HOW EFFECTIVE OUR CAMPAIGN WOULD BE IN THE MARKETBY MEGAN VINCENT

ALTERNATIVE METHODS OF PRODUCTION

• Looking at alternative methods for the production, distribution and exhibition of our product, we perhaps could have created a BBC production. This means that it would have been produced and distributed by BBC films and therefore exhibited on Channels such as BBC 4. I believe that this would have been a more appropriate method because it would have suited the style of our documentary i.e something more likely that you would see on TV, lacking a creative and cinematic style. It would have suited being on TV as it means that it would not be independently produced and therefore had a less adventurous style. It means that our documentary would have been more constrained which, in hindsight, is perhaps what our documentary conveys.

BBC

• The BBC audience would have also been appropriate for our production. For example, their primary audience is sophisticated mostly likely being in the A/B income bracket, which is similar to ours. Their primary audience is also perhaps between 30-45 years old which is not dissimilar to our target audience which is 24-35 years. Although a little older, the target audience would have still been appropriate.

BBC

• The conventions of a BBC documentary would have also been similar to the conventions that we adhered to in our production. For example, less adventurous cinematography, which we conveyed in our documentary. This is because they are constrained by certain audiences and fitting to a brief of a TV documentary. Whereas being independently produced, one has more liberty in what they can produce due to the audiences and where the film is showcased i.e at independent cinema festivals.

CONTINUED…

• Therefore, we perhaps could have found alternative methods to distribute our product i.e onto TV instead of independent cinemas and film festivals. Despite that fact that radio is harder to advertise due to the fact it is not a visual medium, by being produced by BBC films would make the radio advert a more viable product. For example, BBC trails many of their programmes on radio stations. Therefore, although our documentary would not have an independent cinema release, which is what we were aiming for, it would have made it a more cohesive campaign and would have continued the brand identity.

MARKETED ON TV- AIDA SCALE

• If we are exhibiting our documentary on TV, our marketing pattern and AIDA scale would be very different. We would:• A: We could perhaps use below the line marketing on social

media and web 2.0 such as on the BBC website. Using a Facebook and Twitter page would also be appropriate for the younger audience who tend to be digital natives with converged devices. We could also release a teaser poster would would be featured on web 2.0 to attract the audience and create a buzz.

AIDA

• I: To generate interest, we could perhaps then release the actual film poster for the documentary about a month after, giving a further insight into the film. The poster would also be featured on social media and websites, through the use of below the line marketing and perhaps on the tube or on other BBC platforms such as on their radio. It could also feature in newspapers such as ‘The Guardian’ to advertise it as it targets a similar audience to our short film. We could perhaps perform above the line marketing as we would have a larger budget due to being produced by the BBC as opposed to the low budget of an independent.• Perhaps 2 weeks after, we could then release the full trailer for the film which will

inspire more interest in the audience and create a larger buzz.

AIDA

• D: To make the audience desire the product, we would exhibit the radio advert on the radio about 3 weeks after which mentions the release date. This would feature on perhaps less niche radio stations and rather to ones which target a broader demographic for the BBC audience.• A: Announcing the release dates to the audience will

encourage them to take action. At this point, the trailer and poster will be featured over different BBC platforms such as on the radio and on the BBC one and two channel.

CERTIFICATION• We decided to chose a PG for our documentary

WAS IT APPROPRIATE?

• We have chosen this because our primary audience is 24-35 years old and they could potentially have young children and therefore it is important to create content that is suitable for young children and their eyes. Consequently, our primary audience are perhaps likely to be young parents, thus they can watch it without the fear of it being to explicit for their children. In addition, by having the film rated as a PG, it can reach a wider range demographic that may be beyond our secondary target audience. For example, for people who are concerned with their health, as this generation tends to be conscious of their weight and appearance. It therefore makes it very relevant to any audience that watch PG films.

WHY NOT A U CERTIFICATION?

• We did not classify our production as a U because we did not believe that the documentary would be suitable for a child to watch it over the age of four years due to the shocking facts of obesity and the infamous flaws of the government. We did not feel that these themes were appropriate for children over the age of four because a U rated film ‘should be set within a positive framework’ which we believe the documentary is not. It is there not ‘suitable for all’.

CERTIFICATION

• Due to the nature of our documentary with it being informative and accessible, we did not need to place the certification on it so the audience we aware. We would only do this if the documentary dealt with particular difficult subjects.