Friday, 31 October 2008
Thursday, 23 October 2008
Tuesday, 21 October 2008
Treatment
The product we have chosen to advertise is ‘Skittles’, our first advert begins with an establishing shot of the new flavoured ‘Fairy Floss’ skittle on a pink float mirroring a carnival float as we are promoting the new carnival skittles. The advert introduces all the new flavours on different floats reflecting their flavours. Furthermore, the soundtrack for advert 1 will be an old fairground mix to create a sense of fun and excitement linking to the skittles. The majority of our transitions are cuts as it quickly moves on to the next flavour.
Our second advert begins with an establishing shot of the original skittles on a boat in search for new flavours. The advert is a ‘slice of life’ as it I storytelling. The original skittles discover a tropical island in which they set anchor on and find new tropical skittles. The majority of our transitions for advert 2 are cuts as it allows the advert to flow quickly. In addition to this, the unique selling point is the new flavours available and our line of appeal is confidently, allowing children to feel confident when eating them. The soundtrack for advert 2 will be ‘You can get it if you really want’ by Desmond Dekker combine with many sound effects for example the sea and wind to create a sense of verisimilitude.
Our third advert begins with an establishing shot of the new wild berry skittle’s packet to allow the audience to relate with previous skittle flavours. This advert will be crammed with little skittle men performing dangerous and wild stunts, such as jet skiing and sky diving. The soundtrack for advert 2 will be ‘Wild thing’ by The Troggs, but will also contain many sound effects and voice overs, for example the sea and wind. The majority of transition for advert 3 will also be cuts as similarly to advert 1 the advert moves quickly in order to introduce all of the new flavours.
Additionally, our target audience ranges from 7-13 years old as the animation will connect more with children and younger ages. All of our adverts are linked through the ‘slice of life’ effect and the colours of the skittle men in each. Furthermore, each of our adverts end similarly to allow the audience to relate to previous adverts as the skittles jump into the new flavoured packet. I feel that we are promoting our product in a positive and correct way for our specific target audience.
In order for all of our adverts to link, we decided to use animation to create our campaign. The specific technique we have chosen to use is a mixture of stop animation, physically manipulated objects and photographing them one frame of film at a time to create the illusion of movement and cutout animation. This is produced by moving 2-dimensional pieces of material such as paper or card. We will further improve our advert by editing it on different programmes such as frame by frame and adobe premiere.
Our second advert begins with an establishing shot of the original skittles on a boat in search for new flavours. The advert is a ‘slice of life’ as it I storytelling. The original skittles discover a tropical island in which they set anchor on and find new tropical skittles. The majority of our transitions for advert 2 are cuts as it allows the advert to flow quickly. In addition to this, the unique selling point is the new flavours available and our line of appeal is confidently, allowing children to feel confident when eating them. The soundtrack for advert 2 will be ‘You can get it if you really want’ by Desmond Dekker combine with many sound effects for example the sea and wind to create a sense of verisimilitude.
Our third advert begins with an establishing shot of the new wild berry skittle’s packet to allow the audience to relate with previous skittle flavours. This advert will be crammed with little skittle men performing dangerous and wild stunts, such as jet skiing and sky diving. The soundtrack for advert 2 will be ‘Wild thing’ by The Troggs, but will also contain many sound effects and voice overs, for example the sea and wind. The majority of transition for advert 3 will also be cuts as similarly to advert 1 the advert moves quickly in order to introduce all of the new flavours.
Additionally, our target audience ranges from 7-13 years old as the animation will connect more with children and younger ages. All of our adverts are linked through the ‘slice of life’ effect and the colours of the skittle men in each. Furthermore, each of our adverts end similarly to allow the audience to relate to previous adverts as the skittles jump into the new flavoured packet. I feel that we are promoting our product in a positive and correct way for our specific target audience.
In order for all of our adverts to link, we decided to use animation to create our campaign. The specific technique we have chosen to use is a mixture of stop animation, physically manipulated objects and photographing them one frame of film at a time to create the illusion of movement and cutout animation. This is produced by moving 2-dimensional pieces of material such as paper or card. We will further improve our advert by editing it on different programmes such as frame by frame and adobe premiere.
Wednesday, 8 October 2008
Possible Soundtracks
Advert 1:
Old fairground mix..
Advert 2:
Desmond Dekker- You can get it if you really want...
Advert 3:
The Troggs- Wild thing...
Old fairground mix..
Advert 2:
Desmond Dekker- You can get it if you really want...
Advert 3:
The Troggs- Wild thing...
More Research
Psychographics marketing
Some points on psychographics which give me a deeper insight into choosing a target audience and product.
What is Psychographics Marketing?
Most marketing involves certain demographics, which refers to factors such as the age, location, marital status, ethnicity and religion of the person in question. Psychographics goes beyond this to ask questions of the lifestyles, behaviour and attitude of the person in question to build up a more detailed picture of who they are. These tend to be directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.
Why is psychographics marketing important?
Surveys that ask these types of questions are vital to market researchers, who often use them to gain information on people who have bought their products in the past, or are tempted to do so in the future. Psychographics marketing can work alongside demographic marketing to allow advertisers to promote their products effectively, in order to sell their products in the long term. As many advertisers concentrate predominantly on demographics, using psychographics marketing as well can leave advertisers one-step ahead of their competition. In the past, advertisers could easily buy advertising space that targeted the people that they wanted to buy their products. For example, they could buy advertising space which targeted men aged 18-35 who lived in the city. This was done using demographics. With the introduction of psychographics marketing, advertisers can now target specific men within that demographic, such as men who like to work out, or eat healthily. This helps them reach out to the men who may ultimately buy their products, whilst bypassing the ones who probably would not. They can do this by buying advertising space in a health and fitness magazine, for example. Men who do not have an interest in this topic are unlikely to read these types of magazines, so it is a cost-effective way of targeting the specific people that may buy your products."
The 4th wall of advertising
4th Wall Of Advertising = Not going to patronise the consumers, creating advertising that makes them think and make a decision for themselves rather than telling them what to do, allowing the audience to be active opposed to passive. Branbach believed you had to start with the product, investigate the product before anything else. Apple subverted this 4th wall concept by taking the PC's shortcomings and comparing them with that of the Macs.
TYPES OF TV ADVERTISEMENTS:
- Political TV advertising = made by an organization/institution to influence the decision making process eg. elections.
- Infomercials = run for over one minute or as long as a television program and are usually on in the early hours of the morning. Also known as teleshopping.
- Product placement = promotional advertisements made by marketers using real commercial products and services in media.
- Sponsorship = something to support an event, activity, person or campaign which is funded financially through the provision of other products or services.
Development of digital video recorder (TiVo, Sky+) means people can record television programs directly onto a hard drive, allowing them to "fast-forward" or "skip" through the advertisements. As a result of this, many speculate that TV advertisements will be eliminated altogether and replaced by product placement advertising such as how in the TV program, "Extreme Makeover: Home Edition", they only use certain brands of products when building the houses. By showing these products being used on a program, it immediately provides that brand with promotion and advertising.
Codes and conventions of television include: catchy jingles, catch-phrases, animation, and element of surprise.
Animation
Animation (drawn or computer generated) can give a certain appeal which would be difficult to achieve with actors etc. Notable advert: Kellog's Rice Krispies, combining the characters, Snap, Crackle & Pop with real actors. ANIMATION APPEALING TO CHILDREN.
TV adverts today appear between shows but also interrupt the show at intervals. This method of interrupting shows was used grab the attention of the viewers because they were already focused on the TV show and would not change channel during the adverts because they would not want to miss any of the show. However, with the development of remote controls, it has made it a lot easier for people to change channel during the advertisements, meaning advertisers are having to come up with ideas to keep the audience interested enough to sit through the advertisements.
The Process of Advertising
Advertising Communicates
All adverts try to SAY something to the consumer about the product or service they are advertising. They contain a message, through which the advertiser hopes to positively influence our thinking in favour of their brand.
Advertising is Part of a wider marketing process
Other factors, such as price and availability, also exert an important influence, so advertising has to work alongside the other elements of MARKETING in an 'integrated' way to communicate effectively with the consumer.
Advertising Sells
It costs a lot of money to put together an advertising campaign: Advertising must therefore EARN BACK the money it spends, by generating new business which more than covers what the advertising cost.
Industry Structure
ADVERTISERS - who spend money on advertising
AGENCIES - who think up campaigns for their clients, and who select the media in which they will appear
MEDIA OWNERS - who run the media organizations (papers, TV stations, poster companies etc.) which carry the adverts to consumers
Some points on psychographics which give me a deeper insight into choosing a target audience and product.
What is Psychographics Marketing?
Most marketing involves certain demographics, which refers to factors such as the age, location, marital status, ethnicity and religion of the person in question. Psychographics goes beyond this to ask questions of the lifestyles, behaviour and attitude of the person in question to build up a more detailed picture of who they are. These tend to be directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.
Why is psychographics marketing important?
Surveys that ask these types of questions are vital to market researchers, who often use them to gain information on people who have bought their products in the past, or are tempted to do so in the future. Psychographics marketing can work alongside demographic marketing to allow advertisers to promote their products effectively, in order to sell their products in the long term. As many advertisers concentrate predominantly on demographics, using psychographics marketing as well can leave advertisers one-step ahead of their competition. In the past, advertisers could easily buy advertising space that targeted the people that they wanted to buy their products. For example, they could buy advertising space which targeted men aged 18-35 who lived in the city. This was done using demographics. With the introduction of psychographics marketing, advertisers can now target specific men within that demographic, such as men who like to work out, or eat healthily. This helps them reach out to the men who may ultimately buy their products, whilst bypassing the ones who probably would not. They can do this by buying advertising space in a health and fitness magazine, for example. Men who do not have an interest in this topic are unlikely to read these types of magazines, so it is a cost-effective way of targeting the specific people that may buy your products."
The 4th wall of advertising
4th Wall Of Advertising = Not going to patronise the consumers, creating advertising that makes them think and make a decision for themselves rather than telling them what to do, allowing the audience to be active opposed to passive. Branbach believed you had to start with the product, investigate the product before anything else. Apple subverted this 4th wall concept by taking the PC's shortcomings and comparing them with that of the Macs.
TYPES OF TV ADVERTISEMENTS:
- Political TV advertising = made by an organization/institution to influence the decision making process eg. elections.
- Infomercials = run for over one minute or as long as a television program and are usually on in the early hours of the morning. Also known as teleshopping.
- Product placement = promotional advertisements made by marketers using real commercial products and services in media.
- Sponsorship = something to support an event, activity, person or campaign which is funded financially through the provision of other products or services.
Development of digital video recorder (TiVo, Sky+) means people can record television programs directly onto a hard drive, allowing them to "fast-forward" or "skip" through the advertisements. As a result of this, many speculate that TV advertisements will be eliminated altogether and replaced by product placement advertising such as how in the TV program, "Extreme Makeover: Home Edition", they only use certain brands of products when building the houses. By showing these products being used on a program, it immediately provides that brand with promotion and advertising.
Codes and conventions of television include: catchy jingles, catch-phrases, animation, and element of surprise.
Animation
Animation (drawn or computer generated) can give a certain appeal which would be difficult to achieve with actors etc. Notable advert: Kellog's Rice Krispies, combining the characters, Snap, Crackle & Pop with real actors. ANIMATION APPEALING TO CHILDREN.
TV adverts today appear between shows but also interrupt the show at intervals. This method of interrupting shows was used grab the attention of the viewers because they were already focused on the TV show and would not change channel during the adverts because they would not want to miss any of the show. However, with the development of remote controls, it has made it a lot easier for people to change channel during the advertisements, meaning advertisers are having to come up with ideas to keep the audience interested enough to sit through the advertisements.
The Process of Advertising
Advertising Communicates
All adverts try to SAY something to the consumer about the product or service they are advertising. They contain a message, through which the advertiser hopes to positively influence our thinking in favour of their brand.
Advertising is Part of a wider marketing process
Other factors, such as price and availability, also exert an important influence, so advertising has to work alongside the other elements of MARKETING in an 'integrated' way to communicate effectively with the consumer.
Advertising Sells
It costs a lot of money to put together an advertising campaign: Advertising must therefore EARN BACK the money it spends, by generating new business which more than covers what the advertising cost.
Industry Structure
ADVERTISERS - who spend money on advertising
AGENCIES - who think up campaigns for their clients, and who select the media in which they will appear
MEDIA OWNERS - who run the media organizations (papers, TV stations, poster companies etc.) which carry the adverts to consumers
Research- Controlling advertising
A commonly used acronym to describe the purpose of advertisements is DRIP:
D - differentiate a company’s products from those of their competitors.
R - Reassure and remind consumers of the benefits of the products or services.
I - inform people about an advertiser’s products, services or cause.
P – Persuade people that they should believe what they see in the ad and to take action in light of it.
The ASA
The rules are used by the Advertising Standards Authority (ASA) to judge whether advertisements are legal, decent, honest and truthful. Called the CAP Code, the rulebook is written by the advertising industry itself, through an organisation called the Committee of Advertising Practice or CAP for short. CAP believes that self-imposed rules are necessary so that consumers can trust the advertisements they see; if they believe ads shoppers will be more willing to buy the goods and services being advertised. If a product or service does not live up to the claims made about it in an advertisement, consumers may not buy that product or service again. The experience may also make the consumers doubt the trustworthiness of all advertising.
The ASA began applying the CAP Code over forty years ago, in 1962 - the same year the Cuban Missile Crisis took place and the first satellite for broadcasting TV, Telstar, was launched. The Code has been revised regularly since then to keep it up to date with changes in advertising techniques. When the Code was first launched, for example, the technique of sending advertising messages to consumers through the post, known as direct mail, had only just started. Now consumers can receive advertising messages directly to their computers or mobile phones by e-mail and SMS text message. The latest edition of the Code reflects these advances in technology. So as well as advertisements in traditional media, such as the cinema, newspapers, magazines and posters, the Code now also covers banner ads and pop-ups on the Internet, commercial e-mails and text messages and new forms of outdoor media such as moving image posters, often seen at major rail stations.
The main principles of the Code are:
- All marketing communications should be legal, decent, honest and truthful
- All marketing communications should be prepared with a sense of responsibility to consumers and society
- All marketing communications should respect the principles of fair competition generally accepted in business
- No marketing communication should bring advertising into disrepute.
To ensure consumers are not misled by advertisements, advertisers should meet these particular rules in the CAP Code:
Honesty
Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers.
Truthfulness
No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
Principles
All marketing communications should be prepared with a sense of responsibility to consumers and to society.
Fear and Distress
No marketing communication should cause fear or distress without good reason. Marketers should not use shocking claims or images merely to attract attention.
Marketers may use an appeal to fear to encourage prudent behaviour or to discourage dangerous or ill-advised actions; the fear likely to be aroused should not be disproportionate to the risk.
Safety
Marketing communications should not condone or encourage unsafe practices. Particular care should be taken with marketing communications addressed to or depicting children.
Consumers should not be encouraged to drink and drive. Marketing communications should, where appropriate, include a prominent warning on the dangers of drinking and driving and should not suggest that the effects of drinking alcohol can be masked.
Violence and Anti-social behaviour
Marketing communications should contain nothing that condones or is likely to provoke violence or anti-social behaviour.
D - differentiate a company’s products from those of their competitors.
R - Reassure and remind consumers of the benefits of the products or services.
I - inform people about an advertiser’s products, services or cause.
P – Persuade people that they should believe what they see in the ad and to take action in light of it.
The ASA
The rules are used by the Advertising Standards Authority (ASA) to judge whether advertisements are legal, decent, honest and truthful. Called the CAP Code, the rulebook is written by the advertising industry itself, through an organisation called the Committee of Advertising Practice or CAP for short. CAP believes that self-imposed rules are necessary so that consumers can trust the advertisements they see; if they believe ads shoppers will be more willing to buy the goods and services being advertised. If a product or service does not live up to the claims made about it in an advertisement, consumers may not buy that product or service again. The experience may also make the consumers doubt the trustworthiness of all advertising.
The ASA began applying the CAP Code over forty years ago, in 1962 - the same year the Cuban Missile Crisis took place and the first satellite for broadcasting TV, Telstar, was launched. The Code has been revised regularly since then to keep it up to date with changes in advertising techniques. When the Code was first launched, for example, the technique of sending advertising messages to consumers through the post, known as direct mail, had only just started. Now consumers can receive advertising messages directly to their computers or mobile phones by e-mail and SMS text message. The latest edition of the Code reflects these advances in technology. So as well as advertisements in traditional media, such as the cinema, newspapers, magazines and posters, the Code now also covers banner ads and pop-ups on the Internet, commercial e-mails and text messages and new forms of outdoor media such as moving image posters, often seen at major rail stations.
The main principles of the Code are:
- All marketing communications should be legal, decent, honest and truthful
- All marketing communications should be prepared with a sense of responsibility to consumers and society
- All marketing communications should respect the principles of fair competition generally accepted in business
- No marketing communication should bring advertising into disrepute.
To ensure consumers are not misled by advertisements, advertisers should meet these particular rules in the CAP Code:
Honesty
Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers.
Truthfulness
No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
Principles
All marketing communications should be prepared with a sense of responsibility to consumers and to society.
Fear and Distress
No marketing communication should cause fear or distress without good reason. Marketers should not use shocking claims or images merely to attract attention.
Marketers may use an appeal to fear to encourage prudent behaviour or to discourage dangerous or ill-advised actions; the fear likely to be aroused should not be disproportionate to the risk.
Safety
Marketing communications should not condone or encourage unsafe practices. Particular care should be taken with marketing communications addressed to or depicting children.
Consumers should not be encouraged to drink and drive. Marketing communications should, where appropriate, include a prominent warning on the dangers of drinking and driving and should not suggest that the effects of drinking alcohol can be masked.
Violence and Anti-social behaviour
Marketing communications should contain nothing that condones or is likely to provoke violence or anti-social behaviour.
Initial ideas
To begin with we brainstormed different flavours and varieties of skittles for advert 1, 2 and 3.
However, for advert 1 we have chosen to promote Carnival Of Fun Skittles. For advert 2 we have decided to use Tropical Skittles and finally we have chosen for advert 3, to use Wild Berry Skittles. In addition to this, we will use all three slogans in each of our adverts.
Slogans:
Feel the rainbow
Taste the rainbow
Blend the rainbow
Extreme fruit skittles:
Watermelon
Blue raspberry
Wild cherry
Tangerine
Green apple
Carnival of fun skittles:
Berry go round
Gum ball
Cotton candy
Pink lemonade
Candy apple
Smoothie mix skittles:
Lemon berry
Orange mango
Strawberry banana
Mixed berry
Peach pear
Lemon berry
Sour skittles:
Apple-y ever after
Blue raspberry
Wizard watermelon
Sour strawberry
Sour lemon
Wild berry skittles:
Strawberry
Berry punch
Melon berry
Raspberry
Wild cherry
Tropical skittles:
Strawberry star fruit
Kiwi lime
Banana berry
Mango tangelo
Pineapple passion fruit
Original skittles:
Strawberry
Orange
Grape
Lemon
Lime
Ice cream skittles:
Strawberry
Vanilla
Chocolate
Caramel ripple
Orange vanilla swirl
Bubblegum skittles:
Orange
Lime
Strawberry
Grape
lemon
However, for advert 1 we have chosen to promote Carnival Of Fun Skittles. For advert 2 we have decided to use Tropical Skittles and finally we have chosen for advert 3, to use Wild Berry Skittles. In addition to this, we will use all three slogans in each of our adverts.
Slogans:
Feel the rainbow
Taste the rainbow
Blend the rainbow
Extreme fruit skittles:
Watermelon
Blue raspberry
Wild cherry
Tangerine
Green apple
Carnival of fun skittles:
Berry go round
Gum ball
Cotton candy
Pink lemonade
Candy apple
Smoothie mix skittles:
Lemon berry
Orange mango
Strawberry banana
Mixed berry
Peach pear
Lemon berry
Sour skittles:
Apple-y ever after
Blue raspberry
Wizard watermelon
Sour strawberry
Sour lemon
Wild berry skittles:
Strawberry
Berry punch
Melon berry
Raspberry
Wild cherry
Tropical skittles:
Strawberry star fruit
Kiwi lime
Banana berry
Mango tangelo
Pineapple passion fruit
Original skittles:
Strawberry
Orange
Grape
Lemon
Lime
Ice cream skittles:
Strawberry
Vanilla
Chocolate
Caramel ripple
Orange vanilla swirl
Bubblegum skittles:
Orange
Lime
Strawberry
Grape
lemon
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