Unit 5 power point notes
- 1. Sports and Entertainment Promotion Unit 5
- 2. Debate: In Canada, the federal government will withhold funding from amateur teams that accept sponsorship from tobacco companies. Is this fair?
- 3. Identify the Target Market • Develop a comprehensive plan with a clear understanding of which specific targeted group is the focus for each plan. • Targeted customers will guide the direction of the media and promotional mix.
- 4. What is your Goal? • Promotional campaigns must know exactly what it is they want to accomplish. • Need to know the target market they wish to target. • Research various types of market segmentation.
- 5. Trade Sales Promotion • Trade Allowances: – Offer short-term discounts to distributors and retailers for selling or participating in the promotion of a product. • Trade Contests • Point of Purchase Displays
- 6. Employee Sales Promotions • Push Money – An extra commission paid to salespersons who sell or push particular products.
- 7. Set Promotional Goals • Set specific goals for each part of the promotional plan. • Make the goals measurable.
- 8. Promotional Trends • Moving from personal selling to social networking. • Movie Promotions – Trailers • Critical to attracting an audience • Rated for audience viewing age • Gain attention in only a few seconds
- 9. The Goal • Determine a specific, measurable goal is the first step in the advertising process. • What does the company want to accomplish and how it will know the goal has been met. • Goal must be specific.
- 10. Advertising • Collaborate with sports and entertainment organizations before and during the event. • Reach a balance between meeting sponsor’s goals and controlling costs. • Research and carefully plan each of the steps in the advertising process.
- 11. Legal Restrictions on Endorsements • FTC guidelines: – The truthful opinions and beliefs of the endorser must be expressed in the endorsement. – The endorser must have real experience with the product. – The endorsements may not contain any deceptive or misleading statements. The statements must be able to be substantiated by the advertiser.
- 12. Legal Restrictions on Endorsements (Con’t) – Endorsements may not be presented out of context or reworded so as distort in any way the endorser’s opinion. – The endorser must use, continue to use, and believe in the product for as long as the endorser is featured in the advertisements. – If the product changes in any way, the company must notify the endorser, and the endorser must continue to use and believe in the product in its new or revised state.
- 13. Advantages to Celebrity Endorsements • Studies have proven that consumers will buy products endorsed by celebrities over those not endorsed. • Viewers, listeners, and fans are less likely to turn off commercials featuring celebrities. • Consumers believe celebrities.
- 14. Disadvantages to Celebrity Endorsements • Endorsements are expensive. • If celebrities endorse too many products their credibility will be doubted. • Risk of negative publicity if the endorser commits a crime or serious social blunder.
- 15. Awards Influence Sales • In the entertainment industry, recognition brings increase in money, praise, increased potential for future success, and publicity.
- 16. The Effectiveness • Knowing the effectiveness of an advertising campaign can help to shape and improve a business’s future advertising strategies.
- 17. The Schedule • Concentration Strategy: Buying space in or time on a single medium. • Dominance Strategy: A firm buys the maximum reach and frequency in one medium and purchases additional space in or time on another media.
- 18. Primetime • When the largest viewing audiences are watching TV. • Most expensive time to advertise. • Paid for before the new TV season begins.
- 19. Beyond the Player and Team • Positive extends to: – Sports Facilities • Excellent service • Cleanliness • Safety – Cities • Fans known for good sportsmanship. • Hospitality
- 20. How Can they Afford It? • 24 – Commercial free except two 3 minute Ford commercials – Product placement • Jack drives all Ford vehicles • Ford automobiles are placed throughout the show. • Corporations pay a fee for products that are placed. • Products given to movies in return for prominent display.