体育赞助与广告Sports Advertisement.ppt

Sports Advertisement Sport Sponsorship and Advertisement Sports Advertisement Outline： Framework of ads management Campaign planning Creative strategy Media strategy Evaluation Ads videos Sports Advertisement Framework of ads management Sports Advertisement Campaign planning What is the purpose of the advertising? Who is it aimed at? What is promised? How will it be delivered? What will be the ‘personality’ of the product? Sports Advertisement Creative strategy Demonstration advertising – 使用说明型 Testimonial advertising – 现身说法型 Announcement advertising – 宣布推广型 Slice-of-life advertising – 日常生活型 Lifestyle advertising – 生活方式型 Unique selling proposition – 突出卖点型 Umbrella advertising – 背靠大树型 Honest twist advertising – 出奇制胜型 Imitation association - 属性联想型 Sports Advertisement Media strategy Sports Advertisement Timing and cost Cost-per-thousand: For example, if a radio commercial costs $200 and is estimated to reach 175 000 listeners, the CPM is $1.14. Sports Advertisement Evaluation Identify the brand early? Simple, interesting and involving? Adopt audio and visual reinforcement? Link the brand to the image created? Important: Against these criteria does not mean a bad ads. Sport Advertisement Before the Pepsi Ad, could you please answer the following questions： how many Pepsi Ad can you remember? How many stars appeared in Pepsi ad? What impression did Pepsi ad give you before? PEPSI系列.mpg PEPSI-曼联舒梅切尔.mpg After the Pepsi Ad, could you please answer the following questions： What are the main elements of a sport ad? What are the attractive feature of Pepsi ad? Sport Advertisement Before the Nike Ad, could you please answer the following questions： how many Nike Ad can you remember? How many stars appeared in Nike ad? NIKE-偷天和格斗.mpg NIKE-外星人决斗.mpg NIKE-机场和葡萄牙比赛.mpg After the Nike Ad, could you please answer the following questions： What are the attractive feature of Nike ad? Sport Advertisement Before the Adidas Ad, could you please answer the foll