Promotions HSS 5263 Sport Marketing Brian Turner

The Catch-All “P” Vehicle through which the marketer conveys information about product, place, and price Concentrates on selling the product

The Catch-All “P” Advertising Personal selling Sales promotion Public relations Sponsorship

The Catch-All “P” AIDA

Advertising Communication Process Source Encoding Message Medium Decoding Receiver Feedback Noise

Promotion Planning Target Market Considerations Define Promotional Objectives

Promotion Planning Unawareness Awareness Knowledge Liking Preference Conviction Action

Promotion Planning Establishing Promotional Budgets Choosing an integrated promotional mix

Advertising Process Advertising Objectives Advertising Budget Creative Decisions

Media Strategy Print Media –Newspapers –Magazines –Posters –Game programs –Direct mailings Electronic Media –Radio –Television

Media Strategy Other media –Billboards –Buses –Blimps –Internet –Signage

Media Strategy Choosing a specific medium Media scheduling

Personal Selling “… a form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her company’s products or services.”

Sales Promotions Non-price promotions Price-oriented promotions Negatives

Promotional Components Theme Product sampling Open house Coupons Contests and sweepstakes Premiums and redemptions Point of purchase displays

Public Relations “… the element of the promotional mix that identifies, establishes, and maintains mutually beneficial relationships between the sport organizations and the various publics on which its success or failure depends” Media relations Community relations