This week's lectures and workshops were hosted by Tim, Josephine and Michella. The theme of the speech was "Media Interactivity for Marketing and Advertising Purposes".
Michella introduced us to advertising and product marketing. She also introduced us the terms of ATL, BTL and TTL. As someone with no background in marketing or advertising, I would be very interesting. ATL stands for "above the line" and is mainly used to attract customers, build awareness and brand awareness. Examples of BTL include sponsorship, public relations, direct marketing, and in-store promotions. TTL stands for "via line", this is when ATL and BTL are integrated together. TTL is the best possible way to communicate with customers. The only drawback is the high cost. After giving us an explanation, Michelle talked about the event called "Sharing Coca-Cola" launched by Coca-Cola in 2014. This is a movement for personalized bottles and cola cans of various names.
Josephine talked about social media. How it helps to build a brand, available marketing and pitfalls in this regard.
Finally, Tim introduced us to cross-media storytelling and marketing. This is when all the components in the activity are connected to each other-the information conveyed through different media is not the same message. Then he provided us with some case studies, including 18 months before the release of the "Dark Knight Batman" movie, aura promotion and Airbnb promotion.
We divided into small groups and spent 10 minutes on a virtual Easter egg hunt on Google Maps, where we had to discover at least 2 chocolate flavours, the orange and cherry flavours we chose last, in order to promote these two flavours we created Promote a romantic love story. Finally, the design of chocolate was also mentioned. We designed the chocolate into a heart shape.