Marketing Research and Applications

This assignment delves into the fundamentals of marketing research. It examines core concepts like data analysis techniques in service quality, social engineering and its implications for marketing, and reporting practices in top-tier marketing journals. The document highlights the importance of understanding marketing research principles and their practical applications across diverse industries.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1. What is the digital technology used in Campaign for movie and what is innovative
marketing approach by Lionsgate...............................................................................................1
2. Critically evaluation of campaign on persistent, pervasive, participation and personalised...3
3. Critically discuss why Lionsgate concentrated on engaging existing fans rather then
capturing new customers to the movie........................................................................................4
4. Extent can the trans-media storytelling techniques be used for marketing non-entertainment
products?.....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is an important tool for every organisation. It a techniques of business
promotion and selling services or products, along with market research and advertisement.
Basically marketing is a management of exchange relations (Lovelock, 2011). It use to frame,
keep and satisfy the buyer. All marketing activities are associated with the buying and selling a
product and services. It involves advertisement, selling and delivering goods to people. Now a
days firm are more concentrated on marketing strategies and campaign and with the help of it
they try to get higher attention of their target customers in which they involves tag lines, slogans,
design of packing and celebrity endorsement moreover using media exposer. Digital media is in
trend more of company are using the same so promotion and delivering product or services. This
assignment is based on Hunger Games: Catching Fire that is represents as an case study of using
digital and social media for brand Storytelling. This report shows utilization of digital technology
for their movie.
TASK
1. What is the digital technology used in Campaign for movie and what is innovative marketing
approach by Lionsgate.
Digital technology is a new demand or trend in the market therefore more of firm are
using it for promoting their goods and services hence the movie Hunger games: catching fire by
Lionsgates majorly used new technology for their movie. Other side Lionsgate is an
entertainment corporation and leading producer and distributor of more famous films including
The Hunger Games. This film is the blockbuster movie, it is true that they have used more of
non-traditional marketing campaign for same (Lehmann, 2016). They have targeted on wider
demographic customers across all ages and genders but generally marketing campaign of The
Hunger Games has focused on the customers between teens to early 20s and it is known as
Generation Y. marketing Campaign is having online nature to capture the eyes of customers
hence they use online social media what activity they have used in their campaign is all online
bases. The purpose of using digital media is to provide awareness for new technology by the
movie and serves massages form using multiple social stages. Digitalisation is a platform that
provide effectiveness in serving and promotion activities or with the helps of it firm can have
more and more customers.
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The hunger Games series is begin in around 2012 with the launch of very first film in the
franchise. The same movie had released and makes the record for the effective opening weekend.
The marketing campaign was launched before the opening of movie is promotional campaign
that was relay on digital and social media in a coordination with holistic manner to depicts brand
story and occupy their existing fans. They have created different types of campaign which is
purely based on storytelling in a digital world and along with it they districts the lines in between
fiction and reality.
The marketing strategy for it called as brand storytelling along with consist of the mix of
social media that determines a variety of stages like as, Tumblr, Facebook, Twitter, You Tube
and Instagram. Digitalisation which is used in the campaign such as:
Brand Storytelling
It utilize new distribution platforms to frames personal and unique buyer experiences
other side branded matter is framed independently of the needs to buyers. Generally storytelling
is used to offers that content that connects with imaginations of buyers and poke major emotions
that capture their minds. The brand storytelling use character and enclose personality, humour
and emotion to keep target customers entertained and engaged (Khan 2013). It is appealing to
buyers to inspire the story by expansion. Other side, Trans-media storytelling is technique that
unfolds the stories through multiple media channels and capture effective participation of their
fans and end users in the expansion of story. Trans-media storytelling basically is a techniques
which is used to define different story at a specific platform to several audience. It uses digital
technology which is far form traditional platform of media. For an example, the trans-media
brand storytelling was arranged for the Audi A3 “Art of the Heist” campaign. This is framed and
executed by the marketing agency campfire. They explains the story about the slogan of Audi
A3. It is in a manner of spy movie which moves in between past and forth of the virtual and real
world. Their audience are active participant of the movie.
Apart form it, The Hunger Games: Catching fire is using different tools for their
promotional mix as they have not used the traditional marketing promotional mix techniques for
their movie. As whole of the production of film campaign reflects the various platform of
promotion through digitalisation. Some of them are showcasing as-
After realizing the power of trans-media storytelling, the procedure of the movie creates
social media the prominent stage of the film's campaign of marketing. Traditional marketing
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would concentrated on brand awareness some months before the release data of the film. As this
is will ads son TV, Radio and billboards too.
You Tube- It serves services to larger numbers of customers as you tube is an American
video sharing website having higher number of customer who asses their account of you tube on
regular basis. This is a different social sharing channel for Catching Fire. They have a channel
known as CapitolTV that is you tube channel on trailers and previews of the movie is been
featured. On there production department will be able to interact with their fans where fans are
asks to post demanded videos that are aired on CapitolTV.
Facebook- this is a another platform of digital media which is used in promotional tool.
In it, visitors who clicked on the post of Tumblr, they directly goes to Facebook page of the file.
Where they promotes post, photos , apps and video and it will takes feedback to questions in
relation of certain movie like what customers wants to seen in the movie.
2. Critically evaluation of campaign on persistent, pervasive, participation and personalised.
Social media is powerful and influence in nature as it has wider network which connects
higher numbers of persons. Social networks are the ones who are fastest growing in the globe.
Many and more firm are using social media as their promotional tool cause larger numbers of
persons assess it on daily basis (Joshi, 2012). Through social media firm will be able to give
promotion and provide awareness for their film, product and services that they will be launching
in the market. It is true that social media is very intensive cause it has capability to make
influence on general persons at deeper level. The producer of The Hunger Games took use of
social media as the prominent tool of promotion which are more powerful to make impact over a
personality. This is important and required for a storytelling campaign to be very persistent as it
depicts regularity and continuity of things. Promotion campaign needs to be continues .
Transmedia storytelling is a tool for telling stories or their experiences by using multiple
media such as comic, novels, video games, mobile apps, or a film. It is most fundamental and
immersive form of communication, engaging our brains at sensory and executive levels. These
stories involve creative content that engage audiences from all around the world using various
techniques to permeate their lives. In order to achieve this, transmedia production develop their
stories on multiple media to deliver unique pieces of content in each channel. These contents
have narrative synchronization with each other (Kennedy and Parsons, 2014). A story is well
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constructed when it has effective integration of all units which is required to make it a good and
a creative story.
How transmedia story telling can be participative- Participatory media is a platform
where audience can play an active role in process of reporting, collecting and analysing content..
Transmedia story telling ensure full participation by audiences across the world. It creates
multiple points of entry that reach and link multiple demographics and target different customers.
Mysterious designs of stories engage participants to unfold that mystery and seek out other parts
of story. Major challenge that current and future storyteller face is being able to engage different
audience in a story on different platform. For that they are using some strategies to solve their
problem. Some of the points which they can use is by shaping their ideas into well narrated
stories and telling them to world, engage larger participation by audience, by creating cohesive
user experience across different platforms and by evaluating existing and emerging technologies
to share their stories.
How transmedia story telling can be personalised: In this, audience can personalise their
experience with the characters and environment. Users can create their own stories with their
own interests and experience. This ensure participation by users from different areas. They can
even share their personalised stories with the world. They can use well constructed narrations to
make their stories more interesting.
How transmedia story telling can be persistent: It means that story evolves if there is no
engagement of author. Audience activity and world factors shapes the development of story.
3. Critically discuss why Lionsgate concentrated on engaging existing fans rather then capturing
new customers to the movie.
Lionsgate basically makes promotions for their customers that majorly focuses on
engaging the existing fans apart form making or capturing new buyers. The movie The Hunger
Games is prominently relays on adults may be this was the reason of engaging current customers.
If they keep their eyes on new buyers then it will be possible that the promotional campaign will
take more of fund and also consume more of the time which is some where harmful for their
movie. Other wise, the film has content generally for adult customers and movie solely needs to
work harder to make impact on the older and more aged persons rather then youngster and
adults. They use all of promotional tool for engaging their present buyers. According to
the(Jones and Rowley, 2011)they stated that this movie is based on post-apocalyptic issues with
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young adult. So that more aged person are not at all interested to being their customers other side
it is a blockbuster movie. Therefore all of the elements are more influence on major number of
customers. As per the words of(Gertner,2011)they has said that decision which have taken by the
Lionsgate is comparatively is a effective decision for their movie therefore they are more scope
of having activities in order to engage the higher level of persons or customers in the
participatory activity.
On the other side, according to the(Forshier,2012)they have said that if Lionsgate is using
some promotional activity as participatory promotion in which they are using different kind of
social medial as platform or digitalisation for the promotion in which they can use online activity
for participation so that their customer come and perform such activities. Some of customers can
have chance to meet with star cast of the movie and can be able to ask for some post related to
the novel and film. This will make effective participation of customers and main production of
the movie. According to the(Fırat,2013)they have been stated that in the order to take analysis of
the statement “Lionsgate focused on engaging existing fans rather then attracting new customers
to the movie?” they depicts that production department is using different kinds of promotional
tools majorly social media platform and use digitalisation for the promotion of film of The
hunger Game. Through the digitalisation they are able to keep their eyes on customers in order to
make their existing customers engaged and the production department of film ignored the new or
other aged customer. There will be a issues that arises by this statement as it denotes that
production firm ignores the other and new customers to get the attention of the film that will be
launched in some of the up coming time the reason they has denoted that movie may be have
some certain content that evokes and carter the attention of majorly youngster population and it
may also happened that that content and ground of the movie dose not have capability to capture
the minds of aged or older customers. On the basis of words of(Fazlollahtabar and Aghasi,
2012)they provide brief discussion on the decision taken by the Lionsgate as the production
department of the movie where they stated that the decision they have taken is good and
beneficial cause if movie does not have content for capturing the eyes of customers then it is
fine to have mind to existing buyers rather then making new ones. So that the same author is
taking signifying decision by engaging exiting customers in promotional activity. On the other
side of coin, according to the (Mirand and Rubio,2014)they have put contradictory past on the
statement “Lionsgate focused on engaging existing fans rather then attracting new customers to
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the movie?” in which they claim that every person or customers wants to have films some time
any genre of movie will be needed by different types of buyers. If The Hunger Games does not
have that types of content which are suitable for all kinds of viewers then they needs to add some
relevant to it so that every persons will be interested to seek out this film. Apart form it if the
ground or content of movie is not for all kind of person then it would be provoking to youngsters
and adults.
It is true that film The HUNGER GAME is an super-hit movie which has larger numbers
of viewers and as novel it is the best seller after Harry Potter. Hence after all analysis its been
saying that there are some critic that are comes in favour for the stated statement and decision
that taken by Lionsgate other side few of them are making contradiction with all favours as few
of authors are not relaying on statement and decision.
The judgement come on critical evaluation is both of contradiction are fine but movie is
based on fiction hence it is considers as the characteristic of the film which has power to capture
the minds of customers towards movie in this buyers involves with majorly youngster or adults.
4. Extent can the trans-media storytelling techniques be used for marketing non-entertainment
products?
Non-entertainment products are related to those product who has no elements of
entertainment these all are known as news and other product (Brady,2014).
Trans-media storytelling is a techniques which facilitates multiple media stage tell a authors
across time. This is basically a techniques that denotes a single story and experience with
multiple stages and different format that used digital technology. It is not be confused by
traditional marketing techniques. It is somewhere true that the Trans-media storytelling can be
used for promoting non entertainment product like news. It is been analysed that if the news
manager use the trans-media for their promotion and spreading of news then the news will be so
attractive and more interesting cause of the elements of trans-media storytelling.
There are some of the elements that makes influences on using trans-media. They are
explain such as-
Spread-ability: this is known as the importance of digital media particularly in social
media. it helps in expansion of the narratives and the provide penetration in to the centred
audience.
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Immersion- the reason of trans-media storytelling is to boost up the user in the locations
it frames. But also it show the chances of keeping the factor out of that world to the customers in
real life.
World building- this is one the best and important factors in the trans-media. This is
beneficial to the all types of industry as it helps in making different thing one. This trans-media
majorly for the fictional, it can be able to showcase the values and means of information in
different and effective manner.
Seriality- this says trans-media is dispersive and hence serial is not conclusive and it is
hipertextual.
Subjectivity- In this process, this media is based on contemporary that represent the
different point of views of the same information (Baker and Saren,2016) .
Performance- this is more different characteristic of the trans-media storytelling of
performance that refers to the protogonism starts offers to the user in contribution to the creation
of the narrative world.
All the storytelling techniques is capable to the non-entertainment product for making
awareness hence this approach is best for all. This tools help in extending the information of
non-entertainment product in a very creative manner.
There are some factors which involves in storytelling approach in order to spreading
information for non-entertainment that determine as-
Emotional engagement- it will provide more engagement of persons with the prescribe
activity cause they get some inspiration by the storytelling process. It also provide opportunity
for narrative and empathy travel along with it provide clear image on some issues like when
news arises some problems in it so they can use storytelling methods which can be able to make
all the information interesting and eye capturing.
Social engagement- it also helps in framing a framework for participation and sharing
and also helps in making social validation and image in the society hence it is true that
storytelling is useful for non-entertainment products.
CONCLUSION
From above assignment it get concluded that marketing is essential for each organisations
as it aids to capture attention of numerous people. Therefore, profits and market share of firm
will easily get enhanced. along with, an effective marketing strategies will help to take benefits
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from rivals at marketplace. This assignment is based on a case study which is a novel that
converted to movie titled as The Hunger Games: Catching fire. This study reflects uses of digital
and social media for brand storytelling which is a techniques of using different platforms for
their promotion. As a promotional tool they have use various types stages like social media;
Facebook, you tube. Instagram and so on. Through which they can do their promotions and
capture more eyes of customers but their buyers are more youngsters.
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REFERENCES
Books and Journals
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