Evaluation: 2. How effective is the combination of your main product and ancillary texts?

For my project I have created two TV adverts, as well as a web pop-up and a sponsorship sequence. Both, my main product and my ancillary texts have similarities and differences.

Creating ancillary products allowed me to create continuity and develop the brand recognition, which in effect can lead up to more sales of the product.

The purpose of my main product and ancillary texts was to promote the brand I have created (Bambino). I find that although both, main product and ancillary texts have the same purpose they achieve it in different ways and reaching two different types of audience. For example I find that TV adverts and sponsorship sequence manage to engage the audience and create brand awareness, whereas web pop-up is very quick and therefore it is able to catch the attention of potential audience. I also find that main product and sponsorship sequence target slightly different audience, compared to web pop-up, as TV adverts and sponsorship sequence target older people and families who are watching TV whereas web pop targets younger people who tend to spend more time of the internet.

Due to the nature of my product I do not have specific target audience, as it can be consumed by anyone, although I have decided to target mainly families with children. I believe that I have managed to do so by combining main product and ancillary texts, as I think that choosing to do animated advert, web pop up and sponsorship sequence is able to catch children’s attention.

Furthermore in order to continue brand continuity I have used the same characters in TV adverts and both ancillary texts which would make people associate the characters from my products with the brand. Also in order for parents to relate to my advert I have included a parent character in one of my adverts.

I have also used similar music and sounds in order for the viewers to associate the sounds in the advert with the adverts and the brand, as well as I have mainly used diegetic sound which creates verisimilitude and therefore the adverts are more relatable for the viewers.  

I find that my sponsorship sequence and both adverts conform to the uses and gratifications theory. The uses and gratifications theory has four main principles; surveillance, personal identity, personal relationships and diversion.

• ·         Surveillance refers to the fact that many people use media in order to become more are of the world around them. I believe my adverts conform to this as they create awareness of brand and therefore it lets the audience become aware of new brands.
• ·         Personal identity refers to the fact that the audience can relate to the text. I think that the audience are able to relate to my adverts, as they portray common emotions and therefore it is easy to relate to.
• ·         Personal identity refers to the fact that people are able to build relationships through the media. I believe that my sponsorship sequence conforms to this, as it is shown before popular TV show and therefore people are likely to watch it and start conversations about it and therefore build relationships.
• ·         Diversion refers to the fact that people are able to escape the “real world” through the use of media. I believe that my web pop-up is very effective in helping people to escape their real problems. Pop ups are found on the web pages and therefore people are escaping the reality and when they see pop-ups they’re likely to pay attention to them and if they are intrigued by them they are likely to click on them and therefore reinforce escapism from reality.

I also find that all of my products conform to AIDA theory; this is because I find that all of my products are successful in attracting attention, arousing interest, simulate desire and take action.

• ·         Attention – I believe that my products are very effective at attracting attention, as they are quite unusual due to the fact that they are animated, which is not very conventional and not as popular.
• ·         Interest – I think that all of my products rouse interest, again due to the fact that they are quite unique in their form.
• ·         Desire – Now that the audience is interested in my product, they will desire to find out more about it which would lead them to the next step – action.
• ·         Action –once the audience is interested, they are likely to take an action. In this case the action likely to be taken is to go out and buy the product.

In conclusion I believe that an advertisement campaign is more effective if it consists of more than just a TV advertisement, as varieties of forms are able to attract more customers from variety of sources, for example web pop-up is likely to inform about the brand younger people as they are the ones stereotypically believed to spend more time on the internet. 

Evidence of continuity and house style.:

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