This document is a proposal for a print advertisement campaign to promote an upcoming rock tour sponsored by Rock Dance magazine. The advertisement will be in the form of a poster promoting the tour dates, locations, artist, and their new album. The target audience is young people ages 15 and up who enjoy rock/indie music and seeking excitement through concerts and events. The advertisement will use a sky blue and white color scheme to match the indie rock genre and feature an image of the artist to draw attention.

1. Unit 15 – Print Based Advertisement
Unit 15 LO2 – Proposal poster
P2 Learners produce a plan for an advertising campaign that
features print-based advertisements.
Name: Harrison Cole
Candidate Number: 2030
Centre Number: 64315
What is the product being advertised?
This will be a brand new tour 2016/2017 that is going to be
sponsored by Rock Dance magazine. The tour will be
advertised over a poster that will feature the new artist’s
tour that is going to take place. I want to advertise this new
tour listing the locations and dates that the tour will consist
of. The poster will advertise the artist’s style along with the
new album that has been produced.
What are the Aims and Objectives you are trying to
achieve?
The aim of this print based advertisement is to promote the
artists new tour that is going to take place in 2016. The aim
is to make sure that the tour sells out all of the tickets that
have been on sale. This is to also promote the new album
that has been released. The advert will make the artists look
very good and appealing to go and see on tour.

2. Unit 15 – Print Based Advertisement
Target Audience
Maslow – The audience for this tour will be aimed at social
climbers. This is because the audience wants to be driven by
their social status. They want to be able to socialize with
other people and make new friends. The tour that I am
advertising gives the audience the chance to do so by getting
involved with a famous band.
Katz – The Katz theory is aimed at the diversion category.
The tour that is being advertised giving the audience the
chance to be able to escape their busy life style. They can
come and see this artist play on tour and enjoy a good night
out. The relief of stress will allow them to have a good time.
Hartley – This theory is aimed at people that are over the
age of 15. This is because the target audience will need to be
able to afford the cost of the transport and tickets for the
tour show. This means that the audience must be in the
working class, as they need to be able to bring a good
income home. The gender is aimed at both sexes.
Psychographics – The target audience fall into the explorer
category. This is because the audience will be seeking the
energy and excitement. This can be found within the tour.
The target audience’s interests would be rock/indie music,
possibly playing an instrument such as drums or guitar and
up to date fashion.
Socio-economic needs – The target audience for this would
fall into the E. D. C2 and C1 category. The audience would
fall into the bottom end as the audience would be young
such as 15 year olds who would either be unemployed or
students as they would like the ‘stereotypical’ boy band and
they would also be able to afford the price of the tickets
being around £15. However, people in the C1 category such

3. Unit 15 – Print Based Advertisement
as office workers would still be interested in the band – may
even take their children and would comfortably be able to
afford the ticket price.
What is the campaign message?
The campaign message for this advertisement is about
telling the audience about how amazing and exciting the
new tour is. I want the audience to be able to think that they
can’t miss the tour. The slogan for my advert will be “ see it
to believe it” or it may be “ The sound of entertainment” or
“don’t miss a beat” which is my favourite slogan at the
moment. The unique selling point for this advertisement will
be having a section of ‘special guests’ this will draw the
audience in as they will get more for their money. This will
also make the audience more interested in seeing the tour.
The advertisement campaign is aimed at young people who
like to enjoy events like this. This is because younger people
stereotypically like to go out more seeking energy and
excitement.
Style or approach format
The style approach for this advertisement will be presenting
a sky blue background with white text. The imagery of the
artist will have a black and white filter. The genre of the tour
is indie rock; this is reflected through the choice of colour
and style approach from the advertisement. The style
approach will be presented in the tour by using banners at
the tour events. The event will feature the stage lights with
the colour scheme that I have chosen. The colour of the
drum kit that the artist will be using in the tour will be black

4. Unit 15 – Print Based Advertisement
and blue which is the same as the house style that I have
chosen.
Content
The dates of when the tour will be for the solo artist and the
location will be written over the poster. The picture of the
solo artist will be placed on the front of the posters content.
This is to make the artist look more important and more eye
catching for the audience to see. The name of the artists on
the poster will go at the top. This is placed in bold so
everyone remembers the name of the tour. At the bottom of
the poster there will be the social media synergy.