You have been employed by ESPN to sell space on its Web site to ...

[dejastew]

You have been employed by ESPN to sell space on its Web site to advertisers. Create a memo of approximately 200 words in which you describe the advantages of advertising on ESPN in a form that the ESPN sales team can use as a resource when they are making presentations to potential advertisers for space on the main page. ESPN has a permission based e-mail marketing system that you can include as part of an advertising package you sell to advertisers. Be sure to include the benefits to advertisers provided by this e-mail marketing system in your memo.

Question 2

Assume you are a consultant to TopSpin, a tennis equipment manufacturer that sells its products directly to customers on the Web. TopSpin is considering the use of YouTube videos to promote its products. Some of the salespeople have suggested that the videos include detailed reviews of the companys products and endorsements by top tennis players. Other marketing staff have suggested including instructional tips and videos of the equipment being used at famous resorts. Write a 100-word report that outlines the kind of content that you believe TopSpin should include in the videos.

[Athena23]

Answer to Question 1

Advantages of advertising on ESPN:

• Premium audience


• Male, young, and affluent


• 52MM unique digital subscribers


• Ad effectiveness


• Live delivers the most engaged customers


• M18-34  3hrs and 2 mins


• M18-49  2hrs, 45 mins


• Creative innovation


• Native advertising  seamless custom brand integration into content and messaging


• Homepage takeovers  high impact, maximum reach


• Mega mobile  mobile takeover

Advantages of permission-based e-mail marketing:

• Can boost sales and product interest


• Helps to build more targeted campaigns


• Higher response rate


• Can be used to build long term, trust based relationships with customers


• Enhances the reputation of the company

Preserves the privacy of customers and improves the reputation of the company

Answer to Question 2

Possible content includes:

• Tennis lessons


• Beginner tips


• How to serve


• Backhand and forehand


• How to improve your volley


• Coordination and ball control


• Tennis equipment


• How to choose a racket


• How to change the racket grip


• What size tennis racket do I need?


• What to look for when purchasing a racket

How to restring a tennis racket

[dejastew]

TYSM

[momolu]

Excellent