P4 Feedback from client

link to the presentation we sent to richard rose:
http://www.slideshare.net/samclenaghan9/rr-presentation-to-client
Response to the presentation.

Richard told us that he loved the designs of the A4/A3 posters that we showed him and in emails that we showed him, and when we showed the designs to the 2 bands they said they liked the posters more than the smaller handouts because the colour that we used went better with the vibes of the bands and therefore would attract the right kind of people.

Richard told us that the colours of the text that we had used for the smaller postcards were a little too different and that if they were to use it they would both have to be the wine red that we used for Gavin's side of the postcard and the two bands also agreed with this.

Changes to make after feedback from richard:
 - Tone Down the drop shadow on the A4 poster
 - Change the colour of the font on the postcards
 - Get a higher resolution photo of the band, they should be able to send us one
 - Make the Repeat records logo bigger

Emails to/from richard rose:

Unit 1 powerpoint

A1 poster

P2 Advertising plan

Aims of the production 

the aims of the production of this advert is to promote the band as people, this is because they are so small and not very well known yet, so it is important to promote them and show their faces to try and make people recognise them and increase their popularity. the advert campaign is also developed to sell their new album and also try and sell the 200 limited edition versions of the albums that are being printed on vinyl. we have a plan to integrate a video campaign with the video adverts that would be a short 30 seconds - 1 minute video that would include horse party and gavin Chappell bates together as a short interview about their new releases.

Production dates.

February 16th 

The posters were sent out and we hung them up around cambridgeshire and the surrounding areas, some went into record stores and cafes to make the most out of the adverts making sure to place them where the target audience will be.

February 20th

made new versions of the posters with 'out now!' instead of the release date to be reposted on the websites and Facebook pages of the bands to maximise use for little cost. these were not printed.

February 23rd

The albums came out and the adverts with 'out now!' were switched placed on the bands social network sites and the repeat records website to be shown for the next week.

Target audience 

the target audience is people that will already be interested in this kind of music, for example repeat records focuses on a demographic between 15-30 and mostly male as their music varies from pop punk music to heavy metal. our advert will be focused on people that enjoy the softer genres of music as both gavin Chappell bates and horse party both have a soft rock genre that people people wont be into. i say that the adverts will be focused on people that already like the music genre because the bands are so small it is easier for them to find new listeners within their own genre. this is called a warm audience, someone who is aware of the area your product is in but doesnt know about you specifically. a cold audience is someone who has no idea about your area or you at all, for example someone who only listens to pop music or rap. a hot audience for an advert will be people that are already fans of your band or business. you can tell this advert isnt aimed at people that already know them because the advert aims to sell them as people too, by including pictures of the bands it helps us personalise with them more. The other evidence that this advert is set to a warm audience is because the quotes under the bands album covers describe reviews of their music, and people will usually only pay attention to a review if they don't know the band very well or at all. The last piece of evidence that this is aimed to a warm market is the colour scheme, the simple black and white colours represent a lot of posters in the same music genre, this will attract people that like that kind of music genre to maximise the amount of people that will appreciate the advert.

Calendar events near the release - 

the posters were set out to be posted around the 16th of February to make sure that there is enough time for people to be aware of the advert but also not too expensive as we were working on a tight budget. the only events that were relevant that were happening around the time were some gigs at the junction near the cambridge train station, we attempted to get posters in there to add to the number of people that might see it because of the increased traffic at the time in the building. the junction also plays a lot of the music that horse party and gavin Chappell bates can fall under the same category, along with a lot of repeat records music.

Legal and ethical issues-

Source - https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx 

We need to make sure that any assets we use are all legal to use or are owned by us or the company. anything else that we use calls under copyright infringement and that would mean your advert is taken down by the ASA and you could be sued by the company that owns the rights to the image. the asa tend to try and make you correct the advert rather that attempting to punish you for it.

another considering is making sure the advert doesn't offend anyone, if an advert is designed in such a way to offend a large group of people then again, the ASA would have to step in if they receive complaints and the advert will be taken down.

The advert will be made sure to be placed in the right places to make sure we do not cause offence, these adverts will be distributed around record stores and places that appreciate that kind of culture. for example the advert may cause offence if we were to place it in a place of worship or on the side of a store even though the advert isnt offensive with its content.

P5 production plan

P5 Final design for the advert and production plan

link to the presentation we sent to richard rose:
http://www.slideshare.net/samclenaghan9/rr-presentation-to-client
Response to the presentation.

Richard told us that he loved the designs of the A4/A3 posters that we showed him and in emails that we showed him, and when we showed the designs to the 2 bands they said they liked the posters more than the smaller handouts because the colour that we used went better with the vibes of the bands and therefore would attract the right kind of people.

Risk assessment - 

Computer work -
I need to remember not to bring food or drink near the computer to risk damaging it.
Also make sure to take regular breaks from the computer so you don't damage your own eyesight.

Studio shooting - 

if we were to shoot the bands in a studio with lighting and expensive cameras then we would need to be sure that we didn't bring any food or drink into the studio to avoid damaging any equipment, then we would also need to make sure that any wires left on the ground were safe to walk near by fastening them to the floor with tape.

Calendar events near the release - 

the posters were set out to be posted around the 16th of February to make sure that there is enough time for people to be aware of the advert but also not too expensive as we were working on a tight budget. the only events that were relevant that were happening around the time were some gigs at the junction near the Cambridge train station, we attempted to get posters in there to add to the number of people that might see it because of the increased traffic at the time in the building. the junction also plays a lot of the music that horse party and Gavin Chappell bates can fall under the same category, along with a lot of repeat records music. we also had to make sure that the advert was done on a strict timeline as the albums were coming out on the 23rd of February and there was nothing we could do to stop that.

Dates of production and progress

January 10th - 13th  
Client sent us the draft of what they wanted and we sat down to make our 5 first ideas with concept hand drawn adverts that we sent to Richard Rose (manager of repeat records) to give us feedback

January 15th 
Received the feedback from the client on what they wanted from our 5 advert concepts, then we used the feedback to create 2 more developed designs. these 2 designs were made and planned with production plans for each of them. These 2 plans were then sent off to the client for more feedback

January 21st
Feedback received from the client again on what the final design should be, we took some aspects from both of the drafts to make one that the client liked.

January 22nd
Discussed a video advertising campaign to go with the print advert. we planned it and sent him the plans with the costs that would be with it.

January 24th
Client said he did not want to have a video advert to go alongside the print as the costs would be too high, we were also told the current advert design was good for that they needed

January 25th 
Final polish added to the advert to make it of printable quality and sent off to the client and his connections with the printers.

January 30th 
The advert was printed and ready to be sent out to be placed in the real world, at this time the bands also shared the advert on their Facebook and other social media pages, the adverts were also shared onto the repeat records website.

February 16th  -DAY OF RELEASE-
The posters were sent out and we hung them up around Cambridgeshire and the surrounding areas, some went into record stores and cafes to make the most out of the adverts making sure to place them where the target audience will be.

February 20th
made new versions of the posters with 'out now!' instead of the release date to be re-posted on the websites and Facebook pages of the bands to maximize use for little cost. these were not printed.

February 23rd -SECONDARY RELEASE-
The albums came out and the adverts with 'out now!' were switched placed on the bands social network sites and the repeat records website to be shown for the next week.

Personnel required for the advert
Photographer Adam Duffield - for the studio shots of the bands to be taken in the studio if we require it.
Editor  Sam Clenaghan - for the design of the advert in Photoshop and to tidy up the studio photos of needed.
Other personnel Adam Duffield and Sam clenaghan - other people can be used to help contact people that can help or by contacting stores to see if we can advertise in there.


Resources - 
Hardware -
laptop with enough power to run Photoshop
Software -
Adobe Photoshop CS6
Assets -
Photos of the bands and the logos from repeat records, also any themes or fonts they want us to use.

Costs -

Printing posters (in color) - £100
20 hours of work into editing and creating poster - £150
Possible studio costs - £50

Possible video advertisement costs if video advert is done
         - Filming in a studio £50
         - Camera hire £25
         - Editing time £50
         - Final video with labor costs £125

Legal and ethical issues-

We own the rights to use all of the logos/photos that have been used in the advert and so we should not face any legal backlash about the creation/distribution of this advert. the advert shouldn't have anything to offend anyone - by referring to the ASA website i can see that nothing in our advert should offend anyone as nothing is one sided, we're not giving any false information and the advert has no material that should be offending and we have the right to use all of the material in the advert as they were provided by the client themselves and the bands they represent. although the advert itself may not be offensive it would still be possible to cause offence with it if it were to be placed in the wrong areas. for example although this advert's content isn't offensive if the adverts were to be stuck to cars, shop windows or places of worship then there is a large chance that that will offend people as it is disrespectful to people's property. we can prevent these kind of issues by having predetermined places to put the posters, for example stores that are also familiar with the brand or places that are comfortable with the kind of product that we are advertising, like indie record shop Fopp. we had already arranged with the manager of the Cambridge store that we were going to put posters in there and they agreed, to not cause any offence.

P3 Production plans - amended-

this advert is a basic portrait poster that can also be used online as an advert.

the advert would also have a video to go with it.

Synopsis.
we have the name of the production company as the title leading the whole poster as that is the name of the production company. the poster is split directly down the middle to create a 50/50 split that will advertise both bands equally. the sides of the posters also have studio promotional shots of the respectieve artists to reprisent them both equally.

Production times.

January 10th - 13th  
Client sent us the draft of what they wanted and we sat down to make our 5 first ideas with concept hand drawn adverts that we sent to Richard Rose (manager of repeat records) to give us feedback

January 15th 
Received the feedback from the client on what they wanted from our 5 advert concepts, then we used the feedback to create 2 more developed designs. these 2 designs were made and planned with production plans for each of them. These 2 plans were then sent off to the client for more feedback

January 21st
Feedback received from the client again on what the final design should be, we took some aspects from both of the drafts to make one that the client liked.

January 22nd
Discussed a video advertising campaign to go with the print advert. we planned it and sent him the plans with the costs that would be with it.

January 24th
Client said he did not want to have a video advert to go alongside the print as the costs would be too high, we were also told the current advert design was good for that they needed

January 25th 
Final polish added to the advert to make it of printable quality and sent off to the client and his connections with the printers.

January 30th 
The advert was printed and ready to be sent out to be placed in the real world, at this time the bands also shared the advert on their Facebook and other social media pages, the adverts were also shared onto the repeat records website.

Recce Report

This Recce report is made for if we were to reshoot the assets of the band for our own uses. this will be done at LongRoad SFC in the studio. shoot would take 2-4 hours using the equipment that we can use form the college.


Time requirements
Poster - 3-4 weeks for the design, shorter or longer depending on how fast the client gets back to us with feedback.

January 10th - 13th  
Client sent us the draft of what they wanted and we sat down to make our 5 first ideas with concept hand drawn adverts that we sent to Richard Rose (manager of repeat records) to give us feedback

January 15th 
Received the feedback from the client on what they wanted from our 5 advert concepts, then we used the feedback to create 2 more developed designs. these 2 designs were made and planned with production plans for each of them. These 2 plans were then sent off to the client for more feedback

January 21st
Feedback received from the client again on what the final design should be, we took some aspects from both of the drafts to make one that the client liked.

January 22nd
Discussed a video advertising campaign to go with the print advert. we planned it and sent him the plans with the costs that would be with it.

January 24th
Client said he did not want to have a video advert to go alongside the print as the costs would be too high, we were also told the current advert design was good for that they needed

January 25th 
Final polish added to the advert to make it of printable quality and sent off to the client and his connections with the printers.

January 30th 
The advert was printed and ready to be sent out to be placed in the real world, at this time the bands also shared the advert on their Facebook and other social media pages, the adverts were also shared onto the repeat records website.

Target audience 

the target audience is people that will already be interested in this kind of music, for example repeat records focuses on a demographic between 15-30 and mostly male as their music varies from pop punk music to heavy metal. our advert will be focused on people that enjoy the softer genres of music as both gavin Chappell bates and horse party both have a soft rock genre that people people wont be into. i say that the adverts will be focused on people that already like the music genre because the bands are so small it is easier for them to find new listeners within their own genre. this is called a warm audience, someone who is aware of the area your product is in but doesnt know about you specifically. a cold audience is someone who has no idea about your area or you at all, for example someone who only listens to pop music or rap. a hot audience for an advert will be people that are already fans of your band or business. you can tell this advert isnt aimed at people that already know them because the advert aims to sell them as people too, by including pictures of the bands it helps us personalise with them more. The other evidence that this advert is set to a warm audience is because the quotes under the bands album covers describe reviews of their music, and people will usually only pay attention to a review if they don't know the band very well or at all. The last piece of evidence that this is aimed to a warm market is the colour scheme, the simple black and white colours represent a lot of posters in the same music genre, this will attract people that like that kind of music genre to maximise the amount of people that will appreciate the advert.

Risk assessment - 

Computer work -
I need to remember not to bring food or drink near the computer to risk damaging it.
Also make sure to take regular breaks from the computer so you don't damage your own eyesight.

Studio shooting - 

if we were to shoot the bands in a studio with lighting and expensive cameras then we would need to be sure that we didn't bring any food or drink into the studio to avoid damaging any equipment, then we would also need to make sure that any wires left on the ground were safe to walk near by fastening them to the floor with tape.

Video - shooting will take about a week for a good length video.
Video - editing can take anywhere between 4-5 weeks depending on the effects we decide to use in the video (effects will be used with the bands request)


Potential market position -
The adverts are designed to be seen in music venues and in record stores as the label is an independent one it has the opportunity to quickly gain popularity in the market and grow very fast.

Costs-

Printing posters (in color) - £100
20 hours of work into editing - £150
4 hours renting a studio for the photoshoot - £200
4 hours shooting the band - £200
Hiring out camera equipment for the shoot - £60 for 8 days

Second adcept - 

this adcept is to accompany the first poster and was designed to be a set of fliers that we would hand out to people on the streets.

Synopsis.
a two sided A6 set of fliers each with a studio promotional shot of the respective artist. the logos of the bands are in the centre of each side of the flier to make sure that they are the most noticed part of the advert.

His would also have a video to go with it if requested by client.

these images reprisent both sides of the flier to make sure to give both of the band the same amount of representation in the campaign. these would be a set of A6 fliers to be handed out with promotional shots of the artists to promote them.

Costs-

Printing posters (in color) - £100
20 hours of work into editing - £150
4 hours renting a studio for the photoshoot - £200
4 hours shooting the band - £200
Hiring out camera equipment for the shoot - £60 for 8 days

Potential market position -
The adverts are designed to be handed out to people outside

Location scouting

This Recce report is made for if we were to reshoot the assets of the band for our own uses. this will be done at LongRoad SFC in the studio. shoot would take 2-4 hours using the equipment that we can use form the college.

Target audience 

the target audience is people that will already be interested in this kind of music, for example repeat records focuses on a demographic between 15-30 and mostly male as their music varies from pop punk music to heavy metal. our advert will be focused on people that enjoy the softer genres of music as both gavin Chappell bates and horse party both have a soft rock genre that people people wont be into. i say that the adverts will be focused on people that already like the music genre because the bands are so small it is easier for them to find new listeners within their own genre. this is called a warm audience, someone who is aware of the area your product is in but doesnt know about you specifically. a cold audience is someone who has no idea about your area or you at all, for example someone who only listens to pop music or rap. a hot audience for an advert will be people that are already fans of your band or business. you can tell this advert isnt aimed at people that already know them because the advert aims to sell them as people too, by including pictures of the bands it helps us personalise with them more. The other evidence that this advert is set to a warm audience is because the quotes under the bands album covers describe reviews of their music, and people will usually only pay attention to a review if they don't know the band very well or at all. The last piece of evidence that this is aimed to a warm market is the colour scheme, the simple black and white colours represent a lot of posters in the same music genre, this will attract people that like that kind of music genre to maximise the amount of people that will appreciate the advert.

Risk assessment - 

Computer work -
I need to remember not to bring food or drink near the computer to risk damaging it.
Also make sure to take regular breaks from the computer so you don't damage your own eyesight.

Studio shooting - 

if we were to shoot the bands in a studio with lighting and expensive cameras then we would need to be sure that we didn't bring any food or drink into the studio to avoid damaging any equipment, then we would also need to make sure that any wires left on the ground were safe to walk near by fastening them to the floor with tape.


Time requirements

Poster - 3-4 weeks for the design, shorter or longer depending on how fast the client gets back to us with feedback.

Video - shooting will take about a week for a good length video.
Video - editing can take anywhere between 4-5 weeks depending on the effects we decide to use in the video (effects will be used with the bands request)

Advert Development

The product we are advertising is the new albums coming out from Gavin Chappell-bates and horse party, we aim to make the records sell as much as they can and make the bands gain popularity on a bigger scene, the people that we are targeting are the warm audience, people already interested in Gavin or horse party or similar kinds of music, this is why the advert is styled to be very specific to the two artists. 

campaign schedule

 - Launch date: 05th/02/2015

The posters will be posted to the bands website on this date.

- Print Launch date: 10th/02/2015

the posters are to be printed and posted on this date.

AD campaign

This advert is made to advertise the release of two new albums, one by Horse Party, and one by Gavin Chappell-Bates, the adverts are hopefully going to be posted all around Cambridge and the surrounding areas for the most exposure, the poster will also have an online presence as we will all attempt to give it an internet presence to further the campaign.

Process of making the Landscape poster

 here we have the line of work i did to make the landscape poster for the album release. the versions and contents of each version are marked at the top corner for more info.

here we have my version one, we went with the idea that each artist should have their own side, this poster also contained the black background and white text combo that we ended up sticking with in the final product. 

 this second version changed what was on the final product, for example this one also had pictures of the artists next to the albums, to give them more character

Where was my chosen advert shown?

the ad i chose was a promotion for the guardians coverage of the 2014 world cup, the ads were shown on the guardian website. i assume the reasoning behind this is someone interested in the guardians coverage of something will already be looking on the website, meaning they're looking to appeal to a warm audience as apposed to trying to get a whole new audience. the reach of the ads were national as they were shown on the guardian website so they can be seen by anyone, but the overall audience of the guardian are also mostly from england, the benefit of this is like i said before, it means you're appealing to a warm audience already, so you know you're targeting the right people, for example the world cup here in the UK is massive, so having uk based AD's will be good for them as they're targeting their biggest audience.

the reaction to these ads were one of slight shock, the guardian isnt known for having a sense of humor, especially at someone else's expense, but the BBH made sure their ad would stick, and stick it did, because it was so unlike any of the guardians usual ads it did very well in its task to promote the world cup coverage.

audience research

Adcepts

client research -more info added-

REPEAT Fanzine
repeat are a music blog and also a registered publishing and record label.
their pressence is all internet based, they have no physical adress.
their website is : http://www.repeatfanzine.co.uk/
this is what the homepage looks like:

nanna mexico. nanna mexico is a cambridge based business that sells mexican fast food, most well known for their 'big ass burritos' the company has 2 stores around cambridge, one near the center and the universities and another just outside the grand arcade. both great locations and busy for a store to be.

jemporium. a small business that sells vintage clothing in the grand arcade, this clothing is typically from the 60s-80s period. the store is fairly popular and has a good and busy location.

Legal and Ethical Issues In Advertising

I will be analyzing the "Your mom hates dead space 2" campaign put on by EA to advertise their new game (~at the time~) Dead Space 2. the ad features several concerned mothers watching game-play of the highly violent game "dead space 2" and obviously hating it.



this advert is supposed to target people aged 15-20 (the age range can vary a lot more than this, however) and it is made to make them think that their mom will hate the game, making them want it to defy them.
The advert shows clips of the game shooting grotesque alien monsters with guns with plenty of blood and gore to make it an appropriate ad for a violent game. the violence used is very brutal with screaming and loud noises, the reactions are pretty one sided to be negative with the game being blamed for turning children into criminals and corrupting society (really?)

the issues with the ad are quite apparent, the adverts shows the people involved in a negative light for disliking the game. another issue is the violence it shows, the game features small aliens that look rather human and child-like, the ad shows many of them being shot by the protagonist, this could cause offence because of the appearance of the alien. however the context is clear that the protagonist is under attack and it is self defense from the aliens.

an advert that was banned, the 'Death has never been closer' advert for final destination 5 was banned for scaring 3 children on a bus. the difference in the 2 being that the violence in this was obviously on a human, and the fact it was shown on public transport meant it was inappropriate for the audience, whereas in the "your mom hates dead space 2" ads, the violence is being inflicted on aliens and was only shown late at night to typical 'Boyish' shows.

there is a massive need to adverts to stick to a specific set of rules because before the ASA you had all sorts of adverts that showed racial stereotypes and just all-out lied to you, for example coca-cola had a campaign that said if you gave cola to children they would become smarter. the ASA makes sure that a minimal amount of people are offended by an advert, they do this by making sure it is shown at the right time, to the right people and contains no sensitive material that is going to offend a lot of people.

Agency Profile

Bartle Bogle Hegarty

Bartle Bogle Hegart's ceo is currently Gwin Jones, he has been in the company for 27 years, however at the end of the year he will be stepping down to make way for Neil Munn.

 The company was started in 1982 by Sir John Hegarty, John Bartle, Sir Nigel Bogle, with their first office in london, england. they started by only doing print campaigns (their first being the "when the world zigs, zag" campaign for new black Levi jeans, the company later took the black sheep in the advert as their company image and the motto "when the world zigs, zag" as their own company motto, to account for the strange and new ways they do their ad campaigns.

'BBH's first major ad campaign, sporting the motto'

Products:
the BBH company make all sorts of ad campaigns for companies like AXE (or linx in the UK) and the guardian, their adverts are often different from what you would usually find in a company, with the ads being different and standing out above the rest, for example their 'Color prohibition' advert for Dulux.

#
this advert shows us a world where color was banned, and an underground society use trucks to run around paint while being chased by police, similar to the old moonshiners when alcohol prohibition was a thing in the US. a can of paint finds it's way to a woman who is obviously embarrassed by her bland apartment after a paint bootlegger is caught, she paints her apartment a lovely shade of blue, and this encourages others to do the same, and she wins the heart of a man across the road from her.

the BBH is also responsible for the Guardian's world cup ad campaigns that played on the recent Fifa controversy to make adverts that poked fun of it, for example this advert advertising the guardian's coverage of the world cup and all the others that followed.

These adverts are a massive hint to the type of ads that the BBH love to do, they like making ads that will stick in people's minds, they achieve this by being very satirical and using comedy in their ads a lot.












Awards: the BBH has been voted Agency of the year 2 times in the Cannes Lions International Festival of Creativity, and they have also won 32 IPA effectiveness awards since 1988. in 2008 they won the IPA and APG effectiveness awards, the first agency to win both in a single year.
BBH also won campaign magazine UK's 'agency of the year' award in 1986, 1993, 2003, 2004, 2005, 2011 and 2012.

The BBH now have offices all over the world, in LA, New York, Brazil, London, Stockholm, Mumbai, Shanghai and Singapore.

In 2010, the BBH made £95million in total profit over the year, with another £27 coming from other companies they own.

The BBH are competing with the biggest and best ad companies out there, like WPP, Omnicom, Dentsu and Epsilon.

Advert Case Study

This is an advert made by the BBH advertising company, Bartle Bogle Hegarty.

this advert was made to show that the guardian were offering coverage of the world cup, blog posts and round up highlight shows on their website. the recent FIFA bribing controversy at the time made a great target to exploit for the ad campaign to make a bigger impact, for example, if this ad was released much later after the event then there is no way it would have done well

the ad includes a zoomed in corner of the Brazilian flag that represents the location of the world cup that the guardian are attempting to advertise that they are showing coverage of on their website.

the type of fonts used in the ad are very conservative and formal, expressing the serious nature of the ad. however, the text itself is rather comical with the shots they're taking at Fifa, making the joke more contrasting and funnier, .in my opinion this makes the ad stick a lot more and holds your attention.

the advert is targeted to people who are interested in the world cup that was happening when this ad came out in the newspapers and online. the kind of people that see the advert are the type of people that would be looking at this advert will most likely be affected by it, because the world cup is such a large event worldwide (funny that) then you can be sure that if they aren't interested, they'll know someone who is and that will help the ad be very successful.

the colors that the advert is using are representing of the Brazilian flag because the world cup at the time was held in brazil.

the ad was different from a usual BBH ad, or guardian ad, as it really pushed the boat out in terms of the humour that they used, the guardian is known for being more reserved, and never really going out and taking advantage of an event to make a joke.