1. Sports and Entertainment Marketing
The Promotional Mix
Sports and Entertainment Marketing

2. Promotion
any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image

3. Product Promotion
used to convince potential customer to buy products instead of buying from a competitor
Identifies where it is sold
Advertises product sales
Answers consumer questions
Introduces new offerings

4. Institutional Promotion
used by a business to create a favorable image for itself, as opposed to promoting a product or service
Does not directly sell a certain product, but a favorable image will likely increase sales for a company

5. Promotional Mix
the combination of the different types of promotion a business or organizations uses to promote its products

6. The Promotional Mix Direct Marketing Sales Promotion Publicity
Advertising
Sales Promotion
Direct Marketing
Publicity
Personal Selling

7. The Promotional Mix
Advertising – any PAID form of non-personal promotion of ideas, goods, or services by an identified sponsor
Sales Promotion – a short term incentive to get customers interested in buying a product
Direct Marketing – marketing activities to sell products directly to customers through the use of a customer database
Publicity – the FREE mention of a product or company in the media
Personal Selling – direct communication by a salesperson to potential customers either in person, by telephone, or

8. Advertising Paid communication One-way communication
Broadcast (TV, Internet, Radio)
Print (Newspaper, Magazines, Direct Mail)
Outdoor (Billboards, Marquis)
Transit (Busses)

9. Sales Promotion All marketing activities other than
Advertising
Selling
Publicity/PR
Activities that drive product sales
Examples: Coupons, contests, raffles, special events

10. Direct Marketing
Marketing activities to sell products directly to customers through the use of a customer database

11. Publicity & Public Relations
Activities that influence a target audience
Creates a favorable image for the company, it’s products, or policies
Cultivate media relations
IMAGE!

12. Personal Selling Face-to-face interaction with customer
Persuasive approach – educate and inform about the product/service
The goal is to lead the customer to a correct buying decision for their needs
Business-to-business selling
Business-to-consumer selling

13. Activity
Promotional Mix Internet Activity