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