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Marketing Media and Audience Feedback

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Introduction

OCR LEVEL 3 NATIONALS IN MEDIA UNIT 4: MARKETING MEDIA AND AUDIENCE FEEDBACK Candidate Name: Dean J Hill Candidate Number: 9207 Centre Name: Manor Foundation College Centre Number: 20663 Assignment Tutor: Mr Derek Coen Date of Submission: 14th December 2006 Submission Point: Media Department INTRODUCTION INTRODUCTION The fundamental aspects of marketing media and audience feedback, in terms of their essential key concepts, promotional content and promotional media, are significant to the large proportion of media industries and organisations engaged in this important resourceful activity. It consists of the social and managerial processes by which products, services and value are exchanged in order to fulfil needs and wants, primarily achieved through a process which includes, but is not limited to, the stimulating and dynamic mediums of advertising and promotion where the feedback of various audiences is crucial to the state of media performance and proficiency.1 For this unit of work, an understanding of the different aspects of marketing and how it is completed professionally will be defined, established and consequently developed to increase my level of knowledge regarding the numerous methods of investigating research by media producers and official research bodies. A similar approach to audience feedback will be conducted to progress towards a complete and conversant conclusion. In addition, I will also increase my understanding of the activities involved in creating marketing plans, producing advertisements and promotions to support a campaign, gaining feedback from an audience concerning the advertising campaign and relevant products, and evaluating their feedback. Marketing is, however, one of the terms in academia that does not have one commonly agreed upon definition. In Peter Drucker's book, The Practice of Management, he wrote that "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business".2 In addition, marketing can be defined as "...an organisational function and a set of processes for creating, ...read more.

Middle

The content of The Sun has been transformed to reflect the popular taste of readers and influencing public opinion. This often reflects the design of the newspaper as it has to accommodate such current issues where they purport to offer an 'alternative' viewpoint, either in the sense that the newspaper's editors are more nationally-oriented or that the newspaper is editorially independent from major media conglomerates. Therefore it is important that the newspaper understands this. Design often supports the content by providing a framework for which they are laid out, where the newspaper is commonly known to emphasise sensational crime stories, gossip columns about the personal lives of celebrities and sports stars, and junk food news. Often, newspaper allegations about the sexual practices, drug use or private conduct of celebrities is borderline defamatory where their design is often bold and realistically difficult 'not to miss'. This is to ensure content attracts audiences to particular stories with reference to the design set by the tabloid press. The Sun tends to simply and sensationally give more prominence than broadsheets to celebrities, sports, crime stories and even hoaxes. It also readily takes a political position on news stories as right-wing, nationalist and populist allegiance, ridiculing politicians as well as demanding resignations and predicting election results. More realistically, today The Sun relies on stories about the entertainment industry, gossip concerning the British monarchy and sports, as well as news and politics for its content, with many items revolving around celebrities. In addition to writers covering celebrities-about-town and the latest soap opera storylines, it is always on the lookout for celebrities in trouble or scandal as its featured content. With regards to the design of the newspaper, pictures are preferred and it often uses those taken by paparazzi which are usually laid out near the news or sports story it is covering. However, serious news stories frequently focus on themes of immigration, security scandals, domestic abuse and paedophiles. ...read more.

Conclusion

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance of users of these services, as well as being a financial burden on internet service providers. The impact of advertising has been a matter of considerable debate and many different claims have been made in different contexts. According to many sources, the past experience and state of mind of the person subjected to advertising may determine the impact that advertising has. INTRODUCTION TO PROMOTION27,28,29,30,31,32 Promotion is one of the four aspects of marketing. The other three parts of the marketing mix are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company. Promotion is comprised of subcategories: * Personal selling * Non-personal selling * Advertising * Sales promotion * Publicity and public relations * Tradeshows * Direct selling * Product placement The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. DIRECT ADVERTISING: POSTER INDIRECT ADVERTISING: FEATURE ARTICLE BRAND NEW BRITISH NEWSPAPER TO HIT THE SHELVES THIS YEAR! By Dean Hill PROMOTION: COMPETITION SECTION 4: ASSESSMENT OBJECTIVE 4 PRESENT A NEW MEDIA PRODUCT AND ADVERTS/PROMOTIONS TO AN AUDIENCE AND GAIN FEEDBACK * Preparing and delivering a presentation: o Delivery style and technique o Presentation delivery skills o Research, planning o Organisation of materials WITNESS STATEMENT HERE SECTION 5: ASSESSMENT OBJECTIVE 5 EVALUATE FEEDBACK ABOUT THE NEW MEDIA PRODUCT AND THE ADVERTISING CAMPAIGN * Feedback evaluated in terms of: o Changes to the product o Changes to the marketing plan * Feedback presented to a client: o Verbally o In a written report o Using graphic formats e.g. ...read more.

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