Cohesive Marketing Campaign

A cohesive marketing campaign involves the use of linking lots of different media technology in order to successfully promote a form of media. The most cohesive campaigns involve synergy between products because this allows institutions to promote their media in a variety of ways to allow as many people as possible to see the marketing methods. The cohesive marketing campaigns are integral for key institutions, with this being absolutely vital for us because we have to create three products – connoting in itself that having the range of products and synergy to be fundamental for institutions.

We have to consider the marketing strategy for our products, keeping the adverts consistent is something that will allow our campaign to be thoroughly enticing towards the audience, as the colours and logo will become synonymous  - hence making our brand identity entirely memorable. Using the range of different media platforms is integral, which means that the range of products from websites to newspaper adverts shows that marketing methods have to be varied in order to allow people that use both digital and traditional methods to see the marketing so that they will view the products effectively.

The website for an institution is paramount for a cohesive marketing campaign, as this domain allows people to easily be able to go onto the internet and look at a variety of information in an extremely quick time. The website includes a range of information and it uses web 2.0 to allow people to easily extract information, through a number of different mediums like computers and phones also – meaning that it is extremely easy to navigate to the website and source lots of information. Moreover, a website is extremely effective for a cohesive campaign because it primarily involves media synergy, where the primary intention is to provide a range of products on a product itself. This means that the website will promote the shows from a channel, but then the website itself will have been promoted through the use of a newspaper advertisement, hence conveying that the differentiation between digital and traditional methods allows for institutions to have such dominance in modern life – as they have the money to promote their brands so successfully.

The website plays such an important part in advertising and stating information about shows because this is a very useful way for the audiences to be able to see when their popular shows are on – with focus demonstrated on the flagship shows because these are the biggest shows and therefore creating attention about them is very important. ITV and also other websites will use a TV guide with listings in order for the audience to be able to view and navigate for shows that are currently being shown or will be shown at a later time throughout the entire branding of channels, eg ITV highlighting the shows currently on ITV, ITV2, ITV3 and all of the channels within the institution. This allows the audience to always be informed of vital information, with people able to be away from their television but still simply able to view what programmes are being shown, along with a synopsis so that they can become engaged with the show because this attracts audience interest.

Making sure that there are many links within a website is extremely significant, with this connoting the synergy yet again, as it means that a variety of products can feature within an institution and a strong brand identity is subsequently created. ITV have many different channels with highlight the ethos of the channel, by showing a range of programming that allows audiences to be able to watch across a range of channels – and this is depicted through the marketing campaign. For example, due to the relatively new addition to the institution, ITV Encore, a massive marketing campaign went underway which involved using digital advertising through the channel’s own website – but then also advertisements at peak, flagship times to allow the most people to be able to see it. Furthermore, this is also effective for ITV because there is no need for extra costs to indicate the advert – as they are promoting another channel but through their own brand, meaning that the cost of making the advert is the primary factor – but the success of the channel due to the cohesive marketing campaign makes this money back easily.

An aspect of marketing that is effectively fundamental within the modern realm of technology involves the use of HD (high-definition), with most channels basically expected to be able to provide the quality of HD for those who have the capabilities to view it. ITV will predominately use adverts that will promote their HD channels, as parts of this package will mean that people have to pay money to view it and it is not the standard free price alike with the normal ITV channel. Furthermore, by promoting quality definition of programming it improves the quality of the shows itself because the clarity of shows in 720p or 1080p is extremely good, so ITV use effective brand marketing that is very consistent and has been over the last few years with the slogan ‘live, free, HD on ITV’ with the rhyming words creating enticement for the audience because the words simply roll off of the tongue and therefore this means that the audience are a lot more likely to be able to remember the slogan and it will draw them towards the subsequent programming that is being advertised through a number of different medium. ITV basically want to depict to the people that do not have HD to upgrade to the HD channels as otherwise it may appear as if they are missing out on the quality that the other people can receive.