- The document discusses creating an effective brand identity that is recognizable across a company's main product and ancillary texts like marketing materials. - It analyzes the marketing campaign for the movie Paranormal Activity: The Marked Ones, noting how it builds on the existing franchise identity while differentiating the new film. - The response document then outlines the brand identity elements used in marketing for the fictional film "Let Me In", including use of a pig mask icon, location, colors, title treatment, and production company logo for consistency across a teaser trailer, poster, and magazine cover.

1. Evaluation Task 2
How effective is the combination of
your main product and ancillary
texts?

2. Brand identity
Brand identity is how a brands name, logo and other visual
elements are perceived by an audience. These elements of
the brand are created by the brand itself. Brand identity can
symbolise a company’s values, service and ideas, and
therefore is crucial to all businesses, the more meaningful
an audience perceives what is being marketed, the more
often they are willing to purchase the product.
It is essential to create a brand identity because it increases
the popularity of all the branded products and can increase
sales.
Brand identity is crucial in marketing because it helps
encourage confidence and trust in your product/service,
but also in developing uniqueness in products.

3. Paranormal Activity: The marked ones.
After researching into Paranormal Activity: The marked ones, I was able to establish the
film’s identity in the marketplace. Paranormal Activity The Marked Ones is a spin off
and fifth film in the franchise. It was originally due to be released around Halloween on
October 25th of 2013, but has been pushed back to a release date of January 3 of
2014.The marketing campaign for this new film has many elements to it, including;
Word of Mouth, TV/Press, Online and Mobile, Posters and Trailers.
Through the use of their already built up franchise and product loyalty, they are easily
able to advertise and promote the brand identity of their new product by relating it to
their previous films, but also including how it will be different and attract new
audiences.
The unique selling point for this new film was releasing a short clip advertising the
newest product, and how the audience can get involved, the horror movie's
promotional campaign implores fans to "Join The Hunt on December 6," and to take
photos of their city and tag it with #TheMarkedOnes. This is for a chance to get the
Paranormal Activity spin-off to screen in that city before its release date, or so it's
thought.
By studying and researching this market campaign, it has allowed me to find the basic
elements to their campaign and give me an idea of how to structure and present my
promotion package for a film, this includes a teaser trailer, poster for the film and a film
magazine cover.

4. Creating our brand identity
To create out brand identity we repetitively
used the image of the pig mask, something
that would be memorable to audiences. This
was the main focus to our marketing
campaign, but also the use of ReelMedia
Productions, this company is used throughout
all of our products and is memorable in
promoting all of our products.

5. Reel Media Productions
This is present in the ident at the start of the
teaser trailer, but also on the poster, and
therefore is included in the brand identity.
Throughout the promotional activity of all
three products, Reel Media Productions has
published each product. The logo of that
company is also recognizable on the poster.

6. Iconography
The main brand identity throughout our marketing campaign is the pig
mask, we thought that the mask itself is a very bold image, and is most
likeliest to stick in all of the audiences minds due to its striking
appearance, but also through how its portrayed throughout our products.
Throughout all three of our products the pig mask is present; it is the main
image of the poster, and is in the background of the magazine cover, and is
constantly presented through out the teaser trailer. The picture on the
poster and magazine are two different images that both include the pig
mask, we choose two different images because repeating the same image
would have looked poor, and through changing the image we are able to
portray the pig mask very sinisterly. Through the use of different images
we have met the typical conventions of a marketing campaign.
All types of masked characters, whether its a person in a hoodie, or
someone covering there face with a big hat, all strike some type of fear
into a person, we wanted to capture this dangerous idea through the
presentation of the pig mask, and through this we are making that
character relatable to the audience in a slight degree.

7. Colours
The use of dark colours is part of out
iconography, we used this through out
products; in the teaser we used lighting to
present the dark colours, and through added
effects. Both in the background of the poster
and magazine the background was satirized of
colours and contrast was added before adding
colour.

8. Target audience
All three of our products are aimed at the same target
audience, this is 15-25 year old males, because after
researching into our influential films, and using
websites such as the Pearl and Dean website we were
able to discover that this is the main target audience
interested in the genre horror, but specifically for films
with masked main characters. Therefore we used
stereotypical colours that men are more attracted to in
our colour scheme. The main dance character is also
supposed to be somewhat relatable to the target
audience and therefore is included in the brand
identity of our products.

9. Location
The location of where the photos were taken for both
the magazine and poster, and where the teaser was
filmed were all the same location. This was to ensure
that the lighting and costumers were all the same.The
location was not voted most popular through research,
however it was quite popular, therefore we tried to
appeal to out target audience by using a comfortable
homely location, surrounded by an isolated setting.
These are the most two common places that audiences
associate horror films to be set.

10. The title
Let me in is visible on all three product, and on both
the teaser trailer and poster, the same font is used, we
experimented with using the same font on the
magazine cover, however we came to the conclusion it
didn’t look as eye appealing because the font didn’t fit
in with the rest of the magazine cover. Throughout
research it was clear that the title and the way the title
was present were all linked, this was both in films of
the same genre but also for films of different genres
and their posters, magazines and trailers.

11. The information
The information we provided on both the
poster and magazine were the same
information. This included the starring names
of the main actors, but also the title of the
magazine, because it is featured on the poster,
and is the last recognizable features to the
brand identity.