By:John Xavier S. Chavez

Development and Design of Multimedia Titles

The rule of thumb for multimedia development is 80% planning and 20% production

Following a well-defined development process that places the actual production in perspective helps ensure a successful project

Planning Context: Your team works for the Creative

Department of an Advertising Company and your team is tasked to come up with an advertising campaign.

You will be assigned to work in one of the following industries:Fast-moving consumer good industryTourism industryBeauty and healthcare industry

Planning You are to come up with an advertising campaign for a

specific product and brand. The product may or may not be existing but you have to create your own brand.

Come up with a striking logo for the product and its accompanying catchy tagline or slogan. You are to come up with a print to be displayed on the day of your defense.

Originality is important. Remember always respect copyright! Infringing on someone’s intellectual property rights is a form of stealing and dishonesty. Violation of this will automatically merit a failure.

Product and strategy:The product is weed grass health drinkThe target market is:

Young Professionals class B (upper middle class to high class) who are at the peak of their physical condition and are health and diet concious

The strategy: to play on the interests of the target market as well as their lifestyle (healthy living)

ConceptThe concept of the ads will revolve around healthy

living and organic eco friendly approach…. Using celebrity endorser who is living healthy

Print ads: the print ads would apply a clean and green minimalist approach because the target market (class B and A) appreciate relaxed designs and simplicity. The print ads will all be earth toned colors and dominated by the color leaf green to emphasize the “weed grass” feel and feature the celebrity endorser (carlo miguel)

TV ads: the company will hire celebrity endorsers with a health living lifestyle and are known to be nutrition concious (carlo miguel filipino chef who joined biggest loser asia) using his image to sell the product.. The TV ad will be a 30 seconder ad.

Non traditional ad: we will be using newmedia such as the internet (social network sites such as twitter and facebook) for bloggers and for fanpages

Goals n objectivesPart II: The Purpose (Goal and Objectives) - “What,

specifically, do you want to accomplish?”

Goal – to create awareness of the new product and boost sales on the release.

Objectives – to attain 3% of the target market (3% is large concidering that the competition is HUGE with fit n rite, c2, real leaf tea, wheat grass etc) and promote the product as a cool and refreshing alternate to iced tea and softdrinks

Target MarketThe target maket: (demographic)

Young professionals class B to AAge bracket: 18 to 26

The target market: (psychographic)Healthy livingHave active lifestylesDietingNutrition concious

TreatmentPart IV: The Treatment - “What is the look and feel of

the ad campaign?”

The product will be presented as a healthy and refreshing alternative to soft drinks and iced teas

The product will be presented as a diet aid and organic cleansing drink

The look of the campaign will be organic minimalist with a relaxed feel

Planning Tone – light and relaxed

Approach - to entice the target market to switch from softdrinks to weed grass the approach will be to show the benefits of healthy living through a celebrity endorser who was unhealthy and switched over to healthy living and is easily relatable

Metaphor – organic and relaxed (because the target market is in to the organic and healthy this is why the product will cater to their interests)

Emphasis – the campaign will be heavily focused on TV and print ads for maximum exposure

Endorsement – Carlo Miguel (a contestant from biggest loser asia season 1, because he is relatable to the target market, he used to be fat and since he got into the healthy living lifestyle he inspires his fans to do the same)

Color – green – it gives a natural and organic look and relaxed feel

Pace – the campaign will be running for a campaign life of 4 months

Context/Setting – the setting for the campaign will be nature and relaxation

Message Message

How will you structure the message? That healthy living has lots of benefits aside from just looking good Draw a conclusion or leave it to the audience? we will imply that because of healthy

drinks such as WEED GRASS you can look and feel better Present a one-sided argument or two-sided argument? we

will present the strongest features of our product (organic fiber rich and healthy) and compare it to the weaknesses of softdrinks (carbonated, sugar rich, unhealthy)

Present the strongest argument first or last? We will bombard the target market with the facts as many times as possible

How will you impart the message? A – get the Attention – with the use of a good looking celebrity endorser who is easily

relatable I – hold the Interest – bombard the target market with the benefits of healthy living and

benefits of the product D – arouse Desire – give a “get into the fad” feel by doing events and creating an “online

testament diary/ blog” on twitter and facebook A – obtain Action – creating an online blog and fanpage will entice the target market to

actively participate in posting and showing off their new “healthy living lifestyle and benefits” in turn also promoting the product by “word of mouth” or guerilla advertising

Message Message

What kind of appeal are you going to use? Why? Rational and emotional: rational appeal is to bombard the target

market with the facts on the product and show them the benefits, and the emotional appeal will be the fanpages and blogs where the target market will post and be able to relate to other posts creating a community of support for eachother in their new lifestyle

What format are you going to use? Why? Aesthetics, organic and relaxed, because that is the basis of the

campaign Non-verbal Mode of Communication, blogging and fanpages for

accessibility and it is more widespread Product Features, organic and natural to appeal to the interests

of the target market

PlanningPart V: The Multimedia Team – EARL FERNANDEZ(all parts: copywriter, graphic artist, art director,

account executive) *do I really need to specify? Kasi its all on the next page na eh…… hahaha

ALL DONE BY EARL Production Manager – defines, coordinates and facilitates the

production of the multimedia project Content Specialist – responsible for performing all research

concerning the content of the proposed application. Research content can be in the form of data, information, graphics or facts.

Script Writer – writes scripts to visualize the multimedia production and integration of virtual reality into the project.

Text Editor – responsible for making the multimedia production flow in a logical fashion and ensuring that the text must be structurally and grammatically correct.

BUDGETPart VI: Budget – the budget for the campaign is as

follows:

Php, 500,000 = billboardsPhp 300,000 = newspaper prints Php 1,500,000 = prime time TV spots (prime time

because it will give maximum exposure towards target market)

Php 1,500,000 = miscallaneousPhp 75, 000 = celebrity endorser (breakdown lang ito

ah kasi di ko trip gumawa ng math n shit pero this is just the gist of things

Planning

Part VII: Other Resources Needed

Other than the members of the multimedia team, who are the other people whose services will you be engaging?

Are you going to contract video and audio production crews and recording studios?

Identify the equipment or gadget that you will be needing.

Identify the software that will be needed.

NONE

Planning Part 8: Copyright Issues

How will the content be generated? How do you plan to have your work copyrighted? Who will be responsible for acquiring the copyrights? With what agency are you going to have your work

copyrighted?

These are all STUPID and irrelevant questions… stupid because the copyrighting is left to the legal department of the company and or agency

PlanningPart IX: Bibliography

Cite your references/sources Website Periodicals Journals Books Magazines Newspapers Etcetera

PlanningPart X: Appendix

Any attachments which you think are necessary for the project must be placed here (e.g. survey or questionnaire, interview, etc.)

Resumes or curriculum vitae.

Final Requirements Dress code: semi-formal to formal. Jeans, shirts and

rubber shoes are not allowed. Presentation will be for 30 minutes. Everybody in the

group must talk. Anybody who does not participate in the oral presentation and defense will get a zero.

The leader will give a report on the day of the presentation and defense as to who contributed in the paper and who did not. Anybody who did not, will get a zero.

Bring your own laptop and use powerpoint.

Final Requirements Come up with a print of the required tagline/slogan

and the logo with a picture of the product to be displayed on the day of the defense.

Others: 10 pages minimum excluding cover page, table of

contents, acknowledgement (if any) and appendix Typewritten Double-spaced Font 12 Short-sized coupon bond