Frank Warren Has Bad News!!!

Just Announced!!!!

Groves vs Anderson Is Cancelled!!!

Follow the link to read more:

http://frankwarren.tv/index.php/news/fwtv-news/latest-news/1583-groves-anderson-wembley-show-postponed.html 

Goodbye and Enjoy!!!

Well I hope you enjoy reading this blog as much as I've enjoyed making it, though it has been a very long process. I also hope you can see where I'm coming from and that it all makes perfect sense.
In my blog I think I've shown just how different these two events are and the way they promote themselves to the rest of us is also very different, though there are a few similarities.
These events are different in ways of promotion as I explained they have different tactics when it comes to advertising, for example, I can't imagine, in fact i'm sure that The ARC Show would not be using tactics such as having people fight in front of media to get the media attention now would they?

I feel I've learnt a lot from this myself as I've looked deeper into the whole advertising methods, I just hope my little head can keep it all in. 

Saying this I still feel there's more to put on here as it never feels complete to just walk away, so I'm sure I will add more when I get some time!!

Goodbye and most of all ENJOY!!!

Communication Objectives

Chris Fill best explains communication by saying communication itself is the process by which individuals share meaning. Therefore, for a dialogue to occur each participant needs to understand the meaning of the other's communication. For this overall process to work, information needs to be transmitted (Dibb et al., 1991) by all participants. It is important, therefore, that those involved with marketing communications understand the complexity of the transmission process. Through knowledge and understanding of the communications process, they are more likely to achieve their objective of sharing meaning with each member of their target audiences and so have an opportunity to enter into a dialogue.

(Source: A linear model of communication Fill C, Marketing Communications, Contexts, Contents and strategies, 1999, pg24)

Schramm's model above shows the communication process where each part of the model has a different section, source, encoding, decoding and the receiver (target audience).

The source relates to the company/ brand that is offering the event/ sending the message. Encoding is transferring the intended message into a symbolic style that can be transmitted. Signal is the transmission of the message using particular media. Decoding is understanding the symbolic style of the message in order to understand the message. Receiver is the individual or organisation receiving the message. Feedback is the receiver's communication back to the source on receipt of the message. Noise is distortion of the communication process, making it difficult for the receiver to interpret the message as intended by the source.


The model and its components are straightforward, but it is the quality of the linkage between the various elements in the process that determine whether the communication will be successful, (Fill, C, 1999)

Here It Is!!!!

The closer this fight gets, the more excited I get and watching this video has just added to it. If anyone has seen the first fight, you should be excited as well, even watching this should do it. I'm a massive boxing fan so for me Frank Warren Promotions putting together videos like this does work on me and I could have a good guess that it works on any fight fan, the way they mix the harsh words from the interviews in with the previous fight they had, also with heated weigh ins just adds to it. I can't wait!!!

This is the official promotion video

The Strong and Weak Theory!

Under the strong theory, adverting is believed to be capable of increasing sales at the brand and class levels. These upward shifts are achieved through the use of manipulative and psychological techniques, which are deployed against consumers who are passive, possibly due to apathy, and are generally incapable of processing information intelligentally. The most appropriate theory would appear to be the hierarchy of effects model, where sequential steps move buyers forward to a purchase, stimulated by timely and suitable promotional messages.

Increasing numbers of the European writers argue that the strong theory does not reflect practice. Most notable of these writers is Ehrenberg (1988; 1997), who believes that a consumer's patter of brand purchases is driven more by habit that by exposure to promotional messages.

The framework proposed by Ehrenberg is saying that awareness is required before any purchase can be made, although the elapsed time between awareness and action may be very short or very long. For few people intrigued enough to want to try a product, a trial purchase constitutes the next phase. This may be stimulated by retail availability as much as by advertising, word-of-mouth or personal selling stimuli.

Adverting's role is to breed brand familiarity and identification (Ehrenberg, 1997).

Following on from the original ATR model (Ehrenberg, 1974), various enhancements have been suggested. However, Ehrenberg added a further stage in 1997, referred to as the nudge. He argues that some customers can 'be nudged into buying the brand more frequently (still as part of their split-loyalty repertories) or to favour it more than the other brands in their consideration sets'. Advertising need not be any different from before; it just provides more reinforcement that stimulates particular habitual buyers into more frequent selections of the brand from their repertoire.

According to the weak theory, advertising is capable of improving peoples knowledge, and so is in agreement with the strong theory. In contrast, however, consumers are regarded as selective in determining which advertisements they observe and only perceive those which promote products that they either use or have some prior knowledge of. This means that they already have some awareness of the characteristics of the advertised product.  It follows the amount of information actually communicated is limited. Advertising, (Jones) say's is not potent enough to convert people who hold reasonable strong beliefs that are counter to those portrayed in an advertisement. Advertising is employed as a defense, to retain customers and to increase product or brand usage. Advertising is used to reinforce existing attitudes not necessarily to drastically change them.

Unlike the strong theory, this perspective accepts that when people say that they are not influenced by advertising they are in the main correct. It also assumes that people are not apathetic or even stupid, but capable of high levels of cognitive processing.

In summary, the strong theory suggests that advertising can be persuasive, can generate long-run purchasing behaviour, can increase sales and regards consumers as passive. The weak theory suggests that purchase behaviour is based on habit and that advertising can improve knowledge and reinforce existing attitudes. It views consumers as active problem solvers.

These two perspectives serve to illustrate the dichotomy of views that have emerged about this subject. They are important because they are both right and they are both wrong. The answer to the question, 'how does advertising work?' lies somewhere between the two views, and dependent upon the particular situation facing each advertiser. Where elaboration is likely to be high if advertising is to work, then it is most likely to work under the strong theory. For example, consumer durables and financial products require that advertising urges prospective customers into some form of trial behaviour. The vast majority of product purchases, however, involve low levels of elaboration, where involvement is low and where people select, often unconsciously, brands from an evoked set.

New products require people to convert or change their purchasing patterns. It is evident that the strong theory must prevail in these circumstances. Where products become established their markets generally mature, so that real growth is non-franchise and by allowing users to have their product choices confirmed and reinforced.

If the strong theory was the only acceptable approach, then theoretically advertising would be capable of continually increasing the size of each market, until everyone had been converted. There would be no 'stationary' markets.

The strong theory fails to deliver the expected results, and the weak theory does not apply to all circumstances. Reality may be a mixture of the two.

Well, comparing the two events, I believe The ARC Show is following along the lines of the weak theory because they are only exposing themselves to people and companies that know them and their aim is to get people and companies they know to come along to their event and purchase goods. I'm sure they welcome joe public to come along but that's not the market they are aiming for, they want lighting designers and architects and so on, thats their market and that's what they get, even though they might not get as many people attending as they would want as when I visited it wasn't the busiest of events that I've ever been to.

As for Frank Warren, I believe that they go with the strong theory as they are reaching to their current market but by using t.v, the web and lots of media coverage they are always trying to reach to a new market as its not always going to be the same people to attend different fights that they promote/ put on because different fighters have different styles which can lead to different fighters having a different fan base as with boxing fans not everyone likes a certain boxers personality.

A Small Pat Of Advertising

Through this blog I will be explaining the seven types of promotion that a company will use at any type of event.

Sales promotion is one of the seven types of the promotional mix. The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/ public relations, corporate image and exhibitions. Media and non - media marketing communication are employed for a pre - determined, limited time to increase consumer demand, stimulate market demand or improve product availability. 


Chris fill explains advertising by saying, the main roles of advertising are to build awareness, include a dialogue if only on an internal basis) and to (re) position brands, by changing either perception or attitudes. The regular use of advertising, in cooperation with the other elements of the communication mix, can be important to the creation and maintenance of a brand personality. Indeed, advertising has a significant role to play inn the development of competitive advantage. In some consumer markets advertising is a dominant form of promotion.

This year they have a new feature, which is a graffiti lighting show, Maybe to  get a younger market interested in lighting displays for the future??

Just a little pic to show the type of lighting displays that can be seen on the day!

S.T.P!!!

• Segmentation
• Targeting
• Positioning

Both companies follow this three stage process well, by segmentation, we mean by separating the groups of possible attendees, for a particular event, by splitting people into groups this helps because by doing this they then know who exists and who they are to target as not every event appeals to every person in the world. With targeting they now have their preferred audience who best suit their particular event and who they want at their event, with this they have then achieved their goal by making themselves aware to the audience of choice and having who they want at their event. Targeting is split into three sections, firstly, how well are segments already served by other manufactures? Secondly, How large is the current segment? Thirdly, does the company have the strengths to appeal and compete with the market? Then by positioning, for example, Warren implementing their segmentation by making sure they put on the fights people want to see, by doing this they are appealing to the market that they picked out in targeting, and this will help keep the audience loyal to their particular brand, same as for The ARC Show, they have their proffered market and with them having this they will sell more products per head at their event as they know the people there are in their chosen industry and they are there looking for new products to purchase and to network. once they have this part sorted, they can then get on with the promotion and carry out a budget which then ticket prices can be carried out etc.

For me, both these events have carried this out well as the target audience that the research shows, proves that this takes place at these events.

http://www.consumerpsychologist.com/cb_Segmentation.html 

To The ARC Show!!!

So yesterday I went along to The ARC Show and I found that there was not a lot in the way of advertising, in fact there was no advertising around London or the area where it was. The only place that I could find anything was inside the event hall, this is down to the fact that they are aiming at a specific audience as I found out. I found this information out as I had an interview with a guy called Andrew Vaughan who is the brand director for IBM who organise The ARC Show.

My first question to him was, what benefits do companies get for sponsoring The ARC Show? His response was "each company that sponsors The ARC Show will be mentioned in any magazine article or any interview that's related the The ARC Show, they also get a big stall at The ARC Show but they still have to pay like everyone else. he also added that "this benefits them as the ARC Show will only talk about Mondo magazine for example and if there is another magazine company at The ARC Show they will have an agreement that they will not mention them unless specifically asked. He said this advertises Mondo magazine as an important company as The ARC Show is the biggest lighting show in the UK.

Advertising board inside the Business
Design Centre

My second question was, who is your target audience? and what advertising tactics do you use? His reply was "our main audience will be architects and lighting designers and people that work within the industry, not really aiming at the main public".  He also added "as we are aiming at businesses and professionals we tend not to use social media as much as other event may do, so we tend to use magazines and direct mail rather than putting posters up on the high street and buses etc".

I also paid a little visit to wembeley arena, which turned out to be a complete waste of time as when I got there, there was nothing to be found at all. I even asked a member of staff and he replied by saying "I didn't even realise it was happening", whats that all about? I thought, hes obviously not a Boxing fan. So the answer to that was, there was no advertising inside the arena, considering the fight is 2 weeks away, I found this a bit weird. This say's to me again the fact that Frank Warren again relies on media attention rather that putting up posters, which would be an extra cost to their advertising budget.

Advertising inside the Business Design Centre

What I found out here is, I believe both these events, though they are very different types of events, they are both aiming at a specific audience and that they are both aiming at people inside the industry, who follow whats going on in the world of their industry. Though I found that as Frank Warren Promotions relies on getting media attention, whether it be with the Groves vs Anderson fight or another fight, they don't just need attention on the next fight they promote as the media will have stories about other boxers promoted by Frank Warren. They also are in touch with social networking a lot more than The ARC Show, so this shows they're trying to reach out to a new audience and stay in the spotlight for people to pay attention to whats going on, whereas The ARC Show will strictly rely on a specific audience.

Though The ARC Show did look a lot better at night!!