LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the client’s brief.

My brief stated that the video advert for DSA should follow a serious tone in order to shock the audience as well as following an environmental theme. I believe the video advert I created meets the requirements of the clients brief well as it features black and white footage of things that could be considered damaging to the environment with sombre background music to add to the serious tone. The brief also stated that the footage used in the advert should emphasise how environmentally friendly the houses that DSA designs are. In my advert, I showed the "living roof" at the Highfield property and the natural materials used at the Stone Hill property so I would argue that I have met these requirements well.

The brief also stated that the graphic images and print based advert should follow a similar theme, further emphasising how environmentally. For the print based adverts, I used large images similar to the ones used in the video advert that show the "living roof" at the Highfield property and the natural materials used at the Stone Hill property.

Overall I would say that the materials I have created meet the technical and aesthetic requirements of my clients brief as the content promotes the architecture produced by DSA while focusing on the contemporary and environmentally friendly aspects. I also used a serious issue for maximum impact, as stated in the brief.

LO3: Explain how the adverts meet the codes and conventions of the ASA & Ofcom

Compliance

The ASA states that the central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code. I believe that I have met this code as I have not included any false information in any of my adverts

Recognition of Marketing Communications

The ASA states that: 

• Marketing communications must be obviously identifiable as such
• Unsolicited e-mail marketing communications must be obviously identifiable as marketing communications without the need to open them
• Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.
• Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them "advertisement feature".

I am not responsible for the publishing or marketing of the adverts I have created. This is the responsibility of Design Space Architects™. Therefore this convention is not relevant to me.

Misleading Advertising

The ASA states that:

• Marketing communications must not materially mislead or be likely to do so.
• Obvious exaggerations ("puffery") and claims that the average consumer who sees the marketing communication is unlikely to take literally are allowed provided they do not materially mislead.
• Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
• Marketing communications must not materially mislead by omitting the identity of the marketer.
• Subjective claims must not mislead the consumer; marketing communications must not imply that expressions of opinion are objective claims.

I believe that I have met this code as the advertising material I have produced is not likely to mislead anyone. To avoid any confusion I have not exaggerated any claims throughout my advertising.

Privacy

The ASA states that Individuals should be protected from unwarranted infringements of privacy. I believe I have met this regulation as I have not taken pictures of anyones property without their permission. When taking pictures of the inside of peoples properties I have tried to remove as many personal possessions from the view of the camera as possible so as not to intrude on their private life and I have not taken pictures in anywhere that a normal house guest wouldn't go (e.g. bedrooms).

LO3: Media components for planned campaign

Video Advert

https://www.youtube.com/watch?v=zx3tRkJwSik

Print based adverts

03/04/17

Today I have finished re-editing the images I am using for my video advert. I have also created my own backing track for half of my advert.

LO2: Legal & Ethical Constraints

As my advertising material doesn't feature any images of people, the number of legal and ethical issues that I have to take into account is drastically reduced. I gained permission from the owners of the properties I took pictures of to let me take picture both inside and outside of their houses. Almost all footage and images used in my advertising campaign where taken by myself; I ensured footage that I sourced from elsewhere was copyright free. All music used in my video advert was copyright free and I gained permission from my voice actor to use their voice in my advert. 

LO2: Evidence of development of further material

LO2: Evidence of preparing methods of gaining feedback

LO2: Completed Campaign Material 1

LO2: Evidence of Development

Production Scheduele

LO2: Risk Assessment

LO2: Location Recces for shooting

Campaign Release Methods

I would use the "all out" method to run the advertising campaign for Design Space Architects. I believe this method would be the most effective as it isn't a massive company so there isn't much "hype" for what the company will release; therefore the tease and release method would be pointless.

LO2: Roles and responsibilities of the group members

As I am the only person working on the advertising campaign for Design Space Architects; all production material will be completed by me.

Legal & Ethical Issues in Advertising

Legal & Ethical Issues in Advertising

ASA - covers all types of advertising (Internet, Radio, TV, Public Domain)
OFCOM - covers telecommunication advertising

• Cannot mislead the consumer
• Cannot make misleading comparisons with competitors
• You can report an advert up to 3 month after its initial release

Issues with my campaign

• Display RIBA logo on all promotional material to show that the company is certified
• If prices are mentioned they mustn't be misleading

LO2: Production plan for the campaign

Methods of gaining feedback

Methods of gaining feedback

LO2: Identifying the target audience

Identifying the target audience

The target audience for my clients company is people of the ABC1 social groups who can afford to build their own houses and possibly have some concerns for the environment. This is because the houses my client design tend to be quite expensive, modern looking homes that usually have some feature that is environmentally friendly. The geographical location for the target audience would be a countryside location as most of my clients houses are designed to this style. The age of the target audience would be between 26 and 60 as people of this age tend to have the most money and would still be at the right age for moving house.

LO2: Mindmap of ideas for campaign material

LO2: Explanation of Media Choices for the Client

Advertising Choices

"Above the line" methods of advertising I may use:

• Internet
• Magazine

"Below the line" methods of advertising I may use:

• Social Media
• Sponsorship

There are three reasons why I would use ATL (above the line) advertising methods:

1) Reach – Implementing a strong ATL advertising plan can help the brand reach far and wide. Most of the banks as well as retail showrooms regularly advertise their reach via ATL media to entice customers to visit their showrooms.

2) Attention – With a combination of Audio and visual, the penetration levels of ATL media is higher than any other type of advertising. Television and radio literally demand attention through their creatives. Whereas newspapers have high involvement so that the customer does read through the ads also. Finally, out of home too, when placed properly has a huge impact on decision making and creating excitement.

3) Brand building – Any brand which wants a name for itself has to invest in brand building via ATL channels. Most of these brands start with Out of home advertising, then progress to Radio and print. And finally some of them might progress to TVC or will continue with the other media. Nonetheless, a brand cannot be built just by below the line marketing.

Progress

Today I have worked on the pre-production documents necessary to complete the DSA advertising campaign, particularly the storyboard. Next lesson I hope to have completed all my pre-production documents so that I can start making the products.

LO2: Evidence of client contact

LO1: Response to feedback, identifying changes made to Lo1 Analysis

To improve my work I need to:

• Show evidence of referencing
• Analyse campaigns aimed at ABC1 groups in detail