The document outlines plans for a 3-part advertising campaign for a charity shop. One ad will be landscape and two portrait. The ads will promote summer clothes being sold at low prices while helping charity. The target audience is 16-19 year olds with part-time jobs and lower social status who want good quality clothes at low costs. The campaign will run from July 17th to September 1st using ads on bus stops, billboards, newspapers and magazines in poorer areas near colleges. Copyright and other laws will be followed. Photoshoots are scheduled for March and production from March 13th-27th with a £309 budget.

2. I will be producing 3 advertisements that will be part of an advertising campaign for the charity Bernardo’s. Out of
these 3 advertisements, 1 will be landscape and the remaining 2 will be portrait. The adverts I am making will
showcase clothes being sold with the motto of looking good for less. The adverts will be placed on things like bus stops
and billboards, as well as inside newspapers and magazines.

3. The age range of my target audience for my product is going to be people between the ages of 16 and 19, and I have
selected this age group because of the fact that people that are this age tend to have part time jobs and therefore less
money to spend. This means that our stores can be a cheaper alternative for the teenagers with less money.. All genders
will be part of our target audience as the clothes we are looking to offload are all donations, and so we have no
particular agenda on who we sell to. The fact that these clothes are donations also influences the social grade we target,
as those on the higher tier of the social grade would want to spend their money on lavish and designer brands. Because
of this the lower areas of the social grade will be our target audience, as these people would be looking for the cheaper
alternatives to purchasing clothes.

4. The overall message of my campaign is that can dress well for less cost whilst helping a good cause in the process. This suits
the charity shop as its main intentions are to raise money for charity, and as it is a charity store it will sell cheaper clothes
due its stock being solely reliant on donations. However, these lower prices don’t come with a lower standard of product, and
those who look in these stores can still find good quality clothing. This message will appeal to those placed lower down on
the social ladder, as they will want to look good on a budget.

5. Due to the fact that the theme of my campaign is summer it would only make sense to launch the advertisement
campaign during the summer time. The specific date that I have selected for the start point of the campaign is the 17th
July. This is an appropriate time of year to initiate an advertisement campaign as there are plenty of people who would
want to purchase clothes that suit the warmer time of year, and so may opt to come into our stores. This will help boost
the potential sales for the store during this time.

6. As my target audience consists of people who are lower down on the social scale, my adverts will be located in
poorer areas. More specifically the adverts will be positioned on bus stops and billboards in these poorer areas.
Also, the adverts will be positioned along bus routes to colleges from these poorer areas, as this will build some
awareness from the younger population who are looking to purchase new clothes. Overall this will help with sales
of our summer clothes stock.
I will also be sure to get one of our advertisements placed in the local newspaper, as well as the town’s shopping
centre.

7. My first advertisement poster will be submitted on 17th July, and this is because summer is around this time of year
and people will be eager to buy clothes that fit the summer season. As we get deeper into summer I will release another
advertisement, on 17th August my second advert will go up. My third and final advert will go up, and the date I have
picked is the 1st September. I have picked this date as it is at this point that summer begins to come to a close and so it
would be a good way to close the campaign, and the clothes would not be suitable for the seasons coming up.

8. There are different laws that I will have to adhere to when producing my advert, and these are some of those laws:
 Copyright designs & patents act: The copyright designs & patents act is a law designed to protect those who create literary, dramatic, musical and artistic works.
It ensures people who create these works do not get their content stolen/copied.
I will have to ensure I use no brand logo’s without permission in my adverts in order to comply with the copyright rules, and if I do use a brand logo I would only be
able to do so by gaining permission from the trademark owner.
 The misleading act: This is a law that makes sure that consumers do not get mislead by advertisements. For example, false prices.
To ensure I don’t break this act, I will not post anything that is misleading or false on my advertisements.
 The obscenity act 1959: This law makes it illegal for creators to publish obscene content, and things that classify as obscene are explicit, sexual content that is
unsuitable for viewing.
So I don’t break this act I will make sure that my advertisements do not contain any content that can be considered extreme, explicit, or sexual. For example, nudity,
drug use, or underage drinking.
 Equality act 2010: This is an act that provides protection for people from discrimination in the workplace and wider society.
To avoid breaking this act I will need to represent all races/ethnic backgrounds equally, and not us discriminatory language in my advertisements.
 Defamation act: The defamation act is something that makes it illegal to purposely say something to damage someone’s reputation.
To stay within the lines of this act I will not publish anything that can be interpreted as an attempt to damage someone’s reputation.
 Privacy act: An act that aims to ensure personal information doesn’t get revealed, and that people have a private life on their own property.
In order to comply with this act I won’t publish anyone’s personal information, and will not affect anyone’s right to a private life.

9. The slogan for my advertising campaign is ‘Look good, for less’. I have selected this slogan because I feel
that it is an accurate summary of the campaign as a whole, as we want to convey that the cheaper cost of
the products we are selling doesn’t distract from the good quality of the clothes themselves. Also, the
slogan creates an appeal to the viewer as it suggests that they can dress well without breaking the bank.

10. Typography- The font I am using is Gulim.
Image 1- Fast shutter speed used to eliminate motion blur, and the image will be portrait and taken with a mid range
shot.
Image 2- Fast shutter speed to avoid motion blur, image will be landscape, shallow focus and a wide shot.
Image 3- Fast shutter speed due to possible motion blur, landscape image, mid shot will be used.
Colour scheme: The colours that will be used will be ones linked to the season of summer such as red and yellow. This
maintains the theme of summer.

11. Date of photoshoot: March 3rd, March 6th, March 10th.
Date for production: March 13th, March 17th, March 20th, March 24th, and March 27th.
Budget: My budget will amount to £309, as this is the cost of the camera I will use. Travel fare won’t cost anything as I
am not leaving college premises.