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



SEM I Exercises 3-19 thru 3-23-12 S. Herman

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

OBJECTIVE: 5.03 Discuss the use and importance of sponsorships and endorsements.

.WARM-UP: Students can warm-up on Quia exercises of choice - re: Obj SEM 5.00

DAY ONE AND TWO - 3-19 thru 3-20-12

EQ: What is a target market? EQ: What is involved with naming rights?

Activity 1

✓ NASCAR sponsorship activity – Students are to select 20 sponsors for a new racing team. These should not be present NASCAR sponsors. The NASCAR website () has a link providing present sponsors. All selected sponsors should have the same target market. Students are to identify their target market and provide rationale for their choice of sponsors.

Activity 2

✓ Naming rights for venues presentation – Students are to select a venue with a naming rights contract and research the following information to place into a PowerPoint presentation: terms of the contract (number of years/dollar amount), teams playing at venue, capacity, amenities of venue, and views of venue. Naming rights information can be found at . Search engines can provide venue sites.

Sharing of information.

Activity 3

✓ Web site analysis – Have students find two sets of competitors’ websites providing product information (for example, Dicks and Sports Authority) and two sets of competitors’ websites providing customer interaction (for example, UPS and Fedex). Students should compare the sites for appearance, features, ease of use, effectiveness as a marketing tool. Follow up with a class discussion on their comparisons.

Sharing of information.

WARM-UP: Students can warm-up on Quia exercises of choice - re: Obj SEM 5.00

DAY Three 3-21-12

EQ: What are advantages and disadvantages of e-commerce?

Activity 1

Using the curriculum notes available on the class website for Objective 5.04- fill in the blanks below - 5.04 Describe the use of technology in promotion.

A. Identify the advantages and disadvantages of e-Commerce.

1. Advantages include:

a. ___________________ and direct communication with customers.

b. Customers can place orders at their convenience.

c. Lower start-up and operating costs.

d. Allows a small company to reach the _________ marketplace.

e. Companies can gather information on customer buying habits and interests.

2. Disadvantages include:

a. Lack of ___________ contact with customers.

b. Amount of competition is increased between all companies that sell the same products on the web.

c. Customers might use the web site to obtain product information, but __________ from local businesses.

d. Customer service can be a ____________ when a problem exists with the order.

B. Recognize advertisements on the World Wide Web.

1. Banner advertisements are used to promote a web site or a company. Browsers can click on the advertisement for a ___________ to the web site or company.

2. Advantages of banner advertisements include:

a. Opportunity to reach millions of potential customers.

b. ___________ low cost per contact.

c. Capability to use appealing _________ and sound effects.

3. Disadvantages of banner advertisements:

a. Advertisement might not reach intended target market.

b. Can be perceived as “junk” and ignored.

c. May not be cost effective _____________based on the target audience.

C. Discuss the use of e-mail as a form of promotion.

1. E-mail advertisements can offer special offers and promotions. Sometimes this is perceived as unwanted e-mail or _________.

2. E-newsletters can provide information or special offers and ___________ to customers.

3. E-marketers compile or purchase customer __________ from sites visited by consumers. E-marketers may use this information to tailor marketing messages for target marketing.

Activity 2

Student is to complete crossword puzzles relating to terms in Objective 5.00.

Discussion of correct answers.

Review activity – including Quia exercises for test on Thursday

.WARM-UP: Ask students questions relating to 5.00 prior to testing

DAY FOUR - 3-22-12

Activity 1: Test on Objective 5.00

OBJECTIVE: 6.01 Explain the concept of branding.

Activity 2: After completing test student is to retrieve either the notes or powerpoint slides on the class website to match the terms below:

| |Obj. 6.00A Branding and Licensing | | | |

|1 |Negative effective of bootlegging |____ |bootlegging | |

|2 |selling t-shirts without permission (purchasing a license) is |____ |bootlegging | |

|3 |unauthorized use of brand name |____ |Brooke is the licensor | |

|4 |In order to put a college logo on a sweatshirt - you must purchase a |____ |Jay-Z will lose royalties when fans burn CDs |

|5 |Person/group with power to authorize rights |____ |license | |

|6 |Person/group purchasing rights for logo |____ |licensee | |

|7 |Warner Bros. will give permission to a co. to use Harry Potter logo |____ |Licensor (Like the DMV) | |

|8 |Karl pays royalties to Nickelodean to put Spongebob on caps |____ |Nickelodeon is the licensor | |

|9 |Manufacturer pays royalties to Sesame St. to put Big Bird on clothing |____ |Seaworld is the licensor | |

|10 |Brooke is the rights holder for the Brooke's Cookie Bakery |____ |Sesame St. is licensor - manufacturer is licensee |

|11 |Seaworld Orlando is the rights holder to Shamu logo |____ |Warner Bros is the licensor | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| |Obj. 6.00B Branding and Licensing | | | |

|1 |Giving permission to copy the logo of American Idol |____ |brand equity (Coke has never let me down) | |

|2 |Russell Athletic pays money to colleges to put their logo on T's |____ |brand name recognition | |

|3 |advantage for the licensee |____ |cheaper to advertise - brand name recognition |

|4 |advantage for the licensee |____ |customer will buy Nike because they like MJ |

|5 |Advantage of licensing to licensee |____ |easy to pronounce | |

|6 |DISADVANTAGE to licensing |____ |enhanced company image and publicity | |

|7 |An advantage of licensing |____ |ex. Of licensing | |

|8 |Could be a disadvantage to licensing |____ |in form of royalties | |

|9 |Which is an advantage of licensing to licensor |____ |increased opp. to penetrate new mkt |

|10 |Which is an advantage of licensing to licensor |____ |increased profits through royalties | |

|11 |Companies typically pay between 5 and 10% of wholesale sales |____ |Licensing | |

|12 |Licensing fees are known as |____ |ltd. mfg. costs (lge portion performed by licensees |

|13 |what is brand equity |____ |perceived added value due to brand recognition |

|14 |benefit of brand equity (relating to merchandise, etc.) |____ |poor quality (not enough control by licensor) | |

|15 |Vanilla Coke has a high level of |____ |Retailer pays royalties&passes some costs onto |

| | | |the customer |

|16 |Benefit of brand equity |____ |royalties | |

|17 |Successful brand name should be |____ |strong mental assoc. (Coke is a quality product) |

.WARM-UP: Provide the names and teams of the NBA coaches who have been fired this season.

DAY FIVE - 3-23-12

EQ: What is the difference between a corporate brand, a product brand and a private distributor brand?

✓ Activity 1: Using the internet, have students create collage of five examples each of brands, corporate brands, product brands, and private distributor brands. Students will label teach type of brand. We will print out the collages to post in the room.

✓ Activity 2: Have each student select a sports or entertainment company and have them research the history of the company’s development pertaining to their trademark, brand name, and image. Each report should have at least 100 words.

|Sharing of | | | | | |

|information. | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

| | | | | | |

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download