This document provides terminology and definitions for different types of performing arts businesses and marketing techniques. It defines repertory companies, touring companies, TiE companies, and receiving houses. It also defines various marketing types including word-of-mouth marketing, call to action marketing, viral marketing, mass marketing, event marketing, drip marketing, cross-media marketing, and database marketing. Sources are provided for each definition.

1. Name:
Unit 106: Marketing for the performing arts
Terminology Sheet
LO1: Know marketing techniques used by performing arts businesses
LO1 requires you to know different marketing techniques and how they are used by different types
of performing arts companies when promoting a show/theatre/company/event etc.
Using reliable sites (not just Wikipedia) find out definitions for the below key words we will use
during this unit. Try not to copy and paste, write things out in your own words and remember to
cite your sources.
Different Performing Arts Businesses
Type of business Definition of what this
is with an example
Where you got your information from (web
link)
Repertory companies They have multiple
stages in one place,
while one stage is being
performed on the others
are being rehearsed on.
For example, West
Yorkshire Playhouse
In class.
Touring companies Touring companies don’t
perform for an audience
where they rehearse.
They perform in other
venues and only rehears
at their main location. For
example, Forest Forge
In class.
TiE companies This is a theatre
company that performs in
an educational
establishment, like a
school. It’s mainly for the
youth. For example,
Poulner Junior School.
https://en.wikipedia.org/wiki/Theatre_in_education
Receiving houses This means that they do
not produce the shows
and only holds touring
companies. For example
Mayflower.
https://en.wikipedia.org/wiki/Receiving_house
Film companies A company that makes
and distributes films. For
example, Lionsgate and
DreamWorks
https://reelrundown.com/film-industry/Top-10-
Movie-Production-Companies
Publicly funded
organisations
Non-profit
organisations
This means it uses the
revenues to further
achieve its objective,
rather than distributing its
income to the
organisation’s
shareholders, leaders or
members.
https://en.wikipedia.org/wiki/Nonprofit_organization

2. Name:
Organisations and
companies with
charitable status eg
National Trust, places
of worship
This means that the
organisation does
purely charity work and
gains no profit from the
events they hold, For
example, Rotary.
In class
Marketing Types and Methods
Types and
methods
Definition of what this
is with an example
Where you got your information from (web link)
Word of
mouth
marketing
Getting the point out
through a message in a
network then word starts
to spread. For example,
Social media
https://en.wikipedia.org/wiki/Word-of-mouth_marketing
Call to
action
(CTA)
marketing
Used to prompt a
response or encourage a
sale. For example, Sales
calls and websites.
https://en.wikipedia.org/wiki/Call_to_action_(marketing)
Viral
marketing
Marketing that works
purely on the internet
whereby consumers
share their information
about a certain
company’s goods. For
example, Social Media
(influencers)
https://en.wikipedia.org/wiki/Viral_marketing
Close
range
marketing
(CRM)
Promote goods to a
given area using
Bluetooth technology.
Sends the content to
devices in a given
radius. For example,
Local Companies.
https://en.wikipedia.org/wiki/Close_range_marketing
Mass
marketing
Ignores marketing
differences and appeals
to the whole market with
a single offer. It tries to
maximise the products
exposure. They often
use television and radio
for the most coverage.
For example,
Toothpaste, fizzy drinks.
https://en.wikipedia.org/wiki/Mass_marketing#Use_and_products_sold
Event
marketing
Having a themed
event to display and
present a product. For
example, GamesCon.
https://en.wikipedia.org/wiki/Event_marketing
Drip
marketing
It’s a communication
strategy that sends a
pre-written message to
customers over time.
For example, Email.
https://en.wikipedia.org/wiki/Drip_marketing

3. Name:
Cross
media
marketing
Strategy that
companies commit to
surpassing traditional
advertising techniques
and decide to include
extra appeals. For
example, Junk mail,
Email, letters.
https://en.wikipedia.org/wiki/Cross-media_marketing
Database
marketing
This is a form of direct
marketing that uses
databases to generate
personalised
communications in
order to promote a
product for marketing
purposes. For
example, Email spam.
https://en.wikipedia.org/wiki/Database_marketing
Primary
Research
A method that collects
data directly instead of
depending on
database marking.
http://businesscasestudies.co.uk/food-standards-agency/market-
research-and-consumer-protection/primary-and-secondary-
research.html
Secondary
Research
A method that goes
over existing data. The
existing data is
summarised and
collected to improve
the effectiveness.
http://businesscasestudies.co.uk/food-standards-agency/market-
research-and-consumer-protection/primary-and-secondary-
research.html
USP “Unique selling point”.
Part of the company
that stands out and
attracts people. This is
a good way of
competing as you
have something other
companies don’t.
In class