MEDIA
USED
Targeted
Communication
By using targeted communication, marketing teams can
focus messages toward the correct market. In addition to online advertising,
One Direction use the medium of television to target communication towards the
correct market. Channels such as MTV and Channel V allow marketers to directly
target the correct audience, whilst also exposing those not familiar with One
Direction, to their ‘core’ product, music.
Mass
Communication
One Direction use various forms of mass communication in
their marketing campaign. Through TV advertisements through to appearances on
popular morning shows, such as Sunrise
and Mornings, which opens them up to
a greater market with a greater reach.
In-Store
Communication
In-store Communication is used through POS, such as
header cards, rack toppers, posters etc. which are usually distributed by the
producer, in this instance, being Sony Music.
In-store communication can also be seen in the online One
Direction store, which uses banners and advertisements to communicate the
brand.
·
Television –
Television has been used, as seen through this advertisement: http://www.youtube.com/watch?v=5Iwfr--2jbI
·
Radio - Airplay is
coordinated through the publicity departments at the record label, Sony Music.
Radio networks across the country and the globe, play One Direction songs and
run advertisements such as this on the 2DayFM station:
http://www.2dayfm.com.au/entertainment/the_dirt/blog/one-directions-australian-tour/20120223-folt.html.
This can also be a form of targeted communication by focusing on stations which
attract the correct target market.
·
Online – One
Direction have their own website http://www.onedirectionmusic.com
which also allows viewers to purchase music and merchandise (by-products)
online. This webpage has been integrated into the band facebook, twitter and
youtube pages, with links at the bottom of the screen to again allow fans to be
constantly connected to the band and their every move.
·
Print – The group
have managed to secure an obscene amount of media coverage since their X-Factor
win globally. On their recent trip to Australia, it appeared as if there wasn’t
a single newspaper which didn’t have a feature article on the band. The group
drummed up more publicity with the announcement that they will be returning to
our shores in 2013.
RELEVANCE
The media channels that have been used have been
carefully selected to ensure that key messages reach the target audience.
As we can see above, the target audience is Generation Y,
who have been shown as a generation of ‘tech savvy’ individuals and groups.
This generation spend a large majority of there time interacting online “Generation Y is plugged-in 24
hours a day, 7 days a week. This generation prefers to communicate through
e-mail and text messaging rather than face-to-face contact”
INTEGRATION EVIDENCE
“A communication process of planning, creation, integration and
implementation of diverse forms of marketing communications (eg promotional mix
elements) that are delivered over time to a brand’s targeted customers and
prospects.” (Cowan:2012)
The marketing strategy behind One Direction clearly
demonstrates the Marketing Integration Process as defined above. Each of the
promotional mix elements used (see above ‘The Campaign’) have been integrated
into one another. From advertising which is run both on television, online and
radio, to Facebook pages being integrated into the One Direction website and
online newsletters being used as a form of direct E-marketing to consumers. All
of the promotional mix elements integrate into one another, and each places
emphasis on the key messages being sent out to the targeted audience through
the appropriate mediums.
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