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?