A normative model of advertising communication strategy for an entertainment service industry

Abstract

This thesis developed a normative model for designing advertising communications for entertainers in particular fields. Models in four major areas of advertising communication (segmentation, positioning, strategy and creative decisions) were reviewed and a model was developed that was tailored to the entertainment service industry. Based on each model, hypotheses were developed to posit relationships between easily identified and accessed restaurant characteristics (location, classification, atmosphere style and current entertainment status) and interest in hiring entertainment, entertainment form attractiveness and consumer involvement. These hypotheses postulated that there were differences, based on restaurant groupings by the characteristics, in terms of restaurant managers' interest in hiring magic, perceptions of attractiveness and involvement.

The research was conducted in two phases. The first phase was an informal pilot study that determined salient attributes and entertainment services for consideration in positioning; the second phase was the use of a personal interview survey to examine the attitudes of restaurant managers in Southwest Virginia toward entertainment in general, and magic in particular. Magic was selected as a representative entertainment form for testing of the conceptual model.

In general, the analysis provided good support for the hypothesized relationships. All hypotheses showed significant results for at least some of their component parts, the primary exception being the belief that restaurant managers differ in their attitudes by the location of their restaurants. Finally, the major findings of the research were used to discuss managerial recommendations for designing an advertising communication for magicians. Limitations and implications for future research were also discussed.