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CHAPTER 11
PROMOTION MIX ELEMENTS
Advertising
Publicity
Personal Selling
Sales Promotion
Sponsorship
Advertising
• Most Visible form of Promotion
• Advertising directly affects consumer
behavior
– Causes them to act (attend events, buy shoes,)
• Strategy is used = Advertising Campaign
– Organized system of designing advertising
Building An Advertising Strategy
MARKETING STRATEGY
AD
OBJECTIVES
BUDGETING
CREATIVE
DECISIONS
MEDIA
STRATEGIES
AD EVALUATION
Ad Objectives
(awareness, inform, change attitudes, purchase)
• INDIRECT OBJECTIVES - ENHANCE
CORPORATE IMAGE; Prebevioral responses
(prior to the action)
• DIRECT OBJECTIVES - STIMULATE DEMAND
FOR THE SPORTS PRODUCT; Elicit a
behavioral response
– Attend an event, make a purchase,
visit a website, call 1-…., watch
Monday Night Football, etc.
Ad Budgeting
• Important decisions to be made; Should
include all you can afford due to the
importance of promotion to the success of the
event/product
Creative Strategies
• Creative Process: generating ideas and
concepts for the advertisment
– Innovative yet systematic approaches are used!
• OUTCOMES =
• IDENTIFYING THE BENEFITS OF THE SPORTS
PRODUCT
• DESIGNING THE AD APPEAL (what to say)
• DEVELOPING THE AD EXECUTION (how to say
it)
Designing The Ad Appeal
• Health Appeals
• Emotional Appeals (fear, humor, sex, pleasure,
drama of past events)
• Fear Appeals – negative consequences; scare
tactics
• Sex Appeals – Sex Sells!
– Women’s Soccer, Kournakova
• Pleasure or Fun Appeals (Humor)
Endorsement Credibility
• Expertise – knowledge, skill, or special
experience
• Trustworthiness – honesty and believability
of the athlete
• Attractiveness – physical, personality,
lifestyle and intellect
“I wanna be Like Mike!”
Designing The
Ad Execution
• One- or Two-Sided Messages
• Comparative Message – common for sporting
events
• Slice-of-Life or Lifestyle Message
– Chunky Soup (Slice of Life)
– Just Do It (Lifestyle)
• Scientific Message – factual claims
• Testimonials – Athletic endorsements!
Media Strategy
• Medium: The channel of communication; how
the message is transmitted
• Newspapers, Magazines, TV, Radio, Internet,
etc.
Two Questions of the Media
Strategy
•What medium or media mix will
be most effective in reaching your
target audience?
•How should this media be
scheduled to meet the advertising
objectives?
Media Decisions/Selections
• Traditional Choices: Newspaper,
Television, Direct Mail, Radio, Magazines,
Outdoor (See table)
• Alternative Forms: Stadium Signage,
Alternative Outdoor (product placement,
live demos, character attendance, body
tattoos, car/uniform signage (human
billboards), Internet
Advantages of Alternative Adv..
• Exposure: Large audiences attend
events/entertainment venues
• Attention: an attentive and interested
audience/ captive audience
• Recall: Higher level of next day recall
• Source Association: see familiar/likeable
stars using products will enhance image
Media Selection
• Reach: number of people exposed to an
advertisement in a given medium
• Frequency: number of times the individual or
household is exposed to medium
Media Scheduling
• Continuous: no breaks in the demand for the
product; ads are continuously ran.
– Ex. Running shoes vs. tickets to a hockey game?
• Flighting: monthly ad expenditures vary month
to month (w/zero in some)
– Most prevalent for sports teams
• Pulsing: variation of the Flighting schedule;
monthly expenditures vary but there is always
some ad present each month (NO ZERO
MONTHS)
Personal Selling
Form of person-to-person communication in which
a salesperson works with prospective buyers and
attempts to influence their purchase
Sports: Sponsorships, suites, group tickets, media,
licensing, etc.
Relationship Marketing: The process of creating,
maintaining, and enhancing strong relationships
with customers.
EX. The Commodore Club
Sales Promotions
Variety of short term activities that are designed to
stimulate demand
• Premiums – novelty items to be given away
– Bobbleheads, etc.
– Can be dangerous? Make careful choices!
• Contests and Sweepstakes
– Punt, Pass, Kick; 3 point shot, football toss, Comfortable
Seat, etc.
• Sampling – difficult at sporting events
– Variation: New sports in the Olympics – roller hockey
• Point-of-Purchase Displays – Retail Setting
• Coupons -
Public Relations
Identifies and maintains mutual beneficial
relationships between business and the public
• Publicity (news releases, press conferences)
• Participation in Community Events
• Producing Written Materials (press guides)
• Lobbying
We will discuss in greater detail as a separate
unit!