Aims and Objectives:
The aims and objectives for this print-based advertisement campaign is to promote the release of the documentary, Cal Sugden: A Football Journey. To get more people to watch the documentary online, posters will be created to advertised that it has been released on YouTube on a specific channel. A range of different posters showing different images of the main character will be displayed across a range of platforms such as sports magazines and on the walls at sports centres. The main article of the posters will be Cal, with the title at the top and a quote at the top relating to football.
Target Audience:
The target audience of these posters will be the same as who the documentary is aimed at, which is people aged between 12 and 20. The people will most probably have an interest in football before watching the documentary, however people could watch it who have no previous experience in football to see what it's like and what it takes to become a footballer.
Campaign Message:
The message that will be presented in the adverts is what the documentary is about. On the poster, Cal should be doing a pose to make a striking image. Standing with arms folded facing the camera will give him importance and give off an authority that he knows what he's doing when it comes to football.
Campaign Schedule:
The project will last from October 2016 to April 2017. There will be relevant launch dates and and creation deadlines in amongst this. The promotion material will be released towards Spring 2017, as this is when the weather starts to improve and people are encouraged to play football more. The print-based media will be launched as posters to be displayed in sports centres and around local football pitches. The audio-visual trailer will be released onto YouTube, as this is a global platform where people can search for sports videos to watch. The trailer can also be promoted as an advert on YouTube that appears before videos, but this will cary in costs depending on what videos and channels that adverts appear on.
Relevant Legal and Ethical Issues and Regulatory Bodies:
In creating both our print-based and audio-visual advertisements, we will have to be aware of the copyright laws. We won't be able to use any images or videos created or taken by others without consulting them first. The ASA (Advertising Standards Authority) regulates the adverts that are shown in the UK. They cover adverts ranging from pop up ads on websites to posters and billboards. We will have to make sure that our poster and trailer complies with the ASA's rules so it will be suitable for display. However we will be taking the pictures and videos ourselves and be using fonts that are free to download for the text on the poster and the title in the trailer.
M2:
The main type of audio-visual advert that could be used as part of the campaign is a trailer. The trailer will include an introduction to what the trailer is about, voice overs, music, clips from the documentary, a title, credits and release date. The trailer could have specific scenes filmed just for it but usually it's a mix of clips that have already been recorded to give the viewers an idea of what the full length documentary will look like. The trailer could be distributed on video sites such as YouTube and streaming services such as Amazon Prime. Trailers can be scheduled onto YouTube for a specific release date and time. Tweets can also be scheduled for the social media site Twitter.
In creating both our audio-visual advertisement, we will have to be aware of the copyright laws. We can't use any videos created or taken by others without consulting them first. The ASA (Advertising Standards Authority) regulates the adverts that are shown in the UK. They cover adverts ranging from pop up ads on websites to posters and billboards. We would have to make sure that our trailer complies with the ASA's rules so it will be suitable for display. However we took the videos ourselves so we wouldn't be breaking any laws or rules.
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