| A | B |
|---|
| Promotion | Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image |
| Stadium event promotions | Designed to facilitate fan participation and create a cheerful atmosphere at sports and entertainment events. |
| Institutional promotion | Designed to create a positive image, establish and maintain goodwill, and increase consumer loyalty for the business, organization, or celebrity. |
| Product Promotion | Designed to stimulate sales of a business, organization, or celebrity’s good or service. Also used to launch new products. |
| Promotional Mix | Any combination of the different forms of promotion to sell goods and services. |
| Advertising | Any paid non-personal form of communication by an identified sponsor. |
| Sales Promotions | Activities or communications that encourage consumers to purchase products. |
| Personal Selling | Face-to-face, personalized communication between a seller and a buyer. |
| Public or community relatons | Activities used by a business or organization to gain and maintain a positive relationship between themselves and the community. |
| Sponsorship | The financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for recognition or affiliation. |
| Print media | Any written form of communication used to inform, persuade, or remind consumers about products or services offered. |
| Newspapers | The most common and the most cost effective type of print media. |
| Magazines | Likely to be used by advertisers to segment the market based on demographic and behavioral segmentation. |
| Direct Mail | Sent directly to customers, or potential customers of a particular store. |
| Outdoor Advertising | Includes any outdoor signs and billboards and provides 24-hour advertising. |
| Transit advertising | Uses public transportation, such as buses, taxicabs, and subways to post advertising messages. |
| Broadcast media | Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered. |
| Radio Advertising | Has the ability to reach a wide audience and advertisers can match their target market to a station that segments a particular market. |
| Television | Includes commercials and infomercials and is the most effective type of broadcast media as well as the most expensive. |
| Online Media | The placement of advertising messages on the Internet and World Wide Web. |
| Banners advertisements | Rectangular boxes at the top or bottom of Web sites that are used to promote a Web site or business. |
| Pop-up advertisements | The advertisements that “pop-up” and interrupt Internet surfing. |
| E-mail advertisements | Used to tailor messages to fit individual web surfers. |
| Specialty media | “Everyday” items with a company name written on them such as calendars, pens, and coffee mugs. |
| Trade shows | Promotional opportunities for manufacturers, wholesalers, retailers, and movie producers to learn about and support new products in the industry. |
| Incentives | Used to generate awareness, interest, and increase sales. The different forms include contests, sweepstakes and rebates |
| Contests | Prizes are awarded based on contestant skill and or ability. |
| Sweepstakes | Prizes are awarded based on the chance or luck of the contestant. |
| Rebates | Discounts offered by a manufacturer if the consumer purchases a sports or entertainment good or service during a specified time period. |
| Premiums | Low cost items given away with the sponsor’s product as part of a sales promotion. |
| Coupons | Offer reductions in price and are found in print advertisements, inserted inside product packaging, incorporated as part of the products package, or mailed to consumers. |
| Traffic-builders | Low cost items given to customers for attending an event, or visiting a store. |
| sampling | Refers to giving consumers a “taste” for a sporting event or concert. |
| Push strategies | Used by a manufacturer to convince retailers to carry and promote products in their retail establishments. This strategy relies heavily on personal selling and sales promotion. |
| Pull strategies | Directed towards customers to increase their interest and demand for products. Customers will convince retailers to carry sports or entertainment products. This strategy relies heavily on advertising. |
| Percentage of expeceted sales budget | Based on a percentage of past or expected sales to determine amount of promotional budget. |
| Objective and task method | The sport or entertainment company determines promotional goals, the steps needed to meet the goals, and calculates the cost for the promotional activities. |
| Competitive equivalence budget | Matching the competitors’ promotional outlay. |
| "Whimsical" allocation | All money that can be spent after expenses is allocated as the promotional budget. This is a short-term method used to increase sales by building a reputation. |
| Sponsor | Can be a business, person, or organization that finances a sports or entertainment entity. |
| Barter sponsorship | A form of sponsorship whereby the company does not finance a sports or entertainment entity with money only. A company will provide products, equipment, or services in return for their affiliation with the sports or entertainment entity. |
| Endorsements | Personal recommendation regarding the use or quality of a good or service. |
| Naming rights | Contractual agreements between a sponsor and a venue or event. |
| Personal services agreements | Contracts between a company and a sports figure or entertainer for the endorsement of a product or service. |
| World Wide Web | A collection of internet sites that are available to users with an internet connection. |
| E-Commerce | The electronic exchange of products or services. |
| Product Information web site | Includes descriptions of products offered for sale, product payment information, return and warranty policies, and other general information about the business. |
| Customer interactin web site | Provides customers with the opportunity to place product orders, pay for them, and attain shipping costs and dates. |
