Evaluation Question 2 Part 1

How effective is the combination of your main product and the ancillary text?

In order to assess the effectiveness of the combination of main product and the ancillary text, we have been looking at how our main product; a 3 minutes music video work together with the CD digipak and website that we have created to promote the star image of the band as well as the USP. Keith Negus argues that the music video is used as a promotional tool for the band and the star image is used to brand the product. Branding then, is used for the music industry to create and promote their products for their target audience. Phillip Kotler defined marketing as "human activity directed at satisfying needs and wants through exchange processes." This essentially means the selling products and services to a range of audience and enabling them to buy into the star image. Kotler also added that Marketing is the key to success of any campaign, where it consists of four variables; the PPPPs: Price, Place, Product and Promotion.

For our campaign, we wanted to create the USP for our band in which we want to represent throughout all of the elements of our campaign. Due to the fact that our band is an Electro-swing band in which is quite a unique genre, we tried to incorporate the star image of the band by including the element of 1920s; which is the jazz element of the band; and the futuristic element; which is the electro part of the band. The black and gold color-scheme of both the website and the CD digipak to emphasize the element of the 1920s with the futuristic element included as a time-travelling mad scientist in the our main product; the music video to promote our band as being the combination of old and new.