LO2 - BE ABLE TO ORIGINATE AND DEVELOP AN IDEA FOR A TELEVISION ADVERTISEMENT (PRODUCT RESEARCH)James Miller

TOP 10 AFTERSHAVES FOR SPRING SUMMER 2014

This article from askmen.com shows a list of the most favourite Men’s aftershave available. The most popular aftershave on the list was Cedrat Envirant by Atelier Cologne. This fragrance is described as having inspiration from Cocktails with ingredients such as gin, Champagne, lemon juice, and sugar from various exotic locations around the world. This suggests that the market for this product is slightly mature and more wealthier men who may enjoy a product with luxurious ingredients. Due to there age it they may have a preference with more older alcoholic drinks such as wine and gin. They may also drink alcohol regularly as they are able to recognise the similarities between the Gin essence product and the actual drink itself. This similarity could be a reason why the product is at the top of the list.

(http://uk.askmen.com/specials/spring_fashion_preview_2014/top-10-aftershaves-for-spring-summer-2014_1.html)

ATELIER COLOGNE Atelier Cologne is was created by Sylvie Ganter and Christophe Cervasel in 2009. They aim to celebrate the elegances of citruses as well as the precious raw materials it is combined with. The stores and products were founded in Paris. Paris has images of luxury as well as being slightly more classy than other cities. Atelier Cologne could be trying to portray this sense of class and luxury within there products.

Each Store is decorated with Venetian blue store fronts, raw brick wall as well as being furnished with industrial worktables, lamps, stools and engraving machines sourced from vintage French and American factories. The colour blue often has connotations of cleanliness for example companies use blue to promote water purification and clean air travel. Blue is also regarded as masculine colour due to it’s wide acceptance across males.

The furnishings give the brand as well as store a rustic and vintage feel. Vintage styled stores as well as clothes and accessories have become popular due to the uniqueness of the designs and patterns. Atelier Cologne could be suggesting to it’s customers that it’s products are unique and slightly old fashioned which could be a USP(http://www.ateliercologne.com/atelier-cologne-story/)(http://www.color-wheel-pro.com/color-meaning.html)

CEDRAT ENVIRANT

Each cologne from Atelier Cologne aims to tell a story. The product description for the aftershave describes a couple realising they are becoming slightly more than Friends. “As the sun set on the beach, they were all together again. Full of emotions, they could not stop talking. Had it really been so long? They shared many memories and another round of French 75s with laughter and tears in their eyes. No one wanted the night to end. As the sun rose, it was a sparkling moment of absolute friendship.”

The Cedrat Envirant features a removable pump for splash or spray use. It also has a handcrafted leather cap for bottle purchases of 100ml- 200ml. The ingredients list features Moroccan Cedrat, Mexian Lime and Juniper berries from Macedonia.

The prices for the Cedrat Envirant are as follows 200ml ($170), 100ml ($105), 30ml ($65).

CEDRAT ENVIRANTThe product description could suggest that the cologne has some romantic qualities as the couple in the story realise that they may have some attraction to each other. This might imply that the product is a good way for men to attract women which could be a reason why the product is a best seller.

The bespoke gift of a engraved leather case also suggests that the product is unique and that uniqueness can be enhanced when you order the leather casing. It also could mean that the product is more luxury than others within the market as most aftershaves do not come with any form of casing that is worth keeping.

The exotic and foreign ingredients could convey that the product is for a select market due to the selective description of the ingredients. This is because that the ingredients are very specific for example there is emphasis on the origin of them. This might send a message to the audience that only people of a certain target market (slightly mature, wealthy, highly skilled men), would be suitable for buying this product.

GIORGIO ARMANIArmani was founded by Giorgio Armani in 1975. It’s an Italian fashion house with clothing, leather clothes goods, perfumes and aftershaves which are manufactured and distributed by L’Oreal which Armani has had a long partnership with. There are not many boutiques specifically for Armani’s cosmetic range therefore they are distributed in other boutiques and stores as well as perfume shops.

Armani’s target audience is mainly the younger audience between 18-32 who are described as young, urban and sexy. http://www.ukessays.com/essays/marketing/market-and-company-analysis-of-armani-exchange-marketing-essay.php

When Armani produce adverts, they mainly use dark and black colours which could suggest darkness as well as elegance which could be portrayed easily in an advert. Music is also incredibly important in Armani’s adverts as they often reflect the tastes of there target audience.

GORGIO ARMANI ACQUA DI GIOThis aftershave was noted on The Perfume Shops website for being a classic. This already suggests that the aftershave has had a long product life as well as a large fan following. Acqua Di Gio was launched in 1996 meaning it has been on the market for 18 years. This means that there product has a great fan following as well as a huge amount of popularity.

According to the perfume shop the fragrance is described as fresh which could suggest connotations of cleanliness and purity. It is also describe feeling wise a alive, energised and masculine which could reflect the target audience of younger, fast and modern.

The ingredients for Acqua Di Gio include hints of Persimmon, Jasmine Petal and Citrus. Citrus also has a very clean and fresh scent as well as being quite sharp.

The prices for Acqua Di Gio are from £45 upwards meaning it is less expensive than Cedrat Envirant.

UMBROUmbro is a British sportswear and football equipment supplier. The Company designs many items of clothing for many sporting teams such as FFA Cup, The Republic of Ireland and Everton. Umbro was founded 1924 in the UK meaning it has a long standing relationship with the British public. Umbro made it’s success by producing cheap items based upon the products of bigger and more expensive sporting brands such as Addidas therefore becoming an instant hit with customers. Umbro continues to this day to supply sports organisations with there own sports clothing which as increased Umbro’s exposure and popularity.Umrbo’s target audience is mainly young and active sporting men who have a key interest in football. This is shown as Umbro create numerous clothing suitable for Football players. To compete against there competitors Umbro places it’s products lower down on the pricing chain to make sure that “to expand the culture of soccer to those who embody it in their every day lives”- http://pedroloor94.blogspot.co.uk/2013/02/chapter-two-stragetic-planning-for.html

Umbro’s advertising history often features men in sports wear advertising the certain aspect of clothing such as boots, t-shirts or even socks. They often feature in urban areas such as old playgrounds and parks to reflect on there image of being affordable for everyone. There adverts can sometimes feature people showcasing there sporting skills. Umbro has not really advertised there Umbro Elite X aftershave because of it’s widespread popularity and low price meaning that adveetising would not be necessary for the product.

UMBRO ELITE XUmrbo Elite X is a cheap and affordable aftershave. Not much is known about the ingredients of the aftershave however the box labels it as a fresh, cooling and fine fragrance. This could suggest that the fragrance comes across as clean and up lifting. It could also suggest that the fragrance is very sharp and cuts through any unpleasant odours people wish to mask. The box is either black or gold which could suggest luxury as well as elegance. The liquid itself is also gold which could be a good USP. The bottle has the Umrbo Logo as well as a description of the product in simple writing. This could suggest the product is not as luxurious as there is no fancy typeface.

The specific target for the product based upon the target audience of Umbro is young athletic sporty people who need a nice good quality aftershave to use after playing. They also would prefer the product to be very low price due a lower income than people who may use other sports aftershave.

The product ranges from £0.99p- £3.00 It can commonly be found in cheap £1 stores meaning that the product is very affordable.

UMBRO ELITE X COMPETITORS

Umbro Elite X has many competitors such as… Addidas Depp energy and Ice Dive Beckham Instinct Davidoff Champion Paco Rabanne Invictus

These competitors are all higher priced than Umbro and their brand has a greater recognition in terms of aftershave and perfumes than Umbro making it a strong competitor.

THIS TASK

For this task I am going to produce an advert for Umbro and there Elite X perfume because it is widely available, the actual perfume itself is cheap so I can afford it and I can easily relate

to Umbro’s target market which is young sports people who want easily affordable

clothes to practice sports in.

THE BUDGETI will attempt to produce this advert on a budget of less than £10

because it means I do not have to spend a lot of money especially as the aftershave varies of £1-£3 and the filming equipment is free as

they are a school resource.

Item Quantity Cost Total Final Total

Camcorder 1 £0 £0 £1.89

Camera Dolly

1 £0 £0

Lighting N/A £0 £0

Location N/A £0 £0

Actors/Actresses

3 £0 £0

Soundtrack 1 £0.89 £0.89

Sound FX 3 £0 £0

Aftershave 1 £1 £1

Props 5 £0 £0

Insurance N/A £0 £0

TECHNICAL RESOURCES AND CONSTRAINTSTo produce this advert I have a wide variety of resources available to create it.

I have access to flip camera’s as well as camcorders in order to film the advert as well as take pictures. The advantages of using these video cameras is that they are compact and travel friendly which is useful when transporting equipment to various locations. Another advantage is that they are able to take good quality videos which is essential for an attractive advert. The camera’s also have optical zoom to focus on the smaller details such as mud stains and dirt.

A disadvantage of using the camera’s are that they have a built in microphone which could pick up small noises such as murmurs and whispering which could appear in the final edit. They also are able to pick up wind which is an unappealing noise for the audience. The optical zoom can also be a disadvantage if not using a tripod as the camera may shake more visibly.

TECHNICAL RESOURCES AND CONSTRAINTS

We also have an advanced editing software to edit the film as well as the soundtrack. The advantage of using Adobe Premier Pro are that they software is able to edit most types of film footage and there is many visual and audible effects to use to edit the film. You can also insert text overlays to improve the

The disadvantage is that editing takes a long time and the software can be very complex to use to get the best effects. You also have to edit your footage properly for example placing it in appropriate media bins, trimming it, cutting clips and cropping clips. This preparation takes a long time so editing could potentially start later than anticipated therefore holding up the rest of the editing process.

TECHNICAL RESOURCES AND CONSTRAINTS

To obtain the soundtrack there is three various ways I can get suitable audio.

ITunes is a good way to get audio as there library is huge with millions of tracks to choose from. They have songs from the majority of famous and popular artists worldwide who’s music could attract the adverts target audience. The disadvantage of using ITunes is that ALL song clips are copyrighted by the publisher so it would be illegal to use them unless for fair use such as education.

Another way to get audio is to use www.audionetwork.com. Audio network is a professional music provider who can license there recordings for professional usage as well as personal. For example a home/student license costs £0.89 making the recording cheap and affordable. The disadvantage of using Audio network is that for a professional advert, licenses can range from £100-£400 making it unaffordable for some people.

Finally another website to use is www.freeplaymusic.com. Similar to Audio network Freeplay music licenses there music out. One option to use is the YouTube Licensee which is free. This means there recordings are affordable and the advert can be uploaded online. However, the disadvantage is that there recordings are often very basic and it is difficult to search for the right recording due to the slightly tricky search system. (It doesn't find you the right result immediately)

AUDIENCE RESEARCH

My intended audience for the advert is young adults with a keen interest in physical sports such as football or Rugby. They will also have a working class income so they will not necessarily be able to afford the more expensive aftershaves on a regular basis.

To research my audience I will undertake both Primary and Secondary research such as Surveys, aftershave articles and many other forms as well as obtaining quantitative and qualitative data.

LEGAL AND ETHICAL ISSUES

Truth in AdvertisingAdvertising Standards regulate adverts across the country. They have to make sure that all adverts are truthful and not misleading to the audience.

Advertising Harmful ProductsAdvertising Standards will also regulate if there are adverts for a potentially harmful product. They will stop all distribution on the ad if the product is unsafe.

DEADLINE

I will have to produce this advert to a set of specific tasks with specific deadlines. This will make sure that I will have everythi9ng planned, filmed and edited to be able to release the advert on time.

Planning: 9th January 2015Filming: 15th January 2015Preparing to edit: 16th January 2015Final edit: 3rd February 2015

RESEARCH

I undertook a brief survey online and posted it on Facebook. I then created this wordle mood board to show you some of the results the survey showed.