C H A P T E R
10
Promotion
and Paid Media
Chapter 10 Promotion and Paid Media
Objectives
• To recognize the complexity of promotion with
respect to the various forms it can assume as
part of the marketing mix
• To understand promotion and its importance in
sport through a historical context and to
consider how that context has evolved because
of the importance of media and sponsorship
relationships
(continued)
Promotion
• Any activity designed to stimulate interest
in, awareness of, and purchase of a product
• Method to convey information about the
place, price, and product
• Critical in the positioning of a product in the
mind of the consumer
Types of Promotion
• Advertising—any paid, nonpersonal (not
directed to individuals), clearly sponsored
message conveyed through the media
• Personal selling—any face-to-face
presentation in which the seller has an
opportunity to persuade the consumer
(continued)
Types of Promotion (continued)
• Publicity—any form of exposure in the
media not paid for by the beneficiary or
within the beneficiary’s control or influence
• Sales promotion—a variety of activities
including displays, trade shows, sampling,
coupons, premium items, exhibitions, and
performances
Goals of Promotion
Promotion should include the following steps:
• A: increase awareness
• I: attract interest
• D: arouse desire
• A: initiate action
Types of Advertising Media for Sport
• Signage
• Endorsements
• Print media
• Electronic media
• Billboards, blimps, and buses
Endorsements
• Definition: A well-known celebrity athlete
uses his or her fame to help a company sell
or enhance the image of the company,
products, or brands.
• When seeking endorsers, brands strive to
find a good fit or match between their
products and the endorser.
• Brands are challenged when using celebrity
endorsers to ensure that the celebrity
conveys the appropriate image.
Table 10.1
Print Media
• Print media grant the sport marketer a high
degree of control over content and are
relatively inexpensive.
• Print media can be easily ignored by the
target audience.
(continued)
Print Media (continued)
• Types of print media:
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–
–
–
–
–
–
Magazines
Newspapers
Schedule cards
Handouts and brochures
Posters
Point of purchase displays
Direct mail
Figure 10.2
Electronic Media
• As compared with print media, electronic
media offer greater flexibility in attracting
consumer attention and creating messaging
in consumers’ native language.
• Several types of electronic media are used:
(continued)
Electronic Media (continued)
• Radio
– Traditional radio
– Streaming
– Podcasts
•
•
•
•
Television
Scoreboards
LED signage
Public address systems
Table 10.2
Types of Television Commercial
Structures
• Story
• Demonstration
• Problem solution
• Suspense
• Chronology
• Slice of life
• Special effects
• Analogy
• Testimonial
• Fantasy
• Satire
• Personality
• Spokesperson
Sales Promotions
• Can be in the form of either price discount
or nonprice promotion
• Recommendations when using sales
promotions:
– Be careful not to alienate season-ticket holders.
– Use sponsors to help cover costs of valueadded promotions, but marketers must find
promotions that work for all levels of consumers.
(continued)
Sales Promotions (continued)
– Price discounts are often short-term fixes that can
have unintended consequences for consumer
behavior.
– Understand the promotion’s effect on concession
and merchandise sales.
– Be aware of the game schedule and timing of the
promotion (peak-on-peak promotions).
Promotional Components
• Theme
• Product sampling
• Open house
• Coupons, vouchers, and discount codes
• Contests and sweepstakes
• Premiums and giveaways
Frequency Escalator
• When promoting a sport product, marketers
must balance attracting new customers with
encouraging current customers to become
more committed to the product.
• The concept of the frequency escalator
suggests that sport marketers gradually
encourage potential consumers to move
from a state of unawareness of a sport
product to a state of heavy consumption.
Types of Nonconsumers
• Aware nonconsumers
• Unaware nonconsumers
• Media consumers
• Misinformed nonconsumers
Promotional Planning Model
• Level 1: nonpattern attenders (light users)
• Level 2: multiple attenders (medium users)
• Level 3: frequent attenders (heavy users)
• Level 4: defectors (descending the
escalator)