Promotional Mix Variety of Promotional Methods 2 Chapter

Promotional Mix Variety of Promotional Methods 2

Chapter Objectives Explain the promotional mix in entertainment marketing. Identify the role of advertising in entertainment promotion. Discuss the importance of public relations in entertainment marketing. Explain personal selling and promotions in entertainment marketing. Compare media and non-media advertisements. Describe how other promotional methods are used in entertainment marketing. Explain the importance of reaching diverse markets. 3

Entertainment and the Promotional Mix Promotion is any form of communication that a business or organization uses to inform or persuade people about its products. The four components of advertising are: Advertising Publicity Personal Selling Sales Promotion 4

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The average person is exposed to more than 2, 000 advertisements in a week. Print Broadcast Newspapers Magazines Direct Mail Television Radio Online and Specialty Directory Outdoor Transit 5

Advertising Advertisements on the radio or on television often use jingles. 6

Public Relations and Publicity Public relations include any activity designed to create a favorable image toward a business, its products, or its policies. Negative publicity needs to be changed to positive publicity as soon as possible. Publicity is a specific type of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media. 7

Personal Selling Personal selling is any form of direct contact between a salesperson and a customer. The most important part of personal selling involves two-way, personalized communication. Personal selling takes place all over theme parks. 8

Sales Promotion Sales promotions typically involve short-term incentives that encourage a customer to buy a product. Examples include: Coupons T-shirts Special discounts Sweepstakes Cross promotion 9

Promotional Case Study Before the release date of a new movie, marketers go to work creating a promotional plan. release date the day a film is first shown in theaters 10

Promotional Case Study: S. W. A. T. Marketers create a promotional plan. Advertising begins months before the release date. One week before release, publicity begins on major television shows. Positive reviews appear in magazines and newspapers. Sony Pictures authorizes sales promotion materials. 11

Fan Frenzy Television shows will often have online forums, or places on the show’s official Web site where fans can interact with one another—and sometimes with writers and creators. Fans enjoy this because they can discuss anything from plot points to that week’s wardrobe selection. Thus, fans feel as if they influence the show. Media companies like online forums because they can measure interest in their shows and use that information to come up with marketing strategies. For more information on sports and entertainment marketing, go to marketingseries. glencoe. com. 12

1. Define promotion. 2. Give an example of publicity in entertainment marketing. 3. What kinds of sales promotion are offered by Disney parks? 13

Media Advertising Media advertisement is the most expensive promotional method. Media has helped promotional plans. media advertisement any form of advertising that uses media such as television, radio, the Internet, newspapers, or magazines to promote ideas, goods, or services The Internet has become an effective advertising tool. 14

Non-Media Advertising Examples of non-media advertisement include: Airplanes and blimps Direct-mail promotions Flyers handed out at events Billboards non-media advertisement any form of advertising that uses methods other than the media to promote ideas, goods, or services 15

Other Promotional Methods Other promotional methods include: Tie-Ins – The combined promotional efforts of two or more companies Cross-Selling – Linking products within a company’s own product assortment Placing Products – Locating prominent placements for a company’s products or name as a prop in media 16

Reaching Diverse Markets Diverse markets include groups that vary in their ethnic, national, cultural, and geographic characteristics. The Hispanic population has made a substantial impact in entertainment marketing. It is important to consider the variety of diverse markets that might be interested in a product. The film Bend It Like Beckam is a good example of successful global marketing. 17

Promoting Entertainment Advertising Publicity Personal Selling Sales Promotion By using the four components of the promotional mix, entertainment companies can promote their products using a variety of strategies target to their markets. 18

1. Give three examples of non-media advertisements. 2. What is a banner ad? 3. What are three promotional methods? 19

Checking Concepts 1. Define promotion. 2. Name the four components of the promotional mix. 3. Describe advertising. 1. Advertising 2. 3. 4. television, Any advertising, form ofradio, is any communication publicity, paid Internet, formpersonal of nonthat a business selling, personal newspapers, andor sales and organization uses promotion presentation magazines and to inform, persuade, promotion of ideas, or remind goods, or services people about by an identified its products. sponsor. 4. Identify different types of media advertisements. continued 20

Checking Concepts 5. Explain the difference between publicity and public relations. 6. Identify a promotional method that uses more than one product or company. 7. Define diverse markets. continued of the following: tie-ins Publicity involves 5. One 6. 7. Groups that may be involve multiple companies placing newsworthy different inproducts various promoting their (Mc. Donald’s offering game information about a ways such as their prizes from Sony Pictures); business, its ethnic, national, cross-selling allows a products, or its different company to promote cultural, or products policiesfrom in their the own media. geographic product assortment (banks Public relations offering checking accounts characteristics. addresses the and safe deposit boxes); and product placement places a public’s questions brand-name product in a and about a movieconcerns or television show (Reese’s Pieces company or were its shown in the movie E. T. ). products. 21

Checking Concepts Critical Thinking 8. Explain how personal selling is different from other types of promotion. 8. Personal selling involves direct contact between a salesperson and customer. All other forms of promotion do not. 22

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