Promotion in Sports & Entertainment Marketing Chapter 14 Integrated Marketing Communications Promotion in Sports & Entertainment Marketing

Goals and Tasks of Promotion Chapter 14 Integrated Marketing Communications Goals and Tasks of Promotion Informing Reminding Persuading Target Audience

Promotion Inform Persuade Remind Chapter 14 Integrated Marketing Communications Promotion Inform Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Persuade Remind

Purposes of Promotion Convince potential customers to buy Explain features/benefits of products Tell where products are sold Advertise sales on products Answer customers’ questions Introduce new products Create a favourable image of the company or product Ask students for examples of why they think promotion is used. Share responses. Put on board. Review list 4

Types of Promotion Advertising Sales Promotion Personal Selling Publicity/ Public Relations There are 5 types of promotion. They are…show bullets. Let’s look at each on individually. 5

ADVERTISING **PAID FOR** The non-personal presentation of ideas and products by an identified sponsor. There are 2 key elements that make a promotion advertising. For one thing, it’s NON-PERSONAL. This means that it is not directed at any one person. When you turn on the TV or radio and hear and ad, the ad does not address a specific person. It’s there for anyone to see and/or hear. With a magazine, billboard or newspaper, the same thing. Whoever opens the magazine or newspaper or drives by the billboard can read it. The other element is that it has an IDENTIFIED SPONSOR. In other words, IT’S PAID FOR (show next bullet). The company must pay a TV or radio station for its time, or they must pay a magazine, newspaper or billboard for the space. We will learn more about advertising in other lessons. Let’s move on to sales promotion. **PAID FOR** 6

Example - Advertising

Electronic Advertising Media Chapter 14 Integrated Marketing Communications Advertising Media Traditional Advertising Media Electronic Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Internet Electronic mail Social Media

Advertising Disadvantages Advantages Total cost is high Chapter 14 Integrated Marketing Communications Advertising Disadvantages Total cost is high Clutter Advantages Reach large number of people Low cost per contact

PUBLICITY/ PUBLIC RELATIONS Creating demand for a business or product by placing news about it in the media Publicity is similar to institutional advertising in that its main purpose is to create a favorable image about the company, hoping to increase sales. The difference is that information about the company is placed in the media in the form of a news release, instead of an advertisement. Therefore, publicity is FREE! Share examples of DECA’s publicity. Public relations involves the activities that businesses do to create publicity for the company. We will learn much more about publicity and public relations in a later unit, and we will have a person who works in public relations come and speak to our class. 10

Publicity Examples Top movies we can’t wait for 2014 Chapter 14 Integrated Marketing Communications Publicity Examples Top movies we can’t wait for 2014 See more at: http://www.awardscircuit.com/?post_type=oscar-prediction-pag&p=19321#sthash.BNwWfoFU.dpuf

Chapter 14 Integrated Marketing Communications http://www.dallasnews.com/business/headlines/20121022-companies-walk-a-tricky-line-with-endorsements.ece http://www.dallasnews.com/business/headlines/20121022-companies-walk-a-tricky-line-with-endorsements.ece

Negative Publicity - Example

Negative Publicity - Example

Under Armour to blame http://www.cbsnews.com/news/under-armour-weathering-speed-skating-negative-publicity-just-fine/

http://blogs.sap.com/jonathanbecher/2011/05/07/is-there-no-such-thing-as-bad-publicity/

http://www.tmz.com/

Public Relations Disadvantages Advantages Chapter 14 Integrated Marketing Communications Public Relations Disadvantages Give up much of your control of your message Not all publicity is positive Advantages Publicity is free; advertising is not Can be used to create a positive image within the community Viewed as being more credible or believable than advertising

Crazy Sales Promotion

Major League Baseball Giveaway Rank Promotion % Increase in Game Attendance 1 Beanie baby 37.4 2 Beach Towel 26.4 3 Umbrella 20.1 4 Coupon 20.0 5 Baseball Cap 19.9 6 Fireworks show 19.1 7 Hat 17.3 8 Bat 15.0 9 Heritage/Family Days 14.9 10 Beanbag Toy 14.4

Sales Promotion Disadvantages Advantages Chapter 14 Integrated Marketing Communications Sales Promotion Disadvantages Difficult to end without the customers becoming dissatisfied Store image and sales can suffer if the promotion is not properly planned and managed Advantages Unique and has special appeal to a potential customer Helps build customer loyalty