Film Marketing Keywords: Component 1 Section B

Question 1

Horizontal Integration

Answer 1

When a conglomerate owns media subsidiaries that can produce/sell products across different platforms.

Question 2

Vertical Integration

Answer 2

When a conglomerate has subsidiaries in all sectors of production, distribution and exhibition.

Question 3

Synergy

Answer 3

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.

Question 4

Media Conglomerate

Answer 4

A huge company with many subsidiaries in different sectors. E.g: Disney has merchandise, films, TV shows, etc.

Question 5

Demographic

Answer 5

Grouping people based on characteristics: age, ethnicity, gender, nationality, socio-economic groups

Question 6

Uses and Gratifications Theory

Answer 6

Suggests that active audiences seek out and use different media texts in order to satisfy a need/to experience different pleasures.

Question 7

Passive Audience

Answer 7

The idea that audiences do not actively engage with media products, but passively consume and accept the messages that producers communicate.

Question 8

Opinion Leaders

Answer 8

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.

Question 9

Target Audience

Answer 9

The people at whom a media text is specifically aimed at.

Question 10

Mode of Address

Answer 10

The way in which a media text ‘speaks to’ its target audience. E.g: teen magazines have a chatty, informal mode of address.

Question 11

Mass Audience

Answer 11

The traditional idea of the audience as one large, homogenous group.

Question 12

Interactive Audience

Answer 12

The ways in which an audience can become actively involved in a product. E.g: live tweeting during a TV programme.

Question 13

Hypodermic Needle Model (Media Effects Theory)

Answer 13

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.

Question 14

Four C’s

Answer 14

Cross Cultural Consumer Characteristics: categorising audiences into groups through their motivational needs. 7 groups: aspirers, explorers, mainstreamers, etc.

Question 15

Audience Segmentation

Answer 15

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.

Question 16

Fan

Answer 16

An enthusiast or aficionado of a particular media form or product.

Question 17

Audience Response

Answer 17

How audiences react to a media product. E.g: by accepting the intended meanings.

Question 18

Audience Positioning

Answer 18

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.

Question 19

Audience Interpretation

Answer 19

The way in which audiences ‘read’ meanings and make sense of media products.

Question 20

Audience Consumption

Answer 20

The way in which audiences engage with media products. Changed drastically due to digital technology. E.g: reading a blog, playing a videogame.

Question 21

Audience Categorisation

Answer 21

How media products group audiences to target specific groups.

Question 22

Attract(ion)

Answer 22

How media products create appeal to audiences to encourage them to consume the product.

Question 23

Active Audience

Answer 23

Audiences who actively engage in selecting media to consume and interpreting their meanings.

Question 24

Aspirational Media Text

Answer 24

One which encourages the audience to want more money, up-market consumer items and a higher social position.

Question 25

Appeal

Answer 25

The way in which products attract/interest an audience. E.g: genre conventions, star appeal, etc.

Question 26

Circulation

Answer 26

The spread of products to audiences which depends on the media form. E.g: circulation of print magazines, etc.

Question 27

Conventions

Answer 27

What an audience expects to see in a media text. E.g: Sci-Fi films have aliens. Characters, setting, iconography, etc.

Question 28

Convergence

Answer 28

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.

Question 29

Cross-Platform Marketing

Answer 29

Text that is distributed and exhibited across a range of platforms. E.g: film, print, etc.

Question 30

Distribution

Answer 30

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.

Question 31

Global

Answer 31

Worldwide: a product with global reach is a product that is distributed around the world.

Question 32

Iconography

Answer 32

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.

Question 33

Independent Film

Answer 33

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.

Question 34

Production

Answer 34

The process by which media products are constructed.

Question 35

Viral Marketing

Answer 35

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.