unit 10
TRANSCRIPT
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Sports and Entertainment Promotion
Unit 10
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Debate:
In Canada, the federal government will withhold funding from amateur teams that accept sponsorship from
tobacco companies. Is this fair?
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Identify the Target Market
• Develop a comprehensive plan with a clear understanding of which specific targeted group is the focus for each plan.
• Targeted customers will guide the direction of the media and promotional mix.
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What is your Goal?
• Promotional campaigns must know exactly what it is they want to accomplish.
• Need to know the target market they wish to target.
• Research various types of market segmentation.
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Trade Sales Promotion
• Trade Allowances:– Offer short-term discounts to distributors and
retailers for selling or participating in the promotion of a product.
• Trade Contests
• Point of Purchase Displays
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Employee Sales Promotions
• Push Money– An extra commission paid to salespersons who
sell or push particular products.
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Set Promotional Goals
• Set specific goals for each part of the promotional plan.
• Make the goals measurable.
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Promotional Trends
• Moving from personal selling to social networking.
• Movie Promotions– Trailers
• Critical to attracting an audience
• Rated for audience viewing age
• Gain attention in only a few seconds
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The Goal
• Determine a specific, measurable goal is the first step in the advertising process.
• What does the company want to accomplish and how it will know the goal has been met.
• Goal must be specific.
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Advertising
• Collaborate with sports and entertainment organizations before and during the event.
• Reach a balance between meeting sponsor’s goals and controlling costs.
• Research and carefully plan each of the steps in the advertising process.
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Legal Restrictions on Endorsements
• FTC guidelines:– The truthful opinions and beliefs of the endorser must
be expressed in the endorsement.
– The endorser must have real experience with the product.
– The endorsements may not contain any deceptive or misleading statements. The statements must be able to be substantiated by the advertiser.
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Legal Restrictions on Endorsements (Con’t)
– Endorsements may not be presented out of context or reworded so as distort in any way the endorser’s opinion.
– The endorser must use, continue to use, and believe in the product for as long as the endorser is featured in the advertisements.
– If the product changes in any way, the company must notify the endorser, and the endorser must continue to use and believe in the product in its new or revised state.
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Advantages to Celebrity Endorsements
• Studies have proven that consumers will buy products endorsed by celebrities over those not endorsed.
• Viewers, listeners, and fans are less likely to turn off commercials featuring celebrities.
• Consumers believe celebrities.
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Disadvantages to Celebrity Endorsements
• Endorsements are expensive.
• If celebrities endorse too many products their credibility will be doubted.
• Risk of negative publicity if the endorser commits a crime or serious social blunder.
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Awards Influence Sales
• In the entertainment industry, recognition brings increase in money, praise, increased potential for future success, and publicity.
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The Effectiveness
• Knowing the effectiveness of an advertising campaign can help to shape and improve a business’s future advertising strategies.
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The Schedule
• Concentration Strategy: Buying space in or time on a single medium.
• Dominance Strategy: A firm buys the maximum reach and frequency in one medium and purchases additional space in or time on another media.
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Primetime
• When the largest viewing audiences are watching TV.
• Most expensive time to advertise.
• Paid for before the new TV season begins.
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Beyond the Player and Team
• Positive extends to:– Sports Facilities
• Excellent service
• Cleanliness
• Safety
– Cities• Fans known for good sportsmanship.
• Hospitality
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How Can they Afford It?
• 24– Commercial free except two 3 minute Ford
commercials – Product placement
• Jack drives all Ford vehicles• Ford automobiles are placed throughout the show.
• Corporations pay a fee for products that are placed.
• Products given to movies in return for prominent display.