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Promotions

Promotions. HSS 3000/5263 Sport Marketing Dr. Brian Turner. The Catch-All “P”. Vehicle through which the marketer conveys information about product, place, and price. The Catch-All “P”. Advertising Any paid, non-personal, clearly sponsored message conveyed through the media

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Promotions

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  1. Promotions HSS 3000/5263 Sport Marketing Dr. Brian Turner

  2. The Catch-All “P” • Vehicle through which the marketer conveys information about product, place, and price

  3. The Catch-All “P” • Advertising • Any paid, non-personal, clearly sponsored message conveyed through the media • Personal selling • Any face-to-face presentation in which the seller has an opportunity to persuade the consumer • Publicity • Any form of exposure in the media not paid for by the beneficiary • Sales promotion • wide variety of activities

  4. The Catch-All “P” • AIDA

  5. Promotion Planning • Target Market Considerations • Define Promotional Objectives

  6. Promotion Planning Action Conviction Preference Liking Knowledge Awareness Unawareness

  7. Promotion Planning • Establishing Promotional Budgets • Arbitrary allocation • Competitive parity • Percentage of sales • Objective and task method • Choosing an integrated promotional mix

  8. Advertising • Core of advertising is effective communication • Create awareness • Communicate information • Develop or change an image • Associate a brand with feelings & emotions • Create norm groups • Precipitate behavior

  9. Advertising • Assessing advertising effectiveness: • Wasted circulation • Cost per exposure • Determining the creative approach • Measurement • Success depends on: • Knowing the product • Knowing the consumers

  10. Advertising Agencies • Have a comprehensive marketing plan in place • Make sure the agency is interested in the organization’s success • Choose an agency that has comprehensive marketing skills • Determine the target market and how to reach them efficiently

  11. Advertising Agencies • Find out who will be handling the account • Make sure that all written copy is customer centered • Select an agency that views itself as a partner in your business

  12. Advertising Communication Process • Source • Message • Channel • Receiver

  13. Advertising Mediums for Sport • Signage • Endorsements • “… a well-known celebrity athlete who uses his or her fame to help a company sell or enhance the image of the company, products, or brands” • Styles • Explicit mode • Implicit mode • Imperative mode • Co-present mode

  14. Endorsements • Print media • Newspapers • Magazines • Posters • Game programs • Direct mailings • Broadcast (electronic) media • Radio • Television

  15. Endorsements • Other media • Billboards • Buses • Blimps • Internet • Signage

  16. Promotional Concepts and Practices • Hallmark event • Promoting the host organization to the public • Promoting the sponsors of the event • Promoting the sport in general • Promoting the event itself as a revenue-generating opportunity • Attracting significant media interest and coverage • Promoting the destination as a site for tourism

  17. Promotional Concepts and Practices • Internet sites and web pages • Organizational history • Schedules • Biographical information • Links to related sites • Ticket purchasing options • Merchandise sales opportunities • Chat rooms • Statistics • Fan pages • Video and audio clips

  18. Promotional Concepts and Practices • Sales promotion • Non-price promotions • Price-oriented promotions • Negatives

  19. Promotional Components • Theme • Product sampling • Open house • Coupons • Bundling • Contests and sweepstakes • Premiums and redemptions • Street promotion

  20. Ultimate Goal NBA Escalator • Light (76.8%) • 1 game (43.6%); 2 (14.2%); 3 (11.6%); 4 (7.4%) • Moderate (18.7%) • 5-8 games (13.6%); 9-12 (5.1%) • Frequent (3.9%) • 13-16 games (1.8%); 17-20 (1.4%); 21-24 (0.7%) • Heavy (0.6%) • 25-28 games (0.4%); 29-36 (0.2%); 37+ (0%)

  21. Promotional Planning Model • Level 1 - • Level 2 - • Level 3 - • Defectors

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