Transcription
All right, here we go, my friends, with our second lecture for the first module. The marketing and promotion mix basics for your assigned critiques. Uh, so, as the heading on Canvas indicated, um, this is important for you to be able to do the critiques that you are assigned to do in the first couple of weeks of the quarter. Um, first three weeks of the quarter, I believe it is. Um, and so, yeah, I'm going to hopefully arm you with everything that you need to be able to successfully do this. Now, I do want you to understand this aspect. Um, I have seen instances where students get off track and don't really understand, and they never really go back and look at this again to make sure that they understand. Okay. I will be trying my best to give you very timely feedback related to these critiques. Um, but it's ultimately up to you to make sure that you are doing them effectively and earning those points.
Okay, let's get started. So, the learning outcome is pretty simple: Describe the marketing and promotion mix. Okay, so, uh, we've got, in this example, we've got both marketing, um, as indicated by Caitlyn Clark here. So, we've got marketing. Uh, she's marketing for Wilson; she's marketing for Lily; she's marketing for the Indiana Fever; she's marketing for Salesforce here in this picture alone. She is a Wilson-sponsored athlete. Okay. So, um, she is engaged in marketing in this picture. And then, on the other side, we have a promotion night at a minor league baseball game. Okay, the 66ers and their zombie apocalypse night. Okay, so we're going to get into both of those in this lecture.
So, first, as a reminder, um, I endorse, like I said on the last lecture, if you have not already looked at the special nature of sport marketing, if you've not already viewed that lecture, be sure to stop right here, go back, view that lecture first. Okay. Um, but as I said, the book endorses five Ps: product, price, place, promotion, public relations. I endorse four Ps: product, price, place, promotion, with public relations in the promotional or the promotion mix. Okay. So let's get into each of those.
First, the product. The sport product is multifaceted in that it involves the actual game play, right? The actual experience of watching the game, either live or broadcast, right? We can consume it in a number of different ways. We can consume it through streaming. We can consume it through television, through satellite TV, through cable TV. We can consume it in person. We can consume it in chunks, right, through highlights. All kinds of different ways that we can consume the product of the actual game play. Um, live being the most salient and significant element of it all. Okay. But sport is not just the experience of the game being played on the ice, on the court, on the pitch, on the field, right? There are many different aspects. We have sporting. If we go to the bottom left, right, we see the iconic Air Jordan. And so, obviously, sporting goods, right? If we just look at the previous picture, right, with Kuba and the other ice hockey player, right? You've got just think about all of the different sporting equipment there. You've got ice skates, you've got a helmet, you've got gloves, you've got a stick, you've got a jersey, you've got their sweater, right? All of that. The knee pads, all of that, right? And then, if we continue around counterclockwise, we've got the great Megan Rapinoe, right? So, we have sport characters who are sport personalities, our sport heroes that are absolutely a part of the product in selling the product, in selling the experience, in selling the merchandise, in selling all of the core product extensions that are a part of the sport experience. Right? We see these kids at a game with merchandise, right? I mean, they've got a deflated Green Bay Packers helmet, right? A cheesehead. They're both wearing different types of sweatshirts, right? Um, obviously, merchandise is a huge element of that sport product as well.
Okay. Now, we have price. So, price is simply what value do we attach to any of these sport products that we just listed? Right. So, Shohei Ohtani City Connect jersey. Do you think it sells for more or less than, let's say, Freddie Freeman's City Connect jersey? Okay. More. I mean, Freddie Freeman is a great—he is an absolutely a Major League Baseball great—but he's nothing compared to the level of Ohtani. And so, his jersey sells for more. The price is ultimately established by the supply and demand. This slide, right? You think about this slide with the Lakers when Brandon Ingram was the star versus the Lakers when LeBron James was the star. The price that you could attach for a ticket vastly different. Okay? And that depends on supply and demand.
The place. Okay, the place is ultimately where the product is sold. So, obviously, in sport, we have different marketplaces, right? So, this is a picture of Camden Yards, the first modern baseball stadium that ultimately incorporated the skyline, open air, um, the magnificence of the modern baseball stadium first started with Camden Yards, right, and created this marketplace that has helped to buoy Major League Baseball over the last 25 to 30 years. Okay. Um, but there's more than just the baseball stadium, right? If we look up above at the Sparks and their online store, right, where they sell all of their gear, obviously that's a place as well. Okay, so, wherever sport products are sold is a place.
And then, finally, we get to promotion. And this is going to be the one that is going to really drive your critiques. So, your critiques are going to be related to the promotion being done in a streamed or television broadcast. You can choose—so you have a historical and you have a modern. For historical, I give you a link for one that you can utilize, or you can find any from 2010 and later; any earlier than January 1st, 2010, you can choose. I've chosen one for you: NBA finals in 1998, but you can choose any if you can find it to stream it. You can watch the broadcast. For the modern broadcast, I give you five choices that you can choose from, or you can choose—this is just in case some of you—I don't want you to have to buy a subscription to something, but if you want to watch a live broadcast, you can do that as well, obviously.
Okay, so now we get into the fourth P of promotion. So, I have a number of them on here. Um, and I would like for you—I'm going to ask you to pause it—and I want you to take a second to think about, in advance, before you've learned anything really, what you would label each of these pictures in terms of a promotion. Okay. So, I will let you pause it. So, pause it now.
All right, we're back. Let's see how you did. Okay, so we're going to go clockwise this time. Okay, so we're going to go with Britney Griner there in the top left. All right. So, what we are looking at here is sponsorship. Okay. So, the LifeLock, the Boost Mobile, um, I'm not sure what that one is on the far—I'm not sure what that one is—but then, obviously, we have Adidas. Okay. So, that's an example of sponsorships. We'll talk about sponsorships. Okay. If we go clockwise with Kobe there, Kobe is engaged in public relations in the form of community relations. So, we're going to talk about that and explain that. Then we've got Obi-Wan Hoodie, my new coach from the UN, for the North Carolina Tar Heels, Bill Belichick. Right. And so, we've got a couple of different examples here. This is public relations in the form of media relations. So, Bill was not great at the whole media relations thing until he's gotten a little bit better at it in the modern era. But then we can also see in the background the Dunkin' Donuts, and that's a sponsorship. Okay. Next is the Buster Posey bobblehead. That's an example of activities and inducements. That's a giveaway that is a bobblehead. Okay. And then the final one, "It's okay to lose your shit." Um, this is an example of an advertisement, and we're going to talk about each of those as we move along. There's one more that's not included on here that we'll talk about.
Okay. So, that is the promotional mix: advertisements, publicity, activities and inducements, public relations, and sponsorships. Okay, personal selling is also part of the mix, but we're not going to focus on that element.
Okay, first is advertisements. Okay. So, over on the right, um, we have an advertisement with Victoria Azarenka for the WTA. That's an example of an advertisement that you might see on a television or streaming or whatever, right? And then we see this picture from the Super Bowl, the Steelers and the Packers. And on the video screen, we see an advertisement for Doritos. Okay. So, I've given that last one. So, to make sure that you understand here that it can be both an advertisement and a sponsorship. So, in the form of an advertisement. If, for example, you see—you are—we most commonly think of advertisements in either print or in televised media or in radio or podcasting media where it's a one-way message delivered to the consumer, a one-way paid message. Right? So, if I'm watching a broadcast that is from the Golden State Warriors, right, and they promote a certain product as part of that broadcast as an advertisement in between, my assumption is that it is that one-way paid message from sender to receiver. However, if I go to a Golden State Warriors game, if I go to the Chase Center and I see on the video boards, right, I see, for example, over in the corner, you see Ford, right? In this picture, you see Doritos here, you see AT&T, right? You see all of these different things. This is a Super Bowl that was played at Cowboy Stadium, AT&T Stadium. Um, and so, you know, obviously, the NFL is not allowing the Cowboys to do all of their advertising and all of their sponsorships. They want to get in their own, right? But there's obviously some that have to stay. I will say this: This is really interesting because the World Cup is coming up next year. So, the AT&T Stadium will not be known as AT&T Stadium during the World Cup because FIFA has said no, absolutely not. None of your sponsors get a free ride if they do not give to FIFA. If they are not FIFA sponsors, they must be covered up. So, therefore, it will not be known as AT&T Stadium during the World Cup. It will be known as Cowboys Stadium. Um, so Pepsi will have to be covered up. Ford will have to be covered up. They are having to do a full-on, almost rebranding of the stadium for the FIFA World Cup. Okay? And that is tied to that sponsorship. So, it is an advertisement if you see it in a stadium, but it's also a sponsorship because you presume that they have a contract in place where it's more than just an advertisement. And we'll get into sponsorships here in a second.
Okay. Publicity. Publicity is one that I found that students have a hard time understanding. Okay. This is the key here: This is non-paid communications regarding a product that generally reach an audience due to their newsworthiness. Okay. So, Colin Kaepernick is a great example. So, Colin Kaepernick became infamous for kneeling down during the national anthem. Right? So, Colin Kaepernick, as a sport product, okay, he is a sport—he was and is a sport personality that became ultimately a social justice personality as well, obviously through his actions. But if you'll recall during that time period—I know you were younger—but during that time period, people on broadcast talked about it. They were not paid to talk about it, but they did. Right? So, up above, when you see Conor McGregor and Floyd Mayweather, that fight and their feud. So, if I'm watching a National Football League game and they say, "Yeah," the announcers say, "Wow, did you see that fight between Mayweather and McGregor?" Okay, if their organization is not airing that fight, they are giving non-paid communication; they are giving publicity that was not paid for, right? So, that's why sometimes people can say—when you hear people say—what I mentioned last lecture—that there's no such thing as bad publicity, that's ultimately why people say that because if people are talking about it, then they can be driving eyeballs. Now, I explain to you why it's a double-edged sword with publicity, but I want you to understand what publicity is in that form. Okay? If I'm an announcer and I'm talking about it, let's look at it. Let's go forward a little bit. If I'm an announcer and I'm talking about what happened here at AT&T Stadium before the game, right? So, that's your professor there with a yellow arrow pointed to him. I'm in the back there. I was awarded a Willie Mac Award. That's Willie McCovey, the great—you've probably heard of McCovey Cove, which is the water out beyond right field in what is now Oracle Park. It was AT&T Park when this was taken, right? But if I'm the announcer and I'm talking about these Willie Mac Award winners, that's public relations because I am the—I am the Giants announcer, right? I'm communicating a positive image to the receiver utilizing this community relations, right? And so much of what you hear on broadcasts is either public relations, okay, or is advertisements or sponsorships. All right? And, like we just said, advertisements and sponsorships are intertwined. Okay? So, if we go back, so remember, publicity is non-paid. I include this—the college basketball—because there was scandal in college basketball regarding payments to athletes and all of that. I include the NFL thing because of the negative publicity the NFL got with concussions, right? And so, they were talking about that on broadcasts that were not the NFL and was so non-paid communications.
All right. Then we get into activities and inducements. This one's a pretty easy one. You're used to these. These are the ones that when you are at a game or at an event, the things that they do in between innings or at halftime or pregame or postgame, right? Things that are designed to get you to engage with products that are either sponsorships for the organization or sponsorships. So, remember what we said: marketing through sport and marketing for sport, right? So, the Mets, Mr. Met here, he has the Pepsi Max t-shirt gun. So, that t-shirt has a Mets logo and has Pepsi Max on it, a logo. So, it's a sponsorship where Pepsi is marketing through sport, right? But it's also marketing of sport because it has the Mets logo as well. Make sense? So, almost all of them, they're doing both when we're at the stadium, right? So, we just look at that raffle ticket, right, for the Junior Broncos for Boise State, right? So, is it sponsored? Let's look. Huh? No, it's not, is it? Right. There's no sponsorship anywhere on that. So, that basically means that Boise State didn't get a sponsor for this raffle. They're doing it themselves. They're marketing for their sport. They're marketing for their organization. Does that make sense? Now, if you could see it—you look a little closer—it says www.websitehere.com, right? You could—there could be somebody—you could sponsor it, but no one has, of yet. Maybe they're trying to get us. They were trying to get a sponsor for this at this time. Don't know, right? Same thing with the Dizzy Bat Race. It's almost always sponsored by someone. Okay, so they're giveaways, coupons, free samples, contests, raffles designed to encourage consumers to purchase a product.
We've already talked about public relations. It takes the form of two elements, right? Community or media relations, right? A positive image. Public relations overall is a plan for communicating a positive image to the receiver utilizing community or media relations. Okay. Now, public relations, just in general, could just be that you're—it's very rarely just public relations, right? Because if I am the media—if I am the media, meaning the broadcast—I'm—it's media relations. I'm—I'm portraying the message for the club, right? Now, media relations often takes the form of press conferences, press releases, like all kinds of things like that, right? Community relations is going out in the community and doing positive. The Junior Giants is a great example of community relations. Those of you who have taken my community relations class, you know all about that—is portraying a positive image to the community through your actions. Okay.
And then sport sponsorship. We use the same one. Okay. We use this same slide. You see how many sponsors do you count in this one image? Okay. I mean, look: Adobe, AAA, Salesforce, PlayStation, Charles Schwab, The Hartford, U, Dignity Health, Blue Shield, Blue Cross Blue Shield California, Coors Light. Did I say Workday already? Up at the top was AT&T right before they changed names to Oracle Park. You see Coca-Cola. You see Docker's Deck over there. You've got the AT sign. I'm not sure what that AT is, but that could be one. Okay. And then you look at the Junior Giants shirts; that's Bank of America, okay? So, it just keeps going and going, right? The sponsorships in—if they are in stadium—you can rest assured that there's a sponsorship in place, meaning a contract where there is a relationship established between the organization and the brand, and the organization and the brand work together to activate the brand. All right? And so, that association with the Giants, each of these brands has said this will benefit us. Salesforce, AAA, PlayStation, Adobe, Workday, all of those, they all said, "Hey, this association with the Giants is going to help us." But then they also—they're not going to just say, "Hey, Giants, you're good; just"—you know, the modern sponsorship has a contract in place to where the Giants are responsible to deliver on that sponsor activation; that Adobe is their client. Okay, got it.
That's it. So, um, I hope you feel pretty confident about your critiques. Um, if you have any questions, don't hesitate to reach out. But the assignment description has more. It has all of this we just went through and more. Okay, in the assignment description, it also has a rubric for you. So, you make sure that you're clear on how it's graded. Um, and you can also reach out to me.
All right. See you.