Evaluation Q2: How effective is the combination of your main product and ancillary texts?

Our main intention when creating our media products, was that the ancillary tasks and our main product work effectively together as a combination to promote Cruze. This would be ensured through a successful marketing campaign which both reaches the audience and appeals to the audience. We started off our campaign conventionally with a single, the next step is a a music video which acts as a way to promote the single and promote the upcoming album. After its release, a tour will ensue where the artist will perform the entire track list.

Marketing methods are used to create awareness for campaigns to generate revenue. These are couple of methods many industries conventionally use:

• Social Media Pages
• News
• Appearances
• Live Performances
• Tours
• Music Video
• Album
• Single
• Freebies 

We looked into Mark Mulligans graph on how much money an artist makes off of each section in the media campaign, which proved very useful. As it informed us that most of the sales were made from the album, however now this has changed, most of the sales come from the tour. which songs from the album will be performed.

Below is an emaze of our take on Above and Below the Line Promotion for our artist Cruze

I will now compare our marketing campaign to another artists whilst looking at the inter connectivity between all three media products.  Below is the marketing campaign for Cruze

Since Cruze is a new artist, the core part the marketing campaign was the website alongside with social media - this is because these platforms are consumed the most and are very convenient and inexpensive.   The overall aim of this campaign is to the target audience 17-24 and to get them to buy into the media products. Social media is consumed heavily in this age group which is why it is so useful, it allows us to get information out to the mass public as quickly as possible. Similarly, the website is very useful because it contains all the information that a person would need, in regards to tour tickets, merchandise and future events.

Below is the marketing campaign of Demi Lovato

The aim of this campaign is to reach her target audience and to get them to buy into her media products for example the album. When looking at the image above we can see that the website is used to promote many other products, for example the album and tour tickets and the music video. Therefore, the website can be seen as a hub of all other relevant information. Similarly, social media promotes the music video as well as the album. An underlying aim of all these promotional tactics is to promote the overall brand image.

Richard Dyer theory on star identity looks at how pop stars are constructed. He argued that the identity of pop stars is a product of the record label whose aim is to make money and sell the artist to the audience. He also argued that a stars identity is consolidated through branding. The idea of brand repetition across all media products is very important. I will now analyse how this theory was incorporated into AlunaGeorge’s marketing campaign and how we drew from the theory also Cruze.

Conclusion

Overall, our marketing campaign was very successful in regards to reach and appeal due to how well we combined our media products. The result of this was an interested target audience who consumed the products we made for them.