3.02
Explain advertising media used in
the sport/event industries
ADVERTISING MEDIA
Channels of communication:
1.
2.
3.
4.
5.
6.
Print Advertising/Publications
Broadcast Advertising
Direct-Mail Advertising
Online Advertising (3.04)
Out-of-Home Advertising
Specialty Advertising
PRINT ADVERTISING/PUBLICATIONS
• PUBLICATIONS: Materials that are printed on
a regular basis
– NEWSPAPERS:
• Coupon Ad
• Sale Ad
• Informational Ad
– MAGAZINES:
•
•
•
•
Trade
Sports
Special Interest
Entertainment
PRINT ADVERTISING/PUBLICATIONS
ADVANTAGES
DISADVANTAGES
•Loyal readership
•Cost can sometimes be expensive
•Can target a particular market segment
•“Shelf life” is short
•You can choose the size of the
•Must plan months in advance
advertisement space
•Ads may not be noticeable with all
•Always in the public eye
other print
BROADCAST
MEDIA and ADVERTISING
BROADCAST/
ELECTRONIC MEDIA
BROADCAST
ADVERTISING
Any visual or auditory form of
communication using
electronic technology
Forms of advertising on a
Broadcast Media
• Radio
• Television
• Internet
– (Pop-Up Ads, Email Ads,
Social Media Ads, Banner
Ads)
• Radio Commercials
• Television Commercials
BROADCAST MEDIA
ADVANTAGES
DISADVANTAGES
•Reach a larger audience
•EXPENSIVE!
•Demonstrates credibility
•Needs to grab attention right away or
•Gets attention faster than print media
will loose audience
•Demonstrates personality
•(Change the channel)
•Short time frame (30-45 seconds)
BROADCASTING SPORTING EVENTS/GAMES (3.04)
•Blackout Options: Broadcast of games instead of regular programming
•Additional Broadcast Rights: Coach and Player interviews
“You Do”
1. Create a list of print and broadcast media available in
Charlotte
– Radio, Newspapers, local Magazines, local TV stations
•
(List 2 of each of the above categories)
2. 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 #1
3. Create a visual with all of the above information
4. Present to the class
DIRECT MAIL
(3.02/3.04)
Advertising distributed directly to the potential
consumer through the mail
(Catalogs, Coupon Mailers, Offers and Sales)
ADVANTAGES
DISADVANTAGES
•Targeted to very specific audiences
•Cost: Postage and printing
•Physical reminder
•Time to create and maintain databases
•Customer Specific: Can address the
•Junk Mail
customer
EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO
ACTION ENCOURAGING CUSTOMERS TO RESPOND
OUT-OF-HOME MEDIA
Messages that reaches the customer away from
home
(Billboards, Airplane banners, Stadium Signage, Bus Ads)
ADVANTAGES
DISADVANTAGES
•Repetitive Viewing
•Low exposure time (Blink of an eye)
•Target specific geographic area
•Mass Marketing – no target marketing
•Exposure 24/7
SPECIALTY ADVERTISING
Promotional messages on everyday
items
– Pens/Pencils
– Coffee Mugs
– Key Chains
– Most Awkward Specialty Advertisements
TRENDS IN ADVERTISING MEDIA
• Social Media
– Twitter and Facebook advertising
• Advertising on sports uniforms
– NBA just approved for 2012-13 season
• Adapt promotional messages for
International Markets
– Need to know different cultures so not to offend
• Example: Concert performers
“You Do”
1. Create a list of print and broadcast media available in
Charlotte
– Radio, Newspapers, local Magazines, local TV stations
•
(List 2 of each of the above categories)
2. 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 #1
3. Create a visual with all of the above information
4. Present to the class