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13 Cards in this Set

  • Front
  • Back
Promotional Concepts
1. communication
2. integrated marketing communication
Communication
-process of establishing a oneness between the sender and receiver
Integrated Marketing Communication
-concept by which a sports organization carefully integrates and coordinates its many promotional mix elements
Elements of the Promotional Mix
1. advertising
2. personal selling
3. publicity
4. sales promotion
5. promotional objectives
Promotional Objectives
Awareness
Interest
Desire
Action
Advertising Effectiveness Components
-wasted circulation
-cost per exposure
-determining the creative approach
-measurement
Advertising Communication Process
1. source
2. encoding
3. message
4. medium
5. decoding
6. receiver
*noise*
Advertising Mediums for Sport
-signage
-endorsements
-print media
-broadcast (electronic media)
-billboards, blimps, and buses
Promotional Concepts and Practices
-hallmark events
-internet sites and web pages
-sales promotions
Hallmark Events
-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
Sales Promotions
-price oriented (discount) vs. non-price oriented (prizes)
Promotional Component Questions
-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?
Promotional Components/Examples
-product sampling
-open house
-coupons
-bundling
-contests