Advertising one- national wedding show

What is advertising?

According to knowthis.com “Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people.”

  There are many different ways in which the national Wedding show have used to advertise the show. All these different advertisement methods are there to promote the event in which is happening so people are aware of the show and will attend.

Billboards

This is a picture i took when walking through the London underground there are many located on the escalators going up and down from the underground. This picture shown on the left is a large poster located in the underground. This is effective as it allows a wider audience to see the poster on a day to day basis this can create more income into the show.

    Advertising in this unique environment not only allows advertisers to broadcast their message to everyone, it also offers a unique level of consumer engagement.

      With an average of 3 minutes waiting time on platforms, commuters have plenty of time to read, consider and take in your message.

    87% of consumers welcome tube advertising as it provides a welcome distraction during there journey.

All in all, the positive relationship consumers have with Tube advertising leads them to act on it. Our research shows that 79% of commuters have been somewhere, bought something or looked something up as a direct result of tube advertising.

http://www.cbsoutdoor.co.uk/Our-Media/London-Underground/

Magazines

A great way for brides to find out about the show if not already no about it is through magazines. The show is promoted in many of the bridal magazines for example, Confetti which is a bridal magazine; this is promoting the national wedding show.

 By having an advertisement in a magazine this promotes to there main target audience... Brides.

 This is effective as this will increase the awareness of the show and increase the amount of income.

Facebook

Founded in 2004, Facebook’s mission is to make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

 They had 845 million monthly active users at the end of December 2011. It has become one of the most creative ways for businesses to promote themselves.

Shown below is how many people have liked the page, but this doesn’t mean this can be accounted for the amount of views customers have had. 

The national wedding shows facebook is constantly being updated with new and exciting things which are happening.

The main reason for promoting on facebook is facebook is branded as the largest social network in the world and is a great way of simply advertising and getting the event out there.

Official Website

The website is the main way of getting the advertising out as all the information for the event is on there. Including everything from when the show is what the show is and all the information about the stalls.

Having a website as a way of promoting is very effective as it’s your own site and you can out anything you like to try and bring in more customers and raise awareness of the show which will increase the income coming into the show.

 All events use this as a way of promoting to the customers.

TV coverage

Not all events have the opportunity to promote themselves in such an effective way like the television. The National Wedding Show has been featured on The Apprentice, How To Look Good Naked, Ten Years Younger, Cherry Gets Married and Wedding TV - this has raised the profile of the show, expanded there visitor awareness and provided coverage that money simply cant buy.

Watch clips from How To Look Good Naked here- http://www.nationalweddingshow.co.uk/gok-wan-presents-how-to-look-good-naked-from-the-uks-largest-wedding-show/6508688.article

Watch the London show featured on Wedding TV here- http://www.nationalweddingshow.co.uk/story.aspx?storyCode=6509388&preview=1&hash=49D03F0C1B9567F03BB1FB09B1FE2F28

Watch the Birmingham show featured on Wedding TV here-   http://www.nationalweddingshow.co.uk/story.aspx?storyCode=6509387&preview=1&hash=50CBF46B5B2B6E519F9A174A06929788

This is an effective way as it means that not only are you promoting to your target audience you are essentially promoting to millions of viewers.

Strong and Weak theory of advertising...

The strong and weak theory is used a lot in the world advertising.

Strong...

According to Simon Broadbent and Leo Burnett the “strong” theory assumes that advertisement influences people strongly because it is able to persuade the customer to buy the advertised brand.

There are several reasons why advertising is such an important part of many marketers promotional mixes (Belch 2001) believes because advertising can affect the degrees of change in the attitudes, knowledge, beliefs and behaviours of the audiences. Therefore this theory holds that advertising can persuade someone to buy a product that have never bought before (Fill 2003) believes  it can accomplish repeating long term buying behaviour.

According to Pickton (2005) we can summarize that advertising is a strong promotional element which works by: 

- Persuading people to buy 
- Creating and building brands, 
- Differentia ting between brands and 
- Increasing sales

Weak...

While the “weak” theory insists that advertisement can at most provoke a purchase, but it is not a decisive factor in the customer’s choice.

   The most notable writer who has got arguments about this theory is “Ehrenberg who believes that a consumer’s pattern of brand purchases is driven more by habit than by exposure to promotional messages” Fill (2003) believes Due to this fact Ehrenberg suggested a framework which is the awareness-trial-reinforcement (ATR) framework. Awareness is necessary before any buying made and the period between the awareness and the action will be very short or very long term (Fill 2003) After this a very few people convinced to try the product and this can be effected by retail availability, advertising, word of mouth or personal selling. And the following stage of this framework is reinforcement which follows to provide awareness and reassurance to help the audience to repeat the thinking and behaviour and placed the product for the occasional buying. In this framework advertising’s role is to cause brand familiarity and provide identification (Ehrenberg, 1997) so according to Ehrenberg advertising just provides more power on the consumers habits and make them to choose and buy the brand between the other brands already exists in their minds.

http://issuesinimc.wikispaces.com/Strong+and+Weak+Theory+of+Advertising

Sponsorship

What is sponsorship?

When an event or company has a Sponsorship it means the sponsor is supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as part of the publicity for the event.

According to Guy Masterman who is a key speaker in the event industry and has also come up with many ideas suggests that sponsorship is:

“mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.”

Why do you have sponsors?

·         Increases amount of promotion and advertising.

By having a sponsor your company has more of an opportunity to increase your name getting out. For example, Samsung sponsor Chelsea football club. There name has become the main logo for the football club and every time you think of Chelsea you associate them with Samsung. This is good as it allows Samsung to have a good name and is also brand on there tops and around the stadium. 

·         More word of mouth more income

One of the main reasons why companies and events have sponsors is that it will automatically increase the amount of income the business will be seeing. For example by allowing your name be spread around more people will hear about you and be interested in you, which inevitably by the end of it you will have an increase in income in your business/event.

·         Reliable (gives a better name)

If you are sponsored by a reliable/responsible company you will immediately be associated as the same. However a down side to this is that if something bad happens to the sponsor your company/event will be shot down the same way. For example, Tiger Woods’s £7million-a-year contract with Gillette was in jeopardy after the company axed him from its advertising campaigns following allegations he has had a string of extra-marital affairs. This can have a very bad effect on the company/ event.

·         Target specific audience.

A positive effect in which sponsorship can have on the company is if they choose the right sponsor they have the opportunity to be able to focus on there targeting audience. For example it would make no sense to promote the National weddings show in a children magazine top of the pops as it you not be seen.

In conclusion Masterman summarises various authorities on this and concludes that whether the Return of Investment is achievable depends on the sponsorship being: Planned to align with objectives, Accountable.   

    

       Miles, G & McDonald, M (1999) Sport Marketing: Managing the Exchange Process, London: Jones and Bartlett

Matching a sponsor with the characteristics of the sponsorship vehicle was critical for its success. Not only would a good match enhance the donor’s brand – but a bad one would damage it. Any incongruity between the sponsor’s message and the attributes of the sponsorship vehicle would be confusing to target audiences.

   The national Wedding show.

After researching for sponsorship on the national wedding show I have come to the conclusion that they do not have any. I believe the main reason for this is because as it is an exhibition, each of the stalls will have there own sponsor and the main show its self will not need any. The expenses of hiring out the venue will be made back as a result of all the different stalls that are required to pay a fee for them to be able to stay there.

Although they do not have any sponsors.... that I no of,  they have created many different ways of promoting themselves effectively this is to in order them to get 60,000 customers a year.

Negative effects.

As the national wedding show does not seem to have a sponsor this can be seen to have a negative effect on the show as.

·         There advertising will need to be done all by the show and they can not get advertising from other companies.

·         By not having a sponsor this may lead to less customers coming as they may be unaware of the reliability of the show.

Positive effects.

On the other hand by not having any sponsors this can also mean a good thing.

·         As stated above the show it is not out to make a profit it’s the stalls that want to make a profit, which means that they do not need a sponsor.

·         It can create a bad fit in terms of image and characteristics.

·         Sponsorship clutter too many messages.

The Xfactor tour.

The Xfactor tour is sponsored by Talk talk which is a very reliable mobile phone company; they have been there sponsor for them for since 2009.

Negative effects.

·         As Talk Talk is a very well known brand if they do something bad the tour will be immediately affected by the sponsor, this could lead to a decrease in the amount of customers attending the tour.

Positive effects.

·         Talk talk have a very wide audience which allows the xfactor tour to be promoted to a much larger audience which again will create more of an income into the tour.

·         The sponsorship strap line echoes ITV's own channel identity for ITV1, ‘the brighter side'. This again increases the amount of people who will see the tour advertised.

Below is a link to a clip taken from youtube from one of the adverts used on the Xfactor show.

http://www.youtube.com/watch?v=B9vpPedpHHI&feature=related

target audience

Knowing the target is very important as it allows you to better identify what media to advertise through and how to create your advertisement. If you don't know who to market to, you won't know how to market to them either.

The national wedding show-

After researching the target audience i have established that the average household earnings a year of a customer at the exhibition are £54,500.

• 89% of the visitors are in the ABC1 socio-economic band.
• ABC1 adults make up the majority of the readership for broadsheet newspapers, with 77% reading the times.
• The National Wedding Show researched that the average age for a first time bride is 29.
• 35% of brides would consider cosmetic surgery for their wedding (psycho graphic) and that the South East homed the highest amount of brides-to-be.
• 97% of visitors come with the bride.
• 27% come with the groom.
• half of all visitors bring the mother of the bride.
• 40% come with their bridesmaids.
• By knowing what the target audience is this helps establish which retailers should be exhibiting at the exhibition, as if they were to have hundred to suit hire stands the turnout would be less likely to exceed the numbers it has been reaching.
• 97% of visitors come with the bride
  27% come with the groom.
  half of all visitors bring the mother of the bride.
  40% come with their bridesmaids.
  
  
  By knowing what the target audience is this helps establish which retailers should be exhibiting at the exhibition, as if they were to have hundred to suit hire stands the turnout would be less likely to exceed the numbers it has been reaching.

Target audience...

The xfactor tour 

The X Factor tour is targeted at ages 16-24 years old. The most popular entertainment show in the UK, which spawned the hit global franchise, is back for series eight. Massive regional audiences sees thousands of hopefuls take the first step towards their dreams of superstarodom. The presses then intensifies as the chosen contestants takes an emotional and dramatic journey through boot cam, honing their performance under the mentor ship of their celebrity judges, until they are ready to sing competitively for the public vote in the big, glossy live shows. In a sensational coup for the show, singer- song writer Gary Barlow joins the judges alongside Louis Walsh and new comers Kelly Rowland and Tulisa Contostavols.   

Below is a statistical picture taken from the ITV website showing the main target audience:

The X Factor

Key facts
Channel:	ITV1
Genre:	Entertainment
Target Audience:	Female, Young
Daypart:	Daytime, Peak

Intro for Xfactor tour