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."