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Sales promotion ppt
1.
© 2016 Cengage
Learning. All Rights Reserved.Sports and Entertainment Marketing, 4e CHAPTER 9 Sports and Entertainment Promotion
2.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 2 CHAPTER 9 9.1 Promoting Sports and Entertainment 9.2 Advertising and Sales Promotion 9.3 Publicity and Personal Selling
3.
Winning Strategies Sports and
Entertainment Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 3 • Samsung created a series of advertisements that were released over the span of a year. • The ads told a story and featured star soccer players with a combined total of 200 million Facebook and Twitter followers. • The ads drew millions of views on YouTube. Samsung Electronics
4.
LESSON Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 4 Promoting Sports and Entertainment 9.1
5.
The Essential Question Sports
and Entertainment Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 5 What are the purposes of promotion and what are its four elements?
6.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 6 Learning Objectives LO 9.1-1 LO 9.1-2 Describe the purposes of promotion. Summarize the significance of the four elements of promotion.
7.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 7 Key Terms • media • advertising • sales promotion • publicity • personal selling
8.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 8 The Purposes of Promotion • Promotion: the process of making customers aware of a product, service, or event • The main goal of promotion is to increase sales by winning new customers and keeping existing customers.
9.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 9 • The primary goal is increasing sales. • Related goals • Increasing customer usage • Maintaining customer loyalty • Building a fan base • Educating potential customers • Overcoming the resistance of hesitant first-time buyers Promotional Goals
10.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 10 • The business must know what it wants to accomplish and the target market. • The business must determine the best media and message to reach the target market. • Media: the channels of communication used to send a message to the target market Promotional Goals (cont.)
11.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 11 • Promotions for the Bronx Bombers play targeted New York Yankees fans. • Commercials shown on ESPN and the MLB Network • Radio ads played on sports talk shows • Drink coasters found in New York sports bars • Discount group ticket rates given to Little League teams • Free tickets given to sports journalists and professional athletes Gaining New Fans—An Example
12.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 12 What is the main goal of promotion?
13.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 13 THE FOUR ELEMENTS OF PROMOTION • Advertising • Sales promotions • Publicity • Personal selling
14.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 14 • Advertising: a paid form of communication delivered to consumers by a product maker or seller • Catches the audience’s attention. • Explains benefits. • Tells where to purchase the product. • Uses almost any media. Advertising
15.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 15 • Sales promotion: an additional incentive offered for a limited time to encourage consumers to buy a product • Targets consumers or vendors. Sales Promotions
16.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 16 • Publicity: unpaid media attention, whether negative or positive, about a business and its products, services, or events Publicity
17.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 17 • Personal selling: in-person, face-to-face communication between a seller and a customer • The seller can immediately address any concerns. • Personal interaction helps to make the sale. Personal Selling
18.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 18 List and explain the four elements of promotion.
19.
LESSON Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 19 Advertising and Sales Promotion 9.2
20.
The Essential Question Sports
and Entertainment Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 20 What are the components of effective advertising and sales promotion?
21.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 21 Learning Objectives LO 9.2-1 LO 9.2-2 Explain the components of effective advertising. Describe various types of sales promotions.
22.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 22 Key Terms • copy • product placement • visual merchandising • reach • frequency • native advertising • consumer sales promotion • trade sales promotion
23.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 23 ADVERTISING • Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives. • “Highly sought after” is frequently used to describe the demographic attributes of customers wanted by a business.
24.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 24 • Copy: words to be spoken or printed in an ad to convey a message • An effective ad has four components. • Attraction • Interest • Desire • Action Creative Attention Grabbers
25.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 25 • Attraction, Interest, Desire, and Action (AIDA) • Attraction—the ad catches the attention of the intended consumer • Interest—the ad holds the interest of the consumer long enough to present the message • Desire—the ad’s message makes the consumer want the product • Action—the consumer is motivated to buy the product Creative Attention Grabbers (cont.)
26.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 26 • Engage consumers and motivate them to take specific action. • Use interactive digital communications to connect with them. Interactive Advertising
27.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 27 • Product placement: the integration of a product into a movie or television show • Product placement is more discrete than ads. • Products were first placed in films in the 1920s. Product Placement
28.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 28 • Product placement deals are negotiated in a number of ways. • Fee basis • Prominent display of brand name • Fashions worn by cast • Movie promotion in product advertising Product Placement (cont.)
29.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 29 • Visual merchandising: the process of creating three-dimensional displays to promote products • Lights, sounds, smells, and tastes can be part of visual merchandising. • Cast commercials: ads delivered by actors from TV shows Visual Merchandising
30.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 30 • Effectiveness of an ad is measured in relation to its goal. • Reach: the number of people in the target market expected to receive the message through the chosen medium • Frequency: the number of times the targeted group has been exposed to the message Gauging Effectiveness
31.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 31 • The Federal Trade Commission (FTC) regulates advertising at the national level. • Native advertising: online content created by a company that has the appearance of non-ad content, such as an editorial • The FTC wants to develop rules about native advertising. Regulating Advertising
32.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 32 • The Federal Communications Commission (FCC) enforces rules about advertising during children’s television programming. • The number of minutes that commercials can be shown and the ad format are regulated. Regulating Advertising (cont.)
33.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 33 • The American Association of Advertising Agencies (4As) is a national trade association that helps regulate the advertising industry by monitoring industrywide advertising practices. • Its Standards of Practice promise ethical advertising. Regulating Advertising (cont.)
34.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 34 Name and explain three ways that product placement deals are negotiated.
35.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 35 SALES PROMOTION • Sales promotions: marketing efforts that offer the customer an additional incentive to buy a product or service • Consumer sales promotion: sales promotion directed at the final consumer
36.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 36 SALES PROMOTION (cont.) • Trade sales promotion: sales promotion directed at members of the distribution channel • This can increase a vendor’s enthusiasm for the product. • Push money: an extra commission paid to salespeople who sell or push particular products
37.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 37 List and explain three types of sales promotions.
38.
LESSON Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 38 Publicity and Personal Selling 9.3
39.
The Essential Question Sports
and Entertainment Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 39 Why are publicity and personal selling effective forms of promotion?
40.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 40 Learning Objectives LO 9.3-1 LO 9.3-2 Distinguish between publicity and other types of promotion. Explain how to use personal selling in sports and entertainment.
41.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 41 Key Terms • goodwill • publicist • grass-roots effort • viral campaign • public relations (PR) • body language
42.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 42 PUBLICITY • Publicity is free, but it’s not controlled by the business. • Positive publicity is a good promotional tool.
43.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 43 • Good publicity causes goodwill. • Goodwill: positive feelings about the business Goodwill
44.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 44 • An athlete’s arrest leads to poor publicity. • The team’s publicist issues statements to control the damage caused by the arrest. • Publicist: the person responsible for maintaining relations with the public and news media Damage Control
45.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 45 • Grass-roots effort: an unknown person or event is propelled into the spotlight by fans • Viral campaign: a promotion in which a few online mentions produce millions of comments • Front group: a fake grass-roots group Grass-Roots Publicity
46.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 46 • Public relations (PR): the arm of promotion that tries to create a favorable public opinion for an individual or organization • PR professionals can have good media relations by developing an authentic relationship with journalists through a proactive approach. Image Is Everything
47.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 47 • Press releases: documents that contain newsworthy information of interest to the public • Press release content • An attention-grabbing headline and story • A paragraph with the most important points • Information about the business • A quote from a knowledgeable source • Contact information Image Is Everything (cont.)
48.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 48 • Public relations creates a positive image for a business. • Many athletes donate to charity, creating good publicity. • Sports facilities also need a positive image to attract fans. • Make fans feel safe and comfortable while watching a game. Image Is Everything (cont.)
49.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 49 How is publicity different from other types of promotion?
50.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 50 PERSONAL SELLING • Personal selling: a person-to-person communication between a salesperson and a potential customer
51.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 51 • Personal selling takes place in a retail setting or at a higher level. • Body language: unspoken signals • Body language, like facial expressions and body position, provides important clues that help people understand information. Face to Face
52.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 52 • When trying to make a sale, the salesperson should offer three reasons to buy the product. • Customers become distrustful if more than three reasons are given. The Power of Three
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Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 53 What is meant by personal selling?
54.
Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 54 Performance Indicators Desktop Publishing Event • Understand the changing needs of an aging population. • Outline the major information to communicate to current and potential customers. • Demonstrate critical thinking and problem-solving skills when creating the newsletter. • Prioritize information to include in a desktop publishing newsletter. • Describe the most effective newsletter layout for the active adult community.
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Sports and Entertainment
Marketing, 4e © 2016 Cengage Learning. All Rights Reserved. Chapter 9 Slide 55 Think Critically Desktop Publishing Event 1. Why are adult communities becoming increasingly popular? 2. What features of an adult community would be the best selling points? 3. Why is it important to highlight the golf courses and other activities offered in the adult community, taking into consideration monthly homeowner’s fees? 4. How can the community newsletter be used to determine customers’ top needs and wants?
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