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.