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Planning the Promotion

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling. 1. Chapter Objectives. Define event marketing. Explain promotion and the promotional mix in sports marketing. Identify the roles of advertising and sales promotion in sports marketing.

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Planning the Promotion

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  1. Planning the Promotion Advertising and Sales Promotion Public Relations and Personal Selling 1

  2. Chapter Objectives • Define event marketing. • Explain promotion and the promotional mix in sports marketing. • Identify the roles of advertising and sales promotion in sports marketing. • Describe the use of technology in promotion. • Identify the roles of public relations and personal selling in sports marketing. • Explain the types and steps of selling. 2

  3. Event Marketing Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions. event marketing 3

  4. Event Marketing • Sanctioned league events are presented by sports franchises. - • Internationally, various organizations govern worldwide sports. - • Promotions function in sports to generate sales, attract a targeted audience, and create a positive image. 4

  5. Promotional Mix The different forms of promotion can be combined into a company’s promotional mix. promotional mix 5

  6. Promotion in Sports Marketing The functions of promotion in sports marketing are: • Generate sales • Attract a targeted audience • Help create a positive image 6

  7. Promotional Budget The three ways to determine a promotional budget are: • Percentage of sales • Competitive parity • Objective-and-task method 7

  8. The Role of Advertising Since a company pays for advertising, it has control over the message it wants to deliver. advertising promotional advertising Two types of advertising are: • Promotional advertising institutional advertising • Institutional advertising 8

  9. The Role of Advertising The four types of advertising media are: • Print - • Broadcast - • Direct marketing - • Online advertising - 9

  10. Types of Media: Print Newspapers Magazines Direct Mail OutdoorAdvertising Station Posters Stadium Signage 10

  11. Sales Promotion Types of sales promotions include: sales promotion • Coupons • Rebates • Samples • Premiums • Contests • Sweepstakes 11

  12. Advertising and Promotional Advantage ___________, ______, and _______ ________ have the ability to target their ________ and fans with a great variety of medial and _____________ tools. 12

  13. What is the difference between promotional and institutional advertising? What are the major types of advertising media? List the different forms of sales promotions. 1. 2. 3. 13

  14. Public Relations Publicity gives a company an image that must be handled by a company’s public relations department. publicity public relations 14

  15. Public Relations To alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases. press releases 15

  16. Personal Selling Personal selling is important as part of the promotional mix because it allows for two-way communication between the buyer and seller. personal selling 16

  17. Personal Selling There are two types of selling — ______ ______ and ______ ________. There are two ways to prepare for the sales process — ___________ and pre-__________ strategies 17

  18. Personal Selling The seven steps of professional selling are: • Approach. • Determine needs. • Present the product. • Overcome objections. • Close the sale. • Perform suggestion selling. • Follow up. 18

  19. Advertising • Sales promotion • _____________ • Personal selling • Attract customers and fans • ______________ • Positive image Power of the Promotional Mix The right combination of all the elements of the promotional mix works to create synergy. 19

  20. 4. 3. 2. 1. The promotional mix is any combination of advertising, sales promotion, publicity, and personal selling. The promotional budget can be a determining factor in deciding the promotional mix. It can be determined in three ways: percentage of sales, competitive parity, objective-and-task method. All activities associated with the sale, distribution, and promotion of a sports event. Checking Concepts 1. Define event marketing. Identify the elements in the promotional mix. 2. Explain a budget in sports marketing. 3. Identify the roles of advertising and sales promotions. 4. continued 20

  21. 5. 6. 7. Public relations are activities that promote the image and communications a company has with its employees, customers, investors, and public. Personal selling is direct communication by a salesperson to potential customers either in person or by telephone. In a contest, the entrant must perform a task; in a sweepstakes, participants need only sign up. Checking Concepts 5. Define public relations and personal selling. Differentiate between contests and sweepstakes. 6. List the steps in the selling process. 7. continued 21

  22. 8. Checking Concepts Critical Thinking • Explain the role that the various media play in public relations. 22

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