A study to investigate the marketing techniques of the music industry- A case-study on the One Direction brand phenomenon
Author
Ennis, Charlotte
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
The music industry is an ever-growing industry where marketing is vital, the more imaginative
and unusual the marketing idea, the more likely artists will stand out, become noticeable an
achieve success (Cory, 2011). Marketing techniques must be made aware of in order to grasp
the understanding and to gain success through the industry. The Marketing Mix is an essential
and effective use of marketing, considering each element: Product, Price, Place, Promotion,
Process, People and Physical Evidence.
The purpose of this study is to critically investigate the marketing techniques used through the
music industry, concentrating on the case-study of the One Direction brand phenomenon.
Objectives are focused upon, looking at the marketing techniques used towards the brand by
critically following each element of The Marketing Mix. A discussion is shown how well the
marketing techniques are used and influenced upon, considering each age group of the
research: 18-21, 22-30, 31-40, 40+.
The findings and collected data of this study highlights the influence on marketing techniques
through the music industry, how well they are developed and attracted to the participants,
gaining the overall outcome to the success of the One Direction brand. Quantitative data
collection was used through the consideration of questionnaires distributed to the participants,
which was then analysed and discussed through a graph format. Qualitative data collection was
then used through the in-depth interviews, which are a detailed focus on the questionnaires,
asking in-depth questions on each element of The Marketing Mix.
During the research of this study, a slight adjustment was made to the One Direction band itself.
A band member signed from the band. This occurred when the main body of the study was
written, therefore no change has been made considering this slight issue. A brief
recommendation has been made in the fifth chapter of the investigation: Conclusion and Final
Recommendations.
Conclusions of the study draw towards the major affect and influence of promotion as a
marketing technique used through the music industry. Promotion is the main influence
highlighted in this study, effecting the One Direction brand phenomenon.
Description
BA (Hons) Events Management
Collections
Related items
Showing items related by title, author, subject and abstract.
-
The impact of marketing communication tools on building brand equity
Sadek, Heba Hassan (Cardiff Metropolitan University, 2015)In today’s competitive business environment, banks operate in a severe rivalry due to various factors, including globalisation, fast technological developments and homogeneous nature of banks services. For this reason, ... -
Selling Aston Villa FC- A Case Study Investigation of Marketing Practice in an English Premier League Football Club
Lyons, Haydon (University of Wales, 2011)A study was undertaken upon the marketing of Aston Villa Football Club (AVFC) using a case study approach. Business in football has become a huge industry within the sporting world and marketing has been at the centre of ... -
Lipstick and Alter Egos: An investigation into contemporary music branding strategies and modern day feminism
Faulkner, Georgia (2014)This dissertation explores whether the use of an alter ego, or second self, can help strengthen an artist’s branding within a contemporary music culture, focusing particularly on Lady Gaga and Beyoncé. In order to do so, ...