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.