Evaluation AO5

Evaluation AO5

 Most of the feedback that I received after presenting my promotional material was positive, although I had a few pieces of constructive criticism. I got feedback off three peers; each gave a different criticism for me to work on.

 Tim Davies liked the idea of using YouTube to create interest amongst the target audience, but the album poster lacked information on where to buy the album. 

      Album Poster (post feedback):                 Album Poster (original)

 

 I added another tab saying where the album will be available and changed the text colour to red so it stands out against the white. I also added an arrow pointing to this, to draw your attention to where to buy.

Jay Kiss said that he liked the idea of the X-factor performance as it has a huge audience, many of which are target audience for Ke$ha’s music. He also said that the radio interview could have been a little longer and a bit more relaxed, not so formal question and answer.

         Original Radio interview:

Radio Interview (post feedback)

Presenter: Now we have a worldwide, self confessed party animal and rock chick in the studio…It’s Ke$ha guys!!! (applause/cheering)

Welcome along Ke$ha, it’s lovely to have you here finally, because we have met a few times but you’ve only just been able to make it onto the show, how is everything?

Ke$ha: Yeah, it’s great to be here, finally! I know I have been hoping to come on the show for a while now and here I am! Everything’s great thanks; I’ve got loads on at the moment so I’ve been a bit hectic, but I took some time to come and see you guys!

Presenter: Ohh thank you Ke$ha, we were so excited when we heard you were coming on the show! So you’ve got a new album coming out haven’t you?

Ke$ha: Yes, I do! I am so excited about it!...My album is called Blow and I have just released a track from it also called Blow! I hope you guys like it!

Presenter: Yes, we will be playing the world exclusive of Ke$ha’s new song shortly! So we’ve been seeing you in the newspapers and magazines, you must be a busy girl!

Ke$ha: Yes I have been!...And it’s not over yet! I have an X-factor performance coming up which I’m so excited about!

Presenter: Yes we have heard!...And that’s this Sunday isn’t it?

Ke$ha: Yes I’m singing my new song Blow, this Sunday at 8.00pm! So I hope you guys will be watching!

Presenter: Yes we will be watching!...Well, we are now going to play your new song Ke$ha, would you like to introduce it?

Ke$ha: Yes ok, here is my brand new song, from my album Blow which is out this Christmas, I hope you enjoy, It’s blow!!!

(Cheering/Applause)

(Song fades in)

Lucy Dickinson said that the presentation on my magazine article on Ke$ha could be improved. The layout wasn’t really in keeping with traditional articles and it didn’t stand out much.

                                                                      Original Article:

                                                       (Post Feedback Article)

I made several changes to my article on Ke$ha. First of all I changed the layout, I moved the image to                           the  left hand side of the page and re wrote the article with the writing going around the image in an article style. I also changed the font of the text to a typewriter style, I felt this would fit the genre better and be more interesting than a generic font. Finally I made the text red, this was to grab the readers attention more, as before it didn't stand out much. 

Legal and Ethical

The ASA enforce advertising codes written by the Committee of Advertising practice. This makes sure that the adverts we watch on television we can trust, it makes sure they don’t lie and false advertise these codes would have to be followed when creating teaser videos, advertising Ke$ha's new song. BARB monitors the amount of people watching television, so this would help with the placing of the advert and finding out when would be best to put the advert in and on what channel. CAP is the equivalent of the rulebook for advertising, it creates a level playing field for advertisers and it protects the customers. The Parental Advisory scheme are a shceme that I would have to go through when promoting the Ke$ha's album.  http://www.bpi.co.uk/press-area/news-amp3b-press-release/article/parental-advice-on-music-updated-for-the-digital-age.aspx 

Feedback for powerpoint

Minutes

Presentation

Marketing plan:

1. The product I will be marketing is the music video I created with a group last year.

2. The aims of the new campaign are to advertise the music video and promote. Also to sell more CD’s and downloads and to promote the artist.

3. As Kesha is a young artist she has a young fan base ranging from around 13 – 25. This is reflected in her many Facebook groups and pages dedicated to her and her music. Kesha being such a controversial artist we need to be creative in the way market the music video. So as well as advertising her video on YouTube pop ups advertising her video could pop up when other music videos are being watched to create interest with people who may not be aware of her music already.

4. The majority of the target audience ranges from around 13 to 25, there may be some slightly older or younger viewers, but the marketing will be aimed towards that age group. It is also aimed towards people with a party lifestyle i.e. students, who will be going out and regularly so will be listening to her music. 

5. The market is definitely national and potentially global. This is due to the artist being so well known around the world already and also due to her being young and therefore a style icon as well as a singer for young girls to follow and look up to. As she is a style icon her music could be streamed through the fashion industry, at fashion shows and in shops who sell clothing in a similar style to hers.

6. I would advertise this product by creating banners to pop up on related websites such as YouTube. Also I would create billboard posters advertising the new song and music video. A way to promote the music video and track would be to open competitions in relative magazines or newspapers.

7. Production

- 12^th October - YouTube audio preview 

- 14^th October - Radio appearance song plug (Chris Moyle’s show)

- 15^th October - Jonathon Ross show appearance

-  17^th October – Television teasers (1 on each day from Monday to Thursday)

- 21^st October – Music video and song gets released on TV, Radio and online, Radio appearances

22^nd October – Television appearance to promote the new song

23^rd October -

8. A way to sample audience feedback would be to create a short and simple questionnaire which could pop up after each viewing of the music video on YouTube.

Legal and Ethical

9.  CAP the Committee of Advertising Practice would be one of the official research bodies we would use along with BARB Broadcasters Audience Research Board and ASA Advertising Standards Authority.

ASA deal with complaints about adverts from the audience, this can be used as feedback, and so if any complaints are made about the product then adjustments can be made. BARB provides estimates of how many people are watching television including what channels and programs; by working with this company we can see how many people are watching the music video and what sort of people are watching. This would help with promotions in the future and help to understand the target audience and when to advertise and on what channel.

The ASA enforce advertising codes written by the Committee of Advertising practice. This makes sure that the adverts we watch on television we can trust, it makes sure they don’t lie and false advertise. BARB monitors the amount of people watching television, so this would help with the placing of the advert and finding out when would be best to put the advert in and on what channel. CAP is the equivalent of the rulebook for advertising, it creates a level playing field for advertisers and it protects the customers.

I created this marketing plan going through each promotion and when it will happen to organize everything and make sure promotions are done when it is appropriate. I also went through the legal and ethical issues and researched the ASA, BARB, and CAP which I would have to go through when creating my advertising campaign. 

Article

Radio Interview with Ke$ha

Presenter: We now have Ke$ha in the studio (applause/cheering)
                 Welcome along Ke$ha, how are you doing?

Ke$ha:  I'm very well thanks, I'm so happy to be in the UK!

Presenter: What do you have planned while you're over here?

Ke$ha: Well I'm promoting my UK tour and my new album 'BLOW!' which is out soon!

Presenter: What can we expect from your new album?

Ke$ha: Well it's very upbeat and fun really, I had so much fun whilst making it! Everyone involved was just great and so passionate about it.

Presenter: Sounds great! ...Now Ke$ha, we're going to play your new song, would you like to introduce it?

Ke$ha: OK, guys this is my new single out now, from my second album, I hope you enjoy...It's Blow!

(Clapping/applause)...(Song fades in)

Promotional T-Shirt

Album Poster

      

1. The product I will be marketing is the music video I created with a group last year.

2. The aims of the new campaign are to advertise the music video and promote. Also to sell more CD’s and downloads and to promote the artist.

3. As Kesha is a young artist she has a young fan base ranging from around 13 – 25. This is reflected in her many Facebook groups and pages dedicated to her and her music. Kesha being such a controversial artist we need to be creative in the way market the music video. So as well as advertising her video on YouTube pop ups advertising her video could pop up when other music videos are being watched to create interest with people who may not be aware of her music already.

4. The majority of the target audience ranges from around 13 to 25, there may be some slightly older or younger viewers, but the marketing will be aimed towards that age group. It is also aimed towards people with a party lifestyle i.e. students, who will be going out and regularly so will be listening to her music. 

5. The market is definitely national and potentially global. This is due to the artist being so well known around the world already and also due to her being young and therefore a style icon as well as a singer for young girls to follow and look up to. As she is a style icon her music could be streamed through the fashion industry, at fashion shows and in shops who sell clothing in a similar style to hers.

6. I would advertise this product by creating banners to pop up on related websites such as YouTube. Also I would create billboard posters advertising the new song and music video. A way to promote the music video and track would be to open competitions in relative magazines or newspapers.

7. Production

- 12^th October - YouTube audio preview 

- 14^th October - Radio appearance song plug (Chris Moyle’s show)

- 15^th October - Jonathon Ross show appearance

-  17^th October – Television teasers (1 on each day from Monday to Thursday)

- 21^st October – Music video and song gets released on TV, Radio and online, Radio appearances

22^nd October – Television appearance to promote the new song

23^rd October -

8. A way to sample audience feedback would be to create a short and simple questionnaire which could pop up after each viewing of the music video on YouTube.

9.  CAP the Committee of Advertising Practice would be one of the official research bodies we would use along with BARB Broadcasters Audience Research Board and ASA Advertising Standards Authority.

ASA deal with complaints about adverts from the audience, this can be used as feedback, and so if any complaints are made about the product then adjustments can be made. BARB provides estimates of how many people are watching television including what channels and programs; by working with this company we can see how many people are watching the music video and what sort of people are watching. This would help with promotions in the future and help to understand the target audience and when to advertise and on what channel.

The ASA enforce advertising codes written by the Committee of Advertising practice. This makes sure that the adverts we watch on television we can trust, it makes sure they don’t lie and false advertise. BARB monitors the amount of people watching television, so this would help with the placing of the advert and finding out when would be best to put the advert in and on what channel. CAP is the equivalent of the rulebook for advertising, it creates a level playing field for advertisers and it protects the customers.

AO2

BARB is an acronym for Broadcasters Audience Research Board. BARB was set up to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB provides estimates of how many people are watching television, including which channels, programmes, what time and what sort of people watching. 


RAJAR stands for Radio Joint Audience Research and is owned by the RadioCentre the board debates important decisions of policy and principle. 


The Audit Bureau of Circulation or ABC is a company that manage and uphold standards which reflect media industry needs. They also offer a service to check the data and processes meet these industry agreed standards. 


The ASA stands for Advertising Standards Authority. They ensure that customers can trust the ads they see by enforcing Advertising codes written by the Committee of Advertising Practice.


CAVIAR is the Cinema and Video Industry Audience Research company, providing reliable cinema audience figures for Media Planners which is collected from surveys  from 2500 British cinema goers raging from the ages of 7 and 44. 


CAP is the Committee of Advertising Practice and is governed by codes of practice that are designed to protect customers and create a level playing field for advertisers.  

The Debt

THE DEBT


The 2011 film The Debt is a thriller, which also contains action. A lot of the film is based on events from the 1940's, as well as the modern day. But due to the majority of the film being set around the 40's, the
target audience will be mainly the ages of 40 plus.

The film is released on Friday 30th September 2011 and has been rated certificate 15. As the target audience is around 40 plus, there wasn't a real need to certificate the film below a 15.

From watching the trailer, the story line is about 3 young Mossad agents who are sent to track down a nazi surgeon. It shows that it is action packed and switches between the young Mossad agents, to them 30 years on.

 Helen Mirren features in this film and from the promotional side, the main focus is on her, also starring along side of her are, Sam Worthington, Jessica Chastain, Tom Wilkinson and Ciaran Hinds. The older cast bring with it a slightly older audience, so it is most likely to be seen by middle aged people.

Although it has this audience, it is a mainstream film and is shown in multiplex cinemas, rather than art house cinemas. This could be as the film hasn't been released yet and art house cinemas tend to screen films that have been released for about a month. In Cineworld the price for an adult ticket to see The Debt costs £8 and at the Odeon it costs £7.85.

The film premiered on 21st September 2011 at The Curzon Mayfaire, Helen Mirren and Colin Firth attended. The Debt has a Facebook page dedocated to the film and the trailer was posted onto the wall on 27th April 2011.

AO1 - An analysis of the marketing mix for at least one product

Eastenders-


 A soap opera is an on going drama, running all year round. Each episode will have several story lines, one main story line and then a few other, smaller story lines happening at the same time. This keeps the viewers interested at all times, so there's never a gap in the soap with nothing going on.  

 Eastenders is a soap opera that has been running since the 19th February 1985 on BBC 1 and is still just as popular today as ever. Eastenders was influenced by Coronation street, but it modernized the soap opera, including the first appearance of black characters, Kelvin and Tony Carpenter. It is set in the east end of London and the majority of its characters are working class people and families. The story lines are often based on issues that may happen within families and people all over Britain, although some are a little more exaggerated to make it more exciting and gripping for the viewers.

 For example the current main story line is...Anthony puts an eight grand bet on with Michael for Tyler's opponent to win. Tyler enters the ring and is pleased to see Whitney. Tyler's unsettled when he sees the size of his opponent. Jack is furious with Michael for not replacing Stiller as well as 'forgetting' to book a doctor and he ropes in Yusef. Tyler takes a pummelling, but won't throw in the towel. Against the odds, Tyler wins. Tyler tells Whitney that he won the fight for her, then collapses...

As Eastenders is shown on the BBC, it is funded by the licence fee that television owners have to pay. It costs the equivalent od £12.13 per month and £7.96 of that goes to the BBC television, which includes Eastenders. £2.11 goes to the radio stations, which Eastenders is advertised on and £0.66 per month goes to the online viewing of selected BBC television programs, including Eastenders. Although Eastenders doesn't have their own magazine that people can subscribe to, it does appear often in many other magazines, like 'Inside Soap Magazine', in which Eastenders is popular. 


The soap opera Eastenders is accessible through not only TV, but internet as well. It is broadcast now, four times a week on BBC 1, with each episode being repeated on BBC 3 at 22.00pm and also available anytime online on BBC iplayer. Along with that, an omnibus addition is shown every Sunday afternoon. As it is available online, it makes the soap not only nationally accessible, but internationally accessible as well. By being available in so many different places and at different times it make it almost impossible to miss. As well as that it also means more advertisement, not only will it have television adverts, but it will be advertised online and on the radio. And as today most of us have one of the sources on and around us nearly all of the time, there is always a way of advertising to many different audiences. 

                             

 Eastenders is a very well known and loved soap across the UK, this is partly due to the long time it has been running and the gripping story lines, but also the publicity and advertising. It is advertised through the internet, Eastenders will be advertised on the BBC iplayer website, on the BBC1 television channel and the BBC 1 radio station, when a big story is coming up, for example, the live christmas show. As well as this it has many forms of merchandise. There are Eastenders books, DVD's, prints and photo's of cast members. As well as this there was videos, which then got converted to DVD after the year 2000 when a video of 15 years of Eastenders was released featuring footage from 2000 episodes, and was presented by Barbara Windsor. As well as this the soap opera will do a special at christmas, or celebrating an anniversary, which means more advertising and more viewers. For example, on Friday 19th February 2010, Eastenders broadcasted their first ever live episode. 16.6 million people turned on their televisions to watch this episode, due to the vast amounts of advertising that was done, and the fact it was live. 

Above is a recent advert for Eastenders. It starts with just a black screen and the words 'It's all kicking off  in the Square...' come on the screen in time with the famous Eastenders drum introduction. So from the first 2 seconds, the audience will already recognize it as Eastenders. It then goes on to show clips of the episode coming up, cutting to different scenes, and creating a tense atmosphere. The last clip is again, a black background with the Eastenders title and a voice over stating the time, date and channel of Eastenders.