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4.01 Sell advertising space in printed and electronic materials Where do sports teams sell advertising? • • • • • • Tickets Game/event programs Team yearbook programs Team photo cards Internet/websites Media guides Why advertise in SEM materials? • Target Market: – Sports and Entertainment consumers may also be the target market for other products • Ex: Fast food, Beer, Electronics, gyms, other Events • Generates more revenue: – The ad may be seen by many potential customers – The Teams/Events make additional money as well Appealing to Customers • Types of Appeal: • Rational – Scarcity – Value – Function • Emotional – Social – Less than perfect – Fear – Adventure – Humor – Sex – Youth – Brand – Celebrity – Bandwagon RATIONAL APPEAL • Rational – Reasonable, practical, and functionality of a product to a potential consumer – The product does what you need it to do. – Good Value RATIONAL APPEAL • Scarcity – Make people think there’s limited supply or time is running out RATIONAL APPEAL • Value – The product is worth the price RATIONAL APPEAL • Function – The product provides a benefit. APPEAL to CUSTOMERS • Emotional – Related to a consumer’s psychological and social needs – Personal Appeal – Personal emotions that can drive individuals to purchase products • safety, love, humor, joy, happiness, pride, self esteem, pleasure, comfort, nostalgia EMOTIONAL APPEALS • Social Appeal – Social factors cause people to make purchases – recognition, respect, involvement, affiliation, rejection, acceptance, status and approval EMOTIONAL APPEALS • Less than Perfect – Make people feel inadequate – (Ex: Diet Industry) EMOTIONAL APPEALS • Fear Appeal – Can be very effective – Some are even Shocking (ex: health risks) EMOTIONAL APPEALS • Adventure Appeal – Targets Excitement EMOTIONAL APPEALS • Humor Appeal EMOTIONAL APPEALS • Youth Appeal – Appealing to younger people, or those who wish to be younger EMOTIONAL APPEALS • Brand Appeal • Sex Appeal EMOTIONAL APPEALS • Endorsement Appeal – Athletes and Celebrities • Bandwagon Appeal – Everyone is doing it so you should too! 4.01 Assignment Create a “Magazine Quality” Print Advertisement - Use the 6 components of a Print Advertisement - Must be: - Full Page Computer Generated Based on an assigned “Appeal” Targeted toward a Sport/Entertainment Audience Saved to a Flash Drive or Google Drive Printed at Home at a later date. - (Used for future assignment) Selling space in SEM materials • Give promotional discounts – Buy 2 ad spaces, get 1 free – Free bonus for renewing • Sell advertising space between content – Use your imagination to utilize all areas Selling space in SEM materials • Write a review for your customer’s product to place under their ad – They will appreciate it and be more inclined to advertise • GUARANTEE your customer’s advertising results – This can be based on the expected number of attendees