P1 - PRODUCE A PROPOSAL FOR THE ORIGINAL MEDIA PRODUCT TO MEET THE CLIENT BRIEF
Audio Visual Products - Promotional video
The Culture of Cambridge U3 LO1 Final by Oscar JH Carter on Scribd
Why has the content you have chosen been included?
The content which I have included is there for many reasons. The content is aimed at my target audience. To make sure that it appeals to my target audience, I will be using stereotypes of my target audience to target to show what they would typically like. This way I can gain the most views possible and attract more of the audience to Cambridge.
How best will the client market this product?
I believe that the best ways to market this content to the target audience are through the internet and at high tourist population locations. I will use the internet because it is widespread and it is available to a wide audience. This way more people could see it. I will also advertise in the high tourist rate locations as they are my target audience. These locations include places like airports, train stations and hotels. These are used by a high rate of tourists and would be a good way to get a high viewership of the product.
Explain two ways you product could be marketed to audiences in the digital age. Use examples from your product.
My promotional video could be marketed to audiences in the digital age in many ways. For example, the video could become a viral advert on social media. this happens when one person sees the advert and enjoyed it, so they share it on facebook. Then all of their friends see it and some of them will share it. Then this repeatedly happens and the shares keep on adding up.
Another way the Promotional video could be marketed to audiences in the digital age is through adverts on entertainment websites (e.g -YouTube and All4). The video could be placed before a video which the user wishes to watch. This means that the viewer is forced to watch the video before they can watch the content which thy want to see. they will have the ability to visit the advertiser if they enjoyed the content, this means that will be able to find out more information.
Identify 3 channels of distribution for you product that may be considered successful in the digital age in terms of product reaching it’s audience? Justify your answers.
Netflix would be a good way to distribute my product as it has very high viewerships and people will find it easy to watch as they won’t have to leave the house to go and find the product.
Sky would be a good method to distribute my product. This is because they have TV channels and Online services. The product could be seen on TV or it could be watched on their online service Sky Go.
YouTube would be a good way to distribute the video. This is because the website is free to upload and it is widely watched (high viewerships). It can also be sent from YouTube and uploaded onto blogs, websites, and email. So you will be able to show this video literally anywhere.
The content which I have included is there for many reasons. The content is aimed at my target audience. To make sure that it appeals to my target audience, I will be using stereotypes of my target audience to target to show what they would typically like. This way I can gain the most views possible and attract more of the audience to Cambridge.
How best will the client market this product?
I believe that the best ways to market this content to the target audience are through the internet and at high tourist population locations. I will use the internet because it is widespread and it is available to a wide audience. This way more people could see it. I will also advertise in the high tourist rate locations as they are my target audience. These locations include places like airports, train stations and hotels. These are used by a high rate of tourists and would be a good way to get a high viewership of the product.
Explain two ways you product could be marketed to audiences in the digital age. Use examples from your product.
My promotional video could be marketed to audiences in the digital age in many ways. For example, the video could become a viral advert on social media. this happens when one person sees the advert and enjoyed it, so they share it on facebook. Then all of their friends see it and some of them will share it. Then this repeatedly happens and the shares keep on adding up.
Another way the Promotional video could be marketed to audiences in the digital age is through adverts on entertainment websites (e.g -YouTube and All4). The video could be placed before a video which the user wishes to watch. This means that the viewer is forced to watch the video before they can watch the content which thy want to see. they will have the ability to visit the advertiser if they enjoyed the content, this means that will be able to find out more information.
Identify 3 channels of distribution for you product that may be considered successful in the digital age in terms of product reaching it’s audience? Justify your answers.
Netflix would be a good way to distribute my product as it has very high viewerships and people will find it easy to watch as they won’t have to leave the house to go and find the product.
Sky would be a good method to distribute my product. This is because they have TV channels and Online services. The product could be seen on TV or it could be watched on their online service Sky Go.
YouTube would be a good way to distribute the video. This is because the website is free to upload and it is widely watched (high viewerships). It can also be sent from YouTube and uploaded onto blogs, websites, and email. So you will be able to show this video literally anywhere.
P2 - CREATE SAMPLE MATERIALS TO SUPPORT THE PROPOSAL
Storyboard by Oscar JH Carter on Scribd
My sample material will help me sell my Promotional video ‘The Culture of Cambridge”, this is because it will help them to understand what my video is going to end up like. It informs what the video will look like because it shows them sample images. They will also understand what it will sound like. This is because I put in what music is going to be played and the sound effects, which will be present in every shot. It will also give them an understanding on and how long each shot will be. It will also help them to understand what the rest of the sequence is going to be like. Also they will be able to tell if it is worth them spending the money stated on the sequence.
M1 - JUSTIFY CONTENT, DISTRIBUTION AND MARKETING IDENTIFIED FOR THE PLANNED PRODUCTION TO MEET A CLIENT BRIEF
(00.00) Explain what you know about your client.
(01.16) Explain in detail how your content will be relevant to your client
(02.36) Explain in detail how realistic and feasible your content will be to make.
(03.58) Explain what realistic and feasible methods (both digital and physical) your client could use to distribute and market your product.
(06.17) You must reflect upon your own personal skill set - do you have all the skills necessary to carry out this task professionally? If not what will you do? Do you know what will be expected of you? Do you know how to make the content you have proposed?
(01.16) Explain in detail how your content will be relevant to your client
(02.36) Explain in detail how realistic and feasible your content will be to make.
(03.58) Explain what realistic and feasible methods (both digital and physical) your client could use to distribute and market your product.
(06.17) You must reflect upon your own personal skill set - do you have all the skills necessary to carry out this task professionally? If not what will you do? Do you know what will be expected of you? Do you know how to make the content you have proposed?
Referencing to what was learned in Unit 1
Synergy and Cross Media Promotion:
There is a possibility for synergy, companies could apply to have some of their products used within the video. For example, the Cambridge satchel company could have a Citizen using one of their bags or there could be a shot of the shop. This will help them to promote their shop through the video. Also, the company could display the video in their shop which will promote the video and Cambridge overall.
Cross Media promotion could also be used here. For example, the video could be displayed on a form of social media (Facebook, Instagram, and twitter) where they can post links which will help promote businesses and the Cambridge City Council itself.
Codes and Conventions:
The Codes and Conventions of the London Promotional Video are used to keep the video as positive as possible. The music is upbeat and make the viewer happy. The shots are of bright skies and there are no visible distasteful content. For example, people smoking wouldn’t be good to put in the video as it is promoting smoking. Also, rubbish on the floor isn’t ideal because it makes the city look worse.
I will ensure that the client will be kept happy as I am using the codes and conventions of a Promo Video. This means that they will be given a video which is perfectly suitable for them to use as an actual product. I will make sure that the video does follow the codes and conventions so it looks the part and therefore the client will be happy.
Denotation and Connotation:
An example of the Denotation which could be used within my video would be having well lit and color graded shots Connotes that the city of Cambridge is happy and Lively. When using this Denotation and Connotation it will force the audience to think that Cambridge is actually Happy and Lively without them even knowing if it is or not. So this will make them want to visit the city of Cambridge to enjoy these ideas.
A further form of Denotation which could be used would be the voice of my voice over artist, his voice connotes that Cambridge is a great place and there is lots to do. By using this Denotation, it will make the audience of the video feel like Cambridge is great and there is a lot for them to do whilst they are here.
Because of all of the Denotation and Connotation used within my video, I believe that it will make the viewer want to go and visit Cambridge. This therefore creates meaning and detail about the city without having to physically tell them about it.
Theories of Representation:
The Audience demographic for my Promotional Video would be quite high class. They would typically be in the ABC1 grade as they will need a high disposable income to visit and stay in Cambridge.
Audience Needs:
Uses of Gratification - Surveillance
The Use and Gratification which will be used when creating this Promotional Video is the 'Surveillance' Gratification. This is because the Promotional video is designed to inform and give information, so this falls under this category.
Legal and Regulatory Issues:
Regulation will also need to take place to make sure the video can be broadcasted or shown to many different audiences. OFCOM and BBFC will be the key regulatory bodies for my Promotional video. So, to make sure that it is okay, I will need to send it off to them and they will send back any changes which I need to do to make sure that it is okay for broadcasting.
There is a possibility for synergy, companies could apply to have some of their products used within the video. For example, the Cambridge satchel company could have a Citizen using one of their bags or there could be a shot of the shop. This will help them to promote their shop through the video. Also, the company could display the video in their shop which will promote the video and Cambridge overall.
Cross Media promotion could also be used here. For example, the video could be displayed on a form of social media (Facebook, Instagram, and twitter) where they can post links which will help promote businesses and the Cambridge City Council itself.
Codes and Conventions:
The Codes and Conventions of the London Promotional Video are used to keep the video as positive as possible. The music is upbeat and make the viewer happy. The shots are of bright skies and there are no visible distasteful content. For example, people smoking wouldn’t be good to put in the video as it is promoting smoking. Also, rubbish on the floor isn’t ideal because it makes the city look worse.
I will ensure that the client will be kept happy as I am using the codes and conventions of a Promo Video. This means that they will be given a video which is perfectly suitable for them to use as an actual product. I will make sure that the video does follow the codes and conventions so it looks the part and therefore the client will be happy.
Denotation and Connotation:
An example of the Denotation which could be used within my video would be having well lit and color graded shots Connotes that the city of Cambridge is happy and Lively. When using this Denotation and Connotation it will force the audience to think that Cambridge is actually Happy and Lively without them even knowing if it is or not. So this will make them want to visit the city of Cambridge to enjoy these ideas.
A further form of Denotation which could be used would be the voice of my voice over artist, his voice connotes that Cambridge is a great place and there is lots to do. By using this Denotation, it will make the audience of the video feel like Cambridge is great and there is a lot for them to do whilst they are here.
Because of all of the Denotation and Connotation used within my video, I believe that it will make the viewer want to go and visit Cambridge. This therefore creates meaning and detail about the city without having to physically tell them about it.
Theories of Representation:
The Audience demographic for my Promotional Video would be quite high class. They would typically be in the ABC1 grade as they will need a high disposable income to visit and stay in Cambridge.
Audience Needs:
Uses of Gratification - Surveillance
The Use and Gratification which will be used when creating this Promotional Video is the 'Surveillance' Gratification. This is because the Promotional video is designed to inform and give information, so this falls under this category.
Legal and Regulatory Issues:
Regulation will also need to take place to make sure the video can be broadcasted or shown to many different audiences. OFCOM and BBFC will be the key regulatory bodies for my Promotional video. So, to make sure that it is okay, I will need to send it off to them and they will send back any changes which I need to do to make sure that it is okay for broadcasting.