Question 2: How effective is the combination of your main products and ancillary texts?

We made our main product and ancillary text with the idea that they would be used together to promote our girl groups brand in a synergistic and interdependent way in order for us to effectively sell the product (the music) to our target audience. 

To be able to do this we looked at our influence, The Weeknd, an already existing effective synergistic marketing campaign. The example can be found on the left below.

Example of Synergy 

Our incorporation of synergistic techniques

helped bring together our music video, website and album. Although they have their own identities and were created for different purposes, they're also able to work together to promote an overall brand and generate an interest in other elements of our products- such as tour tickets and merchandise we created.

How our three products
work together with
synergistic techniques

THE WEBSITE

According to marketing theory, each of the ancillary texts we created is meant to have their own identity and individual theme that makes them distinctive from the other. This is so that they can work distinctly to sell the product (the music) in their own way. The website is usually the focal point of the campaign, connecting everything together. Our website is effective because it provides a range of information, purchasing and interactive opportunities for our audience, as you will see in the Prezi below. 

How our album effectively conveys artist identity

According to Richard Dyer's Theory, the 'star' is a construction and not a real person. The theory states that the 'star' is constructed through music videos, magazines and advertisements. Using this theory in the making of our music video, we purposely included codes in our music video (as explained in the clip below) in order to create an identity for each member of D4MES and thus create a brand that can reach specific social groups important to our target audience and appeal to them.