Planning the adverts: (U20: P2, P3, M2, D1) task 6

P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief

Group task (completed by: Mayan, Lexie, Joel and sonny)

Purpose/concept P2

The purpose of our advert is to promote Phizzwizard, the new fizzy drink in order for it to be purchased by an audience. In order to make our drink stand out amongst others we are making our product engaging and eyechatching to our target audience. 

The concept of our advertising campaign for the drink is to show the target audience of 14-21 a new and exiting fizzy drink that is unlike all others. The element of our product is to make younger and older audiences enjoy the drink plus giving them the idea that it gives them enough energy to being advantaged at sport. We have used this concept to include a message of what our drink provides for it’s buyers. 

Sport is a wide ranged activity that some people enjoy or don’t enjoy. For our drink, we are using this sector of activity  to allow all buyers to be engaged in buying the drink as they feel as though it will give them benefits in sporting activities while enjoying the tasty flavours. This concept will be used to attract audiences to buy the fruity drink with an added benefit. 

The use of using a large target audience range it to engage both older and younger people who are interested in sport/playing sport. This will, in favour maximise engagement and sales, because there is a wide range of people it is targeted to so it will prevent other audiences from purchasing as they may not be as interested( for example, older audience may not be interested in being good at sport or younger audiences who will not be accessible to being good at sport) and therefore not even look twice at buying this drink.

Objectives P2

Along side purpose and concept, the main objective is to promote the delicious fizzy drink and bringing an extra added benefit of theoretically being advantaged at sports to the market for a primary and secondary audience. This added benefit will appeal to the target audience as if they are interested in sports they may be engaged by the slogan or the eye catching poster with sport symbols, therefore influencing them to buy the product.

One main objective of our advertising campaign is to bring a new drink onto the market that allows audiences to see benefits visually and metaphorically. Our product will raise awareness of the brand (Carter soft drinks) and the drink Phizziwizard. Therefore, it is most important to target our audience so they know the direct objectives and concepts through our marketing of including sports symbols and the drink to show the correlation between the two.

Lastly, there is a specific objective objective to our drink to show both the older and target audience that the drink makes you feel that good you can engage in activities such as sports. The objective of using sports symbols within our advertising campaign will catch the eyes of younger sport fans and therefore will increase sales from their purchasing due to th advertising and also older audiences that are looking for new drink to add to their collection - with the interest of sport coming closely linked with it.

Target Audience P2

The target audience for Phizzwizzard is aimed at a retro audience of 30 year olds, as well as young people. This means that overall we are aiming and advertising a wide range of 14-30 year olds. Our concept is that this strawberry laces tasting drink will give people of all ages the energy and excitement needed to successfully play sports and other activities. To maintain this concept, our adverts will consist of sports and fitness genre conventions such as football, tennis balls and golf balls for the slightly older end of our target audience. 

When it come to gender, our adverts will not specifically aim to a certain gender. However, the video advert will consist on an adult female footballer due to the Phizzwizzard being for everyone, not just stereotypical male footballer. This will also give out the message that regardless of your gender and age, anyone can have the energy to feel fit and sporty once they have drank some of Phizzwizzard.

Although our adverts are based around the sports and fitness genre, this doesn't limit our target audience. Within the 14-30 year olds, there will be many people who purchase Phizzwizzard due to the sensational strawberry laces flavour, or the sense of energy which is brings you. This way we are successfully targeting a range or ages, all genders with all different hobbies. 

Genre P2

The genre of our adverts is sports and fitness. The video advert will fully represent this genre by including football action which is helped by the energy and excitement provided by Phizzwizzard. This means our adverts must include sports and fitness genre conventions and iconography such as footballs, fitness uniforms, sports shoes and locations of outdoor astroturf and goal nets. The slogan "One sip can be the extra hit" helps to fell the product as a way of gaining the energy required to play sports successfully. 

 As well as the sporty genre, we also need to uphold the briefs requirements which is promoting Phizzwizzard. For this reason our adverts will all contain images and shots of the Phizzwizzard can, and the amazing strawberry laces taste. The target audience of 14-30 years olds will see the exciting colour schemes, slogan, logos and genre conventions throughout our adverts and wish to purchase Phizzwizzard for themselves. 

content P2

The content in the advertisements about the Phizz wizard soda will relate to different target audiences that we are trying to reach. As the drink is targeted at 14-30 near olds we need to attract them and we can do this through bright colours such as red and pink, green and white which are colours of different items from sports such as tennis ball, this is also to attract teenagers due to the bright colours. The slogan of Phizz wizard is "One sip can be the extra hit", this implies after drinking this drink the energy needed for sports will be gained and you will have the ability to play sports better due to your increased energy because of the sugar.

The message we are trying to send out with this drink is to push yourself as this drink is meant to make you improve at sports which is meant to make you push yourself and try harder. The video advertisement is going to be on the astro and have a boy/girl trying to score a goal yet missing and then giving up, only to be given this drink and for them to try again but this time they succeed. The magazine and billboard advertisements are going tom include a preview of the packaging for the drink (the can) and pictures of many different sports around it such as tennis balls, basket balls, table tennis racket, football and many other signs of sports to reinforce the point that this drink improves your sports ability by giving you more adrenaline allowing you to play to the best of your ability, reasons why we did this is because this allows us to incorporate loads of bright colours through different balls which will attract people as the bright colours will catch their eye especially when driving and when reading which is why the billboard and magazine are two very good platforms. It is also going to be advertised on social media platforms such as snapchat and instagram as we feel these are the social media platforms used the most by kids which is why we are advertising on there.

Platforms P2

Billboard:
We are using billboards as a platform to raise awareness and promote our product to the market. We are using them because they allow you to show off your product to huge amounts people if they are located in busy areas with large amounts of footfall. Compared to other marketing methods, Billboards are seen to be extremely successful, reliable and efficient because they receive the most amount of views. 

As well as this, the audience viewing the billboard doesn't need to buy anything or have anything to view the billboard, all they need to do is walk or drive past it. This extends the variety of audience massively compared to other types of marketing because all ages and groups of people will see it. This is one of the reasons billboards are so successful in the marketing industry, especially if we use bright, eye-catching colours that will attract the customers towards the billboard. 

Our billboard will be filled with bright, delicate colours which will catch the attention of many people that drive past, as well as our slogan wrote in large writing over the billboard. This will gain the interest of every type of customer that sees our billboard and will encourage them to extend their own research on our drink and the business. The slogan will be "One sip can be the extra hit". This is because it is extremely easy to remember because of the use of language and rhyming being used. We will also have a picture of the can of our drink on the billboard so all of our customers will be able to recognise our drink in stores worldwide from seeing our billboard.

Video:
We will be using a video as a platform to market our brand and drink. This is because videos can be viewed by many people on many different devices. These devices include televisions, phones, tablets, computers and many more different devices. This allows many different types of customers to view our video advert, therefore raising as much awareness as possible about the brand. 

The plan for our video will include an athlete struggling to complete his task, for example scoring a goal. They will take a sip of our drink and they will instantly become a better athlete and will be able to score as many goals as possible. This will cause a lot of interest and attention towards our drink because who doesn't want to be better at sports. This will lead to many people buying our drink and trying it out when doing certain activities, therefore making our marketing extremely successful and boosting our sales and revenue.


Radio:
We are also using the radio to promote and market our drink to certain audiences. The radio is extremely cost effective and is one of the most efficient ways to advertise your products. This is because you can choose what station and what time zone your advert will play in, therefore allowing you to select a station with your target audience and selecting a time when the highest amount of potential customers will be listening. As well as this, because radio advertisement is a lot cheaper than many other methods, we will be able to play our advert more frequently to raise more awareness about our brand and turn our brand name into an established part of the drinks industry.

In our radio advert, we will be using our catchy slogan "One sip can be the extra hit" to save a place in the consumers mind for our drink. Because of the rhyme and imagery used, they will remember the slogan and our brand and will want to have a look at our drink online. This will increase the number of customers we have, therefore increasing the number of sales and revenue. 

resources and personnel P2

Personnel:
Graphic designer: all the animations and transitions must be made to look smooth so that it comes off as professional.

Assistant director: Helps assist the director in any decisions that need to made, swell as doing jobs that they will be too busy for.

Scriptwriter: This is the person that writes out the dialogue between different characters.

Talent: These are the actors who will take on roles in the project to be the characters that make up the story.

Editor: This is the person that makes the project look smooth and profession when being shown publicly, they make the transitions and cut out certain parts to make the story flow better.

Set designer: This is the person who makes the set look like a certain area to make the story they are telling more believable with certain props and things to make the set look like something else.

Producer: The producer makes sure everything runs smoothly and connects different people to get a job done.

Director: The director helps the crew make the project and makes sure everyone is doing their job correctly.

Resources:
Props: Props are the items that make sets blend in and look like something else such as a coffee shop will need mugs and coffee machines which will make it feel more authentic and let people know what it is.

Camera: A camera will allow you to capture shots and video clips of moments you want to put in the project.

Final cut pro/ editing: This will allow you to make the project look better swell as cut out certain parts and add things in making it much easier to make the project.

A set/location: There needs to be somewhere to film with equipment which is why a set is needed for things such as green screen and crew which is needed to make the project.

Costumes: Costumes are important as if actors are playing roles they must look like them and dress appropriately to give off a sense of authenticity.

P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.

Group task (completed by: Mayan, Lexie, Joel and sonny)

Research into conventions: 

-Print Advertising (magazine/newspaper) need to have clear and effective images in order to catch the audience's eye in order for it to be looked at and processed. Clear and effective images allow the brand to be eye catching and memorable. 

-The message of a print ad needs to be memorable- allowing the audience to feel emotional or informed on their message. 

-Within Print Ads, Slogans are used- they are short and catchy phrases that are used very popularly in advertising. Slogans are one of the most effective ways to draw attention to the brand and their products.The role of a good slogan is to point towards the benefits of a product. Slogans are supposed to highlight your brand image and be memorable. 

-Advertisement uses persuasive and clear language in order to engage the reader and make it clear what the reader is reading so they understand it.

- Brand identify (logo); if a brand has a specific logo, it is seen as there brand identity and their USP when advertising their brand. If a brand logo is recognisable and well known, it will be the target audience identify the brand more and take on it's message.

- Bold and eye-catching colour scheme, allows the advertising to stand out over others and be unique by it's choice in colours.

Research into competitors: 

As our product is classed as a fizzy drink there are many competitors in the market of fizzy drinks. Many of these competitors have been very successful and are known as the biggest fizzy drink companies in the world, meaning that we need to adapt to what these brands have done in order to reach that top level. 

The first company competitor is pepsi max- this print ad is popular as it is very minimal and eye catching. The colour scheme is very prominent and stands out with the black taking a dominant stand in the overall colour of the campaign with the white clearly exposing the slogan of the campaign 'maximum taste, no sugar'. This slogan is giving a strong message that is very minimal but dominant in it's overall message. The brand also have a strong USP and recognisable brand logo and therefore catches it's audience with its eye-catching slogan and dark colour scheme. In order for us to overcome this and make sure we reach the same level as this brand, we will need to make sure our overall message and brand logo is recognisable and memorable for our audience in order to gain audience recognition and keep our brand in the market. 

Coca cola is another competitor for our drink, with its same fizzy style and popularity is a very big company we need to be aware of. Coca Cola is a very popular brand within the fizzy drink industry and take their brand to top level with their different advertising techniques. For example, they create their brand awareness at Christmas with the traditional 'Santa Claus Christmas ad'. This is an advantage for their brand as they have a big brand identity and use their USP of the 'Coca Cola' brand name and colour scheme- our drink doesn't have this brand identity and popularity and therefore is a big downfall for our brand and it's awareness. To overcome this problem in order to compete against this top- selling drink is to create an eye-catching and rememberable campaign in order for people to identify with the brand and share it around due to our marketing, slogan and colour scheme. 

Treatment: 

- Use of digital media advertising methods- attract target audience and allow them top interact and engage with the product. 

- Clear and eye-catching logos- build brand identity and audience recognition on both the billboard and magazine 

- Consistent colour scheme to make sure our brand ideas are consistent throughout out campaigns on both the billboard and magazine 

- Make sure our campaign voices our slogan 'One sip will be that extra hit' in order for audiences to remember our brand name and identity 

- Pricing used on advert so customers know how much it costs + which social grade demographic we will be tar-getting on both the billboard and magazine 

- Making sure our campaign exposes its content without words (more visual so less reading) for example, fruit, sport - fit with our themes on both the billboard and magazine 

- In order to represent the brands and fit with the brief we will present the Phizzwizzard and Carter Soft Drinks logos clearly on both the billboard and magazine 

Forms P3

Mood-board:

Storyboard:

Shot by shot list:

Location Recce:

Location release form:

Talent release form:

Risk assessment form:

Visualisation diagrams:

Pre production schedule:

D1 (U20): Discuss the legal and ethical constraints within the planned campaign

Copyright:

Copyright is a law which gives the owner an exclusive right to something. This could be a name, Logo, certain music and many more. It is essential that secure copyright for every single element of our business. If we own the copyright, no one else will legally be able to have the same name, logo, or slogan as us. This will ensure that out business will stay unique and unlike anyone else in the market for sports drinks. As well as this, we need to ensure we have the rights to use certain music in our video advert. If we fail to do this, we have the chance to be sued which would be devastating for the business.

Health and safety:

When we are conducting and planning our product, it is essential to make sure all of our staff have the best health and safety measures put in place. This needs to be a top priority for us because the consequences of an employee getting hurt could result in a lawsuit towards our business. As well as this, every single staff member needs to be professionally trained to use all the equipment necessary to run the business. This is because they need to be able to use the equipment properly, in order to avoid any injuries or health risks. 

Minors:

When working with people under the age of 18, we need to ensure that they are following the legal rules for their age. This includes not working for more than 8 hours a day. To make sure this requirement is met, each minor will have an extremely disciplined schedule which will follow all of the legal rights and laws to ensure that we aren't breaking the law in anyway. If we didn't follow this law, many customers will boycott the business as it as seen as an extremely unethical thing to do.

Forms/documents:

It is essential for our business to have all the documents to ensure that we will always be ready to show them to potential clients or investors on demand. An example of this would be a business plan. If we are looking to take out a loan from a bank or sell an amount of equity to an investor, we will need to show a business plan. This is important because a business plan will show the whole story of the business, as well as all the essential information regarding our sales and finances. As well as this a cash flow forecast and statement is also required to show investors upon interest when completing a deal.

inappropriate images/text:

Throughout the design of our products, as well as our campaigns, we will make sure that all the images in connection to the business, as well as the images on our advertisement are appropriate for all ages and audiences. This means that we can't include any violent pictures, as well as any nude pictures. We want our marketing and products to be focused on the design of the product and the USP we are offering, rather than creating a public relations issue in our business. Rather than inapporopriate images and text, we included silhouettes of children playing sport to enhance the sports aspect of our product.

Poor language:

In any part of our marketing campaign or product designs, we won't use any swear words or poor language. Using these words will take our customers mind off the idea that we are a family friendly business and that are drink is welcome for everyone to have. Even though our target audience is 13-18, we don't need to use swear words to attract them towards our products. Especially in our video adverts, young children will view it on Television and we don't want to be the brand that is responsible for young children using foul language at home. As well as this, the ASA would have the opportunity to ban our advert if we were seen promoting foul language to society.