Advertising Choices

Above the Line                                    

• Leaflets to hand out with the business on around town near vintage shops etc.                             

Below the line

• Make them an Instagram page to advertise the company

Stage 1 of the campaign should be ready for launch by the 16th of January 2017

                

Deconstructing a brief

1. Aims and objectives of the advertising campaign

2. Who is the advertising campaigns target audience?

3. Potential issues based on the context of the advertising campaign

For the trampolining brief:

1. The aims and objectives is to get attention for the new trampoline park in sheffield via the   internet/viral videos 
2. The target audience is families and 13-19 year olds
3. Issues based on the context could be that they won't have enough time to build the trampoline park and also advertise its so they get profit back straight away when the open it. Also it doesn't state what time in January they are hoping to open the park so the people making the advertisement will have two get everything done quickly and be prepared 

Cadbury Chocolate Campaign

Cadbury ad

The cadbury chocolate ad campaign features a real itchy grizzly bear out in the wild, quelling a hard-to-reach scratch on the bark of a tree to the soundtrack of 'That's the Way I Like It', communicating with the feeling of joy when you first open a bar of cadburys after a long day. It first launched on Saturday 2 April, the new global campaign will comprise three 30-second ads that will be rolled out over the next few months. Over the same weekend at Westfield shopping centre Cadbury invited shoppers to remove their shoes and walk on a sea of bubble wrap while eating a bar of cadburys to show the idea of the treat is blissful. The new slogan for Cadburys was then set at "Tastes like this feels" It would have cost a lot for Cadbury to use that soundtrack too as its a very famous songs and although its quite a simple ad they had to find the right clip off youtube and music to fit the cadbury meaning of their ads.

The target audience for Cadburys is usually the younger generation and from this advert it is as its quite humorous and cute to younger people. Usually every MRS group but mostly from E to B. They key message of the campaign is for customers to buy cadburys chocolate and taste how it feels, as they changed the recipe for creme eggs last year they lost £6 million so they knew that taste matters a lot to their customers. OFCOM must regulate the authority to broadcast this on Television as it may be offensive or not appropriate for younger audiences

Stop the rot campaign

Stop the rot was a new campaign for 2015 to try and stop smoking with the key moto saying "every cigarette rots you from the inside out " and an image of a cigarette with guts pouring out of the filter instead of tobacco.
The target audience is for people who smoke and also non smokers to try and persuade people they know to stop smoking. Its for all ages but usually its older people who smoke as they can buy cigarettes, its also aimed at both genders. The lifestyles for stop the rot campaign are all different too for a smoker because some might not smoke many cigarettes but others would have a  pack a day so they all have different lifestyles. The key message of the campaign is to try and stop people smoking because it slowly kills you and although people tend to realise they don't listen to just the 'smoking kills' sign on a cigarette packet but when theres a proper campaign they are more likely to stop as it also shows visual images of what smokers have said about stopping before its too late. The methods used to engage the audience with the campaign is the image of the cigarette as it can show emotion for the audience.The legal issues needed to be considered before putting this advert into the outside world is ASA as it needs to regulate the advert to check if its appropriate to be posted online as it could be traumatic for some people.

Legal Bodies

OFCOM- The Office of Communications is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom.
Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors.

BBFC- The British Board of Film Classification is a non-governmental organisation, founded by the film industry in 1912 and responsible for the national classification and censorship of films exhibited at cinemas and video works (such as television programmes, trailers, adverts, public Information/campaigning films etc.)

ASA-The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the UK. Its role is to regulate the content of advertisements, sales promotions and direct marketing in the UK by investigating complaints made about ads, sales promotions or direct marketing

Coca Cola advert 2016

https://www.youtube.com/watch?v=Jq-QOxaZEcI

The coca cola advert was aired on tv on the 9th of May 2016 for the euros. On the bottles/cans it is offering 504 prizes of four tickets to the tournament to lucky winners, so it helps promote coca cola and the euros the slogan was "Taste the feeling". French football manager and former player Arsène Wenger, who also holds the title as longest-serving manager of Arsenal Football Club, takes on a new responsibility as part of our UEFA EURO 2016™ campaign. As he was Coca-Cola’s expert voice throughout the euros. The euros coca cola advert campaign is targeted at usually teenagers as they are the ones who drink sugary drinks like coca cola, defined for both genders but more  males as its for the euros and males are usually stereotyped to play football. Its targeted as E,D,C2 and C1 groups in the NRS social group but could be targeted at all groups.    

The key messages of the campaign is to buy coca cola as its promoting the euros. Methods used to engage the audience is a competition saying that you could win tickets to the euros if you buy a bottle so it makes the customer want to buy it even more. The euros is used to enforce the message of the campaign because if footballers are drinking it then so should everyone else because you're drinking the same drink as some very famous footballers so could make you feel like you're part of the euros and taste the feeling.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

The timing of the coca cola advert was around May and June time when the euros were going on, the target audience could access the message from social media, youtube trailers and ads on Tv. I think that coca colas choice of media enforces the key message of the campaign because its on every social media page and Tv's so everyone in their target audience would see the campaign unless they didn't have social media or a Tv but they would still see bottles of coca cola in shops so would then have recognition of the campaign. The legal and ethical issues needed to be considered before putting this campaign to the outside world is ASA as they need to regulate every advertisement/marketing promotions put out there.

NRS group

A. Upper class- Mercedes c63 2016, looks sleek so upper middle class like it to go to meetings in it. They like to show off what disposable income they have so spend it on cars like this and Bentleys. Income £47,000 and some highbrow taste in music.

B. Assistant managers usually earn £17,782 per year, have a big house and a nice car but don't earn as much as the upper class.

C1. 

Ad Campaigns

Lynx is aimed at specifically teenage boys, the techniques it uses to attract women is having loads of half naked women in their bikinis running around on a beach after the boy with the 'lynx effect' on, This connects with the audience because the typical teenage boy will think that Lynx are giving off the idea that buying this product will make loads of girls be coming after you because you smell so nice.

https://youtu.be/9G7Qex-0j_A

The Hugo Boss advert is also aimed at men and uses an attractive Hollywood actor Theo James as the role model in this advert. The techniques it uses to attract men is having a pretty female coming on to him as he sprays the new Hugo Boss evocative amber juice. The connotation that its making is that buying this will make women love you and fall for you instantly so it connects with the audience and makes men want to buy it.

https://youtu.be/k49OZK4OohQ

More Key Terms

Ideal Self: Perception of how one should behave based on certain personal standards, the person you aspire to be.


Intertextuality: The relationship between texts, especially literal ones. Referring of another text within your text (Simpsons, Family guy)


Pastiche: An artistic work in a style that imitates that of another work, artist, or period. This is unlike parody which mocks rather than imitates in a celebratory way 


Endorsement: When a company ask a person with a big following to say good things about there product


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

Nike creating profit

Nike create profit from their advertisements as they get famous people to be in their ads so if someone sees the famous person in it then the customer will most likely want to buy it,  to look like them or get inspiration from the celebrity

The core message of the campaign is to make customers buy their products and watch their ads relating and promoting the product so customers are more educated on it and can tell there friends about it. The Find your greatness ad below could be inspiring for your teenagers getting across a message to say if you get nike you will automatically become into fitness and start exercising because we know in the picture below that the boy is overweight but could be saying since he bought nike clothing he's immediately started to try and get into the right shape. Also the other ad below is an advert showing a picture of Ronaldo and when he scores a goal it only lasts a second but everyone will remember it in history this is a good footballer to it in the ad for nike as nearly everyone should know who he is and if its a really famous celebrity promoting their product more people will wanna buy it.

Key Terms

KEY TERMS

• Connotation- An idea or feeling which a word invokes for a person in addition to its literal or primary meaning

• Denotation- The literal or primary meaning of a word, in contrast to the feelings or ideas that the word suggests

• Demographic- Relating to the structure of populations

• Iconography- The visual images and symbols used in a work or art or the study or interpretation of these

• Branding- The process involved in creating a unique name and imagine for a product in the consumers mind