This document discusses key elements for planning a successful advertising campaign. It identifies four key planning elements: 1) the product being advertised, 2) placement of the advertisement, 3) the target audience, and 4) persuasive techniques. It provides examples of conventions for different media like film posters. It also describes different target audiences like youth groups interested in fashion and leisure, and categories of consumers defined by their values and lifestyles.

1. ADVERTISING CAMPAIGN Kainaat Mirza

2. RESEARCH
Researching into a successful advertising campaign, it is essential for
the production to be perfect. This is what I had found from my
research from the 'Media Studies' page on 'www.curriculum-
press.co.uk':
Advertising is essential in funding the media content that is
accessible on all platforms, which includes ads on TV, trailers on
films, pop-ups, magazines, newspapers, internet etc. There are many
ways in which advertising can help the production of particular media
products. Advertising is all the same, however different products are
promoted in different ways due to the different conventions, whether
that is because of the genre or the particular media product.

3. One example is film posters, and they all share a series of conventions, however the
graphics can vary due to the genre type, for example:
 Information along the bottom - including the certification approved to the film
 The name of the film being very clear and visible
 The cast/directors name being easily seen, especially if they have a large fan base.
 Information regarding the release date, and social media platforms are often included
also.
EXAMPLE

4. PRODUCTION PLANNING
The key elements for the successful planning for the production will
have to include:
1. The Product – What is being advertised, and what are the
codes/conventions expected for this product?
2. The Placement – Where will the advertisement be located, and what
location is most likely to research the target audience?
3. The People – Who is the specific person you want to target with the
advertisement?
4. The Persuasion – What techniques are likely to be most successful
in the persuasion of the target audience?

5. EXAMPLE
The People – Target Audience:
There are different attitudes that are specifically for certain age
groups etc. For example:
Youth: This is the widest of all age groups, and this relies on their
interests, which tend to be in regards to fashion, leisure and products
which create an identity for personal identity. This isn’t based on the
actual age as the interests are in regards to older groups also.

6. VALS CATEGORIES OF CONSUMERS
(VALUE & LIFESTYLE MARKETING)
oInnovators – Innovators like niche products and services. Tend to be successful and
sophisticated with high self-esteem.
oThinkers – Conservative, mature and motivated by ideals. They look for durability and
functionality.
oAchievers – Achievers have goal-orientated lifestyles and commitment towards career and
family.
oExperiencers – Motivated by self-expression, they spend a lot of income on fashion,
entertainment and socialising.
oBelievers – Conservative, and conventional people with concrete beliefs based on traditional
ideals.
oStrivers – Trendy and fun-loving, they’re motivated by achievement and concerned about
their own opinions and approval of others.
oMakers – Practical people who have constructive skills and value self-suffieciency.