Task 6: Planning the adverts
Task 6: Planning adverts
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Proposal: Carter Soft Drinks
We want to create a campaign for the company “Carter Soft Drinks”. This is because the drinks company require and advertising campaign for their new drink “Phizzwizzard”, which tastes of strawberry laces. I will be proposing a plan for a cross media advertising campaign for Carter Soft Drinks based on this new drink that they want to release.
Purpose
The purpose of a cross media campaign and this one in particular product is to get it seen by as many people as possible. There are now many ways of advertising and promoting than there ever were in the past and so we need to ensure that we are making use of this. We are proposing to market the drink across these platforms. The purpose of the campaign is to advertise the strawberry laces flavoured drink in a way that the target audience can relate to and find interesting, making them want to go and buy it. The adverts need to make them think that the drink is unique and special in comparison to others, rather than just some normal strawberry flavoured drink.
Forms
Form generally is the properties and qualities of a product. The team overall wants to ensure that the drink is eye-catching and approachable at the same time as targeting our specific audience. The campaign includes different advertising media platforms, including the billboard advert, magazine advert and video advert. These platforms are often used within the media industry to advertise as they are extremely successful at doing their job of advertising and therefore increase the sales in products. Any company want their products to be as well known and popular as possible and therefore we believe these different adverts will be the most useful. All the adverts will link together due to their being a colour scheme which will make it more recognisable for the audience. All the adverts have the same phrase within the adverts to make a flow and therefore allow the audience to understand and catch on. The flavour of our drink is strawberry laces and therefore within the adverts we have included strawberry laces so this relates to the taste of the drink as well as making individuals aware f what the drink contains. The main video created is going to be shared on all different social media websites, the main being YouTube. The main reason for this is because social media is the most used and successful platform and therefore and is highly useful when advertising and marking your product. This will help to make the product more well known and sales will increase.
Target Audience
The target audience for any product is highly important. The main target market for our specific product is a retro audience who are around 30 years of age who would drink from these type of cans when they were younger as well as a major audience of teens aged 13-18. For this reason, the adverts must be relatable for both these age groups and showcase the strawberry lace concept in the most effective way possible. This therefore allows us to be flexible when the billboard, magazine advert and the promotional video. Demographically, the products will be aiming for c2-D/E. Individuals aged 30 are usually Skilled manual workers and 13-18 year olds are usually unemployed or casual workers which is why it ranges between those levels. Both audiences will have different opinions on the ideas of things and therefore when the adverts are released, all individuals will react in different ways. The product will stand out to everyone within the target audience due to the brightness of the can and the attractive font used. The 30 year olds will want to have this drink more for memories and feeling as though they are a child again but the 13-18 year olds will be drinking it because they want to try it and because it is a reasonably recognisable can.
Company name/ Logo
Our company name is called "Vision". This name is relevant to an advertising agency because we create advertisement across different platforms and use our expert insights and imagination to create the best promotion possible. We use this expertise to essentially create a vision of how we wish to help other companies promote their products. We visualise the idea of staying consistent across different media platforms and getting across the same message but in different forms.
For example, we can use audio through a tv advert, but imagery through posters and so on. On the right you can see the company logo, which shows our name above the eye, which we used because it is the first and most obvious thing that comes to mind when you think of the word "Vision" and so it makes sense to use an eye to provide more meaning to the company name and something quirky to make sense, despite our real visions for the adverts coming from the mind.
Billboard advert
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A Billboard advert is usually seen very easily on the streets in busy areas. We would like to make this one of our options as one of the components to our advertisement because it will draw a lot of attention to it if it is seen by many. We will have a picture of the drink on the billboard along with some key points about the product that make it unique. Billboards are very large which means any people that are passing by will be able to see the message and detail very clearly, and it will stand out from lots of other adverts that may not be of such big structure.
As you can see here, I have created a potential draft to use for the billboard. On the top right hand corner there is a concept logo for Carter Soft Drinks which tells anyone who is looking at it that it is a product of this business. There is also drafted text that tells you that it is a strawberry flavoured drink and by saying “Re-live your childhood”, it references the fact that one of the audiences we are targeting is a retro audience of people in their 30’s who had these type of drinks as a child.
Genre and conventions of the billboard advert:
Billboard adverts need to have a main image and large text, they need to make the message clear but not in too much detail otherwise it takes too much time to absorb. They are found in high traffic areas so that many passer-byers can see it, but that means there is no way of targeting the specified target audience directly and so most people won't take notice. They include the logo, a good layout, subheadings and a readable font. The genre of the product is soft drinks. Soft drinks genuinely are available in different ways. This could be glass bottles, plastic bottles or cans. Providing drinks in cans helps to prevent limitations from taking place when we are marketing.
Magazine advert
We have also decided that we need to advertise the product in a magazine. This will be done by taking up a whole page of the magazine. This advert, unlike the billboard will explain the product in more detail since a magazine is a type of publication that contains articles and adverts for people to read lots of information on. Whereas Billboards usually show the viewer what is being promoted through one large image and some text. The magazine will still be quite basic (not an article essentially). I think that this form of advertising is important because it can be seen by a lot of the target audience. That being people aged 13-18, and people in their 30’s. Both these age groups are the types of people who would spend money on a magazine.
As we can see on the draft for the magazine advert, I have drawn an image of the drink around the middle of the page which stands out from everything else on the page because it is the part that the viewer sees first. I have then also included information about how it is based on a retro concept that should appeal to the older target audience, whilst informing anyone looking at the advert that this is a new type of drink that hasn’t been thought of before by saying that the company has taken fruit flavoured drinks “to the next level”. The company logo that I have created is in the top right corner, and in the bottom right there is an image of strawberry laces to show that this is the ingredient in which the drink is flavoured with. We want to produce this advert around the same time as the billboard in order for the campaign to be consistent across different platforms at once. For example, if somebody reads a magazine and see’s this, they could easily forget about it. But say they later on drive past a billboard that advertises the same product then it will begin to stick in their mind much more easily.
Video advert treatment:
We are also proposing to make a video advert for this drink. This is because it is a lot more engaging and entertaining. If it is shown on television then it will be seen by lots of people because many house owners have televisions that often get used and so we would hope that the advert would be shown across the country. This is where the idea of “Cross Media” would really come into action because this can be seen electronically a lot more easily. We plan for the video advert to feature group members and it will be set in a forrest. There will be strawberry laces that appear by a bush. This is because strawberry’s grow on bushes and it would be interesting to make the advert comical by having the laces suddenly appear as if it has grown there, and the actor will feel obliged to take it because of how nice it looks, it then gives a hint to the actors that there is something else to find, they then go and hunt for the drink to find it in a tree.
They will then take it and the camera will zoom in on their face to show a close up of them enjoying the drink. Because it is an energy drink, we can film the actor running through the fields as if it has given them a boost of energy.
Genre and conventions of a video ad:
Video adverts can be dramatic to some degree in order to entice the audience into what they're seeing. As well as this, they can include humour which is a very effective method of making the audience enjoy watching the ad and more likely to take in what it is that is being promoted. We should also include surreality, which means something extraordinary or different that wouldn't really occur in real life as it means that the advert has a storyline to it. All of things are elements of an advert that we need to investigate ways that we could put this into our own production. Our advert will have an adventurous/comedy genre to it.
Social media:
We need to also promote the campaign through social media which means creating a Facebook, Twitter, and Instagram page for the company “Carter Soft Drinks” and find ways to put the message across to any followers on there. This is the most modern method of advertising hence why I think we need to do this for Carter Soft Drinks. Another reason that we need to advertise the campaign on social media is because we are targeting young people, who spend a lot of time using these platforms and we would be able to reach them quite easily providing that we can gain a good following for the company and also get lots of shares, retweets and likes. All of those things help more people to see it, and the campaign can go viral quite quickly, which is one of the main goals to this campaign. Images of the poster and billboard can be posted on these platforms, as well as the video. However, to gain a following Carter Soft Drinks need to have regular posts in order to stay active and consistent. For this reason, they should often post about the drink by telling customers where they can go to buy it, how much it costs, what else is going on at the company, competitions and so on. This will help followers to stay engaged and interested. Hashtags need to be used in order to create a way of everyone being able to see the same tweets or posts. Customers who have bought the product can also use the hashtag to spread their thoughts and opinions, and see what others have said about it by searching the hashtag. This helps everyone to connect. There will also be scanning codes available for discounts and so on, encouraging the target audience to buy the product.
Video advert treatment:
We are also proposing to make a video advert for this drink. This is because it is a lot more engaging and entertaining. If it is shown on television then it will be seen by lots of people because many house owners have televisions that often get used and so we would hope that the advert would be shown across the country. This is where the idea of “Cross Media” would really come into action because this can be seen electronically a lot more easily. We plan for the video advert to feature group members and it will be set in a forrest. There will be strawberry laces that appear by a bush. This is because strawberry’s grow on bushes and it would be interesting to make the advert comical by having the laces suddenly appear as if it has grown there, and the actor will feel obliged to take it because of how nice it looks, it then gives a hint to the actors that there is something else to find, they then go and hunt for the drink to find it in a tree.
They will then take it and the camera will zoom in on their face to show a close up of them enjoying the drink. Because it is an energy drink, we can film the actor running through the fields as if it has given them a boost of energy.
Genre and conventions of a video ad:
Video adverts can be dramatic to some degree in order to entice the audience into what they're seeing. As well as this, they can include humour which is a very effective method of making the audience enjoy watching the ad and more likely to take in what it is that is being promoted. We should also include surreality, which means something extraordinary or different that wouldn't really occur in real life as it means that the advert has a storyline to it. All of things are elements of an advert that we need to investigate ways that we could put this into our own production. Our advert will have an adventurous/comedy genre to it.
Social media:
We need to also promote the campaign through social media which means creating a Facebook, Twitter, and Instagram page for the company “Carter Soft Drinks” and find ways to put the message across to any followers on there. This is the most modern method of advertising hence why I think we need to do this for Carter Soft Drinks. Another reason that we need to advertise the campaign on social media is because we are targeting young people, who spend a lot of time using these platforms and we would be able to reach them quite easily providing that we can gain a good following for the company and also get lots of shares, retweets and likes. All of those things help more people to see it, and the campaign can go viral quite quickly, which is one of the main goals to this campaign. Images of the poster and billboard can be posted on these platforms, as well as the video. However, to gain a following Carter Soft Drinks need to have regular posts in order to stay active and consistent. For this reason, they should often post about the drink by telling customers where they can go to buy it, how much it costs, what else is going on at the company, competitions and so on. This will help followers to stay engaged and interested. Hashtags need to be used in order to create a way of everyone being able to see the same tweets or posts. Customers who have bought the product can also use the hashtag to spread their thoughts and opinions, and see what others have said about it by searching the hashtag. This helps everyone to connect. There will also be scanning codes available for discounts and so on, encouraging the target audience to buy the product.
D1: Legal and Ethical constraints for the campaign:
One of the legal issues associated with an advertising campaign is that you can't be misleading with the promotional material. This means saying something false and untrue about what is being advertised, cause disappointment to customers when they pay for it and its not what they expected. It often occurs in advertisement as it is seen as a method of gaining popularity to the product, but is in fact not allowed and can result in being sued or banned and therefore is best to avoid all together. One way that we could be misleading is through stating that the product is healthier than it actually is because we want to encourage more positivity around the drink, but instead we must ensure that we state the truth on sugar levels for example.
One of the other legal issues involved with promotion is that we can't be offensive in any way. This meaning no racism, sexism, or any bad stereotyping. The reason we cannot use this is because it can cause upset to a lot of potential customers of the product, or anyone viewing the advertisement. It can then lead us to being sued and our adverts being banned as a result. There isn't however, any need to use offensive terminology as a way to include humour in our advertising especially since this is for a drink.
One ethical issue that we must consider is about ensuring the adverts honour the norms of social behaviour. For example, we don't want to film the actors behaving anti-socially, even if it just for the sake of a promotional video because it can give viewers the idea that this is acceptable, especially young children who will look at this and absorb what they're seeing in the wrong way. For this reason, we must ensure that we create appropriate content that does not offend our moral sense, and mirrors good behaviour.
Another legal issue that we must ensure that we consider is copyright. We can't use content that belongs to someone else because they can sue as since it is does not belong to us and so all elements of the promotional material need to belong to us. This include images that we use on magazine and billboard ads, royalty free fronts (meaning we have the rights to using them), and our filmed footage which means not taking someone else clips from the internet (Eg Youtube). This is more than do-able because we have the photography and videography equipment available us to create our own content.
The final important legal issue to take into consideration is that we need to create and sign a talent release form for the promotional video ad. This is a document used that allows you permission to distribute the advert on the permission of the talent. It needs to be used as evidence to the rights of others seeing the video if the actors/actresses get cold feet. If they have signed the form, the producers have the right to distribute it. We need to use this because we don't want the same happening to our cast.
MOODBOARD:
This moodpboard presents different products and what we would like ours to look like, the brightness of all these images displays what we would like ours to be like but in the colour RED. Red is the main cool we will be using due to the client requesting it, the liquid of the drink was red as well as the strawberry flavour laces needing to fit in.
SCHEDULES:
RISK ASSESSMENT:
LOCATION RECCE:
MODEL RELEASE FORM
STORYBOARD
Research into competitors
We decided that we will look into drinks companies that make fruit flavoured drinks because of the fact that Phizzwizzard is a strawberry lace flavoured soft drink. The first competitor that we research is Fanta. They're drinks are primarily orange flavoured but also have a number of other flavours available which makes them a very strong competitor. More importantly, it is vital to look into the type of advertisement that they use.
As we can see here the font is in large writing in order for the message to come across clearly, as well as a large image of the actual Fanta drink. The orange background is something in which customers can immediately associate with the drink as it is known for that colour. Fanta is a huge competitor as over the years they have made plenty of products. They started with the original flavour orange that was fix and over the years they have become more successful and have created many more difference flavoured drinks like mango, lemon, lime and grape. Having various different flavours will make them even more popular due to giving the individuals more choice and therefore a variety which will make them come back for more. This therefore makes them a direct competitor due to Fanta giving individuals options of different flavours meaning more choice compared to us as well as Fanta being around for many years meaning more people have an interest in them already.
https://www.youtube.com/watch?v=q3zRCu82lvs
Their video ad is also one to take in mind when using Fanta as a competitor. It contains a group of youths dancing with lots of energy in them which tells the audience that drinking Fanta will give them this boost of energy therefore making customers want to go and buy the drink. For this reason we need a source of motivation within our video advert.
Another competitor who make fruit drinks are a company called Rubicon. As we can see I found this image of one of their posters. It appears to be less detailed than the Fanta advert. For this to be more effective, there should be some text or slogan that acts as a source of encouragement to go and pay for the product. Despite this, the advert brings positive emotions to the target audience because we instantly associate the can and two cartons of the drink with the background which appears to be a sunny and warm beach location. We should take this competitor into consideration because it tells me that our adverts need to be associated with something that causes the target audience to want to go and buy the product.
https://www.youtube.com/watch?v=OcwNfhlWj3o
The video advert that I researched also conveys a similar message of exotic location and focuses on the fruit that the drink is actually flavoured with (Mango). It is also quite a humorous video because of the instruments being played in the what was supposed to be peaceful setting, putting a twist to the narrative of the advert. We should aim to create humour and focus a large part of our video on the food item that our drink is flavoured with.
Research into advert conventions
An advert should be professional and therefore needs to include various different things, in order for this to be the case. The convention of an advert is all the things that create the advert, making it look good and helps to meeker the style and product match.
A convention that would be extremely large to some would be adding a famous individual to the advert. This will be an extremely successful convention as it will make a individual recognise the famous person and make them want to purchase the product due to the celebrity potentially using it, this will then lead to an increase in sales and will also make the product more well known.
Another convention that is highly useful is a slogan. A slogan is a phrase that is short and memorable and is usually used during the advertising of products. Slogan's are there to allow individuals to remember a product as the catchy phrase will keep replaying in their heads. For example, Tesco's slogan is " Every little helps." As well as a phrase catchy music is also usually used as this leads to individuals singing the music and therefore the advert will once again stick in their minds.
Another advertising convention is alliteration. This is useful as it is usually eye catching and therefore sticks in the audiences head due to being catchy. "Death of a Doctor" uses alliteration and this is extremely eye catching for the audience which would then make the quote stick in the audiences minds.
Miss-en-scene is an extremely large convention that includes sound, costume, makeup, lighting, props, set design and hair. These are major parts included in an advert as it helps them to become realistic, professional and therefore ensures theta the individuals and props within the advert link to the product.
All these different things also help to make the advert interesting and prevent individuals from becoming bored.
Adverts can have many conventions depending on what kind of advert they actually are. For example, a billboard advert will often include a bold image of the logo that belongs to the company, a large and easy to read font, bright colours to attract the attention of the consumer, direct address (Eg "You must get this"), and a slogan. Each of these components ensures that a billboard won't go unnoticed by the consumers.
There are also magazine adverts which contain similar components such as the companies logo, easy to read font and often a slogan. Except magazine ads often contain the social media usernames of the company in order to get the consumer more involved with the product. Of course, both billboards and magazine ads will contain an easy to see product shot.
The other type of advert conventions that I researched into were for video ads. These are more complicated than other types of promotion because there is a lot more too them such as a narrative to the advert. What this means is that there is a storyline to the video to ensure that they can keep the consumers attention throughout. The storyline is always to do with the product and aims to make the audience think that it is better than the rest. In video advertisement you would also see a close up product shot, and get some kind of idea as to how it is used. For example, if the advert is promoting a kitchen tool then you will often see clearly how it is used so that the audience are fully informed on how it benefits them. Luckily for us, we are advertising a drink and so we don't need to show too much footage on how the product is used because its very straightforward.
Another convention used on all adverts is the logo. The logo allows the company to be easily recognised by their visual symbol. Consistent exposure then takes place of the brand if these is shared over all different platforms. People can then start to highly recognise the logo and therefore will remember the brand more and more making it more popular. A creative and eye-catching logo can also help to attract more customers to advertisements meaning again more money for the company. The logo of anything makes the brand individual and is therefore highly useful.
Social media is another advertising convention that is extremely crucial if you want to make your product well known. Websites are often used to make your product well known and can be displayed on th internet which will then help the product to be accessed by various consumers on any electrical devise of their choice. The websites should usually state the prices of the different products and will also have different links to other social media platforms that the business is linked with. For example, Instagram, Pintrest, You tube, Snapchat and Facebook. Each of these different platforms are all used by individuals of different ages and will therefore make the product known even quicker.
A website is a final advertising convention example that I will talk about. A website is also a highly useful way to make your product known. This is another convention as it is small and can be placed on any advert for individuals to then want to look at. The website convention is useful as this can be viewed on any electronic device of ones choice which will therefore spread the audience and websites can then also lead to different types of advertisements such as social media advertisements. This therefore means that websites will therefore help to make the product well known in a quicker time.
M2 (U20): Justify the choice of planned components by targeted media sector
The main target audience for the product is adults in their 30’s, however we weren't only targeting those 30 year olds, we were also targeting the teenagers within them. We did research by searching for popular drink commercials, which is where we came across the energy drink advert that was based on Adam and Eve. We did not take on the idea of the Adam and Eve theme however the surroundings in the video inspired us to make our advert in the forest. Something that every teenager has a fond memory of is a treasure hunt of some type of maybe even just the egg hunt during easter. Therefor we decided to take our target audience back to their playful days by making the story line of the video treasure hunting related, where we firstly find the strawberry laces which then inspires us to go hunt every last can of the drink down. This is also justified by the locations that we decided to film at which are locations that adults are likely to visit such as a forrest/park for a walk or a corner shop to grab something quick
There was also another reason that we had decided to use strawberry laces instead of actual strawberry, and that reason had to do with our secondary target audience. Due to our secondary audience being teenagers from this generation, we thought that a sugar sweet would be more appealing to them rather than a strawberry itself, especially when thinking of it in liquid form. We also added social media links directing the viewers to Phizzwizards social media pages, this was a great way to spread the word about the brand due to the amount of teenagers these days who have access to these platforms, and it also gives us a free way of advertising the brand.
Due to billboards being big and in peoples face as it is, we wanted to keep our billboard simple, minimal and as effective as possible whilst relating back to the clients brief. On the top right corner of the billboard we came up with a liquid looking font to link back to the drink itself. We also added a slogan just under the image of the Phizzwizard drink, the slogan reads ‘Relive your childhood!’ which links back to the clients main target audience who are adults within their 30’s. The Slogan relates back to our clients goal which is to send their target audience back in time to their childhood where drinks as such where popular amongst their generation. The justification for using a billboard as one of our planned components is that the media sector that we have targeted is males in their 30's therefor a lot of them are likely to drive which means they can see billboards on the roads in streets which gives them the opportunity to see our product
In order to get as many people as possible to see our product we also decided to put together a magazine advert. This advert would take up a full page in the magazine instead of a small feature in the corner of the page. We decided to keep the same layout as we had used for our billboards as we felt like it was pretty effective to keep it simple, so the audience would simply concentrate on the product and not anything els going on in the picture. However due to it being a magazine we also decided to add a more detailed description of the product to try and make it sound as irresistible as possible. We think it was important to keep it simple as some people like to flip through the pages of a magazine until they find something that looks appealing to them that doesn't have too much complicated text, which is exactly what this advert would be like, and it would also allow the advert to suit our younger target audience that are more interested in the product rather than its details. lastly we see it as a fitting form of media to promote the product on as both our primary and secondary target audiences are likely to purchase a magazine as such. The justification for this is that our targeted media sector commonly read magazines therefore are likely to come across our advert.
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