1. Promotional Communications Chapter 9

2. 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

3. 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

4. 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

5. Ad for Weeds on HBO

6. 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

7. Out-of-home Advertising

8. Internet Advertising Search-based Games Addressable media Rich media Viral advertising Blog advertising Social networking (Second Life) Web site marketing

9. Product Placement Brands appear as: Silent props or creative placements On-set placements Embedded placement Star or feature placement Virtual placement In-game advertising

10. Pope Mobile for MBZ

11. Sales Promotion Trade promotion - push strategy Incentive travel, bulk discounts, spiffs Consumer promotion - pull strategy Premiums Specialties Coupons Sweepstakes Games Contests

12. Specialty item with GM corporate logo

13. 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

14. Public Relations A brand or company’s publics include: Community Employees Government Financial community Distributors Audience members Opinion leaders Media

15. 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

16. Corporate PR Corporate communications - identity, reputation management Employee relations - internal communication Investor relations - information for venture capitalists Philanthropy - giving and cause sponsorship

17. Crisis Management Formulating a plan for accident or crisis Communicating with media through a single spokesperson Anticipation and defense against negative publicity

18. 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

19. NASCAR sponsorships create high brand awareness

20. 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?