Ben Taylor
Class 2B
BTEC Extended Diploma Media; Film
and Television
Mike Moss
Assignment
1: Learning outcome 1: Marketing Campaign Case Studies and Report
Unit 53: Marketing and Public Relations
Unit 53: Marketing
and Public Relations Task 1
Marketing
is the process of teaching consumers why they should choose your product. An example
of this is a car why is this car good to choose as a consumer being myself what
is good about the product/ service is important and also over competitors for
instance Peugeot have a car similar to a Vauxhall what are the pros to the Peugeot
if you are not doing that you are not marketing.
Brand
promotion is a marketing strategy used to relay
messages about your company to consumers such as myself for instance again with
having a car it is used to stimulate awareness of your product or service to
myself it helps to foster customer loyalty with staying with the car company and
it helps for the business because it increases sales and boost company value
which is key for any business big or small.
Advertising is a method of persuading
a target audience to buy a product. This is usually through television, radio,
print publications, the internet, posters or billboards. Examples of this is
within supermarkets such as Tesco’s they advertise their product with several
other supermarket competitors same products in terms of cost this is persuading
your target audience to buy this product from your store. In terms of an organization's strategy it combines all of its marketing goals/ plans into one comprehensive plan throughout.
A marketing
strategy will help you focus and identify the different ways you can talk to
your customers and helps concentrate on the ones that will create most sales
for your business or product having this scheme helps to achieve maximum profit
potential and sustain the business.
A Marketing analysis is basically a business plan that presents
information regarding the market
in which you are operating in and helps business decide on certain matters
within the business as outlines below;
Market Size
- Growth rate of the market
- Market trends
- Market profitability
- Key success factors
- Distribution channels
- Industry cost structure
In public relations, spin
is a form of propaganda. It is achieved by providing a biased interpretation of
an event or campaigning to persuade public
opinion in favour or against some organization or public figure.
Damage control-
In public relations many duties involve building
the reputation of the employer however with damage control it is primarily
about minimizing the negative perception caused by a crisis-situation. A crisis
is sometimes the result of an unexpected event. Public relations work with many
fields such as; Media, Business, Government, Public
Services, Charities, Pressure Groups, Entertainment, Sport and Celebrities
On the other hand with public relations there is publicity
it is people-oriented. The goal is to communicate with the market in an efficient
manner so that the consumers would be motivated to buy what a company offers.
The purpose of public relations is
to manage the flow of information between an individual, organization or the
public.
The purpose of marketing is to
attract attention and create interest on a business service or product.
For my first scandal I
have chosen is the 2013 Meat adulteration scandal. I have chosen this scandal
because it was very much known as heard on my travelles and it is an intresting
scandal that occurred to my knowledge. The 2013 meat adulteration scandal was a
scandal in Europe and cause much outbreak because the foods advertised as
containing beef in many stores such as Tesco’s were found to contain undeclared
or improperly declared horse meat, as much as 100% of the meat content in some
cases. The second thing was that there was other undeclared meats, such as
pork.
The issue came to light on 15 January 2013,
when it was reported that horse DNA had been discovered in frozen beef burgers.
Horse meat is not harmful to health and is eaten in many countries, but is considered
a taboo food in many countries. With this scandal analysis stated that 23 out
of 27 samples of beef burgers contained pig DNA.
Because of his scandal stores such
as Tesco’s, the Co-operative Group and Aldi also cancelled contracts with ABP
Food Group because of the adulteration.
There were several reactions to this
scandal for instance Muslims and Jews consider it sinful to eat certain types
of meat. One being pork for both groups and also horse and many other animals
for Jews the reason for this is because it’s due to religious prohibitions.
On 26 February 2013 it was announced
that sales of frozen hamburgers had fallen by 43% and frozen ready meals by 13%
from levels before the scandal. The study took place 21
January – 17 February which had an effect on supermarket stores because people weren’t
buying the product no more so had to start using other products.
My other scandal is the Pig gate
scandal (2015). It was an allegation that David
Cameron put a private part of himself into a pig’s mouth as part of an initiation
ceremony for the piers gravestone society when he was in university. The
allegation was made by a man called Michael Ashcroft and Isabel Oakeshott in
their unauthorized biography of Cameron called ‘Call Me Dave’ on attributing
the story to a Member of Parliament who was a person who was well know and has
a lot of honor’s an Oxford contemporary of Cameron's.
In response to the scandal Downing
Street sources responded by saying that Cameron would not dignify the
allegations with a response. Other responses was that his friends reported him
saying that the claim was "utter nonsense. Later on after the Pig gate
Scandal was well documented in the UK Cameron said that "a very specific
denial was made a week ago. The two people who started the allegation Ashcroft
and Oakeshott failed to receive a response from the purported owner of a
photograph of the alleged incident because of this and having no evidence
or yet been produced to support the two
guys allegation the allegation was dropped in favour of Cameron.
For my marketing campagain I have
chosen the upcoming Star Wars film ‘The Force Awakens’ (2015) On November 28th
2014 Disney who are the production company of the film released a nighty second
teaser trailer to promote the film it was screened earlier in the United states
and Canada and released December 2014 in thearters worldwide including on You tube
and I tunes online. Because of the sucess of the old films and people knowing
the films it had 58.2 million vies on youtube on its first week.
The second trailer
had much success such as the first because it viewed over 88 million times
within the first 24 hours of release, breaking the record of 62 million held by
Furious 7 in November 2014.
On December 11, 2014, Abrams and Kennedy
released a series of eight mock Topps trading cards revealing the
names of several characters this would be of interest to fans who
love the films because they can start collections and see new and old
characters finding any minor details.
On April 16, 2015, a second teaser trailer was released
this one lasting two minutes showing
more footage of the film on what’s to come shown online again with ITunes, YouTube,
diensey.com, film and social network websites. The trailer was shown at the
opening panel at the Star Wars Celebration in Anaheim, California which
was shown worldwide of some footage of the trailer being shown some speeches
from cast and crew. 
In May 7th 2015 Vanity Fair was the first magazine to release an exclusive cover issue of the film. It
features all new interviews and brand new photos of the cast members
photographed by Annie Leibowitz as success well known photographer
so fans of the film, Leibowitz and Vanity Fair would invest in.
At the 2015 San
Diego Comic-Con International, in addition to a panel with many of the actors,
a behind-the-scenes look at the film debuted online showing the use of
practical sets and effects for the film being made insights to how filming was
made. 
Other things
to help marketing campaigns is the fact several star wars merchandised has been
released in catalogue books and shops showing some characters and all kinds of
star wars merchandise for instance cups and mugs, toys, pop vinyl, keyrings,
books and to continue progression more cast members have joined the panel and
recurring characters gave come back with plenty of rumors going around of what
the plot of the film is generating lots of social involvement from public.
My second Marketing
Campaign is the film Terminator Genisys (2015) which stars Arnold
Schwarzenegger, Emila Clarke, Jai Courtney and Jason Clarke. With all films
they have marketing campaigns to promote
the film before release and in this case Terminator Genisys did the same
because on December 2nd 2014 Paramount released the first motion
poster for the film which would has been showcased on the world wide web. 
After the poster that came out the trailer preview for the film was released on
the 3rd of December 2015 which showed clips of the film a sneak peak
of what’s to come.
A full
trailer of the film came out on December the 4th 2014. After the
first trailer films bring out a second trailer and sometime a final trailer in
this films case a second trailer was released on April 2015 showing what’s to
come on the film to the viewers at home.
On March 29th 2015 there was WWE’s
Wrestlemania 31 event and it promoted the film because when the wrestler Triple
H did an entrance it was donning a Terminator-style outfit
and a video of Schwarzenegger telling fans that "Judgment Day is here. And
that it’s time to play the game helping to parts of the industry. Arnold went
on the WWE because he is a star Hall of Fame.
On June 14, 2015, Schwarzenegger visited the Marine
Corps Base Camp Pendleton for an advanced screening of Terminator Genies he
went to the Marine Corps base camp because he use to serve in the Austrian
army.
On June 16, 2015, the mobile
navigation app Waze added the voice of Schwarzenegger, in the role of a
Terminator, as an option for the voice navigation this was useful in marketing
as if anyone had Waze they might be inclined to look at the film. 
On June 19, 2015, Schwarzenegger and
Emilia Clarke stared in the television shows on BBC The Graham Norton show it
was to promote the movie this was another good way to promote the film because
it was UK Friday night television on the BBC which anyone with a television
would have BBC secondly people who are fans of the stars/ film and show will tune
in.
That same day when Schwarzenegger appeared on
the show he released a video of himself walking around Hollywood dressed as the
Terminator which general publics who knew of the film were excited and took
pictures with him including he posed as a wax model at Madame Two Swords in Hollywood
which was released on social networks and online so general public would watch.
References-
