Promotions

1
Promotions

• HSS 5263
• Sport Marketing
• Brian Turner

2
The Catch-All P

• Vehicle through which the marketer conveys
  information about product, place, and price
• Concentrates on selling the product

3
The Catch-All P

• Advertising
• Personal selling
• Sales promotion
• Public relations
• Sponsorship

4
The Catch-All P

• AIDA

5
Advertising Communication Process

• Source
• Encoding
• Message
• Medium
• Decoding
• Receiver
• Feedback
• Noise

6
Promotion Planning

• Target Market Considerations
• Define Promotional Objectives

7
Promotion Planning
Action
Conviction
Preference
Liking
Knowledge
Awareness
Unawareness
8
Promotion Planning

• Establishing Promotional Budgets
• Choosing an integrated promotional mix

9
Advertising Process

• Advertising Objectives
• Advertising Budget
• Creative Decisions

10
Media Strategy

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

11
Media Strategy

• Other media
• Billboards
• Buses
• Blimps
• Internet
• Signage

12
Media Strategy

• Choosing a specific medium
• Media scheduling

13
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 companys products or
  services.

14
Sales Promotions

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

15
Promotional Components

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

16
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