Advertising and Marketing/ The role of cross-media convergence and synergy

 March 02, 2021

 Advertising and Marketing and the role of cross-media convergence and synergy

Motivation to chose film- production company, actors, genre, etc. 

Objective:

• To understand the difference between marketing and advertising;
• To understand the terms cross-media convergence and synergy;
• To acknowledge the gap between conglomerate marketing and independent film marketing;

Marketing 

• The objective for film marketing is to create 'visibility' for an individual film and engage interest in the audience. 
• Not an easy process when films are vying for attention or other forms of competing entertainment. 
• Interest in a film needs to build up before it is released in the cinema. 
• Must understand the audience they are aiming for which may lead to 'market research'. 
• Must create an 'advertising campaign'- strategy for making the audience aware.

Product to Market

Pre production - Production - Post-production - Marketing

Knowing your audience

Demography- Demos: people or of the people

                       - Graphy: the recording or scientific study of

Demography- the process of studying groups of people and recording common characteristics. Media studies- used them to target products at specific groups. 

Psychographic- Psycho: of or relating to the mind

                           - Graphic: the recording of attitudes and opinions by a specific group of people. Use them to target a product at an audience. 

Marketing a film is the process of...

Advertising a film involves...

Advertising a film

Traditional media

• Trailer;
• Poster;
• Interviews- TV and print; 
• Radio adverts;

New Media

• Digital and online;
• Social media; 
• Events/ stunts;
• Synergy and convergence;

Independent company vs Conglomerate

• Bigger budget;
• Vertical vs horizontal companies;
• Ability to cover wider audience;
• Mainstream audience vs Niche audience;

Cross-Media Convergence 

Convergence means coming together. 

Media Convergence refers to more than one type of media used together and technological refers to tech that enables media. 

• Cross-media convergence= different media areas coming together. 
• Warner Bros and Belstone Pictures use different media areas to connect with films' distribution and marketing. 
• Pay per view/ download platforms- e.g. Google Play, Amazon, etc. 
• Digital subscription channels- e.g. Netflix and Prime. 

Examples of how cross media convergence is significant to marketing. 

• YouTube;
• Social media; 
• Websites;
• TV;
• Billboards/Posters; 
• Comic books; 
• Video games; 
• Magazines;

Synergy

Synergy describes additional benefits achieved when two or more companies work together. Can also describe benefit of film companies working with non-media companies.

• E.g. Warner Bros or Belstone Pictures working with media company: Snapchat filters for WW, Belstone Pictures releasing Tank432 trailer on YouTube channel 'New Trailer'. 

Overlap in terms of target audience 

Overlap in terms of brand values 

*Exam question to be discussed: What is the significance of cross media convergence and synergy in an industry you have studied? Discuss statement in an area of media studied.*

Essay Plan

What different paths of the argument there are:

• Cross media convergence- distribution 
• Cross media convergence- marketing 
• Synergies achieved with non-media companies