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.

Promotion (con’t)Sports and entertainmentorganizations 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’t)

Examples include: •web sites •autograph sessions

•fan festivals •t-shirts give-aways

Promotion (con’t)Stadiums event promotions are designed to:•Facilitate fan participation•Create a cheerful atmosphere

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

The most common types of events promotions include:

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

For examples: T-shirts, hats, bobbleheads

Differentiate between institutional and product promotion.Institutional promotion, also referredto as organizational advertising, isdesigned to: • create a positive image.• establish and maintain goodwill.• may result in an increase in sales of the

good or service.

Institutional PromotionExamples include:

Charlotte Checkers and the Zach Bennett: Journey of a Lifetime

NBA’s Read to Achieve Program

Differentiate between institutional and product promotionProduct promotion, also referred toas product advertising, is designedto:• simulate sales of a business,

organization, or celebrity’s good or service.

• launch new products.

Product Promotion

Examples include:• Mary J. Blige pre-album

release listening party. • a musician promoting release

of new single.• Gatorade setting up pre-

basketball promotion booths providing samples of the G-Series.