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Digital Media: Media and Audiences

Case Study: Video Game Advertising

1. Show evidence of all of the different ways that Ubisoft used Traditional advertising methods.
Discuss why this type of advertising is important and state whether it is seen as above or
below the line advertising.
 Billboards

This is above the line advertising because it raises awareness of the product to everyone.
 Posters

This is below the line promotion because it will be promoted in only a specific area and to
specific people.
 Leaflets

This is below the line promotion because it will be promoted in only a specific area and to
specific people.
 Trailers https://www.youtube.com/watch?v=gfJVoF5ko1Y this is above the line advertising
because it raises awareness of the product to everyone.
 Magazine Covers

This is below the line promotion because it will be promoted in only a specific area and to
specific people.
 Publicity Stunts
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https://www.youtube.com/watch?v=p87bJx5Dxzo this is above the line advertising because
it raises awareness of the product to everyone.

2. Show evidence of all of the different ways that Ubisoft used Modern advertising methods.
Discuss why this type of advertising is important and state whether it is seen as above or
below the line advertising.
 Social Media and Online Forums

Here is a picture of Ubisoft advertising their game through social media. This is above the
line because it will expose the product to a vast amount of unspecific people.

 Pop Ups and Web Banners

This is one of Ubisofts web banners. This is promotion and below the line because it applies
to a small amount of specific people.

 Video Hosting
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https://www.youtube.com/watch?v=ssrNcwxALS4 this is an example of Ubisoft advertising
their game through YouTube here is a picture of Ubisoft advertising their game through
social media. This is above the line because it will expose the product to a vast amount of
unspecific people.
 Mobile Games

3. Identify, and provide examples of Synergy used by the company, including cross media and
merchandising

4. Find evidence of the budgets that were allocated for advertising the games and find out if it
has increased or decreased

For assassins creed 1 they had a budget of 20 million dollars and the second had a 24 million
dollar budget. The latest Assassins Creed game has been reported to of costed around 100
million dollars which is a clear increase from the beginning games in the series.

5. It could be argued that, by the 11 th game, the franchise was so well known that no
advertising is needed and that fans of the series would be waiting for the next instalment
and would immediately purchase it upon release. Explain whether you agree with this
statement. [6 marks]

I agree with this because by time they have made the 11 th game every fan that has already
been advertised to will already buy the game so there will be no point in spending money on
advertisement production since it will probably only gain a small percentage of buyers
compared to previous years. Also the majority of people who have already heard of
Assassins Creed and never bought it won’t buy the 11 th game since they have never bought
any other version of the game

On the other hand I disagree with this because fans of the game could forget that the
gaming series exists and may need a little reminder that there will be a new upcoming game
to be released. Furthermore there is a very high chance that some people are still unaware
of what Assassins creed is and there are also newer generations who now fall into the age
bracket which is appropriate to play the game.