Planning the adverts
Learning Outcome 2 (U20): Be able to plan
a cross media advertising campaign to a client brief
P2 (U20):
Create a plan for a cross media advertising campaign in response to a client
brief
Proposal
Concept/Objective:
Content:
Target Audience:
The brief states that Carter Soft Drinks requires advertising campaigns for the latest fizzy drink called Phizzwizzard. They want their products to be sold in cans and the main audience to be around 30's. The product may also be targeted at teenagers for example 13-18.
Carter soft drinks will create three different forms of advertisement which means that they will have different Target Audiences because all the advertisement doesn't suit/attract everyone. The three forms of advertisement are Busstop Billboards , Social media and video. The advertisement that is on different social media sights or youtube will be aimed at the younger Target Audience which is 13-18 year olds, we have decided to do this as the younger generation is more used to the forms of social media compared to the higher generation which tend to struggle as this is new to them and they are not used to the likes of Facebook or Instagram. For us To reach the main Target Audience which is in the 30's we would have to have a TV advert as adults will watch the TV or use a billboard as they would see this if they are driving and commuting around, waiting at a bus stop or even in a train station as these are being used daily and if we targeted these then this could potential being more awarness about the drink to our audience and bring more revenue and profit to the campaign. Some people in their 30's may use some social media platforms for example Facebook and Youtube so they would see the campaign on these sights as well as the billboards.
A billboard can easily be advertised in places that are well populated so that many different people see the product. The brief has stated that you need to target different audiences having the product advertised in busy places allows different people of different ages to view the product and to find out about it. We can sort out places where lots of different people would want this being advertised for example London. This is a place where lots of people go daily and it is really busy their, people can easily view the campaign. You could also put it on buses or busy roads that people use daily to get to work or school or public transport and places where there is high footfall.
The older Target Audience that it is aimed at is the 30 year olds this is because we as a group wanted to create the 'retro' feel to the campaign and need an older Target Audience for this. They younger Target Audience is 13-18 year olds and this is because they are people who would be drinking fizzy drinks weekly in cans and this is best suited for them and best suited for our aims and objectives.
The Target Audience for the magazine advert will depend on the other products in the magazine. Magazines are popular for the younger generation which are aged between 13-18 year olds.. People in the younger generation would normally expect to have a magazine digitally as they all work off devices and they find it quicker and easier as technology has advanced over the last 10 years.
The genre of the video campaign will be humour. This is because we are trying to show that when the adults are drinking the drinks and they feel and sound a lot younger like children we are trying to show comedy from the way the adults are speaking as they are going to be speaking is like a baby which will bring an element of fun and laughter to our advert. This would be trying to attract arrange of different people as the actors will be the older generation and the voices will be off the younger generation so it is targeting both audiences. We can create this genre in the video but also on the other advertisements we would use this to create a comical feel with appropriate colours and materials to create the other forms of advertisement. This will help to attract the Target Audience so they can connect with the video and other advertisements that have been put in place. We are trying to show that the product can be consumed by a range of different people. This s really importan tto have for the advert because the more people that are targeted will feel apart of the advert and therefore the advert will be much more popular thna if we only targeted one age demographic.
Forms:
The first form of advertisement that as a group we are going to create is a billboard. This will be used to attract the Target Audience and will make them want to purchase the product. As the Target Audience that is being targeted will be less likely to look at a social media post as they are not prone to social media this is the best form of advertisement that the Target Audience will be looking at. The billboards will be located in busy areas with high footfall for example where lots of cars drive past or pedestrians are walking so it is visible and people are aware that it is their, if we put this bill board in a busy place then it gives the campaign more of a chance to succed as more people will be able to see it compared to if it was in a quite place it would have alot of people taking interest in the actual campiagn which wont make it a success. Also places that are busy are on the sides of buses. This would be really important for us to have our advet on a side of a bus as a bus will cover lots of ground over the period of the day taking people to all different parts of london so this gives the advert more chance of being seen all over london. When buses drive past it is visible for the Target Audience and also in train stations because the Target Audience would use the trains on an every day basis to travel to and from work. For the younger Target Audience they can also look at the billboards if they are at the bus stop on their way to school or in the car with their family driving they may see the billboard with information about the drink on it and this may lead the children begging and trying to persuade their parents to purchase them the product PhissWizzard. This may attract the younger generation as it is a fizzy drink in a can which is what the younger generation of children like to drink. The colour of the drink on the Bill Board can also have a big influence as it is a bright eyecatching colour that is very visable to see.
The second form of advertisement that as a group was are going to create is a social media post/s. This is mainly suited for the younger Target Audience as the younger Target Audience is mainly on all forms of social media comapared to the Older generation of people who wouldnt usually look on social media as much as the younger generation would in this day and age. Social media is a key way of advertisement in the younger generation as it allows many people to look at this post and many of the younger generation spend hours on theses forms of social media where they are able to like, comment or share posts that they like the look off and if this happens then this could be a big benefit for PhizzWizzard. This is effective for the younger aged audiences as they look at social media all the time and would see the adds being posted and shared around. This is the most visible platform of advertising for a younger generation of people as social media has developed significantly well over the past 10-12 years.
The third form of advertisement is making a video. The point of making a video is so that it can be spread around so that a large of people see it and can see the product as if it was a photo they would be able to see the product in depth compared to a video which might explain everything about it and the pros and cons. In a video you can get lots of information about the product. This can be aimed at a variety of different ages but because it is on the computer it may be best suited for the younger generation as the younger generation tend to have these forms of techology . This doesn't mean that the older generation won't see this because they might see it being shared around. Another positive about making a video is that it can be shared around a lot meaning lots of different people can see the video and find out lots of information about the product and then this may influence them into buying the product or not.
The forth form of advertisement is a magazine advert. The reason the group has chosen this advertising platform is because people of the older generation who we are targeting would read and buy magazines. As our advert consists of targeting two age ranges we need to thing about the older and the younger audience so i feel that with this form of advertising this will link well and have a posotive effect on the older generation as the older generation might not be used to the forms of techologies and social media that the younger generations might use so this form of advertising has been targeted at both ages but manily the older generations due to the older generations spending more time reading coppies of books or magazines compared to the younger generations who might read this magazine or book on forms of social media or on there forms of techologies like smart phones or ipads that they might have.
M2 (U20): Justify the choice of planned components by targeted media sector
The brief has asked us to come up with ways and how we are going to promote this product (Phizzwizzard) The forms of promotion that we have come up with that we feel will bring success to our product include billboards, Video advert, Social media posts and a magazine advert. Using these forms of promotion will allow us to make our product well known, will also allow us to reach to to the audiences that we are targeting and it also will allow us to make a significant amount of profit due to our product being put out there and making people aware of what its about and what its potential is. As a group we were given a task to complete by the brief, this task that was given to us was to promote a new retro drink by Phizzwizzard. We have been asked to complete this and promote this new drink as we feel that there is no, strawberry laces fizzy drinks on the market and after carrying out some research we also saw that there was a big gap in the market that had potential to be exploited and had potential to be something big.
Concept/Objective:
The Concept of this campaign is to promote a new drink called PhizzWizzard. PhizzWizzard is a fizzy drink that will be sold in cans to the audience. The purpose of this campaign is to encourage the Target audience to purchase the drink PhizzWizzard. The retro feel of the campaign should help to attract the consumers to want to buy this drink. Having Bus stop advertisement will be a really important aspect for this campaign and will make it a success as it will attract the Target Audience as where this is going to be advertised they is a high footfall which will leads to a large audience being able to review and see it. The drink is going to be strawberry laced flavoured so as a group we have to make sure we show through the marketing materials that we uses different fonts and colours that could be associated with strawberry laces. The colours used need to be associated with the product and should attract the Audience that we are trying to target. The objective of the campaign is to get the Target Audience to see the advertisement for the campaign and to persuade them into purchasing the drink. The more drinks that are sold the better income we get and the more money the company gets. Also the more money we get shows that our marketing campaign has been a success.
Content:
The content of the video campaign is going to be having adults in an office/work place and they will be speaking. Someone will be speaking about this amazing new drink that makes you feel/sound younger. Then you will hear that the people in the office sound like children. We got our ideas from the hairdo advert where they eat the hairdos and sound like kids. We are trying to attract many different Target Audiences with this campaign and as the product is a fizzy drink you would think it would be aimed at a younger Target Audience but because we want to make it 'retro' we are thinking of attracting the older generation as the characters we are going to be using are adults in a work place. The reason behind this is we thought it would be a good idea to do our advert that targets many different audiences as it starts off as them speaking like babys so it could be seen as aimed at the younger generation ans they when they turn into adults this is them targeting the higher ages, this is a big benefit to our campaign as the more audiences we target the more revenue we will make. This will lead to our advert being a success which is one of our main aims.
Target Audience:
The brief states that Carter Soft Drinks requires advertising campaigns for the latest fizzy drink called Phizzwizzard. They want their products to be sold in cans and the main audience to be around 30's. The product may also be targeted at teenagers for example 13-18.
Carter soft drinks will create three different forms of advertisement which means that they will have different Target Audiences because all the advertisement doesn't suit/attract everyone. The three forms of advertisement are Busstop Billboards , Social media and video. The advertisement that is on different social media sights or youtube will be aimed at the younger Target Audience which is 13-18 year olds, we have decided to do this as the younger generation is more used to the forms of social media compared to the higher generation which tend to struggle as this is new to them and they are not used to the likes of Facebook or Instagram. For us To reach the main Target Audience which is in the 30's we would have to have a TV advert as adults will watch the TV or use a billboard as they would see this if they are driving and commuting around, waiting at a bus stop or even in a train station as these are being used daily and if we targeted these then this could potential being more awarness about the drink to our audience and bring more revenue and profit to the campaign. Some people in their 30's may use some social media platforms for example Facebook and Youtube so they would see the campaign on these sights as well as the billboards.
A billboard can easily be advertised in places that are well populated so that many different people see the product. The brief has stated that you need to target different audiences having the product advertised in busy places allows different people of different ages to view the product and to find out about it. We can sort out places where lots of different people would want this being advertised for example London. This is a place where lots of people go daily and it is really busy their, people can easily view the campaign. You could also put it on buses or busy roads that people use daily to get to work or school or public transport and places where there is high footfall.
The older Target Audience that it is aimed at is the 30 year olds this is because we as a group wanted to create the 'retro' feel to the campaign and need an older Target Audience for this. They younger Target Audience is 13-18 year olds and this is because they are people who would be drinking fizzy drinks weekly in cans and this is best suited for them and best suited for our aims and objectives.
The Target Audience for the magazine advert will depend on the other products in the magazine. Magazines are popular for the younger generation which are aged between 13-18 year olds.. People in the younger generation would normally expect to have a magazine digitally as they all work off devices and they find it quicker and easier as technology has advanced over the last 10 years.
Genre:
Forms:
The form of the campaign is split into different sections for example advertising using a billboard, social media post and a video.
The first form of advertisement that as a group we are going to create is a billboard. This will be used to attract the Target Audience and will make them want to purchase the product. As the Target Audience that is being targeted will be less likely to look at a social media post as they are not prone to social media this is the best form of advertisement that the Target Audience will be looking at. The billboards will be located in busy areas with high footfall for example where lots of cars drive past or pedestrians are walking so it is visible and people are aware that it is their, if we put this bill board in a busy place then it gives the campaign more of a chance to succed as more people will be able to see it compared to if it was in a quite place it would have alot of people taking interest in the actual campiagn which wont make it a success. Also places that are busy are on the sides of buses. This would be really important for us to have our advet on a side of a bus as a bus will cover lots of ground over the period of the day taking people to all different parts of london so this gives the advert more chance of being seen all over london. When buses drive past it is visible for the Target Audience and also in train stations because the Target Audience would use the trains on an every day basis to travel to and from work. For the younger Target Audience they can also look at the billboards if they are at the bus stop on their way to school or in the car with their family driving they may see the billboard with information about the drink on it and this may lead the children begging and trying to persuade their parents to purchase them the product PhissWizzard. This may attract the younger generation as it is a fizzy drink in a can which is what the younger generation of children like to drink. The colour of the drink on the Bill Board can also have a big influence as it is a bright eyecatching colour that is very visable to see.
The second form of advertisement that as a group was are going to create is a social media post/s. This is mainly suited for the younger Target Audience as the younger Target Audience is mainly on all forms of social media comapared to the Older generation of people who wouldnt usually look on social media as much as the younger generation would in this day and age. Social media is a key way of advertisement in the younger generation as it allows many people to look at this post and many of the younger generation spend hours on theses forms of social media where they are able to like, comment or share posts that they like the look off and if this happens then this could be a big benefit for PhizzWizzard. This is effective for the younger aged audiences as they look at social media all the time and would see the adds being posted and shared around. This is the most visible platform of advertising for a younger generation of people as social media has developed significantly well over the past 10-12 years.
The third form of advertisement is making a video. The point of making a video is so that it can be spread around so that a large of people see it and can see the product as if it was a photo they would be able to see the product in depth compared to a video which might explain everything about it and the pros and cons. In a video you can get lots of information about the product. This can be aimed at a variety of different ages but because it is on the computer it may be best suited for the younger generation as the younger generation tend to have these forms of techology . This doesn't mean that the older generation won't see this because they might see it being shared around. Another positive about making a video is that it can be shared around a lot meaning lots of different people can see the video and find out lots of information about the product and then this may influence them into buying the product or not.
The forth form of advertisement is a magazine advert. The reason the group has chosen this advertising platform is because people of the older generation who we are targeting would read and buy magazines. As our advert consists of targeting two age ranges we need to thing about the older and the younger audience so i feel that with this form of advertising this will link well and have a posotive effect on the older generation as the older generation might not be used to the forms of techologies and social media that the younger generations might use so this form of advertising has been targeted at both ages but manily the older generations due to the older generations spending more time reading coppies of books or magazines compared to the younger generations who might read this magazine or book on forms of social media or on there forms of techologies like smart phones or ipads that they might have.
Resources & Personnel:
In order to create the billboard, Social media post and the video we are going to need a sufficient amount resources and personals to create this and make it successful. An example is for the billboard we need some people to be graphic designers who are going to plan and edit the billboard, we will also someone who can be an art designer to sign and create the billboard. Billboards and magazines are similar meaning that we can use the same people and use the same ideas meaning that we will save money for not ending new content or new staff. For the Social media post we will need a social media manager to plan the post and make sure that the graphic designer and art designer has worked together to create something that could be posted on social media and shared around, we as a group will need to make sure that this is and will be appealing for both audiences thta we are targeting. For the social media post we are also going to be needing a media buying to help with the planning of the post. For the video we as a group are going to need a cast and crew to shoot the video and then we will need a team to sit down afterwards and edit it before uploading it. Some job roles consist of a director, actors, producer, special effects, editors and many more that are key and imporatn in order to creating a successful and good video advert.
M2 (U20): Justify the choice of planned components by targeted media sector
The brief has asked us to come up with ways and how we are going to promote this product (Phizzwizzard) The forms of promotion that we have come up with that we feel will bring success to our product include billboards, Video advert, Social media posts and a magazine advert. Using these forms of promotion will allow us to make our product well known, will also allow us to reach to to the audiences that we are targeting and it also will allow us to make a significant amount of profit due to our product being put out there and making people aware of what its about and what its potential is. As a group we were given a task to complete by the brief, this task that was given to us was to promote a new retro drink by Phizzwizzard. We have been asked to complete this and promote this new drink as we feel that there is no, strawberry laces fizzy drinks on the market and after carrying out some research we also saw that there was a big gap in the market that had potential to be exploited and had potential to be something big.
Billboard
When carrying our research about this new drink, the group decided that we should have a meeting and decide the best possible ways of promoting this product and advertising to make sure that we reach a large amount of people and many people are aware of this. In this meeting we came up with an idea to use a billboards. We decided for this idea to use a billboard to promote and advertise this product as normally billboards are normally placed in places where their is a high population or footfall so this allows a lot of people to view the PhizzWizzard campaign, this would be a big benefit to the product if we used a billboard as it would be easily seen by the audience, this is good as this will allow them to experience the new product and get a feel for what it is about. Another reason why a billboard would be very effective is as the billboard is quite large, this inevitably means that a lot can be put on the billboard about the product which is good, having a billboard about the product allows the slogan of the company and other important aspect to be included that will benefit the product. From the research that was carried out about the product and the target audience that we are targeting we found out that this would be best suited to our audience. This is because the people who we are targeting from the older generation tend to not use social media and when they are maybe at work or on their travels they are more likely to see this billboard than the younger generation who are most likely to see this on different forms of social media. Another positive about having a billboard is billboards can be sometimes seen on the side of busses and taxis, this is good as these are both moving vehicles which can be seen by many people as there are both vehicles that travel round London on a daily basis. Having a billboard around London would be very beneficial as London is a massive place where tourists and many people are attracted to so this inevitably means that many people would see this billboard and learn even more about the product if they didn't know already. This Billboard could also be distributed around the motorway or busy road that cars would see on a daily basis, this would be a big benefit for the project as many thousands and thousands of people every day would pass this advertisement board, this would be good for the project as this could end up increasing the profit and revenue of the business and also the awareness of Phizzwizzard. This is good as this could end up making Phizzwizzard into a well known product and an established brand.
This image on the billboard will be big and bold and will be eye catching for the Target Audience as we want to get them to consume the product so having something that is eye catching is key to making the product successful as it will grab the audiences attention. This is when you have to make sure the fonts and colour schemes used are appropriate so that they match the product but also attract the audiences as well. We as a group want both Target Audiences to get the same message so we need to make sure that this is getting shown from the billboard from the colours, fonts and the way the billboard is being presented.
As a group it is important to make sure that when we create the image that we want it to be the main image on the billboard and make sure we choose the correct colour scheme that would work with the product., this is important as we want our audience to like it and be satisfied because if we have an audience that isn't fond of the product or the colour scheme then this will lead to them not investing there time and money into the product which could lead us with failed aims and objectives. The flavour of our product is strawberry laces, inevitably this means that the content and colour schemes include the colour red, this had been decided as we want to create brand identity and make sure that the colour red is present throughout to make sure that everyone that is involved with the product and the audience knows the flavour and what the product is about. I feel that This will attract the audience because it is a bright and common colour that will stand out on a billboard and should attract people as they pass by, having the colour red i feel is quite effective as the connotations situated with the colour red is fiery and quite a bright colour. As a group we also need to make sure that we add the logo and slogan into the billboard, i feel that we should incorporate this as we want our audience to have good knowledge about the product and if they don't then they are able to look up and find it out for them selves.
We have to remember that it fits the retro feel for the older target audience then this is something to take into consideration in the planning of the billboard as we can target this . As the product is flavoured strawberry laces this would make the older target audience think back to their childhood and remember apart of them purchasing strawberry laces, this is when it links to 'retro' and about their past. The slogan will be something to do with going back in time to when you were the younger generation, this might have a big appeal to the audience as the might want to feel how they felt along time ago and re live there younger years one more time. We decided to do this as many people can relate and think back to their childhood, someone referring back to their child hood could mean a lot to someone and can make them quite emotional and feel a relationship between them and the product. If this happens then this could give the product a warm, sentimental and good reputation.
We have to remember that it fits the retro feel for the older target audience so this is something to take into consideration in the planning of the billboard. As the product is flavoured strawberry laces this would make the older target audience think back to their child how and remember apart of them purchasing strawberry laces, this is when it links to 'retro' and about their past, this is good as this could link to many people as most people would love to re live one day of their childhood as it has some great memories and what has happened in your younger years has made you the person you are today.
Social Media post
We as a group have decided to have the billboard quite similar to the social media posts, we have decided to do this because we want to create an element of brand identity and make our audience think that the billboard,slogan, video advert and everything else is part of the same product.
We have decided to have a social media post because we feel that this one of the best ways to reach out to our target audience. We feel this as on the forms of social media that we are going to use, the audience is allowed to share, comment and like posts, we feel this will be important and beneficial to us as we can gain feedback from our audience about our product s they are able to leave comments and give us constructive feedback that we can then use to improve the product thurther is any changes need to made. Having Social media posts is really important for the advertising of the product as this allows the product to reach a large audience of people as many millions of people are on social media forms. If this is successful then this allows the business to gain revenue which can help the over all product to improve it and this revenue can allow the product to maybe go to the next step.
At the planning stage of the making of the product we decided that we were going to use social media for our target audience of 12-18, we decided to use this as we felt that the age range and the audience that we were targeting would be on all forms of social media, we thought this and based this on our research as normally the younger generations have access to and are based on all forms of social media. From the research that was gained and gathered we found out that that it would be very beneficial to us if we targeted this age range by using social media because they all have a smart phone which contains lots of different social media platforms and all of these sites they will look at daily and throughout the whole day.
Social media is a good form of advertisement and lots of people can easily see and share this information in a matter of second. Also the use of the # is easily to look up if people have shared the post and are liking the product that is being created. This willbe really good for our Campaign as it will be easy for people to look up straight awy when they see it on our forms of advetising.
We have decided to have a social media post because we feel that this one of the best ways to reach out to our target audience. We feel this as on the forms of social media that we are going to use, the audience is allowed to share, comment and like posts, we feel this will be important and beneficial to us as we can gain feedback from our audience about our product s they are able to leave comments and give us constructive feedback that we can then use to improve the product thurther is any changes need to made. Having Social media posts is really important for the advertising of the product as this allows the product to reach a large audience of people as many millions of people are on social media forms. If this is successful then this allows the business to gain revenue which can help the over all product to improve it and this revenue can allow the product to maybe go to the next step.
At the planning stage of the making of the product we decided that we were going to use social media for our target audience of 12-18, we decided to use this as we felt that the age range and the audience that we were targeting would be on all forms of social media, we thought this and based this on our research as normally the younger generations have access to and are based on all forms of social media. From the research that was gained and gathered we found out that that it would be very beneficial to us if we targeted this age range by using social media because they all have a smart phone which contains lots of different social media platforms and all of these sites they will look at daily and throughout the whole day.
Social media is a good form of advertisement and lots of people can easily see and share this information in a matter of second. Also the use of the # is easily to look up if people have shared the post and are liking the product that is being created. This willbe really good for our Campaign as it will be easy for people to look up straight awy when they see it on our forms of advetising.
Magazine
In the magazine advert it needs to contain the Carter soft drink logo, slogan, social media, Phizzwizzard details and the drink itself to show the products identity. These are fundamental elements so that the Target Audience get the correct amount of information that is needed to work out and understand the message that is trying to be put across. The front cover has to include all of those elements so that the Target Audience gets the correct information about the product. The content in the magazine is similar to the billboard advert but will contain more information about the product and where you can buy the product and online website with more information, this is really helpful for the audience as if they do take a real likeing to the product then they know where to purchase it straight away compared to a advert that says nothing about where the audeience can buy it, people could get confused and not know where to buy it which can lead to sales not increaseing which is not good for business. A magazine would normally be targeted for an older generation of people this is because they are more likely to go out to the corner shop and go and buy the print magazine whereas the people in the younger Target Audience age group would prefer to have the information on their smart phones and get it digitally. This is the reason why the magazine is best suited for the older audiences than the young as it will get more use out of the older generations.
We aim for our magazine advert to include social media links so that it creates convergence and increases in popularity. We will include the social media site at the bottom so that the consumers of the magazines can go on line to find out more information about the product if they wanted to, i feel this is really important to have as if we have a link on our advert this can lead to alot more as people will go on to the social media posts and find out more which could lead to higher revenue and sales. We have incorporated a magazine as a form of advertisement because it is best suited for the primary target audience.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
When making an advert or carrying out a project, it needs to be made number one priority that no legal or ethical issues are broken because this could lead to serious implications to the whole project. This could result in a loss of profit, by being sued by relevant authorities and individuals, and could also deal the project in terms of schedule. This might mean that it would not be finished in time, and deadlines would be missed. If this happens, the client will not be happy.
There are many different legal and ethical issues that we have to consider before making the product and creating the promotional materials.
One of the main legal issues we faced was using children in our video advertisement. Our main actor is seventeen, so it is important we have the necessary consent forms filled out. This is part of the Children Performance Licence requirement of 1968, ensuring children are legally working and not being exploited. The form requires parental consent. Children can also only work a maximum of 12 hours per week in the UK. We are only filming one short sequence for our advertisement, but we nevertheless need to be conscious of this, especially if reshoots are required.
We also have to be conscious that we are shooting all of the advertisement in a school. As well as the required location release forms, and permission to shoot in the school, we have to ensure that we do not feature any other students in the advertisement - in the background, for example - as this could be illegal. In making the advert, all of the crew will be students in the school, so we do not need to be DBS checked. However, if we were to bring in outside crew members, we would need to ensure that they were all DBS checked, and not left unsupervised at any time.
Another important consideration is false information. We need to make sure that nothing is misleading in the advert, so the message that we want to come across is clear and everyone understands it. We have to make sure the video ad meets the regulatory standards of the ASA (Advertising Standards Authority); this is to make sure the video meets the legal and ethical standards set, this is really important as if our Advert doesn't meet the ASA then we wont be able to put our messages across and carry on with the project.The ASA and Ofcom are responsible for all advertisement in the UK, and we have to be accountable for both. There are various different requirements that need to be adhered to.
One of these is not using harmful content or language that may offend anyone. Not only could this lead to us developing a bad reputation, it could also mean that, if we were to use harmful or offensive language, the advertisements could be pulled by either of the regulatory bodies.
The language and information in our Phizzwizzard advert should be appropriate and associated with the product Phizzwizzard. This is so that it is appropriate for the consumers and won't have the chance of offending anyone.
With the print advertisement we have to make sure the language is checked by the ASA to make sure it is appropriate language being used. As a large portion of our target audience is under the age of eighteen, we need to be especially careful not to use any offensive language. There should be no sexual innuendo or swear words.
Another factor of this is making sure the fonts, colours and imagery are also appropriate for the Target Audience. This is so the Target Audience of whatever age can understand the message that is trying to be conveyed. All the graphics or images used also have to meet ASA guidelines in order for the product to be printed and distributed. If the company does produce this kind of false or inappropriate information it will effect the company and any other products that might want to be made in the future and will but the company at risk.
When creating the video we have to make sure we are not breaking copywrite law and that all the words and everyone going on the in the ad is all our own work otherwise this could cost the company not being successful in the latest product. We need to not break any design rights, covered by intellectual property right law, as well and to make sure all the design work is coming from the designers in the group and it's their ideas that are being put down. This is so that it shows we are not stealing information from the other competitors to show that it is all our work as if we did steal from our compettitors this could be seen as really unethical.
Finally, the people that we are using in the video advert shouldn't offend anyone and should meet the legal and ethical standards. This means not singling anyone out because of gender, race or ethnicity, if this did happen then this could end up giving us a seriously bad reputation and could prevent us from doing any sort of campiagn or advert in the future due to if this happens . We have to make sure the right message is coming across, the way we are showing the drink and what it represents. It represents the thought of childhood where the Target Audience are drinking Phizzwizzard and feeling and sounding younger which brings the 'retro' feel into the add. This is what we have to portray in the video and show that it isn't just another fizzy drink as we want our campiagn/advert to be different from the rest and stand out.
In the magazine advert it needs to contain the Carter soft drink logo, slogan, social media, Phizzwizzard details and the drink itself to show the products identity. These are fundamental elements so that the Target Audience get the correct amount of information that is needed to work out and understand the message that is trying to be put across. The front cover has to include all of those elements so that the Target Audience gets the correct information about the product. The content in the magazine is similar to the billboard advert but will contain more information about the product and where you can buy the product and online website with more information, this is really helpful for the audience as if they do take a real likeing to the product then they know where to purchase it straight away compared to a advert that says nothing about where the audeience can buy it, people could get confused and not know where to buy it which can lead to sales not increaseing which is not good for business. A magazine would normally be targeted for an older generation of people this is because they are more likely to go out to the corner shop and go and buy the print magazine whereas the people in the younger Target Audience age group would prefer to have the information on their smart phones and get it digitally. This is the reason why the magazine is best suited for the older audiences than the young as it will get more use out of the older generations.
We aim for our magazine advert to include social media links so that it creates convergence and increases in popularity. We will include the social media site at the bottom so that the consumers of the magazines can go on line to find out more information about the product if they wanted to, i feel this is really important to have as if we have a link on our advert this can lead to alot more as people will go on to the social media posts and find out more which could lead to higher revenue and sales. We have incorporated a magazine as a form of advertisement because it is best suited for the primary target audience.
Promotional Video
For us to be a success we need to make sure that Phizzwizzard targets both audiences and we need to both audiences are used and targeted so everyone feels included. We as a group need to make sure that throughout the whole video that the slogan and everything is the same, because if we put different things on then this might lead to the audience getting confused which is a negative on us as a group and the product. We need to make sure that the costumes and all the colours we choose for the actors are suitable and links with the product and the message that we are trying to put across.
For us to be a success we need to make sure that Phizzwizzard targets both audiences and we need to both audiences are used and targeted so everyone feels included. We as a group need to make sure that throughout the whole video that the slogan and everything is the same, because if we put different things on then this might lead to the audience getting confused which is a negative on us as a group and the product. We need to make sure that the costumes and all the colours we choose for the actors are suitable and links with the product and the message that we are trying to put across.
When we started carrying out and videoing the advert for the drink we were asked by the brief to promote the drink in a video/advert. As we are targeting two target audiences we need to make sure that the promotional video targets both audiences that we are targeting, the younger and older generations. The video that we are making has to represent something to do with the childhood of the 80/90 audience, we need to make sure we do this as this is our primary target audience and need to make sure this message is put across. We want to do this because we have/want to make them feel the retro and make them feel like they are experiencing their childhood again .
The video that we are going to be doing will be based in an office/work place and it is going to be adults at work talking about a drink that they have just bought, then the conversation is going to switch to the talking about their childhood as they remember drinking the same drink, this is effective as we are trying to incorporate two audience into once so we can target the most people we can. We are going to make sure that the drink links back to the thought of their childhood and how they used to feel and sound when they were younger, i feel this is a really clever way of advertising as we are targeting two different audiences which obviosly means more money and more of a chance to succeed compared to if we only targeted one audience, if we only targeted one audience for the promotional video then this would limit us to the amount of finance we can make and how well the product can succeed. I also feel that this relates to everyone as everyone had a childhood and can some how link back to it through something or trying a different product.
The video that we are going to be doing will be based in an office/work place and it is going to be adults at work talking about a drink that they have just bought, then the conversation is going to switch to the talking about their childhood as they remember drinking the same drink, this is effective as we are trying to incorporate two audience into once so we can target the most people we can. We are going to make sure that the drink links back to the thought of their childhood and how they used to feel and sound when they were younger, i feel this is a really clever way of advertising as we are targeting two different audiences which obviosly means more money and more of a chance to succeed compared to if we only targeted one audience, if we only targeted one audience for the promotional video then this would limit us to the amount of finance we can make and how well the product can succeed. I also feel that this relates to everyone as everyone had a childhood and can some how link back to it through something or trying a different product.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
When making an advert or carrying out a project, it needs to be made number one priority that no legal or ethical issues are broken because this could lead to serious implications to the whole project. This could result in a loss of profit, by being sued by relevant authorities and individuals, and could also deal the project in terms of schedule. This might mean that it would not be finished in time, and deadlines would be missed. If this happens, the client will not be happy.
There are many different legal and ethical issues that we have to consider before making the product and creating the promotional materials.
One of the main legal issues we faced was using children in our video advertisement. Our main actor is seventeen, so it is important we have the necessary consent forms filled out. This is part of the Children Performance Licence requirement of 1968, ensuring children are legally working and not being exploited. The form requires parental consent. Children can also only work a maximum of 12 hours per week in the UK. We are only filming one short sequence for our advertisement, but we nevertheless need to be conscious of this, especially if reshoots are required.
We also have to be conscious that we are shooting all of the advertisement in a school. As well as the required location release forms, and permission to shoot in the school, we have to ensure that we do not feature any other students in the advertisement - in the background, for example - as this could be illegal. In making the advert, all of the crew will be students in the school, so we do not need to be DBS checked. However, if we were to bring in outside crew members, we would need to ensure that they were all DBS checked, and not left unsupervised at any time.
Another important consideration is false information. We need to make sure that nothing is misleading in the advert, so the message that we want to come across is clear and everyone understands it. We have to make sure the video ad meets the regulatory standards of the ASA (Advertising Standards Authority); this is to make sure the video meets the legal and ethical standards set, this is really important as if our Advert doesn't meet the ASA then we wont be able to put our messages across and carry on with the project.The ASA and Ofcom are responsible for all advertisement in the UK, and we have to be accountable for both. There are various different requirements that need to be adhered to.
One of these is not using harmful content or language that may offend anyone. Not only could this lead to us developing a bad reputation, it could also mean that, if we were to use harmful or offensive language, the advertisements could be pulled by either of the regulatory bodies.
The language and information in our Phizzwizzard advert should be appropriate and associated with the product Phizzwizzard. This is so that it is appropriate for the consumers and won't have the chance of offending anyone.
With the print advertisement we have to make sure the language is checked by the ASA to make sure it is appropriate language being used. As a large portion of our target audience is under the age of eighteen, we need to be especially careful not to use any offensive language. There should be no sexual innuendo or swear words.
Another factor of this is making sure the fonts, colours and imagery are also appropriate for the Target Audience. This is so the Target Audience of whatever age can understand the message that is trying to be conveyed. All the graphics or images used also have to meet ASA guidelines in order for the product to be printed and distributed. If the company does produce this kind of false or inappropriate information it will effect the company and any other products that might want to be made in the future and will but the company at risk.
When creating the video we have to make sure we are not breaking copywrite law and that all the words and everyone going on the in the ad is all our own work otherwise this could cost the company not being successful in the latest product. We need to not break any design rights, covered by intellectual property right law, as well and to make sure all the design work is coming from the designers in the group and it's their ideas that are being put down. This is so that it shows we are not stealing information from the other competitors to show that it is all our work as if we did steal from our compettitors this could be seen as really unethical.
Finally, the people that we are using in the video advert shouldn't offend anyone and should meet the legal and ethical standards. This means not singling anyone out because of gender, race or ethnicity, if this did happen then this could end up giving us a seriously bad reputation and could prevent us from doing any sort of campiagn or advert in the future due to if this happens . We have to make sure the right message is coming across, the way we are showing the drink and what it represents. It represents the thought of childhood where the Target Audience are drinking Phizzwizzard and feeling and sounding younger which brings the 'retro' feel into the add. This is what we have to portray in the video and show that it isn't just another fizzy drink as we want our campiagn/advert to be different from the rest and stand out.
P3 (U20):
Create a pre-production plan for the media components in the planned
advertising campaign
Story board of video:
-Group of adults on a break in their office break room
-Different adult walks into the office break room announcing that he/she has got a Phizzwizzard drink "guys guess what I've got, do you remember these from the 80s"
"Oh my God seen one of those in ages"
"that takes me bad to the good old times"
-Drinks the Phizzwizzard, which leads all the adults to a flashback from the 80s of when they were teenagers.
-flashback in colour and 80s themes, disco themed. 80s disco music, 80s like clothing.
Cast - Clark as younger boon, Lucy as younger Crader.
Story board of video:
-Group of adults on a break in their office break room
-Different adult walks into the office break room announcing that he/she has got a Phizzwizzard drink "guys guess what I've got, do you remember these from the 80s"
"Oh my God seen one of those in ages"
"that takes me bad to the good old times"
-Drinks the Phizzwizzard, which leads all the adults to a flashback from the 80s of when they were teenagers.
-flashback in colour and 80s themes, disco themed. 80s disco music, 80s like clothing.
Cast - Clark as younger boon, Lucy as younger Crader.
Shot by shot list:
Location release form:
Talent release form:
Location Recee:
Risk assessment:
Moodboard:
Sketches:
Research into conventions:
From looking at the other competitors I have a list of the different conventions that I need to take into consideration for advertising our product. The first is voiceovers, from this you can gain information that you may not be able to hear. This would target a large target audience and would be used in the video advert. The next is the type of text that is involved. This will be used in the magazine and is essential that you make sure you are using the correct text that will attract the target audience set. The next is having social media links. This will be at the bottom of the magazine as the target audience that buy the magazine will be able to use this link and then find out more information about the product. The next part would be music. This will be in the background of the video ad and you need to make sure the correct music that relates to the video is used.
The product that issuing used needs to be the main feature of the billboard, magazine and video ad. This is because this is supposed to be the main big and bold image that attracts the target audience. The logo is another convention that is needed on the billboard, magazine and video ad. This is so the target audience knows the logo and then can find more information about the product. Characters are needed in the video ad and web need to make sure we use the same aged people sports it attracts the same target audience, so we need to make sure we use people in their teens and their 30's. The slogan is also key in the Billboard, magazine and video ad so that if it is catchy then people will remember it. This is a way of attracting the target audience. Call to action is needed in the video ad as you are trying to show what the target audience are being encouraged to do which is buying the product. The way it is being demonstrated is in the video ad by finding different ways that attract the target audience in finding ways of showing the audience how good the drink is.
From above we know we need to keep the designs simple but with the correct information that the target audience need. They need to make sure that it is eye catching and is bold so that it attracts the audiences. We need to make sure in our video there are ideas of feeling 'retro' and the thought of their childhood being linked into the advert. Also having different shots and angle types in the video makes the video more eye catching and interesting for the target audience.
The product that issuing used needs to be the main feature of the billboard, magazine and video ad. This is because this is supposed to be the main big and bold image that attracts the target audience. The logo is another convention that is needed on the billboard, magazine and video ad. This is so the target audience knows the logo and then can find more information about the product. Characters are needed in the video ad and web need to make sure we use the same aged people sports it attracts the same target audience, so we need to make sure we use people in their teens and their 30's. The slogan is also key in the Billboard, magazine and video ad so that if it is catchy then people will remember it. This is a way of attracting the target audience. Call to action is needed in the video ad as you are trying to show what the target audience are being encouraged to do which is buying the product. The way it is being demonstrated is in the video ad by finding different ways that attract the target audience in finding ways of showing the audience how good the drink is.
From above we know we need to keep the designs simple but with the correct information that the target audience need. They need to make sure that it is eye catching and is bold so that it attracts the audiences. We need to make sure in our video there are ideas of feeling 'retro' and the thought of their childhood being linked into the advert. Also having different shots and angle types in the video makes the video more eye catching and interesting for the target audience.
Within a video advert the type of angles that are used to film are very important conventions. This is because they can all create different types of meanings to each individual shot. For example a high angle can be used to show the subject from above and can have an effect of the audience being more powerful than the subject, as well as show them being less powerful and less significant. A low angle, which are shot from below the subject, will make the appear more powerful, which usually portrays the message of the subject being filmed being the more dominant character.
Using Mise-En-Scene and the different camera movement that are included can the be used to add effects to the video advertisement in order to add more meaning and portray the message you are trying to send to the audience watching. For example panning the camera, which is when the camera scans the scene horizontally allows the audience members watching to follow the scene, specifically the subject or object in the scene.
In a video advert sound is another big convention that is used to entice and encourage the audience members watching to buy the product that the advert is trying to sell. For example diegetic sound, which is sound that is already present in within the video, such as characters speaking in a scene is used to try and sell the product to the audience members. Non- diegetic sound, is the wound that is edited into the video. This can be used to create different effects and sounds that can get a person watching to remember the video advert. For example 'Dell' used the song Lollipop by Daddy Cool as it is a catchy song that sticks into people minds. This had a extremely positive reaction and effect, because the song became associated with the advert and when ever someone though of or heard the song they would remember the 'Dell' advert.
There are many different conventions of a billboard advert. The first example is that they need to be colourful and attractive, this is so that they engage the target audience and it will draw them into reading and looking at the billboard. The billboard also needs to have related imagery, for example if we are talking about a drink then you need to make sure the drink you are trying to show is the same and is a drink and its not something unrelated. The next is having a large and dominate title, this is because we want it to be big and bold and to attract the Target Audience to entice them to reading the billboard. The final thing about a billboard is they need to be huge! this is so the are easy seen by the Target Audience and is big enough to attract people to looking at it. Billboards are basically large posters with lots of information about the product you are trying to sell.
There are many different conventions of a magazine advert. The first example is that there are elements that it must include or example the same colour scheme (this has to be appropriate for the product you are trying to advertise), images (these images must be of the product), Logo and font sizes and styles. Other conventions it includes are information about the product and links to the website so that they can find information about the product and where they can buy it. In a magazine you want to catch the Target Audience eye so that we can get as many people to buy the product as possible. In a magazine the aim is to promote the product they do this buy showing the conventions listed above.
The second competitor could be Fanta/Tango. This is a fizzy drink that can be bought in cans. The flavours of this drink are that it is fruit flavoured. Phizzwizzard is a fizzy drink that is bought in cans and also the flavours that are available are fruit flavours. The closest strawberry drink would either be a cherry tango or a fruit twist Fanta. Both have the same colour palette as Phizzwizzard. Another reason why Tango is a competitor is because of their drinks they have is also a strawberry flavoured drink.
The last competitor could be Sanpellegrino. Sanpellegrino is a fruit flavoured drink. It is sold and reach drink has a different colour pallet on the can, the colour represents the flavour. The drink is a fizzy drink but fruity. The drink is Targeted at the Older generation of people this is a competitor because Phizzwizzard is targeted at the older generation of people as well as the younger generation. The colour palette that is most like Phizzwizzard is the blood orange flavour but there is a strawberry flavoured Sanpelegrino but it is in a different can.
The production schedule:
We as a group have created a schedule for the making of the video adverts. We have a Gantt chart to show when the tasks will be complete by in order for us to meet our deadlines. Project management schedules are essential as they show everyone in the group what needs to be done and when it needs to be done by.
The Magazine:
The Billboard:
Treatment
Billboard:
Magazine:
- The idea for the billboard is a light and soft pink and yellow background with the logo, flavor and image of the drink itself on the billboard. The billboard is meant to be eye catching and appealing to the target audience.
- The conventions that are going to be included are the clients slogan for the product, which is 'Cheers to the good old days'. This is so that we can give the billboard a catchy recognizable slogan that can easily be remembered by the people seeing the billboard. The billboard will also have the brand logo and the clients logo so that the people looking at the billboard will know who is selling the drink.
- We are also planning on adding a image of a cartoon like strawberry and strawberry laces on the billboard so that it can represent the flavor of the drink to the audience. Using these images will make it easy for the audience or the people looking at the billboard easy to understand what the flavor of the drink is.
Magazine:
- The idea for the magazine is to have the background have the same colors, a light and soft pink and yellow, as the billboard so that we show continuity through out our advertisements, so that our advertisements are easily recognizable to the public, specifically to our target audience. The magazine advert also will include a image of the product, a fizzwizzard strawberry lace flavored can, so that the readers of the magazine can see what the product looks like if they want to buy the drink, as well as the logo of the drink, the flavor of the drink, a strawberry to represent the flavor, the brand that is selling the drink and finally the slogan, which is 'Cheers to the good old days'. This is so that the readers can have a catchy slogan that is easily recognizable and noticeable.
- The conventions that we used to create this magazine advertisement is the type of font that we used for each individual work and sentence in the magazine. For example for the logo we copied and used the font that the client used on the can of the product so that we can show continuity as well as make it easier for the audience to recognize the product when they are shopping for the drink. We then used a a white with red outline bold writing that is eye catching for the slogan so that it is easily recognisable to the audience.
- The idea of the video advertisement is to show how the drink can take you back to the 'good old days'. We are going to do this by showing two adults in a boring office break room, talking about the drink as well as have the adults drink the drink, which will then lead them into a flashback of their younger selves at a party like event in the 80s drinking and enjoying the drink. We came up with this idea as the clients wanted us to make the adverts retro themed and the 80s is very retro.
- The locations that we are going to use are room h113 in JCoSS at it has a conference room layout that can be used as a break room layout. This shows the office like space that we are trying to portray for the beginning part of video advertisement. We are also going to use the JCoSS cafe for one of the flashbacks that we are trying to create, where we are going to show one of the adults younger selfs buying a fizzwizzard. We are then going to use one of the PSRP Rooms as a party location, due to the lights that can be used as the room has many colored lights and disco lights.
- We are going to have 2 characters, however we are showing the two version of the characters. the first version will be the two characters being adults and in a boring workplace. The second version of the characters will be a younger flashback version of the two characters so that we can show the type of feeling that the product will give you if you drink it.
- We are going to have costumes for the video advertisement. For example we would like to have business smart clothing for the two adults as they are going to be set in a office workplace area. We then would like to have 80s type of clothing, such as retro jacket, baseball cap, blue jeans, in order to show and represent what the client wants, which is a retro themed video advertisement. We want the costumes to represent how the drink makes you feel. For example at the start when they dont have the drink the clothing is boring, however when they flashback and have the drink the clothing shows the fun and the exciting feeling of the drink.
- The music that we want for the video advertisement has to be fun and retro. For example songs such as 'Groove is in the heart' by Deee-Lite and 'Jerk It Out' by Ceaser. The music that we are using is going to fit the theme and add onto our on going retro theme.
- The colors that we are using in this video advertisement are going to be bright colors that will capture the audience members eye as well as encourage them to watch the advert with their full attention. The colors will be bright and extenuated so that it is eye catching and compelling for the audience.
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