Sports and Entertainment Marketing © Thomson/South-Western Chapter 10 Slide 1 Bell Work Please grab the handout and homework next to the printer. When

Sports and Entertainment Marketing© Thomson/South-Western

Chapter 10Slide 1

Bell Work

Please grab the handout and homework next to the printer.

When you hear the word promotion what comes to mind?


Chapter Chapter Chapter Chapter

Sports and Entertainment Promotion

10.1 Promoting Sports and 10.1 Promoting Sports and Entertainment Entertainment

10.2 Advertising and Placement10.2 Advertising and Placement

10.3 Publicity and Sales Promotions 10.3 Publicity and Sales Promotions

10


Chapter 10Slide 3

Lesson 10.1

Promoting Sports and Entertainment Goals Describe the goals of promotion. List and define four elements of

promotion.


Chapter 10Slide 4

Terms advertising product placement publicity sales promotions personal selling


Chapter 10Slide 5

THE PURPOSE OF PROMOTION promotion

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


Chapter 10Slide 6

Promotional Goals

Increasing sales is the primary goal of promotion.

Related goals include increasing customers’ usage maintaining customer loyalty building a fan base educating potential customers overcoming the hesitation of first-time

buyers


Chapter 10Slide 7

Gaining New Fans – An Example To combat the declining audiences of

the early 1990s, the USTA and the TIA took a number of initiatives.

The associations created the Tennis Welcome Center partnership. offered fun, friendly introductory lessons

By 2005, there were about 5.8 million new tennis players.


Chapter 10Slide 8

What is the goal of promotion?


Chapter 10Slide 9

PROMOTIONAL ELEMENTS

The four elements of promotion are advertising publicity sales promotions personal selling


Chapter 10Slide 10

Advertising

advertising a paid form of communication delivered by

a product maker or seller to consumers

product placement a product integrated into the plot of a

television show or a movie more discreet than advertising


Chapter 10Slide 11

Publicity

publicity any unpaid media attention either positive or negative


Chapter 10Slide 12

Sales Promotions

sales promotions additional incentives offered for a limited

time to encourage consumers to buy a product


Chapter 10Slide 13

Personal Selling

personal selling an in-person, face-to-face communication

between a seller and a customer


Chapter 10Slide 14

List four elements of promotion.


Chapter 10Slide 15

Bell Work

What commercials drive you up the wall? Why do they bug you?


Chapter 10Slide 16

Lesson 10.2

Advertising and Placement

Goals List and describe the steps involved in

developing effective advertising. Describe the use of product placement.


Chapter 10Slide 17

Terms tagline media strategy reach wear out frequency


Chapter 10Slide 18

ADVERTISING

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


Chapter 10Slide 19

Step by Step Cost effective advertising requires:

1. Set a measurable advertising goal.

2. Develop the advertising budget.

3. Create an advertising theme.

4. Choose the advertising media.

5. Create the message.

6. Develop an advertising schedule.

7. Measure the effectiveness of the advertising.


Chapter 10Slide 20

specific measurable

The Goal


Chapter 10Slide 21

marginal analysis setting the advertising budget by estimating the

point at which an additional dollar spent on advertising equals additional profit

The Budget


Chapter 10Slide 22

directs a percentage of expected sales revenues to the advertising budget

fixed sum per unit an advertising budget based on the expected

number of units to be sold

competitive parity designed to maintain the current share of voice

share of voice maintaining a similar dollar amount or frequency

of advertising as that of competitors

percent of sales


Chapter 10Slide 23

tagline (theme) a slogan that conveys the main message of the ad

The Media print broadcast/cable Internet out-of-home in-home

The Theme


Chapter 10Slide 24

choosing the media that will bring the most effective advertising message to the targeted consumer

reach the number of people in the target market

expected to receive the message through the chosen medium

media strategy


Chapter 10Slide 25

copy the words to be spoken or printed in the

advertisement

wear out when advertising loses its effectiveness due to

overexposure or poor message quality

The Message


Chapter 10Slide 26

frequency the number of times the targeted customer is

exposed to the media

concentration schedule relying on a single medium

dominance strategy a firm buys the maximum reach and frequency

in one medium and purchases additional space in or time on other media

The Schedule


Chapter 10Slide 27

response rate the number of customers who connect with and

act in relation to the ad

The Effectiveness


Chapter 10Slide 28

It’s Showtime

primetime when the largest viewing audiences are

watching TV the most expensive time to advertise


Chapter 10Slide 29

Interactive Advertising

Effective advertising will engage viewers and motivate them to take specific action.

Digital communications can be used to create an interactive connection with potential customers.


Chapter 10Slide 30

List the steps involved in developing effective advertising.


Chapter 10Slide 31

PRODUCT PLACEMENT

Product placement is a fast growing form of sales promotion used in films TV shows live theater


Chapter 10Slide 32

The Basics

Product placement can be used to offset the need for traditional advertisements. 24 on the Fox network

Ford vehicles used extensively


Chapter 10Slide 33

Who Pays? Three common ways that product

placement deals might be constructed include fee basis

A corporation will pay a fee to the film’s producers for prominent product placement.

barter If a very expensive product is needed, it may be

provided for use in the film in exchange for the prominent display of the brand name.


Chapter 10Slide 34

Assuming they appeal to the same market, both parties will gain from the connection.

A corporation may make an agreement with a film producer to include movie promotion in its product advertising in exchange for placement of the product in the movie.


Chapter 10Slide 35

Name three ways product placement deals are constructed.


Chapter 10Slide 36

Bell Work

What could have John Gosselin (John & Kate plus 8) done to have a better image?


Chapter 10Slide 37

Lesson 10.3

Publicity and Sales Promotions

Goals Define publicity and explain its role in

creating a positive public image. Describe various types of sales

promotions.


Chapter 10Slide 38

Terms goodwill publicist grass-roots effort viral campaign public relations (PR) trade allowances


Chapter 10Slide 39

PUBLICITY

Although publicity is free, the message is controlled by the news media others that are presenting the message


Chapter 10Slide 40

Goodwill

goodwill customers’ positive feelings about the

business


Chapter 10Slide 41

Damage Control

publicist a person who is responsible for maintaining

relations with the public and news media

damage control an attempt to refute, justify, or downplay

negative stories trying to focus attention on more positive

stories


Chapter 10Slide 42

Grass-Roots Publicity

grass-roots effort when an unknown person or event is

propelled into the spotlight by fans

viral campaign a promotion where a few online mentions

turn into a real buzz about a movie propels the movie into a mega hit


Chapter 10Slide 43

creating a fake grass-roots effort

astroturfing


Chapter 10Slide 44

Image is Everything

public relations (PR) the arm of promotion that tries to create a

favorable public opinion for an individual or organization

Public relations focus on the future with the intent of creating a positive image of the business.


Chapter 10Slide 45

Sports facilities and sports fans need to have a positive image to encourage visitors to attend games.

Professional athletes feel the pressure of being public role models while meeting athletic performance standards.


Chapter 10Slide 46

How is publicity different from other types of promotion?


Chapter 10Slide 47

SALES PROMOTIONS

Sales promotions are marketing efforts that offer customers an additional incentive to buy a limited time to make the purchase


Chapter 10Slide 48

Consumer Sales Promotions

consumer sales promotion directed at the final consumer

temporary price reductions price-pak deals coupons special gifts contests rebates


Chapter 10Slide 49

Trade Sales Promotions

trade sales promotion directed at members of the distribution

channel trade allowances

offer short-term discounts to distributors and retailers for selling or participating in the promotion of a product

trade contests point-of-purchase displays


Chapter 10Slide 50

Employee Sales Promotions

push money an extra commission paid to sales persons

who sell or push particular products


Chapter 10Slide 51

List three consumer sales promotions.

Documents

Sports and Entertainment Marketing © Thomson/South-Western Chapter 10 Slide 1 Bell Work Please grab the handout and homework next to the printer. When