SPORTS & ENTERTAINMENT PROMOTION

CHAPTER 9 — SPORTS AND ENTERTAINMENT PROMOTION

Promotion is the process of making customers aware of a product, service, or event. Example: A college promotes a basketball game so students know about it and want to attend.

Main goal of promotion

The main goal is to increase sales. Promotion also builds awareness, interest, persuasion, repeat usage, loyalty, and a fan base.

Media

Channels of communication used to send a message to the target market. Examples include radio, social media, email, and billboards.

Advertising

A paid form of communication delivered to consumers by a product maker or seller. Example: A paid social media ad promoting concert tickets.

Sales promotion

An additional incentive offered for a limited time to encourage consumers to buy a product. Example: A ticket discount available only through Friday.

Publicity

Unpaid media attention, whether positive or negative, about a business and its products, services, or events. Example: A local news station covers a charity game without the team paying for the story.

Personal selling (Chapter 9)

In-person, face-to-face communication between a seller and a customer. Example: A ticket representative explains season-ticket options to a family.

Four elements of promotion

Advertising, sales promotion, publicity, and personal selling.

Advertising vs. sales promotion

Advertising is paid communication; sales promotion is a limited-time incentive designed to encourage consumers to buy.

Advertising vs. publicity

Advertising is paid communication. Publicity is unpaid media attention and may be positive or negative.

Publicity vs. personal selling

Publicity is unpaid media attention; personal selling is direct, face-to-face communication between a seller and customer.

Why can publicity be risky?

Publicity may be positive or negative, and an organization has less control over the coverage.

Copy (advertising)

Words to be spoken or printed in an advertisement to convey its message. Example: A commercial’s headline and voice-over.

AIDA

The four components of an effective advertisement: Attraction, Interest, Desire, and Action.

AIDA example

Attraction: show a star player. Interest: explain the game. Desire: make fans want to attend. Action: provide a ticket link.

Product placement

The integration of a product into a movie or television show. Example: A character uses a recognizable brand of phone during a scene.

Visual merchandising

Creating three-dimensional displays to promote products. Example: A store display features jerseys, hats, and other team merchandise.

Reach

The number of people in the target market expected to receive a message through the chosen medium. Example: An advertisement is expected to reach 20,000 local fans.

Frequency

The number of times the targeted group has been exposed to a message. Example: The same audience sees a ticket advertisement three times in one week.

Reach vs. frequency

Reach measures how many people are expected to receive a message; frequency measures how many times they are exposed.

Native advertising

Online content created by a company that has the appearance of non-advertising content, such as an editorial. Example: A sponsored article formatted like a publication’s regular content.

Consumer sales promotion

Sales promotion directed at the final consumer. Example: A coupon gives fans a limited-time ticket discount.

Trade sales promotion

Sales promotion directed at members of the distribution channel. Example: A manufacturer offers a retailer an incentive to feature licensed team merchandise.

Consumer vs. trade sales promotion

Consumer promotion targets the final consumer; trade promotion targets members of the distribution channel.

Push money

An extra commission paid to salespeople who sell or push particular products. Example: A salesperson earns an extra commission for selling a particular apparel line.

Federal Trade Commission (FTC)

The U.S. agency described in the study guide as overseeing and regulating advertising nationally, including labeling, promotional emails, influencer social media use, and telemarketing.

FTC example

A company should avoid deceptive advertising claims and clearly disclose sponsored influencer content.

Federal Communications Commission (FCC)

The agency identified in the study guide as enforcing rules about advertising on children’s television programming.

Goodwill

Positive feelings about a business. Example: A team supports a local youth sports program and earns community goodwill.

Publicist

The person responsible for maintaining relations with the public and news media, generally by issuing a statement. Example: A publicist issues a statement after an incident at a venue.

Grass-roots effort

When an unknown person or event is propelled into the spotlight by fans. Example: Fans share a local athlete’s story until it attracts wider attention.

Viral campaign

A promotion in which a few online mentions produce millions of comments. Example: A team challenge video spreads rapidly across social media.

Front group

A fake grass-roots group that may imply it represents a movement but is actually serving a hidden sponsor or corporate group.

Public relations (PR)

The arm of promotion that tries to create favorable public opinion for an individual or organization. Example: An arena communicates its safety improvements and community programs.

Media relations

Developing an authentic relationship with journalists through a proactive approach. Example: A team provides reporters with reliable information and interview access.

Press release

Newsworthy information intended to be of interest to the public. Example: A venue announces an upcoming major concert in a press release.

Body language

Non-spoken signals. Example: A salesperson’s posture, eye contact, and facial expressions affect the conversation.

Publicist vs. PR

A publicist manages relations with the public and news media, often by issuing statements; PR is the broader promotional function seeking favorable public opinion.

CHAPTER 10 — PROMOTIONAL PLANNING

Promotional planning connects the event, sponsors, and fans, then selects a promotional mix and measures whether it works.

Event triangle

The interaction of the event, the sponsors, and the fans. Example: At a football game, the game is the event, a company sponsors it, and ticket-holders are the fans.

Three members of the event triangle

The event, sponsors, and fans.

Exchange (event triangle)

The give-and-take between the event, sponsors, and fans. Example: Fans pay for tickets and receive entertainment; sponsors support the event and gain access to fans.

Event operations

Extensive planning and implementation of every aspect that takes place in and around the event venue, excluding the sports game or entertainment itself. Examples include venue logistics and staffing.

Fan-fun events

Activities intended to enhance the fans’ experience while increasing attendance and revenues. Example: A pregame fan zone offers activities before kickoff.

Booking agent

A firm that contracts with the venue on behalf of performers. Example: A booking agency works with a venue to arrange a concert.

Trailer mash-up

A short film combining the trailers for all award-nominated films and posted online. Example: An online video previews several films nominated for an award.

Sponsorship

When an individual or business provides products, services, or financial support for a sports team or event. Example: A company funds a college tournament and provides products for the event.

Corporate logo

The graphic representation of a company’s name. Example: A sponsor’s logo appears on the scoreboard.

Corporate sponsorship / venue naming

Using a product or business name as part of an event venue’s name, described in the study guide as a type of corporate sponsorship.

Endorsement

A well-known person’s public expression of approval or support for a product or service. Example: An athlete publicly supports a brand of athletic shoes.

Endorsement guidelines

The endorser’s opinions must be truthful, the endorser must have real product experience, the connection to the advertiser should be disclosed, and statements must not be deceptive or misleading.

Responsible endorsement example

A paid athlete partnership is disclosed, and the athlete actually uses the product.

Reasons businesses buy sponsorships

To increase sales or profits, introduce a product, enter a market, reach a target audience, earn goodwill, gain publicity, entertain clients, or incentivize employees.

Promotional plan

A written, detailed description of how advertising, sales promotion, publicity, and personal selling will be used. Example: A team plans ticket ads, giveaways, media outreach, and group-sales calls.

Promotional mix

The blending of advertising, sales promotion, publicity, and personal selling.

Promotional mix example

A concert combines paid advertisements, a ticket offer, press coverage, and direct sales outreach.

Five promotional-plan steps

1. Identify target customers. 2. Set measurable promotional goals. 3. Develop a promotional budget. 4. Select the promotional mix. 5. Measure results.

Gross rating points (GRP)

Estimated total potential audience, calculated by multiplying reach by frequency, with reach expressed as a percentage.

GRP formula

GRP = reach percentage × frequency.

GRP example: reach 40%, frequency 3

GRP = 40 × 3 = 120 GRP.

GRP practice: reach 25%, frequency 4

GRP = 25 × 4 = 100 GRP.

Cost-per-thousand (CPM)

A media cost measure based on campaign cost divided by audience reached in thousands.

CPM formula

CPM = campaign cost ÷ (audience reached ÷ 1,000).

CPM example: $600 campaign, 100,000 people

100,000 ÷ 1,000 = 100; $600 ÷ 100 = $6 CPM.

CPM practice: $900 campaign, 150,000 people

150,000 ÷ 1,000 = 150; $900 ÷ 150 = $6 CPM.

Quantitative measurement

Information expressed in numbers or percentages. Examples include counting ticket sales, clicks, or attendance.

Qualitative measurement

A subjective measurement that depends on interpretation. Example: Interpreting fan comments to understand reactions to a halftime show.

Quantitative vs. qualitative measurement

Quantitative measurement uses numbers or percentages; qualitative measurement depends on interpretation.

Loyal users

People who open an app at least three times in 30 days, according to the study guide.

Loyal-user example

Someone who opens a team app four times in 30 days meets the study guide’s definition of a loyal user.

Why should the promotional mix fit the audience, goals, and budget?

The mix should fit the target customers, campaign objectives, and available funds.

CHAPTER 11 — SELLING SPORTS AND ENTERTAINMENT

Selling focuses on guiding customers through purchases, selling sports and entertainment tickets, and using group and corporate sales to fill venues.

Selling

Direct, personal communication with prospective customers to assess and satisfy their needs with appropriate products and services.

Six steps in the sales process

Preapproach → Approach → Demonstration → Answering questions → Closing the sale → Follow-up.

Preapproach

Learn about the products or services, target market, and competition before contacting the customer. Example: A ticket representative reviews seat options, prices, and the customer’s past purchases.

Approach

The first contact; gain the customer’s attention and interest. Have a plan, but stay flexible. Example: Greet a family and ask what kind of game-day experience they want.

Demonstration

Present the product enthusiastically in a way that addresses the customer’s needs. Example: Show a seating map and explain family-section benefits.

Answering questions

Respond to customer questions, objections, and concerns. Example: Explain parking, seat views, or the ticket exchange policy accurately.

Closing the sale

The customer decides to buy. Example: The customer chooses seats and completes the purchase.

Follow-up

Continue the relationship after the sale to support long-term customer relationships. Example: Send event details and later ask about the customer’s experience.

Suggestion selling

Asking customers whether they want to purchase related products. Example: Ask a customer who bought game tickets whether they want parking passes.

When is personal selling appropriate?

For expensive or complex products; markets with a few large customers; unfamiliar or unique products; customers in a limited geographic area; lengthy decision processes; and customers who expect personal attention.

Trade-off of personal selling

It can be effective, but it costs more per salesperson, takes time, and requires skills and training.

What must successful salespeople know?

The product or service, the customer, and the competition. They should also manage information and time.

Know the product or service

Thorough product knowledge protects credibility and helps the salesperson explain the offer clearly.

Know the customer

Identify the customer’s needs and recommend the most appropriate product.

Know the competition

Explain meaningful differences and provide evidence for why the product meets the customer’s needs better.

Manage information and time

Organize customer details and schedule customer interactions effectively.

Cold calling

Contacting potential customers at random without first researching their needs.

Leads

Information and data on prospective customers who have shown interest in a product or service and/or fit the target market.

Cold calling vs. leads

Cold calling is random outreach without researching needs; leads are data about interested prospects and/or people who fit the target market.

Customer management

Building a customer base and carefully scheduling time spent with customers.

Customer purchase decision process

Recognize a need → Search for information → Evaluate options → Decide and buy → Evaluate the purchase.

Recognize a need

The customer realizes they want or need something. Example: A fan wants to attend a playoff game.

Search for information

The customer looks for available alternatives. Example: A fan checks dates, seat options, and ticket sites.

Evaluate options

The customer compares alternatives against their needs. Example: A fan compares price, view, location, and convenience.

Decide and buy

The customer chooses and purchases. Example: A fan buys seats in the preferred section.

Evaluate purchase

The customer decides whether the purchase was satisfactory. Example: After the game, the fan considers whether the experience was worth the cost.

Ticket broker

A registered business that legally buys and resells tickets to entertainment events and, according to the study guide, guarantees ticket authenticity. Major brokers generally sell above face value.

Ticket scalper

An unauthorized seller who resells tickets to major sports and entertainment events, often outside a venue on event day, for inflated prices. Legality can vary by location.