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PROMOTION

Role of Promotion

    • the process of making customers aware of a product, service, or event

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Objective

Students will discover the importance and elements used in developing a promotion mix to market sports businesses.

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Purpose of Promotion

  • Decide/focus on target market
  • Decide on the message
  • Determine what you want consumers to do
  • Maintaining customer satisfaction, loyalty, and repeat business

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Goals of Promotion

  • Reach Target Market
  • Increase Sales

increasing customers’ usage

  • Increase Awareness

building a fan base

  • Be Competitive

maintaining customer loyalty

  • Build Relationships

educating potential customers

  • Create/Develop Image

overcoming the hesitation of first-time buyers

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Role of Promotion

  • Inform
  • Persuade
  • Remind

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Promotion Budgeting

Promotional Budgeting types

    • Competitive Parity
      • “Follow the market leader” - in types and methods of promotion
    • Arbitrary Allocation
      • “What I can Afford”- budget based on current financial status
    • Percentage of Sales
      • Allocating a set percentage of sales to promotional efforts and campaigns
    • Objective & Task
      • Setting specific goals/objectives and budgeting to achieve those goals

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Promotion Mix

    • ADVERTISING
    • PERSONAL SELLING
    • SALES PROMOTION
    • PUBLIC RELATIONS
    • And More

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ADVERTISING

    • One way mass communication for a product, service or idea
  1. Paid for by an IDENTIFIED SPONSOR (advertiser)

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Advertising Campaign

Promotions are typically Run �in a group

Promotions typically �have a common theme

Promotions typically use �several media types

An advertising schedule �organizes promotions & �media types over a time period.

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Bad Advertising (fake)

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Bad Advertising

With one other person add the items below to this collaborative page.

  • Make a list of three things that were bad about this commercial.
  • Make a list of three things you would do to improve the commercial.
  • Would you get fish there? Why or why not?

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Steps of Advertising

  1. Set a measurable goal.
  2. Develop the advertising budget
  3. Create an advertising theme
  4. Choose the advertising media (based on target market)
  5. Create the message
  6. Develop an advertising schedule
  7. Measure the effectiveness of the advertising.

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Choose a partner

You and your partner own a sports/entertainment business, eg. movie theater, minor league baseball team, etc.

Use a Google Presentation/Doc to complete the steps of advertising for your business as we review them. Use visuals.

No gaming.

Making an Advertisement

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The Goal

  • What you want to achieve from advertising.
  • The goal needs to be specific and measurable!
  • Create a goal for your business!
  • Three minutes or less

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The Budget

  • How much you are willing to spend to increase sales.
  • Sales should increase enough to cover the costs of advertisements and generate additional profit!

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Create a Budget

  • Create an advertisement budget for your business.
  • Research costs and average profits for your business.
  • Explain the budget you selected.
  • Five minutes or less.

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The Theme

  • The purpose of your advertisement
    • Tagline Definition
    • Tagline vs Slogan - Read first part, discuss difference w/ partner

  • Don’t take forever to get to the point!
  • Make a slogan for your business.
  • Three minutes or less

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The Media

  • How you reach the customer with your message!
  • Print, TV, radio, internet, social media, billboards, magazines, etc.
  • Media strategy – Choosing the media that will bring the most effective advertising message to the targeted consumer
  • Reach – Number of people in the target market expected to receive the message through the chosen medium.

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Reaching the Customer

  • Create three ways to reach your target customer.
  • Be detailed! If you use a commercial you need to describe the commercial (eg. what’s in it and what happens)!
  • Make sure to identify what form of media you are using for each idea.
  • Five minutes or less

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The Message

  • What you tell the customer!
  • Effective Ads
  • Avoid wear out – occurs when advertising loses its effectiveness due to overexposure or poor message quality.

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Your Message

  • Create a message for your business’ advertisement.
  • Review the three reach ideas you and your partner wrote.
  • Would your message fit with the ideas you selected for a platform? Why or why not?
  • Five minutes or less

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The Schedule

  • When the customer is exposed to your advertisements.
  • Frequency – the number of times the targeted customer is exposed to the media.
  • Too much exposure chases customers off!

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Your Schedule

  • When will you expose your customer to the message? When are they most likely to receive it?
  • Add this to your presentation
  • Three minutes or less

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Is it Effective?

  • How many times have you heard the song _______ (overplayed song)?
  • How many of you feel this song has reached the wear out stage?

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The Effectiveness

  • Did the advertisement meet its goal?
  • Review results and prepare for the future!
  • Don’t make the same mistake twice!
  • Just because something worked once doesn’t mean it will work again!

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Closure

  • Write a paragraph reflection on your Making an Advertisement activity.
  • Five minutes or less

Add your advertisement activity to this collaborative page.