Production log 3

 

Production log 2

 

Production log 1

 

Legal and ethical grid

Sound effects

In a radio advert, the ringing sound effect serves multiple purposes. It grabs the attention of listeners and creates engagement, particularly when promoting phone-related products or services. The ringing sound can prompt action by signaling a call to action, such as urging listeners to dial a hotline or customer support number. It also has the ability to evoke emotions, generating a sense of urgency or anticipation, which is particularly effective for emergency services or time-sensitive offers. Furthermore, the ringing sound can be utilized to reinforce brand identity, associating a unique or recognizable ringtone with the advertised brand. Overall, the ringing sound effect in a radio advert is a versatile tool that helps captivate listeners, drive engagement, and enhance brand recognition.

Typing sound effects serve multiple purposes, enhancing audio experiences and conveying messages in various contexts. They add realism to multimedia productions, simulating the sound of characters typing on keyboards or typewriters. These sounds also signify written communication, such as emails or text messages, and can be used to enhance digital interactions in user interfaces. Typing sound effects can create dramatic effects, building tension or adding a sense of urgency, and they can evoke nostalgia or retro vibes. Overall, they contribute to a more immersive and engaging audio experience across different forms of media.

Task allocation Print advert

 

Task allocation sheet Radio advert

 

Final pitch powerpoint

Evaluation

Print advert final

 

Print advert draft

 

Response to Audience feedback print

 Print advertisements have several strengths that make them a valuable marketing tool. Firstly, their tangible and lasting nature allows readers to physically hold and engage with the advertisement, potentially leading to longer exposure and repeated viewing. This provides an opportunity for the message to make a lasting impression. Secondly, print ads have the ability to utilize visually impactful designs, colors, and layout choices to capture attention and convey the intended message effectively. This visual impact can be instrumental in grabbing the readers' attention and generating interest in the advertised product or service. Additionally, print publications often cater to specific interests or demographics, offering targeted placement options for advertisers. By selecting publications that align closely with their target audience, advertisers can increase the likelihood of reaching the right people with their message. Moreover, the credibility and trust associated with established print publications can transfer to the ads featured within them, enhancing the perceived reliability and trustworthiness of the advertised product or brand. Lastly, print ads can benefit from pass-along readership, as magazines or newspapers are often shared or passed along, increasing the potential reach of the advertisement beyond the original reader.

However, there are also weaknesses associated with print advertisements. One significant drawback is their limited reach compared to digital or broadcast media. With the rise of online platforms and the decline in print readership, print ads may struggle to reach as many people, especially those who primarily consume news or information through digital channels. Furthermore, print ads lack interactivity, which can limit engagement and immediate response from readers. Unlike digital or multimedia ads, print ads are static and do not offer interactive elements, such as clickable links or videos. Additionally, once printed, it is challenging to update or revise a print ad, making it less adaptable for adjustments compared to digital ads. This lack of flexibility can be a disadvantage in dynamic marketing environments that require frequent updates or changes. Moreover, measuring the exact impact and effectiveness of print ads can be challenging, making it harder to evaluate the return on investment accurately. Unlike digital ads that offer precise tracking and analytics, determining the success of a print ad often relies on indirect measures or surveys, which may be less accurate.

To enhance the appeal of a print advertisement, several strategies can be employed. Firstly, creating visually striking and captivating designs can help the ad stand out and grab readers' attention. Utilizing colors, typography, and layout effectively can make the advertisement visually appealing and memorable. Secondly, the messaging should be concise, clear, and compelling, emphasizing the unique features or benefits of the advertised product or service. Ensuring that the message is easily understandable and resonates with the target audience can increase the overall appeal of the ad. Additionally, careful selection of the placement in publications that closely align with the target audience's interests and demographics can enhance the ad's appeal and effectiveness. This increases the chances of reaching the right audience and generating a stronger response. Furthermore, incorporating interactive elements, such as QR codes or personalized URLs, can encourage immediate engagement and response from readers. This can provide a direct and measurable way to track the effectiveness of the print ad. Lastly, implementing tracking mechanisms, such as unique promo codes or surveys, can help evaluate the ad's impact and inform future marketing decisions. These measures can provide valuable insights into the effectiveness of the ad campaign and aid in optimizing future advertising efforts.

Audience feedback print

Strengths of Print Advertisement:

Tangible and lasting: Print advertisements provide a physical medium that readers can hold, allowing for longer exposure and potential for repeated viewing.

Visual impact: Print ads can utilize striking visuals, colors, and layout designs to capture attention and convey the message effectively.

Targeted placement: Print publications often cater to specific interests or demographics, enabling advertisers to place their ads in publications that align with their target audience.

Credibility and trust: Print publications often have established reputations, and ads featured within them can benefit from the credibility and trust associated with the publication.

Pass-along readership: Print ads can be seen by more than one person as magazines or newspapers are often shared or passed along, extending the reach of the advertisement.

Weaknesses of Print Advertisement:

Limited reach: Unlike digital or broadcast media, print advertisements have a narrower reach and may not reach as many people, especially those who consume news primarily online.

Lack of interactivity: Print ads are static and lack the interactive elements that digital or multimedia ads offer, limiting engagement and immediate response.

Inability to update or revise easily: Once printed, it is challenging to make changes to a print ad, making it less adaptable for updates or adjustments compared to digital ads.

Difficulty in measuring effectiveness: Measuring the exact impact of print ads can be challenging, making it harder to evaluate the return on investment accurately.

Declining readership: With the rise of digital media, print publications have seen a decline in readership, reducing the potential audience for print advertisements.

Response to audience feedback RADIO

 Radio advertisements have several strengths that make them an effective marketing tool. Firstly, they offer a wide reach, allowing advertisers to connect with a diverse audience across different demographics. This broad reach ensures that the message reaches a large number of potential customers. Secondly, radio ads are cost-effective compared to other advertising channels. This affordability makes it accessible to businesses with smaller budgets, enabling them to promote their products or services effectively. Additionally, radio stations cater to specific interests and demographics, enabling advertisers to deliver targeted messages to their desired audience.

However, radio advertisements also have some weaknesses that should be considered. One major drawback is the lack of visuals. Unlike television or online ads, radio relies solely on audio, making it challenging to convey complex or visually-oriented products effectively. Moreover, listeners may not pay full attention to radio ads as they often multitask or listen passively, reducing the impact of the advertisement. Another limitation is the difficulty in tracking the effectiveness of radio ads, which makes it harder to measure the return on investment accurately. Additionally, with numerous ads airing on the radio, there is a risk of repetitiveness and clutter, potentially leading to reduced listener engagement.

To better suit the purpose of appealing to people with the product, the radio advertisement can be improved in a few ways. Firstly, it should explicitly mention the name of the chocolate bar and highlight its unique features or benefits. This creates a stronger association between the product and the advertisement. Secondly, incorporating a strong call-to-action can encourage listeners to take specific actions, such as visiting a website or visiting a nearby store, increasing engagement and conversion rates. Thirdly, utilizing storytelling techniques can create a compelling narrative around the chocolate bar, emphasizing its quality, taste, or the experience of consuming it. This can captivate the listeners and generate interest in the product. Additionally, incorporating sound effects, music, and endorsements or testimonials from satisfied customers or well-known personalities can enhance the audio experience, evoke positive emotions, and build credibility and trust in the product.

Audience feedback RADIO

 

What do you believe are the strengths of the Radio advertisement?

1.       Wide reach: Radio has a broad audience base, allowing advertisers to reach a large number of people across different demographics.

2.       Cost-effective: Compared to other forms of advertising, radio ads can be relatively affordable, making it accessible to businesses with smaller budgets.

3.       Targeted messaging: Radio stations cater to specific interests and demographics, allowing advertisers to target their message to a specific audience.

4.       High frequency: Due to the shorter duration of radio ads, they can be aired more frequently, increasing the chances of reaching and reinforcing the message in the minds of listeners.

5.       Imagination stimulation: Radio relies heavily on audio, stimulating the listeners' imagination and allowing them to create their own mental images of the product or service being advertised.

Weaknesses of Radio Advertisement:

 

1.       Lack of visuals: Unlike television or online ads, radio ads lack visuals, which can make it challenging to convey complex or visual-centric products effectively.

2.       Limited attention: Listeners may not pay full attention to radio ads as they often multitask or listen passively, reducing the impact of the advertisement.

3.       Inability to target specific locations: While radio can target specific demographics, it may not be as effective in reaching a localized audience compared to other advertising channels like print or outdoor ads.

4.       Difficulty in tracking effectiveness: It can be challenging to measure the exact impact and effectiveness of radio ads, making it harder to determine the return on investment.

5.       Repetitiveness and clutter: With numerous ads airing on the radio, it can be easy for an advertisement to get lost in the clutter and become repetitive, potentially leading to reduced listener engagement.

Improvements to Better Suit the Purpose:

 

1.       Explicitly mention the chocolate bar: The advertisement should clearly state the name of the chocolate bar and emphasize its unique features or benefits to create a stronger association between the product and the advertisement.

2.       Add a strong call-to-action: Encourage listeners to take a specific action, such as visiting a website, calling a toll-free number, or visiting a nearby store, to increase engagement and conversion rates.

3.       Incorporate storytelling: Utilize storytelling techniques to create a compelling narrative around the chocolate bar, highlighting its quality, taste, or the experience of consuming it.

4.       Utilize sound effects and music: Enhance the audio experience by incorporating relevant sound effects and background music that complement the message and evoke positive emotions associated with the product.

5.       Leverage endorsements or testimonials: If possible, include testimonials from satisfied customers or endorsements from well-known personalities to build credibility and trust in the product.

Radio advert draft

 https://youtube.com/shorts/ZG-yVzYH8dk?feature=share

Cadburys twirl bar radio advert

 https://youtu.be/1jBCssV0SRk

Audio storyboard

 

Production schedule

 

Risk assessment

 

Location Recce

 The school's recording room is a tiny, well-insulated space that is safe and ideal for producing a top-notch radio magazine show. The space is around 10 feet by 10 feet in size, and soundproofing materials have been added to ensure clear speech recordings. The room's lighting is adjustable, while soundproofing elements reduce outside disturbances, enabling crystal-clear audio recordings. The area will be equipped with a microphone, headphones, and other recording tools. In order to assure the crew's safety, sound effects will be recorded using the school's surroundings and spaces. A risk assessment has been done. Being within a school, the location is really convenient.

Advertisement crew list

 

Advertisement cast list

 

Call sheets

 

Proposal PowerPoint final

 

Pitch reflection

I'm ecstatic to have given my marketing presentation effectively and amazed that the audience appreciated the significance of the in-depth audience and product research I carried out. I think I've been able to develop a marketing plan that really speaks to my target audience because I took the time to learn about their preferences, requirements, and pain points.

I refined and improved my product through product research to better satisfy the needs of my target market. Through the examination of pre-existing data, this research included gathering opinions from prospective clients. I'm convinced that my product will stand out in the market and draw in more clients by being in line with their preferences and wants.

Overall, I'm proud of the time I invested in learning more about my target market and perfecting my product. This, in my opinion, has given me the best opportunity of being successful with my marketing effort and will support me in growing brand recognition, boosting sales, and cultivating enduring brand loyalty within my target market.


I am aware of the significance of concentrating on content, research, and presentation when trying to improve my pitch. I must make certain that my pitch's content is enhanced by including all required elements, such as an attention-grabbing introduction, a distinct value proposition, a competition analysis, a unique selling proposition, a marketing strategy, and a call to action. I'll make sure the information is well-structured, simple to understand, and emphasises the most important features of my good or service.


I am aware of the importance of completing in-depth research on the preferences, wants, problems, and behaviours of my target audience. I'm convinced that I can more effectively connect with my target audience if I use this knowledge to develop a pitch that strikes a chord with them and addresses their requirements. Additionally, by investigating my rivals and market trends, I will be able to spot any market gaps that my product or service can close, giving me a competitive edge.


In terms of presentation, I recognise the value of visual design and delivery in grabbing and holding my audience's attention. I'll work to express the value and advantages of my product or service using persuasive visual aids, such as charts and photos, and I'll speak with assurance and excitement during my pitch. Overall, I think concentrating on these topics will help me make a pitch that is more powerful and effective.

Twirl bar Pitch video

 

Twirl bar pitch Q&A

Potential questions

What were the key logistical challenges involved in the chocolate bar campaign, and how were they addressed?


How were the practicalities of the campaign managed, such as production, distribution, and promotion?


What was the target audience for the chocolate bar campaign, and how were their needs and preferences taken into account?


How was the success of the chocolate bar campaign measured, and what metrics were used?


What were some of the key factors that contributed to the success or failure of the chocolate bar campaign?


How did the chocolate bar campaign impact the brand's overall reputation and image, and what was the long-term legacy of the campaign?


What lessons were learned from the chocolate bar campaign, and how were they applied to future marketing initiatives?


How did the chocolate bar campaign affect the company's bottom line, and what was the ROI on the campaign?


What was the role of social media in the chocolate bar campaign, and how was it used to drive engagement and sales?


How did the chocolate bar campaign differentiate the brand from its competitors, and what was the impact on market share and brand loyalty?

Flat plan

 

Proposal

 

First draft of radio script

                                                                   Cadburys Twirl advert 

INT - CLASSROOM - MORNING

                                                                         JINGLE 

                       This is brought to you by the sponsors with Cadburys featuring the Twirl bar. 

                                                                          RING RING

A worker is sat at a desk surrounded by others, trying to sell a product, but they are stressed out since they are not getting any sales. 

                                                                         Worker 

Ahhh, 10 calls in a row I got hanged up on, I cannot seem to sell anything, its hopeless, its a disaster. 

                                                                         Workers friend

                                                Keep going, you'll be alright, take a break. 

                                                                       Worker 

The student then complies with the narrator's advice and pulls out a Cadbury Twirl bar, cracks it open, and takes a bite of the chocolate inside. He then makes phone calls, people answer, and the chocolate bar is then sold. 

                                                                      

Location Recce

What location have I chosen and why?

The location I have selected for my advertisement is Chadwell Heath Academy. The reason for this is that I have access to the school, which allows me to take advantage of the many rooms there are and use them to my advantage. Even if some of the rooms are being used for lessons, meetings, or other events, I still have plenty of options because there are many other rooms that can be used. The fact that it can be made to appear like an office would be another factor.

Evaluating location

Creativity

It would be more practical and relevant to set the advertisement in response to the story line than to use a different location, such as an office, which would not have the same effect on the audience knowing that the story line has a different focus. Therefore, using this specific location to set the advertisement would be effective creatively because it fits in well with the story line of my advertisement. 

Technically

Technically speaking, the location is advantageous because it is so easily accessible. Due to the fact that I already have access to the location, I have a variety of classrooms to choose from when creating the print advertisement. Before they could be used to create the print advertisement, the necessary permissions would need to be obtained. However, having a variety of options from which to choose would be advantageous, as would the provision of alternatives in the event that a chosen room is not currently accessible. Therefore, from a technical standpoint, the location will be advantageous for its accessibility.


Practically
This particular location (Chadwell Heath Academy) is the most logical choice to make in terms of its practicality because I have access to it, which means I can find a suitable location inside the school itself to be able to film my advertisement. The fact that there is no travel involved, which means that no travel expenses will need to be taken into account, is another reason why this is a practical location. There are several places to record in the location, so it is okay.

Rational for ideas.

 So the final idea I have decided to chose the idea where I have a person who has a boring and miserable day at work and then decides to have a twirl. The twirl bar has a drastic impact on the work that they are doing and would then be in a better mood. 

The first idea was rejected as it was simply impractical and hard to do.  The original plan called for a seaside location, with bad weather continuing right up to the Cadburys were made public. The problem with this is that a trip to the beach would be required in order to shoot the required photos and record the required foley sound for the marketing concepts. This thus implies that transportation would need to be planned for both performers and equipment with a budget that just does not exist, making it challenging to actually do this. Before working on the beach, the necessary legal documentation must be obtained, and the advertisement itself could not be accurate. Due to the insufficient funding needed to produce the essential piece of advertising, this plan would not be implemented for the advertising campaign. 

The third idea was also rejected as it was impractical and hard to complete. The plan was to have dancers to twirl into a twirl bar, even though it was easy to do, it would be hard to capture in a picture. In a radio advert it would be hard to understand as the sound effects may make the person confusing. It would be difficult to really achieve this because hiring dancers would require planning for both performers and equipment with a budget that just does not exist. The advertisement cannot be truthful, and the necessary legal paperwork must be collected before working with the dancers. This strategy would not be used for the advertising campaign because there is not enough money to manufacture the necessary piece of advertising. 

The second concept enables for any necessary images to be taken in a school setting where it is most convenient, as well as any necessary audio recordings for the radio advertising. The advertising would adhere to the brief's parameters, satisfy the standards, and appeal to viewers. I selected to study the third concept since it is more realistic than the other two.         

The History of Twirl

The British chocolate company Cadbury produces the Twirl chocolate bar. Twirl is a single-finger bar that was created in Dublin by Cadbury Ireland and introduced there in 1985. Two years later, it was made available as a twin-finger bar in the UK. Since the 1990s, it has been marketed internationally and is currently among the best-selling Cadbury chocolate products. Twirl is made up of two milk chocolate-covered Flake-style fingers. I have chosen the product as it is an overlooked and underrated chocolate bar. 

There is no clear religious, gender, educational, or disposable income segmentation within Cadbury's Twirl bar. Through the use of vibrant colors and an emphasis on fun, the brand is targeting younger age groups, such as kids and teenagers. To appeal to the segment of conventional family life, Cadbury uses vibrant colors and a focus on "Joy" and family.

The twirl packaging is rather simple, with the purple background and the words "Twirl" written in big text. 

The Twirl commercial features a cheery environment and upbeat themes, such as the character biting into a chocolate bar and asking the actor next to them, "Have you ever thought about a twirl?" This shows how the product can have a unique and interesting design. The character appears happy and in a good mood after biting into the chocolate bar while relaxing at the beach. I think the advertisement is aimed at a younger audience to go try their chocolate bar due to the themes presented in the advertisement that may seem silly to an older audience because of its light-hearted themes and childlike atmosphere.

https://www.youtube.com/watch?v=FOv5Q2mgJUI

The Wispa Chocolate bar's call to action is for people to go out and purchase it. The advertisement shows a happy character eating a chocolate bar while doing "twirls and swirls," demonstrating the greatness of the product and demonstrating that you'll enjoy eating the chocolate bar.

The goal of the product's audience appeal is to encourage consumers to purchase the chocolate bar.

Similar to this advertising campaign, I'll use upbeat, energising themes that can appeal to a wide audience. By doing this, I can get more people interested in buying Cadbury's chocolate because the advertisement's theme doesn't cater to a specific group of people.

My fresh suggestions for the campaign are:

1) Bright and colourful themes are used to draw in a larger audience.

2)Within the Ad, Tell a Story and Offer Mysterious Deals

3) Obtain a good online reputation

SWOT Analysis

3 Ideas

 

Explanation of your prior experience of and learning around similar products

During my time in CTEC media, I have covered planning client brief in Unit 14, 15, 16 and 3. Unit 14 and 16 are radio units, so they will come hand in hand with a lot of the radio advert I am going to produce. In unit 15, I have covered and catered towards a client brief making an ident. In order to create it is important to be creative Since I have a lot of creativity, having an endless supply of ideas at my disposal for a focused brainstorming session is crucial, especially when working in a profession that entails producing eye-catching content to promote a brand or a product. Not to mention, in my time in CTEC IT have completed a unit in project management, with that I have picked up skills like: Being organized. Your campaign will be divided up into a number of smaller components. In addition, there are many hands in the pot. Capable of monitoring and meeting deadlines. An advertising campaign is created from the ground up. Each component is necessary to assemble the bigger whole. There will always be deadlines for each campaign that need to be managed. Being good at managing tasks. Each task needs to be scheduled, assigned, and progressed upon while receiving feedback.

My previous experience with creating similar products, such as a radio play and an audio-visual product, such as a TV ident, will be beneficial in producing these commercials. While producing a radio play, I learned how to use Garage band, an editing software that will help me record and edit the sound for the radio commercial. I also learned the conventions of radio, such as dialogue and sound effects, and did all the paperwork before production. I have decent amount of experience with photoshop as I have used to create a film poster, but this experience can be limiting as I am not too experienced. Due to the fact I am not so experienced with this, I can improve on my photoshop skills in order to get a better print advert. 

Regarding my practical and technical experience gained while completing various pieces of work in response to a client brief, I have gained experience in both aspects; however, I believe my strengths primarily relate to practical tasks involving the use of a camera and learning about the various settings, shots, and clips that can be taken when using a camera, as well as learning to adjust these settings. This has also been proved in my other subject, where I was required to create and give a PowerPoint presentation to an audience, which has helped me acquire experience in standing up and presenting in front of an audience. On the other hand, my technical experience is not on par with my practical experience, despite the fact that I am still gaining an idea when it comes to technical aspects of my work such as editing and working to create the necessary documents for my projects. I am not as effective when it comes to the technical side of things as opposed to practical experience, which I am more comfortable with.

Response to client brief

The demographics of my advertising campaign for Cadbury's Twirl include young people between the ages of 10 and 30. This is because Twirl is a very rich chocolate bar and does not contain other key ingredients, which will appeal to a young market because they like simple chocolate bars with lots of sugar. Twirl chocolate targets both men and women, as chocolate is enjoyed by both sexes. The target market's lifestyle habits include going to school/work and having a busy social life, so Twirl chocolate can easily be consumed on the go. The target market's interests may include activities that require energy, so they may eat the Twirl bar to give themselves an energy boost since it will contain a lot of sugar. The ethnicity will be mixed as most ethnicities buy chocolate.

The convention of radio adverts which I will use include:
- voiceover
- music
- actor dialogue

- music 

- narrative 

- mode of address 

- characters 

- location 

The convention of print advert which I will include:
- heading

- picture 

- slogan 

- colour palette

- pack shot 

- typography 

- logo

- mode of address

- characters

- location/set

Industry requirements for the Cadbury advertising campaign include:

- the creation of an original 30-second radio spot

- the creation of an original print advert

- consideration of the market and target audiences

- taking into account legal and ethical constraints

- using the code and conventions of the genre in question

- making sure that the music/audio recordings are copyright free

The mediums are a print advert and a 30 second radio advert. The 30 second radio advert will be broadcasted on all major radio stations as an advert, while the print advert will be up on billboards and posters. 

Reasearch on chocolate bars and initial ideas

 

P1/M1 Case Studies of Existing Advertising campaigns

 First case study: McDonalds Signature collection 

TV Ad link: (1) The Signature Collection™ | Love affair - Luxury in a bun | TV Ad | McDonald's UK - YouTube

The "Signature Collection," a new product line for McDonald's, was promoted in a television commercial. A thicker 100% beef burger with carefully chosen components is part of the new line that is shown in the advertisement, along with a brioche-style bun. The traditional, BBQ, and spicy burgers are the three options. The commercial debuted in 2017 and was broadcast on a number of television networks. Only participating restaurants in the UK made the collection available to consumers, hence the commercial was only made for that country.

The purpose of McDonald's television advertisement is to publicise a new product and introduce it to the market. The purpose of the advertisement is demonstrated at 0:27, where a woman is seen engaging in a "love affair" with the burger on the right and the new burger collection on the left. By educating the public on the new product line they are offering, the advertisement has succeeded in its goal. Additionally, it informs the audience about the various burger varieties they are selling as well as their appearance. As a result, those who are viewing the advertisement will be made aware of the product and may decide to try it out for themselves. 

The 20- to 35-year-old demographic is the target market for McDonald's new trademark collection since they prefer upscale, flavourful burgers with several components. They will primarily be of British ethnicity, and they will include both men and women. They will likely commute to work, so they might buy the burger during their lunch break. The male and female actors who feature in the TV commercial will draw viewers. This may be the case since they will share the same gender, ethnicity, and age as the actors in the advertisement. 

The message of the McDonalds Signature collection TV ad is that the audience will love the burgers if they buy them. This is because the advert shows a woman having a 'love affair' with a burger, which creates a very humorous and romantic tone. This suggests to viewers that the Signature Collection is very tasty, which will encourage them to buy the product to try it for themselves. 

The approach of the McDonalds television commercials is love and humor. This is evident throughout the commercial, where viewers see a woman running away from a man and falling in love with a burger. It's pretty funny because you can not have a love affair with a burger. The approach of love and humor is therefore evident in the commercial as the woman has a 'love affair' with the new McDonalds burger and prefers it to the man who loves her.

McDonalds television commercials are reminiscent of perfume commercials in that they usually show a woman/man looking attractive and doing something unrelated to the product. This can be depicted in the McDonalds advertisement, which shows a beautiful woman in a dress and high-heeled shoes running to get a burger. There is also a handsome man trying to be with her. This illustration helps to sell the luxurious "Signature Collection" burgers as it shows the public that the new burgers are of higher quality than the usual burgers, which is a unique selling point for McDonalds.

The response mechanism of the television advertisement is to go to the website and the expected response is to buy the signature burger. The reaction mechanism and expected reaction can be shown at 0:29 where viewers are shown a link to the McDonalds website where viewers can find the nearest McDonalds that sells the Signature Collection and buy it. The reaction mechanism and expected response are appropriate for the product, as the only way for McDonalds to make a profit is for people to go to the fast food restaurant and buy the new Signature Burgers.

Two legal and ethical issues affecting the television commercial are royalties and material. Royalties are an issue because the commercial contains music that is the property of an artist. Therefore, McDonalds should solve this legal problem by offering the owner a royalty payment to use his music in the commercial. The material is a problem because the commercial imitates the perfume commercial and may even mock it because it often resembles the content of this commercial. Therefore, McDonalds must pay attention to this ethical problem and try not to associate it directly with the perfume commercial.

The advertisement adheres to the guidelines of ASA, as it is not misleading and does not cause harm to viewers. The content of the woman having a "love affair" is considered humorous and is meant to exaggerate the deliciousness of the burger. The commercial does not cause harm to viewers because the plot of the commercial is not comparable to real life and is intended to have a humorous effect on viewers. However, the commercial might violate the guidelines by showing the audience that it is okay to have an affair with another person, which might make the audience question the purpose of the McDonalds commercial.

Billboard advert: 

On public billboards, the new McDonald's "Signature Collection" was also promoted. Three new burgers, the traditional, BBQ, and spicy, are part of the new line that is featured in the advertisement. The advertisement debuted in 2017 and was displayed on a number of billboards throughout the UK. Only participating restaurants in the UK made the collection available to consumers, hence the commercial was only made for that country.

To raise awareness of their new signature selection of burgers, McDonald's created a billboard advertisement. The billboard is utilised to accomplish this goal since it advertises the product to thousands of onlookers and makes the new product line as widely known as possible. Additionally, placing a sizable billboard in a busy area is likely to attract a lot of attention. This will make people curious about the burgers' flavours and increase the number of people who buy items from McDonald's new signature collection. 

Both of these adverts, which are part of the same advertising campaign for the McDonald's trademark collection, have the same overall objective. 

The target demographic will be between the ages of 20 and 35 because they prefer richer, more flavorful burgers with more components than younger or older people do. They are primarily targeting people of British ancestry, both males and ladies. They will likely commute to work, so they might buy the burger during their lunch break. Because the target market will be seeking for something to eat for lunch during their break, the outdoor billboard display will catch their attention and persuade them to buy the upscale signature burger. 

The message of the McDonalds Signature Collection billboard is to showcase their unique selling proposition. McDonalds' luxury burgers are a new product that is not available in other fast-food restaurants like KFC or Burger King. The Signature Collection poster conveys to the audience that the burger is very luxurious and high quality compared to other fast-food burgers that are of lower quality compared to the Signature Collection. This is therefore very effective in selling the burgers as it stands out from the competition and adds value to the product.

Overall, both commercials of the same McDonalds campaign have the same core message. The main message is to show the audience that the new burgers are unique and delicious. This is shown through both the television commercials and the billboard ads, as they both set the burgers apart from the competition and attract the audience.

Approach McDonalds' approach to billboard advertising is to introduce their new signature burgers to the audience and make them look attractive. The approach of McDonalds is obvious on the billboard because the burgers can be seen on the picture and look very colourful, luxurious and delicious. This makes the burgers stand out to the audience and entice them to buy them.

Overall, the television commercial and the billboard from the same McDonalds campaign have a slightly different approach. The television commercial seems to have an affectionate and humorous approach, while the billboard commercial does not.

The McDonalds billboard advertisement does not represent a specific group/person. The advertisement represents McDonalds as the burger collection, showing the audience the different types of food that McDonalds offers. This will encourage people to go to McDonalds and try the new signature burgers.

Overall, the television advertisements and billboard advertisements differ slightly in how they are portrayed. The television commercials portray stereotypes of models, while the billboard commercials only show an image of the product.

This is a print advertisement. It informs the audience about the new signature burger collection and shows what it looks like. Outdoor billboards are placed in popular public places to reach a large number of people, as thousands of people can come in contact with the McDonalds billboard in one day. This will attract customers as it looks delicious and will raise customers' awareness of the new burger collection and make them buy it.

Overall, the television and print advertisements of the same McDonalds campaign have cross-media elements as they both feature the signature burger collection, which makes the audience hungry and encourages them to try it.

The response mechanism for the McDonalds billboard ad is to go to the website address, and the expected response is to visit the restaurant and buy the product. The response mechanism can be seen from the fact that it says "Exclusively available at selected restaurants." This means that the audience's response is to check the website to see which restaurants have the Signature Collection. The expected response is also made clear by this statement, as it prompts the audience to go to McDonalds and buy the burger. The response mechanism and expected response are appropriate for the product, as this is the only way to find out more about the collection and purchase it.

Overall, both the television ads and the billboard ads use the same call to action, as the response mechanism is to go to the McDonalds website and the expected response is to go to the fast food restaurant and buy the Signature Burger.

Two legal and ethical issues that may impact McDonalds billboard advertising are ensuring that it looks exactly as it does on the billboard and public interest. McDonalds needs to make sure that the Signature Collection looks the same as it does on the billboard, otherwise it could mislead the customer and raise some legal/ethical issues. This problem can be solved by ensuring that the burgers look identical. Public interest could also be an issue, as the billboard could be placed in a location where it should not be, such as near a mosque, as Muslims do not eat beef burgers or non-halal foods. McDonalds should therefore consider where its billboards are placed to avoid raising ethical issues.

Overall, slightly different legal and ethical issues must be considered for television advertising and billboard advertising. In the case of television advertising, royalties and materials must be considered because it is an audio-visual advertisement, whereas in the case of billboard advertising, the public interest must be considered and it must be ensured that the burger looks exactly as it would if customers were to buy it in a restaurant.

The billboard complies with the guidelines of ASA, as it is not misleading and does not cause harm or injury to the public. The billboard clearly displays the Signature Collection Burger and where the customer can purchase it. The billboard is not harmful/offensive to the public as it does not contain sensitive content and focuses solely on the product being advertised.

Second Case Study: Paco Rabanne Million Perfume 

TV ad: #MillionNation - 1 Million & Lady Million | PACO RABANNE - YouTube

The item featured in this television commercial is the brand-new fragrance "Million" by Paco Rabanne. The commercial debuted in 2019 and ran during commercial breaks on a number of well-known television stations. The music, performers, and voiceover were all English, indicating that it was made with people in Great Britain in mind.

The purpose of Paco Rabanne's TV ad is to promote their new product to a wide audience. The purpose is demonstrated at the conclusion of the commercial, when the perfume is eventually unveiled, and the viewers can see what it looks like and is called. This advertisement succeeds in its goal since it informs the viewers about Paco Rabanne's newest scent and encourages them to buy it.

Young people of various races who will be both male and female will make up the target market for Paco Rabanne's new fragrance, which comes in two varieties: "1 million" for men and "Lady Million" for ladies. For them to remain presentable, they'll want to smell nice. They may enjoy attending parties and other social gatherings as part of their lifestyle. The target audience will find this TV ad appealing because it features youthful, appealing individuals of many ethnic backgrounds dancing and clicking their fingers to music. The target market will be drawn to this since they might be able to relate to them, which will persuade them to buy the scent. 

 Paco Rabanne's key message for the television commercial is to highlight the benefits of the new "Million" perfume, such as making you feel good and smell good, which boosts self-confidence. This is represented in the commercial by many different people who are happy, confident and dancing. This key message is effective for selling the perfume because people want to smell good and be confident.

The approach of Paco Rabanne's television advertising is trust. This can be seen in the commercials where many people are dancing, snapping their fingers and smiling. So the confidence approach is obvious in the TV commercial, as it suggests to the viewers that the new perfume Million will give you confidence and make you feel good about yourself. The finger-snapping models are one of the main features of the campaign and set Million perfume apart from the competition.

Paco Rabanne's television ads feature a variety of young, beautiful models. These fit the typical stereotypes of attractive people, as they are slim, glamorous and blonde. This representation helps sell the new Paco Rabanne Million perfume, as the audience wants to identify with them and feel beautiful.

The television commercial for Paco Rabanne's new perfume should be aired in the evening on popular channels such as ITV. This is suitable because the commercial shows dancing people wearing formal wear such as glittery dresses and suits, suggesting that they are at a party, which often takes place in the evening. This scheduling would maximise the ad's chances of reaching the audience, since viewership is especially high in the evening, when people are just getting off work. This would therefore lead to an increase in awareness and interest in the new perfume "Million".

The response mechanism of the television commercial is to search for Paco Rabanne's new fragrance online. The expected reaction to the commercial is to buy the perfume Million. This can be shown by the commercial because it only informed the viewers about the name of the perfume, which interests the viewers and may lead them to search for it online to find out more about the product, such as where they can buy the perfume and how much it costs. Therefore, the response mechanism and the expected response are appropriate for the product because the only way for the customers to try the perfume is to go to the shop and smell the fragrance.

Two legal and ethical issues that may impact the television commercial are royalties and intellectual property rights. The Paco Rabanne ad uses the song 'Rappers Delight' by Sugarhill Gang. This means that the company must obtain the artist's permission to use his song in the advertisement and offer him a fee for doing so. Intellectual property rights could also be a problem, as the models are wearing clothes and gold jewellery that probably belong to big companies, and there are also two shots of a car. This means that Paco Rabanne will have to get permission from the companies for the models to wear their clothes/jewellery and for the car to be included in the commercial.

Paco Rabanne's television advertising complies with the guidelines of ASA, as it is not misleading and does not cause harm to the audience. This is evidenced by the fact that the commercial clearly states the name of the perfume and the appearance of the perfume being purchased. The commercial does not hurt or offend the audience because the content shows people dancing and being happy. Therefore, the Paco Rabanne advertisement does not violate the guidelines of ASA.

Print ad: Magazine. 

The product in the magazines is Paco Rabanne's new perfume called 'Million'. The advert was launched in 2019 and was displayed in magazines such as 'Client magazine'. It was created for people who live in Britain as the magazines that the perfume features in are British.
The item advertised in the publications is Paco Rabanne's brand-new fragrance, "Million." The advertisement first appeared in periodicals like "Client magazine" in 2019. Given that the periodicals that the perfume appears in are British, it was made for those who reside in the United Kingdom.

The purpose of Paco Rabanne's magazine advertisement is to raise readers' awareness of their new fragrance. To guarantee that everyone who reads the magazines learns about their "million" perfume, they have placed advertisements in them. The advertisement succeeds in its goal since it reaches a wide range of individuals because even those who don't watch much television may read more publications. This implies that Paco Rabanne can grow their clientele by doing magazine ads.

Overall, the purpose of these two ads from the same Paco Rabanne marketing campaign is the same. These commercials' objectives include promoting a new product, raising awareness, and boosting sales.

 Young people of various races who will be both male and female will make up the target market for Paco Rabanne's new fragrance, which comes in two varieties: "1 million" for men and "Lady Million" for ladies. In order to be confident and presentable, they'll want to smell good. They may enjoy attending parties and other social gatherings as part of their lifestyle. A young, gorgeous couple wearing very formal attire and clicking their fingers is seen in the magazine. The target audience will find this appealing since they might identify with the individuals in the picture. Overall, both of these ads from the same Paco Rabanne marketing campaign are interesting to the same target market since they both feature a picture of two attractive young people tapping their fingers. Therefore, young adults of mixed ethnicities who enjoy going out are the million perfume's target market. 

Paco Rabanne's key message for the magazine advertising is to show the audience that the perfume is unique and used by wealthy and beautiful people, like those in the magazine advertising. This is made clear by the fact that the models in the ad look very sophisticated and pretty. Therefore, this core message is effective in selling the perfume "Million" because it encourages people to buy it, as it shows that the perfume is high quality and viewers can feel that they can identify with the models in the ad and feel good about buying it.

The approach of Paco Rabanne's ads is trust. This is evident in the ad where the man and woman look glamorous and snap their fingers. Million has created an iconic finger snap throughout the campaign, showing that the models have confidence and stand out from other perfume ads.

Overall, both the television ads and the print ads have the same approach. The self-confidence approach can be seen in both commercials as they are very similar. Both show confident people clicking their fingers.

The magazine advertisement of Paco Rabanne represents the typical stereotype of an attractive and high class person. This can be seen in the magazine advertisement as it shows a handsome and elegant man/woman. This representation helps to sell the new million-dollar perfume, as it shows that the perfume is intended for upper class people and that the perfume is also of high quality.

Overall, both the television commercials and the printed ads have the same presentation, as the same models are seen in both commercials. This shows the audience that the new million-dollar perfume is aimed at people who take pride in their appearance.

Paco Rabanne's print ad was to be placed in magazines that deal with fashion and beauty and are aimed at both men and women, such as Vogue. The reason for this is that the print ad features a handsome man and a beautiful woman who look very sophisticated and attractive. This is in line with the content of magazines like Vogue, as they contain many pictures of models. Placing an ad in Vogue would therefore maximise the chances of the ad reaching a large audience, as Vogue is one of the most popular magazines in the UK and is also read by people who care about their appearance and want to smell good.

Both ads from the same Paco Rabanne campaign use timing to target the same audience, as they target their perfume to a young and modern audience, as most of them have bought perfume and want to improve themselves.

This is a print advertisement. This magazine ad shows two models and the perfume. Magazine ads are used to target a specific audience and get them interested in the product. For example, the Paco Rabanne ad can be found in the French magazine Vero. This magazine is aimed at women who are interested in beauty and fashion. Therefore, this ad will attract their attention and interest them, as they will most likely want to buy fragrances like the new Lady Million perfume.

So, the TV ad and the magazine ad for the same Paco Rabanne campaign contain elements from two different media, as they both present the perfume to the audience and target groups.

The response mechanism of the magazine ad is to check out the website and perhaps use social media. In one of the ads there is a hashtag (#MyMillionProblem) and in the other there is a link to Paco Rabanne's website. Thus, the response mechanisms of the ads allow customers to learn more about the perfume through the website and talk about it on social media to increase awareness of the new Million perfume. The expected response to the ad is to go to the shop and buy the perfume, because the image of the perfume entices the audience to go to a perfumery and find the perfume to test whether it smells good or not. Therefore, the reaction mechanism and the expected mechanism of magazine advertising are suitable for the product because they arouse the interest of customers and increase the awareness of the perfume million.

Overall, both the television and print ads of the same Paco Rabanne campaign use the same call to action. The response mechanism of the ad is to check the website and also use social media such as Twitter, as the campaign used the hashtag #MyMillionProblem to increase awareness of the new perfume. The expected reaction is to buy the perfume, as they will not know what it smells like until they try it.

The magazine advertisement adheres to the guidelines of ASA, as it does not harm the audience and is not misleading. This is clear in the ad, as it shows two models and the new perfume "Million." It is also clearly indicated that the advertisement is by Paco Rabanne. Therefore, it is not misleading and will not offend the audience. However, if the image of the new perfume were not clearly visible to the viewer, it would mean that the models were the focus of the commercial, which could mislead the viewer into thinking that it was a designer clothing company or a model company.

Overall, both the TV and magazine ads of the same Paco Rabanne campaign adhere to the guidelines of ASA, as they neither cause offence nor mislead the audience.

Advertising Introduction U20, P1

What is an advert?

Advertisements can be seen across a variety of venues, including radio, newspapers, magazines, social media, and television. This makes it possible for a sizable audience to view the advertisement, increasing the likelihood that more people will buy or use the product.

What is an advertising campaign?

An advertising campaign is a strategy used across media to advertise and draw attention to a good or service. Designing the content, locating the target audience, and distributing it across various media are all part of advertising campaigns. The effectiveness of the advertising campaign is assessed once it has begun.

What different mediums can adverts appear in?

Adverts can appear in several different mediums including television, social media platforms, radio, newspapers, and magazines. This allows the advert to be seen by a large audience, which will lead to more people purchasing/consuming the product.

What is the main purpose of an advert?

The main purpose of an advertisement is to increase recognition of the brand/product and communicate information about the product to the public. It is also used to increase the number of sales of the product. Advertising helps to increase the attractiveness of a product to the audience and persuades them to purchase/consume the product. An advertisement's primary goal is to spread awareness of the brand or product and provide the general public with information about it. Additionally, it is employed to boost product sales. Advertising encourages consumers to buy or consume a product by making it more appealing to the audience.

An example of an advertisement:

Snickers advertisement: https://www.youtube.com/watch?v=qIVDxL2lgN4

This advertisement is for snickers, a chocolate bar that is full of nuts, and is covered by a layer of chocolate. The advert is for promoting the chocolate bar and spreading awareness so they can increase the company's revenue. The advertisement uses a popular character - Mr Bean, denoting him as a ninja in Asia on a special mission, He then eats the sneakers bar and then falls through the floor, making the audience laugh, enhancing Snickers brand image as products so it can be advertised on television and social media like YouTube.