Planning the Promotion

Question 1

Define event marketing

Answer 1

All activities associated with sale, distribution, and promotion of a sports/entertainment event

Question 2

Example of event marketing

Answer 2

Ex. Prom, athletic banquet, drama play

Question 3

List the 3 functions of promotion in sports and entertainment marketing

Answer 3

1. Generate sales
2. Attract a targeted audience
3. Help create a positive image

Question 4

List the 4 elements of the promotional mix/plan

Answer 4

1. Advertising
2. Sales promotions
3. Publicity
4. Personal selling

Question 5

List the 3 ways to determine a promotional budget

Answer 5

1. Percentage of sales
2. Competitive parity
3. Objective and task method

Question 6

Explain percentage sales

Answer 6

Sports organizations may use a set percentage or portion of last year’s sales or the coming year’s sales to decide on the funds

Question 7

Explain competitive parity

Answer 7

A company looks for industry trends or studies its competitors promotion to determine how much to spend

Question 8

Explain objective and task method

Answer 8

Companies set objectives for their promotion and decide what promotional activities are necessary to reach those objectives