Advertising in Sport - With Videos and Examples

PowerPoint that defines and explains advertising in sport. Provides examples, pros and cons, video links, techniques used, AIDA model, worked examples and activities

1. ADVERTISMENTS IN SPORTS

2. QUICKWRITE: Explain the effectiveness of sporting advertisements in this photo

3. What is sports ADVERTISING? Sports advertising is a marketing strategy to promote products and services offered by sports organisations, teams, and brands. Sports ads may come in many forms, including TV commercials, print marketing (magazines, newspapers, etc.), online sports ads, sponsorships, endorsements, product placements, and social media marketing.

4. How popular are ads in sports? Sports commercials spending hit the bar of $77.7 billion in 2022 Sports advertising is extremely successful and ever-expanding due to multiple reasons: Massive audience reach High viewer engagement Global appeal Sponsorship opportunities

5. Positive impacts of sporting advertisements Effective Marketing Tool: Sports events attract a large and diverse audience, including people of all ages, genders, and backgrounds. This broad audience provides advertisers with the opportunity to reach a wide range of potential customers in a single advertising campaign. Support for Sports: Advertising revenue plays a crucial role in supporting sports organisations and events. Major sports leagues and tournaments rely on advertising income to fund their operations, including player salaries, venue maintenance, and event production costs. Promotes Healthy Lifestyles: Some sports advertising campaigns promote healthy lifestyles and physical activity, encouraging viewers to engage in sports and exercise. These campaigns often feature athletes and sports stars as role models, showcasing the benefits of an active lifestyle.

6. negative impacts of sporting advertisements Commercialisation of Sports: Critics argue that sports advertising contributes to the commercialisation of sports, turning them into commercial commodities rather than purely athletic events. Advertising can overshadow the sports themselves, with excessive branding, product placements, and commercial breaks disrupting the viewing experience. Impact on Children: Children are a key target audience for sports advertising, as they are impressionable and can influence family purchasing decisions. However, many sports advertising campaigns promote unhealthy products such as sugary drinks, fast food, and snacks. Critics argue that these ads exploit children's vulnerability and lack of understanding about advertising. Influence on Sports Coverage: Advertisers often sponsor sports events, teams, and athletes, which can create conflicts of interest and bias in sports reporting. This influence can lead to biased or skewed coverage that prioritises advertisers' interests over journalistic integrity.

7. Techniques used in sporting advertisements Sports advertising employs a variety of techniques to capture the attention of viewers and create a strong emotional connection with the audience. Some common techniques used in sports advertising include: Montage Narration Music Sound effects Symbolism Colour Celebrity endorsements Emotional appeal Humor Inclusivity Dynamic camera angles Visual effects ACTIVITY: For each of the sporting advertisements on the following slides, list the techniques used and explain how they are used.

8. The Most Iconic Sports Commercials Cricket Australia – “C’mon Aussie C’mon”

9. The Most Iconic Sports Commercials Delta Goodrem – “The Score”

10. The Most Iconic Sports Commercials Gatorade – “Be Like Mike ”

11. The Most Iconic Sports Commercials McDonalds – “The Showdown”

12. AIDA Model The AIDA Model is an advertising effect model that identifies the stages that an individual goes through during the process of purchasing a product or service.

13. EXAMPLE OF aida model in action 1. Attention: The commercial opens with an attention-grabbing scene of a person struggling with their outdated phone, experiencing slow loading times and a cracked screen. The scene is accompanied by dramatic music and bold text that reads, "Are you tired of your old phone holding you back?" 2. Interest: As the commercial progresses, it highlights the features and benefits of the new smartphone, such as its lightning-fast processing speed, crystal-clear display, and durable construction. The narrator explains how these features address common frustrations experienced with older phones and make the new smartphone a superior choice. 3. Desire: Through captivating visuals and persuasive language, the commercial creates a sense of desire for the new smartphone. It showcases sleek design, innovative technology, and user-friendly features that viewers aspire to have. Testimonials from satisfied customers emphasize the positive experiences and benefits of owning the new smartphone. 4. Action: The commercial concludes with a clear call to action, prompting viewers to take the next step in purchasing the smartphone. A voiceover directs viewers to visit the company's website, visit a nearby store, or call a toll-free number to learn more and make a purchase. Special offers or incentives, such as limited-time discounts or free accessories, may be included to encourage immediate action.

14. ACTIVITY Your task is to create your own sporting advertisement using the AIDA Model. 1. Attention: a. How will you capture the viewer's attention within the first few seconds of seeing your advertisement? b. What visual elements or techniques will you use to stand out and grab the viewer's eye? 2. Interest: a. How will you maintain the viewer's interest once you've captured their attention? b. What information or features of your product or service will you highlight to generate interest? 3. Desire: a. How will you create desire for your product or service in the viewer's mind? b. What benefits or advantages of your product or service will you emphasise to make it desirable? 4. Action: a. What specific call to action will you include in your advertisement to prompt the viewer to take the next step? b. What incentives or offers will you provide to encourage immediate action and conversion?