PROCESS
Web 2.0 is vital in marketing now, but it is not enough. Social networking sites can be seen as a form of connection and also an estimate of one’s success. The ability to create followings can measure out the success of a certain product/person but more importantly, the larger the followings, the more the publicity as it spreads from one to another.
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Through the internet, adverts are placed to market the particular product, in this case, musical artists. Adverts can be seen on all social networking sites as people share and re-blog content. These promotional tools include posters and digital adverts, with short snippets of albums being released before the start of YouTube videos or on television and radio, or a poster of the artist on the side of Facebook and Twitter, keeping within the users’ vision, subconsciously being absorbed into their minds.
Similarly, other promotional posters may include logos. The BIGBANG2012 Alive World Tour uses this diamond shape created with the words of the tour as a logo. People recognise the logo and associate it with BIGBANG.
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Logos and brands are generally used in marketing for any sort of product anyway, but the inclusion of them in promotional posters help to create instant links between certain things and in this case, the logo with the event or artist. Besides their appearance, artists need a logo or signature – as described in Andrew Goodwin’s six points.
Here, the group ‘Lawson’s photo is an example, with the members all being seen in the image. Whether you know their names personally or not, you will eventually become familiar with their faces and recognise that they are established singers and will build associations between their face and the group’s name.
Most posters include the artist’s face so the public can familiarise themselves with their image and appearance.