Chapter 9 Summary

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Clemson University *

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Marketing

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Apr 3, 2024

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1. Define promotion and then discuss each of the promotion mix elements. Promotion is a type of communication between the buyer and the seller.The elements are sales promotion, advertising, personal selling, and public relations. 2 . Describe the elements of the communication process. Why is communication so important for sports marketers? What is the relationship between communication and promotion? The sport communication process, The personal and organizational communication in sports which includes intrapersonal, interpersonal, and small group basis communication. The relationship between communication and promotion is for many organizations, sports are quickly becoming the most effective and efficient way to communicate with current and potential target markets. 3. Define the source of a sports marketing message and provide some examples of effective sources. What is source credibility? What are the two components of source credibility? The sports marketing message is the sports marketer and the consumer can both act as sources (sender of the message). Effective Sources usually include a star athlete, a group of athletes, a team, the league, sports, company spokespeople: chairman, owners, actors, mascots, sales personnel, friends, family, coworkers. Source credibility is when you can trust the information that the source provides.and its two components are expertise: athletes endorsing products related to their sport (congruence, match-up) and trustworthiness: person must be objective and unbiased 4 . What is meant by encoding? Who is responsible for encoding sports marketing messages? Translating the sender's thoughts or ideas into a message; the source of the message is responsible for encoding sports marketing messages. 5. Discuss the various message characteristics. What are the simple techniques used to create more effective messages? Message characteristics: - one-versus two-sided messages - emotional versus rational messages - comparative versus noncooperative messages Simple techniques: - get the audience aroused - give the audience a reason for listening - use questions to generate involvement - cast the message in terms familiar to your audience and build on points of interest - use thematic organization (tie the material together by a theme and present in a logical, irreversible sequence) - use subordinate category words (more concrete, specific terms)

- repeat key points - use rhythm and rhyme - use concrete rather than abstract terms - leave the audience with an incomplete message 6. Why is television considered the most powerful medium for sports marketing messages? Television is an advertising element and most powerful because almost everyone has a TV and watches TV and it is forced upon their screen. They are already looking at what is going to pop up in the message. It’s fast and stays. You can advertise longer and reach more people. 7 . Define feedback. How is feedback delivered to the source of the message? Feedback is a process through which information about the performance or behavior of a system, process, or individual is provided, evaluated, and used to make improvements or adjustments. It is essential for learning, growth, and improvement in various contexts, including communication, education, business, and personal development. 8 . Outline the basic steps in promotion planning. 1. Set objectives- figure out which things are important to the customer and what you services or products you want to give your target audience 2. Understand target audience : understand what the people buying your product like and focus on what works best for influencing them to tell more people in their target market 3. Select Promotion Mix Tools: using two different tools to attract the target audience 4. Allocate Budgets: decide what needs and what doesnt need more funds to be successful in marketing 5. Implement plan: enact the plan and go through the marketing you were planning in 1-4 6. Evaluate Results: look at what works and what doesnt and then adjust to what needs to be fixed and improve things that can use tweaking 9 . What is the fundamental difference between a push and a pull strategy? In a push strategy, manufacturers or suppliers "push" their products or services through the distribution channel to reach customers. In a pull strategy, the focus is on creating consumer demand and "pulling" products or services through the distribution channel. 10 . Describe the three broad objectives of any type of promotion. What is the hierarchy of effect, and how is this concept related to promotional objectives? 1. Inform : Promotion aims to inform or educate the target audience about the existence, features, benefits, and uses of a product or service. This objective is particularly important for new products or services entering the market or for existing products with new features or improvements. 2. Persuade: Promotion seeks to persuade the target audience to consider, evaluate, and ultimately purchase the promoted product or service. This objective involves creating persuasive messages that highlight the unique selling propositions, advantages, and value proposition of the offering. 3. Remind: Promotion aims to remind or reinforce the brand, product, or service in the minds of consumers. This objective is crucial for maintaining brand awareness,

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