1. Marketing Plans

2. Promoting Your Products
Promotion – communicating with a customer through advertising, publicity, sales promotion, or personal selling
Promotion is directly linked to a company’s image
Image – how a company wants the public to see it

3. Focusing The Ads You must decide who will be the targeted customer
Marketing research provides information about the target group
Demographics provide data about the targeted group

4. Focusing The Ads
Student body
Parents
The Community

5. Media Choices After you decide your audience:
Design your message and determine the media you will use to deliver it to your customer
The most common media are:
The internet
Print (newspapers, magazines, billboards)
Broadcast (television and radio)
Social Media
School Centered

6. The Ratings Program ratings drive the price the ads can bring
If a show ends up with a lower rating than anticipated, the channel provides other advertising time in other time slots

7. The Ratings
Disney signed a 600 million deal with the national hockey league
They did this despite low ratings because hockey draws the highest concentration of young upscale viewers than any other television sport

8. The Rest Of Promotion
Although advertising plays a major role in promotion there are other categories of marketing needed to finish the job
These are: publicity, sales promotion, and personal selling
All four categories team together into a promotional mix tailored to the item being promoted

9. Publicity
Sponsoring an event and getting a company’s name in front of the public is a method of promotion called publicity.
The sponsors of an event count on getting positive publicity from the event

10. Sales Promotion
Any action or communication that encourages a consumer to buy a product
An example is when a baseball team gives away baseball caps to each child attending the game with an adult.
The giveaway is a direct incentive for the adult to purchase at least 2 tickets to the game
Sales promotion items are also referred to as specialty advertising items

11. Personal Selling
An in person face to face communication between a seller and a customer
Corporations are major clients for sports events frequently buying hugh blocks of tickets or permanently leasing special luxury seating

12. Marketing Research
Mass marketing – strategies for reaching broad groups of people
Market research – the process of determining what customers want
There are 5 steps in the scientific method of marketing research

13. The Scientific Method Of Marketing Research
Define the problem
Analyze the situation
Develop the process for collecting data
Collect, organize, and analyze the data
Determine a solution to the problem

14. Data Mining
Digging up the data needed to make decisions