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

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

3. 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

4. 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

5. 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

6. 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

7. Example - Advertising

8. 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

9. 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

10. 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

11. 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:

12. Chapter 14
Integrated Marketing Communications

14. Negative Publicity - Example

16. Negative Publicity - Example

17. Under Armour to blame

20. 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

21. Crazy Sales Promotion

22. 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

23. 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