Evaluation Task 2 (1/3): How effective is the Combination of your Main Product and Ancillary Texts?

Evaluation Task 2 (2/3)
Evaluation Task 2 (3/3)

Throughout the project, we have considered how our main product, which is a 3 minute promotional music video, and the ancillary texts, namely a digipak and website, work together to form a brand & star image, and unique selling point. Keith Negus argues that music videos are used as a promotional tool, and that the star image is used as a way to brand the product. Essentially, branding is used by the music industry to create a range of products which link, to "lure" in the target audience and subconciously steer them towards similar products. We also considered Philip Kotler's definition of marketing, which is "Human Activity is directed at satisfying needs and wants through the use of exchange processes". This means the marketing and selling of products and services to the audience allows them to buy into the brand image which we have created.

Marketing is the key to success of any campaign. It consists of the four P's:
- Product : What is being sold/branded.
- Place : Where and how the product is distributed.
- Price : How much the product will cost.
- Promotion : How it is advertised, and where it is publicised.

We wanted our products to work together as well as possible, and to create an overall theme for the band to work around. Because the genre our band revolves around is the "electro-swing" genre, and we wanted this to be a theme which is pulled throughout the entire campaign. We did this by incorporating the 1920's and modern theme all the way throughout. We believe that we have created a cohesive campaign where the three products work well together, and portray the band's star image, which we believe to be: Originality, Creativity, Talent, as well as their organic nature and the USP.