Research on ITV Encore.

1. ITV Encore Research

2. ITV Encore is a recently new channel that ITV have added to their
institutions and this channel was put in place to broadcast shows that
have previously been shown on ITV, with dramas like Broadchurch able
to watch again but on this exclusive new channel. ITV therefore had to
use a cohesive marketing campaign in order for audiences to know
about this new channel, this meant that they used horizontal
integration with another institution, Sky. This meant that Sky was able
to broadcast and advertise the exclusive new channel from ITV so that
people would see this advert and be able to upgrade to Sky in order to
view it, which is cohesive because it involves the institutions working
together to promote a product. ITV gain viewers for their new channel,
whilst Sky themselves are easily able to gain good public reception as
they offer an exclusive channel but at no extra cost.

3. • ITV encore was advertised by using the combination of
traditional and digital marketing methoids so that all
audiences would be able to see the adverts, which
allows many people to ultimately view the show due to
the knowledge about it that they have received.
• Methods of advertisement used:
• Posters
• Billboards
• TV advertisements
• Websites
• Newspaper advertisements

4. Traditional Methods

5. Traditional Methods
The traditional methods of advertising that were used were posters,
billboards and newspaper adverts, with the primary intention of
getting audiences to see these advertisements to watch the channel.
The traditional methods are vital because they induce a word of
mouth, which is the largest form of advertising that an institution can
hope for – though this is why the digital advertisements are
fundamental also, because they get people talking. The large billboard
advert in public collaborates with Sky yet again to depict that by having
Sky, you have access to this new exclusive channel which will please
people that have a subscription to it, but then will also entice those
that are not with Sky to get it – in order to see the new channel that
ITV are offering. Moreover, the newspaper advert allows the audience
to come to an exclusive event that marks the opening of the channel
itself – hence creating an active audience as they will take this
information and will act upon it in order to get involved with the
channel before its release.

6. Digital Methods

7. Digital Methods
The digital methods are TV advertisements and website promotion, with both ITV and
Sky using these methods very effectively and also cross-promoting each other due to
the horizontal integration between both institutions. The television adverts for ITV
encore were very effective because this allows people that were already loyal to the
ITV brand to see that a new addition will be in place, with ITV having the intention for
people that have already previously seen the dramas that will be shown on the
channel to be on a new channel because if they have watched a show and enjoyed it
previously – then they will potentially want to watch it again. Broadchurch was an
extremely successful drama so the two main stars within this show were conveyed to
be the main image on adverts, as ITV used many different techniques to draw the
audiences towards the channel. Media synergy is shown within the adverts as the
television advertisements not only included the main information about the channel
like the logo, time that the channel will be launched and then the channel number,
but also a website in which the audience can navigate towards so that they can find
out more information. This depicts that web 2.0 was extremely important for ITV in
order to promote their new channel, though the billboard adverts also included
details like a web address, showing the importance of combining the methods of
marketing to ultimately create a cohesive marketing campaign.

8. Brand Identity
All of these adverts were consistent with each other in a number of ways and
this is something that is also very important, as creating a brand identity will
make sure that the audience become synonymous with the ITV logo and with
the logo of the new channel. The colour scheme and logo of the ITV Encore
channel uses a bronze type colour, indicating the type of programming shown
because it has previously been shown and this colour demonstrates that it is
slightly older, yet the shine to the colour scheme allows the audience to
simply be able to see that these programmes are still extremely good quality.
Nostalgia is a key theme within these adverts and it is depicted with the
colour scheme, hence promoting brand identity across all of the products and
this indicates the cohesive campaign with the range of methods. The name of
the channel itself ‘ITV Encore’ indicates the programming that they will be
broadcasting, with the audience asking for a repeat of the show because they
enjoyed it previously, highlighting that by having a channel name that
connotes the programming that will be shown – the audience are instantly
clear upon what they are getting value for.

9. Ideas for Inclusion
We see ITV Encore as a very influential figure for our own channel
because it is a new channel which means that I have been exposed to
all of the types of advertisements that have been very effective
because I am totally aware about the information of the channel itself.
From looking at the techniques that ITV have used to promote its new
channel, we are aware of the fact that we need to keep our products
consistent among each other because this creates brand identity, we
have to make a channel name that reflects that sorts of shows that will
be shown because this will allow the audience to simply be able to see
the kinds of programming available, we also have to use a range of
methods like traditional and digital and we shall do this with the
newspaper advertisement and then the website. We also want to use
web 2.0 with the website but then also synergy by including website
links on our newspaper advert because this simply allows the audience
to find our more information for themselves by simply promoting the
identity of a new channel.