Chapter 14: Promoting the Event

In-House Marketing:

Any marketing initiative that is not outsourced to a third party.

What is the traditional "rule of thumb" for creating a concert promotional budget?

50% for print ads, 25% for radio ads, and 25% for miscellaneous (including Internet and "street" promotion.

E-Blast:

A form of digital marketing that is sent to a large number of recipients.

Pre-Sale:

A sale held in advance of an advertised sale, as for select customers.

Define the term "Promotion" as it applies to marketing:

Communicating with the public in an attempt to influence them toward buying your products and/or services; includes all the ways available to make a product and/or service known to and purchased by customers and clients.

What is meant by the term "media buying" and "media buy"?

Media buying is the purchase of time on broadcast media, space in print, billboards, or on the Internet, or some sort of digital delivery for the purpose of advertising.

What is the difference between publicity and advertising?

Publicity is free media coverage, whereas advertising is paid coverage.

What are the four categories of "fans" that are presented in the textbook?

Super Fans, Enthusiastic Fans, Familiar Fans, and Casual Fans.