GUIDED NOTES 3.02 – Understand promotional channels used to communicate with
targeted audiences.
 Explain advertising media used in the sport/event industries
I.
Define Advertising Media
a. _________________________:
i. Any paid form of non-personal communication
ii. Has an identified sponsor
iii. Used to inform, persuade, and remind consumers about a good or service
b. _________________________:
i. The form of communication
ii. Examples: TV, Radio, Newspaper, Online
II.
Types of Advertising
a. __________________________________________________:
i. Designed to sell the reputation of the company or organization. Not to sell a specific product.
b. __________________________________________________:
i. Designed to sell a specific product or service.
c. _________________________:
i. A celebrity or athlete is a paid spokesman for a product or company.
d. _________________________:
i. Typically a non-celebrity, that explains the advantages and positive experience they have had
with a product or company.
III.
Types of Advertising Media
a. Publication (Print) Media
i. A written form of communication
ii. Types:
1. _________________________
a. Newspapers come in many varieties such as National, Regional, City, and Local
b. Examples:
i. Coupon Ad
ii. _________________________
iii. Informational Ad
c. Advantages:
i. Low cost, quick, and easy to produce
ii.
iii. Variety of advertisement size and pricing
iv.
v. Target a specific geographic market.
1. Ex: Charlotte Observer and South Charlotte Weekly
d. Disadvantages:
i.
ii. Short lifespan. Discarded shortly after reading.
iii. Poorer color and print quality
2. _________________________
a. Types of Magazines
i. Sports
ii. ________
iii. Special
Interest
iv. Fashion
v. ________
vi. Travel and
Leisure
b. Advantages:
i. Wider circulation.
ii.
vii.
viii.
ix.
x.
xi.
xii.
xiii.
xiv.
________
Regional
________
Home and Garden
Animals
________
Fitness
Health
iii. High quality color and pictures
iv. Target market based on demographics.
1. Ex: Sports Illustrated for Kids
v. _________________________ ___________________ (Psychographic)
1. Ex: Golf Digest
c. Disadvantages:
i. Professional Preparation needed - raising the costs
ii. Lengthy preparation times - information is less timely
iii.
3. Journals
b. Broadcast Media
i. Broadcast Media is any visual or auditory form of communication.
ii. Types:
1. _________________________
a. Advantages:
i. Consumers listen in cars, home and at work
ii.
iii. Short preparation time
iv. Target specific geographic markets
v.
1. Ex: Spanish-speaking stations
vi. Target specific psychographic markets
1. Ex: Sports, Country, Top 40
b. Disadvantages:
i.
ii. Messag has short lifespan
iii. Commercial Clutter
iv. I-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?
2. _________________________
a. Advantages:
i. Consumers are reading less, and watching more.
ii.
iii. The product is seen in “action.”
iv. National Ads reach an extremely large audience.
1. Ex: During the Super Bowl
v. Local and Regional channels allow for target marketing.
1. Ex: Fox Sports South, Charlotte’s News Channel 14
vi.
1. Ex: The Big10 Network, NFL Network, Food Network
b. Disadvantages:
i. Very High Costs
ii.
iii. Lengthy productions times
3. Satellite Radio
c. Direct-Mail
i. Advertising that is distributed directly to the potential consumer through the mail.
ii. Types:
1. Personalized Letters
6. ________________
2. ________________
7. Invitation Letters
3. Brochures
8. Awards and Prize Letters
4. Coupon Mailers
9. ________________
5. Company Newsletters
10. Offers and Sales
iii. Advantages:
1. Little wasted circulation
2.
3. Target market can be segmented in many ways
4. Customer Specific
5. Personally address the customer
6.
iv. Disadvantages:
1.
2. Increasing cost of postage
d. Online (Web) Media
i. Advertising messages that appear on the internet.
ii. Examples:
1. ________________
2. Pop-up Ads
3. ________________
4. Commercials (Before watching a video online)
5. ________________
6. Social Media
e. Out-of-Home Media
i. Any type of message that reaches the customer outside of their home.
ii. Types:
1. ________________
2. Billboards
3. Public Transit
4. ________________
5. Stadium Signage
iii. Advantages:
1.
2. Target specific geographic area.
3.
iv. Disadvantages:
1. Only a short message - Due to low exposure time.
2.
f.
Specialty Media
i. Promotional messages on everyday items - Typically inexpensive.
ii. Wide Variety of forms:
1. Pens/Pencils
5. T-shirts
2. ________________
6. ________________
3. Key Chains
7. Calendars
4. ________________
8. Sports Equipment
9. http://www.qualitylogoproducts.com/lib/20-weirdest-promotional-products.htm
g. “__________________________________________________” Media
i. http://neadcorp.com/vid/
1. Grocery store carts
ii. http://www.adventureballoon.com/advertising.htm
1. Hot air balloons
iii. Advantages:
1. Reach target market in a friendly, casual manner
2.
3. Market segmentation use is very good
4.
iv. Disadvantages:
1. Message is ignored
2.
3. May not be your target market consumers
4. Lack of good method to measure effectiveness
IV.
Trends in Advertising Media
a. __________________________________________________
i. Twitter and Facebook advertising
b. Advertising on sports uniforms
i. NBA just approved for 2012-13 season
c. Commercials before _________________________ Video
d. Adapt promotional messages for _________________________ Markets
i. Need to know different cultures so not to offend
1. Example: Concert performers