Transcript Sell advertising space in printed and electronic - neary

4.01
Sell advertising space in printed
and electronic materials
Where do sports teams sell
advertising?
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Tickets
Game/event programs
Team yearbook programs
Team photo cards
Internet/websites
Media guides
Why advertise in SEM materials?
• Target Market:
– Sports and Entertainment consumers may also be the
target market for other products
• Ex: Fast food, Beer, Electronics, gyms, other Events
• Generates more revenue:
– The ad may be seen by many potential customers
– The Teams/Events make additional money as well
Appealing to Customers
• Types of
Appeal:
• Rational
– Scarcity
– Value
– Function
• Emotional
– Social
– Less than
perfect
– Fear
– Adventure
– Humor
– Sex
– Youth
– Brand
– Celebrity
– Bandwagon
RATIONAL APPEAL
• Rational – Reasonable, practical, and functionality of
a product to a potential consumer
– The product does what you
need it to do.
– Good Value
RATIONAL APPEAL
• Scarcity
– Make people think there’s limited supply or time is running
out
RATIONAL APPEAL
• Value
– The product is worth the price
RATIONAL APPEAL
• Function
– The product provides a benefit.
APPEAL to CUSTOMERS
• Emotional – Related to a
consumer’s psychological and
social needs
– Personal Appeal
– Personal emotions that can
drive individuals to purchase
products
• safety, love, humor, joy,
happiness, pride, self esteem,
pleasure, comfort, nostalgia
EMOTIONAL APPEALS
• Social Appeal
– Social factors cause people to make purchases
– recognition, respect, involvement, affiliation,
rejection, acceptance, status and approval
EMOTIONAL APPEALS
• Less than Perfect
– Make people feel inadequate
– (Ex: Diet Industry)
EMOTIONAL APPEALS
• Fear Appeal
– Can be very effective
– Some are even Shocking (ex: health risks)
EMOTIONAL APPEALS
• Adventure Appeal
– Targets Excitement
EMOTIONAL APPEALS
• Humor Appeal
EMOTIONAL APPEALS
• Youth Appeal
– Appealing to younger people, or those who wish
to be younger
EMOTIONAL APPEALS
• Brand Appeal
• Sex Appeal
EMOTIONAL APPEALS
• Endorsement Appeal
– Athletes and Celebrities
• Bandwagon Appeal
– Everyone is doing it so you should too!
4.01 Assignment
Create a “Magazine Quality” Print Advertisement
- Use the 6 components of a Print Advertisement
- Must be:
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Full Page
Computer Generated
Based on an assigned “Appeal”
Targeted toward a Sport/Entertainment Audience
Saved to a Flash Drive or Google Drive
Printed at Home at a later date.
- (Used for future assignment)
Selling space in SEM materials
• Give promotional discounts
– Buy 2 ad spaces, get 1 free
– Free bonus for renewing
• Sell advertising space between content
– Use your imagination to utilize all areas
Selling space in SEM materials
• Write a review for your customer’s product to
place under their ad
– They will appreciate it and be more inclined to
advertise
• GUARANTEE your customer’s advertising
results
– This can be based on the expected number of
attendees