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.