The document provides guidance on researching and analyzing the marketing mix for an existing documentary as part of a marketing strategy assignment. Students are instructed to choose a documentary, describe its key attributes and content, and analyze how it was distributed, priced, and marketed. Effectiveness of the documentary's marketing should also be considered, with lessons learned applied to marketing their own documentary.

1. Marketing Strategy Researching and devising a marketing strategy for your documentary

2. Initial research You need to complete research in order to satisfy the criteria for unit 4. The aim of this is to analyse the marketing mix for existing media products. The achieve the following grades, you will need to: Pass You provide a basic analysis of existing media . You give a basic description and a few examples of pricing and outlets. You briefly describe a couple of ways in which the product has been marketed. Merit You provide a good description of the product, which cites a range of examples of pricing and outlets. You describe a range of ways in which it has been marketed. Distinction You give a detailed description of the product and cite an extensive range of pricing and outlets. You describe a range of ways in which the product has been marketed and evaluate whether you think it has been successful or not.

3. The Product You need to choose a documentary to research. You could choose one of the ones we looked at for unit 2 such as Super size me or Biggie and Tupac. You could also choose a documentary which has been commercially released such as March of the Penguins or Fahrenheit 9/11.

4. Describing the product You need to describe the product: What type of product is it? What happens in the documentary? What makes it different or unique? Who is in it? What did they do? What type or style of documentary is it?

5. Access How did/do consumers access the product? Was it commercially released or shown on television or both? Which channel was it on? Which types of cinema was it shown in? Who distributed it?

6. Pricing How much would it cost to see the documentary? How much might a television channel have paid for it? If the documentary was shown on BBC or SKY then what would be the cost to the consumer in accessing the channel? How much is the DVD? Is the pricing affected by other factors? How does the price compare to other, similar, products?

7. Marketing In which ways was the documentary marketed? For example, trailers in cinemas, on television, print advertising, interviews, sensationalism from the press, websites etc. Was the documentary branded in any way? (for instance if it was by a ‘famous’ filmmaker e.g. Michael Moore, Nick Broomfield)

8. Effectiveness of the marketing How effective do you think the marketing of the documentary was? Why do you think this is the case? What can you use from the marketing campaign for your own documentary marketing?