– Level 3 Cambridge Introductory Diploma in Media

Unit 15: LO3

Print Based AdvertisingSt. Andrew’s Catholic School –

Candidate Name: Thomas HibbertCenter Number: 64135

Candidate Number: 2063Unit 15 Overview

Contents• Proposal – Slide 4• Hand drawn Draft – Slide 5 – Slide 6• Mood Boards – Slide 7 – Slide 8• Campaign Message – Slide 9• Photoshoot Plan – Slide 10 – Slide 11• House Style – Slide 12• Proof Reading and Sub-Editing – Slide 13• Production Plan – Slide 14 – Slide 17• Budget Plan – Slide 18 – Slide 21• Risk Assessment – Slide 22• Location Recce – Slide 23• Final Poster – Slide 24• Final Advert – Slide 25• Safe Working Practices – Slide 26• Trade Marking Steps – Slide 27• Graphic Layouts – Slide 28 – Slide 29• Conclusion – Slide 30

Proposal for the campaign

The proposal was created to outline concisely who the target audience were, what the message I wanted to convey through my campaign was, and most importantly what would go on the poster.

Poster - Hand Drawn Draft

This is my hand drawn draft for my first advert in my campaign.

I created the hand drawn draft to plan for what I was going to make for my advert, this meant that I had an idea of what to create when I was later in photoshop because pre production planning had taken place.

I included the colours and allocated sections of the draft for where which information would go, this helped me to know what to do when I was using photoshop to create the actual adverts.

Advert inside a magazine – Hand Drawn Draft

This is my hand drawn draft for my second advert for my Klashed campaign.

Poster - Mood Board

Advert - Mood Board

Campaign Message

The Message that my festival will get across to my audience is details and information about the festival, such as:DatesArtists PerformingWho the sponsors areTicket Availability The slogan for my festival will be “Music will Klash”. I have chosen this as my slogan because it connotes the different variations of music genres and artists that will be at my festival. I also spelt the Clash with a K because this shows brand identity as the title of the magazine did with its spelling.

Photoshoot PlanThe photo-shoot plan was conducted because this way I would know what I was doing when I went to take the images.

This plan saved time as I did not want to get to the

House Style

The house style of the adverts will be the same as Klashed Magazine, black, yellow and white. The colour scheme for my poster will be yellow, black and white. This colour scheme is similar to Klashed magazine’s colour scheme and because Klashed are sponsoring the festival, I think they should have similar colour schemes to show brand identity.

Proof Reading and Sub-Editing

Proof reading, I will proof read the poster and magazine advert before they are released as to ensure that the dates and relevant information match up and are correctly stated.

The editor will also (as stated in the production plan) proof read the posters and all other advertisements.

Production Plan

To conclude, the production plan shows the four week schedule in which the advertisements will be created and released on the 29th of January for the festival which is on the 7th July.

Budget Plan – PrintingThe poster for the festival will be printed mostly on A4. This is because they will be mostly posted around the small town near worthy farm. I will only order 100 posters, this is because the posters will be put around the town near the festival and they will also be put in train stations and the surrounding towns. I have been quoted £72.10 for these A4 posters.

I will however need some A3 posters to grab the attention of people passing by. For the A3 posters I will order 30. I have been quoted £45.30.

https://www.digitalprinting.co.uk/products/posters/27/

Budget Plan - AdvertThe advert will also be advertised in Klashed Magazine. Klashed Magazine are the hosts and sponsor for the festival, the poster could be shown at the beginning of the magazine so that the readership see the poster straight away when they open the magazine.

The advert will be full page, this will cost £2675.74. This is a medium sized cost for the campaign but because more people that are in the target audience will see the poster, the money will be made back with the ticket sales.

Budget Plan - StaffThe personnel that are required for creating the advert are Editor, Marketing Assistant, Marketing Manager and a Web Designer for the website.

Editor – £29,816 for the yearMarketing Assistant – £18,303Marketing Manager – £32,736Web Designer – £22,760

The production of the festival will only be for a month so these salaries would be adjusted for the month they are needed.

Budget Plan – Office Space and Equipment

As the festival will be a product of Klashed Magazine, the festival advert production and organising of the festival will take place in the Klashed Magazine office. Which I planned for purchase in Unit 13.

For recap purposes, the pricing summary for the office is shown in the images to the right.

The equipment that the office space already has will also be used, money is being saved because the office space and resources are already available for use.

Risk Assessment

These are the risk assessments I completed for taking the images needed for my advert, I filled out the risks and hazards because this way I knew what the hazards and dangers of the location would be before I went there to take images for my poster.

Location Recce

Poster – Final Layout

This is the final draft for campaign poster. I used my pre-production material i.e. hand drawn drafts, graphic layouts and planning documents to influence how I made the Photoshop final piece.

Advert – Final Layout

This is the final for my advert to go in the magazine. The basic layout is the same as I planned in the pre production stages but the overall look is better than I expected and looks like the type of advert that would go in the magazine I created,

Klashed Magazine.

Safe working practicesWhen I made my final adverts, I used Photoshop CS5. I chose to use this because I was already familiar with the program and it would allow me to create the posters to the standard required and of good quality.

I edited my background photo only to brighten the image so that the field and sky were visible to the reader.

The tools I used were the text tool, the paint bucket, the line tool and the colour swatches. I used colour swatches because this way I knew I would keep the brand identity across the adverts.

Trade Marking steps

https://www.gov.uk/register-a-trademark

To register a trademark for Klashed Festival, I will have to pay a fee for the application. There is an added fee of £100 which is optional, this means the Intellectual Property Service will check and assess the application and tell you if it meets the standard required.

The form to fill out is an extensive online application about the owner of the trademark and the trademark he/she is trying to set up.

This is a process I will need to follow through with twice, as I need to register the Klashed festival logo as well as the name.

Poster - Graphic Layout

This is the graphic layout for my first advert in my Klashed festival campaign. The graphic layout works as a template for where I will put the title, the name of the artists, the ticket availability, date and website link.

Advert - Graphic Layouts

This is the graphic layout for my second advert. I have made this template because it will guide me on where to put what features of the poster and also serve as a checklist for me to follow to make sure I have what I want on the poster.

Mind Map for Campaign

Generation of ideas

Target AudienceKatzUsing Katz’ theory, the audience for my festival poster will be trying to entertain, this is because the festival will be advertised as fun, enjoyable and will appear as a way of escapism.HartleyAgainst Hartley’s seven subjectivities, the audience will be Male, 16-25, middle class, white ethnicity, medium self-image, British and a family orientated person. MaslowIn terms of Maslow’s hierarchy of needs, the audience are social climbers.

Slogan“The music will Klash”“Klashing music since 2015”These slogans are good for my campaign because they both use the signature K from Klashed magazine and they use Klash with music.

Colour SchemeThe colour scheme for my poster will be yellow, black and white. This colour scheme is similar to Klashed magazine’s

colour scheme and because Klashed are sponsoring the festival, I think they should have similar colour schemes to

show brand identity.

MarketingI will market my campaign using print

based advert and magazine printed advertisement. I will use these because

the print based poster can be put up around the towns near my festival site,

and the magazine print advert can advertise the festival from within the magazine that sponsors the festival.

Frequency of releaseTo make sure that the audience know

everything there is to know about the festival and the artists attending the festival, the

posters will be released monthly up until the festival is live

ConclusionTo conclude, in LO3 the production of the poster and advert took place which will be used to advertise the festival. Once the adverts were created, the budget had to be considered and what would be needed to further the campaign advertising had to be decided.

The budget for the staff needed and where the production was a large part of the budget plan because these would be the personnel making the advertisements.