ATL & BTL Theory

Above the line advertising - using mainstream media outputs

below the line advertising - smaller scale, flyers and banners

advertising I will do:

• ATL - promotional video
• BTL - leaflet
• ATL - social media

Production plan

Video

• Deadlines - easter 2019
• contingencies - back up option- logo/poster
• milestones - research locations, plan shots
• equipment - camera, tripods, editing programs
• resources - lenses, computer

factors

Factors that affect production

• budget
• time 
• resources 
• time scale
• people

Planning Documents

• Gant chart
• call sheet
• production schedule
• equipment list 
• moddboard
• visualisation diagrams
• shot plans
• storyboard
• script
• flowchart/diagram

Planned Media Choices

My clients brief implies that he wants his company to redesigned and given more ways of communication to his target audience. That being industrial and legal companies through the likes of the internet and print based handouts.

Print

• posters
• flyers
• magazines
• billboards

MAKE SURE IT IS SPELT RIGHT

my uncles photography website company thing - stuff i may have to consider

What ill need

• call sheet
• production schedule
• storyboard
• shot plan
• equipment list 
• visualisation diagram
• flow chart

1. video
2. website
3. social media exposure 

Key Terms

Connotation - implied meaning
Denotation -  Actual meaning
Demograhic - A target audience
Iconography - symbols associated with something
Branding - the name, the colour, the font

LO1: Campaign 5

Product: Twenty One Pilots album - Trench

   The date of this campaign started was in July 2018 when the band released two songs that they claimed they will featured in their album ‘Trench’. This being endorsed by YouTube by advertising them before every video on the site. This then lead to more songs being made to then bring hype to the ‘Trench’ album in October.

   The target audience for this campaign would be people who listen to music as it is advertised in the music streaming app Spotify.  This can link with the same life style with people who watch YouTube as the album is featured there as well.  The age of the target audience would be late teens to middle age as the product contains content that wouldn’t be appropriate to younger audiences.

       The key message of this campaign is that Twenty One Pilots is back from a 4 year absence with a new album. Also the key message is to buy the album.

     The methods used is the release of certain songs and say they are part of the album. If people enjoy the songs released then more people will buy the album thus leading to more income. The use of social media engages more people as more people use social media thus creating more relevance, leading to income.

      The use of the black design appeals to the Emo group of people because those type of people like black and darkness. The black connotes that genre of rock, this will create more relevance to that group.

      Twenty One Pilots scheduled when the singles will be released. This will create hype as they will be released near the time of album release thus previewing album. Events like tours will be created for this album and create more income and relevance.

   The choice of trailers before YouTube videos will be seen by various people 24/7 and the relevance will be big as multiple people and groups of people. This will show the trailer before videos so people who like anything will see this trailer creating relevance. The use of social media will engage more people as most of the population use social media and will give daily notifications of the product.

     Twenty One Pilots will have to consider the use of the logo and make sure they copyright it and make sure it is not misused. The trailers will have to be checked to make sure that the video is appropriate and does not offend certain groups and certain age ranges.

LO1: Campaign 4

Campaign: Star Wars Battlefront II Game

The date of the launch trailer was late October 2017 a month before the game was released that same year.This was endorsed by the actors of Star wars for example John Borega in a video advert.

The target audience for this campaign is the people who bought the game before and life long star wars fans who bought the 2005 award winning game.The life style of people who buy this is Star Wars fans as it uses terms that only they would know

The key message from this campaign is to buy the game on PC,Xbox,PS4.That this game is a lot better than its original an that you should buy it.

The use of relevant character that were in the latest film that came out engaged people who liked the film.The use of famous characters. The clear bold improvements in the trailer.

The use of specialist terms engage groups of people who are seen as 'Star Wars Nerds' who are also seen as stereotypical.In the trailers of scenes that are recreated which reinforces the campaign message to buy the game so people could be part of these famous events.

The scheduled events like Comicon and Star Wars events like 'May the 4th be with you' will feature trailers and posters.The use of pre-order bonuses on consoles on the online store.

The poster type campaign appeals to most people as everyone will have seen it as some will have got interested.The trailer type appeals and enforces the message it gives the price and features of the game.The online store enforces the message by the sales on console stores.

The legal issues of copyright will have to be considered to make sure that they do not get sued.Also the ethical issues of not offending any sort of person in the trailer. 

Legal vs Ethical

Legal
Anything governed in law.
Ethical
Issues not covered by law which may raise strong feelings or moral question in the audience.

Legal bodies
OFCOM - Ofcom regulates tv and audio and video to make sure that the content is apropiate.
BBFC - regulates films by giving them age ratings.
ASA - regulates advertising.

LO1: Campaign 3

Campaign: Venom

May 2018 was the date of the first trailer of Venom and it was shown in the trailers before films.The slogan of Venom is 'The world has too many heroes 'Eminem endorses Venom by making a song around the film.

The Target audience for Venom would be from 12 to 40  as sci fi normally is interesting between those ages.With a normal lifestyle who enjoys sci fi and marvel films.The gender would not matter as both genders can enjoy marvel and sci fi films.

The key message from this campaign is to watch venom and listen to venom by Eminem.

The music method is used to engage the audience to involve people who are fans of eminem who after listening to this song then will watch the film.The use of Tom Hardy as the main character engages fans of Tom Hardy as he is featured in every trailer heavily.

The camapaign message from this camapign is too watch the film Venom in cinemas.In the trailers of the film the issue of abuse of power that people can relate to because people can relate to because it can be seen in the real world.

Scheduled trailers are released to show more of the film. This started from the of 2018 in trailers before films.Events like social media countdowns and events like Comicon would be used to advertise and bring hype to film and the campaign.

The use of social media is used to reach out to the variety of people who use social media. The creatoers of the film created their own twitter account.The use of a music based campaign for the venom engages the Eminem fans as the Music for the film includes him. This will create more income and popularity.The poster based advert engages the people who go outside and show Tom Hardy's name in big bold letters which will encourage Tom Hardy fans to watch Venom.

The creators will have to make sure that the campaign is not misleading and inkeeping with the film.They would need to make sure that the trailers are legaly apropiate for the age rating and is not too graphic.

LO1: Campaign 2

Campaign: Metro trains: Dumb Ways To Die

The date of this YouTube video for this campaign was in 2014 Their slogan being "I solemnly swear to be safe around trains" this is the main slogan that helps them get their message across.

Their target audience is has a young age as they are linked to games and technology and can be influenced. Their interests would be games which this campaign is featured on. Also interests in maybe cartoon graphic images that is featured in this campaign.

The key message from this advertising campaign is too take care when near trains and always be focused. Play the game.

One method used is the use of appropriate violence that tells people the truth. Silly scenarios that engage younger people. Game method that creates more awareness.

The groups of people that would be engaged by this is young people as they are linked with technology especially games. That could also be the stereotype of young people that they don't pay attention by technology so the campaign tries to engage the people by the use of that. This engages with a younger audience.

This campaign would be 24/7 as it is an app or video that can be viewed anytime. This platform could create events of awareness with game updates. This campaign was revamped in 2014 after the official YouTube video in 2012 that received a lot of attention.

The use of the game platform reinforces the message that technology can be dangerous, by using technology to keep them aware. This will increase the likelihood people listening.

The ethical issues for Dumb Ways To Die would be making sure that because the campaign is around death that it is not too graphic for the audience. This will be done to avoid legal action aswell. This would have been considered in pre-production. 

They have avoided scrutiny by making the campaign into a bright happy animation but with minor violence.
In my opinion the campaign is slightly violent for a child's game as it shows blood poring out and being cut in half.

LO1: Campaign 1

campaign: River Island's epilapcy campaign

This campaign was released in 2017 on the River Island website. The slogan being the hashtag explainepilepsy.

The target age for this campaign would be a younger generation who does not know that much about epilepsy. The target market would probably be a usual person who is not really educated about epilepsy. Their gender would not be specific as any gender can be interested in epilepsy.

The key message from this campaign is that epilepsy is more complex and not what everyone thinks its like. It explains that epilepsy is not as stereotypical as people think.

One technique that is used in this campaign is the use of the hashtag, this can aim towards the younger generation who use social media.Another technique is the use of the platform that it is created on. The fact that it is computer based engages a generation that use computers. The fact that the campaign is on the River Island which engages people that frequently use the site. 

The group of people used in this campaign are normal everyday people that don't look like they have a disability. This creates the message that a disability doesn't change how people see you.The campaign uses a motto about stereotypes this enforces the message about appropriate epileptic meaning.

The TA can access this campaign by just searching up the River Island website.This campaign will be 24/7 as it will be on a website which runs 24/7.Events can be scheduled very easily as it will put on the internet where everyone can see it.

The use of this type of media reinforces the message that people shouldn't feel bad about their problem and that people can be seen as normal with this disability.This type of media can be linked with stereotypes and not feeling okay with yourself and being judged for not a good enough reason. Plus the internet is a good place to do this as many people see it.

They would have to make sure their campaign is ethically pleasing and example of this is not stereotyping the issue at hand by using stereotypical models and making races and genders are not offended.

They have avoided scrutiny from ASA. They have done this by using racial and gender diversity this stops people complaining to ASA about this campaign.

I don't believe there is nothing that is unethical and shows a variety of people with a variety of races with no stereotypes this will cause no complaints.

campaign reasearch for different classes

A - high class campaign
A -



the product is an exspensive car. it stands out to high class people as it is lit up and shiny in a dark setting.

B- Middle class campaign
B - 


C1 - low middle class campaign
C1 - 

Key terms

Ideal self - the ideal way a person should look or be. whilst advertising a product.
Intertextuality - A advert that use social or cultural context during the ad.
Pastiche - advert that relates to a well known style.
Endorsement - using high level celebs to participate in the advert.
Call to action - adverts that makes the audince act.

Creating Profit - Meerkat

Advertising Campaign: Compare the Meerkat
It creates profit by:

• Sponsor massive soap tv show coronation street
• Advertising billboards with their additonal product that appeals to parents.
• newspapers is another form of advertising
• 
   posters

This can create a profit has it associated with a nationwide TV show. Also they have been associated with famous people who appears on the TV adverts thus creating more icome. Also with the different scenes and scarnarios this increases more income as it appeals to different varieties of people.

The use of the TV advertising carries the message to most of the population as it is advertised before one of the most famous soap. It gives Aleksander and his friends a voice and makes people laugh and makes them want to have insaursance.

Awareness Campaigns

Child Heart Foundation

• The campaign has a smoke silhouette in the shape of a angel ring, this is related to heaven and death.
• The child is looking very hopeful in this dark gloomy back ground 
• However the blunt white statement that explains that she will die if you smoke.
• This makes the smoking parent think about their child and them dying. 
• this raises awareness of smoking around kids and how bad it can be without even knowing

The core message of this campaign is to stop smoking in the vacinity of children. This is getting people to support this campaign to stiop smoking near children

Child heart foundation - Raising awareness

Web



















@theCHF

print

LO1

campaign: a communication of a single advertising message across multiple media.
nishe: advertising to a small audience
mass: advertising to a big audience

advertising campaign: Star Wars 8: the last jedi

teaser trailer date: 8th October 2017

Release date: 14th December 2017

• The teaser trailer was released two months before the film was released to create awareness that the film is confirmed and is happening.
• In the short teaser trailer it continued on the cliffhanger from the last film. This lead to thories being created and being written about by popular newspaper companies.
  
  
  
  
• New games were released around the time of the film being released that helped income towards the film. 

rebrand example: BBC rebrand

• This logo is seen as more modern and can make their audience want to watch it more
• this can appeal to a younger generation. 

1.  The age rating for Star Wars 8 is PG meaning that the target market is around age 9 and upwards.
2. The advert is aimed at all genders.
3. The target audience probably has a normal lifestyle of going to work or school everyday. who has a little passion for star wars as it is mostly mainstream.
4. The interests the audience have is mostly sci-fi and action movies.