promotion
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PROMOTIONSREM
Mr. Crull
PROMOTION OVERVIEW
The process of making customers aware of a product, service, or event.
Main goal is to increase sales
Example of non-traditional promotion:Lay’s Kettle Cooked Potato Chips Video Contest
ELEMENTS OF PROMOTION
Advertising – paid form of communication delivered by a product maker or seller to consumers Product placement – integrated within a plot of a
movie or TV show Publicity – UNPAID media attention (negative
and positive) about a business and its products, services, and events
ELEMENTS OF PROMOTION
Sales promotions – additional incentives offered for a limited time to encourage customers to buy
Personal selling – in person, face-to-face communication between seller and customer
REVIEW
An example of publicity is:a) Giving a coupon for a free CD case with the
purchase of a CDb) Being featured on the evening newsc) Buying advertising space in the newspaperd) Helping a customer find an item in a sporting
goods store
WRITING – PART 1
We can all agree that athletes are viewed as role models. Answer the following questions based on this:
1. What characteristics of these athletes contribute to their favorable image?
2. How do they affect your perception of their sport?
WRITING – PART 2
Now think of an athlete that has received negative publicity…
1. What has contributed to their poor image?2. Have they been able to overcome it?3. How does the negative image affect your
response to the player and/or sport they are involved in?
ADVERTISING
Paid promotion of an idea, good, or service by an identified sponsor Promotional – the goal is to sell the product
being advertised Institutional – goal of developing goodwill or
positive image
ADVERTISING The process…
1. Set a measurable goal – needs to be specific enough to be measured
2. Develop budgeta) Marginal analysis – additional $ = additional profitb) Percent of sales - % of expected revenuesc) Fixed sum per unit – based on units expected soldd) Share of voice – similar $ amt. or freq. as competitione) Competitive parity – maintain current share of voice
ADVERTISING
The process (cont.)3. Create a theme – also known as tagline (slogan that
conveys main message)4. Choose the media
a) Media strategy – medium that brings most effective message to target market
b) Reach – number of people in target market expected to receive message
5. Create the message – creative talent writes copy. Avoid wear out (message lost)
ADVERTISING
The process (cont.)…6. Develop schedule – frequency
a) Concentration strategy – buying space/time on a single medium
b) Dominance strategy – maximum reach and freq. on one medium AND additional time/space on another
7. Measure effectiveness – what are the goals? Were they reached? How?
TAGLINES (SLOGANS)
Name some recent taglines that have stuck with you.
What made them memorable?
ASSIGNMENT
Create a collage of advertisements (FOUR) that really catch your eye. Not just any ad, but one that appeals to you.
COLLAGE QUESTIONS
What did you first notice about the ad? How does the ad make you feel about the
product being advertised? What message are they trying to give you? Do you need any other information before
making a buying decision?
ADVERTISING
We all take in huge amounts of information every day. Before we leave home, we may talk with our families, receive mail, read a newspaper, watch television or listen to the radio. Advertising is just one element of this mass of information, so it has to work very hard to compete for our attention.
ADVERTISING
There are numerous factors to consider when investing in advertising:
Advertising is persuasive not coercive: it cannot make people do what they do not want to do.
Advertising has to be seen by its intended audience: so using the appropriate medium is essential.
The audience has to be receptive: they must have an interest in your message.
The message has to be driven home: a single advertisement may be missed or forgotten.
Competitors advertise too: your offer must be better or different, otherwise why choose you?
ADVERTISING
Some tips which you can use when compiling your own ads:
Match your medium to your audience: People who see your advertising must be interested in what you have to sell.
Play for position: When advertising in the press, convention has it that early pages are best (with the exception of outside covers and specific special positions ). It is also believed that right hand pages receive more attention. The point is, think about where you want to be and make sure you're there.
Size does matter: People are more likely to see your advertisements if they are large.
ADVERTISING All things bright and beautiful: Research shows
that people not only notice color advertising, they are also more likely to read something that is bright and eye-catching.
Every picture tells a story: Psychologists have proved that people have an almost unlimited capacity for remembering visual images. Pictures show things as they truly are.
Hit the headlines: Take your key statement and turn it into a concise headline. It doesn't have to be witty, but it must never be clumsy or unclear.
Watch your words: Make one or two strong claims and support them with evidence. Give your audience a reason to buy, visit, call or try.
ADVERTISING
Sign off with style: Summarize your philosophy and your offer in one, concise line. 'We care because you do' ...
Make yourself easy to choose: Give relevant business information so that the audience can find out more about your business or they know exactly where to purchase your products without having to look very hard.
ABOVE ALL, MAKE SURE YOUR ADVERTISING STANDS OUT FROM THE CROWD!
TYPES OF ADVERTISING
Television Radio Print Ads (newspaper, magazines) Direct mail
TYPES OF ADVERTISING
Television End of WWII 7,000 TV’s
Baseball – 8/26/1939 (Reds vs. Dodgers) Football – 10/22/1939 (Eagles vs. Dodgers) College Football – 10/30/1939 (Waynesburg vs.
Fordham) College Basketball – 2/28/1940 (Pitt vs. Fordham) Hockey – 2/25/1940 (Rangers vs. Canadiens)
115.9 million U.S. households have one or more television sets.
TELEVISION
How many of you have a television in your bedroom?
How many hours of television do you watch daily?
What is your favorite television program?
What do you think about the television rating system?
SPORTS AND TV
FCC has enacted tiered pricing for sports on cable TV Specific channels and events are offered outside
of basic cable package. For example, standard programming on DISH network includes the local Fox Sports station. You can pay to include all Fox Sports affiliates. Also, the NFL Sunday Ticket is a tiered pricing item as well.
RADIO - SPORTS
It has changed dramatically in the last decade. It had moved from a local base to a national base due to satellite radio.
How many of you would rather listen to a local sports radio station instead of a national ESPN or FOX Sports station?
RADIO - MUSIC
There are 27 local radio stations available by antenna from Fishers.
Music has to be promoted to the stations to get airtime…as it is so precious.
Artists may receive royalties or a percentage of record sales for their songs. Whitney Houston – “I Will Always Love You”
RADIO - MUSIC
Artists can also “sell” their music for use by companies as jingles or for an ad campaign
Can anyone think of a song used in that format? How about the iPod commercials?
Digital formats – marketing involved? Podcasts – how are they being used?
Radiohead
RADIO - MUSIC
Internet Music Revolution!! Downloading…..Vanderbilt Univ.
MySpace
If you were marketing a “new” band, how and where would you start?
Newspaper Magazines Direct Mail Outdoor Stadium signage/posters
NEWSPAPER Local medium – targeting customers in your
hometown, i.e. Pacers, Colts Can be effective medium for local teams Don’t require as much lead time Inexpensive Thrown away quickly Non-traditional sports don’t get coverage
MAGAZINES
Regional and national – larger number of people can be reached
More specific audience More lead time More expensive than newspaper
DIRECT MAIL
Personalized message for recipient Mailing lists from ticket holders, signup on
website, etc…. Most expensive mode… …but can also be most effective Can be seen as junk mail and pitched
OUTDOOR
Billboards Geographically select your audience Short message – but still impactful
STADIUM SIGNAGE/POSTERS
Found inside stadiums and arenas Jumbotrons Message can be replayed multiple times
PUBLICITY
It’s free, but the business/person cannot control the message that comes out.
Which do you think we hear more of – positive publicity or negative publicity? Why?
PUBLICITY
Goodwill – customers positive feelings about a business
Publicist – person responsible for maintaining relations with the public and news media, generally issuing a statement Remember T.O.’s publicist?
Damage control – refuting, justifying, or downplaying a story
TYPES OF PUBLICITY
Grass roots – unknown person or event propelled into spotlight Astro-turfing – fake grass roots effort
Viral campaign – a few online mentions create a buzz Is a viral campaign different from publicity? How? Can you name any?
IMAGE IS EVERYTHING… Public Relations – the department of the business
that creates a favorable public opinion – KC Royals Create an image – define the image, what needs to be
done to maintain image Athletes and image –
World Sports Humanitarian Hall of Fame Game Day image – facilities, security, sportsmanship,
and history.
WRITE – PART 1 What are some ways the sports teams at Fishers HS
could create something positive for the community? Do you believe “spinning” the message is a
dishonest act? Why or why not?
WRITE – PART 2
Do you accept what you hear from the press as immediately factual or do you question it?
Discuss “any press is good press” statement – do you believe this to be true? Again, explain you answer.
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