1. The document outlines a plan for an advertising campaign using print-based advertisements to promote a music and surfing festival. 2. The aims are to advertise the festival using different platforms of distribution, and the objectives are to inform the target audience about the festival and sell tickets. 3. The target audience is described as mainstreamers aged 16-30, focusing on university students seeking escape, with the slogan "For the music."

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: James Pickering
Candidate Number: 1197
Centre Number: 64315
What is the product being advertised?
I am advertising a music and surfing festival using print based advertising.
I will use posters that can be circulated online as well as being featured in
magazines of the genre of music being played at the festival. RedBull will
sponsor the festival, this will include the addition of ‘RedBull Music’ – a
music workshop that allows different and upcoming artists the opportunity
to play in front on stage along with others.
What are the Aims and Objectives you are trying to achieve?
Aims: The aims of this campaign is to advertise my music festival in the
best and most effective ways possible, using different platforms of
distribution.
Objectives: The objective of the campaign is to inform the target audience
of my festival and what they can expect from the festival. Other than ‘word
of mouth’ – the print based advertising must sell the tickets and inform
new people about the festival.
Target Audience
My target audience will mainstreamers (Maslow’s theory) due to the
nature of the event being a festival, meaning the people will go for the
experience. The gender ratio would be about 60% male 40% or less
female. The age range will be about 16-30. This is because the music will be
modern rock and electronic music. These two tie in well with the younger
generation, as these were two completely different genres with their both
different stereotypes in the older generations of the 90’s.
Psychographics is the study of personality, values, opinions, attitudes,
interests, and lifestyles. This
With reference to Maslow, the target audience would be ‘mainstreamers’,
‘explorer’s’ and ‘aspirers’ – this is because they would go for the experience
of the festival, where as some may go for the adventure element, it could
also be seen as a popular activity. The majority of the target audience
would be students meaning they would be in the C2DE section of the the
socio economic needs ABC1 profile.

2. Unit 15 – Print Based Advertisement
What is the campaign message?
The advertising campaign is aimed at young people/students who seek
freedom and the ability to escape the stresses of their daily lives.
(University students) – The majority of the audience will be of ages 18-24 –
this will allow them to escape reality.
The slogan of the festival will be ‘For the music’.
Style or approach
I will use ‘warm’ colours to connote ‘escapism’ allowing the audience to feel
relaxed and inclined to be interested in the festival due to the calm vibes.
The genre of the festival will be mainly modern rock, with the introduction
to electronic music.
The festival will be held in mid-summer, when it is hottest, allowing
freedom and allowing for the festival to go on ‘til late if it will still be light.
Content
The print-based advertisements will be simple in design, yet informative.
The image of the advertisement should be clean and clear. Only relevant
information will be included.
The background of the advertisement will be and clean image with dead
space above it for the information about the festival.