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CHAPTER 11 PROMOTION MIX ELEMENTS Advertising Publicity Personal Selling Sales Promotion Sponsorship Advertising • Most Visible form of Promotion • Advertising directly affects consumer behavior – Causes them to act (attend events, buy shoes,) • Strategy is used = Advertising Campaign – Organized system of designing advertising Building An Advertising Strategy MARKETING STRATEGY AD OBJECTIVES BUDGETING CREATIVE DECISIONS MEDIA STRATEGIES AD EVALUATION Ad Objectives (awareness, inform, change attitudes, purchase) • INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE; Prebevioral responses (prior to the action) • DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT; Elicit a behavioral response – Attend an event, make a purchase, visit a website, call 1-…., watch Monday Night Football, etc. Ad Budgeting • Important decisions to be made; Should include all you can afford due to the importance of promotion to the success of the event/product Creative Strategies • Creative Process: generating ideas and concepts for the advertisment – Innovative yet systematic approaches are used! • OUTCOMES = • IDENTIFYING THE BENEFITS OF THE SPORTS PRODUCT • DESIGNING THE AD APPEAL (what to say) • DEVELOPING THE AD EXECUTION (how to say it) Designing The Ad Appeal • Health Appeals • Emotional Appeals (fear, humor, sex, pleasure, drama of past events) • Fear Appeals – negative consequences; scare tactics • Sex Appeals – Sex Sells! – Women’s Soccer, Kournakova • Pleasure or Fun Appeals (Humor) Endorsement Credibility • Expertise – knowledge, skill, or special experience • Trustworthiness – honesty and believability of the athlete • Attractiveness – physical, personality, lifestyle and intellect “I wanna be Like Mike!” Designing The Ad Execution • One- or Two-Sided Messages • Comparative Message – common for sporting events • Slice-of-Life or Lifestyle Message – Chunky Soup (Slice of Life) – Just Do It (Lifestyle) • Scientific Message – factual claims • Testimonials – Athletic endorsements! Media Strategy • Medium: The channel of communication; how the message is transmitted • Newspapers, Magazines, TV, Radio, Internet, etc. Two Questions of the Media Strategy •What medium or media mix will be most effective in reaching your target audience? •How should this media be scheduled to meet the advertising objectives? Media Decisions/Selections • Traditional Choices: Newspaper, Television, Direct Mail, Radio, Magazines, Outdoor (See table) • Alternative Forms: Stadium Signage, Alternative Outdoor (product placement, live demos, character attendance, body tattoos, car/uniform signage (human billboards), Internet Advantages of Alternative Adv.. • Exposure: Large audiences attend events/entertainment venues • Attention: an attentive and interested audience/ captive audience • Recall: Higher level of next day recall • Source Association: see familiar/likeable stars using products will enhance image Media Selection • Reach: number of people exposed to an advertisement in a given medium • Frequency: number of times the individual or household is exposed to medium Media Scheduling • Continuous: no breaks in the demand for the product; ads are continuously ran. – Ex. Running shoes vs. tickets to a hockey game? • Flighting: monthly ad expenditures vary month to month (w/zero in some) – Most prevalent for sports teams • Pulsing: variation of the Flighting schedule; monthly expenditures vary but there is always some ad present each month (NO ZERO MONTHS) Personal Selling Form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase Sports: Sponsorships, suites, group tickets, media, licensing, etc. Relationship Marketing: The process of creating, maintaining, and enhancing strong relationships with customers. EX. The Commodore Club Sales Promotions Variety of short term activities that are designed to stimulate demand • Premiums – novelty items to be given away – Bobbleheads, etc. – Can be dangerous? Make careful choices! • Contests and Sweepstakes – Punt, Pass, Kick; 3 point shot, football toss, Comfortable Seat, etc. • Sampling – difficult at sporting events – Variation: New sports in the Olympics – roller hockey • Point-of-Purchase Displays – Retail Setting • Coupons - Public Relations Identifies and maintains mutual beneficial relationships between business and the public • Publicity (news releases, press conferences) • Participation in Community Events • Producing Written Materials (press guides) • Lobbying We will discuss in greater detail as a separate unit!