1. Sports and Entertainment Promotion10
Sports and Entertainment Promotion
10.1 Promoting Sports and Entertainment
10.2 Advertising and Placement
10.3 Publicity and Sales Promotions

2. Winning Strategies Velocity Sports and Entertainment
promotional agency that specializes in sponsorship and event marketing
focuses on the cross-promotional opportunities offered by sports and entertainment events
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3. Lesson 10.1 Promoting Sports and Entertainment
Goals
Describe the goals of promotion.
List and define four elements of promotion.
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4. Terms advertising product placement publicity sales promotions
personal selling
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5. THE PURPOSE OF PROMOTION
the process of making customers aware of a product, service, or event
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6. Promotional Goals Increasing sales is the primary goal of promotion.
Related goals include
increasing customers’ usage
maintaining customer loyalty
building a fan base
educating potential customers
overcoming the hesitation of first-time buyers
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7. Gaining New Fans – An Example
To combat the declining audiences of the early 1990s, the USTA and the TIA took a number of initiatives.
The associations created the Tennis Welcome Center partnership.
offered fun, friendly introductory lessons
By 2005, there were about 5.8 million new tennis players.
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8. What is the goal of promotion?
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9. PROMOTIONAL ELEMENTS The four elements of promotion are advertising
publicity
sales promotions
personal selling
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10. Advertising advertising product placement
a paid form of communication delivered by a product maker or seller to consumers
product placement
a product integrated into the plot of a television show or a movie
more discreet than advertising
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11. Publicity publicity any unpaid media attention
either positive or negative
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12. Sales Promotions sales promotions
additional incentives offered for a limited time to encourage consumers to buy a product
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13. Personal Selling personal selling
an in-person, face-to-face communication between a seller and a customer
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14. List four elements of promotion.
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15. Lesson 10.2 Advertising and Placement
Goals
List and describe the steps involved in developing effective advertising.
Describe the use of product placement.
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16. Terms
tagline
media strategy
reach
wear out
frequency
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17. ADVERTISING
Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives.
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18. Step by Step Cost effective advertising requires:
Set a measurable advertising goal.
Develop the advertising budget.
Create an advertising theme.
Choose the advertising media.
Create the message.
Develop an advertising schedule.
Measure the effectiveness of the advertising.
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19. The Goal
specific
measurable
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20. The Budget marginal analysis
setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit
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21. percent of sales fixed sum per unit competitive parity share of voice
directs a percentage of expected sales revenues to the advertising budget
fixed sum per unit
an advertising budget based on the expected number of units to be sold
competitive parity
designed to maintain the current share of voice
share of voice
maintaining a similar dollar amount or frequency of advertising as that of competitors
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22. The Theme The Media tagline (theme) print broadcast/cable Internet
a slogan that conveys the main message of the ad
The Media
print
broadcast/cable
Internet
out-of-home
in-home
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23. media strategy
choosing the media that will bring the most effective advertising message to the targeted consumer
reach
the number of people in the target market expected to receive the message through the chosen medium
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24. The Message copy wear out
the words to be spoken or printed in the advertisement
wear out
when advertising loses its effectiveness due to overexposure or poor message quality
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25. The Schedule frequency concentration schedule dominance strategy
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
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26. The Effectiveness response rate
the number of customers who connect with and act in relation to the ad
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27. It’s Showtime primetime
when the largest viewing audiences are watching TV
the most expensive time to advertise
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28. Interactive Advertising
Effective advertising will engage viewers and motivate them to take specific action.
Digital communications can be used to create an interactive connection with potential customers.
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29. List the steps involved in developing effective advertising.
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30. PRODUCT PLACEMENT
Product placement is a fast growing form of sales promotion used in
films
TV shows
live theater
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31. The Basics
Product placement can be used to offset the need for traditional advertisements.
24 on the Fox network
Ford vehicles used extensively
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32. Who Pays?
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.
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33. 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.
Assuming they appeal to the same market, both parties will gain from the connection.
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34. Name three ways product placement deals are constructed.
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35. Lesson 10.3 Publicity and Sales Promotions
Goals
Define publicity and explain its role in creating a positive public image.
Describe various types of sales promotions.
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36. Terms goodwill publicist grass-roots effort viral campaign
public relations (PR)
trade allowances
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37. PUBLICITY Although publicity is free, the message is controlled by
the news media
others that are presenting the message
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38. Goodwill goodwill customers’ positive feelings about the business
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39. Damage Control publicist damage control
a person who is responsible for maintaining relations with the public and news media
damage control
an attempt to refute, justify, or downplay negative stories
trying to focus attention on more positive stories
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40. Grass-Roots Publicity
grass-roots effort
when an unknown person or event is propelled into the spotlight by fans
viral campaign
a promotion where a few online mentions turn into a real buzz about a movie
propels the movie into a mega hit
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41. astroturfing
creating a fake grass-roots effort
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42. Image is Everything public relations (PR)
the arm of promotion that tries to create a favorable public opinion for an individual or organization
Public relations focus on the future with the intent of creating a positive image of the business.
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43. Professional athletes feel the pressure of being public role models while meeting athletic performance standards.
Sports facilities and sports fans need to have a positive image to encourage visitors to attend games.
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44. How is publicity different from other types of promotion?
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45. SALES PROMOTIONS Sales promotions are marketing efforts that offer
customers an additional incentive to buy
a limited time to make the purchase
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46. Consumer Sales Promotions
directed at the final consumer
temporary price reductions
price-pak deals
coupons
special gifts
contests
rebates
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47. Trade Sales Promotions
directed at members of the distribution channel
trade allowances
offer short-term discounts to distributors and retailers for selling or participating in the promotion of a product
trade contests
point-of-purchase displays
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48. Employee Sales Promotions
push money
an extra commission paid to sales persons who sell or push particular products
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49. List three consumer sales promotions.
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50. PERFORMANCE INDICATORS EVALUATED
Define the target market.
Explain the marketing strategy to increase sales of Disney merchandise.
Communicate promotional ideas clearly to the judge.
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51. Explain the value of the relationship with retailers who sell to target markets that watch Disney movies.
Describe cooperative sponsorships and promotional strategies with other companies to increase sales of Disney merchandise.
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52. THINK CRITICALLY
How could a gift shop located in movie theaters near the exits help increase sales?
What is the value of diversifying distributors of Disney merchandise?
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53. How can Disney benefit from associating with other well-known and respected companies?
Can sales of related merchandise increase attendance at the Disney movies? Explain.
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