And we’re back to discussing SM Entertainment’s ingeniousness! To recap, SM Entertainment uses integrated marketing communications to drive selective demand and communicate the value of TVXQ.

Like we discussed in the last post, TVXQ already has an appeal that breaks through the clutter and grabs the attention from the customers. Therefore, the normal AIDA model does not really apply. Fans are already equipped with the awareness, the interest, and the desire. In fact, most of them make preorders and take action early.

SM Entertainment promotes through three main promotional mix elements: advertising, sales promotion, and PR. We’ll discuss advertising in this post.

TVXQ’s albums are advertised on both mass and niche media outlets and represent a persuasive form of product-based communication, designed to get the consumer to take action. SM Entertainment media plan very carefully to avoid lashing out excessive cost on mediums that are not effective to boost sales or image.

Using mass media — radio shows, general TV programs, magazines, and on buses and billboards – they are able to reach large numbers of anonymous audience members.

As for niche media, there is a very interesting medium that is unique to South Korean entertainment industry. Three broadcast stations dominate the entertainment industry: SBS, MBC, and KBS, each with its own live music program where comeback artists perform live each week. This niche media focuses on reaching young individuals who are the primary purchaser of albums.

TVXQ on Music Shows

This unique promotion, as well as other advertisements, are used on a flighting schedule, with TVXQ performing and promoting only when they comeback with a new album and not otherwise. This ‘promotion period’ of approximately 12 weeks is used by all entertainment companies in South Korea and allows firms to focus advertising in a concentrated period to allow for maximum intensity when it really matters – that is, when the album is out.