campaign
-a promotional campaign is a series of advertisements.
- uses many marketing tools to share a common message/ideas in order to promote businesses and event to their target audience
defining a campaign
-coordinates series of actions/elements aimed at achieving a shared, defined set of goals
-eg. military campaign (thinking of the propaganda used in a strategic way)
film marketing campaign
-Warner Bros and Bellstone Pictures both used many different types of advertisements to build awareness and demand for their films.
-this is to build up anticipation and excitement over time up until their opening weekend.
-the types of advertisements used are:
-trailers -competitions and giveaways
-social media -TV spots
-interviews -awards
-behind the scenes photos -premieres
-billboards -sponsorship with food, drink and other brands
-synergies with toys/costume/accessory -critic reviews
manufacturers
-these are coordinated series of actions/elements aimed at achieving a shared, defined set of goals
music promotion campaigns
-series of actions/elements that incorporate a wide range of events and use of different medias
-e.g. music videos, other video content, album artwork, tours, live appearances (festivals, radio shows, social media, interviews with websites, newspapers, magazines, TV, radio, posters
-shared/defined set of goals
-when the record label (or artist) invests money into the campaign in order to build demand for the product and service.
-this includes recorded music, tour tickets and merchandise.
-the label raises revenue through streams and plays of the music on youtube, radio stations and licensing the music for use in TV shows, films, video games and advertising.
launching a new artist
- campaigning for the launch of a new artist's first album
- needs to introduce and communicate the identity of the artist in a consistent and appealing way
-the images are constructed by labels to target different audience segments
