SEM 1 3.02 Promotion

SEM1 3.02 A - PromotionPE - Understand promotional channels used to communicate with targeted audiences.

PI - Explain advertising media used in the sport/event industries.

Define Advertising MediaAdvertising:Any paid form of non-personal communicationHas an identified sponsorUsed to inform, persuade, and remind consumers about a good or service

Media:The form of communicationExamples: TV, Radio, Newspaper, Online

Types of AdvertisingInstitutional Promotion:Designed to sell the reputation of the company or organization. Not to sell a specific product.

Product Promotion:Designed to sell a specific product or service.

Types of AdvertisingEndorsement:A celebrity or athlete is a paid spokesman for a product or company.

Testimonial:Typically a non-celebrity, that explains the advantages and positive experience they have had with a product or company.

Types of Advertising Media1. Publication Media2. Broadcast Media3. Direct-Mail4. Online (Web) Media5. Out-of-Home Media6. Specialty Media7. Other Promotional Media

Types of Publication MediaPublication (Print) MediaWritten form of communication

Types:Newspapers MagazinesJournals

Types of Newspaper AdvertisingNewspapers come in many varieties such as National, Regional, City, and Local

Coupon AdSale AdInformational Ad

Newspaper Advertising:Advantages and DisadvantagesAdvantages: Low cost, quick, and easy to produceVisual and Verbal communicationVariety of advertisement size and pricingReaches customers dailyTarget a specific geographic market.Ex: Charlotte Observer and South Charlotte Weekly

Disadvantages:Wasted circulation. Short lifespan. Discarded shortly after reading.Poorer color and print quality

Categorize types of MagazinesSportsNewsSpecial InterestFashionEntertainmentTravel and LeisureEducational RegionalComic

Home and GardenAnimalsShoppingFitnessHealth

Magazine AdvertisingAdvantages and DisadvantagesAdvantages:Wider circulation.Readers tend to keep magazines for a long time.High quality color and picturesTarget market based on demographics.Ex: Sports Illustrated for KidsTarget market based on interests. (Psychographic)Ex: Golf Digest

Disadvantages:Professional Preparation needed - raising the costs Lengthy preparation times - information is less timelyExpensive

Types of Broadcast MediaBroadcast Media is any visual or auditory form of communication.

Types:- Radio- Television- Satellite Radio

Radio Advertising:Advantages and DisadvantagesAdvantages:Consumers listen in cars, home and at workLow costsShort preparation timeTarget specific geographic marketsTarget specific demographic marketsEx: Spanish-speaking stationsTarget specific psychographic marketsEx: Sports, Country, Top 40

Disadvantages:Does not provide a visual impactMessage has short lifespanCommercial ClutterI-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?

Television Advertising:Advantages and DisadvantagesAdvantages:Consumers are reading less, and watching more.TV Ad show accurate color and details in HD!The product is seen in action.National Ads reach an extremely large audience. Ex: During the Super BowlLocal and Regional channels allow for target marketing. Ex: Fox Sports South, Charlottes News Channel 14Interest specific channels allow for target marketing.Ex: The Big10 Network, NFL Network, Food Network

Disadvantages:Very High CostsMessage has short lifespanLengthy productions times

Create a list of print and broadcast media available in CharlotteRadio, Newspapers, local Magazines, local TV stations(List 2 of each of the above categories)Identify the following:How often are they published/broadcasted?Who is the target audience?List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1Create a visual with all of the above informationPresent to the class

Types of Direct-Mail AdvertisingPersonalized LettersCatalogsBrochuresCoupon MailersCompany NewslettersPostcardsInvitation LettersAwards and Prize LettersBill EnclosuresOffers and SalesDirect Mail: Advertising that is distributed directly to the potential consumer through the mail.

Types:

Direct Mail Advertising:Advantages and DisadvantagesAdvantages:Little wasted circulationCan be very cost effectiveTarget market can be segmented in many waysCustomer SpecificPersonally address the customerResults are easy to measure

Disadvantages:Can be considered junk mailIncreasing cost of postage

Explain Advertising on the WebAdvertising messages that appear on the internet.

Banner AdsPop-up AdsEmail AdsCommercials (Before watching a video online)Roll-overSocial Media

Types of Out-of-Home MediaAny type of message that reaches the customer outside of their home.

Types:Signs BillboardsPublic TransitAirplane BannersStadium Signage

Out-of-Home Advertising:Advantages and DisadvantagesAdvantages:Repetitive Viewing.Target specific geographic area.Exposure 24/7.

Disadvantages:Only a short message.- Due to low exposure time.Limited segmentation.

Types of Specialty AdvertisingPromotional messages on everyday items. - Typically inexpensive.

Wide Variety of forms:Pens/PencilsCoffee MugsKey ChainsHatsT-shirtsBagsCalendarsSports Equipmenthttp://www.qualitylogoproducts.com/lib/20-weirdest-promotional-products.htm

Examples of Other Mediahttp://neadcorp.com/vid/Grocery store cartshttp://www.adventureballoon.com/advertising.htmHot air balloons

Other Promotional MediaadvantagesdisadvantagesReach target market in a friendly, casual manner

Low cost per contact

Market segmentation use is very good

Customization

Message is ignored

Consumers are not focused on your subject matter

May not be your target market consumers

Lack of good method to measure effectiveness

Trends in Advertising MediaSocial MediaTwitter and Facebook advertisingAdvertising on sports uniformsNBA just approved for 2012-13 seasonCommercials before YouTube Video