SEM 1 3.02 Promotion

SEM1 3.02 A - PromotionPE - Understand promotional channels used to communicate with targeted audiences.

PI - Explain advertising media used in the sport/event industries.

Define Advertising MediaAdvertising Media:Channels of communication information travels through them to consumers.Types of Advertising Media:PublicationsBroadcast MediaDirect MailThe WebOut of Home MediaOther Media

Types of Publication MediaPublication (Print) MediaIncludes newspapers and magazine that are printed on a regular basis

Types:Newspapers MagazinesJournalsTypes of Newspaper 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 business

Print Advertising Advantages & LimitationsAdvantages:Reaches a large audience Low cost, quick, and easy to produceAnyone can place an ad, so it is popular among businessesVariety of advertisement size and pricingReaches customers dailyTarget a specific geographic market.Ex: Charlotte Observer and South Charlotte Weekly

Limitations:Wasted circulation. Short lifespan. Discarded shortly after reading.Poorer color and print quality

Categorize types of Magazines

Consumer MagazinesRead for personal enjoymentTarget a very specific audience, people who enjoy reading about celebrities, sports, or computer gamesPeople, Sports Illustrated Business MagazinesAppeal to individuals in all different industries. Business Week, Fortune

Magazine AdvertisingAdvantages and LimitationsAdvantages:Wider circulation.Readers tend to keep magazines for a long time.High quality color and picturesTarget market based on demographics.Ex: Sports Illustrated for KidsTarget market based on interests. (Psychographic)Ex: Golf Digest

Disadvantages:Professional Preparation needed - raising the costs Lengthy preparation times - information is less timelyExpensive

Types of Broadcast Media1. TelevisionNetwork TV advertising (ABC, CBS, NBC, Fox)Reaches a very broad audienceExtremely expensiveCable or SatelliteTargets a more specific audienceLess expensive than network TVLocal Relatively inexpensiveHighly specific audienceInfomercials: 30-minute commercial (QVC)

Types of Broadcast Media ContRadioEffective and affordable way to reach your target marketTargets a very specific group of consumers

http://www.youtube.com/watch?v=ofIa8Qcaqt0 Television Advertising:Advantages and DisadvantagesAdvantages:The experience of color, sound and action makes it believable and easy to rememberTV is the most influential, best-selling type of ad media

Disadvantages:Very High CostsMessage has short lifespanLengthy productions times

Radio Advertising:Advantages and DisadvantagesAdvantages:Consumers listen in cars, home and at workLow costsShort preparation timeTarget specific geographic marketsTarget specific demographic marketsEx: Spanish-speaking stationsTarget specific psychographic marketsEx: Sports, Country, Top 40

Disadvantages:Does not provide a visual impactMessage has short lifespanCommercial ClutterI-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?

Types of Direct-Mail AdvertisingPrinted mailElectronic mailDirect Mail: Advertising that is distributed directly to the potential consumer through the mail.

Types:

Direct Mail Advertising:Advantages and DisadvantagesAdvantages:Little wasted circulationCan be very cost effectiveTarget market can be segmented in many waysCustomer SpecificPersonally address the customerResults are easy to measure

Disadvantages:Can be considered junk mailIncreasing cost of postage

Explain Advertising on the WebFastest growing media outletCan target a very specific audienceTrack user response (who is responding to ads)Builds brand awarenessExtend advertising reach beyond the local marketTo advertise onlineCreate a company website for customers to learn about the business, contact info, locations and place orders

Types of Out-of-Home MediaAny type of message that reaches the customer outside of their home.

Types: Poster Panels/BillboardsSpectacularsTransit postersIndoor billboards Human directional'shttp://www.hongkiat.com/blog/brilliant-creative-billboard-advertisements/

Out-of-Home Advertising:Advantages and DisadvantagesAdvantages:Repetitive Viewing.Target specific geographic area.Exposure 24/7.

Disadvantages:Only a short message.- Due to low exposure time.Limited segmentation.

Types of Other AdvertisingSpecialty media remind people about your businessmust have business name or logo Must be useful (pen, baseball cap)Must be given awayDirectory advertisingInforms people about how to contact businesses with a street address or Web addressMovie theater advertising

Types of Other Advertising contProduct placementManufacturers pay millions for the right to use their brand as movie propsTelemarketingDVD and CD-ROM advertisingShort Messaging Service (SMS): ads over text messagesSmishing: illegal activity that involves posing as a financial institution or other business and sending fraudulent text messages requesting personal infomraitonHuman billboards: ads placed on arms, chests, foreheads, etc.http://www.google.com/#q=human+billboard Examples of Other Mediahttp://neadcorp.com/vid/Grocery store cartshttp://www.adventureballoon.com/advertising.htmHot air balloons

Other Promotional MediaadvantagesdisadvantagesReach target market in a friendly, casual manner

Low cost per contact

Market segmentation use is very good

Customization

Message is ignored

Consumers are not focused on your subject matter

May not be your target market consumers

Lack of good method to measure effectiveness

Trends in Advertising MediaSocial MediaTwitter and Facebook advertisingAdvertising on sports uniformsNBA Practice JerseysCommercials before YouTube Video