Download Decoding（解码）

SPORTS MARKETING
Promotion Concept
Feng Jing
Outline & Objectives
Identify the promotion mix tools
Describe the elements of the communication process
Understand the promotion planning modes
Compare the advantages and disadvantages of the
various promotional mix tools
Understand the importance of integrated marketing
communication to sports marketers
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Q:sport marketing is advertisement by using athlete endorsers?
Definition
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Typically, promotion and advertising are used
synonymously. Promotion, however, includes much
more than traditional forms of advertising.
promotion mix elements
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The combination of tools available to sports marketers to communicate with
the public is know as the promotional mix and consists of the following
promotion mix elements:
Advertising—a form of one-way mass communication about a product, service, or
idea, paid by and identified sponsor.
Personal selling—an interactive form of interpersonal communication designed to
build customer relationships and produce sales or sports products, service, or idea.
Sales promotion—short-term incentives usually designed to stimulate immediate
demand for sports products, or services.
Public or community relations—evaluation of public attitudes, identification of areas
within the organization in which the sports population may be interested, and
building of a good “image” in the community.
Sponsorship—investing in a sports entity to support overall organizational objectives,
marketing goals , and more specific promotional objectives.
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How to make the promotion successful?
First step?
Good Communication!
Communications process
sender
encoding
message
noise
feedback
medium
decoding
receiver
Sender (source)
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The sender or source of the message is where the
communication process always originates. In sports
marketing, the source of message is usually a star athlete.
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If the match-up hypothesis holds true, why do
companies pay millions of dollars to star athletes to
promote their nonathletic products?
First, consumers have an easier time identifying brands
associated with celebrity athletes.
Second, athletes are used to differentiate competing
products that are similar in nature.
encoding（编码）
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Encoding is translating the
sender’s thoughts or ideas
into a message.
Sources have a variety of
tools from which to encode
messages. They can use
pictures, logos, words, and
other symbols.
message（信息）
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The next element in the communications process
is to develop the message, in which refers to the
exact content of the words and symbols to be
transmitted to the receiver.
One-sided
two-sided
Emotional
rational
Comparative noncomparative
健身房的广告，呵呵，出来时已经很壮了，很有创意吧
润肠通便，直接见效。冠军就是这么产生的
Medium（媒体）
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After the message has been formulated, it must be transmitted to
receivers through a channel, or communications medium. A voice
in personal selling, television, radio, stadium signage, billboards,
blimps（飞艇）, newspapers, magazines, and even athletes’
uniforms all serve as media for sports marketing communication.
Making media decisions
Cost to reach target audience
Flexibility of media
Ability to reach highly specialized, defined audience
Lifespan of the media
Nature of the sports product being promoted
Characteristics of intended target market
电视的威力
Creating an effective message…
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Get the audience aroused;
Give the audience a reason for listening;
Use questions to generate involvement;
Cast the message in terms familiar to your audience and build on points of interest;
Use thematic organization- tie material together by a theme and present in a logical,
irreversible sequence;
Use subordinate category words- more concrete, specific terms;
Repeat key points;
Use rhythm and rhyme;
Use concrete words rather than abstract words;
Leave the audience with an incomplete message- something to ponder so they have
to make an effort at closure;
Ask your audience for a conclusion;
Tell the audience the implication of their conclusion.
Source: James MacLachlan, “Making a message memorable and persuasive”, Journal of Advertising Research,
vol. 23
Decoding（解码）
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Decoding, performed by the receiver, is the interpretation of the
message sent by the source through the channel.
Decoding a message is not always an easy task.
你快乐因为我快乐，我开心因为你开心，我愁了因为你瘦了，我瘦
了因为你病了，我笑了因为你壮了。
……猪啊！
今天有人看见你了，你还是那样迷人，穿着格子背心，慢悠悠地走
着，一副超然自在的样子，实在是可爱极了，真不知你当年是怎么
赛过兔子的？
Receiver & Feedback
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Receiver: Audience; Target market
Feedback: Response of the target audience
Noise/ Interference
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Typical example: ambush marketing
美的亚运营销解析
（ambush marketing)
张琳从胡锦涛主席手中接过首棒亚运火炬
奥运冠军何冲点亚运主火炬
Case: Ambush marketing
Promotion planning（促销计划）
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Promotional planning document consists of four
basic steps:
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Target market consideration（目标市场考虑事项）
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Setting promotional objectives
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Determining the promotional budget
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Developing the promotional mix
Target market consideration: Push & Pull Strategy
Promotional objectives（促销目标）
Action
Conviction 信任
Preference
Liking
Knowledge
Awareness 知晓
Unawareness
Hierarchy of effects（效果层次）
Determining the promotional budget
（确定促销预算）
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Arbitrary allocation（武断分配法）
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Competitive parity（竞争对等法）
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Percentage of sales（销售百分比法）
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Objective and task method（目标和任务法）
Return on Investment (ROI)
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Identification of Specific Customers;
Customer Valuation;
Track Message Delivery;
Consumer Response.
Discussion
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Find a advertisement for three different sports
product. Discuss which response on the hierarchy of
effects you believe each advertisement is trying to
elicit from its target audience.
Key terms and concepts
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Arbitrary allocation 武断分配法
Comparative messages 比较信息
Comparative parity 竞争对等法
Credibility 可信性
Decoding 解码
Emotional or rational appeal 情感或是理性的诉求
Encoding 编码
Feedback 反馈
Hierarchy of effects 效果层次
integrated promotional mix 整合性促销组合
match-up hypothesis 匹配假设
Noise 噪声
Objective and task method 目标和任务法
Percentage of sales 销售百分比法
promotional mix elements 促销组合成分
promotional budgeting 促销预算
Pull strategy 拉动战略
Push strategy 推动战略
Target market consideration 目标市场考虑事项