1. Sports and Entertainment Promotion
10.1 Promoting Sports and Entertainment
10.2 Advertising and Placement
10.3 Publicity and Sales Promotions

2. THE PURPOSE OF PROMOTION
the process of making customers aware of a product, service, or event
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3. 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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4. Gaining New Fans – An Example
Soccer fans from all over the world were beginning to get mad over the faking of injuries and bad sportsmanship going on in the game.
So, In 2006 Nike started a “Joga Bonito” campaign for the up coming world cup in Germany.
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5. PROMOTIONAL ELEMENTS The four elements of promotion are advertising
publicity
sales promotions
personal selling
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6. Advertising advertising product placement
a paid form of communication delivered by a product maker or seller to consumers
Roughly $4 million dollars per 30 seconds in the 2013 super bowl, $1.7 million dollars for the 2013 Oscars.
The Simpsons: It's not exactly the ratings powerhouse it once was, but it's still a top ten most-expensive show for advertisers, pulling in around $254,000 per spot. Monday's most expensive series for advertisers is Two and a Half Men ($252,000), Tuesday's is Glee ($267,000), Wednesday's and Thursday's are both X Factor ($320,000 and $283,000), poor Friday's is Blue Bloods ($76,000), and Saturday's is college football ($85,000)
product placement
a product integrated into the plot of a television show or a movie
more discreet than advertising
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7. Publicity publicity any unpaid media attention
either positive or negative
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8. Sales Promotions sales promotions
additional incentives offered for a limited time to encourage consumers to buy a product
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9. Personal Selling personal selling
an in-person, face-to-face communication between a seller and a customer
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10. ADVERTISING
Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives.
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11. Step by Step Cost effective advertising requires:
Set a measurable advertising goal.
Develop the advertising budget.
Create an advertising theme.
Choose the advertising media.
Create the message.
Develop an advertising schedule.
Measure the effectiveness of the advertising.
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12. The Goal
specific
measurable
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13. The Budget marginal analysis
setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit.
How much is advertising worth? Can your company get away with limited advertising?
Name some companies that do limited advertising, but make millions.
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14. percent of sales fixed sum per unit competitive parity share of voice
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
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15. The Theme The Media tagline (theme) print broadcast/cable Internet
a slogan that conveys the main message of the ad
Just do it. – Nike, M’m! M’m! Good! – Campbell Soup, Got Milk? – Milk
The Media
print
broadcast/cable
Internet
out-of-home
in-home
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16. media strategy
choosing the media that will bring the most effective advertising message to the targeted consumer
Which avenue is best utilized for your specific target market??
reach
the number of people in the target market expected to receive the message through the chosen medium
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17. The Message copy wear out
the words to be spoken or printed in the advertisement
wear out
when advertising loses its effectiveness due to overexposure or poor message quality
Can you think of any products or services that this is currently happening too?
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18. The Schedule frequency concentration schedule dominance strategy
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
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19. The Effectiveness response rate
the number of customers who connect with and act in relation to the ad
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20. Its Showtime primetime
when the largest viewing audiences are watching TV
the most expensive time to advertise
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21. 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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22. PRODUCT PLACEMENT
Product placement is a fast growing form of sales promotion used in
films
TV shows
live theater
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23. 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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24. 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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25. 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.
Assuming they appeal to the same market, both parties will gain from the connection.
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26. PUBLICITY Although publicity is free, the message is controlled by
the news media
others that are presenting the message
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27. Goodwill goodwill customers’ positive feelings about the business
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28. Damage Control publicist damage control
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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29. 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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30. 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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31. Professional athletes feel the pressure of being public role models while meeting athletic performance standards.
Sports facilities and sports fans need to have a positive image to encourage visitors to attend games.
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32. 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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33. Consumer Sales Promotions
directed at the final consumer
temporary price reductions
price-pak deals
coupons
special gifts
contests
rebates
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34. THINK CRITICALLY
How could a gift shop located in movie theaters near the exits help increase sales?
What is the value of diversifying distributors of Disney merchandise?
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35. How can Disney benefit from associating with other well-known and respected companies?
Can sales of related merchandise increase attendance at the Disney movies? Explain.
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