© south-western/thomson sports and entertainment marketing chapter 11slide 1 chapter 11 chapter 11...
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CHAPTER 11 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 1111Marketing Plans
11.111.1 Advertising
11.211.2 Marketing Research
11.311.3 Develop a Marketing Plan
11.411.4 The Bottom Line
CHAPTER 11 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 11.1LESSON 11.1
Advertising
GOALSGOALSExplain the steps in the advertising
process.Understand the importance of
measuring advertising effectiveness.
CHAPTER 11 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Advertising
Advertising—paid, non-personal communication between an identified sponsor and a potential customer about a product or service
CHAPTER 11 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Step By Step Set measurable advertising goal Develop the advertising budget Create an advertising theme Choose the advertising media Create the advertisement Develop an advertising schedule Measure the effectiveness of the advertisement
CHAPTER 11 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Goal
Determine a specific measurable goalAd effectivenessBrand recognition—the number of
people who recognize the brand name of a product
CHAPTER 11 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Budget
Marginal analysisPercent of salesBarteringFixed sum per unitPayout planningCompetitive parity
CHAPTER 11 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Theme
Tag line—theme of an adConveys the main message of the ad
CHAPTER 11 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Media Print Broadcast/cable The Internet Media strategy—choosing the media that will
bring the most effective advertising message to the targeted consumer
Reach—information about which targeted demographic segments are most likely to be reached
CHAPTER 11 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Advertisement
CopyArtWear out—when an ad loses its
effectiveness due to overexposure or poor message quality
CHAPTER 11 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Schedule
Cost-effective mediaConcentration strategy of schedulingDominance strategy
CHAPTER 11 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Effectiveness
Response rateAd effectiveness helps to shape and
improve a business’s future media strategy
CHAPTER 11 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Pulling It All Together
Dominance strategyRunning the show
Shows “pitched” to advertisersPrimetime advertisingExpected audience ratings
CHAPTER 11 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 11.2LESSON 11.2
Marketing Research
GOALSGOALSDefine the purposes of marketing
research.Understand the human element in
marketing research.
CHAPTER 11 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Researching the Market
New marketing medium 1940—televisionEarly 21st century—Internet
Mass market—broad categories of people
CHAPTER 11 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing Information Marketing research—the process of
determining what customers want Define the problem Analyze current conditions Develop the process Collect, organize, and analyze the data Determine a solution to the problem Evaluate the results from the changes
CHAPTER 11 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Data Mining
Data mining—digging up data needed to make decisions
Nielsen Media ResearchSample—an estimate of how many
people watch a TV show
CHAPTER 11 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
School’s Out
School holiday and weekends U.S. youth ages 8–21
52 millionAnnual income of $211 billionHarris Interactive YouthPulseE-commerce
CHAPTER 11 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Who Is Asking?
Specialized marketing researchCustom researchSyndicated researchWhat’s in it for me?
CHAPTER 11 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Worldwide Data
Global market continues to growCulture of potential new customersMarketing information must be used to
shape its product for new customers
CHAPTER 11 SLIDE 20 © SOUTH-WESTERN/THOMSON
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Careers in Marketing Research
Collect dataTrack salesMonitor advertising spending
CHAPTER 11 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 11.3LESSON 11.3
Develop a Marketing Plan
GOALSGOALSExplain the purpose of a marketing
plan.Describe the components of a strategic
marketing plan.
CHAPTER 11 SLIDE 22 © SOUTH-WESTERN/THOMSON
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Know Where You Are Headed
Marketing plan—a written component of the strategic plan that addresses how the company will carry out the key marketing functions
Mission statement—the identification of the nature of the business or the reasons the business exists
CHAPTER 11 SLIDE 23 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
A Sense of Direction
Analyze dataDecide what your customers wantDeliveryCustomers’ future needsSpecific needs of the firm and the
products
CHAPTER 11 SLIDE 24 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Focusing on the Customer
BlockbusterOverhauled business model and
marketing strategy planMore of what the customer wants
CHAPTER 11 SLIDE 25 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
What’s The Plan?
Perishable productPre-sale
CHAPTER 11 SLIDE 26 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Components of a Strategic Marketing Plan Mission Goals Product planning Marketing-information
management Distribution system Pricing Promotional strategies Financing Purchasing
Risk management Selling People Internal communication
systems Timelines for
implementing the plan Intervals of review and
evaluation The future
CHAPTER 11 SLIDE 27 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 11.4LESSON 11.4
The Bottom Line
GOALSGOALSDiscuss the profit motive behind sports
and entertainment marketing.Describe the types of financing related
to sports and entertainment marketing.
CHAPTER 11 SLIDE 28 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Let’s Make Money!
Profit—the amount of money remaining after all costs, including salaries, advertising, utilities, and other expenditures, have been paid
Who gets the money?
CHAPTER 11 SLIDE 29 © SOUTH-WESTERN/THOMSON
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And More Money!
Challenges of physical limitsNew homes for sports teamsDid we make money?
CHAPTER 11 SLIDE 30 © SOUTH-WESTERN/THOMSON
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Challenges of Physical Limits
Limited number of seatsSources of revenue with potential
growthPersonal seat licensesConcessions Commercial licenses
CHAPTER 11 SLIDE 31 © SOUTH-WESTERN/THOMSON
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New Homes for Sports Teams
Professional sports stadiums costlyPublic subsidyHigher ticket prices
CHAPTER 11 SLIDE 32 © SOUTH-WESTERN/THOMSON
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Did We Make Money? Forecast—predicts the cost of expenses and
expected revenues from an event Budget—provides estimates of expected
expenditures and revenues Balance sheet—shows the company’s current
assets, including cash, property, and equipment, and it current liabilities, including debts owed and loans
Income statement—a record of all revenue received and all expenses incurred