1. The document outlines a plan for an advertising campaign for a new music festival called "Sunset Fest" taking place in the summer of 2016 near a beach. 2. The campaign aims to promote new artists and provide entertainment through music and attractions. The target audience is 14-24 year olds of varying economic classes who seek new experiences. 3. The key message is that the festival will feature new music in a fun environment to create new memories, with one well-known artist, Ed Sheeran, to attract audiences. Print ads will feature sunset beach imagery and promote the music, location, and timing.

1. Unit 15 – Print Based Advertisement
Unit 15 LO2 – Proposal
P2 Learners produce a plan for an advertising campaign that features
print-based advertisements.
Name:
Candidate Number:
Centre Number: 64315
What is the product being advertised?
New ‘Sunset Fest’ Summer 2016
What are the Aims and Objectives you are trying to achieve?
Aims:
The audience will be listening to future hits of music which is very recent
and has been produced by new people as well (for exposure of new artists).
Objectives:
Artists who’re new to the music business (this will be their first ever live
performance).
Target Audience
Maslow – “Love and belongingness needs” and “ Self-actualization needs” 
to bring friends and family closer together and gain self-fulfillment and great
experiences.
Katz – the festival will “entertain” the audience with the music and other
attractions such as rides; it will give a sense of “escapism” because the audience
will be able to escape for a few days by being at the festival with friends and not
having to worry about anything and finally the festival will be able to “socially
interact” with the audience through social media.
Hartley – Age- 14-24; Gender: male and female; Class: anyone apart from upper
class, as they will enjoy more classical music rather than pop and Ethnicity:
doesn’t matter, as anyone could enjoy pop music.
Psychographics – “Explorers” who seek new adventures and experiences,
which can be gained from the music festival; “ Aspirers” who seek status, so by
going to a fun festival they will find new music and follow the trend if going to a
festival, therefore their status will rise.

2. Unit 15 – Print Based Advertisement
Socio-economic needs – this audience ranges from C2 to E, as these groups may
be less skilled and younger so don’t have very many time-consuming jobs or
careers, also because groups about C2 are upper class, who wouldn’t necessarily
like pop music and especially pop festivals.
What is the campaign message?
 I want the audience to see how fun the festival will be and that there will
be great ‘new’ music that is there for everyone to enjoy.
 That the festival is just new music to give support to new artists and
producers.
 Slogan: “New Music. New Memories.”
o Connoting the festival will just be new music and new memories
can be created at the festival.
 Unique Selling Point: one well known artist will be present at the
festival who everyone should know- ‘Ed Sheeran’. This will attract the
audience and make them want to go even more because they will know
Ed Sheeran and most people who like pop should like him, therefore there
is guaranteed enjoyment. As the festival will be by the beach, this will
also create more sales because people will want to be by the beach.
Style or approach
 The style of my festival:
o Sunset- soothing and calming colors like in the sunset
 Genre: New Pop
 Colors: purple/ pink/ blue/ yellow/ orange (to match with the sunset
colors)- as they are vibrant and exciting colors, so demonstrates the
excitement of new music.
 When will my festival take place: since my festival will be by the beach,
it will be more suitable to have the festival in the summer so that its
warmer (as it will be cooler by the beach anyways).
Content
 On my print based advertisement, I will include what the festival will
be about, make sure that the audience knows about my USP (Ed Sheeran)
and where the festival will be and when.
 The background of my advertisement will be an image of a sunset on a
beach to match with the theme of the festival ‘sunset fest’. I want my
advertisement to look fun and relaxing so that more people will want to
go.