Posters As Marketing Tools
In this section we discuss posters as tools for marketing the arts. To market is to sell. The word marketing derives from the Latin verb mercari, to trade. But what does the word “marketing” mean in the context of the arts?
Like many large cultural organizations, the National Arts Centre breaks down the process of selling tickets to its many events into two main categories:
- Marketing – refers to “paid media,” advertising that costs money; i.e. TV and radio spots, print ads and posters and/or handbills (essentially smaller posters, sometimes the size of post cards.) The term collateral materials refers to those items produced to sell the tickets. The person chiefly responsible for marketing a show is a marketer.
- Publicity - refers to “earned media,” free advertising that the show “earns” because it’s newsworthy, including preview articles in newspapers, magazine features, and reviews of the production. The person chiefly responsible for overseeing publicity is the publicist.
— Jen Covert, Marketing Department, National Arts Centre English Theatre