PROMOTIONSREM

Mr. Crull

PROMOTION OVERVIEW

The process of making customers aware of a product, service, or event.

Main goal is to increase sales

Example of non-traditional promotion:Lay’s Kettle Cooked Potato Chips Video Contest

ELEMENTS OF PROMOTION

Advertising – paid form of communication delivered by a product maker or seller to consumers Product placement – integrated within a plot of a

movie or TV show Publicity – UNPAID media attention (negative

and positive) about a business and its products, services, and events

ELEMENTS OF PROMOTION

Sales promotions – additional incentives offered for a limited time to encourage customers to buy

Personal selling – in person, face-to-face communication between seller and customer

REVIEW

An example of publicity is:a) Giving a coupon for a free CD case with the

purchase of a CDb) Being featured on the evening newsc) Buying advertising space in the newspaperd) Helping a customer find an item in a sporting

goods store

WRITING – PART 1

We can all agree that athletes are viewed as role models. Answer the following questions based on this:

1. What characteristics of these athletes contribute to their favorable image?

2. How do they affect your perception of their sport?

WRITING – PART 2

Now think of an athlete that has received negative publicity…

1. What has contributed to their poor image?2. Have they been able to overcome it?3. How does the negative image affect your

response to the player and/or sport they are involved in?

ADVERTISING

Paid promotion of an idea, good, or service by an identified sponsor Promotional – the goal is to sell the product

being advertised Institutional – goal of developing goodwill or

positive image

ADVERTISING The process…

1. Set a measurable goal – needs to be specific enough to be measured

2. Develop budgeta) Marginal analysis – additional $ = additional profitb) Percent of sales - % of expected revenuesc) Fixed sum per unit – based on units expected soldd) Share of voice – similar $ amt. or freq. as competitione) Competitive parity – maintain current share of voice

ADVERTISING

The process (cont.)3. Create a theme – also known as tagline (slogan that

conveys main message)4. Choose the media

a) Media strategy – medium that brings most effective message to target market

b) Reach – number of people in target market expected to receive message

5. Create the message – creative talent writes copy. Avoid wear out (message lost)

ADVERTISING

The process (cont.)…6. Develop schedule – frequency

a) Concentration strategy – buying space/time on a single medium

b) Dominance strategy – maximum reach and freq. on one medium AND additional time/space on another

7. Measure effectiveness – what are the goals? Were they reached? How?

TAGLINES (SLOGANS)

Name some recent taglines that have stuck with you.

What made them memorable?

ASSIGNMENT

Create a collage of advertisements (FOUR) that really catch your eye. Not just any ad, but one that appeals to you.

COLLAGE QUESTIONS

What did you first notice about the ad? How does the ad make you feel about the

product being advertised? What message are they trying to give you? Do you need any other information before

making a buying decision?

ADVERTISING

We all take in huge amounts of information every day. Before we leave home, we may talk with our families, receive mail, read a newspaper, watch television or listen to the radio. Advertising is just one element of this mass of information, so it has to work very hard to compete for our attention.

ADVERTISING

There are numerous factors to consider when investing in advertising:

Advertising is persuasive not coercive: it cannot make people do what they do not want to do.

Advertising has to be seen by its intended audience: so using the appropriate medium is essential.

The audience has to be receptive: they must have an interest in your message.

The message has to be driven home: a single advertisement may be missed or forgotten.

Competitors advertise too: your offer must be better or different, otherwise why choose you?

ADVERTISING

Some tips which you can use when compiling your own ads:

Match your medium to your audience: People who see your advertising must be interested in what you have to sell.

Play for position: When advertising in the press, convention has it that early pages are best (with the exception of outside covers and specific special positions ). It is also believed that right hand pages receive more attention. The point is, think about where you want to be and make sure you're there.

Size does matter: People are more likely to see your advertisements if they are large.

ADVERTISING All things bright and beautiful: Research shows

that people not only notice color advertising, they are also more likely to read something that is bright and eye-catching.

Every picture tells a story: Psychologists have proved that people have an almost unlimited capacity for remembering visual images. Pictures show things as they truly are.

Hit the headlines: Take your key statement and turn it into a concise headline. It doesn't have to be witty, but it must never be clumsy or unclear.

Watch your words: Make one or two strong claims and support them with evidence. Give your audience a reason to buy, visit, call or try.

ADVERTISING

Sign off with style: Summarize your philosophy and your offer in one, concise line. 'We care because you do' ...

Make yourself easy to choose: Give relevant business information so that the audience can find out more about your business or they know exactly where to purchase your products without having to look very hard.

ABOVE ALL, MAKE SURE YOUR ADVERTISING STANDS OUT FROM THE CROWD!

TYPES OF ADVERTISING

Television Radio Print Ads (newspaper, magazines) Direct mail

TYPES OF ADVERTISING

Television End of WWII 7,000 TV’s

Baseball – 8/26/1939 (Reds vs. Dodgers) Football – 10/22/1939 (Eagles vs. Dodgers) College Football – 10/30/1939 (Waynesburg vs.

Fordham) College Basketball – 2/28/1940 (Pitt vs. Fordham) Hockey – 2/25/1940 (Rangers vs. Canadiens)

115.9 million U.S. households have one or more television sets.

TELEVISION

How many of you have a television in your bedroom?

How many hours of television do you watch daily?

What is your favorite television program?

What do you think about the television rating system?

SPORTS AND TV

FCC has enacted tiered pricing for sports on cable TV Specific channels and events are offered outside

of basic cable package. For example, standard programming on DISH network includes the local Fox Sports station. You can pay to include all Fox Sports affiliates. Also, the NFL Sunday Ticket is a tiered pricing item as well.

RADIO - SPORTS

It has changed dramatically in the last decade. It had moved from a local base to a national base due to satellite radio.

How many of you would rather listen to a local sports radio station instead of a national ESPN or FOX Sports station?

RADIO - MUSIC

There are 27 local radio stations available by antenna from Fishers.

Music has to be promoted to the stations to get airtime…as it is so precious.

Artists may receive royalties or a percentage of record sales for their songs. Whitney Houston – “I Will Always Love You”

RADIO - MUSIC

Artists can also “sell” their music for use by companies as jingles or for an ad campaign

Can anyone think of a song used in that format? How about the iPod commercials?

Digital formats – marketing involved? Podcasts – how are they being used?

Radiohead

RADIO - MUSIC

Internet Music Revolution!! Downloading…..Vanderbilt Univ.

MySpace

If you were marketing a “new” band, how and where would you start?

PRINT

Newspaper Magazines Direct Mail Outdoor Stadium signage/posters

NEWSPAPER Local medium – targeting customers in your

hometown, i.e. Pacers, Colts Can be effective medium for local teams Don’t require as much lead time Inexpensive Thrown away quickly Non-traditional sports don’t get coverage

MAGAZINES

Regional and national – larger number of people can be reached

More specific audience More lead time More expensive than newspaper

DIRECT MAIL

Personalized message for recipient Mailing lists from ticket holders, signup on

website, etc…. Most expensive mode… …but can also be most effective Can be seen as junk mail and pitched

OUTDOOR

Billboards Geographically select your audience Short message – but still impactful

STADIUM SIGNAGE/POSTERS

Found inside stadiums and arenas Jumbotrons Message can be replayed multiple times

PUBLICITY

It’s free, but the business/person cannot control the message that comes out.

Which do you think we hear more of – positive publicity or negative publicity? Why?

PUBLICITY

Goodwill – customers positive feelings about a business

Publicist – person responsible for maintaining relations with the public and news media, generally issuing a statement Remember T.O.’s publicist?

Damage control – refuting, justifying, or downplaying a story

TYPES OF PUBLICITY

Grass roots – unknown person or event propelled into spotlight Astro-turfing – fake grass roots effort

Viral campaign – a few online mentions create a buzz Is a viral campaign different from publicity? How? Can you name any?

IMAGE IS EVERYTHING… Public Relations – the department of the business

that creates a favorable public opinion – KC Royals Create an image – define the image, what needs to be

done to maintain image Athletes and image –

World Sports Humanitarian Hall of Fame Game Day image – facilities, security, sportsmanship,

and history.

WRITE – PART 1 What are some ways the sports teams at Fishers HS

could create something positive for the community? Do you believe “spinning” the message is a

dishonest act? Why or why not?

WRITE – PART 2

Do you accept what you hear from the press as immediately factual or do you question it?

Discuss “any press is good press” statement – do you believe this to be true? Again, explain you answer.