Campaign Proposal
Content
Campaign Proposal
Product:
St Rocco’s
Target Audience:
The target audience for this campaign will be mothers that are over the age of 50.
This is because they don’t have a lot of money, due to buying things for their children.
Campaign Message:
The campaign message for this campaign is to tell the audience that you can look
good in clothing for a very cheap price, no matter what your age is.
Launch Date:
The launch date is May 29th, 2015. This is because it’s the start of summer and the
weather will be getting warmer. Some new, cooler clothes would be appropriate for
the upcoming season.
Schedule of Advertisements:
Advert 1: May 29th 2015, billboard advertisements, bus stops for 2 weeks
Advert 2: June 6th 2015, magazines and newspapers for 3 weeks
Advert 3: June 28th 2015, Bus stop posters and in train stations for 2 weeks
Advert 4: July 4th 2015, shopping centre advertisements for 2 weeks
Location of Advertisements:
Advert 1: Billboards and bus stops in all major cities. Bus stops in bus stations only.
Advert 2: Campaign will advertise in Take-a-Break, Heat, Closer, The Guardian & The
Daily Mirror
Advert 3: Train station advertisements in in all major towns.
Advert 4: shopping centres in Liverpool, Coventry, Manchester and London.
Budget:
There will be no budget for this campaign as everything that is used to produce this
campaign has been provided by the college.
Legal
Copyright:
Copyright is a law created to protect a person’s original work, giving them the rights
to use their product in any way, commercially or under a creative commons license.
No one can use the original product without the creator’s permission.
This protects the campaigns photography, logo and slogan. It protects the charity’s
logo, too.
Discrimination:
Discrimination is an action that denies social participation or human rights to categories of
people based on prejudice. This campaign is aimed towards all types of people, whether
they are black, white or Asian.
Intellectual Property Rights:
Intellectual property rights are legally recognized exclusive rights to creations of the mind.
Under intellectual property laws, owners are granted certain exclusive rights to a variety of
intangible assets, such as musical, literary, and artistic works; discoveries and inventions; and
words, phrases, symbols, and designs.
Obscenity Law:
Obscenity law is the act of offending an audience within the content of a campaign.
Nothing in this campaign will be aimed to offend anyone and will be kept appropriate for all
audiences.
Ethical:
Representational Issues
By representing something or someone, they should not be represented in a negative
manor. This law can fall under an offence law as there are many ways to represent
someone in a harmful way. If this law is broken, it can cause is major humiliating
results towards social groups; depending on what is being represented and how.
Anything in the media can affect anyone, whether it be seen as offensive, racist,
sexist or any other material that may be found cruel towards an audience. That is why
every advert is regulated, as adverts should show equivalence, general relationships
and not to single-out a certain social group. My campaign will be representing a
model, who will be simply looking at a camera. The model will not be representing any
segment of slander, obscenity or harmful content that could possibly humiliate a
certain social group; whether it be race, gender, age or disability.
Code of Advertising Practice
Harm & Offence
4.1 - Marketing communications must not contain anything that is likely to cause
serious or widespread offence. Particular care must be taken to avoid causing offence
on the grounds of race, religion, gender, sexual orientation, disability or age.
Compliance will be judged on the context, medium, audience, product and prevailing
standards.
Marketing communications may be distasteful without necessarily breaching this rule.
Marketers are urged to consider public sensitivities before using potentially offensive
material.
The fact that a product is offensive to some people is not grounds for finding a
marketing communication in breach of the Code.
4.7 - Marketers must take particular care not to include in their marketing
communications visual effects or techniques that are likely to adversely affect
members of the public with photosensitive epilepsy.
4.2 - Marketing communications must not cause fear or distress without justifiable
reason; if it can be justified, the fear or distress should not be excessive. Marketers
must not use a shocking claim or image merely to attract attention.
How this applies to my advert:
This rule makes sure that there is no harm or offensive material within the advert. My
advert does not contain anything that may offend any social group. The advert’s
image is suitable for every audience, more specifically, the target audience that the
advert is aiming towards. My advert’s image was taken in a natural environment,
there is no visual content on both original and edited images that could cause
anyone’s epilepsy to trigger. There is no material in my image that will cause any fear
or distress to anyone.
Misleading Advertising:
3.1 Marketing communications must not materially mislead or be likely to do so.
3.3 Marketing communications must not mislead the consumer by omitting material
information. They must not mislead by hiding material information or presenting it in
an unclear, unintelligible, ambiguous or untimely manner.
How this applies to my advert:
If my advert is misleading, it will be definitely wrong for me to carry out the entire
campaign when advertising something that is false. With false advertising, I would be
lying towards the target audience set for the campaign. My campaign does not
contain any false claims and / or anything additional that is not included in the charity
being advertised. The whole idea of this campaign is to advertise a strain of clothes
that are being sold; the advert is simply showcasing the clothing from the charity.
Environmental Issues:
11.1 - Marketing communications must not mislead the consumer by omitting material
information. They must not mislead by hiding material information or presenting it in
an unclear, unintelligible, ambiguous or untimely manner.
11.7 - Marketing communications must not mislead consumers about the
environmental benefit that a product offers; for example, by highlighting the absence
of an environmentally damaging ingredient if that ingredient is not usually found in
competing products or by highlighting an environmental benefit that results from a
legal obligation if competing products are subject to that legal obligation.
How this applies to my campaign:
My campaign does not promote any environmental loitering or littering. All of the
images that consist in my campaign are natural and were taken in an outdoor
atmosphere, however they were all in a clean and litter-free space. My campaign does
not aim to promote any ‘living green’ campaign but as well as that, it’s not intended
to feature any promotion of a green environment.
Product:
St Rocco’s
Target Audience:
The target audience for this campaign will be mothers that are over the age of 50.
This is because they don’t have a lot of money, due to buying things for their children.
Campaign Message:
The campaign message for this campaign is to tell the audience that you can look
good in clothing for a very cheap price, no matter what your age is.
Launch Date:
The launch date is May 29th, 2015. This is because it’s the start of summer and the
weather will be getting warmer. Some new, cooler clothes would be appropriate for
the upcoming season.
Schedule of Advertisements:
Advert 1: May 29th 2015, billboard advertisements, bus stops for 2 weeks
Advert 2: June 6th 2015, magazines and newspapers for 3 weeks
Advert 3: June 28th 2015, Bus stop posters and in train stations for 2 weeks
Advert 4: July 4th 2015, shopping centre advertisements for 2 weeks
Location of Advertisements:
Advert 1: Billboards and bus stops in all major cities. Bus stops in bus stations only.
Advert 2: Campaign will advertise in Take-a-Break, Heat, Closer, The Guardian & The
Daily Mirror
Advert 3: Train station advertisements in in all major towns.
Advert 4: shopping centres in Liverpool, Coventry, Manchester and London.
Budget:
There will be no budget for this campaign as everything that is used to produce this
campaign has been provided by the college.
Legal
Copyright:
Copyright is a law created to protect a person’s original work, giving them the rights
to use their product in any way, commercially or under a creative commons license.
No one can use the original product without the creator’s permission.
This protects the campaigns photography, logo and slogan. It protects the charity’s
logo, too.
Discrimination:
Discrimination is an action that denies social participation or human rights to categories of
people based on prejudice. This campaign is aimed towards all types of people, whether
they are black, white or Asian.
Intellectual Property Rights:
Intellectual property rights are legally recognized exclusive rights to creations of the mind.
Under intellectual property laws, owners are granted certain exclusive rights to a variety of
intangible assets, such as musical, literary, and artistic works; discoveries and inventions; and
words, phrases, symbols, and designs.
Obscenity Law:
Obscenity law is the act of offending an audience within the content of a campaign.
Nothing in this campaign will be aimed to offend anyone and will be kept appropriate for all
audiences.
Ethical:
Representational Issues
By representing something or someone, they should not be represented in a negative
manor. This law can fall under an offence law as there are many ways to represent
someone in a harmful way. If this law is broken, it can cause is major humiliating
results towards social groups; depending on what is being represented and how.
Anything in the media can affect anyone, whether it be seen as offensive, racist,
sexist or any other material that may be found cruel towards an audience. That is why
every advert is regulated, as adverts should show equivalence, general relationships
and not to single-out a certain social group. My campaign will be representing a
model, who will be simply looking at a camera. The model will not be representing any
segment of slander, obscenity or harmful content that could possibly humiliate a
certain social group; whether it be race, gender, age or disability.
Code of Advertising Practice
Harm & Offence
4.1 - Marketing communications must not contain anything that is likely to cause
serious or widespread offence. Particular care must be taken to avoid causing offence
on the grounds of race, religion, gender, sexual orientation, disability or age.
Compliance will be judged on the context, medium, audience, product and prevailing
standards.
Marketing communications may be distasteful without necessarily breaching this rule.
Marketers are urged to consider public sensitivities before using potentially offensive
material.
The fact that a product is offensive to some people is not grounds for finding a
marketing communication in breach of the Code.
4.7 - Marketers must take particular care not to include in their marketing
communications visual effects or techniques that are likely to adversely affect
members of the public with photosensitive epilepsy.
4.2 - Marketing communications must not cause fear or distress without justifiable
reason; if it can be justified, the fear or distress should not be excessive. Marketers
must not use a shocking claim or image merely to attract attention.
How this applies to my advert:
This rule makes sure that there is no harm or offensive material within the advert. My
advert does not contain anything that may offend any social group. The advert’s
image is suitable for every audience, more specifically, the target audience that the
advert is aiming towards. My advert’s image was taken in a natural environment,
there is no visual content on both original and edited images that could cause
anyone’s epilepsy to trigger. There is no material in my image that will cause any fear
or distress to anyone.
Misleading Advertising:
3.1 Marketing communications must not materially mislead or be likely to do so.
3.3 Marketing communications must not mislead the consumer by omitting material
information. They must not mislead by hiding material information or presenting it in
an unclear, unintelligible, ambiguous or untimely manner.
How this applies to my advert:
If my advert is misleading, it will be definitely wrong for me to carry out the entire
campaign when advertising something that is false. With false advertising, I would be
lying towards the target audience set for the campaign. My campaign does not
contain any false claims and / or anything additional that is not included in the charity
being advertised. The whole idea of this campaign is to advertise a strain of clothes
that are being sold; the advert is simply showcasing the clothing from the charity.
Environmental Issues:
11.1 - Marketing communications must not mislead the consumer by omitting material
information. They must not mislead by hiding material information or presenting it in
an unclear, unintelligible, ambiguous or untimely manner.
11.7 - Marketing communications must not mislead consumers about the
environmental benefit that a product offers; for example, by highlighting the absence
of an environmentally damaging ingredient if that ingredient is not usually found in
competing products or by highlighting an environmental benefit that results from a
legal obligation if competing products are subject to that legal obligation.
How this applies to my campaign:
My campaign does not promote any environmental loitering or littering. All of the
images that consist in my campaign are natural and were taken in an outdoor
atmosphere, however they were all in a clean and litter-free space. My campaign does
not aim to promote any ‘living green’ campaign but as well as that, it’s not intended
to feature any promotion of a green environment.
