LO2 - Advertisement & Distribution
KEY QUESTIONS THAT COVER LO2
What are the different types of advertising in media industries?
What is the difference between above and below the line advertising?
PASS GRADE: Basic details that show an understanding of advertising methods and ATL/BTL advertising.
MERIT GRADE: Clear details that show a good understanding of advertising methods and ATL/BTL advertising, with some relevant examples
DISTINCTION GRADE: Thorough details that show strong understanding of advertising methods and ATL/BTL advertising with detailed, relevant examples
2.1 Advertising Types in the media industries
Starter Task
Choose a specific product within a media sector (Video game, Film, TV, Music) and type up as many ways of how the product is advertised to its specific audience.
Think of specific events, forms, styles etc.
Advertising task HERE
Timeline Task
Using Piktochart.com create a timeline for the history of advertisement. What were the earliest forms of advertising (Newspapers?) all the way up to most recent forms of advertising (web? Social Media?)
Start with earliest leading to most recent. Use the list in the previous task and start to order with some timeline dates. Can be decades
This will help (Start from newspapers) TIMELINE VIDEO
Upload to your blog page when done.
Above and Below the line marketing (ATL/BTL)
Above the line marketing: Above the Line (ATL) advertising is where mass media is used ti promote brands and reach out to target consumers. These include conventional media as we know it, TV and radio, print as well as the internet. This is communication that is targeted to a wider spread of audiences and is not specific to individual consumer. ATL adverting tries to reach out to the mass as a consumer audience.
Below the line marketing: Below the line (BTL) advertising is more one to one and involves the distribution of such things as pamphlets, stickers, promotions, brochures, banners etc. It can also involve product demos and samplings.
RESEARCH TASK - James Bond / Spectre
Print Advertising
Using the link below research the campaign for James Bond - Spectre. Explain how the campaign used print advertising?
Who were they targeting? Age? Type of person? Which products would they use? Was it ATL or BTL or BOTH?
007 Spectre Advertising campaign
Spectre TASK SHEET
Radio Advertising
Use the document to find out where we might see advertising in radio. give examples from products and how they may be used.
Add to the document what would be the benefits of radio advertisement?
(Use the sheet above)
Television Advertising
Research the following and answer on your blogs. Consider the impact on advertising
When did advertising on TV begin
When did we get satellite and cable TV in the UK?
What is meant by the term 'Narrowcast Channel'?
What effect did satellite and cable have on advertising?
What would you say the major developments in TV advertising between the beginning and now? Give examples on advertisement
Media Theory Task - Sonny Ganguly
Read this and answer the following on your blog
- According to Ganguly, what three main advantages does social media have over some traditional advertising methods?
- Pick one media product you have watched or interacted with in the past month. In what way has social media advertising for the product reached you? Give specific advertising examples and images
Digital Advertising
Recap and Research - BLOG TASK
1. Define the terms media product, media sector, media producers and media consumers
2. What is Web 2.0? Who came up with the idea? Can you explain the effect this has had on the internet itself and on us as consumers?
3. What impact do you think Web 2.0 has had on advertising?
4. Explain how advertising on social media can be said to be ‘below the line’?
5. Can you think of another form of web-based advertising that might use ‘below the line’ marketing?
2.2 How media products are advertised to audiences
Media companies will often use SYNERGY to promote a product or service – this will often be through a combination of traditional and digital means.
Advertising across media platforms - Individual Case Study
Choose a media product that has been released recently and produce a Google Slides that covers the following things:
1. Identify all the ways in which the product was advertised by traditional methods. Find weblinks and / or screenshots to evidence your findings.
2. Identify all the ways in which the product was advertised through digital methods. Find weblinks and / or screenshots to evidence your findings.
3. Explain how the two methods worked together to successfully promote their product. Refer to above and below the line advertising in your answer.
Now it's time to test your knowledge so far
2.3 Distributing media products to audiences
Traditional Distribution
Start with a research task on DISTRIBUTING. Explain what distributing means and then start to write down as many TRADITIONAL distribution methods as you can for each sector.
Modern Distribution
Start to list all the ways each product uses modern distribution and then start to complete the extension task.
BLOG POST TASK - MEDIA CONSUMPTION
2. Next, identify how each product was distributed to you and how you consume it. The following prompt questions may help:
• Did you buy the product? If so, where?
• Did you have to leave the house to purchase / access the product?
• What devices do you use to consume the product?
• What conclusions can you draw about distribution?
Case Study - The X Factor
- In what ways does the X Factor use convergence to reach a potential audience?
- Can you apply Jenkins and / or Livingstone’s theories to the distribution of the X Factor
- Describe one above and one below the line means of advertising used by the X Factor producers
LO2 END TEST
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