Task 6 Planning the adverts: (U20: P2, P3, M2,D1)
The Phizz Wizard Plan for the Cross Media Advertising Campaign/Voice Presentation: (U20:P2, M2)
M2 (U20): Justify the choice of planned components by targeted media sector
The vast majority of advertisement campaigns perpetrated by large companies tend to have two or three different modes of showcasing their product(s). This is especially the case for drink companies which tend to have posters out in public places such as billboards and transport links as well as having video advertisements for television and the internet.
However, as Phizz Wizard is meant to be shown for two age groups being 13-18 year olds and 30 somethings, we can target a media medium that Phizz Wizard's competitors are ignoring. Because Phizz Wizard has a set target audience unlike most soda companies that try to target everyone, it in fact has an advantage because they can exploit this weakness and take advantage of the fact that the 30 somethings in their target demographic tend to consume news and medias through newspapers and magazines. This means that Phizz Wizard can in fact advertise through magazines without the worry of having to compete with their competitors in the same market place to win their viewer's choice to buy from them.
The final reason why I decided to only use a television advertisement, a billboard and a magazine advertisement for the Phizz Wizzard campaign was because of the client's explicit choice to have said modes of advertisement.
For the second mode of advertisement, we have decided to advertise Phizz Wizard through the medium of a promotional film. Because 13-18 year olds tend to have more time on their hands than adults, and because the majority of households do indeed have televisions, it would make sense for the campaign to make a promotional video with the sole intention of showing it during advertising slots whilst people at home are watching their programmes.
Another reason why it would behoove Phizz Wizard to advertise on television because certain regulation companies in the United Kingdom gain information about their viewers' ages, locations and the amount of television they watch which is very useful for the soda company because it would mean that we could invest more into television channels with a high amount of viewers aged 13-18 and 30-40 in order to get more advertising slots in total or prime time advertising slots where there are the most amount of viewers. Once again the aged target audience of Phizz Wizard has given it an advantage over other drink companies such as Pepsi who aim their products at the majority of the general public.
If there was going to be a social media campaign, I would most likely use Instagram as the main mode of advertising with a smaller, less intense campaign lead on Facebook. These choices would advertise to both target audiences, however, because the television advertisement, billboard and magazine advertisements target the older demographic, it would make sense to lead the social media campaign on Instagram to advertise towards the 13-18 year old demographic.
P2 (U20): Be able to plan a cross media advertising campaign to a client brief
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
For this group task I worked with Joe and Yoni
Research into Advert Conventions
M2 (U20): Justify the choice of planned components by targeted media sector
The vast majority of advertisement campaigns perpetrated by large companies tend to have two or three different modes of showcasing their product(s). This is especially the case for drink companies which tend to have posters out in public places such as billboards and transport links as well as having video advertisements for television and the internet.
However, as Phizz Wizard is meant to be shown for two age groups being 13-18 year olds and 30 somethings, we can target a media medium that Phizz Wizard's competitors are ignoring. Because Phizz Wizard has a set target audience unlike most soda companies that try to target everyone, it in fact has an advantage because they can exploit this weakness and take advantage of the fact that the 30 somethings in their target demographic tend to consume news and medias through newspapers and magazines. This means that Phizz Wizard can in fact advertise through magazines without the worry of having to compete with their competitors in the same market place to win their viewer's choice to buy from them.
The final reason why I decided to only use a television advertisement, a billboard and a magazine advertisement for the Phizz Wizzard campaign was because of the client's explicit choice to have said modes of advertisement.
For the second mode of advertisement, we have decided to advertise Phizz Wizard through the medium of a promotional film. Because 13-18 year olds tend to have more time on their hands than adults, and because the majority of households do indeed have televisions, it would make sense for the campaign to make a promotional video with the sole intention of showing it during advertising slots whilst people at home are watching their programmes.
Another reason why it would behoove Phizz Wizard to advertise on television because certain regulation companies in the United Kingdom gain information about their viewers' ages, locations and the amount of television they watch which is very useful for the soda company because it would mean that we could invest more into television channels with a high amount of viewers aged 13-18 and 30-40 in order to get more advertising slots in total or prime time advertising slots where there are the most amount of viewers. Once again the aged target audience of Phizz Wizard has given it an advantage over other drink companies such as Pepsi who aim their products at the majority of the general public.
If there was going to be a social media campaign, I would most likely use Instagram as the main mode of advertising with a smaller, less intense campaign lead on Facebook. These choices would advertise to both target audiences, however, because the television advertisement, billboard and magazine advertisements target the older demographic, it would make sense to lead the social media campaign on Instagram to advertise towards the 13-18 year old demographic.
P2 (U20): Be able to plan a cross media advertising campaign to a client brief
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
For this group task I worked with Joe and Yoni
Research into Advert Conventions
Adverts will conventionally show celebrities such as movie stars or models using the product that the company is trying to sell. This usually has a positive effect on the viewer giving them the implication that if the viewer were to buy and consume the company's product, their lives will be greatly improved. The celebrity's main use in the advertisement is to suggest to the viewer that they would be like said celebrity (someone who most people would look up to) if they were to use the company's product. The use of celebrities in advertisements has greatly increased since the mid 20th century mainly due to the huge increase in amount of pop culture media consumed by the general public in the 1980s resulting in some of the most iconic celebrity endorsements ever such as the Michael Jackson sponsored Pepsi line of advertisements or Bo Jackson's "Bo Knows" Nike advertisements.
Signed
Property Owner.........................
Joe Halfon.................................
Signed
Model/Actor........................................
Max Postyn...............................
P2:Create a plan for a cross media advertising campaign in response to the brief
Treatment
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
Legal and Ethical Issues
Billboards are generally in landscape format and feature the name of the brand very prominently. The branding, imagery and slogan need to be quite bold, because billboards are generally displayed on roads and their messages need to be consumed quickly.
In this billboard, for example, the Sprite brand is central, and the message is clear and bold, written in a sans-serif typeface, white against a black background. The black background makes the vibrant green colour of the bottle stand out. The message of the slogan is concise and clear.
Modern billboards can be quite innovative, often incorporating other elements beyond the printed images. Sometimes, the image on the billboard will appear above the frame of the billboard, making it stand out against the sky. In the example above, neon has been used, but the branding and message is still very clear. As with Sprite's 'Stay Cool', this Coca Cola ad using a simple message: 'Taste It'. therefore, using short, concise messages, sometimes only two words in length, is effective.
In this billboard, for example, the Sprite brand is central, and the message is clear and bold, written in a sans-serif typeface, white against a black background. The black background makes the vibrant green colour of the bottle stand out. The message of the slogan is concise and clear.
Modern billboards can be quite innovative, often incorporating other elements beyond the printed images. Sometimes, the image on the billboard will appear above the frame of the billboard, making it stand out against the sky. In the example above, neon has been used, but the branding and message is still very clear. As with Sprite's 'Stay Cool', this Coca Cola ad using a simple message: 'Taste It'. therefore, using short, concise messages, sometimes only two words in length, is effective.
With magazine ads, it's possible to incorporate more words, as consumers will generally spend more time looking at them. This is similar to ads on Underground trains, which have large number of words because commuters spend a long time reading them.
Research into competitor adverts
As the amount of adverts in our daily lives goes up whether this being in society's huge amounts of browsing social media or the news we consume, companies need to find ways to entertain viewers in order to stand out, to be remembered and to . In order to do this, there has recently been a large increase in companies that want to have humorous advertisements and often have more than just one celebrity in order to compete with other brands in a similar market. One of Phizz Wizard's competitors, Pepsi, has taken this exact formula and used a star power consisting of Steve Carrel, Lil Jon and Cardi B to make a Super Bowl advert that The Sun described as 'hilarious' in their YouTube video reposting the advertisement.
To respond to this, in our Phizz Wizard advert we are going to use a fictitious infomercial character called Phil Chase with a star power similar to that of Phil Swift or the late Billie Mays. As well as this fictional character, our advertisement is going to be parodic in nature similar to that of an infomercial by underselling the product and making it seem like a bad investment for the consumer. This advertising technique of the undersell is a form of reverse psychology as well as it giving the consumer a format of advertisement very rarely seen mainly because most companies wouldn't want to risk showing their product or service in a negative way to viewers resulting in the company having the opposite effect on the viewer. The undersell in advertisements has been used by companies such as Palace's Reebok collaboration campaign with Jonah Hill, Ryan Reynold's Aviation Gin advertisement and Deadpool 2's interview advertising the movie. These advertisement strategies are also all quite cost effective which is suitable for my Phizz Wizard advertisement as it is most likely going to have to be low budget.
Location Release Form
By signing this document I give Joe Halfon permission to take photographs and/or videos of his model(s)/actor(s) on my property so that he may use them for his Phizz Wizard advertisement campaign. By signing this I give away my right to use the photos/videos taken for any personal use.Signed
Property Owner.........................
Joe Halfon.................................
Talent Release Form
By signing this document I give Joe Halfon permission to photograph/film me and to edit said photos/videos however he sees fit for his Phizz Wizard advertisement campaign. By signing this I give away my right to use the photos/videos taken for any personal use.Signed
Model/Actor........................................
Max Postyn...............................
P2:Create a plan for a cross media advertising campaign in response to the brief
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| Mood Board From making this billboard, my team and I found out that in infomercials there are large contrasts in colour (particularly red and blue) to take the viewer's focus away from the host of the commercial at the end of the infomercial to advertise the product and its features. By making the mood board, I was able to find out a lot more about the genre of advertising I was going to replicate. |
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| Production Schedule |
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| Shot By Shot List |
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| Hand Drawn Billboard |
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| Location Scouting Sheet |
Treatment
Title: Phizzwizzard
Genre: Our genre is satirical and comical to appeal to a younger audience as well as an older audience as its nostalgic, this is because it’s a spoof of a pre-existing advert.
Target audience: The product has two chore target audiences, a retro audience in their 30s who had similar drinks in their younger life as well as current 13-18 year olds. The advert should appeal to people in their 30s through its nostalgic appeal. The advert is designed to remind them of their youth. The advert will also target current teenagers as fizzy drinks are typically most popular for teenagers. Through the vibrant red and comical advertising we endeavour to reach this younger audience.
Outline of campaign: The campaign is designed to advertise a drink in order to appeal to mid 30s and teenagers through its association with youth. The campaign will include a billboard, magazine and TV ad.
Characters: Phil Chase, presents the product, confident and enthusiastic (mid 30s). Joe Halfon, happy customer (late teens). Kid from “Justice League” happy customer (late teens).
Locations: INT kitchen Phil Chase behind counter. Green screen used to project locations in the open space.
Costumes: Phil Chase in buttoned light blue shirt with white vest underneath, casual smart trousers black/grey.
Colours: Red representing Phizzwizzard.
Brief breakdown of billboard & magazine: Image of Phill chase holding can of phizzwizzard (centre of image) with a large can right of image and the title "phizzwizzard" at the top. This establishes the product and attracts potential consumers through the character Phill Chase.
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| Gantt Chart |
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| Storyboard |
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
Legal and Ethical Issues
Ethical Issues
Issue 1)
It would be unethical if a worker asked for a break due to fatigue or various other reasons and the person in charge of them wouldn't grant them the break. This may happen if my model wanted a break and I didn't grant it to them if there wasn't enough time. To counter this, I would give the model breaks whenever they required one.
Issue 2)
Issue 1)
It would be unethical if a worker asked for a break due to fatigue or various other reasons and the person in charge of them wouldn't grant them the break. This may happen if my model wanted a break and I didn't grant it to them if there wasn't enough time. To counter this, I would give the model breaks whenever they required one.
Issue 2)
Certain groups may be angered if the Phizz Wizzard advertising campaign contains any controversial topics and may attempt to boycott or potentially sue the division of Phizz Wizzard responsible for causing it because of its unethical nature. For example, it will be implied that Phizz Wizzard can potentially cure depression and certain groups may not be appreciative of my group and I using the problem of mental health for our advantage. This may happen to Phizz Wizzard if I include any topics that may fall under said category. To counter this, I would play it safe and not include any controversial topics when planning the advertising campaign.
Issue 3)
My advertisement will not show the potential harm that Phizz Wizzard could bring to young impressionable children such as diabetes and the obesity that accompanies it. This decision was made to ensure that children wouldn't be turned off from buying the product. This would be considered quite unethical as it could come across that I am mis informing the viewers if my advertisement which goes against the Consumer Protection Act.
Issue 3)
My advertisement will not show the potential harm that Phizz Wizzard could bring to young impressionable children such as diabetes and the obesity that accompanies it. This decision was made to ensure that children wouldn't be turned off from buying the product. This would be considered quite unethical as it could come across that I am mis informing the viewers if my advertisement which goes against the Consumer Protection Act.
Legal Issues
Issue 1)
If a company was to hire someone under the legal working age of 16 without their parents permission, legal action would be required. This may happen on of my advertising campaign's paid models or actors were under the age of 16 and had no parent permission to be in said advertisement campaign. Therefore, if there was a need to hire an actor/model under the age of 16, their parent/legal guardian would have to sign a consent form. To counter this, I have ensured that all of my models and actors are over the age of 16.
Issue 2)
If Phizz Wizzard made any of the cast and/or crew on the set of the advertisement sick upon drinking it to display its taste, it would be very unethical for the crew to continue to advertise the beverage and potentially illegal if they didn't inform the public the possibility of the drink being harmful to one's well being as it would go against the Consumer Protection Act.
Issue 3)
If someone signs a contract and doesn't meet the requirements they agreed to, they will be sued. This may happen in Phizz Wizzard's advertising campaign if my model or actor uses the pictures or videos I have taken for other projects. To counter this, I and my co workers will not breach any contracts regarding the magazine that I agreed to.
Issue 4)
In the event of copyright infringement, a company may take legal action to sue a media distributor if they include any artwork that they didn't produce and is owned by the company. In an attempt to make my advertisement more realistic, the editor creating an advertising campaign may include the logos of other brands which would be illegal if the logos were for a real product and/or they didn't create the artwork for said logo. To counter this, I won't use any logos that aren't mine in my advertisement campaign without further looking into the legalities of each logo.
Issue 2)
If Phizz Wizzard made any of the cast and/or crew on the set of the advertisement sick upon drinking it to display its taste, it would be very unethical for the crew to continue to advertise the beverage and potentially illegal if they didn't inform the public the possibility of the drink being harmful to one's well being as it would go against the Consumer Protection Act.
Issue 3)
If someone signs a contract and doesn't meet the requirements they agreed to, they will be sued. This may happen in Phizz Wizzard's advertising campaign if my model or actor uses the pictures or videos I have taken for other projects. To counter this, I and my co workers will not breach any contracts regarding the magazine that I agreed to.
Issue 4)
In the event of copyright infringement, a company may take legal action to sue a media distributor if they include any artwork that they didn't produce and is owned by the company. In an attempt to make my advertisement more realistic, the editor creating an advertising campaign may include the logos of other brands which would be illegal if the logos were for a real product and/or they didn't create the artwork for said logo. To counter this, I won't use any logos that aren't mine in my advertisement campaign without further looking into the legalities of each logo.
Issue 5)
If a photo is taken of a model or a video was taken of an actor without their consent and is used for any sort of purpose, the model or actor would have the legal obligation to sue me. This may happen if I took pictures and/or videos of my model/actor and used them after forgetting to get them to sign my contributor release form. To counter this, I already had my models and actors sign the contributor release form
Issue 6)
Phizz Wizzard has the legal obligation to sue media outlets if they use images that were originally created and edited by the Phizz Wizzard. This may happen to me if I use text (such as slogans) in my advertising campaign that aren't my own. To counter this, I won't include slogans or text that aren't my own and instead use the slogan which I made up "Pheel the Phizz".
Issue 7)
In the event of copyright infringement, a company may take legal action to sue a media distributor if they include any artwork that they didn't produce and is owned by the company. My model or actor may wear a piece of clothing with a logo on it. To stop any legal action from taking place, I would inform the models and actors to not wear clothing that falls into that criteria prior to the shoot or I would edit out said logo.
Issue 8)
If members of the public appeared in a magazine without their consent and they found out, legal action may take place against said magazine. This may happen as aspects of my media campaign shoot may happen in a public place and members of the public accidentally be photographed. To counter this, I would either have them sign a release form, blur out their face or use photographs that don't have members of the public on them.
If a photo is taken of a model or a video was taken of an actor without their consent and is used for any sort of purpose, the model or actor would have the legal obligation to sue me. This may happen if I took pictures and/or videos of my model/actor and used them after forgetting to get them to sign my contributor release form. To counter this, I already had my models and actors sign the contributor release form
Issue 6)
Phizz Wizzard has the legal obligation to sue media outlets if they use images that were originally created and edited by the Phizz Wizzard. This may happen to me if I use text (such as slogans) in my advertising campaign that aren't my own. To counter this, I won't include slogans or text that aren't my own and instead use the slogan which I made up "Pheel the Phizz".
Issue 7)
In the event of copyright infringement, a company may take legal action to sue a media distributor if they include any artwork that they didn't produce and is owned by the company. My model or actor may wear a piece of clothing with a logo on it. To stop any legal action from taking place, I would inform the models and actors to not wear clothing that falls into that criteria prior to the shoot or I would edit out said logo.
Issue 8)
If members of the public appeared in a magazine without their consent and they found out, legal action may take place against said magazine. This may happen as aspects of my media campaign shoot may happen in a public place and members of the public accidentally be photographed. To counter this, I would either have them sign a release form, blur out their face or use photographs that don't have members of the public on them.
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