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Digipaks usually have a lot of additional pictures of the artist or something that relates to them or their music. This is one of the ways digipaks separate to normal conventional CD cases.

A lot of these digipaks will have additional tracks that are unique to the digipak and you have to buy a digipak in order to receive the bonus material. Also a lot of digipaks advertise poplular songs on the front cover that are on the CD. This is to appeal to passers by to buy the digipak. Also some artists are only known by their work so it is important for them to be branded next to this song titles. Another code and convention that these digipaks follow is that they will have the artist name or logo featured in large letters visibly on the cover.

From looking at a different number of digipak adverts i have learnt that a digipak must differentiate it’s self from other products that are similar on sale. It seems that you need to add value to the conventional CD. There are many ways in which you can do this. All the adverts that I have looked at have additional tracks that are unique to the digipak and are only available if you purchase the digipak. Other in which digipaks add value is they offer an exclusive photo album on the sleeve. Artists also offer promotions to customers/fans to persuade them to fork out that little extra to buy an digipak. This is commonly an pre-order option where the customer would receive the material earlier than they would if they didn’t buy the digipak.

Digipaks usually have a lot of additional pictures of the artist or something that relates to them or music. This is one of the ways digipaks separate to normal conventional CD cases. The adverts display this and the unique selling point.

“Add value”

“Unique selling point” A lot of adverts are released before the digipak is out to promote the artist. This is why a lot of adverts have the release date.

They normally have a quote from a well respected magazine to help sell the product.

The theme of branding is carried through to the advert. The adverts will use the normal font that is used throughout.

The location of where the advert is displayed is also important. They are music products digipaks therefore it would not make sense to advertise them in a car magazine. This is why the location is important because it needs to be in a place where its audience can see it.

Location

Promotion

The way that the adverts promote the digipak is also important because it need to be suitable to the artist and the audience. As a result of branding artists communicate differently to the fans to other artists. Pop artists use different language to rock artists. It would therefore be unprofitable to promote your digipak the wrong way as it would lose the artist money.However it costs more money to go out your way to promote your digipak but the benefits are worth the risk.