P2

Learners produce an appropriate plan for an advertising campaign that features audio-visual advertisements.  

a) 

i) Proposal identifying the product being advertised 

Our proposal identifying the product being advertised is a 30 second advert, promoting the McDonald’s Big Mac for people in January as a refresher to bring in the New Year.

ii) Aims and Objectives

The aims and objectives of our ad is to promote the McDonalds burger in a way which is memorable for the audience as well as tempts the viewer members to purchase the product.

iii) Target audience 

The target audience for our advert is people ages 15-20 who have an interest 

in food related shows (e.g. Good Food) or enjoy watching reality tv (e.g. Love Island). This is because our product is promoting a food product, so it would be shown on either food channels to create a form of connection between the two or it would be shown on reality tv channels to tempt the audience to purchase the product while watching their show. 

Our ad does not contain any females in the ad due to the ad only focusing on one male and his experience after eating the burger, so this may imply that our target audience is more directed towards males. However, since food products don’t usually exclude genders, similarly this product would not since McDonalds is open to anyone to eat.

iv) Campaign Message

The campaign message for our ad is to show the audience that in order to start the new year right, you should purchase this burger so that your taste buds can feel the great taste of the Bic Mac.

b) 

Consideration of Seasonal Events

We have previously decided as a group to release this advertisement around November period to advertise voting in the UK General Election. In this advert we are linking it with the tagline of simply “Vote”.

I think that we need to advertise on several medium:

• Advertising on YouTube, before/after videos start/finish. 
• Advertising before movies in the cinema. 
• Print Advertising, at bus stops and in the underground. 
• Advertising on TV during ad breaks. 

We don't need to be on any specific channels but it would help to be on the highest viewed ones. If we can secure spots on Channel 4 and ITV, or even on food specific channels like Good Food. 

These adverts should start to air around one month after we finish recording to tie in with the new year season. 

c) 

M2: 

Plan for the use of related print based and/or advertisements that can be used as part of the advertising campaign 

Idea 1A 

We should have a huge amount of people all repeating one word: 

Vote. 

The numerous people saying this one after another will drill in the importance of voting as it's capped off by someone with a short speech/monologue about how we need to 'decide our future' and repetition of voting's importance. 

Idea 1B 

We could have a more silly approach. 

Someone wishes to become Prime Minister. 

This person then creates a new law making everything free. Cut to people walking with absurdly large televisions and computers etc as he watches over the group of smiling and happy people. 

A message flashes on the screen: 

"Vote for someone who promises to do what you think is good" 

Idea 1C 

We can have a simple approach. 

This would mean we have one single long shot of a (fictional) candidate to become the Prime Minister of the United Kingdom. They can talk to the camera about making people happy and rebuilding a great country as they stop to converse with people quickly as they make their way down a hall before mentioning something important to the viewer. 

"You can only get a someone like me or anyone else to be the Prime Minister if you vote. So register to vote today and decide your country's future". 

Describe how regulatory bodies' codes of conduct and regulations affect their planned campaign