P4 - Poster advert final product

P4 - Audio Advert Youtube Link

D1 - Discuss legal and ethical constraints

D1 – Discuss the legal and ethical constraints within the planned campaign

Legal

Consequently, permission will be needed from Deyes High School to use their images in the print poster and therefore will have to sign a consent form. This allows the image to be used freely from the Copyright, Designs and Patents Act within the production of my poster advert and to be published to the public when completed. However, other than the 2 images used of Deyes High College and their logo, most of design work will be created by myself therefore will not governed by copyright laws. Permission is also needed from the students who featured in the audio advert as it will be published to the public. These students will need to fill out a consent form which states exactly what the use of the advert is for and where it will be published. Additionally, as the advert contains music in the background, we had to acquire royalty free music which is not copyrighted to ensure we don’t get into trouble with the copyright holder and the Copyright, Designs and Patents Act.

When creating my content, I must ensure I follow the Obscene Publications Act as the adverts are targeted at younger teenagers, so the content must not have a negative influence on this audience. For example, the adverts can’t make the young audience stress about their future, so the advert shouldn’t suggest that it is a bad thing if they don’t know what they want to do after they finish school.

 On both adverts I must follow the Libel Law, so I don’t publish false facts about the school to make it sound better. Furthermore, I will need to avoid being biased in my radio advert towards the school as it may just seem made up and exaggerated to those listening on the radio. If the information used is false, I could receive prosecutions from the law and negatively impact the school’s reputation. To avoid this law, I intend not to publish any untrue or exaggerated information, so I will use reliable information provided by Deyes High themselves.

Data protection is also very important when creating an audio advert as that we needed to ensure that it doesn’t contain any information about the students involved. This means that we can not share the names of the students who spoke in the advert, so they are to be kept anonymous.

For the print advertisement, we had to ensure that that the poster met the standards set by the ASA so that it would be fit to be distributed to the public to attach to bus stops and around public transport. Therefore, I made sure that there was nothing inappropriate or misleading within them.

Consent Forms for Media campaign production

Name: Bradley Roberts

I give my consent:

·         For myself to be recorded for inclusion in a radio advert

I am aware that this audio production by Andrew Hammond will be uploaded online and distributed to online streaming sites and to the radio stations. I allow my name to be included in the pre-production documents for the Digital Media coursework.

Signed: ………………………………………………………………………….

Name: P.Delaney, Head of College @ Deyes

I give my consent:

·         For the official Deyes High logo to be used for advertising purposes

I am aware that this print production by Andrew Hammond will include the logo of College @ Deyes and will be uploaded online. I allow the logo to be included in the pre-production documents for the Digital Media coursework and for it to be distributed to the public as this is aiming to attract students to the college.

Signed: ………………………………………………………………………….

Ethical

A very important factor during the creation of these advertisements was representation. I made sure that the audio advertisement was to have both a male and female student voice. This suggests that the school is open to both male and females, so the advert would not ostracise any potential students through a lack of representation. The print advert does not contain people like the radio advert does therefore there were far fewer ethical issues to worry about.

M2 - Justify planned components

Poster Advert Justification

Creating a print advertisement means that College @ Deyes would be able to pay for these publications to feature in places such as local towns or at bus stops, therefore reach this audience.  Print advertisement is a very old but effective method of advertising as they reach a large audience of all ages which benefits the college as students and their relatives will have a very high chance of seeing these publications. If the print advert is done correctly it can potentially bring large amounts of students to the school if they post the publications in the correct locations and they are at a higher standard to their competitor’s advertisements.

As College @ Deyes does not the biggest of budgets for advertising, we will not be able to advertise these print publications in large magazines with high readerships. Therefore, we will need to advertise more directly to reach our target audience by potentially including these adverts in local newspapers. It would be highly effective if the adverts were published in locations which consist of niche interests that our 15-17 target demographic audience would be interested in such as local magazines, youth centres or leisure centres. This would be best as places such as at local shops, leisure centres or on local public transport are places where the target audience would see the adverts and where they will most likely spend most of their free time.

On the print publication I have included specific components to grab the student’s attention when they are looking at them. For example, I am going to have a large text in the middle of the poster with ‘Calibri’ as my font. I chose this font as it is a very clear font to show professionalism and it’ll make it easy for the students to read. Also, I’m going to use red or white text onto a black background as red is the colour scheme of College @ Deyes. These colours ensure that the audience can clearly see the information that I’m putting out about the college. It is important the advert looks professional and is readable as if I was to use bright colours all over it will be hard for students to look at and it’ll look unprofessional when it comes out. I will also use high quality pictures/ clips of the school so that it will look professional if it’s in good quality and by using the tripod so that the camera stays still and straight. It’ll also show that it’s not poorly made and that it will hopefully convince a lot of people to look at it and be interested in it.

Radio Advert Component Justification

There are a few reasons why I have chosen to create an audio advert, the first being that the advertisement could be broadcast on local radio stations to attract students. It is almost certain that members of the target audience will hear this advert as most people have the radio on in their cars when travelling. This will ensure that Deyes will get the awareness they wish for, even parents may listen to these adverts then recommend the college to their child. The second reason to create an audio advert is because it can be used to advertise the product online on streaming services such as Spotify or the advert can be published onto YouTube. This is a very highly effective method of advertising as many students spend a lot of time online, particularly on sites such as Spotify. I have researched this, and a survey stated that 71% of 15-16 year olds use Spotify to listen to music, so adverts on this app results in a better opportunity to reach the target audience.

I will have to make sure that there is a good quality microphone to use if I’m speaking in the audio-visual advert and to make sure that the quality of the audio is good and not cutting out, so the audience can hear clearly what is said. Also, will need to find a suitable background music as I want it to motivating and energetic so that the audience doesn’t feel bored of listening to it, which makes it more memorable and professional. 

M2 - Justify Planned Components

Poster Advert Justification

Creating a print advertisement means that College @ Deyes would be able to pay for these publications to feature in places such as local towns or at bus stops, therefore reach this audience.  Print advertisement is a very old but effective method of advertising as they reach a large audience of all ages which benefits the college as students and their relatives will have a very high chance of seeing these publications. If the print advert is done correctly it can potentially bring large amounts of students to the school if they post the publications in the correct locations and they are at a higher standard to their competitor’s advertisements.

As College @ Deyes does not the biggest of budgets for advertising, we will not be able to advertise these print publications in large magazines with high readerships. Therefore, we will need to advertise more directly to reach our target audience by potentially including these adverts in local newspapers. It would be highly effective if the adverts were published in locations which consist of niche interests that our 15-17 target demographic audience would be interested in such as local magazines, youth centres or leisure centres. This would be best as places such as at local shops, leisure centres or on local public transport are places where the target audience would see the adverts and where they will most likely spend most of their free time.

On the print publication I have included specific components to grab the student’s attention when they are looking at them. For example, I am going to have a large text in the middle of the poster with ‘Calibri’ as my font. I chose this font as it is a very clear font to show professionalism and it’ll make it easy for the students to read. Also, I’m going to use red or white text onto a black background as red is the colour scheme of College @ Deyes. These colours ensure that the audience can clearly see the information that I’m putting out about the college. It is important the advert looks professional and is readable as if I was to use bright colours all over it will be hard for students to look at and it’ll look unprofessional when it comes out. I will also use high quality pictures/ clips of the school so that it will look professional if it’s in good quality and by using the tripod so that the camera stays still and straight. It’ll also show that it’s not poorly made and that it will hopefully convince a lot of people to look at it and be interested in it.

Radio Advert Component Justification

There are a few reasons why I have chosen to create an audio advert, the first being that the advertisement could be broadcast on local radio stations to attract students. It is almost certain that members of the target audience will hear this advert as most people have the radio on in their cars when travelling. This will ensure that Deyes will get the awareness they wish for, even parents may listen to these adverts then recommend the college to their child. The second reason to create an audio advert is because it can be used to advertise the product online on streaming services such as Spotify or the advert can be published onto YouTube. This is a very highly effective method of advertising as many students spend a lot of time online, particularly on sites such as Spotify. I have researched this, and a survey stated that 71% of 15-16 year olds use Spotify to listen to music, so adverts on this app results in a better opportunity to reach the target audience.

I will have to make sure that there is a good quality microphone to use if I’m speaking in the audio-visual advert and to make sure that the quality of the audio is good and not cutting out, so the audience can hear clearly what is said. Also, will need to find a suitable background music as I want it to motivating and energetic so that the audience doesn’t feel bored of listening to it, which makes it more memorable and professional. 

P3 - Personnel Schedule

Cast Member	Cast role	Location	Completed?
Jamie Grayson	Student 2	D22 Classroom in Deyes High College	yes
Anna Bolger	Narrator	Home	yes
Bradley Roberts	Student 1	Home	yes

P3 - Radio Advert Script

Radio Advert Script

Audio advert script 

*background music begins

Voice over: Have no idea what you want to do after you leave school? Shape your future at College@Deyes with our brand-new facilities and specialised subjects to guide your path to success.
Voice over: Choose from our wide range of A-levels and B-techs, such as psychology, sports, photography and even our specialist science department. Here we have some ex-students who went on to do bigger things… 
Student 1 – By the end of my time at Deyes, I was able to secure a place in media studies at my first choice university – Edge Hill.
Student 2 – Thanks to College@Deyes I was able to achieve 3 A-levels, grade B – A*, in further maths, physics and geography.

Voice over – Our college celebrates 57% of A Levels graded A*, A, or B. We are also proud to have an Ofsted rating of Good.

Student 2 – We hope to welcome you at one of our open days. To find out more, you can contact us on 0151 526 3814, and follow @deyeshigh on twitter.

Voice over – College@Deyes…

Voice over - Supportive

Student 1- Smiley

Student 2- Successful 
*music ends