Evaluation Question 2: How effective is the combination of your main product and ancillary texts?

All three of our products, the music video, the website and the album cover, were created with the specific intention in mind to work together in synergy to produce a successful marketing campaign to launch a new artist and their debut album into the industry. The website acts as the hub for all of the information on the artist, promoting them as a brand and all of their related products, the music video then works to promote the single and album and in turn the album promotes the single, the website and the artist as a whole.

Marketing Campaign

The aim of any marketing campaign is to have as wide a reach as possible with low wastage and high appeal to get an audience to buy a product and become invested in the brand behind it. For a music artist the brand needing to be bought into is themselves - their Star Persona - and the product is the album or more common now-a-days, single tracks as well as concert tickets and merchandise. 

When deciding how we would structure our cross media marketing campaign and integrate the release of our products we researched different artists' campaigns to get an idea of timing and related content. 

Below is a diagram giving examples from Raleigh Ritchie's marketing campaign with specific relation to his social media and how this created his Star Identity, increased his reach and promoted not just his music and acting but also current important issues such as mental health and equality.

Examples from Raleigh Ritchis's marketing campaign

We took a lot from this case study and applied it to our own campaign to ensure it is as realistic as possible 

Theory

The Marketing Mix, with reference to the 4Ps, was also influential in our decisions in creating the 3 products, ensuring that they were effectively combined to appeal to our TA. The breakdown can be seen below.

• Product: We created 3 product that are available for audience enjoyment and escapism, that use, develop and sometimes challenge conventions of real media products
• Place: To ensure as wide a reach as possible, all of our products are available online, which given the increased use of Web 2.0 across all demographics, is the best place for them, allowing for interactivity and sharing that could start a viral campaign and increase AJ's fan base.
• Price: Our album, merchandise and tour tickets, which are the biggest source of revenue, are all sold at affordable prices, lower than many other artists' and should attract a bigger following for AJ.
• Promotion: We have reached our audience through online platforms such as social media, YouTube, the website and live events such as a Meet and Greet at Westfield Shepard's Bush as well as a competition sponsored by JD.

Social media promoted on website

Video on YouTube

Synergy 

In order to create a successful marketing campaign, it was important that there was consistency across all of the different platforms and repeated images to increase brand memorability, essentially creating a synergistic, cross media marketing campaign using both above and below the line marketing techniques. The key ways that we did have been detailed below in the Prezi on our marketing campaign as a whole.

Star Identity

Marketing theory states that 'when the audience is not interested in the person, product or service being promoted, they will not seek out any information about them'. It was important that we did not fall into this trap and created an artist with a strong, marketable personality that inspired fans. To help us achieve this we used Richard Dyer's 'Star Theory' which describes how a true star has lasting significance, as they convey beliefs, ideas and thoughts outside of their music, giving them more relevance in aspects of life outside of making music, and in turn allows them to build an iconic brand that crosses industries.

Below is a mind map going into detail on AJ's star identity and how we created it, with the help of Richard Dyer's 'Star Theory'.

Ultimately, I believe that our three products work very well together in synergy to create an effective and realistic marketing campaign that appeals to the TA,