cmpalexgilbey.weebly.com  · Web viewI have worked out that my budget would be £15,575 as I would want my advert aired during Keeping Up With The Kardashians which attracts 2.5

U30 LO2Planning Booklet

Product you will be selling:

Nail Polish

Budget: How many people are likely to view this advert / what is the realistic figure this company will spend? Look at other adverts they have and how much money was spent on them.

Barry M’s other adverts for their nail products look like they could cost quite a bit based on the fact that a whole film crew and editing crew would have been needed, celebrity’s haven’t been used in previous adverts therefore making it cost a bit less. However the bright costumes and backdrops again would bring up the cost. I have worked out that my budget would be £15,575 as I would want my advert aired during Keeping Up With The Kardashians which attracts 2.5 million viewers on E!. Having

my advert aired on ITV would also be a good channel as they show quite a lot of shows that would attract a family. Similarly to this advert, I have seen adverts such as Rimmel nail polish being advertised on the same show.

Information on product / client (what is the product – who makes it – how large is the company etc…)My product comes from the company Barry M. Barry M is a UK based brand renowned for its high quality nail polishes and make up. It is incredibly popular in the UK and the US (they’re based in America). This graph shows Barry M’s most popular product being their nail polishes and nail care products. In 2013 2.44 million people used their nail products.

Barry M has been around since 1982 and gets all their resources from Great Britain; this brand is applauded on their patriotism.

What resources will you need to complete this advert?

Nail PolishGreen ScreenTripodCamera2 actors

When is your deadline for this advert?

30th January

Issues: What issues could you encounter? Legal and ethicalASA (Advertising Standards Agency) are the company in charge of making the rules for advertisements. They look for/at any harmful and offensive material, environmental claims, racism, misleading claims, and scheduling ads for appropriate times. I will make sure my advert doesn’t breach these rules as well as OFCOM rules. OFCOM are the regulatory body for all of the media and broadcasting, they ensure that the UK have a wide range of high quality television and radio programmes, that there isn’t any harmful and/or offensive material being broadcasted. Another issue I could face is the use of misleading information. The plot of my advert being on a catwalk, viewers could take this as this is what the nail polish makes you feel like, if consumers fail to feel this way then I could encounter an issue.

This is the ASA’s form of a responsible advert. I am intending to follow this form by making sure my advert doesn’t contain any misleading information and make the consumers aware that this product doesn’t actually make you go on a catwalk to avoid complaints. I will ensure my advert is of appropriate form and content also to avoid complaints.

Who is your target audience? From Internet research and other adverts by the same brand. Link to these adverts and research

My target audience is female teenagers and women up to 25. This is Barry M’s target audience (http://www.sweetapple.co.uk/Barrym1.html ).Research has shown that my secondary audience is men wanting to buy this product as a gift for their daughters/wives etc. This doesn’t mean others won’t be interested in this product, but that is the specific age and gender I will be targeting for. Other Barry M ads have managed to attract their specific target audience. For example this lip gloss advert (https://www.youtube.com/watch?v=g6n6-yghM04). This advert includes

bright colours and faster cuts to appeal to the younger audience as it gives the advert an exciting feel which is what younger people enjoy. Other companies similar to this such as Rimmel have a similar target audience, however they also target a slightly older audience as well. ( http://www.marketingmagazine.co.uk/article/562699/case-study-rimmel-london---building-strong-data-foundation) Rimmel have managed to appeal to their target audience through a variety of things, for example in their ads, similarly to Barry M, they include bright colours, upbeat music and faster shots to appeal to the psychographics of the audience. (https://www.youtube.com/watch?v=J1x5Z-BpZx0)For their older audience they have still been able to appeal to them, for example in this mascara advert (https://www.youtube.com/watch?v=WVYhovCGwBg ) Rimmel have chosen a more low-key, sophisticated theme and tone to attract the older audience, in comparison to the other advert which included fast shots and cuts and less low-key.

Target Audience from your own research: Questionnaires and Focus groups. Upload completed questionnaires and notes from focus group. I put together a survey in order to find out what people thought my target audience would be. The responses varied and are shown at the bottom of this booklet.From my questionnaire it is clear to see that people agree with the target audience (female teenagers, however some people suggested perhaps my advert would appeal to younger teens rather than teenagers/young adults. There were mixed results on the sexual orientation this advert would appeal to as a majority of the participants said this would appeal to heterosexuals, however some people said it would attract both heterosexual and the gay community. All participants said the target audience to be female, which is what I expected to find, however I want to try and make my advert slightly appealing to men as well so they have the aspiration to by the product for a wife/girl-friend/sister etc. I will do this via the music choice and be very particular that I use a well-known ‘popular by all’ song. The reason I am doing this through the music is because I believe it would be quite difficult to get the male attention of a typically female product. All participants also said that this advert would attract a mainstream audience. This plays a huge part again in the music choice. Mainstream audience is an audience that tends to follow trends. The music is important to this, as it would have to be something that a majority of people know, preferably in the charts at the moment. In terms of geodemographics my results are fairly mixed, with city and country both having 2 responses. This will have an influence on my advert as I will have to try and relate to both of these. This could be difficult as they are two opposite places, however if I try and use something they can

both aspire to rather than have similarities to, then they can both relate to it. For example the use of a New York skyline backdrop. New York being one of the fashion capitals of the world, therefore girls can aspire to this.

Brainstorm of ideas 1

Brainstorm of ideas 2

Chosen Idea:Using Survey Monkey or other forms of questionnaires find out from your peers which advert you should use. Upload your completed answers here.I used a focus group in order to get the reactions of both my advert ideas. From this focus group I found that both participants preferred my first idea (nail polish) rather than the hairspray advert as it was more original. They thought the hairspray advert was too close to the Elnette Gold advert. They believed the nail polish idea was fun and would relate to the target audience well.(Focus group video on weebly)

Market Research: Other adverts / products similar to yours. When and where are they aired? When does your TA watch TV? Are there any occasions when your product will be better off airedOther adverts promoting the same product as mine such as the Essie 2010 (https://www.youtube.com/watch?v=HLTVRtRK740 ) advert show similarities to my advert. For example the use of bright colours to emphasise the colours of the nail polish. Another example would be the Rimmel 60 seconds nail polish television advert (https://www.youtube.com/watch?v=J1x5Z-BpZx0 ). This advert works a little more closely to mine as the target audiences are about the same. The upbeat music works well with the specific audience as its music they

will like and can relate to. This is similar to my advert as I also plan to have upbeat music to relate to my audience. My audience relate to more upbeat music, as this is a majority of what’s in the charts (pop music). The younger generation have a very good knowledge and use of technology and music in the charts, particularly pop music, can be accessed all over the Internet and pretty much anywhere, anytime. This indicates that younger people spend a lot of time listening to music and constantly keeping them selves updated in the ‘mainstream’ world. My target audience being the mainstream market I need to research closely into what’s popular at the moment. Research shows that teenagers spend on average 31 hours a week online (according to Telegraph http://www.telegraph.co.uk/technology/4574792/Teenagers-spend-an-average-of-31-hours-online.html ). Other research shows that teenagers spend 7.5 hours a day consuming media, this involves watching television, listening to music, generally browsing the Internet social networking and gaming. (http://www.washingtonpost.com/postlive/teens-are-spending-more-time-consuming-media-on-mobile-devices/2013/03/12/309bb242-8689-11e2-98a3-b3db6b9ac586_story.html ) This proves my audience are constantly being updated on what’s popular and what’s not at the moment, with my music choice having to fit this in order for them to appeal and enjoy it.The Rimmel advert (60 second nails) has been aired during shows such as ‘Keeping Up With The Kardashians’ on ‘E!’. This shows their programme profiling is correct as ‘Keeping Up With The Kardashians’ will have a similar female target audience as Rimmel do. This sort of programme profiling would work well for my product as it has a similar target audience to Rimmel and shows such as The Kardashians. Women aged 15-30 tends to watch 3 hours of linear TV a day and 2 hours of commercial TV. Thursdays (according to thinkbox research) are when the most TV is viewed from women in this age group, meaning this would be a good day to show air the advert. I would need to air my advert on days where there are shows with a similar target audience (for example on ‘E!’ when ‘The Kardashians’ is aired) or perhaps older, this is because older people might see the advert and want to buy it as a gift

Proposing idea: Discuss the USP, the style, the message it sends and the relevance to your target audienceMy advert is for Barry M nail polish. The plot of the advert is peoples fingers will be shown ‘walking’ down a catwalk whilst wearing the different nail polishes. The backdrop will be as if it is an actual catwalk show, with bright lights shining mirroring the colour of the varnish. There will be upbeat music in the background and a backdrop of a premiere style. My advert is a surreal advert in a humorous form. I am hoping it is the kind of advert that viewers will remember. This will play a part in the adverts USP (Unique Selling Point). My primary USP however is the iconography, fingers to represent legs, this will hopefully ‘stick in people’s heads’. One

of Barry M’s major USP’s is the wide range of available colours. Barry M produce 52 colours of just standard nail paint with an even bigger variety when it comes to effects nail polish etc. The slogan being ‘walk your own way’, this represents the product as by saying ‘your own way’ means painting your nails is always down to you with whatever colour you want, suggesting the brand have a variety of colours and leaving it down to you to choose what one. The ‘walk’ part of the slogan is a reference to the fingers acting as legs. This advert is relevant to my target audience as it is not only a product they enjoy and are interested in but it is being advertised to them in a way they will enjoy and will take an interest in. The music will play a huge part in relating to the target audience as it has to be something they will enjoy. I am deciding to use upbeat music as that promotes the product well as it works well with the theme of the advert. But also the upbeat music will engage the younger audience. The slogan relates to the target audience as well as especially the younger people in my audience will like the subtle idea of freedom it gives. This is because as the slogan suggests it is your choice what colour to paint your nails, suggesting the slight concept of freedom.

Technical Resources:For this advert I will need to use the studio with the green screen. I will also need to use lights, a camera and a tripod. I am building my set which is quite small so that won’t cause any issues however wires from the portable lights could be a problem as I don’t want people to trip on them. These lights will allow my advert to give it more of a catwalk feel as they use incredibly bright lights. I need to ensure the set doesn’t move when changing between actors as that would mean my shots are slightly off.

Audience Profile:

The target audience for my advert is women aged 15-30. This is because Barry M tend to do bright colours and I think this is the age group where brighter colours are more popular. Other adverts for this product don’t use celebrity endorsement, I also won’t be doing that to stick to Barry M’s pattern.

Demographic – You can encounter advertising all the time, for example seeing an advert on the television, listening to an advert on the radio but also print adverts. For example a poster at a bus stop. You always know when an advert has had the right effect or when an advert is good, because it sticks in your head. One advert in particular is the St, John’s Ambulance advert, this advert involves small objects that a child could choke on (the chokables), they give information on how to treat your child if they choke. This is a memorable advert as its clever the way they used the chokables to explain the process of helping your child. I believe adverts have an effect on our personal interests because people who aren’t into cars at all aren’t going to enjoy a car advert as much as

someone who loves cars. We are interested in the adverts that we can relate to and that relate to our daily life or our aspirations.

My audience would most likely fit into the category C2 – skilled working class, skilled manual labour – as well as C1 – lower middle class, supervisory or clerical, junior managerial, administrative or professional. I believe this because the nail paint costs £2.99 per 10ml bottle. This would fit the people in those categories, as it isn’t as affordable as something such as the £1.50 ‘Seventeen’ nail collection.

Idea 1: (Nail polish) 6 different colours The fingers walk as if they’re legs down a mini catwalk Upbeat music playing in the background, fingers walk to the beat Lights in the background as if an actual premiere/catwalk Ending with the logo and the different nail polishes used

Idea 2: (Hair spray) Female protagonist Hair looking good Slow, quite soft music Woman walking through the street and in her home Happy expression Ending with a silhouette of actor spraying her hair with the hair

spray

Target audience questionnaire responses