Schramm's Model...

I used Wilbur Schramm's 1954 model when making this blog. The model ‘emphasizes the process of encoding and decoding a message. Schramm envisioned this process as a two-way circular communication between the sender and receiver; the model incorporates the study of human behavior in the communication process.’  

Communication- the act of imparting information

The model was very handy when writing this blog, it helped me understand how people see and understand marketing communications activities such as advertising. The first realm of understanding is about the brand/event/company making the message (poster/billboard/website) and the second realm of understand is us, as the public seeing the message, understanding it, maybe going out and buying the product/buying tickets to the event. Then this information provides feedback back to the source on how successful the advertising was.

THE MEDIUM IS THE MESSAGE!

http://www.uri.edu/personal/carson/kulveted/wlsmodel.html

Lecture notes- Ruth Hickmott

Advertising of my chosen events...

The National Wedding Show of course advertises in bride magazines such as , Brides, You and Your Wedding and Cosmopolitan Bride, just to name a few. The National Wedding Show advertises in theses magazines because the people that read these magazines that would go to The National Wedding Show, brides and grooms to be. Both magazine and event have the same target audience.

The You Me At Six Tour I have found advertised in magazines such as Kerrang! and Rock Sound. The You Me At Six tour is advertised in theses magazines, just like The National Wedding Show is advertised in the bride magazines because theses magazines have the same target audience of the people that would go to the shows.

Looking at the two theories of advertising, The National Wedding Show is going along the lines of the strong theory of advertising. This is because, Jones states "exponents of this theory hold that advertising can persuade someone to buy a product that they have never previously purchased." People only plan on getting married once and therefore would only really need to go to one wedding show. The strong theory of advertising also mentions that promotional methods help move buyers towards purchase. The National Wedding Show boasts thats it is "The UK's biggest and best wedding event" therefore making it a one stop shop for brides.

On the other hand I feel that the You Me At Six advertising is more along the lines of the weak theory of advertising, this is because the people that will attend the live shows will already be a fan of You Me At Six and therefore the advertising is just "reinforcing brand loyalty." People would not splash out cash to see a band that they were not a fan of.

http://www.nationalweddingshow.co.uk/

http://www.aloud.com/

http://www.kerrang.com/

Advertising...

What is advertising?


'Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.'
    -Bovee, 1992, p7


Advertising is meant to-

• Catch attention
• Keep attention
• Be memorable
• Be persuasive
• Result in an action

There are two theories on how advertising works, the strong theory and the weak theory.

The Strong Theory of Advertising

Based on Lewis (H of E) and developed by Jones in 1991, the theory states that advertising can persuade a customer to buy a product or service that they have never purchased before. It also suggests that advertising, when used in the long run can change the purchase habits of the customer. Therefore increasing sales, which is the desired outcome of all advertising.

The Weak Theory of Advertising

Proposed by Ehrenberg in 1988, his theory was based on sales date and stated that advertisements are not effective in persuading customers to buy, and also that advertisements do not differentiate from one product to another. All that advertisements are good for is reinforcing consumer decisions to buy or to remain brand loyal. Ehrenberg believed that advertisements reinforced old purchase behavior.


Bovee, 1992, p7

Lecture notes- Ruth Hickmott

Sponsorship...

An increasingly common form of promotional activity is sponsorship. What is sponsorship?

‘Sponsorship is a 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.’

-  Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier

Why sponsor an event?


Companies sponsor events as it gets their name out there, as well as this, companies can give away products for free (The National Wedding Show exhibitors) so consumers can test try the products and maybe suggest them to friends. Companies that sponsor events will always have the same target audience as the event (Atticus Clothing and You Me At Six) as there is no point trying to sell your product to an audience that is not interested.
Companies sponsor events to -

• Increase sale
• Target a certain market
• Raise brand awareness

The National Wedding Show

After searching for a few hours I can now see that The National Wedding Show doesn't have any sponsors, this I believe is because the exhibitors pay to have a stall at the event so The National Wedding Show does not need money from outside sponsors. What the exhibitors do is very similar to what a sponsor would do, they push their services and products on to the consumers to get their name out there. Just like a sponsor, they are paying for a space where they can advertise their products.

Having a stall at The National Weeding show is very good exposure for the exhibitors. '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 our visitor awareness and provided coverage that money simply cant buy.'


The You Me At Six UK Tour


Again I am struggling to find a sponsor for the You Me At Six UK Tour, I thought that if the tour did have a sponsor it would be on the tour poster but as you can see below there is no sponsor present.

Although, searching for another few hours and I found theses...

 

I have looked in to AP but have no idea what they are, Atticus on the other hand I did have luck in finding information about. It is a clothing company that is designed by musician, manly from the band Blink-182. This clothing range is a good sponsor for the You Me At Six tour and the one off gigs as the target audiences for both  the tour and clothing company would be very similar. 

The image above is from the Atticus website, where they have a whole blog on the You Me At Six US Tour, here's a link to the website... http://blog.atticusclothing.com/

Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier

http://blog.atticusclothing.com/

http://www.nationalweddingshow.co.uk/exhibitor-area/press-coverage