1. John West Case Study By Rory Forrester 2. Analyzing Adverts This advert is very visual with little information from what is shown. But the idea of greed of companies is destroying the wildness of the arctic. From the handprint we can see that is human print showing that this is what the companies have done. The arctic is used well because the white of the ice and show clashes with the blackness of the oil that has been put on top giving the advert more of an alarming nature. For an Greenpeace advert this is very conventional as its a very shocking image and meaning that is present very bluntly. 3. Analyzing Adverts The advert above is for interior design. The add is done well and makes good use of the colour from everything in the front most picture. Most of the furniture is white or clear I think that this is to portray the pureness and completion of the products that they offer. This is done well as the light coming from the outside makes the room look lighter so it seems that the room is bigger and more homely and this is what the are trying to portray. The typography is in a font that makes it seem like someone's hand writing this is to give the feel as though there products are going to have the quality as though they where all made and checked by hand. 4. Major Agency Advertisement This advert is made to make the viewer feel more at home as the coloured waves represent steam which can be linked to freshly cooked food and with the images of organic produce it will make the viewer feel as though the food is good for them and hand cooked. The background is green this could be interpreted as 'go' for go ahead and get this and it will be ready to go, or as green is a rather natural colour the idea behind it could mean that the food is all natural and none of the fish or veg was grown artificially or in captivity. The green could also be for the green with jealousy as this could be somebody's lunch in an office environment and by seeing the person eating this they feel envious of them, so john west is not only selling a fast easy lunch but also the idea that you can be better than others by eating your lunch that is of a better quality. 5. Major Agency Advertisement The text around the add is designed to make the viewer remember the slogan of they are hard to say no to as it would be the first thing you read, as its what your eyes would read first and if read in depth the last thing also on the bottom left its the last sentence. The reason the text is on the left is because the human eyes are naturally drawn to the right so by putting it on the left it makes the viewer have to focus on it. 6. Major Agency Advertisement The ad is very conventional in the layout and use of the logo. The logo is simple with the 'John West' with a seagull above and 'Since 1857' The use of both of these is very important as the seagull is a symbol and is connected with the sea and the beach and most who live inland consider the beach as a fun trip to the seaside. These are normally good memories so already the client will be feeling a sense of sentimental value toward the product. 'Since 1857' has a very important role in the logo as it make the customer feel as though it has a history with the brand if the have brought it before and for the new customers makes them feel as though the brand is trustworthy as its been going on for a long time. 7. Advertising Agency Profile Cheethambell David Bell After gaining a PhD in Ancient Greek from Edinburgh University and the German Sports University in Cologne, David joined the marketing department of ICI. He then worked in advertising for three years before setting up CheethamBell with his business partner, Andy Cheetham in 1992, working as both Managing Director and copywriter. After the merger with JWT Manchester in January 2001 he became Chief Executive of CheethamBellJWT. The Cheethambell agency is rather large with many offices around the world and lots of employees. The offices: Asia Pacific, Europe, Latin America, Middle East/Africa, North America 8. Advertising Agency Profile Extract from Cheethambell website about John West advertising campaign: With UK consumers increasingly interested in exactly where their food comes from, we suggested that John West tell them. As a worldwide first, John West customers can discover not only the ocean where their tuna was caught, but also the actual trawler name by visiting johnwest.co.uk and entering a barcode from the top of each can. We created 3 TV commercials, each telling the humorous story behind a particular tuna can. The campaign won YouGov's Brand Index Campaign of the Month Oct 2011. Cheethambell is a global company with offices all over the world. The company advertises many products in the different country's all to the target market of the people living there. The company has also worked with brands such as Dr Oetker, Soreen and BCA 9. Distributed and Promoted Cheethambell Distribution This advert was used in magazines and news papers either as a small ad on the page or a full page (note: It was only full page in the magazine not the newspaper) I think as this was because this is the place it is most likely to be seen by people who are busy and do not have to much time to cook, so when they are commuting or have a moment read the magazine/paper they see the advertisement. The advertisement was also used on the website 'todays plan for profit' for the product that was being advertised when following the links in 'new products' this was done to show the viewers what the product actually was as there was no other preview before hand The reach of this product is rather broad as it does not advertise to one group of people as in the moving advert it says how good they are for kids so this advertises towards mums as its healthy and will be a good snake for the kids. But also at older people who are unskilled in cooking or lead busy lives as it's fast and easy to make. 10. Distributed and Promoted The Cost Newspaper The quality of local newspapers can vary greatly but you can expect to pay in excess of 250 for a quarter page advertisement. One low cost way around this is to write a press release and distribute it to your local newspaper. They are often looking for relevant and interesting local news so you may be able to get your company in the paper for free. Advertising in national newspapers is extremely expensive. As an example, it costs over 30,000 for a full page colour ad in The Daily Mail. This tends to make it out of reach to smaller businesses. 11. Distributed and Promoted The Cost Magazine Magazine advertising is even more expensive than newspaper advertising. Long lead times also mean that ads must be paid for up to one month in advance of the advertisement actually being published, which can cause cash flow problems for small businesses. However, magazine advertising does have a number of advantages, particularly in its ability to target niche audiences. As an example of the cost, dont expect to pay less than 200 for a full-page ad in a magazine with a readership of 5,000 people, and in may cases itll be considerably more expensive than that. Always be aware that sometimes additional extras can be obtained, such as free space at trade shows or free advertising on the magazines website in return for placing an advertisement in their publication. 12. Audience Research 13. Legal and Ethical I personally do not believe that there are any major representation issues with my chosen advert. The only thing is the john west logo being too close to the steam pots logo. Some may interpret the the Steam Pots are since 1857 and not the brand John West. But this is a minor issue. 14. Legal and Ethical An issue could be if the tuna that was caught and used is dolphin friendly. Dolphin-safe labels are used to denote compliance with laws or policies designed to minimize dolphin fatalities during fishing for tuna destined for canning. Some labels impose stricter requirements than others. The term Dolphin Friendly is often used in Europe, and has the same meaning. The labels have become increasingly controversial since their introduction, particularly among sustainability groups in the U.S., but this stems from the fact that Dolphin Safe was never meant to be an indication of tuna sustainability. Australia Netherlands New Zealand United Kingdom Virtually all canned tuna in the UK is labeled as dolphin-safe. 15. Legal and Ethical The advertising industry is regulated by The Advertising Standards Authority. The Advertising Standards Authority is the self- regulatory organization of the advertising industry in the United Kingdom. The ASA is a non-statutory organization and so cannot interpret or enforce legislation. (YouTube Video) 16. Genre This advert is a food advert so the way it is advertised is different to how a shoes are is advertised. A print advert is usually made up of four elements which carry out different functions: The headline attracts the readers attention The body copy presents the product characteristics The photograph or visual sets up a glamorous background The slogan synthesizes the product value and prompts its purchase As we can see the John West advert has the aspects listed above and so does the Nike advert but both have a different impact. One of the difference is the text color as the Nike text is black on a grey background so its very bold and jumps out whereas the john west add has white text so its very calming. 17. Pre-Production Summarize your goals for the advertisement in a creative brief for your advertising agency, or the staff members who will produce it for you. Define the target market, clarify your message and state the specific action you would like its members to take, such as to visit your website or call a toll-free number. Include your budget, timeline and any specifications on where and when you want the advertisement to run. Specify the particular television station, publication or radio show. Suggest images or phrases that might help achieve your goals. 18. Production The creative process begins in earnest once you hand over the brief. The advertising professionals will work up proofs, or in the case of commercials, storyboards, that bring your ideas to fruition. Review the preliminary concepts for consistency with your ideas and their ability to achieve your goals. Avoid cost overruns by confirming in advance how many revisions you are entitled to before incurring additional charges. Ensure that the final advertisement includes the necessary contact information, as well as any needed mention of pricing or a special offer. 19. Post-production Check the publication you have contracted with to confirm that your advertisement has run according to the agreed upon terms. If you ordered color, it should not be in black and white. Similarly, watch or listen to your broadcast advertisement. Television and radio stations specify when your commercials will run. Make sure that they do. Track any corresponding increase in phone calls or web traffic. Consider running the advertisement again if the response was strong. Contemplate tweaking your strategy, or starting the advertising production process anew if the results disappoint you. 20. Frequency In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. The frequency on this add I think will depend on the use of the slogan and the location of the adverts. For example the ad could be placed at a bus stop near a local shop or supermarket so when exiting the bus the add is seen so then the viewer of the add will be more inclined to buy the product. 21. TV Spot This is the advert for the campaign of the John West Steam Pots. We can see how it links into the campaign by using the same slogan of Theyre hard to say no to. This can also be useful to the frequency of the add as when the slogan is herd on the TV and then read on the advert the viewer will feel a sense of familiarity with the product as they have seen or heard the advert slogan before. The advert itself is, in my opinion, very effective as the use of the sea captain will place the idea that a man who catches fish as a living will have a very good opinion on fish and show the quality of the product.