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Advertising in Sports & Entertainment
10.1: Introduction to Advertising
Name: ______________________________
Directions: Please complete the following outline during the class discussion of this unit.
I. The Development of Advertising
A. _________________ has been around since ancient times.
B. Writing on stone tablets, walls, and papyrus from ancient Babylonia, Egypt, Rome, and Greece all
carried advertising messages.
C. Today, more than __________ billion is spent globally on promotion and advertising. About half is spent
in the U.S.
D. _____________ was the top advertiser last year spending _____ billion. _______ was second with $___
million.
E. What was last year’s most used medium of advertising?
II. Promotion
A. ________________ is the process of making customers aware of a product, service, or event.
B. Promotion can also be used to improve the public ________ of a business or organization.
C. The main goal of Promotion is ______________________________________________.
a. The 2nd goal is to _____________________.
b. Promotion must:
i. Attract the ___________ of the consumer
ii. Create interest
iii.
iv. Persuade the consumer to take action
D. There are 4 basic types of promotion: public relations, sales promotion, personal selling, and
advertising.
E. Think of promotion as an umbrella.
F. Advertising, personal selling, sales promotion, and publicity are under the umbrella of promotion.
G. In fact, _________ ______________ used to communicate with customers in an attempt to inform,
persuade, or remind them about the business’s products or services comes under the umbrella of
promotion.
II. Advertising
A. ________________ is any ___________ form of non-personal communication of ideas, goods, or
services by an identified sponsor.
B. Advertising can take almost any form, appear in almost any media, and reach millions of people.
C. Advertising is a type of ___________ communication with customers and potential customers.
D. The average person is exposed to about ___________ advertising messages per day.
E. Advertising uses ________ ______________ which attempts to reach a wide audience, sometimes,
millions of people, through mass media
F. ________ ___________ includes communicating through media such as radio, television, billboards,
direct mail, magazines, newspapers, and the internet.
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III. Public Relations & Publicity
A.
B.
C.
D.
E.
F.
G.
H.
I.
J.
K.
L.
M.
N.
O.
P.
_____________ ____________ is the effort to reach consumers by generating positive publicity.
Public relations is designed to create a favorable ___________ toward the team or celebrity.
Publicity is any ____________ mention of the product, service, business, or cause in the media.
Publicity can be _____________ or ______________ since the team or celebrity doesn’t pay for it and
has little or no control over it.
The sports team’s or the celebrity’s _______________ is responsible for maintaining relations with the
public and news media.
The publicist might issue a _________ ___________, which is a prewritten story about a team, player,
or celebrity that is sent to the various media.
A __________ _____________ is a meeting in which a team’s representatives and/or the celebrity
makes an important announcement to the media and possibly answers questions from the media.
The publicist would also be responsible for creating and maintaining a press kit.
A _________ ________ is a folder, disk, or flash drive containing articles, news releases, feature stories,
and photos about the celebrity, the team, and/or the players.
In most cases, the team or celebrity will also have an on-line presence that may include a website,
Facebook page, and Twitter account.
A ________ ___________ effort occurs when an unknown person or event is propelled into the
spotlight by the fans.
A __________ ___________ is a promotion where a few online mentions turn into a real buzz about a
movie, celebrity, or player.
The viral message is passed from person to person using ________ _________ such as Facebook,
Twitter, and YouTube.
Public relations activities are designed to create goodwill toward the sports and entertainment business
or individual celebrity.
_________________ is the positive feeling that customers and potential customers have toward the
business.
Professional teams and celebrities often sponsor charity events that help worthy causes, but have the
dual impact of building goodwill toward the team, celebrity or organization.
IV. Sales Promotion
A. _________ ______________ is any activity or material that offers consumers a direct and immediate
incentive to buy a product or service.
B. ______________ are the most common example of sales promotion.
a. Other examples of incentives that are examples of sales promotion are:
i. Limited-time memberships
ii.
iii.
iv. Items with the company’s name on them, such as __________
v.
IV. Personal Selling
A. ____________ ___________ requires that individuals make contact with potential buyers.
B. Personal selling is direct _____________ ______________ with a potential customer in an effort to
persuade, remind, or inform them about the business's products or services.
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