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 the promotional mix are: AdvertisingPublicity Personal Selling Sales Promotion 4

Advertising 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. 5

Advertising Print Newspapers Magazines Direct Mail Directory Outdoor Transit Broadcast Television Radio Online and Specialty 6

Disney Advertisements Most advertised theme park is Walt Disney World in Orlando, FL –TV, radio, magazine, newspaper, and billboard mediums allow Disney to reach a variety of target markets (adults, children, and newlyweds) Advertisements don’t stop once you arrive at Disney, they also have special channels in the hotel rooms that are promoting the variety of rides, shows, and restaurants available

Advertising Advertisements on the radio or on television often use jingles. 8

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. 10

Public Relations and Publicity When a product is considered dangerous for use, such as a toy, the problem must be solved, or the product must be recalled and fixed At amusement parks, if a ride malfunctions or a controversial group holds a convention in a park, the park management is quick to respond by using its PR department to address any negative situations.

Son of Kings Island, Mason, OH Son of Beast was a record-breaking, wooden roller coaster located at Kings Island in Mason, Ohio. Built and designed by the now outdated Roller Coaster Corporation of America, it opened to the public on May 26, 2000, and was themed as a sequel to one of the park's other signature attractions, The Beast. In addition to breaking the world record for speed, Son of Beast was the first wooden hyper coaster in the world with a 214-foot (65 m) drop and was the only wooden coaster to feature a loop. Son of Beast is also known for two major, non-fatal accidents. –In 2006, damage to the track caused one of the trains to stop abruptly. –Another setback occurred in 2009, when a woman claimed to have suffered a head injury. The ride was closed indefinitely, and all references to the ride were later removed from the park. On July 27, 2012, the closure was made permanent, as Kings Island announced that the roller coaster would be dismantled and removed from the park.

Why do you think the son of Kings Island in Mason, OH was closed and dismantled?

Public Relations and Publicity 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. 14

Public Relations and Publicity In entertainment marketing, when a motion picture is reviewed by industry critics on television, the review is considered publicity because the name and the content of the movie are being presented in a promotional format to inform the public. Divergent

Public Relations and Publicity The most successful publicity comes from receiving recognition on various award shows –When music albums, motion pictures, TV shows, and plays win awards, there is often an increase in sales from positive publicity

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. 17

Personal Selling When you feel an urge for food or candy, is it difficult to resist a person selling these products? When you pass by a gift shop with appealing and colorful products, is it difficult to resist a sales person offering some sort of souvenir? –With these advantages at a theme park, the job of personal selling is easy for salespeople who provide personal attention to the customers

Sales Promotion Sales promotions typically involve short-term incentives that encourage a customer to buy a product. Examples include: 19 Coupons T-shirts Special discounts Sweepstakes Cross promotion

Promotional Case Study release date 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 20

Promotional Case Study: S.W.A.T. 21 Marketers create a promotion al plan. Advertising begins months before the release date. One week before release, publicity begins on major television shows.

Promotional Case Study: S.W.A.T. 22 Positive reviews appear in magazines and newspapers. Sony Pictures authorizes sales promotion materials.

Fan Frenzy 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. 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. 23 For more information on sports and entertainment marketing, go to marketingseries.glencoe.com.marketingseries.glencoe.com

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

Media Advertising media advertisement any form of advertising that uses media such as television, radio, the Internet, newspapers, or magazines to promote ideas, goods, or services 25 Media advertisement is the most expensive promotional method. Media has helped promotional plans. The Internet has become an effective advertising tool.

Non-Media Advertising non-media advertisement any form of advertising that uses methods other than the media to promote ideas, goods, or services 26 non- media advertisement Examples of non- media advertisement include: Airplanes and blimps Direct-mail promotions Flyers handed out at events Billboards

Other Promotional Methods Other promotional methods include: 27 Tie-Ins –The combined promotional efforts of two or more companies –Finding Nemo was promoted using a tie-in with McDonald’s Happy Meal

Other Promotional Methods 28 Cross-Selling –Linking products within a company’s own product assortment –Buying tickets for a concert/movie, the backside of the ticket may offer discounts at the concession stand (customers buy more than one product)

Other Promotional Methods Placing Products –Locating prominent placements for a company’s products or name as a prop in media –Big Bang TheoryBig Bang Theory –Hawaii Five-0Hawaii Five-0

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. 30

Reaching Diverse Markets Several Hispanic television stations, such as Telemundo and Univision, were created for the Spanish-speaking U.S. market who watches Spanish-speaking broadcasts such as newscasts, game shows, talk shows, and soap operas

Reaching Diverse Markets 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. 32

Promoting Entertainment By using the four components of the promotional mix, entertainment companies can promote their products using a variety of strategies target to their markets. 33 AdvertisingPublicity Personal Selling Sales Promotion

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

Define promotion. 35 Name the four components of the promotional mix. Any form of communication that a business or organization uses to inform, persuade, or remind people about its products. 1.advertising, publicity, personal selling, and sales promotion 2. Describe advertising. Advertising is any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor. 3. Checking Concepts continued Identify different types of media advertisements. 4. television, radio, Internet, newspapers, and magazines 4.

Publicity involves placing newsworthy information about a business, its products, or its policies in the media. Public relations addresses the public’s questions and concerns about a company or its products. 5. Explain the difference between publicity and public relations. 36 Identify a promotional method that uses more than one product or company. One of the following: tie-ins involve multiple companies promoting their products (McDonald’s offering game prizes from Sony Pictures); cross-selling allows a company to promote different products from their own product assortment (banks offering checking accounts and safe deposit boxes); and product placement places a brand-name product in a movie or television show (Reese’s Pieces were shown in the movie E.T.). 6.Groups that may be different in various ways such as their ethnic, national, cultural, or geographic characteristics. 7. Checking Concepts continued Define diverse markets. 7.

Personal selling involves direct contact between a salesperson and customer. All other forms of promotion do not. 8. Explain how personal selling is different from other types of promotion. 37 Critical Thinking Checking Concepts 8.

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