Campaign Proposal

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Campaign proposal
Product:
British Heart Foundation
Target Audience:
65 - 80, I because they don’t really have a lot of money after finishing work, but
still want to look good for low cost.
Campaign message:
To sell clothing to people who want to look good but can’t afford the high end
prices of today. “Top quality low price”
Launch Date:
1st May, I will use this date because of how it is just getting into spring with the
weather getting hotter and people want to get new clothing to fit the better
climate but don’t want to pay for over expensive clothing.
Schedule of advertising:
1st of May will be my date of realise date, I will advertise in Newspapers, such as
Daily mail, The Times, mirror, etc.
I will have on the 1st of June have advertising for one mouth on buses.
From 1st of July I will start advertising on Billboard.
On the 1st of August, I will advertise in magazines such as Radio times, TV and
Satellite, ect.
Location of advertising:
1st of May I will have buses drive around cities in the UK, for one mouth.
1st of June I will have billboards around cities and towns, because my target on
average spend a lot of time in town centres and in cities.
1st of August, I will advertise in magazines such as Radio times, TV and satellite, I
am using these magazines since a lot of people by these magazines, with also
the use of elderly people do read them.
Legal issue:

Copy right:
This law means that you will not take anyone else’s idea. Will not have issues
with copy right because the photographs that I will be using will be my own and I
will not be taking anyone else ideas. I will m ake my own slogan and not use
anyone else’s.
Dissertation:

This law is where you don’t single out or pick on a certain gender or race of
people. I will not discarnate against people because of, I am noting that I am only
using one model that will be the reason why I am only using one model which
does not allow me to use different models of different races.
Intellectual property rights:
I will not go against this by placing labels of brands, in my pictures I could have
problem with this because of how they could say it is making their cloths look
cheap.
Ethical issue:
I will be not making people do things that would make them uncomfortable but
there is no law against it I will come down to your morale’s, and won’t be making
anyone do something which would go against what they believe in. The model
which I used was a white female because I only had one model I did not have
different ethnicities. In a future advert I will use people of different ethnicities
and also use male models.
Code of practice:
The ASA will look at my campaign to check that, take action against misleading,
harmful or offensive advertisements, sales promotions and direct marketing. The
ASA are an independent regulator of advertising across all media.
Misleading Advertising:
The ASA focuses on that all the adverts we hear are reliable and they are not
feeding us false advertising. A big part of the law is making sure that ads don’t
mislead, nearly 80% of the ASA concerns involves responding and tackling
concerns about misleading ads.
Specific Rule, rule 3 “Marketing communications must not materially mislead or
be likely to do so.”
Why this applies to my campaign:
This will apply to my ad due because I will have to make my photo’s relevant to
what I am trying to advertise so I could not have my model playing a guitar while
on a stage, because my target audience is for the elderly looking for cheap
clothing.

Harm and Offensive:
Specific rules in the advertising codes require the ASA to make judgements base
on prevailing standards. Some adverts use graphic images which can be quite
gory, which can make certain people feel offended due to them taking the
images to far to get there point across. The idea is to make sure that images
which are realised into the public are suitable to a certain extent being that they
don’t want to show images of half-naked women if not necessary.
Specific rule, rule 4 “Advertisements must not cause serious or widespread
offence against generally accepted moral, social or cultural standards.”

Why this applies to my campaign:
This applies to my campaign because of how I will have to produce images which
don’t offended people in anyway but get my point across clearly and affectively.
Privacy:
The ASA takes its responsibilities on the confidentiality of personal information
very seriously. To comply with the data protection act, personal data is collected
and stored securely subject to stringent security measures and is protected
against misuse.
Specific rule, rule 6 “Marketers must not unfairly portray or refer to anyone in an
adverse or offensive way unless that person has given the marketer written
permission to allow it. Marketers are urged to obtain written permission before”
Why this applies to my campaign:
This applies to my campaign because I cannot realise the private information of
my model and make sure that all the photo’s which have been taken are
approved my model.

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