Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Promotional Planning
Performance Objective:
After completing this lesson, the student will list the steps in developing a promotional plan,
describe promotional trends, and explain the promotional value of involvement in seasonal
themed events.
Specific Objectives:
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The student will explain how the promotional plan is part of the overall marketing plan.
The student will list the steps involved in a promotional plan.
The student will explain the impact of social networking on the sports and entertainment
industry.
The student will explain the difference between quantitative measurement and
qualitative measurement.
The student will describe an advergame.
The student will explain the importance of a promotional plan.
The student will explain the promotional value of involvement in seasonal themed
events.
The student will explain the promotional value of entertainment awards.
TERMS
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promotional plan-a written, detailed description of how the four elements of
promotion―advertising, sales promotion, publicity, and personal selling—will be used
promotional mix-the blending of the promotional elements of advertising, sales
promotion, publicity, and personal selling
advergame-an electronic or online game that incorporates marketing content to promote
a product or service
quantitative measurement-provides information in terms of numbers or percentages
qualitative measurement-subjective measurement based upon interpretation
social network-the relationships among people, whether casual or close
themed events-centered around a specific theme, and such seasonal themes
Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the data-
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collection phase
Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the datacollection phase
Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the datacollection phase
Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the datacollection phase
Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the datacollection phase
event coordinator-hired to work with the event’s sponsors to plan the event
exhibit manager-plans where various types of exhibits may be set up, rents space to
businesses that wish to set up promotional booths, and ensures exhibitors have
everything they need for successful setup
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(10)(A)
…identify components of the promotional mix such as advertising, visual merchandising, and
personal selling…
130.346 (c)(10)(B)
…demonstrate visual merchandising techniques for sports and entertainment marketing goods,
services, or ideas…
130.346 (c)(10)(C)
…analyze a promotional plan for effectiveness…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… use graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
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… use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, PowerPoint slides and handouts to become familiar
with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
Sports Business Journal
Sports Illustrated
Advertising Age (online magazine)
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Advertising Age
4. USA Today
5. Sports Illustrated
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Grand Opening PowerPoint) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet access
2. Projector to show Internet sites Undercover Boss Episodes
3. Computers for students to conduct research and collect data for projects
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Learner Preparation:
Promotion involves ways to make customers aware of products and encourage them to buy.
Promotion uses advertising and other forms of communication to distribute information about
products, services, images, and ideas to achieve a desired outcome. The purpose of promotion
is to make customers aware of the product, service or event.
Ask students to describe the types of promotion used to advertise a new movie, televised
college football games, the Super Bowl, and other entertainment events. Then explain how
promotion is used to peak the interest of target markets.
Introduction
Introduction (LSI Quadrant I):
SHOW: Show students examples of current advertisements.
ASK: Ask students to rank the advertisements as effective or not effective.
SAY: Explain how advertising is one example of promotion used to increase consumer
awareness.
ASK: Ask student in which ways they communicate the most (in person, phone, email, etc.)?
SAY: Explain the importance of the social network—all the people you know.
ASK: Ask students to describe what types of scenes from new movies are included in television
advertisements.
SAY: Explain how the television commercials are used to promote attendance to the new
movies.
ASK: Ask students to explain how they promote themselves.
SAY: Explain how individuals promote themselves through their actions and accomplishments.
Explain how the résumé is used to promote individuals.
Outline
Outline (LSI Quadrant II):
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Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
Notes to Instructor
I. Develop a Promotional Plan
A. Identify the target customer.
1. demographics
2. needs
B. Set promotional goals.
1. specific goals
2. measurable goals
C. Develop a promotional budget.
1. all promotion costs except publicity
2. percentage of expected sales
D. Select the promotional mix.
1. blending of the promotional elements of
advertising, sales promotion, publicity, and
personal selling
2. based upon targeted customers
3. traditional advertising-expensive but
effective to reach Baby Boomers with more
income to buy the high-end products
4. advergame-an electronic or online game
that incorporates marketing content to
promote a product or service
E. Measure the results.
1. quantitative measurement-provides
information in terms of numbers or
percentages (increasing market share by
5%)
2. qualitative measurement- subjective and
depends on interpretation (access the
loyalty of consumers to a brand name
based on descriptions of consumer
reactions to a promotion)
Use PowerPoint and
current events as aids.
Promotional mix must
be created to attract
the favorable attention
of the target market.
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II. Promotional trends
A. Technology-dramatic changes to how and
where products and services are promoted
B. Social Network-relationships among people,
whether casual or close
1. one of the strongest mediums for passing on
messages about products and services
2. word-of-mouth, leveraging, creating a buzz
C. Movie Promotions
1. trailers-precede the featured movie to
advertise other movies (rated for audience
viewing)
2. well-coordinated promotional plan can
revive falling consumer interest
3. pay-per-view advertisements revived falling
consumer interest in the movie Titanic and
increased video sales of the movie to earn it
a sixth place ranking
Use PowerPoint as
aid.
III. Professional Plans
A. In-House Plan
B. Hire an Outside Business
C. Advertising Age—online magazine
Use PowerPoint as
aid.
IV. Positioning a Product
A. Differentiating the company’s products or
services from its competitors’ products or
services
B. Involves status, price, brand recognition, and
other factors
C. Making comparisons to the competition to point
out differences in the products
D. Celebrity endorsements (NIKE-Michael Jordan)
Use PowerPoint as
aid.
Your social network is
a powerful group of
people. Word-ofmouth advertising from
friends and family
members makes a big
impact on the
purchasing decisions
of individuals.
Show an example of a
movie trailer and
explain its purpose.
Larger organizations
tend to hire outside
companies that have
expertise in
promotions to develop
their promotional
plans.
Promotion is all about
separating your
product or service from
the competition.
Celebrity
endorsements and
high consumer ratings
put a product in a
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favorable position with
the target market.
V. Promotional Events
A. Themed events
1. centered around a specific theme such as a
seasonal theme
2. held on an annual basis
3. operated predominantly by volunteers
4. school-sponsored carnivals, city festivals,
and county fairs
B. Involvement in themed events
1. provide a bonanza of promotional
opportunities for sports- and entertainmentrelated businesses and other businesses
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Market research-information is gathered that is
very specifically focused on a single target
market
• Exploratory research-conducted when a
business is unaware of the exact problem
• Desk research-when reports of other
completed research are used to help define
the problem
• Descriptive research-used when the business
is aware of the problem that needs to be
solved
• Causal research-used to determine causeand-effect relationships when the problem is
already clearly defined
• Sample-a small number representative of the
large group, contacted during the datacollection phase
2. extent of involvement requires careful planning
3. event coordination
a. event coordinator-full-time staff person
who works with the event’s sponsors to
plan the event
b. exhibit manager-plans where various
types of exhibits may be set up, rents
space to businesses that wish to set up
promotional booths, and ensures
exhibitors have everything they need
for successful setup
4. trade shows
Use PowerPoint as
aid.
There are numerous
events at the local,
state, and national
levels that provide
promotional
opportunities for sports
and entertainment
events.
Sports and
entertainment events
require a leader who
works directly with the
sponsors and
exhibitors at the event.
Trade shows provide a
great opportunity for
individuals in a given
industry to share
ideas, find out what
the competition is
doing, and network
with future customers.
Communities of all
sizes have established
entertainment events
that have attracted
numerous guests and
dollars to the
community.
Country music is not
only popular in the
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a. major events where people in a related
industry meet to show their products,
exchange ideas and learn about the
latest trends
b. South by Southwest (SXSW)-ultimate
trade show for the music, independent
film, and related technology industries
(Austin, TX since 1987)
c. Country Music Festivals (CMA,
Kumamoto Country Gold Festival in
Japan)
VI. Awarding the Best
A. Oscars-Academy of Motion Picture Arts and
Sciences
B. The Grammys-The National Academy of
Recording Arts and Sciences –musicians,
producers, and other recording professionals
C. The Emmys-excellence in nighttime television,
daytime television, sports programming,
newscasts, and documentaries
D. The Tonys-Theater awards
E. The Cannes International Film Festival –
feature films and short films
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
United States. It is
also very popular in
Europe and Japan.
Use PowerPoint as
aid.
The Award Shows
recognize the best in
different fields of
entertainment. Some
consumers are
influenced by the
music, movies, and
shows that receive
awards.
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Tell students that their school will be hosting a large district holiday basketball tournament that
involves 16 teams from 16 other communities. Then ask students to explain a promotional plan
to increase attendance at the basketball tournament. Ask students why the basketball
tournament is valuable to their community.
A celebrity gives $2 million to a new hospital for burn victims. What type of promotion has taken
place in this situation?
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Independent Practice (LSI Quadrant III):
Grand Opening Project (team project: 2 students per team)
Grand Opening Project
1.
2.
3.
4.
Students will select a new store/business/venue that focuses on sports or other types of
entertainment. Examples of businesses could include a sporting goods store, ice skating
rink, golf course, movie theater, etc.
Students will plan a grand opening event for the new store.
Students will outline the events to take place on grand opening day.
Students will prepare a PowerPoint presentation, share the information with the class, and
use visual aids to explain the grand opening.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: What are the steps in developing a promotional plan?
Question: What are sources of information for staying current with promotional trends?
Question: What is a social network?
Question: What is the difference between a quantitative measurement and a qualitative
measurement?
Question: What is a themed event?
Question: What is a trade show?
Question: How do award shows for different entertainment events influence sales?
Question: What are the four major entertainment awards?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
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Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Grand Opening PowerPoint” by using the assigned
rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Researching an Award Show
Student Directions
Select one of the major entertainment award shows covered in this lesson and conduct
research to prepare an informational report about the award, process for nominations, and the
impact that awards have on attendance to events. The report should also give examples of
some of the latest recipients of awards.
This project will be evaluated using the assigned rubric.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Grand Opening Project (team project: 2 students per team)
1. Select a new store/business/venue that focuses on sports or other types of
entertainment. Examples of stores could include a sporting goods store, ice skating rink,
golf course, movie theater, etc.
2. Plan a grand opening event for the new store.
3. Outline the events to take place on grand opening day.
4. Prepare a PowerPoint presentation, share the information with the class, and use visual
aids to explain the grand opening.
This project will be evaluated using the assigned rubric.
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Independent Practice (LSI Quadrant III)
Grand Opening PowerPoint
Rubric
20
15
CATEGORY
10
5
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance the
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
distract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure; just lots of
facts.
Originality
Product shows a
large amount of
original thought.
Ideas are creative
and inventive.
Product shows some
original thought.
Work shows new
ideas and insights.
Uses other people's
ideas (giving them
credit), but there is
little evidence of
original thinking.
Uses other people's
ideas, but does not
give them credit.
Total Points Earned _______
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Extension/Enrichment (LSI Quadrant IV):
Researching an Award Show Report
Rubric
20
15
10
5
Organization
Information is very
organized with wellconstructed
paragraphs and
subheadings.
Information is
organized with wellconstructed
paragraphs.
Information is
organized, but
paragraphs are not
well-constructed.
The information
appears to be
disorganized. )
Amount of
Information
All topics are
addressed and all
questions answered
with at least 2
sentences about
each.
All topics are
addressed and most
questions answered
with at least 2
sentences about
each.
All topics are
addressed, and
most questions
answered with 1
sentence about
each.
One or more topics
were not addressed.
Quality of
Information
Information clearly
relates to the main
topic. It includes
several supporting
details and/or
examples.
Information clearly
relates to the main
topic. It provides 1-2
supporting details
and/or examples.
Information clearly
Information has little
relates to the main
or nothing to do with
topic. No details
the main topic.
and/or examples are
given.
Sources
All sources
(information and
graphics) are
accurately
documented in the
desired format.
All sources
(information and
graphics) are
accurately
documented, but a
few are not in the
desired format.
All sources
(information and
graphics) are
accurately
documented, but
many are not in the
desired format.
Some sources are
not accurately
documented.
Paragraph
Construction
All paragraphs
include introductory
sentence,
explanations or
details, and
concluding
sentence.
Most paragraphs
include introductory
sentence,
explanations or
details, and
concluding
sentence.
Paragraphs include
related information
but are not
constructed well.
Paragraphing
structure is not clear
and sentences are
not related within the
paragraphs.
CATEGORY
Total Points Earned _______
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