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PROMOTIONS

PROMOTIONS. Chapter 10. Purposes of Promotion:. Increase consumers’ awareness Stimulate consumers’ interest Arouse consumers’ desire Increase consumers purchases Bottom line = “drive sales”. Hierarchy of Effects. Action Conviction Preference Liking Knowledge Awareness.

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PROMOTIONS

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  1. PROMOTIONS Chapter 10

  2. Purposes of Promotion: • Increase consumers’ awareness • Stimulate consumers’ interest • Arouse consumers’ desire • Increase consumers purchases Bottom line = “drive sales”

  3. Hierarchy of Effects Action Conviction Preference Liking Knowledge Awareness

  4. Types of Promotion Activities • Advertising – you pay, you say • In-house vs. ad agencies • Signage • Endorsements • Print media (posters, programs, direct mailings) • Electronic media (TV, radio, internet, web sites)

  5. Publicity – free –little/ no control • Print media • Electronic media

  6. Sales Promotions • Displays/exhibitions • Trade shows • Sampling • Premium items (autograph sessions) • Performances (sport clinics)

  7. Personal selling – face to face • Tickets • Advertising • Endorsements • Corporate sponsorships

  8. Promotional Concepts • The Hallmark Event – major one time events or recurring events (limited in duration) • Increases product awareness • Promotes tourism • Promotes sponsors of event • Promotes sport/league (cont)

  9. Promotes event itself • Creates media interest (Examples: NCAA Final Four, League All-Star Game, League Championship)

  10. Internet Sites and Web Pages • Organizational history • Schedule of events/games • Biographical information on players • Ticket purchasing • Merchandise sales • Chat rooms (cont)

  11. statistics • Fan pages • Publications • Video/audio game highlights

  12. Sales Promotions: • Non-price promotions – special events, giveaway items, and tangible incentives • Price promotions – discounting and couponing

  13. Promotional Components • Themes or Slogans Examples: “Coolest Game on Earth,” “I Love This Game,” “We Got Next,” “Just Do It”

  14. Product sampling • Games/Events • Sports Clinics • Other Community Relations Programs

  15. The Open House • Attracting people to a facility – tours of stadiums, luxury boxes • Technology – virtual reality tours

  16. Coupons • Must be appropriate to organization’s/event’s image • Usually packaged or bundled (tickets, concessions, parking, giveaway item) • Usually for specified game(s)

  17. Bundling Amenities • Offering additional items or benefits if consumer purchases the product in a package • Product price may be discounted (Examples: discount ticket prices; include concessions, parking; waiter services; use of lounge for luxury box holders)

  18. Contests and Sweepstakes • Adds excitement and fun • Creates possibility of winning • Allows watching others compete

  19. Premiums and Redemptions • Attract new customers • Encourage greater participation by existing customers (move up the escalator)

  20. Improve organization’s image • Expand product distribution • Create impressions year round

  21. Street Promotion • Interaction with consumers through activities and conversation

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