Campaign Proposal

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Campaign Proposal
Product:
Oxfam.

Target Audience:
My target audience will be men and women between the ages
of 40-50. I have chosen women because the clothes I will be
advertising are female clothes. People in-between the ages of
40-50, will have frequent bills to pay and will be looking for an
area to save money in.

Campaign Message:
My campaign message will be that you can spend cheaply; but
feel expensive.

Launch Date:
My first advert will appear on the 1st of December. I have
chosen this date because it will give me enough time to edit
and perfect the photos along will putting the pictures out in the
corresponding weather for the clothes that my model will be
wearing in the first advert. The charity shops will also have new
season clothing as it is winter.

Schedule and Location of Advertisements:
The locations of my advertisements will be on billboards,
posters and bus stops all around large city centres across the
country. This will help bring in the shops locals along with
people who live far away from their nearest Oxfam shop.

Advert 1 – 1st December, making an appearance in the Sun and
The Guardian, for two weeks.
Advert 2 – The second advert will be placed onto billboards
near large public areas like city centres and retail parks; on the
15th of December, for two weeks.
Advert 3 – The final advert will go into celebrity gossip
magazines on the 28th of December for two weeks.

Legal and Ethical Issues:
Legal:
Copyright - The copyright law was passed in 1988. This is the
legal right created by the law of a country that grants the
creator of an original work exclusive rights for its use and
distribution. This is usually only for a limited time. An example
of this would be anyone’s original work that they would want to
be protected like a song, book or a photo. I will apply this to my
adverts by making sure that it is entirely my own original work.
Privacy – This is the state of being free from public attention
and the state in which one is not observed or disturbed by
other people. I will apply this to my work by making sure that I
do not invade anyone privacy when taking the photos or when
publishing the advert.
Discrimination – This is the unjust or prejudicial treatment of
different categories of people, especially on the grounds of
race, age, or sex. It is also recognition and understanding of the
difference between one thing and another. I will apply this to
my work by making sure that my advert accepts the difference
between people, especially on the grounds of age, sex and
race. I will also make sure that my advert does not offend any
of these groups when selling the clothing.

Ethical:
Gender – I will not offend any-one gender in the making of my
adverts. I would apply this to my work by including both male
and female personnel in my advert if I was doing it
professionally.
Age – When targeting my audience I will not discriminate
against any one age group. I will make sure that my advert
does not offend anyone when advertising the charity. I will do
this by sticking to my target audience age in the making of my
advert.
Ethnicity – This is when a comment or remark is said or
insinuated in a way which people could take offence to. I would
apply this to my work by including people from different ethnic
backgrounds if I was doing it professionally. I cannot do this
unfortunately because I do not know anyone.

Code of Practice:
Misleading Advertising:
Rule 1.4 – “Marketers must comply with all general rules and
with relevant sector-specific rules.” I will apply this to my work
by making sure that my adverts comply with all the general
rules.
Rule 3.1 – “Marketing communications must not materially
mislead or be likely to do so.” I will apply this to my work by
making sure that everything in my advert is correct and that I
do not mislead any of the viewers.
Rule 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.” I will
apply this to my work by making sure that I ensure that all
aspects of the advert is presented clearly, and that I do not
mislead anybody.

Rule 3.6 – “Subjective claims must not mislead the consumer;
marketing communications must not imply that expressions of
opinion are objective claims.” I will apply this to my work by
making sure that the viewers know that any opinions expressed
are not objective claims.
Rule 3.11 – “Marketing communications must not mislead
consumers by exaggerating the capability or performance of a
product.” I will apply this to my work by ensuring that I do not
lie or exaggerate the performance and capability of the
clothing.
Harm and Offence
Rules:
Rule 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.” I will apply this to
my work by ensuring that I do not offend a religion, a gender,
an age group, a race, a disability or a sexual orientation when
making and composing my advertisement.
Rule 4.4 – “Marketing communications must contain nothing
that is likely to condone or encourage violence or anti-social
behaviour.” I will apply this to my advert by making sure that I
do not add anything into it that may encourage violence or
anti-social behaviour.

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