2. The Video Advertisement
A video advertisement is going to be used as part of the PhizzWizzard campaign
in order to meet the requirements that are outlined within the client brief. This will
ensure that the client will be satisfied with the overall campaign, as their
needs/wants will be met to an expected standard. This would therefore result in
a positive reflection of JT&T Productions, which will also result in future
prospects for our production company being successful.
Including a video advert as part of the campaign will create above-the-line
marketing for PhizzWizzard. This will be effective as it means that the primary
(13-18 year olds) and secondary (30+ years) demographics will be easily
targeted, as the video advertisement will be fully accessible through various
platforms. For example, TV video advertising on mainstream channels and, pop-
up video ads on websites, social media.
This means that various age groups, that fall within the demographic, are likely
to not experience being excluded from the campaign, which will result in a
successful project, and will also benefit the company being advertised (‘Carter
Soft Drinks LTD’) as sales and revenue will be increased. Brand awareness and
recognition of PhizzWizzard will also be increased and developed as a result of
the accessibility that the video advertisement provides to target audiences.
3. The Billboard
The client brief specifies that a billboard must be part of the advertising campaign for
PhizzWizzard. This is one reason as to why a billboard is going to be created for the
campaign, in order ensure that JT&T Productions are able to meet these requirements.
Furthermore, billboard adverts are a form of above-the-line promotion. This means that
they will be easily accessible for the target audience to view. Ideally, the billboard will be
displayed in popular areas that have a high foot-fall (such as central London). This will
increase the effectiveness of the billboard as it means that the likelihood of the targeted
demographics viewing the billboards will be high.
The likelihood of the target audience being able to access the billboard will be high. Unlike
social media promotions, or the use of online advertisements, individuals will not require
technology in order to view the billboard as it will be openly displayed in public locations —
making it easy for anyone to view. This will be especially easy for older demographics to
access as it is likely that they may not be technologically advanced, and those who fall
within the C2, D and E segments of the ‘NRS Social Grade’ as they may not be able to
afford certain technology due to their disposable income.
To add, in order to ensure that the billboard will appeal to younger demographics (13-18
years of age), the billboards will incorporate QR codes which, when scanned, will show
users the video advertisement. By incorporating this form of cross-media marketing, both
targeted demographics will be successfully targeted as both of their needs/wants will be
met, increasing the accessibility, and therefore effectiveness, of the billboard and overall
campaign.
4. The Magazine Advert
A magazine advert was also specified within the client brief to be apart of the
campaign for PhizzWizzard, meaning JT&T Productions will be meeting the
requirements of the client, ‘Carter Soft Drinks LTD’, ensuring client satisfaction.
It was concluded that because the advert is for a beverage, it would be
appropriate to advertise it within food and drink magazines (such as ‘Great
British Taste’ and ‘New Food’). This would be most effective as it will likely get
the attention of enthusiasts for food and drink, as this category of magazine falls
within a niche genre, meaning readers will be specifically seeking out new foods
and drinks. This will be an effective way of ensuring that the older demographic,
of 30+ years, will be targeted as this age group tend to be apart of the readership
for this type of magazine genre.
Using a magazine advert will also be effective in spreading brand awareness
due to the likelihood that the magazine will be passed on. For example, a friend
of an individual who possesses a magazine with the PhizzWizzard advert may
decide to borrow it, or be given the magazine once the previous owner has read
it. This will ultimately result in the exposure of the advert being increased, which
proves this method of advertising to be both beneficial and effective in spreading
brand awareness.
5. Social Media
A final method of advertising that we are going to include in the advertising campaign of
PhizzWizzard is social media. The consideration of using radio advertisements was
considered, however it would be best to keep costs low so that the budget can be
focused on the other elements of the campaign (the video, billboard and magazine
advertisements), to ensure they are created to the highest and best possible standard.
As social media is (mostly) free and efficient in targeting younger demographics, we
conclusively choose this method over radio adverts.
The platforms that will be used are Facebook, Instagram and Snapchat — they are the
leading platforms used by 13-18 year olds. Social media is easy to use and free to
create accounts/pages making it a cost efficient method of advertising.
On social media it is easy for users to share content with each other, as well as re-post
content onto their own pages/accounts. This means that users can easily help to
spread the brand awareness of PhizzWizzard, making the advertising campaign more
successful and popular. To add, having social media accounts will be useful for future
marketing of PhizzWizzard, as they can be used to promote new and upcoming
products.
Finally, in order to ensure that the target audience are aware of the social media
accounts, logos of the sites being used (such as Instagram) will be featured on both the
billboard and magazine advert to ensure that the chance of individuals becoming aware
of the accounts are increased, further raising awareness for the new beverage.
