SEM 1 3.02 Promotion

SEM1 3.02 A - PromotionPE - Understand promotional channels used to communicate with targeted audiences.

PI - Explain advertising media used in the sport/event industries.

Define Advertising MediaAdvertising:Any paid form of non-personal communicationHas an identified sponsorUsed to inform, persuade, and remind consumers about a good or service

Media:The form of communicationExamples: TV, Radio, Newspaper, Online

Types of AdvertisingInstitutional Advertising:Designed to sell the reputation of the company or organization. Not to sell a specific product.

Product Advertising:Designed to sell a specific product or service.

Types of AdvertisingEndorsement:A celebrity or athlete is a paid spokesman for a product or company and appears in an advertisement for the company

Testimonial:Typically a non-celebrity, that explains the advantages and positive experience they have had with a product or company. Some one that has actually used the product (consumer)

Types of Advertising Media1. Publication Media2. Broadcast Media3. Direct-Mail4. Online (Web) Media5. Out-of-Home Media6. Specialty Media7. Other Media

Types of Publication MediaPublication (Print) MediaWritten form of communication

Types:Newspapers MagazinesJournalsSales flyersBrochures

Newspaper AdvertisingNewspapers come in many varieties such as National, Regional, City, and Local

Coupon AdSale AdInformational Ad

Newspaper AdvertisingAdvantages:

Low cost, quick, and easy to produceVisual and Verbal communicationVariety of advertisement size and pricingReaches customers dailyTarget a specific geographic market.Ex: Charlotte Observer and South Charlotte Weekly

Newspaper AdvertisingDisadvantages:Wasted circulation. Short lifespan. Discarded shortly after reading.Poor color and print quality

MagazinesSportsNewsSpecial InterestFashionEntertainmentTravel and LeisureEducational RegionalComic

Home and GardenAnimalsShoppingFitnessHealth

Magazine Advertising

Advantages:

Wider circulation.Readers tend to keep magazines for a long time.High quality color and pictures

Target market based on demographics.Ex: Sports Illustrated for KidsTarget market based on interests. (Psychographic)Ex: Golf Digest

Magazine AdvertisingDisadvantages:Professional Preparation neededHigher costs Lengthy preparation times Info is less timelyExpensive

Types of Broadcast MediaBroadcast Media is any visual or auditory form of communication.

Types:- Radio- Television- Satellite Radio

http://www.qualitylogoproducts.com/lib/top-10-advertising-jingles.htm

Radio Advertising

Advantages:

Consumers listen in cars, home and at workLow costsShort preparation timeTarget specific geographic marketsTarget specific demographic marketsEx: Spanish-speaking stationsTarget specific psychographic marketsEx: Sports, Country, Top 40

Radio AdvertisingDisadvantages:

Does not provide a visual impactMessage has short lifespanCommercial ClutterI-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?

Television Advertising

Advantages:Consumers are reading less, and watching more.TV Ad show accurate color and details in HD!The product is seen in action.

National Ads reach an extremely large audience. Ex: During the Super Bowl

Local and Regional channels allow for target marketing. Ex: Fox Sports South, Charlottes News Channel 14

Interest specific channels allow for target marketing.Ex: The Big10 Network, NFL Network, Food Network

Television AdvertisingDisadvantages:Very High CostsMessage has short lifespanLengthy productions times

Television AdvertsingBest SportsCenter commercialshttp://www.youtube.com/watch?v=puleXDhW34s

Peyton Manninghttp://www.youtube.com/watch?v=cSuHQZjzJYY

Types of Direct-Mail AdvertisingEmail AdvertisingPersonalized LettersCatalogsBrochuresCoupon MailersCompany NewslettersPostcardsInvitation LettersAwards and Prize LettersBill EnclosuresOffers and SalesDirect Mail: Advertising that is distributed directly to the potential consumer through the mail or email.

Types:

Direct Mail

Advantages:Little wasted circulationCan be very cost effectiveTarget market can be segmented in many waysCustomer SpecificPersonally address the customerResults are easy to measure

Disadvantages:Can be considered junk mailIncreasing cost of postage

Direct MailDisadvantages:Can be considered junk mailIncreasing cost of postage

Web AdvertisingAdvertising messages that appear on the internet.

Types:Banner AdsPop-up AdsCommercials (Before watching a video online)Roll-overSocial Media

Advantage: Right Now!Disadvantage: Annoying/Ignored

Types of Out-of-Home MediaAny type of message that reaches the customer outside of their home.

Types:Signs BillboardsPublic Transit PostersAirplane BannersStadium SignageHuman directionalshttp://www.youtube.com/watch?v=cCAQT6D7FM4

Out-of-Home Advantages:Repetitive Viewing.Target specific geographic area.Exposure 24/7.

Disadvantages:Only a short message.- Due to low exposure time.Limited segmentation.

Types of Specialty AdvertisingPromotional messages on everyday items.Business Name or logo on itemItem than can be usedInexpensive = Given away

Variety of forms:Pens/PencilsCoffee MugsKey ChainsHatsT-shirtsBagsCalendarsSports Equipmenthttp://www.qualitylogoproducts.com/lib/20-weirdest-promotional-products.htm

http://www.qualitylogoproducts.com/lib/top-10-promotional-products.htm

Types of Other MediaGrocery store cartshttp://neadcorp.com/vid/Hot air balloonsMovie Theater Ads

Types of Other MediaProduct Placementhttp://www.youtube.com/watch?v=KjB6r-HDDI0http://www.youtube.com/watch?v=eQ5uztI9EvI

http://www.youtube.com/watch?v=wACBAu9coUU

Directory Advertising Yellow PagesHuman Billboards

Other MediaadvantagesdisadvantagesReach target market in a friendly, casual manner

Low cost per contact

Market segmentation used

Customization

Message is ignored

Consumers are not focused on your subject matter

May not be your target market consumers

Lack of good method to measure effectiveness

Trends in Advertising MediaSocial MediaTwitter and Facebook advertisingAdvertising on sports uniformsNBA just approved for 2012-13 seasonCommercials before YouTube Video

Trends in Advertising MediaInternational advertisingAvoid culture conflictsMay have to change messageDont rely on literal translations

SEM1 3.08 ActivityStudents will create a collage of ads on a poster board or construction paperStudents should use both sidesStudents must include a label for each ad indicating type of ad & they must indicate the target market i.e., demographic, males, ages 14 24, $50,000+ family income, etc. (3 points each total 30 points)Include the following ad/media types: 10 typeBroadcast media (7 points each total 14 points)Radio & TV Publication media (7 points each total 56 points) Newspaper, Magazine, Sales flyer/brochure, Direct mail, Web, Out-of-home, Specialty & Other promotional media