Kerrang! Magazine
Explain three ways in which online technologies can be used to enhance traditional advertising methods?
One way would be social media, the upcoming film 'Wicked' uses above-the-line advertising on platforms such as tiktok to promote the film. These short videos with famous people in it such as Ariana Grande grabs the users attention, with key colours such as pink and green further reflected in the videos to symbolise 'wicked'.
Another way would be coke cola using traditional methods such as TV adverts which is also above-the-line advertising to promote their campaigns such as the christmas one. This way of advertising greatly increases the audience reach since the advert can be placed on any channel.
The third way of advertising would be pepsi using spotify to advertise their drink, this is also a traditional way of advertising since its audio. This reaches a vast majority of people since nearly everyone listens to music on spotify without premium. This is also above-the-line advertising.
Traditional advertising.
Has its own website where they promote themselves
Aesthetic of the magazine:
Red- bold- captures your eye
Luxury, classy, retro, fashion.
The genre of a product does not contribute to its success. Discuss the statement with reference to the digital products you have studied. Use examples to support your answer. (Magazine above)
The genre does contribute to the success of a product, for example, the music genre is heavily saturated- making competition very dense and hard to succeed in this genre. Whereas in the fashion genre, magazines like VOGUE are very successful because of the high quality prints, and valuable information inside. Fashion magazines are very popular since the target audience would be that of a higher calibre in education and maturity meaning that they would enjoy reading something physical rather than an audience from the music genre who might only prefer visuals and just the music itself.
The magazine 'Vanity Fair', reflects classy fashion and current on-going affairs, all of which would be enticing to a larger audience than that of a rock magazine. The image, although feminine, would appease to men as well since she is a well known individual further suggested by the large typography to her left. Placed in the centre, long-shot, overlapping the title, she further solidifies her importance in current affairs whilst reflecting the other element of the magazine: fashion, due to the extravagent dusty rose pink dress that she's modeling. This magazine also has its own website which promotes itself, this above-the-line advertising further aids in the success of this magazine
Visuals like these, most commonly found in the fashion genre, is what makes magazines enticing. The audience for fashion are attracted to visuals and like to browse magazines just as much as online. The luxe, grainy finish to the magazine is a classy and elegant touch, rarely seen in world affair magazines. The magazine is neat and not overpacked with typography, as well as having a serif font to further reflect the elegance. Although overall targeted at a female audience, fashion is something everyone can relate to unlike a classical music genre which would appeal to a very small group.
To conclude, the genre of a product does contribute to its success since going for a genre with a more generalised appeal like fashion, although more female orientated, it is a relatable and a highly sought after genre which is what makes it so successful. Unlike 'Vanity Affair', the music genre might be harder to tailor to a specific audience since you would have to cover all music types to appease a larger audience. The front cover isn't solely based around fashion, the sparse gaps and lack of detail allude to the magazines content having more to offer- further reaching a large target audience.
Kerrang! readership.
Geographic's, psychographics, tertiary/ secondary.
target audience: 15-35. Colours reflect the masculinity. Passionate about music, willing to take a risk. Unconventional.
Market possibilities
How can a brand evolve and develop. Platforms, exhibits, exposure, increase. Cross media/ promotion/ spin-off.
Kerrang is on live TV- mass exposure. Social media, profit, exposure. Kerrang radio official station- reach. The marketing push will comprise a wide-reaching poster campaign including some of the world’s biggest selling artists, including Stereophonics, Oasis, Coldplay and the Killers.
Gap in the market: Its a gap in which a company can use to it's advantage, something that is in demand but no one else is fulfilling.
Socio-economic group- abc1c2
Gender- male | Race- White, British | Age- 24+ | Class- C1-F | Ethnicity- Christian
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