promotion. event marketing all activities associated with the sale, distribution, and promotion of...
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PROMOTION
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EVENT MARKETING
all activities associated with the sale, distribution, and promotion of a sports event
Promotions function in sports to generate sales, attract a targeted audience, and create a positive image.
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PROMOTIONAL MIX
any combination of advertising, sales promotion, publicity, direct marketing, and personal selling
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THE ROLE OF ADVERTISING
advertising - any paid promotion of an idea, good, or service by an identified sponsor
promotional advertising - advertising with a goal or selling an item being promoted
institutional advertising - advertising with a goal of developing goodwill or positive image
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THE ROLE OF ADVERTISINGThe four types of advertising media are:
oNewspapers, magazines, direct mail, outdoor advertising, station posters, stadium signage
Broadcast
oRadio and television
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THE ROLE OF ADVERTISING (CONT’D)
Direct marketing
oMany media used to communicate directly with consumers
Online advertising
oBanner advertising, company Web sites, online promotions
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SALES PROMOTION-a short-term incentive to get consumers interested in buying a product
Types of sales promotions include:
o Coupons
o Rebates
o Samples
o Premiums
o Contests
o Sweepstakes
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PUBLIC RELATIONSpublicity - the free mention of a product or company in the media
public relations - activities that promote the image and communications a company has with its employees, customers, investors, and public
press releases - a newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why and to alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases.
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PERSONAL SELLING
direct communication by a salesperson to potential customers either in person or by telephone
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POWER OF THE PROMOTIONAL MIXThe right combination of all the elements of the promotional mix works to create synergy.
• Advertising• Sales promotion• Publicity• Personal selling
• Attract customers and fans
• Sales• Positive image