Mediacom Marketing Strategies

Questions:

1. Where do I hear about films/ who from/ where?
2. What do I like/dislike about the cinema experience?
3. Where do I go to the cinema?
4. Who with?
5. What makes me go/barriers to going?
6. Invent my ideal film (genre, stars, director)
7. What's my favourite film ever?
8. What am I doing this weekend?
9. What films would interest me next year?
10. What news story am I interested in this week?

Answers:

1. The cinema, youtube, social media accounts.
2. I like the big screen and loud speakers, i dislike the people
3. Cineworld Middlesbrough
4. Friends or family
5. Liking the look of a film makes me go, having no one to go with or having no money are barriers to going.
6. ZEFRON/ the vamps in the credits.
7. TANGLED
8. Nothing
9. FINDING DORY
10. Kesha

Pen Portraits are a marketing technique for defining a target audience. 

•What are they called?

•How old are they?

•Where do they live?

•Who do they want to be?

•Who do they like?

•What movies do they like

•Where do they shop?

•What is their personality

•What TV shows do they watch

•What do they do for a living or are they a student?

•What do they do over the weekend?

•What websites and social media do they consume

•What music do they like?

•What are their hobbies?

  

This is Levi, a 17 year old male from the US who is in his senior year of High School. He shops in Hot Topic and enjoys wearing band T shirts of bands like 21 Pilots and My Chemical Romance.  

This is Bradley, a 19 year old male from Birmingham, UK. He is studying journalism at university whilst living at home with his parents. His favourite bands are Arctic Monkeys and The 1975 and his favourite film is 21 Jump Street. He has an upbeat personality and enjoys TV shows such as The walking dead and the Simpsons. His hobbies include walking his dog, playing video games and playing football with his friends, as well as going out with his friends over the weekend.

Product Placement on TV

Product Placement is when a company pays a TV company or programme maker to include their products in the show.
Product placement on UK TV has been allowed with films and international programs for years, and then allowed in UK TV programmes since 2011.
Products cannot be placed in news shows or childrens programmes.
These are the products that cannot be placed on TV-

• Cigarettes and other tobacco products, along with medicines that are available only on prescription, alcoholic drinks, gambling products, all other types of medicines, food and drink that is high in fat, salt, or sugar, baby milk, products that can't be advertised (such as guns and other weapons).

If a UK programme contains product placement, the TV channel has to show a special logo.

Psychographics

Psychographics is the study and classification of people according to their attitudes, aspirations , and other psychological criteria. It is qualitative data. Psychographics are used mostly in market research and can be combined with geographic and demographic characteristics to know more about an audience profile. Values influence the brands that they like and the communication they will respond to.

Demographics

Demographics are pieces of statistical data relating to the population and particular groups within it. The data can be to do with their gender, age, race, level of education, income level, and level of employment. Within media demographics are useful when researching who the audience for a film will be. 

NRS social grades define populations and therefore media companies would look at these to see the audience they were aiming for. 

Job examples

A- Lawyer

B- Police officer

C1-Nurses

C2-Secretaries

D- Customer service

E- Students

Assassin's Creed Syndicate trailer analysis

Mostly male audience-(80/20) 

18-25

B,C1,C2,D

Game of Thrones trailer analysis

Male and female audience (60/40)- not particularly tailored to either gender

17-30

B, C1, C2, D, E

Purpose of research

Purpose of research

Market research is the way that companies gather information about their consumers needs and preferences. It is also a way of finding out who their potential buyers are. Market research can be primary or secondary.

Audience research is used to gather information about the audience's attitudes, knowledge, interests, preferences, or behaviours. (demographics and psychographics)

Production research is used to give information on the product and sell it to the audience