WARM-UP: Student is to access activity of choice on Quia ...



SEM I EXERCISES 3-5 thru 3-9-12 S. Herman

COMPETENCY: 5.00 Explain the function of promotion in sports and entertainment marketing.

OBJECTIVE: 5.01 Identify the role of promotion.

EQ: What is the difference between a sports camp and a clinic?

.WARM-UP: Students can warm-up on Quia exercises of choice - re: Obj SEM 4.00

DAY ONE - 3-5-12

ACTIVITY 1:

Student is to turn to Page 68-71 in the textbook and read about Sports Camps & Clinics. Answer the following questions:

1. List 3 reasons a young athlete may participate in a sports camp.

2. How can sponsors keep the participants' fees down by:

3. What do the sponsors get in return?

4. How could Nike benefit by sponsoring a children's sports camp?

5. Name at least 3 ways a local business could benefit by sponsoring a camp?

6. What might working parents be looking for in a sports camp?

7. How would a clinic contrast from a sports camp?

8. What would be a benefit of a smaller staff?

9. How does the cost of a clinic typically compare with a sports camp?

10. Name any sports camps or clinic you have attended. What did you think the best benefit derived from attending the camp/clinic was? Do you recall what it may have cost?

11. Sports camp organizers work with public relations specialists to ensure ________________________________.

12. What tool would make a parent feel he/she had a voice in improving the camp/clinic?

13. How might the marketers promote attendance at the next year's clinic/camp?

ACTIVITY 2:

Pretend you work for a publisher that is seeking the next motivational story to turn into a best seller. Choose an unpublished athlete/celebrity. (will need to use the internet to research and see if the athlete you have in mind has been published). Write at least two paragraphs explaining your choice of and what you think his/her story is.

DAY TWO - 3-6-12

EQ: What are stadium event promotions designed to do?

.WARM-UP: Who is going to be Taylor Swift's date for the Academy of Country Music Awards Event in April? How did this come to be?

TEST ON OBJECTIVE 4.0 TODAY - After testing - proceed to activities.

ACTIVITY 1: Think Critically:

Communication: Basketball Coach Rick Pitino uses "TEAM" as his speech acronym, standing for "Together Each Accomplishes More". (A) Come up with your own acronym for developing a motivational speech. Explain what each letter of your acronym represents and how it could help you to organize your speech. BE CREATIVE AND BE SECIFIC

(B) Research and find one other motivational person how promotes an acronym. State what it is and what the letters represent.

Read below:

A. Define promotion and purposes for promotion.

1. Promotion is any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. For example, Harris Teeter sponsors a little league baseball team by purchasing new uniforms and equipment.

2. Sport and entertainment organizations use promotion to inform a target market of a product, persuade the target market to purchase the product, and remind them continuously of the product. For example, web sites, autograph sessions, fan festivals, and t-shirt give-aways.

3. Stadium event promotions are designed to facilitate fan participation and create a cheerful atmosphere at sports and entertainment events. The two most common types of event promotions include:

a. In-stadium promotions occur inside stadiums or arenas. For example, lucky seat giveaways, mascot races, football tosses, and backstage access at concerts.

b. Walk-in promotions are received as fans walk inside stadiums and arenas. For example, T-shirts, hats, foam hands, can holders, visors and pennants.

ACTIVITY 2: The United States is unique in that eighteen of its twenty largest stadiums are home to a college team, not a professional one. Research the internet to find the 10 largest stadiums and fill in the information below.

|NAME |CAPACITY |CITY |STATE |HOME TEAM |

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ACTIVITY 3: Provide a profile on each of the top two stadiums providing such information as the nickname of the stadium and last year's ticket price ranges, year built, etc. - any unusual features.

(1) STADIUM NAME AND LOCATION:

Nickname

Ticket price ranges

Year Built

Other

(2) STADIUM NAME AND LOCATION:

Nickname

Ticket price ranges

Year Built

Other

DAY THREE 3-7-12

EQ: What is the difference between institutional and product promotion?

WARM-UP: NAME TWO DIFFERENT PROMOTIONAL EVENTS THE DURHAM BULLS HAVE. WHO DO YOU THINK THE TARGET MARKET IS?

Read below:

B. Differentiate between institutional and product promotion.

1. Institutional promotion, also referred to as organizational advertising, is designed to create a positive image, establish and maintain goodwill, and increase consumer loyalty for the business, organization, or celebrity. As a result, there may be an increase in sales of the good or service. For example, the NBA Read to Achieve Program, Camp Mariah (Mariah Carey), and Daddy’s House (P. Diddy).

2. Product promotion, also referred to as product advertising, is designed to stimulate sales of a business, organization, or celebrity’s good or service. Product promotion is also used to launch new products. For example, pre-album release listening parties, a musician promoting release of new single, or Coca-Cola setting up pre-concert promotion booths to promote Diet Vanilla Coke.

ACTIVITY 1: Have any of the college stadiums from yesterday's activity served as a venue of Olympic Games - if so - which stadium - what year - and what event.

ACTIVITY 2: Institutional and product promotion project – Have students work in pairs, select a sport and answer the following

✓ 1. Describe the target market for this sport

✓ 2. List the equipment and supplies used in the sport

✓ 3. List venue(s) used for this sport

✓ 4. Describe current controversy or negative publicity surrounding this sport

✓ 5. Students are to then create both an institutional promotion ad (would involve a specific team or a professional group such as MLB creating a positive image) and product/service promotion ad (could be a promotion such as NBA All-Star Weekend or Durham Bulls promotion of Family Night, etc.)consistent with their responses to the above questions.

Students will design the ads on the computer and will share the ads with their classmates. In your exercise completion - make sure you name your partner so both will get credit. Copy of design included in exercise info.

OBJECTIVE: 5.02 Explain the promotional mix and the different forms of promotion.

EQ: What is the function of promotion in SEM?

DAY FOUR 3-8-12

WARM-UP: Name your favorite local radio station and provide information on 3 or 4 contests/promotions you hear of when listening to the station.

Read below:

A. Identify elements of the promotional mix.

1. Promotional mix is any combination of the different forms of promotion to sell goods and services.

2. The different forms of promotion include:

a. Advertising is any paid, non-personal form of communication by an identified sponsor. For example, TV commercials, magazine advertisements, direct mail and the Internet.

b. Sales promotions are activities or communications that encourage consumers to purchase products. For example, giveaways, sweepstakes, free samples, award shows, contests, and coupons.

c. Personal selling is face-to-face, personalized communication between a seller and a buyer. For example, the presentation of a demo from a recording artist to a record label executive.

d. Public or community relations are activities used by a business or organization to gain and maintain a positive relationship between themselves and the community. The two types of public or community relations are:

i. The internal community includes the employees of the company or organization. For example, Coke holding an annual picnic for employees and their families.

ii. The external community includes people outside of the company or organization. For example, Pepsi donating circus tickets to a Big Brother/Big Sister organization.

e. Sponsorship is the financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for recognition or affiliation.

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ACTIVITY 1: Using Chapter 11 in the text book (Page 281) Read "Winning Strategies - Pouring on the Heat" and answer the following questions:

Thinking Critically:

1. Why would the team focus promotions on current fans? Explain your answer.

2. What would the team gain by selling season tickets three years in advance?

3. What might the team lose by selling season tickets three years in advance?

4. Name two things that are essential for effective promotions:

5. Name the four elements of promotion

6. What might be a promotional goal for a professional sports team?

7. How would you define publicity?

ACTIVITY 2: Proctor and Gamble and General Motors were the two biggest spenders on all forms of promotion in the U.S. in 2005. They spent more than $4 billion each.

1. State your opinion why each of these companies would spend so heavily on promotion.

2. Using the internet, research which companies would have been the biggest spenders on promotion for 2009 and 2010.

|Company Name - 2009 |Amt. Spent |URL address - source of info. |

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|Company Name - 2010 |------------------------- |------------------------------------------------- |

| | | |

( - possibility of source of information)

ACTIVITY 3: Use the URL address below to access and view slide show on Promotional Mix

Answer the following questions:

1. Are you aware of an event you attended within the past year that was sponsored by a company(ies)?

2. If so, what was the event and who was the sponsor(s)?

3. What effect would a small sales staff have on the promotional mix?

4. A company that spends large amts. On promotion would typically use which feature of the mix?

5. Have you ever noticed any digital billboards in the Durham area? If so - where was it located and what was being advertised?

DISCUSSION

DAY FIVE 3-9-12

WARM-UP: Investigate National Public Radio (internet) and determine if the station is involved with any promotion. If so, what? State what information you found on the site that you find interesting. What is your opinion of NPR?

Activity 1:

1. Use the internet to determine which model cell phone sold the most units in 2011?

2. How many units were sold?

3. What should a person expect to pay for such model?

4. What are the popular features of such model?

5. What cell phone would you purchase and why - if money were not an issue?

6. In your opinion, what led to the best seller's success?

Activity 2:

Use the internet to research WQDR County Station 94.7 FM in Raleigh.

1. What awards have they won?

2. View calendar of events and provide details on Durham Harley's Group event

3. Provide details of CROP Walk in Chapel Hill.

4. What event is the NC Wildlife Resources Commission involved with?

5. Describe the Soldier Salute Promotion on WQDR.

5. Provide details on the NC Children's Promise Gala taking place in May - what levels are the sponsorships and name some companies who have committed this year at various levels.

Activity 3:

1. Provide information on the Big Brothers, Big Sisters Organization - their mission, what year formed, etc.

2. Are they active in the Raleigh/Durham area?

3. Provide details on the most recent fund-raising event held by Big Brothers Big Sisters in the Raleigh/Durham area.

4. Have you personally known someone involved in the organization as a volunteer or a recipient?

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