Understand the nature and purposes of research
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Wednesday, 23 May 2012
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Brief
My aim is to come up with marketing strategy for one of the products we could choose in this unit. I decided to research and extend my knowledge on animation series for Ice Age and its new film coming up on 13th of July 2012.
My aim is to come up with marketing strategy for one of the products we could choose in this unit. I decided to research and extend my knowledge on animation series for Ice Age and its new film coming up on 13th of July 2012.
My main focus will be directed on a new film
and how to effectively promote it so that it reaches its target audience,
making the best profit possible.
How I will do my
research?
Firstly I will look at the past advertising
campaigns for the Ice Age series and the marketing tricks used there. I will
also consider the target audience for each sequence and how it affected the way
the company advertised particular film (of Ice Age, Ice Age 2 and Ice Age 3).
It is connected to characters’ recognition, year of a film, time of the year
the film was released, actors involved, the themes throughout the movies and
many other factors that are accompanying for the selection of target audience.
I will take into account the motives of films and promotional products that
were produced to recognize and divide all chapters; what comes along with the
picture that trailers create for the Ice Age as well as a persuasion used to
interest the audience.
Next step toward my own marketing strategy
will be primary research which I will do through the interview and
questionnaires; I will apply qualitative and quantitative method of researching
to get more depth results.
Afterward I will analyse the marketing
structures and products that are involved to advertise the film and bring high
profits. By exploring and evaluating past marketing campaigns I will deliver
the ideas to promote the new part (Ice Age4). Finally by creating SWOT diagrams
I will choose the final idea and try to finalize it in the best possible
way.
Past Series of Ice Age Animations
Ice Age 1
Plot:
The
action of this animated comedy set in the world prior to 20 thousand. years. In
the opening scene of a story pet named Scrat appears on the screen, the
combination of squirrels and rats, called by director Chris Wedge, "saber
squirrel." It is trying to bury an acorn in the ice gained, but the tile
breaks, ice moves forward and it suddenly starts to the ice. In this new,
extremely dangerous situation for terrestrial creatures, the three animal
characters in the film embarks on a perilous journey to return a lost boy named
Roshan. The main characters of this story is Manny, a giant mammoth known among
animals with an ironic sense of humor, Sid the sloth, phlegmatic nature and
Diego, saber-tooth, which declares the purest intentions, but really preparing
death for companions on the road.
Ice Age 2
Plot:
Continuing
the blockbuster "Ice Age". The ice age is coming to an end, it all
melts, instead of ice everywhere, there is plenty of water, a new world in
which our heroes - among others. Sid the sloth, Diego the tiger and the mammoth
Manny trying to find. Unfortunately Vulture brings bad news - soon, when the
glaciers melt, water will flood the valley and everything that lives will be in
grave danger. Animals go wandering so again - the long way away huge
"boat", which is to raise and save all. Along the way, Manny begins
to wonder if other extinct mammoth, Sid will have the opportunity to find out
that he is "Lord of the Flame," and Diego learn something new. In
addition, there will of course fantastic squirrels, which we have already like.
Past Marketing Strategies
Ice Age became a hit in 2002, it turns out to
be one of the most popular and well-known computer animated films of all years
along with Dreamworks production Shrek and Pixar; Cars.
Why Ice Age grows
to be such a successful film?
The creators of the film knew exactly what
their audience is going to be after achievement of their competitors who
released Shrek year before Ice Age they were sure this manufacture will be
’’big’’.
They have used various marketing tricks to
promote their product.
Comedy persuasion has driven the audiences in
a first place as shown in the first trailer; the movie contains a lot of humour
and funny actions.
The company decided to promote the film by
trailer because it will reach a lot of people coming to cinemas to watch similar
products. Also via internet sites such as youtube or cinemas websites where
you can access trailers before booking tickets.
McDonald
Corporation
McDonald is a big food brand that all children
love. This is why by cooperating with this company was profitable for creators
of the film, actually both of the businesses gained the advantages from using
the characters form Ice Age. The Ice Age could promote their new upcoming films
whereas McDonald could encourage kids to motivate their parents to go for a
meal just to get a toy of their favourite animated character. Everyone knows
that exploitation of children in advertising and rely on the psyche of the
child to increase sales in the store is maybe not ethical; however it is
effective in terms of business. This was a master of manipulation techniques,
increasing sales and marketing custom implementation based on the psychology of
the child.
Toys
So when the child is coming to a toys store it
is attracted by the toys of character they already are familiar with. The
animated creatures are for the kid like friends. Therefore by developing the
film into the toys the remembrance of the film is not disappearing and this is
how the film has made a big profit over the years.
Games
Until the age of 8 years of age children do
not recognize in the transmission of advertising elements of persuasion and
influence.
Very young children are not able to
distinguish advertising content from the actual program. Even older children
are not often able to pick product placement advertising in programs designed
for them.
Marketers often use the older children's
natural need to belong to a peer group and their tendency to rebel against
authority as the key to building advertising campaigns.
Target Audience
Originally the prime target audience for Ice
Age were children aged around 8 years old, they are starting to understand the
nature around them and beginning to recognize flora and fauna. First Ice Age
film was aiming to teach about the world changes and ecological eras in a
funny, comedy way as well as amuse the viewers.
The British Board of Film Classification
categorized Ice Age as Universal which means that all ages can be admitted and
there is nothing unsuitable for children.
However Ice Age was not only targeting at
kids, but their parents who became the second target audiences. The film was
created to make film enjoyable for kids and parents and due to its comedy
action and friendly relationships in a movie the film delivered to be real
pleasure for everyone; this why way it is a triumphant.
’’It's clever
enough to amuse adults, yet sufficiently kid-friendly to delight tykes with
diminutive attention spans.’’
Finalized Strategy
Today, with competition present there is
virtually no possibility to sell any product which is not advertised in
advance, or which does not have the appropriate brand. Therefore it is very
important in nowadays to advertise, because it applies to virtually everything
you want to sell either if we are the producers or creators.
After analysing the past marketing strategy
and products for Ice Age films my finalized idea is to reach the media streams
of newer technology as every other advertising sources were used before.
So my
·
Special Meals in CINEMAS
·
Special Website = Special codes on a cinema
tickets and other promotional products
Questionnaire
Questionnaire
·
Do you know what it is an Ice Age
animation film series?
Do you know what it is an Ice Age
animation film series?
YES NO
·
Which of the 3 series you liked the most and
why?
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
·
Have you heard about the new film Ice Age 4?
|
|
YES NO
·
If yes, please give the source of the media that
have informed you about new movie?
…………………………………………………………………………………………………………………………………………………………….
·
Are you interested to watch the 4th series
of Ice Age?
 |
|
||||
 |
|||||
YES NO MAYBE
·
Please justify your choice.
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
·
Where would you like the premiere of Ice Age 4
to be shown?
…………………………………………………………………………………………………………………………………………………………….
·
Do you think that the toys for Ice Age
promotional campaign are appropriate, can you think of any other products that
Ice Age should use in their advertising?
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
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