Merit 2 task
- 1. Year 13 Cambridge Technicals Digital Media UNIT 20: Advertising Media LO2: to be able to plana cross-mediaadvertisingcampaigntoa clientbrief. TASK: You must justifyyour advert ideasin relationto the specificconventionsofthe sector: TV and Print advertising Campaign ideas (TV, print, on-line) Justification/explanation the key messages The key message for my advert is “GetAPow” this is a catchy slogan, which will allow my audience to remember my drink, as well as attract more people to it, with this edgy, catchy slogan. The key message of both my print and video advert for Powapple, is how it allows my audience to “GetAPow” which can have several meanings or which my audience can choose the best meaning that will suit them. As some may feel “GetAPow” is being able to get that extra energy and power needed to power through a hectic gym session, or a hectic day at work, and even for students who may need that extra boost when they’re in lessons or doing homework. Why don’t they “GetAPow”? To keep them going. the techniques used In regards to my advert, I will use a mid- shot of my talent, who will be holding my drink (Powapple) in her boxing gloves, whilst looking straight into the camera. There will be a limited use of words, in which I’ll have my slogan “Get a Pow with Powapple” and my hashtag #GetAPow. My video advert will have various shots representing the emotions of both the personal trainer and female boxer. There will also be various shots of my drink once it’s introduced, such as a close up. I will use upbeat music to represent her feeling much more energised and powerful once she’s drank Powapple. Using a female boxer, as my main talent, especially having her as the front cover of the print advert, goes against conventional or traditional gender roles. By doing this I will attract a lot of women and girls who are my target audience to my product. Having my talent look straight at the camera, or giving a direct mode of address, shows her strength and shows that she’s in charge and feels empowered. In regards to my video, using various shot types, such as a close up and mid-shots will allow us as an audience to view both expressions of the personal trainer and the boxer. A Cutting shot was used to show her getting the drink and drinking it. Another shot type that was used was a high angle which was used when the personal trainer knocked her out, this shot showed her in a vulnerable and weak state. However closer to the end of the video roles were reversed where she knocked out the personal trainer, which was shot from a low angle this made her look powerful and in a position of dominance. So every shot used will have a meaning and I hope I brought that out within the video. call to action My call to action is to have people build further nutrients within their body, as well as to get energised, with the mix of my product. The call to action will improve my audiences’ day-to-day lives whether they are tired within the office, within school, or at the gym. A further call to action, is to do with my hashtag #GetAPow, in which there will be various competitions such as free packs of Powapple, to the person who uses the #GetAPow filter best. Having my hashtag as part of my call to action, will give them the motivation to do what they have set out to do, as with having my product it will be able to give them the nutrients they need, and the energy they need to go ahead or to help them power through their day. On my Website, I will have only have a three word call to action, being “GET A POW” once that has been clicked on, my audience can choose their selected or preferred drink such as PowBerry, and PowOrange. I may also add a “SIGN UP”
- 2. which will also be a call to action, as it will allow for my audiences to sign up to a membership which will allow them to get special offers and discounts. media choices TV adverts are the most essential platform, as most people see them. My target audience being middle aged women, and teenagers would most likely see my advert on TV pretty much all day, as it a healthy and energy based drink. I will use my hashtag on various social media platforms, such as Snapchat, Instagram and Facebook. I will also put my advert on YouTube, however my advert may appear only to people who search or watch may be fitness or sport videos. Being able to have my advert on TV the whole day, will be a positive thing as with people constantly seeing it on their screens or on various channels they’re on, they’ll be interested in trying the drink. This will further increase my reach. My catchy hashtag which will be used on various social media platforms such as snapchat and Instagram will attract many customers to my product, as with the filters which I will implement will be fun for all. For example Coca-Cola use their “Share a coke with” filter. Schedule I believe due to the nature of my product it will be shown on TV throughout the day and possibly past 9 o’clock. This scheduling of my advert will fit the lifestyles of both teenagers and middle-aged women. the audience My audience is mainly aimed at teenagers and middle aged women, from the ages of 18 to 35. Who are within the ABC2 band, and who are mainly social climbers and survivors. I believe choosing this audience will have benefits on my product, as they wouldn’t mind trying new stuff, in addition, women from these age groups are very empowered, and love to have a good body, and I believe my product will help within their day-to-day activities.