Promotion concepts

After completing this chapter, you should be able to:

•  Identify the promotion mix tools.

•  Describe the elements of the communication process.

•  Understand the promotion planning model.

•  Compare the advantages and disadvantages of the various promotional mix tools.

•  Understand the importance of integrated marketing communication to sports marketers.

Just ask anyone the first thing that comes to mind when they think of sports marketing, and they are likely to say advertisements produced by corporations such as Nike, Gatorade, and Anheuser Busch or events such as the Super Bowl, the Masters, Daytona 500, and March Madness. Many of these advertisers utilize star athletes to endorse ...

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