Planning the Promotion
Advertising and Sales Promotion Public Relations and Personal Selling 1
Chapter Objectives Define event marketing.
Explain promotion and the promotional mix in sports marketing. Identify the roles of advertising and sales promotion in sports marketing. Describe the use of technology in promotion. Identify the roles of public relations and personal selling in sports marketing. Explain the types and steps of selling. 2
Event Marketing Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions. event marketing 3
Event Marketing Sanctioned league events are presented by sports franchises. - Internationally, various organizations govern worldwide sports. - Promotions function in sports to generate sales, attract a targeted audience, and create a positive image. 4
Promotional Mix The different forms of promotion can be combined into a company’s promotional mix. promotional mix 5
Promotion in Sports Marketing
The functions of promotion in sports marketing are: Generate sales Attract a targeted audience Help create a positive image 6
Promotional Budget The three ways to determine a promotional budget are: Percentage of sales Competitive parity Objective-and-task method 7
The Role of Advertising
Since a company pays for advertising, it has control over the message it wants to deliver. advertising promotional advertising Two types of advertising are: Promotional advertising institutional advertising Institutional advertising 8
The Role of Advertising
The four types of advertising media are: Print - Broadcast - Direct marketing - Online advertising - 9
Types of Media: Print Newspapers Magazines Direct Mail
Outdoor Advertising Station Posters Stadium Signage 10
Sales Promotion Types of sales promotions include: Coupons Rebates
Samples Premiums Contests Sweepstakes 11
Advertising and Promotional Advantage
___________, ______, and _______ ________ have the ability to target their ________ and fans with a great variety of medial and _____________ tools. 12
What are the major types of advertising media?
1. What is the difference between promotional and institutional advertising? What are the major types of advertising media? List the different forms of sales promotions. 2. Quick Check Answers Promotional advertising has as its goal the sale of the item being promoted, but institutional advertising seeks to develop goodwill or a positive image. print, broadcast, direct marketing, and online advertising coupons, rebates, samples, premiums, contests, and sweepstakes 3. 13
Public Relations Publicity gives a company an image that must be handled by a company’s public relations department. publicity public relations 14
Public Relations To alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases. press releases 15
Personal Selling Personal selling is important as part of the promotional mix because it allows for two-way communication between the buyer and seller. personal selling 16
Personal Selling There are two types of selling — ______ ______ and ______ ________. There are two ways to prepare for the sales process — ___________ and pre-__________ strategies 17
Personal Selling The seven steps of professional selling are:
Approach. Determine needs. Present the product. Overcome objections. Close the sale. Perform suggestion selling. Follow up. 18
Power of the Promotional Mix
The right combination of all the elements of the promotional mix works to create synergy. Advertising Sales promotion _____________ Personal selling Attract customers and fans ______________ Positive image 19
Checking Concepts Define event marketing. 1. 2.
4. The promotional budget can be a determining factor in deciding the promotional mix. It can be determined in three ways: percentage of sales, competitive parity, objective-and-task method. 3. The promotional mix is any combination of advertising, sales promotion, publicity, and personal selling. 2. All activities associated with the sale, distribution, and promotion of a sports event. 1. 2. Identify the elements in the promotional mix. Explain a budget in sports marketing. 3. Checking Concepts Answers All activities associated with the sale, distribution, and promotion of a sports event. The promotional mix is any combination of advertising, sales promotion, publicity, and personal selling. The promotional budget can be a determining factor in deciding the promotional mix. It can be determined in three ways: percentage of sales, competitive parity, objective-and-task method. Advertising gives a company control over the message it wants to deliver as the company pays for it. Sales promotions are usually part of advertisements or a personal sales pitch designed as short term incentives to interest consumers through vehicles such as coupons, rebates, samples, premiums, contests, and sweepstakes. Identify the roles of advertising and sales promotions. 4. continued 20
Checking Concepts 5. Define public relations and personal selling. 6.
In a contest, the entrant must perform a task; in a sweepstakes, participants need only sign up. 6. 7. Public relations are activities that promote the image and communications a company has with its employees, customers, investors, and public. Personal selling is direct communication by a salesperson to potential customers either in person or by telephone. 5. 6. Differentiate between contests and sweepstakes. Checking Concepts Answers Public relations are activities that promote the image and communications a company has with its employees, customers, investors, and public. Personal selling is direct communication by a salesperson to potential customers either in person or by telephone. In a contest, the entrant must perform a task; in a sweepstakes, participants need only sign up. The steps are: approach, determine needs, present product, overcome objections, close the sale, perform suggestion selling, and follow up. List the steps in the selling process. 7. continued 21
Checking Concepts Critical Thinking
8. Explain the role that the various media play in public relations. Checking Concepts Answers The media - magazines, newspapers, television, radio - provide outlets for public relations to function; anything newsworthy will be picked up by the media. Sports organizations, as well as all other companies, rely on the media to get the news out, but it is the media that decide what news to use on any given day. 22
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