1. Chapter 10 Promotion and Paid Media

2. TERMS:
1. Promotion 2. ADVERTISING 3. Publicity 4. Sales promotion 5. Signage 6. Endorsements 7. Print media.

3. Promotion:
Any activity designed to stimulate interest in, awareness of, and purchase of a product
Method to convey information about the place, price, and product
Critical in the positioning of a product in the mind of the consumer

4. Types of Promotion
Advertising—any paid, nonpersonal (not directed to individuals), clearly sponsored message conveyed through the media
Personal selling—any face-to-face presentation in which the seller has an opportunity to persuade the consumer
Publicity—any form of exposure in the media not paid for by the beneficiary or within the beneficiary’s control or influence
Sales promotion—a variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances
(continued)

5. GOALS OF PROMOTION: AIDA
A: increase awareness
I: attract interest
D: arouse desire
A: initiate action

6. Advertising should do the following:
Create awareness
Communicate information about attributes and benefits
Develop, change, and enhance an image
Associate brand or product with emotions
Precipitate behavior

7. Types of Advertising Media for Sport
Signage
Endorsements
Print media
Electronic media
Billboards, blimps, and buses

8. Signage
1. Signage includes electronic or printed messages or logos identifying a sponsor on any number of materials. Signage is one of the more visible and common.
2. Endorsements, a well-known celebrity athlete uses his or her fame to help a company sell or enhance the image of the company, products, or brands.
3. Print media grant the sport marketer a high degree of control over content and are relatively inexpensive.
4. As compared with print media, electronic media offer greater flexibility in attracting consumer attention and creating messaging in consumers’ native language.
5. TV and commercials.
6. A hallmark event is a major one-time event (or annually recurring evens ales promotion can be in the form of either price discount or non-price promotion
(continued)

9. Table 10.1
MARKETING VS
PROMOTION

10. Print Media (continued)
Types of print media:
Magazines
Newspapers
Schedule cards
Handouts and brochures
Posters
Point of purchase displays
Direct mail

11. Types of Television Commercial Structures
Story
Problem solution
Chronology
Special effects
Testimonial
Satire
Spokesperson
Demonstration
Suspense
Slice of life
Analogy
Fantasy
Personality

12. Youtube:
Explore Social Media & Marketing For Skyrocket Engagement
Each social media platform has a different audience, which makes their usage more fun for brands. Snapchat is associated with youngsters while LinkedIn with a more professional public. Think about it, according to the latest Pew Research Center survey, 68% of Americans use Facebook and 73% use YouTube.
Social media usage in 2018
By rough numbers, that means million people are using YouTube. And here rises the opportunity. By simply creating a YouTube account for your brand, you have the chance to expose your brand to those million people. Exposure is a great marketing strategy example.

13. facebook
Roughly three- quarters of Facebook users ­– and around six-in-ten Snapchat and Instagram users – visit each site daily

14. Putting It All Together
Several marketing platforms can boost the value and impact of a promotional campaign:
Marketing objectives
Revenue objectives
Entertainment objectives

15. Promotional Planning Model
Level 1: nonpattern attenders (light users)
Level 2: multiple attenders (medium users)
Level 3: frequent attenders (heavy users)
Level 4: defectors (descending the escalator)

16. Figure 10.8

17. EXAMPLE: PROJECT: PROMOTION OF A BOOK

18. Assignments: 1. TERMS 2. promote something
STUDENT GROUPS;
SELECT A PRODUCT OR PERSON OR PERSONS AND HAVE A STRATEGY OF PROMOTION.
PRESENTATION TO THE CLASS NEXT TUESDAY.