Chapter 16: Advertising Public Relations and Sales Promotion

Advertising is key because, without advertising we wouldn't know about half the products we use and we wouldn’t remember any brands. When Advertising is done the correct way it gives a company an advantage over its competitor such as,
creating brand preference to its products or services compared to its competitors.

The Walt Disney company spends billions of dollars on advertising, public relations and sales promotion every year and this is why Disney is not only ranked as the third most recognized brand in the world*, but also it is the only entertainment company with both brand and franchise equity.

 Disneyland advertising appeals have consisted of, fun and pleasure appeal “happiest place on earth” to attract young adults, health appeal(loving or romance)”where dreams come true” to attract families and couples, and most recently admiration appeal (celebrity advertisements) “where dreams come true” to attract fans.

An example of Disney using an advertising appeal would be, that this year Disneyland have taken a different approach by hiring renowned photographer Annie Leibovitz to capture celebrities in a series of portraits where they dress up in costume and bring some of the all time loved Disney characters to life. These celebrities include: Queen Latifa, Jenifer Lopez, Jessica Beil, Jennifer Hudson, Whoopi Goldberg, Tina Fey, Russell Brand, Will Farrell, Jack Black, Taylor Swift, Jeff Bridges, Penelope Cruz, Julienne Moore and Michael Phelps Scarlett Johansson, David Beckham etc.…   This form of advertising appeal is admiration since they are using celebrities to attracts fans to visit their parks where they to can dress up and act out and live out a whole day just like their favorite character.

Disneyland has an advantage in advertising since thousands of people visit it and buy Disney merchandise daily. This can also be considered as advertising since individuals who have not yet bought any Disney merchandise and do not intend to, will see someone with a Disney product that might catch their eye and make them want to purchase the same product because they like what they see or feel they might need it like a hat if it rains, or umbrella, bow to tie their hair and so on. For example like, if you were a young girl walking in Disneyland and you see women or girls with the Minnie mouse bows in their hair or children with the Mickey and Minnie mouse caps or children dressed as their favorite Disney character this may spark a need recognition/want  (result of imbalance between actual and desired state also a want is recognition of a need and a product that will satisfy it) which might make you want to purchase these products because they catch your eye and you might need it, like you might need  to tie you hair up, or its to hot or rainy and you need to cover your head, so you would convince your parent or yourself to get it. Then you would walk in to one of the many the Disney store in Disneyland and buy what you saw you might even end up buying more merchandise when you walk in since you have such a wide variety in the store which you would never have entered if you didn’t previously see most of the people in Disneyland with whatever item caught your eye in the first place.

Another example of Disney promotion would be Disneyland introducing their 2013 Limited Time Magic Promotion, Disney Parks installed a 25 feet tall, 9 feet deep and 15 feet wide castle in Times Square Manhattan.  It was assembled into 37 pieces, then boxed and driven to Times Square to reassemble – and each piece required a 15-ton crane to lift and place.  But, like the aspects of the new promotion, the castle was there for a limited time. To attract consumers and remind them how magical and fun Disney is

 Walt Disney is always advertising. They do not start, stop and then start again. They have a marketing budget and plan that’s designed to keep their message in front of audiences. You regularly see their ads on TV, in print publications, on the Internet. Also Disney continually sends direct mail pieces to past customers with varying offers. Disney’s promotions are designed to keep them in your mind. So when it’s time for vacationing, you think of going to Disneyland or perhaps another Disney park destination.