Unit 15

2. – Level 3 Cambridge Introductory Diploma in Media Full Name: William Eze Candidate No.: 1118 Center Name: St Andrews Catholic School Centre No.: 64135 Unit 15: Print Based Advertising St. Andrew’s Catholic School – Unit 15 Overview

8. Aims and Objectives  The promoters for the Reading & Leeds Festival 2016 promoted and announced upcoming acts available for the festival. They do this each year by giving away posters and flyers around the area and this has helped build awareness and popularity amongst the Festival. This festival can help build popularity for upcoming and already established stars. They bring in popular stars to increase ticket sales and popularity for the festival. Consumers will also be able to check on more available acts for Reading.http://www.readingfestival.com/information

9. Target Audience https://infogr.am/Target-audience-research-analysis The chart above displays the age demographic for the target audience for Reading festival goers are of ages 16-25. The Stereotypes for the demographic are depicted as students who revise for exams, attend social event and are involved in drug use (i.e. Marijuana). According to the theory of Maslow’s hierarchy of human needs, this can compared to the age demographic due to the social experience of having a large social group and being included. My festival needs to replicate this similar target audience as they can determine the success of my festival.

10. Target Audience https://infogr.am/Target-audience-research-analysis The chart above me describes the gender divide and the amount of fans depending on gender. The fact most of the artists at Reading are males can contribute to this marginal divide. There is a high following for Reading goers for women but men dominate the percentage% overall. The theory of David Morley’s audience theory can be related to this as the intended target audience would prefer to read a specific page or topic on a specific male/female artist/band. For Golden Era magazine’s festival, I may appeal to the typical audience and show male dominated artists/groups in my festival.

11. Target Audience https://infogr.am/Target-audience-research-analysis The chart above me shows the social class group for the average goers of Reading festival attenders. The age demographic is of ages 16-25 and so many goers are still in full-time education. To buy camping equipment is only expensive to some students as some may have part time jobs and some teens can’t afford to buy camping equipment due to high costs. The camping equipment could create ‘diversion’ (Blumer and Katz) as the students can escape from other goers at the festival as a form of escapism from their studying and have some space.

15.  Reading tend to use mainly print based media to promote their festival every year. They do have synergy with social media links, Facebook and Twitter. They regularly post information on their pages talking about the upcoming acts and events. Last year, they created an app where all details can be found and with their audience, they were able to get 10s of thousands of downloads. This can be referred to as Technological Convergence. Reading have their own website and there you’re able to find information on the line up as well as buying tickets for festivals and you can find all the latest news. http://www.readingfestival.com/ Social Media Links: https://twitter.com/OfficialRandL https://www.facebook.com/OfficialReadingFestival

16.  The line ups for the event is usually revealed towards the build up to the event. They release posters and adverts (print based media) that have a similar colour scheme (red, white and yellow) as it has a reputation for using the same colour scheme and its instantly a reminder to any mainstream that it’s a reading poster. The main convention that is a regular is the enlarged names of the top stars to signify their importance and high relevancy in the music industry.

17. https://www.copyrightservice.co.uk/copyright/p05_copyright_infringem ent www.wipo.int/about-ip/en/ www.investopedia.com/terms/r/royalty.asp www.writing-world.com/rights/libel.shtml

19. www.ofcom.org.uk

21. https://www.youtube.com/watch?v=LnqyQ A9D-3M

22. https://www.youtube.com/watch?v=LnqyQA9D- 3M

23.  The line ups for the event is usually revealed towards the build up to the event. They release posters and adverts (print based media) that have a similar colour scheme (red, white and yellow) as it has a reputation for using the same colour scheme and its instantly a reminder to any mainstream that it’s a reading poster. The main convention that is a regular is the enlarged names of the top stars to signify their importance and high relevancy in the music industry.

24. They used old collections of videos as a type of montage to convey to the consumer that the reading festival is a long lasting memory that will be remembered forever. They included specific bands that are popular because that’s what everyone will be interested in. They included this phrase; ‘IT’S BEEN A LONG, LONG ROAD’. This phrase conveys that they promote the event for a long time and they have the audio visual just a few weeks before the festival to convey it as a ‘relief’ as the regular goers have waited so long.

32. Mindmap Mindmap for Vision Festival Advertisement Marketing: Marketing is mandatory for the popularity and the attention my festival will be receive. One of the forms of marketing that my festival will be involved in is a print based advertisement. My magazine; Golden Era, will be sponsoring the event and the use of a print based advertisement is easier and much more accessible for everyone to observe. I want my advertisement to appeal to my audience as I want them to be convinced that they should attend the event and have them think about how good the music will be at the event. Colour Scheme: I want my scheme to reflect to that of my inspiration; Reading. My colour scheme is dark blue, light blue and white. My scheme is similar to Reading’s because it has a simple 3 colour scheme that can be replicated. Frequency of Release: Typically, like any other festival, I aim to release the main headliners as my first source of information and then more acts will be leaked as time goes on nearer to the event. This gives people time to decide whether or not they should consider going to the festival. The campaign will start from early February up until the last few weeks leading up to the festival. Logo Names: My magazine; Golden Era, will be sponsoring the festival. The name is very simple and is a reflection of what we do everyday. The name is called; VISION. Slogan: The slogan for my festival is; vision yourself, Vision it, vision enjoyment. I chose this slogan because it’s a reflective thought that can reflect the actions of my audience.

37. The top of the advertisement, you have the name of the venue displayed at the top corner of the advertisement. This is needed for readers who want to know where the festival venue is. The acts and groups are split up based on the given dates for their performances/sets. Whether it’s set at Reading or Leeds, this is set up in a way to give you excitement for what days your favourite performers are doing their sets. For the colour scheme, the colour match with the yellow, orange and red really compliment each other as nothing seems out of place and it really mixes well together. I will ‘repeat’ – (Steve Neale) the simple 3 colour scheme method but I will have purple, light/dark blue and white as my main colour scheme as it really reflects well together and there’s nothing ‘odd’ about random colour mixing.

38. https://www.cap.org.uk/Advertising-Codes.aspx X

43. ProductionPlan Week beginning: Monday 4th March 2017 Monday 4th Tuesday 5th Wednesday 6th Thursday 7th Friday 8th Saturday 9th Sunday 10th A budget will be made and the money will be distributed amongst promotion, marketing and designing of advertisements/p osters. Everything from promotion to advertising will be discussed and ideas will be thought through. The designing and process of flyers and adverts will start to be developed. Billboard designs will start to be developed Everyone will continue with developing designs for advertisement on bus and posters will be made. N/A N/A Complete by Monday 4th March 2017 Complete by Thursday 7th March 2017 Complete by Friday 8th March 2017 Complete by Friday 8th March 2017 Complete by Friday 8th March 2017/ Monday 11th March 2017 Complete by Complete by Monday 11th Tuesday 12th Wednesday 13th Thursday 14st Friday 15th Saturday 16th Sunday 17th Development should be done and designs should now be made for the posters and advertisements. Development will be continued and a quote will be given to us to determine how much the cost The posters and advertisements will be given to us for the quote and we will determine how much money will be given to us for the printing of the posters The posters should be nearly finished and sent off for final approval. The posters and advertisements will be finished for today and sent off for approval then sent to the company to have them printed. N/A N/A Complete by Friday 15th March 2017 Complete by Wednesday 12th March 2017 Complete by Thursday 14th March 2017 Complete by Friday 15th March 2017 Complete by Friday 18th March 2017 Complete by Complete by

44. ProductionPlan Week beginning: Monday 4th March 2017 Monday 18th Tuesday 19th Wednesday 20th Thursday 21st Friday 22nd Saturday 23rd Sunday 24th The price is determined for the distribution of posters and bus advertisements. A plan for location of adverts should start to be developed and should be done by Thursday. The following locations that will have posters around the area will be London, Kingston and Manchester We will receive the posters and advertisements for the festival then we plan where it will be located. An audio visual will be made by Monday 25th March 2017. Also, the posters and advertisements for location should be done by today. An audiovisual will still continue to be made and finished by Monday 25th March 2017. N/A N/A Complete by Monday 18th March 2017 Complete by Thursday 21st March 2017 Complete by Thursday 21st March 2017 Complete by Thursday 21st March 2017 Complete by Monday 25th March 2017 Complete by Complete by Monday 25th Tuesday 26th Wednesday 27th Thursday 28th Friday 29th Saturday 30th Sunday 31st The audiovisual should be done by today and the marketing team should receive the posters today. The plans to tag posters in chosen areas will be finalized. The audio visual will drop today and be uploaded on all platforms of social media. The first half of posters will be released in some areas that have been chosen. The first half will be posted around Kingston and Manchester The second half (last batch) of posters will be released in some areas that have been chosen. The other half will be posted around London N/A N/A Complete by Monday 25th March 2017 Complete by Tuesday 26th March 2017 Complete by Wednesday 27th Complete by Thursday 28th Complete by Friday 29th Complete by Complete by

45. www.marketingdonut.co.uk/.../billboards.../outdoor-advertising- making-a-... www.bluelinemedia.com/bus-advertising

49. PhotoshootPlan

51. Font TITLE Advertise ment Lemon/Mil k VISION Poster Lemon/Mil k FESTIVAL Poster Stencil Font VISION ‘17 Flyer

55. Job Roles Salary Editor £ 26, 942 yearly Graphic Designer £ 35,000 senior designer - yearly Marketing Director £67,521 advanced - yearly Financial Advisor £44,918 advanced - yearly £ www.payscale.com/research/UK/Job=Editor/Salary https://www.glassdoor.co.uk/.../marketing-director-salary- SRCH_KO0,18.ht... https://www.prospects.ac.uk/job-profiles/financial-adviser https://adremgroup.com/guidance/graphic-design-salary-guide/

56. https://www.findalondonoffice.co.uk/toolbox/office- space-calculator/ The Office Space will be off branched from my magazine office and the cost and size will be the same; £396,000 and 4000ft2.. The price for the festival will be shown above text and the features are at the bottom.

58. My intended target audience for the festival will compromise of mostly teenagers and young adults aged between 18-24+. The categories for them in the socio-economic group will be between C1-E with a low-medium spending power as most will have low paying skilled jobs. I’ve set my price at a fairly high but affordable price to make it more appealing for my socio- economic target audience.

62. https://www.asa.org.uk/News- resources/~/media/Files/ASA/Misc/ASAHarmOffenceReport.ash x

63. 03 Misleading advertising is one of the first issues that will be considered. Misleading advertising is when a company makes claims that are false and this is what we definitely will not do. I’ve related this regulatory body to my festival as I believe that any false advertising could jeopardize the impact of my festival, for example, if I was to say it was free then I charged money for the tickets then it’s a huge breach of code in the regulatory bodies code. 08 Promotional Marketing is another topic that will be considered. Promotional marketing is a message that has an incentive to persuade a chosen target audience to take action. I’ve related this regulatory body to my festival as I send a message that makes my audience take immediate action (buy a ticket). https://www.cap.org.uk/Advertising Codes/Non- Broadcast.aspx 04 Harm and Offence is another regulatory body that will be considered for my festival. Harm and offence is the use of work/content that can offend some people. this is relatable to my festival as I need to advertise the festival without offending anyone and keeping it safe. I need to make sure there are no ‘unsafe practices’ as I will be breaching the regulatory body and this could affect the reputation of my festival.

66. Font TITLE Advertise ment Lemon/Mil k VISION Poster Lemon/Mil k FESTIVAL Poster Stencil Font VISION ‘17 Flyer

68. PhotoshootPlan

69. Festival Name Main Acts Supporting Acts Main Acts Supporting Acts Ticket Information Magazine Sponsor

70. Festival Name Main Acts Supporting Acts Main Acts Supporting Acts Main Acts Supporting Acts

71. Date/Time Logo Main Acts/Supporting Acts Main Acts/Supporting Acts Main Acts/Supporting Acts

77. Job Roles Salary Editor £ 26, 942 yearly Graphic Designer £ 35,000 senior designer - yearly Marketing Director £67,521 advanced - yearly Financial Advisor £44,918 advanced - yearly £ Equipment Price Adobe Creative Cloud £655.00 annually Apple iMac with Retina 5K x 6 £1,449.00 x 6 = £8,694 Canon EOS 5D Mark IV Digital SLR Camera Body £3,599 x 4 = 14,396 Office Space £396,000 yearly

95. Plan for the Images (Photo-shoot Plan)

105. Job Roles Salary Editor £ 26, 942 yearly Graphic Designer £ 35,000 senior designer - yearly Marketing Director £67,521 advanced - yearly Financial Advisor £44,918 advanced - yearly £ www.payscale.com/research/UK/Job=Editor/Salary https://www.glassdoor.co.uk/.../marketing-director-salary- SRCH_KO0,18.ht... https://www.prospects.ac.uk/job-profiles/financial-adviser https://adremgroup.com/guidance/graphic-design-salary-guide/

106. https://www.findalondonoffice.co.uk/toolbox/office- space-calculator/ The Office Space will be off branched from my magazine office and the cost and size will be the same; £396,000 and 4000ft2.. The price for the festival will be shown above text and the features are at the bottom.

111. Location Recce

114. Safe Working Practices Colour Swatch for GE Magazine: When making my last few adverts for the festival on Photoshop CS6, I had to make sure I used the right colours and that there was no inconsistency with the original colours’ shade. I used the text tool, paint bucket, cropping, paint brush tool, and the colour swatch to make sure the consistency was fluid during the production of the advertisements. It was important that the colours were consistent as I need to increase brand identity to make my brand more known and familiar.

118. Festival Name Main Acts Supporting Acts Main Acts Supporting Acts Ticket Information Magazine Sponsor

119. Festival Name Main Acts Supporting Acts Main Acts Supporting Acts Main Acts Supporting Acts

122. Mindmap Mindmap for Vision Festival Advertisement Marketing: Marketing is mandatory for the popularity and the attention my festival will be receive. One of the forms of marketing that my festival will be involved in is a print based advertisement. My magazine; Golden Era, will be sponsoring the event and the use of a print based advertisement is easier and much more accessible for everyone to observe. I want my advertisement to appeal to my audience as I want them to be convinced that they should attend the event and have them think about how good the music will be at the event. Colour Scheme: I want my scheme to reflect to that of my inspiration; Reading. My colour scheme is dark blue, light blue and white. My scheme is similar to Reading’s because it has a simple 3 colour scheme that can be replicated. Frequency of Release: Typically, like any other festivals, I aim to release the main headliners as my first source of information and then more acts will be leaked as time goes on nearer to the event. This gives people time to decide whether or not they should consider going to the festival. The campaign will start from early February up until the last few weeks leading up to the festival. Logo Names: My magazine; Golden Era, will be sponsoring the festival. The name is very simple and is a reflection of what we do everyday. The name is called; VISION. Slogan: The slogan for my festival is; vision yourself, Vision it, vision enjoyment. I chose this slogan because it’s a reflective thought that can reflect the actions of my audience.

126. Mindmap Mindmap for Vision Festival Advertisement Marketing: Marketing is mandatory for the popularity and the attention my festival will be receive. One of the forms of marketing that my festival will be involved in is a print based advertisement. My magazine; Golden Era, will be sponsoring the event and the use of a print based advertisement is easier and much more accessible for everyone to observe. I want my advertisement to appeal to my audience as I want them to be convinced that they should attend the event and have them think about how good the music will be at the event. Colour Scheme: I want my scheme to reflect to that of my inspiration; Reading. My colour scheme is dark blue, light blue and white. My scheme is similar to Reading’s because it has a simple 3 colour scheme that can be replicated. Frequency of Release: Typically, like any other festival, I aim to release the main headliners as my first source of information and then more acts will be leaked as time goes on nearer to the event. This gives people time to decide whether or not they should consider going to the festival. The campaign will start from early February up until the last few weeks leading up to the festival. Logo Names: My magazine; Golden Era, will be sponsoring the festival. The name is very simple and is a reflection of what we do everyday. The name is called; VISION. Slogan: The slogan for my festival is; vision yourself, Vision it, vision enjoyment. I chose this slogan because it’s a reflective thought that can reflect the actions of my audience.

136. X

139. Board Macbook Computer Slide Changer

142. Question 1 was asking about appropriate dress sense. This question is useful as the pitch reflects how well I present myself and the festival project. If I dress well, the festival will most likely be well addressed and planned out.

143. Question 2 was asking about learning anything from my pitch. This question is useful as I need to know if my pitch was well delivered and the information was mentioned well enough for for my audience to remember the key points of my festival such as the budget summary, proposal and production plan. 100% of people said that they learned a lot from the pitch.

144. Question 3 was asking about what the audience’s favourite topic was from the pitch. There were some mixed answers, some said that the Photoshop work was impressive while the proposals were very well detailed.

145. Question 4 was asking about how appropriate my colour scheme is. 100% of people mentioned how my colour scheme was appropriate for my advertisements. This question is useful as I need to know if my colour scheme was appropriate so I can make any necessary changes to my Photoshop advertisements.

146. Question 5 is similar to Question 4 as both mention colour scheme. This question however is asking overall if the colour scheme used for the advertisements were appropriate and a comment responded saying ‘Yeah’. This comment helped me to ensure if any changes were to be made to my advertisements.

147. Question 6 was asking about any changes to my pitch that I should make. One comment observes how I need to mention social media and add it to my Photoshop advertisements. Another comment observes how I need to make more eye contact with my audience.

148. Question 7 was asking for a rate of out 10 on how well the pitch was delivered and if the content was informative. One person rated my pitch a 9/10 while another one rated the pitch an 8/10.

149. Question 8 was asking about if anyone enjoyed the pitch. 100% of people said that they enjoyed the pitch and the information provided was very useful.

157. I’ve used the same picture. However, the quality of the picture has been varied to know what the best color range should be for my black and white poster. The range has been used to determine what contrast best suits the design of the poster.

162. X

164. Safe Working Practices Colour Swatch for GE Magazine: When making my last few adverts for the festival on Photoshop CS6, I had to make sure I used the right colours and that there was no inconsistency with the original colours’ shade. I used the text tool, paint bucket, cropping, paint brush tool, and the colour swatch to make sure the consistency was fluid during the production of the advertisements. It was important that the colours were consistent as I need to increase brand identity to make my brand more known and familiar.

168. Client Feedback 1  In my witness statement, I needed to add more social media convergences to my advertisements so I added I links from Instagram, Snapchat and Facebook. Before After Social Media Convergences

169. Client Feedback 2  In my witness statement, I needed to add another slide toward the end of my pitch where I add in a link for everyone else to assess my pitch. I have now added in a slide where you can assess my pitch on Survey Monkey. I have now added in a slide where you can assess my pitch.

170. Client Feedback 3  In my witness statement, I needed to add another slide after the production plan where there’s a layout of where I add in my production schedule for my pitch. I have now added in a slide on my production schedule. I have now added in a slide on Production Schedule for my festival

171. Client Feedback 4  In my witness statement, I needed to add another slide after my production plan in my pitch. I added in the slide on Launch dates. I have now added in a slide on Launch Dates for my festival

172. Client Feedback 5  In my witness statement, I needed to add another slide toward the end of my pitch where I add in the final advertisements for my festival. I have now added in a slide where you can assess my pitch on Survey Monkey. I have now added in a slide on Final Advertisements for my festival.

174. My festival of inspiration is Reading & Leeds. Apart from the colour scheme, the style and layout is very similar and I have followed the same approach as Reading to ensure my festival replicates the style and looks as similar as it can. The colour scheme for my festival is dark purple, dark blue, blue and white. This can be seen in my advertisement. The difference between my festival design and Reading’s is that my advertisement has social media convergences that can direct you to my festival’s social media pages.

175. The Campaign Message links to my advertisements as I have mentioned the dates of the festival. I’ve also mentioned which artists will be performing at the festivals. The sponsors have been mentioned as well, they’re centred in the middle and the festival is sponsored by magazine; ‘GE’. The ‘USP’ is also shown in the festival line up as the style and popularity of the music is diverse and varied.

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