Marketing and Presenting a Media Product (LEVEL 2)

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1 Unit 4: Marketing and Presenting a Media Product (LEVEL 2) Learning outcomes By completing this unit, candidates will understand how the success of professional media products relies on advertising. They will be able to: make a simple marketing plan to support their own advertising campaign use their production skills to produce advertisements understand the importance of audience feedback through presenting a media product and advertising campaign. Assessment objectives 1 Analyse advertising campaigns for existing media products 2 Produce a marketing plan for a new media product Knowledge, understanding and skills Advertising: on television on radio in newspapers in magazines on billboards in cinemas on the Internet Content: text images layout sequence characters theme USP (Unique Selling Proposition) target consumer placement techniques such as enigma Marketing plan: identifies target audience lists aims of new campaign (to reach fans of genre, gain new audiences, beat competitors, sell locally/internationally) describes possible types of advertisements gives a schedule (to include launch date) OCR Level 2 Nationals in Media 1

2 Assessment objectives 3 Produce an advertisement for a new media product 4 Present the new media product and the advertisement Knowledge, understanding and skills Advertising: direct advertising such as trailers/posters television/radio commercials Advertising: indirect advertising such as feature articles guest appearances on chat shows Advertisement is: original legal and ethical Present: to a focus group for them to view/read or listen to product display print products on a shelf/stand design and make video/cassette covers for audio/audio visual products Feedback: verbal questionnaire Feedback discussed in terms of: liking/disliking the product/advertisement appropriateness of marketing plan Assessment This unit is centre-assessed and externally moderated. In order to achieve this unit, candidates must collate a portfolio of evidence showing that they can meet all the assessment objectives. Portfolios of work must be produced independently. They will need to be made available, together with witness statements and any other necessary supporting documentation, to the OCR Visiting Moderator when required. Guidance on assessment and evidence Candidates should gain knowledge, understanding and skills through practical tasks related to their own productions as well as professionally produced media products. This unit can be linked to all of the other mandatory Units 1, 2 and 3. For Assessment Objective 1, candidates should analyse a campaign for one media product. They should describe how the media product has been advertised/promoted through three of the following: posters print advertisements radio commercials television commercials trailers 2 OCR Level 2 Nationals in Media

3 newspaper stories magazine feature articles guest appearances on television guest appearances on radio special offers in retail outlets websites. It is suggested that candidates brainstorm a range of advertising campaigns that are currently accompanying media products they enjoy. Candidates could discuss a soap of their choice: how it has been advertised through posters, magazine articles on the issues and interviews with the stars on chat shows. Films offer many approaches: trailers, merchandising or websites for stars. The assignment can involve the investigation of a media product, which is of the same genre as the one the candidate planned and produced for units 2 and 3. Candidates could make a display of print advertisements and discuss their effectiveness. It is important that candidates recognise that different methods of advertising/promotion are aimed at different audiences. They should look at campaigns that are aimed at an audience/consumer outside of their peer group. For Assessment Objective 2, candidates should produce a marketing plan for a new media product. The marketing plan will include: launch date of the new product three aims of the advertising campaign descriptions of three possible types of advertising schedule of when adverts will be released. The marketing plan could be for the product candidates are planning and producing in Units 3 and 4. However, they could choose a professional product such as a new film that has just been released and decide how they would market it. They should not duplicate the actual campaign. Candidates should begin to realise that media products and their advertising are aimed at specific audiences. Scheduling too is important, candidates should learn that the success for instance of a children s film may depend on it being released during the summer holidays. If a large group of candidates are making a marketing plan for the product they are making in a team for Unit 3 then, they will need to negotiate with the tutor the type of advertisement to be made so that a range of advertisements is produced by the group showing individual achievement. For Assessment Objective 3, candidates should produce one example of either direct or indirect advertising for the media product. Candidates should produce advertisements for which they have acquired skills in Units 2 and 3. They should work towards a deadline and follow safe working practices. Visits to local newspaper offices or local production studios can provide candidates with a valuable insight into how advertisements are made professionally. If candidates are marketing a new professional product, then their advertisements must be creatively different from those used in the actual campaign. For Assessment Objective 4, candidates should present the media product and the advert to an audience. The presentation should include: a display of the product on a stand/shelf or in a video/cassette box an opportunity for the audience to read, view or listen to the product the completion of a short questionnaire by the audience on the quality of the media product a discussion on the effectiveness of the marketing plan. OCR Level 2 Nationals in Media 3

4 A witness statement can cover the above points. Presentations should simulate the professional practice of previewing with a selected audience. This should be to the target audience but this may not be possible because of the constraints of the college day. The presentation to a focus group is not necessarily formal, as a focus group always needs to be set at ease. However, candidates should recognise their role in leading the presentation. Although candidates may have worked in a team to produce the media product, they will each need to give an individual presentation, this gives them the opportunity to present their own ideas and lead the session. If the candidates have chosen to market a professional product such as a film then they will only be expected to present clips from the film. Signposting to Key Skills The unit contains opportunities for developing the Key Skill, and possibly for generating portfolio evidence, if teaching and learning is focused on that aim. Key Skill reference Key Skill reference Key Skill reference C2.1a N2.1 IT2.1 C2.1b N2.2a IT2.2 C2.2 N2.2b IT2.3 C2.3 N2.2c N2.2d N2.3 Mapping to National Occupational Standards There is no overlap between the National Occupational Standards and this unit. Resources This section provides suggestions of suitable resources. The list is neither prescriptive nor exhaustive, and candidates should be encouraged to gather information from a variety of sources. Some suggested resources are intended for tutor use. The resources in this section were current at the time of print. For the most up-to-date list of resources please refer to our website: Books Binchie, Maeve. (Ed) (Annual) Doyle, Charles. (2003) Gabay, Jonathan. (2003) Peake, Steve. (Ed) (Annual) Robinson, Mark. (2002) The Writers & Artists Handbook Macmillan Marketing a Collins dictionary Harper Collins Teach yourself Copywriting Hodder Arnold Guardian Media Guide Guardian Books Channel Greatest TV Ads Harper Collins 4 OCR Level 2 Nationals in Media

5 Websites The Advertising Standards Authority. URL: The Chartered Institute of Marketing. URL: Institute of Practitioners in Advertising. URL: History of Advertising Trust Archive. URL: Advertising Association. URL: OCR Level 2 Nationals in Media 5

6 Grading Assessment Objective AO1 Analyse advertising campaigns for existing media products Pass Merit Distinction Candidates produce a basic analysis of an advertising campaign for a media product. They provide a brief and basic description of the methods of advertising used. Candidates analyse an advertisement for a media product. They describe a range of methods of advertising and identify their success. Candidates analyse an advertising campaign for one media product. They describe a range of methods of advertising, identify different target audiences for the product and explain their success. AO2 Produce a marketing plan for a new media product Candidates produce a simple marketing plan that includes a launch date and schedule. Candidates produce a marketing plan that includes a launch date and schedule that takes into account key events in the year. Candidates make a marketing plan that includes a launch date and schedule that takes into account key events in the year. They justify the aims and types of advertising using marketing terminology. AO3 Produce an advertisement for a new media product Candidates produce a basic advertisement that identifies the product and is legal and ethical. Candidates produce an advertisement that identifies the product is appropriate for the target audience and is legal and ethical. Candidates produce one advertisement that identifies the product, is appropriate for the target audience, is legal and ethical and shows originality. AO4 Present the new media product and the advertisement The presentation produced by the candidate will display the product with little creative imagination and impact on the audience. They introduce the marketing plan listing the aims, potential advertisements and schedule in general terms. The questionnaire asks a few questions relating to the product. The The presentation produced by the candidate displays the product to good effect, it introduces the marketing plan and describes the aims, potential advertisements and schedule clearly and concisely. The questionnaire asks questions relating to both the product and the audience, and is effectively laid out. Candidates produce a presentation, which attractively displays the product and attracts the attention of the audience. They provide a clear and concise verbal introduction to the marketing plan justifying the aims, potential advertisements and schedule. They talk with flair. The questionnaire asks questions 6 OCR Level 2 Nationals in Media

7 Assessment Objective Pass Merit Distinction candidate listens to feedback on the marketing plan but did not encourage feedback, from the audience. The candidate listens to audience feedback and answers questions during the presentation. relating to the product and the target audience, and is correctly formatted and focussed on a specific area of research. Candidates listen to feedback from the audience on the marketing plan, answer questions and lead the discussion. OCR Level 2 Nationals in Media 7