d2

D2

The client brief stated that I had to ‘create a new cross-media advertising campaign’ which means I had to ensure I created two advertisements on two different platforms of media. First of all, I created a print advertisement which is a traditional advertising method. This poster advert is aimed to be distributed across public areas such on bus stops. The audio advert that I have created is expected to be distributed to local radio stations and on music streaming services. I chose this platform because I carried out some research which showed me that 87% of younger people listen to music through online streaming sites instead of listening on more traditional methods such as the radio.

The brief included a purpose to be cross-media so enforce this idea I included the website names and social media names which link to the official College@Deyes sites. I included the College@Deyes Twitter with the Twitter logo included so that the audience recognise it better and so that the poster looks more professional as it is using well known websites to promote the college.

 The next thing that the client has specified is that the campaign I create must aim to recruit “the best GCSE students”. To do this I included some of the best statistics from Deyes including the top exam grades they have received. For example, I had a student from Deyes say “with 54% of students achieving A*-B results across all subjects”. This instantly increases the reputation of Deyes and gives the listener some belief that they can get these high grades. This also covers the brief as it is stated by Deyes that they want me to include 2017’s results in the campaign. Another feature the campaign must include is a reference to the “new buildings” that have been built recently at Deyes and also the “overall student experience” must be mentioned. To ensure I cover this, I mentioned them both across my campaign in different ways. For example, I included an image of the new buildings on my print poster advert and also included some student’s voices expressing their Deyes experience in my audio advert. These images allow the audience to get an idea of the quality of the facilities and how modern and impressive the College@Deyes buildings look. The students in my audio advert appear to have an enthusiastic tone of voice in order to try and influence the listener to really believe the positives about the school.

Poster:          

The College@Deyes advert poster I created includes an image of the new college building because in the brief it states that an image of the new Deyes buildings must be included. The new buildings can be used as an USP as it represents the school in a positive way as it shows that they are improving their facilities. The image is a long shot image so the majority of the building will be in the shot.

There is a certain house style on my poster and I have based this on the colours of the Deyes High logo. I am using the colours red, white and blue so it represents Deyes more and appears more familiar to the audience. There is also a slogan on the front cover which is motivational. The client brief suggested I needed to include a slogan, therefore I came up with one saying ‘shape your future’ regarding to Deyes offering students the chance to sort their futures out at the college. This will be in bold text so it will stand out and the slogan will be hopefully recognised to belong to Deyes. As well as this, the brief said there should be bright colours to attract the attention of the audience. This is done in the house style as the colours red and blue stand out well with the colour white. There are also additional features such as borders to make the poster look more aesthetically pleasing and tidy. I have ensured that the brochure is targeted at students who are unsure about their future, but it is also relevant to parents who are concerned about their child’s future.

Lastly the poster includes an image of the school logo to make the school look professional which also meets with the client requirements stated in the brief. Contact information such as the Deyes twitter name and a web address is also included at the bottom of the poster so that the audience can find out more information about College@Deyes. On these links there is lots more information for students or parents to find out. This is a lot more effective than squashing a lot of text onto the poster as the audience may not want to read it all.

Radio

The radio advert is around 1-minute-long which is good because in the brief it said the advert must be over 45 seconds at least. The advert includes a few Deyes students sharing their Deyes experience and what Deyes have to offer. The advert also talks about the grades and the new building. This was important to include as this must be included as part of the brief. The radio advert also includes links to the website and Deyes social media accounts just like the poster I created. The radio’s music background is at a calm and relaxing level and it goes well with the voice over.

I have complied with ethical and legal requirements throughout the production of both print and audio projects. 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. 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. The print advert does not contain people like the radio advert does therefore there were far fewer ethical issues to worry about.  I also followed the libel law so I ensured I didn’t publish any false facts about the school to make it sound better.

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. I also had to request permission from Deyes High School to use their images in the print poster and therefore I had to get the school to sign a consent form. This allows the images of their buildings and logo to be used freely from the Copyright, Designs and Patents Act within the production of my poster advert and is now allowed to be published to the public.

M3 - How my media components comply with codes and conventions

M3 – Explain how the created media components comply with the codes and conventions of the media sectors

 For my radio advert, I had to consider the conventions of radio advertising to ensure I make a professional advert. The advert needed to include relevant information which would help GCSE students decide on their future. Therefore, in the advert script I included 2 students to share their thoughts of the college and to share what College @ Deyes helped them achieve. This is so that the target audience can hear what other students have achieved at Deyes, helping them understand more as they are around the same age. An important convention I had to consider was the length of the advert. During my pre-production planning phase, I analysed how long radio adverts typically last for, so I was able to choose a suitable length for my advert. As I am planning to distribute the advert on music streaming sites such as Spotify, I found that their adverts often last between 30 seconds and one minute. Even though my advert is around 1 minute and 15 seconds, I believe this is a suitable length to fit all my content in and it hasn’t exceeded the convention too much. During this time, I was able to include the schools a-level successes, student voices of their experience at Deyes, the subjects available and details of Deyes’ social media platforms if the audience wish to find out more. Another convention I included was the use of a background track to make it livelier. I chose a motivating and energetic tune so that the audience doesn’t feel bored of listening to it, which makes it more memorable and professional.

A code I needed to create in the pre-production planning was to create a script. This was to make sure everyone in the cast knew what they had to say and when to say it. It also helped to figure out how long the advert would approximately last for to ensure it didn’t last too long. Within this script I included appropriate facts and figures that positively represented the college. A fact that did this was that 57% of students achieve grades A*-B across all subjects. I included this fact to attract higher achieving students as this was stated in the client brief. To provide the audience with these statistics and information, I made the advert have a specific and unique style by having 3 different voices which continually switched throughout. This was to make it a little more interesting instead of having the same narrator talking for the whole advert which would be very boring to listen to. The tone of voice in the advert is positive throughout almost like the narrator is trying to help the target audience with their future and suggests they care about their future. Also, in the advert I included some direct address and a rhetorical question to apply the advert to the listener. I included the rhetorical question at the beginning of the advert to instantly grab the target audiences’ attention if they related to the question. I have also added a mixture of persuasive language and tone to involve the audience and make them think about joining College@Deyes. The advert uses direct address from the slogan I created which is “Shape your future” as “Your” is directly addressing the audience about their future making them involved in the advert.

Additionally, I included common conventions to my print advertisement. One of the most important was the Deyes logo. This gives the college a branded image and is essential for the audience to recognise it. It also gives the poster a sense of professionalism. I inserted the College@Deyes logo into middle of the poster, next to an image of the College@Deyes building. The text I included on the poster was contact details of the college and references to their social media pages and the official website. This is to create synergy between all the college’s advertising platforms and it enables the audience to find out further information. Another convention is the house style of the college. As the school’s traditional colours are red, white and blue, I have made all of the text red and some backgrounds are blue to make it look professional and neat and to also help the audience to recognise the college by its colour scheme. At the bottom I have included a hashtag of the slogan “Shape your future” which could lead to conversation online on sites like twitter and it also gives the college the chance to see tweets containing this hashtag which can help with their feedback. I have only included one picture as I didn’t want to overload the poster with images to keep it clean and simple. This image is just a simple image of the college building which I have added to give the audience an idea of how the college looks and how modern it looks as it is newly built. It was important for me to show the building as the brief outlined that I had to include an image of the new buildings on site. As mentioned earlier I have used a slogan on both my print and audio adverts to maintain consistency throughout the campaign. Having the consistency of the slogan will make the campaign a lot more recognisable and help the audience to associate the advert with College@Deyes. The slogan “Shape your future” suggests to the listeners that College@Deyes is a place that can help you get more of an idea of your future and you can use College@Deyes as a stepping stone to progress onto successful and bigger things. I believe that this is an important message to deliver as not many GCSE students tend to know what they want to do as they are considerably young to decide for themselves. Therefore, this slogan suggests that Deyes will help these students who aren’t sure about their future by guiding them to move on to their next step after college whether that be a university or apprenticeship.

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.