Brainstorming

Doing this brainstorm has allowed me to to explore some possible ideas that i can have and use for my advert. For example i have been exploring the car root for my advert, as i feel that i would allow for some more freedom that many of my other ideas. The possible ideas that i have been come up with are safety campaigns for safety awareness or to advertise a the car its self or products for a car. After thinking of a possible path for my advert, i believe that i should do some more final research in these types of adverts, and other types of advertising mediums.

Product Placement

Product placement is when a company pays a TV channel or a programme-maker to include its products or brands in a programme.

So, for example, a fashion company might pay for a presenter to wear its clothes during a programme, or a car manufacturer might pay for a character to mention one of its cars in a scene in a drama.

This means the product must be relevant to what the programme is about. The content of programmes shouldn’t seem to be created or distorted, just to feature the placed products.

Programmes also can’t promote placed products or give them too much prominence. So there shouldn’t be any claims made about how good a placed product is, or so many references to a product that it feels like it is being promoted.

Cigarettes and other tobacco products, along with medicines that are available only on prescription, can’t be product placed in any programmes.

Alcoholic drinks, gambling products, all other types of medicines, food and drink that is high in fat, salt, or sugar and baby milk can’t be product placed in UK programmes.

Also, products that can’t be advertised (such as guns and other weapons) can’t be product placed in UK programmes either.

If a UK programme contains product placement, the TV channel has to show a special logo.

This will let viewers know that the TV channel or the programme-maker has been paid to include products in that programme.

The logo is pictured below – there are two versions so that it can be used on a light or dark background.

The logo has to be shown at the beginning of the programme, and repeated after any advertising break during the programme. It also has to be shown again at the end of the programme.

Guardian -

British television has been slow in taking advantage of the relaxation in rules allowing product placement in drama and entertainment programmes, with only an estimated six deals struck so far.

The government relaxed TV product placement rules in February, but six months on the anticipated flood of commercial deals has yet to materialise.

"It has not taken off, there are not the millions of pounds, it hasn't snowballed," said Mark Wood, a partner in product placement agency Krempel Wood, speaking at the MediaGurardian.

He added that the deals that have been struck were largely associated with advertiser-funded programmes, which were "the supertanker" when it came to advertising money going directly into shows.

There is still a debate about how to price product placement deals, and whether the exposure is worth more to brands than the equivalent amount of paid-for traditional TV advertising.

Other things holding back product placement include conservatism on the part of broadcasters worried about compliance procedures, unfamiliarity with the rules, and uncertainty on the side of companies, which are more familiar with supplying props for shows on an unpaid basis.

The tightly drawn Ofcom policed rules also forbid product placement in foods with a high fat, salt and sugar content, which means most snacks and fizzy drinks. It also bars some product placement in cookery shows.

David Charlesworth, the Channel 4 head of sponsorship, funded content and product placement said that for the past nine months he had been in discussions with Hollyoaks producers Lime Pictures about possible deals, and he expected to be able to announce two shortly.

He said that Channel 4 would then move on to discussions about Deal or No Deal, made by Endemol.

"We want to work with more," he added.

Catherine Catton, the UKTV commissioning editor, said she had turned, successfully, to genealogy website findmypast.co.uk for funds to make a new 10-part series for Yesterday, called Find My Past.

"No one knows the parameters, it's a case of suck it and see, it's a new dawn, we are feeling our way as we go along," Catton added.

She said that under the findmypast.co.uk deal the website was given three seconds' exposure three times per programme. Another problem she had found was that "brands don't know how to make television". "It's a massive pitfall. It took so long to sign the contract."

One of the highest-profile product placement deals has been for Channel 4's series Style the Nation broadcast this summer, which featured New Look, in a 12-part catwalk competition.

Matt Pritchard, head of development for independent producer TwoFour, said it was able to persuade Channel 4 to allow all the online fashion collections created by viewers to only use New Look clothes, but he said there had been a "tug of war" over the issue.

Another growing issue are contracts with presenters, actors and talent, who may be linked, or seen to be endorsing products placed in shows.

The product placement deals included in the six estimated to have ben struck so far are Nespresso with This Morning, Tresemme shampoo in Britain's Next Top Model, XBox on Sky Living and Sky1, and Mission Foods in Mexican Food Made Simple on Channel 5.

http://www.guardian.co.uk/media/2011/aug/27/tv-product-placement 

Road Safety

Use of a voice over to connote the importance of paying attention when driving, this going to be a massive aspect of my advert as I need to make sure that i get the Voice over right that the audience will take it seriously and understand the inner importance of the advert. However I have found a common issue in watching many of these adverts and that is the fact they generally crash the cars which denotes how dangerous driving is this works well with the voice over as it doesn't allow the audience to second guess their judgement in thinking that multi tasking while driving is oaky. I would be unable to produce this section of the advert as I do not have a budget in which i can crash car let alone doing it safely, furthermore many of these shots are down using a chase car which enables the director to get the cars moving from a range of angles instead of the traditional pans and mediums generally used this make the advert more exiting but also create tension which is a key aspect of these types of adverts as it makes the overall meaning a lot more important. The use of Mise - En - Scene and props were very detailed and effective in this advert as with the use of ambulances and equipment the director was really able to stage the accident as if it had happened. This is an important convention of these types of adverts as it really denotes how serious and dangerous driving can be. Additionally a range of Close ups are used to connote the shot reverse shot as the audience is able to see the pain and up set caused by the crash with a mum crying and the driver looking on in heart ache. I would not be able to use the majority of conventions shown in the advert as they are too technical and not with in my capabilities of the school equipment I therefore decided to look at other example to see if they were more with in my grasp additionally i wanted to see whether or not the adverts still connoted the same importance if they didn't use the crash or range of chase shots. 

Use of Non - Diegetic sounds to create a up beat and energetic rhythm that is matched by relatively fasted paced editing. This is used for two reasons as it makes the advert a lot more engaging for ht audience but also allows the director to build up tension very quickly. Furthermore the first set of shots connote the drivers capabilities and skill whilst riding the bikes, using a range of long shots and pans to connote the riders skill as he goes for a country ride. This is not conventional of these adverts as they generally try to connote the rider / driver lack of skill. This advert is clever by adapting every day signs and symbols and changing them to the correct through process of the rider this is clever as it denotes what a rider show be looking for when on their motorbike to maintain safe. This is something that I am more capable of doing although it still does use a range of shots that are convention in this type of avert that i would be un able to produce with the range of equipment i have at school. 

Just taking these type adverts as a guide of what the common codes and conventions are of an safety campign, I realized it would be very hard for me to produce something that was effective. This was the main point of the advert as it should demonstrate a situation where the river is to fault then using a range of close ups from the chase car to connote the speed and lack of control these are conventions that i would be un able to re create with the school equipment, these are conventions that really make the advert effective in connoting the importance of driving. It was the use use of mise - en - scne needed when producing adverts similar to this i realized that creating an effective road awareness advert would not be worth while.

This is why i decided i would take aspects that i have learnt from watching these Ads such as the use of close ups to connote importance and   detail, or having an up beat tempo to create tension or excitement. I will now create an questionnaire to see what the general public would like to see from an advert. 

Radio Advertisements

Creating an appealing commercial, sending a clear message, having a clear message and booking the right time slots on the right radio stations to reach your target audience. Other factors could be choosing, a humorous or serious tone, background music, special effects and dialogue to create a picture in the listeners mind.

Because a radio audience can be busy doing other things whilst listening, we do not pay full attention listening to it unlike with television, which demands more attention, but you can listen to the radio whilst you are driving, working, or surfing the Internet. If you get your message across often in the same time slot, you will probably hit the same people with the same message.

Starts of with a help line between a English and American people.

It then goes onto instructions about fitting a household good, this has nothing to do with snickers and the audience would not know the radio advert is to advertise snickers with the first 10 seconds.

Then the American voice swaps to a more authoritative and angry tones man, this instantly will grab the audiences attention as the tone of the voice is very informative but its because of the tone that people will listen as its such a contrast to the first half of the advert this is what makes it stand out even more.

The word “pride” and “man” is said a lot this is because he is trying to make the other man feel less manly as he is using a manual. But also it makes the product more targeted to man, as it is directly linked to Snickers being a mans chocolate. This is then further connoted by “get some nuts” although the chocolate mainly has nuts in it but it also refers to the main buyers being male.

Then at the very end a pre recorded message is played allowing the audience to refer to a website so they can find out more about the product, but also the advert.

Yet again the advert takes up a large amount of the adverts time, and the details and information of the product is rushed at the end this is because it is generally boring and the audience do not want to be smothered with information. 

Branding Conclusion

Branding is what separates the unique brand or product from its competition and allows for the consumers to establish a difference between the markets. For example Coco-Cola has branded their product very similarly over the past decade or so, this is generally because they need to make sure the audience remains familiar products style.  

By branding the product it makes a unique statement to the market, this means that using a brand the advertisers do not need to concentrate so much on advertising product, logo and company name. This is because the brands name would have been built up and many consumers would have built up a relationship with the product therefore easily recognizing features, like a name, or slogan or bottle shape for example.  If the brand is really good like Coco-Colas, the design will be iconic, therefore the products style is being used for many similar products today, but also in the way it is advertised, with large titles, a vibrate colours and constant reminders about the product style.

In many of the Coco-Cola adverts they connote how they are helping the world in one way or another, this implies to the consumers how the brand uses some of its funds and contacts to help others. There most recent contribution is a Coke van providing free drinks to less fortunate.

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects.  I believe that Coco-Cola has done a very good of create a well know and recognizable brand globally, they have done this by one advertising over many different mediums, but also advertising in such a way that will gain the consumers trust and make them want to purchase the product as they believe it will help the greater cause in some way.

Overall then I have looked at branding because it is a useful feature for my adverts, as I can look at previous product and how they have created a brand around there product, then how I can work out a good way of purveying my product to the consumers which will encourage them to want to purchase the product. This will work in the same way for advertising a campaign.

Branding

Early 1800's

Coca-Cola is one of the most recognizable and well-loved brands in history. The reason for this is their strong advertising and marketing, Coca-Cola has always relied in advertising to promote and market their brand, and this is why they are always on top of their game, after having been in the market for more than a century.

1930's

There is little creativity found in the first ad, just some text. No fancy fonts, no images. The first newspaper ad showed the company’s first punch lunch link ‘Delicious! Refreshing! Exhilarating! Invigorating!’

The image of Coca-Cola Santa Claus appeared through their advertisements for three decades. Because of Coca-Cola advertising, the Santa Claus we all know and love today came into being. The Coco-Cola Santa has not varied too much over the decades of use this is because the audience has gown to know and recognize its design.

1960's

As you can see previously, until the 1960′s Coca-Cola advertising shows people holding their drink in a glass rather than the iconic bottle. This was where the brand could begin to establishes is iconic bottle shape which is still used now.

2000's 

The ad campaign was launched in 2006 and it’s main theme centers around people drinking Coke and feeling happy and positive. You drink Coke, you feel good. The campaign has optimistic and positive vibes, and it captures the very essence of life.

The Happiness Truck appeared in various countries like Rio de Janeiro and the Philippines. You can see in the videos the authentic happiness the people get when they receive their Coke surprise.

Pop- Ups

Pop up ads is a form of online advertising intended for the World Wide Web, they generally use a new web browser window to display the advertisement. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way.  This is an example of a lot of pop ups on one page, you can see they are all quite similar in size and layout. Furthermore most pop ups are made from javascript.

Pop ups are an effective marketing tool, as they are an easy way to force people view your new window therefore there is more chance of them being interested in the offer as there is a smaller chance of the viewer just ignoring the content. They are used because they are simple to make although they regularly annoy the consumer the consumer is unable to get away from the fact of looking at the ad therefore the company has a better chance of having another view or customer.