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Sports Marketing Chapter 5

AB
Promotionany form of communication a business or organization uses to encourage customers to purchase products and improve its public image.
In-stadium promotionsseat giveaways, mascot races, football tosses, and backstage access at concerts.
Product promotionused to launch new products. For example, pre-album release listening parties
Institutional promotionis designed to create a positive image, establish and maintain goodwill, and increase consumer loyalty for the business, organization, or celebrity.
Promotional mixany combination of the different forms of promotion to sell goods and services
Personal sellingis face-to-face, personalized communication between a seller and a buyer
Sponsorshipthe financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for recognition or affiliation
Banner advertisementsrectangular boxes at the top or bottom of Web sites that are used to promote a Web site or business.
Contests.Prizes are awarded based on contestant skill and or ability.
Rebates.Discounts offered by a manufacturer if the consumer purchases a sports or entertainment good or service during a specified time period. Usually available by mail.
Traffic-builderlow cost items given to customers for attending an event, or visiting a store
Push strategiesused by a manufacturer to convince or “push” retailers to carry and promote products in their retail establishments
Pull strategiesdirected towards customers to increase their interest and demand for products.
Sponsorshipthe financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for recognition affiliation.
Testimonialsare a personal recommendation regarding the use or quality of a good or service.
Personal services agreementscontracts between a company and a sports figure or entertainer for the endorsement of a product or service.
E-commercethe electronic exchange of products or services
Graphicsare clip art or drawings on web pages
Hyperlinksare links to other web pages within a web site, or to another web site
Naming rightscontractual agreements between a sponsor and a venue or event.


East Troy High School

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