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Unit 4- marketing your
A description of the target audience
& potential market
You need to expand and refine your original target audience that you researched
for unit 2 and find 2 potential markets that are outside your original target
The potential markets that you need to create and profile are Niche &
Mass market- This means an expanded version of your original target
audience which takes in a wider range of people. You need to answer the
Besides your original target audience.
What other age ranges would your documentary appeal to and why?
How could your documentary be appealing to both male and female & different
ethnic groups and why?
What social class would your mass market audience be predominantly from
and why? Would they be most likely from a
Working class back ground- (not university educated, likely to be in skilled or
unskilled manual labour jobs e.g, cleaner, dinner lady, electrician, plumber,
mechanic, retail worker)
Middle class background e.g,- university educated, in a more professional type
role eg, lawyer, teacher, doctor, creative & artistic career, journalist, managerial
Upper class background- aristocratic, inherited wealth, ruling class, wealthy
What type of area would your audience be likely to live in e.g, if middle class an
area like Hampstead or Richmond, if working class your audience might live in an
area like Eastham. Check out website www.upmystreet.co.uk to find descriptions
of a typical area in which your mass audience might live.
Do a profile of the typical lifestyle of your mass market audience including type
This would be a more specific market who may have
a special interest in the type of subject that your
documentary is about. For example,
If your documentary is about modelling, it may
appeal to an affluent gay market who are in to style
and glamour, interior design etc.
If your documentary is about married Muslims, it
may specifically appeal to a British Muslim audience.
If your documentary is about ex criminals, it may
appeal to an audience who are specifically interested
in crime, or may work in the police force.
Ensure that your profile covers all the points from
your mass market profile, but remember that this
will be a more refined and narrow profile.
In a similar way to your unit 2 work, interview a potential
audience outside your peer group (eg, your age group, friends
This could involve interviewing your parents, teachers, parents
friends etc. Try and ensure that they fit in with your mass
audience & see if you can find any one to interview who fits in
with your niche audience profile.
After this, organise a focus group to view and answer open ended
questions about your documentary. Film their responses to the
more focused open ended questions.
You could ask questions such as……….
What do you think of the way in which the main subject
has been represented?
Are there any elements of the representation of the subject
that you feel are unfair or stereotypical?
What could have been done to potray the subject in a more
What are your feelings about the way in which the
documentary has been edited, the use of special effects
How do these add to or take away from the documentaries
Marketing plan – part 2
You must now produce a report outlining the following…………………
A review of the competitive market for this type of product.
Look at the market for documentaries on a similar subject to your own product (Use the
IMDB for this) looking at broadcasting channel, audience figures, reviews etc. For
example, America’s top model, Feltham sings etc. research using the Top 50
documentaries programme & the IMDB database, find reviews on the internet.
A description of the target audience/consumer & the potential market.
Use the information from your mass, niche and target audience and write a description.
Show how this fits in to the market that you identified in your review (above).
The target audience for my documentary can be described as…………………
This would fit in to the market for documentaries such as…….because………
The aims of the advertising campaign.
What are the aims of your advertising campaign?
What different modes of advertising will you use e’g, TV? Billboard?, internet?, mobile
In what areas, channels, ISP’s would your adverts be shown and why? Justify your
reasons in relation to your target audience/ potential market?
What do you want your billboards, TV advertisements etc to signify to your target
audience/ consumer/ potential market? Cut & paste copies of your print advertisements
and annotate using media language.
Produce a draft/ storyboard/script for two possible adverts.
In addition, produce a draft/storyboard for 2 possible
For example, you might want to run a
competition in relation to your
documentary e. g, model competition,
makeover, holiday, free gift with the DVD
edition of your documentary.
The promotion could be done as a short
advert at the end of or just before the
commercial break of your documentary
depending on what channel it is to be
Schedule for release of adverts/ promotions/
description of how feedback will be gained
Produce a schedule for the release of the
At what time of year will your promotions/ adverts
How soon will the promotions/ adverts be released
before the actual documentary is broadcast?
Produce a release schedule and justify your reasons
for choosing your particular dates.
A description of how feedback on the campaign
will be gained.
How will you get feedback from your advertising/
e.g, questionnaires, audience viewing figures,
response to competitions.
An explanation of the potential use of two official
research bodies in gaining feedback
Look up 2 different research bodies on the internet
Write an overview of the function of 2 of these
particular research bodies and how there services
could be used in gaining feedback/ improving your
advertising/ promotional campaigns. Find out
reseach bodies that work at gaining audience
feedback for example, Mori does audience testing
research for the BBC
Also, check the IMDB and see if you can find
information on audience testing about the
documentaries that you have studied e.g, Supersize
me, Biggie & Tupac, Being Terri etc.
An explanation of the role of the ASA and other
official bodies in influencing the content of the
Search the ASA and Ofcom websites
and find information on regulation
to determine what you can/ cannot
include in your advertisements, e.g,
violent/ sexual images, bad
language etc what can/ cannot be
shown before the 9pm watershed.
How does your advertising
campaign adhere/ not adhere to
Producing advertising and promotional materials for your
In your groups, have a meeting to decide on the
type of advertisement/ promotion that you have
agreed on. Record the minutes of this meeting.
In the meeting, allocate someone to be in charge of
the meeting and someone to take the minutes
(notes)- this will be observed by your tutor. The
person in charge will produce a mind map
/spidergram or commercial board. (keep this as
evidence to attach to your production diary).
Attach to your production diary- annotations of
drafts of materials to show the development &
editing process. Print out screen grabs from
photoshop & illustrator showing full actions, history
& layers boxes.
Annotate your finished adverts using media
language & explaining advertising techniques.
In your production groups produce
1 example of the following:
Direct advertising, e.g TV/ Print
Indirect advertising e.g
newspaper article, chat show
appearances from the subject of the
A promotion- e.g, competition,
holiday, other prizes relevant to the
subject of your documentary.
After you have produced the above, you must book a client meeting
with your tutor who will pose as an executive from the broadcast
channel that you wish your documentary to be broadcast. You must
present your proofs ( e.g, your example adverts & promotion) as
a group and have a discussion justifying your choices.
Your tutor will do an observation sheet based on your group discussion
5) Discuss your USP and your print ad.
6) Look at ideas for your print ad and discuss.
7) Create with client/ teacher in role – an advertising campaign.
Week 1- Interview with documentary subject on a chatshow on
Week 2- Release TV ad for the documentary.
Week 3- Billboard version of print ad where will it be placed & why?
Week 4- Print version of ad in TV guide, showing of documentary on
Task 4 – Focus group
Using your information from your target audience, get a
focus group together which represents a broad mix of each
of your potential markets (e.g, Mass market, original
target audience & niche audience)
In your production groups present your advertising
and promotional materials to your focus groups &
film their responses.
Show your focus groups the feedback from your
client meeting in the form of graphs, a commercial
board, and a DVD cover for your documentary.
Show your adverts to your focus group.
Get your focus group to complete short open ended
questionnaires about your adverts (print & TV) &
promotional materials (Ensure that you include
open ended questions).
Do a one to one interview with a target audience
member outside your peer group.
Focus group continued….
In your groups have a discussion about the effectiveness of your
marketing plan, the documentary & your advertising (this must be
filmed). You may include your tutor in the discussion if you wish,
but your group members must lead the discussion.
What are you hoping to achieve with your marketing
What is already effective about your marketing
What could be improved?
Why have you chosen that particular image?
Caption? In your print advert?
How will it hook your different target audiences eg,
mass market, original target audience, niche
Have you produced different types of advert to
attract the different markets?
If not, how would you do this?
In your teams ensure that individually you can evidence to
- make notes as evidence on the following……..
Your contribution to the planning of the
That you have done one of the following……..
Either a) produced a questionnaire for your focus
groups response to the documentary.
b) Produced a questionnaire for your focus groups
response to your advert or promotion for the
c) or that you interviewed a target audience
member outside your peer group.
In addition, you must ensure that you each had a
turn at leading the discussion on feedback at some
point in your presentation for either your Client
meeting or your Focus group presentation.
Evaluate feedback about your documentary and the
advertising campaign/ promotional campaign that you
Write about Changes to your documentary that you might
make if you had more time.
Changes that you would make to your marketing plan if
you had more time.
A written report, using professional layout about your
client and focus group presentation. If there is any
difference of opinion between the client and the focus
groups needs and responses, you need to write about these
and talk about how you would resolve these differences.
Finally, Come to a conclusion about aspects of your two
Ensure that you use clear sub headings for each part
of your evaluation.