Unit 20: Advertising Media -Horror-Thriller

 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.