Sony's Advertising, Public Relations and Sales Promotion

The marketing budget for the PlayStation 4 launch was 100 million dollars at the time of its release last year in which Sony had to sell 2500 units to make that money back up in revenue, which stands at $400. Sony used variety of advertisement mainly in newspapers, magazines, online ads, TV commercials, radio, and gaming conferences which appeals to a global audience. With all of these advisements, they made a clear statement the audience that its product is better than the competition.

It partnered with Netflix and Hulu and other apps to make it an all around experience for people who may want to purchase it. Partnering with other companies boost sales and also satisfy existing audience along with new ones purchasing the product. Playstation uses comparative advertising because it only has 2 main competitors in Xbox One and Wii U. They also promote cheaper prices to appeal to the audience in a market. A common promotion it uses are the release of console exclusives in which Sony partners with a game franchise to develop exclusive titles only available for the PlayStation.It also offer an online premium account called PlayStation Plus that offers deals and different kind of content for subscribers.  The cost for the subscription is 60 bucks per year and that money covers their marketing, manufacturing, and shipping along with selling games and accessories.