Introduction

The aim of this blog is to examine the integrated marketing campaign behind a product, identify the media used to convey its key messages and assess whether it was a success or a failure.

The product I have chosen to examine is a product made up of a group of people. This product was developed in the eyes of the consumer, on the popular television program X-Factor (UK). The core product we will be examining is a group that has created a ‘frenzy’ (Sydney Morning Herald. 2012) in the media, One Direction. We will also be touching on the actual and augmented products (by-products) and will see how they, along with the marketing mix, come together to create the phenomenon that is One Direction.

For more information on the group, please click here.