Marketing Plan Promotion Objectives Assignment

Marketing Plan Promotion Objectives Assignment Instructions

Establish your promotion objectives for the sport product or service selected for the Marketing Plan. Address the following items in this Marketing Plan:

1. What type of image would you like to create for the sport product or service?

2. What type of advertising do you recommend for your sport product or service?

3. Are there any specific promotions you suggest for the sport product or service?

4. What unique aspects of your promotion objectives will influence the purchasing behavior of consumers?

All assertions should be clearly supported with at least one formal citation of an external source. Include a complete and concise discussion of the issue. Please include an appendix in this assignment. See the resource Appendix Instructions for more information on creating an appendix. View the Marketing Plan Resources under the Marketing Plan: Promotion Objectives page. Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

Paper For Above instruction

The development of an effective marketing promotion plan is essential for the success of a sports product or service. It involves strategic planning of the image to be projected, the advertising channels to be used, the promotional tactics, and the behavioral impact on consumers. Each component must be carefully considered and tailored to align with overall marketing objectives and target audience preferences.

Creating an Image for the Sport Product or Service

The primary goal in shaping the image of a sport product or service is to foster a perception that resonates with consumers' values, aspirations, and lifestyles. For instance, if the product is a professional sports league, the image should evoke excitement, competitiveness, and community belonging (Keller, 2013). Conversely, for a health-focused fitness service, the image might emphasize wellness, vitality, and personal achievement. An authentic and aspirational brand image helps establish emotional connections, encourages brand loyalty, and differentiates the product in a competitive marketplace (Aaker, 1996).

Recommended Advertising Strategies

Advertising should be multifaceted and tailored to reach the target demographic effectively. Digital media, including social media platforms like Instagram, Facebook, and Twitter, offers targeted advertising opportunities due to their advanced analytics and user engagement features (Mangold & Faulds, 2009). Sponsorships and partnerships with influential athletes or influencers can enhance credibility and appeal among specific demographic groups (Filo, Lock, & Karg, 2010). Traditional media such as sports television, radio, and outdoor advertising remain relevant, especially for reaching local and regional audiences. A combination of these channels ensures broad visibility and reinforces brand messaging (Kotler, 2016).

Specific Promotions

Seasonal promotions, promotional contests, and limited-time offers can incentivize consumer participation and boost sales (Shimp, 2010). For a sports equipment brand, offering discounts during major sporting events or launching loyalty programs for repeat customers can generate excitement and customer retention. Additionally, experiential promotions like fan meet-and-greets or interactive social media campaigns can strengthen consumer engagement and deepen brand affinity (Weinberg & Gould, 2014).

Influence of Promotion Objectives on Consumer Purchasing Behavior

The most effective promotion strategies are those that create a compelling emotional and social appeal. By emphasizing the brand's unique aspects—such as innovative features, community involvement, or celebrity endorsements—the promotional activities can stimulate desire and prompt purchasing decisions (Cialdini, 2009). Moreover, personalized messaging and targeted advertising capitalize on consumers’ preferences and behaviors, influencing their perception of value and urgency (Peppers & Rogers, 2011). Ultimately, a well-articulated promotion that aligns with consumer motivations fosters brand loyalty, repeat purchases, and positive word-of-mouth, all critical for growth in the competitive sports industry.

References

• Aaker, D. A. (1996). Building strong brands. Free Press.
• Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education.
• Filo, K., Lock, D., & Karg, A. (2010). Sport fan marketing communications: Relationships, identity, and sponsorship. Sport Management Review, 13(1), 77-89.
• Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson.
• Kotler, P. (2016). Marketing management (15th ed.). Pearson.
• Mangold, G. W., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
• Peppers, D., & Rogers, M. (2011). Managing customer relationships: Strategies to increase customer loyalty. Wiley.
• Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning.
• Weinberg, R., & Gould, D. (2014). Foundations of sport and exercise psychology. Human Kinetics.