Task 6: Planning the adverts: (U20: P2, P3, D1)

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

Purpose/Concept: P2:

The sole purpose for our advert is to promote Phizzwizard which is a new soft fizzy drink and for it to be purchased by the target audience means that we have to make the advert eye catchy for the target audience.

The entire concept of our advertising campaign for the phizzwizard drink is to portrait the drink to the target audience which is 14-21 year olds and we need to show them that this new drink is exiting and what they didn't know they needed in their life and is different to every other soft drink that they have ever had. The idea behind the advert is that we want to show the audience that this drink can help you to relax and transition you mentally to a different and more relaxing place. 

For the drink advert we have chosen to go with the sector of relaxation as everything in the world goes so fast and not many people have enough time to relax we have decided to chose this because we want it to give the image that it can slow time down and allow them to have more time to themselves and because it can show the benefit and effect on people if they go to a more relaxing place mentally.

The benefit of using a large target audience because it can increase the amount of sales that Phizzwizard could get because they would be appealing to more people so they have to assume that they would be able to get more sales by choosing this strategy. Another advantage to Phizzwizard of choosing a large target audience is because they will be able to engage with younger and older people who are interested with relaxation because being between 14 and 21 can be a very stressful time because they have new responsibilities given to them.

Objectives: P2:

The main objective for this advertising campaign is to increase awareness about Carter Soft Drinks and their new soft drink Phizzwizard and to also to try and influence the target audience to purchase the drink. This would be achievable by getting things that the people in the target market like and can relate to such as different colours that stand out to the audience and make it as eye catching as possible because this will raise brand awareness.

Another objective for the advertising campaign is to introduce a new drink to the market that allows the audience that is viewing the advert to see the benefits that it can have on their mind and mental state because it shows that this drink can help them mentally to be happy and to be more relaxed. This is important for our advertising campaign because we want the target audience to see the direct benefits of purchasing and consuming the drink.

Finally, the last objective of our advertising campaign is that we want to show people both at the bottom of the target audience (aged 14/15) to the top of the primary target audience (aged 20/21) that they can enjoy a soft drink that will have positive interactions with their minds because they will be feeling more positive because they would be able to relax. 

Target audience: P2:

Carter Soft Drinks has decided to target their next product (Phizzwizard) at 14-21 year olds as the primary target audience and the secondary target audience to be at 22-30 year olds. This is because the 30 year olds will be drawn towards the rustic and retro look of the packaging, house colours and the advertising. To help us to maintain the concept of the campaign we have decided to show in the advert the person drinking the drink and transitioning to a nicer place.

With our advertising campaign we have decided not to target a specific gender because we want it to appeal to both male and females because both males and females enjoy eating strawberry laces as that is what the drink is going to taste of then we decided to not specify a gender. This will show the audience that it doesn't matter about your gender or your age that you can still purchase the product.

Carter Soft Drinks has made the decision to base the drink off of strawberry laces because the majority of young children have eaten strawberry laces and for the older people on the target audience that haven't had strawberry laces in a few years then it can cause nostalgia about a certain memory they had that happened when they were younger because it can make them to think of that moment. This can cause them to carry on buying the drink because the taste can remind them of a happy memory from when they were a child.

Genre: P2:

The genre of our advertising campaign is relaxation and decreasing stress as the video will represent this as it will show the person drinking the drink and it transitioning to a different place where it is more peaceful in a scenic area. This means that the advert has to make the audience feel a bit relaxed through it. The slogan "The drink you didn't know that you needed in your life" shows the audience that they need this drink that the didn't think they had to have as it portrays it to be some kind of stress cure.

As well as the relaxing genre to the advert we also need to follow the brief which is to promote the drink Phizzwizard which we will do by showing the drink can which has its logo on it and another way that we are going to promote Phizzwizard is by fading the advert into the background and then to have their logo fade into the foreground so that it stands out to the audience at the end of the advert.

Content: P2:

The content for the video advertisement will include our billboard advert which will both contain an advertisement of a fizzy drink called Phizzwizard. Phizzwizard is a new soft drink that tastes of strawberry laces and is a red coloured liquid. The concept of the advertisement is to promote the drink, which will overall result in customers purchasing the product. For our video advert we wanted to make it feel retro whilst also giving off a relaxing genre to it. The main message behind our video is to get people to decrease the amount of stress in their life and that this drink can help them to do so. 

Platforms: P2:

Billboards:

One way that we are going to raise awareness and promote our product to the market is by using billboards. We are going to use these because they allow us to advertise the product to a large amount of people because it will be put up in an area with high foot fall and in areas that have a high teenage presence such as outside or in the surrounding area of a secondary school because that has high foot fall and the target audience will be able to see it on their way to or from school. Compared to other marketing methods billboards are viewed as being very successful and reliable because they have a huge amount of viewer engagement which means that awareness of the product will be increased.

As well as this the target audience don't have to buy anything or have to have anything to view the advert which means that it will be viewed by many different audiences compared to other marketing adverts because many different people will have access to viewing it. This would mean that Carter Soft Drinks will get more sales from people that aren't in their primary or secondary target audience which is another reason to why the billboard is so successful.

Our billboard will be full of bright and vibrant colours because that has been proven to be the most eye catching for our target audience because bright and vibrant colours draw them in and distract them from other things in their surrounding.  Our billboard will also have our slogan which is "The drink you didn't know you needed in your life". This will grab the audience attention because they will think that it is some drink that they have to try which may also encourage them to do their own research on the drink to find out more about it and may even purchase a drink for themselves. This is because potential consumers of the product will find it easier to remember the slogan because it is short and punchy.

Videos:

We will also be using video advertising to market the new drink because videos can be viewed by many different people on different devices. Some of the devices such as: Smart phone, Tablet, Computers, Televisions and many more devices. This gives us the ability to reach many different types of audiences easily as they can view the video from anywhere which will intern increase awareness about the brand and the new product.

The plan for our video advert is to show somewhere consuming the drink in an area that isn't that nice and a bit run down to then taking a sip from the drink and being transitioned to a calming park with a lovely over view of the local area in the background. This would cause interest among our target audience because every knows that being 14-21 can be a very stressful time in their life. 

Radio:

Another advertising method that we are going to use is radio to promote Phizzwizard because it can help us to reach into the secondary target audience which is 22-30 because they could be on their way driving to work and have the radio on then they will become aware of the brand and the product. By doing it through radio it is cost effective because we can chose when it will play and on what station the advert will be played on which means that we have more control about who likely to hear the advert. Also because radio advertising is less expensive than other methods of advertising then we will be able to play the advert more frequently which means that we can increase the brand awareness which can increase sales.

In the radio advert we will be using our slogan which is "The drink you didn't know you needed in your life" because it may not be short but it is rememberable for the listener which means that they will be able to use their imagination to what the drink is going to be like and that will intrigue them to buying the drink. This will intern increase the amount of sales Carter Soft Drinks get means an increase in profit.

Resources/personnel: P2: 

Personnel:
Graphic designer: all the animations and transitions must be made to look smooth so that it comes off as professional.

Assistant director: Helps assist the director in any decisions that need to made, swell as doing jobs that they will be too busy for.

Scriptwriter: This is the person that writes out the dialogue between different characters.

Talent: These are the actors who will take on roles in the project to be the characters that make up the story.

Editor: This is the person that makes the project look smooth and profession when being shown publicly, they make the transitions and cut out certain parts to make the story flow better.

Set designer: This is the person who makes the set look like a certain area to make the story they are telling more believable with certain props and things to make the set look like something else.

Producer: The producer makes sure everything runs smoothly and connects different people to get a job done.

Director: The director helps the crew make the project and makes sure everyone is doing their job correctly.

Resources:
Props: Props are the items that make sets blend in and look like something else such as a coffee shop will need mugs and coffee machines which will make it feel more authentic and let people know what it is.

Camera: A camera will allow you to capture shots and video clips of moments you want to put in the project.

Final cut pro/ editing: This will allow you to make the project look better swell as cut out certain parts and add things in making it much easier to make the project.

A set/location: There needs to be somewhere to film with equipment which is why a set is needed for things such as green screen and crew which is needed to make the project.

Costumes: Costumes are important as if actors are playing roles they must look like them and dress appropriately to give off a sense of authenticity.

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

Research into conventions:

-Print Advertising (magazine/newspaper) need to have clear and effective images in order to catch the audience's eye in order for it to be looked at and processed. Clear and effective images allow the brand to be eye catching and memorable. 

-The message of a print ad needs to be memorable- allowing the audience to feel emotional or informed on their message. 

-Within Print Ads, Slogans are used- they are short and catchy phrases that are used very popularly in advertising. Slogans are one of the most effective ways to draw attention to the brand and their products.The role of a good slogan is to point towards the benefits of a product. Slogans are supposed to highlight your brand image and be memorable. 

-Advertisement uses persuasive and clear language in order to engage the reader and make it clear what the reader is reading so they understand it.

- Brand identify (logo); if a brand has a specific logo, it is seen as there brand identity and their USP when advertising their brand. If a brand logo is recognisable and well known, it will be the target audience identify the brand more and take on it's message.

- Bold and eye-catching colour scheme, allows the advertising to stand out over others and be unique by it's choice in colours.

Competition research:

Phizzwizard is classed as a soft fizzy drink it means that there is lots of competition in the market as there are already well established brands in the market which means that we are going to have to do something different and unique to what the big corporations are doing so that we can stand out from the rest of the market.

Pepsi:

The first competitor that we are focusing on is Pepsi because they are a well know brand that are the second biggest soft fizzy drink, just behind Coca Cola, because whenever you go out and ask for a Coke they will say that they only have Pepsi because Coca Cola is a better known brand and is one of the oldest in the market. The simplistic and minimalistic design of the print ad and television ad makes the product stand out because they aren't going over board and they aren't doing to much as they are doing more by doing less because it means that the product stands out more to the audience. They also have a USP over Coca Cola because their drink is sweeter to the majority of people and younger people prefer sweeter products as it appeals to them more. For our brand to overcome Pepsi we will have to make our adverts just as recognisable and stand out just as much because want people to think of Phizzwizard when they think of soft drinks. 

Coca Cola:

   

Coca Cola is our biggest competition because they are the biggest soft fizzy drink company because it is the most popular soft drink brand in the market because they use very unique advertising such as the Santa truck whilst going around famous London landmarks because it increases brand awareness as many people will be able to see the truck because it stands out from its surroundings so more people will remember the time that they saw this Coca Cola truck so whenever they drink or see coke they will be reminded of this moment. There USP is that they identify very heavily with the colour scheme and our drink doesn't have that same amount of brand awareness so to combat this we have decided to make an eye catchy campaign that the target audience can relate to by a catchy slogan and making the audience remember the colour scheme so that when they see the colours they think about the drink.

Treatment: 

- Use of digital media advertising methods- attract target audience and allow them top interact and engage with the product. 

- Clear and eye-catching logos- build brand identity and audience recognition on both the billboard and magazine 

- Consistent colour scheme to make sure our brand ideas are consistent throughout out campaigns on both the billboard and magazine 

- Make sure our campaign voices our slogan 'One sip will be that extra hit' in order for audiences to remember our brand name and identity 

- Pricing used on advert so customers know how much it costs + which social grade demographic we will be tar-getting on both the billboard and magazine 

- Making sure our campaign exposes its content without words (more visual so less reading) for example, fruit, sport - fit with our themes on both the billboard and magazine 

- In order to represent the brands and fit with the brief we will present the Phizzwizard and Carter Soft Drinks logos clearly on both the billboard and magazine   

 
Forms: P3:

Mood Board:

Story board:

Shot by shot list:

   

Location Recce:

     

Location Release Form:

Talent Release Form:

Risk Assessment:

Visual diagrams:

Pre Production Schedule:

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

Copyright:

The copyright law is in place because it gives the owner of the product exclusive rights to the product. For example this could be a name, logo, Music and much more. It is very important to get copyright for every single element of the product because they don't want a competitor capitalising on this opportunity to use your work for free. This can help to make the business stay unique as other companies can't do the exact same stuff because it would be copyrighted. 

Health and Safety:

Whilst we plan the advert for our product we have to make sure that everyone on the shoot stays safe and is at minimal risk of getting hurt. This needs to be one of our top priorities because the consequences of an employee on the production team and the talent getting injured could result in a lawsuit. As well as this staff members need to be professionally trained because it means that the risk of injury from negligence of not using the equipment properly.

Working with minors:

Whilst working with people that are under the age of 18 we have to make sure that we are following the laws and regulations that go with their age such as they can't work for as many hours as an adult. To make sure that we don't exceed the limit of hour many hours that they can work in a day we have given them a very strict schedule so both the company and the client an fine. 

Forms/Documents:

Is it imperative that our business has all of the documents in place so that we can show potential clients the documents so that they can decide if they want to invest. These forms and documents are also important because they can cover the companies back if they need to show a court that they have all of the proper documents in place to be making the production.

Inappropriate Images/Text:

Throughout the design of the product and the advertising campaign that we need to make sure that there aren't any images or text that has the possibility of tarnishing the brands reputation because the advert is being targeted for their primary audience which is 14-21 year olds so the younger potential consumers shouldn't be exposed to bad language or images. By making sure that there aren't any bad connotations or bad text/images then it will save a public relations issue.

Poor Language:

Through the entire marketing campaign we are making sure that there isn't going to be any poor or bad language in the adverts because that would make the customers think that Carter Soft Drinks is a company that isn't thinking about younger people that are viewing the adverts because their parent/guardian won't want them to be exposed to that sought of language. If the advert has bad language in it then the ASA will be able to take it down because it won't be suitable for television.