Chapter 7 A Print Media 225 Conclusion Printed collateral ranges from small information cards to large posters. Almost all pieces include a direct call-to-action and many are customized for sales outlets, geographic markets, or customer segments. The pieces provide an important layer in extending the park's messages where potential visitors work, play and seek vacation ideas. Busch Gardens's most widely distributed print piece is its annually updated park brochure, where more than 1 million copies are printed each year for use in visitor centers, hotels and sales outlets. Even with its strong presence in broadcast and digital media, Busch Gardens and Water Country USA continue to invest heavily in print media to reach diverse consumers with customized messages, captivating images and compelling offers. Case Discussion Questions I The case indicates that visitors to Busch Gardens are from all walks of life. Explain how the company segments its markets and what communication mix it uses to connect with potential visitors. What new promotional packages might Busch Gardens offer to attract different segments of its target market? 2. Describe the television and radio advertising media that Busch Gardens uses to attract potential visitors. How are roll videos, and paid search, in reaching the Busch Gardens's potential target markets? 3. What is the role of print media in the company's media mix? Explain how print media complement broadcast and digital media in Busch Gardens's current communication mix they different from digital media, such as online display ads, pre- 4. Provide three specific suggestions regarding how Busch Gardens could integrate its print media campaign with social media channels to increase visits to the park. How would you measure the impact of social media? 5. Busch Gardens focuses a significant part of its media on direct mail activities. Describe different types of direct mail, such as self-mailers, newsletters, postcards, flyers, and annual "Fun Tracker" calendars, that the company uses. Who are the target audiences for the company's direct mail? How do the marketing objectives of the various direct mailers differ? Notes 1. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 83. 2. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 70. 3. Denise Lee Yohn, (2015). "Why the Print Catalog is Back in Style." Harvard Business Review February 25, 2015. https://hbr.org/2015/02/why-the-print-catalog-is-back-in-style; retrieved July 30, 2016. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 100 Chapter 7 A Print Media 225 Conclusion Printed collateral ranges from small information cards to large posters. Almost all pieces include a direct call-to-action and many are customized for sales outlets, geographic markets, or customer segments. The pieces provide an important layer in extending the park's messages where potential visitors work, play and seek vacation ideas. Busch Gardens's most widely distributed print piece is its annually updated park brochure, where more than 1 million copies are printed each year for use in visitor centers, hotels and sales outlets. Even with its strong presence in broadcast and digital media, Busch Gardens and Water Country USA continue to invest heavily in print media to reach diverse consumers with customized messages, captivating images and compelling offers. Case Discussion Questions I The case indicates that visitors to Busch Gardens are from all walks of life. Explain how the company segments its markets and what communication mix it uses to connect with potential visitors. What new promotional packages might Busch Gardens offer to attract different segments of its target market? 2. Describe the television and radio advertising media that Busch Gardens uses to attract potential visitors. How are roll videos, and paid search, in reaching the Busch Gardens's potential target markets? 3. What is the role of print media in the company's media mix? Explain how print media complement broadcast and digital media in Busch Gardens's current communication mix they different from digital media, such as online display ads, pre- 4. Provide three specific suggestions regarding how Busch Gardens could integrate its print media campaign with social media channels to increase visits to the park. How would you measure the impact of social media? 5. Busch Gardens focuses a significant part of its media on direct mail activities. Describe different types of direct mail, such as self-mailers, newsletters, postcards, flyers, and annual "Fun Tracker" calendars, that the company uses. Who are the target audiences for the company's direct mail? How do the marketing objectives of the various direct mailers differ? Notes 1. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 83. 2. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 70. 3. Denise Lee Yohn, (2015). "Why the Print Catalog is Back in Style." Harvard Business Review February 25, 2015. https://hbr.org/2015/02/why-the-print-catalog-is-back-in-style; retrieved July 30, 2016. DMA Statistical Fact Book 2016 (New York: Direct Marketing Association), p. 100
