Marketing and Distrtibution

Advertising - Peaky blinders on different platforms

Audience

Early 20s
Mostly male
Fans of the gangster/ drama genre
Platforms:
TV magazine- The radio times
BBC ad/trailer
BBC radio- advertising BBC TV
Facebook- sizeable older target audience 
Digital advertising
Traditional advertising



Advertising

Payments from brands in return for the placement of promotional material on pages or during production - could be in the form of commercial breaks, or via product placement.


Main ways of advertising:

Digital advertising
  • Social media - Tiktok, Instagram, Facebook

Traditional advertising
  • Public media - Billboards, Transport, Magazines and news papers, Radio, TV

product placement



Above the line advertising

Where mass media is used to promote brands. These include conventional media such as television and radio advertising, print (e.g. billboards) and the internet. Above the line advertising is very obvious to consumers and appeals to mass audiences.
  • Mass media, Mass audience - reach large scale distribution

Below the line advertising

The distribution of pamphlets, stickers, promotions, logos etc. at the point of sale. This method of advertising is much more subtle, but just as powerful.
  • Targeted - aimed at a specific audience.



Distribution

  1. How a product or brand reaches an audience (web, television,
  2. Its marketing and promotion


Film
  • Household subscription
  • No
  • Tv
  • No

Jan 21 - 5a&b

Doctor Who - BBC
  • Billboard
  • Magazine
  • Poster
Billboards are above the line meaning they are seen by a wide audience and this can ensure success

  • BBC Remit
  • Synergy
  • Brand awareness


Web 2.0 and Technological Convergence

Technological convergence allows audiences to access media content from multiple platforms on one device. It involves the coming together of information and communication technologies to create new ways of producing and distributing products and services to media audiences.

A black box is a device that supplies us with all of our information and media requirements (e.g. a smartphone). 



Web 2.0
  • The dot.com boom (1998 - 2001) was a huge rise in the number of internet-based companies.
  • There was then a shift from Web 1.0 to Web 2.0
  • It was the possibility of 'staying' online and interacting online which changed things.
Web 2.0 allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content.

Web 2.0 or 'new digital media' shapes the relations of public/private, work/non work, home/outside home.

Mobile phones enhance social connections that have always existed: gossip, making arrangements etc.



Impact of online distribution

Music and television can now be downloaded, streamed or simulcasted at the click of a button - without ever having to leave your armchair. It is available to you whenever, wherever.


Simulcasting

When a media product is broadcast both online and via a traditional medium at the same time. In television terms, it could refer to programme being broadcast on two different channels (such as the French Open tennis tournament). 

Narrowcast channels​
 
Television channels that distribute special interest (niche) content.

Time shifting

is the recording of programming to a storage medium to be viewed or listened to after the live broadcasting – examples of this include ITV+1, Channel 4+1.​ Time shifting is not when you record programmes and watch them later at your convenience.



The BBC has had several sister channels, including:
  • BBC One
  • BBC Two
  • BBC Three
Advertisement Methods
  • Commercials
  • Break fillers
  • Promotions
Above the line


Web 2.0 - digital media
Before we had 1.0- not interactive
Online library- no interactive links

2.0- wireless connection
Share, collaborate, create on line-

Prosumer
Producer and consumer

Convergence
Black box device - smartphone


Netflix vs Blockbuster (2004 - 2010)

BB -    6b - 0
N -    500m - 2.2b

In summery, Blockbusters became less successful because it became old technology and Netflix became more successful because its new technology.

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