Transcript Chapter 10 - Franklin Board of Education

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
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Promotional Goals
• Increasing sales is the primary goal of promotion.
• Related goals include
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increasing customers’ usage
maintaining customer loyalty
building a fan base
educating potential customers
overcoming the hesitation of first-time buyers
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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
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PROMOTIONAL
ELEMENTS
• The four elements of promotion are
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advertising
publicity
sales promotions
personal selling
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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)
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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
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Publicity
•
publicity
• any unpaid media attention
• either positive or negative
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Sales Promotions
• sales promotions
• additional incentives offered for a limited time to
encourage consumers to buy a product
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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
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 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
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 The Effectiveness
• response rate
• the number of customers who connect with and act in relation
to the ad
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Its Showtime
• primetime
• when the largest viewing audiences are watching TV
• the most expensive time to advertise
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PRODUCT PLACEMENT
• Product placement is a fast growing form of
sales promotion used in
• films
• TV shows
• live theater
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The Basics
• Product placement can be used to offset the need for
traditional advertisements.
• 24 on the Fox network
• Ford vehicles used extensively
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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.
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 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.
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