Promotion Sports Marketing

WHAT IS PROMOTION? The positive communication a business has with its customers Can be used to communicate messages about the store’s merchandise or to heighten the store’s image Product promotion - promotion of a store’s merchandise Institutional promotion - promotion meant to heighten a store’s image There are several types of promotion that can be used

TYPES OF PROMOTION There are 4 types of promotion that are commonly used by stores Personal selling Sales promotion Advertising Public relations Each of these types of promotion has qualities that help promote the store

Personal selling A type of promotion that involves the use of paid sales associates to interact with the store’s customers A form of personal promotion since it relies on person- to-person interaction Effective personal selling requires that sales associates be friendly, knowledgeable, & helpful so that customers leave with a positive impression of the business Also a form of paid promotion since sales associates are paid for their work

Sales promotion A type of promotion that involves the use of activities that encourage customers to make purchases, such as issuing coupons or product samples, putting up point-of-purchase displays, running contests or sales events, or sending out e-mails Are often used to introduce new products & to encourage customers to try them The general goal is to increase sales

Advertising A communication to customers paid for by a business A form of non-personal promotion & is a one-way message The business creates & sends a message, which is read or viewed by the customer There is no direct interaction between the business & the customer Is all around us & it comes in many forms, most often in print & on TV

Advertising Elements Print Advertisements must contain four key elements: Headlines – attract readers, interest and get them to look at the illustration and copy. Copy- represents the selling message in the ad. Illustration – helps to expand on the copy by showing how the product works or how it is used. The Signature – or logo, is the distinctive identification symbol for a business. (Optional) A Slogan – is a catch phrase or small group of words that are combined in a special way to identify a product or company.

Public relations Involves the use of unpaid references to a business to further a positive impression The goal is to showcase the business in a positive manner Publicity is a form of public relations Publicity involves calling attention to a newsworthy aspect of the business, such as charitable donations Publicity is not paid for by the business, & businesses make every effort to generate publicity that is positive & to avoid negative publicity

ADVERTISING LAWS Are enacted & enforced by the federal government’s Federal Trade Commission (FTC) The FTC is an agency of the federal government that enacts & enforces advertising laws that protect consumers One of the purposes of the FTC is to protect consumers from advertising that is deceptive or false False advertising happens when a business knowingly makes claims about a product that are not supported by fact In these cases, the FTC has the legal authority to issue a cease & desist order This order legally forces this business to discontinue the advertising that makes untrue claims This order can also be issued to a business for using bait-and-switch advertising The illegal practice of advertising a product at a low price & then stocking little to none of that product, with the intention of selling customers a more expensive item

Advertising elements assignment You will need to find 10 different ad’s/billboards using the internet. Copy and paste the ad onto a word document, identify the 4-5 elements of each ad. Must be SPORTS or ENTERTAINMENT related. Example: Headline: Beef in the Heart of Texas Copy: Angus Third Pounders Illustration: Picture of McDonald’s Third Pounder Signature: M Logo (Golden Arches) Slogan: I’m Lovin’ It.

Assignment 2 ****Listen to audio first******** You will need to create a billboard (Use a full size poster board fold and cut in half) You may work in groups of no more than 2 ****Listen to audio first******** Fill out a Product Submission form: Found on my website. Print and turn into box – Due Wednesday Fill out an Outline Sheet: Found on my website: Print out and turn into box. Make sure you have a sketch of what your billboard is going to look like on the back of the sheet. Due - Thursday Begin working on your billboard. Due Next Wednesday at the end of class. You must have choose a sports company or product to create a billboard. Each billboard must contain : Headline – Catches the reader’s eye Copy – describes the product Illustration – Picture depicting the product and it’s usefulness Signature – Company logo (Optional) Slogan: Company’s slogan if they have one. (IE…I’m loving it: McDonalds)

Nike Free: Summer Collection Assignment 3 Create a sales promotion for your product that you chose. After completing your billboard you will create coupons for your new product. Will include: Name of your product Picture of your product The discount or sales promotion for your product Barcode Nike Free: Summer Collection Buy 1 Get 1 ½ OFF Bring this in to redeem. Good for in store purchase only.