– Level 3 Cambridge Introductory Diploma in Media

Unit 15:

Print Based Advertising

St. Andrew’s Catholic School –NAME AND CANDIDATE NUMBER

Unit 15 Overview

Deadlines

YOU MUST ensure that in order to achieve a MERIT or DISTINCTION you stick to these deadlines and know exactly what is expected of you for this Unit and other Units.

Bank Holiday so due on the TUESDAY

Unit 15: Print Based Advertising

Print media advertising is a form of advertising that uses physically printed media, such as

magazines and newspapers, to reach consumers, business customers and prospects..

Learning outcome: Following on from YOUR magazine pages you need to plan (for 2 ideas) and create a Print Based Advert to

promote a festival/concert – YOUR magazine will sponsor the festival.

Advertising campaign for a

festival in relation to YOURmagazine

• Flyer• Internet Advertisement

• Magazine Advert to go into YOUR music magazine• Billboard• Poster

FLYER EXAMPLE

POSTER EXAMPLE

Planning is KEY!!

At the end YOUR advertisment needs to be of:• HIGH technical standard and SUCCESSFULLY conveys

the planned campaign message to achieve a DISTINCTION.

THEREFORE, planning is key and you need to know exactly what you are doing.

The more information and screenshots of examples in your Powerpoint the better!

DO NOT forget!

• Contents Pages• Conclusions

TO EVERY learning objective

Learners will understand how to plan an advertising campaign for a product

(the festival) and how to produce print-based advertisements for this

product.

What is a advertising campaign?

• Definition - A coordinated series of linked advertisements with a single idea or theme.

Examples Print-BasedAdvertisements

Examples of audio-visual advertisements

The V Festival 2009 Advert that aired on Channel 4/ E4. • https://www.youtube.com/watch?v=Yb3lg5WnrFcOfficial Eden Festival 2015 Video• https://www.youtube.com/watch?v=elBMr-gnI7UV Festival 2015• https://www.youtube.com/watch?v=nYx2ZZwRiOEOfficial 2011 Outlook Festival promo video• https://www.youtube.com/watch?v=HmFUTL2Ylt8Imagine Music Festival 2014 Official Trailer • https://www.youtube.com/watch?v=UGMHxnJsdZAReading Festival Promo Vid - 2013• https://www.youtube.com/watch?v=gLa4caPhZRoFusion Music Festival PROMO VIDEO• https://www.youtube.com/watch?v=MH0mnCCMVxwElectric Castle Festival - Promo Video• https://www.youtube.com/watch?v=NrvjExUNs5ANew Look Wireless 2015 | The Festival Of Summer 2015• https://www.youtube.com/watch?v=vc_3EGvtNIgT in the Park 2015 Headliners• https://www.youtube.com/watch?v=mHbDOoyGng4

IMPORTANT!

Make sure you include this LO

Header for this LO and EACH LO you produce for this

Unit

LO1

P1- “It may be relevant and useful for learners to evaluate a campaign for a similar media product related to the media product they intend to advertise”

M1 – Advert on YouTube or their website promoting the festival.

L01 (P1) – Aims and ObjectivesLearners evaluate an EXISITING advertising campaign including:

a) Aims and Objectives

What is the aim of the campaign?

e.g. This advertising campaign is for the V Festival. It was created to promote and create awareness for the upcoming festival on Saturday 22nd August

(Weston Park) and Sunday 23rd August (Highlands Park).

Talk about some of the material on the advertising campaign – what is it promoting?

Launch new product?

Increase sales?

Increase brand awareness?

Is the advertising campaign aim directly to sell or is it also to create awareness and inform?

At LEAST 2 slides on this section with a screenshot of your print advertisement

EXAMPLE: Aims and Objectives

Aims and Objectives

Each year when it is coming up to the Reading and Leeds festival, the company will start to announce who will be performing. Therefore they use print based advertisement to raise awareness of what will be happening this summer and who will be there. As well as building any artists profile, it also increases the brands recognition due to the fact that if they have bands who are extremely popular, more people will want to go and see them live and therefore increase sales. This could increase sales because they are going to want their target audience to have the best experience possible so they will get bands which people would wan to see live. Additionally, by announcing some artists at a time, it keeps consumers checking up on their news.

http://www.readingfestival.com/news

L01 (P1) – Target AudienceLearners evaluate an EXISITING advertising

campaign including: b) Target Audience• Maslow (interests)

• Katz• Hartley (Age, gender, class)

• Socio-Economic needs (lifestyle)• Pyschographics– Personality? Stereotypes

surrounding the reader? (lifestyle)• Spending Power

AND WHY does it appeal to that type of audience?

YOU MUST include all theory!

EXAMPLE: Target AudienceTarget AudienceWith regards to the ages of everyone who goes to Reading and Leeds festival, it is primarily 16-25 years old with the majority being male (Hartley) and some 30-40 years olds and so you could say that they advertise for young adults. As for psychographics, they would have quite an outgoing and fun personality because the Reading and Leeds festival is a very popular, busy event and so you would enjoy being surrounded by all the different genres of music and being with friends. This means that you could say the socio-economics needs would be C1- E because many people would be students or not in the highest occupational job. Therefore due to the lower socio-economic needs, the people that attend the festival wouldn't’ have a very high spending power because if they are only students then they may not be able to afford to go or would have to save up for a while. Moreover for demographics you can assume that more males will be interested into alternative rock than females and also you would stereotypically see more white people rather than other ethnicities. As for Katz, people who are interested in the Reading and Leeds festival would be entertain and social interaction because it’ll give people to enjoy them themselves and forget their worries and also communicate with others about the music for example. People who look at these print based adverts and want to go to festivals could be mainstreamers, explores and aspirers (Maslow). This is because people would want to go for the experience and adventure whereas others like to go as it is a popular activity to do and lastly people may go as they admire the artists and look up to them. Finally, with print based advertisement, it could be directed at active audiences because they’re individuals who after looking at the poster will want to o find out more information such as the festival dates.

https://infogr.am/Target-audience-research-analysishttps://blogs.glowscotland.org.uk/ea/cumnockmedia/2014/10/19/audience-theory-higher-level-theory/

L01 (P1) – RepresentationLearners evaluate an EXISITING advertising campaign including:

c) Representation

Representation DEFINITION - NEEDED

What you must cover: Individual people, social groups (age, gender, class, ethnicity) issues (such as violence, racism, sexism), stereotypes

Representation Theory you MUST include:

• Laura Mulvey - “male gaze”• Diana Saco – “female gaze”• John Berger

• General stereotypes (ethnicity/age/gender)

Consider why representations are used in advertising and the appeal that they have in conveying meaning to the audience?

EXAMPLE: RepresentationRepresentationStereotypically, you will have the majority of the people at the Reading festival to be young adults, mainly male, and of white ethnicity. This could be because they are known to be more interested into the alternative rock music genre. Additionally at festivals there can be a big issue that many people are aware that a lot of people will take and try drugs which can also result to unfortunate consequences. Furthermore, you would have a lot of social groups of friends who have the same interests and go for the experience and many individuals who may go for the ‘hipster’ fashion style and that it is in a relaxed atmosphere. Moreover, John Berger (1972) had the theory of ‘men act, women appear’ you can link this to festivals because you will have a lot of men stare and objectify women and it could be the way they are dressed and look. Also you can relate other theories such as the ‘male gaze’ (Laura Mulvey) and ‘female gaze’ (Diana Saco) and this is because with the ‘female gaze’, for example, women may go to concerts to see well known male musicians and it could be because they find them attractive and some bands do preform topless which many people may like.

http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-relations

L01 (P1) – Campaign Message

Learners evaluate an EXISITING advertising campaign including:

d) Campaign message

Is there a slogan? What is the message?

Based on product’s unique selling point (e.g. safety, comfort, reliability, fastion etc) getting right

message to audience at right time, how target audience will access message

What is the USP of the product?

Choice of media? Print and broadcast

Campaign Message – continued

E.g. The advertising campaign is aimed at young people who consider themselves out there and wild – why?

What message are they trying to get across to their audience about the festival?

A message can often be something to grab attention and make it memorable as well as selling a belief; perfumes often sell the idea that if you use their product you will become more appealing to the opposite sex.

EXAMPLE: Campaign MessageCampaign Message

With regards to the unique selling point of Reading and Leeds festival it would be which are the main acts over the few days and who else will be performing. Therefore if you pick artists and bands who are extremely popular, you will get more people interested and go. The main message for the festival would be to enjoy the music and by going to a social event, it could be like having a break from all the stress and worries of work and other topics. Even though the festival is in August, they already start releasing who will be there at the beginning of the year and this could be due to the fact that it’s the start of the new year, Christmas would’ve passed and the next best season to look forward to is summer so people will want to find activates to do with friends. By choosing to advertise through print based media, you can attract a lot of consumers because you can use bright colours to get their attention and by having each band in bold, you know straight away who the main acts are on each day and by adding the dates, it gives you the choice of who you might want to see on different days and wither camp or go for one day. The connotations of the red could be represented as energy because there would be a lot at a festival as well as a lot of hype about specific bands playing on stage. As for yellow it is used to attract attention and so is the orange tones and this could be so that the public would be more inclined to look at the poster. On Facebook, the main campaign message I could find was a description about Reading and Leeds festival itself. By using the word ‘heralded’ has the connotations of proclaiming that this is the festival to go to and that you won’t find anywhere better than this. Furthermore it gives and indication on when the festival takes place every year and it’s the best way to spend the weekend if you have a passion for music.

https://www.facebook.com/OfficialReadingFestival/info/?entry_point=page_nav_about_item&tab=page_info

L01 (P1) – Print Based advertisments

Learners evaluate an EXISITING advertising campaign including: e) Print-based advertisements used in the campaign and

copyright

What were the main types of advertisements for YOUR festival (V Fest)? Flyer? Billboard? Posters, magazine articles, internet sites

and merchandising?

Include as MANY as possible

Is there any legal information on the advert? Why is it there? Copyright over the images?

EXAMPLE: Print Advertisements used in the campaign

https://twitter.com/OfficialRandLhttps://www.facebook.com/OfficialReadingFestivalhttp://www.readingfestival.com/

As well as having poster print based advertisement, they don’t have a lot of other ways of advertising. However they are in synergy with Facebook and Twitter where they post various information about the event. Additionally, they include technological convergence because last year they created an app where you can find all the details there and with a wide target audience, a lot of people will be sure to download it.Another way of advertising is by having their own website. On here you can find out the full line up along with where you can buy your tickets and all the latest news regarding the event. If you were interested in going to Leeds instead, they have another website purely for what will be happening there.

Facebook and Twitter

EXAMPLE: Print Advertisements used in the campaign

In the lead up to the festivals, they will start to release which artists/ bands will be performing at the festival which means by releasing more print based advertisements, the public will recognize the house style and know it’s about the festival and it keeps people checking who will be there and if they will want to go. The final poster with all the details has reversed the colours which could be to indicate that this is the official line up and who will be playing when. The type of conventions that they’ve used on the final posters, for example, is having the dates when all the artists are either going to be at Reading or Leeds. Also they have more of the headliners in larger fonts, the connotations of this could be because certain artists could be more well known and that they could be performing longer or on the bigger stages.

L01 (P1) – Aims and ObjectivesLearners evaluate an EXISITING advertising campaign

including: f) Relevant legal and ethical issues

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission.

Copyright, intellectual property rights, slander/libel, model release, royalties, violence, offensive

language/behaviour/material, public interest

Learners should be made aware of the legal and ethical issues applicable to advertising campaigns.

L01 (P1) – Aims and Objectives

Learners evaluate an EXISITING advertising campaign including:

f) Relevant legal and ethical issuesWhat are the legal and ethical considerations that

need to be considered by the advertisers? Legal could be anything slanderous or untrue. Ethical what are the issues that could

upset the viewer, this is especially important when considering the use of representations and that advertisers need to use these to create meaning but they do

not want to upset the audience.

The advertising campaign could break the law if it was to steal third party material such as copyrighted images

or information.

L01 (P1) – Aims and ObjectivesLearners evaluate an EXISITING advertising campaign including:

g) Regulatory bodies

Advertising Standards Authority (ASA) – KEY!Ofcom – KEY!

What can be filmed and what cannot be filmed?

Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and

deciding whether such advertising complies with its advertising standards codes.

1. What are the regulatory bodies and what can their impact be upon these products.2. You will need to consider BBFC, OFCOM and the ASA.

3. Give examples of the impact they can have?

EXAMPLE: Legal and EthicalLegal and EthicalWhen creating print based advertisement for Reading and Leeds, they need to make sure that they don’t have copyright infringement. This means that when they use each band and artist’s name, they need to have permission and even for their own font, they would need to copyright that as well so no one will copy it and the original creator will have ownership over the name. As well as copyright, you can also refer this to intellectual property. The best way to protect your IP is to get a patent, in doing so no one can use any of your information without asking and having to pay you to include your work into theirs. With regards to libel, Reading and Leeds would have to make sure that nothing in print can be classed as defamation which could ruin an artists reputation for example. Lastly you have royalties, anyone who has legal ownership of their work and someone wants to use it, such as a bands logo, they will receive royalties, depending on the amount of income that has been generated. This can be another way for artists to gain income due to the fact that Reading and Leeds would need to advertising who will be performing on the given dates.

http://www.pmg-pm.co.uk/2014/11/print-advertising-and-copyright-guide/http://www.entrepreneur.com/article/220039https://books.google.co.uk/books?id=_C8aCgAAQBAJ&pg=PA100&lpg=PA100&dq=libel+in+print+based+advertising&source=bl&ots=l6ll6enZAJ&sig=j6ExGkQGZD_nu38i7-MsDxpZkKo&hl=en&sa=X&ved=0ahUKEwiJzZ-Z_rDLAhWBUhoKHff2CxgQ6AEIPTAF#v=onepage&q=libel%20in%20print%20based%20advertising&f=falsehttp://www.nolo.com/legal-encyclopedia/licensing-artwork-negotiating-monitoring-royalty-payments-30093.html

Legal and Ethical ContinuedOther aspects which are important when looking at legal and ethical issues would be a model release. Even with print based media you would need permission to use someone else's work, for example the bands font/ logo, otherwise without the signed document you will have legal claims made against you as it is not your original work that you’d like to use. Additionally, public interest is also important. This is when you have the welfare of the general public in minds and is approved through promotion and you also look at what expected profits and loses could be. When it comes to violence and offensive language or behavior, the main aspect to be aware of is if children will see any of the advertising and how it’ll affect them. For example, you would have to look into placement because anywhere in public a child or anyone could have access to the advert whereas if it’s post watershed and in magazines which aren’t aimed at children then they shouldn’t see it. Therefore, on print based advertisement it is important that Reading and Leeds do not have any offensive language so possibly any quotes from bands which could include swearing and do not include an violence such as any images from a concert where you may see any violent actions, especially in rock concerts where there’s a lot of aggressive music stereotypically. Reading and Leeds do not seem to have any legal and ethical signs on their print based advertisement but on their website at the bottom, they have a copyright logo of the company who presents the festival.

EXAMPLE: Legal and Ethical

http://digital-photography-school.com/model-releases-need-know/http://www.businessdictionary.com/definition/public-interest.htmlhttps://www.asa.org.uk/~/media/Files/ASA/Misc/ASAHarmOffenceReport.ashx

ASA – KEY!Regulatory Body: Advertising Standards Authority

The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom.

The Advertising Standards Authority have a useful website when evaluating advertising campaigns. If possible learners may also find press packs and marketing material for print products, Broadcasting Audience Research Board (BARB) or Radio Joint Audience Research (RAJAR) useful for current research statistics on target audiences.

https://www.asa.org.uk

For example: The advertisement completely stays to the rules and regulations set by the ASA, as the campaign doesn't glorify crime, drinking alcohol, participating in sexual activities or taking drugs.

Ofcom – KEY! - copyrighthttp://www.ofcom.org.uk

The Office of Communications

• We regulate the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

• We make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive.

• Ofcom operates under a number of Acts of Parliament, including in particular the Communications Act 2003. Ofcom must act within the powers and duties set for it by Parliament in legislation.

L01 (P1) – MethodLearners evaluate an EXISITING advertising campaign including:

h) Method

• Where else was the advertisement placed? Across the globe? Technology/film/fashion/Billboards• Shown on Billboards?

• Is your festival advertised in your magazine of inspiration?• How much does it cost to advertise?

• When will you advertise your festival? Think about timing, placement and schedule

• Talk about persuasive techniques they use in the advert you are analysing.

EXAMPE: MethodMethodReading and Leeds start to announce/ advertise around February time and this is tactical because after the seasonal holiday, many people look forward to the summer and so if they start to say which bands will be performing it could lead to the public already buying tickets and persuading their friends to go too. I know they start to advertise around this time as well because on their website, if you go to their news page, they first mention their announcements the 27th February. Lastly, by adding advertisement in music magazines and on radio shows, this will get people thinking about going because they would already be reading or listen to music.

http://www.readingfestival.com/news

Audio-visual Advertisements

REPEAT all of a,b,c,d,e,f,g,h STEPS for an Audio-visual Advertisement relating to

the campaign.

M2) How is your Print-based advertising campaign

and audio-visual advertisement LINKED and used together to convey the campaign

message?Print-Based vs Audio Visual

Similarities and differences to convey the campaign message – look at the campaign message you have

already written.

Remember to screenshot examples!

Example sentence: In this promotional video you can see a link with the print-based media through……

How is your Print-based advertising campaign and audio-visual advertisement LINKED and used together to

convey the campaign message?

YOU HAVE TO refer to ALL Posters, magazine articles, internet sites and merchandising in your advertising campaign (festival, concert).

FIND THESE/RESEARCH

http://www.vfestival.com

These need to be produced/released the same year as the poster you advertised

(M2) EXAMPLE: ComparisonSimilaritiesAfter researching both print based and audio visual advertisement, I’d say that the similarities are that they have a consistent house style, it’s mainly about who is preforming so the campaign message and including images and clips of the artists. So their campaign message is about informing the viewer about who will be at the Reading and Leeds festival and show them what they may miss out on by showing them clips of the bands on stage.

DifferencesHowever, in print based advertising they are more specific in who will be on each day whereas the audio visual advertising just has who the main 5 headliners are. Also on the print based advertisement, they have various sized font and this could be because more people may be interested in the main headliners whereas on the audio visual it is purely about the main bands.

To conclude, the campaign message would be about people taking time out of their lives to see different bands and have a memorable weekend. Therefore these adverts both conform to the campaign message because they are promoting who you’ll be able to go see live and showing how much the crowd are enjoying themselves (audio visual advert). Also in each of them you have the logo used and have similar house styles but just reversed. However the poster is not included in the audio visual advertisement, just the main headliners. Additionally, all of their other types of advertisements link together due to the fact that they all have the same style, would have the same audience and all release their news at the same time.

(M2) EXAMPLE: Print Based and Audio Visual Advertisement linked

togetherAll the adverts used, and with different medias, all link to the campaign message because both of them inform the music lovers of whom is going to be playing at the annual festival and the print based advertisement gives the exact days on who will be where (either at Reading or Leeds). Furthermore the main headliners names are in bold/ larger font and they have videos specifically for the headliners and this could e because they will be their main selling point and who people would mostly likely go and see. Additionally, the colour schemes are very similar in the fact that they just reversed them for the different types of media, this will again make people remember the festival every time they see these colours used. Lastly using the same fonts, for example the bands logo, will convey their campaign message because they will be promoting ‘the most revered artists’ and this will also allow fans to recognise their favourite bands straight away.

The advertising campaign is the NEW festival/concert so you need to make 2/3 print-based advertisements for this festival.

For example: if my festival was V Fest (campaign) I would create a poster AND a advert to go in a magazine

AND a flyer but DO NOT forget to PLAN for a audio-visual advertisement.

LO2

You could produce an advertising campaign for a NEW festival OR a music TOUR and select a flyer, internet advertisement, magazine advert, billboard, poster etc. however the advert should be linked to the overall advertising campaigns message/theme.

LO2

You also need to plan for the use of related audio-visual advertisement that can be used (advert promoting the festival) IN YOUR campaign schedule (production plan).

Plan for 2/3 Print – Based advertisements (Poster and Magazine Advert) in your advertising campaign (Promoting NEW concert/promoting NEW festival).

LO2Be able to plan an advertising campaign that includes print based advertisements

You will plan a print-based advertising campaign to promote YOUR festival sponsored by your magazine

you made in unit 13.YOU HAVE TO PLAN for MORE than 1.

You also need to plan for the use of related audio-visual advertisement that can be used (advert promoting the festival) IN YOUR campaign schedule.

What audio-visual adverts could be used as part of the campaign? What/who will they have in them? Where will they be filmed? Where will they be distributed and scheduled (websites, social media?), for how long?

Make a Powerpoint slide with this on – answering these questions.

KEY!

KEY – LO2 M2• “AFFECT” their planned campaign -

HOW? Be specific on which components of the ASA for example will tie into your Advert - e.g. What could people potentially complain about? (misleading information, incorrect dates etc.) and check out the 'Advertising Codes' - Which codes do you need to consider in particular? Research - https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx

Look at the codes and RELATE to your work (screenshot) codes.

M2 EXAMPLE – Legal and Ethical constraints

There are a few legal and ethical issues that I would have to follow when carrying out my advertising campaign. Firstly, if I were to use any models it would be important that I have the correct model release forms signed so that I have their consent. Secondly it would be extremely important that no offensive or violent language is anywhere on my adverts and that everything stated on there is the truth otherwise there would be defamation and libel. I would need to make sure that all my products are copyrighted so that no one can copy my ideas and that if I am going to use bands’ logos for example that I have permission so that it would not be an offense. All these regulations could potentially affect my campaign message because any consumer could complain about if anything was misleading, for example the dates or who will be there, and to not promote for a younger youth where it may be potentially dangerous if they go so therefore it would be better to encourage the public of an older age and not persuade children that they want to go. Lastly you have royalties and this means that if I wanted to use the artists’ logos, for example, they would receive royalties because I’d want to use their work. As for representation, I need to make sure that there are no stereotypes and that I have the festival in mind and stick to the theme so that I do not offend anyone or single people out.

https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={150f46ec-6177-4783-ad69-ffa9b9b5fb07}#.V2EuA_krLIU

10 Tips to creating an effective Print-Based Advertisment

Read BEFORE you start planning for your advertisement

1. HAVE A MESSAGE IN MINDHaving a clear message in mind is imperative when making print advertising designs that are effective.

10 Tips to creating an effective Print-Based Advertisment

2. USE AN UPDATED LOGOUse an updated and visually-appealing logo that is modern, relevant and suitable for the demographic you are trying to reach.3: SELECT THE RIGHT COLOR SCHEMEEnsuring the colour scheme within your print ad is streamlined with your logo colours.4: CONSIDER THE SIZE OF YOUR PRINT ADVERTISING DESIGNS

10 Tips to creating an effective Print-Based Advertisment

5. TYPOGRAPHY MATTERSChoosing the right font when it comes to typography also matters, especially if you are looking to make an impact with a specific message you are sharing.6. GRAPHICS VS. PHOTOSDetermining whether you want to use graphics, photos or even both within your next print advertising design is also a decision to consider

10 Tips to creating an effective Print-Based Advertisment

7. USE PRINT-FRIENDLY IMAGES AND MEDIA8. RELATE TO YOUR AUDIENCEEnsure your advertisement is able to relate to the audience or demographic you are trying to reach9. INCORPORATE A CALL TO ACTIONAdding a call to action can be done by providing a bar code for smartphones and even implementing a URL for your website.10. PROVIDE SOMETHING IN RETURN

Proposalsx2 for each print-based advertisement

Proposal identifying the product being advertised e.g. Poster and Advertisement inside a magazine.

Proposals MUST include• Title• Format• Content

• Target audience by age, gender, lifestyle and interests• Spending Power

• Campaign message (must have a slogan)

Use template in the Public Drive under Unit 15 – LO2.

Be able to plan an advertising campaign that includes print based advertisements

Mindmapx1 explaining WHOLE campaign

Mind-Map - Colour Scheme, Target Audience, Logo/Masthead Names, Frequency of release, Logo Designs, Campaign message (slogan), Marketing of the product.

YOU NEED connotations behind the masthead name, the slogan and the colours.

Generation of Ideas

Be able to plan an advertising campaign that includes print based advertisements

Print Based Advertisement

Target Audience:My target audience would be mainstreamers (Maslow) due to the fact that they are people who go to popular events and want to go there for the experience. Also they would be the type to go to be entertained (Katz) and because it would be a form of escapism from everything that is happening in their lives. Moreover, due to a lot of young adults there, their age would primarily be between 17-30 and possibly more males than females because stereotypically male prefer the alternative rock genre more (Hartley). Also the socio-economic needs would be C1-E because a lot of younger people go to festivals and won’t have a high ranked job. This also means that the target audience have a low spending power due to the fact that they wont have high paying occupations. Lastly for psychographics, they would be adventurous and outgoing because if you like a variety of music and being outdoors then it would be a memorable experience to spend the weekend with friends and having fun.

Colour Scheme:For my colour scheme I want to keep it bright and bold so it is eye-catching and after having a look, persuade people to go. I would probably stick to colours such as red, oranges and yellows because the connotations are that they represent energy and at a festival you need this up beat vibe.

Logo Names:As my festival would be sponsored by the music magazine EP, I would keep it simple and have something like EP Festival or maybe the name of where it may be held, such as Victoria Park Music Festival.

Slogans:Escape Reality.Lose Yourself in the Music.These would be ideal slogans for my music festival because nowadays a lot of people will listen to music so that they can take a break from reality and not have to worry about their daily lives for a little bit.

Frequency of Release:So that my target audience is fully informed and have time to think and plan what they want to do, I would start to release the main headliners first and then what dates they are playing. I will first start advertising near the beginning of the year and then carry on every few weeks so people have a few months to decide.

Marketing:The type of marketing I will be using is poster and magazine print based advertisement. This is because if anyone is walking past and notice the poster, it might make them stop and read and find out what it is about. Furthermore, if my desired target audience is already reading about music and find the advert, it is a way of persuading them that they should go and they’re already in the mind set of thinking about music.

MINDMAP EXAMPLE – DO NOT COPY.

Mood boardx2 for each print based - advertisement

• E.g.

Be able to plan an advertising campaign that includes print based advertisements

Hand Drawn Draftsx2 for each print-based advertisement

• Template in the Public Drive under Unit 15 – LO2 Folder

• You must draw your Front Cover neatly once you have chosen the name for your advertisment and COLOUR it in the colours you have chosen.

• Photoshop A4 Size – International Paper if you are doing a poster and advert inside a magazine. If you have chosen to create a flyer look up dimensions of a flyer.

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Hand Drawn Drafts

Here are my hand drawn drafts for my poster print based advertisement and as you can see, the red and orange make it stand out and everything is organised so it isn’t complex or wouldn’t know what the advert would be about. I prefer the one on the left because the space is better utilised and there’s not as much empty space.

Draft Layout (continued)

These are my magazine print based advertisements and compared to my posters, at the bottom you will have more information on where to buy tickets for example. The one of the right would be better as an advert because for the first one, as the artists would all be placed together, it wouldn’t be clear on who will be preforming on certain days.

Graphic Layoutsx2

• You can either create these on Photoshop or Word.

• You have done this for other units so you know what to do.

• This should be done for your Print Based Advertisements – 1 for poster – 1 for magazine advert.

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Graphic Layouts

These are my Photoshop layouts and I like how the colours work well together and that there’s a gradient for the background. You can also see how it is a simple but clear layout and will have technological convergence by adding the website address.

EXAMPLE: Graphic Layouts

Just like my other drafts, you can see that the magazine advertisement will have that extra information at the bottom. Furthermore, you can imagine that once all the artists names are on there, it will look very appealing.

Draft Logo Design

• Create this on Photoshop.

• Make sure you design a logo similar to your festival of inspiration.

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Logo DesignAs my event is sponsored by EP magazine, I will be using that logo on my advertisement. However, I might change the font for the word ‘Festival’. The main font I like is the bottom on which is in the style Window Markers. I have added EP as well to see what it may look like if I didn’t necessarily use the logo. The font will stay black as the background would be a bright colour in order for the name to stand out.

http://www.dafont.com

Plan for the images/Photoshoot plan neededx1

• Use template in the Public Drive under Unit 15 – LO2 named Photoshoot plan

• This needs to be filled out in detail and added into your Powerpoint slide

• State what photos you are going to use for what advertisment.

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Photo-shoot Plan

I have created a photo shoot plan incase I will be needing models in my final photos and I have decided to go with the sunset theme still but have the models as silhouettes still. I have stated what the requirements are and when and where it will be taking place.

Analyse YOUR Print Advertisement of Inspiration

Steve Neale (1980) “repetition” and “difference” – what will you ‘repeat’ and ‘change; on your Print-Based Advertisement.

Sponsorship

The GraphicsConnotations behind the images

Target Audience

Synergy

Colour Scheme

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Advert of Inspiration

At the top of the advertisement, you have who is presenting the festival and where it is being held. This is important because straight away the audience is informed on what the advertisement is about.

There are three dates with who will be preforming on what days and whether at Reading or Leeds and I will use this idea because even though it is important to know the headliners, if they only want to go for one day then they can see who will be there.

The main headliners are in a bigger font because they are the bands which people would be most interested in. I will ‘repeat’ (Steve Neale) this for my print based advertisement because you would want the public to know who the main artists are and then if there are few who are upcoming but not as known, still include then so that they can gain recognition.

You could say that the target audience is young adults (18-30) and within the C1-E category (socioeconomic needs) because a lot of the genre of music, you wouldn’t expect old people to be listening to it nor very young people.

As for colour scheme, they have used bright and block colours which could be to attract the attention of anyone who gets a glimpse of it. Also the connotations of the colours could be energy and there would be a lot of energy and excitement at the festival due to fans being about to see bands they like on stage.

I would ‘repeat’ the bold colours but ‘change’ (Steve Neale) the colours used, possibly not yellow because that colour can be linked to danger along with the black used but the using the red can represent passion and musicians put a lot of passion into their work and the audience experience this when listening to the music.

Poster/Advert information– Artists you will include on your advertisement

Artists relating to your magazine genree.g.R&B/POP – Beyonce, Usher, Chris Brown, Rihanna etc.House – Annie Mac, Lapsley, Jamie XX etc And WHY?

Be able to plan an advertising campaign that includes print based advertisements

Select fonts/graphics/colours/ House Style

• USE dafont.com to find a similar font to your magazine AD of inspiration

• This should be the same font as the masthead of YOUR magazine you created.

Examiner wants - Fonts, colours and layout of their print-based advertisement effectively conveys the planned campaign message.

Be able to plan an advertising campaign that includes print based advertisements

Production Plan and Production Schedule

Production plan and Production schedule must be 2 DIFFERENT plans

under 2 DIFFERENT titles.

Industry Standard Production schedule/planYou need AT LEAST 4 weeks

Research how you create a production plan and what should be included in it. There is a template on the public drive under ‘Year 13 – Unit 15 – L02

‘This needs to be detailed with REALISTIC timescales’

YOU HAVE TO: include planning for your audio-visual advertisement that you might (you are not) making for the campaign.

http://anrl.com.au/samples/NADV603BC_S.pdfSteps in Advertising Process: http://www.managementstudyguide.com/advertising-process.htm

Useful links:

Be able to plan an advertising campaign that includes print based advertisements

KEY - M2 - Audio-visual Advertisements/Production

Plan

PLAN for the creation of a audio-visual advertisement – produce a slide on this and add it into your production schedule.

• What audio-visual adverts could be used as part of the campaign?

• What/who will they have in them? • Where will they be filmed?• Where will they be distributed and

scheduled (websites, social media?) • For how long?

Idea of the steps involved

The table highlights the steps involved in the production process of a print advertisement. In the main, the creative process should take no more than two weeks, and production overall should be completed within 1-6 weeks depending on the complexity of what is being asked for.

Production Schedule

Different stages of how the product is going to be produced. Production plans helps to plan the steps of producing an advert/Poster/audio-visual.

Be able to plan an advertising campaign that includes print based advertisements

EXAMPLE: Production Plan

Here is my production plan for my poster print based advertisement and I have said what needs to be done for each day and all the tasks that need to be completed for Friday 18th March. The reason I have chosen the middle of March is because then my target audience will have 3 months to decide whether to and on what days, if not all of them, and then it wouldn’t be last minute. Also it will help gain recognition over the months to try and gain more consumers.

http://smallbusiness.chron.com/advertising-production-process-45162.html

EXAMPLE: Production Plan (continued)

I have produced another production plan for my magazine print based advertisement. This is because it’ll be different compared to my poster print based advertisement due to the fact that it needs to be sent to the magazine companies and has a different release date, which is Friday 1st April. The reason for a different release date is that the posters will be seen more often due to the fact that the magazine adverts will only be placed in magazine’s which have similar music genres. Also I will be releasing new information about where to go exactly for tickets for example and it’ll be reminding the target audience again that the festival is coming up.

http://smallbusiness.chron.com/advertising-production-process-45162.html

EXAMPLE: Production Plan (continued)

As well as having dates for my poster and magazine print based advertisement, for my audio visual advertisement it would be released on Wednesday 16th March because the final headlining poster would be released on the Saturday before and so I want to remind the audience of what they are like on stage and persuade them to go. Then the final poster of all the acts will be released on Friday 18 th March.I have chosen these dates because it’s in the summer time which means young adults’ students may have the time to go and also it is before other festivals so it wouldn’t interfere with other festivals. Additionally, it’s one of the first festival of the year so people are going to want to go and it’s a new festival which people may want to go and see what its like.

When it comes to scheduling my poster print based advertisements, they will be placed all around London for example at public transport stops due to the fact that the festival is held in London and the transport stops are an example of where a lot of people will be passing and then having a look at it. As for my magazine print based advertisement, the advert will be in magazines such as Q and NME. This is because they produce content with similar music genre of alternative and indie rock.All of these will be produced three months in advanced because people need to be aware in plenty of time about the festival. Lastly, most of the posters will be in A4 format but possibly some A3 sizes as well.

Month Quantity Price

March 500 £68 (A4) £94 (A3)

April 750 £82 (A4) £141 (A3)

May 1000 £100 (A4) £177 (A3)

June 1500 £140 (A4) £140 (A3)

http://www.alocalprinter.co.uk/a4-and-a3-posters

Launch Dates - example

YOU MUST produce a launch dates table identifying each launch date for the poster, advert and audio-visual.

ALSO if you do a music tour you must put the dates of the tours on this table.

Key Dates/timescale

Festivals are usually in the Summer – find out when your Print Based Advert of inspiration (festival) is.

Key dates need to be considered in order to appeal to a mass audience.

Be able to plan an advertising campaign that includes print based advertisements

Budget/summary/resources/timescale

• Magazine Advertising Rates – how much will it cost you to advertise in other magazines? What magazines will you be advertising in and when?

• Budget: How much will the campaign cost?• What equipment and staff will you need?

How much will that cost?• Print and design cost.• Source information

Be able to plan an advertising campaign that includes print based advertisements

Budget/summary/resources/timescale

Cost of producing a posterUseful Link:• http://www.alocalprinter.co.uk/uk/posters/

Be able to plan an advertising campaign that includes print based advertisements

Budget SummaryFor advertising in a magazine, it will cost me around £2,750 if the advert was placed anywhere throughout the magazine. The type of magazine which I would advertise in is Q magazine and because they have a monthly circulation, the advert will be produced once a month. If I was to print 1,500 posters at a time, it will cost around £189 and 3 types of posters will be printed so that’ll cost £567 (ex-VAT). Also for salaries, these are only starting rates and may be more over a period of time. Furthermore, with equipment, you wouldn’t need a lot for computers for example because there would be a lot of team work.

http://www.alocalprinter.co.uk/a4-and-a3-posters

Staff SalaryEditor(s) £19,000

Designers £21,000

Photographers £20,000

Marketing £21,000

Finance £18,000

Human Resources £17,000

Equipment Cost

Office Space £212,480

Apple MacBook Pro (X5) £5,995

Adobe CS6 Master Collection £9,179

Cameras (X3) £687

Equipment

You need a slide on the equipment you will need to help produce your advert.

• What are you going to be taking pictures of?

• Where will you be shooting your pictures?

Be able to plan an advertising campaign that includes print based advertisements

Location

Location of Advertisements

• If you are producing an advert to be put inside magazines – what magazines and where?

• If you are producing a poster – how many? And where are you displaying these posters?

Be able to plan an advertising campaign that includes print based advertisements

Recces – suitability of indoor or outdoor locations to production work

• Template on the Public Drive under Unit 15 – LO2 – please use and fill out in LOTS of detail.

• YOU HAVE TO include Photos to support your work.

Be able to plan an advertising campaign that includes print based advertisements

Risk assessments – Industry Standard• Identify potential hazards/risks and find resolutions to any problems Executive

(HSE) or Broadcasting Entertainment Cinematograph and Theatre Union (BECTU) may provide learners with useful sources of information with regard to issues such as copyright, royalties, representation and trading standards etc. and how these apply to the advertising campaign – KEY!!

For example:If you plan to use an image that they do not own, or have not produced, that they are aware of the applicable royaltiesand can demonstrate how they would seek permission for use of that image; what the cost of any royalties would be and whether they would see to use their own image as an alternative.

• Use template in the Public Drive under Unit 15 – LO2• Open with Photoshop and edit – there are 2 pages YOU NEED

to fill out

Be able to plan an advertising campaign that includes print based advertisements

Legal and ethical – Model Release From

If you are taking pictures of people you need to create a ‘Model Release Form’ industry standard that they will need to fill out.

YOU should create one.

Be able to plan an advertising campaign that includes print based advertisements

Legal and Ethical

You MUST include AND relate it to your work:

• Copyright• Royalties

• Representation• ASA

• Offensive material

EXAMPLE: Legal and EthicalThere are a few legal and ethical issues that I would have to follow when carrying out my advertising campaign. Firstly, if I were to use any models it would be important that I have the correct model release forms signed so that I have their consent. Secondly it would be extremely important that no offensive or violent language is anywhere on my adverts and that everything stated on there is the truth otherwise there would be defamation and libel. I would need to make sure that all my products are copyrighted so that no one can copy my ideas and that if I am going to use bands’ logos for example that I have permission so that it would not be an offense. All these regulations could potentially affect my campaign message because any consumer could complain about if anything was misleading, for example the dates or who will be there, and to not promote for a younger youth where it may be potentially dangerous if they go so therefore it would be better to encourage the public of an older age and not persuade children that they want to go. Lastly you have royalties and this means that if I wanted to use the artists’ logos, for example, they would receive royalties because I’d want to use their work. As for representation, I need to make sure that there are no stereotypes and that I have the festival in mind and stick to the theme so that I do not offend anyone or single people out.

https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={150f46ec-6177-4783-ad69-ffa9b9b5fb07}#.V2EuA_krLIU

LO3

L03 MUST include:Checklist

• Draft layouts• Moodboards• Campaign message• Plan for the images (Photo-shoot plan)• House style (fonts, colours, graphics)• Test Photography• Finalise layout/style for advert• Proof-reading, sub-editing slide - Anything you need to consider when

constructing the product? WHO will check for these mistakes? WHERE is there the potential for mistakes to be made? (e.g. Festival dates) EXPLAIN.

• Production Plan• Budget/summary/resources/equipment and staff needed.• Risk Assessment• Location Recce• Add in drafts (Photoshop work).

Learners’ evidence should include the final print- based advertisement. They could include a commentary or annotated document which highlights the changes/ amendments or additions etc made to their planned print-based advertisement – this could be presented as a side by side view of the planned material next to the final advertisement with highlighted changes. Photographic evidence could also be used to evidence the changes made and supported by a commentary.

You need to MAKE your DRAFT print-based advertisement on Photoshop (x2 ideas).

This should be A4 size (Preset – International paper)

Photoshop TRIAL VERSIONSStep by Step guide on how you created your Drafts.

PITCH - ChecklistMUST INCLUDE:

• Proposals covering – title, format, content, target audience by age, gender, lifestyles, interests and spending power.

• Hand- Drawn Drafts• Graphic Layouts• Moodboards• Campaign messagge• Plan for the images (Photoshoot plan)• House style (fonts, colours, graphics)• Test Photography• Production Plan• Budget/summary/resources/equipment• Risk Assessment• Location Recce• Legal and ethical – copyright, IP, slander/libel, royalties, offensive language,

public interest and steps to trademarking the festival logo.

Pitch your ideas

• First put your presentation into a Powerpoint and then ONCE FINISHED upload onto Prezi.

• The presentation needs to include the following (look at following slides).

• Create a new Powerpoint for your pitch.

YOU ARE pitching BOTH ideas.

LayoutConsider the layout of the room and delivery of the presentation including style, technical requirements and refreshments.

• You need a Powerpoint slide under LO3 on the layout of the room and materials you used – pictures and a paragraph of writing.

This must be completed BEFORE your pitch.

Pitch

• The following slides contain what you need in YOUR pitch.

Pitch - Verbal Introduction

You need to state what ideas you are pitching and why.

Pitch - Pre-production materials

• Mood boards• Mind maps• Proposals • Hand drawn drafts• Graphic Layouts• Fonts/colours• Draft article• Plan for the images • Draft logo designs

YOU MUST include every single on in your pitch

Campaign Message slide – KEY!

• You have to state exactly what your campaign message is (slogan) and why it fits with your print-based advertisements.

Pitch – Production Plan

Add in your Production Plan

Proposed launch dates – KEY!

You have to talk about your plan for the audio-visual advertisement as well as the poster and

advert.

Pitch - Materials, equipment, locations, contingency plans

• Materials• Equipment• Staff• Locations • Contingency Plans

Talk about ALL.

Pitch - Personnel

• Personnel identifying key roles and tasks i.e. editor, writer, designer.

• Budget, including materials, equipment, personnel, LEGAL AND ETHICAL - copyright intellectual, property rights, slander/libel, royalties, offensive language public interest

Legal and Ethical

YOU MUST COVER ALL:copyright, IP, slander/libel, royalties, offensive language, public interest and steps to trademarking the festival logo.

EXAMPLE: Legal and Ethical and Trademarking

There are many regulations which could potentially affect my campaign message but as for copyright I would need to make sure that all my products are copyrighted so that no one can copy my ideas and that if I am going to use bands’ logos for example that I have permission so that it would not be an offense. Additionally with IP, the best way to protect it is to get a patent, in doing so no one can use any of your information without asking and having to pay you to include your work into theirs. When it comes to making a patent, there are a few steps involved. This can take a long period of time but as long as your idea is original and have the correct paper work, for example, then you’d be able to get a patent. Once you have been granted your patent, it will be legal for 20 years and then you’ll have to renew it.

https://www.gov.uk/guidance/patents-step-by-step

Pitch – Final idea

• Screenshot your final idea and state WHY you have chosen this one.

• Connotations behind the names of your idea are VERY relevant.

Pitch - Feedback

• STATE in your pitch that you will be gaining FEEDBACK via:

• Witness Statement• Survey Monkey• Q and A with the client (take pictures)- You have to record the outcome of the discussion

either by a written report or video.- YOU NEED TO complete ALL of these.

It is important that the learner records the outcomes of the discussion, question and answer session, which could be in written format or an audio/audio-visual recording.

LO5 – P5CREATE your PERFECT Print – Based

Advertisement from the feedback you have gained from your Pitch.

LO5 – M4

You need to identify AT LEAST 4 changes you made to your Print Based Advertisement from the feedback you were given from your Pitch.

e.g. changes to the fonts selected, the layout of the advertisment and the selected images.

Evidence should include the final print-based advertisement.

LO5 – D1

YOUR advertisment need to be:• HIGH technical standard and

SUCCESSFULLY conveys the planned campaign message

LO5 – YOU MUST include:• Feedback – Witness Statement and Survey Monkey – at least

3/ 4 changes.• Clients likes and dislikes• Safe working practises• Equipment• Photos used• Consider if the needs and expectations have been met for the

client• Is the content of the product correct based on form and style

– compare your poster/advert with inspiration poster/advert.• Does it meet legal and ethical requirements?

EXAMPLE: Changes madeWhen I was making my various final posters, the biggest change that I made was the backgrounds I used. For example the sunset, the London eye and a field. Additionally the size I used was A4 but for my flyer I used the A5 dimensions. As for colours, the main change would have been whether my font would look better and be clearer in either black or white. The only other change would have been the sizing of the artists’ name to make sure everything looked proportional and even. Moreover, from my feedback it was advised that I add the year of the festival and social media logos as well so that they audience will go to the festival’s pages and find out more and as for the year, it makes it more clear on when it is supposed to be.

Before

After

EXAMPLE: Meeting Legal and Ethical requirements

https://www.asa.org.uk/About-ASA.aspx

After looking at the ASA (The Advertising Standards Authority), it was important that I do not add anything that could be misleading, offensive; for example stereotypical. I think I have followed these rules because there isn’t any offensive language or images on my final posters and there isn’t anything stereotypical either. Furthermore, there will be no defamation or libel because everything on my poster print based advertisements would be the truth. Then as for copyright, because I am using the artists’ logos I would have to make sure that I have their permission to use it so I do not break any copyright laws. The main refinements I made were adding ‘2016’ so people knew what year and altering the background to see what was better, this wouldn’t come across bad with regards to legal and ethical issues because I’m adding clarification and the pictures used aren’t offensive.

EXAMPLE: Safe Working Practices

When it came to creating my final print based advertisements, I used Adobe Photoshop CS5.1. This was because it’s a programme which allows me to edit my images and add all the necessary conventions and it finished to a high standard. I had slighted edited my photos to get the right level of light and shade into my work and then added my logo and the other font onto the photo, which was my background. Additionally, I used tools such as the text tool, crop, placing a picture (for example a social media logo) and the colour swatches so everything had the same shade matching my colour scheme.

EXAMPLE: Safe Working Practices (continued)

This is my completed risk assessment sheet which mostly would be used for if I was using models but it also includes information on setting and what the key equipment is.

EXAMPLE: Comparison of Existing Products

I’d say my final products are correct compared to existing ones such as the Reading and Leeds festival which was my inspiration because I have the logo, campaign message, dates, who will be there on what day and information on how to get tickets. Furthermore the colours are eye catching and with regards to layout, they artists are under what date they will be playing and the writing is bold and spread out so it is easier to read.

Conclusion

• DO NOT forget a conclusion for every Learning Objective.