Cohesive Marketing Campaigns

Cohesive marketing campaigns are defined as using different types of marketing
methods to attract a particular target audience, reach a wider demographic and boost
the institutional revenue so that it can grow and become more advanced. They stretch
across multiple media platforms in order to become wide spread and promote a product
on a mass scale, for instance, institutions will create TV ads, social media hubs; whilst
sticking to traditional methods such as billboards. This is relevant to one of my ancillary
tasks for my production. It is also important in cohesive marketing campaigns to maintain
brand identity throughout different strands of marketing in order to shows continuity but
also make the brand look identifiable to influence people to become familiar and
purchase/ use the products in the future. A prime example of this is the release of The
Dark Knight in 2007; the company created a viral marketing campaign which allowed fans
to join an online game which gave them step-by-step missions to guide them to a ‘secret
trailer’. This included creating a real society based on Gotham City, for example,
newspapers, finding individual mobile phones and this brought the audience together by
sharing their interest on the film batman. Thus more, following The Uses and
Gratifications Theory; it allowed readers to solidify and unite together. Also, it allows the
fans to become passionate and feel empowered by the opportunity to live the virtual life
of Gotham city which increases their interaction and engagement with society and the
institution as a whole. Despite this not being related to fashion magazine marketing
campaigns
(which is my specific area of focus) it gives me inspiration on how I want readers to be
enthusiastic about the release of a product which means that there will be more of a
climax up to publication. But additionally, as The Dark Knight’s viral campaign means that
the institution will gain attention from the media too, which is another way of attracting a
wider demographic because not only does to advertise the product but as it is being
mentioned by professional institutions, it connotes the importance of the product to
make it look of a higher quality and boost the reputation.
THE PURPOSE OF COHESIVE
MARKETING CAMPAIGNS

‘Marketing is the distinguishing, unique function of the business.‘ (Portakabin) Connoting
that the purpose of cohesive marketing campaigns is to make the brand noticeable and
stand out to convey to the audience that it will benefit their lives. For example, many
institutions use celebrity endorsement as not only does this boost the institutional
reputation by connoting that they have links within the industry and attracts their fan
base but as celebrities already have status, it means that they will associate the star with
the brand, for example, how Kevin Bacon is the face of EE and whenever we see him,
are able to identify the intertextual links between the celebrity and the product- which is
a reminder for us to use or purchase it as it influences interactivity. An example which
links to my genre is how Nicole Scherzinger was the face for Missguided clothing.
is a brand I will definitely be mentioning in my production because it aims at my target
audience and is a diverse brand, supplying nightwear, petite, curve, sports wear which
means that this will attract a wider audience as it supplies for different individual needs;
making my print look catered to them and therefore more personable. Furthermore, as
Nicole Scherzinger was the face of Missguided in a television ad, it instantly invited in a
mass fan base because of her large proportion of supports and well known identity. For
example, she was a judge on the British Talent Show The ‘X Factor’ which has on
of 8.75 million viewers a week, connoting how she is going to be recognised by the
audience. Therefore, her association with this fashion brand boosted their status by
having links with a higher class celebrity which made it look respected but she would
be seen as a style icon and the audience idolized her and desired to copy her style.
Showing the effects of The Dyer Star Theory in the marketing industry because female
viewers aspired to look like her and copy her look, seeing her as a star in construction.
Thus, this allowed Missguided to grow from a relatively known British fashion institution
to globally identifiable; as also Nicole Scherzinger is American so it promoted the
clothing to her American fan base. Due to this association and celebrity endorsement,
Missguided is now worth 80 million pound; demonstrating why I aim to feature
to allow my institution to reach this level of success as it becomes more well known and
trusted by consumers.
PURPOSE OF
CELEBRITY
ENDORSEMENT IN
COHESIVE MARKETING
CAMPAIGNS

4 MAIN AIMS OF COHESIVE MARKETING
CAMPAIGNS
• To make the product acclaimed to the audience and other institutions in the industry. The effects of this means that the more people are aware of the
product the more curious that they will be to give it a try, for example, in the film industry, the hype over a new release makes us curious to watch to
understand why it is perceived as so successful. This works similarly with the fashion industry, for example, VOGUE is successful because it is seen an elite
brand which is very cutting edge. This is influenced by indirect marketing, for example, marketing which is not necessarily created by the institution. For
example, the famous film The Devil Wears Prada (2005) is about the harsh industry of fashion and the main editor and chief in the film ‘Amanda Priestly’ is
based on the editor and chief of British VOGUE; Anna Wintour ( see video clip). Therefore, in order for the reader to find out the truth of this, many people
wanted to read VOGUE, to feel closer to the icon ( meaning the Dyer Star Theory is achieved) as they are influenced by her hegemony as her personality is
the unique selling point of the institution. This is important especially for magazine marketing as conventionally they get little advertisement as they are
displayed on the shelves in shops, which promotes the product through its selling form.
• To reach and access a wider demographic. This point leads on from the one above because when a product becomes more well known to the audience, it
will attract a wider audience as most of societies mainstream culture is based on a shared culture and a consensus of interests as sociologists point out.
Therefore, to prevent exclusion, individuals will want to use a product and if it is marketed on a mass scale; individuals will feel under pressure to follow the
trend. As marketing creates 360 branding by spreading and diversifying the institution on to multiple platforms will allow it to cater to different kinds of
people too. For example, traditional marketing methods such as letters through the post are more likely to attract an elder audience because most
retired/elderly people spend time at home. Whereas to attract a more youthful target audience, institutions will use social media such as creating Facebook
pages and hashtags on twitter. However in my production, my creating a website and a billboard, it is diversifying advertisement methods so that it can
access everyone in society and it is the readers choice whether to purchase the magazine but by marketing it in many ways, it at least increases awareness
for the institution.
• Gain a reaction from the audience through brand identity. As mentioned previously, all of these points are linked. For example, if the product becomes well
known and reach a wider audience brand identity can be build because people will be aware of the look of the institution. Often, marketing methods can be
the only way that readers remember a brand because the aim of marketing is to cause a reaction from the audience, for example, make them laugh, cry or
be shocked. What ever it is, a reaction will allow the reader to form an attachment to the institution and make them feel engaged which will make them feel
special and urge them to use to products that are being promoted.

WHAT MAKES
A
SUCCESSFUL
COHESIVE MARKETING
CAMPAIGN
Engagement
Considering the
interests of your target
audience.
Make
advertisement
legible and easy to
follow
Creative and
visual
Congruent brand
identity and
distinguishing it
from other
products.
Making it
personable.
Slogans and
catchy language.
Don’t be conventional
or cliché’, be inventive
and different.

TRADITIONAL MARKETING
BILLBOARDS- Billboards are one of the main and most successful traditional marketing methods. A billboard is when a poster is placed
in a large size in a busy location, for example, a city centre or on the side of buildings. The main benefits of using billboards to
advertise a product is that most people are likely to see it because of their location in busy areas which means that a brand familiarity
will increase. This is especially if the institution continues to place their billboard in the same location because people will associate a
particular location with a brand. Also, as most of the population are glued to their phones; even though it is an old fashioned
marketing method, it looks more refreshing as it is a physical form of marketing so it allows us to understand the realistic look of the
product. This supports the readers needs of the Uses and Gratifications Theory with the aim of being educated because they will have
a better insight to the institution by being able to see it in real life. A billboard then would be useful in my production as regional
magazines are rarely promoted on a mass scale because billboards are usually only for larger institutions because they are costly.
Which prevents less developed, niche companies from being able to develop and flourish. Evidence to support this is that people in
my area are unaware that there is even a regional magazine for sport, known as Active. However, the only weaknesses to billboards is
that they have to be very basic and brief which means that information to the reader can be limited. Due to this, it is why short,
snappy language will be used in my billboard so that it is easily embedded and more memorable. Also, this will be within a slogan, for
example, like Speedo’s slogan ( a swimwear brand) ‘Speedo. Born In The Water’ as it makes the billboard more inventive and catchy
which makes it more interesting to read. Which is why a slogan will be used in my production, for example as a theoretical idea
‘CITY.CULTURE’ as alliteration makes it flow and its more memorable. However, billboards are less likely to suit an elder audience
because they are less likely to leave their homes.
POSTERS- Posters are another form of traditional marketing campaigns as they are basically a smaller version of a billboard but can
still be marketed on a mass scale, for example, on the side of buses (which is located in the city centre) or in the London Tube station
which is one of the most popular methods of transportation in this location in the UK. This is also an effect method of marketing
because it is convenient for the lifestyles of working people and as there are usually visual with often images, they appear more
interesting to read. Explaining why when creating my billboard, the image of the model will need to be interesting, for example, an
odd pose and interesting clothing to assure readers that it is visual and more interesting to read. However, this form of marketing is
again only accessible for people who go out a lot so it excludes people such as the retired. Also, posters are an expensive form of
marketing, for instance, to market a product in the London Underground, on average it will cost you £63,900 for two weeks for a 15 x
48-sheet ad. However, in our modern society, advertisement is becoming digital, for example, Times Square, to make advertisement
look more futuristic and this links with my theme of fashion because fashion is always about looking forward.

NEWSPAPERS- Another form of traditional marketing is through newspaper advertisements. Even though this form of
marketing is less conventional in our more modern, digital society it is still effective to attract a certain kind of audience. For
example, as newspapers are very detailed and analytical it suggests that it will attract intellectuals into reading content
which is crucial in order to reach a wider demographic and build popularity. Usually, newspaper adds are all placed in one
section at the back of the newspaper which makes the institution look less important and of a lower status. Hence, why this
form of marketing is more for industrial advertisement such as building businesses rather than to represent industries
working in the media. Also, as most of the people in my target audience are unlikely to read newspapers as they are too
overwhelming or lack interest to their popular culture and focus more on political and foreign affairs; it is not the most
effective form of marketing in our more advanced era. Suggesting the golden days of newspapers are coming to an end.
RADIO- Radio advertisement often is when someone explains the benefits of a product through the radio in an enthusiastic
tone. We often here many of these, for example, Go Compare, where their unique selling point is a singing opera man
which means that this tone of voice is instantly recognisable and builds brand identity for the institution. However, as this
was criticized as being annoying , it is crucial to make it too repetitive as this influences people to stay away from the
product. Also, as radio is often put on by people in their cars, such as, on the way to work it is convenient to the audiences
lives which means that they are more likely to hear about to the product- especially as radio adverts are repeated
throughout the day which means it is likely to build curiosity and encourages the audience to take on action from the
advertisement. Radio advertisement will be especially effective for my regional magazine because radio is specific to each
region, for example, there are different radio stations, depending on your location in the UK. Therefore, in my production,
this would be an opportunity for my regional magazine to aim directly at a Leicestershire audience as it will allow them to
hear the advertisement regularly and if people act upon this and purchase the magazine, it is a way of the audience
getting involved in the community. It also breaks the stigma attached to regional magazines, that they are poor quality and
unheard of as a radio advertisement will give it pristineness and appear of a higher quality.
LEAFLETS- Leaflets are another effective way to market a product, for example, by giving out leaflets with free samples is
conventional as it provides the reader with a reward to make them feel special. However, as leaflets can easily be ignored
due to the poor quality, maybe people do not acknowledge the information- to suggest digital marketing is more
appropriate for our interactive generation.
Go Compare radio advertisement ( 2010)

DIRECT MAIL -A final form of traditional marketing methods is direct mail and this can be done through either setting a letter informing people about the news of a regional
magazine or through leaflets in a more fun and visual way. This marketing campaign is usually successful because it directly addresses the customer which instantly involves
them. Also, as letters through the post are often formal; we are always looking at our post and are curious about what each envelope or package contains so people are
likely to acknowledge a product this way. Direct mail is important for regional magazines as it creates an exclusive feel as it is only people with the post code to the specific
region that can have access to the magazine. Therefore, in order to feel special, people will want to purchase an edition; this is an example of how making the reader feel
important influences The Uses and Gratifications Theory to take place as it builds personal identity. Many regional magazine institutions post the magazine its self through
direct mail and provide the magazine for free. This is important for small, niche institutions as it allows them to get recognised and allows the reader to get used to the
magazine and familiar with the institution before charging them. This will make the reader feel valued as they will not only be sourced a free magazine ( supporting their
financial needs- a step in Maslow’s Hierarchy of Needs) but will not feel under pressure to purchase the magazine before they are used to its format and theme. Suggesting
why I am considering making my magazine free of charge, however, this is not yet confirmed as it don’t want my magazine to pick up the stereotypical stigma of regional
magazines being of a lower quality.
TV Advertisement- As previously mentioned, even though magazines ( not only regional) are not promoted on a large scale, it is still important to consider how my
production could break these barriers and make my institution more widespread to influence 360 branding and make it accessible and diverse on multiple platforms so it can
be read or noticed in a variety of ways. TV advertisement is a very traditional marketing method and has been generating revenue for institutions for years. This is because
TV is a very popular leisure activity so people are more likely to recognise a product when it is seen in the television adverts as it is convenient for their lifestyle. One example
of how this has benefitted a lifestyle magazine is ‘heat’ and their advertisement in 2008. This allowed heat to grow and develop because the catchy phrase of ‘going to
London to buy a heat magazine’ was memorable so people would imagine this when they saw it on the shelves and the song connotes fun to imply that the readers will be
entertained when they read an edition of the magazine. As this opened the doorway for magazines to be promoted on a wider scale, it influences me to use slogans and
persuasive slogans such as direct mode of address to engage with the audience and make my magazine more interesting to read. However, the only down fall to TV
advertisement is that now that new technology has arose such as Sky plus or catch up, it often means that people will record the programmes they want to watch and skip
the adverts which implies they are not getting as much recognition as they used to and are less effective. Trailers are another form of traditional marketing as they give the
reader an insight to the films however
as my area of focus is print; it is unconventional to create a trailer for a magazine as it is difficult to
manage this without revealing too many elements of the magazine as this would ruin the surprise
and no climax is built. But it is still relevant to explore trailer advertisements that work as part of the
360 degree chain and how this contributes to making an institution successful. A prime example is
Cloverfield- where similarly to the Dark Knight, they released a game prior to the release of the film
alongside traditional marketing methods such as trailers and posters; giving the film a buzz.

DIGITAL MARKETINGSocial Media- Social media is a new form of marketing formed by the ‘second industrial revolution’; the
rise of the digital era. Studies have proven that teenagers spend 27 hours online a week which
connotes that this is where they spend a lot of their leisure time and is this most accessible way of
engaging with them. Social media has allowed us to do this, for example, by creating twitter pages for
people to follow, hashtags, Facebook pages, Instagram pages and Pinterest- being able to ‘pin’ ideas.
All of this variety allows people to join a hub on a common interest which is why it is so successful. For
example, it unites people from different backgrounds which builds social solidarity and allows a fan
base to form. Also, when institutions market their products on social media, they appear modern, up
date and relevant as it conveys that they are following the trends of society to connect to the
audience. However, the only downfall to social media marketing is that it is not accessible for all groups
of people, for example, the elderly who may not have social media accounts and therefore leads to
exclusion. Despite this, elderly people are not my target audience of focus so social media links will be
evident on my homepage to my website which will show my institution is flexible by being available on
multiple platforms and is another way of connoting 360 branding; making the advertisement
unavoidable.
YouTube- YouTube is another way that institutions are promoting their products as they will create a
channel to promote a particular feature, for example, Kendall Jenner was interviewed and asked 73
questions in a single shot. This video was then added to YouTube to promote her feature on the front
of VOGUE in September 2016- so the two forms of publicity anchor each other and influence her fan
base to start reading the magazine. This is why I will mention on my website for the audience to
subscribe to our YouTube channel as it is another form of viewing and another opportunity for the
reader to become closer to their idols; linking to the Dyer Star Theory as they will follow the hegemony
put in place by the star and aim to follow what they do to increase interactivity. As YouTube is also a
free source it means that it is accessible to all groups, despite their income as they will not have to pay
to view content. Explaining why so many people use it for leisure but also institutions to advertise on a
mass scale. Trailers (even though they are a traditional marketing method) are often published on
YouTube before the movie theatres, for example, the film Fifty Shades Darker did this as people are
more likely to see it. Especially as cinema is becoming less popular due to Netflix and other home
viewing options.

DIGITAL MARKETING
Website- Many institutions have used web 2.0 to create a website which is based around their institution,
where they can share content and promote the product. This is important as many people will use the
internet as a source of reading fashion magazines, so websites keep them interacted and able to access
content efficiently. Even though regional magazines are small, many of them do this, for example, Sixty
Nine Degrees; which is based in Nottingham. Hence, why my website will be visual with lots of images and
clear to navigate so that it makes it more enjoyable for digital readers. Also, my website is a way of
connoting that my institution is established and to emphasize this, it implies that celebrity endorsement
should be used on the homepage ( perhaps the face of the magazine that month) so that it gives the
institution brand identity and that the products ( magazine and website) look linked together to connote
continuity and therefore adding professionalism. Websites also link to another form of marketing with is
blogs too, for example, by posting updates and keeping readers informed. Websites also allow the
audience to subscribe or sign up which is a way of engaging with the audience and influencing their
loyalty to the institution so it is assured that those who are a member will gain access to news updates first
to add a sense of exclusivity. Allowing The Uses and Gratifications Theory to take place as it makes the
reader feel educated and acknowledged and this allows them to learn more, gaining a grasped insight.
Text Messages- Another form of digital marketing is through the use of text messages which makes the
reader directly engaged through a phone number which makes them feel closer to the institution and this
means The Uses and Gratifications Theory is achieved as social solidarity is reached. This is because the
reader believes that they have a link with the industry. Text messages are often used to alert people on
specific promotions or remind them of new issues. Clothing retailers often do this to supply the reader
with a deal, for example, Pretty Little Thing, when you subscribe, they send you direct text messages of
new promotions which makes the reader feel involved and special as the institution is offering them a
chance to save money; making it more personable.

OTHER METHODS OF MARKETING
WORD OF MOUTH- Promoting a product through creating a hype through
word of mouth. This can also be known as the Two-Step-Flow effect, for
example, an opinion leader such as the institution will mention a new
magazine issue and then this will trigger down into the public, friends
beginning to tell friends.
CAUSE MARKETING- ‘is the marketing of a for-profit product or business
which benefits a non-profit charity or supports a social cause in some way.’ In
simpler terms, it means finding a cause that the institution and the audience
care about, for example, the cliché’ ‘Buy One Get One Free’. However this has
been approached in different, more successful and more beneficial ways. The
clothing retailer of Toms Shoes did this by giving free shoes back to people in
need after every purchase which build a strong bond with the customer as
individuals would purchase Toms shoes because it would feel like a moral act,
rather than for their own selfish material desires which made readers feel
proud. Linking to The Uses and Gratifications Theory, it would build personal
identity as it made them feel humanitarian and giving which is why people
urged to own these shoes and explains why they were so popular in the
2000’s. Toms have repeated this notion again, by giving out free Toms bags to
the consumers to make them feel as though purchase has benefitted them.
Evidence Hence, this is why in my print, I will try and mention that some of
the profits go to charity as it makes my company look more personable by
giving it a ‘caring face’ which means it will have a higher reputation whilst
supporting those in need at the same time.

Undercover Marketing- Uncover marketing is hiding or keeping secret a
product or its best parts. This creates a sense of ambiguity as the reader
are unaware of what to expect which builds a climax and allows them to
use their imagination. This also does not ruin any element of the
magazine because the reader has no expectations built from advertising
products. This is an unconventional marketing method, for example,
movies will often display the funniest or tense scenes in the trailer in
order to represent the entire film to be interesting. However, if the trailer
reveals little, readers will want to find out the rest. Beyoncé’ used
undercover marketing when she released her hit single ‘Drunk In Love’
because the song was not marketed in any way; the audience
responded in shock and urged to listen to the song and this song won a
Grammy at the 57th awards for the best R&B song. However, this is only
for institutions that have a high and well known reputation and in my
production, this is unlikely to bring success as the institution is unheard
of so nobody would know it exists- meaning it would not gather any
attention.

Relationship- Relationship marketing is when institutions build relationships with the
reader instead of always having to take on a strong, persuasive manner ( which can be off
putting and overwhelming for some readers), this would be known as transactional
marketing. This can be done through direct mode of address, to make the reader feel
closer to the action and even offering rewards and offers to make the reader feel as
though they are gaining something when they purchase a product. Additionally, by
providing offers to clothing for example, it allows readers to follow the latest trends and
copy the styles of their icons; linking to the Dyer Star Theory as they see the star in
commodity and urge to get the same products to feel more engaged. Relationship
marketing leads to consumer loyalty, for example, many magazines give out free makeup
and perfume samples as it builds a relationship by offering free products which makes the
consumer feel special. Suggesting why, free makeup samples will be mentioned on the
cover; that they are available throughout the magazine. This also will boost the status of
my institution as it will seem more established by giving out free products; connoting how
it is financially developed this will bring more respect. Relationship marketing can also be
achieved through face-to-face interactions, for example, often in huge shopping centres,
representatives will hand out free editions of the magazine, for example, ELLE did this at
Birmingham Bull Ring in November 2015. Not only does this give the reader a free
opportunity to start reading the magazine but also allows them to interact with the
institution which will make them feel more involved. It also makes the company look
personable through interacting with the public.

Diversity- Diversity marketing is when companies will consider the different diversities in a
culture such as norms, values and beliefs. Then they will customise their marketing strategies to
meet particular groups of people. The benefits of this is that it makes everyone feel that the
content is directly catered to their needs which makes people feel more inter-connected which
makes them feel valued due to the institution meeting their needs- thus, linking this to the Uses
and Gratifications Theory it will mean personal identity is gained. In Leicester, it is such a multi-
cultural society, this method of marketing would mean that it would appeal to different cultures
interests. However, diversity marketing is not an approach I will take because I want to bring
people together through a shared culture rather than picking out different interests as this could
cause more segregation and social solidarity ( Uses and Gratifications Theory) would not be
reached. Which would not bring the community together in Leicester.
Seasonal- Seasonal marketing is using seasonal events to promote a product. For example,
having a Halloween theme or Christmas theme as it will make people feel festive and emphasize
their excitement. Also by attending seasonal events, it is also a great way to interact with the
audience and engage which will increase involvement. As my magazine will only be a monthly
issue date, this will be an effective method of marketing to promote the events promoted at that
time of year, to both connote relevance and awareness of popular culture in the community. This
will instantly make it more appropriate and catered to my consumers interests and lifestyles. A
famous seasonal marketing campaign is the ‘Coca Cola Advert’, ‘Holidays Are Coming’. Not only
the chant catchy but this marketing campaign has been running for over 20 years, connoting
it has a legacy and is easily recognisable and a sign of the beginning of the Christmas season.
is also globally known and is broadcasted in more than 100 countries, so it connotes how it will
bring in maximum revenue due to global identity. This is therefore the brands trade mark to
holiday sales.
As regional magazines are often perceived as
lacking interest or good quality; they often have
very little promotion. For example, Birmingham
Style, does not have any TV ads or posters.
However, it does have multiple social media
accounts on twitter, Facebook and YouTube.
Connoting how the digital era is benefiting
niche, less advanced institutions by offering free
marketing. Also, as this is now the most effective
form of marketing to reach a younger audience,
it is more direct and catered to their individual
needs. This is why in my production, social
media links will be clear in order to make my
institution look diverse by spreading across
multiple platforms so it appeals so a wider
demographic.

DISTRIBUTION COMPANIES
Time inc is a distribution company which is based in New York and it owns and publishes over 90
magazine institutions. For example, their most notable ‘Time’ but also women's fashion magazines that
link to my audience, LOOK magazine, Marie Claire, InStyle; to connote how it is a competitor in the
industry. Time ink has been around since 1922 and therefore connotes that the institution is established
and more institutions will want to market their products and synergize with them because they are seen
as more respected and reliable. Also, as it has offices all over the world it connotes how their institution
can gain access a global demographic and suggests why their products are so successful. For example,
because they are associated with such a well known publisher, they are able to cover prestige events
such as Paris Fashion Week, New York Fashion Week, London Fashion Week, Cannes Film Festival, BBC
Teen Awards. Not only does this then connote that it is linked within the industry but these events are
more likely to interest the audience as it is an example of how they have interacted with the media which
makes them look of a high status and more professional. This is why in my production, I would like to
mention local events to connote an awareness for the community. However, there is a sense of media
imperialism as smaller institutions would not have access to these well known, exciting events due to an
unheard and niche publisher and therefore fail to develop and grow popularity in the region as they are
seen as irrelevant. For example, Pigeons and Peacocks is an independent fashion magazine which is
published by London College of Fashion. Even thought this is a high level, respected University, it still
does not manage to promote the magazine on a wide scale, to suggest that because it is from a
University, it seems more ametueur and less professional. Connoting that we need to change peoples
expectations to influence them to purchase something new so that they can have a refreshing viewing
experience.

DISTRIBUTION COMPANIES
The Bauer Media Group is a globally known magazine publisher, for example, they publish over 600
magazines and 400 digital products. As this distribution company is a multi-platform institution (meaning
that it distributes products in many ways in many different locations) it can access a wide group of
people, from old ( through print) and the young ( through social media and websites) which connotes
how it is beneficial that in my production I am producing a website, a billboard and a print version as it
makes the product look diverse and more accessible. This influences more people to purchase it because
it is more accessible and not awkward to gain access of. Especially for my website, it is convenience as
360 branding comes into place because readers will constantly have access to the website through their
mobile devices- making it part of a routine, for example, something to read on a journey to work. As this
distribution company is diverse, it has a revenue of 2.4 billion euros. This is explained by how it distributes
to multiple countries to bring in a foreign audience but also it’s magazines are all varied. From women's
lifestyle such as Heat and Closer, to music magazines like Kerrang and sports magazines to this appeals to
wider group of people with a variety of different interests. However, as it is published by the same
institution, it is also beneficial for convergence, for example, Heat and Closer often come in a multi-pack
of Buy One Get One Free which is transactional marketing to attract fans of both companies. This is why I
think I will try to converge with another local institution so that we can use our fan bases to increase
popularity and profits. For example, my magazine could be free when you purchase our local news paper
‘Leicester Mercury’ as it would look of a higher quality due to the link but is also more likely to be noticed
and acknowledged as a mass fan base can be reached. For example, it is the sixth largest-selling regional
magazine in England However, as many young people no longer read news papers, it would not reach
the correct target audience ( young women) as they will be unaware the magazine exists if it is bought
with the newspaper. Also, converging with another institution prevents my institution from looking
independent which may instantly make it look less reliable, professional and of a higher quality.

INDEPENDENT DISTRIBUTION
COMPANYStack magazines is an independent magazine publisher. This supports
the less mainstream magazines and helps to support up-coming
institutions to get on the shelves and become more recognised;
expanding their niche audience into a mass target audience. This is
crucial to remove the stigma attached to first time or new institutions
because many audiences perceive them as of a lower quality and of less
interest which means that they struggle to make success. Therefore, an
institution like this would be perfect to distribute my product because it
would not be as expensive as the mainstream corporations however it
would still allow my independent product to gain more recognition;
allowing profits to be increased. However, the only weakness to this
distribution company is that it publishes more controversial products
which could cause a decoded reaction ( negative), therefore, if my
institution was published in relation to this institution it may be
categorized as controversial too and this could lead to a negative two-
step-flow effect; created by critics and passed down to the public which
would discourage people being interested in my magazine which would
discourage development.

INEQUALITY IN MARKETING
There is a notion that there is inequality in the media industry in terms of marketing. For example,
films are marketed on a much larger scale in comparison to print. For example, if we take a look at
Star Wars: The Force Awakens, prior to the release of the film in December 2015, many marketing
strategies were put in place so that the comeback of the franchise exceeded all expectations to create
a buzz for the release of the film. For example, they used posters, trailers, leaflets, billboards. But also
they synergized with Beats, to release an advert to release the film and a new music product. Also,
merchandise was created such as t-shirts, toys, kitchen essentials and this 360 branding literally made
the film unavoidable. Making is curious about what the hype is about and feel as though we had to
see it otherwise we were excluding ourselves from society. Linking to The Uses and Gratifications
Theory, it created social solidarity which bought people together. However, when we look at magazine
marketing campaigns, they have never reached this scale; perhaps this is because they are released
weekly or monthly there is less of a curiosity as content may not differentiate that much. However, it is
still unequal that the magazine industry is overshadowed by the film industry; especially regional
magazines which are rarely ever promoted in any scale. Thus, this is why my billboard will challenge
this view and connote that magazines hold just as much value and serve the same purpose of
entertaining the audience ( Uses and Gratifications Theory) through the use of bold colours and
intriguing images- similar to the Aldo billboard on this slide. Additionally, my billboard will give the
magazine industry a sense of superiority as it will connote that they are able to diversify as well as the
film industry; this will be counteracted by blog links and social media links on my website which will
additionally make my production look more widespread.

INEQUALITY IN MARKETING
Another inequality which is worth pointing out is that in the film industry, they promote films through a
premiere and this is conventional to not only celebrate the first ‘premiere’ of the film but also the stars
interact with their fans through writing their signatures for fans which makes them feel special. Linking
this to The Dyer Star Theory it makes the reader feel as though a connection has been build between
them and the celebrity, feeling closer to the celebrity which is part of the star in construction. Magazine
companies don’t do this which shows that they do not get a celebration for the publication of print. Of
course, this would be ridiculous do this every week or month however in order to provide interactivity
for the audience, they should do this annually or at the beginning of each season; especially fashion
magazines as it would mark the beginning of a new season of fashion and make it more extraordinary
which means people are more likely to go out and be inventive with their style. Some institutions do
publicize their magazines through award ceremonies, for example, the ‘Glamour Awards’ hosted by
Glamour magazine which they award ‘woman of the year’ in certain categories such as fashion, sport,
music, science, politics, business and entertainment. Also hosting ‘man of the year awards’ to promote
equality of opportunity. This promotes the magazine but also makes it look humanitarian and giving by
awarding people of their successes. However, the only downfall to this is that often they only award, well
known celebrities who are more likely to hook the interest of the public rather than the general public
such as carers which emphasizes the media imperialism in society to keep generating revenue for the
rich and ignoring the efforts of the poor. Suggesting that any awards in my magazine will be focused
around the public to make it more relatable and genuine. I think award ceremonies are a great event to
promote as they create suspense and curiosity which will urge people to attend. It also provides
opportunities for the reader which makes them feel valued and boosts their self-image.
The glamour awards converge with
Britain's largest clothing retailer
Next which shows support for
national business. But also
suggests that women who shop at
next will be interested in Glamour
to imply the same target audience
is to increase revenue and profits
from both fan bases.

Dove-Campaign For Real Beauty
In 2004, Dove launched a campaign to prevent the institution from being
overshadowed by competitors and this was known as Dove’s Campaign For Real
Beauty. It was launched by Unilever ( a British, Dutch consumer company) as their
PR agency, Edelman found in a study of 3,000 women across 10 countries only
2% of the women considered themselves beautiful. Therefore, a three year
campaign was put into place which included advertisement, publication of a
book, video, workshops, sleepover events and the publication of a play- all to
bring audiences together and empower women. Following a crucial aim of The
Uses and Gratifications Theory which is social solidarity as women will unite
together and feel confident together. The campaign also reached the aim of this
theory as personal identity was built, for example, it celebrates the variety of
body shapes which women have which promotes variation and made women
feel more comfortable in their skin. Thus, making them more influenced to
purchase the products to imply that it will make them feel beautiful in their own
skin. This is a aim of my production because it is a fashion magazine and there is
a stigma attached to women that it is only aimed at ‘slim women’ of the size 6
figure as this is what we often see in media, for example, Victoria Secret Model’s.
Thus, explaining why this has influenced me to include a variety of women of
different sizes to promote acceptance, similar to this dove campaign.

Key Features of Dove-Campain for Real
Beauty
Billboard- promoting different body types and ethnicities of women in their underwear. White
chosen here especially so that everyone looks neutral to promote that there is equality between
women. This empowering image is a form of relationship marketing as body image is a personal
topic so it engages with the reader and leads to them having a response to the campaign, such
as feeling emotional or proud of their body image. The effect this has had on women is proven
from an audience perspective ‘Crisanti told NBC News in 2005. “I hated being curvy. I hated
having big breasts. And I hated having curly hair. In my 20s, I realized all those [ideas] were
simply self-destructive. Once I started to develop an alternative definition of beauty, all of it
started to fall into’ (http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-
turns-10_n_4575940.html) Showing how it is not just profits which benefit the institutions
reputation. However, this institution has been criticized for not always promoting ‘real women’
for example, the image on this slide shows curvy women and slim women but not obese
women. Which makes women who do not look the models in campaign feel excluded and
insecure. However, it is arguable that these models look healthy which is what our society should
promote, as obesity is a health risk, leading to heart problems and therefore is something we do
not young people to strive for as it could lead to an unhealthy nation. Furthermore, the
billboard was firstly put up in Germany, then the UK and then followed by other countries, which
is beneficial for the viral marketing campaign as it is stretching across the globe and reaching a
wide demographic- allowing brand identity to be build as the institution becomes widely
recognised. Alongside this billboard, the ‘dove report’ was introduced to create a new definition
of beauty- to make it less of a niche definition and make it more relatable to regular, normal
women.

Key Features of Dove-Campaign for Real
Beauty
More key features of the dove beauty campaigns is TV interviews, coverage in women's
magazines such as advertisement on the pages such as ‘test your real curves’ to allow women to
embrace their real beauty . The dove beauty campaign even made it to the ‘super bowl’ to place
30 minute commercial slot and this expanded their demographic to suit sport fans. This had an
estimated cost of US$2.5M, which made the brand look established and of a higher quality for
being able to afford such a prestige slot- allowing respect to be build for the institution. To
increase brand identity, a website was created which connotes that the information about
products can expand over multiple platforms which made the institution look diverse.
Furthermore, on the website, more viral videos were released, for example, ‘daughters’ which
promoted mother, daughter work shops to allow young women to come together and become
more accepting over their bodies. Linking to the Uses and Gratifications Theory; this influenced
social solidarity. This was part of the Dove Self Esteem Fund; to prevent young women from
having ‘distorted’ views of their self-image; this prevents mental illnesses such as anxiety.

Dove’s powerful ‘Daughter’s video’ to prevent the peer pressure created by celebrities and idols in the media to have cosmetic surgery
in order to look ‘perfect’. Thus, this ad was persuasive because it uses a personable topic; family, to suggest that making young women
feel comfortable from a young age will prevent further insecurities.

Beauty

Beauty
The video on the previous slide was the most successful part of the Dove Real Beauty Campaign. It is known as
‘Dove Real Beauty Sketches’. The doubts that women have in the image about their self-image are overcome by
realistic reactions by the public, implying that women our their own critics. Therefore, it suggests that we should
become more confident and the effect of the video is that as part of The Uses and Gratifications Theory, self
image is built as women will feel more comfortable in their own skin. However, the only weakness is that the
opinions could be false simply due to advertisement and individuals would find this unrealistic. Therefore, a
more effective way would have been able to record live responses so that the video is more genuine so more
women are likely to see the institution as true. The reaction of this created press in the media, for example, Katy
Young from The Daily Telegraph stated that Real Beauty Sketches "[Dove's] most thought provoking film yet ...
Moving, eye opening and in some ways saddening, this is one campaign that will make you think, and hopefully,
feel more beautiful.“ The benefits of this response triggered the two step flow effect because her as a critic in the
media would seem a genuine response so more people are likely to agree with her and feel influenced to
purchase Dove’s products in order to feel special, like the women in the advertisement did at the end.
Additionally, another benefit of this Dove Beauty Campaign is that because it does not include any explicit
content, it could be displayed before the watershed so it gained more screening time to gather more attention.
It also gathered in different groups of women which would watch TV at different times.

Evaluation of success
Strengths Weaknesses
Modern; was the first major form of viral marketing for the beauty
Using videos on YouTube ( when YouTube was only created the year
the campaign began).
Expensive, lots of advertisement and
fees, for example, the super bowl. As this is a
mainly a male sporting event too, it is not
appropriate for Dove’s dominant target
audience.
Honest and personable, using relationships between women such as
mother/daughter to make it relatable so the readers feel more empathy.
This was built by maintaining brand identity throughout through the
of cause marketing and to add a soft tone to their advertisements, for
example, a washed effect and the use of white to symbolize purity. Making
women feel as though they are a blank canvas and can recreate
to make them feel more confident.
Campaign does not shows the benefits of
a dove product, for example, how it makes
people feel. It only focuses on self-esteem.
Some audiences will argue that the product
information is limited.
Audience gain from getting involved, for example, a boost in their self-
esteem will make them feel special.
Diverse campaign which is accessible in different ways, especially online so
people around the globe can get involved. Boosting the overall activity.

Evaluation of success
Even though the Dove Real Beauty Campaign has been criticized, its overall outcomes have benefitted the
institution in many ways, for example:
• Sales of Dove products increased by 11.4%, from $4 billion today from $2.5 billion in 2004
• Website visitation increased by 200%
• Media Press, from critics
• Advertisement video ‘Evolution’ won two Cannes Lion Grand Prix Awards ( giving the institution a boost in
status by being rewarded to make them look important).
• “hits on a real human truth for women,” (Brenda Fiala) connoting that the institution is genuine and trusted
by consumers.
The response from this campaign and the profits made
emphasizes the importance of why I want to connote different
types of women in my production to make everyone feel involved.
Also, as Dove has done, by having a similar theme of colour scheme
such as grey, white and blue, make my product look continuous by
making the brand identity clear. Thus, due to the viral marketing
campaign, Dove is a recognisable product, something I want my
Production to achieve so that it will increase profits and sales.

Marketing
Campaign for
Regional
Magazine

• Sixty Nine Degrees is the UK’s largest regional magazine which is based in the
midlands region to aim at areas such as Leicester, Birmingham, Nottingham and
Derby
• As I have explained magazines conventionally don’t get any mass marketing,
especially regional magazines because they only aim a specific region.
• However, this magazine has challenged this stereotype in some ways, for example, it
is a free magazine which instantly helps with marketing because the reader feels as
though they are being rewarded as they will not have to pay for an issue. Thus
meaning that more people feel influenced to pick up an edition and get involved
with the local news in their region. Also, as it is a free magazine it is easier to
distribute because institutions are more likely to agree that they will sell.
Furthermore, institutions which will exchange these products are retailers, for
example, OUTFIT stores ( which are owned by Arcadia Group Limited) give out free
editions of the magazine as they are displayed by the till point and given out free
with bags. This synergy not only benefits OUTFIT’s reputation by seeming linked with
other industries but it means that Sixty Nine Degrees can reach a wider
demographic. Also, because OUTFIT is a trend based high street store, the magazine
will appeal to the right people, for example, people who are looking for inspiration
on their style and desire to keep up to date with popular culture. Thus more, this
means that interactivity will be at a high. The institution has also distributed this to
hairdressers, which means that individuals will read the magazine as a distraction to
prevent boredom whilst they get their haircut and linking this to the Uses and
Gratifications individuals will read this for entertainment purposes- to maximise their
salon experience too.

Other ways that Sixty Nine Degrees has promoted their institution is through influencing 360
branding by creating social media pages for example they are on Facebook, Twitter and
Instagram which means that individuals can share content with their friends to influence more
involvement and more people to get engaged. Also, it especially attracts a younger target
audience whom are more interactive with social media so they will be more influenced to
share their opinions too and this association with a youthful target audience will connote that
the institution is modern. Thus, attracting more readers as it appeals relevant to todays
society.
https://twitter.com/69mag- Twitter Link
Sixty Nine Degrees has a website which emphasizes how it is modern and more accessible
to the reader. It allows them to read content online which supports readers who may not be
able to get hold of the magazine so it increases interactivity because it is easy to find online.
(69-degrees.co.uk)
Additionally, Sixty Nine Degrees promotes and markets their institutions through
competitions which synergizes with other institutions to connote that it is linked within the
industry to imply that the company provides many opportunities for the reader. Therefore,
linking this to The Uses and Gratifications Theory individuals will read the magazine to gain
personal identity through the opportunity to win a competition which will make the reader
feel empowered and as though they have importance. Therefore, the institution will also
appear charitable for giving something back to their target audience.
Even though Sixty Nine Degrees does not a viral strategy for marketing, it still overrides the
expectations of regional magazine marketing. This is because by distributing it to local
companies, whilst making it available online makes it more well-known to people in the area
which means that more people will get involved in their community. Thus, linking this to The
Uses and Gratifications Theory; more engagement means that the audience can unite and
social solidarity is achieved.

How will my main and ancillary products link together?
Similarities
Colour Palette- The colour palette will be the same throughout my main production and my ancillary products
because this is a main element for connoting continuity. For example, when you look at institutions such as
Cosmopolitan, they are famous for their use of bright pink. Therefore, by having the colour scheme the same, it will
make it more recognisable to the reader and inform them that they are using the same product which makes the
reader also feel supported. A colour palette that I have in mind is either, blue to represent Leicester City Football
or red to represent Leicester Universities coat of arms, or even a conventional female colour such as pink or purple.
Even though this is not official, I want the colour scheme to be specific to the regional audience to make it more
directly adhered to their needs.
Logo- The same logo for my magazine which is going to be called ‘GRACE’ will be the same throughout all of my
media products so that the logo can become more familiar to audiences which helps to build brand identity, for
example, how ‘heat 'magazine is renowned for their red, bright logo. Again, it is an example, of informing the reader
that all of the products belong to the same institution which will build status for the institution as it will appear
by expanding their institution onto multiple platforms.
Typography- Typography is additionally another important feature to demonstrate brand identity, for example, if the
same typography is used in my magazine, my website and on my billboard, the products are more likely to looked
linked together which will highlight how they all associate with the same institution. Serif typography is likely to be
used for the logo however sans-serif for the main body to have two binary opposites of a modern and traditional
to connote how the institution is differentiated to look more appealing to the reader.

Similarities
Slogans- Another similarly in my production will be the brand slogan which will also be the subheading to the institution, for example,
how McDonalds use ‘I’m lovin’ it’. I would like to create something like this, for example, by using full stops to differentiate the slogan so
that it slows down the reading and that it is more embedded into the reader and more recognisable to them. Therefore, if the same
is used with all of my products it will connote that the institution is creative but also each product will be recognisable to the institution.
Language style- Of course different language and approaches will be taken in each individual feature of all of my products to prevent
boredom however to create the same atmosphere, informal language will be congruent throughout my main and ancillary tasks. Not
much slang however shortened words such as ‘fab’ instead of ‘fabulous’ to make it more casual and relatable to the readers as this is
context that they will speak in their daily lives so they will feel more comfortable reading content. The informal language additionally
makes the institution appear more personable as they appear less poised and superficial, for example, like the presentation of Anna
Wintour who is the editor and chief of Vogue. Moreover, language will connote brand identity because the relaxed persona created
throughout all of my products will be identifiable and differentiate from more formal brands such as Marie Claire and stand out from
conventional formal approach taken from magazine institutions. This will also appeal more to my youthful target audience who will
to escape from the formalities of people such as lecturers- so this language will allow hem to unwind.
Models- I will feature different models throughout my production however, the model I use on the front cover of my magazine is likely
to be the same as the model that features on the front of my billboard. This is because this model will be the face of the institution and
monthly feature so not only does it influence her importance to build iconography however it will also make her recognisable and
associated with the institution. Therefore, the brand will be much more noticeable to readers. On my website, she will be feature on
too however probably not on the home page because I need to connote how my institution is differentiated to make it more interested
and varied to the consumer.

DIFFERENCES
Layout- The layout is something that will be different throughout all of my products because they are
all completely different, for example, a website layout cannot be the same as a magazine layout.
by having different layouts it makes the products look more diverse and separates them so that the
audience can have a different experience when viewing each product. However, in order to still create
link, the features will be in a similar order and also a website version of the magazine will be available.
Despite this, through each individual product for example, my website, each of the pages will follow
same layout to guide the reader and make navigation easier. This will make brand identity clear
each individual product.
Clothing- The clothing that each of the models wears will be different because the main focus of my
magazine is fashion and by repeating outfits, it would not look inspiring to the readers and make the
institution look amateur by not accessing lots of new trends and fashion. Thus, emphasizing the
importance of connoting variety through different items of clothing. This implies why celebrities are
rarely seen in the same outfit twice because they are idolized as fashion icons through the media, for
example Victoria Beckham and they are expected by the audience to maintain their high maintained
reputation in order to appear more successful.
Locations- The locations for the photo shoots will be in different places to make the institution look
more explorative and interesting. This will build suspense for where the institutions will visit next, for
example, the climax built when institutions visit local shopping centres which makes the reader feel
important as they are closer to the action which connotes an increase in interactivity.

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