Board notes on Q6: Which Institution Would Distribute Your Product and Why?

Key terms for answering this question are:

Institution: The company that produces and owns the BRAND/ PUBLICATION, for example the institution for Doctor Who is the BBC

Distribute: How the brand is accessed by the audience. It is important that you use the term "DISTRIBUTE", it is not simply a case of shipping the print magazines to the supermarket. Brands are distributed via many PLATFORMS: online, via social networking sites, in print, by radio, TV and smartphones, among others.

Platforms: How a brand is accessed (see above).

Synergy: Two or more brands, institutions, agencies, advertisers, devices, platforms etc WORKING TOGETHER TO SHARE AUDIENCES (more detailed notes and examples coming soon)

OTHER IMPORTANT TERMS:

CONSUME
CONVERGENCE

Below are the notes from the board explaining the relationship between ADVERTISERS, AUDIENCES and INSTITUTION