Research task- Methods of promotion
How are films/artists promoted?
There are many ways that an artist can promote their album, similar to that of the way marketers will choose to promote a film. This can be done through the forms of: press releases, advertising campaigns, merchandising, franchising, social media and interviews with the key people involved with the making of the film, like actors and directors. These are all methods in which films or albums may be using in order to attract an audience to the music or film being released. It is crucial that a film or artist promotes their upcoming work, otherwise the general public wouldn't know that the work was being released. Artists may choose to release sneak peeks, or music videos.These methods of promotion also help the public decide on wether or not they might be interested, due to the fact that it gives hints as to the plot line and genre of the film/ music. When promoting it will often be the case that many artists and marketers will choose to promote using billboards, as many people will see these due to their substantial size.
How has this changed in recent years?
Forms of social media has become a far more frequent method of promotion, for both artists and distributors, this is down to the fact that social media is such a cheap and widely used platform. This has become more common in recent years because of technology rapid development, making it easy for artists or distributors to create an advert or poster. Examples of social media sites would include: Instagram, Snapchat, Facebook and Twitter.
What different forms of marketing do we see?
Distributors will often try to gain as much pressure coverage as possible: from images, interviews with the cast and crew, film trailers, previews and clips etc. doing so will help increase the profile and desirability of the film. A cinema poster or album poster is the main source of campaigning for the theatrical release of the film, or the release of the album/song. The design of the poster has to compliment, and show the true reflection of the film, these can be displayed on billboards of shown as a poster on the underground for example. print advertising is quite expensive to produce on such a global scale, therefore it is quite common for advertising to take place on social media.
Innovative examples of promotion
How has technological convergence and the proliferation of hardware changed how films/ products are marketed?
There are a lot of positive and negative and impacts on the film industry from digital technology, for example piracy hurts the industry, but many solutions in recent years have been produced in recent years ion order to reduce the effects of piracy. For example a film may be screened in 3D, which is harder to pirate. Old technologies are expensive to manufacture, they present heavy wear and tear. Cameras have the potential capacity to do far more, they are more compact making it easier and faster to film material, slum dog millionaire is a good example as this was filmed using small cameras on backpacks. Because of the drastic increase in technology's abilities, it means that the way films and albums are marketed has significantly changed, for the better.
There are many ways that an artist can promote their album, similar to that of the way marketers will choose to promote a film. This can be done through the forms of: press releases, advertising campaigns, merchandising, franchising, social media and interviews with the key people involved with the making of the film, like actors and directors. These are all methods in which films or albums may be using in order to attract an audience to the music or film being released. It is crucial that a film or artist promotes their upcoming work, otherwise the general public wouldn't know that the work was being released. Artists may choose to release sneak peeks, or music videos.These methods of promotion also help the public decide on wether or not they might be interested, due to the fact that it gives hints as to the plot line and genre of the film/ music. When promoting it will often be the case that many artists and marketers will choose to promote using billboards, as many people will see these due to their substantial size.
How has this changed in recent years?
Forms of social media has become a far more frequent method of promotion, for both artists and distributors, this is down to the fact that social media is such a cheap and widely used platform. This has become more common in recent years because of technology rapid development, making it easy for artists or distributors to create an advert or poster. Examples of social media sites would include: Instagram, Snapchat, Facebook and Twitter.
What different forms of marketing do we see?
Distributors will often try to gain as much pressure coverage as possible: from images, interviews with the cast and crew, film trailers, previews and clips etc. doing so will help increase the profile and desirability of the film. A cinema poster or album poster is the main source of campaigning for the theatrical release of the film, or the release of the album/song. The design of the poster has to compliment, and show the true reflection of the film, these can be displayed on billboards of shown as a poster on the underground for example. print advertising is quite expensive to produce on such a global scale, therefore it is quite common for advertising to take place on social media.
Innovative examples of promotion
IKEA has always had close ties with innovation. Founded in
1943 as a mail-order sales business, the company has grown into a global
multinational spanning 46 countries, built on the unique USP of ready-to-assemble
furniture. IKEA’s products are renowned for the
level of detail that is put into their design, enabling their furniture to be
easily assembled, often without tools – and equally it’s in the detail of IKEA’s marketing where the company
is most innovative. The brand has put customer-experience at the heart of their
marketing strategy, not just at individual needs and touchpoints, but across
the whole buying cycle. In 2013,
for example, they launched the Catalogue app, which not only gave users access
to the company’s inventory, but via augmented
reality, actually allowed them to view how items would look in their
home spaces. Those who visit an IKEA store can look forward to a number of
innovations designed to make create excellent shopping experiences. Parents of
young families can benefit from babysitting for 60 minutes
completely free of charge. Customers can also enjoy the in-store
restaurants for a taste of Swedish cuisine, and family-friendly offers such as
buy-one-get-one-free frozen yogurt, it’s little wonder that IKEA’s family memberships
increased from 4.3 million to 6.9 million in 2014/2015. IKEA also make efforts to cater for
customers’ post-purchase needs, even though it may have no direct revenue
return for the brand. In previous years, for example, they introduced a
platform that helped customer
sell their second-hand furniture, even going as far as helping users
take photos and opening up the brand’s Facebook page to act as an online
marketplace.
How has technological convergence and the proliferation of hardware changed how films/ products are marketed?
There are a lot of positive and negative and impacts on the film industry from digital technology, for example piracy hurts the industry, but many solutions in recent years have been produced in recent years ion order to reduce the effects of piracy. For example a film may be screened in 3D, which is harder to pirate. Old technologies are expensive to manufacture, they present heavy wear and tear. Cameras have the potential capacity to do far more, they are more compact making it easier and faster to film material, slum dog millionaire is a good example as this was filmed using small cameras on backpacks. Because of the drastic increase in technology's abilities, it means that the way films and albums are marketed has significantly changed, for the better.
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