Cohesive marketing uses consistent branding across all advertising to build brand recognition. It keeps the same fonts, colors, and style in all ads like TV, radio, billboards. This allows the target audience to identify the brand from any ad. Cohesive marketing also uses 360 degree marketing by advertising everywhere the target may see, like bus stops. Synergy between companies mutually benefits both, like a movie working with a music company. Suicide Squad used cohesive marketing through consistent branding on social media, merchandise, posters and billboards seen everywhere to reach the target audience. Vogue magazine uses consistent branding on social media, billboards, and a mobile app to market to their fashion target audience.

1. COHESIVE MARKETING

2. WHAT IS COHESIVE MARKETING?
• Cohesive marketing is when a brand markets their products by advertising it in many
different ways, which can include on TV adverts, on the radio or even on billboards.
Throughout all of the different types of advertising and marketing that they would use to sell
their main product the same house style would be used. The house style would include using
the same fonts, colour schemes and even models or actors and actresses. This is effective
because it allows their target audience to recognise them as a brand and notice their product
from just the font or particular colour scheme that they have used. The idea of 360 degree
marketing is also useful to consider with cohesive marketing. 360 degree branding refers to
when a product is marketed so successfully and widely that wherever you look there is a
piece of marketing or advertisement relating to that product, this could be in the form of
merchandise, free samples or TV adverts. Synergy can also be useful when trying to achieve
cohesive marketing. Synergy is when a company creating a product works with another
company to create and release products together for their mutual benefit. For example if a
production company were making a film they could come together with a music production
company in order to create a suitable soundtrack, by doing so the film would work as
advertisement for the music and the music would serve as marketing for the film and in turn,
both companies would benefit. The symbiotic relationship between the companies involved
would work to increase the revenue for both products.

3. CASE STUDIES

4. SUICIDE SQUAD
• The 2016 Warner Brothers film, ‘Suicide Squad’ was a good example of
how cohesive marketing was used in order to increase popularity and
profits for the film. They used a range of marketing techniques including
360-degree marketing. They ensured that their target audience was
reached at all angles by advertising in all places that they would be. For
example, they used posters on the side of busses and at bus stops,
because their target audience would have been ages 15 (given the age
rating of the film) and up this method of transportation would have
been one that it would be reasonable to suggest that they would be
using and therefore without even trying they are being inundated with
marketing for the film.

5. • Social media was also a platform that was utilised for marketing. With
Facebook having over 1.9 billion users every month and twitter having
328 million users every month it is no wonder that social media was a
prominent part of the marketing for ‘Suicide Squad’. The film had official
accounts on all major platforms with its Facebook page having 7.1
million likes. The accounts shared images from the set as the film was
being made, new clips and trailers along with information about
interviews and appearances involving the cast of the film. The social
media campaign would have also generated a lot of buzz among the
target audience as the majority of them would have seen the film
marked on social media even if this is just by a friend of theirs liking or
sharing a post, this method would also have added to the 360-degree
marketing of the film.

6. • The film also used synergy in order to make merchandise which also fit
the brand of the film and would have worked towards successful
cohesive marketing of the film. This includes t shirts, bobble headed
figures and even life sized cardboard cut-outs of the main characters
such as Harley Quinn or the joker. All of the merchandise, trailers, social
media posts and posters contained the same bright colour scheme and
typography for the film. This would have created a brand for the film
because if any of those colours or font was used anywhere then due to
the extensive marketing of the film even those who had never seen it or
were not fans would have been able to recognise the film from this.

7. VOGUE
• For a magazine, the marketing would have been much harder to do,
especially for a regional lifestyle magazine like I will be creating. This is
because magazines are usually packed with adverts for a variety of products
and so they are that ones that will advertising other products rather than the
other way around. However, much like films or any other product, magazines
are also advertised through social media accounts that would share articles,
quizzes and images from recent photoshoots or celebrities that could be
featured in a recent edition of the magazine. This would work in the same
way as it would with the marketing of a film where all the target audience
would need to do is open social media and they could easily be inundated
with marketing for a magazine. Vogue magazine currently has 13.4 million
followers on twitter and so this proves the power that their standing has on
the marketing that they are able to achieve.

8. • Billboard or other types of posters including in train stations (perhaps where the
magazine is being given out) or shopping centres (where you can easily buy the
magazine) is another way in which they would be able to easily market to their target
audience. For example, a fashion magazine such as Vogue would be able to market
their magazine to their target audience, being a fashion magazine these people would
be interested in shopping and could pick up their magazine for further inspiration.
another way in which they can market their magazine is my having a mobile app which
is convenient to use and easier than larger magazine to carry around. This could be
advertised through the internet on websites which would link to the magazine, for
example a clothes website. All of these platforms would contain the same colour
scheme and typography, therefore creating a house style and brand for the magazine
which would be easily recognised and add to the cohesive marketing for the magazine.

9. MY PIECE

10. • For the brief that I will be following I will be creating a reginal lifestyle
magazine along with billboard advertisement and a website to accompany
the magazine. In order to incorporate cohesive marketing into this project I
will ensure that all three products contain the same house style. I will do this
by ensuring that the masthead on all three is the same colour and font and
that the rest of the typography used on each product fits with the house
style and matches what is used on the other products. The colour scheme for
each product is also just as important as this also needs to match in order to
be recognised as part of the same brand. In addition to this the models that
are used in the magazine could also be used on the billboard and website as
this will allow hen to be recognised as part of the brand and work as further
advertising and cohesive marketing for the brand.