1. The product I am marketing is the music video, which I created with a group in recently for my Media Nationals course. The song we did our music video to was ‘Ke$ha – Blow’. This was a really fun doing to do a music video to as it has a fast beat and gave us many opportunities to play around with the editing as we used pure image and green screen/ super imposed imaged.
2. The aims of the new campaign is to draw awareness to the music and follow the intention of the mainstream artists today. Whether its to gain popularity or work to create the image/character or persona for the artist to be recognized through the music.
3. The current situation of the music industry, especially within todays marketing world, there is a frequent cry out for artists to me ‘unique’ but at the same time, sticking to the target audiences expectations and consumer demand. Currently Ke$ha is a big hit in the United kingdom and her songs have made number one. The Internet holds a lot about Ke$ha and she has many facebook pages about her, with over 350,000 people/fans ‘liking’ the various pages. In close contest at the moment is the X Factor hit boy band One Direction. Their genre being only pop they are young and are loved by many of Ke$has fans which gives the competition to her.
4. The majority of the target audience ranges from around 13 to 25, there may be some slightly older or younger viewers, but the marketing will be aimed towards that age group. This is because the genre is pop and not many people older than 25 seem to be that interested into songs in the pop genre.
5. The market is definitely national and potentially global. This is die to the artist being so well known around the world already and also due to her being younger therefore a style icon as well as singer for younger girls to follow and look up to.
6. A way that we’d be advertising and promoting the music video is by advertising it as a suggestion at the side of a music video being currently played.
7. Schedule -
12th October – Youtube audio preview
14th October 2011 – general radio appearance, song plug, Chris Moyles show
15th October 2011 – TV appearance on Jonathan Ross Show
17th October 2011 – 4 teasers released on TV and YouTube “Single out Friday”
18th October 2011 – 2nd teaser released on TV and YouTube
19th October 2011 - 3rd Teaser released on TV and YouTube
20th October 2011 – 4th Teaser released on Tv and YouTube – One day to go!
21st October 2011 – Song released with video! Multiple radio appearances
22nd October 2011 – TV show appearance to promote video
23rd October 2011 – appears on X - Factor to perform!
8. A way to sample feedback would be to create a short and simple questionnaire which could pop up after each viewing of the music video on YouTube.
9.CAP the Committee of Advertising Practice would be one of the official research bodies we would use along with BARB Broadcasters Audience Board and ASA Advertising Standards Authority.
ASA deals with the complaints of the public or any audience who watch the media on the TV. The ASA takes control and if a huge response of audience feedback is bad, then the selected media cannot be shown anymore, or adjustments will be made to the media product. We are currently working along side with the ASA which will help us promote the track and video as we can amend any harmful or offensive media within our music video, and change it so the audience is happy with the finished product.
BARB is the Broadcasters Audience Research Board, BARB provides who estimates of how many people watch TV, when, how long for and which channels. This would be a great use for us when promoting our music video as we would know what time our target audience would be watching TV and we could find the perfect showing window to air our music video.
RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the RadioCentre on behalf of the commercial sector. There are currently approximately 310 individual stations on the survey and results are published every quarter. ABC (Audit Bureau of Circulations), the industry body for media measurement. They inspire market confidence by delivering a valued stamp of trust across the media world. Their data is used by a wide range of decision makers Media owners, Media agencies, Advertisers, Rights owners, Investors and Management. They are governed by the industry, for the industry and their Board includes advertisers, media agencies, media owners and trade bodies. They represent the interests of the industry across multiple platforms. They have two roles:- We manage and uphold standards which reflect media industry needs. These standards determine best practice in how media industry data is prepared and reported. We offer a world class audit and compliance service to check that data and processes meet these industry agreed standards.
Advertising Standards Authority. The aim at the ASA is to ensure that consumers do not just enjoy the ads they see, but they can trust them too. They build that trust by enforcing the Advertising Codes written by the Committee of Advertising Practice and acting swiftly when marketing communications break the rules. Every week, the ASA’s decisions send out clear signals about what is and is not acceptable in advertising across a wide range of sectors. As a result of our work - and the UK industry’s commitment to advertising responsibly - the vast majority of ads that we see are legal, decent, honest and truthful.
Cinema and Video Industry Audience Research Ltd (CAVIAR) Established in 1985 to provide reliable cinema audience figures for MEDIA PLANNERS, which it derives from periodic sample surveys of about 2,500 British cinema-goers between the ages of 7 and 44. Time will tell what long-term effect this new initiative may have on the recently reviving fortunes of cinema advertising.
Admired around the world for its creativity, the UK advertising industry sets the standard in successful self-regulation. Its industry is governed by codes of practice that are designed to protect consumers and create a level playing field for advertisers.
No comments:
Post a Comment