AS essay question

Introduction:

Give a little bit of advertising background (cover some of the following in no particular order): 1. Main aim of advertising and marketing 2. New and digital media – web 2.0 – interactivity and immersion. then introduce your case study, Disney – big 6; huge budget (ability to saturate the market – 360 advertising); ability to advertise and market in house thanks to horizontal and vertical integration; the power of Disney’s brand image

Point 1: Discuss the importance of Web 2.0 for advertising Disney and independent films – focus particularly on the opportunity for audience interaction (good and bad)

  1. social media
  2. film sites
  3. parodies, viral – audience interaction + immersion, secondary circulation, branding,
  4. convergence

Point 2: Despite the prevalence of digital marketing cinematic and TV trailers are still a very important part of the marketing mix because…

  1. Building buzz – release dates for trailers are carefully chosen (Frozen – first teaser trailer released a year before)
  2. Superbowl ads have an incredible reach but are they worth the money? https://www.ymarketing.com/blog/evaluating-the-dig…
  3. Trailers are lean forward in cinemas; also superbowl ads are more lean forward because there is a buzz about which ads are shown. It is very hard to ignore trailers in the cinema so they are very effective at communicating with audiences.
  4. Placement – in cinemas placed before similar genre and target audience – give examples – this is also synergy
  5. Building hype – trailers online
  6. Special edition magazines features – Disney films are much more likely to get onto the covers of Empire etc: https://www.google.co.uk/search?q=empire+magazine+…

Point 3 – Creating buzz

– creative guerilla adverts that go viral

– Disney theme parks (featuring rides from newest films) – independent films don’t have this incredible advantage

Point 4 – synergy

  • A list actors (Toy Story – Tom Hanks)
  • In house – horizontal integration (Frozen featured in ABCs Once Upon a Time)
  • In house characters (Demi Lovato singing Let it Go)
  • Pixar, Marvel and Disney (the power of the Star Wars brand  – does it advertise itself? Marvel comics have helped establish incredibly powerful brands)

Conclusion

These are just some examples – Disney saturation unlike smaller budget. Each film has a different approach but the main aim is to create reach and brand equity.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s