Sell advertising space in printed and electronic materials

4.01

Where do sports teams sell advertising?

• 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 Partner Activity

Part 1• Use magazines to find an example of one of the

types of advertising appeal. (NO SEX APPEAL)• Display and Label on a sheet of Construction Paper.

Part 2• Create your own advertisement for a different

product on the other side of the construction paper. Demonstrate a type of appeal that would get your attention. (AGAIN, NO SEX APPEAL!)

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