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The Promotional Mix

The Promotional Mix. Sports & Entertainment Marketing. The 4 main components. Advertising Personal Selling Sales Promotion Public Relations. ADVERTISING. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

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The Promotional Mix

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  1. The Promotional Mix Sports & Entertainment Marketing

  2. The 4 main components • Advertising • Personal Selling • Sales Promotion • Public Relations

  3. ADVERTISING • Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

  4. PERSONAL SELLING • A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. • Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

  5. SALES PROMOTION • Incentives designed to stimulate the purchase or sale of a product, usually in the short term. • Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

  6. PUBLIC RELATIONS • Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favourable presentation of it in the media. • Examples: Newspaper and magazine articles/reports, TV and radio presentations, Charitable contributions, speeches, issue advertising, and seminars.

  7. The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. PEPSI STUFF

  8. ASSIGNMENT • You are going to make a print ad for an event or business in the Kirkland area • There are 5 components to a print ad. • Headlines • Copy • Illustration • Signature • Slogan Example

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