P1 (Unit 24): Describe the media products for an identified industry sector
Types of advertising:
Institutions create their brand and image across platforms by ensuring that they are consistant with their techniques and appearance of their campaign. For example, Black Panther keeps the same colour scheme (dark, cool and moody tones/hints of gold and yellow) throughout all of its advertsising, as well as ensuring the same logo is used throughout. This makes the campaign easy to identify amongst audiences, increases the brand recognition and creating an image for the media product.
To add, Black Panther created the brand image through the consistancy of themes throuought the campaign, as well as a gradual release. The posters displayed below with the text reading "Her country's secretes" and "His fathers legacy" acted as teasers for the upcomming film. Despite the tones and colours of these posters slightly varying from the main posters of the campiagn (shown above, the images of the characters used were the exact same. The positioning, costumes and facial expressions of the characters are the same throughout the posters of the campaign making it more recognisable for viewers when the view them. This further ensures a brand image is formed as well as ensuring that Black Panther is easily identifiable and reconisable by the target audience.
Black Panther was able to engage its target audiences by including a wide variety of advertising platforms throughout its campaign. The campaign ensured it did not exclude anyone by using both modern and conventional methods. For example, Black Panther was able to reach younger demographics through social media platforms, and older demographics through the use of television and radio advertising.
Cross-Media Platforms & Engagement Of The Target Audience:
As part of advertising campaigns for media products, it is commen to use various platforms of media in order to reach a wide target audience. The Black Panther campaign consited of billboards, posters, merchandise (via Shop Disney) video advertisments (trailers, teasers and exclusive clips), radio advertisments (audio trailers) and social media platforms (Instagram, Twitter, Facebook, etc).
By using social media, the campaign would have been likely to effectively reach younger demographics that are apart of their target audience, due to the high frequency of young users on social media, as well as younger demographics tending to be more technologically advanced and prominant as opposed to older audiences.
Providing both audio and visual advertisments (via the radio, social media and Youtube) to target audiences will ensure that the general targeted individuals be be able to preview the film, and be inticed by the content making them more inclined to go and watch the video. These methods of advertising specifically cater to those who have access to technology (e.g. TVs, computers, radios, etc) meaning that the individuals who are likely to be targeted are those with a greater disposable income (so that they can afford the various technology). This would stereotypically relate to the NRS Social Grades A, B and C1.
Billboards and posters are more traditional methods of advertising, meaning they are likely to appeal to older demographics, preventing exclusion of less technologically advanced individuals from being targed. To add, posters and billboards are displayed in public locations, making them easy to view and fully accessible (unlike social media methods which require smart phones). This not only ensures that older demographics can be targeted but also ensures that those of a lower income (NRS Social Grade C2, D and E), who may not be able to afford various technology, can be effectively targeted and made aware of the film.
Adaptations Of The Campaign:
In relation to the films advertising campaign, they have effectively adapted their advertisments to appropriately fit variouse methods of advertising. The general themes throughout the campaign are consistant. For example, same fonts, colours, logos, slogans, and so on - this ensures that Marvel can maintain the brand identity of Black Panther, and make it easily recognisable which will result in increased awareness of the film. However, the campaign has slight variations throughout its mediums of advertsiments, in order to ensure that they appropriately adapt their content to fit the platforms.
For example, on Youtube and Instagram trailers and exclusive scenes of the film are displayed, making it easy for those with devices (such as computors, tablets and smartphones) to access and view, as well as share among eachother. As Youtube is primarily a video sharing site, posters are not displayed on the youtube site for Marvel's Black Panther.
On the social media accounts the billboards and posters are adapted as posts, which maintains consitency of the films image and ensures that their campaign's materials can be accessed on their social media sites. They have also included various stills from scenes of the Black Panther film as a way to contribute to the marketing of the trailer and the overall movie.
Types of advertising:
- Banners
- Magazine ads
- TV ads
- Video ads
- Social media (e.g. Instagram, Twitter, Facebook, etc.)
- Trailers
- Film posters
- Radio ads
- Newspaper ads
- Web pop-ups
- Billboards - Static & Interactive
- Brochures, pamphlets & leaflets
- Bus posters/Bus stop poster - Static & digital
- Train ads/ station posters
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| Source: Google Images |
- TV and video ads - Trailers and teasers were aired on both
- Radio ads - Audio trailers
- Social media - Dedicated accounts on platforms including Instagram and Twitter
- Billboards - Both static and digital
- Posters - On buses/bus stops and trains/train stations
It is important for a media product to ensure that they adapt their advertising materials so that they appropriately fit various platforms Black Panther adapted its marketing campaign to multiple methods of advertising. This was done by including a variety of materials that were able to be suitably adverstised on these platforms. For example, creating a shorter trailer to be posted on social media.
Institutions create their brand and image across platforms by ensuring that they are consistant with their techniques and appearance of their campaign. For example, Black Panther keeps the same colour scheme (dark, cool and moody tones/hints of gold and yellow) throughout all of its advertsising, as well as ensuring the same logo is used throughout. This makes the campaign easy to identify amongst audiences, increases the brand recognition and creating an image for the media product.
To add, Black Panther created the brand image through the consistancy of themes throuought the campaign, as well as a gradual release. The posters displayed below with the text reading "Her country's secretes" and "His fathers legacy" acted as teasers for the upcomming film. Despite the tones and colours of these posters slightly varying from the main posters of the campiagn (shown above, the images of the characters used were the exact same. The positioning, costumes and facial expressions of the characters are the same throughout the posters of the campaign making it more recognisable for viewers when the view them. This further ensures a brand image is formed as well as ensuring that Black Panther is easily identifiable and reconisable by the target audience.
 |
| Source: Google Images |
Cross-Media Platforms & Engagement Of The Target Audience:
As part of advertising campaigns for media products, it is commen to use various platforms of media in order to reach a wide target audience. The Black Panther campaign consited of billboards, posters, merchandise (via Shop Disney) video advertisments (trailers, teasers and exclusive clips), radio advertisments (audio trailers) and social media platforms (Instagram, Twitter, Facebook, etc).
By using social media, the campaign would have been likely to effectively reach younger demographics that are apart of their target audience, due to the high frequency of young users on social media, as well as younger demographics tending to be more technologically advanced and prominant as opposed to older audiences.
Providing both audio and visual advertisments (via the radio, social media and Youtube) to target audiences will ensure that the general targeted individuals be be able to preview the film, and be inticed by the content making them more inclined to go and watch the video. These methods of advertising specifically cater to those who have access to technology (e.g. TVs, computers, radios, etc) meaning that the individuals who are likely to be targeted are those with a greater disposable income (so that they can afford the various technology). This would stereotypically relate to the NRS Social Grades A, B and C1.
Billboards and posters are more traditional methods of advertising, meaning they are likely to appeal to older demographics, preventing exclusion of less technologically advanced individuals from being targed. To add, posters and billboards are displayed in public locations, making them easy to view and fully accessible (unlike social media methods which require smart phones). This not only ensures that older demographics can be targeted but also ensures that those of a lower income (NRS Social Grade C2, D and E), who may not be able to afford various technology, can be effectively targeted and made aware of the film.
Adaptations Of The Campaign:
In relation to the films advertising campaign, they have effectively adapted their advertisments to appropriately fit variouse methods of advertising. The general themes throughout the campaign are consistant. For example, same fonts, colours, logos, slogans, and so on - this ensures that Marvel can maintain the brand identity of Black Panther, and make it easily recognisable which will result in increased awareness of the film. However, the campaign has slight variations throughout its mediums of advertsiments, in order to ensure that they appropriately adapt their content to fit the platforms.
For example, on Youtube and Instagram trailers and exclusive scenes of the film are displayed, making it easy for those with devices (such as computors, tablets and smartphones) to access and view, as well as share among eachother. As Youtube is primarily a video sharing site, posters are not displayed on the youtube site for Marvel's Black Panther.
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| (Source: Instagram) |
On the social media accounts the billboards and posters are adapted as posts, which maintains consitency of the films image and ensures that their campaign's materials can be accessed on their social media sites. They have also included various stills from scenes of the Black Panther film as a way to contribute to the marketing of the trailer and the overall movie.
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