Sports Marketing Ch 9

Promotion
commercial (for profit) form of communication
Promotion Mix Elements
advertising, personal selling, sponsorships, sales promotions, and public or community relations
Advertising
on way form of communication through the media
Personal Selling
face to face selling that build customer relationships and produce sales
Sponsorships
investing in a sports entity to support overall organization objectives
Sales Promotion
short-term incentives designed to stimulate immediate demands for sports products
Public or Community Relations
building a good image in the community, PR
Communication
the process of establishing commonness of thought between the sender and receiver
Source
where communication originates
Encoding
the translating of the senders thoughts or ideas into a message
Message
the exact content of the words and symbols to be transmitted to the receiver
Medium
the channel that a message is transmitted
Decoding
performed by the receiver is the interpretation of the message sent by the source through the channel
Receiver
the audience, or object of the sources message
Feedback
the response a target audience makes to a message
Noise
interference in the communication process
Push Strategy
promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise
Pull Strategy
Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers
Integrated Marketing Communications
carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products (one key message)