Cohesive Marketing Campaigns

What makes a campaign cohesive?• A campaign which involves many different

media platforms all working together to promote a product

Firstly let’s take a look at ‘Tyger Takes on the perfect body’...

• How was the Outnumbered stars’ documentary series marketed?

• Posters• Adverts presented through BBC• TV appearances• The News (papers) (due to his existing career in TV)• Interview with RadioTimes• Appearance on ‘Let’s do lunch with Gino and Mel’

• Tyger’s appearance on this morning was an important factor in marketing his documentary’s.

• This is evident as This Morning has won the TRIC award for Best TV Daytime Program for the past 3 years as well as being awarded regular NTA’s for a similar award since 2000.

http://www.itv.com/thismorning/hot-topics/tyger-drew-honey-takes-on-the-perfect-body-documentary

http://www.bbc.co.uk/programmes/p01ydjwl

• The documentary adverts also being shown on a main TV channel, with 46.8 million people aged 16 and above watching the BBC channels weekly based on a report taken between January and March, also serve a purpose by marketing the documentary to a wide range audience.

Stacey Dooley

• Poster• Adverts• The News• TV appearance on BBC Breakfasthttp://www.bbc.co.uk/programmes/p013986f• Similar to Tyger’s appearance, her appearance on

TV targets her primary audience of those older with a higher income bracket seeking to receive information from the product.

• Traditional marketing methods target the older more sophisticated audience seeking to satisfy their needs of self-actualisation according the Maslow’s Hierarchy.

• As our documentary is in the form of a short film we decided to research the marketing campaign of, Toy Story of Terror, in order to tell if the marketing campaigns are similar

• How was it marketed?• Released around Halloween, perfect marketing

for a child friendly horror film• Trailerhttp://www.youtube.com/watch?v=feNxIm50JAA

• Premiered on Disney Channel as part of Disney’s ‘Monstober’ targeting its primary audience.

• Poster• Game release on Disney website called ‘Creepy Crawl

Space’ in aid of the film release

Target audience

• Or target audience is 17-25 with an income bracket of B-C2.

• Because of this we chose to make our production suitable for a BBC3 exhibition.

BBC3

• There is an exploitative element to BBC3 documentaries which is exploited to a younger mass-market audience therefore supporting our decision to reach down to targeting the lower end e.g. C2 of our target audience

• As our production is a documentary, this also gives us reason to target the higher end e.g. B of our primary audience

How we will make our production cohesive?

• Our colour scheme will remain the same throughout our poster and documentary.

• We will use the same voice for our documentary and radio.

• We will use the same soundtrack in our documentary and radio.

• We will use the same model in our poster and documentary.

• Promote the same values and ideologies throughout.