Learning Aim A- media campaigns

What is a media campaign?

A media campaign is a series of tv interviews, posters, radio interviews, magazine coverage etc. The purpose of a media campaign is to advertise and promote a product, event, service or a massage to a target audience. For a company to promote their product, they will use a wide range of platforms such as trailers for movies or series, billboard posters will be placed next to roads as they have constant traffic going past them, the company will also produce posters that can be published into magazine and newspapers and also produce online posters to be published in apps and social media platforms such as Instagram and twitter. Companies will also produce merchandise to sell so that the audience becomes a walking poster. The cast of a film/ series or an artist will do interviews on talk shows such as The Ellen show or The Late Late Show with James Corden to promote their latest work. Some companies will make apps and games that are based around the product. They also will make website for the audience to find information about the product. Social media platforms will also be used for promotion, this promotion is the best to use nowadays as it is free and accessible to everyone, such as YouTube, twitter, Instagram and Facebook. The use of multiple platforms for promotion is called cross media platform promotion. Overall, the main aim of a media campaign is to bring more attention to the product.

The most successful media campaigns have been successful because they have a memorable logo, slogan and also kept to a colour scheme. For example, ‘Snickers’ have always kept to their brown, red, white and blue colour scheme. Snickers use their slogan ‘you’re not you when you’re hungry’ in all of their recent campaigns. This slogan and colour scheme is so recognisable that we could just see the colour scheme and slogan and we’d instantly know it was Snickers. Snickers have also created a brand identity that their product will make you a better version of yourself. Not only is it important for a company to create a good media campaign, they need to analyse the campaign and see how effective they are. They can do this by conducting serves and questionnaires. These options offer the company immediate feedback and gives them the chance to tweak their campaign to make it the most effective as it can be.

Case study: Avengers Endgame