Film Marketing Keywords: Component 1 Section B Flashcards
Horizontal Integration
When a conglomerate owns media subsidiaries that can produce/sell products across different platforms.
Vertical Integration
When a conglomerate has subsidiaries in all sectors of production, distribution and exhibition.
Synergy
The impact of using a cross-media approach to engage the target audience. Combining elements to maximise profits. When one product sells another. E.g: a film soundtrack sells a film and the film sells the soundtrack.
Media Conglomerate
A huge company with many subsidiaries in different sectors. E.g: Disney has merchandise, films, TV shows, etc.
Demographic
Grouping people based on characteristics: age, ethnicity, gender, nationality, socio-economic groups
Uses and Gratifications Theory
Suggests that active audiences seek out and use different media texts in order to satisfy a need/to experience different pleasures.
Passive Audience
The idea that audiences do not actively engage with media products, but passively consume and accept the messages that producers communicate.
Opinion Leaders
People in society who may affect the way in which others interpret a media text. E.g: a celebrity or other endorser recommending a product.
Target Audience
The people at whom a media text is specifically aimed at.
Mode of Address
The way in which a media text ‘speaks to’ its target audience. E.g: teen magazines have a chatty, informal mode of address.
Mass Audience
The traditional idea of the audience as one large, homogenous group.
Interactive Audience
The ways in which an audience can become actively involved in a product. E.g: live tweeting during a TV programme.
Hypodermic Needle Model (Media Effects Theory)
An audience will have a mass response to a media text. Injects an idea into the mind of an audience who are assumed to be passive.
Four C’s
Cross Cultural Consumer Characteristics: categorising audiences into groups through their motivational needs. 7 groups: aspirers, explorers, mainstreamers, etc.
Audience Segmentation
When a target audience is divided up due to the diversity and range of programmes and channels. Makes it difficult for one programme to attract a large target audience.
Fan
An enthusiast or aficionado of a particular media form or product.
Audience Response
How audiences react to a media product. E.g: by accepting the intended meanings.
Audience Positioning
The way in which media products intend to place audiences in relation to a particular viewpoint. E.g: to adopt a specific ideological perspective/to find a character relatable.
Audience Interpretation
The way in which audiences ‘read’ meanings and make sense of media products.
Audience Consumption
The way in which audiences engage with media products. Changed drastically due to digital technology. E.g: reading a blog, playing a videogame.
Audience Categorisation
How media products group audiences to target specific groups.
Attract(ion)
How media products create appeal to audiences to encourage them to consume the product.
Active Audience
Audiences who actively engage in selecting media to consume and interpreting their meanings.
Aspirational Media Text
One which encourages the audience to want more money, up-market consumer items and a higher social position.
Appeal
The way in which products attract/interest an audience. E.g: genre conventions, star appeal, etc.
Circulation
The spread of products to audiences which depends on the media form. E.g: circulation of print magazines, etc.
Conventions
What an audience expects to see in a media text. E.g: Sci-Fi films have aliens. Characters, setting, iconography, etc.
Convergence
The coming together of previously separated media industries: results due to technology. E.g: a phone allows people to listen to music, view videos, text, etc, all through one portable device.
Cross-Platform Marketing
Text that is distributed and exhibited across a range of platforms. E.g: film, print, etc.
Distribution
How products are delivered to audiences/the methods by which they are delivered. E.g: distribution companies in the film industry organise the release of films as well as their promotion.
Global
Worldwide: a product with global reach is a product that is distributed around the world.
Iconography
The props, costumes and settings associated with a particular genre. E.g: in a crime series you would see uniforms, blue lights, police radios, etc.
Independent Film
A film made outside of the financial and artistic control of a large film company. More commonly: a film that is made by a smaller company on a low budget.
Production
The process by which media products are constructed.
Viral Marketing
Where the advertising of a product is spread through less conventional ways including social media and the internet (‘word of mouth’). Many use ‘hosts’ to spread themselves rapidly such as influencers.
