Planning the Promotion

Advertising and Sales Promotion

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Public Relations and Personal Selling

Chapter Objectives

Define event marketing.Explain promotion and the promotional mix in sports marketing.Identify the roles of advertising and sales promotion in sports marketing.Describe the use of technology in promotion.Identify the roles of public relations and personal selling in sports marketing.Explain the types and steps of selling.

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Event Marketing

Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions.

event marketing

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Event Marketing

Sanctioned league events are presented by sports franchises.

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Internationally, various organizations govern worldwide sports.

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Promotions function in sports to generate sales, attract a targeted audience, and create a positive image.

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Promotional Mix

The different forms of promotion can be combined into a company’s promotional mix.

promotional mix

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Promotion in Sports Marketing

The functions of promotion in sports marketing are:

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Generate sales

Attract a targeted audience

Help create a positive image

Promotional Budget

The three ways to determine a promotional budget are:

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Percentage of sales

Competitive parity

Objective-and-task method

The Role of Advertising

Since a company pays for advertising, it has control over the message it wants to deliver.

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advertising

Two types of advertising are:

Promotional advertising

Institutional advertising

promotional advertising

institutional advertising

The Role of Advertising

The four types of advertising media are:

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Print-

Broadcast-

Direct marketing-

Online advertising-

Types of Media: Print

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Newspapers

Magazines

Direct Mail

OutdoorAdvertising

Station Posters

Stadium Signage

Sales Promotion

Types of sales promotions include:

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sales promotion

Coupons

Rebates

Samples

Premiums

Contests

Sweepstakes

Advertising and Promotional Advantage

___________, ______, and _______ ________ have the ability to target their ________ and fans with a great variety of medial and _____________ tools.

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What is the difference between promotional and institutional advertising?

What are the major types of advertising media?

List the different forms of sales promotions.

1.

2.

3.

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Public Relations

Publicity gives a company an image that must be handled by a company’s public relations department.

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publicity

public relations

Public Relations

To alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases.

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press releases

Personal Selling

Personal selling is important as part of the promotional mix because it allows for two-way communication between the buyer and seller.

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personal selling

Personal Selling

There are two types of selling — ______ ______ and ______ ________.

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There are two ways to prepare for the sales process — ___________ and pre-__________ strategies

Personal Selling

The seven steps of professional selling are:

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1. Approach.

2. Determine needs.

3. Present the product.

4. Overcome objections.

5. Close the sale.

6. Perform suggestion selling.

7. Follow up.

Power of the Promotional Mix

The right combination of all the elements of the promotional mix works to create synergy.

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• Advertising• Sales promotion• _____________• Personal selling

• Attract customers and fans

• ______________• Positive image

Define event marketing.

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Identify the elements in the promotional mix.

All activities associated with the sale, distribution, and promotion of a sports event.

1. The promotional mix is any combination of advertising, sales promotion, publicity, and personal selling.

2.

Explain a budget in sports marketing.

The promotional budget can be a determining factor in deciding the promotional mix. It can be determined in three ways: percentage of sales, competitive parity, objective-and-task method.

3.

Checking Concepts

Identify the roles of advertising and sales promotions.

1.

2.

3.

4.

continued

4.

Define public relations and personal selling.

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Differentiate between contests and sweepstakes.

Public relations are activities that promote the image and communications a company has with its employees, customers, investors, and public. Personal selling is direct communication by a salesperson to potential customers either in person or by telephone.

5.

List the steps in the selling process.

In a contest, the entrant must perform a task; in a sweepstakes, participants need only sign up.

6.

Checking Concepts

5.

6.

7.

7.

continued

8.

8. Explain the role that the various media play in public relations.

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Critical Thinking

Checking Concepts