Planning The Adverts (P3, U20)

P3 (Unit 20): Create a pre-production plan for the media components in the planned advertising campaign

Pre-Production Plan:

Research Into Target Audience, Conventions & Competitors

(This was completed as part of a group)

Conventions/Target Audience:

Methods of advertising:

• Magazine ads

• Video ads

• Social media (e.g. Instagram, Twitter, Facebook, etc.)

• Trailers

• Film posters

• Newspaper ads

• Banners

• Web pop-ups

• Billboards - Static & Interactive

• Radio ads

• Bus posters/Bus stop poster - Static & Interactive

• Train ads/station posters

• TV ads

• Brochures, pamphlets & leaflets

As part of the advertising campaign of PhizzWizzard, we are going to be creating a video advertisement. In this advert, we will ensure that the client brief is met by theming the campaign a 1980s/1990s retro style — we plan to achieve this through the way we style talent during production, and during post-production editing.

This will appeal to the audience specified in the brief of “30-somethings” as they will be able to relate to and understand the theme, as well as experience a sense of nostalgia. Furthermore, to ensure that the campaign will appeal to modern-day teenagers,those acting throughout the video will be young and fall within the demographic of 13-18 year olds.

The campaign is also going to include billboard and magazine advertisements. Throughout these there will be a consistency in the theme, making it easily identifiable which in return, will increase PhizzWizzard’s brand recognition. Like the video advert, these advertisements will also be themed around a 1980s/1990s appearance. In order to include and attract younger demographics, a modern touch is going to be added to the campaign by including QR codes on the adverts, which can be scanned with a smartphone. This will open a link to the video advert where individuals can watch it on the PhizzWizzard official website. This will increase brand awareness of the product, making the campaign more popular.

As the product that is being marketed is a drink, it will be appropriate to advertise it within food and drink magazines. This will also appropriately target the 30+ demographic as they are the most prominent age group, in terms of readership. Popular food and drink magazines that are to be considered include Good Taste Magazine, New Food Magazine and Great British Food Magazine.

(Source: Google Images)

The billboards will be featured in areas that tend to attract all members within the demographic. For example, areas such as central London will have a large footfall of all ages meaning the billboards will catch they eye of the specified audience. Other locations to consider include shopping centres and theme parks (such as Thorpe Park and Chessington World of Adventures). These are good locations as they too will have a great footfall of teenagers and those who fall within the 30 year old age group.

Conventions used by existing competitors involve video advertisements, billboards, magazine posters and promotional use of social media platforms. By looking at the advertising methods created by leading competitor Coca-Cola, distinctive methods used to attract an audience can be identified and analysed, in order to ensure the PhizzWizzard campaign includes these features, to maximise its success.

The following images display a variety of recent Coca-Cola advertisements which all demonstrate bright colours, consistency with logos, fonts and colouring (to form a strong brand identity and increase awareness) and include a range of content intended to catch they eye of viewers. For example, catchy and short slogans, distinctive images, call-to-action verbs (such as “Enjoy Coke”), and so on. To add, the company used both traditional methods (posters and traditional static billboards) and conventional methods (digital billboards and social media) to ensure they can reach and attract a variety of both older and younger demographics, preventing any exclusions within their target audience.

(Source: Instagram)

(Source: Google Images)

Competitors:

When identifying who the main competitors of PhizzWizzard, it is important to filter out alcoholic beverages and focus only on the soft drink industry, to ensure that data used as reference is an accurate representation of the specific market, and not the beverage market as a whole.

According to 'Morningadvertiser.co.uk' it is apparent that Coca-Cola and Pepsi dominate the UK soft drink market:

On a 'Quora.com' forum surrounding the question “Why Is Coca-Cola still so popular after so many years?” many users discussed the following factors:

Factors such as the “bold use of the colour red” to which they focus on throughout their branding/campaigns, as well as the acknowledgement of “culture and tradition” is likely what makes Coca-Cola so successful. In order to ensure the PhizzWizzard campaign is able to achieve to the level of success that its main competitors can, we will take into account the methods of marketing that the company use, as well as focus on successful campaigns. For example, looking into one of Coca-Cola’s most successful campaigns “Share a Coke”,'Investopia.com' specified that the main reasons for its success include the “Powerful call-to-action” as well as the constant change of the campaign which “maintains interest” of their target audience.

(Source: Google Images)

Other competitors include Pepsi, who are the second most popular soft drink company in the UK. Like Coca-Cola, Pepsi have a strong constancy throughout their marketing materials and use similar methods as Coca-Cola when creating materials used to advertise their products. For example bold colours, consistent fonts and themes, short, catchy slogans, and, a variety of methods (such as below-the-line, conventional, and so on).

To add, in one of Pepsi’s billboards (displayed below) they made reference to ‘Superbowl’ which is popular among selected demographics. This is a way of using social trends and interests among their demographics in order to attract audiences, which is good as it ensures a highly likely chance that they will successfully market their product and catch the eye of the desired target audiences.

(Source: Google Images)

Pre-Production Schedule (Gantt Chart):

Treatment:

Billboard and magazine

We will use a consistent colour scheme (pink, purple, red toning) — both

We will keep the logos font consistent with all content across the page to create a coherent appearance — both

In order to create brand recognition, we will present the Phizzwizzard and Carter Soft Drinks logos clearly — both

Use of social media to attract the target audience to interact and engage with our product, as well as the web address for Carter Soft Drinks, as an engagement point for them to find the product online —both

The slogan “A magical Phizz” will be included on the billboard to attract the audience, and increase memorability of the campaign — billboard

Include image of the canned product in order to incise the audience to purchase the drink, and make it identifiable when seen in stores— both

Pricing point on the adverts so the potential customer will know how much it costs to purchase, and which demographic were targeting — both

Surrounding the main image of the canned product, we will have elements to draw focus towards the drink — magazine

Video

The idea: The idea for our video advertisement is to target both an older and a younger demographic. The initial idea to achieve this is by including elements within the video that will appeal to both demographics. We are going to set the scenes in a bar and include a 90s theme (costumes/music) which will attract the older demographic, and then have teenage actors in order to appeal to the younger demographic. Instead of purchasing alcohol at the bar, the product in focus (PhizzWizzard) will be purchased to emphasise that it is better than alcohol and is suitable for. all ages.

Costumes: The video will consist of a 90s theme therefore individuals acting within the production will be suitably dressed in 90s clothing - for example, denim jackets, baggy jeans/tops. This will ensure that the theme is maintained and consistent in relation to the retro theme (detailed in the brief).

Characters: Characters will be young in order to appeal to the teenage demographic detailed in the brief. This will increase the chance of the demographic watching the video, and hopefully in return, ensure that sales of the product are at a high level.

Location: The characters are of a young age to target the teenage demographic, however we also need to target the older target audience, using a bar as our location. This will effectively target our older demographic because they are legally allowed in bars, therefore, suggesting it is targeted at them.

Target Audience: As previously specified, the target audience (both primary and secondary) will be taken into account through different features, such as using young actors to attract a young demographic, and a bar as the setting to appeal to older demographics.

Story Board & Visualisation Diagrams:

(Please note: Where the word 'barcode' is written, were are referring to 'QR codes', Not barcodes)