CONTEXT

Breakdown Of Advertising Mediums

What is an advert and in what formats can they appear?

An advert is something which allows a company or organisation to boost sales or outreach of a product or service. They can appear in both the physical sense such as billboards, leaflets and posters but also in the digital sense in terms of short videos, images on the side of a website and even audio messages.

Video Adverts

Video Advertising are presented in many different ways such as: demo ads, celebrity endorsements, testimonial advertisements, public service advertisements etc.

Pro’s

Good Outreach and view rates
Large variety of target audiences

Con’s

Can be expensive
Can be difficult to pinpoint your ad to a specific target audience.

Audio Adverts

Audio Advertising is voice based and can be placed at the beginning or end of a script as well as in the middle. This means they can be presented in many different ways such as: a catchy jingle, testimonial advertisement and live on air ads

Pro’s

Good for catching attention, usually in the car etc.
Can condense a lot of information into a short period of time.

Con’s

Aren't applicable in many situations unless supported with video.
Can get repetitive and annoying to the listener.

Newspapers

Newspaper Advertising commonly follow the pattern of two presentation styles: Classified Adverts which are more catered towards smaller advertisers for their basic needs. As well as Display Adverts which can be used for your broader and more detailed needs.

Pro’s

Offers good amounts of space for your money.
Multiple choices of advertisement are available.

Con’s

Aren't often seen by younger generations as newspapers aren't popular.
Aren’t often kept in the newspapers over a long period of time.

Billboards

Billboard Advertising can be used to display a large digital screen for moving and more sophisticated advertising however they can also be used to display large scale physical prints and are usually placed in high traffic density areas to ensure suitable coverage.

Pro’s

Offer large advertising space for lots of people to see and pay attention to.
Can be eye-catching and located in popular areas such as Trafalgar square.

Con’s

Can be very expensive and not always good value for money.
Some local people may begin to block/zone the billboards out.

Vehicular Advertisements

Vehicle Advertising is described as one of the most economical ways to advertise because of the amount you are paying for the advert in comparison to the amount of people who will be viewing it.

Pro’s

Good information intake from people in big cities such as London.
Very economical and cost effective.

Con’s

Can be hard to mount/put the advert on the vehicle
Can be expensive/difficult to maintain.

Postal Advertisements

Postal Advertising is one of the major forms of Direct Advertising that an organisation can use to ensure the intended information is ensured to reach the intended audience directly. It can be addressed to pre determined individuals or can be sent and written to the address itself.

Pro’s

The intended recipient HAS to pick the advertisement up to check what it is.
Allow information to be effectively distributed and retained.

Con’s

Some people request that spam and advertisement posts aren't delivered.
Can be expensive to get the information out such as envelope costs.

Paywall Advertisements

Paywall Advertising is a popular method for creators to monetise information which is published to a certain area which either partially or completely restricts people from viewing it unless a payment is made. It can also be used in reverse in order to make people have to pay to stop seeing so many advertisements ( This method is commonly used by large corporations such as Spotify).

Pro’s

Can be a very positive and effective return on investment for the advert.
Can reach a large audience and can be specifically targeted.

Con’s

Unless what's advertised is popular, many people will not pay.
Can give people a negative image of what's being advertised.

Project Proposal

Analysis Of 3 Adverts

Apple Watch Series 7 Advertisement

This advertisement originally featured as both a television advert and a youtube advert, as it required both video and audio for the point to be put across successfully.
From watching the advertisement the intended audience looks to be people who spend a lot of time outside of their house, not necessarily sporty or active people but also people who just commute to and from work. It shows this by giving a real life example of how the watch has features that are beneficial in everyday situations.
The advert successfully appeals to the target audience in my opinion because they have first identified who they are targeting their efforts towards and have then created the watch around the audience rather than creating the audience around the watch.
The advert uses keywords and exciting sounds/actions to grab the audience's attention such as someone dropping a weight or the image of someone clapping chalk in their hands at the gym.
Something i feel Apple could have done better in this website is finding areas of the product that cater to people that dont always have time to be going outside and being active, although they began to explore the area of people commuting etc i feel they could have developed on this more and shown more examples of how it can be useful for people such as the elderly due to its fall detection technology.

GoPro Marcos & Clara Advertisement

This advertisement featured on GoPros official Youtube page as a recap and reminder of the Television ad which it originally started as.
The intended target audience is people who wish to capture areas of their lives which they may not have been able to capture previously due to limitations in technology, such as their surfing run.
I believe that this advert successfully appeals to its intended audience because it shows many examples of how the product can be used to help capture things that are occurring which you wouldn't have been able to capture with your standard camera.
This advert uses fast moving and active scenes to keep the audience interested as to what else the product can do, they also focus in on the new and improved features of this product that other products like it do not have which makes the viewer keen to see more.
This advertisement could have shown how the camera can be used for normal and more standard things as well so that ordinary people who may not often go hiking up a snowy mountain or surfing in the ocean can see how the product would benefit them and therefore make them want to buy it.

Dove Reverse Selfie Advertisement

This advertisement has found itself all over the internet but it originally started on the official DOVE youtube channel as a campaign to stop young girls self esteem being affected on the internet.
The intended target audience for this advertisement i believe was young girls and more specifically their parents so that they can see why it is important to take the action intended by the advert.
I feel the advertisement does very well to effectively appeal to its target audience by using emotional appeal to highlight a sad and upsetting story and then communicating what parents can do to avoid it happening to their children.
The advert used a clever variety of techniques such as a slow and mellow background music to the video which makes the viewer concentrate on the meaning behind the video instead of just watching it.
I feel the advert could have aimed itself towards a larger target audience, the campaign itself is about people hurting young girls self esteem specifically and i feel they could have catered it towards the male side of young children as well.

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Pre Mortem

Image Transferring Quality

The quality of my photos could be a large issue within my tasks. Especially within the final website design, when my image is large and spread out across a page the quality may look good and detailed, however when it is shrunk down to a smaller size it may become pixelated and blurry. This would make my work seem as if it is of a low quality and effort which could affect my grading. I would solve this by exporting the image as a different file type which is more adaptable to transformations. I would mitigate this issue from occurring in the future by ensuring all of my images are sourced in the correct file format which allows for the image to remain the same quality no matter the size.

Organisation

This is a key part of keeping a smooth process throughout a project, as it allows you to keep all of the work you have completed as well as the information you need in one easily accessible place. This could go wrong if you don't take enough time and care into ensuring it all goes into the right place. Not only this but if you don't have a proper plan in place to ensure that your work is organised you will have no guidelines to follow. When an organisation fails it is easy to give up and just go through your work anywhere but this presents problems in the future when you are struggling to find work etc. To prevent this issue from occuring in the first place we need to ensure a plan is made as to how you're going to categorise everything and therefore how you'll put it into folders etc.

Production Costs

In the cost of living crisis it is easy to forget that almost everything has a price to it. Therefore problems can arise down the line during the creation of your product when you haven't set out enough money to purchase and therefore acquire all of the relevant things you need. In order to prevent this from happening it is important to set out a plan at the start which clearly details everything you are going to need to achieve the standard in your product that you are aiming for. It is important to also highlight why all of these are important so that if you need to you can categorise your purchases in terms of priority. Therefore you will know from the start whether you have enough money to get everything you need and if you don't you can leave off some of the less important items until you can afford to buy them.

Access To Specialist Equipment

Sometimes during the creation of a project you will find yourself needing a piece of equipment or expertise that you didn't expect in order to achieve something. For example when i was creating practice shots for my advert i found myself needing a 2 part tripod which allowed me to create a vertical down shot. I did not have access to this piece of equipment and therefore had to come up with an alternate method of achieving this shot. This created an issue for me as it was less time that i had to actually create the shot i needed and more time trying to figure out small details. To avoid this from happening I should have made a list of all of the equipment I would need in order to create my final outcome. This would allow this situation to be prevented and therefore allow me more time to focus on creating the best outcome I can.

Ingredients Not Available

When i was creating my drink product i had to create and highlight all of the ingredients i was going to use in it. When selecting this i had to think of cost and also availability, because this was a college required piece of work i didn't want to spend that much money on it and i also needed to be able to get it relatively easily. Most of the ingredients I needed were sold at tescos but some of the smaller things such as the energy tablets were only available in larger stores. Luckily for me there are 3 Tesco stores in Braintree however only one of these actually sells the energy tablets i needed to create my product. What this resulted in was a large period of time where the ingredients I needed were not available because they weren't sold. What I could have done to prevent this from happening in the first place was to physically go to the store to ensure that all of the ingredients I was listing off were actually sold there, this would have prevented many wasted trips and would have therefore allowed a more efficient drink production process.