Research Portfolio: P1 (U24) Describe the media products for an identified industry sector.

P1 (U24): Describe the media products for an identified industry sector.
LO1 (U24): Understand the products that are produced within and across media industries.

There are many different ways businesses advertise themselves and their brands, here are some of the ways that companies advertise themselves:

• Purchased Online Ads
• Social Media Marketing
• Newspaper Ads
• Sponsorships
• Video Advert
• Magazine
• Billboard
• Television ads
• Flyers
• Bus Advertisement

How Institutions create brands

There are may different ways that John Lewis create a brand for themselves, they need to create a good image for them self  where they can sell their products in many different ways to a wide audience.

There are many different ways of advertising in the media industry as I listed above and the ways a business like John Lewis would put their campaigns or adverts on the market to help advertise their brand and gain them brand awareness. There are two ways of reaching out to the audience for John Lewis by either using their print ads or radio/TV ads. John Lewis have extremely successful methods of reaching out to their audience whether this would be online or in a print ad. John Lewis are very well known every year for having successful campaign around Christmas time and their campaign is widely watched around the UK. Other companies around the world both use print and video ads, print ads are good for rush hour when loads of people are on public transport and you can potentially advertise your product in billboards around the City or in train stations or even putting themselves in the free newspaper that everybody reads on the train. Then there video ads which would be a lot easier for the target audience to see anywhere as you can make it very creative and you can advertise it cheaply like on social media where many people can see the ads and it is a lot cheaper than putting it on television if you are on a low budget.  As well as this businesses can easily convert print ads and put them online on social media as well as there own websites and other stuff that would be effective.

There are many ways that bigger companies create a brand and brand image for themselves:

• Slogans- This is very important whilst trying to create a brand for yourself, it should be short snappy and catchy so that the target audience will remember it and when they here the slogan on the TV or radio they should know that that is from that certain business. For example if someone hears 'I'm Lovin It' they would know it is from McDonald's.

• Advertising- Also very important as this is how companies and businesses put their brand out there for the audience to see. 

There are also many other ways companies create brands such as:

• Value
• Marketing
• Logo
• Strategy
• Design

The design and logo is very important for a business like John Lewis, it helps them create a brand image and will help give them identity. 

John Lewis did not really have a brand image for their most recent Moz The Monster campaign, however the friendly monster was known almost immediately after their Christmas campaign was released by the majority of the UK.

Institutions of brands and adapted products:

There are many different ways of getting your brand and campaign out there to the wider audience as I listed above.  There are different ways to attract different audiences via print ads, for example magazines, newspapers,  although they are print ads they are now easier to access online as they post them on their websites, this is to save people time who can not go out and buy them rather and can read them online instead.

https://www.thesun.co.uk

An example of how John Lewis adapted their products and their campaigns was how they targeted families through their Moz The Monster campaign, their aimed it at children as well as adults by creating a friendly monster that makes friends with a little boy and they stay up together and make friends this shows how the advert represents friendship, family and happiness. As they did this you can see that it makes a childs christmas happy, so John Lewis decided to partner up with Bernardo's children charity and decided to donate a proportion of the money made from each sale of something from the Moz The Monster merchandise and donate it to Bernardos so other children who are less fortunate would also be able to enjoy Christmas time, this could potentially motivate more people to purchase the merchandise as they will be helping someone else who needs it so this is a good marketing method from John  Lewis. As well as this they made their store fronts have Moz The Monster footprints on them as well as Moz making farting noises. This is good for families who go shopping there as it will keep kids entertained and parents could continue going around shopping hasslefree and enjoy their day out. John Lewis main way of advertising is through their television adverts around Christmas time and that is when they get their most success. john-lewis-department-store-on-oxford-street-2017-festive-christmas-KHJYYE.jpg

John Lewis adapted their products in the Moz The Monster campaign when they bought out the merchandise for the campaign, for example they bought out T-Shirts and small toys as well as mugs so everyone could buy something and help a charity. Whilst doing this they maintained their brand by having their name and logo on the merchandise to customers will know that it is made by them.

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Another thing John Lewis do is to adapt their products is price match on all their products, this will ensure that when people shop for household items they will go to John Lewis, along with this if you find they charge more than another company they will price match them and offer an extra years guarantee free..

How institutions create cross media products across platforms to engage audiences

John Lewis' biggest use of cross media is via their youtube channel, this is extremely effective as many people watch videos on Youtube at all ages. In John Lewis' Moz The Monster campaign they had advertisements before videos on YouTube as well as this the genral video of the advert was the most viewed video on YouTube at the time.

As well as this the Youtube video John Lewis puts on for it's Christmas campaigns are always massive and everybody in the UK usually watches them straight away. The positive of Youtube is that you can watch it on many cross media devices, such as Playstation and XBOX along with this you can also watch videos on all Apple and Android handheld devices which many people have, so YouTube is a very effective channel of cross media.

The main way the Moz The Monster was advertised was through the television ad that was on the TV very regularly. The advert sent a message out that everyone from all backgrounds should enjoy Christmas just as much as each other with friends and family and represent hapiness and friendship and will make adults and children go shopping there together as a family.

Along with this John Lewis had all their store fronts based on the Moz The Monster campaign they had footprints around the front from Moz The Monster that kids would enjoy stepping on along with this when you stepped on them it made Moz The Monster farting noises that would make kids laugh and enjoy a family day out and make it easier for parents to shop.

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