Advertising is key to making an audio-visual product, making
social media marketing very beneficial for the audience and distribution
company, Facebook, Twitter and YouTube are the immediate options. An example of
a successful marketing campaign is the social media marketing of the Hunger
Games franchise which has been exceptionally successful over the years. As part
of the Hunger Games social media marketing they used Twitter to base some of
their clever marketing on, the marketing idea the Hunger Games franchise did
was to let users tweet special hashtags to unlock cities to show the movie
before its release. If the city, you tweeted was ‘unlocked’ you also were
entered into a drawing to win free tickets to attend. This was successful for
marketing the movie as it used above the line marketing to a mass audience to
interact with the audience, using Twitter as a source for this way of
advertising was good as it focused on the target audience more as Twitters most
active users are from the age of 15-17 male and females, which is around the
same demographics as the Hunger Games franchise. This supports the black box
theory as we have all the advertising in our hand on our phone or laptop for example,
so the Hunger games franchise would be recognised through everything on a black
box device. Also, due to technological convergence we have new ways of
accessing these advertisements instead of just on a smart phone for example
internet on pcs, Play stations, smart TVs- as we get technologies coming
together the amount of advertising we produce and see rises.
As technologies evolve we also get a rise of viewers using video on demand services such as 4 on demand, this has become more popular over time as people can watch it whenever they want instead of watching at the initial broadcast, which has led on to the result of users time shifting so either recording or watching on demand television programs after the broadcast, this is useful for a mass audience who aren't available to watch the show etc at the time. We get more and more Video on demand sites as they are becoming more popular, Netflix is also a very popular site which allows users to watch program what aren't aired on their TV or original series for example Stranger Things, although video on demand sites are useful for audiences they can be disadvantages of it as it is allowing audiences to become fragmented into doing what they want when they want, this relates to Sonia Livingstone's theory 1999 of the Death of the schedule who argued that schedules are becoming less and less relevant and although people still tune in for big shows such as Xfactor and The great British bake off audiences still watch their shows at a time which suits them.
In addition to this Technological convergence has impacted on how audiences access products. Black box devices are very popular among audiences nowadays as they can access products on their smart tvs, phones, laptops at more convenient times which has impacted on how audiences access media products. Also the rise of being able to download movies has affected the way audiences access products as now a lot of medias allow you to download movies by buying them for example on Sky or downloading them on Netflix when you want to access a product without an internet connection, this is beneficial to audiences as it allows them to watch what they want when they want, this is similar to streaming as the audience are streaming movies etc which weren’t available to do before the rise of technological convergence and web 2.0 which has brought along the successfulness of how audiences access products. Web 2.0 has also brought along simulcasting which plays a part of how audiences access products. Simulcasting is when a media product is distributed on more than one platform at a time, this is seen on radio channels and sports event channels for example. This is also similar to a second screen which is when you are watching something on your television or laptop etc and are on another device at the same time like your phone either tweeting about what you’re watching or just scrolling through, this is similar as you are talking about the product while streaming at the same times
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