Sales promotion ppt

© 2016 Cengage Learning. All Rights Reserved.Sports and Entertainment Marketing, 4e

CHAPTER

9

Sports and Entertainment Promotion

Sports and Entertainment Marketing, 4e© 2016 Cengage Learning. All Rights Reserved.

Chapter 9 Slide 2

CHAPTER

9

9.1 Promoting Sports and Entertainment9.2 Advertising and Sales Promotion9.3 Publicity and Personal Selling

Winning Strategies


Chapter 9 Slide 3

• Samsung created a series of advertisements that were released over the span of a year.

• The ads told a story and featured star soccer players with a combined total of 200 million Facebook and Twitter followers.

• The ads drew millions of views on YouTube.

Samsung Electronics

LESSON


Chapter 9 Slide 4

Promoting Sports and Entertainment

9.1

The Essential Question


Chapter 9 Slide 5

What are the purposes of promotion and what are its four elements?


Chapter 9 Slide 6

Learning ObjectivesLO 9.1-1LO 9.1-2

Describe the purposes of promotion.Summarize the significance of the four elements of promotion.


Chapter 9 Slide 7

Key Terms• media• advertising• sales promotion• publicity• personal selling


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The Purposes of Promotion

• Promotion: the process of making customers aware of a product, service, or event

• The main goal of promotion is to increase sales by winning newcustomers and keeping existing customers.


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• The primary goal is increasing sales.• Related goals

• Increasing customer usage• Maintaining customer loyalty• Building a fan base• Educating potential customers• Overcoming the resistance of hesitant first-time

buyers

Promotional Goals


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• The business must know what it wants to accomplish and the target market.

• The business must determine the best media and message to reach the target market.

• Media: the channels of communication used to send a message to the target market

Promotional Goals (cont.)


Chapter 9 Slide 11

• Promotions for the Bronx Bombers play targeted New York Yankees fans.• Commercials shown on ESPN and the MLB Network• Radio ads played on sports talk shows• Drink coasters found in New York sports bars• Discount group ticket rates given to Little League teams• Free tickets given to sports journalists and professional

athletes

Gaining New Fans—An Example


Chapter 9 Slide 12

What is the main goal of promotion?


Chapter 9 Slide 13

THE FOUR ELEMENTS OF PROMOTION

• Advertising• Sales promotions• Publicity• Personal selling


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• Advertising: a paid form of communication delivered to consumers by a product maker or seller• Catches the audience’s attention.• Explains benefits.• Tells where to purchase the product.• Uses almost any media.

Advertising


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• Sales promotion: an additional incentive offered for a limited time to encourage consumers to buy a product• Targets consumers or vendors.

Sales Promotions


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• Publicity: unpaid media attention, whether negative or positive, about a business and its products, services, or events

Publicity


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• Personal selling: in-person, face-to-face communication between a seller and a customer• The seller can immediately address any concerns.• Personal interaction helps to make the sale.

Personal Selling


Chapter 9 Slide 18

List and explain the four elements of promotion.

LESSON


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Advertising and Sales Promotion

9.2



Chapter 9 Slide 20

What are the components of effective advertising and sales promotion?


Chapter 9 Slide 21

Learning ObjectivesLO 9.2-1LO 9.2-2

Explain the components of effective advertising.Describe various types of sales promotions.


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Key Terms• copy• product placement• visual merchandising• reach

• frequency• native advertising• consumer sales

promotion• trade sales promotion


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ADVERTISING

• Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives.

• “Highly sought after” is frequently used to describe the demographic attributes of customers wanted by a business.


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• Copy: words to be spoken or printed in an ad to convey a message

• An effective ad has four components.• Attraction• Interest• Desire• Action

Creative Attention Grabbers


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• Attraction, Interest, Desire, and Action (AIDA)• Attraction—the ad catches the attention of the

intended consumer• Interest—the ad holds the interest of the consumer

long enough to present the message• Desire—the ad’s message makes the consumer want

the product• Action—the consumer is motivated to buy the product

Creative Attention Grabbers (cont.)


Chapter 9 Slide 26

• Engage consumers and motivate them to take specific action.

• Use interactive digital communications to connect with them.

Interactive Advertising


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• Product placement: the integration of a product into a movie or television show

• Product placement is more discrete than ads.• Products were first placed in films in the 1920s.

Product Placement


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• Product placement deals are negotiated in a number of ways.• Fee basis• Prominent display of brand name• Fashions worn by cast• Movie promotion in product advertising

Product Placement (cont.)


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• Visual merchandising: the process of creating three-dimensional displays to promote products

• Lights, sounds, smells, and tastes can be part of visual merchandising.

• Cast commercials: ads delivered by actors from TV shows

Visual Merchandising


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• Effectiveness of an ad is measured in relation to its goal.

• Reach: the number of people in the target market expected to receive the message through the chosen medium

• Frequency: the number of times the targeted group has been exposed to the message

Gauging Effectiveness


Chapter 9 Slide 31

• The Federal Trade Commission (FTC) regulates advertising at the national level.

• Native advertising: online content created by a company that has the appearance of non-ad content, such as an editorial

• The FTC wants to develop rules about native advertising.

Regulating Advertising


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• The Federal Communications Commission (FCC) enforces rules about advertising during children’s television programming.• The number of minutes that commercials can be

shown and the ad format are regulated.

Regulating Advertising (cont.)


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• The American Association of Advertising Agencies (4As) is a national trade association that helps regulate the advertising industry by monitoring industrywide advertising practices.

• Its Standards of Practice promise ethical advertising.

Regulating Advertising (cont.)


Chapter 9 Slide 34

Name and explain three ways that product placement deals are

negotiated.


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SALES PROMOTION

• Sales promotions: marketing efforts that offer the customer an additional incentive to buy a product or service

• Consumer sales promotion: salespromotion directed at the final consumer


Chapter 9 Slide 36

SALES PROMOTION (cont.)

• Trade sales promotion: sales promotion directed at members of the distribution channel• This can increase a vendor’s enthusiasm for the

product.

• Push money: an extra commission paid to salespeople who sell or push particular products


Chapter 9 Slide 37

List and explain three types of sales promotions.

LESSON


Chapter 9 Slide 38

Publicity and Personal Selling

9.3



Chapter 9 Slide 39

Why are publicity and personal selling effective forms of promotion?


Chapter 9 Slide 40

Learning ObjectivesLO 9.3-1

LO 9.3-2

Distinguish between publicity and other types of promotion.Explain how to use personal selling in sports and entertainment.


Chapter 9 Slide 41

Key Terms• goodwill• publicist• grass-roots effort• viral campaign• public relations (PR)• body language


Chapter 9 Slide 42

PUBLICITY

• Publicity is free, but it’s not controlled by the business.

• Positive publicity is a good promotional tool.


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• Good publicity causes goodwill.• Goodwill: positive feelings about the business

Goodwill


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• An athlete’s arrest leads to poor publicity.• The team’s publicist issues statements to

control the damage caused by the arrest.• Publicist: the person responsible for maintaining

relations with the public and news media

Damage Control


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• Grass-roots effort: an unknown person or event is propelled into the spotlight by fans

• Viral campaign: a promotion in which a few online mentions produce millions of comments

• Front group: a fake grass-roots group

Grass-Roots Publicity


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• Public relations (PR): the arm of promotion that tries to create a favorable public opinion for an individual or organization

• PR professionals can have good media relations by developing an authentic relationship with journalists through a proactive approach.

Image Is Everything


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• Press releases: documents that contain newsworthy information of interest to the public

• Press release content• An attention-grabbing headline and story• A paragraph with the most important points• Information about the business• A quote from a knowledgeable source• Contact information

Image Is Everything (cont.)


Chapter 9 Slide 48

• Public relations creates a positive image for a business.

• Many athletes donate to charity, creating good publicity.

• Sports facilities also need a positive image to attract fans.• Make fans feel safe and comfortable while watching a

game.

Image Is Everything (cont.)


Chapter 9 Slide 49

How is publicity different from other types of promotion?


Chapter 9 Slide 50

PERSONAL SELLING

• Personal selling: a person-to-person communication between a salesperson and a potentialcustomer


Chapter 9 Slide 51

• Personal selling takes place in a retail setting or at a higher level.

• Body language: unspoken signals• Body language, like facial expressions and body

position, provides important clues that help people understand information.

Face to Face


Chapter 9 Slide 52

• When trying to make a sale, the salesperson should offer three reasons to buy the product.

• Customers become distrustful if more than three reasons are given.

The Power of Three


Chapter 9 Slide 53

What is meant by personal selling?


Chapter 9 Slide 54

Performance IndicatorsDesktop Publishing Event

• Understand the changing needs of an aging population.• Outline the major information to communicate to current

and potential customers.• Demonstrate critical thinking and problem-solving skills

when creating the newsletter.• Prioritize information to include in a desktop publishing

newsletter.• Describe the most effective newsletter layout for the

active adult community.


Chapter 9 Slide 55

Think CriticallyDesktop Publishing Event

1. Why are adult communities becoming increasingly popular?

2. What features of an adult community would be the best selling points?

3. Why is it important to highlight the golf courses and other activities offered in the adult community, taking into consideration monthly homeowner’s fees?

4. How can the community newsletter be used to determine customers’ top needs and wants?

Business

Sales promotion ppt