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13 Cards in this Set
- Front
- Back
Promotional Concepts
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1. communication
2. integrated marketing communication |
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Communication
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-process of establishing a oneness between the sender and receiver
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Integrated Marketing Communication
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-concept by which a sports organization carefully integrates and coordinates its many promotional mix elements
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Elements of the Promotional Mix
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1. advertising
2. personal selling 3. publicity 4. sales promotion 5. promotional objectives |
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Promotional Objectives
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Awareness
Interest Desire Action |
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Advertising Effectiveness Components
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-wasted circulation
-cost per exposure -determining the creative approach -measurement |
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Advertising Communication Process
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1. source
2. encoding 3. message 4. medium 5. decoding 6. receiver *noise* |
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Advertising Mediums for Sport
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-signage
-endorsements -print media -broadcast (electronic media) -billboards, blimps, and buses |
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Promotional Concepts and Practices
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-hallmark events
-internet sites and web pages -sales promotions |
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Hallmark Events
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-promoting the host organization to the general public
-promoting the sponsors of the events -promoting the sport in general -promoting the event itself -significant media interest -promoting destinations as a site for tourism -ex. Super Bowl |
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Sales Promotions
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-price oriented (discount) vs. non-price oriented (prizes)
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Promotional Component Questions
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-what does this consumer want?
-does our product fit the consumer? -what should be the personality of the brand? -what are the main communication and action objectives? |
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Promotional Components/Examples
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-product sampling
-open house -coupons -bundling -contests |