COHESIVE MARKETING CAMPAIGNS

Cohesive marketing is merging different styles of marketing together to have one over all mass

promotion throughout all styles of media. We often see mass market companies with websites

alongside both television and print advertisements in order to promote their products as much as possible. The idea that you see the promotion

every where in order to create as much attention as possible.

WHAT IS IT?

This style of branding interlinks with cohesive marketing campaigns. During these campaigns 360 degree branding come into action in order to create the image of the product ‘everywhere’. A company will launch a range of material

such as stationary, mugs, T-shirts and posters in order to constantly remind people visually every time they use one of these products, this also works to promote it in public laces that haven't necessarily paid for. Simply wearing

the t-shirt will inform people who look at it as well as mugs being in a workplace therefore allowing a wider audience to receive the images

regardless of whether they are interested in buying the products or not. Well known companies may do this by simply printing their logo onto products

therefore furthering the promotion of an already popular association.

Synergy works in a similar way. In order to implement this technique a company creates a soundtrack for the film or television show they have made. This will then increase the gross profit in general whilst working to promote the product further. A sound track will be played throughout a house hold or for some products singles will become increasingly popular throughout the

public therefore simply the association is promoting their product.

360 DEGREE BRANDING/SYNERGY

Multi platform branding entails consistent delivery of brand messages and images in order to create as much publicity as possible. Professionals form all disciplines will create linking campaigns in their field of expertise in order to create an over all look and message with a unique factor for each style of marketing. Example of this would be

Print – magazines, newspapers, leaflets

Radio

Television

Websites

Social media advertisements

Billboards

All of these require and overall client objective in order to portray the same message. Web 2.0 has allowed a dramatic increase in the use of online marketing for advertisements such as roll over banners ext…. Therefore making multi platform branding to become increasingly easy. Pages such as this allow sharing and constant exposure to images therefore causing people to remember them even if the are not interested. This style of marketing forces a companies product to be recognised therefore creating as much publicity as possible through both bad and good views.

This style of branding also allows companies to provide a different interpretation of their overall message to different target audiences. Social media websites will target a wide range of ages therefore causing a generic advert to be suitable however promoting in a magazine when compared to a newspaper will be attracting different audiences. Many young people from 18-35 will use online versions such as a BBC app to find out the latest news articles and stories as opposed to 50+ being more likely to buy a magazine for this information. This therefore enable the companies to manipulate the images and information they share to target these different age groups individually and create a mass audience.

Although these images and information will be manipulates the companies will have a specific style that intertwines all the branding styles together. The langue they use will be slightly different in order to reach more or less mature audience however will not differ so much that it is unrecognisably the same. As well as this the theme will be current throughout out due to the fact that they are promoting the same ideas however the visual style may have slight changes in order to reach their specific audiences yet still complement each other .

MULTI PLATFORM BRANDING

Channel 4 use areas of this marketing throughout their advertisements. On every promotion the channel 4 symbol/logo

is present represents a strong marketing scheme. No explanation is need, the icon itself is all that is required.

I intend to implement this into my work to represent their strong advertising reputation therefore creating a more established

product.

Their lack of information is also a technique present throughout both print and video advertisements, they deliberately chose images that explain the concept behind their documentary therefore leaving that to explain all to their audience. This makes it more appealing; people are able to visually assume

along with a small title to guide them therefore intriguing them further to watch.

CHANNEL 4

I will ensure to incorporate as much of this information as I can throughout my products. Although my two ancillary are both print advertisements I have found the

idea of changing visual style and language structure to be increasingly important when considering different audiences and age ranges. This is therefore one key idea

that I plan to take forward and implement during my production. As mentioned previously this will allow me to reach out to a mass audience as opposed to the

restrictions of a niche audience. Although my topic does have a large gender ratio this does not take into account the diverse age ranges that suffer, therefore by

considering this multi platform branding and cross product link idea I will be able to create a more informed advertisement and publicise my overall message as much as possible. The lack of wirtten explanation on my print newspaper advertisement will

work along side the usual technique of channel 4 therefore implementing their seemingly simplistic advertisements. The channel 4 style will be used throughout

therefore following these idea in my print advertisements, as well as their logo, will ensure the message I am trying to portray is achieved.

WHAT WILL I TAKE FORWARD?