Chapter 11
Promotional Planning
11.1 Promotional Plans
11.2 Sponsorships and
Endorsements
11.3 Promotional Events
Sports and Entertainment Marketing
© Thomson/South-Western
Winning Strategies
Pouring on the Heat
 Miami Heat is one of the top customer
service and sales-driven organizations in
the sports and entertainment industry.
 tech-savvy promotional sales strategies
 highly targeted promotions to existing fans
 loyal fans receive purchasing opportunities for
multi-year season ticket
 staff works hard to please fans
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Lesson 11.1
Promotional Plans
Goals
 List steps in developing a promotional
plan.
 Discuss recent promotional trends and
ways to stay current with trends.
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Terms
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promotional plan
promotional mix
advergame
quantitative measurement
qualitative measurement
social network
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PLANNING TO PROMOTE
 Knowing your target customers and
having a plan to reach them are
essential for effective promotions.
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Developing a Promotional Plan
 promotional plan
 a written, detailed description of how the
four elements of promotion will be used
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advertising
sales promotion
publicity
personal selling
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 The development of the promotional
plan includes the following steps:
1.
2.
3.
4.
5.
Identify target customers.
Set promotional goals.
Develop a promotional budget.
Select the promotional mix.
Measure the results.
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 promotional mix
 blending the promotional elements of:
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advertising
sales promotion
publicity
personal selling
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 advergame
 an electronic or online game that
incorporates marketing content to promote
a product or service
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 quantitative measurement
 provides information in terms of numbers
or percentages
 qualitative measurement
 subjective and requires interpretation
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 A combination of both types of
measurements is useful in determining
the success of a promotional plan.
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 What are the steps in developing a
promotional plan?
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PROMOTIONAL TRENDS
 Technology has brought dramatic
changes to how and where products
and services are promoted.
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Social Networking
 social network
 relationships among people
 casual or close
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 one of the strongest mediums for passing
on messages about products or services
 viral campaign
 the Internet is involved
 messages passed to others through
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e-mail
instant messaging
chatrooms
blogs
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Movie Promotions
 trailers
 advertisements for other movies
 usually shown before the featured movie
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Professional Plans
 Businesses that develop and implement
promotional plans for clients are
referred to as
 advertising agencies
 public relations agencies
 promotional communication agencies
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 List sources of information for staying
current with promotional trends.
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Lesson 11.2
Sponsorships and
Endorsements
Goals
 Explain the benefits of sponsorship to
the sponsor.
 Define endorsements and discuss their
restrictions.
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Terms
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sponsorship
sponsor
Federal Trade Commission (FTC)
endorsement
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GAME DAY
 Sponsors of college athletics want to be
known for their loyalty to the local team
and want to be associated with winners.
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By Association
 sponsorship
 “underwriting an event for the purpose of
gaining positive association for a brand
with the event, the participants, and/or the
attendees”
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Supporting Collegiate Sports
 Sponsorship of college athletics is
about generating revenue for the
college programs.
 media corporations buy the television
broadcasting rights
 usually long term
 corporations donate apparel to teams
 highly visible during and after games
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Reasons for Sponsorship
 sponsor
 person, organization, or business that
gives money or donates products and
services to another person, organization,
or event in exchange for public recognition
 helps pay for the event
 helps keep ticket prices affordable
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 What do sponsors expect in return for
their investments?
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WHAT IS AN ENDORSEMENT?
 Federal Trade Commission (FTC)
 a U.S. governmental agency whose
principal mission is the promotion of
consumer protection and competitive
business practices
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 endorsement
 a person’s public expression of approval or
support for a product or service
 a promotional tool
 not a form of sponsorship
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Legal Restrictions on
Endorsements
 FTC endorsement guidelines include:
 The endorser’s opinions must be truthful.
 The endorser should have actual product
experience.
 Deceptive or misleading statements are
prohibited.
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 Endorsements cannot distort endorser’s
opinion.
 The endorser must use and believe in the
product for as long as the endorser is
featured in ads.
 The endorser must be advised of product
changes and must continue to use and
believe in the product in its revised state.
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Celebrity Endorsements
 Celebrity endorsements are expensive
and are often surrounded by
controversy.
 advantages
 endorsed products sell better
 viewers are less likely to turn off a
commercial featuring a celebrity
 consumers believe celebrities
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 disadvantages
 expensive
 if an endorser is overexposed, consumers
will start to doubt the endorser’s sincerity
 there is a negative publicity risk if the
endorser commits a crime or social
blunder
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What Businesses Seek in an
Endorser
 someone with a positive, charismatic,
trustworthy image
 a celebrity most consumers know
 a celebrity with a current career
 someone who presents few risks
 someone with a believable relationship
with the product
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 List advantages and disadvantages of
using celebrity endorsers.
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Lesson 11.3
Promotional Events
Goals
 Explain the promotional value of
involvement in seasonal themed
events.
 Explain the promotional value of
entertainment awards.
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Terms
 themed events
 event coordinator
 exhibit manager
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THE RIGHT EVENT
 themed events
 centered around a specific theme
 held annually
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 Sponsors need to make careful decisions
about
 which events to participate in
 the extent of involvement
 There should be a correlation between
the event and the sponsor’s customers.
 Sponsorship should result in new sales or
customers for the sponsor.
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Event Coordination
 event coordinator
 a person employed by the venue who
works with the event’s sponsors to plan
the event
 exhibit manager
 plans exhibit locations
 rents space to businesses
 ensure exhibitors’ needs are met
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Trade Shows
 major events where people in a related
industry meet to
 show their products
 exchange ideas
 learn about the latest trends
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Country Music Festivals
 American country music has a global
appeal.
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 What is the difference between a trade
show and a themed event?
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AWARDING THE BEST
 The top four annual awards shows have a
high marketing value.
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the Grammys
the Tonys
the Emmys
the Oscars
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Awards Influence Sales
 The Oscars
 a nomination is lucrative for everyone
associated with the film
 in 2006, ABC charged between $1 and
$1.5 million for each 30-second advertising
spot during the Oscars
 a Best Picture award will likely result in an
additional $100 million in ticket sales
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 The Grammys
 The Grammy Awards recognize top music
artists from 31 distinct fields.
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 The Emmys
 The Emmys are bestowed by three sister
organizations
 The Academy of Television Arts and Sciences
 The National Academy of Television Arts and
Sciences
 The International Academy of Television Arts
and Sciences
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 The Tonys
 Tonys are given to professionals in live
theater for distinguished achievement.
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International Showcase
 Cannes International Film Festival
 promotes the film industry worldwide
 producers and sellers of films come
together with film buyers
 Cannes Awards are presented for both
feature films and short films.
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 Name the four major entertainment
awards. Why are entertainment awards
important?
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PERFORMANCE INDICATORS
EVALUATED
 Demonstrate knowledge of graphic design
and rules for layout.
 Demonstrate effective use of color, lines,
text, graphics, and shapes.
 Use principles of design, layout, and
typography in graphic design.
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 Apply technical skills to manipulate graphics,
artwork, and images.
 Use appropriate artwork and design
techniques to effectively illustrate a theme.
 Generate a promotional flyer for marketing
purposes.
 Produce a graphic design promotion that has
eye appeal, and shows imagination, creativity,
and originality.
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THINK CRITICALLY
1. What are three examples of graphic
design productions that are frequently
used in the business world?
2. Why is it important to carefully research
information gathered on the Internet
before using it in graphic design
productions?
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3. What does “copyright” mean?
4. How does graphic design enhance
business publications?
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