This topic is about the ways in which products are advertised. Please do not confuse this with advertising techniques (like sex appeal) which is dealt with elsewhere.
There are two categories used to describe types of advertising in the media industry.
– Traditional methods: newspaper, magazine, radio, television. These are still very effective ways of reaching many people relatively cheaply.
– Contemporary methods: use digital techniques to promote goods and services. There are many clever and interactive techniques for promoting products online: popups, banners, video (via YouTube), adverts on streaming services e.g. ITV Hub, click bait, use of cookies, social media. These are described as Web 2.0 technologies.
We are going to look at two films separated by 20 years: Independence Day (1997) and the sequel, Independence Day Resurgence (2016).
The original Independence Day film tells the story of an alien invasion of Earth and how a small motley group of determined people battle the aliens despite being massively outnumbered and having far inferior technology. The film was a huge hit, partly due to the amazing special effects and an enormous marketing campaign. In 1997, there was no internet so traditional marketing methods were used to huge success. See the link at the bottom of this post to see how it was done …
The sequel, Independence Day Resurgence (2016) was accompanied by an equally huge advertising campaign, this time combining traditional forms of advertising with digital marketing – social media and a website. The film was less commercially successful than its predecessor and was rubbished by critics, partly because of a weak story and the absence of Will Smith.
Independence Day Marketing-
The independence day film from 1997 was marketed in many different ways using traditional advertising methods. This included; trailers, online and social, advertising and cross promotions and media and publicity.
Trailers-
The first trailer starts out with a military convoy taking what we soon see is Jeff Goldberg out to a site where they’ve found something that hints at the aliens being ready to come back. It’s a decent trailer that shows what the value proposition here is. 
Facebook and Twitter have been used to sell tickets, share trailers and clips, offer up countdown and other images and more. Not much super-original here, just the studio doing what they need to do to keep the drumbeat of publicity up for the public. When you load the official website you get the iconic key art at the top along with links to the movie’s social networks. After you scroll past the single “Poster” that’s on the site you can check out the “Gallery” of five stills from the movie.
Advertising & Cross Promotions-
TV spots would run throughout the campaign that played up the action and special effects of the movie, many of them using the “We had 20 years to prepare…So did they” copy point. Online ads used the key art and motion video and there was also plenty of social network advertising using videos to buy tickets.
Media & Publicity-
In the lead-up to the big press push the cast and crew talked here and there with the press about both the comfort and challenges of returning to a movie two decades after the fact as well as hinting at what the new movie had in
store for fans. There was also plenty of conversation and coverage around each of the elements of the marketing campaign, including all the in-world videos about the Earth Space, explanatory videos about what happened to characters from the first movie and more. There was a constant churn and it kept people talking.
Convergent Media-
finish at home
talk about pop up adverts and clickbait
Emilie Brewster Year 12 Media 