2. What it is… A cohesive marketing campaign links different media
platforms with a single strategy.This in normally in terms
of tactics, but there is a difference between a marketing
tactic and a marketing strategy.
A marketing tactic is how you go about achieving your
goal, maybe through advertisement on different
platforms of the media.
A marketing strategy is a plan for a goal you want to
reach, such as creating a particular image for/ from your
product.
You have to think about what your strategy is and why
you are publishing something. So I need to think about
why I am doing it and what it says about my brand. Most
importantly, I have to think about the consumer of my
product and how they will perceive it and if it fits in with
my overall marketing strategy, which I need to decide on.
3. Case
Study…
Brand identity prism
• Physique- characteristics, primary objective of the
product, specific
• Personality- specific writing style, colour, design
• Culture- clearly depicting the country of their origin.
• Self-image- mirror held by the targeted group itself
• Relationship- between the customers’ and the brand
• Reflection- reference direct to the stereotypical
consumer of the brand.
4. Viral
marketing
…
Viral marketing is a marketing technique that uses pre-
existing social networking services and other technologies
to increases brand awareness.This can be through word
of mouth, mobile networks, advertising, social networks,
video and interactive games, etc.When producing my
media product, I will be increasing my brand awareness
by promoting and advertising my product to attract my
intended target audience. By doing this I will be
increasing my brand awareness by using particular
techniques and following conventions such as having a
house style when producing a series of different print
editions and maybe have a consistent font style so it is
recognisable and unique to my brand.
5. 360 degree
branding… 360 degree branding is a branding effort which tries to
include the brand identity into a holistic approach so that
the brand is in touch with and visible to the customers at
all the times. It’s all about creating a distinctive brand
which is centred and focused on consumers.
A 360 degree brand is well known and often a big
company grown brand such as Apple, Coca Cola and Nike.
When I come to my production I need to make my brand
recognisable and stand out from competitors.To achieve
this I am going to market it across a broad range of social
media platforms and to make it stand out, I will keep a
house style font for my masthead.
6. Digital
marketing
…
Digital marketing is an umbrella term for the marketing of
products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display
advertising, and any other digital media platforms.
Examples of digital marketing techniques could be,
campaign marketing, social media marketing, e-mail
direct marketing, display advertising, e–books, and
games are becoming more common in our advancing
technology.
I will be undertaking digital marketing as I will be reaching
out to my target audience through social media
platforms, campaign marketing and I have also emailed a
professional for advice on my production.
7. Campaign
example…
Dove: Campaign for Real Beauty.
About society’s notions of female standards of
beauty. Dove’s “Campaign for Real Beauty” is
the only campaign cited by every one of the
Advertising Age judges as belonging on this list,
and one that was described as ground-breaking,
brave, bold and insightful.
They had billboards asking motorists to vote on
whether the women pictured were “fat or fit?”
or “wrinkled or wonderful?”
Drivers could use their mobile phones to text in
their votes, and Ms. Kestin notes that the poll
came back 52% for “fat” and 49% for “fit.”
