TV Advertising and Marketing

 Advertising in the last 20 years has become:

- More accessible

- More targeted through algorithms


Advertising:

Payments 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. 

- Traditional advertising: Bilboards (static), commericals on live tv, posters, product placement in movies etc, magazines, 

- Digitial advertising: TikTok ads when opening the app (display ads etc), internet pop ups, youtube sponserships, Youtube creator programme (video ads), social media paid posts for increased views / interactions, search engine marketing (SEM),  native advertising, remarketing, email marketing. 

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 distrubution of pamphlets, stickers, promotions, logos etc. This method of advertising is much more subtle, but just as powerful. 


Distrubution:

Includes two elements:

1 - how a product or brand reaches an audience (web, tv, cinema etc). 

2 - it's marketing and promotion.






Identify three advertising techniques that were used as part of the marketing and distrubution process for a media product you have studied (3)

Product - Spider-Man: No Way Home.

Print billboards on busses.

Youtube ad - trailers before youtube videos.

Live commercials during tv breaks to show trailers. 


Explain why one of these advertising techniques in part a was used to help make the media product successful (3).

Youtube advertisement before youtube videos is good for gaining extremely large amounts of exposure to the movie. This is because videos with millions of views have ads that users online are forced to watch either with or without a skip option for the trailer. This therefore means that the film can be exposed to masses of people and also can be selected on videos that are algorithmically targeted to the film's suspected audience - effectively reaching the desired audience and gaining maximum viewers interested in watching the movie. 








Comments

  1. JCoSS Media Dept2 October 2023 at 05:00

    Good work here Noah.

    Excellent exam response! Don't be afraid to include key terminology in your responses e.g. above the line advertising.

    Miss C

    ReplyDelete

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