Marketing and Distribution

Starter: how has advertising changed over the past twenty years?

If I wanted to advertise a show like Doctor Who or X-Factor, which media platforms are available to me in order to get the best coverage.

Doctor Who

  • Radio- BBC trailer
  • Billboards 
  • Social media- Facebook groups- fans
  • Doctor Who website BBC 

X-Factor

  • TV ad
  • Billboards
  • Internet
  • Social media- Twitter and Instagram
Advertising: Payment from brands in return for the placement of promotional material on pages or during production- could be in the form of commercial breaks, or via product placement.

Examples of product placement in film:
James Bond- Rolex
Spiderman- coca cola
Forest Gump- Nike
Castaway- FedEx

Wayne's world- product placement for Pepsi
The benefit of product placement is that advertising companies often find new audiences or reach audiences that other forms of advertising overlook.

Article
Netflix- for now- is worth more than Disney after the streaming company's shares hit an all-time high
Investors expect Netflix to benefit from Covid-19 as millions of people are staying at home. 
Homework:
Streaming has increased during quarantine due to more people using Netflix as their primary source of entertainment at this time
A research group expects Netflix to gain 8.45million new subscribers
Disney has also increased viewership over lockdown and exceeded 50million subscribers worldwide.

Advertising 
Could be considered in two main ways:

Traditional advertising

Billboards
Radio Ads(commercial) Capital, Heart, Kiss, Classic
TV ads
Newspaper
Magazine
Flyers

Digital advertising 

Social media- pop-ups (E.g. coca cola pop up on Snapchat)
Instagram- Uber eats, Just eat, Deliveroo
Internet- pop-ups; video ads
Display ads
Email marketing
Video ads
Remarketing/ retargeting

Doctor Who: use of traditional methods
Radio Times: magazine
Billboards
Fanzines: magazines made by fans/ read by fans
Posters

Above the line advertising 
Where mass media is used to promote brands. These include conventional media such as television and radio advertising, print (e.g. billboards), and the internet. Above-the-line advertising is very obvious to consumers and appeals to mass audiences. 

Below the line advertising
The distribution of pamphlets, stickers, promotions, logos, etc. at the point of sale. This method of advertising is much more subtle but just as powerful.

Distribution
Includes two elements:
How a product or brand reaches an audience (web, television, cinema, etc.)
Its marketing and promotion

My media consumption 
ATL- Above the line
BTL- Below the line
Instagram: pop-ups: no, I can access it from home, iPhone ATL
Snapchat: pop-ups: no, I can access it anywhere, iPhone ATL
Email: targeted emails- promoting new products/services: no, accessible from home, Laptop BTL
YouTube: video pop-ups: no, access anywhere, Laptop ATL
Seeing billboards on the way to school: no, can only see when leaving the house in specific areas ATL

January 2021- exam question

Identify three advertising techniques that were used as part of the marketing and distribution process for a media product you have studied. (3)
Media product: Doctor Who
1. Magazine- Radio Times 1
2. Billboards 1
3. Doctor Who website 1

Explain how one of the advertising techniques in part 5a was used to help make the media product successful. (3)
The Doctor Who website which was created enabled fans from all over the UK to access new information about the series. Interestingly, this enabled the brand to gain awareness quickly from fans everywhere and further promote new products as well as pre-existing products in a cheap and efficient way. Finally, the brand was able to gain success in this way as they could gain a wider reach for their product. 3/3

WWW: Clear and relevant points
EBI: Use of more key terms

Digital native: the generation who grew up with modern technology and the internet.

Web 2.0 and Technological convergence

Technological convergence allows audiences to access media content from multiple platforms on one device. It involves the coming together of information and communication technologies to create new ways of producing and distributing products and services to media audiences.
A black box is a device that supplies us with all of our informational and media requirements (e.g. a smartphone). 

What is web 2.0
The dot.com boom (1998-2001) was a huge rise in the number of internet-based companies.
There was then a shift from Web 1.0 to Web 2.0
It was the possibility of 'staying' online and interacting online which really changed things.

Web 2.0 allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content. 
Web 2.0 'new digital media' shapes the relations of public/private, work/non-work, home/outside the home.
Prosumers: people who create content
Mobile phones enhance social connections that have always existed: gossip, making arrangements etc.

Impact of online distribution
Music and television can now be downloaded, streamed, or simulcasted at the click of a button- without ever leaving your house. It's available to you whenever, wherever. 
Simulcasting
When two things happen at the same time (sounds like simultaneous)
When a media product is broadcast both online and via a traditional medium at the same time. In television terms, it could refer to a program being broadcast on two different channels (such as the French Open tennis tournament).
Narrowcast channels
Television channels that distribute special interest (niche) content. 
Time shifting
Is the recording of programming to a storage medium to be viewed or listened to after the live broadcasting- examples of this include ITV+1, Channel 4+1.
Time shifting is not when you record programs and watch them later at your convenience.


TV Channel: Boomerang
Sister channels: Adult Swim, CNN, Cartoonito, The CW, etc.
Niche content: exclusive cartoon shows for kids and teens
Advertising: TV ads on their own channel (below the line) 


Online advertising- YouTube
The following advertisements were posted on YouTube.
The first, of the cute dancing doggy, has racked up 14 million views. Alas, it was a cynical marketing ploy by Bud light (note the strategically- place can).
The second was a teaser campaign for the 2013 horror, Carrie, which features telekinesis. Noteworthy because it never actually associates itself with the film- this came later, and the clip has currently garnered 69million views. 

Why Bud Light was advertised on YouTube
YouTube allows companies to advertise and target channels and videos that their target audience is watching.
Use of humour
Mass audience






Comments

  1. Lisa Socrates2 March 2022 at 07:16

    Eden, a clear and detailed post which includes relevant points, examples and also key media terminology.

    ReplyDelete

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