Fig. 1.1 shows FF Film Ltd. filming a new movie. [Figure 1.1] Use Fig. 1.1 to help you answer the following questions.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2020). The mark or mark type is shown in brackets.

1. [1] Concentrating on one task / job / process / product / workers doing different / particular tasks / division of labour / performing tasks that they are expert / best / skilled at
2. [1] Example - director, lighting technician, sound assistant, camera operator / filmmaking
3. [2] Up to 2 marks for explanation: Creating / making / producing films / movies (1) for consumers / cinema / television (1) to satisfy needs and wants (1); Performing tasks efficiently / quickly / well / using skilled workers (1) less mistakes (1) not wasting time (1); Providing a service (1) in tertiary production (1) to give entertainment (1); Workers divided into different tasks / division of labour / each person focuses on task given / specialises in their job (1) increasing their output / productivity. (1)
4. [1] An actor injured during filming would be covered by employer's liability insurance
5. [1] Asking employees to turn off lights is often done to protect the environment.
6. [1] To persuade / attract / interest customers; [1] to go to the cinema / watch the film / to increase audiences / more revenue / profits / cover costs
7. [1] To encourage people to subscribe to film providers; [1] e.g. Netflix / to increase sales / profits
8. [1] To inform customers / make customers know / aware of / promote the film; [1] new films / updates / where the film is being shown / actors
9. [1] To remind customers; [1] creating brand loyalty / so they continue to go to the cinema
10. [1] To promote brand name; [1] increase sales/profits
11. [1] To compete; [1] against other forms of entertainment
12. [1] To promote public image; [1] so as to enhance the reputation of the industry / leading to business growth / success / gain competitive edge.
13. [Level 3, 7-8 marks] The candidate is able to offer a recommendation with a thorough evaluation of both television advertising and magazine advertising.
14. [Level 2, 5-6 marks] Candidate offers a satisfactory analysis of using television advertising and / or magazine with or without a recommendation.
15. [Level 1, 1-4 marks] Candidate demonstrates some knowledge and understanding with application to film industry.
16. Television: Television has a wide audience so TV advertising is ideal for FF to attract a large market in a large area.
17. Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy. They are particularly useful if FF want to show what happens in an action movie.
18. However, a TV advertisement is very expensive, very short and there is no written record.
19. Difficult to make changes without reshooting the advert.
20. Can be difficult to target customers so the message is not reached to the selected film customers.
21. Many people watch trailers on the internet and social media nowadays so the TV advert is not seen.
22. Magazine: They are generally of good quality, e.g. printed on glossy paper so the advert looks better
23. They have advertisements and information on the special interests of the reader e.g. Film Weekly
24. Advertising in a specialist magazine can reach FF's target market quickly and easily
25. Readers / potential customers tend to read magazines at their leisure and keep them for longer, giving FF's advertisement multiple chances to attract attention
26. Also, many magazines now have online versions which broaden their readership
27. However, magazine advertising has no movement or sound images and may not be noticed due to competing advertisements
28. Many magazines are published monthly so there is a long lead time that increases the risk that the film may have already been shown in cinemas.
29. Evaluation: The benefits of the large target audience and impact of television advertising needs to be considered over the need to target specific customers and the lower cost that magazine advertising offers. Depending on the nature of a film a range of advertising, or multiple, advertising media may be useful. FF might consider that other advertising media are more appropriate e.g. cinema, where people already watching films are directly targeted.