Tv advertising: Thinking about adverts

In this advert the product advertised is the Maybelline 'one by one' mascara, In the advert They show the mascara on a woman who seems seems to be getting noticed a lot due to the mascara, also throughout the advert they show the actual product its self when they describe the features.

Identify the similarities and differences between the radio and TV advert in relation to; 
Features emphasised

• Slogan: They slogans in both the radio and Tv advert are both exactly the same and both placed at the end of the advert because it is the most recognised slogan for this brand therefore would be used anywhere, e.g Posters, Radio,Tv etc
• Target audience: The target Audience for the radio advert was girls/women most likely over the age of 13 because I felt the product did not have much of a specific age range, but was more to do with gender however the Tv advert is more age specified, because even though it is also aimed at women, in the advert there are women who are most likely over the age of 20 and also dressed sophisticatedly which may be trying to hint that the product is aimed at older more sophisticated women. 
• Techniques used to target the audience: The techniques used in the radio ad to target the audience were; use of a female voice over therefore it would appeal to women more than men and also emphasis on the positives of the product, so women will think that the product will also have this effect on them, whereas in the Tv advert there are women who are around 20 and dressed sophistically therefore the audience would think the product is made for those type of people.
• Which of the adverts do you feel is most effective and why? : I feel the Tv advert is the most effective because it is more visual compared to the radio ad because you can actually see the product it's self which might reassure the audience that the product actually does what it says as in a radio ad you can only listen to what they say and might not believe it.

Task 2B.4

Task 2b.4

Using the links and notes from class discussions, summarise the stages of production of a radio advertisment that have to be gone through, including as many areas that go towards making up its budget that you can find.  Use specific financial information where relevant. (300 words minimum)

http://radioadvertising.co.uk/costs

http://www.marketingminefield.co.uk/radio-advertising-costs/

1. Research: This is the first stage of production whereby you are required to do some actual research into the company or product, it's important you get this information therefore when you're actually creating the advert you have all the factual information and knowledge about the company you need to promote the product/service in the best possible way and actually go on to creating a good advert.

2. Brainstorm ideas: Brainstorming Is where you will start to get creative and think of an idea for the radio advert, You would have already been given the company or product you are advertising for and you would have done your research into the company/product, so you would use the two combined to start coming up with the most suited idea for that particular product, may have to consider things such as the voice overs you might use e.g male, female or both, The style of the advert, The scenario, the use of music bed and  especially your target audience, creativity is also an important aspect of this stage as you might need to think outside of the box to come up with a unique/good idea.

3.Script Writing: After you've finished Brainstorming, there's more than likely one idea in particular you've already set your self on, script writing can be made easy as you can get a radio station to write the advert for you on the conditions that they produce the advert; which would be free, although if you produced the Ad elsewhere you run the risk of being sued, another option would be to write the script yourself, so If you were a good writer you could save your self the risk of being sued and write your own Ad, you could also hire a professional script writer whereby you would most likely get a good quality script.

4.Record: Recording Is where the script you have produce is actually recorded, using either celebrity voice overs or just hired people,There are two places you could potentially record your advert, the first option would be An actual radio station which would most benefit your advert and probably be worth your money, as the price includes them actually helping to produce your advert professionally therefore it would be guaranteed to be a good quality advert which may cost £200-£300, The other option would be to produce your advert in a production house which may also be beneficial to you as it can cost a lot less than radio station production, this is because the script writers are most likely not professional and not experienced radio writers, also the quality of your advert could be either bad, or good because technology has become cheap enough for people to buy them and actually produce an advert in their own bedrooms, therefore you could record your advert your self for no cost at all. 

5.Editing: After You have recorded, you then need to move onto editing, You would most likely use editing software such as reaper if you were editing on your own, during editing you may add a music bed if you have chosen to use one and also effects on your voice overs, you may also use it to edit any mistakes made during recording e.g pauses, you could also hire a professional editor to edit your advert for you, but it may come at a price, or if you got your advert produced at a radio station, they could more than likely edit the advert for you as it's included in the price.


6.Complete: Once the editing is done you should probably listen over your advert to make sure things such as the voice over or the music bed are not to loud, or you have made a mistake while editing, if everything is fine you then need to convert the file into an mp3 format.

7.Audience feedback: After converting your advert, you then need to show your advert to an audience, preferably your target audience, so you can get feedback on your advert to find out if it is good or bad and to find out what improvements you could make. 

8.Make changes: If you get any negative feedback it is best you take on the comments you received and make any necessary improvements.   

9.Complete the finished product: After Making changes to your advert from the feedback you got, once again you'll need to listen through the advert to make sure you've covered all the places where you were told needed improvement or slight changes

10.Upload: This is where you chose where your advert will be placed/broadcast to ensure it reaches your specific target audience, there would be costs involved if you decided to broadcast your advert on a radio station which can cost £1500 per week at a local station and at least £3000 per week at larger stations

Maybelline Advert edited version

Maybelline advert orginal

Task 3a/b Script 2: Monster Munch

Script 1:


MVO: We know you kids Love our monster munch, but this time we've got some thing for the adults as-well, we have new, old Monster Munch!

All you mums and dads must have noticed since the 80's the size of monster Munch has decreased, but guess what, we've bought them back, We know you miss them, we know bigger is better and we know you love that bigger crunch

*Crunch*

So go on, go get yourself a pack and re-live your childhood, and of course, bring the kids as well.



Script 2:

*Stomping*

*Roars*

*Growls*

*Crunching*

*Record cuts*

VO1: What was that?

VO2: You did it again?

VO3: Guys Im sorry I couldn't help it, They're just so good, They're even bigger now, So crunchy, so much flavour, They've bought them back from the 80's and I just can't get enough

VO1 & 2: *sigh*

*New, Old monster munch, Grab yourself a bag now!*

Music Video Proposal

Basic information: artist and song titles, message and feelings of song, target audience(s) of video , summary of video content and concept.

Artist & Song title: Chris Brown - Deuces (possibly done as a cover version)

Message and feelings of song: The message of the Song is that they've just ended a relationship and got rid of a girl who did them wrong and now see the girl is no good for them, therefore they're trying to get that message across and tell us they're moving on.
The song could make an audience feel many different ways or emotions depending how much they can relate to the song, for example the song gives out Emotions such as anger, regret and also happiness as its a song about moving on, therefore a suitable target audience for the video would be people who can relate to the song and also people who enjoy Chris Brown's music or enjoy slow R&B.


I would like my Music video to this song to tell a story of revenge, about how in order for them to move on they seek revenge to move forward, I also want to include imagery or Themes relating to the word "Deuces" in the video, To get the mood and feelings across in the video I want to use dark lighting or dark costumes.

The Conventions I would like to use in my music video is Lighting for mood, to exaggerate the feelings the song is trying to get across and to create a dark atmosphere, also I want to include some visual interpretation of the lyrics  for example showing two fingers when "Deuces" is said, another convention I would like to use is reinforcing the lyrics as some people might not find it clear what the song is actually about until they watch the video.
I plan to use Techniques such as cutting to a beat to allow the audience to feel the song emotionally, I also want to use Lip syncing in my video so its as if the artist is actually singing in the video, There will not much camera movement in the video as I want each scene to concentrate on the performer or what is happening in that particular scene, there will also be a lot of close up shots and mid shots to put focus on the story of the video, so the audience understand what is going on.

Task 4: Initial response (music video)

Task 4: Initial response (music video)

The song I've chosen to do a Music video for Is Chris Brown- Deuces.

Genere and style: "Down tempo R&B ballad"

Length & Pace: The length of the song is 4:34 and the pace is medium but relaxed.

Meaning: The overall message of the song is that the relationship is over and they have decided to move on because they have realised they were being used and they're fed up of all the problems the relationship has caused.

Narrative: The song does not tell a story with the lyrics, it's only talking about a past event in their life.

Impressions:The song makes you feel/consider emotions such as anger, sadness and also happiness as the song is about moving on, and certain words or sentences said in the song might be relatable for the audience, therefore they will begin to feel these emotions when listening to the song

Imagery and semiotics: "Deuces" is used multiple times throughout the song, to imply they're moving on or "forget you"

Script 1: Maybelline mascara

Script 1:

*Sounds of busy street and traffic*
Sound then fades slightly into the background and is overridden by the sound of heels walking

*Gasps from a number of people*

FVo1: Wow its so bold!

FVo2: There's so much volume

FVo1: Those lashes are just so... no, it can't be!

FVo2: No it must be

FVo1& 2: New Maybelline One by One mascara

*One by One* ( Sound effect from actual Maybelline advert)

FVo1: The brush has 300 bristles, thats up to 3 bristles per lash!

FVo2: The lash catcher brush, catches coats and de-clumps your lashes

FVo1: It comes in 3 bold colours

FVo2: Wow, so much in one clean sweep

Slogan *Maybe it's Maybelline*


Script 2: 

Fvo: Here at Maybelline we think you've been missing out on something shocking, Big, Bold and Volumizing, the all new Maybelline One by one mascara, You finally get the bold look, without the bulk, you finally get that instant clump free volume that will have heads turning, The lash catcher brush catches, coats and de-clumps your lashes, It has 300 bristles making sure each lash is individually coated.
Avalible at superdrug and boots. subject limited to avalibilty.

Task 3a: Treatments and scripts

Product: Maybelline mascara

Client and placement: The best radio stations to advertise my advert on would be Capital Fm as it's percentage of female listeners between the age of 15-38 is 58% which is the highest out of any other UK radio station, and as my target audience for my product is females who are interested in things such as make up and beauty and aged between 15 and 38 so this station would be most suited as thats what a lot of women are interested in, also its the UK's biggest commercial radio which over 7.5 million listeners each week so it would benefit my advert as there would be a massive audience to hear my advert. I would place my advert during drive time, 6-9 am when most people are on their way to work or school and between 3-7 pm where most people are on their way home from work and school, although this would be quite costly it to broadcast my advert at these times the outcome would be beneficial.


Elements of budget: 

• advertising cost- You can expect to spend approximately £1,500 per week in a local market and at least £3000 with larger regional stations - I would be spending at least £3000 to broadcast my advert on larger regional stations such as Capital FM,  as I want my advert to reach the largest audience possible because the outcome/profit made from using these stations would be very beneficial to the company.

• Creative cost- From a small station it can cost £200-£300, but London and Digital  stations it can cost up to 10 times more- as I would be using London and Digital stations to reach a larger target audience I could be looking to spend between £2000-£3000 for creative cost 

• Airtime cost- These costs vary depending on the stations listener demographics but you should expect to be spending £1500, therefore to broadcast my advert I would most likely be spending around £1500 as the station I chose to air the advert is the UK's biggest commercial radio station so the listener demographics would be very high, therefore cost more to air the advert.

Purpose of this advertisement:

The purpose of this advert is to advertise Maybelline mascara and to persuade people to buy the product by telling them the good points of this product, which are that it makes your lashes volumised and bold. 

Unique selling point:
The unique selling point of my advert is that I will concentrate on the main purposes on the product, which are that it supposedly gives you "eye catching volume" and its bold, I will use those words and phrases repetitively throughout the advert to get that into the audience's mind, this is different to other adverts as most other adverts might just use a voice over to describe or talk about the product whereas with my advert i'm creating a scenario which might create more interest for the audience.

Style of advert:
The style of my advert is a one off advert, and will be quite formal and informative about the product with an enthusiastic voice over.

Timing:
Because of the content in my advert I think my advert would be between 30- 50 seconds long as I need enough time to describe the product and tell the audience why they should be buying this product.

Use of music bed:
For my advert I have decided to not use a music bed, and instead to use sound effects, because I want my advert to have a narrative or scenario to it, therefore i think it would be better to use sound effects rather than a music bed, which I would use if I only had a voice over talking about the product , although I want to add the 'Maybe it's Maybelline' slogan so the brand is recognisable to the audience and they will associate it with the product.

production roles:
To record my advert I will use the resources available at college, which would either be the recording studio or handheld recorders, To edit the advert I would use reaper, My self and another student (Theresa) will be involved in production, I selected this student as I thought their voice was most suited for this type of advert and would be most appealing to the audience, to record me and Theresa will do the voice overs as my advert requires two voice overs.

Potential regulatory issues:
Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product or by exaggerating the capability of the product, I would have to apply this rule in my advert while talking about my product to avoid misleading the audience about how good the product is, I will do this by not exaggerating the uses of the product by describing the products as they are and not adding any effects/uses that this product will have for the audience.


Product: Monster munch crisps

Client and placement: My target audience is both children and adults therefore the most suitable radio station to broadcast my advert on would be, Capital Fm as 60% of there audience are age 15- 34 which more or less covers my target audience age range, the station is most suited, also its the UK's biggest commercial radio which over 7.5 million listeners each week so it would benefit my advert as there would be a massive audience to hear my advert, I would also place my advert at the drive times of the radio station as that's when there are the most listeners, therefore my advert would get a bigger response.

Purpose of my advert:
The purpose of my advert is to advertise monster munch crisps and alert the audience on the fact they're 'back to their original size', I will do this by on of the voice overs clearly stating it in the advert multiple times so the message gets across to the audience.

Unique selling point: The unique selling point of my advert will be that I will be emphasizing on the fact the crisps size have reverted to their original size, this is significant because it is a new feature to the product, and the audience wouldn't know without it being advertised.

Style of advert: My advert will be a one-off advert, and will be more on the informal side as the target audience is mainly children.

Timing: My advert will only be 30 seconds long as there is not much information to give out and I'm briefly describing the product, I will focus on the main feature of the product which is that they have been bought back to their original size, which is 'bigger'.

Use of music bed:
I will use a  fast paced music bed throughout my advert behind the voice overs which would be describing the product, the faced paced music bed would be used to keep the audience interested in the advert and make it sound more fun as the advert is aimed at children, Monster munch does not have a slogan so I will not be using a slogan in my advert.

Production roles: To record my advert I will use the resources available at college, which would either be the recording studio or handheld recorders, To edit the advert I would use reaper, I will be using my self and two other students to record the voice overs as I need three voice overs for this advert.

potential regulatory issues: 
Children:
an advert cannot encourage children to be a nuisance or pester their parents to buy this product- I have to consider this as the advert is aimed at children as well as adults and I don't want to go against regulatory issues incase my advert would not be able to be broadcast.

Food: For my advert i have to be careful it does not encourage excessive intake of the product especially if the advert is aimed at children, because I am advertising a food product  therefore this rule applies to my advert as I would have to avoid being sued as the Government is trying to decrease the percentage of childhood obesity, and because the product is aimed at children my advert may be seen as trying to encourage children to eat, therefore going against the Governments plans.

Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product, i will have to apply this into my advert by trying not to describe the product as something it isn't to avoid over exaggerating the advert, as I could run the risk of being sued as I would be advertising the product as something it isn't.