Evaluation: Question 2

1. Q2) How effective is the combination of
your main product and ancillary texts?

2. Research
In order to create a successful and proficient advertising package I had to research into similar
adverts to analyse the different forms and conventions. I was able to understand the different
forms, styles, characteristics and techniques of advertisements. This formed a guideline for me
as I had a solid understanding of what my own product should look like. I researched similar
adverts that promote football boots from huge production companies with mass audiences. I
wanted to see the different conventions utilized to advertise the football boots that I can
implement into my work. Through the combination of my main product and ancillary texts I
was able to observe the different types of advertising. Researching into TV sponsorships and
radio adverts allowed me to gain an insight to how my own production should be like. I
researched into typical TV sponsorships and radio adverts and found out the key conventions
that allow it to be successful. Through my research I was also able to gain a firm understanding
of what they are so that the production of my ancillary texts will run smoothly. Overall, the
research for both my main product and ancillary texts allowed me to produce advertisements
that compliment each other. My understanding on advertising in general has benefited and it
allowed me to promote my brand product in different ways which proved another option to
reach out to my target audience.

3. Conventions ofTV Sponsorships
Through my research, I identified the key conventions of TV Sponsorships. I was able to find
out the way in which sponsorships are an effective form of advertisement for production
companies. It is where advertisements have a sponsorship which serves as a matchmaker
between the brand product or service and this allows the audience can make brand
associations. There are different forms of TV Sponsorships and those include simple-on air
associations or programmes to long term partnerships with branded content, product
placement, televised branded events and more. It is important that a production company has
a sponsorship that will also reach out to their own target audience to ensure its effect.
Sometimes, the only way that a product or service can reach out to their target audience is
through other TV programmes that have established high viewers. It increases product
awareness and can deliver a consistency of audience.
A TV sponsorship programme sequence is conventionally short and straightforward. It will
often include the brand logo of the sponsorship and present to the audience the link between
the two. It will also promote its own services or product towards the end of the advert. Brand
product identification is a key characteristic for TV sponsorships. There is limited narrative and
the association with the sponsorship will be clear to the audience.

4. FinalTV Sponsorship
I have produced a TV Sponsorship that meets all the conventions to meet the audience’s
expectations. My TV sponsorship was SoccerAM as I felt that this company relates to my main
product. I was able to be unique with my TV Sponsorship through the editing techniques and
different elements of mis en scene such as the location or costume hair and make up. My TV
sponsorship was influence by my second TV advert and followed a ‘street’ theme that was present.
The character also featured in the TV advert and is used to represent a ‘street’ culture through the
location of a graffiti wall and the jacket. Also, the brand product can be clearly seen in use.

5. Do you think yourTV sponsorship is effective in
complementing your main product and why?
I believe that my TV Sponsorship is effective in complementing my TV advertisements for a
number of reasons. First off, it follows on from the second TV advert and is around the same
location. The target audience for this advert was people who can relate to a ‘street’ culture and
I wanted to invite them to play football with the boots. This TV Sponsorship has a similar target
audience and appears as a development from the second TV advert which shows the way it is
relevant. As well as this, my TV sponsorship is effective in complementing my main product
because SoccerAM is a football based talk show. They regularly join alliances with other
sportswear products because it associates to them. SoccerAM have a target audience of
football fans which is the same as mine which shows the way in which it is effective in
complementing my main product of football boots. Through an established product, the
audience can be made aware of another service that they would be interested in as the target
audience is similar. My sponsorship is also known to give opportunities to young teenagers who
want to become footballers and this relates to my main product. The football boots that I
promote interest my target audience as it makes them believe that they can take a step in the
right direction. The slogan, ‘Feel the Power’ not only relates to the power in shooting, but also
gives confidence to the audience. Thus, my sponsorship is effective as my audience will feel
that they are being offered a whole package for their aspirations through SoccerAm’s services.

6. Similar Products
In order to create a successful TV Sponsorship, I had to research into similar sponsorships that
relates to mine. I looked at big sportswear production companies such as Adidas or Nike that
include football boots in their variety of selections. The way in which these companies sponsor
other products or service is done through long term deals that see a constant use of their products.
For example, Adidas sponsors many football teams and players by providing them with their
products such as football boots, and in turn it is represented through famous people. This reaches
out to a mass audience and appeals to them as they will want to purchase products that are being
worn by their idols. Their own target audience will see their idols wearing the brand product in TV
Sponsorships and will be inspired to do the same. Another example can be shown through Nike who
follow a similar method of sponsorships. They can sponsor famous players in other sports such as
‘LeBron James’ who attracts a large fan base and allows Nike to reach out the their target audience.

7. Drafting Process
Following my research for the forms and conventions of TV Sponsorships and looking at other
similar products, I was able to finalise my idea for a TV Sponsorship. It met all the generic
conventions and complimented my main product through the different elements and similar
target audience. To ensure the success and effectiveness of my TV Sponsorship, I had to also
undergo through a drafting process. This allowed me to constantly receive feedback on my
work and make further improvements. I received feedback from my questionnaire candidates
and my target audience who enjoy football and show an interest in similar advertisements. My
peers and teacher also gave me their own input which helped me to create a successful TV
Sponsorship. The different feedback that I received was highly relevant towards the
completion of my product.
After my initial draft for my TV Sponsorship I showed it to my audience and they gave me
feedback. For example, they praised the way in which I included my sponsorship and presented
its relevance. They liked the transition and similarity between this and my second TV advert. I
was challenged by improving the editing techniques and include more effects. I was also
advised to include more movement and shorten the time of theTV Sponsorship.

8. Conventions of Radio Adverts
Through the research and planning stage, I identified the different conventions of Radio
Adverts. It is an effective forms of advertising where production companies promote their
products or service through the radio industry. There will be a long term deal in place where
advertisers pay different radio stations for airtime and in exchange, the radio station
broadcasts the advertiser’s commercial to its listening audience. It is most effective in reaching
the targeted demographic as radio stations will know what type of audiences are currently
listening, and as a result the advert’s target audience can be easily reached. Thus it is important
that advertisers choose wisely what radio station is used to promote the brand product or
service.
There are different types of radio advertising such as through live read where a radio
announcer is promoting the brand product live on air. Radio advertisements are conventionally
presented in a short, catchy song that can be a brand’s jingle. This is the sound that is
associated with the brand product and remains memorable for the audience. The radio advert
will contain key elements of the brand product or service and will communicate advantages
over similar product/services or benefits offered with the advert.

9. Final Radio Advert
My final Radio Advert meets all the conventions while adding a uniqueness to it at the same time.
The music is the same as my first TV Advert, a rap beat that gradually rises and paces, and this forms
a jingle for my target audience. It can be used for the audience to recognize the brand product and
develop a relationship with it. I use the music to create a catchy radio advert that the audience will
liken to. Also, my radio advert includes benefits offered where if my audience order the football
boots online they enter the chance to train with Tottenham Hotspur’s first team. This appeals to the
audience and grabs their interest. I also included advantages over similar products through
describing the design of the football boots which is the unique selling point. I implemented my
slogan that contributes to my brand identity.

10. Do you think your Radio Advert is effective in
complementing your main product and why?
My Radio advert is effective in complementing my main product as it follows all the key
conventions that make a radio advert successful. For instance, the music that I utilized formed
a jingle that is a catchy sound that will remain in the audience’s head. It is the same music beat
that was used in my first TV advert. This allows my target audience to develop an identity with
my brand product. I included different sounds and voiceovers to promote my football boots.
For instance, there were sounds of fans cheering when I mentioned the benefits offered. This
adds an authenticity and honesty with the benefits offered of training with Tottenham
Hotspur’s first team. I also add real sounds of the ball being kicked hard against a wall which
emphasises the slogan ‘Feel the power’. It appeals to the audience as the sounds add a realistic
feeling to the radio advert and this attracts my target audience who want to purchase the
boots and experience an improvement in their football games. As well as this, it is effective in
complementing my football boots as I utilize the voiceovers to mention the advantages over
other similar products. This makes the audience feel that they are going for the best product
available. I mention the design and material of the boots and the way in which it enhances a
player’s shot power. I also take the audience through a football experience that will appeal to
them as it represents a utopian solution with the football boots. Overall, there are many factors
as to why my Radio advert is effective in complementing my football boots.

11. Similar Products
In order to create a successful and proficient advertising package I had to research into similar
radio adverts. Again, I looked at big brand sportswear companies such as Nike who promotes
football boots in different ways. There are many examples of radio adverts that have appeared
on football stations such as talkSPORT. This enforces the idea that advertisers need to be
broadcasted on relevant radio stations. In this radio station, football is a popular subject and
there are many football fans as their audience. Retail companies alongside famous brands such
as Nike will use this opportunity to inform the audience of new football boots that are on sale.
This is highly effective as there will already be an audience who are likely to be their target
audience as well. The radio advert is short and effective in promoting the football boots and
discussing the benefits offered. There is also a soundtrack music over the radio advert
combined with authentic sounds of a ball being kicked, showing the use of the football boots.

12. Drafting Process
After researching the generic conventions of Radio adverts and looking at other similar
products I was able to finalise an idea for my own production. This was able to meet the
audience’s expectations and create another form of promotion though the radio industry. My
radio advert met all the generic conventions required for a successful production. Similar to my
TV Sponsorship I had to receive feedback from my target audience, peers and teacher on my
initial drafts for a radio advert. I was able to take their feedback and further amend my radio
advert to meet all their expectations. The drafting process allowed me to develop my radio
advert and produce a successful final product.
The feedback that I received varied as I received praises and suggested improvements. For
instance, when I showed my audience the initial draft for a radio advert many of them praised
the relationship between the voiceover and the music. It gripped the audience and made them
eager to find out more about the brand product. I was challenged through suggestions of
improving the dialogue and including different sounds. This allowed me to develop and
improve my radio advert as I took on board their advice. This shows the way I have constructed
my Radio advert to meet the expectations of the audience.

13. Cross Media Convergence
The combination of the ancillary texts with the main product is a prime example of cross media
convergence. It is the combining of two or more forms of advertisements that are promoted
on different platforms to reach out to a wider target audience. This is useful for production
companies as they can benefit from each other. Through radio adverts, the production
company can directly promote their product or service to their target audience. Through a TV
Sponsorship, advertisers can promote their product or service through other similar
companies. Cross media convergence is crucial for advertisements is it broadens their reach on
their target audience and expands their viewings. There are several examples of cross media
convergence involving similar brand products. Adidas sponsors a famous football player, ‘Paul
Pogba’ and also sponsors ‘Manchester United’ which shows the different ways Adidas is
reaching out to their target audience through different platforms.

14. All of my products promote, support and compliment each other through the different
conventions and elements. They all contribute to enforce the concept and promote the brand
product. Through implementing a narrative driven form in my adverts I was able to grab the
audiences attention which makes them more likely to respond through other forms of
advertisements. Also, due to my brand product being football boots it is naturally based
around football which involves a wider industry. This can impact the audience as there are
different ways they can be reached. As well as this, the audience can receive a variety of
services or products. In my TV Sponsorship, my target audience will be interested in the
football boots because of their interest in football and they will also be likely interested in
SoccerAM. There is a direct link between the sponsorship and the brand product that offers
more to the target audience. As a result, this will impact the audience as they will be
introduced to a variety of products and services that will fuel their expectations and desires.
This is because the production companies that are involved in cross media convergence will
know their target audience and will combine to support each other and promote similar values.
Do all your products promote, support and compliment
each other and how can this help the idea of cross media
convergence and how this can impact the audience?

15. Conclusion
To conclude, I believe that the combination of my main product and ancillary
texts have been highly effective. This is due to the cross media convergence and
the way they compliment each other. A TV Sponsorship allows for collaboration
between different production companies which can reach out to a wider
audience. The sponsorship will normally have a similar target audience which
will allow for instant communication to the target audience. A radio advert
needs to be broadcast on a radio station which also allows me to reach out to
the audience. Furthermore, the TV Sponsorship and Radio advert complimented
my main product which showed the effect of its combination. This was clearly
evident as the different conventions of a TV sponsorship and Radio advert
combined to further promote the brand product. It was relatable to the main TV
adverts which allows the audience to follow a longer narrative among the
advertising package.