The document evaluates the effectiveness of combining a band's main products and promotional activities. It discusses how the digipak, music video, and poster for a band work together to promote the band's image. Each element promotes different aspects of the band visually and the contradictory nature of the video and poster make the band seem more edgy. The marketing strategy incorporates the 4 P's and maintains the band's star image while appealing to different audiences through various online and traditional forums. The only weakness may be the digipak back cover not drawing people in as well as the front.

1. EVALUATION TASK 2
How effective is the combination of
your main product and your ancillary
tasks?

2. • It is crucial to consider how all of the main
advertising tools link in with one another to
create an effective promotion package
The digipak, the Music Video and the Final
Poster :

3. • It can be said that music promotion is rarely
about the music itself, yet it is more about the
band and their image.
• The band we used was singed to EMI which
was taken over recently by the major global
conglomerate Time Warner
• Due to the fact that the audience of music is
so used to seeing the music now rather than
actually listening to it, visual media has
become a huge part of how major companies
promote their music and their clients.

4. • Visual aspects of the music industry have
become vital, and due to the fact that music
videos are such a prominent promotional tool,
the major companies creating these videos
are able to put across their ideals and what
they are trying to achieve via this Music Video
• Artists such as Lady Gaga and Kesha are prime
examples of how these new visual techniques
are used to promote themselves.
• http://youtu.be/mXvmSaE0JXA

5. • Negus argues that the music video is used as a
promotional tool, as it is so easily accessible
on sites such as Youtube and Vimeo.
• He argues this due to the fact that the music
video allows the target audience to see the
band and therefore picture them as role
models or see their ‘star image’ as dyer states
that all artists have. Negus also states that the
video is not about the music, yet it is about
promoting the band and their image.

6. • The Digipak is a crucial tool in promoting the band,
especially in their artwork promoting the bands
image
• This iconic image of Mary Antoinette has been used
by the band Hole to create their digipak cover. Due to
the fact that she is missing her head while the name
of the cover is called nobody’s daughter. This is
crucial due to the fact that it brings the audience in
as they are wanting to know who this person is and
they can find that out through the music

7. • Small things such as font matter, the style of
font says a lot about the band
• Plus more indie/rock genres go for the
extensive artwork on the front and not just a
classic picture of the artist

8. • When it came to our digipak we wanted our image to be
of the indie rock genre, this mean that we had to create a
controversial image aswell as having it slightly dark and
disturbing at the same time
• It meant that our audience would identify the band with
that indie feel which we wanted them to have.
• It linked both to our video and poster which were in turn
very different to each other

9. • Promotional posters have a huge effect on how
bands are promoted, they can portray if the band is a
pop group, and indie band or if they are a rap artist.
• Kerrang is the magazine and channel we would put
our music video and poster on. This is because
Kerrang is focused on rock music which is the closest
genre to our music video.
• Promotional posters such as mine are seen
everywhere including magazines, buses, trains and
city centres. This is one of the most effective ways of
promoting the band and their new album due to the
fact that it is seen wherever you are.

10. • Social networks such as twitter, facebook and
myspace are online forums that the music video
and the promotional poster could appear on, this
is because they allow imagined communities to
come together and talk about music and share
music which is ideal in promoting the bands music
and image.
• Posters are a huge way of identifying which band
performs which type of music and many of these
images have become extremely famous. Images
such as Basement Jaxx’s raindrop’s cd cover have
become well known worldwide.
• All music posters fall under three main categories:
1. Promotion of single and album cover release.
2. Promotion of a tour or live appearance.
3. General fan posters of an artist and a band
• Our poster is very different from our video, so this
contradicting factor also makes the band seem
more edgy and more unreliable, which audiences
members also find slightly exciting

11. • Evaluating The Music Poster
The music poster we created was a way for us as a group to
promote our band with a very different and edgy look, within the
poster the lead singer with his arms out wide promotes the fact
that he is carrying the band and his audience along with a stance
of power and importance. This makes the audience extremely
interested within our band
The star image we tried to present through it, was this laid back
attitude and that the band is much more about its music than
looks or special effect
The information placed on our poster was the release date for
our song, the band name, a picture on the band and icons of
Facebook, Youtube, and Twitter.
I think the poster is very effective to get us what we need as it
draws the audience in, with its clean cut look, and then turns
around and shocks them in the music video.

12. Philip Kotler
• ‘Human activity directed
at satisfying needs and
wants through exchange
process ‘
• This statement is what
Philip Kotler saw as the
basis for marketing and we
have very much taken this
into account when we
have thought about our
promotional tools such as
the poster, digipak and the
Music Video.

13. • This meant that we had to
compose our marketing strategy
of the four P’s
• The price, this means how much
the product will cost, and how
much the consumers will be
willing to pay.
• The place, this deals with how the
product is marketed and
distributed to the target audience.
• Product, this is what is being
advertised, the band, the star
image etc
• Promotion, this is how the
products are being advertised,
such as online forums and
traditional advertising measures.

14. Evaluation :
• In my opinion, our group has maintained
the star image throughout the marketing of
our product. The image of them being
powerful and inspiring while at the same
time laid back, attractive and appealing to
girls
• We want our group to be attractive and
appealing to girls but at the same time
listen to the music they are creating as it is
not all about looks with the band

15. The Campaign :
• In my personal view, it is
important that our
campaign worked well
to achieve the products
success. I think that we
did this as each aspect
of our campaign was
different and promoted
our band differently
within the forums in
which they were placed.
• This meant that we were
able to reach out to
different audiences’
including younger
females and music
listeners who prefer
alternative music.
• The only thing that in my
view we could change
would be the digipak
back cover as it did not
pull the people into the
digipak as much as the
front and infact could be
said to have put people
off of buying the CD.