COHESIVE MARKETING CAMPAIGN

What is a

Cohesive Marketing

Campaign?

A cohesive marketing campaign is a

campaign that links across different

media platforms that show a clear

relationship with each other.

An example of one is Urban

Fox as the style of the

magazine, brand identity, font

and photography all link

together and display the

regional magazine genre.

After looking at many Urban Fox magazines, it is very clear to see that they mainly use medium shots of female models on their front covers. This automatically will attract their target audience of women as the readers can aspire to look and be like them.

The font for the masthead and sub titles are all the same which connotes continuity and professionalism throughout the whole magazine. The background of each magazine is blurred out which connotes the purity of the female model and how you can aspire to be like them.

The house style has also always stayed the same which means people can always spot it easily and not have to rummage around the shelves looking for it because the style changes every month, this is a major convenience for the women readers as they stereotypically have busy lives.

Urban Fox Website

The Urban Fox website allows you to read the latest edition online which is really convenient for its target audience as women don’t need to worry about buying the magazine and carrying it around, due to nearly 90% of the population owning a smartphone, they will be able to read it on the move, wherever they are.

How am I going to make my marketing cohesive?

I will stick to the same house style for my billboard, front page, contents page and double-paged spread to connote the professionalism of my regional magazine.

I need to research on the industry I am going

into and also the genre of my magazine to

make sure I stick to it to attract the correct

target audience. I will also need to research competitors

and what they are doing to see if I can do it

better.