1. 5.01 Identify the role of promotion.

2. Promotion
Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image.
For example: Little Caesars sponsors a little baseball team by purchasing new uniforms and equipment.

3. Promotion (con’t) Sports and entertainment
organizations use promotion to:
inform target market of a product.
persuade the target market to purchase the product.
remind them continuously of the product.

4. Promotion (con’t) Examples include: web sites autograph sessions
fan festivals
t-shirts give-aways

5. Promotion (con’t) Stadiums event promotions are designed to:
facilitate fan participation.
create a cheerful atmosphere.

6. The most common types of events promotions include:
1. In-stadium promotions which occur inside stadiums or arenas.
For example:
lucky seats giveaways
mascot races
football tosses
backstage access at concerts

7. The most common types of events promotions include:
Walk-in promotions which are received as fans walk inside stadiums and arenas.
For example:
T-shirts, hats, visors.
foam hands, pennants, can holders.

8. Differentiate between institutional and product promotion.
Institutional promotion, also referred
to as organizational advertising, is
designed to:
create a positive image.
establish and maintain goodwill.
may result in an increase in sales of the good or service.

9. Institutional Promotion
Examples include:
NBA Read to Achieve Program
Nike and Reebok basketball camps
Camp Mariah (Mariah Carey)
Daddy’s House (P. Diddy)

10. Differentiate between institutional and product promotion
Product promotion, also referred to
as product advertising, is designed
to:
stimulate sales of a business, organization, or celebrity’s good or service.
launch new products.

11. Product Promotion Examples include:
pre-album release listening parties.
a musician promoting release of new single.
Coca-Cola setting up pre-concert promotion booths providing samples of Vanilla Coke.