The document discusses marketing a new TV crime drama to a mainstream audience using traditional and digital media. It provides examples of marketing techniques that could be used at different stages, from filming to launch, including a viral video and forum posts. Students are tasked with discussing 5 ways they would promote the show across media to appeal to different audiences and the uses and gratifications those techniques may provide.

1. Make two lists of traditional and digital marketing:
Under which heading would the following marketing materials come?
What type of marketing are they and at which stage would you release them?
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3
Teaser Trailer Article in The Guardian Forum message on Alibi
Interactive Website
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5
Poster

2. TRADITIONAL DIGITAL
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3. Lesson Aims:
To understand the stages of a marketing campaign, the materials released in
each stage and how they can appeal to the audience
B- Devise a clear marketing campaign that appeals to a wide audience using
cross media/synergy and traditional and digital marketing.
A Devise a creative marketing campaign that appeals to a wide audience
using cross media/synergy and traditional and digital marketing to tease the
audience
Task 3:
Discuss the ways you would market and promote
your new TV Crime Drama to appeal to a
mainstream target audience using both
traditional and digital media.
(15)
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4. Task 3:
Discuss the ways you would market and promote your new TV Crime Drama to appeal to a mainstream target
audience using both traditional and digital media.
(15)
C Grade:
Give 5 examples of how you would market your programme to appeal to the
target audience using both digital and traditional media
Stage (eg. During filming, Technique/digital or Appeal to Audience
prior to launch) traditional
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5. Task 3:
Discuss the ways you would market and promote your new TV Crime Drama to appeal to a mainstream target
audience using both traditional and digital media. (15)
B Grade:
Give at least 5 examples of how you would market your programme to appeal to the target
audience using both digital and traditional media. Use specific techniques to appeal to different
audiences and consider the uses and gratifications these would offer?
Stage (eg. During filming, prior to launch) Technique/digital or traditional Appeal to Audience (who and how) uses
and gratification (escapism, personal
identity, personal relationship,
information)
Prior to filming Viral marketing- video posted on Alibi fan Appealing as gives information and insight
forum of a victim that has been kidnapped. into the show. Teases the audience so will
A ransom note has 5 clues in that you need intrigue those who like complex clues and
to log onto the site and enter to win a puzzles perhaps older males. Appeal to
teaser trailer. younger audiences that use the internet
and may pass onto friends creating personal
relationships. Creates enigma and buzz
amongst fans of existing TV Crime Dramas
1

6. Task 3:
Discuss the ways you would market and promote your new TV Crime Drama to appeal to a mainstream target
audience using both traditional and digital media. (15)
A Grade:
Give at least 5 creative and original examples of how you would market your programme to appeal
to the target audience using both digital and traditional media. Use specific techniques to appeal
to different audiences and consider the uses and gratifications these would offer?
Stage (eg. During filming, prior to launch) Technique/digital or traditional Appeal to Audience (who and how) uses
and gratification (escapism, personal
identity, personal relationship,
information)
Prior to filming Viral marketing- video posted on Alibi fan Appealing as gives information and insight
forum of a victim that has been kidnapped. into the show. Teases the audience so will
A ransom note has 5 clues in that you need intrigue those who like complex clues and
to log onto the site and enter to win a puzzles perhaps older males. Appeal to
teaser trailer. younger audiences that use the internet
and may pass onto friends creating personal
relationships. Creates enigma and buzz
amongst fans of existing TV Crime Dramas
1
Terminology : synergy, publicity, cross media marketing, promotions, merchandise, synergy,
teaser, fans, forums, blogs, social networking, hotspots, interactive, enigma, advertising,
appeal, escapism, identity, relationships, marketing stage, scheduling, star power, critics

7. Swap your work with a partner:
Give them a mark and 3 pointers to improve their work for the next grade:
Knowledge and understanding Out of 5
of marketing.
Clear use of stages, digital and
traditional, uses 5 examples
and a range of techniques (if
these are very creative give 5)
Appeal to audience: Range of Out of 5
ideas that will appeal to
different audiences and these
are well explained with
reasons why.
Excellent use of media Out of 5
terminology and detailed
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answers, Clear use of stages,