Comedy roadshow idea

Our team has got together and decided that we are going to go ahead with the comedy road show campaign rather than the magazine insert. We think that this will be the best way to attract more readers, by associating "i" with a culture that is attractive to students: comedy. First of, we came up with a few examples of posters for this comedy road show event. However, these were not entirely successful because the comedians we chose to put on the posters were too well known and unattainable. Also, the "i" logo was too big on the face of it. It looked like we were promoting an "i" road show rather than a comedy road show. I have come up with another image that I think promotes the road show as well as "i" equally. It is only an idea and hopefully as a team, we will come up with the final image that we think is most successful.

Front cover idea- illustration and photo of the day.

Advertising and "i"

One of the most important reasons to get students on board with "i" newspaper is frankly their despensable income. Especially young students that are just starting their university life and who spend a large sum of money in their first year. They will be buying all of the latest forms of technology to use to begin their studies. Subsequently, they will be easily influenced to buy things that before they may have had to ask their parents permission to buy. This new sense of financial freedom is good for advertisers. Seeing as though the "i" newspaper is on a budget and needs to think of ways to cut costs or think of ways they can bring in funds. They really need to use advertising as their corner stone to future success and growth. From looking through a few of the newspapers "i" has produced in the past. I see that their are more adverts than stories on some of their pages. The idea is not to increase the ads, but to use them more intelligently. By doing some good in depth market research on what students are buying at the beginning of their university lives and attaching some thought to what adverts go where in the paper and magazine (our insert). This will help boost a sustainable income and retain new readers.

The idea is that we capture the students attention with illustrations, photographs, coupons and magazine insert. Then, once they are drawn in, we keep their attention with interesting relative articles and adverts that are useful for their type of lifestyle.

Team work

After a discussion with my group, we decided what would be best for the "i" campaign. We agreed that we would make a mock up of an insert for the magazine i.e small magazine that will be fixed inside the paper. I have posted some work that I did for a magazine that is aimed directly towards students. I think these will help when it comes to the layout and images for our magazine

Our team also decided that some nice illustrations or good photograph would be a good idea for the front cover. If someone saw something colourful and attractive looking, they are more likely to pick it up. We think that art work would attract students. Also, we thought it would be good to find our what city in England, Scotland and Northern Ireland has the densest student population and send each household in these areas an "i" newspaper with the new magazine insert. This would in turn hopefully boost readers and spread the word about "i" as not many people have heard of the paper yet.

Product placement

In order for 'i' to increase their sales, they should consider product placement. If they put a newspaper in the adverts that appear on student union TV stations, or even put an advert on broadcasting stations in the cities that have the highest student population. That would get students more familiar with the paper and 'plant the seed'. So that when they next go to buy a paper, they will remember the advert and pick up 'i'.

Finding out which cities in England, Scotland and Northern Ireland have the highest student population and sending a copy of the paper to each household is a key way of gaining more readers. This is called direct mailing and has been very affective for other newspapers in the past. It will gain a direct response from the customers they are trying to target.

Ultimately, the 'i' newspaper is written to gain a direct response from the customer. This direct response will:

1. Get the attention through design, ad size, placement and timing.

2. stimulating interest by touching on human emotions, desires and needs.

3. Creating desire by offering solutions (benefits) to emotions, problems or needs.

4. Getting action be making the solution highly desirable yet affordable and easy.

SWOT Analysis

Strengths- i newspaper has a great editorial layout, which should boost sales. They use their space on the page very well and they use colour to brighten their articles. They condense all of the good and interesting stories into this one small paper that only costs 30p. You can access the newspaper electronically i.e from the internet, from your ipad, from your smart phone, anywhere you are in the world. They have crosswords and puzzles to keep you busy while on your commute. They have prizes for their crossword. they have sections for tv, fashion, cuisine, art, sport and music.

Weaknesses- They don't have enough stories that students would be interested in. They have a big sports section and only one page on fashion. They need to make the paper more appealing to women. They have a lack of opportunities to win prizes, i.e cinema tickets, concert tickets, etc.

Opportunities- They should give a small section of their newspapers as a competition prize to art students. This would give them a chance to get their work out there. They could use illustrations instead of photographs for some of the bigger stories. They could have a section in the middle that looks like a magazine version of the paper and fill it with fashion, arts, entertainment, movies, and charity events. I believe that if you give the students an opportunity to give back to their local community, they will do so. If the put coupons in the paper, such as, 20% student discounts at local fashion stores and some money off food vouchers, students will be buying this paper every week.

Threats- Their main threat is all of the other newspapers that cost around the same price and are headlining similar stories.

Perceptual Mapping

brainstorm

The brief for i newspaper

* 1 of 2 *

* 1 of 2 *

i

Create a Campaign to make i

(the essential Daily briefing

from the inDepenDent) the most

reaD newspaper among stuDents

baCkgrounD

i, the uk’s first quality daily newspaper to hit newsstands in almost

25 years, went on sale on tuesday 26 october 2010 offering a concise

quality newspaper for just 20p. it is a new kind of paper designed for

people with busy, modern lives. Colourful and accessible, concise and

intelligent, it’s an essential daily briefing.

until the launch of i readers of quality newspapers had to pay £1

daily for a paper. Consumers are time poor and research showed they

rarely got through a full newspaper, making a daily purchase feel

increasingly wasteful.

i has experienced great success with a readership of approx 368k

and growing. i has also seen success through daily interaction with

readers and now has a facebook following of 14,896 and a twitter

following of 30,198.

Creative Challenge

we would like to engage with a younger audience, specifically

students, to make i the most read newspaper amongst the student

market, as well as significantly raising our circulation.

in addition, we want to build a student community and have in-depth

engagement/interaction with this market.

meDia

your campaign must be highly creative and intelligently resourceful,

capable of putting small budgets to big effect. it needs to begin

on campus, but can have scope to grow elsewhere. it must be able to

translate online and through social media channels. Consider how your

campaign can maximise exposure through: pr, events, newsletters and

other means. remember that we have access to a national paper and

website with a specific student area: www.independent.co.uk/student/

manDatories

• You must use the i logo.

• i uses the font, ‘Stag’ which is detailed in the brief’s

project pack. you must use this font or a font which

is similar. the Cmyk colour breakdown can also be found in the

project pack.

• It is key to communicate: price, quality and that i is concise.

• The key is to encourage a younger audience to sample i.

once people trial the product they love it.

Deliverables, artwork anD

aDDitional information

for guidance on how to submit your work please adhere to the main

deliverables information in the student awards section of the yCn

website.

any additional supporting information referenced in the brief can be

found in the supporting project pack on the yCn website –

www.ycnonline.com

* yCn student awards 2011/12 *

* i * * yCn student awards 2011/12 *

* i *

Some of the best adverts 2011!

have a look!

Hovis Bread Commercial

Latest Monkey PG Tips Ad -

Dogs Home TV Ad (every home needs a Harvey)

Compare the Meerkat - Advert 16

Compare The Meerkat - Commercial 14

comparethemarket.com - Meerkat Toy advert. New July 2011

Criminal Penguins - Frozen Planet

Penguins have such similar attitudes and to humans. It's hilarious!!!

☆ New Renault Dita Von Teese Banned TV Commercial 2011 - Carjam Radio

This is the advert I spoke about a few weeks ago in my blog. It's oozes sex appeal and I think that even though this version was banned. I think that it was very successful. Heck, it made me what that car.

the greatest movie ever sold

I went to see this film at the DCA yesterday as it's all about brand placement, which is relative to the Advertising and Branding module I am studying at the moment. The movie is really a movie about making a movie, if that makes any sense. Morgan Spurlock (the guy in supersize me) goes on a quest to get as many brands on board to pay for their rights to be in this movie. The main brand that latched onto this idea was "POM" (a soft drink made from purepomegranate juice). The idea was that their bottles of juice would pop up all throughout the movie. Spurlock would be drinking a bottle of pom while he was interviewing people in the advertising field about product placement and its effectiveness. Also, one thing that kept popping up in the movie was this idea of "selling out". Were brands selling out if they paid to have their products put out there in big blockbusters, on billboards, bus stations, on buildings etc? The general response from the public was- no, only if they are telling the truth about their product.

An interesting place that was shown in this movie was San Paulo. There were laws that were put in place for this city that prohibit any advertisement. For instance, there were no posters on buildings, no posters in bus stations or in shops. This is what it looks like

Personally, I think the film could have been a lot better. However, I do think that some of the points Spurlock made about brand placement are very useful. I have to say that I have been effected by brand placement before when I was younger. I bought a phone that was used in a movie because the way they used it and because it was related to the stars in it. The good thing about brand placement is that it embeds itself in your subconscious, so that you don't even realised that you have been influenced by it. That's why adverts are so great for brands. If I see a KFC advert on the television, I will end up wanting one by the time my program finishes. There is lots of money to be made in brand placement and I am interested to see where it will lead us in the future.

Emotion based advertising

Theorists have argued that we are all born into the world as irrational human beings. We respond to non-verbal communication. It is not until we have been through years of schooling, which revolves around rational thinking, that we become robotically rational. Consequently, we are using that rationality to influence our behaviour and decision making. It's all about instinct and what we believe to be right, for example we make some of our most important decisions on our gut feeling.

Emotion based advertising is in the primal language (design and colour, motion and music). While our mind is trying to rationalise visual communications, our primal mind is searching for the symbolic overtones in visual language. Symbols are extremely important in emotional marketing and that is why agencies will tend to stick with what works. People feel safe with something they recognise and can relate to.

This is a struggle between the art directors and the copywriters in advertising agencies. This is mainly due to the fact that art directors rely on symbols to communicate their ideas, whereas copywriters rely on verbal language:

"Great authors use their pen, as an artist uses his brush, to invite us to read between the lines."

http://www.orwig.net/articles/rational_emotl/rational_emotl.html 6/11/2011

"Advertisers can achieve success with both rational and emotional appeals. Each has its place in the marketing toolbox. The challenge is to know which is right for your product or service."

The Brand

The term 'brand' has been described by the marketing association as a name, term, sign, symbol, design or a combination of all of these factors to identify the products qualities and services, that in turn will set the sellers product apart from all of the other sellers out there.

A good brands objectives are: a clear message, confirmation of the products credibility, evoking an emotional response from the buyer, motivates the buyer, and seals the buyers loyalty.

In order for a marketing company to succeed in branding, they must understand the needs and wants of the customer. To do this, the seller must integrate their brand strategies at every possible chance of public contact.

You have to be on the same wave length with your customers: summing up their experiences and perceptions, some of which you might influence, and some that you cannot.

A solid brand is one that will capture the hearts and surpass the expectations of the potential customers out there. It will become invaluable as the fight for customers accentuates every day. For your brand to be successful it is imperative that you spend the time researching customer attributes, defining yourself as that name, term, sign or symbol. At the end of the day, your brand is your promise to the customer and you want to gain and retain their loyalty for as long as possible.

Know your brand: Know your customer (Lance& Woll,2006,p17)

When it comes to manufactures or wholesalers, the vital part of marketing information is the price. The price is a vital means of communication between the manufacturers and the customer. However, on its own, the communication becomes stilted. Other additional areas that would strengthen the bond between manufacturer and consumer are; consumer research and advertising research. For example, from doing some consumer research, we know that the best way to control consumer demand is by either reducing or increasing prices. Also, by doing our advertising research, this gives the consumer a more in depth knowledge of the products they are trying to sell. It also gives the manufacturers a chance to suggest new and innovative ways that the consumer can use their product. Thus, generating a better experience when using the product in question. By doing this research, the manufacturers are opening up a dialogue between themselves and their consumers and in turn create a response from them. For instance, receiving the answers to questions such as, how is the (brand) conversation going?

Reviewing Advertising fragmentation: the beginning of a new paradigm?

The idea of converting old advertising media to new media- Ries and Ries (2002) argue that the future for brands is in public relations and not in advertising.

As the internet becomes an evermore integral piece of the advertising pie. It is apparent that advertising agencies may seize to exist due to rapidly evolving internet assisted marketing strategy, one which cost effectiveness bodes extremely well with the large corporate wholesalers. Business week echoed:

"Some marketers have worked to make their brand message so enjoyable that consumers might see them as entertainment instead of an intrusion. When leading brands are seen on TV they're apt to have their own co staring roles (....) rather than just lending support during the commercial breaks. All are trying to create a stronger bond with the consumer (business wee, August 1, 2005).

Bradley and Bartlett (2007) studied the impact of new horizons for media strategies and go on to pursue the internets strengths during the 1990's. Consequently, advertisers started to use the internet to enhance their offline campaigns.

Due to the fact that the media in advertising is becoming even more difficult for agencies to complete with the likes of myspace, facebook, youtube, google and so on.... For instance, the google search bar has become one of, if not the most powerful machine in generating huge profit from advertising, as-well as subsequent charges from sponsored links in search results.

Superhero tag line and wording in ad

Did you know that the leading cause of death of men aged 20 to 40 is depression- resulting in suicide, diabetes, respiratory failure, heart disease and eating disorders. Subsequently, none of the health problems above have any external symptoms, thus resulting in an underlying health crisis for men aged 20-40. It's well known that most of our men suffer from a heightened inferiority complex. Like every superhero, they are least likely to admit to you when something is wrong. Consequently, causing the manifestation of an underlying illness that could have been prevented if only they had visited their doctor. Now it's up to us girls!! "Save your superhero before he becomes your damsel in distress."

Collaboration of our superhero idea- Eilidh Malcolm and I

Myself and Eilidn Malcolm came up with what we think is an intellectual take on the superhero idea that was collated by our large research group. In order to get more men aged 20-40 to he doctor we came up with a new tag line and fresh image that is aimed towards women, helping persuade them to get their men to the doctor. Here are some of the images we created.The problems with our group campaign:

o It should have included a small amount of the ‘fear factor’ otherwise people do not feel the need to take any action

o The merging of the two ideas (superhero and ‘the lengths the girlfriend would go to’) was too complicated

o We hadn’t decided on a specific enough location to advertise to women

o The tag line could have been improved

o The imagery was not interactive enough

In order to fix these issues we decided:

o There should be an informative poster situated in a location where people have time to stop for a moment and read it.

o The Superhero is a more appropriate campaign that women can relate to as ‘ the lengths a girlfriend would go to’ depicted the woman as a bit too crazy and could alienate them.

o The advertisements should be put up in the changing rooms of gyms and leisure centres; as women who care about their own health should be easier to influence.

o The tag line that our larger group came up with in the initial development: ‘Save your superhero before he becomes your damsel in distress!’ was more appropriate than the tag line our group decided on for our final campaign.

o The image of a woman carrying a man, the reverse of a stereotypical superhero cartoon, should be our main image, created in a typical comic book style.

Campaign

We decided to focus on one aspect of our overall group campaign, creating a set of adverts targeting women in a relationship with a man aged 20-40.

24 hour brief

Problem:

Men not going for regular health check-ups.

Research methods:

o Questionnaire – Pressure from mothers more than girlfriends.

o Brainstorming – Why men don’t want to go to the doctor

o ‘Desk Research’ – Research through existing media – Lance Armstrong

o race for life Rachel Stevens advert

Proposal:

Targeting Women to encourage men aged 14 – 45, to go visit the doctor for regular check ups. We’re approaching this in a humorous way in order to appeal to men more. Steering clear of the ‘fear factor’.

Why humour will work:

o Men won’t do anything if they’re nagged

o More light hearted approach

o Less intimidating

o Something easy to discuss if a common joke is shared

o Social media could carry the campaign, appeals to younger generation as well.

Target market:

Women in relationships, in different generations

To narrow it down:

We all came up with sketches of proposed ideas, then took a vote between the group to decide on an overall winner using sticky stars & pens. A choice of 2 were then decided & we split the group in half as we were split on what idea was the best choice.

As a smaller group we bounced ideas off one another in terms of taglines and imagery, coming up with preliminary sketches & then eventually joining forces with the other half of our team and deciding on a final idea to then pursue into the last stages of this process. As a team we both pitched our ideas to each other and came to a conclusion to combine both our ideas into one ad campaign. Half of our team came up with a plan for ‘trapping’ your man, whereas the other half followed the ‘superhero’ idea of ‘saving your superhero’, reversing the roles of women as damsels in distress and men as superheroes, all the meanwhile keeping the appeal to women in mind. We selected one team member to draw out the storyboard, another to design the poster campaign and the rest of us contributed all of our ideas towards it.

We believe the strapline “The doctor doesn’t know your superhero’s weakness but you do” worked best with the message we were trying to put forth. The visuals resembled a ‘comic book’ style with a lighthearted approach, this will be carried through the tv advertisements as well as print media.

Media:

o TV

o Print

This is what it takes to get my man to the doctor!!

What does it take to get your man to the doctor??

For this one day brief I would create an advertising campaign that tries to extract the fear men have of going to the doctor. I would also try to get rid of that inferiority complex that most men have. If you want to get a guy to do something they don't want to, it's best from my experience to bribe him with either beer, sex or sports. I had a few ideas that I will illustrate and post as a short story board for this campaign. The first one will be a wife holding a pole with a hook on the end dangling beer in front of her husbands face, leading him to the doctor. The next two images will have a similar theme, but with a bra dangling in one and a football or golf club in the other.

Originally, we were put into groups to come up with a campaign, which would encourage men to go to the doctor and we came up with:

"The doctor doesn't know your weaknesses, but you do"

At the beginning, I thought this was a good concept. It explained that men have this 'there's nothing wrong with me' attitude which is a mask to hide what is really wrong with them. However, in each of the sketched concepts shown above it conveys that the mother, girlfriend, wife knows exactly what is wrong with him. Thus, communicating to the women out there that they should trust their instincts and get their man to the doctor as soon as they notice something is wrong.

In order to reach these final concepts we came up with various useful brainstorming techniques; creating an 'idea wall', using AIDA (Attention, Interest, Desire and Action), using the Ansoff matrix to help refrain us from over analysing and encouraging us to look at what has already been done campaign wise, with regards to this issue. We also made up a short questionnaire focused at men to find out why they didn't like to visit the doctor regularly. Consequently, the market research was all there, but I don't think we quite hit the nail on the head when it came to resulting in a successful solution to the problem. Thus my reason for trying to come up with an alternative. Stay tuned for my outcomes....

Why do men not like to visit the doctor??

Women see looking after their body as maintenance

Men see looking after their body as repair

From my reading of this subject I have gathered a few observations. Firstly, men don't take time off work to go to the doctors. Secondly, they feel vulnerable and weak and are uncomfortable by this. Thirdly, they feel as though it is too formal, dulling the tone of the experience. Moreover, they are worried that they hear that they have something serious.....

There are some suggestions out there by the men of the world, which may make them more inclined to go to the doctors. These are as follows; Extending the hours of some surgeries during the week and into the weekends. Employing more male receptionists and male nurses, so their is more of a gender equality in surgeries. Also, having male magazines social or health related and male posters up on the walls.

Interview 23:26pm

subject: white male

age:25

Occupation: Engineer

Q: How often do you visit the doctor?

A: Only when I have been physically injured.

Q: How would you describe the experience of going to the doctor?

A: Long, drawn-out, boring and a waste of time.

Q: Are you put off by visiting the doctor and if so why?

A: Yes because guys don't like taking about feelings and doctors ask probing questions.

Q: What could improve your doctors visit?

A: Less formal. Like shopping I like to go in, get what I need and leave. I would like the same applied to a doctors visit.

Q: Are there enough campaigns out there about mens health do you think and if not why do you think that is?

A: I've seen a few, but they haven't made much of an impact. I don't think that anything will happen to me until it happens.

Q: If you were to make an advert to get men back into doctors surgeries what would it sound or look like?

A: It would show an average guy before and after. Fine one day and dying the next. At the end showing that a simple doctors visit could have prevented the rapid decline in health.

Personas:- character diamonds

I came across an article written by hollywood screen writer, David Freeman, that helps us identify 'character diamonds'. He explains that a character is merely made up of layers. One of the layers is the character diamond and each corner of that diamond represents a trait of the characters personality. The term 'Character personality' means, the combination of all of these traits that encompass the character's personality.

I will take one character who is fairly well known to try and explain Freeman's term 'character diamonds'

Marilyn Monroe

Spiritual and aesthetic: she is aware of her beauty and how powerful it can be for a lady of her stature. She is also very humble and spiritually aware.

Confused: she was sort of a loner and misunderstood young woman.

Depressed: Very unhappy with her life, as she felt she had no control over it any more.

Irresponsible: She would always let people down. Not show up on time, if at all.

Character diamonds can get pretty confusing. For instance, how can a person so spiritual and energetic be irresponsible and depressed? We would then use a tool called 'a mask' to address this issue.

When a character is fake, he/she wears a 'mask', thus to fool others or even himself. Marilyn does think that she is spiritual, gracious and energetic. However, these traits are only a mask until the confusion, depression, and irresponsible nature start to reveal themselves. Fake or not. This mask helps Marilyn think about which way is best to approach the world.

The real problem in advertising is when we have to address a buyers mask. Then what traits are we targeting, or are we targeting traits at all?

smash!!

Who would use smash? Campers, Busy Mothers, Students, working class, old people, business men, vegetarians.

Why would you buy smash? There are not artificial colourings, it has less calories than regular mash potatoes, It's quick and easy to use. Y0u only need hot water- good for if you don't have a microwave. Long cupboard life. Suitable for vegetarians. Easy to store.

What is smash? - a low calorie alternative to mash potato.

Where would you find it? Supermarkets, small supermarket chains i.e spar, nisa, co-op.

Personas

Busy Mothers

How long does it take you to make dinner for your family? What nutrients are important for you to give your kids? What do your kids enjoy eating? Would you consider giving your children smash?

Campers

What food do you take with you when you're camping? Do you often boil water? Does the price of food come into consideration when buying for a camping trip? What cooking utensils do you take? Would you buy smash?

students

Do you buy food for convenience for health reasons or for quick preparation? How much is your weekly shop? Is price an issue? How regularly do you shop? On average how long do you spend making dinner? Do you usually just cook for yourself? Would you buy smash?

old people

How do you buy your food? How regularly do you buy groceries? What food products do you find you buy the most? Do you cook for yourself or for family too? What would make it easier for you to cook for yourself? What is your favourite meal? Why? Do you remember smash? Would you buy smash?

We are going to use semi-structured interviews to find out what people like to eat, how they like to cook and why thy buy the food products they buy. This will then enable us to determine what type of person is most likely to buy/use smash?

Diffusion

Companies that sell to particular neighbourhoods

Where my parents live they get a lot of fine artists from all over Europe coming to sell their paintings. They also have companies that are trying to set them up on monthly payments to charity. Companies with relatively dear products would probably be advised to pitch in an area like this, where the average house is a detached four bedroom.

Where I stay I think small businesses would come round and try to sell you their average products at a cheap price.

Where friends that I went to school live they would have companies trying to sell them specialist items that are very innovative and very pricy as the average house is a seven bedroom mansion.

The three benefits

Standard benefits- If it was a t-shirt I was talking about, the standard benefits would be not only its size and colour, but what it's made of, is it easy to wash, colour that won't fade after two washes. These are standard benefits.

Company benefits. These are what the company offers to persuade you to do business with them. For example; next day delivery, x year guarantee on their products, no questions asked refund policy, bogof ( buy one get on free) x% off etc.

Differential benefits. When a company or supplier says they have 'kitchen worktops made from a rare Earthstone material'. This is not substantial enough until they back it up with 'for a lighter, stronger, more hardwearing worktop.' That statement becomes their differential benefits.