COHESION

BILLBOARD POSTER

My billboard poster uses images that are featured on

the magazine part of my production. My audience

can recognise the images and relate the billboard

poster and the magazine together.

Not only does the green circle feature on the front

page and contents page, the font used for the

masthead is also carried through to the magazine’s

masthead and main title on the contents page

Also, the font is suitable for the poster as it

represents village life due to the similarities

between that and a village sign

The images interest the local audience walking past the billboard poster and

they can see evidence of the same contents on my magazine cover - this

is because i have used the same images in both products.

The images of the landmarks on my billboard poster and magazine create a

sense of regional pride within the community, as this around are proud

that these images represent Leicestershire, this also creates personal

identity with the magazine and billboard poster

Also, the poster has strong links with landmarks and locations very close to

Leicester. People will want to find out information about these places and

once they realise the poster is advertising the magazine, by seeing the

magazine they will be more likely to buy the product in-store

Furthermore, the poster tells the audience where the magazine is available

by using strong brand trademarks at a focal point on the page

My magazine would be produced through the conglomerate, Archant. This is

a large publishing company that focuses on creating regional identity

magazines all around the UK, however they do not have a Leicestershire

Magazine. As they are an established company they would have

distribution deals with Tesco and WH Smith as they would be able to

focus their regional products to their area on a nation wide deal. I have

chosen these two shops to be featured on my billboard poster as most

people shop at the established shops and would feel confident in buying

a niche product. The support of these companies allows easier and more

direct access to the public, eliminating the time and effort people would

have to go to to find the magazine, it creates a relationship between the

shop and magazine which allows a relationship between the magazine

and the reader.

The poster also links in with the radio advert as at the end there is the same

information given about the sites that Leicestershire Living is on. This creates a

cohesive marketing campaign as people may see/hear a product and relate that

experience once they hear it again. Also, the more times they are aware of this

social media information the more likely they are to search it on the sites.

The poster has direct links to social media which means that anyone active on

sites such as Facebook or Twitter will have direct access to the site pages and

information. Although my primary audience are not digital natives, I am still

marketing to a secondary audience who have the ability to buy luxury

converged devices where they can read the magazine. This social media

marketing is an add-on and will create a bigger brand identity, even though this

is not my most important distribution channel, so in the future when print is a

past-time I would still be able to communicate to my audience through social

media. I will focus on traditional marketing more as this will appeal more to my

audience, but I feel that marketing on social media will complement this.

RADIO ADVERT

The radio advert is what moulds all the products together, it has links

with both the magazine and the billboard poster, this includes:

• Web 2.0 and social media references, like the billboard poster’s

Facebook and Twitter site and the site information is also on the

double page spread.

• ‘News and events’ quote on the radio advert that is featured on the

contents page information as there is a heading called ‘County

News and Events’ which covers the ‘An.tics Exclusive’.

• The ambient sound of birds creates connotations of being outside

and feeling tranquil in the presence of nature. My front cover of my

magazine also does this due to the references to gardening and the

main image being of a local park where many walkers go

• The narrative at the beginning can relate directly to the magazine as people who

have seen the magazine will then picture themselves reading it as they come

home from their walks. The cohesion is created through the imagination of the

listeners as they use and create imagery from the billboard poster and the radio

advert and therefore the magazine would create the new equilibrium of comfort

and relaxation. These products create the idea of escapism and when applying

Maslow’s Uses and Gratifications, my audience will aspire for this lifestyle

through the category of Love and Belonging. They create the ideology of a

perfect lifestyle and my audience will want this.

• ‘The escape from reality’ and the ‘sense of belonging’ help to create a cohesive

marketing campaign as the news and events section on the contents mean that

the audience can do that. They link together through the marketability of the

radio advert and the distribution of the advert being on GEM 106 and Heart will

feature beside normal music station content again creating the idea of escapism.

BBC would be my primary radio station choice but because they do not advertise

at all i would have to reconsider my marketing technique.

GEM 106

If I was to use Gem 106 as my radio station then I would have access to:

• Their commercial Airtime - with account managers helping with planning

and knowledge of the radio market and timings of what would be the

best

• Sponsorship and promotion - access to sponsorship and promotional

packages to build brand awareness

• Online and Interactive - my campaign being supported on the Gem 106

website which is marketing on a new platform, emailing people, podcasts

and vodcasts for their website and our website

• Creative ideas - create writers help to ensure campaign sounds good

and gets results, access to potential international corporations to help

with campaigns where costs only apply when commercials need to be

recorded

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• The suggestions for days out can be found in the review

section and my more active audience will want to know

things like this as they tend to be more involved with their

own social groups and spend money with friends (A/B

income bracket)

• The front page offers reviews and article information on the

front and by referencing this in the radio advert people can

directly link the magazine and advert together. Also, there

will be a lot of people who enjoy reading articles (as said

above) and reading long reviews due to their sophistication

and ‘hedgehog’ thinking.

The tagline plays a big part in this cohesive campaign as it is

featured through all three media platforms.

• It is featured next to the masthead on the front cover

• In the top right hand corner of the billboard poster

• Toward the end of the radio advert.

My audience will recognise this and pay more attention to the rest

of the products as they begin to see the phrase on a more regular

basis. They will tend to remember the tagline which will

encourage them to purchase the magazine when they see the

tagline on the magazine in store.

Also the tagline promises to create a tighter community which is

what locals want - to find friends that they can relate to who live

in very close proximity

‘Bringing the locals of Leicestershire closer together’

FRONT PAGE

On the front page I have broken the house style; I used a yellow colour instead of

blue – I think it makes the text inside the yellow circle stand out more and adds

vibrancy to the page, I do not think blue would of done this as much if it was

there instead. Despite this, the magazine still fulfils its cohesive purpose as it

does reflect the other products. Although the usage goes against conventions,

the connotations of the colour yellow fit in with the representations of what I

want my magazine to represent. The connotations of yellow consist of joy,

happiness, intellect, and energy and this would be positive to reflect in my

product. Also, yellow is the colour of sunshine which is a prominent feature of

nature and reflected through all my products.

For example, the main image is an iconic place in Leicester that most regular

walkers and locals have heard about or know about it, it is an iconic sign of

rural Leicestershire and can be seen for miles. This creates personal identity

with the magazine and those who have this personal identity will be more

inclined to buy the magazine. The landmark is of a friendly and communal

nature and the vibrant sky and grass look like a lovely place to visit with friends

and family or to walk a dog.

Not only does this page cover topics such as events and

places to visit, it also highlights the pages dedicated to

gardening which attracts the audience that lead a more

active lifestyle. The magazine does not explicitly focus on

gardening and opinion leaders will not say that the

magazine explicitly includes gardening as a topic. This

means the people who hear from the opinion leader will not

realise this magazine contains gardening topics.

By doing this, I have limited the cohesion between my

products as my other ancillaries do not explicitly mention

gardening information. I could of done this better by maybe

exchanging an image on the billboard poster to a gardening

one to attract the sporting gardeners.

I like the font colours on this page – it follows the house

style and make the rest of the page look very vibrant. If

there were boxes that were black or white it would

make the page look very dull. Even with different

coloured font it would make the page look a lot less

effective and more messy. The text is in a very formal

style which has connotations of the text being

important and informative; it suits the magazine well

and my audience would prefer this to font like this as

they would be less inclined to read it.

CONTENTS

My contents page creates a

community for the rural locals living

in Leicester due to the rural

representation. It concerns

information on people, places,

events, county news, reviews of

books, cooking, dining, traveling,

competitions and my target

audience will want to know about

this information as they are very

socially active and they would be

interested in up-to-date news in the

area and knowledge about their

local community and views and

recommendations of others.

If I was to do this content page again I would include

pages that are dedicated to human interest pages

where people who live in Leicestershire give their

insight into Leicester on a monthly basis. This will

create a relationship with those who read the

magazine and the people writing in it which will

show that people will relate to them.

Cohesion is prominent through this page with the

magazine page being in the bottom right hand

corner, also, the image of the deer is featured on

the billboard poster which shows that the topics

that are insinuated on the poster, such as local

visits, are carried on through the media platforms

to the actual content of the magazine, shown by the

deer and the image of the landmark on the top

right.

Also, on the radio advert, the speaker talks about

going for meals and days out which is a prominent

topic on the contents page, primarily in County

News and Events and Reviews

The contents page creates a representation of class due to the

minimalist style that has tiny features that create a

successful page, this includes the dotted lines, the white

background with images in a designated place and the text

in a formal and structured manner. The representation of the

upper middle class is consistent through all of my media

products which is a hegemonic process of banding the

audience together. This is done through the amount of

people who recognise the lavish lifestyle that they could be

living in and their desire to do so. This is accepted and is

known through the audience but hegemony would argue the

purpose of the representation is to spend money and

support the economic system.

As seen on the front cover and billboard poster, there are

coloured shapes that are featured in various places on

the page, the colour represents the freedom of nature

and contains information that needs to attract the

reader’s attention. There has been a creation of a binary

opposition between this and the basis of a formal layout

which suggests control and structure. Both create

sophistication which shows that the binary opposition is

complementary to create an ending of sophistication

My target audience would respond to this as they are

interested in nature and news and events in and around

Leicestershire, this is due to their heavy links with the

community as they often take part in charitable events

DOUBLE PAGE SPREAD

The double page spread has references to their website and what to

search for on social media websites, although this is not conventional

when considering my audience, I still think it is important as it a new

conventional source marketing and create cohesion. This shows that

even when the readers are not intending to read this information, they

are still unconsciously digesting it and they will actually remember the

information when it comes to future reference. These references are

also found on the billboard poster, making the campaign cohesive

Although it’s not hegemonic It gives the illusion of an active choice

within my audience which voices across all three products. But all

three products push for one viewpoint which is a celebration of a rural

traditional lifestyle which doesn’t threaten the status quo.

The images on the billboard poster create a sense of community and this

article focuses on a very specific geographical location which further

emphasises the close nit communities and tight friendship groups in

and around the area of Leicestershire.