1. Promotional Planning 11 11.1 Promotional Plans
11.2 Sponsorships and Endorsements
11.3 Promotional Events

2. Winning Strategies Pouring on the Heat
Miami Heat is one of the top customer service and sales-driven organizations in the sports and entertainment industry.
tech-savvy promotional sales strategies
highly targeted promotions to existing fans
loyal fans receive purchasing opportunities for multi-year season ticket
staff works hard to please fans
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3. Lesson 11.1 Promotional Plans
Goals
List steps in developing a promotional plan.
Discuss recent promotional trends and ways to stay current with trends.
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4. Terms promotional plan promotional mix advergame
quantitative measurement
qualitative measurement
social network
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5. PLANNING TO PROMOTE
Knowing your target customers and having a plan to reach them are essential for effective promotions.
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6. Developing a Promotional Plan
a written, detailed description of how the four elements of promotion will be used
advertising
sales promotion
publicity
personal selling
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7. The development of the promotional plan includes the following steps:
Identify target customers.
Set promotional goals.
Develop a promotional budget.
Select the promotional mix.
Measure the results.
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8. promotional mix blending the promotional elements of: advertising
sales promotion
publicity
personal selling
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9. advergame
an electronic or online game that incorporates marketing content to promote a product or service
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10. quantitative measurement
provides information in terms of numbers or percentages
qualitative measurement
subjective and requires interpretation
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11. A combination of both types of measurements is useful in determining the success of a promotional plan.
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12. What are the steps in developing a promotional plan?
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13. PROMOTIONAL TRENDS
Technology has brought dramatic changes to how and where products and services are promoted.
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14. Social Networking social network relationships among people
casual or close
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15. one of the strongest mediums for passing on messages about products or services
viral campaign
the Internet is involved
messages passed to others through
instant messaging
chatrooms
blogs
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17. Movie Promotions trailers advertisements for other movies
usually shown before the featured movie
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18. Professional Plans
Businesses that develop and implement promotional plans for clients are referred to as
advertising agencies
public relations agencies
promotional communication agencies
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19. List sources of information for staying current with promotional trends.
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20. Lesson 11.2 Sponsorships and Endorsements
Goals
Explain the benefits of sponsorship to the sponsor.
Define endorsements and discuss their restrictions.
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21. Terms sponsorship sponsor Federal Trade Commission (FTC) endorsement
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22. GAME DAY
Sponsors of college athletics want to be known for their loyalty to the local team and want to be associated with winners.
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23. By Association sponsorship
“underwriting an event for the purpose of gaining positive association for a brand with the event, the participants, and/or the attendees”
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24. Supporting Collegiate Sports
Sponsorship of college athletics is about generating revenue for the college programs.
media corporations buy the television broadcasting rights
usually long term
corporations donate apparel to teams
highly visible during and after games
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25. Reasons for Sponsorship
person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition
helps pay for the event
helps keep ticket prices affordable
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26. What do sponsors expect in return for their investments?
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27. WHAT IS AN ENDORSEMENT? Federal Trade Commission (FTC)
a U.S. governmental agency whose principal mission is the promotion of consumer protection and competitive business practices
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28. endorsement
a person’s public expression of approval or support for a product or service
a promotional tool
not a form of sponsorship
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29. Legal Restrictions on Endorsements
FTC endorsement guidelines include:
The endorser’s opinions must be truthful.
The endorser should have actual product experience.
Deceptive or misleading statements are prohibited.
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30. Endorsements cannot distort endorser’s opinion.
The endorser must use and believe in the product for as long as the endorser is featured in ads.
The endorser must be advised of product changes and must continue to use and believe in the product in its revised state.
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31. Celebrity Endorsements
Celebrity endorsements are expensive and are often surrounded by controversy.
advantages
endorsed products sell better
viewers are less likely to turn off a commercial featuring a celebrity
consumers believe celebrities
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32. disadvantages expensive
if an endorser is overexposed, consumers will start to doubt the endorser’s sincerity
there is a negative publicity risk if the endorser commits a crime or social blunder
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33. What Businesses Seek in an Endorser
someone with a positive, charismatic, trustworthy image
a celebrity most consumers know
a celebrity with a current career
someone who presents few risks
someone with a believable relationship with the product
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34. List advantages and disadvantages of using celebrity endorsers.
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35. Lesson 11.3 Promotional Events
Goals
Explain the promotional value of involvement in seasonal themed events.
Explain the promotional value of entertainment awards.
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36. Terms
themed events
event coordinator
exhibit manager
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37. THE RIGHT EVENT themed events centered around a specific theme
held annually
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38. Sponsors need to make careful decisions about
which events to participate in
the extent of involvement
There should be a correlation between the event and the sponsor’s customers.
Sponsorship should result in new sales or customers for the sponsor.
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39. Event Coordination event coordinator exhibit manager
a person employed by the venue who works with the event’s sponsors to plan the event
exhibit manager
plans exhibit locations
rents space to businesses
ensure exhibitors’ needs are met
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40. Trade Shows major events where people in a related industry meet to
show their products
exchange ideas
learn about the latest trends
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41. Country Music Festivals
American country music has a global appeal.
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42. What is the difference between a trade show and a themed event?
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43. AWARDING THE BEST
The top four annual awards shows have a high marketing value.
the Grammys
the Tonys
the Emmys
the Oscars
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44. Awards Influence Sales
The Oscars
a nomination is lucrative for everyone associated with the film
in 2006, ABC charged between $1 and $1.5 million for each 30-second advertising spot during the Oscars
a Best Picture award will likely result in an additional $100 million in ticket sales
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45. The Grammys
The Grammy Awards recognize top music artists from 31 distinct fields.
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46. The Emmys The Emmys are bestowed by three sister organizations
The Academy of Television Arts and Sciences
The National Academy of Television Arts and Sciences
The International Academy of Television Arts and Sciences
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47. The Tonys
Tonys are given to professionals in live theater for distinguished achievement.
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48. International Showcase
Cannes International Film Festival
promotes the film industry worldwide
producers and sellers of films come together with film buyers
Cannes Awards are presented for both feature films and short films.
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49. Name the four major entertainment awards
Name the four major entertainment awards. Why are entertainment awards important?
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50. PERFORMANCE INDICATORS EVALUATED
Demonstrate knowledge of graphic design and rules for layout.
Demonstrate effective use of color, lines, text, graphics, and shapes.
Use principles of design, layout, and typography in graphic design.
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51. Apply technical skills to manipulate graphics, artwork, and images.
Use appropriate artwork and design techniques to effectively illustrate a theme.
Generate a promotional flyer for marketing purposes.
Produce a graphic design promotion that has eye appeal, and shows imagination, creativity, and originality.
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52. THINK CRITICALLY
What are three examples of graphic design productions that are frequently used in the business world?
Why is it important to carefully research information gathered on the Internet before using it in graphic design productions?
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53. What does “copyright” mean?
How does graphic design enhance business publications?
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