5.01 Identify the role of promotion.

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5.01 Identify the role of promotion.
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Promotion

• Any form of communication a business or
  organization uses to encourage customers to
  purchase products and improve its public image.
• For example Harris Teeter sponsors a little
  baseball team by purchasing new uniforms and
  equipment.

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Promotion (cont)

• Sports and entertainment
• organizations use promotion to
• inform target market of a product.
• persuade the target market to purchase the
  product.
• remind them continuously of the product.

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Promotion (cont)

• Examples include
• web sites
• autograph sessions
• fan festivals
• t-shirts give-aways

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Promotion (cont)

• Stadiums event promotions are designed to
• facilitate fan participation.
• create a cheerful atmosphere.

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The most common types of events promotions
include

• 1. In-stadium promotions which occur inside
  stadiums or arenas.
• For example
• lucky seats giveaways
• mascot races
• football tosses
• backstage access at concerts

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The most common types of events promotions
include

• Walk-in promotions which are received as fans
  walk inside stadiums and arenas.
• For example
• T-shirts, hats, visors.
• foam hands, pennants, can holders.

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Differentiate between institutional and product
promotion.

• Institutional promotion, also referred
• to as organizational advertising, is
• designed to
• create a positive image.
• establish and maintain goodwill.
• may result in an increase in sales of the good or
  service.

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Institutional Promotion

• Examples include
• NBA Read to Achieve Program
• Nike and Reebok basketball camps
• Camp Mariah (Mariah Carey)
• Daddys House (P. Diddy)

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Differentiate between institutional and product
promotion

• Product promotion, also referred to
• as product advertising, is designed
• to
• simulate sales of a business, organization, or
  celebritys good or service.
• launch new products.

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Product Promotion

• Examples include
• pre-album release listening parties.
• a musician promoting release of new single.
• Coca-Cola setting up pre-concert promotion booths
  providing samples of Vanilla Coke.