1. CHAPTER 11 Marketing Plans
SPORTS AND ENTERTAINMENT MARKETING
4/23/2017
CHAPTER 11 Marketing Plans
11.1 Advertising
11.2 Marketing Research
11.3 Develop a Marketing Plan
11.4 The Bottom Line
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2. GOALS Explain the steps in the advertising process.
LESSON 11.1 Advertising
GOALS
Explain the steps in the advertising process.
Understand the importance of measuring advertising effectiveness.
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3. Advertising
Advertising—paid, non-personal communication between an identified sponsor and a potential customer about a product or service
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4. Step By Step Set measurable advertising goal
Develop the advertising budget
Create an advertising theme
Choose the advertising media
Create the advertisement
Develop an advertising schedule
Measure the effectiveness of the advertisement
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5. The Goal Determine a specific measurable goal Ad effectiveness
Brand recognition—the number of people who recognize the brand name of a product
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6. The Budget Marginal analysis Percent of sales Bartering
Fixed sum per unit
Payout planning
Competitive parity
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7. The Theme Tag line—theme of an ad Conveys the main message of the ad
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8. The Media Print Broadcast/cable The Internet
Media strategy—choosing the media that will bring the most effective advertising message to the targeted consumer
Reach—information about which targeted demographic segments are most likely to be reached
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9. The Advertisement Copy Art
Wear out—when an ad loses its effectiveness due to overexposure or poor message quality
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10. The Schedule Cost-effective media Concentration strategy of scheduling
Dominance strategy
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11. The Effectiveness Response rate
Ad effectiveness helps to shape and improve a business’s future media strategy
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12. Pulling It All Together
Dominance strategy
Running the show
Shows “pitched” to advertisers
Primetime advertising
Expected audience ratings
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13. LESSON 11.2 Marketing Research
GOALS
Define the purposes of marketing research.
Understand the human element in marketing research.
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14. Researching the Market
New marketing medium
1940—television
Early 21st century—Internet
Mass market—broad categories of people
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15. Marketing Information
Marketing research—the process of determining what customers want
Define the problem
Analyze current conditions
Develop the process
Collect, organize, and analyze the data
Determine a solution to the problem
Evaluate the results from the changes
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16. Data Mining Data mining—digging up data needed to make decisions
Nielsen Media Research
Sample—an estimate of how many people watch a TV show
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17. School’s Out School holiday and weekends U.S. youth ages 8–21
52 million
Annual income of $211 billion
Harris Interactive YouthPulse
E-commerce
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18. Who Is Asking? Specialized marketing research Custom research
Syndicated research
What’s in it for me?
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19. Worldwide Data Global market continues to grow
Culture of potential new customers
Marketing information must be used to shape its product for new customers
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20. Careers in Marketing Research
Collect data
Track sales
Monitor advertising spending
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21. LESSON 11.3 Develop a Marketing Plan
GOALS
Explain the purpose of a marketing plan.
Describe the components of a strategic marketing plan.
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22. Know Where You Are Headed
Marketing plan—a written component of the strategic plan that addresses how the company will carry out the key marketing functions
Mission statement—the identification of the nature of the business or the reasons the business exists
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23. A Sense of Direction Analyze data Decide what your customers want
Delivery
Customers’ future needs
Specific needs of the firm and the products
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24. Focusing on the Customer
Blockbuster
Overhauled business model and marketing strategy plan
More of what the customer wants
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25. What’s The Plan?
Perishable product
Pre-sale
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26. Components of a Strategic Marketing Plan
Mission
Goals
Product planning
Marketing-information management
Distribution system
Pricing
Promotional strategies
Financing
Purchasing
Risk management
Selling
People
Internal communication systems
Timelines for implementing the plan
Intervals of review and evaluation
The future
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27. LESSON 11.4 The Bottom Line
GOALS
Discuss the profit motive behind sports and entertainment marketing.
Describe the types of financing related to sports and entertainment marketing.
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28. Let’s Make Money!
Profit—the amount of money remaining after all costs, including salaries, advertising, utilities, and other expenditures, have been paid
Who gets the money?
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29. And More Money! Challenges of physical limits
New homes for sports teams
Did we make money?
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30. Challenges of Physical Limits
Limited number of seats
Sources of revenue with potential growth
Personal seat licenses
Concessions
Commercial licenses
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31. New Homes for Sports Teams
Professional sports stadiums costly
Public subsidy
Higher ticket prices
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32. Did We Make Money?
Forecast—predicts the cost of expenses and expected revenues from an event
Budget—provides estimates of expected expenditures and revenues
Balance sheet—shows the company’s current assets, including cash, property, and equipment, and it current liabilities, including debts owed and loans
Income statement—a record of all revenue received and all expenses incurred
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