3.02 Explain advertising media used in

the sport/event industries

ADVERTISING MEDIA

Channels of communication:

1.Print Advertising/Publications2.Broadcast Advertising3.Direct-Mail Advertising4.Online Advertising (3.04)5.Out-of-Home Advertising6.Specialty Advertising

PRINT ADVERTISING/PUBLICATIONS

• PUBLICATIONS: Materials that are printed on a regular basis– NEWSPAPERS: • Coupon Ad• Sale Ad• Informational Ad

– MAGAZINES:• Trade • Sports• Special Interest• Entertainment

ADVANTAGES DISADVANTAGES

•Loyal readership

•Can target a particular market segment

•You can choose the size of the

advertisement space

•Always in the public eye

•Cost can sometimes be expensive

•“Shelf life” is short

•Must plan months in advance

•Ads may not be noticeable with all

other print

PRINT ADVERTISING/PUBLICATIONS

BROADCAST MEDIA and ADVERTISING

BROADCAST/ ELECTRONIC MEDIA

Any visual or auditory form of communication using electronic technology

• Radio• Television• Internet

– (Pop-Up Ads, Email Ads, Social Media Ads, Banner Ads)

BROADCAST ADVERTISING

Forms of advertising on a Broadcast Media

• Radio Commercials• Television Commercials

BROADCAST MEDIA

ADVANTAGES DISADVANTAGES

•Reach a larger audience

•Demonstrates credibility

•Gets attention faster than print media

•Demonstrates personality

•EXPENSIVE!

•Needs to grab attention right away or

will loose audience

•(Change the channel)

•Short time frame (30-45 seconds)

BROADCASTING SPORTING EVENTS/GAMES (3.04)•Blackout Options: Broadcast of games instead of regular programming

•Additional Broadcast Rights: Coach and Player interviews

“You Do”1. Create a list of print and broadcast media available in

Charlotte– Radio, Newspapers, local Magazines, local TV stations• (List 2 of each of the above categories)

2. Identify the following:– How often are they published/broadcasted?– Who is the target audience?– List 3 sport teams or events that could benefit from

advertising on each of the examples you generated from #1

3. Create a visual with all of the above information4. Present to the class

DIRECT MAIL(3.02/3.04)

Advertising distributed directly to the potential consumer through the mail

(Catalogs, Coupon Mailers, Offers and Sales)ADVANTAGES DISADVANTAGES

•Targeted to very specific audiences

•Physical reminder

•Customer Specific: Can address the

customer

•Cost: Postage and printing

•Time to create and maintain databases

•Junk Mail

EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO ACTION ENCOURAGING CUSTOMERS TO RESPOND

OUT-OF-HOME MEDIAMessages that reaches the customer away from

home(Billboards, Airplane banners, Stadium Signage, Bus Ads)

ADVANTAGES DISADVANTAGES

•Repetitive Viewing

•Target specific geographic area

•Exposure 24/7

•Low exposure time (Blink of an eye)

•Mass Marketing – no target marketing

SPECIALTY ADVERTISING

Promotional messages on everyday items

– Pens/Pencils– Coffee Mugs– Key Chains– Most Awkward Specialty Advertisements

TRENDS IN ADVERTISING MEDIA

• Social Media– Twitter and Facebook advertising

• Advertising on sports uniforms– NBA just approved for 2012-13 season

• Adapt promotional messages for International Markets – Need to know different cultures so not to offend• Example: Concert performers

“You Do”1. Create a list of print and broadcast media available in

Charlotte– Radio, Newspapers, local Magazines, local TV stations• (List 2 of each of the above categories)

2. Identify the following:– How often are they published/broadcasted?– Who is the target audience?– List 3 sport teams or events that could benefit from

advertising on each of the examples you generated from #1

3. Create a visual with all of the above information4. Present to the class