3.02 Understand Promotional Channels Used to Communicate with Targeted Audiences

SEMI

Sports & Entertainment Marketing I

3.02 Understand promotional channels used to communicate with targeted audiences

Advertising Media

•  ______– information travels through them to consumers.

  Types of ______:

  Publications
  Broadcast Media
  Direct Mail /   The Web
  Out of Home Media
  Other Media

Types of ______:

  Publication (______) Media

•  Includes newspapers and magazines that are printed on a regular basis

Types:

  Newspapers

  Magazines

  Journals

Types of ______Advertising

•  Based on:

  How often they are published: daily, weekly

  Their size: broadsheet size, tabloid size

  What geographic areas they cover: national, locally

  Whom they are intended to target:

  Wall Street Journal focuses on business

Print Advertising Advantages & Disadvantages

Advantages:
•  Reaches a large ______
•  Low cost, quick, and easy to produce
•  Anyone can place an ad, so it is ______among businesses
•  Variety of advertisement size and pricing
•  Reaches customers ______
•  Target a ______geographic market.
•  Ex: Charlotte Observer and South Charlotte Weekly / Disadvantages:
•  Wasted circulation.
•  Short ______. Discarded shortly after reading.
•  Poorer color and print ______

Categorize Types of Magazines

  ______

•  Read for personal enjoyment

•  Target a very ______audience, people who enjoy reading about celebrities, sports, or computer games

•  People, Sports Illustrated

  ______

•  Appeal to individuals in all different
industries.

•  Business Week, Fortune

Magazine Advertising Advantages and Disadvantages

Advantages:
  Wider ______.
  Readers tend to keep magazines for a long time.
  High ______color and pictures
  ______market based on demographics.
•  Ex: Sports Illustrated for Kids
  Target ______based on interests. (Psychographic)
•  Ex: Golf Digest / Disadvantages:
  Professional preparation needed - raising the costs
  Lengthy preparation times - information is less timely
  ______

Types of ______

Television

•  Network ______advertising (ABC, CBS, NBC, Fox)

  Reaches a very broad ______

  Extremely ______

•  ______or Satellite

  Targets a more specific audience

  ______expensive than network TV

•  Local

  Relatively ______

  Highly specific audience

•  Infomercials: 30-minute commercial (QVC)

Radio

•  Effective and affordable way to reach your target market

•  Targets a very specific group of ______

Television Advertising Advantages and Disadvantages

Advantages:
  The experience of color, sound and action makes it believable and easy to ______
  TV is the most influential, ______type of ad media / Disadvantages:
  Very High ______
  Message has short lifespan
  Lengthy productions times

Radio Advertising Advantages and Disadvantages

Advantages:
  Consumers ______in cars, home and at work
  Low ______
  Short preparation time
  ______specific geographic markets
  Target specific demographic markets
Ex: Spanish-speaking stations
  Target specific psychographic markets
Ex: Sports, Country, Top 40 / Disadvantages:
  Does not provide a ______impact
  Message has short lifespan
  Commercial ______
  I-pods, I-pads, E-books, Cell phones . . . Who is ______to radio?

Types of Direct-Mail Advertising

______: Advertising that is distributed directly to the potential consumer through the mail.

Types:

  Printed mail
  Electronic mail
  Personalized ______
  Catalogs
  Brochures
  ______Mailers /   Company ______
  Postcards
  Invitation Letters
  Awards and Prize Letters
  Bill ______
  Offers and Sales

Direct Mail Advertising Advantages and Disadvantages

Advantages:
  Little wasted circulation
  Can be very ______effective
  Target market can be ______in many ways
•  Customer Specific
•  Personally address the customer
  Results are easy to measure / Disadvantages:
  Can be considered “______”
  Increasing cost of ______

Advertising on the ______

§  Fastest growing media outlet

§  Can target a very specific ______

§  ______user response (who is responding to ads)

§  Builds brand awareness

§  Extend advertising ______beyond the local market

§  To advertise online:

§  Create a company website for customers to learn about the business, contact info, locations and place orders

Types of ______

Any type of message that reaches the customer ______of their home.

Types:

  ______

  Billboards

  Public ______

  Airplane Banners

  ______Signage

Out-of-Home Advertising Advantages and Disadvantages

Advantages:
  ______Viewing.
  Target specific geographic area.
  ______24/7. / Disadvantages:
  Only a ______message.
- Due to low exposure time.
  ______segmentation.

Types of “Other” Advertising

Ø  ______media remind people about your business

Ø  Must have business name or logo

Ø  Must be useful (pen, baseball cap, tshirt)

Ø  Must be given away (inexpensive)

Ø  ______advertising

Ø  Informs people about how to contact businesses with a street address or Web address

Ø  Movie ______advertising

Ø  ______placement

Ø  Manufacturers pay millions for the right to use their brand as movie props

Ø  Telemarketing

Ø  ______and CD-ROM advertising

Ø  Short Messaging Service (______): ads over text messages

Ø  ______: illegal activity that involves posing as a financial institution or other business and sending fraudulent text messages requesting personal information

Ø  ______billboards: ads placed on arms, chests, foreheads, etc.

Ø  Store carts

Ø  Air balloons

“Other Promotional” Media

Advantages:
  Reach target market in a friendly, ______manner
  Low cost per contact
  Market segmentation use is very good
  ______/ Disadvantages:
  Message is ______
  Consumers are not focused on your subject matter
  May ______be your target market consumers
  Lack of good method to measure ______

Trends in Advertising Media

  ______Media

•  Twitter and Facebook advertising

  Advertising on sports ______

•  NBA just approved for 2012-13 season

  ______before YouTube Video and Pandora