COHESIVE MARKETING CAMPAIGNS

Cohesive marketing campaigns are defined as using different types of marketing methods to attract a particular target audience, reach a wider demographic and boost the institutional revenue so that it can grow and become more advanced. They stretch across multiple media platforms in order to become wide spread and promote a product on a mass scale, for instance, institutions will create TV ads, social media hubs; whilst sticking to traditional methods such as billboards. This is relevant to one of my ancillary tasks for my production. It is also important in cohesive marketing campaigns to maintain brand identity throughout different strands of marketing in order to shows continuity but also make the brand look identifiable to influence people to become familiar and purchase/ use the products in the future. A prime example of this is the release of The Dark Knight in 2007; the company created a viral marketing campaign which allowed fans to join an online game which gave them step-by-step missions to guide them to a ‘secret trailer’. This included creating a real society based on Gotham City, for example, newspapers, finding individual mobile phones and this brought the audience together by sharing their interest on the film batman. Thus more, following The Uses and Gratifications Theory; it allowed readers to solidify and unite together. Also, it allows the fans to become passionate and feel empowered by the opportunity to live the virtual life of Gotham city which increases their interaction and engagement with society and the institution as a whole. Despite this not being related to fashion magazine marketing campaigns (which is my specific area of focus) it gives me inspiration on how I want readers to be enthusiastic about the release of a product which means that there will be more of a climax up to publication. But additionally, as The Dark Knight’s viral campaign means that the institution will gain attention from the media too, which is another way of attracting a wider demographic because not only does to advertise the product but as it is being mentioned by professional institutions, it connotes the importance of the product to make it look of a higher quality and boost the reputation.

THE PURPOSE OF COHESIVE MARKETING CAMPAIGNS

‘Marketing is the distinguishing, unique function of the business.‘ (Portakabin) Connoting that the purpose of cohesive marketing campaigns is to make the brand noticeable and stand out to convey to the audience that it will benefit their lives. For example, many institutions use celebrity endorsement as not only does this boost the institutional reputation by connoting that they have links within the industry and attracts their fan base but as celebrities already have status, it means that they will associate the star with the brand, for example, how Kevin Bacon is the face of EE and whenever we see him, we are able to identify the intertextual links between the celebrity and the product- which is a reminder for us to use or purchase it as it influences interactivity. An example which links to my genre is how Nicole Scherzinger was the face for Missguided clothing. Which is a brand I will definitely be mentioning in my production because it aims at my target audience and is a diverse brand, supplying nightwear, petite, curve, sports wear which means that this will attract a wider audience as it supplies for different individual needs; making my print look catered to them and therefore more personable. Furthermore, as Nicole Scherzinger was the face of Missguided in a television ad, it instantly invited in a mass fan base because of her large proportion of supports and well known identity. For example, she was a judge on the British Talent Show The ‘X Factor’ which has on average of 8.75 million viewers a week, connoting how she is going to be recognised by the audience. Therefore, her association with this fashion brand boosted their status by having links with a higher class celebrity which made it look respected but she would also be seen as a style icon and the audience idolized her and desired to copy her style. Showing the effects of The Dyer Star Theory in the marketing industry because female viewers aspired to look like her and copy her look, seeing her as a star in construction. Thus, this allowed Missguided to grow from a relatively known British fashion institution to globally identifiable; as also Nicole Scherzinger is American so it promoted the clothing to her American fan base. Due to this association and celebrity endorsement, Missguided is now worth 80 million pound; demonstrating why I aim to feature celebrities to allow my institution to reach this level of success as it becomes more well known and trusted by consumers.

PURPOSE OF CELEBRITY ENDORSEMENT IN COHESIVE MARKETING CAMPAIGNS

4 MAIN AIMS OF COHESIVE MARKETING CAMPAIGNS

• To make the product acclaimed to the audience and other institutions in the industry. The effects of this means that the more people are aware of the product the more curious that they will be to give it a try, for example, in the film industry, the hype over a new release makes us curious to watch to understand why it is perceived as so successful. This works similarly with the fashion industry, for example, VOGUE is successful because it is seen an elite brand which is very cutting edge. This is influenced by indirect marketing, for example, marketing which is not necessarily created by the institution. For example, the famous film The Devil Wears Prada (2005) is about the harsh industry of fashion and the main editor and chief in the film ‘Amanda Priestly’ is based on the editor and chief of British VOGUE; Anna Wintour ( see video clip). Therefore, in order for the reader to find out the truth of this, many people wanted to read VOGUE, to feel closer to the icon ( meaning the Dyer Star Theory is achieved) as they are influenced by her hegemony as her personality is the unique selling point of the institution. This is important especially for magazine marketing as conventionally they get little advertisement as they are displayed on the shelves in shops, which promotes the product through its selling form.

• To reach and access a wider demographic. This point leads on from the one above because when a product becomes more well known to the audience, it will attract a wider audience as most of societies mainstream culture is based on a shared culture and a consensus of interests as sociologists point out. Therefore, to prevent exclusion, individuals will want to use a product and if it is marketed on a mass scale; individuals will feel under pressure to follow the trend. As marketing creates 360 branding by spreading and diversifying the institution on to multiple platforms will allow it to cater to different kinds of people too. For example, traditional marketing methods such as letters through the post are more likely to attract an elder audience because most retired/elderly people spend time at home. Whereas to attract a more youthful target audience, institutions will use social media such as creating Facebook pages and hashtags on twitter. However in my production, my creating a website and a billboard, it is diversifying advertisement methods so that it can access everyone in society and it is the readers choice whether to purchase the magazine but by marketing it in many ways, it at least increases awareness for the institution.

• Gain a reaction from the audience through brand identity. As mentioned previously, all of these points are linked. For example, if the product becomes well known and reach a wider audience brand identity can be build because people will be aware of the look of the institution. Often, marketing methods can be the only way that readers remember a brand because the aim of marketing is to cause a reaction from the audience, for example, make them laugh, cry or be shocked. What ever it is, a reaction will allow the reader to form an attachment to the institution and make them feel engaged which will make them feel special and urge them to use to products that are being promoted.

WHAT MAKES A

SUCCESSFUL COHESIVE MARKETING CAMPAIGN

Engagement

Considering the interests of your target audience.

Make advertisement

legible and easy to follow

Creative and visual

Congruent brand identity

and distinguishing it from other

products.

Making it personable.

Slogans and catchy

language.

Don’t be conventional or cliché’, be inventive and different.

TRADITIONAL MARKETING

BILLBOARDS- Billboards are one of the main and most successful traditional marketing methods. A billboard is when a poster is placed in a large size in a busy location, for example, a city centre or on the side of buildings. The main benefits of using billboards to advertise a product is that most people are likely to see it because of their location in busy areas which means that a brand familiarity will increase. This is especially if the institution continues to place their billboard in the same location because people will associate a particular location with a brand. Also, as most of the population are glued to their phones; even though it is an old fashioned marketing method, it looks more refreshing as it is a physical form of marketing so it allows us to understand the realistic look of the product. This supports the readers needs of the Uses and Gratifications Theory with the aim of being educated because they will have a better insight to the institution by being able to see it in real life. A billboard then would be useful in my production as regional magazines are rarely promoted on a mass scale because billboards are usually only for larger institutions because they are costly. Which prevents less developed, niche companies from being able to develop and flourish. Evidence to support this is that people in my area are unaware that there is even a regional magazine for sport, known as Active. However, the only weaknesses to billboards is that they have to be very basic and brief which means that information to the reader can be limited. Due to this, it is why short, snappy language will be used in my billboard so that it is easily embedded and more memorable. Also, this will be within a slogan, for example, like Speedo’s slogan ( a swimwear brand) ‘Speedo. Born In The Water’ as it makes the billboard more inventive and catchy which makes it more interesting to read. Which is why a slogan will be used in my production, for example as a theoretical idea ‘CITY.CULTURE’ as alliteration makes it flow and its more memorable. However, billboards are less likely to suit an elder audience because they are less likely to leave their homes.

POSTERS- Posters are another form of traditional marketing campaigns as they are basically a smaller version of a billboard but can still be marketed on a mass scale, for example, on the side of buses (which is located in the city centre) or in the London Tube station which is one of the most popular methods of transportation in this location in the UK. This is also an effect method of marketing because it is convenient for the lifestyles of working people and as there are usually visual with often images, they appear more interesting to read. Explaining why when creating my billboard, the image of the model will need to be interesting, for example, an odd pose and interesting clothing to assure readers that it is visual and more interesting to read. However, this form of marketing is again only accessible for people who go out a lot so it excludes people such as the retired. Also, posters are an expensive form of marketing, for instance, to market a product in the London Underground, on average it will cost you £63,900 for two weeks for a 15 x 48-sheet ad. However, in our modern society, advertisement is becoming digital, for example, Times Square, to make advertisement look more futuristic and this links with my theme of fashion because fashion is always about looking forward.

TRADITIONAL MARKETING NEWSPAPERS- Another form of traditional marketing is through newspaper advertisements. Even though this form of marketing is less conventional in our more modern, digital society it is still effective to attract a certain kind of audience. For example, as newspapers are very detailed and analytical it suggests that it will attract intellectuals into reading content which is crucial in order to reach a wider demographic and build popularity. Usually, newspaper adds are all placed in one section at the back of the newspaper which makes the institution look less important and of a lower status. Hence, why this form of marketing is more for industrial advertisement such as building businesses rather than to represent industries working in the media. Also, as most of the people in my target audience are unlikely to read newspapers as they are too overwhelming or lack interest to their popular culture and focus more on political and foreign affairs; it is not the most effective form of marketing in our more advanced era. Suggesting the golden days of newspapers are coming to an end.

RADIO- Radio advertisement often is when someone explains the benefits of a product through the radio in an enthusiastic tone. We often here many of these, for example, Go Compare, where their unique selling point is a singing opera man which means that this tone of voice is instantly recognisable and builds brand identity for the institution. However, as this was criticized as being annoying , it is crucial to make it too repetitive as this influences people to stay away from the product. Also, as radio is often put on by people in their cars, such as, on the way to work it is convenient to the audiences lives which means that they are more likely to hear about to the product- especially as radio adverts are repeated throughout the day which means it is likely to build curiosity and encourages the audience to take on action from the advertisement. Radio advertisement will be especially effective for my regional magazine because radio is specific to each region, for example, there are different radio stations, depending on your location in the UK. Therefore, in my production, this would be an opportunity for my regional magazine to aim directly at a Leicestershire audience as it will allow them to hear the advertisement regularly and if people act upon this and purchase the magazine, it is a way of the audience getting involved in the community. It also breaks the stigma attached to regional magazines, that they are poor quality and unheard of as a radio advertisement will give it pristineness and appear of a higher quality.

LEAFLETS- Leaflets are another effective way to market a product, for example, by giving out leaflets with free samples is conventional as it provides the reader with a reward to make them feel special. However, as leaflets can easily be ignored due to the poor quality, maybe people do not acknowledge the information- to suggest digital marketing is more appropriate for our interactive generation.

Go Compare radio advertisement ( 2010)

TRADITIONAL MARKETINGDIRECT MAIL -A final form of traditional marketing methods is direct mail and this can be done through either setting a letter informing people about the news of a regional magazine or through leaflets in a more fun and visual way. This marketing campaign is usually successful because it directly addresses the customer which instantly involves them. Also, as letters through the post are often formal; we are always looking at our post and are curious about what each envelope or package contains so people are likely to acknowledge a product this way. Direct mail is important for regional magazines as it creates an exclusive feel as it is only people with the post code to the specific region that can have access to the magazine. Therefore, in order to feel special, people will want to purchase an edition; this is an example of how making the reader feel important influences The Uses and Gratifications Theory to take place as it builds personal identity. Many regional magazine institutions post the magazine its self through direct mail and provide the magazine for free. This is important for small, niche institutions as it allows them to get recognised and allows the reader to get used to the magazine and familiar with the institution before charging them. This will make the reader feel valued as they will not only be sourced a free magazine ( supporting their financial needs- a step in Maslow’s Hierarchy of Needs) but will not feel under pressure to purchase the magazine before they are used to its format and theme. Suggesting why I am considering making my magazine free of charge, however, this is not yet confirmed as it don’t want my magazine to pick up the stereotypical stigma of regional magazines being of a lower quality.

TV Advertisement- As previously mentioned, even though magazines ( not only regional) are not promoted on a large scale, it is still important to consider how my production could break these barriers and make my institution more widespread to influence 360 branding and make it accessible and diverse on multiple platforms so it can be read or noticed in a variety of ways. TV advertisement is a very traditional marketing method and has been generating revenue for institutions for years. This is because TV is a very popular leisure activity so people are more likely to recognise a product when it is seen in the television adverts as it is convenient for their lifestyle. One example of how this has benefitted a lifestyle magazine is ‘heat’ and their advertisement in 2008. This allowed heat to grow and develop because the catchy phrase of ‘going to London to buy a heat magazine’ was memorable so people would imagine this when they saw it on the shelves and the song connotes fun to imply that the readers will be entertained when they read an edition of the magazine. As this opened the doorway for magazines to be promoted on a wider scale, it influences me to use slogans and persuasive slogans such as direct mode of address to engage with the audience and make my magazine more interesting to read. However, the only down fall to TV advertisement is that now that new technology has arose such as Sky plus or catch up, it often means that people will record the programmes they want to watch and skip the adverts which implies they are not getting as much recognition as they used to and are less effective. Trailers are another form of traditional marketing as they give the reader an insight to the films however as my area of focus is print; it is unconventional to create a trailer for a magazine as it is difficult to manage this without revealing too many elements of the magazine as this would ruin the surprise and no climax is built. But it is still relevant to explore trailer advertisements that work as part of the 360 degree chain and how this contributes to making an institution successful. A prime example is Cloverfield- where similarly to the Dark Knight, they released a game prior to the release of the film alongside traditional marketing methods such as trailers and posters; giving the film a buzz.

DIGITAL MARKETING Social Media- Social media is a new form of marketing formed by the ‘second industrial revolution’; the rise of the digital era. Studies have proven that teenagers spend 27 hours online a week which connotes that this is where they spend a lot of their leisure time and is this most accessible way of engaging with them. Social media has allowed us to do this, for example, by creating twitter pages for people to follow, hashtags, Facebook pages, Instagram pages and Pinterest- being able to ‘pin’ ideas. All of this variety allows people to join a hub on a common interest which is why it is so successful. For example, it unites people from different backgrounds which builds social solidarity and allows a fan base to form. Also, when institutions market their products on social media, they appear modern, up date and relevant as it conveys that they are following the trends of society to connect to the audience. However, the only downfall to social media marketing is that it is not accessible for all groups of people, for example, the elderly who may not have social media accounts and therefore leads to exclusion. Despite this, elderly people are not my target audience of focus so social media links will be evident on my homepage to my website which will show my institution is flexible by being available on multiple platforms and is another way of connoting 360 branding; making the advertisement unavoidable.

YouTube- YouTube is another way that institutions are promoting their products as they will create a channel to promote a particular feature, for example, Kendall Jenner was interviewed and asked 73 questions in a single shot. This video was then added to YouTube to promote her feature on the front of VOGUE in September 2016- so the two forms of publicity anchor each other and influence her fan base to start reading the magazine. This is why I will mention on my website for the audience to subscribe to our YouTube channel as it is another form of viewing and another opportunity for the reader to become closer to their idols; linking to the Dyer Star Theory as they will follow the hegemony put in place by the star and aim to follow what they do to increase interactivity. As YouTube is also a free source it means that it is accessible to all groups, despite their income as they will not have to pay to view content. Explaining why so many people use it for leisure but also institutions to advertise on a mass scale. Trailers (even though they are a traditional marketing method) are often published on YouTube before the movie theatres, for example, the film Fifty Shades Darker did this as people are more likely to see it. Especially as cinema is becoming less popular due to Netflix and other home viewing options.

Blog

DIGITAL MARKETINGWebsite- Many institutions have used web 2.0 to create a website which is based around their institution, where they can share content and promote the product. This is important as many people will use the internet as a source of reading fashion magazines, so websites keep them interacted and able to access content efficiently. Even though regional magazines are small, many of them do this, for example, Sixty Nine Degrees; which is based in Nottingham. Hence, why my website will be visual with lots of images and clear to navigate so that it makes it more enjoyable for digital readers. Also, my website is a way of connoting that my institution is established and to emphasize this, it implies that celebrity endorsement should be used on the homepage ( perhaps the face of the magazine that month) so that it gives the institution brand identity and that the products ( magazine and website) look linked together to connote continuity and therefore adding professionalism. Websites also link to another form of marketing with is blogs too, for example, by posting updates and keeping readers informed. Websites also allow the audience to subscribe or sign up which is a way of engaging with the audience and influencing their loyalty to the institution so it is assured that those who are a member will gain access to news updates first to add a sense of exclusivity. Allowing The Uses and Gratifications Theory to take place as it makes the reader feel educated and acknowledged and this allows them to learn more, gaining a grasped insight.

Text Messages- Another form of digital marketing is through the use of text messages which makes the reader directly engaged through a phone number which makes them feel closer to the institution and this means The Uses and Gratifications Theory is achieved as social solidarity is reached. This is because the reader believes that they have a link with the industry. Text messages are often used to alert people on specific promotions or remind them of new issues. Clothing retailers often do this to supply the reader with a deal, for example, Pretty Little Thing, when you subscribe, they send you direct text messages of new promotions which makes the reader feel involved and special as the institution is offering them a chance to save money; making it more personable.

OTHER METHODS OF MARKETING

WORD OF MOUTH- Promoting a product through creating a hype through word of mouth. This can also be known as the Two-Step-Flow effect, for example, an opinion leader such as the institution will mention a new magazine issue and then this will trigger down into the public, friends beginning to tell friends.

CAUSE MARKETING- ‘is the marketing of a for-profit product or business which benefits a non-profit charity or supports a social cause in some way.’ In simpler terms, it means finding a cause that the institution and the audience care about, for example, the cliché’ ‘Buy One Get One Free’. However this has been approached in different, more successful and more beneficial ways. The clothing retailer of Toms Shoes did this by giving free shoes back to people in need after every purchase which build a strong bond with the customer as individuals would purchase Toms shoes because it would feel like a moral act, rather than for their own selfish material desires which made readers feel proud. Linking to The Uses and Gratifications Theory, it would build personal identity as it made them feel humanitarian and giving which is why people urged to own these shoes and explains why they were so popular in the 2000’s. Toms have repeated this notion again, by giving out free Toms bags to the consumers to make them feel as though purchase has benefitted them. Evidence Hence, this is why in my print, I will try and mention that some of the profits go to charity as it makes my company look more personable by giving it a ‘caring face’ which means it will have a higher reputation whilst supporting those in need at the same time.

OTHER METHODS OF MARKETING Undercover Marketing- Uncover marketing is hiding or keeping secret a product or its best parts. This creates a sense of ambiguity as the reader are unaware of what to expect which builds a climax and allows them to use their imagination. This also does not ruin any element of the magazine because the reader has no expectations built from advertising products. This is an unconventional marketing method, for example, movies will often display the funniest or tense scenes in the trailer in order to represent the entire film to be interesting. However, if the trailer reveals little, readers will want to find out the rest. Beyoncé’ used undercover marketing when she released her hit single ‘Drunk In Love’ because the song was not marketed in any way; the audience responded in shock and urged to listen to the song and this song won a Grammy at the 57th awards for the best R&B song. However, this is only for institutions that have a high and well known reputation and in my production, this is unlikely to bring success as the institution is unheard of so nobody would know it exists- meaning it would not gather any attention.

OTHER METHODS OF MARKETING

Relationship- Relationship marketing is when institutions build relationships with the reader instead of always having to take on a strong, persuasive manner ( which can be off putting and overwhelming for some readers), this would be known as transactional marketing. This can be done through direct mode of address, to make the reader feel closer to the action and even offering rewards and offers to make the reader feel as though they are gaining something when they purchase a product. Additionally, by providing offers to clothing for example, it allows readers to follow the latest trends and copy the styles of their icons; linking to the Dyer Star Theory as they see the star in commodity and urge to get the same products to feel more engaged. Relationship marketing leads to consumer loyalty, for example, many magazines give out free makeup and perfume samples as it builds a relationship by offering free products which makes the consumer feel special. Suggesting why, free makeup samples will be mentioned on the cover; that they are available throughout the magazine. This also will boost the status of my institution as it will seem more established by giving out free products; connoting how it is financially developed this will bring more respect. Relationship marketing can also be achieved through face-to-face interactions, for example, often in huge shopping centres, representatives will hand out free editions of the magazine, for example, ELLE did this at Birmingham Bull Ring in November 2015. Not only does this give the reader a free opportunity to start reading the magazine but also allows them to interact with the institution which will make them feel more involved. It also makes the company look personable through interacting with the public.

Diversity-

Scarcity-

Diversity- Diversity marketing is when companies will consider the different diversities in a culture such as norms, values and beliefs. Then they will customise their marketing strategies to meet particular groups of people. The benefits of this is that it makes everyone feel that the content is directly catered to their needs which makes people feel more inter-connected which makes them feel valued due to the institution meeting their needs- thus, linking this to the Uses and Gratifications Theory it will mean personal identity is gained. In Leicester, it is such a multi-cultural society, this method of marketing would mean that it would appeal to different cultures interests. However, diversity marketing is not an approach I will take because I want to bring people together through a shared culture rather than picking out different interests as this could cause more segregation and social solidarity ( Uses and Gratifications Theory) would not be reached. Which would not bring the community together in Leicester.

Seasonal- Seasonal marketing is using seasonal events to promote a product. For example, having a Halloween theme or Christmas theme as it will make people feel festive and emphasize their excitement. Also by attending seasonal events, it is also a great way to interact with the audience and engage which will increase involvement. As my magazine will only be a monthly issue date, this will be an effective method of marketing to promote the events promoted at that time of year, to both connote relevance and awareness of popular culture in the community. This will instantly make it more appropriate and catered to my consumers interests and lifestyles. A famous seasonal marketing campaign is the ‘Coca Cola Advert’, ‘Holidays Are Coming’. Not only is the chant catchy but this marketing campaign has been running for over 20 years, connoting how it has a legacy and is easily recognisable and a sign of the beginning of the Christmas season. This is also globally known and is broadcasted in more than 100 countries, so it connotes how it will bring in maximum revenue due to global identity. This is therefore the brands trade mark to boost holiday sales.

OTHER METHODS OF MARKETING

As regional magazines are often perceived as lacking interest or good quality; they often have very little promotion. For example, Birmingham Style, does not have any TV ads or posters. However, it does have multiple social media accounts on twitter, Facebook and YouTube. Connoting how the digital era is benefiting niche, less advanced institutions by offering free marketing. Also, as this is now the most effective form of marketing to reach a younger audience, it is more direct and catered to their individual needs. This is why in my production, social media links will be clear in order to make my institution look diverse by spreading across multiple platforms so it appeals so a wider demographic.

DISTRIBUTION COMPANIES Time inc is a distribution company which is based in New York and it owns and publishes over 90 magazine institutions. For example, their most notable ‘Time’ but also women's fashion magazines that link to my audience, LOOK magazine, Marie Claire, InStyle; to connote how it is a competitor in the industry. Time ink has been around since 1922 and therefore connotes that the institution is established and more institutions will want to market their products and synergize with them because they are seen as more respected and reliable. Also, as it has offices all over the world it connotes how their institution can gain access a global demographic and suggests why their products are so successful. For example, because they are associated with such a well known publisher, they are able to cover prestige events such as Paris Fashion Week, New York Fashion Week, London Fashion Week, Cannes Film Festival, BBC Teen Awards. Not only does this then connote that it is linked within the industry but these events are more likely to interest the audience as it is an example of how they have interacted with the media which makes them look of a high status and more professional. This is why in my production, I would like to mention local events to connote an awareness for the community. However, there is a sense of media imperialism as smaller institutions would not have access to these well known, exciting events due to an unheard and niche publisher and therefore fail to develop and grow popularity in the region as they are seen as irrelevant. For example, Pigeons and Peacocks is an independent fashion magazine which is published by London College of Fashion. Even thought this is a high level, respected University, it still does not manage to promote the magazine on a wide scale, to suggest that because it is from a University, it seems more ametueur and less professional. Connoting that we need to change peoples expectations to influence them to purchase something new so that they can have a refreshing viewing experience.

DISTRIBUTION COMPANIES The Bauer Media Group is a globally known magazine publisher, for example, they publish over 600 magazines and 400 digital products. As this distribution company is a multi-platform institution (meaning that it distributes products in many ways in many different locations) it can access a wide group of people, from old ( through print) and the young ( through social media and websites) which connotes how it is beneficial that in my production I am producing a website, a billboard and a print version as it makes the product look diverse and more accessible. This influences more people to purchase it because it is more accessible and not awkward to gain access of. Especially for my website, it is convenience as 360 branding comes into place because readers will constantly have access to the website through their mobile devices- making it part of a routine, for example, something to read on a journey to work. As this distribution company is diverse, it has a revenue of 2.4 billion euros. This is explained by how it distributes to multiple countries to bring in a foreign audience but also it’s magazines are all varied. From women's lifestyle such as Heat and Closer, to music magazines like Kerrang and sports magazines to this appeals to wider group of people with a variety of different interests. However, as it is published by the same institution, it is also beneficial for convergence, for example, Heat and Closer often come in a multi-pack of Buy One Get One Free which is transactional marketing to attract fans of both companies. This is why I think I will try to converge with another local institution so that we can use our fan bases to increase popularity and profits. For example, my magazine could be free when you purchase our local news paper ‘Leicester Mercury’ as it would look of a higher quality due to the link but is also more likely to be noticed and acknowledged as a mass fan base can be reached. For example, it is the sixth largest-selling regional magazine in England However, as many young people no longer read news papers, it would not reach the correct target audience ( young women) as they will be unaware the magazine exists if it is bought with the newspaper. Also, converging with another institution prevents my institution from looking independent which may instantly make it look less reliable, professional and of a higher quality.

INDEPENDENT DISTRIBUTION COMPANY

Stack magazines is an independent magazine publisher. This supports the less mainstream magazines and helps to support up-coming institutions to get on the shelves and become more recognised; expanding their niche audience into a mass target audience. This is crucial to remove the stigma attached to first time or new institutions because many audiences perceive them as of a lower quality and of less interest which means that they struggle to make success. Therefore, an institution like this would be perfect to distribute my product because it would not be as expensive as the mainstream corporations however it would still allow my independent product to gain more recognition; allowing profits to be increased. However, the only weakness to this distribution company is that it publishes more controversial products which could cause a decoded reaction ( negative), therefore, if my institution was published in relation to this institution it may be categorized as controversial too and this could lead to a negative two-step-flow effect; created by critics and passed down to the public which would discourage people being interested in my magazine which would discourage development.

INEQUALITY IN MARKETING There is a notion that there is inequality in the media industry in terms of marketing. For example, films are marketed on a much larger scale in comparison to print. For example, if we take a look at Star Wars: The Force Awakens, prior to the release of the film in December 2015, many marketing strategies were put in place so that the comeback of the franchise exceeded all expectations to create a buzz for the release of the film. For example, they used posters, trailers, leaflets, billboards. But also they synergized with Beats, to release an advert to release the film and a new music product. Also, merchandise was created such as t-shirts, toys, kitchen essentials and this 360 branding literally made the film unavoidable. Making is curious about what the hype is about and feel as though we had to see it otherwise we were excluding ourselves from society. Linking to The Uses and Gratifications Theory, it created social solidarity which bought people together. However, when we look at magazine marketing campaigns, they have never reached this scale; perhaps this is because they are released weekly or monthly there is less of a curiosity as content may not differentiate that much. However, it is still unequal that the magazine industry is overshadowed by the film industry; especially regional magazines which are rarely ever promoted in any scale. Thus, this is why my billboard will challenge this view and connote that magazines hold just as much value and serve the same purpose of entertaining the audience ( Uses and Gratifications Theory) through the use of bold colours and intriguing images- similar to the Aldo billboard on this slide. Additionally, my billboard will give the magazine industry a sense of superiority as it will connote that they are able to diversify as well as the film industry; this will be counteracted by blog links and social media links on my website which will additionally make my production look more widespread.

INEQUALITY IN MARKETING Another inequality which is worth pointing out is that in the film industry, they promote films through a premiere and this is conventional to not only celebrate the first ‘premiere’ of the film but also the stars interact with their fans through writing their signatures for fans which makes them feel special. Linking this to The Dyer Star Theory it makes the reader feel as though a connection has been build between them and the celebrity, feeling closer to the celebrity which is part of the star in construction. Magazine companies don’t do this which shows that they do not get a celebration for the publication of print. Of course, this would be ridiculous do this every week or month however in order to provide interactivity for the audience, they should do this annually or at the beginning of each season; especially fashion magazines as it would mark the beginning of a new season of fashion and make it more extraordinary which means people are more likely to go out and be inventive with their style. Some institutions do publicize their magazines through award ceremonies, for example, the ‘Glamour Awards’ hosted by Glamour magazine which they award ‘woman of the year’ in certain categories such as fashion, sport, music, science, politics, business and entertainment. Also hosting ‘man of the year awards’ to promote equality of opportunity. This promotes the magazine but also makes it look humanitarian and giving by awarding people of their successes. However, the only downfall to this is that often they only award, well known celebrities who are more likely to hook the interest of the public rather than the general public such as carers which emphasizes the media imperialism in society to keep generating revenue for the rich and ignoring the efforts of the poor. Suggesting that any awards in my magazine will be focused around the public to make it more relatable and genuine. I think award ceremonies are a great event to promote as they create suspense and curiosity which will urge people to attend. It also provides opportunities for the reader which makes them feel valued and boosts their self-image.

The glamour awards converge with Britain's largest clothing retailer Next which shows support for national business. But also suggests that women who shop at next will be interested in Glamour to imply the same target audience is to increase revenue and profits from both fan bases.

Dove-Campaign For Real Beauty In 2004, Dove launched a campaign to prevent the institution from being overshadowed by competitors and this was known as Dove’s Campaign For Real Beauty. It was launched by Unilever ( a British, Dutch consumer company) as their PR agency, Edelman found in a study of 3,000 women across 10 countries only 2% of the women considered themselves beautiful. Therefore, a three year campaign was put into place which included advertisement, publication of a book, video, workshops, sleepover events and the publication of a play- all to bring audiences together and empower women. Following a crucial aim of The Uses and Gratifications Theory which is social solidarity as women will unite together and feel confident together. The campaign also reached the aim of this theory as personal identity was built, for example, it celebrates the variety of body shapes which women have which promotes variation and made women feel more comfortable in their skin. Thus, making them more influenced to purchase the products to imply that it will make them feel beautiful in their own skin. This is a aim of my production because it is a fashion magazine and there is a stigma attached to women that it is only aimed at ‘slim women’ of the size 6 figure as this is what we often see in media, for example, Victoria Secret Model’s. Thus, explaining why this has influenced me to include a variety of women of different sizes to promote acceptance, similar to this dove campaign.

Key Features of Dove-Campain for Real Beauty

Billboard- promoting different body types and ethnicities of women in their underwear. White chosen here especially so that everyone looks neutral to promote that there is equality between women. This empowering image is a form of relationship marketing as body image is a personal topic so it engages with the reader and leads to them having a response to the campaign, such as feeling emotional or proud of their body image. The effect this has had on women is proven from an audience perspective ‘Crisanti told NBC News in 2005. “I hated being curvy. I hated having big breasts. And I hated having curly hair. In my 20s, I realized all those [ideas] were simply self-destructive. Once I started to develop an alternative definition of beauty, all of it started to fall into’ (http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html) Showing how it is not just profits which benefit the institutions reputation. However, this institution has been criticized for not always promoting ‘real women’ for example, the image on this slide shows curvy women and slim women but not obese women. Which makes women who do not look the models in campaign feel excluded and insecure. However, it is arguable that these models look healthy which is what our society should promote, as obesity is a health risk, leading to heart problems and therefore is something we do not young people to strive for as it could lead to an unhealthy nation. Furthermore, the billboard was firstly put up in Germany, then the UK and then followed by other countries, which is beneficial for the viral marketing campaign as it is stretching across the globe and reaching a wide demographic- allowing brand identity to be build as the institution becomes widely recognised. Alongside this billboard, the ‘dove report’ was introduced to create a new definition of beauty- to make it less of a niche definition and make it more relatable to regular, normal women.

Key Features of Dove-Campaign for Real Beauty

More key features of the dove beauty campaigns is TV interviews, coverage in women's magazines such as advertisement on the pages such as ‘test your real curves’ to allow women to embrace their real beauty . The dove beauty campaign even made it to the ‘super bowl’ to place 30 minute commercial slot and this expanded their demographic to suit sport fans. This had an estimated cost of US$2.5M, which made the brand look established and of a higher quality for being able to afford such a prestige slot- allowing respect to be build for the institution. To increase brand identity, a website was created which connotes that the information about products can expand over multiple platforms which made the institution look diverse. Furthermore, on the website, more viral videos were released, for example, ‘daughters’ which promoted mother, daughter work shops to allow young women to come together and become more accepting over their bodies. Linking to the Uses and Gratifications Theory; this influenced social solidarity. This was part of the Dove Self Esteem Fund; to prevent young women from having ‘distorted’ views of their self-image; this prevents mental illnesses such as anxiety.

Dove’s powerful ‘Daughter’s video’ to prevent the peer pressure created by celebrities and idols in the media to have cosmetic surgery in order to look ‘perfect’. Thus, this ad was persuasive because it uses a personable topic; family, to suggest that making young women feel comfortable from a young age will prevent further insecurities.

Key Features of Dove-Campaign for Real Beauty

Key Features of Dove-Campaign for Real Beauty

The video on the previous slide was the most successful part of the Dove Real Beauty Campaign. It is known as ‘Dove Real Beauty Sketches’. The doubts that women have in the image about their self-image are overcome by realistic reactions by the public, implying that women our their own critics. Therefore, it suggests that we should become more confident and the effect of the video is that as part of The Uses and Gratifications Theory, self image is built as women will feel more comfortable in their own skin. However, the only weakness is that the opinions could be false simply due to advertisement and individuals would find this unrealistic. Therefore, a more effective way would have been able to record live responses so that the video is more genuine so more women are likely to see the institution as true. The reaction of this created press in the media, for example, Katy Young from The Daily Telegraph stated that Real Beauty Sketches "[Dove's] most thought provoking film yet ... Moving, eye opening and in some ways saddening, this is one campaign that will make you think, and hopefully, feel more beautiful.“ The benefits of this response triggered the two step flow effect because her as a critic in the media would seem a genuine response so more people are likely to agree with her and feel influenced to purchase Dove’s products in order to feel special, like the women in the advertisement did at the end. Additionally, another benefit of this Dove Beauty Campaign is that because it does not include any explicit content, it could be displayed before the watershed so it gained more screening time to gather more attention. It also gathered in different groups of women which would watch TV at different times.

Evaluation of success Strengths Weaknesses

Modern; was the first major form of viral marketing for the beauty industry. Using videos on YouTube ( when YouTube was only created the year before the campaign began).

Expensive, lots of advertisement and publication fees, for example, the super bowl. As this is a mainly a male sporting event too, it is not appropriate for Dove’s dominant target audience.

Honest and personable, using relationships between women such as mother/daughter to make it relatable so the readers feel more empathy. This was built by maintaining brand identity throughout through the theme of cause marketing and to add a soft tone to their advertisements, for example, a washed effect and the use of white to symbolize purity. Making women feel as though they are a blank canvas and can recreate themselves to make them feel more confident.

Campaign does not shows the benefits of using a dove product, for example, how it makes people feel. It only focuses on self-esteem. Some audiences will argue that the product information is limited.

Audience gain from getting involved, for example, a boost in their self-esteem will make them feel special. Diverse campaign which is accessible in different ways, especially online so people around the globe can get involved. Boosting the overall activity.

Evaluation of success Even though the Dove Real Beauty Campaign has been criticized, its overall outcomes have benefitted the institution in many ways, for example:

• Sales of Dove products increased by 11.4%, from $4 billion today from $2.5 billion in 2004• Website visitation increased by 200%• Media Press, from critics • Advertisement video ‘Evolution’ won two Cannes Lion Grand Prix Awards ( giving the institution

a boost in status by being rewarded to make them look important). • “hits on a real human truth for women,” (Brenda Fiala) connoting that the institution is

genuine and trusted by consumers.

The response from this campaign and the profits made emphasizes the importance of why I want to connote differenttypes of women in my production to make everyone feel involved.Also, as Dove has done, by having a similar theme of colour schemesuch as grey, white and blue, make my product look continuous bymaking the brand identity clear. Thus, due to the viral marketing campaign, Dove is a recognisable product, something I want my Production to achieve so that it will increase profits and sales.

Marketing Campaign for Regional Magazine

• Sixty Nine Degrees is the UK’s largest regional magazine which is based in the midlands region to aim at areas such as Leicester, Birmingham, Nottingham and Derby

• As I have explained magazines conventionally don’t get any mass marketing, especially regional magazines because they only aim a specific region.

• However, this magazine has challenged this stereotype in some ways, for example, it is a free magazine which instantly helps with marketing because the reader feels as though they are being rewarded as they will not have to pay for an issue. Thus meaning that more people feel influenced to pick up an edition and get involved with the local news in their region. Also, as it is a free magazine it is easier to distribute because institutions are more likely to agree that they will sell. Furthermore, institutions which will exchange these products are retailers, for example, OUTFIT stores ( which are owned by Arcadia Group Limited) give out free editions of the magazine as they are displayed by the till point and given out free with bags. This synergy not only benefits OUTFIT’s reputation by seeming linked with other industries but it means that Sixty Nine Degrees can reach a wider demographic. Also, because OUTFIT is a trend based high street store, the magazine will appeal to the right people, for example, people who are looking for inspiration on their style and desire to keep up to date with popular culture. Thus more, this means that interactivity will be at a high. The institution has also distributed this to hairdressers, which means that individuals will read the magazine as a distraction to prevent boredom whilst they get their haircut and linking this to the Uses and Gratifications individuals will read this for entertainment purposes- to maximise their salon experience too.

Other ways that Sixty Nine Degrees has promoted their institution is through influencing 360 branding by creating social media pages for example they are on Facebook, Twitter and Instagram which means that individuals can share content with their friends to influence more involvement and more people to get engaged. Also, it especially attracts a younger target audience whom are more interactive with social media so they will be more influenced to share their opinions too and this association with a youthful target audience will connote that the institution is modern. Thus, attracting more readers as it appeals relevant to todays society.

https://twitter.com/69mag- Twitter Link Sixty Nine Degrees has a website which emphasizes how it is modern and more accessible to the reader. It allows them to read content online which supports readers who may not be able to get hold of the magazine so it increases interactivity because it is easy to find online. (69-degrees.co.uk) Additionally, Sixty Nine Degrees promotes and markets their institutions through competitions which synergizes with other institutions to connote that it is linked within the industry to imply that the company provides many opportunities for the reader. Therefore, linking this to The Uses and Gratifications Theory individuals will read the magazine to gain personal identity through the opportunity to win a competition which will make the reader feel empowered and as though they have importance. Therefore, the institution will also appear charitable for giving something back to their target audience. Even though Sixty Nine Degrees does not a viral strategy for marketing, it still overrides the expectations of regional magazine marketing. This is because by distributing it to local companies, whilst making it available online makes it more well-known to people in the area which means that more people will get involved in their community. Thus, linking this to The Uses and Gratifications Theory; more engagement means that the audience can unite and social solidarity is achieved.

How will my main and ancillary products link together?

Similarities Colour Palette- The colour palette will be the same throughout my main production and my ancillary products because this is a main element for connoting continuity. For example, when you look at institutions such as Cosmopolitan, they are famous for their use of bright pink. Therefore, by having the colour scheme the same, it will make it more recognisable to the reader and inform them that they are using the same product which makes the reader also feel supported. A colour palette that I have in mind is either, blue to represent Leicester City Football club or red to represent Leicester Universities coat of arms, or even a conventional female colour such as pink or purple. Even though this is not official, I want the colour scheme to be specific to the regional audience to make it more directly adhered to their needs. Logo- The same logo for my magazine which is going to be called ‘GRACE’ will be the same throughout all of my media products so that the logo can become more familiar to audiences which helps to build brand identity, for example, how ‘heat 'magazine is renowned for their red, bright logo. Again, it is an example, of informing the reader that all of the products belong to the same institution which will build status for the institution as it will appear diverse by expanding their institution onto multiple platforms. Typography- Typography is additionally another important feature to demonstrate brand identity, for example, if the same typography is used in my magazine, my website and on my billboard, the products are more likely to looked linked together which will highlight how they all associate with the same institution. Serif typography is likely to be used for the logo however sans-serif for the main body to have two binary opposites of a modern and traditional font to connote how the institution is differentiated to look more appealing to the reader.

Similarities Slogans- Another similarly in my production will be the brand slogan which will also be the subheading to the institution, for example, how McDonalds use ‘I’m lovin’ it’. I would like to create something like this, for example, by using full stops to differentiate the slogan so that it slows down the reading and that it is more embedded into the reader and more recognisable to them. Therefore, if the same slogan is used with all of my products it will connote that the institution is creative but also each product will be recognisable to the institution. Language style- Of course different language and approaches will be taken in each individual feature of all of my products to prevent boredom however to create the same atmosphere, informal language will be congruent throughout my main and ancillary tasks. Not so much slang however shortened words such as ‘fab’ instead of ‘fabulous’ to make it more casual and relatable to the readers as this is the context that they will speak in their daily lives so they will feel more comfortable reading content. The informal language additionally makes the institution appear more personable as they appear less poised and superficial, for example, like the presentation of Anna Wintour who is the editor and chief of Vogue. Moreover, language will connote brand identity because the relaxed persona created throughout all of my products will be identifiable and differentiate from more formal brands such as Marie Claire and stand out from the conventional formal approach taken from magazine institutions. This will also appeal more to my youthful target audience who will want to escape from the formalities of people such as lecturers- so this language will allow hem to unwind.

Models- I will feature different models throughout my production however, the model I use on the front cover of my magazine is likely to be the same as the model that features on the front of my billboard. This is because this model will be the face of the institution and the monthly feature so not only does it influence her importance to build iconography however it will also make her recognisable and associated with the institution. Therefore, the brand will be much more noticeable to readers. On my website, she will be feature on there too however probably not on the home page because I need to connote how my institution is differentiated to make it more interested and varied to the consumer.

How will my main and ancillary products link together?

How will my main and ancillary products link together?

DIFFERENCESLayout- The layout is something that will be different throughout all of my products because they are all completely different, for example, a website layout cannot be the same as a magazine layout. Also, by having different layouts it makes the products look more diverse and separates them so that the audience can have a different experience when viewing each product. However, in order to still create a link, the features will be in a similar order and also a website version of the magazine will be available. Despite this, through each individual product for example, my website, each of the pages will follow the same layout to guide the reader and make navigation easier. This will make brand identity clear through each individual product. Clothing- The clothing that each of the models wears will be different because the main focus of my magazine is fashion and by repeating outfits, it would not look inspiring to the readers and make the institution look amateur by not accessing lots of new trends and fashion. Thus, emphasizing the importance of connoting variety through different items of clothing. This implies why celebrities are rarely seen in the same outfit twice because they are idolized as fashion icons through the media, for example Victoria Beckham and they are expected by the audience to maintain their high maintained reputation in order to appear more successful. Locations- The locations for the photo shoots will be in different places to make the institution look more explorative and interesting. This will build suspense for where the institutions will visit next, for example, the climax built when institutions visit local shopping centres which makes the reader feel important as they are closer to the action which connotes an increase in interactivity.