1. –
Level 3 Cambridge Introductory Diploma in Media
Unit 15: LO2
Print Based Advertising
St. Andrew’s Catholic School –
Candidate Name: Thomas Hibbert
Candidate Number: 2063
Unit 15 Overview

2. Contents• Mind Map – Slide 4
• Proposal – Slide 5
• Location – Slide 6
• Poster Content – Slide 7
• Where will it be advertised – Slide 8
• Facebook – Slide 9
• Font Style – Slide 10
• Mood Board – Slide 11
• Mood Board Conclusion – Slide 12
• Production Plan – Slide 13 – Slide 16
• Launch Dates – Slide 17
• Audio Visual Plan – Slide 18
• Photoshoot Plan – Slide 19 – Slide 20
• Locations Recce – Slide 21
• Risk Assessment – Slide 22
• Hand Drawn Draft – Slide 23
• Graphic Layout – Slide 24
• Draft Logo Design – Slide 25
• Mood Board – Slide 26
• Hand Drawn Draft – Slide 27
• Graphic Layout – Slide 28
• Poster Analysis – Slide 29
• Font Style – Slide 30
• Budget Plan – Slide 31 – Slide 35
• Spending Power – Slide 36
• Location of Adverts – Slide 37
• Copyright – Slide 38
• Royalties – Slide 39
• ASA – Slide 40
• Offensive Material – Slide 41
• Relevant Legal and Ethical Constraints – Slide 42
• Conclusion – Slide 43

4. Mind Map for Campaign
Generation
of ideas
Target Audience
Katz
Using Katz’ theory, the audience for
my festival poster will be trying to
entertain, this is because the festival
will be advertised as fun, enjoyable
and will appear as a way of escapism.
Hartley
Against Hartley’s seven subjectivities,
the audience will be Male, 16-25,
middle class, white ethnicity, medium
self-image, British and a family
orientated person.
Maslow
In terms of Maslow’s hierarchy of
needs, the audience are social
climbers.
Slogan
“The music will Klash”
“Klashing music since 2015”
These slogans are good for my campaign
because they both use the signature K
from Klashed magazine and they use Klash
with music.
Colour Scheme
The colour scheme for my poster will be yellow, black and
white. This colour scheme is similar to Klashed magazine’s
colour scheme and because Klashed are sponsoring the
festival, I think they should have similar colour schemes to
show brand identity.
Marketing
I will market my campaign using print
based advert and magazine printed
advertisement. I will use these because
the print based poster can be put up
around the towns near my festival site,
and the magazine print advert can
advertise the festival from within the
magazine that sponsors the festival.
Frequency of release
To make sure that the audience know
everything there is to know about the festival
and the artists attending the festival, the
posters will be released monthly up until the
festival is live

5. Proposal for the campaign
The proposal was
created to outline
concisely who the
target audience were,
what the message I
wanted to convey
through my campaign
was, and most
importantly what
would go on the
poster.

6. Location
The festival will take
place at Worthy Farm in
Pilton. This is where
Glastonbury is held and
as this is my festival of
inspiration the Klashed
sponsored festival will
be at the same field and
grounds.

7. Poster content
The festival poster will contain the headlining
artists such as Sam Smith, Adele, Disclosure and
Muse.
Other content on the poster will include a
website link for the reader to follower, and a
statement making the reader aware that tickets
are available, this will prompt them to purchase
tickets.

8. Poster - Where will it be advertised
The posters will be advertised in
the village and town around
Pilton which is nearest to where
worthy farm is.
This means that the public and
villagers will see the posters and
recognise that the festival is not
far from where they are and that
they will not have to travel far to
get the worthy farm which some
residents may already be
familiar with because of its
distance from Pilton.

9. Poster - Facebook
On Facebook I created a
page for the festival. On
the page I can publish
the poster and also
information on the
festival. This will reach
out to a larger audience
who will then see the
poster and hopefully
come to the festival.

10. Poster - Font Style
The font styles I have shortlisted for possible font styles are
Phosphate, Bombardier and American Captain. These fonts
were similar to the Glastonbury block font used on my
poster of inspiration.
Klashed Festival
Phosphate Bombardier
American Captain

11. Poster - Mood Board

12. Mood Board Conclusion
From my mood board I now know the
mood and style I would like my poster
to have. The content of the mood
board are similar to how I want my
poster to appear as, I can use the
posters on the mood board for
inspiration when creating my advert.

13. Production Plan

16. To conclude, the production plan shows the four week schedule in
which the advertisements will be created and released on the 29th of
January for the festival which is on the 7th July.

17. Calendar Dates
Meetings Date Time Purpose
Pitching idea to the client
for the festival
01/01/2016 12:00 – 13:30 During the meeting I will be
pitching the idea of what I
want to do and the client I
am pitching to can advise
on what he wants to
change.
Client Approval 03/01/2016 10:00 – 11:00 Client will confirm his
approval or disapproval
Budget Meeting 05/01/2016 11:00 – 13:00 Client will plan and explain
the budget
Post Production of Advert 18/01/2016 - This section will be the
editing of the poster
Focus group screening of
print based advertisement
27/01/2016 12:00 – 14:00 The focus group will critic
and answer a survey on the
poster
Launch Date 29/01/2016 - The poster will be released
on this day with the audio
visual and magazine advert.

18. Audio-Visual Plan
If I was to make a audio-visual advertisement I
would have a preview of some of the performing
artists performing at other concerts, I would keep
the same house style as the poster and advert
because this will show the brand identity of Klashed
and the whole campaign.
The Launch date for the audio-visual will be the 29th
January, this is the same launch date as the other
adverts.

19. Photoshoot Plan
The photo-shoot
plan was
conducted
because this way I
would know what
I was doing when
I went to take the
images.
This plan saved
time as I did not
want to get to the

21. Locations Recce

22. Risk Assessment
These are the risk assessments I completed for taking the images needed for my advert, I
filled out the risks and hazards because this way I knew what the hazards and dangers of
the location would be before I went there to take images for my poster.

23. Poster - Hand Drawn Draft
This is my hand drawn draft for my
first advert in my campaign.
I created the hand drawn draft to
plan for what I was going to make for
my advert, this meant that I had an
idea of what to create when I was
later in photoshop because pre
production planning had taken place.
I included the colours and allocated
sections of the draft for where which
information would go, this helped me
to know what to do when I was using
photoshop to create the actual
adverts.

24. Poster - Graphic Layout
This is the graphic layout for my first advert in my Klashed
festival campaign. The graphic layout works as a template for
where I will put the title, the name of the artists, the ticket
availability, date and website link.

25. Draft Logo Design for campaign
This is the logo I drafted for Klashed festivals.
The logo establishes that it is a Klashed owned
product.
Brand identity
Colour scheme
The logos can appear on the posters to
show that they are products of this brand
of Klashed, this acts as brand identity.

26. Advert - Mood Board

27. Advert inside a magazine – Hand
Drawn Draft
This is my hand drawn draft for my second
advert for my Klashed campaign.

28. Advert - Graphic Layouts
This is the graphic layout for my second
advert. I have made this template
because it will guide me on where to put
what features of the poster and also
serve as a checklist for me to follow to
make sure I have what I want on the
poster.

29. Glastonbury Poster Analysis
Black Background
The black background
makes the bright
coloured font with the
information about the
festival. This will draw
the attention of the
reader to the text as it
is also the only thing
on the poster.
Date
Artists performing
The artists performing at Glastonbury
are displayed in pink writing so that they
stand out to the audience. The
significance of showing which artists are
playing at the festival is large because
this way the audience know if anyone
they want to see will be there.
Festival Name
Colour Scheme of three colours

30. Font Style Idea Two
The font styles I have narrowed my choices down to are
Insomnia or Phosphate. I wanted to use Insomnia because
it was the same font that Klashed magazine use and this
was a festival hosted and sponsored by the magazine.
I wanted to use Phosphate because it matched the font
style from the poster of inspiration.
Klashed Festival
Phosphate Insomnia
kLashed festival

31. Budget Plan – Printing
The poster for the festival will be
printed mostly on A4. This is because
they will be mostly posted around the
small town near worthy farm. I will only
order 100 posters, this is because the
posters will be put around the town
near the festival and they will also be
put in train stations and the
surrounding towns. I have been quoted
£72.10 for these A4 posters.
I will however need some A3 posters to
grab the attention of people passing by.
For the A3 posters I will order 30. I have
been quoted £45.30.
https://www.digitalprinting.co.uk/products/po
sters/27/

32. Budget Plan - Advert
The advert will also be advertised
in Klashed Magazine. Klashed
Magazine are the hosts and
sponsor for the festival, the poster
could be shown at the beginning of
the magazine so that the
readership see the poster straight
away when they open the
magazine.
The advert will be full page, this
will cost £2675.74. This is a
medium sized cost for the
campaign but because more
people that are in the target
audience will see the poster, the
money will be made back with the
ticket sales.

33. Budget Plan - Staff
The personnel that are required
for creating the advert are
Editor, Marketing Assistant,
Marketing Manager and a Web
Designer for the website.
Editor – £29,816 for the year
Marketing Assistant – £18,303
Marketing Manager – £32,736
Web Designer – £22,760
http://www.payscale.com/research/UK/Job=Editor/Salary

34. Budget Plan – Office Space and
Equipment
As the festival will be a product of
Klashed Magazine, the festival advert
production and organising of the
festival will take place in the Klashed
Magazine office. Which I planned for
purchase in Unit 13.
For recap purposes, the pricing
summary for the office is shown in
the images to the right.
The equipment that the office space
already has will also be used, money
is being saved because the office
space and resources are already
available for use.

35. Budget Plan - Summary
Printing
£72.10 + £45.30 = £117.04
Salaries
Editor – £29,816 ÷ 12 = £2,484
Marketing Assistant – £18,303 ÷ 12
= £1,525
Marketing Manager – £32,736 ÷ 12
= £2,728
Web Designer – £22,760 ÷ 12 =
£1,896
Klashed Magazine Advert
£2675.74
Total = 117.04 + 2,484 + 1,525 + 2,728 + 1,896 + 2675.74 = £14,027.54

36. Advert – Spending Power
My audience for the
festival adverts are in the
C1 or C2 category so they
have a medium spending
power. This will influence
how much I choose to price
the festival tickets at
because if I set the price
higher than my audience’s
spending power, then my
audience will not be able to
go to the festival.

37. Location of Adverts
For my campaign I think that my poster should be
placed around the town and on moving vehicles so
that the word of my festival is spread. I found a site
called ‘Transport Media’. Transport media offer
advertising spaces on a list of transport vehicles. For
my poster I will use the following:
• Taxi - £1,000 for 3 months
• Bus - £79.00
• Tube - £8,565
http://www.psvmedia.co.uk/bus-advertising-prices.html
https://uk.answers.yahoo.com/question/index?qid=20111112020238AAqrxMX
http://www.transportmedia.co.uk

38. Copyright©
Copyright is a legal right given to the
creator of an idea. Since I came up
with the idea to create this advert,
that means I own rights to that
material.
Copyright applies to my poster
because I own the rights to the
material. Copyright protects my work
because it stops anybody else using
my work and claiming it as their own.
I can protect my poster by using the
© . This will show to people that the
poster is copyright protected as is the
name. This will stop people
copyrighting my work and protect its
IP. http://www.mondaq.com/india/x/20565/adve
rtising+marketing+branding/Advertisement+an
d+Copyright+Protection

39. Royalties
When I created my poster, the advert became
Intellectual Property owned by me. When a
business gets the right to market someone's work,
the person marketing it receives a compensation in
the form of a royalty.
Royalties apply to my posters because if I will be
using people to market the product I create, this
means they will have to be given ‘royalties’ and I
will have to create a royalty agreement with the
marketer.

40. ASA
ASA are the Advertising Standards Authority.
The ASA regulate advertising across all media.
This is relevant to my festival posters because
ASA will regulate the adverts to check for
unsuitable or unacceptable content and to make
sure it is acceptable to be published. This will
determine whether or not my festival poster can
be published or whether it needs to be edited
which could push its launch date back.

41. Offensive Material
There particular things that are offensive to have in advertising:
• Sexual content and nudity
• Portrayal of the body image
• Gender stereotypes
• Violent and scary content
The material that applies to my festival, of which will not be allowed to
be included in my advert is sexual content and nudity, gender
stereotypes and portrayal or the body image.
These apply to my festival posters because these are concerns of
people in todays society with advertising. There are female artists
performing at the festival and the poster cannot portray these in
stereotypical ways or portray their body in suggestive or sexual
manners.
https://www.asa.org.uk/~/media/Files/ASA/Mi
sc/ASAHarmOffenceReport.ashx

42. M2 – Relevant Legal and Ethical
Constraints
The first regulatory body is ‘Misleading Advertising’. Misleading Advertising is making
claims in the advertisement that are not true. For example, claiming something is free.
This regulatory body is related to my campaign because if I claim that in my advert
that the festival is free and then I charge for tickets then I have broken the code.
The second regulatory body is ‘Harm and Offence’. Harm and Offence is having
content that creates widespread offence to people. For example, unsafe practices.
This relates to my campaign because if I advertise the campaign as safe and then at
the festival ‘unsafe practices’ take place, I will have broken the regulatory body and
will be in legal trouble.
https://www.cap.org.uk/Advertising-
Codes/Non-Broadcast.aspx

43. Conclusion
In LO2, I planned two different adverts to advertise
my festival sponsored by Klashed magazine.
There was various pre production needed before
the adverts could be created. This included a
proposal, a mind map, mood boards and planned
budget summaries for the different stages, these
helped to plan the production before it took
place.