Promotional Mix
Variety of Promotional Methods
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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 advertising are:
Advertising
Publicity
Personal
Selling
Sales
Promotion
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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.
Print
Broadcast
Newspapers
Television
Magazines
Radio
Online
and
Specialty
Direct Mail
Directory
Outdoor
Transit
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Advertising
Advertisements on the radio or on television
often use jingles.
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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.
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.
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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.
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Sales Promotion
Sales promotions typically involve short-term
incentives that encourage a customer to buy a
product. Examples include:
Coupons
T-shirts
Special discounts
Sweepstakes
Cross promotion
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Promotional Case Study
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
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Promotional Case Study: S.W.A.T.
Marketers
create a
promotiona
l plan.
Advertising
begins
months
before the
release
date.
One week
before
release,
publicity
begins on
major
television
shows.
Positive
reviews
appear in
magazines
and
newspapers.
Sony
Pictures
authorizes
sales
promotion
materials.
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Media Advertising
Media advertisement is
the most expensive
promotional method.
Media has helped
promotional plans.
media advertisement
any form of advertising
that uses media such as
television, radio, the
Internet, newspapers, or
magazines to promote
ideas, goods, or services
The Internet has become an
effective advertising tool.
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Non-Media Advertising
Examples of non-media
advertisement include:
Airplanes and blimps
Direct-mail promotions
Flyers handed out at
events
Billboards
non-media
advertisement any form
of advertising that uses
methods other than the
media to promote ideas,
goods, or services
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Other Promotional
Methods
Other promotional methods include:
Tie-Ins
– The combined promotional efforts of two or more companies
Cross-Selling
– Linking products within a company’s own product assortment
Placing Products
– Locating prominent placements for a company’s products or
name as a prop in media
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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.
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.
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Promoting Entertainment
Advertising
Publicity
Personal
Selling
Sales
Promotion
By using the four components of the promotional
mix, entertainment companies can promote their
products using a variety of strategies target to
their markets.
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