using advertising and pr to promote entertainment
DESCRIPTION
Using Advertising and PR to Promote Entertainment. Chapter 11. Advertising. Any paid form of non-personal promotion. Place-based - ads that appear where the buying takes place. Persuasive messages: a. informative b. persuasive c. reminder. Print Advertising. - PowerPoint PPT PresentationTRANSCRIPT
Using Advertising and PR to Promote Entertainment
Chapter 11
Advertising
Any paid form of non-personal promotion.Place-based - ads that appear where the buying takes place.
Persuasive messages:a. informativeb. persuasivec. reminder
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
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
Advertising a TV Series
• Season 6
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
Out-of-home advertising
Inernet Advertising
• Search-based• Games• Addressable media• Rich media• Viral advertising• Blog advertising• Social networking (Second Life)• Web site marketing
Product Placement
Brands appear as:• Silent props or creative placements• On-set placements• Embedded placement• Star or feature placement• Virtual placement• In-game advertising
Popemobile for MBZ
Sales Promotion
Trade promotion - push strategy• Incentive travel, bulk discounts, spiffsConsumer promotion - pull strateghy• Premiums• Specialties• Coupons• Sweepstakes• Games• Contests
Specialty item with GM corporate
logo
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
Public Relations
A brand or company’s publics include:• Community• Employees• Government• financial community• Distributors• Audience members• Opinion leaders• Media
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
Corporate PR
• Corporate communications - identity, reputation management
• Employee relations - internal communication
• Investor relations - information for venture capitalists
• Philanthropy - giving and cause sponsorship
Crisis management
• Formulating a plan for accident or crisis
• Communicating with media through a single spokesperson
• Anticipation and defense against negative publicity
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
NASCAR sponsorships create
high brand awareness
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?