1. Matthew Flanagan
Campaign proposal
Product: St Rocco’s is my charity of choice. I will be focusing on is fashion and clothes.
This is an advertising campaign trying to raise awareness for St Rocco’s clothing.
X3 Images for advertisement
X1 Landscape image used on bill boards.
X2 Portrait could be used on a bus stop, magazine or newspapers.
Target audience: The target audience has been picked to suit the type of people who
would on average go shopping at charity shops for the clothes on a regular basis.
The ages of my target audience is 18-23 this is because they have little money at this age
due to the expenses of cars and some expenses of university. This will lead most with part
time or small job parts which doesn’t bring in a load of income. If someone hasn’t gone into
further education, then they will more than likely be in a part time job or will be looking for
a job in this case they will be an unskilled worker which are normally payed less than skilled
and educated workers so they will have enough to pay parents rent and probably won’t
want to splash out on a lot of money, on high branded clothes so they might turn to charity
shops to get affordable but good quality clothes.
The gender for this campaign is non-specific because different people from different walks
of life buy clothes from charity shops simply because there is no need to splash out on
branded clothing. Therefore, making the gender mixed.
The social class that will be shopping at the charity shop will be people with not a lot of
money to spare so they will be if they are of the desired target audience in a lower class and
won’t have much income they will live in the more deprived areas of Warrington and will be
in need of clothing for a small amount. They don’t want to have to get a loan to just to buy
clothes.
Campaign message: The campaign message is structured to represent the charity and
what it is trying to advertise. Campaign message is High quality but still an affordable price.
All of the money made goes to the charity and if there is any excess then it goes to the
desired charity of choice which will be chosen by the charity itself so that at the end of the
day they have made no profit.
Launch date: This will revolve around the seasons if you are advertising summer clothes
then you will bring them out in summer time and this applies for all types of clothing. For
this campaign we will be using a summer launch date as people tend to need different
clothing to fit the seasons therefore you will have a higher overall sale as more people will
want to get some affordable clothing for the summer. In this case the fact that mine would
2. be released in the summer means that I would want to find a key charity date in the
summer and release my campaign around that date but not on it to prevent my campaign
getting drowned out by the other charity event.
Schedule of advertisements:
The schedule of advertisement is the way and times in which I release my adverts to the
general public I will be doing this is 4 stages releasing 3 posters.
1st poster: 6th June 2017 It is being released on this date because it is very close to the
summer when people will be thinking about the types of clothing they are going to switch to
buy. It also will be fresh in their mind so they are more likely to buy the clothes you are
advertising.
2nd poster: 21st June 2017 I have released this one later on in the month as to yet again
remind people of the clothes just before it hits the busiest summer section. And this is the
actual date summer starts in 2017.
3rd poster: 17th July 2017 This date is early summer and people depending on the weather
might want to change the clothes they have bought or add something different to their
summer cupboard.
All posters: 7th August 2017 if I have all posters out at one time it will increase the chance of
people seeing the adverts and raising the chance of people buying the items on offer.
Close of campaign: 11th Sept 2017 This is nearing the end of the summer and as it closes
people won’t be as interested in buying the clothes and they won’t sell so you remove the
adverts to also stop confusion.
Location of advertisement: The advertisements will be placed in public places
where they will have the highest chance of being seen.
I will use billboards
Bus stops
Posters and other means of advertisement.
The first advertisement will be furthest away from the shop and will be near a busy main
area like the Trafford centre it will be advertising the cheap and good quality clothes and
state where the shop is. This is to raise people’s awareness and make them want to spend
money in the shop because it is for a good cause.
There will then be a third advert that will be closer to the shop in a poorer area in order to
make them aware and to save them money this is to increase the amount of clients but also
to cover a wider range of people.
Legal and ethical issues: There are six sections to the legal and ethical
aspects of the radio advert theses are:
Copyright:
3. The point of copyright is to protect peoples work against other artist or general
public using their work for themselves or advertising it as their own. This is a
preventative this act started in 1988.
You get copyright protection automatically - you don’t have to apply or pay a fee.
There isn’t a register of copyright works in the UK.
You automatically get copyright protection when you create:
o original literary, dramatic, musical and artistic work, including illustration and
photography
o original non-literary written work, such as software, web content and databases
o sound and music recordings
o film and television recordings
o broadcasts
o the layout of published editions of written, dramatic and musical works
Application I can’t just use somebody’s work without permission. I fi was to use
somebody’s work in my radio advert I would have to firstly get permissions and then
after I have done that I would have to put an accreditation to them somewhere on
the advert. Even if it is just a written accreditation. This is to try and avoid copyright
in my work therefore I need to make original ideas.
Trademark:
A trademark is one of the following depending on what the trademark is trying to
state.
Symbol
Design
These have to symbolise a service which has the trademark registered
otherwise it doesn’t apply and counts as fraud. Once the trademark is
registered then only the company that owns it has the rights to use it and no
one else.
Application
I am not allowed to use other peoples work if it has been trademarked. And I
need to make sure that if I do use a logo or a design for any section of my
magazine then I need to get permission of the original owner of the
design/symbol.
How much it costs
You can use the ‘Right Start’ service if you want to check your application meets the
rules for registration.
You pay £100 initially, plus £25 for each additional class. You’ll then get a report
telling you if your application meets the rules.
If you want to continue, you must pay the full fee within 14 days of getting your
report.
You can also choose to continue your application even if it doesn’t meet the rules for
registration.
Application- The trademark cannot be applied in my magazine without legally
applying for a trademark for the company.
Intellectual property law:
4. If you or a company was to have an idea that hadn’t yet been published and you
were to get it trademarked or copyrighted, then you could sue them if they were to
use it. Refers to creations of the intellect for which a monopoly is assigned to
designated owners by law. Intellectual property rights (IPRs) are the protections
granted to the creators of IP, and include trademarks, copyright, patents, industrial
design rights, and in some jurisdictions trade secrets. Artistic works including music
and literature, as well as discoveries, inventions, words, phrases, symbols, and
designs can all be protected as intellectual property. While intellectual property law
has evolved over centuries, it was not until the 19th century that the term
intellectual property began to be used, and not until the late 20th century that it
became commonplace in the majority of the world.
Application
I am going to come up with my own original ideas that way there won’t be any
chances of getting copyright fraud. So all my ideas need to be my own and when I
am designing them I need to check to make sure they don’t already exist.
Privacy law:
Refers to the laws that deal with the regulation of personal information about
individuals, which can be collected by governments and other public as well as
private organizations and its storage and use.
Privacy laws are considered in the context of an individual's privacy rights or
reasonable expectation of privacy.
Application
If I have had to do an interview or if there is a delivery option, then when the buyer
shares his contact details then I won’t share them and they will only be used for
professional reasons. And they will be stored in a secure place will limited access to
them to minimise chances of them being leaked/shared.
Defamation of character:
Defamation of character occurs when someone makes a false statement about you
to a third party that is damaging to your reputation.
Defamation of character law is designed to protect and compensate individuals and
business from having their character and reputation improperly damaged by untrue
defamatory statements.
Under defamation of character law, if you make out a successful defamation case in
court, you may be able to stop that person from making or publishing such
statements about you. You may also be able to get compensation.
Application
I will make sure in my magazine that nothing that is demeaning or will affect people
in a bad way will be shared or published in a harmful way. If someone doesn’t want
something sharing, then I won’t. I will also use what they said and only change the
structure not the words.
Obscenity:
The law states that the required work has to meet the standards set by the law of
Obscenity. Since 1857, a series of obscenity laws known as the Obscene
Publications.
5. Application: All of my work will be of my own doing and won’t include any obscene
sources so that my work doesn’t breach any laws put in place. No nudity or bad
language will be portrayed in my work anything that could be seen ad representing
this will be removed.
Equality act 2010:
Law: The equality act of 2010 works to legally protect people from discrimination in society.
It is a renewed version of some older anti-discrimination laws in one single act! This makes
the law easier to follow and is more protective in most situations. It clearly lays out the
different ways, which it’s unlawful to treat someone.
Application:
In order to maintain this law I won’t be displaying any work that people might feel
discriminates and will keep my own views to myself. All the work will be looked at to check
that it doesn’t breach it and if it does I will change it.
Code of practice:
The advertising standards authority have a code of practice which protect people from
displaying or having to view harmful or offensive work. My work will need to comply with
this in order to function and remain from being taken down or having to be altered.
Misleading adverts: My adverts/ pictures can’t be misleading I can’t have really expensive
clothes that you wouldn’t find in a charity shop n the model it needs to be correct and
therefore be from the selected charity shop. So I don’t make someone think they can get
Gucci for 10 pounds.
Privacy: In my adverts, models will have to sign forms to make sure I am alright to use them
and their Information. However not all of the information on the release form can be shared
so In this case my models information will be kept private and won’t be shared publically to
stay without breaching any of the laws.
