cross platform advertising

Cross-platform advertising is the use of two or more media platforms such as TV ads, billboards a megazines to promote something (a product, person, even, etc.)

An example of this is when an artist comes out with a new single and promotes it on their social media (Twitter, Instagram, etc.) as well as doing an interview on TV where they are asked about it and is advertised by the program or host(s).

This can also be done on more than two platforms. Products are commonly advertised on numerous media platforms such as magazines, social media and billboards as well as television ads.

Cross-platform advertising is used by companies to broaden their customer volume by reaching more people over a span of platforms, each costumised to appeal the most to different groups of people.

This may be not always work depending on what is being advertised and where. For example, advertising an over 50’s event on social media like twitter or instagram might not be as effective as advertising it on newspapers or television. This is because the majority of the customers this even is aimed at do not use social media as much or at all. This means that the advertising platform needs to be customer oriented and specialised to a certain segment of the population.

Stefani Joanne Angelina Germanotta & the Lady Gaga persona

Lady Gaga's Changing Image

Gaga's image became quite extreme very quickly. Many articles state how she used Lady Gaga as a coping mechanism for her depression. However, there have been contradicting articles that state she used this persona to increase sales. I personally believe that she used this image as a coping mechanism in the beginning of her career but then realised the hype the persona gave her and how it was affecting the sales of music.
Gaga started to wear outrageous outfits to attract attention. An example is the dress made out of meat that she wore at the 2010 MTV Music Awards:

Richard Dyer's theory states that celebrities are made up different materials for marketing and financial purposes. He believes that celebrities create a different image of their true self so that they come across as normal people so a larger audience can relate to them.

Pop stars such as Lady Gaga are able to show their star persona's on social media. Social media allows the person to create a following and promote a specific ideology that they want to be seen as.Lady Gaga first became popular in 2008 when her single 'Just Dance' was released. The video for this did not suggest that such an extreme star persona was going to be created from this singer but her next popular singles 'Paparazzi' and 'Poker Face' began to show the image she was creating. From the videos following 'Just Dance' it was clear that Lady Gaga was trying to create a 'gaga' image of herself to make her more aesthetically appealing and make her stand out from the crowd.
  

As Lady Gaga has changed her appearance and persona, her audience have changed too. From the beginning, her audience was the generic pop audience demographic but this has slightly shifted over time. Even though the genre of her music has remained the same, her persona has meant that more of a individual audience are now interested in her music too. Her unique style attracts more of a unique audience. As her persona continues to change so will her audience. She is also able to be a leader to her fans, called the 'Little Monsters'.

Every actor has a first notable on-screen appearance, and for Stefani Germanotta, that was the meaty role of “Girl at Swimming Pool #2,” featured in “The Sopranos” and “The Telltale Moozadell”. The 15-year-old future Mother Monster doesn’t even get a full line of dialogue in the scene, and it’s hardly an indicator of what was to come for one of the world’s biggest pop stars. IMDb credits her with nearly 40 appearances as an actor, but the majority of these are tied to her music career and Gaga persona, including cameos in “Muppets Most Wanted” and “The Simpsons.” Which is understandable when you’re a performer releasing studio albums and touring constantly, but also a bit odd, given that she’s on the verge of becoming an Oscar-nominated actress for “A Star is Born.”