Planning your own adverts:PART ONE :

Your target audience :

• Describe some ideas for the product you are going to advertise :• Why would anyone want to use the product ?• Leisure ?• Treat ?• Practical ?• For the home ?• For the workplace ?• Anytime of the day/week/year ?• Health reasons ?• Educational or information reasons ?• Essential for living ( e.g transport )• Fun ?• To impress people ?• On your own ?• With family ?• With friends ?

• Use these links to come up with some potential target audiences.

• http://www.businessballs.com/demographicsclassifications.htm

• http://cool-talisa.blogspot.co.uk/2009/11/demographics-psychographics.html

• My target audience is young people x• People who might use my product are typically between 15 and 25.

fashion conscious and interested in keeping fit and healthy. They socialise a lot and want a product that suits their lifestyle. They can be men or women and from any cultural or ethnic background. It is an expensive product and will appeal to people who are prepared to

pay for something which is of high quality and looks good .

Doing and audience profile • 1) Use this chart to decide on demographics of your target

audience.• Social Grade of Chief Income Earner• E State pensioners, casual or lowest grade workers,

unemployed, students , people with state benefits only 8• D Semi and unskilled manual workers 15• C2 Skilled manual workers 21• C1 administrative or professional Supervisory, clerical and junior

managerial, 29• B Intermediate managerial, administrative or professional 23• A High managerial, administrative or professional 4%

• PSYCHOGRAPHICS• Psychographics• Even though you may have determined your demographic group, people within that group still

have very different perceptions about the benefits or value of your product and will be motivated for different reasons. These differences are known as psychographics. To further target your audience , you've got to determine not only who buys (or will buy) your product, but what makes them want to buy it.. It is important to really pick apart what motivates them to buy.

• The information you glean from a journey into your target audience's brain is often key to your marketing and advertising efforts. It includes the audience's activities, interests, and opinions

• . Answer these questions and put your answers in as part of your audience profile . You should also so your own research on pyschographics….

• What might they like about the product?• What might they like about a competitor's product?• What might make them decide to buy your product?• What advertising messages are you going to use ?• Can they afford the product ? • What are their hobbies?• What is their social class or status?

BLUMLER AND KATZWe all have reasons why we use products.

What reasons might your target audience have for using your product.

Cognitive : I use product to improve my mind and gain information

Affective needs: I use a product to release emotionsPersonal integrative needs

I use products to give me status and credibilitySocial integrative needs

I use products to help me socialise Tension free needs

I use products to help me relax and escape the world

• You need to include all of these things in your audience profile. It will have a significant influence on the adverts you design.For example if the target audience for your product is teenage girls who love boy bands then you might want to feature a pop star in your ads to endorse the product….When you have completed your audience profile you can begin making ad design ideas

• PART TWO

• Influences : • of the adverts I have researched the ones which

have influenced me most are

• Advert a) because I like the style of the key image ( what do you like about it )

• Advert b) because the tagline is very effective ( what do you like about it ? )

• PART THREE• Where will my ad go :

• When placing my ad I need to consider :• Cost ( research and find out how much it would cost

for your ad to go in a magazine or be on a billboard )• The target audience ( does the magazine attract the

same audience as your product )• Distribution : will your ad get seen ( find out

magazine circulations , think about best pitches for billboards )

• You need to consider the logistics of your adverts:

• What challenges are there ; for example :• I need to take photographs in a properly lit

studio• I need a specific location• I need a lot of people or props or both in my

ads• You need to come up with solutions to these

challenges

ANNOTATED SKETCHES• Include different sketch ideas for key images

and secondary images• Include lots of different ideas for taglines• Include ideas for how things/people will be

represented• Include ideas of colours you might use in your

sketches• Include thoughts on equipment amd other

resources needed

• The best ads will be those which use photographs which you have taken yourselves using lighting.

• There will be lighting workshops available soon but you need to be prepared to come in after school to learn.

• DO NOT use internet images• DO use photoshop or other design software• These three adverts are worth 10 marks each.

This is the biggest coursework mark so time and effort is well invested

PART TWO

• KEY QUESTIONS TO INCLUDE IN YOUR PLANNING :• What does the buyer get from your product ? ( see uses and gratifications slides

for more on this )• What challenges are there in marketing your product ( e.g what if it is unhealthy,

expensive , limited target audience, stereo typically used by men and not women etc )

• Who is it aimed at ? ( target audience profile needed here )• Can you comment on an advertising agency linked to a product similar to the

one you are creating a campaign for ? Any comments from an agnecy about a campaign they have done ( which is similar to your own) would be useful here

• What are the most effective features of the ads you have researched ? Which ones are you intending to include in your own campaign.