2. Debate:
In Canada, the federal government
will withhold funding from amateur
teams that accept sponsorship from
tobacco companies. Is this fair?
3. Identify the Target Market
• Develop a comprehensive plan with a clear
understanding of which specific targeted
group is the focus for each plan.
• Targeted customers will guide the direction
of the media and promotional mix.
4. What is your Goal?
• Promotional campaigns must know exactly
what it is they want to accomplish.
• Need to know the target market they wish
to target.
• Research various types of market
segmentation.
5. Trade Sales Promotion
• Trade Allowances:
– Offer short-term discounts to distributors and
retailers for selling or participating in the
promotion of a product.
• Trade Contests
• Point of Purchase Displays
6. Employee Sales Promotions
• Push Money
– An extra commission paid to salespersons who
sell or push particular products.
7. Set Promotional Goals
• Set specific goals for each part of the
promotional plan.
• Make the goals measurable.
8. Promotional Trends
• Moving from personal selling to social
networking.
• Movie Promotions
– Trailers
• Critical to attracting an audience
• Rated for audience viewing age
• Gain attention in only a few seconds
9. The Goal
• Determine a specific, measurable goal is the
first step in the advertising process.
• What does the company want to accomplish
and how it will know the goal has been met.
• Goal must be specific.
10. Advertising
• Collaborate with sports and entertainment
organizations before and during the event.
• Reach a balance between meeting sponsor’s
goals and controlling costs.
• Research and carefully plan each of the
steps in the advertising process.
11. Legal Restrictions on Endorsements
• FTC guidelines:
– The truthful opinions and beliefs of the endorser must
be expressed in the endorsement.
– The endorser must have real experience with the
product.
– The endorsements may not contain any deceptive or
misleading statements. The statements must be able to
be substantiated by the advertiser.
12. Legal Restrictions on Endorsements
(Con’t)
– Endorsements may not be presented out of context or
reworded so as distort in any way the endorser’s
opinion.
– The endorser must use, continue to use, and believe in
the product for as long as the endorser is featured in the
advertisements.
– If the product changes in any way, the company must
notify the endorser, and the endorser must continue to
use and believe in the product in its new or revised
state.
13. Advantages to Celebrity
Endorsements
• Studies have proven that consumers will
buy products endorsed by celebrities over
those not endorsed.
• Viewers, listeners, and fans are less likely
to turn off commercials featuring
celebrities.
• Consumers believe celebrities.
14. Disadvantages to Celebrity
Endorsements
• Endorsements are expensive.
• If celebrities endorse too many products
their credibility will be doubted.
• Risk of negative publicity if the endorser
commits a crime or serious social blunder.
15. Awards Influence Sales
• In the entertainment industry, recognition
brings increase in money, praise, increased
potential for future success, and publicity.
16. The Effectiveness
• Knowing the effectiveness of an advertising
campaign can help to shape and improve a
business’s future advertising strategies.
17. The Schedule
• Concentration Strategy: Buying space in or
time on a single medium.
• Dominance Strategy: A firm buys the
maximum reach and frequency in one
medium and purchases additional space in
or time on another media.
18. Primetime
• When the largest viewing audiences are
watching TV.
• Most expensive time to advertise.
• Paid for before the new TV season begins.
19. Beyond the Player and Team
• Positive extends to:
– Sports Facilities
• Excellent service
• Cleanliness
• Safety
– Cities
• Fans known for good sportsmanship.
• Hospitality
20. How Can they Afford It?
• 24
– Commercial free except two 3 minute Ford
commercials
– Product placement
• Jack drives all Ford vehicles
• Ford automobiles are placed throughout the show.
• Corporations pay a fee for products that are
placed.
• Products given to movies in return for prominent
display.
