In order to create a successful advertising campaign for my

media product, I needed to make a cohesive marketing

campaign that links all the products together. In order to do

this, companies must enter into various media platforms to

reach the wide ranged audience that they have targeted, I

have done this through radio and billboards.

This has helped me to promote the main product – regional

magazine, as well as create a brand identity within society,

that everyone in Leicester would know about. My primary

audience is the opinion leaders that first come into contact

with my products, they then market my various products

through word of mouth and this is when social connections

play a vital part in my advertising campaign.

Brand identity identifies the three main pointers that audiences respond and recognise well:

• House style• Fonts

• Imagery

House style is vital to use in and throughout the whole production and in every future magazine or

ancillary product that the company may create. My black, white, green and blue house style has various

conflicting and reflective connotations, including formality and freedom, earth and sky, and

informative. The green and blue are used minimally which makes the

black and white look tidy and formal which appeals to my A/B

income bracket audience who enjoy lots of text to read. It is important

to achieve a balance between formal and informal that reflects

the target audience as it reflects the sophistication of the magazine

The imagery used in one of products must link directly to the

other two products, otherwise the audience would not see each

product being regional and specific to rural Leicester. For example, my article could be featured in a more women’s

lifestyle genre of magazine and to avoid this I included to images of

leaves at the bottom of each page. This meant that the links

with nature are still there as they are important but also makes the

double page spread look more professional.

I used two fonts from dafont.com – Santander and Fine Style. Both of these fonts were very effective because they were both informal compared to fonts such as Times

New Roman, and formal compared to less serious font styles, like Adamsky SF. Fine Style was used for mastheads

and Santander was used for the magazine’s tagline which meant

that not only was the font memorable, so was what was

written in it. In my article and the rest of the text I used Times New

Roman.