Unit 20: Advertising Media
LO1 Know how
existing advertising campaigns embed advertisements across a range of media
products
What do
I have to do?
· Add a new blog page and call it Unit 20 Advertising
·
Add LO 1 Title (above)
·
Add P1 & M1 Titles
·
P1 & M1 is 1 task
·
This is an individual task
P1: Describe an
existing media advertising campaign
Assessment
Criteria for P1:
Learners are
required to describe an existing media advertising campaign.
You should consider the advertisements used within existing advertising campaigns
across a range of media products.
YOU will need to
select an advertising campaign to analyse that has sufficient scope to allow
the exploration of:
·
aims and objectives
·
target audience
·
key messages
·
approach
·
representation
·
campaign
·
logistics
·
choice of media
·
call to action
·
relevant legal and ethical issues
·
regulatory bodies
The
campaign must deliver across TWO media pathways.
A simple
example would be print and digital pathways. You will be creating a promotional
campaign for your Horror/Thriller genre film so focus on an existing
film promotion campaign.
M1: Evaluate different cross media
advertising campaigns for consistency of message
Assessment
Criteria for M1:
This can be
built on from evidence of P1 with learners selecting campaigns that
deliver/communicate across at least two media pathways.
YOU must
evaluate the message of delivery and the consistency across different media
forms such as print, audio-visual for TV, online advertising.
The
evidence could be presented as a written report, slide presentation,
information sheets, commentary of audio-visual material or a fact file with
illustrations.
What do I have to do?
Choose a similar
promotional campaign which delivers across at least two pathways. An
example might be two different campaigns for a soft drink.
You must look at
these two campaigns to see whether the message they are delivering is
consistent. It should be! On each slide compare:
·
The cross media pathways (print & digital formats)
·
How the product features prominently (size, location,
contrast to rest of advert?)
·
Who is in the advert (Celebrity? Unknown? Why do you
think this is? How are they represented using photography)
·
the tagline or call to action for the product (size,
typography & where it is located)
·
Genre / Theme of the advert
·
Colour & Tone & Feel of advert
·
Tone, look and feel of advert
·
House style of adverts (use of logo, typography, layouts
The evidence
should be presented as a google slide presentation.
Please make this as visual as
possible using screen grabs from each advertising campaign. Do not add too much
text to each slide.
A more detailed explanation can be typed
underneath each slide in your portfolio/ blog.
Unit 20:
Advertising Media
LO2 Be able
to plan a cross media advertising campaign to a client brief
Advertising Brief
THE CLIENT:
21st Century Productions Ltd.
ABOUT THE CLIENT:
21st Century
Productions Ltd is a medium sized independent film company with an
annual turnover of 15 million pounds. They specialise in producing high quality
short film productions aimed predominantly at an audience aged between 17-25
years. The audience/customer is approximately 70% male and 30% female.
They have achieved a reputation in particular for producing films of the
Horror/Thriller genre. It is this specialism that they wish to develop
and promote.
THE BRIEF:
The company
want to run an advertising campaign to increase ticket of their latest
film release (You name the film). They want to produce a campaign that uses
traditional poster sites at bus stops, motorway service areas and billboard
facilities close to cinema locations.
The company also want to take advantage of digital advertising
platforms.
Research data
produced by the Data Detail Marketing and Research Company show that 70%
of the target audience are more influenced by such advertising platforms.
Produce a range of visuals and proposals that present ideas for the
Company’s consideration. The advertising must be appropriate to the
target audience, be clear and effective in its message and cost effective.
Initial ideas and visuals should develop with the approval of the
Company’s management team to produce a cutting-edge campaign that attracts the
interest of potential customers and existing customers alike
P2: Create a plan for a cross media advertising campaign in response to a client brief (*Synoptic assessment from Unit 2 Pre-production and planning)
Assessment
Criteria for P2:
What do I have to do?
YOU are required
to create a plan for a cross media advertising campaign to a client
brief. The information gained from P1 could inform the advertising campaign.
The evidence
could be provided as a proposal with supporting diagrams, images and mood
boards suitable for a pitch to the client, project plan with schedule of
activities.
What do
I have to do? (This is an individual task?)
Create a
proposal document for your advertising campaign.
The proposal
must have the following information:
Working Title: Your Film Title Advertising Campaign
Product: Type of products you are going to create
Specifications: (Size, format of your product)
Purpose (e.g. inform, promote, entertain, educate)
Synopsis: A brief summary of your idea for the promotional campaign
Inspiration: Examples of what has inspired you
Advert Content: (Describe the basic design/branding for your advert. This design/branding will be consistent across all of your products )
·
Title, Slogan, Information
·
Who will be in the advert? Photography, Representation
·
Images, Graphics
·
Fonts, Font sizes, Font Colours
·
General Colours to be usedLayout, Positioning of Elements
Target audience (e.g. who the advert is aimed at, demographics, age, gender)
Resources and Personnel (e.g. software, equipment, assets, job roles and responsibilities)
Distribution and
marketing methods (e.g. potential synergy and cross promotion of the media
product e.g. online)
P3: Create a pre-production plan for
the media components in the planned advertising campaign
Assessment
Criteria for P3:
YOU are required
to produce pre-production materials for their planned media components.
These
may include: pitch documentation; research into genre and conventions; images
and mood boards; production schedule with proposed launch dates; any other
relevant material (i.e. sample footage and sounds).
Evidence could
be produced in the form of a formal word-processed document, presentation or
hand drafted documentation with supporting notes and digital files.
What do
I have to do? (This is an individual task!)
Create a Pre Production Portfolio for your Advertising Campaign
The Pre
Production Portfolio must have the following information:
·
Research into genre and conventions of the type of advertising
campaign you proposed in P2
·
Mood boards - 1 for each component of an advert. This would include
colour palettes, typography, branding, photography, layouts & graphics
·
List of multimedia you need to acquire
·
Sketched Diagrams of layouts for each product
·
Illustrated production process (What you are going to do and how
you are going to do it. Could be a flowchart)
·
Production schedule with proposed launch dates
·
Risk Assessment
·
Contingency Plan (alternative idea/plan)
M2: Justify the
choice of planned components by targeted media sector
Assessment
Criteria for M2:
YOU must justify
your choice of components (elements which make up a Horror/Thriller genre poster)
and the reasons why they have been incorporated within the advertising
campaign.
What do
I have to do? (This is an individual task!)
Produce a word
processed report (at least 500 words) where you justify your decisions to
include the components (elements of poster) you decided upon in the planning
process.
Link this back to the brief and what you are trying to achieve with
the advert.
1. State the
targeted media sector
2. Explain the
products you are creating and why? Refer to the brief
3. Go through
each component one by one (from P3) . These would include:
·
Title, Slogan, Information
·
Who is in the advert? Photography. Representation.
·
Images, Graphics
·
Fonts, Font sizes, Font Colours
·
General Colours to be used, Layout, Positioning of
Elements
·
Tone & feel of advert
D1:
Discuss the legal and ethical constraints within the planned campaign (*Synoptic assessment from Unit 1
Media products and audiences)
Assessment
Criteria for D1:
YOU are required
to discuss the legal and ethical issues applicable to your planned
advertising campaign.
What do I have
to do? (This is an individual task!)
Produce a word
processed report (at least 750 words) where you list the legal and ethical
issues that you think will be applicable your planned campaign. For each
issue you should:
·
Explain what it deals with
·
Explain how it might apply to your campaign
·
Explain how you have resolved the issue
·
Explain if any of these issues put constraints on your
original idea
·
Explain how you got round this constraint
Use the
following information to help you:
1.The
Impact of Ethical Issues -
https://www.bbc.co.uk/bitesize/guides/zyt282p/revision/2
https://www.article19.org/data/files/pdfs/publications/uk-media-regulation.pdf
Ethical
Issues are about doing the right moral thing!
You must make
sure that when creating your product you are not causing offence.
Offence can be caused by any number of issues in the world today.
Not considering
these issues in the preproduction stage can be devastating for a production
company in terms of lost revenue or even going out of business.
2. What ethical
issues will you need to consider in terms of the brief you are currently
working on?
Consider the ethics
of photography. Think of the following:
2a. How to portray
the subjects of the film?
2b. What to
shoot and what not to shoot?
2c. How to edit
so that the film is true to its topic and subjects, yet also works as a
compelling story for the audiences?
2d. How to represent people with dignity and sensitivity
to that place, time and experience?
Legal Acts to
consider:
2e. Data
Protection Act: Will you be collecting personal information about any of
the people involved in your production?
2f. Copyright,
Designs & Patents Act 1998: Do you want to use sound, image,
photographs or video created by someone else then you must adhere to this act.
2g. Libel: Do you need any information in your
production? Make sure if you are writing about someone then you get your facts
right.
2h. Slander: Carries the same legal implications
as libel. This is where false accusations are made in the spoken word.
2i. Regulatory
Bodies:
Advertising
Standards Authority: Advertising on all media
Advertising
Brief
THE CLIENT:
21st Century
Productions Ltd.
ABOUT THE CLIENT:
21st Century Productions Ltd is a medium sized independent film company with an annual turnover of 15 million pounds. They specialise in producing high quality short film productions aimed predominantly at an audience aged between 17-25 years.
The audience/customer is approximately 70% male and 30% female.
They have achieved a reputation in particular for producing films of the
Horror/Thriller genre. It is this specialism that they wish to develop
and promote.
THE BRIEF:
The company
want to run an advertising campaign to increase ticket of their latest
film release (You name the film). They want to produce a campaign that uses
traditional poster sites at bus stops, motorway service areas and billboard
facilities close to cinema locations.
The company also want to take advantage of digital advertising
platforms.
Research data
produced by the Data Detail Marketing and Research Company show that 70%
of the target audience are more influenced by such advertising platforms.
Produce a range of visuals and proposals that present ideas for the
Company’s consideration. The advertising must be appropriate to the
target audience, be clear and effective in its message and cost effective.
Initial ideas and visuals should develop with the approval of the
Company’s management team to produce a cutting-edge campaign that attracts the
interest of potential customers and existing customers alike
Assessment
guidance: https://www.ocr.org.uk/Images/270937-advertising-media.pdf
LO3 Be able
to produce the planned media components
P4: Create the
media components to be used in the planned campaign (*Synoptic assessment from Unit 3
Create a media product)
Assessment
Criteria for P4:
YOU must produce
your planned media components to be used in the advertising campaign. You
should provide an introduction to your advertisement components you will be
producing and present, as evidence, views of your advert and supporting
materials.
What do I have
to do? (This is an individual task?)
Create the
components for your advertising campaign and present them on your blog using a
range of mock ups.
You
should:
·
Write a short introduction describing what you have
produced and explaining how it is fit for purpose
·
Keep a blog up to date detailing the production process -
screen shots and analysis
·
Evidence the production process - taking photographs
·
Evidence of your digital files - Original files / Folders
for each product
·
Evidence a rough draft of one of your adverts & peer
feedback
You should
create:
· A film poster for use in magazines, billboards & bus
shelters
· Appropriate sized web graphics for use on Facebook, Twitter & Instagram.
Three Graphics in total
· A range of mock ups - Bus Shelter / Instagram / Facebook
M3: Explain how the created media components comply with the codes and conventions of the media sectors
Assessment
Criteria for M3:
Learners are required to explain how the required codes
and conventions have been met when creating their media advertising components.
What do
I have to do? (This is an individual task?)
Learners will
complete a report evaluating & analysing their components to show:
·
how what has been created has utilised understanding of
real media products in the Horror/Thriller genre you have chosen
·
how what has been created has utilised research
undertaken on real media products in the Horror/Thriller genre you have
chosen
·
how the codes and conventions you considered in your planning
have been met and how this was achieved
You
should illustrate your report with examples from research and your own
graphics.
D2:
Demonstrate how the technical and aesthetic properties of the media components
meet the client brief
Assessment
Criteria for D2:
Learners are
required to demonstrate how the advertisements technical and aesthetic properties
meet the requirements of the clients brief and their preproduction plan.
Learners should evaluate their final components against their client brief and
demonstrate how the components support the advertisement campaign.
What do
I have to do? (This is an individual task?)
Learners will
complete a report demonstrating how the advertisements technical &
aesthetic properties meet the brief. You should include the following
information:
·
place the brief at the top of D2
·
List the components you planned to develop in your
proposal (including the poster you created) Explain in relation to the brief
why you chose these products.
·
Describe and explain the technical properties you used to
create a print advert which meets the codes and conventions of a Horror/Thriller
genre poster and the target audience.
·
Describe the design you used and explain the reasoning
behind your decisions. This should link in with the target audience from the
brief. Is the message embedded in your poster clear? Explain how you did this.
Link this to codes & conventions of poster design.
·
Describe the aesthetic properties of your poster. What
messages does the poster communicate to the audience. Were you successful in
terms of the target audience mentioned in the brief.
·
How successful were you in terms of developing a print
advert which can easily be adapted for digital media platforms.
·
Explain how your poster is cost effective.
·
Evaluate how successful you were in creating a product
which would support the advertisement campaign mentioned in the brief. Explain
why you created a print advert and link it in with the digital advertising
platforms.
You should illustrate your report
with examples from research and your own graphics.
All work to be completed to the
highest standards and posted in sequence ony our blog.
