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LO2 - Understand how media products are advertised and distributed -…
LO2 - Understand how media products are advertised and distributed
2.1 - Different types of advertising in media industries
Traditional methods of advertising
Distribution is cinemas, magazines, websites, DVDs, On demand download, streaming
Above the line advertising - where mass media is used to promote brands and reach out to the target consumers (TV, radio, print, advertising)
Advertising/marketing is promotional stuff like posters, adverts, trailers, billboards, interviews, web adverts
Print Media is newspapers, magazines, billboards, flyers, brochures, leaflets
Radio - Local advertising using jingles, idents, sponsorship
Television - commercial breaks, sponsorship, flagship programme, product placement
Narrow cast channels - TV channels that distribute interest content
Digital methods of advertising
Broadband technology - allowed media and web 2.0 technologies to advertise products to audiences
Web 2.0 technologies - second phase of the internet where web pages and technologies are interactive and collaborative (popup adverts, viral memes, official social media, web banners)
Benefits of digital advertising
Personalised functions of social media, blogs and emails used to engage individuals
Below the line advertising is more one to onw
Power of social media
Helps businesses find new potential clients by using other shared information to identify interest
Only targets relevant users
Good option for advertisers because of the targeting options, reliant conversation tracking
2.2 - How media products are advertised to audiences
Improved conversation tracking
Helps a business be smarter about their ad spend and strategy
Optimising the add copy and targeting
Advanced targeting options
Provide levels of personalisation that isn't achievable on other advertising channels
Behavorial and connection based targeting methods
Increase the ads relevance to the users
Synergy
When companies promote their product through other products which maximised and magnified exposure to the product
Help brings traditional and digital methods of advertising together to create an advertising campaign
2.3 - Distributing media products to audiences
Distribution includes 2 elements: how a product or brand reaches an audience, and its marketing and promotion
Technological convergence is the coming together of information and communication technologies in order to create new ways of producing and distributing products or services to its media audience
Distribution
Traditional methods still exist: watching films at cinema, listening to the radio, buying magazines
Broadband technology and technological convergence of devices means that online distribution is now a norm in society
Henry Jenkins suggested that web 2.0 software and technology would mean people would buy and consume media products without leaving their house
Impact of online distribution
Download, stream, simulcast film, music and TV shows at the click of a button
There are dedicated video on demand such as YouTube, Amazon prime, Netflix, BBC Iplayer
Audio dedicated streaming services like Spotify, Apply music offering millions of songs to build playlists with
Sonia Livingstone (2002) suggested that the new digital age would being the era of 'death of the schedule' in terms of TV programs
Most scheduled shows can now be viewed using catch up services, and also have social memdia campaigns to involve people in the build up
Behind the scenes and extra programmes are streamed online or on digital channels