Along with the 2014 Dodge Durango, Pepsi, Will Ferrell's team had co-op promotion and marketing, "pure" hype, promotional videos and social media promotion for their new movie released before Christmas. They even moved the release date up in theatres near you. Here's more "Planning" for his movie; it first was scheduled to open on December 20th, but Paramount upped it two days and sent out PR , under "Promotion" that the new release date was now December 18th. Go to IMDb for more on Anchorman 2.
Ferrell reported: "This has been the most comprehensive amount of material I've ever participated in." Good for him; that could of helped build a big opening weekend. It didn't.
I taught a class on "What is Marketing? What is Advertising?" at Ucla School of Law in November. I started the class talking about Ferrell and "Anchorman 2," which hadn't come out yet. I reported that the specific tie-ins with Dodge (which I had seen) were better for Ferrell and his movie/movie box office than the Dodge truck's promotion. Add the same for Pepsi, in my opinion.
These observations and my comments were based on talking to many movie goers, Marketing and advertising pros, attorneys, law students and others for the past two months now. My observation and Marketing premise were true. There was confusion when Ferrell partnered with the auto promotion. Some thought it was Ford. Others Chevrolet. Coke versus Pepsi. Same problem, in this Marketing scenario and Marketing case.
"Anchorman 2" has great "Planning" and "Promotion," in the 9P's of Marketing.But did it have too much Ferrell? Too much awareness? I compared it to the endless Meg Whitman spots for the governorship of California years ago. She ran too many spots. People lacked interest in her. But I reflect that was a very different market and product/service mix. I did use the nine P's of Marketing both times, in the classroom at Ucla, USC and CSUN.
By the way, the over hype of Ferrell and by Paramount had "Partnerships" that included more than 50 promotional videos and snack items. "Anchorman 2" had been setting itself apart with this incredible promotional volume, in "Promotion," in the 9P's of Marketing. Too bad. The movie and its movie Marketing didn't live up to the hype, ...yet?
Visit here for more insights and true Marketing and Advertising Trivia.
I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.
The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." With "Anchorman 2" it will be the movie going audience. Males and females, under 25 and over 25 years of age. People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's. Demographics and geographjics are vitally important in marketing and media planning, especially in budgeting of "Promotion" dollars.
I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
- People (Segmentation and Targeting)
- Place (Distribution)
- Promotion (There are eight components I presented at Ucla School of Law in my "What is Marketing? What is Advertising? presentation. I include all of the 9P's of Marketing, too)
Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.