Task 2:(UNIT 20:P2&P3)

Phizzwizzard advertising campaign

Aims and objectives

I want to get their brand/product across to a wider audience,so to appeal to the audience they want it to be nostalgic.There USP is introducing a fizzy drink that's healthy,they want this to lead to brand recognition and then an increase in sales.

Target audience

There's two target audience aiming at a retro audience of 30 something and young people aged 13-18.Both of these audiences are heavily users of social media,but they use different platforms.For example,the age group between 13 to 18 use snapchat and tiktok more,and the age group of 30 use instagram and facebook.

Issues

I've got to make sure that the claims are accurate and that nothing is being promoted that they cant promise.Also the timing of the product is important as a cold drink is not going to be popular in the winter time.Not copying other brands/logos as well is important as you don't want to get into a problem where your product is similar to another.

Key messages and purposes

Their key message is to get across to the audience that the fizzy drink is sugar free and only made of natural colourings and flavourings.So when making this campaign i'm going to make sure that these points are going to get across to the audience.

Call to action

I want the reaction of the audience to be intrigued in the product and wanting to go out and purchase it.To do this i need to find a USP and find something that'll make the audience notice 'Phizzwizzard'.I would want feedback back on the campaign as well,so i can improve and make changes and make the campaign better.

Media choices

1)TV adverts-For the TV advert,the way that you can entice the audience in my opinion is through the sound and music,because this is the first thing that grabs the audience's attention,however i would make sure that the advert is interesting as well in terms of storylines and dialogue.

2)Social media graphic-I would make sure this is bold and stands out and grabs the target audiences attention.This media choice will probably be more towards the younger target audience 13-18 as social media is used more so therefore easily influenced in this age range,so i would need to include a range of different features to this target audience as a 13 year old and an 18 year old will have different types of things that they like.

3)Banner Ads-Most people don't pay attention towards banner ads as there not that big and there on pages that the customer is already paying attention too.So to make the customer notice i would use bold colours so for example red or black and i'll also outline the writing in bold and use persuasive language which will hopefully lead into the customer clicking the link.

4)Billboards-With the billboard ads,i want to create something that will make the reader stop in there tracks and think that they have to buy this product right now.To do this i need to use persuasive language and have the image of the fizzy drink to do something unusual or unique.

5)Posters-Posters are usually found near bus stops,or by shops or on windows and you see them around in your every day life.Similiar to billboards i want to have that unusual and unique image of the drink as i want this poster to stand out among the rest.

Scheduling and key dates

Phizzwizard is a cold fizzy drink,so the best time to sell this product would be in the summer time.I would start advertising it a week before its available as by advertising it on social media before people are aware and know about the drink.This will start mid may and then the peak times of selling the product will be june and then throughout july etc.

Distribution methods

The product will be distributed through carter soft drinks,they would have connections and businesses they normally distribute through,as they sell there other soft drinks through there.

Resources and personnel

When making the campaigns you've got to have the right resources and team of people to make these products.For example,when making the billboard you've got to have a pre-production teams with a graphic designer to design the layout of the advert,a photographer to shoot the advert and a actor to model with the product.Then you've got to have a team to finalise and make the product,and then finally a marketing team.This is a similar way in how the other media components social media graphics and posters are made.

List of multimedia needed

The five basic types of multimedia are audio,images and photographs,text,video material and animation.So when i do my different campaigns i'm going to include a variety of multimedia.

Production schedule with proposed launch dates

9th of may will be the introduction of Phizzwizard and the advertising will be shown,and then on 23rd of may it will be available and released in stores.From the 9th of may until the launch date,all of the marketing and advertising i have prepared will be launched.

Conventions

There are many different styles of adverts and different conventions that constitute an accurate advert.The purpose of an advert is to inform and sell a product to the viewer.Conventions refers to the familiar and predictable forms and techniques used by the media to communicate certain ideas.

Billboard conventions:

A billboard is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas.There are characteristics shared among many billboards, such as:Easy to read font - useful because billboards are usually viewed while traveling in the car and can be difficult to read some fonts at speed.Bold/flat colours backgrounds - Simple backgrounds lead to less complications of understanding when viewing the billboards at speed.Images of the product being advertised - This is to make sure the viewer of the billboard is aware what the product is that is being advertised.Short amount of text - Short amounts of text help the viewer of a billboard get the information given in a short space of time while driving by.Slogans normally made to be memorable by the advertising company, bringing memories of the product when thinking of it.

Social media graphic conventions:

The point of social media graphics is to deliver your message as simply as you can.Have to keep in mind the text and if its easy to read or not,font size is also important.Also having a picture of whatever your promoting being prominent and standing out so it grabs the audiences attention when they're scrollling through social media.

Poster conventions:

Posters are the other common form of billboard advertising, located mostly along primary and secondary arterial roads. Posters are a smaller format than bulletins and are viewed principally by residents and commuter traffic, with some pedestrian exposure.It has the similar codes and conventions as the billboard with the slogan being simplistic, easy to read font,Image of product,Flat colour background.

Research into competitors

There are many competitors within this sector meaning that gaining a competitive advantage is key for a new product like Phizzwizard.I looked at Fanta,Oasis and Coca Cola and I analysed many aspects and how simple some of the marketing products are.I wanted to keep simplicity across all of my marketing so that I can portray a clear message and not have much going on so people can focus on the product.Fanta,Coca Cola and Oasis are big competitors in the soft drink market.Oasis is a big competitor as they have a low calorie strawberry flavour drink which is the same as Phizzwizard,they also have a similar target audience.Fanta and Coca Cola are also competitors as they are the most bought drink in the summertime.As you can see in the below adverts they have all have similiar codes with not much background activity with there product being the main image and a clear sloga.This shows how important it is to have a product shot, logo and what the brand is all about get consistency of message across all products. These brands target pretty much anyone as they're very well established in the marketing sectors. They all reach their target audiences by sharing a consistent message across all their products.Coca cola is predominantly the biggest competitor as they're the most popular drink during the summer time.

mood board:

Using a moodboard helps carry out all my initial ideas and designs into a board where it can help me give a overall look to what i want the drink to look like.From the board you can see what codes and conventions i want the adverts to look like.

work plan:

Contingency plan

One problem could be timing issues.For instance if something was to come up and postpone one of these plans it could delay my production schedule.A solution to this is making sure that there's enough time between certain tasks so that it wouldn't affect my overall production.Another problem could be cost;for example,it could be too expensive to hire a location to do a photoshoot or to buy equipment.To prevent going over budget you can rent equipment rather than buying it,so you can spend more on the location rather than the equipment.Another problem could be technical difficulties as software might crash,which can lead to unsaved work etc.To prevent this make sure that the software is up to date and working and your work is being saved regularly.

location release form: