This document outlines key considerations for marketing a new product or film, including aims such as creating awareness, introducing a new product, increasing sales, or rebranding an existing product. It discusses targeting the appropriate audience based on factors like age, gender, lifestyle and interests. Key messages should communicate the unique selling point to convince the target audience. The marketing campaign logistics like timing, scheduling, choice of media, and call to action should be planned. Legal and ethical issues around areas like copyright, permissions, and age-appropriateness must also be addressed.

1. Aims Create Awareness Get the name out there – let
people know its coming – include a
release date
Introduce a new product to the
market
As above
Increase sales Hit the target audience with what
they want – let people see why
they want to see it
Rebrand an existing product For films – sometimes, if it’s a
remake or a development of a
franchise
Generate Feedback Use a trailer or a poster with a
focus group – pay attention to
comments on YouTube or
InstaGram
Target
audience
Age
Gender
Lifestyle
Interests You know about all of these
things…
Key messages USP or proposition
(safety/comfort/reliability/
functionality/excitement)
Unique Selling Point – why should
people go and see your film
instead of some other film – why
should they go out to the cinema
rather than watching something
on BluRay or Netflix or, indeed,
rather than playing a game.
Representation Individual people
Social groups
Issues (violence / racism / sexism)
Stereotypes You know about all of these things
– what representations does the
trailer/poster create? How does
that tie in with the target
audience?
Campaign
Logistics
Timing When will things come out? How
long before? Teaser trailer?
Campaign launch?
Scheduling How often – with what films –
when on TV?
How target audience will access
the message
Cinema / video / online / phones /
social media
Significant calendar events Tie in with key dates in the year
(school holidays for kids films /
Halloween for horror films…)

2. Choice of
media
TV Adverts
Film trailers
Interactive media presentations
Online
Print based All of these – how do they all tie
together (names, logos,
iconography and repeated images,
common fonts)
Call to action Response mechanism What does the trailer want you to
do? Go and see the film – sooner
rather than later – in the cinema
rather than on TV (but that too,
later)
Feedback How can you collect feedback on
your marketing material
Reaction How can you judge reaction?
Online? Focus groups?
Legal and
ethical issues
Copyright and IP Intellectual property
Slander/Libel Being careful what you say about
living people
Performance rights
Permissions
Royalties Payments you make for copyright
material
Violence / offensive language or
behaviour
Age appropriate? Trailer
appropriate?
Public interest You know about these… How are
these things relevant to the
marketing material for the film
you’ve chosen?
Regulatory
bodies
BBFC British Board of Film Classification
– for films
OFCOM Office of Standards in
Communication – has a code of
practice that oversees television
ASA Advertising Standards Authority –
has a code of practice that
oversees advertising