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Market and promotion
- 1. Market and Promotion Promotion is a term used frequently in marketing and is one of the market mix elements. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. The action or business of promoting and selling products or services, including market research and advertising.
- 2. The changesthroughout marketingand promotion1960s-2017 1960s – use of moving images (videos/TV performances etc) to promote artist and to make sure their songs could be heard on TV when the band was not available. Main technology •TVs in the household Main purpose •Sell Records 1970s – Beginning to record specific videos to go with the song. More artistic value than just performance. Main technology •More portable recording equipment Main purpose •Sell Records/albums/Cultivate the ‘star’
- 3. 1980-90s – Advent of MTV, cultivation of image of the artist, higher production values and experimentation in form. Videos become events in themselves e.g. ‘Thriller’ Main technology •Hard disk editing/digital/global TV satellite stations/home video and later DVD Main purpose: Sell Records/album/artist/video/DVD/Commercial tie-ins 2000s – Continued expansion and experimentation of form. The rise of the auteur directors (late 90s too). Music video continued to be as memorable as the music. Main technology: •Falling cost of hardware, digital TV, DIY ethos, YouTube etc Main purpose: •As above but also ease of access, repetition, archiving – watch music video on YT as a first introduction to the artist…watch it ten years later! Thechangesthroughout marketing and promotion1960s-2000s+