Campaigns aim to promote a message. You will need to investigate an existing campaign and discover:
• the main messages or ideas behind the campaign
• the target audience of the campaign
• the strategy of the campaign and the methods used to reach the target audience
• the success of the campaign in achieving its aims..
Include a link to the campaign as well as images
Friday, September 25, 2009
Viral marketing
From Wikipedia, the free encyclopedia
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.
The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along.
The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.[2]
Contents
Have a look at this commercial to see how the reach of a viral campaign works. (Remember this is a commercial for a product!)
Thursday, September 17, 2009
Unit 5: Campaign (Overview)
This unit looks at the ways in which people use creative and media
techniques to promote a message or to sell a product. A campaign will focus on a particular target audience and the information in the campaign will be carefully designed to suit that audience.
A campaign might use a single method for reaching the target audience, for instance a poster. However, most campaigns use a range of methods, such as a poster that is linked to a television or radio advertisement, which in turn is linked to a brochure or flyer.
This unit gives you the opportunity to look at a range of campaigns, learn about the nature of campaigns and then plan and run a campaign of your own. For this you will be working as part of a small group.
The campaign must include work across more than one discipline. You will be working with the Glyndebournes marketing team to help your preperation for your campaign. They be your client and will set you your brief, give you feedback and ultimatley decide if your campaign is to be used as part of their production.
To achive this unit you will need to complete the following learing outcomes (the page numbers are the topics covered student book)
LO1 Understand the nature and purpose of
campaigns:
understanding campaigns – the
message and target audience
how the performing arts, media and
the visual arts are used in
campaigns.
pages 142–51
LO2 Prepare a campaign:
targeting the audience and
budgeting
campaigns with a focus on
performance arts, the media and the
visual arts.
pages 152–61
LO3 Conduct a campaign:
organising your resources
performing arts, media and visual
arts campaigns.
pages 162–71
LO4 Monitor the preparation and conducting of a
campaign:
record and evaluate progress
throughout all stages of work.
pages 210–23
techniques to promote a message or to sell a product. A campaign will focus on a particular target audience and the information in the campaign will be carefully designed to suit that audience.
A campaign might use a single method for reaching the target audience, for instance a poster. However, most campaigns use a range of methods, such as a poster that is linked to a television or radio advertisement, which in turn is linked to a brochure or flyer.
This unit gives you the opportunity to look at a range of campaigns, learn about the nature of campaigns and then plan and run a campaign of your own. For this you will be working as part of a small group.
The campaign must include work across more than one discipline. You will be working with the Glyndebournes marketing team to help your preperation for your campaign. They be your client and will set you your brief, give you feedback and ultimatley decide if your campaign is to be used as part of their production.
To achive this unit you will need to complete the following learing outcomes (the page numbers are the topics covered student book)
LO1 Understand the nature and purpose of
campaigns:
understanding campaigns – the
message and target audience
how the performing arts, media and
the visual arts are used in
campaigns.
pages 142–51
LO2 Prepare a campaign:
targeting the audience and
budgeting
campaigns with a focus on
performance arts, the media and the
visual arts.
pages 152–61
LO3 Conduct a campaign:
organising your resources
performing arts, media and visual
arts campaigns.
pages 162–71
LO4 Monitor the preparation and conducting of a
campaign:
record and evaluate progress
throughout all stages of work.
pages 210–23
Subscribe to:
Comments (Atom)
