1. Chapter 7 Branding Branding is a name, word, or words, symbol, or design that identifies an organization and its products. A brand name can also be a “trade name” Trademark is a device that legally identifies ownership

2. Branding does three things 1. Builds customer loyalty 2. Helps introduce new products 3. Creates an image

3. Types of Brands and Strategies Manufacturer Brands –Multi-Product Branding –Multi-Branding –Co-Branding Intermediary Brands Generic Brands

4. Developing Brand Names Offer a benefit Be Simple Be different & Positive Reflect an image Be Previously unregistered

5. Licensing An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee.

6. Sponsorships and Endorsements Sponsorship is the promotional vehicles that financially support sports events -- NASCAR, PGA, NFL, NCAA –Signage –Entitlements –Product Exclusivity

7. Endorsements Is a statement of approval of a product, service, or idea made by an individual speaking on behalf of the advertiser. –Association –Demographic Match –Successful Careers –Image

8. Chapter 8

9. Planning the Promotion Event Marketing - all activities associated with the sale, distribution, and promotion of a sports event. Promotional mix - any combination of advertising, sales promotion, publicity, and personal selling

10. Promotional Budget Percentage of sales –Direct connection with sales may not be enough for all the promotions easy to calculate Competitive Parity –Look at industry trends in spending Each companies objectives may not be the same Objective and Task –Set objectives and decide what promotional activities are necessary to meet them Uses both of the above mentioned methods

11. Types of media Print –Newspaper –Magazines –Direct Mail –Billboards –Posters –Stadium signage Broadcast –Radio –Television Direct Marketing –Direct Mail –Telemarketing –E-mail On-line Advertising –Banners

12. Sales Promotion - a short- term incentive to get consumers interested in buying a product Coupons and Rebates Samples and Premiums Contests and Sweepstakes

13. Public Relations Activities that promote the image of the company Publicity - the free mention of a product or company –Advantage - Free, may be more believable –Dis - Lack of control

14. Press Kits Promotional materials provided by the company to the media May include - fact sheets, background, videotapes.

15. Chapter 13 Vocab Psychographics –Study of a groups attitudes, interests and opinions Focus groups/mall intercept/traffic count/mystery shopper Ethnography –Study of social and cultural behavior Outlet/venue

16. Primary and secondary research Product testing is an example of primary research Secondary research is used to understand trends in a market

17. Qualitative and Quantitative research Qualitative - data that measure qualities, people’s reaction or perceptions. Not based on numerical information. “qualities” Quantitative- data expressed as amount in numbers. Facts

18. Chapter 14 Images and public perceptions affect the success of merchandising. This is a major source of revenue for entertainment companies. Merchandising is a multibillion dollar industry.

19. Endorsements FTC - defines endorsement as any type of advertising done by a person who reflects his or her own opinions, beliefs, findings and experiences that are separate from the product’s company. Endorser must be a legitimate user and without being told what to say

20. Page 326 Paying for entertainment. When music, movies and software are illegally downloaded more than the musicians.

21. Chapter 15 Entertainment and the Promotional Mix Advertising is any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor.

22. The average person is exposed to more than 2,000 ads in a week Advertising is the most expensive form of promotion. Superbowl One-page ad $80,000 Most advertised amusement park is Walt Disney

23. Page 343 - 348