Luke
January 10th '07, 10:36 PM
Right, if you could read this, i'd be grateful. I'd like opinions on it on what I could improve and also bits that aren't really neccesary as i'm well over my maximum word by a few hundred. Be as harsh and as critical as you like.
Cheers!
Media brief
Marketing identifies a target audience. For a product to be successful in terms of popularity and sales then the target audience chosen must be the correct decision. Market research is carried out to determine the most suitable target audience and to discover possible niche markets to exploit. Basically, it identifies two things. These are demographics which groups people according to wealth, occupation and education. The other is psychographics, which classifies people on their attitudes and values. For example, if you were to target a wealthy audience then the psychographical differences of this group must be considered. Also, you’d need to emphasise different aspects of the product in your campaign. You could point out the use of the phrase ‘sustainable forest’ to appeal to those who care about the environment and that it is used by royalty to attract those who find status important. Analysing other marketing campaigns for ideas is useful.
Advertising sells the product. It persuades audiences that they have to have certain products to enhance their lifestyle. There are many ways to advertise a product. ‘Product-centred’ demonstrates individual qualities of the product whereas ‘user-centred’ portrays the product as part of a lifestyle. Also, ‘post-modern’ is an advert that is surreal and reflects no relevance concerning the product. The purpose of it is to make it stand out and be memorable.
I’ve looked at various advertisements and have decided to implement a mix of ‘product-centred’ and ‘user-centred’ styles. My advert will appeal to young people who play sport. The advert will boast that the drink helps you to go for longer and boost stamina when you’re participating in a sporting activity. In a sport such as rugby, stamina is a necessity so it’d definitely appeal to rugby players. The advert will also advertise a certain lifestyle. Rugby player Craig Newstead will endorse the drink. In real life, Craig would be the equivalent of Jonny Wilkinson; a fashionable rugby player in the limelight. Similar adverts I’ve looked at employ the same strategy. I looked at adverts where Wayne Rooney promoted Nike products. One in particular, he was wearing a pair of a Nike football boots. The fact that Rooney was doing this and not some random bloke from the street proves Nike wanted to promote the lifestyle that Rooney leads. Many people aspire to be like Rooney, especially young children, and they use his lifestyle to manipulate the consumer. The advert also claimed that these particular boots enhances your performance on the pitch. Again, this would appeal to young sportsmen who hope to make it one day. Nike is saying that Rooney agrees with them so it must be true! I’m hoping my campaign operates in a similar fashion. The adverts were all black. This is a colour code that is being used to associate Nike with particular things, in this case a colour and to also make sure Rooney stands out in front of a dull colour.
My target audience will be people aged between 8-19 and of any gender. People of this age will have sporting heroes and strive to be like them. By putting an international sportsman on the front of a sports drink, I believe that that young people will buy into the whole lifestyle thing. There are a few drinks endorsed by sporting personalities by hardly any by rugby players thus creating a niche market.
Looking at other ads has helped me about ideas for my ideas for my own campaign. I hope to take those ideas and put them into advertisements for my product. I’ve noticed that many companies and products use slogans. Using slogans is an easy and effective way to ensure that your product is remembered. A lot of products are well known simply because they carry catchy slogans rather than for the quality of it. For example, Nike has a slogan that reads ‘just do it’. If I say to someone “just do it” they immediately think of Nike and vice versa. This is a very simple but ever so significant idea to make your product more recognisable and I fully intend to take advantage of that. My slogan will be ‘speed.style.stamina’. It’s short, snappy, alliterative and straight to the point. I also have a USP in which my drink boasts it also is full of protein which will build muscle at the same as you’re playing. The theory of using colour codes is one I believe in. Not only do I believe that they are another way of getting your product associated with something but also that colours may psychologically imply something. For instance, for my drink blue will be a prominent feature as it means ‘cool/cold’. During a highly competitive and physical activity, you will need cooling down. It also implies a refreshing sensation. Again, after a sporting activity, you will need to be hydrated. Blue is the colour of water so will automatically look refreshing.
I will be advertising my product in various institutions. Primarily, the product will be on hoardings in football and rugby stadiums throughout the UK. This is due to the fact that:
Rugby and football are perfect sports in which my drink could be useful as they’re physical, very competitive and very tiring.
Rugby and football are two of the most popular sports within the UK. Millions of people will see them either at the stadiums themselves or on television thus gaining maximum exposure.
These are sports in which my target audience will be will be interested in. If they think it will help improve the professional players’ performance then they’ll think it will improve their own game aswell.
I’ll also advertise it in sport magazines such as 4-4-2 and goal for similar reasons. The advertisements will also be in lads mags such as nuts and loaded because the stereotypical male is a sports fanatic. Other ideal places are bus stops simply for the fact that hundreds of thousands of people will see them daily.
To create my advertisements, I will take photographs of Craig Newstead holding a bottle of endure in front of a black background. This ensures there is no light or shadows or other background colours. The photos will be uploaded to a computer via a USB cable. I can use various programs to eliminate the black background so I just have the person with the bottle. I can use the programs for editing the images with different colours and text to enhance my advertisements.
Cheers!
Media brief
Marketing identifies a target audience. For a product to be successful in terms of popularity and sales then the target audience chosen must be the correct decision. Market research is carried out to determine the most suitable target audience and to discover possible niche markets to exploit. Basically, it identifies two things. These are demographics which groups people according to wealth, occupation and education. The other is psychographics, which classifies people on their attitudes and values. For example, if you were to target a wealthy audience then the psychographical differences of this group must be considered. Also, you’d need to emphasise different aspects of the product in your campaign. You could point out the use of the phrase ‘sustainable forest’ to appeal to those who care about the environment and that it is used by royalty to attract those who find status important. Analysing other marketing campaigns for ideas is useful.
Advertising sells the product. It persuades audiences that they have to have certain products to enhance their lifestyle. There are many ways to advertise a product. ‘Product-centred’ demonstrates individual qualities of the product whereas ‘user-centred’ portrays the product as part of a lifestyle. Also, ‘post-modern’ is an advert that is surreal and reflects no relevance concerning the product. The purpose of it is to make it stand out and be memorable.
I’ve looked at various advertisements and have decided to implement a mix of ‘product-centred’ and ‘user-centred’ styles. My advert will appeal to young people who play sport. The advert will boast that the drink helps you to go for longer and boost stamina when you’re participating in a sporting activity. In a sport such as rugby, stamina is a necessity so it’d definitely appeal to rugby players. The advert will also advertise a certain lifestyle. Rugby player Craig Newstead will endorse the drink. In real life, Craig would be the equivalent of Jonny Wilkinson; a fashionable rugby player in the limelight. Similar adverts I’ve looked at employ the same strategy. I looked at adverts where Wayne Rooney promoted Nike products. One in particular, he was wearing a pair of a Nike football boots. The fact that Rooney was doing this and not some random bloke from the street proves Nike wanted to promote the lifestyle that Rooney leads. Many people aspire to be like Rooney, especially young children, and they use his lifestyle to manipulate the consumer. The advert also claimed that these particular boots enhances your performance on the pitch. Again, this would appeal to young sportsmen who hope to make it one day. Nike is saying that Rooney agrees with them so it must be true! I’m hoping my campaign operates in a similar fashion. The adverts were all black. This is a colour code that is being used to associate Nike with particular things, in this case a colour and to also make sure Rooney stands out in front of a dull colour.
My target audience will be people aged between 8-19 and of any gender. People of this age will have sporting heroes and strive to be like them. By putting an international sportsman on the front of a sports drink, I believe that that young people will buy into the whole lifestyle thing. There are a few drinks endorsed by sporting personalities by hardly any by rugby players thus creating a niche market.
Looking at other ads has helped me about ideas for my ideas for my own campaign. I hope to take those ideas and put them into advertisements for my product. I’ve noticed that many companies and products use slogans. Using slogans is an easy and effective way to ensure that your product is remembered. A lot of products are well known simply because they carry catchy slogans rather than for the quality of it. For example, Nike has a slogan that reads ‘just do it’. If I say to someone “just do it” they immediately think of Nike and vice versa. This is a very simple but ever so significant idea to make your product more recognisable and I fully intend to take advantage of that. My slogan will be ‘speed.style.stamina’. It’s short, snappy, alliterative and straight to the point. I also have a USP in which my drink boasts it also is full of protein which will build muscle at the same as you’re playing. The theory of using colour codes is one I believe in. Not only do I believe that they are another way of getting your product associated with something but also that colours may psychologically imply something. For instance, for my drink blue will be a prominent feature as it means ‘cool/cold’. During a highly competitive and physical activity, you will need cooling down. It also implies a refreshing sensation. Again, after a sporting activity, you will need to be hydrated. Blue is the colour of water so will automatically look refreshing.
I will be advertising my product in various institutions. Primarily, the product will be on hoardings in football and rugby stadiums throughout the UK. This is due to the fact that:
Rugby and football are perfect sports in which my drink could be useful as they’re physical, very competitive and very tiring.
Rugby and football are two of the most popular sports within the UK. Millions of people will see them either at the stadiums themselves or on television thus gaining maximum exposure.
These are sports in which my target audience will be will be interested in. If they think it will help improve the professional players’ performance then they’ll think it will improve their own game aswell.
I’ll also advertise it in sport magazines such as 4-4-2 and goal for similar reasons. The advertisements will also be in lads mags such as nuts and loaded because the stereotypical male is a sports fanatic. Other ideal places are bus stops simply for the fact that hundreds of thousands of people will see them daily.
To create my advertisements, I will take photographs of Craig Newstead holding a bottle of endure in front of a black background. This ensures there is no light or shadows or other background colours. The photos will be uploaded to a computer via a USB cable. I can use various programs to eliminate the black background so I just have the person with the bottle. I can use the programs for editing the images with different colours and text to enhance my advertisements.