Publicity and Advertising
- Publicity and Advertising
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Publicity and Advertising, meist in den abgekürzten Versionen P&A oder ad/pub genutzt, ist ein Begriff aus dem Marketing, und zwar insbesondere dem der Filmwirtschaft. Hiermit wird die umfassende Vermarktung des gegenständlichen Films beschrieben, wobei advertising die klassische bezahlte Werbung (z. B. Anzeigen in Printmedien, Fernseh-Werbespots, Plakatierung, Kinotrailer etc.) bezeichnet, publicity hingegen jegliche darüber hinausgehende Öffentlichkeitsarbeit (z. B. Pressemitteilungen, Interviews, Previews etc.).
Oftmals wird zwischen den am Film beteiligten Unternehmen (etwa Produktionsfirma und Filmverleih) eine vertragliche Regelung darüber getroffen, wer die P&A-Kosten zu tragen hat. Außerdem wird regelmäßig ein Mindestbetrag der P&A-Investitionen festgelegt (so genanntes P&A commitment).
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