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Basics of Marketing - Kotler Philip

Chapter 15. Promotion of goods: advertising, sales promotion and propaganda

Objectives

After reading this chapter, you should be able to:

1. Identify the roles of advertising, promotion and promotion in the stimulus package.

2. Tell about how advertising appeals are created and communicated to consumers.

After reading this chapter, you should be able to:

1. Identify the roles of advertising, promotion and promotion in a complex of incentives

3. Tell you about the development and implementation of marketing promotion campaigns and promotional campaigns.

4. Explain how firms measure the effectiveness of their incentive campaigns.

Successful campaign of the Columbia Records company to promote the sale of the albums of the band "Maine Work"

The first album of the orchestra "Maine Work" ("Rabotyagya"), dubbed "Deeds go," sold more than 4 million copies. One of the songs on the album - "Who can it be?" - for 15 weeks, took first place in the lists of the most popular LPs. For his album, the orchestra as the best debutant was awarded the 1982 Grammy Award. For the industry of records, the success of the album was, according to one of the leaders of Columbia Records, "the most lucrative accident in the history of record companies." This success was considered by chance to be due to the fact that Columbia Records released the album without making any specific efforts to represent the orchestra through advertising, promotion and propaganda.

Recently, the company faced the problem of purposeful presentation of the second album, recorded by the orchestra "Meng at work" and called "Gruz". The company's leaders believed that to maintain the achieved success, the orchestra needed to create a clear, recognizable "face", a unique appearance that was lacking in the first album. At one of the meetings, shortly before the release of the album "Gruz", El Teller, senior vice president and general manager of Columbia Records in New York, said: "Our main task is to give these guys some image."

In order for this image to be reliable, and an effective company it was necessary to find some qualities of the musicians themselves, building a kind of trademark out of them. After studying the photos of the video of the orchestra, specialists from Columbia Records came to the conclusion that one of the most attractive features of the musicians was their carefree, almost childish playfulness. It is this image that the firm has chosen for the orchestra - the image of a fun-loving group of musicians. The first opportunity to try out a new image was the performance of the song "There in Australia" by the orchestra at the Grammy Awards ceremony, which was broadcast by television to the whole country. Specialists from "Columbia record" liked the performance, and they began to implement the remaining plans in connection with the album "Gruz".

The propaganda of the album was conducted using all imaginable means of disseminating information. Marilyn Laverty, the head of the company's propaganda department, organized the appearance of the material about the orchestra on the cover of the Rolling Stone magazine, the performance in the television show "Evening Entertainment" and the transfer of video recordings of four songs from the album via the cable TV network MTV. Laverty chose for her purposes a nationwide means of disseminating information that could convey to the audience the image of a merry orchestra. The article in the Rolling Stone magazine began with a description of how musicians play cricket at home in Melbourne. Immediately there was a picture of the orchestra on which the musicians fooled around with glasses of champagne, a stethoscope and a pair of funny hats. In one of the videos on the MTV network, the lead singer of the orchestra Colin Hay appeared to frolicking in the guise of Sherlock Holmes.

The director of the commodity marketing service, Barbara Cook, organized numerous exposures at the points of sale, various kinds of baits to arouse interest from the visitors of the record shops. Three days before the release of the album, Columbia Records sent 30,000 posters and 85,000 album covers to the record shops in all parts of the United States to decorate and decorate tablets for cassettes. One of the wall displays was a large poster on which the musicians were depicted reading comic books. The background and the frame of the poster were the covers of the album "Gruz".

Paul Rappaport, the head of the department for the promotion of albums of the company on the radio, provided disc jockeys in all parts of the country with a selection of promotional and propaganda materials. The compilation included a record-mignon in an envelope, biographical information about musicians and the history of the orchestra, as well as his photo. In addition, disc jockeys received a magnetic recording of a 90-minute conversation with musicians that local radio stations could broadcast free of charge, provided that the material will be aired at the end of the week preceding the album's sale. After such a propaganda "bombing", "it was only necessary to pray," as Rappaport said.

Album "Cargo" became for the orchestra "Meng at work" and the company "Columbia record" another hit. In the first two weeks, 1.25 million disks were sold. The orchestra attributes its success to music, to the sound that, before its appearance in American musical history, simply did not exist. But the specialists of Columbia Records believe that without a clear image and strong support from advertising, propaganda and measures to stimulate sales, this musical sounding would want to listen to a much smaller number of Americans1.

No matter how talented and creatively gifted the musicians are, the orchestra needs a clear image and a carefully planned campaign to stimulate the success of the orchestra. The Columbia Records company has developed a campaign for the orchestra "Meng at work", using mass incentives, like advertising, sales promotion and propaganda. We will devote this chapter to the consideration of all these means.