Promotion >>>>all forms of communication to consumers - Advertising - Personal Selling - Sales Promotion - Public or Community relations - Sponsorship >>>>Promotional mix elements: advertising >>>>a form of one way mass communication about a product, service, or idea, paid for by an identified sponsor personal selling >>>>an interactive form of interpersonal communication designed to build customer relationships and produce sales or sports products, services, or ideas sales promotion >>>>short term incentives usually designed to stimulate immediate demand for sports products or services public relations >>>>evaluation of public attitudes, identification of areas within the organization in which the sports population may be interested, and building of a good "image" in the community sponsorship >>>>investing in a sports entity (athlete, league, team, event) to support overall organizational objectives, marketing goals, and more specific promotional objectives communication >>>>the process of establishing a commonness of thought between the sender and the receiver elements in the communications process >>>>-sender -encoding -message -medium -decoding -receiver -feedback -noise source >>>>the ________ of the message is where the communication process always originates (usually a star athlete) credibility >>>>the source's perceived expertise and trustworthiness match-up hypothesis >>>>states that the more congruent the image of the endorser with the image of the product being promoted, the more effective the message Encoding >>>>translating the sender's thoughts or ideas into a message message >>>>refers to the exact content of the words and symbols to be transmitted to the receiver emotional versus rational appeal >>>>attempting to make consumers feel a certain way about a product, or providing information so consumers can make an analytical decision comparative messages >>>>refer to directly or indirectly comparing your sports product with one or more competitive products in a promotional message medium >>>>a communications channel, such as TV, radio, newspapers, signage, billboards, web sites, and so on decoding >>>>the interpretation of the message sent by the source through the channel receiver >>>>the object of the source's message feedback >>>>the response a target audience makes to a message noise >>>>interference in the communication process promotional planning >>>>4 phases1- identifying target market considerations 2- setting promotional objectives 3- determining the promotional budget 4- developing the promotional mix target market considerations >>>>during this planning phase, target markets have been identified, and promotion planning should reflect these previous decisions pull strategy >>>>any method a company uses to generate demand for a product. It is customer focused, but should still start with the analysis of the product the company wants to sell. The company needs to determine what the product's key features are and who is most likely to demand it through extensive market research promotional objectives >>>>to inform, persuade, and remind target audiences action >>>>the ultimate promotional objective is to induce _______ hierarchy of effects >>>>a 7 step process by which consumers are ultimately led to action unawareness awareness knowledge liking preference conviction action >>>>7 steps in hierarchy of effects unawareness >>>>during the first step, consumers are not even aware the sports product exists. the promotional objective at this stage is to move consumers toward awareness awareness >>>>the promotional stage at this early stage of the hierarchy is to make consumers in the desired target market aware of the new sports product knowledge >>>>once consumers are aware of the sports product, they need to gather information about its tangible and intangible benefits. the primary promotional objective at this stage is to provide consumers with the necessary product information liking >>>>generating positive feelings and interest regarding the sports product is the next promotional objective on the hierarchy. the objective is to create a feeling of goodwill toward the product via the promotion preference >>>>sports marketers must differentiate their product from the competition through promotion conviction >>>>the objective of this step of hierarchy is to create a desire to act in the mind of the target audience action >>>>the final stage of the hierarchy, and the ultimate objective of any promotion Sport=Engagement >>>>marketers of sports properties are working with a market filled with fans- highly passionate, energized, and engaged people rallying around a particular team, individual, or group easily definable segments >>>>leagues and competitions very neatly split markets second screening >>>>in today's environment consumers utilizing a second screen while they watch sport is commonplace and with the onslaught of 4G networks, more fans will be able to watch sport on their mobile, representing another fantastic opportunity promotional budgeting >>>>an interactive and unscientific process by which the sports marketer determines the amount spent based on maximizing the monies available