The document proposes an advertising campaign for Ringwood School to attract new students. It aims to promote the school academically through radio ads targeting both parents and students in years 6 and 11. The ads will use rhetorical questions, statistics, and persuasive or emotive language to appeal to each audience. The campaign will advertise on local radio stations during morning and evening commutes. It will target families in Hampshire and Dorset living near feeder schools. The legal and ethical considerations for the campaign include avoiding misleading, violent, or inappropriate content, following copyright laws, and complying with the UK Advertising Standards Authority code.

1. SECTION A: PROPOSAL
WILLIAM WALLACE

2. AIMS AND OBJECTIVES
THE MAIN AIMS OF THE CAMPAIGN IS TO ATTRACT NEW STUDENTS TO THE SCHOOL, TO GET
THEM TO COME IN FOR OPEN DAYS TO JOIN YEAR 7 AND YEAR 12. THE ADVERTISING CAMPAIGN
WILL SHOW OFF THE SCHOOL AND HOW GOOD IT IS ACADEMICALLY THIS WILL ATTRACT BOTH
PARENTS AND STUDENTS. THE CAMPAIGN WILL MAKE THE SCHOOL APPEAL TO THE PARENTS OF
THE YEAR 6 STUDENTS TO MAKE THEM WANT TO COME TO THE OPEN DAYS FOR JOINING
RINGWOOD IN YEAR 7, AND FOR THE YEAR 12 ADVERTS THEY ALSO HAVE TO APPEAL TO
STUDENTS AS WELL AS PARENTS.
WE’RE GOING TO ACHIEVE THESE AIMS AND GOALS THROUGH THE RADIO ADVERT WE WILL
PRODUCE AND THEN BROADCAST TO LOCAL RADIOS, BOTH ADVERTS WILL START WITH A
RHETORICAL QUESTION THIS WILL HOPEFULLY GRAB THE ATTENTION OF THE AUDIENCES, THE
YEAR 7 ADVERT WILL INCLUDE MANY STATISTICS FOR PARENTS FOLLOWED BY A LOT OF
PERSUASIVE LANGUAGE THIS WILL ATTRACT PARENTS BECAUSE THEY WILL BE THINKING ABOUT
THEIR KIDS AND WANTING THEM TO DO WELL IN LIFE. THE SIXTH FORM ADVERT WILL HAVE MORE
EMOTIVE LANGUAGE AND MORE MENTION OF THE FUTURE/UNIVERSITY, THIS WILL ENGAGE BOTH
STUDENTS AND PARENTS MORE BY REMINDING THEM ABOUT THE CHILD’S FUTURE AND MAYBE
USE QUOTES FROM PAST STUDENTS WHO HAVE GONE TO HIGHER EDUCATION OR QUOTES FROM
INFLUENTIAL FAMOUS PEOPLE. BOTH ADVERTS WILL ALSO INCLUDE ANY ACHIEVEMENTS WE HAVE
AS A SCHOOL OR ANY EXCEPTIONAL STATISTICS.

3. TARGET AUDIENCEOUR AUDIENCE FOR THE YEAR 7 OPEN DAY ADVERT WILL BE PARENTS AND STUDENTS, THEY WILL
MOST LIKELY BE FROM THE LOCAL AREA AROUND HAMPSHIRE/DORSET AND THE KIDS WILL LIKELY
BE FROM FEEDER SCHOOLS, THE YEAR 6 STUDENT AUDIENCE WILL MOST LIKELY BE EITHER
MAINSTREAM OR EXPLORER ON THE 4CS PSYCHOGRAPHIC SCALE. MAINSTREAM BECAUSE THEY
MIGHT JUST BE FOLLOWING TRENDS OF GOING TO RINGWOOD BECAUSE THEIR FRIENDS ARE AND
THEY WANT TO FIT IN, OR EXPLORER BECAUSE THEY WANT TO LEARN SOMETHING NEW. THE
PARENTS WILL MOST LIKELY FROM THE SAME AS THE KIDS TO EITHER FOLLOW TRENDS OR SOME
MIGHT WANT TO TRY THE SCHOOL BECAUSE THEY’VE HEARD GOOD THINGS.
THE AUDIENCES WILL BE SPLIT INTO TWO, ONE FOR YEAR 6 STUDENTS AND THEIR PARENTS, AND
THE YEAR 11 STUDENTS AND THEIR PARENTS. IT WILL BE SPLIT BECAUSE FOR THE SIXTH FORM
ADVERT WE WILL WANT TO APPEAL TO THE STUDENT MORE THAN THE PARENTS WHICH IS WHY
THERE WILL BE SEPARATE AUDIENCES. OUR TARGET AUDIENCE IS BOTH GENDERS AND AGES OF 12
YEAR OLDS FOR THE YEAR 7S, 16 YEAR OLDS FOR THE SIXTH FORM ADVERT, AND
PARENTS/GUARDIANS FROM AGES LIKELY FROM AROUND LATE 30S – EARLY 50S. ON THE 4CS
DEMOGRAPHIC SCALE THEY WILL MOST LIKELY BE FROM B – E BECAUSE IT IS A PUBLIC SCHOOL,
AND IN THE LOCAL AREA THE IS SOME HIGH END HOUSES AND ALSO COUNCIL ESTATES WHICH
RESULTS IN A WIDE RANGE OF PEOPLE BEING INCLUDED IN THE TARGET AUDIENCE.

4. CAMPAIGN MESSAGE
THE AIM OF THE CAMPAIGN IS TO SHOW OFF THE SCHOOL AND ATTRACT ANYONE WHO
WAS THINKING ABOUT COMING TO THE SCHOOL ALREADY OR WHO LIVES IN THE LOCAL
AREA WITH KIDS WHO ARE IN EITHER YEAR 6 OR 11 WHO ARE LOOKING FOR SCHOOLS. THE
MESSAGE IS THAT THE SCHOOL IS A GOOD PLACE TO LEARN AND DEVELOP, AND FOR THE
PARENTS TO KNOW THAT THE CHILD WILL BE IN GOOD CARE, LEARN A LOT AND BE HAPPY
AT THE SCHOOL.
WITH THIS ADVERTISING CAMPAIGN WE WANT THE TARGET AUDIENCE TO COME TO THE
SCHOOL FOR THE OPEN DAYS FOR EITHER JOINING SIXTH FROM OR THE SECONDARY
SCHOOL, AND FOR THE PARENTS TO BE ATTRACTED AND INTERESTED TOO SO THEY WILL
ALSO THINK THE SCHOOL IS A GOOD PLACE TO GO AND THINK IT’S A GOOD IDEA TO SEND
THEIR KIDS THERE.

5. ADVERTISING SCHEDULE
BY JACOB GREVATT

6. LOCATION AND SCHEDULING
WE COULD ADVERTISE WITH T.V (VERY COSTLY), SPOTIFY,
YOUTUBE, E4, CHANNEL 4, DAVE AND ALL FREQUENT ENGLISH
CHANNELS. (ITV,CITV SKY ONE). ALL THESE CHANNELS ARE
REGULARLY WATCHED BY ALL AGES FROM EARLY TEENS TO
ADULTS SO WE COULD REACH THE YEAR 6 AND YEAR 11
DEMOGRAPHIC. WE COULD ADVERTISE T.V ADS MORNING /
BREAKFAST AROUND 6-7PM TO APPEAL TO FAMILIES WATCHING
T.V WHILE WATCHING T.V AND AT 4-5 PM TO APPEAL TO THE
YOUNGER DEMOGRAPHIC WHO MIGHT WATCH T.V WHEN HOME
FROM SCHOOL.
WE CAN ALSO ADVERTISE IT AT THE RINGWOOD WEEKLY
MARKET EVERY WEDNESDAY AS IT IS IN RINGWOOD AND CAN
PROMOTE THE SCHOOL. WE MAY ALSO ANNUALLY ADVERTISE
AT THE RINGWOOD CARNIVAL, AS A HIGHLY ATTENDED EVENT

7. RADIO AD LOCATION
AND SCHEDULING
RADIO
POPULAR LOCAL RADIO STATIONS
• FOREST FM
• HEART
• WAVE105
ALL THESE ARE POPULAR RADIO STATIONS AND USED TO BROADCAST OUR RADIO ADVERTS.
THESES ADVERTS WOULD PLAY AT 7-9 AM WHEN PARENTS MAY TAKE THEIR KIDS TO SCHOOL OR GO TO
WORK AND AVAILABLE TO LISTEN TO LISTEN TO IT. APPEALING TO BOTH AUDIENCES
THEY MAY ALSO PLAY THE ADVERTISING DURING RUSH HOUR 5-7 PM WHEN PARENTS MAY BE STUCK IN
TRAFFIC ON THE WAY HOME AND ARE FORCED TO LISTEN TO THE RADIO IN THE CAN HOWEVER WILL ONLY BE
ADDRESSED TO ONE TARGET AUDIENCE
THESE ADVERTISING SPOTS MAY BE COSTLY AS THESE ARE PRIME TIMES FOR RADIO LISTENERS AND WHEN
THEY GET MOST LISTENERS. FOR EXAMPLE A SPACE ON HEART WOULD BE £250-£1000 PER WEEK AND THE
AVERAGE AMOUNT OF MONEY FOR RADIO STATIONS LIKE FOREST FM AND WAVE 105 WOULD COST AROUNF
£200 UPWARDS LARGER STATIONS MAY CHARGE AROUND £2000.

8. WHEN WILL BE ADVERTISED? LONG
TERM
HOPEFULLY IN LUCK BOTH SIXTH FROM AND SECONDARY SCHOOL ADVERTS CAN
BE ADVERTISED A FEW WEEKS BEFORE END OF THE SUMMER HOLIDAY.(AROUND
AUGUST)
THIS GIVES PEOPLE ENOUGH TIME TO THINK ABOUT THEIR CHOICES(IDEALLY
AIMED TOWARDS NEXT YEARS APPLICANTS).
ITS AT THE RELEASE WITH ALL THE BACK TO SCHOOL ITEMS AND CHOICE OF
SCHOOL IS ALREADY IN PEOPLES MINDS.
HOWEVER YOU MAY CHOOSE TO ADVERTISE AT THE START OF THE SUMMER
HOLIDAYS TO GIVE THEM TIME TO MAKE A CHOICE.

9. LEGAL AND ETHICAL ISSUES
AND CONSIDERATIONS.
BY JAMES MORRIS

10. THE MAIN AND MOST IMPORTANT LEGAL AND
ETHICAL FACTORS WE NEED TO CONSIDER.

11. ADVERTISING TO CHILDREN
WHEN ADVERTISING ITEMS AND PLACES THE CONSIDERATION OF CHILD
WELFARE IS VERY IMPORTANT ESPECIALLY WHEN ADVERTING TO AGES
OF 11-12 AS WE ARE. THE ADVERT CAN NOT CONTAIN INAPPROPRIATE
CONTENT THAT MAY AFFECT A CHILD, SUCH AS LANGUAGE BAD
BEHAVIOUR AND JUST SETTING BAD EXAMPLES. THESE RULES APPLY TO
ANY ADVERT UNDER ANOTHER CONSIDERATION WHICH WILL BE GONE
OVER IN ANOTHER SECTION. HOWEVER WHEN ADVERTISING TO
CHILDREN IT IS MUCH MORE IMPORTANT AS IT IS A VERY SENSITIVE
AREA, ANY BREAKING OF THE REGULATION THAT MAY BE DEEMED AS
BAD FOR A CHILD WILL MEAN OUR ADVERT WILL NOT BE AIRED ON LIVE
TV OR RADIO.
TV AND RADIO ADS SHOULD ALSO NOT BE TO COMPLEX OR SERIOUS

12. ADVERTISING TO CHILDREN
WHEN ADVERTISING ITEMS AND PLACES THE CONSIDERATION OF CHILD
WELFARE IS VERY IMPORTANT ESPECIALLY WHEN ADVERTING TO AGES
OF 11-12 AS WE ARE. THE ADVERT CAN NOT CONTAIN INAPPROPRIATE
CONTENT THAT MAY AFFECT A CHILD, SUCH AS LANGUAGE BAD
BEHAVIOUR AND JUST SETTING BAD EXAMPLES. THESE RULES APPLY TO
ANY ADVERT UNDER ANOTHER CONSIDERATION WHICH WILL BE GONE
OVER IN ANOTHER SECTION. HOWEVER WHEN ADVERTISING TO
CHILDREN IT IS MUCH MORE IMPORTANT AS IT IS A VERY SENSITIVE
AREA, ANY BREAKING OF THE REGULATION THAT MAY BE DEEMED AS
BAD FOR A CHILD WILL MEAN OUR ADVERT WILL NOT BE AIRED ON LIVE
TV OR RADIO.
TV AND RADIO ADS SHOULD ALSO NOT BE TO COMPLEX OR SERIOUS

13. MISLEADING CONTENT
OUR ADVERT CANNOT CONTAIN ANY MISLEADING CONTENT. THIS MEANS THAT WE
CAN NOT ADVERTISE ANY POINTS ABOUT OUR SCHOOL OR SIXTH FORM THAT
PROMOTE THEM IN A FALSE AND UNTRUE WAY. THINGS LIKE PROMISING THINGS TO
VIEWERS OR MAKING UP STATS THAT BENEFIT THE PRODUCT ADVERTISED ARE
AGAINST ADVERTISING RULES.
REASON BEING IS THAT SOMEONE MAY INVEST IN THE THING YOU HAVE ADVERTISED
DUE TO YOUR FALSE CLAIMS AND NOT GET WHAT THEY WHERE SAID TO GET. THIS IN
A WAY CAN BE SEEN AS A SCAM OR EVEN FRAUD

14. VIOLENT OR INAPPROPRIATE CONTENT
WITHIN ADVERTISING THIS CONSIDERATION IS A BIG ONE AS ADVERTS ARE USUALLY SUBJECT TO A
MASS AUDIENCE. THE MAIN THING TO CONSIDER IN THIS IS BAD LANGUAGE, VIOLENT BEHAVIOUR,
HARMFUL PRODUCTS AND OFFENDING GROUPS.
OBVIOUSLY AS WE PLANNING ON ADVERTISING TO A YOUNGER AUDIENCE BAD LANGUAGE SUCH AS
SWEARING OR OFFENSIVE LANGUAGE IS A NO GO, FOR OBVIOUS REASONS. NO DANGEROUS OR
VIOLENT BEHAVIOUR CAN BE SHOWN EITHER AS IT MAY PROMOTE TO SOME PEOPLE THE ACT OF
VIOLENCE BUT IT ALSO WOULD NOT BE PERMITTED TO BE AIRED FOR ADVERTISING. ADVERTISING ANY
PRODUCTS OR VALUES THAT MAY BE SEEN AS INAPPROPRIATE IS ALSO NOT ALLOWED AGAIN FOR
OBVIOUS REASONING, THAT IT IS PROMOTING ITEMS OR IDEOLOGIES THAT MAY BE SEEN BY MOST AS
UNETHICAL OR DANGEROUS, THIS ALSO WOULD NOT BE ALLOWED TO BE SHOWN LIVE. AND SHOWING
OR SAYING ANYTHING THAT MAY OFFEND A GROUP OR RACE IS ANOTHER THING THAT IS NEEDED TO
BE CONSIDERED AS BY DOING THIS YOU ARE EXCLUDING A WHOLE GROUP THAT COULD HAVE BEEN
PEOPLE TO ADVERTISE TO BUT ALSO IT IS A CERTAIN WAY TO NOT GET YOUR ADVERT PASSED BY
CERTAIN REGULATORY SYSTEMS TO GET YOUR ADVERT INTO THE PUBLIC EYE.

15. COPYRIGHT
COPYRIGHT IS A STRAIGHT FORWARD THING TO CONSIDER. MAKE SURE ANY
MUSIC USED OR ANY PRODUCTS SHOWN WITHIN THE ADVERT ARE ALLOWED TO
BE THERE AND HAVE BEEN PERMITTED BY THE MUSICIANS OR COMPANIES WHO'S
PRODUCTS IT IS. IF THIS IS NOT CONSIDERED YOUR ADVERT MAY BE COPYRIGHT
STRIKED AND EITHER TAKEN OFF AIR OR NOT ALLOWED TO BE ON AIR IN THE
FIRST PLACE .

16. ASA (ADVERTISING STANDARDS AUTHORITY)HE UK CODE OF BROADCAST ADVERTISING (BCAP CODE) APPLIES TO ALL ADVERTISEMENTS (INCLUDING TELESHOPPING, CONTENT ON
SELF-PROMOTIONAL TELEVISION CHANNELS, TELEVISION TEXT AND INTERACTIVE TV ADS) AND PROGRAMME SPONSORSHIP CREDITS ON
RADIO AND TELEVISION SERVICES LICENSED BY OFCOM. IT IS DESIGNED TO INFORM ADVERTISERS AND BROADCASTERS OF THE
STANDARDS EXPECTED IN THE CONTENT AND SCHEDULING OF BROADCAST ADVERTISEMENTS AND TO PROTECT CONSUMERS.
THE CODE IS ENFORCED BY THE ADVERTISING STANDARDS AUTHORITY, WHO CAN TAKE STEPS TO REMOVE OR HAVE AMENDED ANY ADS
THAT BREACH THESE RULES.
THERE ARE 30 CODES TO FOLLOW OVERALL OF WHICH SOME I HAVE GONE OVER IN THE PREVIOUS SLIDES. I FEEL THOSE ARE THE MOST
IMPORTANT TO AN ADVERT.
RECOGNITION OF ADVERTISING DISTANCE SELLING PROHIBITED CATEGORIES
MEDICINES, MEDICAL DEVICES, TREATMENTS AND HEALTH WEIGHT CONTROL AND SLIMMING
FOOD, FOOD SUPPLEMENTS AND ASSOCIATED HEALTH OR NUTRITION CLAIMS
FINANCIAL PRODUCTS, SERVICES AND INVESTMENTS
FAITH, RELIGION AND EQUIVALENT SYSTEMS OF BELIEF THE ASA IS THE BODY THAT WE WILL REFER TO, TO MAKE
SURE THAT OUR ADVERT IS AN ACCEPTABLE
CHARITIES PIECE THAT IS VALID TO BE BROADCASTED ON AIR WITH
NO ISSUES.
GAMBLING
LOTTERIES
ALCOHOL
MOTORING
BETTING TIPSTERS
PREMIUM-RATE TELEPHONE SERVICES

17. TV AND PRINT CAMPAIGN
BY DAVID EDMUNDS

18. HOW I AM GOING TO ADVERTISE RINGWOOD
SCHOOL
• IF I WAS TO ADVERTISE RINGWOOD SCHOOL TO A WIDER AUDIENCE I WOULD DO IT
THOUGH A TV AND PRINT ADVERTING CAMPAIGN. THERE IS SOME KEY ASPECT I
WOULD HAVE TO ADD TO THE CAMPAIGN SOME OF WHICH ARE THAT I WOULD HAVE
TO FIND MY TARGET AUDIENCE AND THINK ABOUT WHAT THEY ARE LOOKING FOR
IN RINGWOOD SCHOOL. I WOULD ALSO NEED FOR THE ADVERTS TO CONNECT AS IT
WOULD HELP WITH KEEPING THE MESSAGE ACROSS MEDIA PLATFORMS. THE
MESSAGE OF THE ADVERT NEEDS TO BE CLEAR AND EASY TO PICK UP AS THE
CLIENT’S MAIN AIM IS FOR THE AUDIENCE TO GO TO GO TO RINGWOOD OPEN EVEN
AND POTENTIALLY HAVE GO TO RINGWOOD SCHOOL THIS. SO, THE TARGET
AUDIENCE IS TEENAGERS AND PARENTS WITH YOUNGER CHILDREN GOING INTO
SECONDARY SCHOOL. I WILL BE ADVERTISING ON BILL BOARDS AND BUS STOPS AND
TV TO GET A WIDE AUDIENCE.

19. TV AD SYNOPSIS FOR LOWER SCHOOL
IN THE LOWER SCHOOL ADVERT
THE CHILD OF THE MOTHER WILL
BE GETTING INTO THE CAR LIKE A
NORMAL DAY AFTER SCHOOL. THE
MOTHER WOULD SAY HOW WAS
YOUR DAY AT SCHOOL EXPECTING
THE REPLAY TO BE MONOTONE
AND BORING. SHE WILL THEN BE
SHOCKED WHEN THE CHILD THEN
SAYS VERY EXCITED THAT HE HAD
A GREAT DAY AND WAS EXCITED
TO GO BACK TO SCHOOL. I HAVE
CHOSEN THIS BECAUSE IT IS A

20. TV AD SYNOPSIS FOR SIXTH FORM
• IN THE SIXTH FORM ADVERT THERE
WILL BE A STUDENT WHO HAS JUST GOT
THERE GCSE’S BACK AND HAS PASSED
THEME ALL. BUT SHE IS THEN JUST HIT
WITH THE SUDDEN REALISATION THAT
SEE GOT SO WRAPPED UP IN REVISING
THAT SHE DIDN’T PICK A COLLAGE /
SIXTH FORM TO GO TO AND THEN BAD
SCENARIO START PLAYING IN HER
HEAD. BUT THEN A TEACHER COMES TO
AND SHOWS HER THAT RINGWOOD IS
THE CLEAR AND BEST OPTION AND SHE
GOES OF ALL HAPPY.

21. PRINT AD MOCK UP
This is the mock I made on photo
shop to show a rough idea of what
the final product will look like. As
you can see the print / tv advert
has kept to the synopsis and
features the mother and son in
the car after a day at Ringwood
school.
This the mock up of the sixth
form print / tv advert showing
the concept displayed in the
synopsis. You can see the teen
opening her results for the first
time and gaining that clarity she
needed to pick a collage.
This is the six form advert
displayed on a bus stop wall. As
you can see the aim is to catch
the attention of passers by and
teen who are more likely to use
the bus as they do not have a car.
I have done this by having the
people in the photo to have happy
expressions this will attract the
attention of the people.
Here you can the lower school
advert on the tv in front of the
parents. This is because they are
the target audience so I have a
mother and son interacting in a
positive and desirable manner.
This will hopefully subconsciously
attract the parents to Ringwood
show though a desire for the
interaction