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: Sonu Johny
Candidate Number: 2069
Centre Number: 64315
What is the product being advertised?
My magazine Stinger will sponsor the brand new festival Connect. What I will be
aiming to advertising through my poster is, where the festival is going to be, who
will be performing at the festival and when it’s going to be. Other than those
primary objectives I will also want the poster to be clear that it is targeting
mainly young people, because young teenagers are the majority that will be into
music festivals.
What are the Aims and Objectives you are trying to achieve?
The aim of my poster is to inform people about the ‘connect’ festival and let them
know what’s going to happen when, all the new artists preforming and where.
Furthermore, it will promote my magazine Stinger as the festival is being
sponsored by it.
Target Audience
Maslow
From looking at Maslow’s hierarchy of needs, I think my target audience would
fall into the Love/Belonging category because festivals are full of people looking
to have good time with friends and family, and festivals do usually bring a sense
of belonging because many people come together to enjoy music they all love
together.
Katz
Looking at Katz uses and gratifications theory I think my target audience falls
2. Unit 15 – Print Based Advertisement
into Diversion because music festivals are almost a way to escape everyday life
problems and just to get lost in the music and enjoy yourselves.
Hartley
Gender wise my target audience is aimed at both sexes because it depends on the
person the type of music they like not the gender. However, age wise I’d say that
my target audience would consist of young adults and teenagers as they are the
more active group who would most likely be found at music festivals. All classes,
ethnicities and nationalities are open to come to the festival and my target
audience does not specifically aim at a certain class, ethnicity or nationality.
Psychographics
My target audience would fall into Mainstreamer’s because they’re into a mass
group of people who all commonly share the same taste of music as them and
look up to big artists and their brands.
Socio-economic needs
My target audience will fall under all the groups because the festivals main aim is
at young adults and they can fall into anyone of those categories, however it
would most commonly be E as it contains students who are the majority that
turn up to music festivals.
What is the campaign message?
My advertising campaign is aimed at young adults and teenagers who are very
active and social, and the message my campaign aims to give to them is to come
along and join into the enjoyment, while seeing their favorite artists perform.
The festivals slogan is ‘get connected’. Get connected sounds as if the festival is
inviting people to join in with them, and this is a way to make the audience feel
as if it’s a place of belonging where they can enjoy themselves with others.
Style or approach
The style of my festival will be urban street style as most of the artists
performing in the festival are rapgrime artists, and artists in those particular
3. Unit 15 – Print Based Advertisement
genres are often referred to as being gangsters who dress in the urban street
style outfits. The colour scheme will consist mainly of blue and yellow as these
are both unisex colours which connotes my target audience of consisting both
genders.
Content
On my print based advertisement, I will have images of some of the artists
performing and of people having fun at festivals, which connotes to the audience
that they could be having the same amount of fun if they came along. It will also
have a larger image of the main artists performing to show to the audience who
the main attraction is. The colour scheme will consist mainly of blue and yellow
as these are both unisex colours which connotes my target audience of consisting
both genders.
