Planning the Adverts P2(U20), M2(U20), D1(U20), P3 (U20)

LO2 (U20): Be able to plan a cross media advertising campaign to a client brief  
P2 and P3 have been completed as a group 

Proposal 

Purpose

The purpose of our advertising campaign is to raise awareness of our product ‘FizzWizzard’. We aim to raise this awareness through using both traditional and digital advertising methods. Another purpose of our advertising campaign is to sell our product ‘FizzWizzard’ and make profit from this.

Objective 

The objective of our campaign is to create nostalgia and remind our target audience (particularly those in their 30s) of their childhood. The objective of the ‘FizzWizzard’ advertising campaign in relation to our other target audience (those aged 13-18) is to create a retro feel, taking them back in time. 

Logo

Slogan 
"Drink from the fountain of youth!"

Target audience 

Our primary target audience is those aged 13 to 18 as this complies to the requirements of the brief. The target audience of our product will be both males and females. We will relate the genders of our target audience to our product and advertising campaign, one way this will be done is through our chosen colour scheme of red which is a gender neutral colour. The NRS social grade of our primary target audience will be D and E. This is because the majority of 13 to 18 year olds will not have full time jobs, and therefore not have a disposable income. We have priced our product in relation to this at 80p, a price which is affordable for a target audience consisting mainly of school aged children.

The secondary target audience of our product ‘PhizzWizzard’ will be those aged 30-39 as this is the other audience which the brief mentions and requires.

Our secondary target audience will be males, our adverts will support this through our casting of a male in their 30s. The product will appeal to those in their 30s due to the current trends of retro products (e.g. vinyls) and the nostalgia our drink will create. Adults will be reminded of their childhood through the retro taste of strawberry laces, a sweet popular when they were young. The NRS social grade of the secondary audience will be those C1, C2 and B. One reason for this is the affordable price of the product along with the casting and costume of the actor in the advert ( a man in an office job wearing a suit).

Form
For the purposes of this proposal my group and I are defining from as the types of media we are going to use to promote the product. Both forms of advertising are traditional methods in comparison to more recent digital media and have been used extensively by the advertising media within the advertising industry in many successful advertising campaign. The first form of advertisement we will be creating is a billboard. This is a traditional form of advertising as it gives access to a cross section of audience sectors, it is competitive in price compared to TV and social media advertising. The location of the billboards are vital to ensure exposure to our target audience sectors for example, placed in city centres/sports/concert arenas to target our specific audience.

The next advertisement we will be forming is a magazine advert, this is another tried and tested form of advertising this is lower priced than digital media advertisement, it is also effective but important that we use the right magazines to advertise in to ensure maximum sales and exposure to our target audience such as vintage and more formal magazines to meet our older aged audience and celebrity/fashion magazines to meet our younger audiences.

Another form of advertisement we will be using is a video advertisement for the television. This is because television is known as the largest mass media platform to advertise on, this is due to the large amount of people it reaches to. Therefore, this will ensure that our product will receive a large amount of awareness and to ensure maximum sales. As we have a primary and secondary audience we will have to consider what channels we have the advert running on as each channel has different audience demographics for example, on ITV 2 as it targets a younger audience which fits perfectly for our primary audience and ITV and channel 5 for our secondary older audience.

The last form of advertising we will be using is social media such as instagram, Facebook and Twitter. Using these social media platforms are a good way to connect with our target audience on a more personal level especially our primary audience which is 13-18 as the majority of teenagers use or have social media accounts. Utilising these platforms for advertising is key as they are one of the most used social media programmes, therefore it will help us generate more awareness and sales. Each platform targets both our primary and secondary audience as Facebook is used by an older audience as it is stated that 78% of 30-49 year olds use Facebook which meets our secondary target audience and Instagram and twitter are used mostly by younger audiences which meets our primary target audience.

Personnel

• The editor / sub editor –assess original content; produce editorial comment; determine layout of billboard and magazine front cover.
• Sales team – develop a sales plan to ensure Fizzwizzard is priced correctly and for the billboard and posters ensure it is made available in all formats in the correct quantities to maximise sales and expand the customer base.
• Marketing team - compile a marketing plan to generate maximum publicity for Fizzwizzard using all available mediums e.g. radio, online, social media, flyers and posters at public places such as libraries, youth clubs, sports clubs etc.
• Photographer - to take pictures of the product featured in the billboard and magazine front cover; different shots of the drink at different angles.
• Finance director - responsible for managing cash flow to ensure there is sufficient money available to pay for the launch costs.

We as a team will be taking on these different roles

Pre-production documentation 

• Research into advertising conventions 

Advert conventions are ongoing techniques used by companies to portray certain concepts and impressions; these specific conventions end up becoming familiar with the audience. Effective use of advert conventions are essential for a campaign to become successful. 

 One widely used advert convention is a slogan. A slogan is a catchy phase used to grab the target audience’s attention. For instance, McDonalds uses the slogan ‘im lovin’ it’ and when people hear this phase they instantly think of the company as it is played at the end of every video advert. This slogan is also part of McDonalds distinctive brand identity which helps create brand recognition in marketing.The product image is placed largely at the centre of the page. This convention is essential as large central images help to grab the viewers’ attention and also by using one big image helps to capture the attention of viewers much better than lots of smaller images and text mixed together.
Another key convention in video advertisement are voice overs. The purpose of a voiceover is to sell the product, it helps provide information about the product to the audience that is easy to understand. An important factor that goes into a voice over is utilising a voice that represents the target audience for example, an advert representing football would have a male voiceover as footballs primary audience is male.

Another vital convention are colour schemes. For example, for the Fanta billboard adverts they use a recognised colour palette of orange, green, white and blue, with orange the primarily colour as the drink itself is orange. The purpose of using a colour scheme is to use a memorable graphical image that conveys certain emotive messages and that  audiences will easily connect to the product. For example, in the Fanta advert, the colour orange is associated with joy, happiness, motivation and energy - all feelings that the company want consumers to experience when they think of the drink. 

Furthermore, Fanta placed their logo twice on the billboard advert to ensure that viewers will understand what product they are selling and what the advert is about as they walk past it. A logo is one of the most important types of advert conventions as it is the face of a company and it is the first thing a customer may notice about an organisation. Logo’s are easily recognisable designs that audiences associate with an organisation and so are a powerful method of brand awareness used across all media

In this highly successful magazine advert for Absolut Vodka, the company used the convention of linking their product to a clearly defined and easily identified consumer demographic.  In this instance, the advertising agency took the iconic Absolut bottle shape and wrapped it in the LGBTQ+ rainbow colours which instantaneously aimed the product at the LGBTQ+ market as well as those consumers who empathised with sexual and gender equality. 

This Pepsi video advert displays another fundamental convention used in advertising - celebrity endorsement. The celebrity used for this advert is one of the most famous football players in the world - Lionel Messi. Linking his fame to the product can encourage consumers who identify with his skills and fame to buy the product in a subconscious effort to copy his lifestyle.  Furthermore, using a celebrity endorsement helps to bring a larger audience and expand the brand. 

At the end of the advertisement the slogan 'Love it Live it Live for now' appears. The slogan is short, memorable and it rhymes, this is to ensures that the brand is unique and differs from other advertisements and helps stick in the audiences mind so that they are able to identify the brand just from the slogan without the actual brand name appearing. Slogans also make the audience connect with the advert and the product they are selling, with the attention of supplying further sales.

• Research into competitor adverts 

The ‘Share a Coke’ campaign involved on printing popular/common names onto Coke bottles, doing this personalised the product for their consumers. Coke is one of our products potential competitors, this is due to the fact it was established in the late 19th century and is seen by some as a retro drink due to the significance of the brand in the 70s and 80s. As well as this as our product ‘FizzWizzard’ has a similar colour scheme to coke, this could mean the large conglomerate may take attention away from our new product. 

Rather than creating a campaign which personalises their products to their consumers like Coke, our campaign focuses on creating a sense of nostalgia, bringing one of our target back to their childhood. Our product also is focused on a particular flavour, strawberry laces; this flavour is similar to people meaning they will not be cautious or reluctant to try it. ‘FizzWizzard’ is also priced cheaper than Coke, appealing to a different target audience and making it accessible to children aged 13-18.

Magazine poster

The magazine adverts for the share a coke campaign are simplistic and minimalist, we will draw inspiration from this for our PhizzWizzard magazine advert. The advert targets the consumer through the direct  first person text of ‘You’. As well as this the advert contains a website link as well as the product logo.

 The share a Coke video advert features both a teenager and a middle aged man, this is similar to the target audience of PhizzWizzard. Due to the similarity we have drawn inspiration from the Coke video advert, an example of this is the casting of a teenager and man in his 30s for our advert. As well as this the Coke advert features the logo at the end, we will do this with our product PhizzWizard in order to abide with the codes and conventions of a video advert.

The billboard for the share a Coke campaign is personalised to their consumers. The billboard features the product itself, allowing the audience to see what is being advertised. We will do this with our product in order to give the audience a clear understanding of the product and campaign. 

• Gantt chart

Our gantt chart sets out a project timeline for our group, letting us know what the deadlines are for each individual element of pre-production, production and post production. This is an important piece of documentation as it ensures deadlines will be met and gives us an idea of how up to date we are.

• Project plan 

• Treatment 

The treatment is for the video advert we will be making. This allows us to know the basic information about what we will be making and what we will need as a group to do this.

• Location Recce 

Done prior to shooting to gather information about shooting and how suitable it will be. This includes relevant addresses and logistical information.

• Risk assessment 

This sets out potential risks and how they can be avoided. Each risk is given a level ranging from low to high on how likely it is to occur

• Storyboard 

• Visualisation diagram 

• Location release form

This form gives me permission to shoot in the relevant location.

•  Model release forms

This form gives me permission from the model to use them for my photoshoot. The model release form for the younger boy in our advert has been filled out by his mother as he is not get 18.

• Shot by shot

• Mood board 

We have created a mood board including our target audiences, colour scheme and retro sweets. The creation of the mood board enables me to understand the codes and conventions of the retro so that I will be able to include it in our product. The mood board showed me the prominent colour schemes in relation to my chosen genre.

• Colour scheme 

Our chosen colour scheme reflects our product flavour of strawberry laces as well as the retro genre. The colours are gender neutral, appealing to our primary target audience of both girls and boys aged 13 to 18. The colours chosen are eye catching and bold, creating interest in our product.

Resources 

• Hardware 

- HD camera to be able to take clear videos 

- Tripod to achieve stability in my shots. 

- Lighting equipment to make the shots good quality and to add depth contour and mood to my shots. 

- All necessary carry cases to make sure that all equipment is protected in transit. 

- Access to a printing facility to be able to print out the advert for magazines and billboards. 

- Laptop such as a mac book pro because it is the best computing equipment for design work and editing of the video. 

• Software 

- Photoshop to create the billboards as it will make them up to a good standard. 

- Film cut pro to edit the video and add special effects. 

Genre 

Our advert is based on a retro theme as from my research I have found that this genre is the most popular for attracting both an older audience and a younger target audience which follows the client brief. The drink is also based around strawberry laces which was a very popular sweet in the 60s therefore links perfectly with this genre. 

Content 

Our advert focuses on the how people wish they were young again instead of being stuck in a boring office job. By drinking the fizzy drink, it makes you feel young again and as if you are back in your youth. This will attract our older target audience a lot as they will be able to relate to what it feels like being stuck behind a desk all day. The retro idea behind it also allows them to remember all the fun times they used to have when they were younger making them want to buy this drink. We are going to incorporate all the retro sweets that were the most popular which will also attract out younger target audience as children and young teens love anything sugary. Our billboard and magazine advert are going to have nearly the same design apart from slight changes on each. We are gonna stick to the retro style with the way we design these advert and we will have out fizzy drink in the middle of the page and our slogan next to the drink. The slight changes that we may have on the billboard is we may put certain things in a different place on the advert to where it is on the magazine to make it a little bit more unique yet still recognisable. Within out video advert again going to follow the retro style and the idea of the drink can make you young again. We are going to have a middle age man at the begging so the older target audience can relate to it and then he drinks the fizzy drink and becomes a young again which is when the younger target audience will start to be able to relate to the advert.

M2 (U20): Justify the choice of planned components by targeted media sector

Billboard

We have decided to create a billboard as one of the planned components for our PhizzWizard advertising campaign. We decided that a billboard would be an effective method for advertising our product as they appeal to both of our target audiences. This traditional advertising method relates to our secondary audience of adults aged 30 to 39. This is because adults this age are not avid social media users and a social media advert would to be most effective for them. As well as this, the use of a billboard relates to the retro genre of our product. The traditional advertising method of a billboard would have been the most popular adverting method at the time that your secondary audience were young; this adds to the feeling of nostalgia our product aims to create. The use of a billboard also appeals to our primary target audience of 13-18 year olds, one way this is done is through the bright, eye-catching colours used. The billboards that will be created will be placed in areas which relate to our target audiences. For example, they will be placed in residential areas and on busy streets near to areas where our target audiences are. For example in relation to our primary audience we will place billboards near places the young people hang out e.g. shopping centres and local streets. In relation to our secondary audience we will place billboards near commuting areas and places of work e.g. tube stations. The advertising method of billboards relates to habits of both of our target audiences and their habits.

Magazine advert 

We have also decided to create a magazine advert for our product PhizzWizzard. We have chosen this traditional adverting method as it will gain a lot of exposure for our product. The advert which we be created will be placed in magazines which relate to our target audiences. To reach our secondary audience of males aged 30-39 the advert will be placed in tabloid newspaper magazines such as The Sun and The Star, this also relates to the NRS social grade of our secondary audience which is C1, C2 and B. Placing the advert in newspaper tabloid magazines means that target audience will be reached. In order to reach our primary target audience we will be placing our adverts in magazines which relate to them, this will include ‘Match of the Day’ and ‘Shout’ magazine. Doing this will ensure that our advert reaches our target audience. As well as this our adverts have been designed to appeal to our primary audience, this as been demonstrated through our font choice, colour and branding.

Video advert 

The video advert which we decided to create has been done in relation to our audience and their technology habits. The advert features a man in his 30s, this automatically relates and creates a sense of belonging to our secondary audience. As well as this, our advert will be shown on platforms which relate to our audiences. For our secondary audience the advert will be aired on channels such as ITV; this also relates to the NRS social grade of our audience as ITV is known for shows surrounding pop culture, something which appeals to those grade C1, C2 and B as well as our primary audience. The advert will also be aired at times of day which reflect our audiences’ habits of watching TV, for example this will be evening when they return from work/school. For our primary audience our advert uploaded to YouTube, this is because it relates to their technological habits and allows for the advert to be watched at anytime. 

Social media 

The last form of advert which we will be creating are social media adverts. By including a digital advertising method within our campaign we are enlarging the potential audience which the advert will reach. Another reason that we decided to use social media adverts were that they relate with the technology habits of our primary audience. We will be creating adverts for social media platforms such as Instagram, Twitter and Facebook. We have chosen these are Twitter and Facebook are also popular with our secondary audience of those aged 30-39 whereas Instagram is extremely popular with our primary audience. Doing this will generate more awareness for our campaign as well as allowing the audience to become prosumers through sharing and commenting on content. 

D1 (U20): Discuss the legal and ethical constraints within the planned campaign

Copyright is a legal right which connects a piece of work to its creator. This means that if someone wants to use this material, permission must be obtained from the creator. If permission is not obtained legal action can occur. Copyright may affect our campaign if their is copyrighted content which we desire to use. This could include content such as music, images a fonts. If we use content such as this without obtaining permission, legal action may be taken and the campaign will have to be stopped. In order to overcome the potentially issues which can come with using copyrighted material we will be obtain material using alternate methods. This will include creating our own original content such as FizzWizzard logo and slogan; as we will be creating it ourselves it will belong to us and copyright will not be an issue. Other ways copyright will be overcome is through finding content such as images from copyright free websites. As well as this if there is particular copyrighted content which is essential for our campaign, we will contact the creators to obtain permission to use. This may affect our campaign as there may be delays and we might not be able to use the exact desired material.

Other legal issues which may affect the campaign includes ensuring that all appropriate documentation is signed properly. This includes documentation such as model release forms and location release forms. As one our actors for our video advert is under 18, the form will have to be filled out on his behalf by his legal guardians. It is important that the model release forms a sufficiently filled out so that we are legally allowed to feature them in our video. If we were to use the models without having the forms completed, legal actions could be taken. This could be particularly serious as one of our models is a minor. It is also important that our location release form has been filled out and signed by the owner of the location we film in. If this is not done we will not be able to film in the desired location and the production process will be delayed.

The ASA (Advertising Standards Authority) are the regulator for all adverts. Due to this, it is important that our adverts are produced inline with their guidelines and regulations. In order to prevent issues from the ASA we must ensure that our adverts are not harmful, misleading or offensive. We will ensure our advert is not harmful through not including violence or disturbing scenes; this is particularly important for our campaign as our primary audience is school aged children and the advert just be appropriate for them. We will ensure the advert is not misleading through not making any false claims or statements. We will avoid this issue through researching and checking that all claims are factually correct and not open to misinterpretation. Finally, we will ensure our adverts are not offensive; this will be done through not including swearing, crude language and harmful stereotypes. It is important that this is avoided so that the reputation of drink is not ruined.

Intellectual Property Rights are exclusive rights which a person or company may have to a product, idea or plan. We will ensure that IP rights are not an issue for our campaign through creating our own content. It is important that this is done so that we do not end up with legal repercussions. 

Other legal issues include libel and slander. Libel is when a false statement which is damaging to a person or company’s reputation is published. Libel is something which we must be aware of when construction our print adverts. In order to avoid legal issue due to libel we will ensure all statements made and true and damaging to no one reputation. This could include statements about competitor adverts such as coke. Slander is similar to libel however it is when a false spoken statement which is damaging to ones reputation is made. This is something we must be aware of when constructing our video advert. In order to avoid issues around this we must not include any false claims which may cause damage to reputation.

In term of ethical issues, it may cause controversy that one of the target audiences of our product is school aged children. Some may feel that it is unethical that a fizzy drink full of sugar is being marketed at children. In order to avoid this issue we have ensured that our product is not sheerly targeted at school aged children but adults too. As well as this, all information about sugar content and calories will be in sight on the packaging; this is so that our consumers will know exactly what they're drinking. Another way which this potential unethical issue will be overcome is through the casting in our video advert. By casting a man in his 30s as the main character, it is clear that our product is not just aimed for school aged children.

Another potential ethical issue could be discrimination in our adverts. If we were to use offensive or discriminatory language (e.g. on the grounds of race, gender, sexual orientation), it would create a bad image for our product. In order to over come this potential issue there will be no offensive language or anything which could be misinterpreted as discriminatory. It is important that we do not include discriminatory content so that our potential audience can be as wide as possible.