This document discusses promotion, marketing, and advertising in sport and physical activity organizations. It defines promotion, marketing, and advertising and explains the importance of understanding the target market through market segmentation and buyer behavior analysis. The document also discusses setting objectives, conducting market research, developing promotional materials and methods, and personal selling techniques. Various communication tools and media that can be used for promotion are listed, including advertising, public relations, sales promotions, direct marketing and personal selling.

1. Exposure (Promotion,
Marketing, Advertising)
By Carl Page

2. Introduction
Exposure In Practise
Promoting Yourself And
Your Organisation
Promoting The Benefits If
Sport And Regular Physical
Activity
Marketing Special Events
Evaluating Marketing

3. Definitions
Promotion – the act or
process of making a
product, cause, or
organization more widely
known or more successful.
Marketing – the business
activity of presenting
products or services in
such a way as to make
them desirable.
Advertising – the public
promotion of something
such as a product, service,
business, or event in order
to attract or increase
interest in it.

4. Understanding The Market
Products And Services
Buyer Behaviour
Market Segmentation
Marketing Strategy
Many organisations segment the market by buyer behaviour

5. Setting Objectives
SWOT Analysis
Marketing Mix –
Product, Price, Place,
Promotion, People,
Physical Evidence and
Process
Always be clear on your specific objectives and how you can
best achieve them.

6. Market Research
Primary Research
Secondary Research
Processing
Information
It is important to use a database that records detailed
information. Ensure you are familiar with the software.

7. Promotion & Service Delivery
Promotional Methods
Producing Promotional
Material
Displaying
Promotional Material
Always ensure you place posters in a noticeable place.

8. Personal Selling
Personality
The Selling Process
Networking
Examining And
Maintaining Existing
Contacts
Developing New
Contacts
Keeping A Directory

9. One way communication Two way communication
Advertising Public relations Sales promotion Direct marketing Personal selling
Newspapers
Magazines
Journals
Directories
Radio
Television
Cinema
Outdoor
Annual reports
Corporate image
House magazines
Press relations
Public relations
Events
Lobbying
Sponsorships
Rebates and price
discounts
Catalogues and
brochures
Samples, coupons
and gifts
Competitions
Direct mail/database
marketing
Internet marketing
(WWW)
Telemarketing
Sales
presentations
Sales force
management
Trade fairs and
exhibitions
Typical Communication Tools (Media)
Table 17.1
Global marketing: a market-responsive approach. Financial Times Prentice Hall, 2001 By Svend
Hollensen, 2nd edn.

10. References
Online Books
 Perseus Publishing, (07/2006), Ultimate Business
Dictionary, Perseus Publishing, 1–662. MyAthens ebrary
[Online]. Available at:
http://site.ebrary.com/lib/treshamins/docDetail.action?do
cID=10032030&p00=business%20dictionary (Accessed:
04/04/2011)
 Schultz, Don E. Smith, Steve. Dearborn Trade, (12/2004),
How to Sell More Stuff : Promotional Marketing That Really
Works. A Kaplan Professional Company, Chapter 1—Help!
Pages 20–30. MyAthens ebrary [Online]. Available at:
http://site.ebrary.com/lib/treshamins/docDetail.action?do
cID=10070406&p00=promotion (Accessed: 04/04/2011)
 Luther, William M. (06/2001), Marketing Plan: How to
Prepare and Implement It (3rd Edition) Pages 1–336,
MACOM Books MyAthens ebrary [Online]. Available at:
http://site.ebrary.com/lib/treshamins/docDetail.action?do
cID=10120161&p00=promotion (Accessed: 04/04/2011)
 Fojt, Martin, (04/2005), Marketing, Emerald Group
Publishing Ltd, Pages 1–49. MyAthens ebrary [Online].
Available at:
http://site.ebrary.com/lib/treshamins/docDetail.action?do
cID=10085634&p00=marketing (Accessed: 04/04/2011)
Paper Books
 Working in Sport and Recreation A
Practical Approach, Chapter 5
Marketing yourself, your
organisation and your activities.
Stanley Thornes ,1999, By Rob Saipe
 Advertising: what it is and how to
do it. McGraw-Hill, 1993, By
Roderick White, 3rd edn.
 Global marketing: a market-
responsive approach. Financial
Times Prentice Hall, 2001, By Svend
Hollensen, 2nd edn.