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Sports & Entertainment Marketing I3.02 Understand promotional channels used to communicate with targeted audiencesAdvertising Media_______________________________________ – information travels through them to consumers.Types of _______________________ ____________:PublicationsBroadcast MediaDirect MailThe WebOut of Home MediaOther MediaTypes of ______________________ __________:Publication (__________) MediaIncludes newspapers and magazines that are printed on a regular basisTypes:Newspapers MagazinesJournalsTypes of _______________________ AdvertisingBased on:How often they are published: daily, weeklyTheir size: broadsheet size, tabloid sizeWhat geographic areas they cover: national, locallyWhom they are intended to target: Wall Street Journal focuses on businessPrint Advertising Advantages & DisadvantagesAdvantages:Reaches a large __________________ Low cost, quick, and easy to produceAnyone can place an ad, so it is _______________ among businessesVariety of advertisement size and pricingReaches customers __________Target a ____________ geographic market.Ex: Charlotte Observer and South Charlotte WeeklyDisadvantages:Wasted circulation. Short _________________. Discarded shortly after reading.Poorer color and print _____________Categorize Types of Magazines_______________ _____________________Read for personal enjoymentTarget a very _______________ audience, people who enjoy reading about celebrities, sports, or computer gamesPeople, Sports Illustrated ______________ ___________________Appeal to individuals in all different industries. Business Week, FortuneMagazine Advertising Advantages and DisadvantagesAdvantages:Wider ______________________.Readers tend to keep magazines for a long time.High ____________ color and pictures__________ market based on demographics.Ex: Sports Illustrated for KidsTarget ___________ based on interests. (Psychographic)Ex: Golf DigestDisadvantages:Professional preparation needed - raising the costs Lengthy preparation times - information is less timely____________________Types of _________________ _____________TelevisionNetwork _______ advertising (ABC, CBS, NBC, Fox)Reaches a very broad _______________________Extremely ____________________________________ or SatelliteTargets a more specific audience_________ expensive than network TVLocal Relatively _______________________Highly specific audienceInfomercials: 30-minute commercial (QVC)RadioEffective and affordable way to reach your target marketTargets a very specific group of _______________________Television Advertising Advantages and DisadvantagesAdvantages:The experience of color, sound and action makes it believable and easy to ____________________TV is the most influential, _________________ type of ad mediaDisadvantages:Very High ______________Message has short lifespanLengthy productions timesRadio Advertising Advantages and DisadvantagesAdvantages:Consumers ______________ in cars, home and at workLow _________Short preparation time__________ specific geographic marketsTarget specific demographic marketsEx: Spanish-speaking stationsTarget specific psychographic marketsEx: Sports, Country, Top 40Disadvantages:Does not provide a ___________ impactMessage has short lifespanCommercial _________________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 mailElectronic mailPersonalized ______________CatalogsBrochures_____________ MailersCompany ____________________PostcardsInvitation LettersAwards and Prize LettersBill _____________________Offers and SalesDirect Mail Advertising Advantages and DisadvantagesAdvantages:Little wasted circulationCan be very ________ effectiveTarget market can be ________________ in many waysCustomer SpecificPersonally address the customerResults are easy to measureDisadvantages:Can be considered “_______ _______”Increasing cost of _______________Advertising on the __________Fastest growing media outletCan target a very specific __________________________________ user response (who is responding to ads)Builds brand awarenessExtend advertising _____________ beyond the local marketTo advertise online:Create a company website for customers to learn about the business, contact info, locations and place ordersTypes of ___________________________ _____________Any type of message that reaches the customer _________________ of their home.Types: ______________BillboardsPublic ____________________Airplane Banners___________________ SignageOut-of-Home Advertising Advantages and DisadvantagesAdvantages:___________________ Viewing.Target specific geographic area.___________________ 24/7.Disadvantages:Only a ___________ message.- Due to low exposure time._________________ segmentation.Types of “Other” Advertising___________________ media remind people about your businessMust have business name or logo Must be useful (pen, baseball cap, tshirt)Must be given away (inexpensive)___________________ advertisingInforms people about how to contact businesses with a street address or Web addressMovie ______________________ advertising_____________________ placementManufacturers pay millions for the right to use their brand as movie propsTelemarketing_________ and CD-ROM advertisingShort Messaging Service (________): ads over text messages____________________: illegal activity that involves posing as a financial institution or other business and sending fraudulent text messages requesting personal information_______________ billboards: ads placed on arms, chests, foreheads, etc.Store cartsAir balloons“Other Promotional” MediaAdvantages:Reach target market in a friendly, ______________ mannerLow cost per contactMarket segmentation use is very good______________________Disadvantages:Message is ______________Consumers are not focused on your subject matterMay _______ be your target market consumersLack of good method to measure __________________________ Trends in Advertising Media_____________ MediaTwitter and Facebook advertisingAdvertising on sports _________________NBA just approved for 2012-13 season_________________________ before YouTube Video and Pandora ................
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