Evaluation TwoHow effective is the combination of your main product and

ancillary texts?

Products

How do the website, newspaper advertisement and double page spread link?

The logo of Ignite is prevalent within all of our texts, with the purpose of this being to allow the audience to become synonymous with our brand – due to the fact that we had to launch a brand new channel. The logo stands out within the page due to the way that we have used a bright orange colour, which therefore contrasts against the dark black background, hence making it concurrent within all of our media products. The Ignite logo is represented with the orange colour and this is highlighted across all of the products, with the colour scheme of orange, red and yellow used because these are all vibrant colours that represent the younger end of the psychographic audience of which we have aimed to attract through out presentation of the brand identity. The products all use a background or border that involve fire, due to the way in which this relates to the lexical term of ‘Ignite’ itself, in terms of the sematic field involving aspects of fire and heat. This therefore is represented as a link between all of products for the purpose of consistency, and also because of the fact that it can signify the ‘hot’ anticipation that the audience will elicit as a response of the Ignite brand identity.

The positioning of main characters within shows is a link between all of our products, primarily as a result of the fact that we have wanted to represent the three main flagship shows of the Ignite channel. As a result of depicting these images as dominating and prevalent within all of the forms of media, we have been able to demonstrate and understanding of the way that the audience will seek gratification as a result of seeing these images. All of our three flagship shows are represented within our products, with a plethora of images involved and these images link between the products at times for consistency – and also because it allows the audience to become synonymous with the images that are used and they are more likely to remember the programmes and the brand that have been advertised through different forms of media. All of our media products depict genre theory, due to the  fact that we can attract a range of audience pleasures in the manner of conveying separate genres of television. We have adhered to Daniel Chandler’s genre theory between all of our products – hence showing a link between them. We have conveyed a range of flagship shows within our brand that all belong to a range of different genres, thus giving our channel the opportunity to provide a range of exciting television for the audience.

Consistent aspects across all media products:

Dominating, consistent and bright logo that is entirely visible to audience

Captions for images, in order to give a basic overview of the programmes that are depicted

Fire border to convey brand identity, semantic link to lexical term of ‘Ignite’

Mantra of channel ‘setting your passion for entertainment alight’ represented on all products

Colour scheme is consistent, brand identity is prevalent and memorable

Black background used for all products, emphasises vibrant colour

Bold, italicised typeface for names of channel, actors and shows

Concurrent emphasis upon social networking links to indicate an understanding of the psychographic audience

Constant reiteration of launch date of channel

Large images of shows, with the same set of images used across products to allow the audience to remember them

Main protagonists/antagonists represented across  the products

What will let audiences know that these products go together?

What is the synergy between the products?

The products use synergy because of the fact that we have represented the brand identity across all of them in a consistent manner, thus serving the purpose to launch our channel and make it memorable for the audience. The website, double page spread and newspaper advertisements all involve the same three flagship shows for the channel, because of the fact that this means that the audience can gain an understanding of all of these products through both new media technology and also traditional marketing methods. We use the same, or similar shots across all three products, we use the same font and consistent layout, and place an emphasis upon the younger demographic and psychographic audience.

An extremely important aspect is the fact that the double page spread and newspaper advertisements include the relevant web 2.0 information in order to convey the synergy across all of the products that we offer in order to ensure that we have created a cohesive marketing campaign.  There is an image of a Twitter icon, before italicised text to the right of the famous and conventional Twitter logo states the name of Ignite’s twitter account and then also the hashtag that the audience can used in order to become involved with the programming that Ignite offer. Then, the Facebook logo is used in the exact same way as the Twitter logo, before the name of the Facebook page for the brand is represented next to the logo. The logos of Twitter and Facebook have both been altered from their original blue colours to an orange colour – because this ensures that the brand of Ignite is being represented prevalently throughout all of the products – and it means that all of the elements of becoming involved and active with the Ignite brand is consistent – which makes the brand appear as professional and also visually pleasing.

By allowing the audience to gain information about our new channel launch through the use of traditional marketing, in the form of a double page spread within a magazine, and then using synergy to connote our prevalence of using new media technology – we provide a clear opportunity for our audience to become active within our advertising. The younger population are able to use web 2.0 primarily and are also entirely capable of using social networking, meaning that these links needed to be shown within all of our advertising in order to convey a cohesive campaign for Ignite. The mainstream and explorer psychographic audiences are attracted to our use of web 2.0 because of the fact that this involves not only the largest group, but also those who seek to be individual through discovery. Therefore, we give the opportunity of discovery as we entice them to become an active audience, by providing information with synergy on a variety of media, as they can engage with our brand and provide opinions with the use of social networking and new media technology. we have followed the pluralism and postmodernism concepts and this is primarily due to the way that we wished to denote synergy within our products – in order to create a cohesive marketing campaign. The improved access to new media technology means that we had to incorporate it into our advertising, because of the fact that there is a paramount emphasis upon our target audience using web 2.0 in order to become an active audience and thus engaged with the Ignite brand.

What is your brand, logo, USP?

We have used the entire brand identity of fire with our products, with this being for a plethora of reasons. Firstly, the name ‘Ignite’ itself represents the concept of ‘catching fire’, thus relating to our overall intention of engaging the audience through the this idea. The audience can be elicited to our programmes and therefore they essentially ‘catch on fire’, with this being through the cohesive marketing campaign that we created for our brand. This logo has been concurrent across all of our products for consistency and the audience would definitely remember seeing it through our use of synergy. Our USP is the fire brand identity, because of the way that it is represented in terms of visuals (the fire backgrounds and borders), and then also with textual content and lexical choices relating semantically to the theme of fire (the name ‘Ignite’ itself).

Ignite reflect their ethos of ‘setting your passion for television alight’ through the programmes depicted within the website, as this denotes instantly the sense of excitement that can be expected from the shows. Through the use of highlighting three main flagship shows for the launch of the brand, the audience is able to be enticed to the brand of Ignite and the programming on offer, because they will be able to remember the name of the three most popular shows within the channel. The idea of ‘setting passion alight’ is yet another extension of the ‘fire’ theme that the brand prevalently depicts throughout, as this is not only highlighted in terms of colour use, but also through the use of language. ‘What’s hot?’, ‘Oakley Vale is going to get fiery’ and ‘only on Ignite’ are just some of the examples of the channel following the ethos – because it not only links semantically with the overall theme – but also with the direct emphasis on the relationship between the audience and brand by enticing them to watch the shows.

Do the products share the same colour, images, style, logo and USP?

All of the products use images that represent the flagship shows, and although they are not the same at all times, they still clearly represent the programmes and genres within our channel. If the images were exactly the same between all of the products then the Ignite brand would not look dynamic or interesting enough for the younger psychographic audience that we have targeted our products at – hence meaning that we have to have a plethora of images available, as well as being able to view them in a multitude of ways. As aforementioned, the USP is the fire brand identity that is concurrent within all of these products and this makes us stand out from the rest of the crowd because of the way that these bright backgrounds, as well as the bright ‘hot’ colours that we have used consistently across our products – make the brand entirely memorable and visible. The same style is represented because of the way that web 2.0 is shown to be so vital for the products, hence the reasoning why the social networking links are highlighted between all of the products so that we can generate interest for the launch of Ignite, and word-of-mouth through new media technology with the form of an active audience.

What other elements could we include in our cohesive marketing campaign?

Our campaign has not been funded with any money and therefore this has had a fundamental impact upon how we have been able to market our brand. However, with the use of web 2.0, brands can be marketed in a huge variety of ways due to the fact that social networking can be used, as well as different blogging sites, as well as user generated content because of social media and forums also. The new technology enables marketing because of the fact that there are many different uses of software to market a brand, with iPhones and brand new smartphones, tablets and iPads revolutionising the way that films can be shown – as there are so many different forms of media that can show advertisements and trailers. YouTube enables trailers to be shown on the internet which yet again incorporates the use of web 2.0. This is the way that we have been able to market our brand identity and our channel launch, and we have depicted all of this relevant information within the analysis in previous slides. The viral marketing was integrally aimed at a young audience, making them the important audience for the Ignite brand because typically this psychographic audience will use the most modern technology, meaning that we could attract the audience by using new media technology.

If we had a backing in terms of money and funding from a large conglomerate company, then there are many different aspects that we could have done in order to create a more successful cohesive marketing campaign. We could have done more physical marketing, alike how Warner Bros used the film ‘The Dark Knight’ for their advertisement purposes by marketing in fast food restaurants, because this is media that a vast audience can consume (along with the burgers themselves, I believe that the brand was depicted as ‘The Dark Whopper’). Moreover, we could potentially be creating multiple website pages and links, marketing links on social networking sites and involving meetings with an active audience in order to generate interest about our overall brand, with this leading to an even larger audience before the launch of the Ignite brand. However, to generate interest for a younger demographic audience in the first place, vital marketing would need to be undertaken in order to ensure that these people knew about the Ignite launch – hence meaning that our campaign was cohesive and successful in the sense that we clearly demonstrated an understanding of how to attract the younger end of the population.