Btec Business Level 3 Unit 9 P4

Unit 9 – P4
This assignment will focus on one promotional campaign and identify the main target market(s). Then focus on explaining the media used and the reasons behind the choices made.
When choosing to develop a new promotional campaign a business would need to consider a few things before they make any decisions.
These things are: * Target Market – The target market is one of the most critical things to consider when doing a new campaign. For the target market they have to consider: age, location, wealth, gender etc. * Choices of media – They need to think about the choices of media to determine the most effective way to get the message across to the target market e.g. TV advertising, Newspaper, radio etc. * Competitors
– They have to consider competitors and how they would affect the campaign e.g. have they already got a similar campaign? Or would they retaliate to the campaign? * Budget – A budget is one of the main things to consider as companies may not have the funding they want or they need to figure out how much the campaign would cost all together.
This assignment will now look at a specific product that has been introduced in to the teen market and the campaign they produced for the product.
The product I have chosen is the Xbox 360 because it is well known and they do a lot of campaigns for the product. The Xbox 360 was designed mainly for the use of teens
The campaign I have chosen is the Kinect campaign, the Kinect has revolutionised console gaming for the future. The message that they wanted to get across with in the campaign was that the Kinect could revolutionise console gaming and in my eyes they achieved that easily.
The media chosen to promote Kinect was; Television advertisement and social media advertising e.g. Facebook, Twitter and YouTube.
The Kinect was first announced in 2009 at E3 as “Project Natal”. The announcement advertisement included: A TV explaining that there is a new way to play Xbox and the new way to play is without a controller. The advert then introduced a kid he then proceeded to play the Xbox using only just his body, it then cut to a family playing a few games to show that the Kinect isn’t just for children but it can be for anyone of any age. The advert then began to show a boy scanning his real life skate board to customize the in-game skate board. It then showed a girl walking in front of the sensor and it then went to a video chat with another person. It then cuts to another family game which then showed it had voice recognition; it then showed that you can scan through the Xbox 360 dashboard as normal with no controller and still use the
sensor.
This advert appeals to my target market because the Xbox 360 was originally built around the TWEEN and TEEN markets and the Kinect advertisement showed that the sensor can be used with people of all ages. The Kinect was based around a few different age ranges dependant on what type of person you are e.g. Family Timers (55% female; ages 25 – 40+; I prioritize my family, its health and fun), Hyper Socials (75% female; ages 14 – 40+; I am a social butterfly that craves acceptance), Hanging Out (59% female; ages 13 -40; I go with the flow and do what my friends do) and Independent Core (15% female; ages 13-40; I work and play hard but love to relax with some games).
The media chosen to promote this product has been chosen carefully and has had a positive impact as they chose to advertise the Kinect on the TV and through the social media. This was smart of Microsoft to advertise through this way because a lot of Teens use all types of social media through-out the day quite regularly and they also watch TV on a regular basis. This has made a huge impact as the number of Kinects sold reached over 1 million units sold within the first 10 days of release.