Prt 458 Chapter 6 Feb 15Th Marketing & Media Strategies

Front 1

What does each special event require?

Back 1

An innovative marketing plan.

Front 2

What must a marketing plan accomplish?

Back 2

-attract the general public to the event.
-enitce the media to cover the event.
-lure sponsors to support the event.
-persuade local government to provide suppor services.
-convince volunteers to assist
-encourage vendors to participate in the event.

Front 3

The goal of the marketing plan should focus on what?

Back 3

Ensuring that set attendance goals are actually reached.

Front 4

What is another marketing goal?

Back 4

To produce relationships with the event sponsors.

Front 5

Why do sponsors contribute to an event?

Back 5

For publicity and image.

Front 6

What are steps in marketing an event?

Back 6

To identify which media sources can reach the event's target market and identifying the targeted market.

Front 7

What should be learned about the targeted market/audience?

Back 7

Their spending power, their social behavior, & what activities they enjoy.

Front 8

Why is it important to know the spending power, social behaviors, & ejoyed activities of a targeted market/audience?

Back 8

So you can determine ticket prices, performance times, food and beverage selections, adjacent activities.

Front 9

What is it critical to observe when developing a marketing plan?

Back 9

The marketing plan's budget.

Front 10

What is an effective method to commuicate with the public the goal of the event?

Back 10

The event image through a simple statement or phrase that encompasses the main idea or key point to be communicated.

Front 11

The event image helps the public and media to what?

Back 11

To recognize and to identify from other community happenings.

Front 12

What are typical collateral/marketing items?

Back 12

Flyers, posters, press releases, billboards, website, bus signs, inserts in invoices, table tents, direct mail pieces, bumper stickers, banners.

Front 13

What questions should be asked before you create an event brochure?

Back 13

What does the event want the brochusre to accomplish? Who is the target audience that will receive it? How many to print? How will they be distributed?

Front 14

The design concept of a brochure suggests what?

Back 14

The image and quality of the event.

Front 15

What should be included in the brochure?

Back 15

General information about the event such as a map, telephone number & address, website address, parking info.

Front 16

How can an event secure protection for its name, image, logo, and designs?

Back 16

Through copyrights and trademarks.

Front 17

What is key to building an audience, creating interest, and generating support for the event?

Back 17

Establishing a strong relationship with the media.

Front 18

What is the goal of media partnerships?

Back 18

To increase event traffic and sales and to build the events' brand awareness.

Front 19

What should be obtained from all media partners?

Back 19

A written agreement to include the event corporate sponsors within their promotions.

Front 20

How can event planners add value to their special event?

Back 20

They can further get the word out regarding the event by paid advertising, public service announcements, news articles, posters, flyers, webpages, billboards and public networking.

Front 21

What can be essential to the success of the promotional campaigns?

Back 21

Media partnerships.

Front 22

What is one key principle in event marketing?

Back 22

Not to pay for something when it can be free.

Front 23

What are examples of free publicity?

Back 23

Public service announcements, radio and telvision talk shows, listing on cable or municipal televison networks, feature stories.

Front 24

Why are public service announcements used?

Back 24

To pursue positive, targeted media attention for the event.

Front 25

When should a media list be prepared for each event?

Back 25

Many months before the event.

Front 26

What should the media list include for each organization?

Back 26

The contact person's name, position, address, phone number, fax number, and email address.

Front 27

What are some tips for writing a media release?

Back 27

Type double spaced on 8.5"x11" white paper, include the contact person's name, number, & email, include current date & release date, in all capital letters, center the headline for the release, indicate the end of the story with ###, or END after the last paragraph, centered on the page.

Front 28

How should the media release be written?

Back 28

With the most important information first and then follow with secondary details.

Front 29

How many people should proof and media release before it is sent?

Back 29

At least three.

Front 30

What might a media kit include?

Back 30

Contact names/numbers, organization information, event history, profiles of event benefactors, detailed shcedules of the event, biographies of key entertainers, photos of entertainers, photos, video, and logos of the event.

Front 31

What is advertising?

Back 31

Purchasing space or time from a media source that exposes a message to a targeted audience.

Front 32

Why do events not depend on paid advertisements?

Back 32

Because of limited advertising budgets.

Front 33

What are examples of paid advertisements?

Back 33

Radio commercials, TV commercials, newspaper ads,billboards, website, sandwich boards, aerial, mall kiosks, transit.

Front 34

What should you obtain to begin the process of purchasing advertisements?

Back 34

Rate cards from the media sales representative.

Front 35

What does a rate card include?

Back 35

Ad costs.

Front 36

What should you consider when purchasing advertisements?

Back 36

How often the ad will run, what dates/what time of time wil the ads run, size of the ad, target audience.

Front 37

Why should a marketing plan be evaulated?

Back 37

To determine its effectiveness and if it reached the intended audience.