CW3 – Final Submission Post

The following documents and elements are being submitted as part of my final submission for the Marketing Campaign coursework:

• YouTube Video Advertisement
• Radio Advertisement
• 4 Lamp-post Advertisements
• 2 Magazine Advertisements
• Full Costing Document for the entire promotional package
• Social Media Relations
• Social Networking Plan
• Personal Reflective Statement

YouTube Video Advertisement, Storyboard and Script

gofresh Storyboard Page 1

gofresh Storyboard Page 2

Video Script Coursework 3

Radio Advertisement

4 Lamp-post Advertisements

2 Magazine Advertisements

First Magazine poster to be posted in the first magazine

Second Magazine poster to be posted in the second magazine

Full Costing Document for the entire promotional package

gofresh Juicer Campaign Full Costing Document

Social Media Relations

The product has been promoted on Facebook: Social Media Site:

http://www.facebook.com/gofreshJuicer

Social Networking Plan

Social Networking Plan

Personal Reflective Statement

Reflective Report

CW3 – All Footage Collected for the video

All footage for the video has been collected now, as it had to be collected in several different locations, this was difficult. Especially with regards to lighting. However, I feel that the first parts of the video are the more generic ‘light’ parts, and then the latter part of the video (where lighting was an issue) takes place in a kitchen, so even though the lighting is different, this may not affect the overall video quality.

 

In accordance with the social media plan, new posts about juice mixes have now been added to the facebook page: http://www.facebook.com/gofreshJuicer

 

 

Full Costing Document for the entire Promotional Package

I completely forgot about the full costing document completed for promotional package. The following word document presents this cost estimation, as well as a description of some lump sum figures required for advertising space, such as radio air time and social media advertising through Twitter.

gofresh Juicer Campaign Full Costing Document

Next post will present the status of the promotional Video.

Video and Social Marketing progress

The following work has been started this week:

1) Promotion of the gofresh Juicer on Facebook. So far, the lamp-post adverts, the magazine adverts and the product itself has received great feedback. Today, the radio-advert will be posted on there to receive feedback.

http://www.facebook.com/gofreshJuicer

 

2) Filming for the promotional video has begun.

 

 

Progress during week off

The following work was completed this week:

1. Two magazine ads (and an alternative to the second magazine ad)
2. A storyboard and script for the final YouTube video. The video will a TrueView In-stream video, meaning it can be between 30-60 seconds, and you will only pay if users decide to watch it beyond 30 seconds. This is the type of video that can be skipped after 5 seconds.

Below are images of the magazine ads:

First Magazine poster to be posted in the first magazine

Second Magazine poster to be posted in the second magazine

Alternative to the second magazine ad

The following is the video script, as well as a scan of the storyboard (consists of 2 pages):

Video Script Coursework 3

gofresh Storyboard Page 1

gofresh Storyboard Page 2

Coursework Progress: Week 21

This week the following three elements have been completed for the project:

1. Promotional lamp-post posters (4 in total):

2. The radio advert has been finalised:

3. The social media plan has been finalised:

Social Networking Plan

For the social media plan estimated budget, the following websites have been researched in order to understand the pricing of advertising online a little better:

Twitter (2013), Promoted Accounts [online]. https://business.twitter.com/products/promoted-accounts-full-service. [Accessed: 02 April 2013].
Website used to understand Twitter’s own policy on how a company can promote themselves on Twitter.

Francis, A. (2012). Twitter advertising – is it worth the high costs?. IonSearch.co.uk [online]. 16 September 2012. Available from: http://www.ionsearch.co.uk/twitter-advertising-is-it-worth-the-high-costs. [Accessed: 02 April 2013].
Website researched to understand further the pricing of using Twitter promoted accounts, as the exact pricing was not listed on the Twitter website.

YouTube (2013), Pre-Roll Ads [online]. http://www.youtube.com/yt/advertise/en-GB/in-stream.html. [Accessed: 02 April 2013].
YouTube describe pre-roll ads and how they work. This page also gives good tips on how to make a successful advertisement video.  

Alleger, J. (2012). How much do ads on YouTube cost? [online]. 7 August 2012. Available from: http://ppbh.com/how-much-do-ads-on-youtube-cost/. [Accessed: 02 April 2013].
The YouTube website did not give detailed information on the actual cost per view, therefore this site was used as reference. Although cost per view can vary, and companies can enter bids, the pricing and information on this website seems more viable. 

Marketing Campaign: Progress Post

The work completed currently includes collection of images for the billboard posters. After driving down Sheikh Zayed road, it has been decided to create 4 posters. There seems to be a few “lamp-post” posters presented in this way. They work effectively as the viewer doesn’t only drive past one, but several, thus have a greater chance of getting caught by what the ad is about. According to the Out There Group (2013), the possible sizes for lamp-post ads are 3m x 2m and 4m x 2m.

As with the radio ad that is being created, I currently have an issue creating music energetic enough to fit a morning advertisement about colour and brightness. This should be done by the end of the weekend.

Work completed this week includes business-cards, stationery and a shopping bag (large) for the company “Cuisinier”: producers of the gofresh Juicer.

BusinessCard Front

BusinessCard Back

CuisinierLetterhead

CuisinierShopping Bag

References:

Outtheregroup (2013), Outdoor Media Availability [Online]. Available from: http://www.outtheregroup.com/ outdoor-media/ [Accessed: 21 March 2013]

Research on Billboard and Magazine Ads

Full research on Billboard/Magazine ads:

Week 18 – Research on Billboards and Magazine Ads

 

SUMMARY:

Hedges et al (1998) noted some important things to keep in mind when making a magazine ad: “communication through pictures and not words; brevity in verbal messages; attention to the total gestalt and not merely the detailed parts; clear use of logos, symbols and other coded signals; continuity of theme.” Readers can return to the ad, but as they can also browse quickly past it, it needs to be catchy. Less story-telling than in TV ads (Costerdine, 2000, p4).

Billboard ads need to have pictures not text. Preferably six words or less. Billboards are not the time for direct response (phone, email, website) as your audience are drivers, unable to write things down. They are secondary ads, helping to build brand awareness; primary ads are TV, etc (Suggett, 2013).

Based on this research, I would like my poster to be a billboard poster. It also fits well with my audience as they are all working, and at that age all driving to work. Further to the poster, a radio ad may be valuable, to be played on the radio in the morning rush hour. I will write more next week about this.

 

References

Costerdine, G (2000). Magazine Advertising Effectiveness:Pre-testing and monitoring the effectiveness of magazine advertising [online]. Report Commissioned by PPA. pp. 4-6. Available from: http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf [Accessed: 6 March 2013]

Hedges, A., Ford-Hutchinson, S., Stewart-Hunter, M., Institute of Practitioners in Advertising, & John W. Hartman Center for Sales, Advertising & Marketing History. (1998). Testing to destruction: a critical look at the uses of research in advertising. Institute of Practitioners in Advertising.

Suggett, P (2013). The Six Basic Rules of Billboard Advertising: How to Create Effective Billboard Ads. About.com [online]. Available from: http://advertising.about.com/od/advertisingglossaryb/a/The-Six-Basic-Rules-Of-Billboard-Advertising.htm [Accessed: 06 March 2013]

Coursework 3: Poster Research

Posters and advertisements

Train, bus and bus stop advertisements are not appropriate for my current target audience, however, research has still been done on this to gain ideas:

The audience for these ads have time to read text as they wait for their bus or train. The poster therefore needs to entice them to want to read on.

Blue Line Media (2013) state that train ads are viewed by commuters 7 days a week, not only working commuters but also leisure commuters. It is therefore important to ensure that the ad poster has high impact.

There are many different ads and commuters are bombarded with advertisements, so to avoid commuters ignoring the add, it must have a high impact. (Collins, 1999). There are several different types of train ads offered; for example, UK’s Network Rail (2013) offer not only in-train advertising space, but also allow companies to advertise on ticket barriers, on walls inside the station, in washrooms, on bridges above trains and roadside billboards that trains pass by.

Next week’s research is on billboards and magazine ads.

 

References

Collins, K (2011), Promoting a Product, Exploring Business [online], http://www.web-books.com/eLibrary/NC/B0/B66/075MB66.html [accessed: 26 February 2013]

Blue Line Media (2013), Train Advertising in 50 Cities – Rail Advertising Company [online]. http://www.bluelinemedia.com/train-rail-advertising [accessed: 26 February 2013]

Network Rail (2013), Advertising and Promotions [online]. http://www.networkrail.co.uk/aspx/1580.aspx [accessed: 26 February 2013]