Promotional Communications Chapter 9

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 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 and 60 second spots based on dayparts; visual impact creates excitement for brands Radio - ads sold by dayparts, are directed at program formats Subscription radio - pay for no ads

Ad for Weeds on HBO

Other Types of Advertising Direct response - Database 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

Internet 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

Pope Mobile for MBZ

Sales Promotion Trade promotion - push strategy Incentive travel, bulk discounts, spiffs Consumer promotion - pull strategy 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 users Merchandising 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 and 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?