Planning the adverts

Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief.

All photos in this post are sourced from Google images.

P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief.

Plan

Plan for billboard advert:

For our billboard advert, we had the idea that we are going to make it stand out a lot. Phizzwizzard tastes like strawberry laces and the liquid is a red colour. Because of this the colour scheme for a billboard is going to be of course red mixed with white. This is good as, it fits the connotations of the drink, as also it's bright colour scheme so it stands out and will catch people passing by eyes.

On the billboard, there will be a picture of the drink can, quite big, with a wizard hat on it, accompanied by a floating magic wand shooting out a strawberry lace. The brand name will be underneath with a slogan. This will take up the whole billboard to utilise space. Having all of this standing out, will make the brand stand out and will cause potential customers to identify it easier. This is in line with the brief following the features that were stated in the brief to be included such as a bold billboard ad

Plan for magazine advert:

For our magazine advert, it will take up one A4 page in a magazine, and the entire background of the page will be a bright red. This is because it links with the drink as the liquid is the colour red, and it tastes like strawberry laces which are also red. There will then be a picture of the wizard holding a can of Phizzwizzard in one hand and a wand in the other. The brandname will be underneath with a slogan as well. This advert is cleaver as, the bright colours will make it stand out and catch the readers eye when they're flicking, and the fact a wizard will be on it will confuse them, leading them to want to read he ad, and find out more about the company therefore finding out more about the drink. as requested in the brief we are producing a magazine ad targeting both the retro and younger audience

Plan for video advert:

For our video advert, it will be aimed at both our audiences of 30 year olds, and 13-18 as well. We have decided that in our video, it will have a teacher sitting teaching his class, everyone working looking very bored. Then some magical creature will appear and hand the teacher a can of Phizzwizzard. The teacher will drink it and then transform into our character 'Phizzard'. 80's retro music will then start to play in the background, the teacher will then jump up and pull out his wand. He will start to dance around the room shooting strawberry laces out his wand at the students, turning them into Phizzwizzard cans. At the end he will spin round look at the camera and point the wand saying our slogan 'phizz up your life', then a strawberry lace will shoot into the camera and it will cut to black. This video is aimed at both audiences as the retro music will give the 30 year old nostalgia, making them relate to it, and the whole magical aspect will draw in the younger audience's attention, as it's seen as a 'fun' and engaging ad, not boring. As requested in the brief we are making a video ad relevant to both the target audience members keeping the viewership of both.

Plan for social media advert:

For our social media advert, we will be advertising it over all different platforms of social media. There will be pop-up ads for it on platforms such as Snapchat and Instagram, targeting the younger audiences of 13-18 year olds as these are the platforms they mainly use, as well as advertising on platforms such as Facebook and Twitter, as this is targeted more towards the 30 year olds. We are doing this as the adverts will be pop-up ads, so when our audiences are scrolling through, the ad will pop up, and they will then see it as it will stand out due to the bright colour scheme, making them read it and this is how we will spread our brand awareness. It is very important that we advertise it on all platforms, because this means we will be targeting our primary and secondary target audiences of 30 years olds, and also our 13-18 year olds. The brief stated it wanted a social media presence therefore we are expanding our ad to social media platforms.

Gant chart

moodboard - design plan

Proposal

The overall aims and objectives of the campaign are:

To promote the drink 'Phizzwizzard' to an older and younger target audience. The drinks main focus is the fact that it's strawberry flavoured as well as it being the colour red. The 'Wizard' part of the campaign will also be a big part of the campaign because for the campaign we will be creating a 'Wizard' character of whom will help to promote the drink. The target audience for the campaign will be adults of 30+ and children from the ages of 13-18. These ages were chosen because the can and campaign will appeal to the older target audience and the fact that the drink is a fizzy drink and that it's colourful which will be aimed at the younger target audience. The campaign is aimed at everyone however parts of the campaign will appeal to different people of different ages.

These are the overall aims and objectives for our campaign, to make sure that every part of the campaign is suitable for the target audience as well as give the product some recognition. The campaign will be so widespread that everyone will see it whether through a billboard, magazine, video or even a social media post.

This is the overall target audience for our campaign are 30+ and 13-18, the reason for the two target audiences is because the product will cater to everybody e.g. the fact that the drink is in a can means that it will cater to the older target audience as they love and have grown up with canned drink so it's what they know, and the younger target audience love a fizzy drink that is high in sugar and taste good and so this will interest them.

For the campaign there are going to be several marketing materials, these materials will include a billboard, magazine, video and social media advert. The campaign will include the billboard, magazine and video advert but the social media advert will be planned but won't go into production. Each part of the campaign some similar features however each part will be suited to that specific medium and material, e.g. each part of the campaign will include the 'Phizzwizard' can, strawberries and strawberry laces.

The billboard will have the 'PhizzWizard' can with a wizard's hat on top and a wand with a strawberry lace coming out of it. As well as this there will the 'Grand Phizzard' who is the character that has been created that will be in all of the marketing material. The can and the wizard will appeal to the older target audience while the colours and flavour will appeal to the younger target audience. The billboard will spread awareness of the advert for both the older and younger target audience. The magazine advert is going to consist of the same thing but will appeal more to the older target audience because they will most likely read magazines. The 'Phizzard' will be in the magazine advert and will be advertising the drink in a more mature way because the advert will be featured in a magazine which is aimed at the older target audience.

Next is the video advert, like the other adverts it will feature the drink as well as the 'Wizard' element of the advert. The advert will be about a teacher at work who is bored then they are given the drink by a giant strawberry, after 80's music starts playing and the teacher turns into a 'Wizard' and starts turning the students into 'PhizzWizard' cans. The main focus of the campaign is that it appeals to the older target audience by having a teacher at work as well as the 80's music. The younger target audience will like the character the 'Phizzard' as well as the magic element of the advert, through the advert both target audiences are met. The main focus of the video is going to be the drink but the advert will contain other elements such as; the 'Wizard' and the strawberry aspect which is partly from the brief and partly from the name of the drink.

Finally there is the social media advert, this is going to contain similar aspects to the billboard and magazine but will be adapted to the different social media platforms and the type of content that is posted on those platforms. The adverts will contain the character the 'Grand Phizzard' who will be the main focus of the advert and then the strawberry flavoured drink. The social media advert will really appeal to the two separate target audiences due the fact that both target audiences use social media therefore this is one of the best ways to advertise the drink to as many people as possible.

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

Billboard

For our Billboard advert, we have decided to use the colours red and white for the colour scheme. The drink we have been tsked with advertising is called Phizzwizzard, its a drink only sold in a can with a strawberry lace flavour and red colour. we choose this colour scheme as it is to the point and easy to see how it relates to the drink, and it will stand out on a billboard, and it's easy to see from a distance. Our billboard will have a Phizzwizzard can on the billboard i wil be large and take up a lo of space it will be wearing a wizard hat, next to it a giant floating wand and a strawberry lace firing out of it. below will be the name Phizzwizzard with the slogan 'Phizz up your life' . we aim to make this appealing to the target audiences of 30 year olds and 13-18 we will use the codes and conventions of these audience types by putting themes they relate with visibly in he adverts. The younger audience will be attracted to the theme of fantasy as that is what they will be most interested in. The simplicity helps to make the drink seem a bit more for the mature audience as they will look past the magical theme and see a drink with a retro theme in which they will associate themselves with. This is a convention of advertisements as an aim is to advertise to two different target audiences by following the conventions of an advert for multiple audience types making it a successful advert, that followed the guidelines set out by the brief.

Magazine

For our magazine advert, there will be one full A4 page, and it will have the red and white colour scheme which is the same as the billboard ad keeping consistency throughout the campaign. The magazine ad will have a picture of the character called 'Phizzard' on it which is a wizard in blue robes with a hat and wand in one hand an a wand in the other. It will then have the phizzwizard name and slogan 'phizz up your life' below. The background will be bright red to catch the readers attention especially making it stand out in a magazine. making them second look at the ad. This ad is aimed at both our audiences but mainly at the 30's retro audience as they are more likely to be reading a magazine that is why the magazine ad will emphasis the retro theme while also showing the fantasy theme with the wizard hat. A convention of a magazine ad is to catch the readers attention we do this by making sure it is adapted for a magazine to stand out when flicking through the pages this follows the brief as we have adapted the advertising campaign for each platform.

Video

For our video advert, it will be aimed at both our primary and secondary audiences. We decided that our video will include, a teacher sitting in front of his class looking bored and drained. then a hand will appear and giftt the teacher a can of our drink called Phizzwizzard. He will sip the drink and then transform into the 'Phizzard' who is the character we created. in the background there will be 80s music. the phizzard will then jump up and be energetic with a happy facial expression. He will then start dancing with joy and then pull out a wand and shoot spells at the students and strawberry laces will fly out and turn the students into cans of phizzwizard cans. the ad will end with the phizzwizard spinnign in his office chair and then say the slogan with a can in his hand the slogan is 'phizz up your life'. This video is aimed at both audiences the wizard is there for humor and fantasy theme for the younger audience meeting the conventions as it will keep their attention. The 80s music is there for the retro audience as they will associate the music from their youth making them associate the drink with youthfulness. The convention for a video Ad will be met as we will use the camera to further advertise the drink putting the focus on the brand this is also emphasised in the brief as they asked for a video ad putting the focus on their drink as a video. we will do this by making sure the majority of the shots put the focus on the drink and make it the star of the ad.

Social media

For our social media advert, we are going to use pop up ads on multiple different platforms. for the younger audience we will focus on the fantasy theme on platforms such as instagram and snapchat as there demographic is very similar to ours. Our ads will be bright as they will feel the need to stop and look instead of go past it as it catches their eyes for this we will use the same colour palate as the others. for the older audiance we will focus on the retro theme on the platforms with an older demographic such as Facebook we hope to make the ad stand out so it is shared by the older audiance such as in chat rooms with lots of friends this can also cross promote as we can put in links to our other pages of the link to the video ad. The brief stated they wanted social media presents for this advertising campaign. We made sure that we met the conventions for a social media advertisement making it something that will stand out and attract the target audience for each platform and make sure we adapt the ads for each social media platform as they all have different demographics for the users.

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

Legal issues:

The ASA (Advertising Standards Authority) - Creating an advertisement campaign has a lot of challenges and issues one being meeting the criteria of the ASA these included not making harmful, offensive or misleading content. The importance of this is vital to the success of the advertisements. As the ASA can remove the advert if they are not satisfied that their criteria were met. meaning there is a brand left without adverts which are key to success. However, this is easily avoidable. We will review all of our content down to the smallest detail in order to make sure that it is not harmful towards the target audience especially as children are half of the target audience. We must fact check all of the facts as to not mislead our customers/audiance. And finally we will make sure we do not cause offence to any of the audience and show our brand as socially aware.
Copyright - When using work not created by ourselves but by others we must make sure we have permission to use their intellectual property as if we use it without their permission it is illegal and we could be prosecuted. To avoid this we will make sure all of the content we use is not copyrighted. This is relevant in our video ad as the brands and music we use can be copyrighted by the artist or brand. This can create problems as we may have to rethink the entire campaign and if it already on some platforms it could be taken down and the possibility of being pursued in a legal view consuming lots of time and money.
staff consent - In order to create our advert we require actors and models it is imperative that we make sure everyone included in the campaign is aware and consents to it. our video ad uses a lot of actors we must make sure each and every one of them is consenting as it can cause a speed bump when we get to putting the ad out onto platforms. and they could even cause the end of the campaign however this is easy to avoid by making all actors/models sign a form showing their consent to being included in this campaign.
Location - When in the production stages of our video and take images for our campaign we will need to use locations ad we must make sure we get permission from the relevant authority. As we could be prosecuted for trespassing. Therefore we must make sure to get permission from the council if we are filming in parks or public places. We will film our video in a school named JCoSS so we will be in contact with the relevant people to get permission to film on their premises

Ethical issues:

Diversity - In 2020 this is key so when making our advert we must make sure we include people from all ethnic groups and represent them in a non-steriotypical way. We will make sure it is seen that our product is not aimed at just one ethnic group however it is aimed at everyone and inclusive. we must portray our brad as accepting and with the times as this could lead to people boycotting our product meaning no sales and a pointless advertising campaign. If we do this correctly and showed the inclusivity we have this could increase sales and have a positive impact on the brand meaning lots of people support the brand for our ideals and social awareness.
Inappropriate language - Our advert is aimed at 13-18-year-olds as well as the retro audience, therefore, we must be mindful of the language we use and make sure it is all suitable for the younger audiences as we don't want to lose customers from the language we use. We will make sure it is suitable for the younger audience by asking parents and ensuring no profanity is used and it suitable and acceptable to show to children.
Inclusion of women - When creating an advertising campaign we have to take many things into account one of these is the inclusion of women into our campaign as our target audience is both genders and we want to include both of them. especially as this can create an negative image for our brand and present us as sexist however it is easy to avoid we will make sure to use females in our campaign and present them as strong and independent.
Unhealthiness - We are advertising a fizzy drink therefore we must take into account the effect our drink has on health Therefore we must make it clear if it is healthy or not by providing all of the information in our ads. We must make sure it is all exact as the ASA can see it as misleading. Especally if our drink is for younger audiences it is important we advertise it as what it is if parents are going to buy it for their children. however we will make sure we put all the information onto the ad to show our audience the facts about our drink.

P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.

Advert conventions:

Bilboard

To create a good Billboard advert, some of the conventions it must include are the following: a slogan/catch phrase and a good colour scheme. An example of a good billboard would be to use Coca Cola. Their signature red and white colour scheme makes all their adverts stand out because of both the use of bright colours to catch peoples eyes, and also when people see this colour scheme, they think Coca Cola. Their slogan "taste the feeling" is Coca Cola's slogan which they use in lots of their adverts. Over the years, the fact that the company has grown so much using this slogan, means that the slogan is very well known, so if Coke made an ad with just the slogan, people would know that it's a Coke advert. This convention is good because, a brands slogan is what can identify them to consumers, making them more well known.

Magazine

For a good magazine advert, some of the conventions needed are the following: appropriate font, eye catching and brand identity. When making a magazine advert, the advert needs to be eye catching, otherwise the readers flicking through the magazine will just flick past the advert. To achieve this, you should use a bright colour scheme, and also an appropriate font, for example using bold text to make it stand out. Both of these will catch the readers eye, making them stop flicking and read the advert. However, when the readers stops to read it, it's important to show brand identity, for example the company name and logo. This is important as it will inform the reader of what the brand is straight away, so they don't have to wrk it out for themselves, as this could make them lose interest, and if it's a famous brand, they will be able to identify this and will them become even more intrigued by the advert.

Video

In order to create a successful video advert, some of the conventions needed are the following: characters and storyline. When making a video advert, it's extremely important to have a good storyline and a good choice of characters. Your video must have a good storyline because it needs to make sense to the viewers and make it clear what's being advertised, but also interesting and entertaining, otherwise they will get bored and either skip the ad, or not be interested in the product. The video must also have a good choice of characters because you want your target audiences watching it to be able to relate with the characters as this will lead them to be more interested in the ad and buying the product.

Competitors:

Our product Phizzwizzard is a fizzy drink which tastes like strawberry laces. In the fizzy drink market, there are lots of competitors for us. Some of the following are:

In the fizzy drinks market, Coca Cola dominates it. This is a problem for Phizzwizzard as they are our biggest competitor. Coca Cola uses a red and white colour scheme, which is very similar to ours, which is a problem because, when people see our billboards, their initial thoughts could be that it's Coca Cola. Our aim for our product is that it will become as popular as Coca Cola, if not more. Our drink is different to Coke which is why they aren't as big of a threat as they would be if they made strawberry laces drinks as well, but they are a competitor because of how much epos love their drink. This is why all our adverts are extremely important as our billboards will have Phizzwizzard in bold to show instantly it's our product, and our magazine and video ads will be eye catching to spread our brand awareness, hopefully making us as well known as Coke.

Another competitor for us is Fanta. Fanta is primary an orange flavoured fizzy drink, but over the years they have expanded their favours. Fanta is also well known in the fizzy drinks market and people love it, however you can clearly see the difference in our product, unlike Coca Cola. This is because of Fanta's orange, white and blue colour scheme, which is extremely different to our red and white one, making us stand out from them. They're still a huge competitor because of how popular they are, but not as much of a threat as Coca Cola are.

Model and location release forms:

Location recce:
This is the document contaning all information about locations

Risk assessment:

This is showing all risks we face while making our advertisement

What is the risk?	How likely is the risk?	What are the consequences?	How to overcome the risk?
The risk is filming in a place that is public and so guidelines will need to be taken into account when filming.	Extremely likely	The consequences of this would be that government guidelines are met then this could cause serious issues and action would need to be taken.	The risk can be overcome by making sure that precautions are taken and also the guidelines need to be met in order to make sure that the shoot is safe.
Another risk would be that the when trying to get the correct setting e.g. an office space, to try and get an unused office space that is safe to film in would be very difficult.	Extremely likely	The consequences are that the shoot would have to be in a makeshift office space and so the footage would have to be edited so that it would be like an office.	The risk can be overcome by getting a room as close to an office space and maybe editing the footage to make it look like an office.
A risk would be that the equipment needed can’t be attained e.g. camera, shoot, props, costume etc.	Unlikely	The consequence of this would be that we would have to compromise and think of other ways to make the shoot work.	The risk can be overcome by making a plan so that everyone knows where to be when and with what. This can also be a call sheet which is the same but specific to shooting film.
If the weather conditions aren’t the best then this can affect the shoot by making noise, causing unnecessary lighting, or even damaging equipment making it difficult to shoot	Likely	The consequences of this risk would be that the shoot would have to be done either at a different time or on a different day due to the weather.	This risk can be overcome by checking the weather regularly and so the if the weather isn’t good then the shoot needs to be moved later in the day or another day.