Ch. 15- Marketing Communications

One Direction at a BBC Radio 1 Interview.

According to the textbook it says that promotion is the communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.  Promotion seasons is in full swing for One Direction right now.  They just released their 5^th studio album and are spending a few weeks doing promotion for it.  For example, they’ve doing interviews and special events for the new album.  

One Direction at the BBC Radio 1 Live Lounge

They did their first ever BBC Radio 1 Live Lounge and performed some acoustic songs from the new album.

The different editions of Made in the A.M

They released special edition covers of the album, this is to make fans buy more copies.  They did a very risky move releasing the album the same day as Justin Bieber’s album, Purpose, comes out.  According to statistics the One Direction albums are leading with physical album sales, while the Justin Bieber album has an advantage in streams.  

madeintheam.com

Their promotional strategy is to connect with fans via social media and creating a special website that unlocked different items a day which included exclusive videos, photos, and audio messages.  Some videos were snippets of songs in the album as teasers.  

They have a lot of events such as the 1D London Session, Ellen, Jimmy Kimmel, and a performance for Good Morning America.  November 13^th they performed at the Royal Variety in London.  The feedback that the band has been receiving towards the album has been really good.  Multiple people taking pictures with albums they have bought ranging from 1 to 6 albums per person.