Chapter 10 Promotion and Paid Media 10 Promotion and Paid Media C H A P T E R.
Transcript of Chapter 10 Promotion and Paid Media 10 Promotion and Paid Media C H A P T E R.
Chapter 10 Promotion and Paid Media
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PromotionPromotionand Paid Mediaand Paid Media
C H A P T E R
Objectives
• To recognize the complexity of promotion with respect to the various forms it can assume as part of the marketing mix
• To understand promotion and its importance in sport through a historical context and to consider how that context has evolved because of the importance of media and sponsorship relationships
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Promotion
• Any activity designed to stimulate interest in, awareness of, and purchase of a product
• Method to convey information about the place, price, and product
• Critical in the positioning of a product in the mind of the consumer
Types of Promotion
• Advertising—any paid, nonpersonal (not directed to individuals), clearly sponsored message conveyed through the media
• Personal selling—any face-to-face presentation in which the seller has an opportunity to persuade the consumer
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Types of Promotion (continued)
• Publicity—any form of exposure in the media not paid for by the beneficiary or within the beneficiary’s control or influence
• Sales promotion—a variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances
Goals of Promotion
Promotion should include the following steps:
• A: increase awareness
• I: attract interest
• D: arouse desire
• A: initiate action
Types of Advertising Media for Sport
• Signage
• Endorsements
• Print media
• Electronic media
• Billboards, blimps, and buses
Endorsements
• Definition: A well-known celebrity athlete uses his or her fame to help a company sell or enhance the image of the company, products, or brands.
• When seeking endorsers, brands strive to find a good fit or match between their products and the endorser.
• Brands are challenged when using celebrity endorsers to ensure that the celebrity conveys the appropriate image.
Table 10.1
Print Media
• Print media grant the sport marketer a high degree of control over content and are relatively inexpensive.
• Print media can be easily ignored by the target audience.
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Print Media (continued)
• Types of print media:– Magazines – Newspapers– Schedule cards– Handouts and brochures– Posters – Point of purchase displays– Direct mail
Figure 10.2
Electronic Media
• As compared with print media, electronic media offer greater flexibility in attracting consumer attention and creating messaging in consumers’ native language.
• Several types of electronic media are used:
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Electronic Media (continued)
• Radio– Traditional radio– Streaming– Podcasts
• Television• Scoreboards• LED signage• Public address systems
Table 10.2
Types of Television Commercial Structures
• Story
• Problem solution
• Chronology
• Special effects
• Testimonial
• Satire
• Spokesperson
• Demonstration
• Suspense
• Slice of life
• Analogy
• Fantasy
• Personality
Sales Promotions
• Can be in the form of either price discount or nonprice promotion
• Recommendations when using sales promotions:
– Be careful not to alienate season-ticket holders.– Use sponsors to help cover costs of value-
added promotions, but marketers must find promotions that work for all levels of consumers.
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Sales Promotions (continued)
– Price discounts are often short-term fixes that can have unintended consequences for consumer behavior.
– Understand the promotion’s effect on concession and merchandise sales.
– Be aware of the game schedule and timing of the promotion (peak-on-peak promotions).
Promotional Components
• Theme
• Product sampling
• Open house
• Coupons, vouchers, and discount codes
• Contests and sweepstakes
• Premiums and giveaways
Frequency Escalator
• When promoting a sport product, marketers must balance attracting new customers with encouraging current customers to become more committed to the product.
• The concept of the frequency escalator suggests that sport marketers gradually encourage potential consumers to move from a state of unawareness of a sport product to a state of heavy consumption.
Types of Nonconsumers
• Aware nonconsumers
• Unaware nonconsumers
• Media consumers
• Misinformed nonconsumers
Promotional Planning Model
• Level 1: nonpattern attenders (light users)
• Level 2: multiple attenders (medium users)
• Level 3: frequent attenders (heavy users)
• Level 4: defectors (descending the escalator)