Reflection

I have now come to the end of this unit, and i must say i have had much pleasure in producing the final report, and editing the final advert. i have learnt sooooooooooo much, not just about the work, but myself and just how creative i can be. I feel like i could have opted for the easy way out and found someone to help me film or take pictures and piece them together, but i chose to plan the scenes, find the actors, add and cut all the stuff i wanted to, including sound and text. It really showrd me that a litle patience works wonders.
A little bit exagerated but really true........I loved this unit, so much so it has inspired me to apply to study on thr Advertising and Marketing BA at LCC. I am not for one minute stating that i have produced an A* advert, but i have had fun throughout and hope my effort and passion is evident in the work produced.

Thanks for reading
Bianca xx

The Final Advert...George @ Asda Be Noticed

Well, i finally finished. I never thought it would be so hard creating an advert of 30 seconds. I hope you find it represents Asda in a good way. I tried to keep it quirky, quite down-market and make it identify with the types of people that shop there. It's no way as good as some i've seen, but i tried my best! Enjoy......!

Indices Analysis

Okay guys.........even though my mind boggled in class, I'm gonna have a go at this analysis.

George @ Asda offers customers fashionable clothing at value prices. As easy as 1 2 3you can do your weekly shop and pick up the perfect little black dress for Friday night. Whether its clothing shoes or lingerie, for you your man or kids come into your local Asda store where you can be sure to find everything you need under one roof. We now have introduced a 10% student discount for you to grab an even bigger bargain. Allow yourself to chill with our 1 month refund policy, to ensure you're always 100% happy. George @ Asda..........Be Noticed.

Flesch

Step 1: Average Sentence Length * 1.015 = A 17.1
Step 2: Number of Syllables per 100 Words * 0.846 = 117.594
Step 3: A + B = C 134.694
Step 4: 206.8 – C = Readability 72.106

0 = Unreadable…100 = Very Readable

Fog
Step 1: Average Sentence Length = A 17
Step 2: Percentage of Words with Three Syllables or More = B 5
Step 3: A + B = C 22
Step 4: C * 0.4 = Fog Index 8.8

0 = Very Readable; 10 = Becoming Hard; 20 = Very hard


This has completely thrown me, but feel free to correct me if I’m wrong. I stayed with the 'easy' boundaries of the language, with inclusion of the sorts of words and phrases used by Asda, and my indices came out Flesch 72.1 and Fog 8.8. Obviously the fog analysis relates but not sure if the flesch was correct.

The StoryBoard....................!

Here is the original drawing of my 8 scene storyboard for my advert. I have at this stage, already filmed my advert (coming soon), and feel, as i'm satisfied with the outcome this storyboard can be submitted. x

Reasons to use outdoor

Unavoidable
There is no avoiding outdoor: it is free to view and cannot be turned on or off. Moreover, it binds a fragmenting media world, connecting with an increasingly mobile 24-hour society.
Coverage
Our campaigns offer high cover at low cost. A national 2-week 6 Sheet campaign typically covers 1000 customers for less than £1 and our cross-format campaigns achieve 72% cover in 2 weeks.
Impact
Our formats are illuminated 24 hours a day, and comprise some of the most breathtaking sites in the industry, including iconic towers, bridges, banners, and the largest portrait and landscape formats in outdoor.
Flexible
Whether you wish to run a national broadcast campaign, or simply buy a handful of strategic panels at local level, Clear Channel Outdoor can provide a bespoke solution. Our panels are available to buy in small “building blocks”, which can be combined with each other to provide the optimum delivery.
Targeted
All our 6 Sheet and billboard panels are now labelled according to retailer proximity, ensuring that your message reaches consumers when they are in a relevant mindset. Furthermore, we have invested in advanced planning tools (such as Personicx Geo ™) which allow us to identify target consumers at postcode level.

This was a brilliant website that i found, which gives factual information, with the different types of advertising avaliable. I particularly like the new technology board which targets consumers via postcode.

Viewer Profiles

Adults 16-34

The glamorous residents of Tree Hill are back on our screens as series 4 of the smash hit drama kicks off on E4.

SHAMELESS V
Adults 16-34

Bigger, bolder and more outrageous than ever, the residents of the Chatsworth Estate are back with an extended fifth series of 16 new episode.

SKINS 2
Adults 16-34

The hit comedy drama series of 2007 is back with 10 new episodes.

These three shows were voted top 3 for my demigraphic 16-24 yearolds, on the channel 4 website. x

Information gathered fom Channel 4 regarding my target market and what they watch!!!!

Adults 16-34

The glamorous residents of Tree Hill are back on our screens as series 4 of the smash hit drama kicks off on E4.

In the season premiere, the aftermath of the post-wedding car accident unfolds. Haley (Bethany Joy Lwenz) is deeply affected by Nathan's (James Lafferty) attempt to rescue his uncle Cooper (Michael Trucco) and Rachel Gattina (Danneel Harris) from the underwater wreck. Brooke (Sophia Bush) confronts Lucas (Chad Michael Murray) with her true feelings, and Peyton (Hilarie Burton) makes a startling discovery. Also, pressured by the thought that someone knows he killed his brother, Dan (Paul Johansson) assaults Deb (Barbara Alyn Woods).

SHAMELESS V
Adults 16-34

Bigger, bolder and more outrageous than ever, the residents of the Chatsworth Estate are back with an extended fifth series of 16 new episodes.

Fans of the award-winning series can look forward to Manchester's favourite father figure Frank (David Threlfall) managing to sire another Gallagher baby, despite a nasty electrocution incident and a dodgy ticker. Debbie (Rebecca Ryan) is left holding the chaotic Gallagher fort while Mum Monica (Annabelle Apsion) takes a more "hands-off" approach to parenting. And with Lip (Jody Latham) away at Uni, Mandy (Samantha Siddall) finds life as a single parent strangely cathartic.

Round at the Maguires', Mickey (Ciaran Griffiths) invests in a pink stretch limo for a new business venture, not forgetting that it makes the perfect shag pad. Mimi (Tina Malone) is facing up to her weight, and Paddy's (Sean Gilder) identical twin turns up to wreak havoc. Newlyweds Karen (Rebecca Atkinson) and Jamie (Aaron McCusker) begin married life living above the Jockey and, along with Ian Gallagher (Gerard Kearns), run the pub without the brewery realising they have a new landlord.

Elsewhere on the estate, counterfeit widow Yvonne (Kelli Hollis) finds love calling from the most unexpected direction. Love-triangle coppers Stan (Warren Donnelly), Carrie (Amanda Ryan) and Tom (Michael Legge) leave a trail of tear gas and chaos. And Lillian (Alice Barry) at last finds satisfaction as the "madam" of her very own brothel.


SKINS 2
Adults 16-34

The hit comedy drama series of 2007 is back with 10 new episodes.

Six months on from the accident Tony (Nicholas Hoult) isn't dead, but he sure isn't the same person. Getting back on top of things is even harder when your friends are all acting weird. Sid (Mike Bailey) can't get his head around the fact that his best mate is a shadow of the man he's always looked up to. And to top it all he finally got the girl only to have her whisked off to Scotland by her crazy parents. But to Cassie (Hannah Murray) it's okay because one day she'll come back and they'll live happily ever after... yeah right.

Michelle (April Pearson) is lost. Her mum has gone and married yet another man, and this time there's a step-sister involved who's trying to make a move on her mates. Maxxie's (Mitch Hewer) getting hell at home too because his Dad doesn't want him to follow his dream of being a dancer. Even Anwar (Dev Patel) has changed since he bagged himself a mystery girlfriend. Her mates are mixed up, but Jal (Larissa Wilson) is throwing off the good-girl image and letting her hair down. And as for Chris (Joe Dempsie), getting expelled wasn't his finest hour, but now the party animal is stepping out on his own, so at least his future looks bright. What could possibly go wrong?

Bill Bailey and Josie Long are among a host of new guest stars joining Harry Enfield, Arabella Weir and Peter Capaldi for series two. Skins is written by a team of writers and young contributors, with co-creators Bryan Elsley and Jamie Brittain.

Props.........Home-made bags

Branding and logos are extremely important with advertsing as it's these factors which remain in peoples minds. Currently Asda do not have packaging for their George product,and frequently issue Asda food bags for product purchases. I thought it'd be intersting to create som eof my own packaging for my advert.

The Target Audience

Currently at Asda based on 1510 adults 15+ surveyed in September 2007, the 15-24 group is the lowest percentage amongst all of Asda consumers. The largest being 35-44group. This indicates to me the structure of this campaign. We want to stimulate the this section of the value market sector and compete with the leaders............... currently being Primark.

When ideas met..........Filming

"The marketing focus for Asda over the past decade has been very firmly on price, however more recently the company has looked to branch out and bring a more friendly and welcoming family feel to the table."
(Food Retailing-UK-November 2007-Asda Stores Limited)


My main objective for this campaign is to make Asda cool amongst young people as curently cheap chic will be a key draw for the young and fashion-hungry, and less affluent consumers will continue to shop at value retilers for neccessity. We want to illeterate to young consumers that Asda can be just as cool as Topshop, Dorothy Perkins and H&M.

My Ideas

I have watched over 20 different Asda adverts now,and they seem to have kept to the same brand ethos since the 1970's. Their most popular strapline/ theme is the slapping of the back pocket, and the phrase 'Asda price is right'.It all centres around good value. They sell clothing food, household toys and dvd/games, so their products appeal to a large market. They stand out from their competitors because of price, and that's an area i don't want to change drastically in my advertising campaign.
My main objective is to create a modern, fashionable advert without changing the brand identity or values too much. I want to keep it quite quirky and informal.....because i want viewers to be able to relate straight away to what the advert is telling showing them.

Now i have researched the Situation, I intend to crack on with my research of the target customers...using Mintel and ideas and concepts for my advert.

Christmas 07'

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This is the most current advertsing campaign featuring Julie walters agian for Christmas o7'. The theme is based on real life product training amongst the asda staff, with quirky humour and laughter by the actress herself. The adverts are in good taste with lots of jokes and one-liners by Mrs Andrews. They are definitly easy to watch by viewers, and would definitly keep viewers attention, with the bold colours, quick editing and pacy scripts. This is interesting to know, when considering concepts for my advert.

Past Advertising....1970's

I found this on You tube and it was a 1970's advertsiement for Asda. The emphasis was on it being a family orienated brand, with huge emphasis on value. Nearly 40 years on, their company ethos hasn't changed.

Coleen for George @ Asda

ASDA revealed in August 06' that Coleen McLoughlin was the face of George’s hugely successful Must Have press ad campaign, and would be making her TV advertising debut. Coleen starred in the George TV ad which aired between 31st August and 13th September.
Filmed on location in Lisbon, Portugal, viewers saw Coleen dressed in up-to-the-minute fashion walking down a continental street.

The Setting

Boutique owners spot her, opening their doors and placing items in their windows, all in an attempt to entice her in. She smiles and keeps walking. The last shot is of Coleen appearing at the end of a street with loads of carrier bags…all of which, like the clothes she wears in the ad, are from George.

Effective Advertising

Professor Andrew Ehrenberg, formerly South Bank University Saliency and remaining front of mind is key to brand’s success. A précis of Professor Ehrenberg’s findings looks at what Outdoor has to offer within the saliency theory.
We believe that brand advertising works, but not by persuading consumers that a brand is different or better than other similar ones - rather our thesis suggests that advertising works by publicising the brand and making it more familiar.
Research has shown that most consumers have habitual split-loyalty brand repertoires and even wider consideration sets of brands they might buy. So being ‘front of mind’ is a key requisite for a brand. Which is where publicity comes in – it leaves memory traces for the brand and added associations in the individual consumer's mind (for example from memorable visuals). By doing this, advertising helps to keep the brand salient and maintain and perhaps to increase the number of consumers who might consider the brand as one they might buy or use.
Indeed, studies across products, countries and time consistently imply that brands' market shares vary with the number of consumers to whom the brand is salient. So while small brands survive without much or any explicit mass advertising, in general they remain small. The big brands are the ones that have been publicised big over a long time and that have done it well - with continuing impact, interest and memorability for the brand - and hence remain salient to more people.
Advertising in our view need not therefore strive to change directly what or how much consumers feel about the brand, since measures of this hardly vary across the customers of competing brands and, importantly, they vary little with increased sales. Instead the main competitive battle is one for attention, reminding experienced consumers of the brand - and at times informing them about new brands or new features.

(http://www.titanoutdoor.co.uk/analysis/opinionarticle/itemId/i65767395/index.html)

I found this article online, and thought it was really intersting. It discusses the importance of brand identity, advertsing and how brands are viewed by consumers. He explains the bigger brands need to be visible in the market to keep hold of the consumers in this busy retail environment. This could be beneficial for me when deciding my two forms of media to run alongside the advertising campaign, as the example given was outdoor advertising.

Past Advertising

• The Ashley Bolser Agency (http://www.bolseragency.com/) created an advertising campaign for Asda which centres around showing how the brand is soft and comforting and can help in lots of different situations.

What does Asda represent.....?

• Friendly staff always prepared to help customers.
• Affordable Fashion for women, men and children,under the house brand George.
• Regular press coverage for fast fashion items.
• Family orientated store.
• Value over all products.
• Main competitors: Tesco
  
  
  
  

The Beginning.................................?

I have chosen George @ Asda as my brand. My task is to create an advertising campaign to compliment the current ethos of the brand. I have to choose a theme, a strapline and a concept for the campaign. It's essential i research the target market for Asda, their product lines any previous advertising and the general feeling of my ideas amongst my peers.