Incentives - Baylor University Hankamer School of Business激励-贝勒大学商学院.pptVIP

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Incentives - Baylor University Hankamer School of Business激励-贝勒大学商学院.ppt

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Incentives - Baylor University Hankamer School of Business激励-贝勒大学商学院

Incentives Incentives are items of perceived value added to an offer to encourage some overt __________response. Incentives Incentives are items of perceived value added to an offer to encourage some overt behavioral response. Incentives: defined To whom are they targeted? What is altered by the offer? What kinds of things are usually offered? What stage of the communication process (AIDA) is targeted? Incentives: defined To whom are they targeted? Insufficiently motivated, indifferent or apathetic What is altered by the offer? The perceived price What kinds of things are usually offered? price deals, premiums, contests, samples What stage of the communication process (AIDA) is targeted? Action Price-based incentives What’s wrong with this picture? What are some possible risks of this incentive? /freetickets/ Suppose that you are going to run a price deal for this Saturday’s game against SMU. How should you do it? Be specific (viz., p.55) Ideas available on p.56, table 3.1 Price-based incentives What’s wrong with this picture? What are some possible risks of this incentive? /freetickets/ Suppose that you are going to run a [price] deal for this Saturday’s game against SMU. How should you do it? Contingency-based Fans have to do something prior to the game to get it (e.g., go to HEB, etc.) Value-added incentives (giveaway) are better It should match a sponsor’s objectives for a specific target market It should include a way of building a database to target this segment in the future When to do a deal Which do you think is better? Run promotions infrequently or frequently? Run promotions during weekdays or other times when low attendance is expected? Run promotions when high attendance is expected? What is an incentive? The text discusses incentives in terms of the NBA FIFA changing rules to increase scoring Star players (McEnroe) Place-based incentives such as new stadiums Are these really incentives as defined by the text? What is an incentive? The text