CHAPTER 9 Promotion concepts

CHAPTER OBJECTIVES Identify the promotion mix tools Describe the elements of the communication process Understand the promotion planning modes Compare the advantages and disadvantages of the various promotional mix tools Understand the importance of integrated marketing communication to sports marketers

Typically, promotion and advertising are used synonymously Typically, promotion and advertising are used synonymously. Promotion, however, includes much more than traditional forms of advertising.

promotion mix elements The combination of tools available to sports marketers to communicate with the public is know as the promotional mix and consists of the following promotion mix elements: Advertising—a form of one-way mass communication about a product, service, or idea, paid by and identified sponsor. Personal selling—an interactive form of interpersonal communication designed to build customer relationships and produce sales or sports products, service, or idea. Sales promotion—short-term incentives usually designed to stimulate immediate demand for sports products, or services. Public or community relations—evaluation of public attitudes, identification of areas within the organization in which the sports population may be interested, and building of a good “image” in the community. Sponsorship—investing in a sports entity to support overall organizational objectives, marketing goals , and more specific promotional objectives.

常见的促销形式 东京秋葉原的メイド小姐

Communications process sender encoding message medium decoding receiver noise feedback next

Sender (source) The sender or source of the message is where the communication process always originates. In sports marketing, the source of message is usually a star athlete.

If the match-up hypothesis holds true, why do companies pay millions of dollars to star athletes to promote their nonathletic products? First, consumers have an easier time identifying brands associated with celebrity athletes. Second, athletes are used to differentiate competing products that are similar in nature. back

encoding（编码） Encoding is translating the sender’s thoughts or ideas into a message. Sources have a variety of tools from which to encode messages. They can use pictures, logos, words, and other symbols. back

message（信息） The next element in the communications process is to develop the message, in which refers to the exact content of the words and symbols to be transmitted to the receiver. One-sided two-sided Emotional rational Comparative noncomparative 健身房的广告，呵呵，出来时已经很壮了，很有创意吧

back 润肠通便，直接见效。冠军就是这么产生的

Making media decisions Medium（媒体） After the message has been formulated, it must be transmitted to receivers through a channel, or communications medium. A voice in personal selling, television, radio, stadium signage, billboards, blimps（飞艇）, newspapers, magazines, and even athletes’ uniforms all serve as media for sports marketing communication. Making media decisions Cost to reach target audience Flexibility of media Ability to reach highly specialized, defined audience Lifespan of the media Nature of the sports product being promoted Characteristics of intended target market 电视的威力

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Decoding（解码） back Decoding, performed by the receiver, is the interpretation of the message sent by the source through the channel. Decoding a message is not always an easy task. 你快乐因为我快乐，我开心因为你开心，我愁了因为你瘦了，我瘦了因为你病了，我笑了因为你壮了。 ……猪啊！ 今天有人看见你了，你还是那样迷人，穿着格子背心，慢悠悠地走着，一副超然自在的样子，实在是可爱极了，真不知你当年是怎么赛过兔子的？

美的亚运营销解析 （ambush marketing) 奥运冠军何冲点亚运主火炬 张琳从胡锦涛主席手中接过首棒亚运火炬

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Promotion planning（促销计划） Promotional planning document consists of four basic steps: Target market consideration（目标市场考虑事项） Setting promotional objectives（建立促销目标） Determining the promotional budget（确定促销预算） Developing the promotional mix（发展促销组合）

Target market consideration （目标市场考虑事项）

promotional objectives（促销目标） 行动 信任 偏好 喜爱 了解 知晓 不知晓 Hierarchy of effects（效果层次）

Determining the promotional budget （确定促销预算） Arbitrary allocation（武断分配法） Competitive parity（竞争对等法） Percentage of sales（销售百分比法） Objective and task method（目标和任务法）

Choosing an integrated promotional mix（选择整合性促销组合）

4.产品的生命周期阶段

Key terms and concepts Arbitrary allocation 武断分配法 Comparative messages 比较信息 Comparative parity 竞争对等法 Credibility 可信性 Decoding 解码 Emotional or rational appeal 情感或是理性的诉求 Encoding 编码 Feedback 反馈 Hierarchy of effects 效果层次 integrated promotional mix 整合性促销组合 match-up hypothesis 匹配假设 Noise 噪声 Objective and task method 目标和任务法 Percentage of sales 销售百分比法 promotional mix elements 促销组合成分 promotional budgeting 促销预算 Pull strategy 拉动战略 Push strategy 推动战略 Target market consideration 目标市场考虑事项