P2 - Create a plan for a cross media advertising
campaignin response to the client brief
P3: Create a pre-production plan for the media components in the the
planned advertising campaign
Out of all of the options, I have chosen to goal with brief 2 which is called the envirobox. I chose this idea
because the product is going to be used to protect the environment from pollution and over use of plastic.
The idea of the product is to create a lunchbox that is more durable and more recyclable for the public to
use. One of the reasons why I chose to use this brief is because they give 10% profit to the costal charity
which is called "Clean up Coast", it also helps towards making the viral campaigns in support of this charity,
and leaves more to talk about.
KIA Eco Car
because the product is going to be used to protect the environment from pollution and over use of plastic.
The idea of the product is to create a lunchbox that is more durable and more recyclable for the public to
use. One of the reasons why I chose to use this brief is because they give 10% profit to the costal charity
which is called "Clean up Coast", it also helps towards making the viral campaigns in support of this charity,
and leaves more to talk about.
KIA Eco Car
This advertisement from KIA shows how they have made a car that is eco-friendly as the person shown in
the ad is a worldwide activist that fights for rights and justice around the world and a celebrity known to
many people around the US. The message of this advertisement is to show that the new car made by KIA is
eco-friendly as the car has very low carbon emissions and therefore the modern use of this car's technology
is more helpful to the environment. What I like about this advert is how they use mostly comedy which is
something I could try and use for my advert, although I will have to rely on simple production methods as
the production level of this advert is high, and their primary way of comedy is sketch through the use of CGI.
Also the use of a celebrity in the advert as themselves, this would be highly inspirational to do, but it would be
very beneficial for the advert.
ZERO electric motocycle company
This product is made by ZERO motorcycles, just above a video of their adverts. The company makes electric
motorcycles unlike other motorcycles automotive companies. In their advert they promote how the motorcycle
is better both for the environment and the buyer. For example the advert has a unknown person who appears
to own one of the products and explains that the rider would save money as the motorcycle is is electric and
no carbon footprint. Also the motorcycle doesn’t need any maintenance or oil change.
Unlike the previous advert I looked at, this one is more informative about the technology being used in the
motorcycle. For my advert, I will take in account the amount of information that an advert for a startup
company should have.
My product will be mainly targeted to people from the age of 8-30 as the product will be made to replace
the current use of plastic lunch boxes, in order to achieve this, I intend of making the lunch box have a more
distling fashionable, fun and friendly while still being suitable for people for all ages. In terms of class I would
be aiming for people who are from C and D as these are people who pack lunch for work who would be
working class and those who are unemployed who perhaps are students, they would use the lunch box for
school. The design will be in different colours so that people can't pick their own preference.
For the advertisement campaign, i will be using colours like green, blue and yellow because this are colours
you would see moore in nature. I want the advertisement to be related to the nature as it is eco friendly.
Similarly to the ZERO motorcycle adverts, I will be informing the audience about the impact the Envirobox
has on the environment including wildlife and so. My method of advertising will for the Envirobox have its
own advertisement with a simple explanation video on Youtube, the production of the advert will be on 2d
virtual moving drawings. I will also post this advert on Social medias and notify vegan and activist communities
about the lunch box. When marketing it, I would sell it online on Amazon along with a 100% recyclable approval.
the current use of plastic lunch boxes, in order to achieve this, I intend of making the lunch box have a more
distling fashionable, fun and friendly while still being suitable for people for all ages. In terms of class I would
be aiming for people who are from C and D as these are people who pack lunch for work who would be
working class and those who are unemployed who perhaps are students, they would use the lunch box for
school. The design will be in different colours so that people can't pick their own preference.
For the advertisement campaign, i will be using colours like green, blue and yellow because this are colours
you would see moore in nature. I want the advertisement to be related to the nature as it is eco friendly.
Similarly to the ZERO motorcycle adverts, I will be informing the audience about the impact the Envirobox
has on the environment including wildlife and so. My method of advertising will for the Envirobox have its
own advertisement with a simple explanation video on Youtube, the production of the advert will be on 2d
virtual moving drawings. I will also post this advert on Social medias and notify vegan and activist communities
about the lunch box. When marketing it, I would sell it online on Amazon along with a 100% recyclable approval.
Mood Board
Spider Diagram
GANTT CHART
For the Gantt chart, it won't take too long to make as I am to make it simplistic and have a realistic grasp of my own capabilities.
Story Board
Flat plan of the flyer
The flyer will be have this layout and be fool of pictures and informations. I don't intend to put too much information as large amounts of text can be unappealing to a younger audience. The fliey will be colourful and have a simple and rememberable logo.
Presentation
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Above shows two videos of me giving a presentation.
As it can be seen in the poster advertising Giorgio Armani's fragrance, there are many convention shown such as the model, font, background, seize difference and use of colours. To begin with, the font style used in Giorgio Armani's poster resembles their logo, therefore the font is more of a trademark to represents all of the companies selling products.The target audience for this product would most likely be people ranging from the demographic of ABC1, this is because of its price and where the product is most known. The font style of this company tries to represent itself as a very high class and reputable company.
For the model they used a very famous actress from Australia, Giorgio Armani would select this actress for her famous put Giorgio Armani would select this actress for her famous performances and her elegancy as a celebrity. Using this actress would help the company better reflect for who these products are intended for.
In this poster, there is a display of different sizes of images. For example the model or actress appears much larger than both the title and the product. The reason for this is because when the audience sees this advert, their eyes divert directly to the model, once they see the model they will automatically remember for what she’s known for. Once they see the model they will associate the perfume with tomorrow herself as it appears smaller on the poster. The title on the poster wouldn’t be considered small but yet It is not large enough to be the first thing the audience looks at.
When looking at the poster for the first time, the first thing you notice is the model. This is also due to the use of colour and shade in the poster, the model on the poster appears very bright in a combination of the colour white and gold, instead in the background It appears black with some dust that is meant to be as gold. The difference in colour is diverts your attention from the surroundings to the logo, the model and the fragrance. This colour difference helps the audience know what to focus on and pay better attention.
Lastly, at the bottom of the poster it shows small text saying elegance is an art, this is used to emphasise on the message that the poster has been trying to give the audience.
To the right of the original Georgio Armani poster, there is my own poster which is based on the original as can be seen by the multiple similarities such as the positioning of the model, product and title. The font style and the colour differentiation.
For the model they used a very famous actress from Australia, Giorgio Armani would select this actress for her famous put Giorgio Armani would select this actress for her famous performances and her elegancy as a celebrity. Using this actress would help the company better reflect for who these products are intended for.
In this poster, there is a display of different sizes of images. For example the model or actress appears much larger than both the title and the product. The reason for this is because when the audience sees this advert, their eyes divert directly to the model, once they see the model they will automatically remember for what she’s known for. Once they see the model they will associate the perfume with tomorrow herself as it appears smaller on the poster. The title on the poster wouldn’t be considered small but yet It is not large enough to be the first thing the audience looks at.
When looking at the poster for the first time, the first thing you notice is the model. This is also due to the use of colour and shade in the poster, the model on the poster appears very bright in a combination of the colour white and gold, instead in the background It appears black with some dust that is meant to be as gold. The difference in colour is diverts your attention from the surroundings to the logo, the model and the fragrance. This colour difference helps the audience know what to focus on and pay better attention.
Lastly, at the bottom of the poster it shows small text saying elegance is an art, this is used to emphasise on the message that the poster has been trying to give the audience.
To the right of the original Georgio Armani poster, there is my own poster which is based on the original as can be seen by the multiple similarities such as the positioning of the model, product and title. The font style and the colour differentiation.
M2 - Justify the choice of the planned components by targeted media sector
Once I read the brief, it expresses that a newspaper advert is essential for the product in order to have a larger audience reach. I plan on producing an advert that will appear at the end of the page, it will have a different colour from the newspaper to avoid confusion and to ensure that the advert appears distinctive from others articles and adverts. The colours will resemble those that can be found in nature such as green and brown, this is because I would like the audience to associate my product with nature as my product is supposed to be environmentally friendly. As can be seen in the mood board, it shows the kind of idea I have for this product such as people being happy as nature such as the forests and oceans are clean with the help of Envirobox. To ensure that my advertisement would reach my intended audience, I will be using newspaper advertising as it is very likely for the audience to receive the advert as it targets those between the ages of 18-60 year olds.
Handing out flyers will also add another component when advertising my product. To ensure success when advertising my products by using flyers, I will need the design of these flyers to be eye-catching as nowadays flyers are quite unpopular with the public. I will do this by printing my flyer in A5 size and having a colourful design that relates to nature using colours such as brown blue or green. As these flyers will need to be distributed in different areas, I will be selecting areas where there is a higher concentration of ABC1 consumers, this will increase the likelihood of my product reaching my target audience. ABC1 consumers can be found in large shopping centres where is also easy to hire someone to distribute the flyers.
Making an audiovisual promotional video to advertise my product will be necessary as that is a convention that is followed by many companies today. This promotional video needs to be short and punchy for the audience as we don't want to lose their interest and patience, an example of this is when companies make an advert short enough to fit in Tv schedules, the adverts can last from a range 10 seconds to 45 seconds. For my advert, I will be showing the product being used by an actor while there is a voice-over telling the audience facts about the product such as its durability and easy to use for the public. This advert can be distributed in many different websites such as YouTube, Facebook and Instagram for a little to no money, with the large audience present on these platforms with the recommendation advert setting, this is a great way to distribute my product to my target audience. The applicant also is shared using these websites which may help distribute on a larger base the advert. Uploading this video will be in a High-quality format but not high enough for the audience to struggle to watch the video.
Handing out flyers will also add another component when advertising my product. To ensure success when advertising my products by using flyers, I will need the design of these flyers to be eye-catching as nowadays flyers are quite unpopular with the public. I will do this by printing my flyer in A5 size and having a colourful design that relates to nature using colours such as brown blue or green. As these flyers will need to be distributed in different areas, I will be selecting areas where there is a higher concentration of ABC1 consumers, this will increase the likelihood of my product reaching my target audience. ABC1 consumers can be found in large shopping centres where is also easy to hire someone to distribute the flyers.
Making an audiovisual promotional video to advertise my product will be necessary as that is a convention that is followed by many companies today. This promotional video needs to be short and punchy for the audience as we don't want to lose their interest and patience, an example of this is when companies make an advert short enough to fit in Tv schedules, the adverts can last from a range 10 seconds to 45 seconds. For my advert, I will be showing the product being used by an actor while there is a voice-over telling the audience facts about the product such as its durability and easy to use for the public. This advert can be distributed in many different websites such as YouTube, Facebook and Instagram for a little to no money, with the large audience present on these platforms with the recommendation advert setting, this is a great way to distribute my product to my target audience. The applicant also is shared using these websites which may help distribute on a larger base the advert. Uploading this video will be in a High-quality format but not high enough for the audience to struggle to watch the video.
D1: Discuss the legal and the ethical issues applicable to your planned advertising campaign. The evidence could be presented as a written report or slide presentation with recorded voice over.
Who is the ASA?
Advertising Standards Authority (ASA) is an independent advertisement regulator in the UK. They are responsible for making sure that all ads across the UK media stick to the advertising rules.
Funding
As the ASA is independent meaning they are not government funded, they receive their funding by a voluntary levy, which means they charge a certain percentage of what an advertiser pays to have their advert advertised, the levy cost 0.1%. They also receive a small income from the seminars and premium industry advice service they charge for the public. The Advertisement Codes are the rules that require advertisers to hold evidence to prove the claims that they make before they are published or aired. Advertisers are expected to follow the rules when creating their ad campaigns.
Complaints
The ASA responds to concerns and complaints from consumers and businesses and takes action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints they monitor ads to check they are following the rules. The ASA has also conducted research to test public opinion and identify where we need to take action to protect consumers. Last year the ASA resolved over 29,000 complaints relating to just under 16,000 ads. As a result of that work, 4,584 ads were either changed or removed. 97% of the complaints received last year were from members of the public. 72% of them concerned with potentially misleading ads. The advertisement code was written by the sister company CAP (Committee of Advertising Practice).
Non-Broadcast Code and Broadcast Code Rule Book
For their codes and classifications, the ASA has the Advertisement Codes which cover two different codes which are the Non-Broadcast Code and the Broadcast code.
Non-Broadcast Code Rule Book
In the non-broadcast code rule book, they seem to have hundreds of rules that must be followed by all advertisers. I will only add the most important rules.
1 Compliance
Marketing communications should be legal, decent, honest and truthful.
2 Recognition Of Marketing Communications
Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them "advertisement feature”.
3 Misleading Advertising
- Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
4 Harms and Offence
- Marketing communications must not contain anything that is likely to cause serious or widespread offense. Particular care must be taken to avoid causing offense on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product, and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
5 Children
Marketing communications addressed to, targeted directly at or featuring children must contain nothing that is likely to result in their physical, mental or moral harm
6 Privacy
Members of the royal family should not normally be shown or mentioned in a marketing communication without their prior permission but an incidental reference unconnected with the advertised product, or a reference to material such as a book, article or film about a member of the royal family, may be acceptable.
Advertising Standards Authority (ASA) is an independent advertisement regulator in the UK. They are responsible for making sure that all ads across the UK media stick to the advertising rules.
Funding
As the ASA is independent meaning they are not government funded, they receive their funding by a voluntary levy, which means they charge a certain percentage of what an advertiser pays to have their advert advertised, the levy cost 0.1%. They also receive a small income from the seminars and premium industry advice service they charge for the public. The Advertisement Codes are the rules that require advertisers to hold evidence to prove the claims that they make before they are published or aired. Advertisers are expected to follow the rules when creating their ad campaigns.
Complaints
The ASA responds to concerns and complaints from consumers and businesses and takes action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints they monitor ads to check they are following the rules. The ASA has also conducted research to test public opinion and identify where we need to take action to protect consumers. Last year the ASA resolved over 29,000 complaints relating to just under 16,000 ads. As a result of that work, 4,584 ads were either changed or removed. 97% of the complaints received last year were from members of the public. 72% of them concerned with potentially misleading ads. The advertisement code was written by the sister company CAP (Committee of Advertising Practice).
Non-Broadcast Code and Broadcast Code Rule Book
For their codes and classifications, the ASA has the Advertisement Codes which cover two different codes which are the Non-Broadcast Code and the Broadcast code.
Non-Broadcast Code Rule Book
In the non-broadcast code rule book, they seem to have hundreds of rules that must be followed by all advertisers. I will only add the most important rules.
1 Compliance
Marketing communications should be legal, decent, honest and truthful.
2 Recognition Of Marketing Communications
Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them "advertisement feature”.
3 Misleading Advertising
- Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
4 Harms and Offence
- Marketing communications must not contain anything that is likely to cause serious or widespread offense. Particular care must be taken to avoid causing offense on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product, and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
5 Children
Marketing communications addressed to, targeted directly at or featuring children must contain nothing that is likely to result in their physical, mental or moral harm
6 Privacy
Members of the royal family should not normally be shown or mentioned in a marketing communication without their prior permission but an incidental reference unconnected with the advertised product, or a reference to material such as a book, article or film about a member of the royal family, may be acceptable.
Broadcast Code Rule Book
1 Compliance
- Advertisements must comply with the law and broadcasters must make that a condition of acceptance.
2 Recognition of Advertising
Advertisements must be obviously distinguishable from editorial content, especially if they use a situation, performance or style reminiscent of editorial content, to prevent the audience from being confused between the two. The audience should quickly recognise the message as an advertisement.
3 Misleading Advertising
Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
4 Harm and Offence
Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.
Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.
5 Children
Advertisements must not condone, encourage or unreasonably feature behaviour that could be dangerous for children to emulate. Advertisements must not implicitly or explicitly discredit established safety guidelines. Advertisements must not condone, encourage or feature children going off alone or with strangers.
7 Politics and Controversial matters
- Advertising that contravenes the prohibition on political advertising set out below must not be included in television or radio services:
Banned Advert
The Advertising Standards Authority banned an Arla advert 2017 for organic milk, saying it was “misleading”.The Arla advert was misleading to the ASA because the company had claimed that the milk was made sustainably, the ASA then looked into the production of the milk as ended saying it was not sustainable, therefore the ad would be banned.
Controversial Advert not banned
In this advert (“Blind Footballer” by Paddy Power 2010) there were a couple of football players playing blind football, during their practice game, the ball with a bell inside rolls of the field. In that exact moment, a cat with a bell runs in the opposite directs confusing the players into thinking the cat is the ball. A football player kicks the cat and the cat goes flying. This advert was widely criticised because it apparently made fun of blind people and encouraged animal cruelty. This ad was not banned, the ASA ended saying “In our investigation in 2010, we judged the ad had not broken the rules. We noted the ad didn’t show any of the footballers making direct contact with the cat and the animal was shown unharmed at the end of the ad. We also noted the ad was prohibited from appearing in and around children’s programmes. Furthermore, the ad featured and was supported by, members of the England Blind Football Team. We concluded that the majority of viewers would see the ad as humorous and not humiliating or undermining to blind people.
It is good for the general public because it provides rules to ensure the safety of those who are watching. The media is regulated daily well because of the wide variety of media covered.
It can be bad because there are still some loopholes in the rule book that many adverts can take advantage of resulting into the ad I previously said, and it limits the creativity of the writers and directors when making an advert.
1 Compliance
- Advertisements must comply with the law and broadcasters must make that a condition of acceptance.
2 Recognition of Advertising
Advertisements must be obviously distinguishable from editorial content, especially if they use a situation, performance or style reminiscent of editorial content, to prevent the audience from being confused between the two. The audience should quickly recognise the message as an advertisement.
3 Misleading Advertising
Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
4 Harm and Offence
Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.
Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.
5 Children
Advertisements must not condone, encourage or unreasonably feature behaviour that could be dangerous for children to emulate. Advertisements must not implicitly or explicitly discredit established safety guidelines. Advertisements must not condone, encourage or feature children going off alone or with strangers.
7 Politics and Controversial matters
- Advertising that contravenes the prohibition on political advertising set out below must not be included in television or radio services:
Banned Advert
The Advertising Standards Authority banned an Arla advert 2017 for organic milk, saying it was “misleading”.The Arla advert was misleading to the ASA because the company had claimed that the milk was made sustainably, the ASA then looked into the production of the milk as ended saying it was not sustainable, therefore the ad would be banned.
Controversial Advert not banned
In this advert (“Blind Footballer” by Paddy Power 2010) there were a couple of football players playing blind football, during their practice game, the ball with a bell inside rolls of the field. In that exact moment, a cat with a bell runs in the opposite directs confusing the players into thinking the cat is the ball. A football player kicks the cat and the cat goes flying. This advert was widely criticised because it apparently made fun of blind people and encouraged animal cruelty. This ad was not banned, the ASA ended saying “In our investigation in 2010, we judged the ad had not broken the rules. We noted the ad didn’t show any of the footballers making direct contact with the cat and the animal was shown unharmed at the end of the ad. We also noted the ad was prohibited from appearing in and around children’s programmes. Furthermore, the ad featured and was supported by, members of the England Blind Football Team. We concluded that the majority of viewers would see the ad as humorous and not humiliating or undermining to blind people.
It is good for the general public because it provides rules to ensure the safety of those who are watching. The media is regulated daily well because of the wide variety of media covered.
It can be bad because there are still some loopholes in the rule book that many adverts can take advantage of resulting into the ad I previously said, and it limits the creativity of the writers and directors when making an advert.
Discuss the legal and ethical issues applicable to your planned advertising campaign.
For my product, the ethical and legal issues that could apply are for example the use of logos and music in the advert. This could affect the advert because I don't want to have any implications, I will be using music and sounds that I have a right to use either by copyright or because it is made by me. Logos can be sorted if I make sure not to show any on the advert and anyone that should not be shown in the advert as I will most likely not have a right to it.
The invention of the product needs to be authentic as if it is similar to another product I could be held for copyright.
The ethical issues that my product could affect are for example if my advert was seen to be offensive by a certain audience. To prevent this I will be making sure the advert's script is informational and no subjections towards any people.
I will be using music and sounds that I have a right to use either by copyright or because it is made by me. Logos can be sorted if I make sure not to show any on the advert and anyone that that has been included in the advert will be signing a form to cover legal rights and authority.
To prevent the advert from being offensive or inappropriate I will be making sure the advert's script is informational and the video has no subjections towards any people.
We need this in order to distribute our advert across different media and to be effective as possible to the largest audience possible. It will be benefiting our business, the distribution of the advert, the product and the company who made the product.
The invention of the product needs to be authentic as if it is similar to another product I could be held for copyright.
The ethical issues that my product could affect are for example if my advert was seen to be offensive by a certain audience. To prevent this I will be making sure the advert's script is informational and no subjections towards any people.
I will be using music and sounds that I have a right to use either by copyright or because it is made by me. Logos can be sorted if I make sure not to show any on the advert and anyone that that has been included in the advert will be signing a form to cover legal rights and authority.
To prevent the advert from being offensive or inappropriate I will be making sure the advert's script is informational and the video has no subjections towards any people.
We need this in order to distribute our advert across different media and to be effective as possible to the largest audience possible. It will be benefiting our business, the distribution of the advert, the product and the company who made the product.