Evaluation Question 2

1. HOW EFFECTIVE IS THE
COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?
Question 2:

2. WHAT IS A MARKETING
CAMPAIGN?
• A marketing campaign is a series of specific things a company will do to promote their business, service or product
using different forms of media. In the film industry, companies can spend millions to advertise their films to audience
around the world. The best example of this was used for the Batman: The Dark Knight movie in 2008. This
marketing campaign quickly became the fastest growing marketing campaign of any movie to date. They sent avid
fans on a hunt to find clues about the movie. They would get to watch an exclusive trailer before it was released to
the rest of the world. The tasks included: finding hidden websites and obtaining hidden emails or phone numbers.
Once they had found these, they would be sent updates including finding phones hidden in cakes. The Joker would
then call the phones and ask them to join his army and dress up like him.

3. WHAT IS BRAND IDENTITY?
• A brand identity is a way of synchronizing all forms of your marketing and promotion so that people can see that
they link together to advertise the same film. If they do not look as though they are advertising the same film, then
some viewers might get confused and think that they are for separate films. Often, some films will make more than
one poster for example. On top of this, big Hollywood films will want to advertise their film in as many magazines as
possible, each individual magazine company will have to have different photos of the cast to make their magazine
different from the other competitors. A good example of this would be the recent James Bond film ‘Spectre’.
•Contains the same
background in each
poster.
•Same tone of colour for
the image, very washed
rather than bright
colours.
•Similar pose for each
character.
•Same titles and
positioning of the titles.
•Similar layout of the 007
logo as well as the billing
block.
•“Coming Soon” written
on each poster in the
same position.

4. HAVE WE ACHIEVED BRAND
IDENTITY?

5. HAVE WE ACHIEVED BRAND
IDENTITY?
• I think that as a group we have managed to create a brand identity for ‘The Unfinished Business’. By making the
most of the characters and the photos that we had taken. Between the magazine cover and the poster for our film
we had used the same image for both, however they do not look the same due to the characters being separated
on the actual cover. Originally, the photos of each character were separate photographs. One of me and one of
Kate. We knew that we wanted our characters to be in the same frame for the poster, without giving too much of the
plot away. We started by layering up the photos using a background for the photos and adding the characters in
later creating one image from two. I feel that the blue within the image hints at part of the story as well as linking
with our magazine cover as it is the same background. The differences between the two pieces are the positioning
of the characters and what I am wearing in the magazine cover. The poster is the original image whereas the
magazine cover has the same image but a photo shopped suit over the top of what I'm wearing. Between both the
poster and the magazine cover, the title of the film is kept in white to link the two further. The poster is cropped so
that you can only see half of the characters faces. This is contrasting to the full image that appears on the
magazine front cover showing the characters as a whole. The blue tone is kept throughout and a mention of the
actors in the film.

6. THE IMPORTANCE OF
MARKETING
• Marketing is a very important tool for companies and businesses. Your business
depends on how you market your product or service. For example the recent James
Bond film ‘Spectre’ has a large marketing department to allow for all of the products
they have to get out to the public including posters, trailers, special appearances,
interviews etc. The overall marketing section covers advertising, public relations,
promotions and sales. It is important as it can make or break a films reputation. A
good marketing campaign will interact with people and attract new audiences to a
certain film and will raise interest to entice more people to watch the film. A bad
marketing campaign will deter people from going to see the film and in turn the film
might not be a success.

7. USP’S AND OUR FILMS USP
• USP – A USP is a Unique Selling Point, this is something which will attract
audiences because it is unique and not seen in other films.
• Our specific USP is the following of two young friends who set up a business whilst
drugs effect one of the characters lives and the people around them. This USP
enables us to tell a story which some young people might be able to relate to which
means that they will have a stronger connection to the film. Also the creation of a
business will relate to other people and therefore we are building a bigger audience
giving a more relatable story.

8. ADDITIONAL POINTS
• Fonts – Fonts are an important aspect to consider, if you take a teaser trailer for example, having a font which represents your genre will help to engage with the
audience. It doesn’t work if you have a action genre and you want to use this style of writing. Action Genre. It doesn’t work as it will not suit the genre and give an
accurate representation. For an action film you might use something like this. Action Genre. I feel as though the font for our teaser trailer met the requirements of our
drama genre as it was simplistic and effective for the audience to read. This is our font style for the teaser trailer.
• Style – For marketing you have to keep the same style throughout, this keeps the continuity throughout the campaign. If the style changes, the continuity is lost and
therefore, some viewers might get lost and think it is advertising another film. The style should be kept throughout to ensure the viewers know that it is advertising the
same film.
• Characters – Characters also help advertise the film, having a big Hollywood actor in a film might attract fans of that specific actor just so that they can watch them in
the film. These fans might not necessarily want to watch the film if their favourite actor is in it. It is a large selling point for films as the actors will be doing interviews as
well as appearing on the front cover of magazines and film posters to advertise. The main characters for our film are involved in participating on the magazine front
cover as well as appearing on the film poster. This helps to show the viewers who are the main characters in the film.
• Visual Elements – Visual elements are important within marketing as they will help to catch the attention of the audience and viewers. Using the magazine cover for and
example, they usually have to be eye catching so that people will notice it within the shops. Having a bold and interesting design to both the magazine cover and the
poster will make the audience more inclined to watch the film if they have interesting designs and colour choices.

9. TARGET AUDIENCE
• Our target audience is aimed at the age group of 15-24. This gives us a wide variety of an audience to
entice to come and see the film. This age gap allows us a wide range of ways to advertise our film.
Having a large spectrum for our target audience allows us to aim our marketing campaign at different
people. For example, one marketing campaign could be to do with the friendship and the setting up of
the business, however the other campaign could be to do with the illegal side which comes later into
the story. Often some films have two trailers. One that is appropriate for a family audience, and the
other may have swearing contained in it which is usually shown late in the evening. This is so that the
film can appeal to two different types of audience. The most recent example of a film that did this was
Jurassic World. They creates a trailer which showed the beauty of the setting and the location of the
world, the other trailer shows the scary and terrifying side of the film showing dinosaurs on the loose
and causing destruction.

10. REPRESENTATION AND CHARACTER
REPRESENTATION
• The representation in our film is very vague, this is a benefit as it can become
relatable for a variety of our audiences enticing lots of people into the story and plot
of our film. Character representation plays a large part of this in the film world and
through advertising. We had to keep a consistent theme throughout our products as
well as having to link the actual film. This meant that we had to look as thought
Kate's character “Amanda” had to have more power. For the magazine cover, we
did this by layering the image of her character over the top of mine. This made it
look as though I was standing behind her. The representation shown here is that
Kate's character is more serious and has more power and control in the business,
whereas my character is distracted and disconnected from working at the business
this is also represented in the way that my character is facing, with his head looking
out of shot as though he is dreaming.

11. REAL MEDIA VS OUR MEDIA
• For inspiration, we researched the film “The Social Network” a film about how Mark Zuckerberg set up one of
the most popular applications in the world. The social networking platform “Facebook”. We loosely based our
story around similar aspect, following conventions from the film like the speech included in the poster. We also
studied the way in which the trailer was presented as a montage showing parts where the business was going
well and parts where it had its down sides. We took this and turned it into the friendship between Amanda and
James and then the conflicting arguments they had when things weren’t working out. Below I have included
some screenshots that we looked at as a basis and then our real media product screenshots to show the
similarities and differences between the two. Whilst The Social Network trailer wasn’t specifically a teaser, we
cut ours down to fit the conventions of a teaser.