SEM1 3.02 A - Promotion

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 communicationUsed to inform, persuade, and remind consumers

Define Advertising & MediaMedia:The form of communicationExamples: TV, Radio, Newspaper, OnlineTypes of AdvertisingInstitutional Promotion:Designed to sell the reputation of the company or organization. Not to sell a specific product.

Types of AdvertisingProduct Promotion:Designed to sell a specific product or service.

Types of AdvertisingEndorsement:A celebrity or athlete is a paid spokesman for a product or company.

Testimonial:Typically a non-celebrity, that explains the advantages and positive experience they have had with a product or company.

Types of Advertising Media1. Publication Media(Newpapers, Magazines)2. Broadcast Media TV, Radio3. Direct-Mail4. Online (Web) Media5. Out-of-Home Media6. Specialty Media7. Other Promotional Media

Which Advertising Media is Right for my business? Create a list of publication and broadcast media available in Charlotte and NationallyRadio, Newspapers, local Magazines, local TV stations(List 1 of each of the above categories for charlotte and national)Identify the following:How often are they published/broadcasted?Who is the target audience?List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1Create a visual with all of the above information

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

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

Types of Publication MediaPublication (Print) MediaWritten form of communication

Types:Newspapers Magazines

Newspaper Advertising:Advantages and DisadvantagesAdvantages: Low cost, quick, and easy to produceReaches customers dailyTarget a specific geographic market.Ex: Charlotte Observer and South Charlotte Weekly

Disadvantages:Wasted circulation. Short lifespan. Discarded shortly after reading.

Magazine AdvertisingAdvantages and DisadvantagesAdvantages:Wider circulation.Readers tend to keep magazines for a long time.High quality color and picturesTarget market based on demographics.Ex: Sports Illustrated for KidsTarget market based on interests. (Psychographic)Ex: Golf Digest

Disadvantages:Professional Preparation needed - raising the costs Lengthy preparation times - information is less timelyExpensive

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

Types:- Radio- Television- Satellite Radio

Radio Advertising:Advantages and DisadvantagesAdvantages: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

Disadvantages:Commercial ClutterI-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?

Television Advertising:Advantages and DisadvantagesAdvantages: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 BowlLocal and Regional channels allow for target marketing. Ex: Fox Sports South, Charlottes News Channel 14Interest specific channels allow for target marketing.Ex: The Big10 Network, NFL Network, Food Network

Disadvantages:Very High CostsMessage has short lifespanLengthy productions times

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

Types:

Direct Mail Advertising:Advantages and DisadvantagesAdvantages: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

Explain Advertising on the WebAdvertising messages that appear on the internet.

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

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

Types:Signs BillboardsPublic TransitAirplane BannersStadium Signage

Out-of-Home Advertising:Advantages and DisadvantagesAdvantages: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. - Typically inexpensive.

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

Integrated Advertising