Sherlock Holmes: a Game of Shadows

In: Film and Music

Submitted By glmallory
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BA 239 – Principles of Advertising – WEB
Assignment 1: Experiential Exercise #1 Page 41 Sherlock Holmes: A Game of Shadows
January 25, 2012

Sherlock Holmes: A Game of Shadows is the current film now playing in theaters I have chosen for this exercise.
Being a sequel to the 2009 film Sherlock Holmes, Warner Brothers has used an Integrated Brand Promotion process to advertise their current film Sherlock Holmes: A Game of Shadows.
With the use of mass media (television, radio, newspapers, and magazines) as well as implementing the use of Internet advertising (banners, pop-ups and websites) Warner Brothers has promoted this new movie to be more than a strict adaptation of the original story. There has also been a strong reliance on the use of influencer marketing, relying on peer-to-peer persuasion or word of mouth recommendations between friends and family or by the use of social media networks and even texting. The tools of Integrated Brand Promotion are varied and allow the marketer to reach consumers in different ways with several different styles of messages.
With the use of all the different advertising media there has been one consistent throughout and that is the attempt to persuade the consumer to go out and see the show. Whether on a poster outside the theater or a short trailer ad on HULU, the portrayal of the suspense that will occur entices the public to want to watch the film.
This has been a film that is rated PG-13 so that target audience is 13 and older. The advertising is creative and non-offensive to anyone. With that being noted the film was also released in Canada the U.K. it has been successfully marketed worldwide with earnings of over $439 million. I feel the various methods used have been effective in all the demographic groups.
Sales promotions, Contest games of Sherlock Holmes with event sponsorship and other social networking…...

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