Marketing Communication - Multimedia on the Internet (Week 9)

Marketing Communications are messages and related media used to communicate with a market. In today's context, advertisers and product promoters all over the world make use of multimedia to aid in their marketing communication.

Today, I want to take a look at something closer to home, which everyone is more familiar with. Singapore's TV programme advertisers make use of multimedia in terms of marketing communication as well. The local show, "The Noose" is a very good example of using multimedia to aid in marketing communication.



The Noose is a Singapore comedy TV series produced by MediaCorp Channel 5 which has aired in Singapore for four seasons. The name of the show is a play on the word The News. It is a parody of local news programmes such as News 5 Tonight, with fictional news reports and a presentation mimicking that of the real news.

An episode of "The Noose" looks something like this:



Although "The Noose" seems to be a funny and light-hearted show, the advertisers put in some serious work to promote the show. Aside from contstantly airing advertisements and snippets of the show on the local channels, many of these clips are also available on video sharing sites such as Youtube (like the video above)

To add on to that, many of the characters on the show own their own Twitter account. Leticia Bongnino, the domestic helper, one of the characters of the show is played by Michelle Chong. The character Leticia currently has her own Twitter account. Many of my friends actually follow her on Twitter, and they all have a good time laughing and the hilarious tweets that are posted under Leticia's account. The tweets are a very clever way of using multimedia for marketing communication. What is even better is that the advertisers have made it interactive for the fans and viewers. Leticia occasionally tweets her follwers on Twitter as well, and starts many conversations with random followers. By communicating directly with the fans, it definitely contributes to encouraging these fans to tune in to the next episode of "The Noose."

"The Noose" is just one example of a programme that uses multimedia for its marketing communication. Many advertisers adopt similar practices to promote their products and brands. Music artists use similar tactics to promote their albums and concerts. Practically all the famous music stars have a twitter or facebook account which connects them directly to their fans, allowing them to update their fans on new album releases and the availability of concert tickets and such. It seems everyone is jumping on the bandwagon, trying to use the multimedia tools to their fullest potential to reap the maximum profits and rewards.