"Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences." To what extent do you agree with this statement in relation to your chosen media area?
Our last year's work on synergy and convergence HERE
Also HERE
And HERE for examiner's report on 2009 exam on technological convergence
And on where audiences watch films (convergence and the "Yes, but...") HERE as different audiences are reached in different ways (distributors may well reach teens through internet enabled platforms but older adults may be better reached by more conventional means such as cinema trailers.
Skyfall case study HERE
Look here OCR Media Studies ALL INFORMATION
Our last year's work on synergy and convergence HERE
Also HERE
And HERE for examiner's report on 2009 exam on technological convergence
And on where audiences watch films (convergence and the "Yes, but...") HERE as different audiences are reached in different ways (distributors may well reach teens through internet enabled platforms but older adults may be better reached by more conventional means such as cinema trailers.
Skyfall case study HERE
Look here OCR Media Studies ALL INFORMATION
Report to centres by Examiners June 2012 HERE
What did the examiners say about the June 2012 answers? Read it here:
Film Industry
The most common approach remains a comparison between major US studios with UK production companies, often focusing on marketing strategies. A common approach by candidates was to compare traditional marketing strategies, in terms of posters and film trailers and acknowledging the transformation of the media area in the online age, with a focus on marketing strategies via cross-media convergence and synergy. Lesser achieving candidates omitted discussion of marketing and advertising campaigns.
Disney worked well as a case study; candidates could link cross-media convergence with the use of TV shows, theme parks and websites, and merchandising stores. The most able candidates produced excellent accounts of marketing practices and discussed how these targeted audiences, for example in the Avengers, Dark Knight, Kings Speech, Streetdance 3D, Vertigo films, Attack the Block & Film Four, This is England, the Boat that Rocked and Slumdog Millionaire. The advantages of marketing campaigns were discussed, but with varying effectiveness at times, in part because candidates see film as being freely available as a digital format online, which is often not the case. Many candidates accurately argued that cross-media convergence and synergy are important marketing practices necessary for the frontloading of film marketing campaigns, for example, the Dark Knight, Avatar, Paul and The Kings Speech, Avengers.
Disney worked well as a case study; candidates could link cross-media convergence with the use of TV shows, theme parks and websites, and merchandising stores. The most able candidates produced excellent accounts of marketing practices and discussed how these targeted audiences, for example in the Avengers, Dark Knight, Kings Speech, Streetdance 3D, Vertigo films, Attack the Block & Film Four, This is England, the Boat that Rocked and Slumdog Millionaire. The advantages of marketing campaigns were discussed, but with varying effectiveness at times, in part because candidates see film as being freely available as a digital format online, which is often not the case. Many candidates accurately argued that cross-media convergence and synergy are important marketing practices necessary for the frontloading of film marketing campaigns, for example, the Dark Knight, Avatar, Paul and The Kings Speech, Avengers.
General Comments on Question 2
The question provided suitable differentiation of candidate responses; it allowed candidates to use their case study material to formulate an argument that responded to the question. The question provoked a range of responses from candidates many of whom were able to discuss the role of cross-media convergence and synergy in the marketing of media products. The best answers were able to create a debate around the necessity of cross-media convergence and synergy in engaging appropriate audiences; strong candidates were frequently able to draw contrasts between strategies used by mainstream and independent producers and the ways that these built mass or niche target markets.
The best answers tended to come from candidates who had been well prepared with detailed, contemporary case studies and were able to select relevant material from these to respond to the question. Many candidates were able to build their own experiences as consumers into their responses and were able to contextualise these through wider understanding of the relationships between producers and audiences. More candidates are able to show awareness of the trends and strategies that categorise the contemporary media landscape. Lesser achieving candidates often misunderstood what was meant by cross-media convergence and synergy or got the two terms confused, others struggled to define the terms at times.
The highest achieving candidates used focussed textual exemplification from their case studies to create a debate centred around the relative strengths of distribution practices and marketing strategies offered by institutions to engage with appropriate target audiences. Strong candidates were also frequently able to draw contrasts between mainstream and independent producers, and/or mass audience/niche audience targeting. More candidates were able to show awareness of the trends and strategies that categorise the contemporary media landscape, which included the continued transformation of older industry practice in the digital and online age.
Strong responses from candidates displayed a wide range of relevant and contemporary examples of marketing and cross-media convergence and synergy in their chosen area and could discuss these examples with confidence. Those candidates that fared less well used a ‘saturation approach’ to address the question, writing all they could remember, rather than addressing the set question.
In these cases, candidates struggled to deliver knowledge and understanding of marketing campaigns in relation to the media area studied. This resulted in ‘all I know’ essays, where marketing knowledge was limited to the odd reference to poster, trailer, online marketing and consequently could not address the question set. Centres are reminded that they need to teach all areas of the required specification to candidates.
Where centres had only prepared a limited case study, candidates did not have enough evidence to make a persuasive response to the question set. Also there was a neglect of the role of the audience by some candidates who tended to focus on a potted history of the institution and not address the key concepts being examined. It is advised that centres ensure appropriate preparation for this section by covering audience in the same depth as institutions. At the same time centres should not ‘over-teach’ audience theory – ‘hypodermic needle’ or ‘uses and gratifications’, instead centres should focus on the audience as a consumer, a market or as a targeted group.
There is still a tendency to teach case study material which is out of date, for example, Working Title – Four Weddings and a Funeral (1994), Notting Hill (1999), Bridget Jones Dairies (2001). There are so many other choices to study with candidates, which will empower them to perform better in the examination. Centres should be careful with anecdotal evidence – examples from or regarding YouTube, Facebook, Apps and games consoles need to be grounded within specific arguments relating to media texts – the general use of these online technologies without context should be avoided.
The best answers tended to come from candidates who had been well prepared with detailed, contemporary case studies and were able to select relevant material from these to respond to the question. Many candidates were able to build their own experiences as consumers into their responses and were able to contextualise these through wider understanding of the relationships between producers and audiences. More candidates are able to show awareness of the trends and strategies that categorise the contemporary media landscape. Lesser achieving candidates often misunderstood what was meant by cross-media convergence and synergy or got the two terms confused, others struggled to define the terms at times.
The highest achieving candidates used focussed textual exemplification from their case studies to create a debate centred around the relative strengths of distribution practices and marketing strategies offered by institutions to engage with appropriate target audiences. Strong candidates were also frequently able to draw contrasts between mainstream and independent producers, and/or mass audience/niche audience targeting. More candidates were able to show awareness of the trends and strategies that categorise the contemporary media landscape, which included the continued transformation of older industry practice in the digital and online age.
Strong responses from candidates displayed a wide range of relevant and contemporary examples of marketing and cross-media convergence and synergy in their chosen area and could discuss these examples with confidence. Those candidates that fared less well used a ‘saturation approach’ to address the question, writing all they could remember, rather than addressing the set question.
In these cases, candidates struggled to deliver knowledge and understanding of marketing campaigns in relation to the media area studied. This resulted in ‘all I know’ essays, where marketing knowledge was limited to the odd reference to poster, trailer, online marketing and consequently could not address the question set. Centres are reminded that they need to teach all areas of the required specification to candidates.
Where centres had only prepared a limited case study, candidates did not have enough evidence to make a persuasive response to the question set. Also there was a neglect of the role of the audience by some candidates who tended to focus on a potted history of the institution and not address the key concepts being examined. It is advised that centres ensure appropriate preparation for this section by covering audience in the same depth as institutions. At the same time centres should not ‘over-teach’ audience theory – ‘hypodermic needle’ or ‘uses and gratifications’, instead centres should focus on the audience as a consumer, a market or as a targeted group.
There is still a tendency to teach case study material which is out of date, for example, Working Title – Four Weddings and a Funeral (1994), Notting Hill (1999), Bridget Jones Dairies (2001). There are so many other choices to study with candidates, which will empower them to perform better in the examination. Centres should be careful with anecdotal evidence – examples from or regarding YouTube, Facebook, Apps and games consoles need to be grounded within specific arguments relating to media texts – the general use of these online technologies without context should be avoided.
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