Kate's A2 Media 2011: Evaluation question 2

Question 2 - How effective is the combination of your main product and ancillary texts?

The idea was to produce a coherent package that had a house style and worked together to attract audiences to the actual product... the album and the TV drama. Therefore, what you were producing was a marketing package.

You will need to explore how coherent you think the package was and more importantly how coherent you think the target audience thought your package was. (Coherent = how well did it all go together?)

Although you are asking the audience their opinion, you must not simply report this as 'fact', please interpret their opinions and explore your own ideas about the coherence of the 'package'.

You might also like to refer back to your research and planning and evaluate whether at this early stage you considered this aspect of the project in enough detail.

Here’s an example of a promotions package with a clear ‘house style’ (a set of visual conventions used across all the marketing materials for the artist)

The marketing of Mumford and Sons is pretty coherent – it has many features which are used throughout the marketing to establish a particular brand image. Have a quick go at answering the questions for Mumford and Sons, then do the same for your own work.

1) In what ways iss the branding ‘coherent’ – why does it all look like it’s for the same band?

You could refer to:

Colour (in the industry, colours are known by their CMYK code, (or RGB code/html code for web design For example,

white is C=0% M=0% Y =0% K=0% HTML code - ffffff

black is C=100% M=100% Y =100% K=100% HTML code - 000000

orange is C=10% M=68% Y =97% K=1% HTML code – dc6f2cd

The advantage of using these codes is that you are sure to get the same colours being used across all texts.)

Font type and size (Serif or sans-serif)

Posture and proxemics

Props and Costume

Lighting

Visual Themes

Now, in your blog post for this question:

1. Conduct a similar analysis of your work - find out the colour codes you have used, identify names of fonts, etc. – be as specific as you can.

Colour

Font type and size

Posture and proxemics

Props and costume

Lighting

Visual Themes

2. Say what your audience thought – could they see that all the products were for the same artist? Why/why not? You’ll need to refer to specific audience feedback here.

3. Get some theory in here by mentioning the importance of marketing and brand image. We covered this in our study of music industry last year, but there are some links below to remind you of what marketing is all about.

Key terms

House Style

Marketing

Price

Product

Place

Promotion

Branding

Coherence

Conventions

Media language – images, style, fonts, mode of address, linguistic style etc.

Resources