Marketing and distribution

Advertisements:

Payments from brands in return for the placement in return for the placement if promotional material on pages or during production- could be in the form of commercial breaks, or via product placement.

Traditional advertising- Posters, billboards, print adverts, static, magazines, leaflets, newspaper, radio.

Digital advertising- Moving billboards, adverts on TV, YouTube, social media, podcast, audio, search engine marketing, email marketing.

Above-the-line advertising:

Conventional media such as TV, Radio, Ads, Prints- very obvious and appeals to mass consumers.

Below-the-line advertising:

Not conventional media such as pamphlets, stickers, promotions, logos. Subtle but powerful. Cheaper than buying a slot in a tv ad.

MacDonalds: 

Banners on the roads direct people to the nearest macdonalds- Above-the-line very obvious.

Adverts on tv- Above-the-line 

Radio- Above-the-line

Its a massive company so the more they reference themselves, the more recognition they will get.

Aliexpress

Adverts in a tennis game- Below-the-price

Universities-

tote bags, stickers- below-the-line

Distribution: tv, cinema ads, internet, YouTube, social media.

Marketing: Spotify, YouTube, google, chrome, snapchat, insta, messenger, telegram, Netflix

Youtube: multiple device, can leave the house, above advertising

How has technology helped to improve Spotify:

Downloading videos to your device.

Can listen anywhere with data or wifi.

Podcasts now available 

Influences or company scan or buy an advert slot.

You can pay to get rid of ads.

Q5a) Identify three advertising techniques that were used as part of the marketing and distribution process for a media product you have studied. [3]

John Lewis reusable recyclable bags collab with national geographic.

1) Static billboards are good in promoting companies such as coke since the billboard just needs to include the logo etc. This is a form of above-the-line advertising.

2) TV ads are very good in promoting something that has a physical use.

3) Radio adverts are good for promoting companies with recognisable jingles such as macdonalds.

Q5b) Explain why one of the advertising techniques identified in part 5a was used to help make the media product successful. [3]

BBC promoted their collab with John lewis with adverts and social media posts on platforms such as facebook, twitter and on TV. Tv ads are a great form of media to promote this collab since loads of people, mainly adults, would be watching live TV who also most likely shop at John Lewis as well as watch the BBC. This means that the campaign has more chance at success due to the viewers watching.