Campaign Proposal

Published on May 2017 | Categories: Documents | Downloads: 40 | Comments: 0 | Views: 244
of 3
Download PDF   Embed   Report

Comments

Content

Campaign proposal.
Product
Cancer research UK
Campaign message
The campaign message is to show university students who don’t have a lot of
money can still trendy at low priced items from charity shops.
Launch date
The 22nd of September, as it is the first day of autumn and everyone starts to go
to university inbetween late September and mid-October. Also as their student
loans come through money will be tight, so it would be a smart move to shop at
charity shops as appose to designers.
Schedule of adverts
The first advert would be released on 22/09/15 in bus stops.
So the following advert would be on the 06/10/15 to be advertised in the
magazine “The economist”.
The third advert and final would be released on the 20/10/15 on billboards close
to university student accommodation.
Location of adverts
The location of the initial adverts would be bus stops on busy town centres so
awareness can be spread fast as many people use the buses. The location of the
second advert would be in magazines, like Men’s Health & Woman’s Weekly. The
third advert, would be on billboards close to university’s.
Advert 1
Advert 1 would be in bus stops.
Advert 2
Advert 2 is going to be aired in the magazine “The economist”
Advert 3
Advert 3 is going to be advertised on billboards near universities and that is
visible from student accommodation. All these adverts will run in conjunction
with eachother for a total of 6 weeks after the last advert is aired.
Legal issues
Discrimination
Discrimination is when you treat someone differently for skin colour, race,
religion and beliefs. While advertising I will not intentionally discriminate
against any group of people, religion or belief, I shall also not stereotype
against anyone.

Copyright
Copyright is when you have an idea, and you claim it as intellectual
property (you do this by copyrighting it). I will not intentionally steal
anyone’s ideas while advertising, all the ideas that are produced will be
my own.
The Obscenity Law
The Obscenity law, is a law that means you can’t swear on the radio or
television in the middle of the day, or say things that other people will find
offensive with offensive intent behind what was being said, The Obscenity
law does not apply to my adverts, as I wouldn’t intend to make any
controversial advertisements.
Ethical issues
Some possible ethical issues the adverts face would be how representation
would be handled while advertising the clothing, making sure they would not be
1) too provocative 2) deemed offensive to the public, the 2 models in my adverts
are white females so it does not represent the whole of the target audience as
males are involved in the target audience as well as people from ethnic
backgrounds.
Code of Practice
Rule 1 – Compliance
“Marketing communications should be legal, decent, honest and truthful.”
How this applies to my adverts: In my adverts the models represent the
target audience, it could be argued that the adverts are not “honest” as they are
not actually clothes from a charity shop, the idea behind that is that the models
could choose to donate them to a charity shop if they so wish, and it is also
meant to represent they are the type of clothes you’d find in a charity shop.
Rule 3 – Misleading Advertising
“Marketing communications must not materially mislead or be likely to do so.”
How this applies to my adverts: My adverts are not designed to “mislead”
consumers or be likely to do so as they are advertising clothes that could be
bought at charity shops not clothes that necessarily are at charity shops.
Rule 4 – Harm & Offence
“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.”
How this applies to my adverts: These adverts were not intended to provoke
a controversial response, as nothing in these images is designed to be
controversial. As the models are wearing a different range of clothes this would

appeal to more social groups making the adverts have a larger intended
audience.

Rule 6 – Privacy
“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”
How this applies to my campaign: while the advertisements are not
representing the models in an unfair or bad light, I have written consent from the
models saying that they happy for their pictures to be used in these
advertisements and wherever the advertisements may end up/go.

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close