Advertising.

"Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor." Kotler et al., (2009)


Marshall McLuhan coined the phrase 'The medium is the message'. This states that the medium in which the advertisement is sent to audience through is as important as the content that it holds. The medium of an advertisement is the way in which it is received by the audience.


With this in mind, advertising is something that is crucial in the events industry in order for organisers to make audiences aware of the event. Advertisements need to be grab and hold a person's attention, be memorable and persuasive, and result to a positive result. There are several different types of advertising which is often categorised into the following mediums: print, broadcasting and e-media.


Mediums


Print media is something that many organisers use as it allows them to advertise the event with the relevant information. However, it has it advantages and disadvantages. An advantage of print media is that it can be advertised in specific magazines to appeal to a particular audience. Although, a disadvantage is that audiences sometimes tend to ignore advertisements in print form. Examples of print media advertising includes magazines, billboards, posters or leaflets.


Broadcasting looks at advertising through video or audio. It includes radio, television or webcasting. Television broadcasting is sometimes seen to be more persuasive than radio advertising as audiences are automatically attracted to a picture on screen. Also, radio advertisements have to provide a lot of information in a short space of time.


E-media includes the range of different websites, pop-ups or emails that can be found on the Internet. With the advances in technology and increase of Internet users this is a medium that is very popular with the current generation. It allows organisers to create websites for the events that provide all of the information needed. Similarly events are able to be advertised virally on social networking websites such as Facebook, YouTube or Twitter. Although there are several advantages of advertising using e-media, certain events for a particular audience who are less likely to use the Internet, should be advertised using either print or broadcasting.

Maslow's Hierarchy of Needs


This theory looks a the needs that people have which need to be fulfilled in many different ways. Maslow's theory is used in advertising as it allows advertisers to identify ways in they can appeal to the needs of their audience in order to promote their product or service. In the case of the two chosen events Maslow's theory plays a significant role. It gives the event organisers knowledge of the best ways in which to promote their events depending on the needs of their particular audience.

TNT Travel Show


The TNT Travel show runs a 10 week advertising and editorial campaign in their magazine and online. By doing this TNT are able to reach a variety of audiences as their are using two mediums to advertise. TNT are also able to keep their audience interested in the Travel Show during the run up to the actual event. As well as this having a dedicated website for the Travel Show, TNT promote the show on their partner websites and in newsletters. This is all carefully thought about by TNT's marketing team who ensure that the event gets the appropriate amount coverage in all the correct areas, locally, nationally and internationally.
When looking at advertising, TNT take full advantage of the two mediums that they use. Previous attendance shows that their advertising methods are very effective for their audience. 


Carling Cup Final


A sporting event off this scale is something that automatically attracts attention in a football orientated nation. The Carling Cup broadcast is shared between the BBC and Sky. This means that audiences who do not subscribe to Sky Sports are unable to watch certain games. The final, however, is more likely to be broadcast on the BBC to ensure that all audiences are able to watch it. The BBC does not advertise, therefore, Sky Sports are able to advertise the Carling Cup final during intervals in other sporting programmes. 


As well as broadcasting, the Carling Cup Final also uses print in ways such as newspaper coverage, features in 'lads' magazines, on posters, and billboards in football stadiums and in pubs. Mintel shows that sports is a topic that many males still prefer to read within magazines.

With regards to using e-media in advertising, the Carling Cup Final is advertised in several different ways. Firstly, there is the dedicated website which can be accessed through the Carling website. It provides audiences with up to date information about the competition as a whole and the event. There is also the coverage the event receives from newspapers or organisations online such as The Sun or BBC Sport. This all contributes to advertising the event as it shows that it is able to promote itself. However, to ensure that they are making full use of the popularity of the Internet, the advertising and marketing team of the Carling Cup Final would aim to get involved in social networking websites including Facebook and Twitter.


The advertising for both of these events aim to ensure that audiences are aware of the event and that they purchase tickets or attend the event. Therefore, advertising is a key stage in the event planning industry.




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