What is the purpose of marketing for media organisations?

Marketing is used to maintain and build audiences both nationally and globally.

How do media organisations maintain varieties of audiences?

By targeting different demographic groups with tailored content and marketing strategies.

What is a marketing campaign expected to achieve for a media product?

To build awareness before release, communicate what kind of product it is and who it is for, and convert that awareness into an audience at the moment of release.

What is a teaser campaign?

An early stage of marketing that withholds most information while establishing curiosity, typically through short trailers, cryptic imagery or dates released without further detail.

How do trailers function as marketing and as media products in their own right?

They advertise a forthcoming release while also being constructed texts that use editing, music and voice-over to signal genre, tone and audience.

What is viral marketing?

A strategy designed to be spread by audiences themselves through sharing, so that circulation is achieved by the audience rather than paid for directly.

AQA A-Level Media Studies 7572

Media Language

Topic overview Codes and conventions Constructing meaning through media language Genre, hybridity and intertextuality Viewpoints, ideology and audience interpretation Semiotics: signs and their types Semiotics: paradigm, syntagm and anchorage Barthes: denotation, connotation and myth Narratology: narrative codes and diegesis Todorov: equilibrium, disruption and new equilibrium Genre theory as summarised by Neale Structuralism: binary oppositions and mythemes Structuralism: ideological reading and deconstruction Postmodernism: pastiche, bricolage and implosion Baudrillard: simulacra, simulation and hyperreality

Media Representation

Topic overview Constructing representations Why producers make the representational choices they do Social and cultural context in representation Stereotypes: positive and negative use Under-representation and misrepresentation Representation, realism and the values it carries Industry contexts and representational choice Discourse, ideology and audience positioning Theories of representation: stereotypes and countertypes Theories of representation: misrepresentation and selective representation Theories of representation: ideology, hegemony and constructed reality Hall on representation: encoding and decoding Theories of identity as summarised by Gauntlett Feminist theories: the male gaze and patriarchy Feminist theories: van Zoonen and hooks Theories of gender performativity Theories around ethnicity and postcolonial theory

Media Industries

Topic overview Production, distribution and circulation Ownership and control Economics and funding of media industries Marketing and maintaining audiences Regulation of media in the UK Digital convergence and the individual producer Regulation in global production and circulation Curran and Seaton: regulation, deregulation and the free market Curran and Seaton: concentration, conglomerates and public service broadcasting Curran and Seaton: neo-liberalism, surveillance and privacy Curran and Seaton: the central argument Livingstone and Lunt: the public sphere and governance Livingstone and Lunt: media literacy Livingstone and Lunt: power, value and globalisation Cultural industries as summarised by Hesmondhalgh

Media Audiences

Topic overview Grouping and categorising audiences Targeting, attracting, reaching and addressing audiences Media technologies and patterns of consumption Mass and specialised audiences Niche and fan audiences Audience interpretation and its circumstances Media effects: uses and gratifications Media effects: hypodermic needle and moral panic Media effects: media literacy Bandura: social learning and imitation Cultivation theory: socialisation and the bardic function Gerbner: cultivation differential, mainstreaming and resonance Reception theory: agenda setting, framing and myth making Hall on reception: the three reading positions Fandom 'End of audience' theories

Contexts of the Media

Topic overview Social context Cultural context Economic context Political context Historical context Analysing media products in context

Media Forms and Products

Topic overview Advertising and marketing Music video Radio Newspapers Film as an industry Television Magazines Online, social and participatory media Video games

The Cross-Media Production and Assessment

Topic overview Close study products and how they are used The NEA brief and its requirements The Statement of Intent Applying the theoretical framework in production Producing across platforms for a specified audience Extended response and synopticity

Media Industries

Marketing and maintaining audiences

1 thing to know
Media One and Media Two

Overview

Teaser campaigns, trailers, viral strategies, brand identity, and how release strategy differs between cinema and streaming.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Process

How do media organisations market their products?

Questions from this subtopic

Each one with the model answer underneath.

1
What is the purpose of marketing for media organisations?
Model answer
Marketing is used to maintain and build audiences both nationally and globally.
2
How do media organisations maintain varieties of audiences?
Model answer
By targeting different demographic groups with tailored content and marketing strategies.
3
What is a marketing campaign expected to achieve for a media product?
Model answer
To build awareness before release, communicate what kind of product it is and who it is for, and convert that awareness into an audience at the moment of release.
4
What is a teaser campaign?
Model answer
An early stage of marketing that withholds most information while establishing curiosity, typically through short trailers, cryptic imagery or dates released without further detail.
5
How do trailers function as marketing and as media products in their own right?
Model answer
They advertise a forthcoming release while also being constructed texts that use editing, music and voice-over to signal genre, tone and audience.
6
What is viral marketing?
Model answer
A strategy designed to be spread by audiences themselves through sharing, so that circulation is achieved by the audience rather than paid for directly.

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Media Language

Media Representation

Media Industries

Media Audiences

Cram a whole paper in one sitting

Sort every topic into what you know and what you do not, then drill only the weak ones.

Postmodernism holds that the hierarchy has .

collapsedstrengthenedwidened

Blank Blitz makes facts automatic

Rapid timed gap-fills on the terms and numbers you need to recall without thinking.

AAccessing media forms the first component.

BUnderstanding media content forms the second.

CCritically evaluating content forms the third.

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Assemble a full-mark answer from its marking points, in the order an examiner wants them.

Denotation means the literal, common-sense meaning of a sign.

TrueFalse

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Spot the fault in a statement. The traps are the mistakes students actually make.

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