ADVERTISING project (Thursday 15th October- Friday 6th November 2015)

Notes :class adverts (Wednesday 14th October 2015)

Monsoons 

  • Show it is cheaper than other stores.

  • Show objects from different places and the price.

  • Logo

  • Focus on all ages.

LIPSTICK

  • Use a celebrity (someone with big lips)

  • Location- California

  • Use the special effects such as fireworks and explosions.

  • Make it memorable and original.

  • Close up shot

BASKETBALL CAP

  • Man at a game see someone with a cap on stopping the sun getting in his eyes. A solution to a problem- cap stops the sun in your eyes.

ARMY

  • Starts with a boy wearing a superhero costume. When the boy is older he stops a lady from being mugged. Also, when he grow older, he wear in an army outfit.

EGGS

  • A man breaks an egg into a bowl. He then drops an eggs or the floor then explode . The man says ‘eggs’.

PEN

  • Show how essential it is in your life (through school to business).

DOG LEAD

  • A dog not on a lead, running away from its owner.

  • Give the owner a lead and the dog comes back.

  • A solution.

  • Tracking shot.

WALKERS CRISP CASE FILE

1) WALKERS FACTS:

http://www.fundinguniverse.com/company-histories/walkers-snack-foods-ltd-history/

https://en.wikipedia.org/wiki/Walkers_(snack_foods)

  • Massive food brand in the UK

  • Fourth massive company beside the PepsiCo group.

TIMELINE:

  • 1948: Founded in Leicester by Harry Walker and frying potatoes crisp begins.

  • 1954: Cheese and onion is the best- selling introduction.

  • 1994: Doritos are introduce in the UK and successful.

  • July 2008: ‘Do Us a Flavour’ campaign is launched to encourage people to create the idea of new flavours in the crisps.

  • 2011: Four celebrities involve in Comic Relief to show the four new flavours of Walkers crisps.

  • August 2015: Launched the new flavours for ‘Bring me Back’ campaign:

Cheese & Chive Beef & OnionToasted cheese

Lamb and Mint

But only for short time……….

One new flavours is permanently:

Marmite

Marmite

Brand value:   https://en.wikipedia.org/wiki/Walkers_(snack_foods) 

On February 2006, the Walkers crisps changed to the healthier crisps by reducing the saturated fat by seventy percent and use sunseed oil to fry the crisps. Walkers industry bought this oil from sunflower fields in Ukraine and Spain. Later, in June 2007, the Walkers industry continued to change the brand style to make it look good for the target audience.

Market research: 1) http://www.marketresearchworld.net/content/view/298/

In 2006, Walkers is the biggest brand in Britain as their sales are £505 million.

2) http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=18384

  • ‘Do Us Flavour’ encouraged people to create their own new flavour crisps idea for Walkers after the Walkers industry faced the risk of becoming less popular.

  • When people create the idea, they send the new flavour to Walkers and only top six flavours launched so the nation have to make the decision before reveal the winner with the prize of £50K!

  • Their aim is to make the people love Walkers again.

Do Us A Flavour

Do Us A Flavour

article-0-1AB5901E00000578-101_634x502

Do Us Flavour TV advert

Audience research: http://www.slideshare.net/agnesebluma/walkers-crisps-flavour-competition

Walkers’s profile

PSYCHOGRAPHICS (target audience)

  • People who like to buy Walkers would be MAINSTREAMERS because these crisps can be found in any shops such as Sainsbury’s. Walkers is the well- known brand in any shops.
  • There are the people who also like Walkers because they are the fans of football as they influenced by Gary Lineker.
  • However there is other group that maybe be interested in Walkers which is the STRUGGLERS.
  • Strugglers is the group of target audience who are interested in fast food while trying to escape from their depressing life.

 

SOCIO DEMOGRAPHICS

The demographic group for the Walkers would be:

  • B class which is the middle class.
  • C1 class is the lower middle class.
  • C2 class is the working class.
  • D is the lower class (unskilled worker)
  • E is the students, elderly (retire from work) and casual workers.

All of these classes would eat the Walkers crisp though D  and E are more likely to eat Walkers as they are casual workers and are similar to Struggles. Also the crisps are suitable for students to eat because they love it.

If you are unsure about the psychographics and socio demographics then look at the PowerPoint- ‘Demographics and Psychographics’ at below to find more information.

 

 

AUDIENCE CLASSIFICATION:

It is important for media organizations to know which target audience use the products such as crisps, toys, mobile phone etc to attract them. It is not as boring as you think! In fact, it is interesting so ready to get digging……

Demographics and Psychographics power point (click here to look through) and then look at My own profile demographics and psychographics.

If you interest to create your own profile then go for it. It can help you with your media coursework and your media career.

Now we look at how advertising industry work. If you interesting in advertising then read it!

Part 1: ADVERTISING INDUSTRY WORK: research

ASA

1a. The ASA: The Advertising Standards Authority https://www.asa.org.uk/About-ASA.aspx

  • The independent advertising media across the UK.

  •  Ensure the media advertising follow the regulation law (no offensive or mislead advertisements action etc).

Regulation

Regulation

Regulation law

Regulation law

b.ASA- PURPOSE AND STRATEGY:  https://www.asa.org.uk/About-ASA/Strategy.aspx

PURPOSE

  • Purpose to ensure the advertisement’s responsible to make sure their work doesn’t contain anything offensive.

  • Purpose to ensure the advertisements are good for their target audience and society.

Regulation

Regulation

Regulation

Regulation

STRATEGY (to aim) (five lists of strategy)

  • To understand the people’s rights to report concern for an advertisement. ASA will ensure the problem with advert won’t happen again.

  • To support the advertisement to make it more better by collecting advice from audience.

  • To impact is to focus on important advert problem. If the advert has broken the law, the ASA will sort it out.

  • To be proactive is willing to work with others to sort out the problems.

  • To awareness: ensure people know about the ASA.

THE MAIN RULES OF ASAhttp://www.tsoshop.co.uk/bookstore.asp?FO=1159966&DI=625494

Note: BACP CODE stand for The UK Code of Broadcast Advertising

  • BACP CODE’s duty are to ensure the advertisements from television and radio legal (being honest not mislead).

SELF REGULATION ADVERTISIMENT: https://www.asa.org.uk/About-ASA/About-regulation/Self-regulation-of-non-broadcast-advertising.aspx

  • Self regulation means the industry working for themselves and to pay the regulation.

  • Theirs responsible is to make sure the adverts don’t mislead or harming other people.

  • Make sure the type advertisement industries follow the same rule of the regulation.

CO- REGULATION ADVERTISMENT: https://www.asa.org.uk/About-ASA/About-regulation/Co-regulation-of-broadcast-advertising.aspx

  • Co regulation means the industry being guided by the self regulation.

  • Co regulation advertisement is controlled by Ofcom who make the decision about the adverts to spread across the media platform (TV, radio, poster etc).

 

2. Advertising Agencies and their own work http://www.managementstudyguide.com/advertising-agencies.htm

  • Collect information about product before create advertisement.
  • Collect information from the research of the company and the product include people’s reaction to the product.
  • Collecting feedback from people (people working in the company and customers) before making the decision to take action.

NOTES: Companies working on advertising by themselves by:

  • CREATE ADVERTISEMENT
  • PRINT ADVERTISEMENT
  • ADVERTISE TV

Now the target audience…..

3. Audience Classification Methods:http://www.mediaknowall.com/gcse/keyconceptsgcse/keycon.php?pageID=audience

* Audience is very important for advertising and other media.

WHY? 

  • Advertising companies need to think about their target audience who receive their message. and to make lot of money.

  • Make their work memorable forever.

So they need to think about……..

  • AGE

  • GENDER

  • RACE

  • LOCATION

All of these known as demographics

Demographics

4. Adverts Analysis- TV and Radio Advertising Techniques

a) TV adverts analysis:  http://smallbusiness.chron.com/television-advertisement-techniques-18629.html

  • The TV ads companies can analyse by watching and hearing.

  • Use celebrities to involve in ads- company have to create the words or short sentence to make it eye catching for their target audience.

TV advert

TV advert

TV Advert

TV Advert- John Lewis

b) Radio adverts analysis: https://prezi.com/pna8ve348rjl/radio-advert-analysis/

TONE

  • The voice have to be friendly and exciting for the audience to hear.

  • The adverts normally be short and also be dramatic to give the message to attract the listeners.

Sound

Sound

Tone

Tone

SOUND

  • Music normally catchy and attractive to the listener depending on the group of the target audience for example, teenagers normally like to listen to pop music.

  • The sound of the music have to be same flow as the advert.

5. Inside Saatchi & Saatchi -A Spirited Case Study

NOTE: You can find this video in the YouTube: http://www.youtube.com/watch?v=GXyT-gor0Ck

a) What does the client ‘want’ from the Advertising Agency?

  • New product from Brazil called is ‘Sacha Cheeba’ brand.

  • Tagline: Pure. So You Don’t Have To Be.

  • Symbol: S (logo)

  • Plan can be changing for ten or fifteen times as the Brazilian team agree (it can happen to you while doing pre production!)

  • In the industry there are sixteen hundred of Sagatiba bottles!

  • Lot people from the street drink ‘Spirit’ as Sagatiba is ‘upmarket’ (expensive).

Sagatiba

Sagatiba

  • Cachaca made of sugar cane.

Cachac

Cachaca

Sugar cane

Sugar cane

Cachaca

Cachaca

b) Main challenges facing Saatchi & Saatchi while planning the campaign?

  • Trying to make their product become famous like Bacardi.

  • Trying to make a new product- alcohol known to Brazil as other countries have never seen it before.

  • Don’t want the product to become known for cliche- carnival (not to stereotype the Brazilian culture such as carnival).

  • Think about working with Selfridge & Co shop.

  • ‘Spirit’ drink is successful by selling people in Brazil.

  • Russians sell the vodka by forty percentages for export compares to Brazil sell Cachaca by ten percentages.

c)  KEYWORDS:

  • CONTAGION STRATEGY: people who try this product (Sacha Cheeba) would think it is successful and spread information to other people.

 

  • VIRAL MARKETING: people receive the email about Sacha Cheeba and Cachaca. So, people who received the email can send it to other people and to get them involved in the bar.

d)  Campaign successful?

  • At the end of the production (post production) they got the right photograph of ‘Jesus stand in the front of the bar’.

  • Campaign total cost: £20 million!

  • Willing to launch the Sacha Cheeba in London (clients are happy with it).

Sagatiba project: random idea

Sagatiba project: ramdom idea

Sagatiba project

Sagatiba project: random idea

Chosen project image for Sagatiba product

 

e) What does surprise me?

  • The Brazilian team are working very hard to get their new product looking fantastic and aim to complete the project by the deadline which is successful.

  • They use the process of pre production, production and post production to get through with a few problems but at the end it is successful.

Sagatiba project: PRE PRODUCTION:

  •  They started with the idea of creating their product by looking at the tagline such as Pure. So You Don’t Have To Be.

  • Collect the photograph of the Jesus statue to represent the Brazilian’s culture (not carnival). They then copy the photograph by drawing with different ideas for the background.

  • Create the different flavours of the alcohol and search for a man to match  the statue.

Sagatiba project: PRODUCTION:

  • When they finally find a right man which match the statue, they start to create the photo of him with different backgrounds.

  • There are some problems such as weather which spoiled their plan and one photographer can’t be involved for photograph.

Sagatiba project: POST PRODUCTION:

  • After the photograph, the editor looked through the photos on the computer to add the different light, colour and other to make it attractive.

  • Make the brief presentation about each picture and to explain what it represents.

  • The final idea is ‘Jesus’ statue stand front of the bar which attract the clients.

6. Job Role investigation- “Creative” definition/ what they do

There are eight different roles for TV advertising such as:

  • ADVERTISING ACCOUNT EXECUTIVE

  • ADVERTISING ACCOUNT PLANNER

  • ADVERTISING AND EDITORIAL PHOTOGRAPHER

  • ADVERTISING ART DIRECTOR/ CREATIVE

  • ADVERTISING COPYWRITER

  • ADVERTISING MEDIA BUYER

  • ADVERTISING MEDIA PLANNER

  • GRAPHIC ARTIST

The example of the advertising art director’s role: 

The role of advertising art director creative should have an eye catching advertising design as the advert design needs to be attractive for their target audience. Therefore, she/he need to have good communication with the team which means other people will understand what they have to do with their role. However, the art director need to have good skill of art and design for the advertising including work with the copywriter to create the new ideas. Furthermore, he/she need to make the right choice of the location(s) for the photograph and it is very important to complete on time of the deadline.

https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/pages/advertisingartdirector.aspx

Advertising Art director

Advertising Art director

  • RADIO ADVERTISING ROLE: Radio Commercials ProducerTo be radio commercial producer, you need to have passion in advertising and full understanding of how radio work; how to sell the goods and services include to create lots of ideas and think about how to get their advertisement attracting the target audience.

    In addition you need to have writing skills and storytelling and able to adapt it for type of the audience and to be able to have good communication skills and able to meet the deadline.

    Furthermore, you have to understand the laws of the copyright and health safety and good knowledge of IT for creating software.

http://creativeskillset.org/creative_industries/radio/job_roles/280_radio_commercials_producer

Advertising radio marketing

Advertising radio marketing

2. TWO ADVERTS: Case file

PRODUCT: Walkers

TARGET AUDIENCE: Parents with general age

IDEA OF ONE TV ADVERT:

1)

Use humour

Parents arguing over flavours of crisp. Use child to bring them together.

Extreme reactions to the flavours. Show close ups of the facial expression.

 

 

2)

The Walkers family (parents with the Walkers baby) and  be asking by a man to lift. The couples say: No thank. We are Walkers.

  • IDEA OF ONE RADIO ADVERT: The birth of Walkers (I help with the script).

PLANNING OF PRE PRODUCTION: WEDNESDAY 21ST OCTOBER 2015

  • PRE PRODUCTION ROLE:

Ozz (Oliver) Wills: director/ cameraman

Rebekah Afari: script/ editor

Mark: producer

Greg: storyboarder

Now we had finished pre- production paperwork and Mark make the appointment for media equipment. At moment we think about the actors; we need actor to be like parents as our target audience is parents of  general age. Firstly, we asked James our media teacher to be involved in our filming and he agreed to doing it. However, we need an actress and we had asked drama teacher but they are tight with their timetable. Our final decision is to use the drama students to involve instead. Also we add some initial ideas for the Walkers advert (see below).

PRE PRODUCTION ‘WALKERS’ ADVERT PAPERWORK

Advertising Agency Detail

Advertising Agency Detail

Walkers advert storyboard

Walkers advert storyboard

Walkers advert storyboard

Walkers advert storyboard

Script/ slogan idea

Script/ slogan idea

Script/ slogan idea

Script/ slogan idea

Walkers project role

Walkers project role

Meeting paperwork

Meeting paperwork

THURSDAY 22ND OCTOBER 2015

  • Change of the plan: we unable to do filming as  Ozz’s (Oliver) appointment for equipment will be ready by tomorrow so we continue to update our blog. It was pity because I won’t be here tomorrow as the Academy got the inset day.

PRODUCTION: FRIDAY 23RD OCTOBER 2015

  • Ozz, Mark and Greg will do filming on our Walker advert.

                                               

AFTER HALF TERM….

POST PRODUCTION: WEDNESDAY 4TH NOVEMBER 2015

We finished the TV advert so we focus on the editing and update the blog. Tragically, we had to film again as it need to be improved. It was difficult to see the Walkers packet and the location was bit dirty. However, the filming also look very rushed. So, our plan is to change our roles and decide to film again  tomorrow. We also change the bit of our storyboard:

Re storyboard of the Walkers

Re storyboard of the Walkers

Re storyboard of the Walkers

Re storyboard of the Walkers

Mark will be director and work with Ozz (Oliver), who is being cameraman, to make the decision about the angles on the storyboard while me and Greg help Ozz to work out the angles and the motion of the camera.

THURSDAY 5TH NOVEMBER 2015: Filming and editing.

This morning, Ozz bring the filming equipment and some students from our class, who are acting as the couple. We walk to the outside of the college area and the filming is based at the car park. The positive thing is there was the sign of drizzle rain as we know that afternoon will get worse.  After set the equipment, we ready to film.

After the filming we walk back to the college and we take some photograph of the couple with three different Walkers crisps (Ready Salted, Cheese and Onion and Salt and Vinegar) and we continue to update our blog.

In the last lesson with James, Ozz and me focus on the editing in the Final Cut Pro and it look more improved though there are some issue that go against regulation for example some actors wear a logo which is unsuitable.

Ozz and me continue on editing and it look good. When we almost finished with the editing and James help us to work out what motion we want for ‘Walkers’ title which is on the front at the left beside the couple who hold the three different flavour crisps to represent the babies. James also taught us how to use the motion in the Final Cut Pro. When we finish with the editing, Ozz focus on adding sound while I continue on the blog.

When Ozz finished with the sound, he email me a link of our Walkers TV advert: https://youtu.be/8vFiBVmMr58

3. JUSTIFICATION

a) Success of the advert project:  I think, at the end, the advert project improved because the first film was not nice to watch.  We group decide to create another short TV advert which lasts about thirty seconds.

b) Use of the technique: We use the camera and photography equipment. Firstly, we use the camera to create the zoom and close up on the couple and baby Walkers. Then, we use photography to create the Walkers family in the frame.

c) ASA issue: Our ‘WALKERS’ adverts project could break the law as we suggest the use of a male teacher and a female student as parents because lot of female drama teachers unable to join. It would look bad for our audience and the filming industry could fine us by the regulation law. So we change the plan: we use the male and female students from drama class in college or some students from our class.

In addition some of the actors wear a logo on their clothes which is unsuitable for filming as in real life the industries, who create their own logo, can sue the filming industry because we don’t ask for the permission.

d) Appeal the audience: At the end of the project, I think it is more improved than the last one because the Walkers crisp packets show often at the front which means the audience will understood what this advert is about and also it become more clear and  has a bit of comedy that would cheer the audience.

FRIDAY 6TH NOVEMBER 2015: DEADLINE

Deadline

Deadline

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