3.02 Explain advertising media used in the sport/event industries

ADVERTISING MEDIA Channels of communication: 1.Print Advertising/Publications 2.Broadcast Advertising 3.Direct-Mail Advertising 4.Online Advertising (3.04) 5.Out-of-Home Advertising 6.Specialty Advertising

PRINT ADVERTISING/PUBLICATIONS PUBLICATIONS: Materials that are printed on a regular basis – NEWSPAPERS: Coupon Ad Sale Ad Informational Ad – MAGAZINES: Trade Sports Special Interest Entertainment

ADVANTAGESDISADVANTAGES Loyal readership Can target a particular market segment You can choose the size of the advertisement space Always in the public eye Cost can sometimes be expensive “Shelf life” is short Must plan months in advance Ads may not be noticeable with all other print PRINT ADVERTISING/PUBLICATIONS

BROADCAST MEDIA and ADVERTISING BROADCAST/ ELECTRONIC MEDIA Any visual or auditory form of communication using electronic technology Radio Television Internet – (Pop-Up Ads, Ads, Social Media Ads, Banner Ads) BROADCAST ADVERTISING Forms of advertising on a Broadcast Media Radio Commercials Television Commercials

BROADCAST MEDIA ADVANTAGESDISADVANTAGES Reach a larger audience Demonstrates credibility Gets attention faster than print media Demonstrates personality EXPENSIVE! Needs to grab attention right away or will loose audience (Change the channel) Short time frame (30-45 seconds) BROADCASTING SPORTING EVENTS/GAMES (3.04) Blackout Options: Broadcast of games instead of regular programming Selling Broadcast Rights: Pro teams earn revenue by permitting games to appear on TV

“You Do” 1.Create a list of print and broadcast media available in Charlotte – Radio, Newspapers, local Magazines, local TV stations (List 2 of each of the above categories) 2.Identify the following: – How often are they published/broadcasted? – Who is the target audience? – List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1 3.Create a visual with all of the above information 4.Present to the class

3.02 Explain advertising media used in the sport/event industries

ADVERTISING MEDIA Channels of communication: 1.Print Advertising/Publications 2.Broadcast Advertising 3.Direct-Mail Advertising 4.Online Advertising (3.04) 5.Out-of-Home Advertising 6.Specialty Advertising

DIRECT MAIL (3.02/3.04/3.05) Advertising distributed directly to the potential consumer through the mail (Catalogs, Coupon Mailers, Offers and Sales) ADVANTAGESDISADVANTAGES AIM MESSAGE TO SPECIFIC CUSTOMERS Physical reminder Customer Specific: Address the customer Cost: Postage and printing Time to create and maintain databases CAN BE CONSIDERED “JUNK MAIL” EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO ACTION ENCOURAGING CUSTOMERS TO RESPOND

OUT-OF-HOME MEDIA Messages that reaches the customer away from home (Billboards, Airplane banners, Stadium Signage, Bus Ads) ADVANTAGESDISADVANTAGES Repetitive Viewing Target specific geographic area Exposure 24/7 Low exposure time (Blink of an eye) Mass Marketing – no target marketing

SPECIALTY ADVERTISING Promotional messages on everyday items – Pens/Pencils – Coffee Mugs – Key Chains – Most Awkward Specialty Advertisements Most Awkward Specialty Advertisements

TRENDS IN ADVERTISING MEDIA Social Media – Twitter and Facebook advertising Advertising on sports uniforms – NBA just approved for season Adapt promotional messages for International Markets – Need to know different cultures so not to offend Example: Concert performers

“You Do” 1.Create a list of print and broadcast media available in Charlotte – Radio, Newspapers, local Magazines, local TV stations (List 2 of each of the above categories) 2.Identify the following: – How often are they published/broadcasted? – Who is the target audience? – List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1 3.Create a visual with all of the above information 4.Present to the class