Transcript Chapter 10
Sports and Entertainment Promotion 10.1 Promoting Sports and Entertainment 10.2 Advertising and Placement 10.3 Publicity and Sales Promotions THE PURPOSE OF PROMOTION • promotion • the process of making customers aware of a product, service, or event • http://www.youtube.com/watch?v=R55e-uHQna0 Slide 2 Chapter 10 Promotional Goals • Increasing sales is the primary goal of promotion. • Related goals include • • • • • increasing customers’ usage maintaining customer loyalty building a fan base educating potential customers overcoming the hesitation of first-time buyers Slide 3 Chapter 10 Gaining New Fans – An Example • Soccer fans from all over the world were beginning to get mad over the faking of injuries and bad sportsmanship going on in the game. • So, In 2006 Nike started a “Joga Bonito” campaign for the up coming world cup in Germany. • http://www.youtube.com/watch?v=Bp1b4UrvMjA Slide 4 Chapter 10 PROMOTIONAL ELEMENTS • The four elements of promotion are • • • • advertising publicity sales promotions personal selling Slide 5 Chapter 10 Advertising • advertising • a paid form of communication delivered by a product maker or seller to consumers • Most common type is TV Advertising • Roughly $4 million dollars per 30 seconds in the 2013 super bowl, $1.7 million dollars for the 2013 Oscars. • The Simpsons: It's not exactly the ratings powerhouse it once was, but it's still a top ten most-expensive show for advertisers, pulling in around $254,000 per spot. Monday's most expensive series for advertisers is Two and a Half Men ($252,000), Tuesday's is Glee ($267,000), Wednesday's and Thursday's are both X Factor ($320,000 and $283,000), poor Friday's is Blue Bloods ($76,000), and Saturday's is college football ($85,000) • product placement • a product integrated into the plot of a television show or a movie • more discreet than advertising • http://www.youtube.com/watch?v=XVUipHYKKrU Slide 6 Chapter 10 Publicity • publicity • any unpaid media attention • either positive or negative Slide 7 Chapter 10 Sales Promotions • sales promotions • additional incentives offered for a limited time to encourage consumers to buy a product Slide 8 Chapter 10 Personal Selling • personal selling • an in-person, face-to-face communication between a seller and a customer • http://www.youtube.com/watch?v=y_yNq3EtXmk Slide 9 Chapter 10 The Schedule • frequency • the number of times the targeted customer is exposed to the media • concentration schedule • relying 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 other media Slide 10 Chapter 10 The Effectiveness • response rate • the number of customers who connect with and act in relation to the ad Slide 11 Chapter 10 Its Showtime • primetime • when the largest viewing audiences are watching TV • the most expensive time to advertise Slide 12 Chapter 10 PRODUCT PLACEMENT • Product placement is a fast growing form of sales promotion used in • films • TV shows • live theater Slide 13 Chapter 10 The Basics • Product placement can be used to offset the need for traditional advertisements. • 24 on the Fox network • Ford vehicles used extensively Slide 14 Chapter 10 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. Slide 15 Chapter 10 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. Slide 16 Chapter 10