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Chapter 10 Promotion and Paid Media

Learn about various promotion methods such as advertising, publicity, and endorsements to increase awareness and drive consumer action. Discover how to utilize different advertising media to create engaging campaigns. Explore social media and email marketing tactics to skyrocket engagement.

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Chapter 10 Promotion and Paid Media

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  1. Chapter 10 Promotion and Paid Media C H A P T E R 10 Promotion and Paid Media

  2. TERMS: 1. Promotion2. ADVERTISING3. Publicity4. Sales promotion5. Signage6. Endorsements7. Print media.

  3. Promotion: • Any activity designed to stimulate interest in, awareness of, and purchase of a product • Method to convey information about the place, price, and product • Critical in the positioning of a product in the mind of the consumer

  4. Types of Promotion • Advertising—any paid, nonpersonal (not directed to individuals), clearly sponsored message conveyed through the media • Personal selling—any face-to-face presentation in which the seller has an opportunity to persuade the consumer • Publicity—any form of exposure in the media not paid for by the beneficiary or within the beneficiary’s control or influence • Sales promotion—a variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances (continued)

  5. Goals of Promotion: AIDA A: increase awareness I: attract interest D: arouse desire A: initiate action

  6. Advertising Advertising should do the following: Create awareness Communicate information about attributes and benefits Develop, change, and enhance an image Associate brand or product with emotions Precipitate behavior

  7. Types of Advertising Media for Sport Signage Endorsements Print media Electronic media Billboards, blimps, and buses

  8. Signage • 1. Signage includes electronic or printed messages or logos identifying a sponsor on any number of materials. Signage is one of the more visible and common. • 2. Endorsements, a well-known celebrity athlete uses his or her fame to help a company sell or enhance the image of the company, products, or brands. • 3. Print media grant the sport marketer a high degree of control over content and are relatively inexpensive. • 4. As compared with print media, electronic media offer greater flexibility in attracting consumer attention and creating messaging in consumers’ native language. • 5. TV and commercials. • 6. A hallmark event is a major one-time event (or annually recurring evens ales promotion can be in the form of either price discount or non-price promotion (continued)

  9. Table 10.1 MARKETING VS PROMOTION

  10. Print Media (continued) • Types of print media: • Magazines • Newspapers • Schedule cards • Handouts and brochures • Posters • Point of purchase displays • Direct mail

  11. Types of Television Commercial Structures • Story • Problem solution • Chronology • Special effects • Testimonial • Satire • Spokesperson • Demonstration • Suspense • Slice of life • Analogy • Fantasy • Personality

  12. Youtube: • Explore Social Media & Email Marketing For Skyrocket Engagement • Each social media platform has a different audience, which makes their usage more fun for brands. Snapchat is associated with youngsters while LinkedIn with a more professional public. Think about it, according to the latest Pew Research Center survey, 68% of Americans use Facebook and 73% use YouTube. • Social media usage in 2018 • By rough numbers, that means 237.25 million people are using YouTube. And here rises the opportunity. By simply creating a YouTube account for your brand, you have the chance to expose your brand to those 237.25 million people. Exposure is a great marketing strategy example.

  13. facebook • Roughly three-quarters of Facebook users ­– and around six-in-ten Snapchat and Instagram users – visit each site daily

  14. Putting It All Together • Several marketing platforms can boost the value and impact of a promotional campaign: • Marketing objectives • Revenue objectives • Entertainment objectives

  15. Promotional Planning Model • Level 1: nonpattern attenders (light users) • Level 2: multiple attenders (medium users) • Level 3: frequent attenders (heavy users) • Level 4: defectors (descending the escalator)

  16. Figure 10.8

  17. EXAMPLE: PROJECT: PROMOTION OF A BOOK

  18. Assignments:1. TERMS2. promote something STUDENT GROUPS; Select a product or person or persons and have a strategy of promotion. Presentation to the class NEXT TUESDAY.

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