Exposure (Promotion, Marketing, Advertising)

By Carl Page

Introduction

Exposure In Practise

Promoting Yourself And Your Organisation

Promoting The Benefits If Sport And Regular Physical Activity

Marketing Special Events

Evaluating Marketing

Definitions

Promotion – the act or process of making a product, cause, or organization more widely known or more successful.

Marketing – the business activity of presenting products or services in such a way as to make them desirable.

Advertising – the public promotion of something such as a product, service, business, or event in order to attract or increase interest in it.

Understanding The Market

Products And Services

Buyer Behaviour

Market Segmentation

Marketing Strategy

Many organisations segment the market by buyer behaviour

Setting Objectives

SWOT Analysis

Marketing Mix –Product, Price, Place, Promotion, People, Physical Evidence and Process

Always be clear on your specific objectives and how you can best achieve them.

Market Research

Primary Research

Secondary Research

Processing Information

It is important to use a database that records detailed information. Ensure you are familiar with the software.

Promotion & Service Delivery

Promotional Methods

Producing Promotional Material

Displaying Promotional Material

Always ensure you place posters in a noticeable place.

Personal Selling

PersonalityThe Selling ProcessNetworkingExamining And

Maintaining Existing Contacts

Developing New Contacts

Keeping A Directory

One way communication Two way communication

Advertising Public relations Sales promotion Direct marketing Personal selling

NewspapersMagazinesJournalsDirectoriesRadioTelevisionCinemaOutdoor

Annual reportsCorporate imageHouse magazinesPress relationsPublic relationsEventsLobbyingSponsorships

Rebates and price discountsCatalogues and brochuresSamples, coupons and giftsCompetitions

Direct mail/database marketing Internet marketing (WWW) Telemarketing

Sales presentationsSales force managementTrade fairs and exhibitions

Typical Communication Tools (Media) Table 17.1

Global marketing: a market-responsive approach. Financial Times Prentice Hall, 2001 By SvendHollensen, 2nd edn.

References

Online Books Perseus Publishing, (07/2006), Ultimate Business

Dictionary, Perseus Publishing, 1–662. MyAthens ebrary [Online]. Available at: http://site.ebrary.com/lib/treshamins/docDetail.action?docID=10032030&p00=business%20dictionary (Accessed: 04/04/2011)

Schultz, Don E. Smith, Steve. Dearborn Trade, (12/2004), How to Sell More Stuff : Promotional Marketing That Really Works. A Kaplan Professional Company, Chapter 1—Help! Pages 20–30. MyAthens ebrary [Online]. Available at: http://site.ebrary.com/lib/treshamins/docDetail.action?docID=10070406&p00=promotion (Accessed: 04/04/2011)

Luther, William M. (06/2001), Marketing Plan: How to Prepare and Implement It (3rd Edition) Pages 1–336, MACOM Books MyAthens ebrary [Online]. Available at: http://site.ebrary.com/lib/treshamins/docDetail.action?docID=10120161&p00=promotion (Accessed: 04/04/2011)

Fojt, Martin, (04/2005), Marketing, Emerald Group Publishing Ltd, Pages 1–49. MyAthens ebrary [Online]. Available at: http://site.ebrary.com/lib/treshamins/docDetail.action?docID=10085634&p00=marketing (Accessed: 04/04/2011)

Paper Books

Working in Sport and Recreation A Practical Approach, Chapter 5 Marketing yourself, your organisation and your activities. Stanley Thornes ,1999, By Rob Saipe

Advertising: what it is and how to do it. McGraw-Hill, 1993, By Roderick White, 3rd edn.

Global marketing: a market-responsive approach. Financial Times Prentice Hall, 2001, By SvendHollensen, 2nd edn.