1. SEM A - Selling
Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales
Sell advertising space in printed and electronic materials (e.g., programs, yearbooks, media guides, tickets, team photo cards, etc.)

2. Why advertise in SEM materials?
Tickets and programs are given to consumers who might be the target market consumer for other businesses
Selling ads enhance the use of a ticket or program
Not just allow entrance or give information…add value
Generates more revenue for the event
Business know the ad may be seen by potential customers so it’s a “win-win”

3. SEM material types for advertising
Tickets
Game/event programs
Team yearbook programs
Team photo cards
Internet/websites
Media guides
Co-op advertising

4. Advertising appeals in SEM
The 2 most important types of advertising appeals are:
Rational – Reasonable, practical, and functionality of a product to a potential consumer – generally more effective with adults
Scarcity appeal – make people think there’s limited supply
Emotional – Related to a consumer’s psychological & social needs
Personal
Social
Fear

5. Advertising appeals in SEM
Personal Appeal
Some personal emotions that can drive individuals to purchase products include safety, love, humor, joy, happiness, pride, self esteem, pleasure, comfort, nostalgia etc.
Social Appeal
Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval

6. Advertising appeals in SEM
Fear Appeal
Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Must be moderate.
Humor Appeal
Sex Appeal
Brand Appeal
Adventure Appeal
Youth Appeal

7. Procedures for selling space in SEM materials
Prepare early
Create rate cards for all materials
Back of ticket
¼, ½, full page for programs
Signage at event
Know audience # to establish rates
Use volunteers to assist in sales
Appeal to community involvement and support
This can lead to sales as local business can expect potential customers by placing an ad

8. Procedures for selling space in SEM materials
Additional sales
Ask volunteers to solicit friends, bosses or relatives
Solicit well wishers
People that will offer one liner to encourage success

9. Procedures for selling space in SEM materials
Give promotional discounts
Buy 2 ad spaces, get 1 free
Free bonus for renewing
Sell advertising space between content
Use your imagination to utilize all areas
Write a review for your customer’s product to place under their ad
They will appreciate it and be more inclined to advertise
GUARANTEE your customer’s advertising results
This can be based on the expected # of attendees

10. 4.01 SEM1 Activity
Students work with a partner and find examples of advertisements that appeal to the following seven appeal factors
Show the examples in a PPT format and cite why they believe the examples fit the factor indicated. Include market segmentation info
Create the back of a SEM ticket as if you were a business using one of these appeal factors in your advertisement
Personal/Nostalgia Appeal – Fear Appeal
Social/Status Appeal – Humor Appeal
Brand Appeal – Adventure Appeal
Youth Appeal -

11. 4.01 SEM1 Activity
#1 - Participate in a role play situation to sell ad space in a SEM newsletter that you create. Create the basis of the newsletter for an event & then conduct a role play in front of classmates
#2 - Students work in groups of 3 & create the following:
You are responsible for promoting & selling ad space for the AK prom dance. Based on the prom theme, determine ad plans available & the costs you would charge an advertiser. Ad plans available as follows:
Sales brochure ad - Poster ad - Internet ad – (show examples)
Identify benefits of each plan available – PPT
Determine potential ad purchasers – PPT
Identify 3 ways to maximize sales performance - PPT