Newspapers are under pressure to increase revenue while more and more consumers are turning to electronic media as sources of information. The Wall Street Journal made a decision to give up editorial space on its front page to make room for advertise- ments. The 120-year-old newspaper has been a standard for information about financial and business news around the world. Judy Barry, Senior VP---Advertising Sales, was quoted as saying, ‘‘Our new front-page advertising opportunity enables our clients to make a powerful statement to the journal’s unique readership.’’

 Work with a another classmate A. Go online to obtain a copy of “The Wall Street Journal”. Journal”. 1. Identify who you think reads this news- paper. 1. Identify who you think reads this news- paper. 2. What kind of advertisements would be 2. What kind of advertisements would be appropriate to appear on the front page? appropriate to appear on the front page? 3. Who would be the ads’ target customers? 3. Who would be the ads’ target customers? 4. How could The Wall Street Journal attract young 4. How could The Wall Street Journal attract young readers? readers?

10.1 Promoting Sports and Entertainment 10.2 Advertising and Placement 10.3 Publicity and Sales Promotions

  promotion  the process of making customers aware of a product, service, or event  Chapter 10Slide 4 THE PURPOSE OF PROMOTION

  Increasing sales is the primary goal of promotion.  Related goals include  increasing customers ’s usage  maintaining customer loyalty  building a fan base  educating potential customers  overcoming the hesitation of first-time buyers Chapter 10Slide 5 Promotional Goals

  Soccer fans from all over the world were beginning to get mad over the faking of injuries and bad sportsmanship going on in the game.  So, In 2006 Nike started a “Joga Bonito” campaign for the up coming world cup in Germany.  Chapter 10Slide 6 Gaining New Fans – An Example

 Chapter 10Slide 7  What is the goal of promotion?

  The four elements of promotion are  advertising  publicity  sales promotions  personal selling Chapter 10Slide 8 PROMOTIONAL ELEMENTS

 advertising a paid form of communication delivered by a product maker or seller to consumers Most common type is TV Advertising Roughly $4 million dollars per 30 seconds in the 2013 super bowl, $1.7 million dollars for the 2013 Oscars. The Simpsons: It's not exactly the ratings powerhouse it once was, but it's still a top ten most-expensive show for advertisers, pulling in around $254,000 per spot. Monday's most expensive series for advertisers is Two and a Half Men ($252,000), Tuesday's is Glee ($267,000), Wednesday's and Thursday's are both X Factor ($320,000 and $283,000), poor Friday's is Blue Bloods ($76,000), and Saturday's is college football ($85,000) product placement a product integrated into the plot of a television show or a movie more discreet than advertising Chapter 10Slide 9 Advertising

  publicity  any unpaid media attention  either positive or negative Chapter 10Slide 10 Publicity

  sales promotions  additional incentives offered for a limited time to encourage consumers to buy a product Chapter 10Slide 11 Sales Promotions

  personal selling  an in-person, face-to-face communication between a seller and a customer  Chapter 10Slide 12 Personal Selling

 Chapter 10Slide 13  List four elements of promotion.

  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 Chapter 10Slide 14 The Schedule

  response rate  the number of customers who connect with and act in relation to the ad Chapter 10Slide 15 The Effectiveness

  primetime  when the largest viewing audiences are watching TV  the most expensive time to advertise Chapter 10Slide 16 Its Showtime

 Chapter 10Slide 17  List the steps involved in developing effective advertising.

  Product placement is a fast growing form of sales promotion used in  films  TV shows  live theater Chapter 10Slide 18 PRODUCT PLACEMENT

  Product placement can be used to offset the need for traditional advertisements.  24 on the Fox network  Ford vehicles used extensively Chapter 10Slide 19 The Basics

  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 20 Who Pays?

  Assuming they appeal to the same market, both parties will gain from the connection. Chapter 10Slide 21 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 22  Name three ways product placement deals are constructed.