The Berlin International Film Festival is the biggest event of Berlin, the capital of Germany. I will divided this essay in four parts. The project will start with a general overview of the marketing communication and in particular related to Film Festival. The second part will analyze which strategies the managers of this event are using in order to bring Berlinale at the top of this genre of event; in fact we cannot forget Cannes, Venice, Montreal, Cairo, Shanghai, Moscow and many others listed as category one by the International Federation of Film Producers Associations (FIAPF), the supervisor of the biggest film festivals. The next part will set a critique of the actual marketing communication strategy an trying to propose other solutions for the marketing communication. The fourth part will draw a conclusion.
Marketing communications in brief
According to Kotler et Al. (2008) “Marketing communications or promotion mix is the specific mix of advertising, sales, public relations, personal selling, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationship.” Each category includes many different tools to communicate with consumers. Advertising includes media in general like radio, television, newspaper, internet but as well print brochure and other forms. Sales includes promotions like discount, fidelity cards, coupons. Personal selling comprises trade-show, incentive program to build customer relationship and direct marketing can include private emails, telephone calls kiosks and more. (Davidson & Rogers, 2006). Nowadays with the power of the technology people can communicate with various media so many company are moving from mass-marketing strategies to more targeted communication. The marketing communication applied on the cinematography industry, contains all those activities designed to strengthen the awareness and “want-to-see”...