Report on ITV is selected for the marketing campaign

Introduction of ITV is selected for the marketing campaign

ITV is the British free on an air TV channel that creates and owns as well as distribute distributes the content with the high quality on the multiple platforms globally. ITV is very effective in working in the market as well as has a high competitive advantage in the market. ITV is currently actively working and broadcasting its programs in the UK, United States, and internationally. The brand is more focused to develop better progress to execute the strategy, diversify, as well as to make business ITV stronger. The report study is providing brief information on the strategic position of ITV that clearly shows the more focused areas of this channel as well as why people choose to watch this channel every time. The report study is also telling that the channel is trying to create and offer a diverse culture where all people can work together with freedom without any hate. The target audience of this channel is the people of all races especially youngsters, teenagers, and light viewers. The important cause for the campaign is provided in this study that is also showing its importance. In the last of this report, the media strategies of the ITV channel, as well as the effectiveness of the campaign, are also discussed how it can be checked. 

1) Strategic positioning of ITV is selected for the marketing campaign

ITV is a British free to air TV channel as an integrated producer broadcaster (IPB) that owns, creates, as well as distributes the content with the high quality on the multiple platforms globally. It is currently operating in Scotland, wales, the isle of man, channel island as well as England. ITV also continues for the diversification of its business by providing opportunities presented from the willingness of the customers to engage with ITV as well as to pay for the high-quality content as the trusted brand.

Further in the strategy of ITV, ITV started to help by highlighting the opportunity as well as it also needs to address the significant challenges for the strategy. The brand is more focused to develop better progress to execute the strategy, diversify, as well as to make business ITV stronger. To evolve its strategy, IT continued in 2019 to make sure that ITV is at the best place for obtaining the advantages of advertising the opportunities, changing of viewing behaviors rapidly as well as to accelerate the digital transformation. 

SWOT Analysis of ITV is selected for the marketing campaign

Strengths of ITV is selected for the marketing campaign

Considering the fact that ITV is one of the leading companies in the industry, it has a number of strengths which allow it to thrive and be effective in the market place. These stregnths not only help in protecting the market share but also aid in penetrating new markets. Its strengths include:

• It has developed a culture among dealers and distributors where the dealers not only promote the products of the organization but also seem to invest in training sales teams for explaining how customers can derive optimum benefits out of the products.

• In addition to it, ITV is successful in executing new projects and generating good returns on the capital expenditure by developing new streams of revenue

• It has a highly skilled workforce through different effective learning and training programs.

• It has a successful track record of creating new and successful products.

• The company ensures high customer satisfaction which allows it to have a competitive advantage in the market.

• One of the most important strengths is that it has numerous automated processes which allow it to gain efficiency in terms of its operations.

Weaknesses of ITV is selected for the marketing campaign

Following are some weaknesses of ITV and they can be converted into strengths:

• The organization is not decent at forecasting the demand of products which has resulted in numerous missed opportunities throughout its operations in the market. This is one of the main reasons why inventory days is high in comparison with its competitors. 

• The firm has not been capable of tackling the challenges which are presented by new entrants in the market and it has lost a small share in the market in some specific niche strategies. 

• Although ITV is the leading organiasation in its industry, it has seemingly experienced some challenges in moving to other segments of products with its present culture.

• Financial planning is not performed in an efficient and proper manner. The current liauid and asset ratios sugges that the organization can utilize cash in a more efficient manner than how it is doing at the moment. 

• There are significant gaps in the range of product sold by the organization.

Opportunities of ITV is selected for the marketing campaign

• A new opportunity is opened new environmental initiatives for the procurement of products.

• The core competencies of the firm can enable the firm to achieve successful in similar fileds.

• Decreasing the costs of transportation due to lower prices of shipping can play an important role in bringing down the product costs of ITV.

• The adoption of new technology standards also presents new opportunities for the organisations.

Threats of ITV is selected for the marketing campaign

• New technologies which are developed by the market disruptor or competitors could be serious threat to the industry in a medium to the long-term future.

• Increasing pay levels puts a significant pressure on the ITV’s profitability.

• Changing consumer behavior from online channels could be a significant threat to the physical infrastructure.

• The demand of profitable products is seasonal and it also presents a significant threat to the organization.

• It is possible for the company to experience lawsuits in different markets because of continuous fluctuations in laws.

IT Strategy of ITV is selected for the marketing campaign

The strategic vision of ITV is to become a digitally-led media and entertainment company that creates as well as brings high-quality content to the audiences in the operational countries however, whenever and wherever they select. Furthermore, the vision and initiatives of ITV are to drive future value as well as drive growth, and they both are clear, straight, building on the winning and unique combination of the ITV of the commercial strength and the creative strength. It will continue the work or making new content to entertain people to generate profits form three models of business which are: platform owner, broadcasters, and the advertisers directly from consumers as well as ITV studios. Focusing on three areas: expand direct to consumer, transform broadcast as well as grow the UK and global production, will focus on delivering the strategic vision. 

The mentioned three areas are completely independent silos as well as they work together by reinforcing each other to deliver value and create synergies. 

Grown UK and Global Production of ITV is selected for the marketing campaign

The main purpose of ITV is to become the leading brand of creativity in global content production. ITV effectively focuses on listed points: 

• ITV has taken the position to create strong and direct relationships with consumers and grow the revenue through engagement, significant reach, enhanced data analytics capabilities, and insight into viewers.

• Developing new hits

• Growing the scripted business

• Retaining and attracting the leading talent

• Maximizing and globalizing the value 

Transform broadcast of ITV is selected for the marketing campaign

The broadcast business of ITV will be transformed to making sure to address the challenges and opportunities of structural change as well as to provide the data-rich, branded, and strong relationships with the advertisers and viewers.

Expand direct to Consumer of ITV is selected for the marketing campaign

ITV is more focused on development and providing SVOD services internationally and especially in the UK. The brand is also growing its revenues through interaction by using ITV win, focusing on the driving growth as well as the competition portal in engagement and consumer products. 

The successful strategic vision successful delivery is enabled by four areas;

• People of ITV is selected for the marketing campaign

People continue to support and make strong both of ITV’s commercial and creative teams. It has the right culture and skillsets to deliver developing strategic vision including data functions and the technology ITV is using. 

• Rights of ITV is selected for the marketing campaign

The rights are ensuring that it manages and owns the rights effectively and efficiently by maximizing the values of the people throughout the studio, advertising, and direct to the business models consumer. 

• Partnership of ITV is selected for the marketing campaign

ITV is more focused to build strong relationships for the partnership with the technology, platform as well as broadcast companies both globally and in the UK. 

• Digital of ITV is selected for the marketing campaign

It also delivers the transformation digitally throughout the whole business of ITV. The consumer-facing product, basic central functions as well as the supply chain of contents of the ITV are also included in digital transformation. 

2) Target audience of ITV is selected for the marketing campaign

As mentioned in this document in the above section that ITV is the network of entertainment channels as well as it is active currently in Scotland, the United States, and the United Kingdom. It actively provides entertainment for people. The targeted audience of ITV is the viewers living in the United Kingdom, the United States, and the international audience. The entertainment company ITV is well focused to provide the best entertainment as well as attractive and quality scripts and contents to the viewers to grab their attention. The local and international audience of ITV are very liking the contents as well as ITV is effectively targeting youngsters because they know and understand better about entertainment, new talent as well as the new ideas. Furthermore, ITV is targeted by the young audience, lighterage viewers, and particular men.

ITV channel is designed and developed to appeal for the more diverse audience rather than providing the ITV service analogous for eighty-five hours in the week along with around 30% original commissions. The key elements of the new channel of ITV will interactive and widescreen features to make full use of the digital format. The formats of the programs promised an hour-long early evening, a ninety minutes weekly news, as well as teenage magazine chat show every week focused at the lighter and young age viewers. Furthermore, 16 to 34 age group viewers mostly watch the football game, so ITV has arranged the football and sports programs including half-hour lifestyle programs for men. The channel is effectively arranging the programs for every age group but some programs are completely designed and made for the youngsters and the creativity lovers who support and encourage creative things or encourage those people who have unique skills. As the channel is also offering a diverse culture as well as also encourage and engage those people who belong to other countries as well as races to remove the barriers for showing their skills on the channel. By offering the diverse environment of the channel, ITV effectively and successfully grabs the attention of local and global audiences from all of the countries and different races. The channel is successful around the world and holds a high market share as well as takes the competitive advantage in the entertainment industry by providing very effective, new, unique as well as high-quality content for its viewers (Campelo, et al., 2017). 

Furthermore, the targeted audience of ITV is also those diverse people who have their own skills, knowledge, as well as special talent and they, believe that they do something attractive and effective to attract others and go further in their lives. For those people, whether they are young or old or a child, ITV provided them a platform where they can come and show their talent and skills to the world. By showing their talents to the viewers locally and globally, the viewers and all kinds of audiences of ITV channel support the program as well as their initiative of showing people talents because it can give a proper direction to any person and he can go further with his talent in the real world. In the last of this section, by giving a high-quality programming schedule and varied programming schedule, the audiences of ITV can watch as well as engage with various platforms.

3) Creative Approach of ITV is selected for the marketing campaign

As the whole report is about ITV and my cause is to provide attract skilled and talented people who belong to any country or any race whether they have any kind of language. My cause if to encourage, motivate as well as offer them to come out and choose ITV talent show platform to show their skills and talent whether they are young or old. For this cause, I have to design and create a new attractive idea of how people can be attracted to the cause of motivating people through a campaign. It is very difficult as well as challenging task to create a new idea for the to promote the cause idea through the campaign because many other companies, as well as other competitors, are also continually creating their campaigning ideas to attract their audiences towards their causes. But here it is the original and very important cause. The idea of the campaign to attract as well as encouraging people to participate to show their talent must be unique and creative that defines the need for encouraging and motivating people. The developing and designing the idea should be essential unique because creativity will easily attract the people especially those who have their unique skills as well as their talents and they believe that it is very difficult to perform such talented things form other people. The world is full of talent (Hall & Taplin, 2007). 

The detailed justification and explanation of the cause are provided above that is telling that there is a high need to promote the skills and talents of talented people by removing hate against any specific race or the community of people. The creativity in the marketing and motivational campaign is necessary to attract every person and the campaign idea has the relevant content to convince people towards the idea. 

In the campaign, many youngsters will be shown who is in a bad or sad mood. Every teenager who will be shown in this campaign is doing daily work like studying, some students are doing the job and some girls have to do the job in the hotels or restaurants as a receptionist or waitress but they all people shown in the commercial have a unique talent. Some of them have dancing skills, singing, gymnastic. In short, every person whether they are young or old has skills and can do anything unique to show the world and entertain them but they have no medium or reference. One of the youngsters is using his smartphone and opened YouTube in which he found a talent show campaign. He will become happy to watch that campaign and found a talent hunt platform is offering people and motivating them to come on the stage to show their skills. Dancing starts in the screens and cameras move toward the screen and come out in another place where a black person is also watching this advertisement. A girl walking around him, after observing him, grabbed the phone and start watching the campaign then camera moves and comes out from laptop screen and Chinese couple is also watching this campaign. The camera goes forward to the girl’s eye and comes out from a different TV screen placed on the wall and many black, white and Chinese university friends watch the advertisement. They all are excited and then the campaign also shows all of the viewers start their rehearsal to participate in the talent hunt show as well as come out by breaking their barriers in seek of their talent. 

The idea of this campaign is unique because it is very important to promote all people based on their talent and skills and it has also a silent message of accepting others with their specific colors, ethnicity as well as language. Every person in the world who is not interested in business or study or his daily works but he/she wants to do something amazing, the can come to ITV platform to show talent and it is also possible that he or she can go further with their talent and can start their careers in the desired field. 

4) Media Strategy of ITV is selected for the marketing campaign

In the media strategy, it is discussed about the media strategies used to promote the mentioned cause which is described and shown in the advertisement campaign. Nowadays, there are several kinds of media strategies are being used in the world. The main purpose of the companies of advertising their campaigns is to attract the targeted audience of the targeted market segment to achieve a competitive advantage from the company as well as to promote their businesses. Several companies in the world are mostly preferring to advertise their campaigns on live media such as TV channels which is a very effective media strategy to advertise the business. The main benefit of advertising the marketing campaign of the company business on the live or satellite media is that a large number of people can watch the advertisement effectively throughout the country and across different countries (Garner, 2016). 

In the case of promoting people’s talent and skills on the ITV platform, there are some different types of media strategies are used to make the company's marketing campaign more effective and more popular. First of all, this advertisement or campaign will be broadcasted on live satellite media or TV channels but it is possible that a larger number of targeted audiences in the UK, US, and Scotland will watch the campaign but they will be unable to watch this campaign again whenever they want. To overcome this problem, the online or internet median which is also called social media will be used. In the social media, the campaign advertisement will be uploaded on the YouTube ITV accounts as well as the link of this campaign video will be provided and distribute on multiple social media accounts. Furthermore, Facebook accounts and official pages, as well as groups, will be created that will provide the facility to enhance the advertisement options. Although, many people can interact with customer care or the administration of the official pages. They can provide them effective accurate information to participate. Similarly, the online marketing team or the social media marketing team of ITV that is promoting the campaign on YouTube and Facebook, they can also select Instagram to provide the notifications into the picture format as well as will be effective to show the highlighted clips to motivate people to participate and show their talent. So, the TV advertisement and the use of social media can effectively and speedily promote the campaign globally (Cushion, et al., 2016). 

5) Effectiveness of ITV is selected for the marketing campaign

To measure the marketing campaign, there are several ways exist that can effectively calculate or estimate the marketing measures that whether the campaign meets with the requirements or not, and either the campaign was effective or not. Google Analytics is very important and effective to measure the traffic to your website. First of all, search engine optimization (SEO) can be used to see the traffic on the website and the marketing pages of the campaigns including checking the keyword strength. To measure the social media effectiveness, the built-in analytics of Facebook, Instagram as well as YouTube will be used that will effectively and fastly can measure the effectiveness of the campaign at the social media. In the case of ITV, it can also be measured the traffic of the people or targeted audiences on YouTube online, channels, and TV by checking the return on investment as well as by measuring and checking the traffic. If the traffic will be increased then the campaign will be successful (Wals, et al., 2001). 

Conclusion of ITV is selected for the marketing campaign

It is concluded that ITV is a British free to air TV channel as an integrated producer broadcaster (IPB) that owns, creates, as well as distributes the content with the high quality on the multiple platforms globally. The brand is more focused to develop better progress to execute the strategy, diversify. To evolve its strategy, IT continued in 2019 to make sure that ITV is at the best place for obtaining the advantages of advertising the opportunities. Furthermore, the vision and initiatives of ITV are to drive future value as well as drive growth. It will continue the work or making new content to entertain people to generate profits form three models of business which are: platform owner, broadcasters, and the advertisers directly from consumers. The broadcast business of ITV will be transformed to making sure to address the challenges and opportunities of structural change as well as to provide the data-rich, branded, and strong relationships with the advertisers and viewers. The targeted audience of ITV is the viewers living in the United Kingdom, the United States, and the international audience. The local and international audience of ITV are very liking the contents as well as ITV is effectively targeting youngsters because they know and understand better about entertainment, new talent as well as the new ideas. By offering the diverse environment of the channel, ITV effectively and successfully grabs the attention of local and global audiences from all of the countries and different races. The creativity in the marketing and motivational campaign is necessary to attract every person and the campaign idea has the relevant content to convince people towards the idea. The main purpose of the companies of advertising their campaigns is to attract the targeted audience of the targeted market segment to achieve a competitive advantage from the company as well as to promote their businesses. First of all, this advertisement or campaign will be broadcasted on live satellite media or TV channels but it is possible that a larger number of targeted audiences in the UK. In the social media, the campaign advertisement will be uploaded on the YouTube ITV accounts as well as the link of this campaign video will be provided and distribute on multiple social media accounts. The built-in analytics of Facebook, Instagram as well as YouTube will be used that will effectively and speedily measure the effectiveness of the campaign

References of ITV is selected for the marketing campaign

Campelo, D., Silva, T. & Abreu, J. F. d., 2017. Recommending personalized informative contents on iTV. In Adjunct Publication of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video, pp. 99-103.

Cushion, S. et al., 2016. Interpreting the media logic behind editorial decisions: Television news coverage of the 2015 UK general election campaign. The International Journal of Press/Politics, , 21(4), pp. 472-489..

Garner, R. P., 2016. Crime drama and channel branding: ITV and Broadchurch. In Contemporary British Television Crime Drama, pp. 149-163.

Hall, N. L. & Taplin, R., 2007. Revolution or inch-by-inch? Campaign approaches on climate change by environmental groups. The environmentalist, , 27(1), pp. 95-107..

Wals, P. D., Serres, G. D. & Niyonsenga, T., 2001. Effectiveness of a mass immunization campaign against serogroup C meningococcal disease in Quebec. mass immunization campaign, pp. 177-181..