Objective 5.01
2
CONTENT/TEACHING OUTLINE COMPETENCY: 5.00 Explain the function of promotion in sports and entertainment marketing. OBJECTIVE: 5.01 Identify the role of promotion. Sports and Entertainment Marketing I Summer 2003 72 A. Define promotion and purposes for promotion. 1. Promotion is any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. For example, Harris Teeter sponsors a little league baseball team by purchasing new uniforms and equipment. 2. Sport and entertainment organizations use promotion to inform a target market of a product, persuade the target market to purchase the product, and remind them continuously of the product. For example, web sites, autograph sessions, fan festivals, and t-shirt give-aways. 3. Stadium event promotions are designed to facilitate fan participation and create a cheerful atmosphere at sports and entertainment events. The two most common types of event promotions include: a. In-stadium promotions occur inside stadiums or arenas. For example, lucky seat giveaways, mascot races, football tosses, and backstage access at concerts. b. Walk-in promotions are received as fans walk inside stadiums and arenas. For example, T-shirts, hats, foam hands, can holders, visors and pennants. B. Differentia te between institutional and product promotion. 1. Institution al promotion, also referred to as organizational advertising, is designed to create a positive image, establish and maintain goodwill, and increase consumer loyalty for the business, organization, or celebrity. As a result, there may be an increase in sales of the good or service. For example, the NBA Read to Achieve Program, Camp Mariah (Mariah Carey), and Daddy’s House (P. Diddy). 2. Product promotion, also referred to as product advertising, is designed to stimulate sales of a business, organization, or celebrity’s good or service. Product promotion is also used to launch new products. For example, pre-album release listening parties, a musician promoting release of new single, or Coca- Cola setting up pre-concert promotion booths to promote Diet Vanilla Coke.
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Transcript of Objective 5.01
8/6/2019 Objective 5.01
http://slidepdf.com/reader/full/objective-501 1/2
CONTENT/TEACHING OUTLINE
COMPETENCY: 5.00 Explain the function of promotion in sports and entertainmentmarketing.
OBJECTIVE: 5.01 Identify the role of promotion.
Sports and Entertainment Marketing ISummer 2003
72
A. Define promotion and purposes for promotion.1. Promotion is any form of communication a business or organization uses to
encourage customers to purchase products and improve its public image. Forexample, Harris Teeter sponsors a little league baseball team by purchasing newuniforms and equipment.
2. Sport and entertainment organizations use promotion to inform a target market ofa product, persuade the target market to purchase the product, and remind themcontinuously of the product. For example, web sites, autograph sessions, fanfestivals, and t-shirt give-aways.
3. Stadium event promotions are designed to facilitate fan participation and create acheerful atmosphere at sports and entertainment events. The two most common
types of event promotions include:a. In-stadium promotions occur inside stadiums or arenas. For example, lucky
seat giveaways, mascot races, football tosses, and backstage access atconcerts.
b. Walk-in promotions are received as fans walk inside stadiums and arenas.For example, T-shirts, hats, foam hands, can holders, visors and pennants.
B. Differentiate between institutional and product promotion.1. Institutional promotion, also referred to as organizational advertising, is designed
to create a positive image, establish and maintain goodwill, and increaseconsumer loyalty for the business, organization, or celebrity. As a result, there
may be an increase in sales of the good or service. For example, the NBA Readto Achieve Program, Camp Mariah (Mariah Carey), and Daddy’s House (P.Diddy).
2. Product promotion, also referred to as product advertising, is designed tostimulate sales of a business, organization, or celebrity’s good or service.Product promotion is also used to launch new products. For example, pre-albumrelease listening parties, a musician promoting release of new single, or Coca-Cola setting up pre-concert promotion booths to promote Diet Vanilla Coke.
8/6/2019 Objective 5.01
http://slidepdf.com/reader/full/objective-501 2/2
CONTENT/TEACHING OUTLINE
COMPETENCY: 5.00 Explain the function of promotion in sports and entertainmentmarketing.
OBJECTIVE: 5.01 Identify the role of promotion.
Sports and Entertainment Marketing ISummer 2003
73
Resources Teacher NotesPrinted References:Marketing Essentials, 3 rd ed., pp. 298-299.Sports and Entertainment Marketing , pp. 84-88, 246-
250.Marketing , pp. 7, 20, 228, 404, 417-418.
Suggested Activities: Institutional and product promotion project –
Have students work individually or in pairs,select a sport and answer the following:describe the target market for this sport; list theequipment and supplies used in the sport;venue(s) are used for this sport; describecurrent controversy or negative publicitysurrounding this sport. Students are to thencreate both an institutional promotion ad andproduct promotion ad consistent with theirresponses to the above questions.
Forms of promotion compilation – Either as aclass or in groups, on an oversized sheet ofpaper have students list all the forms ofpromotion that come to mind. Then havestudents brainstorm new ways to promote aproduct/service. Save these posters for anobjective 5.02 activity.
There is a 5.00 project at the end of thiscompetency.
Websites:
Other Resources:5.01 PowerPoint Presentation
