PROMOTION

Chapter 6
 Importance
• Communication :
– Image
– Content

• To ensure that consumer makes a decision to

purchase and follows up with the action of
actually making the purchase
 Elements of promotion mix
• Image/ Branding

• Advertising

• Publicity

• Public relations
 Image/ Branding
• Develop a name, logo and an image for the
event.
• Involves:
• Color schemes
– Graphics
– Tickets
– Venue
– Merchandise
 Considerations
• Obtain the approval of the sponsors.

• Design must be appealing.

• Consistency between event and symbols,

colors etc
 Advertisiing
• Types of media
– Print
– Television
– Radio
• Nature of the event.
• Identify the market
 Considerations
• Cost
• Time
• Content
• Creativeness
• Motivation
 PUBLICITY
• Disseminating the information for press release.
• Stimulate media interest
• Positive and cost effective publicity.
• For smaller events, local people.
 Considerations
• Something to appeal
• Facts must be covered
• Short and to the point
• Contact details
• Photographs
• All potential benefits should be described
well.
 Public Relations
• Manage the image.

• Entertainment of guests.
– Attentive to the needs
– Mindful of their cultural expectations
– Flexible in responses
– Easy conversation
THANK YOU