media

1. Cohesive Marketing Campaigns

2. What makes a campaign cohesive?
• A campaign which involves many different
media platforms all working together to
promote a product

3. Firstly let’s take a look at ‘Tyger Takes on
the perfect body’...
• How was the Outnumbered stars’ documentary
series marketed?
• Posters
• Adverts presented through BBC
• TV appearances
• The News (papers) (due to his existing career in TV)
• Interview with RadioTimes
• Appearance on ‘Let’s do lunch with Gino and Mel’

4. http://www.itv.com/thismorning/hot-topics/tyger-drew-honey-
takes-on-the-perfect-body-documentary
• Tyger’s appearance on this morning was an
important factor in marketing his
documentary’s.
• This is evident as This Morning has won the TRIC
award for Best TV Daytime Program for the past
3 years as well as being awarded regular NTA’s
for a similar award since 2000.

5. http://www.bbc.co.uk/programmes/p01ydjwl
• The documentary adverts also being shown on
a main TV channel, with 46.8 million people
aged 16 and above watching the BBC channels
weekly based on a report taken between
January and March, also serve a purpose by
marketing the documentary to a wide range
audience.

6. Stacey Dooley
• Poster
• Adverts
• The News
• TV appearance on BBC Breakfast
http://www.bbc.co.uk/programmes/p013986f
• Similar to Tyger’s appearance, her appearance on
TV targets her primary audience of those older with
a higher income bracket seeking to receive
information from the product.

7. • Traditional marketing methods target the
older more sophisticated audience seeking to
satisfy their needs of self-actualisation
according the Maslow’s Hierarchy.

8. • As our documentary is in the form of a short
film we decided to research the marketing
campaign of, Toy Story of Terror, in order to tell
if the marketing campaigns are similar
• How was it marketed?
• Released around Halloween, perfect marketing
for a child friendly horror film
• Trailer
http://www.youtube.com/watch?v=feNxIm50JAA

9. • Premiered on Disney Channel as part of Disney’s
‘Monstober’ targeting its primary audience.
• Poster
• Game release on Disney website called ‘Creepy
Crawl Space’ in aid of the film release

10. Target audience
• Or target audience is 17-25 with an income
bracket of B-C2.
• Because of this we chose to make our
production suitable for a BBC3 exhibition.
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11. BBC3
• There is an exploitative element to BBC3
documentaries which is exploited to a younger
mass-market audience therefore supporting
our decision to reach down to targeting the
lower end e.g. C2 of our target audience
• As our production is a documentary, this also
gives us reason to target the higher end e.g. B
of our primary audience
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12. How we will make our production
cohesive?
• Our colour scheme will remain the same
throughout our poster and documentary.
• We will use the same voice for our
documentary and radio.
• We will use the same soundtrack in our
documentary and radio.
• We will use the same model in our poster and
documentary.
• Promote the same values and ideologies
throughout. 12