1 / 76

Ch. 10

Ch. 10. Sports & Entertainment Promotion. 10.1 – Promoting Sports & Entertainment. Goals Describe the goals of promotion. List and define four elements of promotion. The Purpose of Promotion. Promotion the process of making customers aware of a product, service, or event.

jacoba
Télécharger la présentation

Ch. 10

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Ch. 10 Sports & Entertainment Promotion

  2. 10.1 – Promoting Sports & Entertainment Goals • Describe the goals of promotion. • List and define four elements of promotion.

  3. The Purpose of Promotion Promotion • the process of making customers aware of a product, service, or event

  4. Promotional Goals • Main goal – get someone to buy your product • Increasing sales is the secondary goal of promotion. • Promotion must…. • Attract the attention of the consumer • Create and interest • Turn the interest into a desire • Emotional, rational, and patronage motives • Persuade the consumer to take action

  5. Gaining New Fans – Ex. • To combat the declining audiences of the early 1990s, the USTA and the TIA took a number of initiatives. • The associations created the Tennis Welcome Center partnership. • offered fun, friendly introductory lessons • By 2005, there were about 5.8 million new tennis players.

  6. Pit-stop….. • What is the goal of promotion? • Secondly, watch any of the videos on this page: • http://twistedsifter.com/2009/08/bmw-films-the-hire/ • Would any of these be considered promotional tools?

  7. Promotional Elements • Promotion cannot overcome the drawbacks of a poor product that is priced too high, but can ensure that the target market of a good product know its benefits • Four elements (a.k.a. Promotional Mix) • Advertising • Publicity / Public Relations • Sales Promotion • Personal Selling

  8. What is Advertising? • Advertising • a paid form of communication delivered by a product maker or seller to consumers • Product placement • a product integrated into the plot of a television show or a movie • more discreet than advertising

  9. Publicity • Publicity / Public Relations • any unpaid media attention • either positive or negative • A business can try to get publicity through press releases, speeches, letters to the editor, and community involvement through volunteer work and donations

  10. Sales Promotion • Sales promotions • additional incentives offered for a limited time to encourage consumers to buy a product • Examples include • Limited - time memberships • Giveaways • Coupons • Items with the company’s name on them • Free samples

  11. Sales Promotion • $100 billion annually • Consumer-Oriented Promotions • Coupons • Deals • Premiums • Contests • Sweepstakes • Samples • Continuity programs • Point-of-purchase displays • Rebates • Product Placement

  12. Personal Selling • personal selling • an in-person, face-to-face communication between a seller and a customer • The advantage is that the seller can immediately address and concerns or questions

  13. Pit-stop • What are 4 elements of promotion?

  14. Quick Review • Promotion is • The process of making customers aware of a product, service, or event • The exchange of a product or service for another item of value • A deceptive practice • Part of product/service management • An example of publicity is • Giving a coupon for a free CD case with the purchase of a CD • Being featured on the evening news • Buying advertising space in a newspaper • Helping a customer find an item in a sporting goods store

  15. 10.2 Advertising & Placement

  16. 10.2 – Advertising & Placement Goals • List and describe the steps involved in developing effective advertising. • Describe the use of product placement.

  17. Advertising • Advertising is intended to inform and persuade an audience to take some kind of action. • The $$ budgeted for advertising by companies like Verizon, GM, & Procter & Gamble is well over $2.5 billion each!

  18. ?? • What “industries” do you think spend the most money on advertising?

  19. Advertising • The advantages: • Reach • Make an emotional connection with the target through the use of actors, music, images, etc. • Why is this so important?

  20. Advertising • The disadvantages: • Overall cost • A professionally produced tv commercial can cost between $350,000 and $400,000 to produce. • Running a 30-second advertisement can cost between $500,000 and $3 mill. during the Super Bowl! • Running a 30-second advertisement can cost between $700,000 and $800,000 during some of the more popular primetime tv shows. • Ads get old and can’t be updated quickly

  21. Developing the Campaign • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget • Designing the Advertisement • Types of appeals • Creating the Message

  22. Developing the Campaign • Different media • Television • Radio • Magazines • 10.3% of global ad spending • Newspapers • Internet • 12.6% of global ad spending • Advergaming • Outdoor • Cell phones

  23. Developing the Campaign • Media Strategy • choosing the media that will bring the most effective advertising message to the targeted consumer • Tagline (theme) • a slogan that conveys the main message of the ad • Copy • the words to be spoken or printed in the advertisement • Wear out • when advertising loses its effectiveness due to overexposure or poor message quality

  24. Developing the Campaign • Scheduling the Advertising • Three factors • Buyer turnover • Purchase frequency • Forgetting rate • Three approaches • Continuous • Flighting • Pulse

  25. Advertising Goal? • Be SPECIFIC • Be Measurable

  26. The Budget • marginal analysis • setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit • Percent of sales • directs a percentage of expected sales revenues to the advertising budget • fixed sum per unit • an advertising budget based on the expected number of units to be sold • competitive parity • designed to maintain the current share of voice • share of voice • maintaining a similar dollar amount or frequency of advertising as that of competitors

  27. Interactive Advertising • Effective advertising will engage viewers and motivate them to take specific action. • Digital communications can be used to create an interactive connection with potential customers.

  28. What is Product Placement? • The insertion of branded products or services into mass media content with the intent of influencing consumer attitude or behavior • http://www.youtube.com/watch?v=5A0-u85aAYg • Why product placement? • Oversaturation of traditional advertising outlets • Reach a captive and involved audience • Product placement is a fast growing form of sales promotion used in • films • TV shows • live theater

  29. History of Placements • Cigarettes • De Beers diamonds • E.T. & Reese’s Pieces • Reese’s sales increased 65% after the movie’s release • Seinfeld and Junior Mints

  30. Product Placement History • Lumiere films in the 1890s • http://www.youtube.com/watch?v=j4hP2fL8liE • E.T. • http://www.youtube.com/watch?v=AfAzUAxWELU • Today it is a $3.36B dollar industry • Product channels • TV • Film • Books • Video Games • Music and Music Videos

  31. The Basics • Product placement can be used to offset the need for traditional advertisements. • 24 on the Fox network • Ford vehicles used extensively

  32. Definition of Product Placement • Plug versus Placement: • a “plug” is an on-camera mention of a brand, usually delivered by a celebrity. • Placement usually integrates a brand into a scene or story line.

  33. Types of placements • Visual: a branded product serves as a prop in the scenery or background • Audible: A character refers to a brand by name • Use: A character uses a product • Integrated: the brand is integrated into the story line. • Integrated placements are the most effective • Virtual placements: (digitally added after the fact)

  34. In Film • A few examples of product placement in film: • The Man of Steel • http://www.youtube.com/watch?v=KjB6r-HDDI0&feature=share&list=PLD806D12F8C69BB88

  35. Who Pays? • Three common ways that product placement deals might be constructed include • fee basis • A corporation will pay a fee to the film’s producers for prominent product placement. • barter • If a very expensive product is needed, it may be provided for use in the film in exchange for the prominent display of the brand name.

  36. Who Pays? • A corporation may make an agreement with a film producer to include movie promotion in its product advertising in exchange for placement of the product in the movie. • Assuming they appeal to the same market, both parties will gain from the connection.

  37. Newer forms of placement • Madison Avenue is scrambling to place brands anywhere and everywhere • Board games: Monopoly now features playing pieces molded in the image of McDonald's french fries, a Toyota Prius, a Motorola cell phone, and a Starbucks mug. • Children’s books: M&M's sells book to help teach counting skills to preschoolers • Music: In the top 20 songs of 2005, Mercedes-Benz was mentioned 100 times, Nike 63, Cadillac 62, Bentley 51, and Rolls-Royce 46. • Prescription drugs: According to Neilson, there were 337 visual or audio mentions of Prescription drugs in 2006 • Eggs: CBS hired EggFusion, an "on-egg messaging" company, to print its logo on 35 million eggs.

  38. How advertising “appeals” to you • Snob Appeal • High class, material goods are preferred. • Why own a Chevy when you can have a Lexus? The name brand is superior to others, and despite the products' relative similarity, the high class image inspires us to spend more

  39. How advertising “appeals” to you • Testimonial • The use of personalities (usually well-known) who lend their good name and reputation to a product. • Examples: Michael Jordan selling Gatorade. • Glittering Generality • Highly general, abstract statements that can't really be proven. • Examples: "Secure, safe and stable. That's the advantage of a Subaru. No other car on the road is as reliable."

  40. Testimonial Glittering Generality How advertising “appeals” to you

  41. How advertising “appeals” to you • Bandwagon • Everyone is using this product. The advertiser may use words that say, "nine out of ten Americans choose..." • Examples: "Millions of Americans use Bayer aspirin." "Mitsubishi is the fastest growing car maker." • Repetition

  42. Bandwagon Repetition How advertising “appeals” to you

  43. How advertising “appeals” to you • Humor • One of the most effective and popular ways for a consumer to remember a product/company. • Does not always inspire trust. • Effective for selling sodas and pizza (like Little Caesar's). • Sex • Using attractive models to convey the idea that a product will make you more appealing.

  44. Humor Sex appeal How advertising “appeals” to you

  45. How advertising “appeals” to you • Fear • these advertisements show that by not purchasing the product some type of social or physical harm will come the customer’s way • Animation • these advertisements are created as cartoons or use claymation.

  46. Fear Animation How advertising “appeals” to you

  47. 10.3 Publicity & Sales Promotion

  48. 10.3 - Goals • Define publicity and explain its role in creating a positive public image. • Describe various types of sales promotions.

  49. What is Publicity? • Although publicity is free, the message is controlled by • the news media • others that are presenting the message

More Related