AOB 4

Unit 4 Presentation Witness Statement

Tom carried out a well planned and rehearsed presentation prior to which, their equipment had been thoroughly checked.

The presentation displayed the product attractively and considered the needs of the audience.

Tom listened to the feedback provided by the audience. They then lead the discussion and give informed answers.

He then interviewed a member of the audience.

Mark: Merit

Mr D Haycocks.

December 2012

Presentation

AOB 3 - Advertisement and Promotion Production

Direct Marketing - Interactive Poster with QR Code

This poster is direct marketing even though it is a poster because it has so little information about the product that if you are interested in the product you can scan the QR Code to get the rest of the details.

The QR Code sends you to the Sony Phones Website so you can get more info on the Xperia M and other Sony Mobiles. This is the page the QR Code sends you too.

Indirect Marketing - Xperia M Poster



This is indirect marketing as this poster could be put up in bus stations, billboards and on shops as this means that it is out there for everyone to see and then if someone in my target audience sees the poster they can then decide if they want to act upon seeing it.

Promotion - Lanyards/ T-Shirts

These Lanyards will be worn by staff in shops with there shop ID on them so that they are promoting the Xperia M

These are T-Shirts that staff in the Retail Outlets would were to promote the Xperia M during the promotion period.

AOB 2 - Marketing Plan

Description Of Product Being Marketed

The product being marketed is the new Sony Xperia M, This is a new Android smartphone with 13MP Camera, NFC Enabled, xLOUD Technology, 1080P Video Recording and also is PlayStation Certified. All this come together to create the ultimate HD Experience. This Phone is the top of the Android phone market with all these added extras.


Marketing Mix

TV Promotion - Adverts
Social Media - Facebook, Twitter
Print Ads - Billboard
Technology Magazines - Adverts, Reviews
Company Website - Adverts, Reviews
Retailer Websites - Adverts, Reviews
Youtube - Adverts, Reviews
In Store Posters,  Pre Release Model Phones
Release Interview With Company


Aims Of The Campaign

The aims of my campaign are to increase the revenue of the company but also to raise the interest of the company/product as the android phone market is over shadowed by the Apple hype. The campaign is aimed to keep the old audience while also trying to promote the product to a new audience. This campaign is mainly aimed at improving the desire for this new android phone.

Review The Current Market

Potential Market

This is a profile sheet of the potential market.

Facebook Advert Placing. Advertising on social media is good as it gets your advert out to a niche audience. This advert can be placed on specific page so that it is shown to my target audience.

YouTube Advert Placing. Advertising my product on YouTube is again Targeting a niche audience as can be put onto the YouTube pages of my target audience. 

Gadget Website Advert Placing. This advert is well placed as it will be see by people who are interested by technology.

Marketing Schedule


This is the marketing schedule for my advertising campaign. The Phone is to launch on the 11th december so that it is out for christmas where sony will be able to make use of this major spending season and this will help make the phone more popular.

Gaining Feedback

To get feed back on my ideas i think it is best to use technology been as well i am advertising a technical product to keep this feedback related. I will put a survey on social media website such as Facebook and Twitter. I will also ask a focus group what they think of my idea, i will try to make this focus group contain some people from my target audience but also people who aren't to see if my ideas appeal to them as well to try and broaden my advertising campaign. This feedback will help me improve my ideas so that i can hopfully come up with ideas that appeal to a wider audience.

Regulatory Bodies 

BARB

The Broadcasters’ Audience Research Board is owned by the BBC, ITV, Channels 4&5, BSkyB and the Institute of Practitioners in Advertising. BARB compiles audience measurement and ratings in the UK. This is done by installing a box that tracks what participating households are watching. There are currently approximately 5,100 homes (equating to approximately 11,500 individuals) participating in this. BARB figures are very important to television stations and their advertising revenue, the higher the BARB number, the more the television station will get paid by advertisers, therefore these figures are very important to commercial television stations

RAJAR

Radio Joint Audience Research Limited is a body that operates a single measurement system for the UK radio industry. The measurements of listening habits are recorded via a continuous diary survey in which the participating 100,000 individuals (aged 15+) must fill in their diaries on a quarter of an hour basis. This diary is traditionally a physical, paper diary, however from Quarter 3, 2011 RAJAR introduced an online version of radio listening diary (Radio Diary) as an additional collection methodology.

ABC

ABC (Audit Bureau of Circulations), the industry body for media measurement. The body has two main roles, the first being managing and upholding standards which reflect media industry needs. These standards determine best practice in how media industry data is prepared and reported. The second role is to provide an audit and compliance service to check that data and processes meet the industry agreed standards. By carrying out these audits, ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.

Legal and Ethical Constraints & The Role Of The ASA

When producing advertisement products, certain legal and ethical constraints must be considered and adhered to. Certain ethical practises are not strictly against any kind of laws or set rules, but are guidelines in which advertisers tend to follow. These ethical issues include; not misleading the customer, providing all that is promised, the advert should not be indecent or obscene and the advert should not offend our moral sense. The first two ethical issues listed can also be classified as legal issues, depending on their severity. deceiving the public or making insubstantial claims and failure to include the terms and conditions of an offer are not prohibited. For this reason, disclaimers must be used correctly and be clear, conspicuous and not correct untrue claims made in another part of the advertisement. Other legal issues include direct comparison and naming of competitors and their products.

The ASA (Advertising Standard Authority)  is the UK’s independent regulator of advertising across all media. They investigate and adjudicate on potential breaches of the Advertising Codes, and monitor compliance with the rules. They are a non-statutory, self regulatory body who therefore cannot actually enforce or interpret legislation but instead can refer unfair advertising practises to bodies such as Ofcom or the Office of Fair Trading who can bring legal action against the offenders. As the body is self regulatory, it is not funded by the government and is instead funded by a levy on the advertising industry.

Advert Drafts

Sony Xperia T Advert Draft 1

Sony Xperia Advert Draft 2

A01 - Analyze the marketing mix for an existing an existing media product

Creating A Winning Marketing Mix

Introduction

Sony Xperia Smart phones are known for there sleek and clever designs. Unlike Sony's biggest rival Apple are a much more successful and more popular company this doesn't phase Sony to bring out bigger and better technology in there phones. The Sony Xperia phones are now competing in the leading smart phone market.

Product

Sony Xperia P

Sony products are clean sleek and top of the range smart phones. They are constantly updating the software for these top of the range products so they are always at the top of this market. The Xperia range is all touch screen smart phones. The Products are always being made better and newer and better handsets are always in the design process. The New models are always competing with the newest Apple IPhone. The Added bonus for these handsets is that they contain the walkman music player which helps sell these products to the music lovers. The Sony Xperia handsets have always been cheaper to buy because of the competition with apple but now because of the brilliant build quality if these top of the range handsets means that the price can also be competitive like apple with the prices reaching as high as £500 per handset. All the Sony Xperia products are sleek and very user friendly, this makes the products appealing to all ages of people.

Place

Sony Xperia J

The full range of Xperia handsets can be found online on the Sony Website (http://www.sonymobile.com/gb/products/phones/). Sony Xperia Smartphones are available to buy from Sony Stores but are also available through selected mobile phone shops and carriers eg EE. The Xperia range is available to buy from the online shop but they have picked to use companies such as EE to sell the phones and also as part of their contract agreements.


Price

The price of the Xperia smartphone range is a wide range starting at around £99 for the basic Xperia models and up to around £500 for the newest top of the range. The price of the product differs because of the size, amount of technology, memory and integrated extras. The more etra gadgets you want and the bigger th phone the more it will cost. The prices are all competitive for each handsets rival. The Price of the handset will change if you can buy it from a network as a PAYG phone or a PAY MONTHLY CONTRACT. The network may offer certain deals where by you but the sim and get the phone for free. This helps promote the phone as more people are likely to buy it if lots of people are using it.

Promotion

Sony Xperia S Advert

Sony uses a wide range of techniques to promote its phones. Here you can see one of the print adverts for the Sony Xperia S. This is one way that sony promotes its products, this will reach a wide range of people and this particular advert will appeal to music lovers but they have done a few others which shows other features of the phone which may appeal to other people. Another way that sony Promotes there products is to use the TV. Sony have made a TV advert to promote the Xperia Z and this is below. Sony also use places like their youtube channel to promote new products to sony fans. These are all promotion techniques to reach out to as many people as possible. Sony also use the network retail shops to promote there products by using display models of the phone and also posters. These are more direct ways of advertising as they are only advertising to people buying or looking to buy a new phone rather than hoping somebody sees the advert on TV and thinks that they like the look of that phone.

Products

Sony are a huge company that produce a very diverse range of products like Phones, Play-Station, TV's,  Cameras, Laptops etc. They are very well known for there good quality products. The Xperia Range is also as diverse making Phones, Accessories and Tablets. The Sony Xperia Z can be purchased as a phone or as a tablet. This shows the wide range of products that sony are responsible for with most of the phones being compatible with other sony products such as the Play station System being integrated into the Sony Xperia T.

Success

The Sony Xperia range has been very successful. This is due to the excellent quality of there products and also due to the brilliant marketing campaign they use. During the release of the Xperia T they got James Bond involved because the new film was due to be release just after the phone. They got the phone into the film so was able to use the 007 hype to help sell the phone with added 007 content. The Xperia range is always growing and bringing out new products so ever expanding.