Transcript
Page 1: Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter Sports and Entertainment Promotion 10.1 Promoting Sports and Entertainment 10.2

Sports and Entertainment Marketing© Thomson/South-Western

Chapter Chapter Chapter Chapter

Sports and Entertainment Promotion

10.1 Promoting Sports and 10.1 Promoting Sports and Entertainment Entertainment

10.2 Advertising and Placement10.2 Advertising and Placement

10.3 Publicity and Sales Promotions 10.3 Publicity and Sales Promotions

10

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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

Velocity Sports and Entertainment

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Lesson 10.1

Promoting Sports and Entertainment Goals Describe the goals of promotion. List and define four elements of

promotion.

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Terms advertising product placement publicity sales promotions personal selling

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THE PURPOSE OF PROMOTION promotion

the process of making customers aware of a product, service, or event

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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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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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What is the goal of promotion?

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PROMOTIONAL ELEMENTS

The four elements of promotion are advertising publicity sales promotions personal selling

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Advertising

advertising 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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Publicity

publicity any unpaid media attention either positive or negative

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Sales Promotions

sales promotions additional incentives offered for a limited

time to encourage consumers to buy a product

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Personal Selling

personal selling an in-person, face-to-face communication

between a seller and a customer

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List four elements of promotion.

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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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Terms tagline media strategy reach wear out frequency

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ADVERTISING

Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives.

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Step by Step Cost effective advertising requires:

1. Set a measurable advertising goal.

2. Develop the advertising budget.

3. Create an advertising theme.

4. Choose the advertising media.

5. Create the message.

6. Develop an advertising schedule.

7. Measure the effectiveness of the advertising.

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specific measurable

The Goal

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marginal analysis setting the advertising budget by estimating the

point at which an additional dollar spent on advertising equals additional profit

The Budget

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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

percent of sales

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tagline (theme) a slogan that conveys the main message of the ad

The Media print broadcast/cable Internet out-of-home in-home

The Theme

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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

media strategy

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copy the words to be spoken or printed in the

advertisement

wear out when advertising loses its effectiveness due to

overexposure or poor message quality

The Message

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frequency 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

The Schedule

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response rate the number of customers who connect with and

act in relation to the ad

The Effectiveness

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It’s Showtime

primetime when the largest viewing audiences are

watching TV the most expensive time to advertise

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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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List the steps involved in developing effective advertising.

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PRODUCT PLACEMENT

Product placement is a fast growing form of sales promotion used in films TV shows live theater

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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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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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Assuming they appeal to the same market, both parties will gain from the connection.

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.

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Name three ways product placement deals are constructed.

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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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Terms goodwill publicist grass-roots effort viral campaign public relations (PR) trade allowances

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PUBLICITY

Although publicity is free, the message is controlled by the news media others that are presenting the message

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Goodwill

goodwill customers’ positive feelings about the

business

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Damage Control

publicist 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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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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creating a fake grass-roots effort

astroturfing

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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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Sports facilities and sports fans need to have a positive image to encourage visitors to attend games.

Professional athletes feel the pressure of being public role models while meeting athletic performance standards.

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How is publicity different from other types of promotion?

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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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Consumer Sales Promotions

consumer sales promotion directed at the final consumer

temporary price reductions price-pak deals coupons special gifts contests rebates

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Trade Sales Promotions

trade sales promotion 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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Employee Sales Promotions

push money an extra commission paid to sales persons

who sell or push particular products

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List three consumer sales promotions.

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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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Describe cooperative sponsorships and promotional strategies with other companies to increase sales of Disney merchandise.

Explain the value of the relationship with retailers who sell to target markets that watch Disney movies.

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THINK CRITICALLY

1. How could a gift shop located in movie theaters near the exits help increase sales?

2. What is the value of diversifying distributors of Disney merchandise?

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4. Can sales of related merchandise increase attendance at the Disney movies? Explain.

3. How can Disney benefit from associating with other well-known and respected companies?


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