P2 Evaluate the Brief

What is the Brief and what are the Aims and Objectives of it?

 My brief is to create an advertising campaign to promote my TV show that was pitched in the last unit. It must be cross media (some traditional media, some digital media) for the TV show that I pitched in the last unit. It needs to comply with all regulations (ASA, BCAP) and complies with the conventions of individual media e.g radio must have a voice-over and sound effects and a tv show must include short bursts of footage from the show itself with intermittent titles saying when the show is going to air. Since it is going to be viewed on BBC 3, I need to establish why BBC 3 and how it's going to stand out against Netflix, its greatest competitor. 

What drama series will you be advertising and what are the key things that are likely to appeal to the target audience? 

I am advertising Face the Past which is aimed at a 15-25 age demographic. As shown by my primary research post from my Unit 21 Plan and Pitch unit of which the full post is linked here, it demonstrates that the majority of people watch shows for both the characters and the narrative. As for the genre and themes more widely, I found that people want a show about a criminal underworld and mental health.

'I mention my target audience for my tv show in depth in my Proposal for my tv show which is linked here. I explain that the demographics for my target audience would be people between 15-21, and are primarily of a male demographic as looking at the audience surveys, it shows that a larger male audience would enjoy the crime aspect more than other genders, possibly this may be because of the violence or themes, but females and non-binary people might also like the show as the audience research wasn’t only males, there was also a high amount of non-males interested in crime shows.

As some of the characters will be representative of different sexualities, this might hopefully attract the LGBTQ+ community to the show as is not going to queerbait like other shows have in the past such as Riverdale.

My target audience would be interested in crime shows, mystery and possibly comedy as my show is going to occasionally have some comedic aspects so the tone doesn’t stay too depressing. Additionally, although education level isn’t a large factor in the viewership, since the characters will be attending a college, my target audience is people who are currently attending full time education, either a college, an apprenticeship, or an university to be able to have the personal identity of the audience pleasures and relate to the characters and so that they would be of a similar age to the characters.'

Taking this on board, the campaign would feature heavily on social media (primarily instagram, twitter, snapchat- specifically stories-) as 15-21 yr olds now stream more than watch tv with the family. Social media would be the most easily accessible method as then anyone can view it and follow along if they show an interest. 

What can you do to work out exactly who the target audience of your show is going to be? think about what research you could carry out and how you will conduct it.

As well as conducting an audience survey about what shows they like to watch, I also asked a focus group for their opinions. here

Secondary Advertising:

blog.hootsuite.com says that, 'Activity and engagement is crucial for every social platform to build a positive brand experience, and develop meaningful relationships with new and potential future customers.

Social media engagement is measured by a range of metrics that could include the following:'

• Shares or retweets
• Comments
• Likes
• Followers and audience growth
• Click-throughs
• Mentions (either tagged or untagged)
• Using branded hashtags

It says that we have to know our target audience, know what engages them and what is more of a miss. You then can tailor your posts with the target audience in mind, with fonts, type of content type of voice, and when to post. (If your target audience are students, then you might want to post at night because its unlikely that they'll be on their phones during school hours- or shouldn't be, anyway). 

Staying topical is also a good idea, talk about and engage with things that your target audience are also interested in, try to have a voice. Not taking yourself too seriously is another things- try to engage with the meme culture of today. Add in a human touch, a sign off to show that you're not only part of the capitalist corporation world take-over. Answer questions, try to be open about the team, show actors doing everyday things.

M1 Evaluate different cross media advertising campaigns for consistency of message

 

https://drive.google.com/file/d/1oXsLBKwvbnE-QFhtLslSNDIsbkN061eC/view?usp=sharing

More advertising- celebrity endorsements and shock marketing

WHAT IS THE PURPOSE OF CELEBRITY ENDORSEMENT?

• TARGET DEMOGRAPHIC - CLASS, GENDER, AGE ETC.
• GEOGRAPHICS - GEOGRAPHICAL STATUS
• PSYCHOGRAPHICS - PERSONALITY, LIFESTYLE, VALUES ETC.

HISTORY OF CELEBRITY ENDORSEMENT

• 1950s DORIS DAY HARVESTER ROAD ROLLING EQUIPMENT
• 1970S COKE ADVERT WITH PEPSI CHALLENGE (1975) ADVERT 1979 JOE GREENE
• 1980S CO-BRANDING MICHAEL JORDAN NIKES (1984) AIR JORDANS - MORE HANDS-ON APPROACH FROM THE CELEBRITY
• 1990S RISE OF TECHNOLOGY AND NICHE MARKETING SHAPED ADVERTISING - A TRIBE CALLED QUEST AND SPRITE
• 2000S INFLUENCER MARKETING - RUNNING DIALOGUE, MORE INTERACTIONS (ZOELLA, KSI, LIZA KOSHY) 

An example of a celebrity endorsement is for the Armani Code advert which they've used Ryan Reynolds. This advert must've worked because I remember his endorsement and this advert because of it. Ryan Reynolds is a well-known film star and has a lot of fans worldwide because of it. The aim of the advert is to sell aftershave/perfume and it succeeded, having just under 4 million views on youtube.

An example of influencer marketing is:

SHOCK ADVERTISING 

P1 Describe an existing media advertising campaign

The advertising campaign I have chosen is: Aldi's Christmas 'Kevin the carrot'.

Aims and objectives: To advertise Aldi's new Christmas food range. They're launching a whole new series of products (at a cheap price which is typical of Aldi) and are using this character to make people check it out. 

Target Audience:

Demographics: It doesn't appeal to one ethic group/race as the adverts tend to be very representative of different cultures and within this advertising campaign, the main 'character' is a cartoon carrot who is definitely just a carrot and isn't depicted as a specific race. According to yougov (see below), Aldi is most popular with Millennials and Baby Boomers (Age 25-60) as well as more popular with women. Aldi targets these social grades: C1, C2 and D because Aldi specialises in providing items (food, drink, clothing, decorations etc...) of really good quality at a lower price. Aldi also appeals to young families for this exact same reason.

Psychographics: According to the different types of psychographics, people who shop at Aldi are typically Strugglers, Mainstreamers or Explorers.

Geographics: There are more than 5,000 Aldi stores in the whole UK. 

Slogan: "There's nothing quite like Christmas." and "Wishing you a very merry award-winning Christmas." These are both unique to the campaign and are heavily Christmas themed with 'Christmas' being right at the end of both slogans on the website to really drill the message in. 

Key Messages: In the advert, it focuses on the family side of Christmas because it centres around Kevin getting home for Christmas to eat with his family. The message could be that Aldi is perfect for a family Christmas and a Christmas wouldn't be the same without it. 

Approach: Iconography of Kevin The Carrot because everyone knows who Kevin is from last years advert (which was based on The Greatest Showman).

Call to Action: There isn't a call to action in this advert as it's just raising awareness for the Christmas range of products.

Representation: Stereotypical depiction of Santa Claus, represents a family unit so isn't representative of people who don't have a stable family. 

Campaign Logistics: This campaign uses the bursting/flight model as the Aldi advert 'burst' onto the scene all at once and is shown on irregular intervals on tv. There is very heavy marketing for this campaign as it is everywhere and Aldi wants to show the quality of its Christmas products. After Christmas, this advert will stop and the adverts will become less regular.

Choice of Media: This advert is a TV advert. Along with this, however, there are also Kevin the Carrot children's toys. The campaign also follows onto the store's website where Kevin is put everywhere, especially on the Christmas selection. Since it targets families and people between the ages of 25-60, these people 

Relevant Legal and Ethical Issues: In this advert, the use of other film and TV references are used so there will be the issue of copyright infringement (The film E.T) so there would be legal issues to use this within the advert. The advert is relatively truthful as it doesn't spread lies about the quality of the products. The advert is unaggressive and looking at the CAP and BCAP, there aren't any issues because the advert is 'legal, decent, honest and truthful'.

But because this is a food product, there are special regulations that have to be included within the advert and approved; the product can not be misleading or promise various health benefits that it can't deliver on. (see below).

CAP and BCAP: The CAP and BCAP Codes are the UK’s advertising rules for agencies, advertisers and media owners. CAP stands for Committee of Advertising Practice and BCAP is the Broadcasting equivalent. BACP covers on TV, Radio and online advertisements and the CAP Code covers everything else including online banner ads, paid for search listings, email, text messages, brochures, catalogues, posters and so on. Both codes are designed to ensure that marketing communications are legal, decent, honest and truthful. The Codes are policed by the Advertising Standard Authority (ASA). The Codes are similar but BCAP includes concerns about the scheduling of broadcast advertisements, such as making sure that advertisement for adult products (such as alcohol) are not broadcast when children are likely to see them.

General rules include:

• marketing communications must be clearly identified as marketing (this is has caused problems with paid-for tweets not being clearly marketing) 
• marketing communications must not cause serious or wide-spread offence. Note you can shock people or offend a small group of people, the rule is not to cause widespread offence. An example is the 2014 TV and cinema advertisements for Booking.com.  Complainers argued the ads were offensive because the word ‘booking’ was used to indicate a swear word. Despite receiving over 2,000 complaints, the ASA decided the advertisements were light-hearted, did not condone swearing or cause wide-spread offence.

*www.marketingcollege.com

Regulatory Bodies: The BBFC will have been used to give the advert a rating, which will have been used to decide when the advert can be shown on TV (before or after the 9pm watershed). ASA is the main regulator of adverts (tv), they are an independent regulator and provide advertising codes. For this advert to be approved, Aldi would've had to submit the advert, and only when the company gives the green light can it be aired (they would've had to stick to the plan they submitted as well). Ofcom is responsible for TV adverts as well as radio adverts so Aldi would've had to check their radio advert.

Key Terms

What is an Advertising Campaign?

a series of advertising products and/or events linked by a core message or aim. These campaigns are also cross media advertising.

The Media:

Communication channels through which. news, entertainment, educational or promotional messages are disseminated. The internet, newspapers, magazines, television are considered as a group.

A Media Product (aKa Media text)

A single product like a book, magazine, video, audio, app, game etc..

Medium: 

The form the product takes; the method of delivery.

Media Platform: 

The tool by which information and content is distributed to the audience (e.g website, app, TV show, film, video game).

Market: 

all the consumers who use a product, e.g cornflakes

Market share:

The percentage of those customers who use a particular brand.

Market research: 

Activity of gathering information about the audience and their preferences. You can get market research through means like questionnaires and focus groups. 

Brand Awareness:

The aim of advertising.

Segments: 

Audience subgroups defined by sets of characteristics such as where they live or their lifestyle choices. 

audience profile: 

The specific demographic variables of an average target audience member for a given media product based on age, gender, income, ethnicity and interests.

USP: 

Characteristics of a product that identifies it away from the competitors. 

Value proposition: 

A promise to a customer that they will receive and/or experience value for their custom. e.g Coca Cola promises to 'make you happy'. 

General Aims for advertisements:

1. Create brand awareness
2. Introduce a new product into the market
3. increase sales and achieve larger market shares than competitors. 
4. re brand an existing product
5. generate feedback
6. achieve a combination of the above

(have an example of each AND ADD IN LATER)

DIFFERENT TYPES OF ADVERTISING 

Pop-ups:

Adverts that appear when using a specific web page

Pop-unders:

Adverts that appear when you close a page

Web banners:

adverts on a website hyperlinked to the advertiser's website.

Email marketing:

advertisers send adverts to your inbox if they have your email address

Contexual advertising:

adverts linked ro recent internet searches you've made (ie ADSENSE)

Search engine marketing:

companies pay search engines to display links to their other websites, and their presence ranking higher on searches. 

Vloggers and bloggers:

Advertisers offer free products to influencers (ie Zoella)

Call to action:

In marketing, a call to action is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today".

Above the Line Advertising:

When there is advertising that everyone can see e.g a billboard or a bus advert. These adverts are not targeted to a specific person and hope that enough people of the TA see the advert. 

Below the Line Advertising:

When adverts are targeted especially to YOU through sites tracking products you've viewed or websites you've gone on. This type of advertising includes pop-ups and a good example of below the line advertising is the 'You might also like' bit on Amazon. 

THE LEGAL AND ETHICAL SIDES OF THINGS: 

ASA is the UK's independent regulator of media across all platforms. Using the ASA, this makes adverts have to be honest, socially responsible, truthful, decent, legal, accurate. Additionally to this, they cannot endorse any sort of illegal activity. They have a selected council from all different walks of life to accurately represent the general public. If a company continuously breaks these rules then the ASA will forward them on to Trading Standards and Ofcom. 

https://www.asa.org.uk/non-compliant/protein-world-ltd.html Problem Food Claims: Protein World Ltd breaks the UK advertising rules for making unauthorised health claims for its “Carb Blocker” supplement on the proteinworld.com website.

https://www.asa.org.uk/non-compliant/vistaprint-bv.html

https://www.asa.org.uk/non-compliant/holland-barrett-retail-ltd.html