The document outlines a plan for an advertising campaign featuring print advertisements to promote a new music festival sponsored by Klashed magazine. The campaign aims to make the target audience, identified as safety-oriented explorers aged 16-25 from middle-class white families, aware of the festival. The advertisements will feature the date, artists, sponsors, and ticket availability using the magazine's colors of black, yellow and white. One ad will include a photo of a field to convey open space at the festival, which will host a variety of rock, EDM, pop, and other genres of music during the summer.

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: Thomas Hibbert
CandidateNumber: 2063
CentreNumber: 64315
What is the product being advertised?
The productisa campaign for a new festival sponsored by Klashed
and I want to producetwo differentprintbased adverts, oneto go
insidea magazineand one to be putup for my target audienceto see
in public.
What are the Aims and Objectives youare trying to achieve?
Aims: An aim I have for the productis to make my target audience
and the publicaware of the new festival that is
Objectives:My objectives will be to get peopleto the festival. The
poster willincludewho is headlining the festival and information on
ticket availability.
Target Audience
Maslow – Using Maslow’sHierarchy of Needs, I want the audience
for my festival to be ‘safety’. The audience’sneedswould be ‘safety’
because the festival will be family friendly, fullwitha lot of people
and will not be a low end price for tickets, this fits with the needsin
Maslow’stheory.
Katz – Using Katz’ Uses and Gratifications theory, I want the audience

2. Unit 15 – Print Based Advertisement
to be ‘entertain’. The audiencewould be ‘entertain’ because the
audiencewill find somesort of ‘escapism’ through the festival and
the audiencewill be able to escape from their everyday livesand to
forget about their worries for the time being whilst they are at the
festival.
Hartley – Using Hartley’s Seven subjectivities the audiencefor my
festival is going to be male, 16-25, middleclass, white ethnicity,
medium self-image, British and a family orientated person. Iwant
this to be my audiencebecause this is the stereotypical description of
a modern musicfan.
Psychographics – Outof the Psychographics, the audiencefor my
festival will be in the Explorerscategory. I have chosen this category
because it is a new festival and the explorers are lookingfor new
experiences and seek discovery.
Socio-economic needs – The socio economicneeds for my audience
will be C1 or C2. This is because these groupsare usually manual
workersor officeworkersand other white-collar workers.
What is the campaignmessage?
The Message that my festival will get across to my audienceis details
and information about the festival, such as:
 Dates
 Artists Performing
 Who the sponsorsare
 Ticket Availability
The slogan for my festival will be “Music will Klash”. I have chosen
this as my slogan because it connotesthe differentvariations of
musicgenres and artists that will be at my festival. I also spelt the
Clash with a K because this shows brand identity as the title of the
magazinedid with its spelling.
The USP (UniqueSelling Point)of the festival will be its variations

3. Unit 15 – Print Based Advertisement
and diversification of musicand differentartists performingatthe
festival. Festivals are usually limited to one genrewith maybe2 more
on differentstages, since Glastonbury ismy festival of inspiration I
thought that I would follow in their waysof having many different
genres of music at the festival so that there is something for
everyone.
Style or approach
The style of the festival will be un formaland relaxed. This is a good
style for the festival because it means that the audiencewillbe
relaxed and notworried about formality.
The genreof my festival is not limited to one genre. The genres of
musicthat willbe at the festival are rock, EDM, pop, alternative,
house and country. The festival will have this many genresof music
because it meansthat if a member of the audiencedoes not like a
particular set being played on one of the sets, then they can go to
another stage where a genre of music they like is playing. This means
that no member of the audiencewillbe not enjoyingthemselves, as
they can find themselves an artist to watch that they’ll enjoy.
The coloursthat I will use for the advertwill be the same as Klashed
magazine, black, yellow and white. I have chosen these colours
because they are the same as Klashed, which not only showsbrand
identity, but it will show that the festival is a part of Klashed and is
sponsored by them.
The festival will take place in summer. This is because the festival
takes place outsidein a field, which will be cold, if notset in summer.
The festival will be on July 7, 2016. Ihave chosen this date because it
is near the start of summer.
Content
On my postersI willinclude:
 The date of the festival
 Who sponsorsthe festival
 The artists performing
 The nameof the festival

4. Unit 15 – Print Based Advertisement
 Ticket availability
The picturefor one of my advertswill be a field. The field connotes
open space, which will show the user that there will be plenty to do.