1. Maynard
How am I influenced?

2. Promotion Planning
 Event marketing - All activities associated with the
sale distribution and promotion of sports event
 Promotion of the event by the league or event
committee - Helps to create interest and ticket sales
as well as draw an audience of radio listeners and
television viewers
 Winning teams and popular events that attract a
large number of people - Can charge more for
sponsorships and licensing agreements

3.  Percentage of sales - Sports organizations may use a
set percentage or portion of last year sales or the
coming year sales to decide on the funds for the
promotional budget
 Competitive parity - A company looks for industry
trends on how much to spend
 Objective and task management - Companies that
objectives for the promotion and decide what
promotional activities are necessary to reach those
objectives

4. Promotion
 Promotion is - Any form of communication that a
business or organization uses to inform or persuade
people to buy its products
 Market research shows that - The average person is
exposed to more than 2000 advertisements in a week
 Each article of clothing is considered - An
advertisement because it displays the company's name
 A 1-page print advertisement can cost - As much
as $80,000

5.  When publicity is negative - the organization that
provides the product needs to change the negative to
positive as quickly as possible
 For example - when a product is considered
dangerous for you such as a toy, the problem must be
solved or the product must be recalled and fixed
 In entertainment marketing when a motion
picture is reviewed by industry critics on TV - The
review is considered publicity because the name and
the content of the motion picture are being presented
in a promotional format to inform the public

6. Promoting Entertainment
 When music albums, motion pictures and TV
shows win awards - There is often an increase in
sales from the positive publicity
 In entertainment marketing for example, when a
person calls Ticketmaster to order concert tickets
- The salesperson may try to increase the quality of
tickets as well as the cost of the ticket so that the
company makes more money and the customer has a
more enjoyable experience

7. Variety of Promotions
 Media advertisement - Any form of advertising that
uses media such as television and radio the Internet
newspapers or magazines to promote
 For example, the film Finding Nemo was promoted
using a tie-in with McDonald's happy meal - Which
helped to increase awareness and sales of both products
 The backside of the ticket - may offer discounts at the
concession stand where food and drinks are sold

8.  Product placement is - The locating and negotiating
a prominent placements for a company's product or
name as a prop in media such as film TV radio or video
games
 Critics of product placement may say - That the
practice contributes to over commercialization and
detracts from the entertainment
 Others might argue - That good product placement
lens to realism in films and TV shows

9.  It is important to consider the variety of diverse
markets - That might be interested in a product
 For example, Tommy Hilfiger discovered - All
marketing efforts to appeal to upper income Caucasian
men were unsuccessful African-Americans were
becoming the largest buyers of this product line

10. PROMOTION
 Promotional mix – advertising, publicity, personal
selling, sales promotion
Promotional Promotional Ex.
Objectives Goals
inform increase customer new Ipad
awareness
persuade Increase sales 3 day sale
remind Increase market happy GAP ad
share

11. Media Criteria
 Credibility - Perception of media by market
 Cost– Unit cost –per one message, absolute cost –for entire
project
 Lead Time - Amt of time to notify media prior to posting
message
 Lifetime - Amt of time message lasts
 Attention grabbing/appeals to senses - With in first 3 secs –
or else change channel, flip page
 Environmental issues - Recyclable, reusable

12.  Flexibility - Use for many types of products
 Frequency - # of times 1 person in target market gets
the message
 Reach - # of people who get the message at least 1 time
 Reproducibility - Ability to use the same message
again
 Selectivity - Ability to choose a distinct target market
to hear message

13. Types of Media:
 Print:  Internet
 Newspaper  Banner
 Magazine  Keyword
 Yellow Pages  Interstitial
 Webcasting/email
 Broadcast
 Radio  Other
 Television  Direct mail
 Gifts
 Outdoor signs
 Corporate sponsorships