Marketing Techniques

Merchandising: Merchandising is a technique that gives the target audience physical products that they could use, wear or eat that will help to promote a film. Usually the product contains a picture or a logo used in the films advertising, so that people can familiarise with which film it is trying to promote
Viral Marketing: Viral marketing is a very effective use of marketing as it works through word-of-mouth. It is especially effective as people are easily persuaded by peers. It can also ascend up the media scale, and can be used in other forms of media such as radio, and television programmes.
Synergy Marketing: Film companies will use success of existing companies to promote their own work. For example McDonalds are regularly used to promote children’s films such as the recently proclaimed ‘Up’ film. They aim at children by using techniques that reflect merchandising such as toys in ‘happy meals’ and balloons. Aiming at children is a very effective use of marketing as they are very easily taken, and can persuade parents into watching the given film.
Product Placement: This is where a film company incorporate other company’s products, so that the audience can familiarise with certain things, and this can help increase a films popularity, but also advertise for other companies. James Bond uses this technique in that some of their most famous scenes include Aston Martins, which is a high class car company.