PROMOTIONAL PLANNING 11 1 Promotional Plans 11 2

PROMOTIONAL PLANNING 11. 1 Promotional Plans 11. 2 Sponsorships and Endorsements 11. 3 Promotional Events

Chapter 11 Slide 2 Winning Strategies Pouring on the Heat • Miami Heat is one of the top customer service and sales- driven organizations in the sports and entertainment industry. • http: //www. youtube. com/watch? v=VVCet. Axj 6 o. E • tech-savvy promotional sales strategies • highly targeted promotions to existing fans • loyal fans receive purchasing opportunities for multi-year season ticket • staff works hard to please fans

Chapter 11 Lesson 11. 1 Promotional Plans Goals • List steps in developing a promotional plan. • Discuss recent promotional trends and ways to stay current with trends. Slide 3

Chapter 11 Terms • promotional plan • promotional mix • advergame • quantitative measurement • qualitative measurement • social network Slide 4

Chapter 11 Slide 5 PLANNING TO PROMOTE • Knowing your target customers and having a plan to reach them are essential for effective promotions.

Chapter 11 Developing a Promotional Plan • promotional plan • a written, detailed description of how the four elements of promotion will be used • advertising • sales promotion • publicity • personal selling Slide 6

Chapter 11 Slide 7 n The development of the promotional plan includes the following steps: 1. 2. 3. 4. 5. Identify target customers. Set promotional goals. Develop a promotional budget. Select the promotional mix. Measure the results.

Chapter 11 n promotional mix • blending the promotional elements of: • advertising • sales promotion • publicity • personal selling Slide 8

Chapter 11 Slide 9 n advergame • an electronic or online game that incorporates marketing content to promote a product or service • Audi set out to demonstrate the legendary road hugging capabilities of the A 4 through an interactive & socially enabled installation. Passers-by could race one of 3 miniature Audis – controlling the car via i. Pad. • http: //www. adverblog. com/2013/03/10/audi-quattro-experience/

Chapter 11 n quantitative measurement • provides information in terms of numbers or percentages • qualitative measurement • subjective and requires interpretation Slide 10

Chapter 11 Slide 11 n A combination of both types of measurements is useful in determining the success of a promotional plan.

Chapter 11 Slide 12 • What are the steps in developing a promotional plan?

Chapter 11 Slide 13 PROMOTIONAL TRENDS • Technology has brought dramatic changes to how and where products and services are promoted.

Chapter 11 Slide 14 Social Networking • social network • relationships among people • one of the strongest mediums for passing on messages about products or services • Twitter • Facebook

Chapter 11 Slide 15

Chapter 11 • viral campaign • the Internet is involved • messages passed to others through • • e-mail instant messaging chatrooms blogs Slide 16

Chapter 11 Movie Promotions • trailers • advertisements for other movies • usually shown before the featured movie • http: //www. youtube. com/watch? v=Ke 1 Y 3 P 9 D 0 Bc Slide 17

Chapter 11 Slide 18 Professional Plans • Businesses that develop and implement promotional plans for clients are referred to as • advertising agencies • $50, 000 to $70, 000 a year • public relations agencies. There a wide range of jobs, so the pay range is greater • 30, 000 to 100, 000 a year • promotional communication agencies

Chapter 11 • List sources of information for staying current with promotional trends. Slide 19

Chapter 11 Slide 20 Lesson 11. 2 Sponsorships and Endorsements Goals • Explain the benefits of sponsorship to the sponsor. • Define endorsements and discuss their restrictions.

Chapter 11 Terms • sponsorship • sponsor • Federal Trade Commission (FTC) • endorsement Slide 21

Chapter 11 Slide 22 GAME DAY • Sponsors of college athletics want to be known for their loyalty to the local team and want to be associated with winners.

Chapter 11 Slide 23 By Association • sponsorship • “underwriting an event for the purpose of gaining positive association for a brand with the event, the participants, and/or the attendees”

Chapter 11 Supporting Collegiate Sports • Sponsorship of college athletics is about generating revenue for the college programs. • media corporations buy the television broadcasting rights • usually long term • corporations donate apparel to teams • highly visible during and after games Slide 24

Chapter 11 Slide 25 Reasons for Sponsorship • sponsor • person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition • helps pay for the event • helps keep ticket prices affordable

Chapter 11 Slide 26 • What do sponsors expect in return for their investments?

Chapter 11 Slide 27 WHAT IS AN ENDORSEMENT? • Federal Trade Commission (FTC) • a U. S. governmental agency whose principal mission is the promotion of consumer protection and competitive business practices

Chapter 11 n endorsement • a person’s public expression of approval or support for a product or service • a promotional tool • not a form of sponsorship Slide 28

Chapter 11 Slide 29 Legal Restrictions on Endorsements • FTC endorsement guidelines include: • The endorser’s opinions must be truthful. • The endorser should have actual product experience. • Deceptive or misleading statements are prohibited.

Chapter 11 Slide 30 n Endorsements cannot distort endorser’s opinion. • The endorser must use and believe in the product for as long as the endorser is featured in ads. • The endorser must be advised of product changes and must continue to use and believe in the product in its revised state.

Chapter 11 Slide 31 Celebrity Endorsements • Celebrity endorsements are expensive and are often surrounded by controversy. • advantages • endorsed products sell better • viewers are less likely to turn off a commercial featuring a celebrity • consumers believe celebrities

Chapter 11 Slide 32 n disadvantages • expensive • if an endorser is overexposed, consumers will start to doubt the endorser’s sincerity • there is a negative publicity risk if the endorser commits a crime or social blunder

Chapter 11 Slide 33 What Businesses Seek in an Endorser • someone with a positive, charismatic, trustworthy image • a celebrity most consumers know • a celebrity with a current career • someone who presents few risks • someone with a believable relationship with the product

Chapter 11 Slide 34 • List advantages and disadvantages of using celebrity endorsers.

Chapter 11 Slide 35 Lesson 11. 3 Promotional Events Goals • Explain the promotional value of involvement in seasonal themed events. • Explain the promotional value of entertainment awards.

Chapter 11 Terms • themed events • event coordinator • exhibit manager Slide 36

Chapter 11 THE RIGHT EVENT • themed events • centered around a specific theme • held annually Slide 37

Chapter 11 Slide 38 n Sponsors need to make careful decisions about • which events to participate in • the extent of involvement • There should be a correlation between the event and the sponsor’s customers. • Sponsorship should result in new sales or customers for the sponsor. • http: //www. youtube. com/watch? v=kr. QIPj. Ui. YLk

Chapter 11 Slide 39 Event Coordination • event coordinator • a person employed by the venue who works with the event’s sponsors to plan the event • Salary for event coordinator is around $24, 000 -$53, 000 a year • exhibit manager • plans exhibit locations • rents space to businesses • ensure exhibitors’ needs are met • Salary for an exhibit manager ranges from $53, 000 -$103, 000

Chapter 11 Slide 40 Trade Shows • major events where people in a related industry meet to • show their products • exchange ideas • learn about the latest trends • EX: apples world wide developers conference which is held in San Francisco every year. Get an in-depth look at what’s next in i. OS and OS X, and learn how to take your apps to the next level. With over 100 sessions, extensive hands–on labs, and engaging events, you’ll connect with Apple engineers and fellow developers for an incredible week of inspiration. • http: //www. youtube. com/watch? v=82 dw. ZYw 2 M 00

Chapter 11 Slide 41 Country Music Festivals • American country music has a global appeal. • http: //www. statista. com/statistics/188910/us-music-album-sales-bygenre-2010/

Chapter 11 • What is the difference between a trade show and a themed event? Slide 42

Chapter 11 Slide 43 AWARDING THE BEST • The top four annual awards shows have a high marketing value. • the Grammys-More than 28 million people watched the 55 th Grammy Awards in 2012 • the Tonys-6 million people watched in 2012 • the Emmys- 13 million people watched in 2012 • the Oscars- 1 billion people world wide watched in 2012.

Chapter 11 Slide 44 Awards Influence Sales • The Oscars • a nomination is lucrative for everyone associated with the film • in 2006, ABC charged between $1 and $1. 5 million for each 30 second advertising spot during the Oscars • a Best Picture award will likely result in an additional $100 million in ticket sales

Chapter 11 n The Grammys • The Grammy Awards recognize top music artists from 31 distinct fields. Slide 45

Chapter 11 n The Emmys • The Emmys are bestowed by three sister organizations • The Academy of Television Arts and Sciences • The National Academy of Television Arts and Sciences • The International Academy of Television Arts and Sciences Slide 46

Chapter 11 n The Tonys • Tonys are given to professionals in live theater for distinguished achievement. Slide 47

Chapter 11 Slide 48 International Showcase • Cannes International Film Festival • promotes the film industry worldwide • producers and sellers of films come together with film buyers • Cannes Awards are presented for both feature films and short films.

Chapter 11 Slide 49 • Name the four major entertainment awards. Why are entertainment awards important?

Chapter 11 Slide 50 PERFORMANCE INDICATORS EVALUATED • Demonstrate knowledge of graphic design and rules for layout. • Demonstrate effective use of color, lines, text, graphics, and shapes. • Use principles of design, layout, and typography in graphic design.

Chapter 11 Slide 51 n Apply technical skills to manipulate graphics, artwork, and images. • Use appropriate artwork and design techniques to effectively illustrate a theme. • Generate a promotional flyer for marketing purposes. • Produce a graphic design promotion that has eye appeal, and shows imagination, creativity, and originality.

Chapter 11 Slide 52 THINK CRITICALLY 1. 2. What are three examples of graphic design productions that are frequently used in the business world? Why is it important to carefully research information gathered on the Internet before using it in graphic design productions?

Chapter 11 3. What does “copyright” mean? 4. How does graphic design enhance business publications? Slide 53