Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing essay

3,461 views

Published on

OCR AS Media Studies

Published in: Education
  • You should find best essay writing services with great knowledge at reasonable price.because you are a student so you have to find a writer with academic knowledge. I recommend DigitalEssay.net for best services.try this.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Marketing essay

  1. 1. MARKETING EXAMPLES LESSON OBJECTIVES: TO BE ABLE TO IDENTIFY AND EVALUATE EXAMPLES OF FILM MARKETING CAMPAIGNS.
  2. 2. LESSON OUTCOMES You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  3. 3. FILM MARKETING Mind-map different methods of film marketing. Lesson Outcomes You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  4. 4. EXAMPLES OF MARKETING Synergy Viral Marketing Social Media Other Methods of Marketing Lesson Outcomes You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  5. 5. SPECIFIC EXAMPLES OF MARKETING CAMPAIGNS Film Type of Marketing Marketing Campaign Toy Story 3 (2010) Viral Marketing Viral videos - Groovin’ With Ken, Lotso Huggin Bear advert Toy Story 3 Social Media Cliffhanger screenings on college campuses via Facebook Toy Story 3 Synergy Toy Story 3 Day – Disney Channel Lesson Outcomes You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  6. 6. SPECIFIC EXAMPLES OF MARKETING CAMPAIGNS Film Type of Marketing Marketing Campaign The Avengers Synergy Release of other films in franchise over 5 years. The Avengers Mass Audience Appeal Characters aimed at range of demographic groups. The Avengers 3D 52% of tickets sold were for 3D The Avengers Social Media Avengers Alliance Facebook game – 1.2 million daily users Lesson Outcomes You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  7. 7. AVENGERS: AGE OF ULTRON (2015) What strategies were used to promote the release of Avengers: Age of Ultron.
  8. 8. REVIEW LESSON OUTCOMES What different marketing strategies can you identify? What examples of films can you identify that used those strategies? How effective were those campaigns Lesson Outcomes You will be able to: o Identify and evaluate different marketing strategies. o Describe a range of specific examples of how films have been marketed. o Evaluate the effectiveness of these marketing campaigns.
  9. 9. MARKETING EXAM QUESTION LESSON OBJECTIVES: TO BE ABLE TO ANSWER AN EXAM STYLE QUESTION ON FILM MARKETING.
  10. 10. MARKETING EXAMPLES What specific examples of film marketing campaigns can you identify?
  11. 11. EXAM QUESTION
  12. 12. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  13. 13. Assessment Criteria To achieve an A grade you need to: • Demonstrate excellent understanding • Use relevant and accurate facts • Develop a clear argument • Relevant to question • Frequent, detailed, relevant examples • Refer to your own experience • Use TerminologyLesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  14. 14. EXEMPLAR ESSAY Read through the exemplar essay and consider how successful it is in relation to the assessment criteria. o How many specific examples are used? o What terminology is used? o How often does the student evaluate the points they make? o Is there reference to their own experience? Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  15. 15. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  16. 16. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Argument Clear knowledge of film industry linked to Disney and specific examples. Facts used to support points.
  17. 17. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Explanation of The King’s Speech appeal to broad audience. Detailed knowledge of how cross- media convergence benefits film marketing.
  18. 18. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Specific example of marketing within evaluation of benefits and disadvantages. Conclusion returns to question and argument.
  19. 19. WWW Detailed knowledge of film industry. Reference to a range of contemporary film examples. Some evaluation. Argument. EBI Include reference to own experience as a consumer. More consistent use of terminology. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  20. 20. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. How would you go about answering this question? What argument/key points might you make? What examples could you use?
  21. 21. Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. • Marketing • Distribution • Production
  22. 22. STRUCTURE Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Introduction – state argument, identify focus. Marketing - Big Studios – Synergy and Cross-media convergence – Disney, Toy Story 3, The Avengers. EXPLAIN EXAMPLES-EVALUATE-LINK TO ARGUMENT. Online Marketing – Viral Campaigns The Last Exorcism, Veronica Mars, A Field in England. EXPLAIN EXAMPLES-EVALUATE-LINK TO ARGUMENT. Distribution – dominated my major studios – use of day and date release by independent companies. Avengers, A Field in England. Production – developments in production technology and bigger budgets help Big Six studios dominate – Avatar, Avengers. Conclusion – sum up argument, relate to your own experience.
  23. 23. INTRODUCTION Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Marketing and distribution are as essential to the success of a film release as production practices. Films released by major Hollywood studios benefit from big budget marketing, inbuilt appeal to a mass audience, and the use of a synergy. This has contributed to the dominance of the film industry by the Big Six Hollywood studios, however the development of online marketing and distribution has also benefited independent film productions.
  24. 24. BIG STUDIOS Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. The film industry is dominated by the Big Six studios such as Disney and 20th Century Fox who are also subsidiaries of major conglomerates. This allows them to use cross-media convergence and synergy in the promotion of their films to maximise brand awareness and ancillary revenue. The Avengers – Walt Disney Company bought Marvel in 2009 and began developing The Avengers franchise. Marketing/synergy techniques employed. Evaluate benefits/disadvantages – link to argument, e.g. The success of The Avengers, which has the third highest theatrical box office revenue of all time ($1.5 billion) was in large part due to the marketing strategies employed to develop brand awareness and hype about the film’s release. Many of the strategies employed were only possible as it was distributed by The Walt Disney Company who are a major conglomerate. Franchises/sequels – ‘presold films’ Distribution – studios able to use wide release of films due to dominance of the market place.
  25. 25. INDEPENDENT FILMS Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. The rise of online and viral marketing offers independent films the opportunity to level the playing field with major studios in terms of marketing. Viral marketing is low cost, interactive, and when successful an excellent way of generating positive word of mouth. Possible Examples: A Field in England The Last Exorcism Explain examples, evaluate, link to argument. Using viral marketing and social media is cheaper than traditional forms of advertising such as broadcast, print, and ambient media. This is beneficial to independent films because…Other benefits/disadvantages are.. Distribution – low budget films limited release, BFI Prints and Advertising Fund.
  26. 26. DISTRIBUTION Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Film distribution is dominated by the Big Six US studios. In the UK the Big Six have a 75% share of the market. Studio films open on a large number of screens – e.g. Avengers opened on 521 screens in the UK. The Selfish Giant – 35 screens A Field in England – 17 screens. Day and date release – A Field in England – benefits? It Follows (2015) – compressed window strategy - then delayed VOD release – benefits of technological proliferation/convergence for independent producers.
  27. 27. PRODUCTION Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Production practices important to success of a film. Most successful films in recent years – Avatar, Avengers, Hobbit franchise all used advanced technology – digital 3d, CGI, etc. which encourage the audience to go to the cinema to watch them. UK independent films – low budget, more limited technical resources, less box office.
  28. 28. CONCLUSION Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question. Sum up your argument: As I have demonstrated marketing has been key to the success of a range of films. Major studio productions such as ‘The Avengers’ and ‘Toy Story 3’ owe a significant part of their success to the effective marketing techniques used. As they are produced and distributed by studios which are subsidiaries of major conglomerates they benefited from extensive use of synergy. Cross-media convergence underpins the global dominance of the Big Six studios. The development of online and viral marketing has benefited independent producers due to the low costs involved, and potentially vast audience, however major studios are also making effective use of these methods of marketing. Relate to your own experience: How do you find out about films you want to see? What types of marketing are most effective on you? Have you have made use of film marketing via social media or viral videos?
  29. 29. TERMINOLOGY Bullet point the key terms you could use in each section of the essay: • Introduction • Major Studios • Independents • Conclusion Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.
  30. 30. REVIEW LESSON OUTCOMES What are the qualities of an effective exam answer? Lesson Outcomes - You will be able to: o identify the qualities of an effective exam answer. o use your knowledge of film marketing to plan an answer to an exam question.

×