Unit 15

–
Level 3 Cambridge Introductory Diploma in
Media
Unit 15:
Print Based Advertising
Name: Sophie Lyne
Candidate Number: 2084
Center Name: St. Andrew’s Catholic School
Center Number: 64135

1. Advertising Campaign Slide 4
2. Print advertisement Slide 5-14
3. Audio Visual Advertisement Slide 15-22
4. Comparison Slide 23
5. Conclusion Slide 24

I have decided to anazlyse the Reading and Leeds festival for print and audio visual
based advertisement. This is because they have the types of genres and artists that I
would want to have at my festival, such as Arctic Monkeys and Ella Eyre.
The first ever festival was in 1989 and over the years they have built up a recognizable
logo which their most recent one has been the same for the past 3 years.
http://www.readingfestival.com/history

Aims and Objectives
Each year when it is coming up to the Reading and Leeds
festival, the company will start to announce who will be
performing. Therefore they use print based advertisement to
raise awareness of what will be happening this summer and
who will be there. As well as building any artists profile, it
also increases the brands recognition due to the fact that if
they have bands who are extremely popular, more people will
want to go and see them live and therefore increase sales.
This could increase sales because they are going to want their
target audience to have the best experience possible so they
will get bands which people would wan to see live.
Additionally, by announcing some artists at a time, it keeps
consumers checking up on their news.
Method
Reading and Leeds start to announce/ advertise around
February time and this is tactical because after the seasonal
holiday, many people look forward to the summer and so if
they start to say which bands will be performing it could lead
to the public already buying tickets and persuading their
friends to go too. I know they start to advertise around this
time as well because on their website, if you go to their news
page, they first mention their announcements the 27th
February. Lastly, by adding advertisement in music magazines
and on radio shows, this will get people thinking about going
because they would already be reading or listen to music.
http://www.readingfestival.com/news

Target Audience
With regards to the ages of everyone who goes to Reading and Leeds
festival, it is primarily 16-25 years old with the majority being male
(Hartley) and some 30-40 years olds and so you could say that they
advertise for young adults. As for psychographics, they would have quite
an outgoing and fun personality because the Reading and Leeds festival is
a very popular, busy event and so you would enjoy being surrounded by all
the different genres of music and being with friends. This means that you
could say the socio-economics needs would be C1- E because many
people would be students or not in the highest occupational job.
Therefore due to the lower socio-economic needs, the people that attend
the festival wouldn't’ have a very high spending power because if they are
only students then they may not be able to afford to go or would have to
save up for a while. Moreover for demographics you can assume that more
males will be interested into alternative rock than females and also you
would stereotypically see more white people rather than other
ethnicities. As for Katz, people who are interested in the Reading and
Leeds festival would be entertain and social interaction because it’ll give
people to enjoy them themselves and forget their worries and also
communicate with others about the music for example. People who look
at these print based adverts and want to go to festivals could be
mainstreamers, explores and aspirers (Maslow). This is because people
would want to go for the experience and adventure whereas others like to
go as it is a popular activity to do and lastly people may go as they admire
the artists and look up to them. Finally, with print based advertisement,
it could be directed at active audiences because they’re individuals who
after looking at the poster will want to o find out more information such
as the festival dates.
https://infogr.am/Target-audience-research-analysis
https://blogs.glowscotland.org.uk/ea/cumnockmedia/2014/10/19/audience-theory-higher-level-theory/

Representation
Stereotypically, you will have the majority of the people at the Reading festival to be young
adults, mainly male, and of white ethnicity. This could be because they are known to be more
interested into the alternative rock music genre. Additionally at festivals there can be a big issue
that many people are aware that a lot of people will take and try drugs which can also result to
unfortunate consequences. Furthermore, you would have a lot of social groups of friends who
have the same interests and go for the experience and many individuals who may go for the
‘hipster’ fashion style and that it is in a relaxed atmosphere. Moreover, John Berger (1972) had
the theory of ‘me act, women appear’ you can link this to festivals because you will have a lot of
men stare and objectify women and it could be the way they are dressed and look. Also you can
relate other theories such as the ‘male gaze’ (Laura Mulvey) and ‘female gaze’ (Diana Saco) and
this is because with the ‘male gaze’, for example, women may go to concerts to see well known
male musicians and it could be because they find them attractive and some bands do preform
topless which many people may like.
http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-
relations

Sponsorship
When it comes to sponsorship, they do not
advertise on print based media or audio
visual advertisement. However on their
website, they have the logos of all of their
partnerships/ sponsorships which as you can
see are related to broadcasting, drink
brands and also buying tickets and
travelling. The reason for having the
partnerships could be because you can
watch back and listen in to the bands
preforming and backstage interviews for
example. Also at concerts you do have
people who drink alcohol and so they can
advertise their brands and to have
sponsorships with regards to tickets and
traveling agencies, it can help the consumer
plan a way of going and persuade them to go
due to the fact they know ways of getting
their and where to go to buy tickets. http://www.readingfestival.com

Campaign Message
With regards to the unique selling point of Reading and Leeds
festival it would be which are the main acts over the few
days and who else will be performing. Therefore if you pick
artists and bands who are extremely popular, you will get
more people interested and go. The main message for the
festival would be to enjoy the music and by going to a social
event, it could be like having a break from all the stress and
worries of work and other topics. Even though the festival is
in August, they already start releasing who will be there at
the beginning of the year and this could be due to the fact
that it’s the start of the new year, Christmas would’ve passed
and the next best season to look forward to is summer so
people will want to find activates to do with friends. By
choosing to advertise through print based media, you can
attract a lot of consumers because you can use bright colours
to get their attention and by having each band in bold, you
know straight away who the main acts are on each day and by
adding the dates, it gives you the choice of who you might
want to see on different days and wither camp or go for one
day. The connotations of the red could be represented as
energy because there would be a lot at a festival as well as a
lot of hype about specific bands playing on stage. As for
yellow it is used to attract attention and so is the orange
tones and this could be so that the public would be more
inclined to look at the poster.

https://twitter.com/OfficialRandL
https://www.facebook.com/OfficialReadingFestival
http://www.readingfestival.com/
As well as having poster print based advertisement, they don’t have a lot of other ways of advertising. However
they are in synergy with Facebook and Twitter where they post various information about the event.
Additionally, they include technological convergence because last year they created an app where you can find
all the details there and with a wide target audience, a lot of people will be sure to download it.
Another way of advertising is by having their own website. On here you can find out the full line up along with
where you can buy your tickets and all the latest news regarding the event. If you were interested in going to
Leeds instead, they have another website purely for what will be happening there.
Facebook and Twitter

In the lead up to the festivals, they will start to release which artists/ bands will be
performing at the festival which means by releasing more print based
advertisements, the public will recognize the house style and know it’s about the
festival and it keeps people checking who will be there and if they will want to go.
Lastly, the final poster with all the details has reversed the colours which could be to
indicate that this is the official line up and who will be playing when.

Legal and Ethical
When creating print based advertisement for Reading and Leeds, they need to make
sure that they don’t have copyright infringement. This means that when they use
each band and artist’s name, they need to have permission and even for their own
font, they would need to copyright that as well so no one will copy it and the original
creator will have ownership over the name. As well as copyright, you can also refer
this to intellectual property. The best way to protect your IP is to get a patent, in
doing so no one can use any of your information without asking and having to pay you
to include your work into theirs. With regards to libel, Reading and Leeds would have
to make sure that nothing in print can be classed as defamation which could ruin an
artists reputation for example. Lastly you have royalties, anyone who has legal
ownership of their work and someone wants to use it, such as a bands logo, they will
receive royalties, depending on the amount of income that has been generated. This
can be another way for artists to gain income due to the fact that Reading and Leeds
would need to advertising who will be performing on the given dates.
http://www.pmg-pm.co.uk/2014/11/print-advertising-and-copyright-guide/
http://www.entrepreneur.com/article/220039
https://books.google.co.uk/books?id=_C8aCgAAQBAJ&pg=PA100&lpg=PA100&dq=libel+in+print+b
ased+advertising&source=bl&ots=l6ll6enZAJ&sig=j6ExGkQGZD_nu38i7-
MsDxpZkKo&hl=en&sa=X&ved=0ahUKEwiJzZ-
Z_rDLAhWBUhoKHff2CxgQ6AEIPTAF#v=onepage&q=libel%20in%20print%20based%20advertising&f=
false
http://www.nolo.com/legal-encyclopedia/licensing-artwork-negotiating-monitoring-royalty-
payments-30093.html

Legal and Ethical Continued
Other aspects which are important when looking at legal and ethical issues would be a model
release. Even with print based media you would need permission to use someone else's work, for
example the bands font/ logo, otherwise without the signed document you will have legal claims
made against you as it is not your original work that you’d like to use. Additionally, public
interest is also important. This is when you have the welfare of the general public in minds and
is approved through promotion and you also look at what expected profits and loses could be.
When it comes to violence and offensive language or behavior, the main aspect to be aware of
is if children will see any of the advertising and how it’ll affect them. For example, you would
have to look into placement because anywhere in public a child or anyone could have access to
the advert whereas if it’s post watershed and in magazines which aren’t aimed at children then
they shouldn’t see it. Therefore, on print based advertisement it is important that Reading and
Leeds do not have any offensive language so possibly any quotes from bands which could include
swearing and do not include an violence such as any images from a concert where you may see
any violent actions, especially in rock concerts where there’s a lot of aggressive music
stereotypically.
Reading and Leeds do not seem to have any legal and ethical signs on their print based
advertisement but on their website at the bottom, they have a copyright logo of the company
who presents the festival.
http://digital-photography-school.com/model-releases-need-know/
http://www.businessdictionary.com/definition/public-interest.html
https://www.asa.org.uk/~/media/Files/ASA/Misc/ASAHarmOffenceReport.ash

Regulatory Bodies
Since 1961, the ASA (The Advertising Standards Authority) is a regulator of all adverts across
social media. This means that they act on any complaints made but also check social media
frequently in order to prevent any harmful, misleading or offensive adverts are produced. It is
important that in print based advertisement, for example, you have consistent work, everything's
fair and ethical and respectful. If you were to look at print based adverts form Reading, you
shouldn’t see anything which could be classed as stereotypical and unreliable for example.
Additionally, if there is a problem, the ASA will be in touch if any rules are broken. With regards
to their regulations, if they believe to seen an advert which is in breach of the UK Advertising
Codes, they will have to withdraw or amend the advert and to not use the same approach again.
Moreover, even if there is only one complaint, they will have a look into the advert in
questioning, they are interested in stopping the codes being breached ad not waiting for a
certain number of complaints before acting upon it.
https://www.asa.org.uk/About-ASA.aspx

Aims and Objectives
The main aim of having an audio visual advert is too see clips of the bands live and may persuade
many to buy tickets and go. Additionally, to have an advert on all the main headlines, it is going
to create awareness for the bands and to all their fans as well to come and see them. By
releasing this advert 5 months in advance it gives people the chance to decide whether they
want to go and if people find money a problem, they can save and then buy the tickets.
Moreover, another way to increase sales through adverts, in the description box they have added
a link to the website where you can buy tickets and so after watching the video, people may
want to buy the tickets straight away.
Methods
Having an advert on YouTube is a good marketing idea because lots of young adults use this
platform and so they may come across this and may be interested in going. Also by having it at 53
seconds, it allows enough time to show all the bands live and then you can know what you would
be experiencing if you go.
https://www.youtube.com/watch?v=ANcVKRRJFLU

Target Audience
Just like print based advertising of the Reading and Leeds festival,
the target audience is still young adults and of white ethnicity and
this can been seen in the crowds when they show clips of the bands
live. Additionally, you could say that there is a mixture of male and
female but depending on the band you may get more males and
females for example or vice versa. By having artists with a mixture
of genders as fans, allows the festival to be for anyone who wants to
go (Hartley). With regards to Katz, you will have social interaction
because you can meet up with friends and meet new people whilst
enjoying the atmosphere and seeing various bands. As for Maslow,
there will be mainstreamers and explorers. This is because it is an
extremely popular event so you’ll see a lot of people want to go so
they will be involved with everything that is going on and people
may go for the first time with friends to have an adventure and
make memories. Due to the audiences being young, you could say
that the socio-economic needs would be C1-E because they would
either be students, unemployed or not have a job with a high salary.
So with regards to spending power, it wouldn’t be incredibly high
because if the audience is only C1-E then they wouldn’t have the
highest occupational job. Lastly, the people who go to the festival
may be passive audiences because when they see the advert they
could just be persuade by the excitements and all the music and
colours and do not require any action from the brain. Lastly, for
psychographics they could have a relatively busy lifestyle, always
going out and being adventurous and they may go in order to just
relax and have a good time listening to all the different artists.
https://infogr.am/Target-audience-research-analysis
https://blogs.glowscotland.org.uk/ea/cumnockmedia/2014/10/19/audience-theory-higher-level-theory/

Representation
Usually at festivals you will stereotypically have the social groups of quite relaxed young or ones
that can be quite loud. Also a lot of people, mainly female, who like to go because of the fashion
and it can be seen as ‘indie’ and you can be yourself. Additionally, you’ll generally see the
majority of festival goers as white ethnicity which could be because they are more known to like
music such alternative rock and indie bands. Some issues with going to festivals is that a lot of
people will bring alcohol which can lead to a variety of situations for example fights. Moreover,
others issues can be that if any rocks bands are playing you can get a lot of mosh pits and this
can result in accidents and the crowds can sometimes be too keen to be at the front can will
push people out the way. With regards to theories, you can link festivals to the ‘female gaze’
(Diana Saco) and ‘male gaze’ (Laura Mulvey) theory such as men will possibly stare at women
who attend the festivals and vice versa for women but it’s also that they may go because they
find many of the singers attractive and the way they look could have an impact on this.
http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-
relations

Campaign Message
When advertising through audio visual, it can be a tactic used to persuade the public that by going to the
Reading and Leeds festival will be an enjoyable and social experience and by slowing releasing who is
performing is almost like teasing them and resulting in them going as they will create a big hype about the
event. Additionally, by producing these adverts so far in advance gives the consumer time to think about
whether to go but also gets them thinking about it in advance and get them to start organizing with friends
whether to go and if so for how long. By having a lot of popular artists spread over three days it could get the
audience to buy tickets for the whole weekend instead of one day as they might want to see the majority of
bands perform. Finally, throughout their adverts they do not seem to have any slogans, they just announce who
the headliners are. The message however is about who the main bands will be and what you’d miss out on by
showing clips of them preforming. As you can see throughout the advert, they start and end with their logo
possibly to build brand recognition and then they repeat who they’ve already announced to let the audience
know again and then basically question the audience of who the next and final two headliners could be and in
the description it says what date it will be announced. The main sound they have is off the band preforming
but making quite visual captivates the audience.
https://www.youtube.com/watch?v=cSULlnzfyJw

Recently, Reading and Leeds festival have been posting a few videos over the past
months all leading up to the final headliners. So they started off with their main
headliners, then two more and then the last two. The most recent advert was all five
acts and clips of them performing live.
https://www.youtube.com/watch?v=ANcVKRRJFLU
https://www.youtube.com/watch?v=Xot28coWm0c
https://www.youtube.com/watch?v=cSULlnzfyJw
https://www.youtube.com/watch?v=48wTjv4e2ig

Legal and Ethical
When making an audio visual advert, it is very important that you have permission to use any copyrighted
music, so for example the Reading and Leeds will need to ensure that any clips from concerts they use that
isn’t their own that they have consent, if not this is an offence. Once you have permission, you’ll get given
a mechanical license and a mechanical royalty rate depend on the length of the song in some
circumstances. In audio visual advertising, the key aspects to have within your IP rights is creative content,
slogans/ sounds and geographical indications. These are the main three I would say for Reading and Leeds
and would need copyright or trademarks as part of their legal protection. When advertising with
celebrities, or artists in festivals, you usually have privacy and publicity rights. This means that for privacy
they can protect their image from certain uses but publicity means that they have economic value so for
example showing clips from popular bands perform, could increase sales ad get more people going to
festivals. When you have print based advertisement, you need to make sure there’s no libel defamation
but for audio visual you need to make sure there is not defamation through slander which is oral so through
any TV or radio broadcasts. Therefore when Reading and Leeds advertise their festival, they need to make
sure there is nothing in the videos which is untrue and could result in a court case if not advertised
correctly. As I mentioned in IP rights, with regards to royalties you get given a mechanical royalty and a
rate with how much that certain person will earn. The amount of royalties due can depends on the
audience size and therefore each time a song or certain clip is played, a fee will be sent to the artist. This
means that once the production team who create adverts for Reading and Leeds festival, they will then
start to work out how much royalties are due and even through they are paying the artists, if there’s
enough people going to the event then they will start to make a profit.
http://www.theiac.org.uk/iac/copyright/copyright-clearance-scheme.html
http://dreamsteep.com/writing/media-arts-production/148-using-copyrighted-music-for-commercial-purposes.html
http://www.wipo.int/wipo_magazine/en/2005/02/article_0005.html
https://books.google.co.uk/books?id=_C8aCgAAQBAJ&pg=PA100&lpg=PA100&dq=libel+in+print+based+advertising&source=bl&ots=l6ll6enZAJ&sig=j6ExGkQGZD_nu38i7-
MsDxpZkKo&hl=en&sa=X&ved=0ahUKEwiJzZ-Z_rDLAhWBUhoKHff2CxgQ6AEIPTAF#v=onepage&q=libel%20in%20print%20based%20advertising&f=false
https://www.boosey.com/pages/publishyourself/getItOnTVFilmOrAdvertising.asp

Legal and Ethical Continued
When it comes to advertising, even though some of these rules are for advertising on the radio,
offensive language will still apply to audio visual adverts. One of the most important rules is
that no offensive language should be aired if it is very likely that any children could be listening.
During term times, it is usually between 6-9am and 3-7pm and then one weekends and then 6am-
7pm on weekends and holidays. When creating audio visual advertising, it is important to not
portray any incidental messages for example aggression. So for Reading and Leeds, it is well
known that a lot of people drink and this means that when they advertise, that they do not
include any clips of people drinking so the viewed does not get the wrong idea about what the
festival is all about. Also stereotypically, a lot of rock concerts can cause aggression due to
activities such as mosh pits so this is anther example of not necessarily include because you do
not want to carry the message across that it is a violent event. When filming for an audio visual
advert, it is important that the person(s) you will be including have signed a model release. This
is a contract to give the company permission to include you in their advert for example and if
you do not have a signed model release then you can be sued for invasion of privacy and
defamation. As for public interest, it is about having the best public interest of your company
which means you are interested in the welfare of the general public and will want to have a good
reputation in order for people to be interested in what you’re promoting. On their adverts they
do not have anything to represent their legal and ethical issues but they have a copyright logo at
the bottom of their website.
http://stakeholders.ofcom.org.uk/binaries/broadcast/guidance/831193/offensive-language.pdf?utm_source=updates&utm_medium=email&utm_campaign=offenstivelanguage
http://eprints.lse.ac.uk/49000/1/Livingstone_Harm_offence_media_2009.pdf
http://digital-photography-school.com/model-releases-need-know/
http://www.businessdictionary.com/definition/public-interest.html

Regulatory bodies
With regards to the ASA on audio visual advertising, it would be important that nothing is misleading
about what they are advertising. Before any TV and radio adverts are broadcasted, they need to be put
through clearance. This is where all broadcasters must take reasonable steps under their licenses that
they do not breach any of the UK codes of Broadcast Advertising. To enable the advert to be released,
they need to establish and fund two pre-clearance centres which are Clearcast for television
commercials and Radiocentre for radio ads. Reading and Leeds would need to look into this as they
advertise clips from concert and also have radio adverts.
As for other regulatory bodies, you have a company called Ofcom which is the communications
regulator for the UK. They make sure you get excellent communications services but also protect you
from any scams and sharp practices. Ofcom’s primary duty is to further the interest of any citizens and
of consumers but can still promote competition. Therefore with the Reading and Leeds festival, they
would make sure that no one could potentially be scammed and can still promote competition due to
the fact that there are a lot of festivals in the summer season so they would need to advertise which
bands will be playing so that more people will be interested in going there instead of people wanting to
go to the V festival for example.
https://www.asa.org.uk/About-ASA.aspx
http://www.ofcom.org.uk/about/what-is-ofcom/

Similarities
After researching both print based and audio visual advertisement, I’d say that the similarities are that they have a
consistent house style, it’s mainly about who is preforming so the campaign message and including images and clips of
the artists. So their campaign message is about informing the viewer about who will be at the Reading and Leeds
festival and show them what they may miss out on by showing them clips of the bands on stage.
Differences
However, in print based advertising they are more specific in who will be on each day whereas the audio visual
advertising just has who the main 5 headliners are. Also on the print based advertisement, they have various sized font
and this could be because more people may be interested in the main headliners whereas on the audio visual it is
purely about the main bands.
To conclude, these adverts are linked together because in each of them you have the logo used and have similar house
styles but just reversed. However the poster is not included in the audio visual advertisement, just the main headliners.
Additionally, all of their other types of advertisements link together due to the fact that they all have the same style,
would have the same audience and all release their news at the same time.

I have analyzed and researched about the Reading and Leeds festival but looking at
print based and audio visual advertising. It was important that I knew what their
target audience, aims and campaign message was. This is because I can then start to
see what your usual stereotypes are for example as well as the legal and ethical issues
that are linked to various advertisements. Additionally to compare the types of
advertisements, allows me to find out how they can be linked and if they have house
styles and what the main theme is for example.

1. Advert of Inspiration Slide 27
2. Proposals Slide 28 and 29
3. Mind Maps Slide 30
4. Mood Boards Slide 31, 32 and 33
5. Draft Layouts Slide 34-37
6. Logo Design Slide 38
7. Photo-shoot Plan Slide 39
8. House Style Slide 40
9. Draft Article Slide 41
10. Production Plan Slide 42,43 and 44
11. Location Recce Slide 45
12. Own Photos Slide 46
13. Budget Summary Slide 47
14. Risk Assessment Slide 48
15. Legal and Ethical Slide 49
16. Audio Visual Advertisement Slide 50

At the top of the advertisement,
you have who is presenting the
festival and where it is being
held. This is important because
straight away the audience is
informed on what the
advertisement is about.
There are three dates with who
will be preforming on what days
and whether at Reading or Leeds
and I will use this idea because
even though it is important to
know the headliners, if they
only want to go for one day then
they can see who will be there.
The main headliners are in a
bigger font because they are
the bands which people would
be most interested in. I will
‘repeat’ (Steve Neale) this for
my print based advertisement
because you would want the
public to know who the main
artists are and then if there are
few who are upcoming but not
as known, still include then so
that they can gain recognition.
You could say that the target
audience is young adults (18-
30) and within the C1-E
category (socioeconomic needs)
because a lot of the genre of
music, you wouldn’t expect old
people to be listening to it nor
very young people.
As for colour scheme, they have
used bright and block colours
which could be to attract the
attention of anyone who gets a
glimpse of it. Also the
connotations of the colours
could be energy and there
would be a lot of energy and
excitement at the festival due
to fans being about to see bands
they like on stage.
I would ‘repeat’ the bold colours but ‘change’ (Steve Neale) the colours used, possibly
not yellow because that colour can be linked to danger along with the black used but
the using the red can represent passion and musicians put a lot of passion into their
work and the audience experience this when listening to the music.

Here is my proposal for my poster print based
advertisement which includes what is advertised,
my target audience and what my campaign
message is.

This is my proposal for my second print based
advertisement which is going to be an advert in a
music magazine. Therefore, my style or approach
may be different and my content may be slightly
different.

Print Based
Advertisement
Target Audience:
My target audience would be mainstreamers (Maslow) due to the fact that they are
people who go to popular events and want to go there for the experience. Also
they would be the type to go to be entertained (Katz) and because it would be a
form of escapism from everything that is happening in their lives. Moreover, due to
a lot of young adults there, their age would primarily be between 17-30 and
possibly more males than females because stereotypically male prefer the
alternative rock genre more (Hartley). Also the socio-economic needs would be C1-
E because a lot of younger people go to festivals and won’t have a high ranked job.
This also means that the target audience have a low spending power due to the
fact that they wont have high paying occupations. Lastly for psychographics, they
would be adventurous and outgoing because if you like a variety of music and being
outdoors then it would be a memorable experience to spend the weekend with
friends and having fun.
Colour Scheme:
For my colour scheme I want to keep it bright
and bold so it is eye-catching and after having
a look, persuade people to go. I would
probably stick to colours such as red, oranges
and yellows because the connotations are that
they represent energy and at a festival you
need this up beat vibe.
Logo Names:
As my festival would be sponsored by the music
magazine EP, I would keep it simple and have
something like EP Festival or maybe the name
of where it may be held, such as Victoria Park
Music Festival.
Slogans:
Escape Reality.
Lose Yourself in the Music.
These would be ideal slogans for my
music festival because nowadays a lot of
people will listen to music so that they
can take a break from reality and not
have to worry about their daily lives for a
little bit.
Frequency of Release:
So that my target audience is fully informed and
have time to think and plan what they want to
do, I would start to release the main headliners
first and then what dates they are playing. I will
first start advertising near the beginning of the
year and then carry on every few weeks so
people have a few months to decide.
Marketing:
The type of marketing I will be using is poster and magazine print
based advertisement. This is because if anyone is walking past and
notice the poster, it might make them stop and read and find out
what it is about. Furthermore, if my desired target audience is
already reading about music and find the advert, it is a way of
persuading them that they should go and they’re already in the
mind set of thinking about music.

Poster Advertisement Mood
Board

Magazine Advertisement
Mood Board

I have chosen these pictures for my mood boards because I wanted to see the
different types of layouts and what type of colours they use in their advertisements.
These mood boards are also for inspiration for what background I may like to have or
how I’d like to present my logo and name on the poster or magazine page. After
looking at the different images, I have come to the conclusion that the different
advertisements need every bold colours and font that will stand out, or possibly having
the bands logo itself on the advertisement.

Here are my hand drawn drafts for my poster print based advertisement and as you can
see, the red and orange make it stand out and everything is organised so it isn’t complex or
wouldn’t know what the advert would be about. I prefer the one on the left because the
space is better utilised and there’s not as much empty space.

These are my magazine print based advertisements and compared to my posters, at the
bottom you will have more information on where to buy tickets for example. The one of the
right would be better as an advert because for the first one, as the artists would all be placed
together, it wouldn’t be clear on who will be preforming on certain days.

These are my Photoshop layouts and I like how the colours work well together and that
there’s a gradient for the background. You can also see how it is a simple but clear
layout and will have technological convergence by adding the website address.

Just like my other drafts, you can see that the magazine advertisement will have that
extra information at the bottom. Furthermore, you can imagine that once all the
artists names are on there, it will look very appealing.

As my event is sponsored by EP magazine, I
will be using that logo on my advertisement.
However, I might change the font for the
word ‘Festival’. The main font I like is the
bottom on which is in the style Window
Markers. I have added EP as well to see what
it may look like if I didn’t necessarily use the
logo. The font will stay black as the
background would be a bright colour in order
for the name to stand out.
http://www.dafont.com

I have created a
photo shoot plan
incase I will be
needing models in my
final photos and I
have decided to go
with the sunset
theme still but have
the models as
silhouettes still. I
have stated what the
requirements are and
when and where it
will be taking place.

For my house style, it is important that every aspect of my advert is aesthetically
pleasing and will be remembered. Therefore for my colours I will use different shades
of orange and black font. The reason for this is that against a light background, you
will be able to see the writing clearly and know straight away what the advert is
about. Additionally, because the festival will be around summer time, the orange
colour can represent this and almost like a sunset and the connotations of orange is
happiness and energy which is the vibe that I would be aiming for at the event. Also a
lot of other festival adverts use colours such as black, yellow and red so it is almost as
if I am expanding on similar shade but not having the same ones so it’ll make my
campaign stand out. As for font, I will be using any artists and bands logos but when it
comes to adding extra information and my logo, I will be using clear bold texts. For
the information I would use a standard font so that it is not too complex to read and
my logo I will use the font Window Markers.
http://www.dafont.com

The magazine which is sponsoring the festival is EP magazine and their genre is rock but
also including indie and alternative artists but their inspiration was Q who can include a
variety of genres so the festival will have a few similar artists. The type of artists which
I would have at my festival would be Arctic Monkeys, Muse, Green Day, Foo Fighters,
Florence and the Machine, Rihanna, Arcade Fire, Twenty One Piolets, Ella Eyre, Lorde,
Lana Del Ray and Jhené Aiko. The reason for these artists is that a lot of them are well
known and all contribute to the same or similar genres and I think a lot of people would
like to see them live.

Here is my production plan for my poster print based advertisement and I have said what needs to be done for
each day and all the tasks that need to be completed for Friday 18th March. The reason I have chosen the
middle of March is because then my target audience will have 3 months to decide whether to and on what
days, if not all of them, and then it wouldn’t be last minute. Also it will help gain recognition over the months
to try and gain more consumers. http://smallbusiness.chron.com/advertising-production-process-45162.html

I have produced another production plan for my magazine print based advertisement. This is because it’ll be different
compared to my poster print based advertisement due to the fact that it needs to be sent to the magazine companies
and has a different release date. The reason for a different release date is that the posters will be seen more often due
to the fact that the magazine adverts will only be placed in magazine’s which have similar music genres. Also I will be
releasing new information about where to go exactly for tickets for example and it’ll be reminding the target audience
again that the festival is coming up.
http://smallbusiness.chron.com/advertising-production-process-45162.html

As well as having dates for my poster and magazine print based advertisement, for my audio visual
advertisement it would be released on Wednesday 16th March because the final headlining poster would
be released on the Saturday before and so I want to remind the audience of what they are like on stage
and persuade them to go. Then the final poster of all the acts will be released on Friday 18th March.
When it comes to scheduling my poster print based advertisements, they will be placed all around
London for example at public transport stops due to the fact that the festival is held in London and the
transport stops are an example of where a lot of people will be passing and then having a look at it. As
for my magazine print based advertisement, the advert will be in magazines such as Q and NME. This is
because they produce content with similar music genre of alternative and indie rock.
All of these will be produced three months in advanced because people need to be aware in plenty of
time about the festival. Lastly, most of the posters will be in A4 format but possibly some A3 sizes as
well.
Month Quantity Price
March 500 £68 (A4) £94 (A3)
April 750 £82 (A4) £141 (A3)
May 1000 £100 (A4) £177 (A3)
June 1500 £140 (A4) £140 (A3)
http://www.alocalprinter.co.uk/a4-and-a3-posters

Before taking my photos, I have completed a location recce so that I know where the
photo-shoot will be taking place and what type of pictures are needed and what the
potential risks might be and how to overcome it.

I decided to take different pictures of different landscapes because I wanted to see which one would be more
appealing for advertising a festival. This is why the picture I like the most is the top left because you would be
able to edit it in a way that the buildings would be more like silhouettes and the sky would be more vibrant.
Also I had an image of the London eye because it will be held in London and it is an iconic building.

For advertising in a magazine, it will cost me around £2,750 if the advert was placed anywhere
throughout the magazine. The type of magazine which I would advertise in is Q magazine and
because they have a monthly circulation, the advert will be produced once a month. If I was to
print 1,500 posters at a time, it will cost around £189 and 3 types of posters will be printed so
that’ll cost £567 (ex-VAT). Also for salaries, these are only starting rates and may be more over a
period of time. Furthermore, with equipment, you wouldn’t need a lot for computers for
example because there would be a lot of team work.
http://www.alocalprinter.co.uk/a4-and-a3-posters
Staff Salary
Editor(s) £19,000
Designers £21,000
Photographers £20,000
Marketing £21,000
Finance £18,000
Human Resources £17,000
Equipment Cost
Office Space £212,480
Apple MacBook Pro (X5) £5,995
Adobe CS6 Master Collection £9,179
Cameras (X3) £687

By completing a risk assessment I know what the environment will be like and what I
will need in order to get all the tasks completed for taking my photos.

There are a few legal and ethical issues that I would have to follow when carrying out
my advertising campaign. Firstly, if I were to use any models it would be important
that I have the correct model release forms signed so that I have their consent.
Secondly it would be extremely important that no offensive or violent language is
anywhere on my adverts and that everything stated on there is the truth otherwise
there would be defamation and libel. Lastly I would need to make sure that all my
products are copyrighted so that no one can copy my ideas and that if I am going to
use bands’ logos for example that I have permission so that it would not be an offense.

If I was to create audio visual advertisement for my upcoming festival, I would have it consist of the main headliners
preforming so the audience know what to expect or might miss out on if they do not go. Therefore I would include
concert clips from Arctic Monkeys, Muse, Rihanna, Florence and the Machine and Biffy Clyro. So that the audience
would get to see enough footage but wouldn’t have to watch for a lot of minutes, I would have my advert for about 60
seconds and post this on social media such as YouTube, Facebook and Twitter due to the fact that it may be too long to
put on TV and it is also a cheaper alternative. As the final poster for the main headliners would be released on Saturday
12th March, I would release the video a few days later, possibly on Wednesday 16th March so that the audience is
reminded of who they are, what they're like in concert and then the final poster of all the acts will be posted on Friday
18th March and then my magazine advert will be released on Friday 1st April. The main steps which will be carried out
are finding the right clips to play, edit in the band’s names and advertise the festival’s logo as well.

Finally I have looked at the different ideas I have for print based advertisement such
as poster and magazine advert. It was important to decide on the name, slogan, target
audience and house style because you want to have your designs which are going to
attract the same audience instead of a large mixture. Additionally, by looking at
inspiration and mood boards, it helps you to see what the similarities and differences
are what I could change to make my festival stand out.

1. Pre-Production Materials Slide 54-61
2. Risk Assessment Slide 62
3. Location Recce Slide 63
4. Production Plan Slide 64 and 65

Final idea
I am going to create a poster print based advertisement. The name of it will be EP Festival because that is
the music magazine who will be sponsoring the event. As for my target audience would be mainstreamers
(Maslow) due to the fact that they are people who go to popular events and want to go there for the
experience. Also they would be the type to go to be entertained (Katz) and because it would be a form of
escapism from everything that is happening in their lives. Moreover, due to a lot of young adults there,
their age would primarily be between 17-30 and possibly more males than females because stereotypically
male prefer the alternative rock genre more (Hartley). Also the socio-economic needs would be C1-E
because a lot of younger people go to festivals and won’t have a high ranked job. This also means that the
target audience have a low spending power due to the fact that they wont have high paying occupations.
Lastly for psychographics, they would be adventurous and outgoing because if you like a variety of music
and being outdoors then it would be a memorable experience to spend the weekend with friends and
having fun. Additionally for my colour scheme I want to keep it bright and bold so it is eye-catching and
after having a look, persuade people to go. I would probably stick to colours such as red, oranges and
yellows because the connotations are that they represent energy and at a festival you need this up beat
vibe. My layout will effectively convey my campaign message because it is about informing my target
audience which bands are going to be there and what date. So by having my text all in columns, it’ll be
clear to see who will be where on what day and also where they can go to find out more information as
there will be a website link at the bottom. Furthermore, my logo will be in the centre at the top so it
wouldn’t take long for the audience to know what the poster would be about. As for the colours, the orange
can represent the sun due to the fact it will be held in the summer (end of June).

For my slogan I will have ‘Escape Reality’ because nowadays a lot of people will listen to music
so that they can take a break from reality and not have to worry about their daily lives for a
little bit. As for frequency, in order for my audience to be informed and have time to think and
plan what they want to do, I would start to release the main headliners first and then what dates
they are playing.
Also I will start advertising near the beginning of the year and then carry on over a few weeks so
people have months in advance to decide. Lastly, the type of marketing I will be using is poster
and magazine print based advertisement. This is because if anyone is walking past and notice the
poster, it might make them stop and read and find out what it is about. Furthermore, if my
desired target audience is already reading about music and find the advert, it is a way of
persuading them that they should go and they’re already in the mind set of thinking about music.

For my house style, it is important that every aspect of my advert is aesthetically pleasing
and will be remembered. Therefore for my colours I will use different shades of orange and
black font. The reason for this is that against a light background, you will be able to see the
writing clearly and know straight away what the advert is about. Additionally, because the
festival will be around summer time, the orange colour can represent this and almost like a
sunset and the connotations of orange is happiness and energy which is the vibe that I would
be aiming for at the event. Also a lot of other festival adverts use colours such as black,
yellow and red so it is almost as if I am expanding on similar shade but not having the same
ones so it’ll make my campaign stand out. As for font, I will be using any artists and bands
logos but when it comes to adding extra information and my logo, I will be using clear bold
texts. For the information I would use a standard font so that it is not too complex to read
and my logo I will use the font Window Markers.

Draft Article
The magazine which is sponsoring the festival is EP magazine and their genre is rock but also
including indie and alternative artists but their inspiration was Q who can include a variety of
genres so the festival will have a few similar artists. The type of artists which I would have at my
festival would be Arctic Monkeys, Muse, Green Day, Foo Fighters, Florence and the Machine,
Rihanna, Arcade Fire, Twenty One Piolets, Ella Eyre, Lorde, Lana Del Ray and Jhené Aiko. The
reason for these artists is that a lot of them are well known and all contribute to the same or
similar genres and I think a lot of people would like to see them live.

I have created a photo shoot
plan incase I will be needing
models in my final photos and
I have decided to go with the
sunset theme still but have
the models as silhouettes still.
I have stated what the
requirements are and when
and where it will be taking
place. For now I will just be
having the sky and landscapes
in my photos and capture the
mood through this.

These are the different
photos I had taken and
this is because I wanted
a sunset type theme but
I also liked the idea of
having a picture of a
field due to the fact that
that’s where the festival
would take place and
lastly the London eye
because the festival will
be held in the London
area. The picture I like
the most is the top left
because you would be
able to edit it in a way
that the buildings would
be more like silhouettes
and the sky would be
more vibrant.

For my poster and
magazine advert print
based advertisement, all
the conventions will be
spread out evenly and
not all cramped together
so that the reader would
know straight away what
it is about. Also you can
see it’s not complex and
because the colours are
bold, it would attract
the target audience to
take time and look at it.

I have filled out a risk assessment due to the fact that I need to know what tasks need
to be carried out and what the area ill be like and what to be prepared for on the day
and make sure everything I done.

Before I had taken my photos, I have completed a location recce so that I know where the
photo-shoot will be taking place and what type of pictures are needed and what the
potential risks might be and how to overcome it.

By producing a production plan I know what needs to be completed in order to reach the release date for the
poste print based advertisement. The reason I have chosen the middle of March is because then my target
audience will have 3 months to decide whether to and on what days, if not all of them, and then it wouldn’t be
last minute. Also it will help gain recognition over the months to try and gain more consumers. My audio visual
advert will be released on Wednesday 16th March.
http://smallbusiness.chron.com/advertising-production-process-45162.html

Equipment Cost
Office Space £212,480
Apple MacBook Pro (X5) £5,995
Adobe CS6 Master Collection £9,179
Cameras (X3) £687
Staff Salary
Editor(s) £19,000
Designers £21,000
Photographers £20,000
Marketing £21,000
Finance £18,000
Human Resources £17,000
The reason why my final launch date is Friday 18th March is because it will allow my target
audience to decide when they want to go and how long for as well as who they will be going
with. Also because they may not have a high spending power, if they really want to go, it will
give them time to save and then buy the tickets.
As I am creating a poster, if I was to print 1,500 posters at a time, it will cost around £189 and 3
types of posters will be printed so that’ll cost £567 (ex-VAT). Also for salaries, these are only
starting rates and may be more over a period of time. Furthermore, with equipment, you
wouldn’t need a lot for computers for example because there would be a lot of team work.

To conclude, I now know my final idea and what the print based advertisement will be
along with the target audience, name and slogan. Also after completing my photo
shoot plan and production plan, I know what photos I need and when to complete all
the tasks. Moreover, after filling out a risk assessment I know what I need to be careful
of and having signed model release forms are important because it is essential to have
permission. Lastly, I have looked at the type of artists I will be having at the festival
and that they are all from the same/ similar genres.

1. Room Environment Slide 69
2. My Pitch Slide 70
3. Feedback Slide 71- 75

It was important to look at the room environment so that I knew where I would be
presenting my ideas. Also I have photos of where the pitch will be on and where I
also prepared it. Then I have a photo of a slide changer so that I do not have to
stand by the Apple Mac the whole time and can present in a better manner.

Here are images of when I was pitching my print based advertisement ideas for EP
Festival.

These are my questions I asked in a survey
through survey monkey just to get more
insight on whether people would go to my
festival and what they lied and what I
could improve on.

The first question I asked was what
their main opinion on my pitch. There
was positive feedback for example
that I have organized my ideas well.
For my second question I wanted to
know if I added enough information so
that they knew what my festival was
about. It was important that they
knew enough because then it would
be harder for them to decide whether
or not I had a good campaign message
and if it was a good festival.

I wanted to know the positives and
negatives of my pitch so I knew what
I needed to improve on and what I did
well. One of the main positives was
that I explained my reasoning's well
such as deciding on my poster and
why I chose that specific target
audience.
However, I need to make sure that I
present my font, for example, bigger
and my ideas in a very detailed way
so that people can see what I am
talking about and can identify what
each convention is such as my slogan.

I was pleased to see that from the feedback, my adverts were persuasive and that
I picked a very good line up which people of my target audience would actually
want to go to my festival.

This is my witness statement and I now know on what went well and what I could
improve on in my pitch and on my final adverts.

After completing my pitch, I now have feedback given on what changes could be
made and what I could’ve done better when producing my ideas. It was important to
get feedback so that I know if my ideas match my target audience for example and
whether many people would be interested. Moreover, by looking at my room
environment I knew what would be the best way to positions myself and how to
make my pitch the best it could be.

1. Draft Layout Slide 79
2. Photo Used Slide 80
3. Final Advertisement Slide 81 and 82
4. Changes Slide 83

This is my final poster print based advertisement hand drawn draft and graphic layout. As you
can see it is not very complex so the audience will find it easy to read and get what the message
is about straight away. At the top I will have my slogan and sponsored logo then the dates and
what artists will be on a particular day and at the very bottom I will have the website address so
you can access more information and the other sponsorships as well.

I have used three different photos in my final poster print based advertisements. All
of them have been slightly edited so that they look more eye catching and vibrant.

The print based advertisement on the left is one of my ideas for a poster and the
other advertisement is a flyer. The poster would have standard A4 dimensions where
as the flyer would be A5.

These are my other
two final ideas for my
poster print based
advertisement. Both
of these posters are
A4 sizes.

When I was making my various final posters, the biggest change that I made was the backgrounds
I used. For example the sunset, the London eye and a field. Additionally the size I used was A4
but for my flyer I used the A5 dimensions. As for colours, the main change would have been
whether my font would look better and be clearer in either black or white. The only other
change would have been the sizing of the artists’ name to make sure everything looked
proportional and even. Moreover, from my feedback it was advised that I add the year of the
festival and social media logos as well so that they audience will go to the festival’s pages and
find out more and as for the year, it makes it more clear on when it is supposed to be.
Before
After

To conclude, I had decided to create a poster print based advertisement and in doing
so I think the background with the sunset is the best one due to the fact its clear and
matches my house style perfectly. Also I believe that I have conveyed my campaign
message well by adding the dates, who is preforming that day and lastly a link to the
website where the audience can find out more information.

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