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    Place Place Presentation Transcript

    • KTG8175.078 explain sponsorship as it relates to the SER industriesMKTG8175.079 explain the reason for a company or organization to use sponsorships MKTG8175.080 explain endorsementMKTG8175.081 explain advantages and disadvantages of endorsements MKTG8175.082 identify the parts of a sponsorship marketing plan/proposal MKTG8175.083 explain on-site merchandising as it relates to the SER industries MKTG8175.084 explain hospitality as it relates to the SER industries
    •  Sponsors buy signage that is placed in strategic viewing locations at the stadium
    •  Occur when there is one major sponsor for an event Ex. NASCAR signed a 10 year contract with Nextel
    •  promotional rights to an entire stadium Example - Heinz Field in Pittsburgh and FedEx Field near DC
    •  Only one product in a product category is granted sponsorship Example - Only Coca-Cola can be sold at Olympic Games
    • A statement of approval of a product service or idea made by an individual organizations speaking on behalf of the advertiser Companies pay sports figures - So they can use their images in print and broadcast media, as well as on product packaging billboards and collectibles
    •  The company may also require - A set number of public appearances by the sports figure at various events sponsored by the company Top sport endorsers come from all sports, but they have one thing in common - They all have successful careers Most endorsement contracts have clauses or statements in them - That will release the company from the contract if that celebrities image is tainted due to proms with the law or his or her athletic performance
    •  Sports figures must be - Very careful to monitor their public image Bad publicity can mean - The end of these profitable endorsement deals
    • A mental picture or concept of something or someone The public images of celebrities - Can make the difference between success and failure Slander - false and damaging statements that can affect a persons public image
    •  Thevariety of promotional activities and materials that complement and support the advertising effort
    •  Place where a marketed product is released and made available Or where it is - Placed In the case or movies and video games - The outlets would be a theater and arcade
    •  Is also an outlet, but it is a place where LIVE events are presented In the music industry, a venue for a concert might be - A stadium, an amphitheater or a club Outlet and venue managers are in charge of - Marketing their locations to the entertainment companies that PRODUCE concerts, movies, live events and shows
    •  movie theaters live performance theaters concert halls, amphitheaters and stadiums nightclubs, restaurants and dancehalls video-game arcades arenas and stadiums for sports and non sports events galleries and museums amusement parks
    •  Themaximum # of people that a venue or outlet can accommodate
    •  Hundreds of jobs through their construction and their operation
    •  the local population must be willing and able to support a venue the venue must be safe and functional the venue promoters must be able to book shows and fill seats
    •  Iskeeping events booked and selling the venue to capacity
    •  How you get your product into the hands of your customer
    •  Isthe path the product takes from the producer or manufacturer to the consumer The channel of distribution may be - Direct or indirect
    •  The path a product takes without the help of any intermediaries between the producer and consumer Services are distributed - Directly to customers All sporting events are considered to - be serives
    •  The path a product takes using intermediaries, or people or services in the middle of a transaction, between the producer and consumer. Ex. a manufacturer or sporting goods might sell its products to retailers, who in turn sell those products to customers.
    •  Agents, wholesalers, and retailers
    •  Agents do not - Take ownership of the goods they sell. They simply - Bring buyers and seller together for a fee Ticketmaster is an example of - An agent intermediary
    •  Are resellers who buy goods, store them, and sell them in smaller quantities to retailers or sports organizations The wholesalers function is - To help reduce the number of sales contacts that a manufacturer has to make in order to sell products
    •  Resellers too, but they sell their goods directly to the customer. Ex. Footlocker, Dicks Sporting Goods, etc.