Unit 15: Advertising Production
Sectors
TV
Television advertising offers a huge commercial advantage. You can increase market share, people trust TV, and it provides scale and reaches. It also gives you the option to purchase the exact number of ratings (or the number of viewers) you need.
Advantage
- TV Advertising builds trust.
- Advertising boosts sales.
- TV Adverts are full screen, not fighting for screen space.
- TV reaches a vast audience.
- TV advertising results can be tracked.
- Small brands can get into TV advertising on digital channels.
- TV adverts benefit from second-screening.
Disadvantage
Disadvantage
The disadvantages of TV advertising include the fact that TV ads are short, expensive, don't always present the product or service in the best light, and require a lot of effort to create. Television advertising can be expensive to produce and the ads are often too short to best showcase the product.
Disadvantage
Radio
Advantage
Disadvantage
Disadvantage
The radio offers short lead times and relatively inexpensive production, making it ideal for promoting short-term tactical advertising messages. It is a very profitable medium: you buy more audience impressions for your money than any other medium.
Disadvantage
Like any other medium, radio also has certain limitations. These include a lack of visuals, audience fragmentation, limited search data, limited listener attention, and clutter.
Disadvantage
Cinema
Advantage
Deliver your message to a captive audience. Screen copy can use full view, sound, and motion to increase ad recall. Unlike radio, movies don't depend on a high frequency for their effect; once with a good publicity will be enough because the audience is very involved in this.
Disadvantage
Disadvantage
- It is more expensive: Screen advertising is an expensive business.
- Indifference problem: Movie audiences are more interested in feature films than in commercials.
- It has limited coverage: although screen advertising is amplified as a mass medium, it has limited coverage.
Disadvantage
Advantage
Disadvantage
- Reputation and relationship building. Local newspaper publishers work hard to build positive relationships with community members to build customer loyalty.
- Cost effectiveness.
- High commitment.
- Flexibility.
- Longevity.
Disadvantage
Disadvantage
It can be difficult to measure effectiveness, reader numbers don't tell you how many people see your ad, and response rates can be low. Competition: Your ad will appear alongside many others and may not be seen by readers.
Disadvantage
Disadvantage
Web Based
Advantage
- Cost Efficiency.
- Targeted Campaigns.
- Global Reach.
- Measurable Performance.
- Instant Feedback & Trust.
- Timely Delivery.
- Keep Your Customer Relationships Going.
Disadvantage
Disadvantage
- Customers Ignore Ads.
- Technical Viewing Problems.
- Expensive Ad Prices.
- Consumers Get Distracted.
- Too Many Options.
what are some of challenges that face advertisers when distributing on different platforms?
- Reaching the right targeted audience.
- Allocating enough budget.
- Scalability.
- Competition.
- Relying on one marketing channel.
- Downplaying the power of emotions.
what does the increase in digital consumption mean for traditional forms such as print media?
On a typical day, internet users estimate that they spend 6 ¾ hours online. Smartphones are becoming ever more prominent within this: since 2016 estimated daily time spent online on mobiles has jumped from 2.5 hours to more than 3 ¼. Overall time spent online increased steadily from 2012 to 2017
Age has a big impact on daily time spent online. 16-24s report being online for almost three hours longer per day than 55-64s. The youngest consumers’ enthusiasm for mobiles accounts for the difference
More people now are spending more time on online such as the internet or social media and traditional is slowly dying like print magazines, newspaper and comics.
Target Audiences
Mass Audience
The means of communication that reach large numbers of people in a short time, such as television, newspapers, magazines, and radio.
Disadvantage
Niche Audience
A niche audience is a more focussed subgroup of the broader market's target audience. The niche audience has a specific group of needs, which can be met by a targeted product or service.
Disadvantage
Niche Audience
Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices.
Disadvantage
Geodemographics
Geodemographics are consumer segmentation models created by aggregating demographic attributes within a specific geographic area. Variables related to age, gender, education level, income, and more reveal lifestyle segments that can be applied to marketing, retail planning, and site selection analyses.
Disadvantage
Demographics
Media producers define and categorise their audience through demographic profiles. A demographic audience profile defines groups based on things like age, gender, income, education and occupation.
Disadvantage
Which characteristics are commonly used to categorise audience?
Demographics is the most common method of audience segmentation—and usually the easiest one. Age, income level, job type, and geographic location are all demographics you can use to sort your audience.
Disadvantage
Disadvantage
Different categories of audience by Young and Rubicam's theory
Aspirer
People in this group seek status within society, and will generally consume brands that reflect their status and reputation: they will buy luxury designer brands but unlike reformers, aspirers are extremely materialistic. These people think of themselves as stylish, and therefore are persuaded by celebrity endorsement. Brands invested into by aspirers include expensive brands such as Gucci.
Disadvantage
Explorer
Explorers like to discover new things and are attracted to new, innovative brands, and new experiences.
Disadvantage
Mainstreamer
This category holds a higher majority of people, with it being made up of 40% of the population. People categorised into this category generally consume tested brands that are value for money.
Disadvantage
Reformers
Defined by self-esteem and self-improvement, reformers are not materialistic and not influenced by status, but rather by independence.
Disadvantage
Succeeder
Succeeders typically have a high social status, have control over their lives, and have nothing to prove. They believe they deserve the best, and will consume brands that are serious and reliable.
Disadvantage
Resigned
This group is predominately an older demographic. These people will have unchanging values and attitudes that have been formed over time.
Disadvantage
Strugglers
Strugglers have a 'live for the day' attitude, and have little thought about the future. Strugglers may see themselves as victims, and losers, who are aimless, disorganised people with few resources apart from their own physical skills. They believe more in fate and luck rather than being responsible.
Disadvantage
Disadvantage
Why is Young and Rubicam theory referred to as being cross culture?
They focus on other peoples perspectives and opinions on them rather than their own values. They respond to other peoples view on appearance, personality, fashion etc. They place the importance of appearance over personality. Their core motivation is status.
Disadvantage
Disadvantage
Products that might be advertised to each category of Young and Rubicam theory
Aspirer
Explorer
Mainstreamer
Reformers
Succeeder
Resigned
Strugglers
Media Kits
The Empire
In this page it states percentage of it's demographic like stating most of it's reader are age of 35.
In this page, it mention the ad rates and how much things cost
and their contacts.
Mentioning that they have multi platform offerings such as pod cast, digital edition, live events and websites.
There main branding is about films and tv show production
Page showing what they are offering to their consumers, giving hints and highlights about specific media
Vogue Magazines
Page showing that vogue can be viewed on any devices making it a multi cross platform
Showing data about their readers like their age and how many readers they have.
Also show the amount of followers they have on social media which is good for marketing because the higher followers, more advertisers wants to advertise on their magazines
There main branding is about celebrities and fashion
The Source Magazines
In this page it talks about the history of it's magazines company and their accomplishments which would be useful for advertisers since they want to advertise on platform that is respected and can reach a wide range of audiences
This page is useful to advertisers because it talks about their demographic audience which essentially their readers, talking about their age, lifestyle, gender, social class etc. Their target audience is mostly men in their 20s - 40s
Page saying thank you to it's advertisers which shows they appreciate their advertisers and want them to feel needed and also shows that they good to advertise since over 1500 have already advertised on them
GQ Magazines
This page talks about how much GQ has accomplish in last few years and claiming they are the best men's style.
This data shows how much they have grown in terms of viewer ship and talking how big they are compared to other magazines company
From this data, it states that their average age of their audience is 37 uses print magazines but older people generally uses computer
Codes and convention
Persuasive techniques
Parody
An imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.
Pastiche
An artistic work in a style that imitates that of another work, artist, or period.
Satire
The use of humour, irony, exaggeration, or ridicule to expose and criticize people's stupidity or vices, particularly in the context of contemporary politics and other topical issues.
Parody
Pastiche
Satire
Pathos
An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi.
Logos
Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.
Ethos
Advertising with ethos is about convincing a consumer that your company is more reliable, credible, and trustworthy than any other. Ethos often uses celebrity endorsements, factual statements, and real-life examples to certify their prominence.
Donalds Gunn's Theory
1)
The demo (a visual demonstration of the product’s capabilities).
2)
Show the need or problem (and then the remedy or solution: the product being sold).
3)
Symbol, analogy or exaggerated graphic (to demonstrate a problem or solution).
4)
Comparison (the product is claimed as superior to competitors).
5)
Exemplary story (weaves a narrative that helps illustrate the product’s benefits).
6)
Benefit causes story (a trail of events caused by product’s benefit).
7)
Tell it (credible testimonial by presenter or real person).
8)
Ongoing characters and celebrities (to help cement a brand’s identity).
9)
Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product).
10)
Associated user imagery (showcases the type of people associated with the product).
11)
Unique personality property (highlights product’s uniqueness).
12)
Parody or borrowed format (parodies movies, TV shows, even other ads).
LAA: Core assessment
Parody
Demo
This is TV show trailer advertising season 4 part 2 or popular anime series Attack on Titans by Hajime Isayama. In this trailer various of camera shots, editing techniques and score to try to encourage the viewer to watch the show. This trailer dosen't show spoiler so new comers can watch this show.
12)
Many characters are wearing costumes from 1920s era which fits the overall theme in this fictional world. The men are wearing white t shirts and black trouser which convey that they authority and dressed smartly. The main character in is trailer (Eren Yeager) is wearing a grey shirt with black hoodie that it looks like is from a medieval era which shows juxtaposition between with other characters. Other character such as Mikasa is wearing a T-shirt and black trousers which subvention of female stereo type and she is presented as more masculine than other female characters. The main protagonist's titans design is more revealing which is subvention on Mulvey's theory on male gaze theory.
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The houses look like small villages from the medieval era. The main town is based off a real location in Nördlingen, Bavaria, Germany. The main colour of trailer have creamish colour scheme which gives it a realistic look and other location has a blue blue scheme.
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They used a score for the background music which would be non-diegetic sound. They used epic sounding score to give the trailer more emotions and hyping up for the season.
12)
In this trailer, it uses lot quick cuts to lots of action sequence would persuade the viewer to watch it. The trailer has Game of Thrones vibe to it from the gore, the action, costume design, tone and etc which would interest people in that type of genre.
12)
They used a lot of close up shots on titan's and character's faces to convey their emotion and makes titans look more intimidating. They used establishing shots to show of a new location and making the new area look more massive.
This trailer uses one of Donald Gunn's theory which narrative since this trailer it hints to it's narrative and it's aim it's to sell a story.
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The target audience for advert is for people who watches anime which majority young men and women and since this direct sequel from where set off cliffhanger from last part, where Eren is now in titan form and is prepared to fight his enemies.
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This advertisement is a irony advent where Pepsi insults Coke Cola by calling their brand scary which ties into their constant competition.
12)
This is an establishing shot of a drink where a Pepsi can is wearing Coke Cola as 'halloween' costume in cave with low key lighting/little lighting
12)
This advert supports Donald Gunn's theory since this advert is a parody, there to make fun at Coke Cola
This advert supports Donald Gunn's theory since this advert is a parody, there to make fun at Coke Cola.
The target audience for this product is men and women from all ages but this advert is mostly target men since they would understand the parody.
I think it is effective advert because from a recent study majority preferred Coke Cola but in blind taste test, most people preferred Pepsi so this insult/reference to that study.
12)
The tagline "We wish you scary halloween!" tells audience about the holiday and what it's customers celebrate halloween while poking fun Coke Cola being inferior/copy cat
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In this advert, we see establishing shot of nice location near the sea side and the sun is setting.
12)
This advert is for people that wants to go on vacation and it is normally advertised during the end of May so people have enough time/ to save to book for summer and so can enjoy themselves.
The tagline is stating that is very simple to book your vacation by using their service which might interest someone if they don't have time to book holidays/quite difficult to usually book but needs a desperate break.
12)
This advert is advertising it's service to people who needs holiday which support Donald's Gunn theory which is tell it which means show the product/service to your audience .
LAB: Core Assessment
Fashion Advertising TASK 6
Categories
Apparel manufacturers produced their fashion products into follow three main categories of fashion. Although these categories are may be split up into more specific.
Haute couture fashion.
Ready-to-wear fashion.
Mass market fashion.
Camera techniques
Usually the camera techniques are long shots, mid shots of subjects or close up shots.
Subject Representation
Generally made up of attractive and male and female. females typically objectified themselves in these fashion adverts. their ethnicity is generally white but recent years have becoming more diverse in ethnicity.
Mise - en - Scene
Women typically where revealing dresses in advertisement while men usually wears suits. In recent years, men now are wearing more feminine costume such as dresses which subverts stereotype. The setting is usually blank background with high key lighting.
Convention
They tend to use bold, bright colours for the fonts to make stand out and attract the reader which is usually females.
Stock Situations
They tend to be clear and easy to view. Fashion magazines genrally don't have much in terms of narrative
Market Analysis
Demographic
Stereotypical middle aged women generally read and consume fashion magazines since they are into fashion. Women who buy magazines are generally be considered strugglers since looking escape and reading magazines about wealthy women.
Females of this age group are found to shop in fast fashion retailers more often than any other demographic group.
Psychographics
Geographic
A marketing strategy created by dividing the target market into segments on the basis of factors such as economics, food habits, clothing habits, languages, traditions and many other traits. Generally women and men usually want to buy high end fashion brands like Gucci and other brands but usually stuck fast fashioned brands from Primark.
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
From this result, majority of people are aged 17 which tells me my primary target audience for fashion brand mask.
Majority of the results are male which tells me I need to appeal to them more in my advert
From the results, majority of people own reusable mask which tells there is a still a market for it.
From this graph, all of them haven't picked yes and 50% of them said no which tells me that mask should target to average consumer.
From the results, all of them prefer plain colour mask which tells me my mask should be a single colour mask to meet their demands.
From the results, about 50% of people prefer black mask so this tells e that my mask should be simple and use common use colour.
Majority of people has said that my advert shout medium long shot would be good for my advert so it can tell people what people would look like with mask on.
75% of have voted "Tell Your Story" as my brand slogan which tells me Ic should use for my advert.
My target demographics will be both boys and girls at age 16-18 students. My Psychographics would be people who don't wear mask that often so my advert has to convince them my brand of mask best and most comfortable.
Audience Research TASK 7
Other fashion products that can appeal to my audience is high brand T-shirts and other clothing etc.
Audience Research TASK 7
My products be suitable because of recent years of pandemic, some places like schools and shops require you to wear a mask and being high brand will make them want wear as a fashion.
Audience Research TASK 7
For my advert, I'm going to do a demo like what Donald Gunn's theory and for my advert.
Audience Research TASK 7
I can appeal to my target audience by having my model being similar age to my target audience and have them wear casual clothing/common clothing to relate to my audience.
Audience Research TASK 7
Audience Research TASK 7
Interview
1) What makes a good Logo design?
Unique uses of colours
2) Do you prefer a simple logo design or complex design?
4) Would you buy high end reusable mask?
No
5) What is your favourite colour?
Person 1 Person 2 Person 3
Simple design
Maybe
I like a simple design
no
Maybe
Simple
Simple
I prefer a complex design
3) Do you like colourful logo?
To some extent
Yes
no
Red
Black
Black
6) Would you buy a mask for the design/logo?
No
Maybe
Maybe
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
Print Fashion Products
Source Interactive Material TASK 8
Audience Research TASK 7
Secondary Images
Audience Research TASK 7
Font Ideas
Alone in the Dark
Behind the Painter
Spiritual Lightning
Faithful Hand
Kintanya Font
Royal Signature
Justin Honey
Always Lovely
Black Era
BlackMatland
Primary Images
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
My chosen font is Kintanya Font because it would fit for my brand and font is fancy and eligible.
Preparation of text materials TASK 9
My slogan will be "Tell your story" because majority of people in my survey have voted for it and I think fits for brand of my mask.
My colour scheme will be very colourful because my photoshoot will be taking place at SAFE HOUSE 2 which will have very pleasing aesthetic background. It also will give unique look for my fashion advert.
The main image will be a mid shot of the subject wearing a face mask. The subject will be looking to the right so not making eye contact with the camera to show the mask.
Location Recce
Audience Research TASK 7
Audience Research TASK 7
Audience Research TASK 7
Preparation of Visual Materials materials TASK 10
Drawn Drafts
Photo shoot Pose
Logo Design
Logo 1
O
Logo 2
O
Logo 3
O
Digital Drafts
Logo 2
R
R
&
ROSSI
Logo 1
ROSSI
ROSS
ROSSO
Logo 3
OSSO
OSSI
R
Images
I'm going to use one of these 2 images for my fashion advert because it would be very easy to photoshop the logo on to the mask and i think it is the most atheistically pleasing. For this project, I'm going to use adobe photoshop because it will allow me to achieve to create my advert and many features are only on photoshop. My advert is most likely going to be portrait since majority print adverts are portrait.
LAC: Core Assessment
Construction log
Screenshot 1
I chose this image for my fashion advert because this the most clearest ones and the mask clearly in use and it allows me easily to photoshop it to my desired advert which also Donalds Gunn's theory by my advert showing a Demo of the product. Made image large enough to fit of A4 Portrait so because of this the parts of the background gets lost.
Screenshot 2
In this image, I have added my logo on to the face of the mask, I had to change change the logo to white because since it will be on black face mask. for logo on the mask, I went with my 2nd draft of the logo because it majority of people have said they want a simple logo and makes photoshopping easier which will get good result overall. For font I used Black Matland. I used the text box
feature to add my logo onto the mask.
Screenshot 4
Screenshot 3
For this image, I have added my slogan in bottom right corner of the page. my font will be Kintanya because it would fit for my brand being high fashion brand and font is fancy and eligible.
Screenshot 4
Screenshot 4
I have added my 3rd logo onto the bottom left corner because I want to give my advert a variation and I personally think the logo looks good. For the logo I have used Always Lovely Font to give it a casual look to it. For the line, I got it from google images and I used the eraser tool to get rid of the background. The reason I used google images because it is very difficult create it on photoshop.
Screenshot 5
Screenshot 5
For the logo in bottom left corner of the page and gave it 3 different shades of red colour because from my survey majority of people have voted the colour red so made my main brand colour red to attract those audiences. It also adds character to my advert.
Screenshot 5
Screenshot 6
For my 6th progress, I have made a lot of changes to my advert. I have change the colour of the brand logo to blue because the red colour looks very out of place on the image so i change to colour to navy blue to fit with the image by using colour eye tool on darker blue are. I have also have realised I misspelled the main brand name so corrected
I have change the colour and exposure because the image was very dark so I increased
the brightness and contrast to make it brighter and bluer. The slogan, I have change the font to Myrid pro because my advert has too many fonts and comparing my one to other brands, they kept font to bare minimal and I shrunk the size of my slogan so it won't take up much space and change colour to light blue by eye colour tool.
Screenshot 5
Screenshot 5
Final Image
Screenshot 5
Screenshot 5
Evaluation
For my advert, I used close mid shot of a male wearing a mask. I used low key lighting when taking the photo, I found it too dark, so I turned the exposure up on adobe photoshop. I have added my logo on to the face of the mask, I had to change the logo to white because since it will be on black face mask. for logo on the mask, I went with my 2nd draft of the logo because its majority of people have said they want a simple logo and makes photoshopping easier which will get good result overall. For font I used Black Matland for the font of the brand on the mask.
Screenshot 5
For advert, I used existing advert to help shape my advert by adding my font on bottom left corner which would attract my target audience and make advert seem higher end. For my 6th log, I have made a lot of changes to my advert. I have changed the colour of the brand logo to blue because the red colour looks very out of place on the image, so I change to colour to navy blue to fit with the image by using colour eye tool on darker blue are to make fit in and comparing to other fashion adverts. I have changed the colour and exposure because the image was very dark, so I increased the brightness and contrast to make it brighter and bluer. The slogan, I have changed the font to Myrid pro because my advert has too many fonts and comparing my one to other brands, they kept font to bare minimal and I shrunk the size of my slogan, so it won't take up much space and change colour to light blue by eye colour tool.
Screenshot 5
Majority fashion adverts camera angles are generally having medium long shots to close up shots – it varies between because of a specific product. Since my product is a face mask, Ill tend to use a mid-shot to close up shots since my advert is advertising a face mask. My layout of my advert fits with other adverts with slogan being bottom left corner and have brand on top right corner.
Screenshot 5
I could have made a digital version of my print advert to reach a wider range of audiences and that allow my audience to engage with the advert – I could have also added links/QR code which would allow my audience to engage with it even further. Other mistakes I made was misspelling of the brand name from brief so later stages of my advert I have corrected it.
Screenshot 5
I would think majority of my audience would consume my advert on how it is intended to but there is always a chance that some of my audience would have different interpterion of my advert. Since my mask blends in with the black T-shirt, the audience might get lost or confuse of my advert which could be disastrous to the potential sale of the product.
