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CHAPTER 4 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 44Marketing Products and Services Through Sports
4.14.1 Using Sports to Market Products
4.24.2 Sponsorship
4.34.3 Promotion
4.44.4 Endorsements
CHAPTER 4 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 4.1LESSON 4.1
Using Sports to Market Products
GOALSGOALSUnderstand the enormous market for
sports.Explain emotional ties to sports and
earning power of women in sports.Discuss the marketing cycle.
CHAPTER 4 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Market Audience Size
The audienceSports events attract more viewers and
participants than any other form of entertainment today
An audience of avid fans is captive
CHAPTER 4 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Power of Sports
Power of emotional tiesPeople experience intense emotions over
sportsPride in their cityRioting after championship gamesFans may overlook athlete’s bad behavior
Power of new marketsRising popularity of women’s athleticsTitle IX
CHAPTER 4 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing Cycle
A company buys the right to advertise or use a logo on products
Television and radio stations and networks sell broadcast time
Cities buy the rights to host teamsConsumers buy the products advertised
CHAPTER 4 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
How Companies Decide
Outside consulting firmsSports marketing groups
CHAPTER 4 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 4.2LESSON 4.2
Sponsorship
GOALSGOALSUnderstand sponsors and their
investments.Discuss prohibited sponsorship.
CHAPTER 4 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sponsors and Investments
Reasons for sponsorshipNeed for profitSponsorship in niche marketsExamples of niche markets
CHAPTER 4 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Reasons for Sponsorship Increase sales Introduce a new product or service Compete where potential customers are in one place Identify an event with a target market Earn the goodwill of the audience Show community commitment Enter new markets Entertain clients, employees, or potential customers Enhance the companies’ image
CHAPTER 4 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Need for Profit
Guaranteed amount of exposure, recognition, or acknowledgement
Market research measures the results of its sponsorships
Return—the profit the sponsor earns from its support of an athlete or team
CHAPTER 4 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sponsorship in Niche Markets
Niche marketing—researching a target market to determine the specific items or services a small group of people will buy
CHAPTER 4 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Examples of Niche Markets
NASCARX Games
CHAPTER 4 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Can Anyone Sponsor Anything? Newer sports offer attractive opportunities for
smaller businesses Minor league baseball Affinity sports—niche markets whose
participants are just as passionate about their sports as are enthusiasts of the more traditional sports
Loss of sponsors
CHAPTER 4 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 4.3LESSON 4.3
Promotion
GOALSGOALSDiscuss promotion and its objectives.Understand the tools used in promotion.
CHAPTER 4 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Promotion
Selling—the exchange of a product or service for another item of equal or greater value
Promotion—publicizing or advertising a product, service, or event with the goal of selling it
Promotion example
CHAPTER 4 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Promotion Targets
Primary goal of promotion is to increase sales or attendance
Winning new customersMaintaining customer satisfaction,
loyalty, and repeat business
CHAPTER 4 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Promotion Objectives
Decide on target marketDecide on the messageDetermine what it wants consumers to do
CHAPTER 4 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Promotional Tools
The four elements in a promotion plan arePersonal sellingAdvertisingPublicitySales promotion
CHAPTER 4 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Personal Selling
Personal selling—in-person, face-to-face communication between a seller and a customer
CHAPTER 4 SLIDE 20 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Advertising
Advertising—paid communication between the product maker or seller and the audience or customer
CHAPTER 4 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Publicity
Publicity—any free notice about a product, service, or event
CHAPTER 4 SLIDE 22 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sales Promotion
Sales promotion—any action or communication that will encourage a consumer to buy a product
CHAPTER 4 SLIDE 23 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 4.4LESSON 4.4
Endorsements
GOALSGOALSDescribe endorsements and their
restrictions.Describe qualifications for endorsers.
CHAPTER 4 SLIDE 24 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
What Is an Endorsement?
Endorsement—a person’s public expression of approval or support for a product or service
CHAPTER 4 SLIDE 25 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Legal Restrictions on Endorsements Endorsements must always reflect the honest
opinions, findings, and beliefs or experience of the endorser.
The endorser must have real experience with the product.
The endorsements may not contain any deceptive or misleading statements. The statements must be able to be substantiated by the advertiser.
CHAPTER 4 SLIDE 26 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Legal Restrictions on Endorsements (continued)
Endorsements may not be presented out of context or reworded so as to distort in any way the endorser’s opinion.
The endorser must use and continue to use and believe in the product for as long as the endorser is used in the advertisements.
If the product changes in any way, the company must notify the endorser, and the endorser must continue to use and believe in the new or revised product.
CHAPTER 4 SLIDE 27 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Athlete Endorsements
Advantages and disadvantagesHow controversial can an endorser be?Should endorsers speak out on
anything besides the product?What businesses look for in an endorser
CHAPTER 4 SLIDE 28 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Advantages and Disadvantages Consumers will buy products endorsed by
celebrities more often than products that are not so endorsed
Viewers, listeners, and fans are less likely to turn off a commercial featuring a celebrity than a commercial featuring a fictitious character
Consumers tend to believe celebrities, especially those who are chosen for their good public image
CHAPTER 4 SLIDE 29 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
How Controversial Can an Endorser Be?
A difference between harmful endorsement and questionable endorsement
Dennis Rodman
CHAPTER 4 SLIDE 30 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Should Endorsers Speak Out? Debate over whether celebrity endorsers have
a moral obligation to speak out on controversial topics
Athletes are not experts in the field of politics, labor, human rights, or global issues
Athletes have a responsibility to know what’s going on with the business they endorse
CHAPTER 4 SLIDE 31 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
What Businesses Look for in an Endorser
Positive, charismatic, trustworthy imageA celebrity most consumers knowA celebrity whose career is in process
(not retired)Presents few risksBelievable relationship with the product
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