Marketing and Distribution

 03/02/25

Marketing and Distribution 

Digital (social media, digital billboards, qr codes and Traditional ( billboards, magazines, newspapers, leaflets, posters, radio and TV)advertising 

Advertising - payment from a brand in return for the placement of promotional material on pages or during breaks in production - could be in the form of commercial breaks, or via product placement 

Traditional Advertising

• BBC TV Doctor Who - sci-fi (magazine, poster, billboard and radio)
• Blue planter - hybrid - to and YouTube 

Above the line advertising 

- where mass media is used to promote brands, these include conventional media such as television and radio advertising, print and the internet. Above the line advertising is very obvious to consumers and appeals to mass audience this is aimed at a wider audience 

Below the line advertising 

- is the  Distrubution of pamphlets, stickers, promotions and logos at the point of sale. This method of advertising is much more subtle, but just as powerful aimed at a specific audience 

Distribution :

1. How a product or brand reaches an audience 
2. It’s marketing and promotion

Media consumption exercise:

Tik Tok 

Instagram 

Snapchat 

Podcasts - Spotify 

BBC iPlayer  

Jan 2021 exam questions 

Media product- Doctor Who

1. Poster
2. Radio
3. Magazine 

Magazine was used to make the to show doctor who successfully because this allowed the show to be distributed to a wide range of audiences at it would attract the viewers this also allowed for a description and drawings to be included in the magazine so that readers can have a better understanding of the to show this would attract ad appeal their target audience which would get more viewers and gain more revenue for the to show. The magazine is also an example of above the line so it reaches a mass audience. 

Web 2.0 and Technological Convergence 

Technological convergence allows audience to access media content from, multiple platforms on one device. It involves the coming together of information and communication technologies to create new ways of producing and distributing products and services to media audiences.

A black box is a device that supplies us with all of informational and media requirement's 

- the dot.com boom was a huge rise in the number of internet based companies 

- there’s was then a shift from Web 1.0 to Web 2.0

- it was the possibility of stying online and interacting online which really changed things 

- web.20 allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers)of user generated content 

- Web 2.0 or new digital media shapes the relation of public/private work/non work home/outisde 

-mobile phones enhance social connections that have always existed gossip making arrangements 

Impact of online distribution 

-music and television can now be downloaded streamed or simulcasted at the click of a button - without ever having to leave your armchair. It is available to you whenever, wherever 

Simulcasting 

-when a media product is broadcast both online and via a traditional medium at the same time. In television terms it could refer to programme being broadcast on two different channels. 

Time shifting 

- the recording of programming to a storage medium to be viewed or listed to after the live broadcasting e.g. itv+1 

Narrowcast channels 

-television channels distribute special interests (niche content)

Sky sports, sky arts, sky cinema , sky ids, sky showcase 

Above the line 

Netflix vs blockbuster 2004 - 2010 

Black box- stores information 

Between 2004 and 2010 due to technological advancement Netflix subscriptions increased due to them becoming more successful as people switched from DVD’s to online streaming platforms and therefore gained more money, conversely blockbuster became bankrupt because there was a decline in the use of VHS and DVD so they stooped gaining revenue.