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- 1. © 2016 Cengage Learning. All Rights Reserved.Sports and Entertainment Marketing, 4e
CHAPTER
9
Sports and Entertainment
Promotion
- 2. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 2
CHAPTER
9
9.1 Promoting Sports and Entertainment
9.2 Advertising and Sales Promotion
9.3 Publicity and Personal Selling
- 3. Winning Strategies
Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 3
• Samsung created a series of advertisements
that were released over the span of a year.
• The ads told a story and featured star soccer
players with a combined total of 200 million
Facebook and Twitter followers.
• The ads drew millions of views on YouTube.
Samsung Electronics
- 5. The Essential Question
Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 5
What are the purposes of promotion and
what are its four elements?
- 6. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 6
Learning Objectives
LO 9.1-1
LO 9.1-2
Describe the purposes of promotion.
Summarize the significance of the four
elements of promotion.
- 7. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 7
Key Terms
• media
• advertising
• sales promotion
• publicity
• personal selling
- 8. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 8
The Purposes of Promotion
• Promotion: the process of making customers
aware of a product, service, or event
• The main goal of promotion is
to increase sales by winning new
customers and keeping existing
customers.
- 9. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 9
• The primary goal is increasing sales.
• Related goals
• Increasing customer usage
• Maintaining customer loyalty
• Building a fan base
• Educating potential customers
• Overcoming the resistance of hesitant first-time
buyers
Promotional Goals
- 10. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 10
• The business must know what it wants to
accomplish and the target market.
• The business must determine the best media
and message to reach the target market.
• Media: the channels of communication used to
send a message to the target market
Promotional Goals (cont.)
- 11. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 11
• Promotions for the Bronx Bombers play targeted
New York Yankees fans.
• Commercials shown on ESPN and the MLB Network
• Radio ads played on sports talk shows
• Drink coasters found in New York sports bars
• Discount group ticket rates given to Little League teams
• Free tickets given to sports journalists and professional
athletes
Gaining New Fans—An Example
- 12. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 12
What is the main goal of promotion?
- 13. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 13
THE FOUR ELEMENTS OF
PROMOTION
• Advertising
• Sales promotions
• Publicity
• Personal selling
- 14. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 14
• Advertising: a paid form of communication
delivered to consumers by a product maker or
seller
• Catches the audience’s attention.
• Explains benefits.
• Tells where to purchase the product.
• Uses almost any media.
Advertising
- 15. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 15
• Sales promotion: an additional incentive offered
for a limited time to encourage consumers to
buy a product
• Targets consumers or vendors.
Sales Promotions
- 16. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 16
• Publicity: unpaid media attention, whether
negative or positive, about a business and its
products, services, or events
Publicity
- 17. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 17
• Personal selling: in-person, face-to-face
communication between a seller and a
customer
• The seller can immediately address any concerns.
• Personal interaction helps to make the sale.
Personal Selling
- 18. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 18
List and explain the four elements of
promotion.
- 20. The Essential Question
Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 20
What are the components of effective
advertising and sales promotion?
- 21. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 21
Learning Objectives
LO 9.2-1
LO 9.2-2
Explain the components of effective advertising.
Describe various types of sales promotions.
- 22. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 22
Key Terms
• copy
• product placement
• visual merchandising
• reach
• frequency
• native advertising
• consumer sales
promotion
• trade sales promotion
- 23. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 23
ADVERTISING
• Advertising informs consumers about new
products and services and helps
consumers make comparisons
among alternatives.
• “Highly sought after” is frequently used to
describe the demographic attributes of
customers wanted by a business.
- 24. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 24
• Copy: words to be spoken or printed in an ad to
convey a message
• An effective ad has four components.
• Attraction
• Interest
• Desire
• Action
Creative Attention Grabbers
- 25. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 25
• Attraction, Interest, Desire, and Action (AIDA)
• Attraction—the ad catches the attention of the
intended consumer
• Interest—the ad holds the interest of the consumer
long enough to present the message
• Desire—the ad’s message makes the consumer want
the product
• Action—the consumer is motivated to buy the product
Creative Attention Grabbers (cont.)
- 26. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 26
• Engage consumers and motivate them to take
specific action.
• Use interactive digital communications to
connect with them.
Interactive Advertising
- 27. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 27
• Product placement: the integration of a product
into a movie or television show
• Product placement is more discrete than ads.
• Products were first placed in films in the 1920s.
Product Placement
- 28. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 28
• Product placement deals are negotiated in a
number of ways.
• Fee basis
• Prominent display of brand name
• Fashions worn by cast
• Movie promotion in product advertising
Product Placement (cont.)
- 29. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 29
• Visual merchandising: the process of creating
three-dimensional displays to promote products
• Lights, sounds, smells, and tastes can be part
of visual merchandising.
• Cast commercials: ads delivered by actors from
TV shows
Visual Merchandising
- 30. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 30
• Effectiveness of an ad is measured in relation to
its goal.
• Reach: the number of people in the target
market expected to receive the message
through the chosen medium
• Frequency: the number of times the targeted
group has been exposed to the message
Gauging Effectiveness
- 31. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 31
• The Federal Trade Commission (FTC) regulates
advertising at the national level.
• Native advertising: online content created by a
company that has the appearance of non-ad
content, such as an editorial
• The FTC wants to develop rules about native
advertising.
Regulating Advertising
- 32. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 32
• The Federal Communications Commission
(FCC) enforces rules about advertising during
children’s television programming.
• The number of minutes that commercials can be
shown and the ad format are regulated.
Regulating Advertising (cont.)
- 33. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 33
• The American Association of Advertising
Agencies (4As) is a national trade association
that helps regulate the advertising industry by
monitoring industrywide advertising practices.
• Its Standards of Practice promise ethical
advertising.
Regulating Advertising (cont.)
- 34. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 34
Name and explain three ways that product
placement deals are negotiated.
- 35. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 35
SALES PROMOTION
• Sales promotions: marketing efforts that offer
the customer an additional incentive to buy a
product or service
• Consumer sales promotion: sales
promotion directed at the final consumer
- 36. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 36
SALES PROMOTION (cont.)
• Trade sales promotion: sales promotion
directed at members of the distribution channel
• This can increase a vendor’s enthusiasm for the
product.
• Push money: an extra commission paid to
salespeople who sell or push particular products
- 37. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 37
List and explain three types of sales
promotions.
- 39. The Essential Question
Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 39
Why are publicity and personal selling
effective forms of promotion?
- 40. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 40
Learning Objectives
LO 9.3-1
LO 9.3-2
Distinguish between publicity and other types of
promotion.
Explain how to use personal selling in sports
and entertainment.
- 41. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 41
Key Terms
• goodwill
• publicist
• grass-roots effort
• viral campaign
• public relations (PR)
• body language
- 42. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 42
PUBLICITY
• Publicity is free, but it’s not controlled by the
business.
• Positive publicity is a good
promotional tool.
- 43. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 43
• Good publicity causes goodwill.
• Goodwill: positive feelings about the business
Goodwill
- 44. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 44
• An athlete’s arrest leads to poor publicity.
• The team’s publicist issues statements to
control the damage caused by the arrest.
• Publicist: the person responsible for maintaining
relations with the public and news media
Damage Control
- 45. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 45
• Grass-roots effort: an unknown person or event
is propelled into the spotlight by fans
• Viral campaign: a promotion in which a few
online mentions produce millions of comments
• Front group: a fake grass-roots group
Grass-Roots Publicity
- 46. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 46
• Public relations (PR): the arm of promotion that
tries to create a favorable public opinion for an
individual or organization
• PR professionals can have good media
relations by developing an authentic
relationship with journalists through a proactive
approach.
Image Is Everything
- 47. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 47
• Press releases: documents that contain
newsworthy information of interest to the public
• Press release content
• An attention-grabbing headline and story
• A paragraph with the most important points
• Information about the business
• A quote from a knowledgeable source
• Contact information
Image Is Everything (cont.)
- 48. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 48
• Public relations creates a positive image for a
business.
• Many athletes donate to charity, creating good
publicity.
• Sports facilities also need a positive image to
attract fans.
• Make fans feel safe and comfortable while watching a
game.
Image Is Everything (cont.)
- 49. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 49
How is publicity different from other types of
promotion?
- 50. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 50
PERSONAL SELLING
• Personal selling: a person-to-person
communication between a
salesperson and a potential
customer
- 51. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 51
• Personal selling takes place in a retail setting or
at a higher level.
• Body language: unspoken signals
• Body language, like facial expressions and body
position, provides important clues that help
people understand information.
Face to Face
- 52. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 52
• When trying to make a sale, the salesperson
should offer three reasons to buy the product.
• Customers become distrustful if more than three
reasons are given.
The Power of Three
- 53. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 53
What is meant by personal selling?
- 54. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 54
Performance Indicators
Desktop Publishing Event
• Understand the changing needs of an aging population.
• Outline the major information to communicate to current
and potential customers.
• Demonstrate critical thinking and problem-solving skills
when creating the newsletter.
• Prioritize information to include in a desktop publishing
newsletter.
• Describe the most effective newsletter layout for the
active adult community.
- 55. Sports and Entertainment Marketing, 4e
© 2016 Cengage Learning. All Rights Reserved.
Chapter 9
Slide 55
Think Critically
Desktop Publishing Event
1. Why are adult communities becoming increasingly
popular?
2. What features of an adult community would be the best
selling points?
3. Why is it important to highlight the golf courses and
other activities offered in the adult community, taking
into consideration monthly homeowner’s fees?
4. How can the community newsletter be used to
determine customers’ top needs and wants?