LO3 Risk Assessment and recce

LO3 Updated budget

Adobe Creative Cloud: £548.78/yr
Freelance Designer: £32.69/week for 3 weeks: £98.07
48 Sheet Billboard: £157. For a total of 30 billboards: £4710
6 sheet posters: £28. For 100 posters: £1421
In house printing costs: £19.95 each, total £1995 for 100 posters.
Advertising areas: city central £5,000-£10,000 per month, suburbs or outside central areas £1,000-£3,000
Total budget: £6777.85

LO5 Print based advertising final product

LO4 conceptual design pitch

LO4 Feedback from pitch

Notes
If going for the house style of minimalism and simplicity make sure to create a strong brand identity if competing with companies like Apple.
Budgeting needs to be a more detailed break down of the different costs so that clients can see where the money is going. (timescales). Also hiring an in house production service may be cheaper than going to an external source. How much it is to advertise in an area, higher population areas cost more than low population areas.


Written up

  The smartphone industry at present is very competitive so creating a strong and unique brand identity is as important as the product itself. With competitors like apple using the minimalistic design idea, being creative and unique has never been so important.
  The budget for the account needs to be broken down so that the client can understand where the money is being spent. This budget needs a timescale that can show the project through, from start to finish. To reduce costs of in house printing could be hired as using external sources often cost a great deal more. The advertising of this product will need to be located in high density areas as said in our campaign schedule so for this information on the highest density areas is need so that making a informed and logical decision o advertise is made. This will also help with budget planning as we can then produce a plan to the client of how much it will cost and why this is the case.

LO2 Legal and Ethical

Legal
The Legal issues regarding the advertising will be in abundance as there are a large veriety of legal charges that can be made against advertising. One of the more major charges is the copyright infringement, this is if for some reason our advertisement was a recycled version of another advertising IP. Another legal claim could be defamation, this is when another partys reputation is affected by the advert and for some reason they suffer a loss for it. Similarly to this the same party could also sue for damages in the case that they lose a sum of money over it, for instance if a company was defamed and they lost sales due to it.

Ethical

The ethcial issues regarding advertising are most commonly related to discrimination of some sort. A lot of the time it tends to be sexism or racism. Another ethical issues is offensive content which could affect the audience. These ethical issues are extremely important to avoid as if they offend somebody that person may take legal action.

Regulatory Bodies
The regulatory body that control the advertising industry is the ASA (Advertising Standards Authority). The cap code is what regulates the adverts. The specific cap code that relates to our work is the cap code that controls non-broadcast media.  The sections that relate are the harm and offense, privacy, alcohol, tobacco and misleading advertisement.

LO2 Proposal

Proposal for the 4GT Advertising campaign

Identification of Product:

We have been tasked to plan and produce a print based advertising campaign for a new smartphone by a company named 4GT. We need to make our campaign appeal to a wide audience and make sure it stands out against the competition with other smartphone campaigns.

Aims and objectives:

We aim to try to make 4GT’s smartphone stand out as much as possible by producing a campaign that focuses on the simplicity of the smartphone.

Target Audience:

For our target audience we wish to appeal to as many people as possible. We wish to appeal to both Male and Female consumers aged 13 - 50 who are in the social grades of A,B and C1. We expect our audience to have enough disposable income to warrant the purchase of a smartphone.

Campaign Message:

In our campaign we wish to stick to a very minimalistic house style in order to portray the idea of simplicity. We feel that a lot of mobile phone companies focus on high energy advertising campaigns that promote phones that are filled to the brim with features, gimmicks and apps that the user may not actually use. We would like to contrast this with a campaign that focuses on a more relaxed aesthetic which focuses on the basic uses of smart phones.

LO2 Campaign Schedule

Campaign Schedule

The advertising campaign would run through the months of winter as this will collide with yearly events such as christmas and new years. Both of these events inspire a surge of spending and retail sales over the holiday spike. Last year the average spending for the holiday period in Great Britain was £12.6 million which is an increase of 1.678% over the last year. This increase of spending will help our smartphones sell.

Location

We will launch our campaign throughout the cities of the United Kingdom as these are where the highest concentration of people live, making it an ideal place to advertise a high end product. As we are using posters and billboards they will be placed in high concentration areas such as tube stations and main roads. In the event that we use audio visual adverts as well as print media then these will also be placed in high volume areas. This means they would played before videos on streaming services such as YouTube or skyGo, during intervals on television.

  TV advert 

The advert will be broadcasted early through autumn months so as to prepare for Christmas and holiday sales.  The TV advert will be broadcasted on television channels with a high amount of viewers for instance ITV and channel 4. Both of these channels are very popular within the UK and have millions of viewers each day, this huge audience will help boost the sales of the product significantly. These two channels both have advert intervals where as with the BBC channels there are no adverts. Our advert will not contain any violence, harmful material or offensive imagery so it will comply with Ofcoms (Office of Communications) pre-watershed regulations. Because of this our advert can be displayed during peak hours and throughout the day. Our advert will be broadcasted over 10am- 10pm. We must also comply with ASA (Advertising Standards Agency) and not include any copyrighted materials or misleading content.

Print adverts 

Our print adverts will launch at the beginning of November. The adverts will be in the forms of billboards and bus shelter posters and will be displayed in high density locations. The advert displayed on the print media must also conform to ASA's regulations. The advert cannot include any offensive, violent or harmful imagery, must not contain any copyrighted materials and all information displayed must be truthful.

 

LO1 Evaluation of mobile phone adverts

 Apples Shot with iPhone 6 campaign.

a) The aim of all adevrtising is to help a business sell more of its product. This is also the aim and objective for huge industry dominating comanies like apple. By using this advert it will hopefully entice and attract more people to purchase their newest Iphone model. This specific adverts aim is to build a larger audience for the Iphone 6.

b) The target audience for this advertising piece is either gender aged from 15-45 and of any ethnicity, disposble income of A,B,C1 and most likely have hobbies that focus on art (photography, painting). The audience for this product mostly covers everybody in the sections of gender and ethnicity, however it has a specific age range of 15-24. I have chosen this range as it covers students, young adult and older adults and these generations are most likely to be interested by the idea of a fantastic camera on a smartphone. The section on disposable income was chosen because the catergories of A,B,C1 outline an individuals ability to spend a large amount of money on a new phone. Iphones are known for being very expensive so it would most likely be demographic A, B that would buy them. Photography Hobbyists would especially be interested by this advert as it directly appeals to there interest in photography.

c) This advertising piece represents a smartphone which isn't all amount how sleek the device is or how great its internals are, its about what it can produce. The images shown in the advert are expertly shot to provide a irresistible quality and attractiveness which is hard to turn away from. This represents how beautiful the smartphone is. The simple tag line of "Shot on iPhone 6" represents the simplicity of the device, it is composed as if Apple is saying that all they need to sell this device is to amazing photographs and a simple tagline.

d) This advertising campaign for Apples iPhone 6 is sending the message that the new iPhone is incredible.

e)  The Shot with iPhone 6 advertising campaign used mostly print based media for the campaign as it is the best way to utilise the great photographs. This media ranged from posters to billboards.

f) There is always a large amount of legal and ethical issues with advertising as its is a 99 billion pound industry. The relevant legal issues with this advertising campaigns are minimal as it is a very simple campaign. Copyright infringement may be relevant as Apple used external photographer owned photographs in the campaign. Another legal issue could be defamation as somebody could think they have been effected by the campaign and it has caused damages to this persons reputation. This could also cover if an individual has been monetarily effected by the campaign as in they have sustained damages to there financial state of being.

g) The advertising industry is regulated by a board called ASA (Advertising Standards Authority).The cap code is responsible for dictating what is allowed and what isn't. As this is print media advertisement,  it would follow the non-broadcast codes.  This code says that there is to be no profanity, harm or offense, violence, alcohol or tobacco.

h) The method that Apple has used in this marketing campaign, is a visual representation of the phones abilities as a smartphone. This method has shown to be increasingly effective over the last couple decades as the younger generation respond better to visuals due to the rise in electronics and the internet.

i) Although the campaign is mostly print media, Apple did release a series of "shot with iPhone 6" youtube videos.  These videos demonstrate how the phone utilises its video recording option. These videos a short but they do convey a purpose. These videos are very important to the campaighn as the print media is all photography where as these videos show film making which appeals to an even wider audience of hobbyists and film makers. The use of Youtube as the medium of transport to viewers was a very smart idea due to the accessibility of Youtube around the world.