Showing posts with label C. Assignment 2: Marketing. Show all posts
Showing posts with label C. Assignment 2: Marketing. Show all posts
Monday, 28 January 2013
Sunday, 13 January 2013
Sunday, 6 January 2013
Understand the nature and purposes of research in creative media industries
Types/methods of research
Primary research/self generated research
Primary research is research you have conducted personally conducted
This could be questionnaires, Interviews Observational ( semeological analysis), focus group, test screenings participant observation. All of these are important as you will get out of it what you put in you can keep researching and adding more things to help reach your conclusions.
Secondary research
Secondary research is research conducted by a third party. This could be the internet, books journals periodicals, media, books, TV, archives.
This especially comes in handy when you are researching something that doesn't regularly appear in the public mainstream for example if you are researching Grand Prix racing in the 1990s like in "Senna". It would come in very handy too have access to archived footage of the races he had appeared in.
Quantitative research
Quantitative data is data that can be displayed numerically, fixed facts, percentages, box office data, closed questions. This is the way that many large companies research profitability in markets some great examples would be some of the websites listed below (see Box Office Mojo, Barb, Ofcom, Rajar) While researching the "Green lantern" poster recreated I used the website's Survey Monkey and Facebook to question people on there perspective of the advantages and faults of the poster. Some examples of the quantitative data used where graphs like the one below that showed the percentage of what genre people thought the film was meant too be. This was extremely useful as then this showed me what my target audience generally tended to watch.
Qualitative research
Qualitative data is the opposite open questions that are not just yes or no but they are more detailed. A great example of this would be interviewing in the documentary film that looked into the "Star Wars" films "Empire of dreams" they conducted interviews some thirty years after the films had been completed to make the documentary. The best summary of this is still more personal in depth questions and responses that look beyond facts to something more subtle. Open ended questions are although generally more time consuming a better example of what you are looking for in a question.
Data gathering agencies
Rajar:
Rajar is an official body in charge of monitoring radio audiences across the UK they are jointly owned by the BBC and the Radiocentre. They produce data showing the listening figures across the country.
Barb:
Barb is a body that records television viewing figures. Its commissions smaller research companies and combines their findings to generate viewing figures for television shows across the country.
Ofcom:
Ofcom regulate TV and radio, telecoms and the airwaves wireless devises work on. they analyse and record the following things shown in the screen shot below among others.
IMDb:
IMDb is an online database that covers almost 2.5 million films and over 5 million people in the film making trade.Its incredibly useful for looking into upcoming releases and for when looking back on the careers of personality's.
Box office Mojo:
Box office Mojo is a subsidiary of IMDb that mathematically tracks the revenue of films. It comes in most handy when looking into production budgets compared to the money the film generated.
Purposes of market research
Audience and market research
Audience
Audience profiling
Audience profiling is detailing the right audience too put what you are marketing across too. You must do this to market the product in the most effective way.
Demographics
Demographics are the quantitative measurement of the people you market a product to. examples of this would be age, gender, ethnicity, class, where you live (Geo-demographic) all of these are generally quantitative data the sort of thing you would be able to turn into graphs and percentages.
Psycho-graphics are the personal measurement of attitudes values, behavior interests and opinions. These are a lot more difficult too attain due to it being highly individualistic of how people understand and how they choose to react to things but is very useful in marketing and advertising. An example of this is the study called UK tribes which highlights teenage ideology's across the country. All of this is generally qualitative data and is great for painting a picture about what people of a chosen demographic or market might also buy or want but it isn't very useful for much else as it cant be generalized.
Market
Your market is different to your audience is where you are selling your goods not too. This would be trying to make the film for the lowest price possible and then sell it to reach the greatest profit.
Production research
Production research is when you are researching you market audience and demographics too make sure there is enough people wanting too see this. This is direction-ally proportional to the production and inevitable marketing budgets as well. The things you need to take into account are the regions (locations) you are selecting this research from,
Assessing research data
Validity
Asking the right audience is key as your information is worthless if you are asking the people your not trying to sell your product too. Rounding figures is always a bad idea as your not looking for a more simple way too understand the data you have collected you are looking for exact figures to make. When researching information you need to make sure your participants answer the questions realistically and too the parameters of the questions. Under certain circumstances you need to be aware of interviewer affects where the person you are questioning might over elaborate or exasperated in the effort of pleasing you.
An issue with validity I sometimes find is that unseen people are more than willing to fill in vulgar answers which degrade the quality of my research. I generally makeup for this however by disregarding them as anomalous results.
Reliability
Reliability is different instead making sure your a collecting the right data you need to make sure that what your comparing the data for is what you need. Some of the things you need too make sure are: All conditions between repeat testing are the same (this is if you choose to repeat trials) making sure conditions are the same make it appropriate repeating.
Representativeness and Generalisability
This is your ability to generalize the information you have gathered over perhaps a larger area than your research reached. an example of this would be too conduct research over a group of 100 people then times it so its proportional to the entire country its not nearly enough and doesn't take into affect the different parts of the country that might not be applicable to the research method for might have a different ideology connected.
Primary research/self generated research
Primary research is research you have conducted personally conducted
This could be questionnaires, Interviews Observational ( semeological analysis), focus group, test screenings participant observation. All of these are important as you will get out of it what you put in you can keep researching and adding more things to help reach your conclusions.
Secondary research
Secondary research is research conducted by a third party. This could be the internet, books journals periodicals, media, books, TV, archives.
Quantitative research
Quantitative data is data that can be displayed numerically, fixed facts, percentages, box office data, closed questions. This is the way that many large companies research profitability in markets some great examples would be some of the websites listed below (see Box Office Mojo, Barb, Ofcom, Rajar) While researching the "Green lantern" poster recreated I used the website's Survey Monkey and Facebook to question people on there perspective of the advantages and faults of the poster. Some examples of the quantitative data used where graphs like the one below that showed the percentage of what genre people thought the film was meant too be. This was extremely useful as then this showed me what my target audience generally tended to watch.
Qualitative research
Qualitative data is the opposite open questions that are not just yes or no but they are more detailed. A great example of this would be interviewing in the documentary film that looked into the "Star Wars" films "Empire of dreams" they conducted interviews some thirty years after the films had been completed to make the documentary. The best summary of this is still more personal in depth questions and responses that look beyond facts to something more subtle. Open ended questions are although generally more time consuming a better example of what you are looking for in a question.
Data gathering agencies
Rajar:
Rajar is an official body in charge of monitoring radio audiences across the UK they are jointly owned by the BBC and the Radiocentre. They produce data showing the listening figures across the country.
Barb:
Barb is a body that records television viewing figures. Its commissions smaller research companies and combines their findings to generate viewing figures for television shows across the country.
Ofcom:
Ofcom regulate TV and radio, telecoms and the airwaves wireless devises work on. they analyse and record the following things shown in the screen shot below among others.
IMDb:
IMDb is an online database that covers almost 2.5 million films and over 5 million people in the film making trade.Its incredibly useful for looking into upcoming releases and for when looking back on the careers of personality's.
Box office Mojo:
Box office Mojo is a subsidiary of IMDb that mathematically tracks the revenue of films. It comes in most handy when looking into production budgets compared to the money the film generated.
Purposes of market research
Audience and market research
Audience
Audience profiling
Audience profiling is detailing the right audience too put what you are marketing across too. You must do this to market the product in the most effective way.
Demographics
Demographics are the quantitative measurement of the people you market a product to. examples of this would be age, gender, ethnicity, class, where you live (Geo-demographic) all of these are generally quantitative data the sort of thing you would be able to turn into graphs and percentages.
Psycho-graphics
Psycho-graphics are the personal measurement of attitudes values, behavior interests and opinions. These are a lot more difficult too attain due to it being highly individualistic of how people understand and how they choose to react to things but is very useful in marketing and advertising. An example of this is the study called UK tribes which highlights teenage ideology's across the country. All of this is generally qualitative data and is great for painting a picture about what people of a chosen demographic or market might also buy or want but it isn't very useful for much else as it cant be generalized.
Your market is different to your audience is where you are selling your goods not too. This would be trying to make the film for the lowest price possible and then sell it to reach the greatest profit.
Production research
Production research is when you are researching you market audience and demographics too make sure there is enough people wanting too see this. This is direction-ally proportional to the production and inevitable marketing budgets as well. The things you need to take into account are the regions (locations) you are selecting this research from,
Assessing research data
Validity
Asking the right audience is key as your information is worthless if you are asking the people your not trying to sell your product too. Rounding figures is always a bad idea as your not looking for a more simple way too understand the data you have collected you are looking for exact figures to make. When researching information you need to make sure your participants answer the questions realistically and too the parameters of the questions. Under certain circumstances you need to be aware of interviewer affects where the person you are questioning might over elaborate or exasperated in the effort of pleasing you.
An issue with validity I sometimes find is that unseen people are more than willing to fill in vulgar answers which degrade the quality of my research. I generally makeup for this however by disregarding them as anomalous results.
Reliability
Reliability is different instead making sure your a collecting the right data you need to make sure that what your comparing the data for is what you need. Some of the things you need too make sure are: All conditions between repeat testing are the same (this is if you choose to repeat trials) making sure conditions are the same make it appropriate repeating.
Representativeness and Generalisability
This is your ability to generalize the information you have gathered over perhaps a larger area than your research reached. an example of this would be too conduct research over a group of 100 people then times it so its proportional to the entire country its not nearly enough and doesn't take into affect the different parts of the country that might not be applicable to the research method for might have a different ideology connected.
Monday, 10 December 2012
Green Lantern Poster Analysis and Comparison
After making alterations to the original poster and releasing an alternate questionaire.
Question 1
This is key for research
Question 2
The difference between the updated and the original is that more people actually said they would like to watch the film based on the poster. People tended to give possitive comments about the poster one of my favorites is the mention that it was bright and made greenlantern stand out. however it wasnt to everybodys taste sadly.
Question 3
Question 4
Monday, 3 December 2012
Key Marketing Ideas Green Lantern
The main character Hal jordan who gains the power of will from a dead alein and its about his learning curve to growup and gain maturity. its really not suggested in the poster.
The genre is pretty clear action superhero but he doesnt really do alot of super hero stuff he mopes around abit crashes a plane saves a bunch of people at a party then a lab then gos on to save the world it felt like he has a massive leap in power. going from relativly low stakes to massive in a really short time.
The tagline in "In Brightest Day, In Blackest Night”
has a lot to do with the film but isnt recognised if you don’t know the mythos
to the film.
The central narrative shows Hal Jordans progression from irisponcible loser to super hero.
Its apropriate for the target audience of teenage boys and superhero subgenre fans. I think it could be expanded to a broader scifi base and gain the attention of the Blockbust event film goers.
Setting gos between "Not New York" and the planet Oa
The film has high budget special affects however they arent quite up to the scratch that other films can achive in the current market an example for this would be avatar although a much larger budget it was released before green lantern and yet still had better technology.
Sunday, 2 December 2012
Analyse of questionire
The majority of people agreed that that the quality of the cast affected their decision of whether or not to go see films in general. However a few people made good comments about it being the quality of narrative that can attract the most audiences to a film this I personally disagree with although narrative might be amazing if a film isn't marketed at least in the smallest sense it will never make the profit required.
People who outright said yes to watching the film based on the quality of the poster this was a really surprisingly high percentage. Ratio-ed at 10 : 6 this is striking to me as they 
Although the film was aimed at a more masculine audience their where more female respondents this could be considered that females will be more willing to be questioned but on the other hand many of the women asked said that they wouldn't mind going to see the film this could be perceived that the marketing didn't reach out to their particular audience maybe to improve the distribution you need to market it so it appeals to females as well.
The opinion of lesser know actors still making a really good film is certainly arguable considering many people consider the action movie that cam out the same time as "The Expendables" Known as "The Losers" which in my opinion made a much better film.
Friday, 30 November 2012
Guide to film disturbution
Guide to film distribution
Introduction
Every film has its own custom made distribution plan. Distributors decide when and how to release a film to optimize its chances. The goal is to put the film in the best position possible to recoup the costs of the film and make a profit.
Risks
Nobody is defiantly sure what makes a hit and there's no guarantee that a squeal will do as well as its previous film.It is entirely based on he strength of that one film. Previews and test screenings are shown to an audience then are asked to fill in a questionnaire afterwords This helps the distributor to feel confident about box office prospects and their target market. Sometimes "sleeper" hits can occur by a film keeping its theatrical run showing for longer than intended.
Focus on audience
Age, gender, lifestyles, social media, consumption patterns all of these things are important when choosing how you are to market your film. On average 3 people go to the cinema per party. Most frequent cinema goers are aged 15-25. Digital media occupy majority of this statistics lives and the average this demographics goes to cinema is once a month, however the majority of the population goes to the cinema 2.7 times a year.
The competitive jungle
Is the film an event or more specialist if its event then you need to consider the following things. How well did leads do in last films they did? Is the director famous? Are the cast available for premiere? Is it sequel or franchise?
Is it a contender for academy award, golden globes British academy film? Most awards open between December to February so will many other films also be released around this time, so could it bottleneck due to season?
Distributors need to behave differently however to sell specialist films you have to market it to the subject be it history cars authors places niche groups needed. As well as this early festival screening could generate a small amount of word of mouth enough to get the film recognized.
Satisfying anticipated demand
Saturated release is when a film is released in as many cinemas as possible this is approximately 1000 screens at once playing on multiple screens at multiplexes This strategy is normally used for "tent-pole" titles such as big franchise sequels and star led holiday releases.
On the other hand Specialist films normally compromising of documentaries, foreign language and revived classics might compromise of 25 prints or fewer most films are released on fewer than 100 prints. Every film has a detailed marketing plan the objective is to create viability raises awareness and engage interest.
Word of mouth
Social recommendation from a friends, colleagues, or relative can be really important in deciding to visit the cinema. On the other hand if what is said about the film isn't good it is difficult to recover from.theatrical runs usually last for 6-8 weeks.
Poster
The main artwork is key to selling the film it shows the stars genre credits and tag line to grab the audiences attention. posters appear in quad format ( UK size is 30"x40" landscape) or the one sheet format (USA standard 30"x40" portrait). before this however the might release a teaser poster to gain attention early.
Trailer
Trailers last for approximately 90 seconds. Trailers are created from available material it includes a representative glimpse at most of the dramatic sequences to help sell the film.
Online and mobile
Most films have an official website often hosted by a partner company or social network site.This helps generate awareness of the new film even before shooting begins. As new information is released people discover it and feel like they are part of the film making process.
The Immediacy of social media
Comments are send instantaneously and constantly around the world.places like facebook and twitter have millions of users. A social media profile has become a must for every film.
Broadcast, Ambient and Print media
The UK has approximately 250,000 poster sites by the roadsides and railway platforms. as well a hundreds of TV channels where advertising promotions may be placed.
Event films / Blockbusters with top stars needs heavy advertising spends to support the release however limited budget films try to work up fresh inventive ways to attract their target audience because different audiences react to advertising.
Publicity
Film publicists compile press kits for journalists containing cast and crew lists, biographies, notable facts about the production and a synopsis. Creative talent and filmmakers tend to have very tight schedules and may only be in the UK for a few hours. Many digital channels and outlets are interested in entertainment news and features - the more the films talent is willing and able to support the worldwide publicity effort, the better! A good example of this would be Daniel Radcliffe in the promotion of the "Woman in black".
The build up to the major awards is an important time for publicists promoting the films vying for consideration as this can deliver global profile and prestige.
Set visits: As with any product development, the film production process is conducted confidentially behind studio doors or on armed locations. distributors as well as key journalists, exhibitors or marketing partners may be able to go on set though.
Promotion partnerships
Tie ins generate displays for the film in places where conventional advertising cannot reach such as shops, restaurants or on food packets. By a promotional partner or a brand with product placement in a film can add weight to the distributors own campaign.
Merchandising
Tie in merchandise can embrace toys, action figures, ring tones, clothing, stationary, calenders, anything films normally have official soundtracks, games, and books.
Premieres and experiences
Painstaking and expensive to organize It serves as an official launch for the film providing a platform for photo opportunities and red carpet interviews. Star studded premieres and after show party's are covered by celebrity publications. There are around 50 film premieres a year.
Experiences are an alternative form for touring that displays presentations at movie conventions idea all these are big but essentially simple.
Introduction
Every film has its own custom made distribution plan. Distributors decide when and how to release a film to optimize its chances. The goal is to put the film in the best position possible to recoup the costs of the film and make a profit.
Risks
Nobody is defiantly sure what makes a hit and there's no guarantee that a squeal will do as well as its previous film.It is entirely based on he strength of that one film. Previews and test screenings are shown to an audience then are asked to fill in a questionnaire afterwords This helps the distributor to feel confident about box office prospects and their target market. Sometimes "sleeper" hits can occur by a film keeping its theatrical run showing for longer than intended.
Focus on audience
Age, gender, lifestyles, social media, consumption patterns all of these things are important when choosing how you are to market your film. On average 3 people go to the cinema per party. Most frequent cinema goers are aged 15-25. Digital media occupy majority of this statistics lives and the average this demographics goes to cinema is once a month, however the majority of the population goes to the cinema 2.7 times a year.
The competitive jungle
Is the film an event or more specialist if its event then you need to consider the following things. How well did leads do in last films they did? Is the director famous? Are the cast available for premiere? Is it sequel or franchise?
Is it a contender for academy award, golden globes British academy film? Most awards open between December to February so will many other films also be released around this time, so could it bottleneck due to season?
Distributors need to behave differently however to sell specialist films you have to market it to the subject be it history cars authors places niche groups needed. As well as this early festival screening could generate a small amount of word of mouth enough to get the film recognized.
Satisfying anticipated demand
Saturated release is when a film is released in as many cinemas as possible this is approximately 1000 screens at once playing on multiple screens at multiplexes This strategy is normally used for "tent-pole" titles such as big franchise sequels and star led holiday releases.
On the other hand Specialist films normally compromising of documentaries, foreign language and revived classics might compromise of 25 prints or fewer most films are released on fewer than 100 prints. Every film has a detailed marketing plan the objective is to create viability raises awareness and engage interest.
Word of mouth
Social recommendation from a friends, colleagues, or relative can be really important in deciding to visit the cinema. On the other hand if what is said about the film isn't good it is difficult to recover from.theatrical runs usually last for 6-8 weeks.
Poster
The main artwork is key to selling the film it shows the stars genre credits and tag line to grab the audiences attention. posters appear in quad format ( UK size is 30"x40" landscape) or the one sheet format (USA standard 30"x40" portrait). before this however the might release a teaser poster to gain attention early.
Trailer
Trailers last for approximately 90 seconds. Trailers are created from available material it includes a representative glimpse at most of the dramatic sequences to help sell the film.
Online and mobile
Most films have an official website often hosted by a partner company or social network site.This helps generate awareness of the new film even before shooting begins. As new information is released people discover it and feel like they are part of the film making process.
The Immediacy of social media
Comments are send instantaneously and constantly around the world.places like facebook and twitter have millions of users. A social media profile has become a must for every film.
Broadcast, Ambient and Print media
The UK has approximately 250,000 poster sites by the roadsides and railway platforms. as well a hundreds of TV channels where advertising promotions may be placed.
Event films / Blockbusters with top stars needs heavy advertising spends to support the release however limited budget films try to work up fresh inventive ways to attract their target audience because different audiences react to advertising.
Publicity
Film publicists compile press kits for journalists containing cast and crew lists, biographies, notable facts about the production and a synopsis. Creative talent and filmmakers tend to have very tight schedules and may only be in the UK for a few hours. Many digital channels and outlets are interested in entertainment news and features - the more the films talent is willing and able to support the worldwide publicity effort, the better! A good example of this would be Daniel Radcliffe in the promotion of the "Woman in black".
The build up to the major awards is an important time for publicists promoting the films vying for consideration as this can deliver global profile and prestige.
Set visits: As with any product development, the film production process is conducted confidentially behind studio doors or on armed locations. distributors as well as key journalists, exhibitors or marketing partners may be able to go on set though.
Promotion partnerships
Tie ins generate displays for the film in places where conventional advertising cannot reach such as shops, restaurants or on food packets. By a promotional partner or a brand with product placement in a film can add weight to the distributors own campaign.
Merchandising
Tie in merchandise can embrace toys, action figures, ring tones, clothing, stationary, calenders, anything films normally have official soundtracks, games, and books.
Premieres and experiences
Painstaking and expensive to organize It serves as an official launch for the film providing a platform for photo opportunities and red carpet interviews. Star studded premieres and after show party's are covered by celebrity publications. There are around 50 film premieres a year.
Experiences are an alternative form for touring that displays presentations at movie conventions idea all these are big but essentially simple.
Thursday, 29 November 2012
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