How is promotion different from advertising?
One of the key aspects of producing a successful entertainment broadcast is clear communication. Potential viewers must be able to receive information regarding the broadcast easily and effectively. This is achieved through the concept of promotion. Although promotion is commonly confused with advertising, it is actually much more. In fact, promotion can be described as all marketing communication, which includes everything from building relationships with the public to door knocking sales campaigns. Strategic coordination of each element of promotion will help to ensure broadcast success. Promotion is similar to a puzzle, in that each piece is different, but necessary for completion. The main elements of promotion are advertising, public relations, personal selling and sales promotion. These elements are frequently referred to as the promotional mix.
Advertising. Traditionally, advertising consists of print media and broadcast media. However, innovative technology has changed the way many entities advertise. With the decrease in newspaper circulation, print media, such as newspaper ads, is moving towards a more electronic approach. The same is true for broadcast media. For example, due to the growth in satellite radio and music streaming, an increasing number of people no longer listen to traditional FM radio stations. Therefore, radio advertisements do not reach the mass amounts of listeners it once did. Being able to change and adjust advertising methods is imperative to effective promotion.
Public Relations. Public relations is a marketing activity designed to protect your public image. There are two types of public relations, proactive and reactive. Proactive public relations can be described as presenting your image in a positive manner. For example, issuing a public statement about a generous contribution to a community park creates a positive image. Reactive public relations is used to change the public perception of a negative situation. Reactive public relations is commonly referred to as crisis management and is frequently used in the entertainment industry. Whether it’s an athlete that gets arrested or a political statement made by an actor, public statements to “smooth the waters” are made on a regular basis. Public relations communication can be made in the form of a press release, press kit or press conference.
Personal Selling. Direct contact with a consumer (viewer) makes the promotional process more personal. That is why personal selling is an important element. In a world that lacks personal interaction, potential consumers (viewers) appreciate face to face contact when making a buying decision.
Sales Promotion. Sales promotions are developed in order to encourage potential consumers to purchase a product (viewers to watch a show). Sales promotions can be in the form of loyalty programs, coupons, rebates, contests and much more. Marketers must be creative when developing sales promotions and also consider the psychological aspect of consumer buying habits. Knowing the way a consumer thinks is key when developing sales promotions. For example, is a BOGO deal more appealing than a rebate or coupon?
Upon completion of this lesson, students will develop the skills through which they may:
Analyze the research and apply knowledge of target market and market segments to the promotion of the entertainment broadcast.
Develop promotional strategies to be used for the entertainment broadcast.
Design graphics for marketing and promotional purposes, such as social media advertisements or flyers.
Develop content for use in marketing communications to create entertainment broadcast interest.
Develop and maintain an electronic promotion or social media platform.
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