In this task, we had to watch two videos about marketing and write some summary notes to clarify our understanding of the topics.
MARKETING – WHAT IS IT?
MR GREGSON –
- Marketing is not just advertising, other elements of marketing include public relations which is all about managing your star image of the artist, this also includes getting the star onto chat shows or something which will enhance their image.
- Another key element of marketing is ‘promotions’ which means offering the audience something that will interest them towards the star for example ‘free tickets to a concert’.
- Finally, Branding, where you give the audience a lifestyle whereby to live in that style you have to buy their products.
- Marketing isn’t free, you can do tweets and Instagram posts but to include links/threads it’s going to cost a lot of money because the platforms will charge you for it. One reason that this happens is that it knows your audience therefore lots of people might be interested in the promotion of the product so they charge you for giving you the correct target audience for your product.
- Other expensive ways to market a product are things like billboards, a poster on a bus, TV advert.
- Reasons for a marketing campaign are to generate attention/awareness to your star, its also to create excitement often during a big event happening e.g new album or a new tour. Finally to attract the paying customers towards your brand and interest them in what your selling.
- AIDA, the Call to action is a huge impact on marketing, how do we want our audience to act, we need to create a desire for them, but in order to create desire, we need to catch their attention and achieve their interest.
- Types of media – ‘Owned Media’ which is where you can use a conglomerate and use the smaller companies to market your star/brand using chat shows or appearances at a discounted price.
- ‘Bought Media’ You can buy media space on twitter, you can go to Tv companies and you can buy newspapers. Buying media/advertising space from a third party.
- ‘Earnt Media’ getting people especially online on social media platforms to spread your message but in order to do this you have to do something unique and eyecatching to receive there attention and desire. ‘Word of mouth’ is a very good way of receiving more of an audience which will boost your awareness and your image. Definitions –
- Viral Marketing – Using social media platforms to boost your star image and awareness and spread a message
- Guerrilla Marketing – an ‘ambush’ effect, catching people’s attention when they least expected it.
- Synergy – Two or more media platforms working together to create a bigger impact
- Cross Media Convergence – When different forms of media come together e.g (The Music Industry and the Film Industry) to create something which will benefit them both and raise more awareness for both areas.
- Word of mouth – A friend tells you about something which you then go and check out which is very good for widening the artist’s audience.
- Traditional Advertising methods – These include, Radio, TV adverts, Newspaper/magazine.
- INTEGRATED ADVERTISING –
- “Combining several media channels and tools under one big idea, in order to produce a greater experience to the consumer.”
- The old methods to get a message across to an audience are, TV, Radio, Newspapers, Billboards and if the customer liked the message given across they would then buy the product.
- The introduction of the internet increased the ways to advertise and ‘get the message across to the audience’ using every social media platform around to promote/ sell there ideas products and brand.
- Integrated advertising isn’t just advertising on an idea, its advertising one big idea. A big idea meaning bigger than another marketing message, something that really interests the consumer, Gives them value and lets them take part in an experience, which they can then share with there friends so then the brand earns free/earned media.
- The role of the advertising agency is used mainly to lead the process from to start to finish making sure everything is done correctly, making sure every channel really serves the big idea and analysing the effectiveness of the tool during and after the campaign. Making them ‘Brand Navigators’
- All the elements of integrated advertising are a big idea, Integrated media tools, consumer experience and finally a Brand Navigator.