exchange, will work with the promoter to market the event to the
public. The radio station will run a series of commercials, promo-
tional spots, and, in some cases for nonprofit entities, public ser-
vice announcements. To add more credibility and enhancement,
radio personalities from the stations either act as emcees to the
events or appear live at the events to give away radio promotional
materials or, in some cases, autographs.
For the National Race for the Cure, an adult contemporary sta-
tion is the exclusive radio sponsor and, as part of its commitment,
the station continuously promotes the event as its major radio pro-
motion for the year. The station is credited by the organizers with
helping to make the race the largest 5K in the world with over
60,000 runners. If the event is broad enough and big enough, more
than one radio station can be brought on for each category of au-
dience. This might include formats such as news/talk, Top 40, ur-
ban, adult contemporary, and rock.
TELEVISION
Besides broadcasting advertisements and promotions on televi-
sion, the TV station can integrate the event into its news coverage,
by doing actual news stories about the event and also coordinat-
ing “live shots” at the event. For example, at an annual food event
attended by over one million people and as part of its partnership,
a local television station runs stories about the event in advance.
Then live newscasts occur during the events. The station could
also have a booth at the event in which it promotes its personali-
ties or programming.
The Perfect Blend: Advertising,
Public Relations, and Promotion
The true success to marketing special events, concerts, and festi-
vals is to combine the strengths of advertising, public relations,
and promotion to reinforce the special event. To implement a suc-
cessful marketing campaign, a marketer must create aspects of ad-
vertising, public relations, and promotion that complement each
other. The key is to time the advertising to create awareness in
The Perfect Blend: Advertising, Public Relations, and Promotion 159