• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Evaluate an existing marketing campaign - Rockstar Games "Max Payne".

Extracts from this document...


D2 - evaluate an existing, national marketing campaign In a report, evaluate fully an existing, national marketing campaign (to be different than the one detailed for D1) The campaign that I have chosen to discuss is the next big hit from the Rockstar series “Max Payne”. This is the third instalment of the series and it’s set to be bigger and better than its predecessors. The advertising campaign the campaign had budget of just over £15milion. The game was set to be released on the 15th of May 2012 with the campaign beginning on the 15th of February. It was an international campaign covering most economically developed countries. However though out this report I will be only talking about how it was advertised in the UK. The campaign with a budget of over £15 million was always going to be huge and with the UK being one of their main focuses not a penny less than necessary was spent. ...read more.


This being a third person shooter game containing drugs, sex and violence would be aimed at teenagers and young adults. The gender this game would mainly appeal to is male. Therefore the games advertising campaign would be very masculine and of a nature that suits young adults. For example the billboard seen above is very aggressive with big bold font and a bit of action as well. In the Max Payne campaign they would be very specific with the jargon used making sure it appeals to the target audience. An example of this would be ?Rockstar Games Presents?. This is used in the adverts and billboards because it is something that people can represent and associate themselves with. For example if people have brought Rockstar games before then they will know what they are like and if they have a high opinion then they may be more likely to by the game being launched. ...read more.


The objective of Rockstar is to create a brand in which people can associate with the best of gaming. The campaign definitely try?s to create this image. For example in the TV advert they use very powerful imagery of game play to show of the amazing affects alongside deep moments in the story to engage the audience and draw them in. As already mentioned the campaign has an almost movie like feel to it creating a very realistic game that attracts the target audience. Overall I think the campaign is very effective as it is very appealing to its target audience which I can agree because of being who the game is aimed at. The realistic approach makes it seem like the game would be very real which not ever playing it I cant agree with. However on reading reviews it has very high praise. The livery and the jargon used within the promotional mix are also in my opinion very effective. In conclusion a highly successful campaign especially as it currently stand 2nd in the UK sales chart. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. From a marketing point of view, what were the main objectives or the Hovis ...

    Stage four is business analysis. The costs of development are established and marketing strategy is developed. The fifth stage is product development. The company need to be sure they have a good idea by this stage because costs increase greatly and therefore the risk to the company is greater.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    Packaging enhances appearance using colour, shape and size. It carries the brand's name, product photograph and information re product use. It may allow the product to be seen whilst keeping it clean, offer ease of use advantages and continue to have, marketing value even after the product has been used for example biscuit tins.

  1. Unit 3 - Marketing Research And Marketing Mix

    * Branding - Promoting a certain brand image of the product or business which becomes recognisable by consumers. GlaxoSmithKline should take all there promotional into account. The organisation has to invest in an effective promotion campaign. By incorporating their segmentation strategy and having a solid promotional campaign for the Ribena this should help the company achieve their marketing objectives.

  2. Thorpe Park Marketing Mix

    The advantage of this is that you are guaranteed to make a profit however if your costs are too much no one will buy it, especially when you've added a percentage onto an expensive price. Also you're prices may not be competitive as you may have moved away from it.

  1. Marketing Research

    ORG MARG does retail audit on an ongoing basis and they publish reports. The companies subscribe to this report. For e.g For Colour TV/Washing machines the cost is Rs 3,00,000 per year. 12 monthly copies are provided. Chapter 6 SAMPLING PLAN : 6.1 CENSUS V/S SAMPLE 6.2 The preparation of

  2. I am going to be writing about the concepts of marketing distinctiveness of the ...

    Keeping ahead of competition: as the Phillips was ahead of the other companies it went behind as there became too much competition the company had to deal with. The minute the iPod came in the market everyone without even thinking about it threw their MP3 player away as they saw

  1. Global Marketing Strategies

    Tracking the development of the large global corporations today reveals a recurring, sequential pattern of expansion. The first step is to understand the international marketing environment, particularly the international trade system. Second, the company must consider what proportion of foreign to total sales to seek, whether to do business in

  2. This is a report on the international dimension of Costa Coffee and Coffee Aroma.

    The menu is designed specifically to cater to different preferences and the quality of their coffee satisfies the most discerning of tastes. Coffee continues to satisfy consumers all over the world. 5. Industry: Hospitality. The hospitality industry consists of broad category of fields within the service industry that includes lodging,

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work