising Space • Give DISCOUNTS: • Buy 2 ad spaces, get 1 free • Free bonus for renewing • Sell advertising space between content • Write a review for your customer’s product to place under their ad • GUARANTEE your customer’s advertising results

  5. CAPITALIZE ON CELEBRITY’S APPEARANCE AT EVENT 4.02

  6. CELEBRITY APPEARANCES at EVENTS • Way to attract a target market to a particular event • Example: Rock star agreeing to sign copies of her/his latest CD at a store's grand opening • Generates more excitement and attendance • Attracts the MEDIA • Must MATCH the Celebrity to the Event • Accurately reach the Target Market

  7. CELEBRITY RIDERS Contractsthat specify what amenities should be provided for celebrities when they make an appearance at an event • Keep your celebrity happy and comfortable • Dressing room preferences, food, transportation, etc.

  8. HOW THE CAPITALIZE ON CELEBRITY APPEARANCES • Book the Celebrity FAR IN ADVANCE • PREPARE in Advance • Work with Celebrity’s Manager • Obtain Riders and make sure they can be met • Describe the audience that will be in attendance • Have an PRODUCTION SCHEDULE and Stick to it! 4. Assign a POINT PERSON (Person in charge)

  9. Quiz Preview • #4 Which of the following is an example of a business using a celebrity's appearance to attract customers to an event: • An actor stars in the lead role of a film that is based on a best-selling novel. • A professional athlete announces her/his plans to retire within six months. • An athletic-shoe company distributes a press release about a new endorsement deal. • A rock star signs copies of his/her latest CD at a store's grand opening. • #11 Which of the following do event organizers often include in an event to add interest and excitement to the event: • Dress rehearsal • Long intermission • Celebrity appearance • Sponsor recognition • #13 To increase revenue, professional baseball and football teams often sell advertising that appears • on national television. • in local magazines. • on the back of tickets. • in community newspapers.

  10. Unit 4 Project Part 1 • You have been hired as the Marketing Coordinator for one of the following NC Venues: • Greensboro Coliseum (Greensboro NC) • TWC Arena (Charlotte NC) • Bojangle’s Coliseum (Charlotte NC) • LJVM Coliseum (Winston-Salem NC) • You are to plan for an upcoming event at your chosen venue. • Once you select a venue from above, choose an event occurring this summer at that venue. • As the Marketing Coordinator you are to find the following: • Slide 1: Introduction & Event Details • Tell me who you are, job title and what venue you represent • Tell me the who, what, when, where, how details of the event. • Define your TARGET MARKET • Using three of the Market Segmentations descriptors (Demographic, Geographic, Psychographic or Behavioral) • Example: “Males, 18-45 living in the Triad area who like football.” • Slide 2: Celebrity Appearance • Organize and Plan a CELEBRITY APPEARANCE for your event • Identify the Celebrity • Research and identify the RIDERS for the Celebrity and how you will accommodate them • Explain WHY you thought this celebrity would be beneficial to your marketing efforts for this event • How will this celebrity bring more people to your event? Do they relate to your target market? • Complete in PowerPoint and submit to Edmodo by the end of class.

  11. Celebrity Appearance Assignment • RESEARCH A CELEBRITY APPEARANCE in the last year • CREATE A VISUAL with the following information: • Who was the Celebrity? • What was the event? • When was the event? (Date and time) • Where was the event? (Actual location) • What are the Riders of the Celebrity? • Was the Celebrity a good match for the event? • Did the celebrity support the target market of the event? • WHY or WHY NOT? • Complete in PowerPoint and submit to Edmodo by the end of class.

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