2. Info-graphic Research:
This statistic shows a ranking of women's lifestyle and
fashion magazines based on retail print sales volume
in the United Kingdom (UK) in 2016, according to
figures published by the Audit Bureau of Circulations
(UK). Cosmopolitan magazine, published by Hearst
Corporation, ranked first during July to December
2016, selling more than 275 thousand printed copies in
shops. Compared to the same period of the previous
year, the magazine saw a retail sales increase of
nearly 12 percent, the largest year-on-year growth
recorded in this sector in the second half of 2016.
Glamour magazine, which was down 28 percent year-
on-year, and Woman & Home, which was down 2.9
percent year-on-year, had the second and third highest
print sales volumes, at nearly 194 thousand copies
and roughly 187 thousand copies sold respectively.
Good Housekeeping ranked first among women's
lifestyle and fashion magazines ranked by total
combined circulation in 2016.
3. This statistic shows the print and digital reach of Vogue
magazine in the United Kingdom (UK) in selected months
from October 2012 to December 2016. In the months from
October 2013 to September 2014, 1.8 million individuals
were reached by the print title or its website.
The print and digital reach of vogue magazines in the UK
4. • Marie Claire – down 21.5 percent; average sales of
198,752.
• Glamour – down 17.5 percent; average sales of 453,707
copies.
• Harper’s Bazaar – down 14.3 percent; average sales of
137,117 copies.
• People StyleWatch – down 11.8 percent
• W – down 11.8 percent
• Elle – down 9 percent; average sales of 250,056 copies.
• Lucky – down 9 percent; average sales of 150,271
copies.
• InStyle – down 8 percent; average sales of 570,272
copies.
• Vogue – up 12.7 percent; average sales of 360,400
copies.
Magazines haven’t been flying off newsstands as of late,
but Vogue is the exception — thanks to the March issue
(which featured Lady Gaga). That particular issue boosted
sales more than 100,000 copies from the previous year
and, overall, the sales of the mag are up 12.7 percent
from last year
Vogue is the Top Selling Fashion Magazine
5. After tallying 462 issues from 45 top
international fashion publications, we
found that magazine covers were only
moderately less white than the year
before. In 2015, 22.75 percent of
magazine covers featured a model of
color*, a mere 5.4 percentage point
increase in diversity from 2014. This
shift is similar to the slight
improvements we saw on the Spring
2016 runways, which were 77.2 percent
white as compared to the Fall 2015
runways, which were 80 percent white
Read more at
http://www.thefashionspot.com/runway-
news/667129-model-diversity-report-
2015-magazine-
covers/#Q5B1ytMvJ8qTYapd.99
Diversity Report: Magazine Covers in 2015 Weren’t as Inclusive as You Think
6. Magazine covers are becoming more inclusive, but
progress has been startlingly slow. Out of 721 total cover
appearances this year (including issues that had multiple
covers), 557 of them were white, compared to 164 people
of color. Several magazines booked only white cover stars
in 2015. Not one person of color
fronted Jalouse, Vogue Australia, ELLE U.K., WSJ.
Magazine or Vogue Portugal this entire year
and Vogue Russia, Vogue Ukraine and LOVE limited their
covers to white models for at least the second year in a
row.
Read more at http://www.thefashionspot.com/runway-
news/667129-model-diversity-report-2015-magazine-
covers/#Q5B1ytMvJ8qTYapd.99
Diversity Report: Magazine Covers in 2015 Weren’t as Inclusive as You Think
7. This statistic shows the results of a
survey among readers of fashion and
lifestyle magazine Stylist in the United
Kingdom (UK) in 2015. The survey
found that 84 percent of the
magazine's readers could be classed
in the ABC1 social grade. An earlier
edition of the survey showed that 70
percent of readers were unmarried
and had no children. Three quarters
of respondents agreed that they liked
to keep up with the latest fashion.
Share of readers of lifestyle and fashion magazine Stylist in the United Kingdom (UK) in
2015, by demographic
9. The statistic above shows the number of
advertising pages in Vogue from 2006 to 2013.
In 2009, the fashion and lifestyle magazine
sold almost 1,989 advertising pages. The
number has been growing steadily ever since
then, to reach over 2,691 in 2013
Number of advertising pages in Vogue from 2006 to
2013
10. Info-graphic Bibliography:
1. anon. (2017). Women's lifestyle and fashion
magazines ranked by print retail sales volume
in the United Kingdom (UK) in 2016 (in copies
sold). Available:
https://www.statista.com/statistics/321619/w
omen-s-lifestyle-magazines-ranked-by-sales-
volume-uk/. Last accessed 13/9/2017.
2. anon. (2017). Monthly reach of Vogue magazine in the
United Kingdom (UK) from October 2012 to December
2016 (in 1,000s). Available:
https://www.statista.com/statistics/411924/vogue-
monthly-reach-uk/. Last accessed 13/9/2017.
13. Client research:
Researching Irn bru
Irn-Bru "iron brew") is a Scottish carbonated soft drink, often
described as "Scotland's other national drink"
(after whisky).[1][2] It is produced in Westfield,
Cumbernauld, North Lanarkshire, by A.G. Barr of Glasgow,
since moving out of their Parkhead factory in the mid-1990s,
and at a second manufacturing site
in Mansfield, Nottinghamshire, England
Iron Brew – as it was then spelled – was
launched in 1901. The Irn-Bru recipe is known
by only three people in the world –
former chairman Robin Barr, his daughter
Julie barr (the firms company secretary and
legal affairs manager, and one other A.G barr
director, whose identity remains confidential.
anon. (2017). irn bru. Available:
https://en.wikipedia.org/wiki/Irn-Bru. Last
accessed 19/9/17.
Irn bru is known for its humorous and
controversial advertising.
http://www.bing.com/videos/search?q=irn+bru+adverti
sements&qpvt=irn+bru+advertisements&FORM=VDRE
Click to add text
14. Client research:
Irn bru is well known for its comical advertisements and famous slogans. Here is a link to some of the greatest
hits over the years. Irn bru advertises through its humour and bright colours to catch the eye of an audience,
it links back to Scottish gimics, and witty commericals.
http://www.irn-bru.co.uk/advertising/favourite-ads
15. Client research:
Irn-Bru’s advertising campaigns weren’t always so slick In
the early days of Irn-Bru, a long-running advertising
campaign was undertaken in the form of ‘The Adventures
of Ba-Bru and Sandy’ comic, lasting from the 1930s to the
early 1970s. Ba-Bru was inspired by the character of
‘Sabu’ in Rudyard Kipling’s book ‘Sabu The Elephant Boy’.
Ba-Bru and Sandy introduced generations of Scots to
Barr’s Iron Brew and were the longest running advertising
cartoon characters in history.
Read more at: http://foodanddrink.scotsman.com/drink/10-
things-you-probably-didnt-know-about-irn-bru/
Sean Murphy. (2015). 10 things you probably
don't know about irn bru. Available:
http://foodanddrink.scotsman.com/drink/10-
things-you-probably-didnt-know-about-irn-bru/.
Last accessed 19/9/17.
Irn-Bru had dominated the Scottish market for over
100 years and although Coca-Cola has made
inroads, it still sits a close second behind its Scottish
rival. Irn-Bru is also the third top-selling soft drink in
the UK overall, with Pepsi and Coca-Cola occupying
the top two spots.
Read more at:
http://foodanddrink.scotsman.com/drink/10-things-
you-probably-didnt-know-about-irn-bru/
16. Client research: Irn bru controversy.
One of the most controversial Irn-Bru television adverts
evoked 1950s entertainment. A mother plays the piano,
while the father and two children deliver a song which
ends with the mother singing: "...even though I used to
be a man". This advertisement was broadcast in 2000,
but when it was repeated in 2003, it led to seventeen
complaints[19] about it being offensive to members of the
transgender community. Issue A14 of the Ofcom
Advertising Complaints bulletin reports that the
children's response to their mother's claim was not
offensive. The advertisement was meant to be a joke
about changing points of view over time. However, the
scene involving the mother shaving at the end of the
advertisement was deemed to be potentially offensive to
transgender people, and so it was taken off the air.
18. http://dlsa-gcse-ms15.blogspot.co.uk/2015/01/campaign-analysis-irn-bru.htm
The genre is soft drinks advertising. The aim of the
campaign is to persuade the audience to buy an
established brand rather than a supermarket one.
The adverts in the campaign each have a short, funny,
linear narrative involving a potentially difficult family
situation.
Irn Bru is a product and a brand that has been around for
a long time and has lots of competition from other soft
drinks. The Leith Agency was employed to run a new
campaign and a new image in order to re-launch Irn Bru
and attract a new audience.
This is run by an advertising agency, in the case of Irn
Bru the Leith Agency ran the campaign.
A campaign is a sequence of advertisements for a
product and links the packaging, radio, TV, print and
Internet adverts.
A campaign.
The aim of the campaign was to celebrate Scottish
people's ability to see the positive in difficult and
embarrassing situations.
https://youtu.be/bmUNbt54n_o
19. Client research:
Irn bru print advertisement. Iru bru are well know for their choice of colours that audience now associate
with the brand.
20. Market research:
It has long been the most popular soft drink in Scotland,
with Coca-Cola second, but competition between the
two brands has brought their sales to roughly equal
levels.[8] It is also the third best selling soft drink in the
UK[citation needed], after Coca-Cola and Pepsi, outselling
high-profile brands such as Fanta, Dr Pepper, Sprite and
7-Up. This success in defending its home market (a feat
claimed only by Irn-Bru, Inca Kola and Thums Up; Thums
Up sold out to Coca-Cola in 1993, and Inka Kola owners
Corporación Lindley S.A. entered into a joint venture
with Coca-Cola in 1999, giving up all rights to the name
outside Peru) led to ongoing speculation that Coca-Cola,
PepsiCo, Inc. or its UK brand franchisee Britvic would
attempt to buy A.G. Barr. In November 2012 AG Barr and
Britvic announced a merger proposal,[9] in July 2013 the
merger collapsed when terms could not be agreed.[10]
The television commercials feature the slogan
“Irn-Bru gets you through”, where a main
character who is stuck in an awkward,
embarrassing situation seems tense, but is soon
relieved as he or she begins to drink from the
famous orange and blue can. In summary, the
marketing strategy of Irn-Bru seems to consist of
a mix of Scottishness, hilarity, and vibrant, eye
catching colours and designs to attract and
engage the consumer.
25. The company has set certain limitations when it comes
to target marketing. Coca-Cola targets mostly people
who are 12 years old or older. According to Coca-Cola,
the company is reducing the amount of advertising that
targets children who are younger than 12. The company
indicates that it avoids buying advertising that markets
to an audience ratio that is more than 35 percent under
the age of 12.
Coca cola target
market:
anon. (2017). what is coca colas target market?.
Available: https://www.reference.com/food/coca-cola-
s-target-market-7d1765e813911b38#. Last accessed
20/9/17.
26. About This Statistic: This statistic displays drinks brand
preference among young people (18 to 24) in the United
Kingdom in 2014. In 2014, Tropicana was in the lead as
the most popular drinks brand, closely followed by Coca
Cola and Costa.
27. Research:
For my primary research, I went onto a website called survey monkey and created my own survey on Irn bru.
There was 10 questions that people would fill out anonymously, on the drink itself and other factors such as
the packaging and how it could be improved. My results from my survey were mainly neutral, but more
people were likely to like the product than not. The survey itself was quite helpful, but not as helpful as
going round and asking the people the questions in person, as it was hard to judge the questions being better
as multiple choice or short answer questions that's more to the point and detailed.
When it came to secondary research on ads and Irn bru
being known for its controversial advertisements, I
found a great website that showed some the greatest
hits over the years. http://www.irn-
bru.co.uk/advertising/favourite-ads This was really
helpful as I got a feel for the kind of advertisement Irn
bru was known for and the comical side to the brand
itself. I could also link this website on my power point
to show my secondary research and how I got the
information about the commercials being witty and full
of Scottish gimmicks.
28. Idea Generation: advergame
Irn bru
Advergame- a rocket going up to
space and you have to collect the
irn brus on the way to 'get you
through' up to space, obsitcales in
the way that can burst how many
irn brus you have collected.
29. Idea Generation: Tv
advert
Tv advert- a scottish astronaught in a rocket
going up to space, he takes a sip of irn bru and
suddenly the rocket goes faster with irn
bru firing flowing out the rocket, he then looks
at the camera and says 'irn bru gets you
through'
Rocket has connotations of energy and fire
with colours such as orange, so it symbolises irn
bru. The idea of being in space gives the
inpression to audience that irn bru can get you
far.
30. Idea Generation: Print advert
Print advert- Irn bru bottle shooting out a rocket, and a scottish man sat on the rocket. The Irn bru drink
looks like the fire as it is orange and symbolises Irn bru's energy and the fact it gets you through.
31. Individual Idea:
My over all individual idea was to have an advertisement that links to the connations that the drink itself
conveys to its buyers and consumers.
As Irn bru is known for its cure for hangovers and giving you energy, being able to get you through tough
situations. The colours people link to the brand are bright vibrant colours, such as orange and blue.
I wanted to involve a Scottish theme hence the astronought being a Scottish man. Its also quite humourous
and exagerates the situation, as Irn bru isnt really going to get you up to space, but portrays this 'anything is
possible' idea that Irn bru advertises.
33. Planning Docs (TV Advert):
Camera shots:
Clip 1- longshot
Clip 2- close up shot
Clip 3-side shot of us setting off
Group info:
Abi- camera woman
Rachel: actor
Liv: actor
Charlotte: actor
Rescources:
-Cannon 600D DISR
-tripod
-Red,Green, Orange tops, black jeans
-Medals
-field area
-whistle
-head caps
34. Planning Docs
(Advergame):
Use the Irn Bru Project UAL 2017
presentation to see the planning
requirements. Include all the
required planning.
38. Planning docs (print advert):
Will mention that they
can win a free Irn bru
for advertisement.
Background scottish
scenery
A scottish man with
scottish objects
Big irn bru bottle
39. 'Irn bru gets you through' slogan at top
of print advert.
My print advert provides scottish sterotypes to
highlight Irn bru as a brand and where the
product was first produced. It makes people
feel closer to the brand and what it represents.
I will advertise the point of the game being you
collect coins along the way, advoiding the
scottish objects to reach a pound worth of coins
to win a free Irn bru. This will involve the
consumers more with the product and
therefore liking the brand even more.
