Cohesive Marketing

1. COHESIVE MARKETING
CAMPAIGNS

2. WHAT IS IT?
Cohesive marketing is merging different styles of marketing
together to have one over all mass promotion throughout all
styles of media. We often see mass market companies with
websites alongside both television and print advertisements in
order to promote their products as much as possible. The idea
that you see the promotion every where in order to create as
much attention as possible.

3. 360 DEGREE
BRANDING/SYNERGY
This style of branding interlinks with cohesive marketing campaigns. During these
campaigns 360 degree branding come into action in order to create the image of the
product ‘everywhere’. A company will launch a range of material such as stationary, mugs,
T-shirts and posters in order to constantly remind people visually every time they use one
of these products, this also works to promote it in public laces that haven't necessarily paid
for. Simply wearing the t-shirt will inform people who look at it as well as mugs being in a
workplace therefore allowing a wider audience to receive the images regardless of whether
they are interested in buying the products or not. Well known companies may do this by
simply printing their logo onto products therefore furthering the promotion of an already
popular association.
Synergy works in a similar way. In order to implement this technique a company creates a
soundtrack for the film or television show they have made. This will then increase the
gross profit in general whilst working to promote the product further. A sound track will
be played throughout a house hold or for some products singles will become increasingly
popular throughout the public therefore simply the association is promoting their product.

4. MULTI PLATFORM BRANDING
Multi platform branding entails consistent delivery of brand messages and images in order to create as much publicity as poss ible.
Professionals form all disciplines will create linking campaigns in their field of expertise in order to create an over all l ook and message
with a unique factor for each style of marketing. Example of this would be
Print – magazines, newspapers, leaflets
Radio
Television
Websites
Social media advertisements
Billboards
All of these require and overall client objective in order to portray the same message. Web 2.0 has allowed a dramatic incre ase in the use
of online marketing for advertisements such as roll over banners ext…. Therefore making multi platform branding to become increasingly
easy. Pages such as this allow sharing and constant exposure to images therefore causing people to remember them even if the are not
interested. This style of marketing forces a companies product to be recognised therefore creating as much publicity as possi ble through
both bad and good views.
This style of branding also allows companies to provide a different interpretation of their overall message to different targ et audiences.
Social media websites will target a wide range of ages therefore causing a generic advert to be suitable however promoting in a magazine
when compared to a newspaper will be attracting different audiences. Many young people from 18 -35 will use online versions such as a
BBC app to find out the latest news articles and stories as opposed to 50+ being more likely to buy a magazine for this information. This
therefore enable the companies to manipulate the images and information they share to target these different age groups indiv idually and
create a mass audience.
Although these images and information will be manipulates the companies will have a specific style that intertwines all the b randing styles
together. The langue they use will be slightly different in order to reach more or less mature audience however will not diff er so much that
it is unrecognisably the same. As well as this the theme will be current throughout out due to the fact that they are promot ing the same
ideas however the visual style may have slight changes in order to reach their specific audiences yet still complement each o ther .

5. CHANNEL 4
Channel 4 use areas of this marketing throughout their advertisements. On
every promotion the channel 4 symbol/logo is present represents a strong
marketing scheme. No explanation is need, the icon itself is all that is
required.
I intend to implement this into my work to represent their strong advertising
reputation therefore creating a more established product.
Their lack of information is also a technique present throughout both print
and video advertisements, they deliberately chose images that explain the
concept behind their documentary therefore leaving that to explain all to their
audience. This makes it more appealing; people are able to visually assume
along with a small title to guide them therefore intriguing them further to
watch.

6. WHAT WILL I TAKE FORWARD?
I will ensure to incorporate as much of this information as I can throughout my products.
Although my two ancillary are both print advertisements I have found the idea of changing
visual style and language structure to be increasingly important when considering different
audiences and age ranges. This is therefore one key idea that I plan to take forward and
implement during my production. As mentioned previously this will allow me to reach out
to a mass audience as opposed to the restrictions of a niche audience. Although my topic
does have a large gender ratio this does not take into account the diverse age ranges that
suffer, therefore by considering this multi platform branding and cross product link idea I
will be able to create a more informed advertisement and publicise my overall message as
much as possible. The lack of wirtten explanation on my print newspaper advertisement
will work along side the usual technique of channel 4 therefore implementing their
seemingly simplistic advertisements. The channel 4 style will be used throughout therefore
following these idea in my print advertisements, as well as their logo, will ensure the
message I am trying to portray is achieved.