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#2 Evaluation
1. #2
How effective is the combination of
your main product and ancillary texts?
2.
3. I came up with a target audience
17-35 year olds who are likely to be
intelligent, creative or academic and
cultured, who are likely to have seen or be
entertained by indie films and have a
personal taste for alternative music.
5. Target Audience
17-35 year olds who are likely to be
intelligent, creativeor academic and
cultured, who are likely to have seen or be
entertained by indie films and have a
personal taste for alternative music.
7. Trailer.
Use: To market the film to engage an audience to watch the final product.
Who: I came up with an original target market in my research and personal aims.
Researched: I had to research the current existing market in order to identify the attributes that
make up or convey to my target market.
How it appealed to my target
Typical ‘alternative/indie’ films.
Tackle issues such as love and death.
Creative (colouration)
Require a certain level of intelligence
to understand fully
Do not conform to typical
conventions
Style conscious
Good use of audio
8. Magazine.
Use: To market the film to a wider audience and to gain public knowledge of it, using a secondary
media
Who: I need to choose a particular magazine publication that appeals to my target market, in order
to ensure maximum publicity and efficiency.
Titles: After researching into the target markets of particular publications, I concluded that the most
appropriate title would be V Magazine.
How it appealed to my target
Highly creative and ‘design directed’
Unique style, not conforming to the
typical conventions.
Use of a large masthead, unlike other
magazines
Lack of colour on some magazines
Alternative
Intelligent
Style conscious
9. Poster.
Use: To market the film to a wider audience, outside of the ‘internet’ and ‘digital’ world, placing
advertising in outdoor areas, public places and publications.
Who: I need to choose particular places and particular publications to attract my target market.
Titles: After researching into particular posters, I selected a number of film posters that I liked the
look of, and that I felt attracted my target market.
How it appealed to my target
Highly creative and ‘design directed’
Unique style, not conforming to the
typical conventions.
Alternative feel.
Lack of colour on some magazines
Style conscious
10. All of these forms of advertising need to be
channelled through the relevant means, in
order to attract my target audience.
11. Reminder of my target audience
17-35 year olds who are likely to be
intelligent, creativeor academic and
cultured, who are likely to have seen or be
entertained by indie films and have a
personal taste for alternative music.
13. The marketing strategy
Trailer.
• Shown in specialistart house cinemas, and selected CineWorld, Vue and
Odeon theatres in particular locations.
• Trailer will be placed on specific ‘niche’ websites that feature trailers, etc.
• Target the trailer at influential bloggers.
• Be shown before similar films as they’re shown in the cinema, in order to
encourage a similar audience to see my film.
• Encourage a viral marketing campaign through the use of twitter/facebook
to advertise the trailer.
• Screened at certain music festivals.
• Advertised before targeted YouTube, Guardian and other website videos.
14. The marketing strategy
Magazine.
• Magazine chosen was an alternative, style&media magazine, V Magazine.
• Magazine is usually stocked in specialist stores, mainly in central city
locations and urban areas. In London, typically Soho, etc.
• Magazine is stocked normally online, which attracts a specific niche target
audience.
• Magazine is also sold internationally, in NYC, LA and Paris, so can attract
an international market as well.
15. The marketing strategy
Poster.
• Poster will be shown in underground tube stations placed in certain areas,
such as Soho.
• Be shown at specific cinemas, such as art-house ones, selected branches
of CineWorld, Vue and Odeon.
• Poster will be displayed in outdoor urban areas and telephone box covers
in specific areas.
• Displayed at certain music festivals.
• On certain bus lines in certain areas.
• Put in specific publications relating to my target audience, such as GQ,
Esquire, NYLON and other newspapers.
16. Poster shown at telephone boxes and on
underground tube stations.
17. In addition to this, the film company will
also have its own website where it will offer
easy access to watch and share the trailer.
My target audience are intelligent and
articulate, so they are likely to visit such
website.
18.
19. The marketing strategy
Company Website.
• The website is similar of the design of another film company – Warp, who
produce similar productions to my own film.
• Warp, based in Sheffield, produce quality indie films targeted at a niche
audience. They recently made Submarine – one of the films I researched.
• The website would work well with the poster and the trailer, which have a
creative feel.
• The website also helps spark a viral campaign, through the use of share
buttons for facebook & twitter.
20. The marketing strategy will work because
all 3 are targeted at the audience through
channels which are relevant to them.
