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– Level 3 Cambridge Introductory Diploma in Media
Unit 15: Sophie Angus
Candidate Number: 1006
Print Based Advertising
Contents for LO2Titles Slides
Advert of Inspiration 4
Proposal 5
Mind Map 6
Mood Board 7-10
Hand Drawn Draft Layout 11
Graphic Draft Layout 12
Logo Design 13
Photography Plan 14
House Style 15
Main Headliners 16
Production Schedule 17
Production Plan 18-22
Launch Dates 23
Location Recce 24
Own Photos 25
Budget Summary 26-27
Risk Assessment 28
Titles Slides
Legal and Ethical 29
Audio Visual Advertisement 30
Conclusion 31
Advert of Inspiration
Target AudienceThe target audience for this poster would be any age between 18-54 and therefore the socio-economic of E, D, C2, C1 and B. This is because this festival have included lots of different different kind of genre and also lots of artists that will appeal to the different age group. Therefore, they will appeal to as much people as they can.
Location On the top of the poster they will the location of where the festival will be held. This is important as the potential audience will know more simple information about the festival and also it will inform them.
DatesIn addition, on the top of the poster as they will receive four dates when they will be performing. This is important as they will be able to decide the dates that will suit them best.
Colour Scheme For the colour scheme for the poster there is no main colours that have been used through the poster as they have used a range of colours that will represent themselves as energetic and fun to the public. However, the background of the poster is black as it will help to make the bright colours stoand out even more. I will like to ‘repeat’ (Steve Neale) the background as the colours will stand out even more.
In the poster will be ‘repeat’ and ‘change’ (Steve Neale) items from this Glastonbury for my poster. This is important as I will ‘repeat’ (Steve Neale) the colour scheme because there are a range of eye changing colours that I will use so tat my poster will change out. However, I will change’ (Steve Neale) the top half of the poster as I will want to add a simple design to the poster as it will implies my festival creativity.
HeadlinerThe headliner will have to stand out and be bold on the poster as this will add ‘star appeal’ (Richard Dyer) as the artists and bands as the main reason why will go the festival. Therefore they will need artists/band that is known to public as they would want to listen to the artists live. In addition, the advertisement will have ‘repeat’ (Steve Neale) as they would what to know who will be performing at the festival and therefore I will use the same technique for my poster.
Proposal
This is the proposal for both of my festival poster and flyer. This mean that I will need to know the style and design that my poster and flyer will need to be like and also the target audience that it will appeal to.
Mind MapTarget AudienceThe target audience who will pay and go to my festival will be ‘explorers’ (Maslow) as they will be to explore new music as my festival will provide that need for people as it will be popular event and therefore they want to go for a good experience. In addition , they will want to go to my festival because of ‘diversion’ (Katz) because they will want to escape their reality and go for to my festival for a 1-5 days to have a good time and forget about their trouble in the everyday life. The average age of people who will go to my festival are people between the age of 17-54 because all age are welcome to come to my festival because their will be music that everyone will like and want to listen to. This is important on the socio-economic need lots of people who are in E (students) will want to go and have a good experience however, they will but be able to afford it however older people who are higher in the socio-economic will be able to afford to go to my festival because they will have extra money to spend. Moreover, relating to psychographic people who go to my festival will be ‘aspirers’ as will be go to my festival because other image and to show off their festival's fashion at the festival.
Logo Name• Bournemouth Festival• Epsom Festival• EXCLUSIVE FestivalThe reason why I have chose town names is because it will be like my festival of inspiration it is one word and also both of these word have the letter O or U in the word. Therefore I will be able to place the year of the festival in the letter like they did for Glastonbury 2016 poster.
Slogan• Live for the Music• Escape in the Music These slogans will be good for my music festival as many people will listen to music to their daily life and therefore these slogans will represent that people take a break for the average life and coming to the festival for a good experience and also to listen to music.
Colour SchemeThe colour scheme for my music poster mist be eye catching and also bold so that it will stand out for the audience and therefore they will more likely see the poster. This is important as I will want to use a range of colour such as red, blue, green pink and orange of they will represent lots of different meaning and therefore the music festival will be energetic and fun .
Frequency of ReleaseThe frequency of release will be released one year to seven months before the festival will happen because the target audience will he fully aware of all of the important that they will need to know such as the date, the location and the main headliner so that they can decide of they want to go or if the dates doesn’t fit in with their life because they could be busy that day.
MarketingThe different type of marketing that my festival will be using a poster and also advertisement in music magazine such as Q . This is important if anyone walk past the poster or read the magazine they will be able to read about my festival. In addition, it will be making an audio-visual so that people will be able to see the advert on TV as it will connect to more people across the UK.
Print Based Advertisement
Mood Board
Mood BoardThese are the two Glastonbury of inspiration, which I will use for my festival poster. Both of these poster will reveal Glastonbury’s creativity as both of these posters will have unique selling point that will appeal people to go to Glastonbury. Both of these posters are colourful and therefore the lineup of artists that will be performing will standout on the poster as this will add ‘star appeal’ (Richard Dyer). If the target audience are able to see what artists will be performing, they will more likely go to the festival.
For the poster for Glastonbury 2015 I will like to use the moon to be included in my festival poster because it will represent the night life of my festival and the colours will represent all of the happy emotion that my festival will bring to people.
For the poster for Glastonbury 2016 I will want to copy the for festival because the layout is clearly shown and therefore the target audience will able to understand the information fully.
For the poster for Glastonbury 2016 I will want to us the pointing finger because I think it is a nice detail that is added to poster.
Mood Board
Mood BoardThese are two of festival flyer that festivals will have in order to promote their festivals. This is important as a flyer are smaller than a poster and also it will contain less information on it. Both of these flyers are colourful and therefore it will stand out and appeal to the target audience of the festival. In addition, the flyers will need to have important information such as the date of the festival, the location and maybe some of the main and the most famous artist or bands who will be performing such as in Glastonbury 2016 the main artists and bands who were performing are Adele and Coldplay.
Hand Drawn Draft Layout
This is the hand drawn drafts layout for the poster and for the flyer. The design of my poster will not be complex but simple however the design with the moon will be the only complex design for my design for my poster and flyer.
Poster Flyer
Graphic Draft Layout
The graphic draft layout is the same as the hand drawn draft layout as the it have the same format. This mean I will know where to place all of the important detail that will need to be mention on the poster and flyer.
FlyerPoster
Logo DesignEven so my EXCLUSIVE magazine is sponsoring the festival, I don’t want to used the same font, style and colour because the font is not right to use for a music festival as the font will have to be a bit more relax to reflect the mood of the festival. In addition, it will be a good idea to used multi-colour font rather than the colour gold with a black outline because I want the festival to appeal to a range of people not a specific target audience.
Mark My Word
Outstanding
Lobster
Photography Plan
This is the photography plan for my festival’s poster and flyer. This reveal the planning of what I need when taking the image of the night sky and also the moon.
House StyleThe house style of the festival is important as it will reflect my festival mood and also it is a way to grab the viewers attention. The colours that will be used will be bright multi colours such as red, blue, green and pink as it will stand out for people to see and also it will represent what type of people that will be going to the festival. The festival will have a black background and use different colours on the background as it is a way to stand out and also they will be able to see the the artists or bands that will be performing. This will be similar to my logo for the festival as their are lots of different colours that will be included on the logo as it will stand out to the indented target market. The front that I have used is from defront.com and then created the logo design on Photoshop as it was able to change the colours logo and stretch the lettering of the logo.
Main HeadlinersEXCLUSIVE magazine will be sponsoring my music festival as my music festival will have mix genre, which will relate to the magazine’s genre. The type of artists will be performing at my festival will be Adele, Rihanna, Justin Timberlake, Kayne West, Coldplay, Madness, Cyndi Luper, Lady Leshurr, Years & Years and more bands/artists. This is important as these artists/bands are well known and therefore this will add ‘star appeal’ (Richard Dyer) fort he festival as it will cater for people who have a different age range.
Production ScheduleClient approval meetings 27th February 2017
Client budget meetings 6th March 2017
Planning and pitching to the client 27th February 2017
Planning and Production 27th Monday February 2017 - 3rd March 2017
Post Production 6th March 2017 - 9th March 2017
Client and focus group screening 6th March 2017
Post Production refinement 7th March 2017
Final client approval 8th March – 9th March 2017
Format and Scheduling 10th March 2017
Launch date 11th March 2017 – FLYER AND POSTER
This is the different stages of the production of my the advertisement for my festival. This will help me to keep to deadline when I am creating the advertisement
Production PlanWeek beginning: 27th Monday February 2017- 5th March 2017
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Plan the main headliner that will be feature on the poster and also the main headliners
Then, to design the layout of the poster and also the colour scheme of the poster as well to appeal to the target audience
Then to design and create the poster for the festival as it will be released on Saturdays.
The poster will be sent to the printing company after it has been check for any mistake and keep within the guideline.
The posters are being printed.
The posters have been released revealing the headliners of the festival will be.
Complete by: Complete by: Complete by: Complete by: Complete by: Complete by: Complete by:
27th Monday February 2017
28th Monday February 2017
1st March 2017 2nd March 2017 3rd March 2017 4th March 2017 5th March 2017
Production PlanWeek beginning: 6th March 2017-12th March 2017
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Plan the main headliner that will be feature on the flyer and think about what information should be included.
Then, to design the layout of the flyer and also the colour scheme of the flyer as well to appeal to the target audience
Then to design and create the flyer for the festival as it will be released on Saturdays.
The flyer will be sent to the printing company after it has been check for any mistake and keep within the guideline.
The flyers are being printed.
The flyers have be released revealing the headliners of the festival will be.
Complete by: Complete by: Complete by: Complete by: Complete by: Complete by: Complete by:
6th March 2017 7th March 2017 8th March 2017 9th March 2017 10th March 2017
11th March 2017
12th March 2017
Production PlanWeek beginning: 13th March 2017-19th March 2017
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Start to discuss what the audiovisual advertisement should be about.
The finalized on the final two ideas for the audiovisual advertisement.
Afterward make two storyboards for the audiovisual advertisement and the present them to the people in charge of the festival. After, they have chose one, the team will focus to make that storyboards into an advert.
The audiovisual advertisement are looking at the correct place to be filmed and also looking for actors to be part of the video. They also will need to find a good location for the advert as well.
Once the actors ad the location have been found, they will start to film the audiovisual advertisement, as this should take two days.
They will be filming for the audiovisual advertisement.
Complete by: Complete by: Complete by: Complete by: Complete by: Complete by: Complete by:
13th March 2017
14th March 2017
15th March 2017
16th March 2017
17th March 2017
18th March 2017
19th March 2017
Production PlanWeek beginning: 20th March 2017-27th March 2017
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Once all of the filming has been done, the editing team will edit the films into an advert, as they will have to take the best pieces for the advert.
They will have another day of editing for the audiovisual advertisement.
The final check for the official audiovisual advertisement will be done.
The official audio visual advertisement will be released to the public
Complete by: Complete by: Complete by: Complete by: Complete by: Complete by: Complete by:
20th March 2017
22th March 2017
23th March 2017
24th March 2017
25th March 2017
26th March 2017
27th March 2017
This is the production plan for my festival poster, flyer and audiovisual advertisement as everyday for 3 weeks and 4 days there as all of the tasks will need to be completed by 24th March 2017. The poster and flyers will take a week to design and create as it is an easy task to do. This I decided to created the poster, flyer and audiovisual advertisement during March as it will keep the target audience aware that they will have 3 months to go until the festival will start. This mean that they won’t have to buy their tickets last minute and have a chance to buy the tickets because the festival have advertise themselves 3 months ago.
Source:http://smallbusiness.chron.com/advertising-production-process-45162.html
Production Plan
Month Quantity Price
March 500 (A3) £94 (A4) £68
April 800 (A3) £172 (A4) £108
May 1,000 (A3) £177 (A4) £100
June 2,000 (A3) £354 (A4) £280
I have estimated dates that the poster, flyer and audiovisual advertisement will be released to the public as it will inform the target audience about the main headliner, the location and the date of my the festival. The audiovisual advertisement will be released to the public on 24th March 2017, as the target audience will physically see the main headliner perform as this will excited them about the festival and the people that will be performing. The poster will be released to the public on the 11th March 2017 and the flyers will be released to the public on the 11th March 2017.
The poster will be place around London and also in Epsom as the festival will be hosted in the Epsom Downs because there is a big green area that isn’t used behind the horse races (Epsom Derby). Therefore, lots of people will look at the poster and know it is near by because it is easy to get to Epsom by train. In addition, the flyer will be placed inside different music magazine such as Q or Kerrang! As they will be able to keep the flyer and still know all of the detail of the festival without keep the music magazines.
Source: http://www.alocalprinter.co.uk/a4-and-a3-posters
Launch DatesMeeting Dates Time Purpose
This will be planning the pitch for the client of the festival with different ideas for the print based advertisement.
27th February 2017 11:00- 12:30 In this meeting I will be pitching to the client of the festival what the idea of the print based advertisement will be and also have the client's opinion about the idea as well.
The client will have the meeting and see the final print based advertisement of poster and they will approve.
3rd March 2017 11:00- 1:30 In this meeting I will be revealing the final print based advertisement to the client during the meeting.
There will be meeting about the client budget for the print based advertisement
6th March 2017 11:00- 12:30 In the meeting will be able the budget of the print based advertisement and also I will finalised the project as well.
The planning and production the production print based advertisement
27th Monday February 2017 - 3rd March 2017
I will be plaining where I will be deciding where or how I will be filming my advert.
The post production of print based advertisement
6th March 2017 - 9th March 2017 The film that have been taken will be edited and created into the final advert.
There will be client and focus group revealing the final print based advertisement
6th March 2017 12:30- 1:00 The products will be done and revealing to a focus group so that I will know if there need to be any changes to the product.
Meeting Dates Time Purpose
The post production refinements of the print based advertisement
7th March 2017 I have made the changes that was presented tome at the focus group.
The final check of the approve from the clients about the print based advertisement
8th March – 9th March 2017 11:00-15:00 Once the changes have been made, I reveal the final product to the client.
The check for the format and scheduling for print based advertisement
10th March 2017 11:00-15:00 The client and I decided when the product should be launched.
Launch date of the print based advertisement
11th March 2017 9:30-11:30 The final stage is when the product have been launched.
Location RecceLocationTimeDateWhy?
The date of the photography will be taken on 16th October between the time of 10pm and afterward. This is important as their will be a full moon on that date and therefore I can only take the image at night. https://www.timeanddate.com/moon/phases/uk/london
Picture Needed/RequiredShot TypeProps/EquipmentLightingCostumePerson/PeopleWhy?
For instead, there will be lots of long shots and try to make short shot (if it possible). The sky will be clear and must be able to see the moon. The outside will be low key as it will reveal the darkness of the sky however, in the inside of the room it will be high key as it will make the image to better. the props that I will need for this photo-shoot is a good camera to take the image of the sky and moon with. I will need no costumes and person(s) as they won’t be included in the poster or flyer.
Permission NeededContact needed to be madeEvidence of this?
I don’t need any permission need when taking a picture of the night sky and the moon as it is outside and doesn’t belong to anyone.
Potential Hazards/RisksLocation specificWhy?
The potential hazard or risk that could happen when taking the photos of the night sky and the moon. I will be taking the photoshoot of the flat roof of my house as I will be able to get a good image of the night sky and the moon. Some of the potential risk that could happen is to fall of the roof as it will be dark. To prevent this of happening the light will be on in a room so I will be able to see where I am going.
Own Photos
These are my own images that could be included for my festival’s poster and flyer. this give my a range of images that I will be able to chose for print based advertisement. I will most likely use is the photo on the bottom middle of the moon as I will be able to use the image of the moon as a star instead of the moon because in the image you are unable to see the moon’s craters. In addition, I used a better camera so that I am able to take a clear image of the moon so that I can use the image on my festival as my main image. Therefore, I will need to find another way to find a moon with their crust on it. In addition, I might use the image of the tree to be included in the poster as I can change the colour of the tree from a colour tree to a black tree by photoshop.
Budget Summary
Equipment CostApple MacBook Pro 15 inch screen with Retina display
(X6) £9,594
Office Space (1 year) £4,200Adobe Creative Suite 6 Master Collection
£2,533.92
Canon EOS 1300D Digital (X4) £1,479
Staff Salary
Editor £20,000
Photographer £12,000
Designer £19,000
Marketing £20,000
Finance £18,270
Human Resource £19,000
These are all the costs that my business will need to make in order for create my festival advertisement. The staffs’ salary will be on the low end as they will all in or just got out of University and therefore they will want the experience of working in the media industry. However, when the business is making more money, their salaries will be growing as well because they will be able to afford increase their salary as well for the business to be making profit. The equipment are very important of the creation of the advertisement as it will determine the quality of the advertisement and therefore it will ensure more people will come to the festival.
Source: http://www.apple.com/uk/macbook-pro/ http://www.flexioffices.co.uk/surrey/leatherhead/thorncroft-drive_kt22_id3758 http://www.johnlewis.com/canon-eos-1300d-digital-slr-camera-with-ef-18-55mm-f-3-5-5-6-iii-lens-ef-50-mm-f-1-8-lens-hd-1080p-18mp-wi-fi-nfc-3-lcd-screen/p2739525#media-overlay_show http://shop.adobe.com/store/adbehme/en_IE/pd/ThemeID.29250800/productID.249257200 https://adremgroup.com/guidance/graphic-design-salary-guide/http://www.indeed.co.uk/Junior-Marketing-Assistant-jobs https://www.glassdoor.co.uk/Salaries/junior-financial-analyst-salary-SRCH_KO0,24.htm http://www.payscale.com/research/UK/Job=Human_Resources_(HR)_Coordinator/Salary
Budget SummaryMonth Quantity Price
March 500 (A3) £94 (A4) £68
April 800 (A3) £172 (A4) £108
May 1,000 (A3) £177 (A4) £100
June 2,000 (A3) £354 (A4) £280
The poster will be place around London and also in Epsom as the festival will be hosted in the Epsom Downs because there is a big green area that isn’t used behind the horse races (Epsom Derby). Therefore, lots of people will look at the poster and know it is near by because it is easy to get to Epsom by train. In addition, the flyer will be placed inside different music magazine such as Q or Kerrang! As they will be able to keep the flyer and still know all of the detail of the festival without keep the music magazines.
PosterMonth Quantity Price
March 250 £23
April 500 £32
May 1,000 £39 (originally £54)
June 2,000 £65
Flyer
The poster will be place around London as around 8.674 million live in this city. There are more chance of people coming to my festival as more people see my flyer. They will be place in public transport such as at train station, bus stops and tube as people will use different public transport to go to work. Therefore, most people who go to will have jobs as they will be earning an income. This mean that they will be able to afford tickets to the festival.
Source: http://www.alocalprinter.co.uk/a4-and-a3-posters , https://www.instantprint.co.uk/flyers-leaflets/a4#!?lamination=no&size=a4&paper=150gsm-silk&sided=single&artworkq=0&rangesizeq=0&d=3f093d1b1e6546119fec0f05058f803a&quantity=500
Risk Assessment
You will be able to see that I have completed the risk assessment form for the photoshoot as I will need to know the surroundings of the photoshoot and also what risk will it bring.
Legal and Ethical Constraints There are different legal and ethical issues that will need to be carried out throughout my creating my advertisement for festival. The first legal and ethical issue that will need to address is to make sure that it doesn’t content misleading advertising. This is mean that my advertisement will need the correct information to be advertise to the public as it will cause confusion for public. I will have to ensure that my advertisement will have the correct date, location, lineup and price of the festival. In addition, my festival advertisement will make sure that it doesn’t include any harm and offence to the public by the images that are used or by the language. This is important as by harm and offence on the advertisement, it could affect people opinion of the poster and also if children see the advertisement on TV or on the street, it could cause them to be distress and therefore affected by the advertisement. Finally, when creating advertisement for the advertisement I will have to follow the correct code when relating with children, as even so children are allow to go to the festival, they are not in the right age group. Therefore, the promotion of my festival must ensure that the children will be safe and it is not a dangerous environment for children to be around. In addition, for the print based advertisement I will use royalties if I was for use artists or bands’ logo or song lyrics. As my company doesn’t want to break any laws when creating the print based advertisement. Also my company will don’t use anything copyright unless I have gain permission from the creators. In addition, all of the work that my company will use will be copyright as I don’t want anyone to steal my ideas and claim it is there. Throughout the advertisement for my festival, I will have to ensure that the advertisement will not offend someone and also doesn’t link to any stereotypes as well.
Source: https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx
Audio Visual AdvertisementWhen the audio visual advertisement is created for my festival, I will want the audio visual to included the most famous headliners who are preforming at my festival. This will add ‘star appeal’ (Richard Dyer) to the advert as the people who was watching the advert will want to go to the festival as it will grab the viewers’ attention because it is a chance for them to see them live. By the advert showing them some of the main headliner such as Adele, Coldplay and Rihanna, they will be using their reputation to appeal to people to go to the festival but without giving anything away such as the song they will be wearing or the outfit they will be wearing. The visual advertisement will be around 1 minute and 20 seconds long (80 seconds) as it is enough time to promote the festival and the fun environment that they could potentially be staying in at the same time. To ensure that my advert will be watched lots of time, they will go into partnership with the BBC so that they can play the adverts on their channel, they will up on different social media sites such as Twitter, Facebook and Instagram and also it will be upload to YouTube. The line up and poster of the festival will be released on 3rd March 2017 and the advert will be release a week later on the 10 th March 2017 and keep on play the advert until the festival have started. The flyer of my festival will be released on the 8 th April as it is a way to gather people excitement for the festival.
ConclusionIn conclusion, I have looked at different style and layout of what my poster and flyer could potentially look like. I have chosen the name of my festival to be called EXCLUSIVE Festival as it will link with my magazine that I have created previously. In addition, I have chosen the house style, the slogan and the target audience and also explain the importance of them when making advertisement for my festival. Also, I have created two mood board of inspiration for my poster and flyers as I will know what they should look like and therefore know what they should look like. Finally, I have design and created hand drawn draft layout and graphic draft layout, as I will know what my advertisement should look like before created it on Photoshop and to know the layout of my poster and flyer as well.
