Chapter 7• Branding
• Branding is a name, word, or words, symbol, or design that identifies an organization and its products.
• A brand name can also be a “trade name”• Trademark is a device that legally identifies
ownership
• Branding does three things
• 1. Builds customer loyalty
• 2. Helps introduce new products
• 3. Creates an image
Types of Brands and Strategies
• Manufacturer Brands– Multi-Product Branding– Multi-Branding– Co-Branding
• Intermediary Brands
• Generic Brands
Developing Brand Names
• Offer a benefit
• Be Simple
• Be different & Positive
• Reflect an image
• Be Previously unregistered
Licensing
• An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee.
Sponsorships and Endorsements
• Sponsorship is the promotional vehicles that financially support sports events -- NASCAR, PGA, NFL, NCAA– Signage– Entitlements– Product Exclusivity
Endorsements
• Is a statement of approval of a product, service, or idea made by an individual speaking on behalf of the advertiser.– Association– Demographic Match– Successful Careers– Image
Chapter 8
Planning the Promotion
• Event Marketing - all activities associated with the sale, distribution, and promotion of a sports event.
• Promotional mix - any combination of advertising, sales promotion, publicity, and personal selling
Promotional Budget• Percentage of sales
– Direct connection with salesmay not be enough for all the promotionseasy to calculate
• Competitive Parity– Look at industry trends in spending
• Each companies objectives may not be the same
• Objective and Task– Set objectives and decide what promotional
activities are necessary to meet them• Uses both of the above mentioned methods
Types of media
• Print– Newspaper– Magazines– Direct Mail– Billboards – Posters– Stadium signage
• Broadcast– Radio– Television
• Direct Marketing– Direct Mail– Telemarketing– E-mail
• On-line Advertising– Banners
Sales Promotion - a short-term incentive to get
consumers interested in buying a product
• Coupons and Rebates
• Samples and Premiums
• Contests and Sweepstakes
Public Relations
• Activities that promote the image of the company
• Publicity - the free mention of a product or company– Advantage - Free, may be more believable– Dis - Lack of control
Press Kits
• Promotional materials provided by the company to the media
• May include - fact sheets, background, videotapes.
Chapter 13 Vocab
• Psychographics– Study of a groups attitudes, interests and
opinions
• Focus groups/mall intercept/traffic count/mystery shopper
• Ethnography– Study of social and cultural behavior
• Outlet/venue
Primary and secondary research
• Product testing is an example of primary research
• Secondary research is used to understand trends in a market
Qualitative and Quantitative research
• Qualitative - data that measure qualities, people’s reaction or perceptions. Not based on numerical information. “qualities”
• Quantitative- data expressed as amount in numbers. Facts
Chapter 14
• Images and public perceptions affect the success of merchandising. This is a major source of revenue for entertainment companies.
• Merchandising is a multibillion dollar industry.
Endorsements
• FTC - defines endorsement as any type of advertising done by a person who reflects his or her own opinions, beliefs, findings and experiences that are separate from the product’s company.
• Endorser must be a legitimate user and without being told what to say
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• Paying for entertainment.
• When music, movies and software are illegally downloaded more than the musicians.
Chapter 15
• Entertainment and the Promotional Mix
• Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
• The average person is exposed to more than 2,000 ads in a week
• Advertising is the most expensive form of promotion.
• Superbowl• One-page ad $80,000• Most advertised amusement park is
Walt Disney
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