L01 Know how existing advertising campaigns embed advertisements across a range of media products
P1: Describe an existing advertising campaign
Advertising campaign of Avengers Endgame:
- The aims and objectives of the Endgame campaign was to ultimately expand and widen marvel's audience base while also gaining as many eyes on the film and growing the entire mcu (marvel cinematic universe) franchise as possible, and to gain as much revenue and loyal fans as they possibly can so that future films will also gain even more views and therefor revenue.
- The target audience of this campaign was aimed at all ages, genders and incomes, however data shows that 72% of viewers were male and 28% were female. Data also shows that 54% of viewers were aged between 18 and 34, which isn't surprising as marvel is a global franchise popular among the majority of both adults and children.
- The key messages in Avengers Endgame is that we should not take time for granted and cherish the moments we have with our loved ones, as Tony Stark says "No amount of money ever bought a second of time"
- Marvel approached endgame’s marketing in a very clever way, to optimise viewership and gain overall eyes to the movie. They did this by releasing multiple different trailers at different times all across digital media’s, along with these trailers they also had a trailer specially made to be played at the Super Bowl (one of the most viewed sporting events in the world). As well as these trailers marvel designed posters to be displayed all around the world wether that be on billboards or on the side of busses, the point is that marvel made it so you couldn’t go anywhere without seeing some sort of endgame content.
- The representation of this campaign was very simple as it was mainly giving the audience a sneak peak of the blockbuster film to come.
- The avengers endgame campaign was a very special one because it was able to generate so much hype and popularity before the film even came out purely by trailers and an outstanding cliffhanger from the previous film.
- Some notable logistics of the Avengers Endgame campaign are its $200million budget, social following of over 50million on instagram, 109million views on the youtube trailer and its partnered brands such as coke, google and mcdonalds. All of these combined together in unison made for a very exciting and successful advertising campaign.
- The choices of media Marvel advertised Avengers Endgame with were: print (posters and billboards), audio-visual (tv ads, film trailers and online trailers) and they also used a good amount of social media in which they posted their posters and trailers onto to gain a larger reach.
- The first trailer of Avengers Endgame to be released was on Dec 7, 2018 on youtube and had the title "Marvel Studios' Avengers - Official Trailer" this is because at the time the full name of the movie was not revealed to the public as the upcoming projects full name was a popular topic of discussion at the time.
- Some legal and ethical issues the promotion of this movie may have faced is: representation of gender and race, copyright laws and fair use laws.
- The regulatory bodies that marvel would of had to deal with for this project are the BBFC and ASA who deal with movie age ratings and advertising respectively.
P2
P3
P4
THE CLIENT:
21st
Century Productions Ltd.
ABOUT THE CLIENT:
21st
Century Productions Ltd is a medium sized independent film company with
an annual turnover of 15 million pounds. They specialise in producing
high quality short film productions aimed predominantly at an
audience aged between 17-25 years. The audience/customer is
approximately 70% male and 30% female.
They have
achieved a reputation in particular for producing films of the Horror/Thriller
genre. It is this specialism that they wish to
develop and promote.
THE BRIEF:
The
company want to run an advertising campaign to increase ticket
of their latest film release (You name the film). They want to
produce a campaign that uses traditional poster sites at bus stops,
motorway service areas and billboard facilities close to cinema locations.
The
company also want to take advantage of digital advertising platforms.
Research
data produced by the Data Detail Marketing and Research Company show
that 70% of the target audience are more influenced by such advertising
platforms.
Produce a
range of visuals and proposals that present ideas for the Company’s
consideration. The advertising must be appropriate to the target audience, be
clear and effective in its message and cost effective.
Initial
ideas and visuals should develop with the approval of the Company’s management
team to produce a cutting-edge campaign that attracts the interest of potential
customers and existing customers alike
The media sector that my product is targeting is audio-visual/film
whereas my advertisement for the movie will be print which consists of posters,
billboards and liveries. i am also likely to use social media for advertising.
The products that i will be creating are things such as posters
obviously(which will be available to buy at cinemas when the film is released),
as well as posters i will create other merchandise products such as clothing
and limited collectibles that will only be available to a small amount of early
viewers of the film that people will be able to buy at the cinema, this will an
effective revenue stream as the particular target audience of my film is 17-25
year olds who love to be trendy and look good in new limited clothing and also
like the feeling of having limited items which they know that not many other
people have. This will be a good marketing technique as it will get a lot more
earlier viewers for the film as customers will flood to the cinemas to be able
to buy these limited products. This will lead to an increase in revenue also as
the viewers of the film will increase while the limited products will also
bring in money. I will also have clothing such as hats and t shirts that will
be available whenever customers want where they can either buy online or on
their local high street, this will be helpful as it will gain customers,
leading to capital which will help towards the cost of the other advertising
that I used to promote my film, which is also good as these people do not have
to view the film and can just buy some clothes.
The title of my film is “The Full Moon” and the slogan is “Survive The
Night” I chose these as my film is set at night and the main character is being
terrorised by an evil spirit which has affected the moon which has full control
over the full earth’s night.
In my advert It will consist of my main character who is being
terrorised. As for my pictures I am going to take pictures of the regular moon
and for representation I am going to add effects onto the picture that I take
to make it more clear and make it look more horrifying.
As for images and graphics in my poster I am going to use a mix of my
own photographs as well as a few stock images from the internet but I will add
plenty of affects to them to make them fit the theme and tone of my movie.
The fonts my movie poster will use are serifs as I want to establish a
unique style onto this movie taking a break from the commonly found sans serif
fonts these days. As for font size I want to make it very big as I want it to
be very clear and very prominent on my movie poster. As for the font colour I
want to use quite a bright but night time like colour to fit with the theme of
my movie.
As for the general colours I will use they will be a mix of dark and
bright blues, black, white and greys to keep with the night time theme of my
film. For the layout of my poster I am going to make my title very big and bold
and clear for the audience to see along with this I am going to have my
antagonist clearer than anything else on the poster design.
M3
D1
D2
we have no unit 21 section and no work - this is well over due please upload both sets of work- initial ideas and then research on other awards ceremonies- DG
ReplyDeleteI cant find any work from me last year - this needs to be uploaded and annotated or better sign posted