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Using Advertising and PR to Promote Entertainment
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Using Advertising and PR to Promote Entertainment
Chapter 11
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Advertising
Any paid form of non-personal promotion.Place-based - ads that appear where the buying takes place.
Persuasive messages:a. informativeb. persuasivec. reminder
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Print Advertising
Newspapers - broadsheets, tabloids• display ads used for entertainment• ads sold by column inch• diminishing penetration
Consumer publications - consumer, business, trade, professional• ad space sold in page portions
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Broadcast Advertising
Television - time sold in 30 & 60 second spots based on dayparts; visual impact creates excitement for brands
Radio - ads sold by day parts, are directed at program formats
Subscription radio - pay for no ads
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Advertising a TV Series
• Season 6
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Other types of advertising
• Direct response - Data base driven• On-screen - pre film ads on big
screen• Place-based - out of home, signage,
aerial, specialty• Non-traditional• Specialty advertising
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Out-of-home advertising
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Inernet Advertising
• Search-based• Games• Addressable media• Rich media• Viral advertising• Blog advertising• Social networking (Second Life)• Web site marketing
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Product Placement
Brands appear as:• Silent props or creative placements• On-set placements• Embedded placement• Star or feature placement• Virtual placement• In-game advertising
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Popemobile for MBZ
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Sales Promotion
Trade promotion - push strategy• Incentive travel, bulk discounts, spiffsConsumer promotion - pull strateghy• Premiums• Specialties• Coupons• Sweepstakes• Games• Contests
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Specialty item with GM corporate
logo
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More sales promotions
Cross promotion - deals between entertainment and product brands
Tie-in promotions - deals between products and entertainment brands
Loyalty programs - rewards loyal usersMerchandising and licensing -
merchandise based on a movie or character from entertainment
Personal selling - tourist service tool
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Public Relations
A brand or company’s publics include:• Community• Employees• Government• financial community• Distributors• Audience members• Opinion leaders• Media
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Media Relations
• Publicity - editorial written about a brand
• Tools: news release, news kit, press conference, media tour, media event, speeches, pitch, fact sheet
• Creating buzz - authentic hype
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Corporate PR
• Corporate communications - identity, reputation management
• Employee relations - internal communication
• Investor relations - information for venture capitalists
• Philanthropy - giving and cause sponsorship
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Crisis management
• Formulating a plan for accident or crisis
• Communicating with media through a single spokesperson
• Anticipation and defense against negative publicity
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Event Marketing & Sponsorship
• Events provide a promotional occasion that attracts and involves brand’s target audience
• Sponsorships trade financial support for publicity and mutually beneficial associations; they add value and differentiate brands
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NASCAR sponsorships create
high brand awareness
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Questions
1. Of the many product placement opportunities discussed in chapters thus far, which method is the fastest growing and receives the least amount of consumer resistance? Why?
2. How do sponsorships and events differ in their approach to branding entertainment? Which provides the best opportunity for television or movie promotion?