Creative Techniques in Promotion of Musical Events
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Abstract
The article is devoted to study of creative input as a component of promotion of a musical event. Creative input in
the advertisement of musical events is formed by means of utilizing creative methods and may function on the level
of the basic means of reference, the playbill/poster, as well as on the level of its material representations – the key
images, promotional space, coloristic solutions, symbols, advertising characters, attributes of the musical event, etc.
As the result of the study of the structure and content of present-day playbills and posters the conclusion is arrived
at concerning the synthesis of these genres and the integration of the informational and the image-related functions
in contemporary promotional materials covering musical events. Analysis of the use of creative means in promotion
of musical events (the article presents several examples of this type of analysis) makes it possible to articulate the
marketing principle of production of musical events. According this principle, management must be oriented towards
the consumers, i. e. the conception of the musical event must correspond to the values of the target audiences, while the
key message must rely on the conception of the musical event and must be based on the insights of the target audiences.
On the basis of description of the functions of the creative input in playbills and posters the thesis is substantiated that
it is possible to raise the effectiveness of promotion of musical events by means of applying creative means on the
stipulation of meeting the condition that the key message of the playbill/poster corresponds to the insights of the target
audiences, and the key image of the playbill/poster matches their key message.
Keywords: musical event, event-related marketing, creative input, creative methods, promotion, playbill, poster.
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