Using many different types of media to advertise one product in different formats is called 'Cross Media Advertising'.
Some of the formats this regularly involves are; Television advertisements and sponsorship sequences, printed posters/billboards, magazine and newspaper articles, direct mail, the internet and the radio. A specific target audience is reached depending on the product, using a combination of these formats.
Cross media advertising is used particularly well when advertising feature films. Distributors give their product a saturated release using many or all forms of media so that people cannot escape the hype of their films. For example the recent release of 'Avatar' (directed by James Cameron, Produced and distributed by 20th Century Fox) was accompanied by;
- Trailers in television ad-breaks
- Videos banners and interactive content all over the internet
- Photo's and articles in/on newspapers and magazines, (even appearing on the cover of 'Empire Magazine', and several different "avatar edition" covers were made for the December 16th edition of 'LIFE' magazine featuring different members of the cast.
Some of the formats this regularly involves are; Television advertisements and sponsorship sequences, printed posters/billboards, magazine and newspaper articles, direct mail, the internet and the radio. A specific target audience is reached depending on the product, using a combination of these formats.
Cross media advertising is used particularly well when advertising feature films. Distributors give their product a saturated release using many or all forms of media so that people cannot escape the hype of their films. For example the recent release of 'Avatar' (directed by James Cameron, Produced and distributed by 20th Century Fox) was accompanied by;
- Trailers in television ad-breaks
- Videos banners and interactive content all over the internet
- Photo's and articles in/on newspapers and magazines, (even appearing on the cover of 'Empire Magazine', and several different "avatar edition" covers were made for the December 16th edition of 'LIFE' magazine featuring different members of the cast.
The same can be said for the even more recent release of 'Avatar' on DVD and Blu-ray.
Aside from feature films, companies such as 'The Carphone Warehouse' are prominent in using cross media advertising. They advertise through television and radio at the same time in order to maximise coverage. They boast monumental sponsorship deals with hugely popular TV shows. For example a past deal (reportedly worth £3 million a year) with Channel 4 to sponsor reality show 'Big Brother'. The Carphone Warehouse unsurprisingly axed this deal in 2007 after 3 years when the Big Brother franchise was infamously catapulted to global limelight by the seemingly racist (but undeniably moronic) actions of "Celebrities" Jade Goody and Jo O'Meara towards Bollywood actress Shilpa Shetty.
"We have concluded that the huge publicity around the show and our involvement within that means it is now time to look for an alternative."
The Carphone Warehouse have now moved on to even bigger things, in the form of a sponsorship deal with ITV's 'The X Factor'.
Being a retail outlet themselves Carphone Warehouse are able to advertise their services and products in print media, cataloging what they have to offer in their own booklets, leaflets and flyers where companies advertising a specific product (most confectioners for example) would be less successful.
Also, acknowledging that not everyone watches a lot of TV and might instead be glued to a laptop/computer on the internet, Carphone Warehouse have deals with some of the most visited websites in the world, for example social networking sites Myspace and Facebook, allowing them to publish mini-ads at the side of home-pages.
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