Unit 1 section 2
Advertising - Just do it
Most advertising today is about communicating the complex range of messages about a product known as branding.
A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer.
Brand identity is created by using the following elements:
- Brand essence: A way of summing up the significance of the brand to the stockholders and consumers alike of the brand in one simple sentence
- Brand slogan: A public way of identifying the brand for consumers - often associated with a logo.
- Brand personality: Marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour.
- Brand values: What does it stand for/ against?
- Brand appearance- What does it look/sounds/taste like?
- Brand heritage- How long has it been around? Does it have customers who have been loyal to it for many years?
- Emotional benefits- how it avoids/reduces pain or increases pleasure
- Hard benefits- bigger? better? cheaper? washes whiter?
Traditional advertising is on:
Radio
TV
Magazines
Leaflets, flyers, postcards
Posters
Billboards
This appears to be your only post for section 2...
ReplyDeleteTo help you complete this section I have summarised what needs to be completed.
Traditional methods of advertising, with examples - You've provided a list, but it needs more detail please.
Contemporary methods of advertising, with examples
Example of a marketing/advertising strategy for a real film involving both methods
Evaluate different methods – You were provided with examples and then had to evaluate them yourself
Introduction to distribution, traditional
Looking at contemporary Distribution
Technological convergence and its impact, evaluating how they think the same film would be marketed in the present day. For example, social media, range of devices for the audience to see the marketing campaign etc. Example: wiseGEEK (http://www.wisegeek.org/what-is-technological-convergence.htm) explains what technological convergence is and the effects on hardware, internet and the advantages and criticisms.