Our marketing strategy targeted 16-19 year olds, especially those of black and ethnic backgrounds. A print ad featuring a black youth in a hoodie in an urban setting and a radio ad with a black male rapping about street life effectively appealed to this audience. Feedback showed the ancillary texts also attracted people outside the target group. Radio was an appropriate format as the ad aired on a popular youth station. Print placement in various locations allowed wider reach. Audience feedback informed changes to the documentary's structure, sound issues, and facts.

1. Our marketing strategy:
The Black Hood
Yasmine M-Jerome, Sharnece Bent & Nicola L-Burke

2. How effective is the combination of your main product and
ancillary texts?
The content used in our documentary we would say is generally
interesting, our print advert and radio advert allowed us to showcase
what our documentary is about to its true extent. If there was no use
of ancillary texts then our production would not be as successful
because our ancillary texts were used to attract and promote our
documentary. Overall this means that the ancillary texts used are very
useful.

3. How did each ancillary text appeal to the target
audience?
Target audience: 16-19 year olds
 We have mainly targeted people of the black decent and ethnic
background.
 Our radio advert appealed to this audience as we have a black male
rapping about street life and gangster music.
 Our print advert appeals to our target audience as there is a picture
of an inner city ‘hood’ area and a black youth with his hood up.
 However our ancillary texts appeal to people outside our target
audience and we can see this from our target audience feedback.

4. Inspiration from previous print adverts..
The use of bold font The colour red The image of the hand is
emphasises the The image of the
gun is stereotypical highlights danger enough to make people
seriousness of the think about the
topic being to black youths
consequences of gang life
discussed or knife crime

5. Print Advert
• Our print advert captures our
target audiences attention in
different ways which we
purposely used.
• By having a black person in a
hood at the corner states who
our documentary is targeted
towards.
• By including an image of a block
of flats this relates the audience
of an urban area.
• By the use of ‘The Black Hood’
being in a bold text this
highlights and portrays the
genre of our documentary.

6. An urban area where
a young teenager
A dark place
involved in gang life
may be found.
The Black Hood
Referring to the
colour of our A hoodie that
target audience one may wear
we aim to target

7. Radio Advert
• Our radio advert contains as much information as possible for
a viewer know when to watch it and what it is about
• For example: the date, time and the channel that it will we
aired on

8. Where will the text appear?

9. Choice FM Radio Station
Bus stations, on buses, youth clubs, take out
shops and schools.

10. Why are these formats appropriate?
Radio adverts are appealing to all ages and the fact that our
radio advert is showcased on a popular radio station which
teenagers listen to either at home or on their phone, means it is
appropriate.
Print adverts can be shown everywhere meaning they can
attract audiences from a wider area.

11. What did you learn from the audience feedback?
Our audience feedback revealed that several changes had to made within
our documentary, these included;
The structure of the interviews
Sounding issues (music, presenters and voiceovers)
Changing the facts

12. Print Advert Feedback (pictures from the blog)

13. Radio Advert Feedback (pictures from the blog)