Download Obj. 5.04_Reading_Notes

CONTENT/TEACHING OUTLINE
COMPENTENCY: 5.00
Explain the function of promotion in sports and
entertainment marketing.
OBJECTIVE:
Describe the use of technology in promotion.
5.04
A. Define World Wide Web and e-Commerce.
1. The World Wide Web (commonly referred to as “the web”) is a collection
of internet sites that are available to users with an internet connection.
2. E-commerce is the electronic exchange of products or services.
3. A web site can contain numerous web pages.
B. Identify the key components of a web site.
1. Text is the written words coded in Hypertext Markup Language (HTML)
that tells the web browser how to view each web page.
2. Photos or video clips include team photos, footage of sports events,
concerts, or movie trailers.
3. Graphics are clip art or drawings on web pages.
4. Hyperlinks are links to other web pages within a web site, or to another
web site.
C. Describe the types of e-Commerce web sites.
1. The product information web site includes descriptions of products offered
for sale, product payment information, return and warranty policies, and
other general information about the business. Customers should also be
able to find contact information for the company.
2. The customer interaction web site provides customers with the opportunity
to place product orders, pay for them, and attain shipping costs and dates.
In addition, many web sites allow customers to attain tracking information
about product purchases.
D. Identify the advantages and disadvantages of e-Commerce.
1. Advantages include:
a. Instantaneous and direct communication with customers.
b. Customers can place orders at their convenience.
c. Lower start-up and operating costs.
d. Allows a small company to reach the global marketplace.
e. Companies can gather information on customer buying habits and
interests.
2. Disadvantages include:
a. Lack of personal contact with customers.
b. Amount of competition is increased between all companies that sell the
same products on the web.
c. Customers might use the web site to obtain product information, but
purchase from local businesses.
d. Customer service can be a challenge when a problem exists with the
order.
Sports and Entertainment Marketing I
Summer 2003
210
CONTENT/TEACHING OUTLINE
COMPENTENCY: 5.00
Explain the function of promotion in sports and
entertainment marketing.
OBJECTIVE:
Describe the use of technology in promotion.
5.04
E. Recognize advertisements on the World Wide Web.
1. Banner advertisements are used to promote a web site or a company.
Browsers can click on the advertisement for a hyperlink to the web site or
company.
2. Advantages of banner advertisements include:
a. Opportunity to reach millions of potential customers.
b. Relatively low cost per contact.
c. Capability to use appealing graphics and sound effects.
3. Disadvantages of banner advertisements:
a. Advertisement might not reach intended target market.
b. Can be perceived as “junk” and ignored.
c. May not be cost effective based on the target audience.
F. Discuss the use of e-mail as a form of promotion.
1. E-mail advertisements can offer special offers and promotions.
Sometimes this is perceived as unwanted e-mail or SPAM.
2. E-newsletters can provide information or special offers and promotions to
customers.
3. E-marketers compile or purchase customer databases from sites visited
by consumers. E-marketers may use this information to tailor marketing
messages for target marketing.
Sports and Entertainment Marketing I
Summer 2003
211