2.6 Communications (Promotion)

When talking about communications (promotion) in the marketing mix, another mix of variable will come to mind, which is communications mix which include communications tools such as advertising, public relations and sales promotions. There is also a commercial of the Singapore Biennale 2008, the video can be watched here: http://www.youtube.com/watch?v=Vcp12rPBExw. The commercial seemed only have been played on the Video Billboard at Suntec City. The event's public relations efforts include the media press conference. The Singapore Biennale 2008 had used the sales promotions very well. It took advantage of partnerships to create value for customers like the McCafe promotion mentioned previously under Partnership of the marketing mix where one can get a 20% discount off the Biennale ticket with purchase of the 'wonder set' at McCafe.

This medium of marketing could have been improved, especially advertising and making the event known to Singaporeans. I was not aware of the event until I went online to specifically search for events to attend for this field trip report. In my view, Singapore Biennale 2008 is definitely an event worth going to. However, it is a pity there was a lack of publicity to make the event known. I recommend advertising through the radio and TV since they are the mediums which can reach the most audiences.