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Using Advertising and PR to Promote Entertainment

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.

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Using Advertising and PR to Promote Entertainment

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  1. Using Advertising and PR to Promote Entertainment Chapter 11

  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 & 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

  5. Advertising a TV Series • Season 6

  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

  7. Out-of-home advertising

  8. Inernet 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. Popemobile for MBZ

  11. Sales Promotion Trade promotion - push strategy • Incentive travel, bulk discounts, spiffs Consumer promotion - pull strateghy • 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 & 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 • 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? • How do sponsorships and events differ in their approach to branding entertainment? Which provides the best opportunity for television or movie promotion?

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