Chapter 7• Branding

• Branding is a name, word, or words, symbol, or design that identifies an organization and its products.

• A brand name can also be a “trade name”• Trademark is a device that legally identifies

ownership

• Branding does three things

• 1. Builds customer loyalty

• 2. Helps introduce new products

• 3. Creates an image

Types of Brands and Strategies

• Manufacturer Brands– Multi-Product Branding– Multi-Branding– Co-Branding

• Intermediary Brands

• Generic Brands

Developing Brand Names

• Offer a benefit

• Be Simple

• Be different & Positive

• Reflect an image

• Be Previously unregistered

Licensing

• An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee.

Sponsorships and Endorsements

• Sponsorship is the promotional vehicles that financially support sports events -- NASCAR, PGA, NFL, NCAA– Signage– Entitlements– Product Exclusivity

Endorsements

• Is a statement of approval of a product, service, or idea made by an individual speaking on behalf of the advertiser.– Association– Demographic Match– Successful Careers– Image

Chapter 8

Planning the Promotion

• Event Marketing - all activities associated with the sale, distribution, and promotion of a sports event.

• Promotional mix - any combination of advertising, sales promotion, publicity, and personal selling

Promotional Budget• Percentage of sales

– Direct connection with salesmay not be enough for all the promotionseasy to calculate

• Competitive Parity– Look at industry trends in spending

• Each companies objectives may not be the same

• Objective and Task– Set objectives and decide what promotional

activities are necessary to meet them• Uses both of the above mentioned methods

Types of media

• Print– Newspaper– Magazines– Direct Mail– Billboards – Posters– Stadium signage

• Broadcast– Radio– Television

• Direct Marketing– Direct Mail– Telemarketing– E-mail

• On-line Advertising– Banners

Sales Promotion - a short-term incentive to get

consumers interested in buying a product

• Coupons and Rebates

• Samples and Premiums

• Contests and Sweepstakes

Public Relations

• Activities that promote the image of the company

• Publicity - the free mention of a product or company– Advantage - Free, may be more believable– Dis - Lack of control

Press Kits

• Promotional materials provided by the company to the media

• May include - fact sheets, background, videotapes.

Chapter 13 Vocab

• Psychographics– Study of a groups attitudes, interests and

opinions

• Focus groups/mall intercept/traffic count/mystery shopper

• Ethnography– Study of social and cultural behavior

• Outlet/venue

Primary and secondary research

• Product testing is an example of primary research

• Secondary research is used to understand trends in a market

Qualitative and Quantitative research

• Qualitative - data that measure qualities, people’s reaction or perceptions. Not based on numerical information. “qualities”

• Quantitative- data expressed as amount in numbers. Facts

Chapter 14

• Images and public perceptions affect the success of merchandising. This is a major source of revenue for entertainment companies.

• Merchandising is a multibillion dollar industry.

Endorsements

• FTC - defines endorsement as any type of advertising done by a person who reflects his or her own opinions, beliefs, findings and experiences that are separate from the product’s company.

• Endorser must be a legitimate user and without being told what to say

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• Paying for entertainment.

• When music, movies and software are illegally downloaded more than the musicians.

Chapter 15

• Entertainment and the Promotional Mix

• Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

• The average person is exposed to more than 2,000 ads in a week

• Advertising is the most expensive form of promotion.

• Superbowl• One-page ad $80,000• Most advertised amusement park is

Walt Disney

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