Institutions and Audiences - Terminologies: Marketing

Marketing

• Synergy
• Cross Media Convergence
•  Account - The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one.
• Enigma - A question that is not immediately answered and thus draws an audience into a text e.g. a body is discovered at the beginning of a tv detective drama. The killer's identity is an enigma. We watch to find out who the killer is.
•  Blockbuster
• Gatekeeping - Quite an old-fashioned term to describe the way in which certain key personnel (news editors, newspaper owners mainly) have control over the information that is presented to audiences, and the way in which it is presented (the angle).
• Product Placement - The practice of paying for a branded product to be used by a character in a movie – e.g. James Bond driving a BMW Z3.
•  360-degree branding
• Web 2.0
• Above the line
• Below the line
•  Hypodermic Needle
•  Psychographics -  Describing an audience by their shared psychological profile (likes, dislikes etc.)
• Slogan Line of copy which encapsulates the campaign strategy
• Awareness - what marketing seeks to create - when audiences know something about the content of a film (stars, plot premise etc.) and when it is going to be released
• Buzz - Positive word-of-mouth
• TV Spots – Advertising for films on TV (on commercial breaks)
•  Treatment – Basic outline of a film idea including info concerning storylines, characters, locations.
• ·         Interactive - Building a brand through a 'conversation' with the consumer, usually online e.g. a Facebook fan page where consumers leave comments and download images and videos
• ·         Junket - Held either on the set or at a hotel, members of the press are invited to meet the talent, doing either round table or one-on-one interviews. A nice lunch and swag bags may or may not be provided, depending on how much the studio wants to impress the journalists.
•  Key Art - The central concept or design used in posters and print ads
• Merchandising - The process of manufacturing, distributing, licensing and sale of T-shirts, toys, posters, key-rings etc. that contain characters or designs from a movie
•  Platform release - A limited opening at key cinemas to develop word of mouth. Once a good buzz has been achieved, the movie will open at more cinemas (wide release)
• Playdate - Date of release of a film in a specific market
•   Press Kit - The pack given to journalists containing such things as still photos, press release, biographies of main personnel. Some press kits are unusual and inventive, and contain small gifts as a not-very-subtle persuasive tactic to get the journalist to be nice about the film. Tour around the country to talk about films to journalists.
•  Primary Audience - The main target audience of a film, those who are likely to go and see it on its opening weekend, or even start queuing up six months before it is released
•  Secondary Audience - The audience who will only go and see a movie after they have heard about it - either from friends or from reading reviews - and have been persuaded that it is worth seeing. They will not risk it on its opening weekend
• Tagline - The one-liner summing up the story which appears on posters ("Same planet. Different scum" etc.)
• Teaser Trailer - A short trailer which does not give very much at all away about a film. It is designed to arouse curiosity and may appear a long time prior to the release of a movie (6-8 months)
• Tie-ins - Promotional campaigns (Happy Meals, car toys - you name it) where another company gets together with the film company and they promote their products jointly
• Trailer - A 'sample' of the best points of a film which works to create awareness in audiences. Can be anything from 30-180 seconds long
• Twitter bombing - Moviegoers now tend to tweet the moment they leave a theater, and the mass of their opinions can have an instant, harsh effect on ticket sales. This effect is noticed when early screenings on the opening day for an anticipated movie sell well, but later screenings are empty.
• Viral - use of pre-existing social networks (E.g. YouTube) to "spread the word" about a movie. Like a virus, a short video clip can pass from one consumer to another. This UK Cadbury's advertising spot became a global viral phenomenon, thanks to YouTube.
• Word-of-mouth - The general public attitude to a movie - what people tell each other about it. This is thought to be the most important ingredient for box office success.
•  USP – The feature that will make the film stand out from other films. Emphasized in public.