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5.01 Identify the role of promotion. Promotion . 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 baseball team by purchasing new uniforms and equipment.

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Promotion
Promotion

  • 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 baseball team by purchasing new uniforms and equipment.


Promotion con t
Promotion (con’t)

Sports and entertainment

organizations use promotion to:

  • inform target market of a product.

  • persuade the target market to purchase the product.

  • remind them continuously of the product.


Promotion con t1
Promotion (con’t)

Examples include:

  • web sites

  • autograph sessions

  • fan festivals

  • t-shirts give-aways

Add other Examples you can think of…


Promotion con t2
Promotion (con’t)

Stadium event promotions are designed to:

  • facilitate fan participation.

  • create a cheerful atmosphere.


The most common types of events promotions include
The most common types of events promotions include:

1. In-stadium promotions which occur inside stadiums or arenas.

For example:

  • lucky seats giveaways

  • mascot races

  • football tosses

  • backstage access at concerts


  • Walk-in promotions which are received as fans walk inside stadiums and arenas.

    For example:

  • T-shirts, hats, visors.

  • foam hands, pennants, can holders.


Differentiate between institutional and product promotion
Differentiate between institutional and product promotion…

Institutional promotion, also called organizational advertising, is

designed to:

  • create a positive image.

  • establish and maintain goodwill.

  • may result in an increase in sales of the good or service.


Institutional promotion
Institutional Promotion

Examples include:

  • NBA Read to Achieve Program

  • Nike and Reebok basketball camps

  • Camp Mariah (Mariah Carey)

  • Daddy’s House (P. Diddy)


Differentiate between institutional and product promotion1
Differentiate between institutional and product promotion

Product promotion, also referred to as product advertising, is designed to:

  • stimulate sales of a business, organization, or celebrity’s good or service.

  • launch new products.


Product promotion
Product Promotion

Examples include:

  • pre-album release listening parties.

  • a musician promoting release of new single.

  • Coca-Cola setting up pre-concert promotion booths providing samples of Vanilla Coke.


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