Retailing Chapter 2

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Promotional Mix
Variety of Promotional Methods
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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.

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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 the promotional mix are
Advertising
Publicity
PersonalSelling
SalesPromotion
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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.

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Advertising
Online and Specialty
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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 dont 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

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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.

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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.

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• Son of Beast _at_ 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.

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

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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.

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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

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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

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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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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

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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 promotional plan.
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Promotional Case Study S.W.A.T.
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Fan Frenzy
Television shows will often have online forums,
or places on the shows official Web site where
fans can interact with one anotherand sometimes
with writers and creators.
Fans enjoy this because they can discuss anything
from plot points to that weeks 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.
For more information on sports and entertainment
marketing, go to marketingseries.glencoe.com.
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1.

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

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3.
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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
Media advertisement is the most expensive
promotional method.
Media has helped promotional plans.
The Internet has become an effective advertising
tool.
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Non-Media Advertising
Examples of non-media advertisement include
non-media advertisement any form of advertising
that uses methods other than the media to promote
ideas, goods, or services

• Airplanes and blimps
• Direct-mail promotions
• Flyers handed out at events
• Billboards

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Other Promotional Methods

• Other promotional methods include

• Tie-Ins
• The combined promotional efforts of two or more
  companies
• Finding Nemo was promoted using a tie-in with
  McDonalds Happy Meal

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Other Promotional Methods

• Cross-Selling
• Linking products within a companys 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)

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Other Promotional Methods

• Placing Products
• Locating prominent placements for a companys
  products or name as a prop in media
• Big Bang Theory
• Hawaii Five-0

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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.

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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

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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.

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Promoting Entertainment
Advertising
Publicity
PersonalSelling
SalesPromotion

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

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3.
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Checking Concepts
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• Define promotion.

2.
Name the four components of the promotional mix.
Describe advertising.
3.
Identify different types of media advertisements.
4.
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Checking Concepts

• Explain the difference between publicity and
  public relations.

5.
Identify a promotional method that uses more
than one product or company.
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Define diverse markets.
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Checking Concepts
Critical Thinking
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• Explain how personal selling is different from
  other types of promotion.

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