Planning the adverts {U20;P2,M2,D1,P3}
Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief
This task was grouped work with Joel and Tahlia.
Objectives
Similarly to the purpose and concept of the advertising campaigns, the main objective is to promote the new fizzy drink that we are bringing to the market, aiming at capturing a primary and secondary
target audience.
One critical objective of the advertising campaigns is to raise awareness and recognition of the brand and drink Phizzwizard. As it is a new drink we are introducing to the market, it is one of the most essential aspects to raise awareness by ensuring the target audiences know exactly what it is and where they can purchase it.
Another very important objective ours is to drive sales of the fizzy drink. It's extremely vital to raise awareness of the drink, however if the recognition doesn't result in sales, the publicity isn't effective. This is why we are ensuring our campaigns are effective and different, therefore incising the target audiences into purchasing the product rather thank just knowing about it.
Lastly, a unique and specific objective to our drink is to bring to the market a drink which doesn't just have one target audience, but has different ones for completely altering reasons. For example, finding the correct targeting of the product for 30-35 year olds for the nostalgia reasoning, as well as the younger teenagers who would purchase it due to it being a cool new fizzy drink in the market. There is a fine line between executing this perfectly and eliminating the interest of both parties, therefore this is our most ambitious and challenging objective.
Personnel
Distribution and marketing methods
Mood board
This mood board includes all the relevant images and ideas which we are including in all three of our promotional campaigns in this project. A key colour theme of red and pink comes through, as these are our core colours which create the red laced flavour idea and entice the customer into purchasing the product.
M2
Distinction
An ethical issue we will need to consider is the working of underage actors. As there is a law on the amount of time someone who is under 18 can work, it is important we do not go beyond this. In the UK this is 8 hours per day. Having someone who is under 18 means we have to be very careful of this, and ensure they are not working for too long each day, giving them breaks where necessary. If this is not done then we may be seen as a company that doesn't treat our actors well which is terrible PR for us in terms of gaining customers and sales. Having a bad reputation is one of the main reasons someone wouldn't want to purchase our product, and it could also lead to negative press about the company within the media industry.
Another ethical issue we need to consider is the location in which we are filming at. This is because one of our target audiences are teenagers from the ages of 13-18. The Cuckoo Club is a London night club that only allows 18 year olds and above in due to legal reasons. Filming there, with a bar and alcohol raises an ethical concern due to the target audience that Carter Soft Drinks and PhizzWizzard has set for the product which is 13-18 year olds and 30-35 year olds. The younger audiences of 18 and below need to be considered here as filming in this location could be deemed as inappropriate. In guidelines of the A.S.A (Advertising Standards Authority) this may be seen as inappropriate. Although this could raise some concerns, there will be no alcoholic drinks being served or even suggested in the advert. This indicates there is no reason as to why it would be against targeting the younger demographic we have been told to by the client.
P3
This task was grouped work with Joel and Tahlia.
Visualisation diagram - Billboard advert
Similarly to the magazine advert visualisation diagram, this is very helpful because it gives us an idea of what the finished product should look like. As it is only done in the planning stages, it still gives us time to come up with new ideas or changes we want to make, but it is perfect for a starting point and ensures we put down all the key features we need to include, for example, the logo, main image, website and social media links.
Conventions/Target Audience:
P2
Proposal:
Purpose/concept
The purpose of these adverts is to promote the new fizzy drink (Phizzwizard) we are attempting to introduce to the market, giving it an increased recognition and awareness within our target audience.
The concept of the advertising campaigns is to demonstrate to the target audience of around 30-35 year olds that their favourite 'retro' fizzy drink is back and available to purchase. A huge element of this concept is that the nostalgia will drive sales with this group of people, and the adverts promoting the drink will unlock memories they had of the old school drink.
However, there is an added concept to the fizzy drink due to the secondary target audience of
teenagers. The concept of the advertisements is to show this age range that there is a cool new upcoming fizzy drink that will be the most popular within their groups. This is to attract attention towards the drink and introduce the 'cool' element the brand provides to these ages. If promoted correctly and effectively, the teenagers would jump on the latest trend of this cool and tasty drink, sharing it with all their friends.
It is really important that the concept is adapted to target both these audiences to maximise engagement and sales, because if targeted at one audience too heavily, it will prevent the other from purchasing, due to them believing it is not for them. Thats why as a project team, we are being flexible and transparent with our adverts, choosing both traditional and digital forms of advertising to appeal to both target audiences.
The purpose of these adverts is to promote the new fizzy drink (Phizzwizard) we are attempting to introduce to the market, giving it an increased recognition and awareness within our target audience.
The concept of the advertising campaigns is to demonstrate to the target audience of around 30-35 year olds that their favourite 'retro' fizzy drink is back and available to purchase. A huge element of this concept is that the nostalgia will drive sales with this group of people, and the adverts promoting the drink will unlock memories they had of the old school drink.
However, there is an added concept to the fizzy drink due to the secondary target audience of
teenagers. The concept of the advertisements is to show this age range that there is a cool new upcoming fizzy drink that will be the most popular within their groups. This is to attract attention towards the drink and introduce the 'cool' element the brand provides to these ages. If promoted correctly and effectively, the teenagers would jump on the latest trend of this cool and tasty drink, sharing it with all their friends.
It is really important that the concept is adapted to target both these audiences to maximise engagement and sales, because if targeted at one audience too heavily, it will prevent the other from purchasing, due to them believing it is not for them. Thats why as a project team, we are being flexible and transparent with our adverts, choosing both traditional and digital forms of advertising to appeal to both target audiences.
Objectives
Similarly to the purpose and concept of the advertising campaigns, the main objective is to promote the new fizzy drink that we are bringing to the market, aiming at capturing a primary and secondary
target audience.
One critical objective of the advertising campaigns is to raise awareness and recognition of the brand and drink Phizzwizard. As it is a new drink we are introducing to the market, it is one of the most essential aspects to raise awareness by ensuring the target audiences know exactly what it is and where they can purchase it.
Another very important objective ours is to drive sales of the fizzy drink. It's extremely vital to raise awareness of the drink, however if the recognition doesn't result in sales, the publicity isn't effective. This is why we are ensuring our campaigns are effective and different, therefore incising the target audiences into purchasing the product rather thank just knowing about it.
Lastly, a unique and specific objective to our drink is to bring to the market a drink which doesn't just have one target audience, but has different ones for completely altering reasons. For example, finding the correct targeting of the product for 30-35 year olds for the nostalgia reasoning, as well as the younger teenagers who would purchase it due to it being a cool new fizzy drink in the market. There is a fine line between executing this perfectly and eliminating the interest of both parties, therefore this is our most ambitious and challenging objective.
Form and genre
Form is extremely important when attempting to target different target audiences, which is why we are dividing our campaigns into four different forms.
We have chosen to do one piece of promotion to target the younger target audience, being the social media post(s). We have decided on two pieces of advertising for the older target audience, which are a billboard promotion and a magazine advert. Finally, we have also agreed to do a video advert, targeting both the younger and older target audiences by making it a generalised advert, ensuring it doesn't disclude anyone we may want to push the drink to.
As mentioned before, the genre of the advertising campaigns has to be very diverse and transparent if we are trying to target different age ranges within the same campaigns. However, a way of solving this problem is to use the traditional advertising (billboard) to target the 30-35 age range more by creating a more old school and 80/90s theme to it. Whereas with the social media post, we will do a more modernised theme and use online promotions to push it to the specific age ranges (13-18) on social media. This is an effectively to incorporate different genres of advertising whilst still maintaining two alternative target audiences.
We have chosen to do one piece of promotion to target the younger target audience, being the social media post(s). We have decided on two pieces of advertising for the older target audience, which are a billboard promotion and a magazine advert. Finally, we have also agreed to do a video advert, targeting both the younger and older target audiences by making it a generalised advert, ensuring it doesn't disclude anyone we may want to push the drink to.
As mentioned before, the genre of the advertising campaigns has to be very diverse and transparent if we are trying to target different age ranges within the same campaigns. However, a way of solving this problem is to use the traditional advertising (billboard) to target the 30-35 age range more by creating a more old school and 80/90s theme to it. Whereas with the social media post, we will do a more modernised theme and use online promotions to push it to the specific age ranges (13-18) on social media. This is an effectively to incorporate different genres of advertising whilst still maintaining two alternative target audiences.
Content
Depending on the advertising campaign, there will be different content in order to target particular target audiences. For example, due to our primary and secondary being completely contrasting, we need to adapt certain pieces of promotion to target different audiences.
The content of our social media promotional campaign will be modern and trending to target the younger demographic. Jumping on social trends and making it look cool and unique will be the best way to capture the younger teenage market. The content of it will be a bright and glowing pop up advert on their phone feeds on different social media platforms such as Facebook and Instagram. This will include some information about the drink and brand, a special offer to entice people in, and a powerful image of the actual drink.
The content of the billboard and magazine will be similar to the social media posts, however done in a completely different format and theme, targeting not teenagers but 30-35 year olds. This is the primary target. audience for the drink because it resembles similar drinks to when they were younger. It is important that this target audience understand this campaign and feel nostalgic of the drinks they used to buy when they were younger. This is why it is essential for the content to be based around an 80/90s theme, showcasing the retro element to grab this audiences attention. The billboard will still include a large powerful image of the drink, added information about the product and brand, and an offer to lure. the potential customers in.
Finally, the video advert is where we combine the content of the social media promotion and the billboard advertising into a piece of marketing which is targeted at both the primary and secondary target audience of Phizzwizard. As mentioned before, it is very important to find the fine line in between targeting neither group or targeting both, therefore making it simple and appetising is what we will do for the content of the video advert. It will include someone going up to order the drink and discussing it with another person, showcasing the tasty and flavourful nature of Phizzwizard.
Competition
The fizzy drink market is very saturated, with hundreds, if not thousands of different drinks that can be purchased in the United Kingdom. This suggests Phizzwizard will require a unique selling point as well as a competitive pricing point in order to make any sales. Due to the drink not already having a strong brand or reliability, it is even more difficult to gain sales, implying it would be more difficult if it wasn't cheaper than other fizzy drinks.
Currently, the most popular fizzy drinks in the market include Coca Cola, Fanta, Sprite,
The pricing points for some of these fizzy drinks are: (per 330ml [can])
Coca Cola: £0.79-£0.99
Fanta: £1.00-£1.30
Sprite: £0.80-£1.00
Irn Bru: £0.75-£0.99
Pepsi: £0.69-£0.99
I have highlighted the pricing structure of other fizzy drinks to compare our fizzy drink price to theirs. This gives a strong indication of how fairly we are pricing Phizzwizard, and whether it will be a worthy product to sell in this current market.
Due to the low prices, people with any spending power (low or high) can afford to buy the drink. Most teenagers do not have an income therefore they don't have as much disposable income to spend, however due to the drink only being £0.99, it is very affordable, so they would be happy to purchase Phizzwizard. Despite other drink companies charging less or similar prices, our drink is less regular and simple, but has a unique selling point of the retro style to it. This gives us a competitive advantage when it comes to our target audiences, and suggests they would be willing to spend the same amount, or slightly more for our drink.
Strengths
One strength of our product is the retro old school style design and flavour of the drink. This is extremely vital in the marketing and sales of Phizzwizard, because the unique selling point is the concept of an old styled drink being brought back into the market. This old school drink is the fundamental reasoning behind our primary target audience, as it is the sole reason as to why they would be interested in purchasing our drink over any other drink with a reliable and strong brand name.
Another strength for Phizzwizard is the convincing and well processed marketing campaigns. Due to trying to target both 30-35year olds as the primary target audiences and a contrasting secondary target audiences of teenagers, the advertising is being done in an effective and clever way. Using the billboard advertising on the older audience demographic and the social media campaign on the teenagers, we are effectively distributing relevant promotion targeting the right people on the right platform. This enables us to gain engagement and interaction from both groups of people, having a positive impact on the brands awareness and sales.
Weaknesses
One weakness to the product and advertising campaign is the declining interest in fizzy drinks. Whatever target audience it is, there has been a very clear decline in in sales and general interest in the fizzy drink market. This is because of the change that is going on, where people want to become more healthy, therefore spending less of their disposable income on unhealthy food and drink. This suggests that we are entering the market at the wrong time and the product may not sell as predicted. This weakness could be detrimental to the product and could lead to massive failure for Phizzwizard.
Opportunities
An opportunity for Phizzwizard is the distinctive and original flavour of the drink. Due to it being strawberry laced flavour, it is unique, meaning there aren't many (if any) other drinks of the same flavour on the market. This opens a great opportunity for our product in the market because it may be the missing drink people want to drink and could lead to a large number of sales and share in the fizzy drink market.
Threats
A threat of our advertising campaign is the trying to find the thin line between targeting both target audiences (30-35 and teenagers) in our video advert, and making the advert unappealing to both groups. It is a challenging task trying to do this, therefore it could end in a failure of the overall video advert, cutting into our budget and putting our target audiences off our product. As we are creating the advert in a simple and straight forward way, it shouldn't put either target audiences off the product, however this is always a possible threat to the success of our product, and the potential sales we would gain.
Resources and personnel
The content of our social media promotional campaign will be modern and trending to target the younger demographic. Jumping on social trends and making it look cool and unique will be the best way to capture the younger teenage market. The content of it will be a bright and glowing pop up advert on their phone feeds on different social media platforms such as Facebook and Instagram. This will include some information about the drink and brand, a special offer to entice people in, and a powerful image of the actual drink.
The content of the billboard and magazine will be similar to the social media posts, however done in a completely different format and theme, targeting not teenagers but 30-35 year olds. This is the primary target. audience for the drink because it resembles similar drinks to when they were younger. It is important that this target audience understand this campaign and feel nostalgic of the drinks they used to buy when they were younger. This is why it is essential for the content to be based around an 80/90s theme, showcasing the retro element to grab this audiences attention. The billboard will still include a large powerful image of the drink, added information about the product and brand, and an offer to lure. the potential customers in.
Finally, the video advert is where we combine the content of the social media promotion and the billboard advertising into a piece of marketing which is targeted at both the primary and secondary target audience of Phizzwizard. As mentioned before, it is very important to find the fine line in between targeting neither group or targeting both, therefore making it simple and appetising is what we will do for the content of the video advert. It will include someone going up to order the drink and discussing it with another person, showcasing the tasty and flavourful nature of Phizzwizard.
Competition
The fizzy drink market is very saturated, with hundreds, if not thousands of different drinks that can be purchased in the United Kingdom. This suggests Phizzwizard will require a unique selling point as well as a competitive pricing point in order to make any sales. Due to the drink not already having a strong brand or reliability, it is even more difficult to gain sales, implying it would be more difficult if it wasn't cheaper than other fizzy drinks.
Currently, the most popular fizzy drinks in the market include Coca Cola, Fanta, Sprite,
The pricing points for some of these fizzy drinks are: (per 330ml [can])
Coca Cola: £0.79-£0.99
Fanta: £1.00-£1.30
Sprite: £0.80-£1.00
Irn Bru: £0.75-£0.99
Pepsi: £0.69-£0.99
I have highlighted the pricing structure of other fizzy drinks to compare our fizzy drink price to theirs. This gives a strong indication of how fairly we are pricing Phizzwizard, and whether it will be a worthy product to sell in this current market.
Due to the low prices, people with any spending power (low or high) can afford to buy the drink. Most teenagers do not have an income therefore they don't have as much disposable income to spend, however due to the drink only being £0.99, it is very affordable, so they would be happy to purchase Phizzwizard. Despite other drink companies charging less or similar prices, our drink is less regular and simple, but has a unique selling point of the retro style to it. This gives us a competitive advantage when it comes to our target audiences, and suggests they would be willing to spend the same amount, or slightly more for our drink.
Target audience
The demographic of the primary target audience for this fizzy drink would be ages around 30-35. This is because Phizzwizard is a retro old school style drink, in which similar ones were available back in the 1980/90s. The nostalgia of purchasing the similar drinks when they were younger allows this target audiences to be viable and potentially market penetrating. The use of our advertising campaigns such as our billboard will attract this target audiences with the retro theme we are creating with it. It will immediately catch the eye of this target audiences because they will recognise the similar drink from when they were growing up.
In addition, there is a secondary target audiences that we have agreed will be teenagers of around the age of 13-18. As it is a new cool fizzy drink being introduced into the market, we can add a very contemporary effect to it in some areas. For example, with our advertising campaigns, we could use the social media posts to really target and engage with this target audience through using techniques to grab their attention.
As it is a drink, the product transcends both gender and any ethic beliefs of the target audience. This ensures there are no losses from the target audience members, maximising the potential people who want to purchase the product.
Of course, this drink also targets anyone that is interested in the drink. It is not a specific target audience, however there are individuals that do not sit in one of our primary or secondary target audiences that may purchase the drink when they to a shop due to their interest in the flavour or another aspect of it. Our marketing campaigns are not targeted at other individuals specifically, but they may engage and interact with them, giving us an added number of customers outside out target audiences.
SWOT analysisIn addition, there is a secondary target audiences that we have agreed will be teenagers of around the age of 13-18. As it is a new cool fizzy drink being introduced into the market, we can add a very contemporary effect to it in some areas. For example, with our advertising campaigns, we could use the social media posts to really target and engage with this target audience through using techniques to grab their attention.
As it is a drink, the product transcends both gender and any ethic beliefs of the target audience. This ensures there are no losses from the target audience members, maximising the potential people who want to purchase the product.
Of course, this drink also targets anyone that is interested in the drink. It is not a specific target audience, however there are individuals that do not sit in one of our primary or secondary target audiences that may purchase the drink when they to a shop due to their interest in the flavour or another aspect of it. Our marketing campaigns are not targeted at other individuals specifically, but they may engage and interact with them, giving us an added number of customers outside out target audiences.
Strengths
One strength of our product is the retro old school style design and flavour of the drink. This is extremely vital in the marketing and sales of Phizzwizard, because the unique selling point is the concept of an old styled drink being brought back into the market. This old school drink is the fundamental reasoning behind our primary target audience, as it is the sole reason as to why they would be interested in purchasing our drink over any other drink with a reliable and strong brand name.
Another strength for Phizzwizard is the convincing and well processed marketing campaigns. Due to trying to target both 30-35year olds as the primary target audiences and a contrasting secondary target audiences of teenagers, the advertising is being done in an effective and clever way. Using the billboard advertising on the older audience demographic and the social media campaign on the teenagers, we are effectively distributing relevant promotion targeting the right people on the right platform. This enables us to gain engagement and interaction from both groups of people, having a positive impact on the brands awareness and sales.
Weaknesses
One weakness to the product and advertising campaign is the declining interest in fizzy drinks. Whatever target audience it is, there has been a very clear decline in in sales and general interest in the fizzy drink market. This is because of the change that is going on, where people want to become more healthy, therefore spending less of their disposable income on unhealthy food and drink. This suggests that we are entering the market at the wrong time and the product may not sell as predicted. This weakness could be detrimental to the product and could lead to massive failure for Phizzwizard.
Opportunities
An opportunity for Phizzwizard is the distinctive and original flavour of the drink. Due to it being strawberry laced flavour, it is unique, meaning there aren't many (if any) other drinks of the same flavour on the market. This opens a great opportunity for our product in the market because it may be the missing drink people want to drink and could lead to a large number of sales and share in the fizzy drink market.
Threats
A threat of our advertising campaign is the trying to find the thin line between targeting both target audiences (30-35 and teenagers) in our video advert, and making the advert unappealing to both groups. It is a challenging task trying to do this, therefore it could end in a failure of the overall video advert, cutting into our budget and putting our target audiences off our product. As we are creating the advert in a simple and straight forward way, it shouldn't put either target audiences off the product, however this is always a possible threat to the success of our product, and the potential sales we would gain.
Resources and personnel
Resources
The following is a list of all the resources that will be required for the production of the PhizzWizard video advertisement:
- Camera — To ensure we capture high quality footage for the video advert we will use a Canon DSLR which has a built in light and sound recording, saving us from having to attain lighting/ sound recording equipment — we are also going to use iPhone 8 cameras to keep costs low and create an easier process.
- Secure location — To be able to film on an appropriate set/area
- Props — To enhance the performance and ensure the appearance of the video advertisement is
- as realistic as possible
- Costumes — These will be required during the production of the video advert in order to match the retro theme
- Editing software — This will be a necessity during the post-production period, when editing the advertisements (both print and video). We will use FinalCut Pro as well as iMovie to edit the video advert, and Photoshop to create the print advertisements and images used for the adverts.
Personnel
All listed below are the personnel needed for the marketing campaign of PhizzWizard:
- Director — Guide the cast/crew throughout filming and provide a structure to the work
- Assistant director — Assist the director in any areas they may be required to (e.g. tracking the schedule/process of the production)
- Talent — To act out specific roles when filming the video advertisement
- Producer — Arrange finance and plan/coordinate the project
- Graphic designer — Design features to be added to the adverts during post-production
- Editor — Edit any unwanted features (such as cutting out scenes) and add any desired elements during post-production (such as sound effects)
- Set designer — Design the location to appropriately se the scene for any photography/ recording
- Scriptwriter — Write the dialogue (script) for the talent to use and act out during filming
With the increased use of technology, digital and social media will be key to driving awareness. Using platforms such as Instagram, Facebook and Twitter will be primarily used to promote the drink. By building up our following on these platforms, our product can be found out by more people. We can communicate when new products are released and various offers and promotions we might decide to carry out. Encouraging people to share the marketing material will also increase awareness and provide a ‘recommendation' factor.
We will be specifically using social media platforms to market the strawberry laced flavoured drink because as it's the easiest way to reach a large amount of people to shed light on the product. In addition, it is free which will mean that we wont have to spend any money on advertising the drink via traditional methods such as print based adverts or TV.
The platforms we will be using are Twitter, Instagram and Facebook. This is because they are free to use and have an advertising platform that can generate more followers and brand awareness. Furthermore, millions of people who share interests online with our competitors such as Barr, Fanta and other popular fizzy drinks will be targeted on these platforms and shown our drink therefore giving it a widespread target audience and a higher brand awareness to the product from this recommendation algorithm on each platform.
Legal and ethical issues
The product we are selling is family friendly and appeals to a wide range of audiences. Because it is a drink product, there are not many legal or ethical issues that can be identified. However, there are some important issues that are needed to be addressed in order to maintain a positive public image.
The first legal issue we need to consider is the trademark of the product. Trademarking the product is something we need to do when releasing the product. As there are few products that have the same USP as ours, we need to ensure that we have trademarked our product so that it cannot be copied and used by anyone else. This will be a lengthy process however, if we do not do this then our brand can be taken and used by anyone else.
The second legal issue we need to take into account is the documentations that allow us to use certain locations and models within the production.
In order to use certain locations for our production we needed to fill out a location release form in order to show that we have permission to film there. By having this document, we can show that we legally used the location and did not trespass in order to film there, especially if we were to film in a private location. This would be different if we were to film in a public location as we would not require permission to use that given area.
Another document we have to consider when looking at the legal issues of the project is the model release forms. The model release form is there to show that the people who have featured within the production have given consent to be filmed and shown when the advert is aired. If they do not sign this contract then they can claim the content as being their own. This would then compromise the production and cause more legal disagreements to occur.
An ethical issue we will need to consider is the working of underage actors. If we were to use younger actors for our production, then we would need to ensure that they are not working for a prolonged period of time and that they have regular breaks throughout filming. If this is not done then we may be seen as a company that doesn't treat our actors well which can then get us a bad reputation within the advertising and media industry. This is also a legal issue because there is a law that states under 18 workers must only work for 8 hours per day. If they are working for a longer amount of time, we are then liable for any consequences that come from working beyond these hours.
Another ethical issue we need to consider is the location in which we are filming at. The Cuckoo Club is a London night club that only allows 18 year olds and above in due to legal reasons. Filming there, with a bar and alcohol raises an ethical concern due to the target audience that Carter Soft Drinks and PhizzWizzard has set for the product which is 13-18 year olds and 30-35 year olds. The younger audiences of 18 and below need to be considered here as filming in this location could be deemed as inappropriate. In guidelines of the A.S.A (Advertising Standards Authority) this may be seen as inappropriate. However, there will be no alcoholic drinks being consumed or shown in the production.
The platforms we will be using are Twitter, Instagram and Facebook. This is because they are free to use and have an advertising platform that can generate more followers and brand awareness. Furthermore, millions of people who share interests online with our competitors such as Barr, Fanta and other popular fizzy drinks will be targeted on these platforms and shown our drink therefore giving it a widespread target audience and a higher brand awareness to the product from this recommendation algorithm on each platform.
Legal and ethical issues
The product we are selling is family friendly and appeals to a wide range of audiences. Because it is a drink product, there are not many legal or ethical issues that can be identified. However, there are some important issues that are needed to be addressed in order to maintain a positive public image.
The first legal issue we need to consider is the trademark of the product. Trademarking the product is something we need to do when releasing the product. As there are few products that have the same USP as ours, we need to ensure that we have trademarked our product so that it cannot be copied and used by anyone else. This will be a lengthy process however, if we do not do this then our brand can be taken and used by anyone else.
The second legal issue we need to take into account is the documentations that allow us to use certain locations and models within the production.
In order to use certain locations for our production we needed to fill out a location release form in order to show that we have permission to film there. By having this document, we can show that we legally used the location and did not trespass in order to film there, especially if we were to film in a private location. This would be different if we were to film in a public location as we would not require permission to use that given area.
Another document we have to consider when looking at the legal issues of the project is the model release forms. The model release form is there to show that the people who have featured within the production have given consent to be filmed and shown when the advert is aired. If they do not sign this contract then they can claim the content as being their own. This would then compromise the production and cause more legal disagreements to occur.
An ethical issue we will need to consider is the working of underage actors. If we were to use younger actors for our production, then we would need to ensure that they are not working for a prolonged period of time and that they have regular breaks throughout filming. If this is not done then we may be seen as a company that doesn't treat our actors well which can then get us a bad reputation within the advertising and media industry. This is also a legal issue because there is a law that states under 18 workers must only work for 8 hours per day. If they are working for a longer amount of time, we are then liable for any consequences that come from working beyond these hours.
Another ethical issue we need to consider is the location in which we are filming at. The Cuckoo Club is a London night club that only allows 18 year olds and above in due to legal reasons. Filming there, with a bar and alcohol raises an ethical concern due to the target audience that Carter Soft Drinks and PhizzWizzard has set for the product which is 13-18 year olds and 30-35 year olds. The younger audiences of 18 and below need to be considered here as filming in this location could be deemed as inappropriate. In guidelines of the A.S.A (Advertising Standards Authority) this may be seen as inappropriate. However, there will be no alcoholic drinks being consumed or shown in the production.
Mood board
This mood board includes all the relevant images and ideas which we are including in all three of our promotional campaigns in this project. A key colour theme of red and pink comes through, as these are our core colours which create the red laced flavour idea and entice the customer into purchasing the product.
M2
The methods of promotion we are using for this Phizzwizzard campaign:
- Magazine
- Billboard
- Video advert
Magazine:
This is a very important piece of advertising we are using for promotion of our new drink 'Phizzwizzard'. We are doing a page spread for our marketing because it will stand out and bring attention to it through the bright and vibrant colours we're using. We have chosen this method of advertising because it is an effective piece of below the line promotion. This is because it targets only people who read the magazine. Placing it in a food and drink magazine is the perfect way to find our specific target audiences, because they're interested in these products and it would lead to generating sales and revenue.
Billboard:
This above the line piece of advertising was chosen because it had a mass reach of different target audiences. As it is a fizzy drink, it transcends gender and race, meaning anyone may be interested in purchasing it. In addition, there would be local shops (to the billboard) which stock the product, so it was important to us we had a piece of advertising which would outreach a massive quantity of people who may actively react to it and purchase the drink. This would increase the number of customers we would gain and in turn, increase revenue for the business. Having a 'reactive' method of advertising is therefore vital when it comes to generating the sales for Phizzwizzard.
Another reason as to why we have chosen this method of advertising is because our other methods are below the line advertising, which suggests only a few number of people will be viewing them. However, with this large billboard, we would be able to target people outside our primary and secondary target audiences, therefore potentially finding another target. audience that is interested in purchasing the product. This is important to us, because testing different methods of advertising is the best way to find which one is most effective in generating awareness and sales for the product.
Video:
This is our biggest piece of promotion and advertising for our product. We used video promotion because it was the perfect piece of marketing to effectively distribute and target different people who may be interested in the product. In addition, it is the method of advertising which potentially had the largest outreach. Through the use of having it on television and social media, it enabled us to have a massive reach on our target audiences. Due to the technological convergence of being able to publish it on social media, we were able to effectively reach all our target audiences, as everyone is on social media these days. The ability to share the content through different profiles, which people interested in it would do, we will be able to gain mass interaction and engagement from a range of different target markets.
We chose to do this because it was a perfect opportunity to create an advert which targeted both of our older and younger demographic of target audiences at the same time. We achieved this by having it filmed at a club in the centre of London, with the main image being in front of a bar. This setting targets our older target audience of around 30-35 year olds. This is because they may be interested in a drink if its at a bar and looks cool. Furthermore, by having teenagers feature at the bar, we were able to target our younger. target audience too. This was fundamental we got this right in the video advert, because we had to have the right balance of targeting our target audiences. Being able to attract both of our target audiences was the main reason as to why we chose this method of promotion, and feel like it has the potential to be most successful in terms of awareness and recognition for the brand and product.
Social media:
Although we are not creating the social media advertisement, this is also a great method of promotion we could include within this project. This would be a great method because it would really target our younger demographic of target audience of 13-18 year olds. This is because they are very active on social media and spend much of their time looking through different posts. If we had a post promoted, it would be accessible to all the young people on social media, making them all aware of the product and how they can purchase it. In addition, it could lead to this target audience of ours sharing the post around, therefore targeting even more people, making it viral. This would be exceptional advertising because it would reach a mass number of people and interest a great number from our younger target audience.
Social media:
Although we are not creating the social media advertisement, this is also a great method of promotion we could include within this project. This would be a great method because it would really target our younger demographic of target audience of 13-18 year olds. This is because they are very active on social media and spend much of their time looking through different posts. If we had a post promoted, it would be accessible to all the young people on social media, making them all aware of the product and how they can purchase it. In addition, it could lead to this target audience of ours sharing the post around, therefore targeting even more people, making it viral. This would be exceptional advertising because it would reach a mass number of people and interest a great number from our younger target audience.
Distinction
Legal and ethical issues are extremely important when it comes to running an event, where there could be various problems that could impact the customers or other key stakeholders. During the planning of the event in the early stages of the project, we had to consider these issues and how we would be able to effectively avoid being ethically or legally wrong.
Firstly, we considered the legal issues which would have impacted the project and event.
Firstly, we considered the legal issues which would have impacted the project and event.
The first legal issue that we need to consider is the documentations that allows us to use certain locations for the production. These are the location release forms, which if not signed means we do not have the relevant permission to use any private location in the production of our media product. If we do without consent, we could get sued and it would lead to a more serious case.
therefore, by having these documents, it demonstrates we are being legally aware and correct. We would be able to demonstrate that we legally used the location and did not trespass in order to film there, especially if we were to film in a private location. However, this would be different if we were to film in a public location as we would not require permission to use that given area. This doesn't apply to our project, but it is something to take into consideration for the next time we carry out a video production.
Similarly to the location release forms, there are more documents that we have to condor when addressing the legal issues of the project. Another piece of legal documentation which we have to include is the model release forms. This is a very critical one because it grants us permission to use the characters we used in the production of the video. The main problem we may face if they are not signed is that the actors are able to claim the content as being there own, therefore using it as they want against our wish. This could be a massive problem, as they are legally allowed to release it as their own video, having negative ramifications on our Phizzwizzard project. It would look very unprofessional if we used the same video they released as our advertising for the fizzy drink, therefore getting these model release forms signed is essential.
A risk assessment is the last piece of legal documentation that we have to include in the running of this project. This is also considered an ethical issue because it faces the potential risks of filming in the location, and we have to ensure no-one is hurt or harmed within this process. To ensure there are no problems with the location, we would carry out a location recce. This would give us all the required information on the location, and allow us to cover up any potential hazards or risks to the safety of everyone involved. This would minimise risks, and prevent any injuries or harms. For this piece of documentation, we would have to write down any risks we see in the location, and then scale them from a high to low impact on an individual. This would give us key insights into how dangerous the location is, and whether it is a good idea to not film there at all.
Similarly to the location release forms, there are more documents that we have to condor when addressing the legal issues of the project. Another piece of legal documentation which we have to include is the model release forms. This is a very critical one because it grants us permission to use the characters we used in the production of the video. The main problem we may face if they are not signed is that the actors are able to claim the content as being there own, therefore using it as they want against our wish. This could be a massive problem, as they are legally allowed to release it as their own video, having negative ramifications on our Phizzwizzard project. It would look very unprofessional if we used the same video they released as our advertising for the fizzy drink, therefore getting these model release forms signed is essential.
A risk assessment is the last piece of legal documentation that we have to include in the running of this project. This is also considered an ethical issue because it faces the potential risks of filming in the location, and we have to ensure no-one is hurt or harmed within this process. To ensure there are no problems with the location, we would carry out a location recce. This would give us all the required information on the location, and allow us to cover up any potential hazards or risks to the safety of everyone involved. This would minimise risks, and prevent any injuries or harms. For this piece of documentation, we would have to write down any risks we see in the location, and then scale them from a high to low impact on an individual. This would give us key insights into how dangerous the location is, and whether it is a good idea to not film there at all.
The second legal issue we need to take into account is the concept of trademarking the product. Trademarking the product is imperative when releasing the product to the public, because it ensures it is completely our idea and nobody else can copy it. It is most important to do this when it releases because it doesn't give anyone time to copy it, as opposed to if we trademarked it months after we released it. Trademarking a product is en extremely lengthy process due to all the legal forms and requirements we have to meet, however, it is definitely worth it, because if not trademarked the Phizzwizzard brand can be taken and used by anyone else.
As Phizzwizzard is a very unique product, it is absolutely fundamental we were to get it trademarked, as it would be very easy for other people to be able to replicate the product. This would mean they would be able to successfully make profit off of our product, and we wouldn't be able to legally argue it. This would be hugely problematic, because it would be taking profits our of Carter Soft Drinks, and it would also be very confusing for customers. It is very unprofessional if two different businesses were creating the same product for the public. Therefore, for only £200 to trademark the product, it is vital we do this to prevent any legal problems.
As Phizzwizzard is a very unique product, it is absolutely fundamental we were to get it trademarked, as it would be very easy for other people to be able to replicate the product. This would mean they would be able to successfully make profit off of our product, and we wouldn't be able to legally argue it. This would be hugely problematic, because it would be taking profits our of Carter Soft Drinks, and it would also be very confusing for customers. It is very unprofessional if two different businesses were creating the same product for the public. Therefore, for only £200 to trademark the product, it is vital we do this to prevent any legal problems.
An ethical issue we will need to consider is the working of underage actors. As there is a law on the amount of time someone who is under 18 can work, it is important we do not go beyond this. In the UK this is 8 hours per day. Having someone who is under 18 means we have to be very careful of this, and ensure they are not working for too long each day, giving them breaks where necessary. If this is not done then we may be seen as a company that doesn't treat our actors well which is terrible PR for us in terms of gaining customers and sales. Having a bad reputation is one of the main reasons someone wouldn't want to purchase our product, and it could also lead to negative press about the company within the media industry.
Another ethical issue we need to consider is the location in which we are filming at. This is because one of our target audiences are teenagers from the ages of 13-18. The Cuckoo Club is a London night club that only allows 18 year olds and above in due to legal reasons. Filming there, with a bar and alcohol raises an ethical concern due to the target audience that Carter Soft Drinks and PhizzWizzard has set for the product which is 13-18 year olds and 30-35 year olds. The younger audiences of 18 and below need to be considered here as filming in this location could be deemed as inappropriate. In guidelines of the A.S.A (Advertising Standards Authority) this may be seen as inappropriate. Although this could raise some concerns, there will be no alcoholic drinks being served or even suggested in the advert. This indicates there is no reason as to why it would be against targeting the younger demographic we have been told to by the client.
P3
This task was grouped work with Joel and Tahlia.
Storyboard
We did this storyboard because it gave us a clear outline as to what we were going to film during the production stage, and how we were going to sequence the idea. This was very important when we filmed, as it acted as a step by step guideline for us.
Visualisation diagram - Magazine advert
This visualisation diagram was created to give us a clear indication of what the final advert would look like. It is extremely important to create because it enables us to put down all our key ideas and gives us an outline as to how it should look aesthetically, and what content should be included. Although it may not be diligently followed, it is more to give us an idea of what it should be like.
Similarly to the magazine advert visualisation diagram, this is very helpful because it gives us an idea of what the finished product should look like. As it is only done in the planning stages, it still gives us time to come up with new ideas or changes we want to make, but it is perfect for a starting point and ensures we put down all the key features we need to include, for example, the logo, main image, website and social media links.Conventions/Target Audience:
Methods of advertising:
• Magazine ads
• Video ads
• Social media (e.g. Instagram, Twitter, Facebook, etc.)
• Trailers
• Film posters
• Newspaper ads
• Banners
• Web pop-ups
• Billboards - Static & Interactive
• Radio ads
• Bus posters/Bus stop poster - Static & Interactive
• Train ads/station posters
• TV ads
• Brochures, pamphlets & leaflets
As part of the advertising campaign of PhizzWizard, we are going to be creating a video
advertisement. In this advert, we will ensure that the client brief is met by theming the campaign
a 1980s/1990s retro style — we plan to achieve this through the way we style talent during
production, and during post-production editing.
This will appeal to the audience specified in the brief of “30-somethings” as they will be able to
relate to and understand the theme, as well as experience a sense of nostalgia. Furthermore, to
ensure that the campaign will appeal to modern-day teenagers,those acting throughout the
video will be young and fall within the demographic of 13-18 year olds.
The campaign is also going to include billboard and magazine advertisements. Throughout
these there will be a consistency in the theme, making it easily identifiable which in return, will
increase PhizzWizard’s brand recognition. Like the video advert, these advertisements will also
be themed around a 1980s/1990s appearance. In order to include and attract younger
demographics, a modern touch is going to be added to the campaign by including QR codes
on the adverts, which can be scanned with a smartphone. This will open a link to the video
advert where individuals can watch it on the PhizzWizard official website. This will increase brand
awareness of the product, making the campaign more popular.
As the product that is being marketed is a drink, it will be appropriate to advertise it within food
and drink magazines. This will also appropriately target the 30+ demographic as they are the
most prominent age group, in terms of readership. Popular food and drink magazines that are to
be considered include Good Taste Magazine, New Food Magazine and Great British Food
Magazine.
(Source: Google Images)
The billboards will be featured in areas that tend to attract all members within the demographic.
For example, areas such as central London will have a large footfall of all ages meaning the
billboards will catch they eye of the specified audience. Other locations to consider include
shopping centres and theme parks (such as Thorpe Park and Chessington World of Adventures).
These are good locations as they too will have a great footfall of teenagers and those who fall
within the 30 year old age group.
Competitors:
When identifying who the main competitors of PhizzWizard, it is important to filter out alcoholic
beverages and focus only on the most likely soft drink competitors.
According to ‘morningadvertiser.co.uk’ it is apparent that Coca-Cola and Pepsi dominate the UK
soft drink market:
On a ‘quora.com’ forum surrounding the question “Why Is Coca-Cola still so popular after so
many years?” many users discussed the following factors:
Factors such as the “bold use of the colour red” to which they focus on throughout their
branding/campaigns, as well as the acknowledgement of “culture and tradition” is likely what
makes Coca-Cola so successful. In order to ensure the PhizzWizard campaign is able to achieve
to the level of success that its main competitors can, we will take into account the methods of
marketing that the company use, as well as focus on successful campaigns.
For example, looking into one of Coca-Cola’s most successful campaigns “Share a Coke”,
‘investopedia.com’ specified that the main reasons for its success include the “Powerful call-to-
action” as well as the constant change of the campaign which “maintains interest” of their target
audience.
Treatment
Billboard and magazine
- We will use a consistent colour scheme (pink, purple, red toning)
- We will keep the logos font consistent with all content across the page to create a coherent appearance
- In order to create brand recognition, we will present the Phizzwizzard and Carter Soft Drinks logos clearly
- Use of social media to attract the target audience to interact and engage with our product, as well as the web address for Carter Soft Drinks, as an engagement point for them to find the product online
- The slogan “A magical Phizz” will be included on the billboard to attract the audience, and increase memorability of the campaign
- Include image of the canned product in order to incise the audience to purchase the drink, and make it identifiable when seen in stores.
- Pricing point on the adverts so the potential customer will know how much it costs to purchase, and which demographic were targeting
- Surrounding the main image of the canned product, we will have elements to draw focus towards the drink
Video
- The idea: The idea for our video advertisement is to target both an older and a younger demographic. The initial idea to achieve this is by including elements within the video that will appeal to both demographics. We are going to set the scenes in a bar and include a 90s theme (costumes/music) which will attract the older demographic, and then have teenage actors in order to appeal to the younger demographic. Instead of purchasing alcohol at the bar, the product in focus (PhizzWizzard) will be purchased to emphasise that it is better than alcohol and is suitable for. all ages.
- Costumes: The video will consist of a 90s theme therefore individuals acting within the production will be suitably dressed in 90s clothing - for example, denim jackets, baggy jeans/tops. This will ensure that the theme is maintained and consistent in relation to the retro theme (detailed in the brief).
- Characters: Characters will be young in order to appeal to the teenage demographic detailed in the brief. This will increase the chance of the demographic watching the video, and hopefully in return, ensure that sales of the product are at a high level.
- Location: The characters are of a young age to target the teenage demographic, however we also need to target the older target audience, using a bar as our location. This will effectively target our older demographic because they are legally allowed in bars, therefore, suggesting it is targeted at them.
- Target Audience: As previously specified, the target audience (both primary and secondary) will be taken into account through different features, such as using young actors to attract a young demographic, and a bar as the setting to appeal to older demographics.
Risk assessment
Gantt chart
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