5.01 Identify the role of promotion.

Promotion Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. For example: Harris Teeter sponsors a little baseball team by purchasing new uniforms and equipment.

Promotion (con’t) Sports and entertainment organizations use promotion to: inform target market of a product. persuade the target market to purchase the product. remind them continuously of the product.

Promotion (con’t) Examples include: web sites autograph sessions fan festivals t-shirts give-aways

Promotion (con’t) Stadiums event promotions are designed to: facilitate fan participation. create a cheerful atmosphere.

The most common types of events promotions include: 1. In-stadium promotions which occur inside stadiums or arenas. For example: lucky seats giveaways mascot races football tosses backstage access at concerts

The most common types of events promotions include: Walk-in promotions which are received as fans walk inside stadiums and arenas. For example: T-shirts, hats, visors. foam hands, pennants, can holders.

Differentiate between institutional and product promotion. Institutional promotion, also referred to as organizational advertising, is designed to: create a positive image. establish and maintain goodwill. may result in an increase in sales of the good or service.

Institutional Promotion Examples include: NBA Read to Achieve Program Nike and Reebok basketball camps Camp Mariah (Mariah Carey) Daddy’s House (P. Diddy)

Differentiate between institutional and product promotion Product promotion, also referred to as product advertising, is designed to: simulate sales of a business, organization, or celebrity’s good or service. launch new products.

Product Promotion Examples include: pre-album release listening parties. a musician promoting release of new single. Coca-Cola setting up pre-concert promotion booths providing samples of Vanilla Coke.