Promotions HSS 5263 Sport Marketing Brian Turner The

Promotions HSS 5263 Sport Marketing Brian Turner

The Catch-All “P” • Vehicle through which the marketer conveys information about product, place, and price • Concentrates on selling the product

The Catch-All “P” • Advertising • Personal selling • Sales promotion • Public relations • Sponsorship

The Catch-All “P” • AIDA

Advertising Communication Process • • Source Encoding Message Medium Decoding Receiver Feedback Noise

Promotion Planning • Target Market Considerations • Define Promotional Objectives

Promotion Planning Action Conviction Preference Liking Knowledge Awareness Unawareness

Promotion Planning • Establishing Promotional Budgets • Choosing an integrated promotional mix

Advertising Process • Advertising Objectives • Advertising Budget • Creative Decisions

Media Strategy • Print Media – Newspapers – Magazines – Posters – Game programs – Direct mailings • Electronic Media – Radio – Television

Media Strategy • Other media – Billboards – Buses – Blimps – Internet – Signage

Media Strategy • Choosing a specific medium • Media scheduling

Personal Selling • “… a form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her company’s products or services. ”

Sales Promotions • Non-price promotions • Price-oriented promotions • Negatives

Promotional Components • • Theme Product sampling Open house Coupons Contests and sweepstakes Premiums and redemptions Point of purchase displays

Public Relations • “… the element of the promotional mix that identifies, establishes, and maintains mutually beneficial relationships between the sport organizations and the various publics on which its success or failure depends” • Media relations • Community relations