Marketing mix

The Marketing Mix is a way of categorising ideas, planning and scheduling for a marketing campaign for a product.

The key traditional four areas relevant to digital media products and brands of the marketing mix are:

Product – The magazine show life in-between 

Price – ABC1

Place – The audience will be able to access the show on TV and VOD services. Good places to put marketing products would be places like bus stops, tv adverts, radio adverts

Promotion – i could use online surveys ad focus groups to research into the best way to target the target audience of my film 

http://marketingmix.co.uk/

Using each of the four areas complete a full analysis for Life in Between with detailed examples from your research.

Using the above and below the line advertising task outline a campaign and how you might obtain audience feedback on the product as part of this (screen tests, polls on pilots etc).

They could us advertise surveys on social media sites like 'LadBible' as they have a similar target audience to them, this will allow us to obtain a combination of quantitative and qualitative data.  They could also set up a pop up stall in shopping centers / schools access, this will be an above the line method of accessing the demographic the gain quantitative data

Use the below examples to help:

Look at Disney’s marketing mix for its products/brand http://www.marketing91.com/marketing-mix-walt-disney/

Look at Fox’s marketing mix http://www.marketingteacher.com/fox-entertainment-marketing-mix/

This HAS to be handed in by 4pm Tuesday 12^th December so I can mark it and we can explore next Wednesday with the last bits on audience feedback we have to do.

LO4 Researching how to advertise Life In Between

Top Gear is car magazine show about cars, and will use similar marketing methods to life in-between.  However not be using the same demographic when marketing their product, as the average age of top gear audience is 37 and Life in between is targeted 12-18. By looking into the ways they use this information to advertise their show we can use this to help us when advertising life in between.

They use experiences related to the topic of their programming, as a form of above the line advertising, in this picture they are at car fest north, which directly links to their type of programming. This type of above the line advertising can be applied to life in-between if we were to use a pop up shop at a festival i.e. 'capital summer time ball'  this sort of experience will appeal to our target audience of 12-18 year old and will build up a brand identity with our target audience.

Top gear also uses a mobile phone app as a below the line example of advertising and incorporates its programming content into the apps content, we can do the same with life in-between i.e. a tabloid news app about celebrities and chart music etc. An example of how this has been used in the past would be the 'Lad Bible'  app as it shows the type of news and tabloid journalism that would  be appealing to out target audience.

Above the line

Poster

Pros

• Seen by a mass audience                                                              
• easily accessible 
• Not dependent on technology
• Cheap

Cons

• May not reach the target audience 
• Easily ignored
• May be destroyed

TV Ads                 https://www.youtube.com/watch?v=UY94jegLMZA

Pros

• Easily accessible
• Can't be skipped
• Reached a wide audience                                                                       

Cons

• 'Death of the schedule' effects the scheduling of adverts

Below the line

Social media posts

Pros 

• Top Gear uses their twitter account to cross promote their magazine articles to their niche demographic.
• They also use '#TopGear'. which allow them to collate lots of their posts together to their audience and build up their brand and promotes sharing during second screening. 

Cons

• They post very niche content that will not attract the masses.  

How this can be applied to 'Life in-between'

The marketing and adverting techniques used in Top Gear can be applied to Life In-between, for example a popup stall at the center of a festival like Capital jingle bell ball, promoting the brand and the content that is included  through and interactive experience i.e. photo booth. Posters in 



Write up this research and how it would help you think about how you could advertise Life In Between.

To help you, you could examine resources that outline successful marketing campaigns of TV programmes and films such as: http://www.vanityfair.com/hollywood/2016/10/walking-dead-season-7-premiere-cliffhanger  http://adage.com/article/media/inside-deadpool-s-top-marketing-strategy/302696/

Treatment

Life in-between

Life in-between is a magazine show, which purpose is to inform and educate young people about health, music, sports, technology, fasion, gaming and celebrity gossip, this will be aimed young people aged 10-16 years old, of both genders with an ABC1 NRS group. The program will have a colorful and  friendly style it with the facility to have conversations with guests. The program will feature celebrity guests from sportsmen like Anthony Joshua to fashion gurus like Gok Wan. 

Purpose

The purpose of this product is to make 

mise en scene

Top Gear

The presenters wear smart/casual clothing, aged around 35-50 appeals to the target audience (males aged 16-40).The set design connotes the industrial/motoring aspect of the show to the audience through the use of car seats for the presenters to sit on and the V10 coffee table. The broken down vehicle propped up in the background also connotes the shows heritage and what type of programming they do. The large logo with a spinning blade in the background, on the screen and on the floor helps to build a brand identity. The low level lighting in an aircraft hangar studio has an industrial and mechanical feeling to it and also will appeal to the target audience. On the set there is a yellow and black checker wall which connotes danger. The locations they use are relate to the topic that they are filming, they often film on an air field when testing a new car which lends to the iconography. 

Research task

Football history

I have found the ‘Football database’ which shows football data from all around the world and gives world ratings and statistics on certain clubs and how well they have been doing. You can check up on British premier league rankings and find out what the score was in recent or past games, this is known as a public archive

Healthy eating

http://www.nhs.uk/livewell/healthy-eating/Pages/Healthyeating.aspx

We can use the NHS live well site, which has good and helpful tips on how to eat better. We know that this is a reliable source as it comes from the NHS, which means it is trust worthy and free. This is a good source as it has a variety of information that would appeal to our target audience of life in between.

Biography of Rita Ora

http://www.imdb.com/name/nm1357683/bio

IMDB would be a good place to look for this information as it is a reliable source with lots of information like date of birth and things she’s done. This information would be useful as it can be used to feature in ‘life in-between’ 

Revision tips

https://www.cgpbooks.co.uk/interactive_tips_exam

This world be a good source of information for getting revision tips from as it is a reliable resource as it is from the provider of well-known textbooks CGP. This type of information is useful as it is broken down into bullet points and it will be useful to our target audience

Viewership for Blue peter

http://www.barb.co.uk

The Barb website is a reliable source of on line audience viewership figures and will give accurate and quantitative data. This information will be useful as blue peter would be one of our competitors and we will need to know. 

Images and footage of the London riots

http://www.gettyimages.co.uk/photos/london-riots-2011?excludenudity=true&sort=mostpopular&mediatype=photography&phrase=london%20riots%202011

This is a reliable and useful source as Getty images gets their images from registers photographers which take quality pictures and is available to buy at a reasonable price.

Social realist film

The information has been show in a spreadsheet with the information to layed out in columns and rows wotht the sources at the end to draw refrence with. The spread sheet was made using zoho as it is a good tool and can easily be shared.

valiidity

Validity

How useful information something is

Reliability

How trustworthy it Is

Football history

Healthy eating

http://www.nhs.uk/livewell/healthy-eating/Pages/Healthyeating.aspx

The information is relevant as it actually gives detailed and useful qualitative information that can be used for content in a magazine show for young people. I can say that this is a reliable source as it is from the NHS and is a public service and is obliged to be factual and accurate.

Biography of Rita Ora

http://www.imdb.com/name/nm1357683/bio

The IMDB website is a very valid website for a biography of Rita Ora as they have a biography section for people with information and quotes from their lives. I feel that this information is reliable as it comes from a reliable media database.

Revision tips

https://www.cgpbooks.co.uk/interactive_tips_exam

This information is relevant to what I am trying to do as these tips will be useful for the intended viewer of life-in-between  

Viewership for Blue peter

http://www.barb.co.uk

Images and footage of the London riots

databases and libraries

·       Audience analysis organisations – These look in to the amount of people and what type of people watch what programs based on their demographic, age, gender and socioeconomic status, for example Barb research into the amount of people who watch certain programs on TV and VOD this shows what programmes are most popular, this can help us when making ‘Life in-between’ as we can find what programs are similar to ours so we can research into why it is successful and how we can use intertextuality to compete with the most popular programs that already exist in our genre. 

·       Public archives – A collation of information that Is open to the public and maintained by the local counsel, these public archives are for the research. An example of a public archive would be The National Archive and this service would help us when making ‘Life in-between’ as it holds factually accurate information that we can reference in our content.

·       Media databases – A list of contacts that is useful to someone working in the media industry most commonly journalists. The BFI (British film institute), IMBD, channel 4 archive and the BBC archive are examples of media databases as they store all sorts of media from the past.

·       Content libraries – Content is uploaded to a central location so a company can access it as a resource many content libraries are not digitalised and is an example of technological convergence. An example of this would be Youtube or any creative commons website i.e. Getty images.

·       Press archives – Where all the major news articles and newspapers are kept for historical reference. An example of this is Press association. A lot of this is stored on blogs and can use citizen journalism.

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