Unit 20 & 24
assignment brief
I have been asked to make an advertisement for a latest drink called `berry blitz` which is a fizzy drink that tastes of strawberry laces and which is red in colour, this is drink can be only sold in cans which is aimed at two target audiences which are an older audience aged 30 and a younger audience aged 13 - 18.
I will be producing an advert which includes a billboard, magazine advert and a video advert and i am going to be crating a websites for the product where the campaign will go viral.
This product has also gone out to tender and companies are being invited to bid for the contract by providing a research portfolio which demonstrates my understanding of different products that are produced within and across media industries, and how existing advertising campaigns embed adverts across a range of products.
Learning Outcome 1 (U20):Know how existing advertising campaigns embed advertisements across a range of media products
Learning Outcome 1 (U24):Understand the products that are produced within and across media industries
P1 (U20): Describe an existing media advertising campaign
Task 1: Research Portfolio
1. McDonalds - big mac
Aims and objectives
Mc Donald's aims were to serve good food in an friendly environment. it was made to increase sales by making more people to buy this product, the company aims to provide its customers with food of a high standard, quick service and value for money.
Target audience
The main target customer for McDonald's includes parents with young children, young children, business customers, and teenagers. Perhaps the most obvious marketing for McDonald's is its' marketing towards children and the parents of young children.
Key message
The companies brand message is `I'm loving it`. It is referring to McDonald's food, giving consumers the idea that they'd love to dig into a Big Mac and fries whenever they hear the phrase.
Approach
I believe that in McDonalds big mac advert is that they use a low tone in music which says `its over now` meaning that the people that are shown in the ad have finished their big mac and are sad in a way, the message to this is that they could be saying it was too good to be finished. They provide information of when they serve this meal until. They also have an website which they provide information for the company, on their website they also have an app where you can order meals from and they also have a main page about their new meals that they have launched such as the big mac and the veggie wraps. The company McDonald's have also advertised their company through media such as TV, magazines, radio etc. The company makes significant use of billboards and signage, and sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games.
Representation
In McDonalds website it shows four different people that are different races and genders. In McDonalds recent advert it shows that the target audience is mainly children/ teenagers because it shows a teenage boy on his phone and stereotypically teenagers spend most of their time on their phones. It also shows that the boy lives with his `mum` and the mum is trying to make him happy by taking him out but he isn't interested, it also shows flashbacks of his childhood on his jumper and whenever he sees the flashbacks of him being happy he tries to avoid them and cancel them out with his headphones or other distractions. And he seems he is only happy when he receives his McDonalds meal. The message behind this could be that whenever you receive or eat a McDonalds meal it would make you happier and remind you of good times, I know this by watching the advert and at the bottom of the advert on YouTube it says inner child which may be suggesting that you are releasing your inner child.
Campaign logistics
The recent big mac was made in 2017, the big mac has developed throughout the years and still developing. It was first made available overseas in the UK, Ireland and Australia and was known as the ` grand big mac`, McDonald's continues to focus on developing its people through a wide array of education, job training and life skills opportunities.
Choice of media
McDonald's choice of media is television and transit shelter displays are used to advertise McDonald's products. They`ve have done this because their target audience mainly watch television and they have chosen to advertise on transit shelters because they know most teenagers like to go out and their main transport is the bus so they've chosen to advertise publicly more than on media, they could also attract a newer audience such as the elderly since they like to sometimes go out.
They have also chosen to advertise on other social media platforms such as YouTube, Instagram, Facebook etc.. advertising on social media would hit the companies target audience which will be teenagers and parents
I also believe that McDonalds have chosen to advertise on billboards to get a large audience`s attention in busy areas such as motorways and to make their advertisement stand out and eye opening by putting it high up to gain attention and they would be able to see it from far away.
Call to action/why chosen and expected
There are many ways that people can respond to the big mac product by the net one way through social medias such as Instagram, where you can comment your opinion under an image and write about what you think about it or you can direct message the McDonalds company itself, they can also use hashtags so people can find other peoples opinion about the product quicker.
Relevant legal and ethical issues
One ethic is Corporate Social Responsibility refers to the extent that a business bases their actions in account of wider world situations outside of their business.
By working with various charities, McDonald's appears to have a relatively large CSR, by involving themselves with communities and charities outside of the company. This makes them appear like a company who like to involve themselves with their customers and communities, in order for them to appear ethical and socially active.
Another ethic is environmental ethics, McDonald's has been accused of having a negative impact on the environment in more than one way; revolving around the fact that they have built hundreds of factories around the world to produce their products; therefore leading to pollution. McDonald's is distributed amongst 119 countries; therefore the amount of factories and work involved to make their products, will significantly impact the air and the environment around them.
Regulatory bodies
ASA and CAP is a regulatory body that McDonalds uses. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. CAP is an interest rate limit on a variable rate credit product.
The ASA has found that McDonalds has breached rules that are meant to protect children from unhealthy food marketing following a complaint from the Children's Food Campaign.
The CAP Code required that HFSS product ads must not be directed at children through the selection of media or the context in which they appeared. It also required that HFSS product ads that were targeted through their content directly at pre-school or primary school children must not include licensed characters popular with children.
2. Samsung galaxy S21
Aims and Objectives
Samsung's corporate vision is to “Inspire the world with their innovative technologies, products and design that enrich people's lives and which contributes to social prosperity by creating a new future.” The company follows this vision statement to maintain profitable technology business
Campaign Logistics
The Samsung S21 was released on the 14th January 2021. It was available from the 29th of January, and they came out with two different sizes which were the GalaxyS21 and S1+ . They have made this product different from other phones by the amount of cameras built in, they have provided this for people who mainly like photography or vlogging.
For the Samsung S21 advert it starts off with low key lighting showing parts of the phone without really seeing the full design and it focuses on the main features such as the 5 cameras built in and the curved edges. It also shows what the phone can produce with their camera like 8k videos, taking portrait photos from a video, and how they have a 108MP photo resolution, cropped photos within photos and how its powered to outlast the day even with using 5G.
Samsung was preparing to launch its newest phone, the Galaxy S5, with unique features that included a waterproof skin, a heartbeat sensor, a fingerprint scanner, and an HDR dynamic camera.
Target Audience
Samsung's target audience are people who are people from age 15 to 45 who follow the latest technology trends. Their lifestyles are driven by heavy consumption of TV and digital media, and they are especially engaged in local TV series, as well as celebrities and their aspirational lifestyles. This group go onto social media and they use hashtags to help move up the social ratings of their favourite shows. According to the Nielsen research, this group prefers online channels for connecting with friends and often utilizes multiple screens when watching their programs.
Representation
In the galaxy S21 advert it stars off by showing parts of the phone with a low key lighting which could mean they don`t want to show the final design straight away and their only showing the main elements of the product. It shows that the product is suitable for people who like photography and like to capture detail because it mainly focuses uses on the camera feature and showing what it can do, it also shows a diverse ethnic of people.
Key messages
The key message behind the advert is that the camera feature is the main feature because in their advert it only shows the main qualities of the camera and nothing else, which is abit disappointing for people who would want to know more about the phone instead of just one main feature. The low key lighting at the begging might make the audience feel excited in a way that they haven't seen the full product and only showing bits of the final design wanting to see the full design.
Approach
Samsung has taken an excited approach in their advert by using low key lighting to show parts of the product building tension up. They have also added a male voice to guide the audience of what the smartphone can do, it almost sound like the voice is telling a story in a way, they`ve also added a S pen for editing which comes with the main product which I think is useful for people who like to edit videos or for drawing on an app.
Choice of media
Samsung have chosen to mainly advertise on YouTube, because their target audience which are 15 - 45 mainly use YouTube, for example teenagers mainly watch YouTube in their spare time and the older people might watch YouTube for tutorials on how to do something and both target audiences will probably see the advert whilst on YouTube before they watch a video.
They have also chosen to advertise on TV to reach newer audiences, because on their site it says that Samsung Ads can help you identify new audiences who might not have been exposed to their linear campaign.
Another way of advertising is that they have chosen a billboard for the Samsung S21, by choosing to advertise like this it will reach newer audiences and reach more of their target audience by putting it in an busy area. The billboard they have chosen some people might not get the message straight away, wherelse the message behind it could be where it says see what`s extra and the ufo in the background could mean that they`re trying to capture something unusual targeting it to the main feature which is the camera.
Call to action
There are many ways that people are able to respond and give their opinions on the Samsung advertisement. One way being through the media. For example Samsung advertise mainly on YouTube and they leave their comment section on unlike other company's such as apple so therefore their viewers can comment on the new Samsung advert and let them know what they think about the product.
Relevant legal and ethical issues
There are some ethical issues with Samsung, including climate change, habitats & resources, pollution and toxics, arms & military supply, human rights, workers' rights, irresponsible marketing, animal rights, anti-social finance, controversial technologies and political activities.
Regulatory bodies
Samsung uses the ASA for their regulatory bodies. The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation.
M1 U20: Evaluate different cross media advertising campaigns for consistency of message
McDonalds
One method of advertising McDonalds have used for their big mac is advertising on the television. I believe that they have chosen to use the TV as a way of advertising their campaign due to the fact that it would reach their target audience and mainly families, they would probably also gain a newer audience since nearly everyone watches TV and people are more likely to but the product if its advertised on the TV. And by the slogan `I'm loving it` people will know that its McDonalds by the theme tune as well played at the end of the advert.
Another method of advertising McDonalds big mac is the use of billboards. I believe that the company uses billboards to advertise their new product to get peoples attention in busy areas such as towns, motorway etc. On their billboards they also use bright colours and the original colour pallete which is red and yellow to get an audience`s attention and they also use big images and words to make it stand out so people can read what the billboard says and what the company are trying to advertise. They also use the logo on the bottom of the billboard so people know who the company is.
As well as this McDonald's also uses social media to advertise new products. This method of advertising can easily reach the company`s target audience which what the company wants because their target audience are mainly on social media and on different social media platforms such as Instagram people can post the product such as the big mac and use hashtags so people can find it quicker and they can also comment under the post their opinions on the product. I feel like using social media to advertise a product is an effective way because it will reach newer audiences and more people are more likely to get told by other people about the product or it could go viral by sharing the post.
Samsung galaxy S21
One method of advertising Samsung has chosen is Outdoor advertising. I believe that they have chosen this method because it allows the advertisers to enjoy extended engagement with audiences in ways other mediums simply cannot match. Outdoor advertising is a good way of advertising a new product because its the most effective and efficient method to make an impact on customers. It will also gain newer audiences since there are many people travelling by transport everyday. One advantage is that it is cost effective, this means that it is one of the most affordable forms of advertising and it is affordable for the business.
Another form of advertisement is display advertising. Display advertising is when you advertise a product through visuals like images or videos that are then published onto websites such as google, Facebook etc. This is a another good way of advertising because it would be beneficial for the company's marketing, because display ads can can have the potential to increase the marketing as their format demands attention, this will increase brand awareness and visibility and it will target relevant audiences with retargeting campaigns.
P1 (U24): Describe the media products for an identified industry sector
There are many ways of advertising a product such as:
Billboards
Newspapers
Social media
Television
Emails
Pop ads
Radio
Outdoor advertising
Samsung has a presence across a number of different platforms, including social media, television and poster/billboard campaigns.
These 3 different photos are from different ways Samsung have advertised on their new product which is the Samsung Galaxy S21. These different photos are from Samsung's advertising methods which are a billboard, website and YouTube advert. YouTube is mostly aimed for teenagers and older people who mainly watch videos on DIY for older people or just random videos for teenagers.
In the 3 adverts shown above they have all shown the product which they are selling and it shows that the colour pallet is mainly darker colours such as dark blues, blacks for the background colour and white writing to make it stand out to audiences.
Task 2: Discuss technology
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
Technological convergence - Technological convergence, in general, refers to the trend or phenomenon where two or more independent technologies integrate and form a new outcome
Media convergence - Media convergence is the joining, or ''converging,'' of distinct technologies into one.
Pre-production is the process of planning some of the elements involved in a film, play, or other performance. There are three parts in a production: pre-production, production, and post-production. Pre-production ends when the planning ends and the content starts being produced.
How digital technologies are used in the pre-production stages of advertising:
The first stage they advertising objectives this is a specific communication task to be achieved with a specific target audience during a specified period of time. The advertising objectives fall into 3 parts which are to inform people, to persuade and to remind.
The second is to set the advertising budget this is the amount spent on advertising and this should be relevant to the potential sales impact of the campaign. For example when the company is bringing out a new product they need a large advertising budget to build awareness and to encourage consumers to make a trial of the product.
Pre-Production
Why do advertising companies use a Gantt chart in pre-production?
Gantt charts are useful for planning and scheduling projects. They help you assess how long a project should take, determine the resources needed, and plan the order in which you'll complete tasks. They're also helpful for managing the dependencies between tasks. This can be accessible on office 365, Microsoft word, Microsoft excel.
Why do advertising companies use a Script in pre-production?
Advertising companies use a script Because it will provide context, so the company knows when and where each frame is going to be set. This will include: speech, voice overs, acting notes and supers (text that’s placed over the visuals), this will help with the narrative it will show things such as camera angles, the focus point, camera movement, any visual type treatment and more.
Because when using a story board it is important in pre production before the production happens, this is important because it will show how the story will flow and how the shots will work together It also allows you to see potential problems that would not go unnoticed, ultimately saving you time and money. Also after the storyboard you can make changes or improve areas.
Why companies use budgets?
They use it because it is important the budget includes all costs relating to the development, production, and post-production of a film. Another reason why its important is because It helps with both planning and control of the finances of the business, it enable the business to meet it objectives and make confident financial decisions; and. make sure that the business has money for future projects.
Why do advertising companies use video conferences in pre-production?
Advertising companies use video conferences in pre production because Video meetings help teams maintain human connections, irrespective of physical location, which speeds up decision making and improves your ability to collaborate globally with other businesses. It also allows to approve the product before publishing it. Businesses can make faster, better decisions and reduce the costs of running a global supply chain.
Why do advertising companies use Pre-production documentation digitally?
Pre-production is about planning the production of the media product. If its planned well it makes the production process quicker and easier, and creates a better product. In the pre-production the documents include mood boards, mind maps, visualisation diagrams, storyboards and scripts.
production
How digital technologies are used in the production stages of advertising.
When it comes to marketing, artificial intelligence is helping companies gather more insight into their audience by offering recommendation engines, predictive search, Chatbots, etc. Use of these technologies and tools are helping companies offer a better experience to their users and also market themselves better
What is production?
Production is the process of making or growing something for sale or use.
Why do advertising companies use a 4K camera in production?
Because when shooting in 4K it will make the quality of the film better and the images that are taken look clear and realistic, not pixelated. Images that are down-converted from 4K to Full-HD have higher quality and greater resolution than images that are taken in Full-HD from the beginning. The quality of 4K video offers more than just a better image. You'll be able to crop and zoom without any degradation of quality. It also makes it easier to stabilize footage during post-production.
Why do advertising companies use a DSLR camera in production?
A DSLR camera allows you to see the exact image you're shooting directly through the viewfinder, allowing you to visualize and capture your scenes better. It also has a big sensor, the sensor processes the images into digital information, and so the bigger the sensor, the more information can be processed, resulting in sharp and detailed images and there are interchangeable lenses which means you can pick any lense depending on what you are doing such as advertising, film- making etc.
Why do advertising companies use a drone in production?
Advertising companies uses drones in production, because the quality of an aerial image which collect vast amounts of imaging data. And it can advertise products an advantage of this would be the cost effect can reduce staff cost over time, they can use props to carry objects and they can go into area where they can get to tricky places much more efficiently than humans.
Why do advertising companies use a Smartphone in production?
Mobile advertising helps to deliver highly interactive ads with compelling formats and interactive contents. When customers are able to interact within an ad format, they are more likely to remember the ad as well as the brand. One advantage of this method is that it is easy access because most people own a mobile phone and that they're always on it. Another advantage is that local businesses can attract customers who are looking for information on the go and making immediate decisions.
Why do advertising companies use a Go-Pro in production?
Advertising companies use a Go-Pro in production because it offers users the chance to let others to view their experiences from their point of view, and it can be useful in any outdoor weather without getting damaged.
Post-Production
what is post production?
Post-Production is the stage after production when the filming is wrapped and the editing of the visual and audio materials begins.
Post-Production refers to all of the tasks associated with cutting raw footage, assembling that footage, adding music, dubbing, sound effects.
Why do advertising companies use Adobe Photoshop still-image software in post-production?
Advertising companies use photoshop in post production because, the companies benefit from creative advertisements, and they would have the potential to reach a wider audience. The best program for advertisement is photoshop or illustrator.
Why do advertising companies use Adobe In-Design still-image software in post-production?
Adobe InDesign is a desktop publishing and typesetting software application produced by Adobe Systems. It can be used to create works such as posters, flyers, brochures, magazines, newspapers, presentations, books and eBooks.
Why do advertising companies use Adobe Premiere Pro still-image software in post-production?
Adobe Premiere Pro is a video editing program that is part of the Adobe Creative Cloud software collection. Advertising companies would use adobe premier in pre production because, it can be used for all common editing tasks which are necessary for producing broadcast-quality, high-definition video. It can be used to import video, audio and graphics, and is used to create new, edited versions of video which can be exported to the medium and format necessary for distribution.
Why do advertising companies use Adobe After Effects still-image software in post-production?
Adobe After Effects is a digital visual effect, motion graphics, and compositing application developed by Adobe Systems and used in the post-production process of filmmaking and television production. Among other things, After Effects can be used for keying, tracking, rotoscoping, compositing and animation, After Effects brings “life” and motion to graphics.
M1 (U24) -Discuss how the industry (advertising) has utilised developments in technologies
Technology has made it easier for businesses to access adverts from marketers by introducing new software programmes to produce adverts such as photoshop or Adobe premier pro, programmes like this allows the business to produce an successful advert for new products. The use of technology have changed overtime since typewriters, such as current digital systems such as computers, smartphones, tablets and laptops have evolved over time Modern technology allows advertisers to create more effective and impressive ads for television, print, radio and the Web, with a range of powerful tools at their disposal, advertisers can create visual messages that appeal more personally to specific consumer groups .An advantage of technology used in modern day is there is better communication between employees and different businesses and you can communicate through emails, Microsoft teams etc. You can also get easy access to information through websites.
Contemporary advertising includes print media, billboard and TV advertising, flyer and poster campaigns and radio broadcast advertising.
Digital advertising is where you advertise on the media such as social media, websites etc.
There are other areas of technology where advertising has enables audiences to become more active such as producing apps because it provides more value to customers, because when having an app it normally gives you discounts or coupons so when you buy a product or a meal you would get a discount if you use an app or an code. Also by advertising convergence in marketing is when a company integrates marketing, IT and design to present an integrated, clear and consistent message across all their media. Convergent approaches to marketing communication mainly concern digital and online components. Convergent can benefit advertising a product because it has a long lasting impact and it has lasting quality.
Task 3 – Success Stories
Learning Outcome 1 (U24):Understand the products that are produced within and across media industries
Amazon
Amazon have been positively exploited across multiple media industries, amazon has grown across at least 5 major industries: retail, logistics, consumer technology, cloud computing and media & entertainment. Amazon is one of the most successful companies because their company charge less for products and they promise much more than other stores and platforms: the best selection by combining a retail business with a marketplace business. Amazon have introduced the `buy box` to get the best price, the buy box is the box on a product detail page where a customer starts the purchase process by adding an item to their shopping basket. 82% of Amazon sales go through the Buy Box.
The campaign will be supported by marketing via TV, headline search ads, display ads and social medias.
Amazon was first launched on July 16, 1995 as a website that only sold books, founder Jeff Bezos had a vision for the company's explosive growth and ecommerce domination. Throughout the years the company developed into an everything store which sold any item for a low price and fast delivery.
When shopping on Amazon online some customers can be eligible to win the buy box but not all; standards is necessary to win the Buy Box. While the company doesn’t disclose specific targets. Amazons algorithm is programmed to choose the sellers, they believe will offer the best shopping experience, based on such factors as pricing, availability, fulfilment and customer service. This motivates Amazon sellers to step up their game to reach their full potential. To win the buy box you need to be based on 3 factors in an order which are: price, rating and delivery speed. By having a low price is one of the most important aspects of winning the Buy Box, without competitive pricing your products won’t sell.
TV
The company have advertised through many platforms one of them being the TV. This is a successful method to use to gain newer audiences and to inform more people about the company, and there is mainly a TV in peoples households which can reach a large amount of people in a very short amount of time. By seeing the Amazon advert on the TV it can educate the Consumers to see what the company are trying to get across and how they are beneficial to the audience.
Online
Social media is the most effective way of sharing media campaigns when launching a new product, since there are different social media platform such as Instagram, twitter, Facebook etc. When using these platforms audiences can share posts that the main company have posted and make them get more recognition through hashtags or tagging the company.
Print - billboards & posters
Billboards play a good role with spreading awareness about the campaign which is presented in a positive way. This is because by advertising on a billboard it would attract a large audience that are outdoors either in large or small areas. By having an effective billboard it would grab a persons attention and it would make the advert memorable leaving the reader to think about the ad after they have driven or walked by the billboard.
Task 4: Personnel and job roles
Learning Outcome 2 (U24): Understand the behaviours, skills and attributes necessary within the advertising industry
https://app.animaker.com/video/7ZD0FG0HCOPSQQIB
Bibliography
Top 10 Role of Advertising in Promotion of a Product
Account Director - IPA
Account Director Job Description - What Does an Account ...
Account Executive job description | Totaljobs
Account Executive: Skills, Salary, Responsibilities and More
Account Manager Definition - Investopedia
6 Skills Every Key Account Manager Needs | Lucidchart Blog
What is Commercial Photography? - SHOOTFACTORY
Photographer job profile | Prospects.ac.uk
What does an art director do? - CareerExplorer
Job Description: Art Director. - Creativepool
Task 5: Job Roles
Learning Outcome 2 (U24): Understand the behaviours, skills and attributes necessary within the advertising industry
Advertising photographer
An advertising photographer creates promotional images for companies to advertise new products and this can be used in marketing campaigns. Their responsibilities are mainly to work with clients to discuss the image the photographer has taken and to choose how they want to use them. Another responsibility is before photographing they need to carry out research and prepare for the shoot, the first thing that needs to be done is you need to understand what equipment you will be using, make sure everything is charged up and to check the camera settings so everything is prepared. Advertising photographers also have duties such as to market or advertise services to attract clients when wanting to work with them in the future. Another duty is to use various photographic techniques and lighting equipment, this is important because it is a key factor when producing a successful image; Lighting doesn't only require brightness and darkness it also indicates the mood, tone and atmosphere.
To become an advertising photographer you don't need a degree, but if you do have a degree or a professional qualification that can be an advantage. You can study courses at collage or university to gain more skills that are required in this field such as photography skills. To get a degree in photography you could study these subjects such as: art and design, digital imaging, graphics, media, photography. As well as that you would need to learn and have skills when studying photography such as media skills like you need to know how to use different software's such as photoshop, creativity when coming up with an final piece, the ability to work independent and in teams and to build strong relationships with clients, colleagues and other businesses.
As well as having qualifications and skills you`ll also need work experience which could be a professional or impressive portfolio which could be stored on a memory stick, books or online etc. whenever having a portfolio it should be relevant to the area you have chosen, well presented and up to date. You would also need work experience which could be outside of portfolio work such as project work with photographers, work shadowing, volunteering. To gain more knowledge in this you could also visit exhibitions and galleries looking at photographs in books or magazines and finding out techniques that they've used to create the image.
The behaviours that are required for this job is interest in the product which is getting photographed, skills of observation, patience confidence that there is value in what they are doing. The personal attributes employers look for is good communication skills because, It’s important to show your competence in this area verbally, physically and through written communication and to make sure you are clear when speaking or writing. Another key component to good communication is the ability to actively listen and provide thoughtful feedback. They also look for flexibility, creativity and teamwork.
bibliography
https://www.truity.com/career-profile/photographer
https://www.shawacademy.com/blog/light-in-
photography/#:~:text=Lighting%20is%20a%20key%20factor,and%20luminosity%20on%20your%20subjects.
https://www.theartcareerproject.com/careers/advertising-photography/
https://www.prospects.ac.uk/job-profiles/photographer
https://www.indeed.com/career-advice/finding-a-job/qualities-employers-want
2 (U24): Explain how personal behaviours and attributes affect career development opportunities within the media industry
Part 2 - How personal behaviours and attributes affect career development opportunities within the media industry – explore current opportunities that exist, and impact on being successful in this role. (U24:M2).
Account manager
The career development opportunities that exist within an account manager are: sales manager, account supervisor, business development manager, client relations manager.
To become an account manager you would need a degree in fields or a HND in business administration, business management, marketing. To achieve this job you would also need work experience in promotional work such as sales or customer service this can help you to become known to an agency and will help your applications. The skills you need to achieve this are:
interpersonal and communication skills
organisational skills
team work
able to meet deadlines
The ability to use your initiative and be proactive
motivation and enthusiasm
presentation skills
In the workplace your personality affects how you interact with colleagues and clients around you. Therefore there are different personality traits such as agreeableness which is the ability to trust and have tendency to go along with others, this includes having compassion and being respectful. Another personality trait is conscientiousness, which is being organised, productive, having responsibility and tendency to be careful and hardworking as well as the ability to follow rules. Neuroticism is another one which is tendencies towards sensitivity, negative emotions, anxiety and depression, in the workplace you would be need to be able to control these emotions and make them not ruin communications towards colleagues and clients. You would also need to be extroversion which indicated being social and assertive, this is key in the workplace because it wouldn't be easy for others to take advantage of you and by respecting colleagues and being honest and open will lead to a mutually respectful working relationship and this would also benefit you in the future when managing or working with other companies. Personality insights can also help employees succeed in the workplace, taking a personality assessment can provide basic information that helps employees better understand their own inclinations and their colleagues’ or managers’ personalities. Therefore managers can use what they know about a direct report’s personality to create growth opportunities and get more out of the employee. Employees and managers can use what they both know about personality's and therefore can discuss opportunities for changing the workplace effectively, providing working as a team and building opportunities and placing employees in optimal positions that allows them to thrive, this can be successful because it communicates ideas on how to improve the workplace and to make changes within the workplace.
The tips for managing different personality types are:
To be conscientious when hiring - when recruiting try to hire people with various personality types rather than people with the same personality, so therefore the manager can understand different personality types within the workplace.
Get familiar with your employees - ask about their communication and learning styles and understand how people can work differently in types of situations or with people
Reflect inward- to understand your own personality and the personality types that you are likely to favour.
Create a work environment that allows different personalities to thrive- Giving employers physical space can affect how employees function at work
Personality traits influence our career choices by an individual maybe not knowing what they would want to do with their life or future wise, whilst moving in life people tend to decide what job role they would want and they would know this by the thing they like to do the most or have interest in.
It is common that people are happier and most productive when they are placed in a job which they are interested in and match their personality. It is proven that certain types of people work best when paired that utilize their strengths as well as tailored to how they work best, this results in getting more work done and producing higher quality work depending in what environment they are working at.
This to managers mean that when planning your office environment to consider the types of departments the six categories work in. For example artistic and enterprising individuals are more likely to work in marketing and sales, and would mainly enjoy interacting with group work. This also means investigating and realistic groups space to work alone but offer them to choose if they would want to work with others. Conventional and Social departments, most likely HR and possibly security, should be placed where they'll have lots of interaction with people and opportunities to help others. You also might want to consider placing Conventional near your Artistic and Enterprising groups considering they enjoy working in teams.
When measuring success in accounting management you need to see how much money is generating by measuring business performance which is checking out the money flow of your business and to see how profitable your business if you need to check out the financial statements. The main way of measuring success in the business is `KPIs`, which is a key performance indicator that demonstrates how effectively a company is achieving key business objectives, organisations use KPIs at multiple levels to evaluate their success when reaching targets.
Financial KPIs tells you how well your company is generating revenue and profits and whether your long term goals are achievable and on track.
One of the most common financial KPIs business measures is gross profit margin (GPM), this measures the ratio of money remaining after accounting for the cost of products sold. Another common method is sales growth, this measures the change in total sales generated over a period of time compared to previous ones. Typically this can take a long time to do, but therefore is can be managed in a short period of time like in a month.
Unprofessional behaviour in account marketing would be:
Being rude and loud comments
intimidation and bullying
offensive and abusive language
lateness in joining activities and attending meetings without a valid reason
There are current job roles for an account manager, the examples are below:
The first job role that an account manager could take is an customer service account manager . The skills that you would need for this role would be proven experience in a telephone - based customer facing role, identifying opportunities to make recommendations, strong communication and negotiating skills, the ability to work to deadlines and to work under pressure, the attention to detail with excellent written communication skills, is key to the role and experience in a quality assurance role would also be beneficial but not essential. This job also has a lot of responsibility's including monitoring pricing structures, identifying any issues and working to resolve them quickly and efficiently to ensure the quality-driven process is met.
Bibliography
https://www.prospects.ac.uk/job-profiles/sales-promotion-account-executive
https://www.law.ac.uk/employability/career-finder/sales-promotion-account-executive/
https://onlinelearning.ucl.ac.uk/resources/personality-affects-work-behaviour-career-success/
https://www.iofficecorp.com/blog/six-personality-types
https://www.surepayroll.com/resources/blog/how-to-measure-the-success-of-your-small-business
https://uk.indeed.com/jobs?q=%20account%20manager&l=Chester&vjk=30883f9bb58aece6
The second job role that an accountant manager could take is an sales executive, this job role works with sales professionals and is responsible for communicating over the phone and email with new and existing clients in the workplace and having customer service. To be a sales executive you need experience in office based customer focussed environment and therefore have have strong telephone skills. The other skills that are required for this role role is: Good numeracy and data interpretation skills, Good numeracy and data interpretation skills, Proven ability within a sales environment, Excellent organisational skills.
Bibliography
https://uk.indeed.com/jobs?q=%20account%20manager&l=Chester&vjk=30883f9bb58aece6
D2 (U24): Explain the importance of etiquette when working on a media production
What is etiquette?
The word etiquette means describes the requirements of behaviours according to the conventions off society.
Having an etiquette in business is important because it creates a professional and respectful atmosphere, this improves communication, which helps an office serve as a productive place. Good manners foster positive relationships and as people work with you they appreciate politeness and are more willing to enhance the relationships. This is good because it helps us to be aware of the feeling and rights of others, etiquette also promotes respect for other peoples cultures in the work place.
The positives and benefits of an advertising company having a good reputation of good etiquette is:
You will have more business opportunities
attracts loyal supporters
more customers and sales
lower marketing costs
The negatives of an advertising company having a reputation of bad etiquette is:
Loss of trust
Effects on sales
Damaged brand equity
Damaged brand association
Job roles in the advertising industry that would be expected to have a high level of etiquette as a key trait would be directors and managers because they have important roles in the advertising industry because they`re in control of the production and how everything works, by showing etiquette in the business and to employers it would make them work more and harder within the business, showing etiquette to employees will help benefit the business because the employees would show it back. By doing this, this would create a professional and respectful atmosphere and it would improve communication in the workplace, which helps an office serve as a productive place. And by the higher people in the business showing etiquette this could have a domino effect on everyone else.
The job role in the advertising industry that would not need that much etiquette would be a digital marketer, because they only work digitally and not face to face and they spend most of their time interacting with people online via emails and producing display ads. Therefore they would still need to show etiquette through emails by being polite, using appropriate language and greetings, and you would need to use clear subject matter.
Task 6: Planning the adverts
Learning Outcome 2 (U20): Be able to plan a cross media advertising campaign to a client brief
P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief
Purpose
The purpose of making this product is to successfully sell a fizzy strawberry drink called berry blitz to an older audience which would be in their 30s. As a team we will be producing an advert, a billboard and a magazine copy. The theme for this will be retro which will link to our target audiences age which would be in the 90s. Our product will be different because it will contain organic ingredients from its original source which would be strawberries and it would also contain natural sweeteners as well, we have made this drink from its natural source so that its healthier for the audience and it would also be suitable for people who have medical conditions ( such as diabetes). We have made this drink for this type of audience so it would remind them of memories that they had when they were growing up in the 90s. To match the retro theme we are going to film our advert in a bowling alley, because in the 90s it was a popular place to `hang out` and just to have fun, to also link it with the retro theme we are going to dress up how girls use to in the era of time which would be mainly bright colours and denim clothing such as overalls or shorts, we are also going to match with the hairstyle which would be curly and dramatic as well as the makeup.
Forms
Our cross-media campaign for berry blitz will be distributed through a range of forms of advertising such as video advertisement followed by a poster design that will be on a billboard, we have decided to present our product on these platforms because it will reach our target audience easily and it could appeal to other audiences aswell. The message behind our advert will be to take back our audience to the their childhood or when growing up in the 90s giving them something they remember about growing up in that era of time. Within our advert to make our audience go back in time we are going to edit our billboard and video advert the way and style they would advertise their products in the 90s and we would mix that with the modern day era, we would do this by the colour pallet and using editing techniques. Social media will play a big role in our campaign to target our audience by using platforms such as Instagram, YouTube etc... by promoting on these platforms, this is how we would get our advert across and to make our audience active. A billboard will also be used for advertising our product because they are mainly located in busy areas or motorways and this would attract a large audience. A billboard will be also useful because people in their early 30s mainly drive so they will be able to see it even though some might not have time to go on media platforms often and it would be beneficial for people who like to travel.
Content
The content that we are going to be producing is a video advertisement and a printed version of the advert on a billboard, on the platforms that we will be producing the advert , it will contain the logo of our company as well as the final product, this will also contain the main colour palate, editing techniques to product the content and media platforms. The aim of this is to increase sales by focusing on existing customers and we could do this by promotions because sales would increase and the business would get more return on its investments.
Target audience
The primary target audience for our drink is both genders in their 30’s who had a retro background growing up. The use of cans instead of bottles supports how we are aiming our product at this audience as it will remind them of when they grew up having drinks in cans. The demographics of our target audience is mainstreaming in category D as people in higher categories would not drink fizzy drinks as often as a mainstreaming audience stereotypically. Our secondary target audience is teenagers in between 13-18 as they are in the age category that drink the most fizzy drinks so will be the most likely to purchase Berry Blitz as well as it being affordable for this audience with small disposable incomes.
Company name and logo
This logo is effective because it represents our our brand values and shows our customers there targets are our targets on top of this it is simple design meaning it is easily remembered and easy to spot among our competitors
Mood board
Sketched billboard print advert
The image on the left shows the sketch of our billboard print advert. we included product placement so that consumers would recognise the can in shops. The slogan is at the top in a bold font so that it will stand out and grab peoples attention. We then surrounded the can with items that represent the 80's so that it is nostalgic to our audience so that it interests them into looking at it. In the bottom left corner is our social media tags which we included so that people that want more information about Berry Blitz can access through them. We will also include our logos onto the design in the top corners of the board.
Sketched magazine print advert
For our berry blitz we have also decided to advertise our product on a print advertisement which would be a magazine, we have decided to advertise on this type of media because it would be beneficial for people who spend more time outdoors rather than staying in and it would also be beneficial for people who don’t have access to social media. We have also decided to advertise on a magazine because stereotypically people aged in their early 30s like to read magazines and like to know new information about new products that are launching.
On our magazine, our main image is the drink itself because that’s what we want our audience to focus on mainly and we have added effects to this by tilting the drink slightly to make it seem like the drink is exploded or spilling out and when the drink it going everywhere we have added objects like strawberries because that’s what the flavour of the drink is made out of, since its from natural sources. We have also added a radio, a bowling ball and pins and roller-skates because in the 90s that’s where teenagers went to normally spend time or to have fun and this would also link to our retro theme and it would also link to our slogan `childhood in a can` where the objects we have used `exploding` from the can have came from inside which is bottled up. On our magazine we have also put social media links so people can find out more about the product and to let the company know what they think about the new product by commenting and to share it on social media platforms to let other audiences know about the drink.
Video advert treatment
In our advert for berry blitz there are going to be 3 characters, which would have separate roles. The scene that it would be shot at would be a bowling alley which would contain the two characters, this shot would be when 2 people enter the bowling alley and go to play bowling and they have a match and the main character in this would not be able to knock down any pins and would not be able to score any points, scene 2 would be introducing the 3rd character which would come in place which would be a waitress and she would place a drink onto their table which would be our berry blitz drink and then the 2nd character would grab the drink and give it to the 1st person who couldn’t score any points and then that person would drink it and then they would suddenly feel more motivated and able to play the game properly and then they would bowl the bowling ball down the alley and score a strike which they would knock all the pins down and then celebrate, which was all with the help of the drink. ( 1st character- main character, 2nd character- main characters friend, 3rd character- waitress)
The location we plan to use is a bowling alley, because it goes with our retro theme and it would link to the 90s by being retro and a place to hang out and to have fun in the 90s for teenagers.
The costumes that the 1st and 2nd characters are going to be wearing is mainly denim jeans, coloured shirts and puffy jackets with bright colours on, because that’s what they would mainly wear in the 90s to stand out, the 3rd character which is the waitress they would wear casual clothes which would be a plain top and denim jeans with an apron on which they would also have props such as a tray to carry the drink on.
Our adverts message is to make our target audience bring back memories to when they were teenagers / a child in the 90s and to bring back nostalgia. Our slogan `childhood in a can` relates to this because all the nostalgia in the can is bottled up until its opened and someone drinks it, so when they drink it, it would bring back good memories from the past.
Genre and style
Our adverts will consist of the genres of realistic and surreal, this is because it will make our adverts effective. A realistic genre will be used so that our audience can relate to the theme of are advertisement we are showing this by the setting of our advert being a bowling alley. The use of a surreal genre is so that the video advert will be interesting and keep the audience watching to end as well as it is having a bigger chance of it becoming recognisable. In our advert the genre surreal will be shown through how the person is missing the pins until he they drink the drink and then gets all strikes and wins which is not realistic and shows the genre of surreal, we are doing this to show connotations of how Berry Blitz gives people energy.
Social media
We will use social media platforms like Facebook and Instagram to promote our product as those are two of the most used by both are primary and secondary target audiences. As well having a TikTok account where we will post videos that people can respond and react to which will create an active audience, TikTok is a big platform for marketing products as it has a big mainstreaming following.
M2 (U20): Justify the choice of planned components by targeted media sector
Voice presentation
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Advert conventions
Billboard conventions:
A billboard has the conventions of needing to be colourful and attractive so people will be intrigued to stop and look at it. It also needs to include a logo, slogan and and important information such as sometimes having a release date of product. Text on a billboard needs to be in a easily readable font and big so that it can be read from a distance. images such of product placement needs to also be big and clear. A billboard needs to be informative and have a good layout.
Magazine advert conventions:
Conventions of a magazine advert include titles and subtitles, main image/s that grabs the readers attention, like a billboard advert a logo and slogan is also on a magazine advert, a good colour scheme that matches the theme of the advertisement. Magazine adverts sometimes include celebrity endorsement which is a convention that advertising companies use to create viral marketing for their product and gain it more publicity from having a celebrity advertise it or being included in the advert.
Video advert conventions:
Mise-en-scene are conventions of a video advert as it makes the advert effective and helps to target the audience. Another convention is the camera shots and angels used as they can help create a mood such as tension. Video adverts sometimes have a narrative in which is a another convention, this is to make the advert interesting and can also sometimes be so that the target audience can relate to the campaign. Logos, slogans and key props that are used on the magazine adverts and billboards will also be used in the video advert and are key conventions as it makes the brand and campaign recognisable.
Research into competitor adverts - red bull and cocoa cola
The reason why the brand `coca cola` is so successful is because it has focused on building its brand and their aims are to sell consumers the experience and lifestyle that is associated with the brand, and they have used a range of advertising methods to advertise their company, and have used market research to know their target audience and to build their company brand. They also have solved issues within their product such as health problems by launching sugar free, low calorie products and have used recycled plastic to solve environmental impact.
The company’s main colour palette is red, white and black, the pallets that are used by the company are branding with `property of coca cola`, this ensure that the palettes look professional and that they are easy identifiable as belonging to the brand, this enables suppliers to know where the products are from so they can be quickly sent to the right location.
The Coca-Cola logo uses a form of Spencerian script. The Ford logo also used it in its first oval logo design. In modern times, the script is basically the same but has become a little fatter with more rounded ends on some letters.
For the slogan it replaces the "Open Happiness" campaign that Coke has used since 2009, which is one of the longer-running campaigns in the 130 years that the company has been marketing its soft drink.
The media coca cola uses is takin advantage of new features on Facebook, Messenger and Instagram Stories by allowing visitors to its 'Gold Room' to create 360-degree images of themselves to share on the social media platforms. In addition, influencers were encouraged to share content on (the then new) Instagram Stories.
Their video advert are approximately 1 minute – 2 minutes long, which is a normal length of time an advert should advertise on the media. The style of their adverts are normally dramatic when advertising the product by making audiences hook them into the advertisement and make you wonder what is going on and why they`re being so dramatic in a way. They also use upbeat music in their advert to keep people intruded in what’s going on and to keep watching because if they used low music or no music at all the audience would lose interest in watching after a couple of seconds and wouldn’t remember the advert more than with music.
The second company I am going to be researching into is red bull, their company is successful because they mainly market through sponsors and creating events, red bull researched into their target audience and went for people aged 18 – 35 and went to places they would normally hang out such as parties, coffee shops, libraries etc. they would start their marketing by giving audiences free samples this would put the product in the consumers hands and therefore it would get their audience talking about their company and their drink.
Their main colour palette is red and yellow they recommend using these colours for personal projects and for commercial use so that audiences remember the product.
Red bulls typography styles is similar to future dem bold, which is a geometric sans serif font, which was designed by Paul Renner and published by linotype. Their main slogan is ` red bull gives you wings` which is an example of a metaphor, the explanation for this slogan is that the energy drink is supposed to give consumers so much energy that they could fly.
The red bull logo is 2 red bulls are ready to fight and there isa yellow sun rising behind them, they have used red for the bulls representing power and the yellow sun behind them would symbolise energy.
The company uses social media to send out new news articles, feature stories and videos each day publishing them on types of medias such as Facebook and twitter, this is beneficial for the company because it fills the companies social media accounts with content and followers, back to red bulls site
In their advert their video is shorter than the average length and is 14 seconds long, they use a surreal type of content because its mainly animated and they use different effects for the surreal effect. In the advert they have produced 2 animated characters which are males and linked it to when 2 people fought on horses to entertain people and one of them would knock the other over and one of them would win, and before the event one of them would drink a red bull and when they were about to charge into each other the person who drank the red bull would fly over the other person charging at them and the one who drank the red bull would win the event. For the music in their advert they use classical music which is mainly trumpets and they use sound effects from horses. The structure of the advertisement is abit clear but people who are new to the red bull product and don’t know what it Is might not know what the advert is about until they see the can itself at the end of the video.
Storyboard
1. actors entering the bowling place and going to play a round of bowling
2. The main character (character 1) goes to play a round of bowling whilst the mates sit down to watch and communicate with each other
3. Character 1 bowls the ball down the alley and doesn’t score and goes to score board and realises they haven’t scored any points at all
4. Character 1 gives up and walks back to mates and then realises the berry blitz can on the table untouched or not opened and they grab the drink to open it
5. They then drink the drink and feel suddenly motivated and happy and goes to play another round of bowling and scores a strike
6. at the end of advert the berry blitz poster pops up showing the drink with social media links.
Script for video advert
Shot list
Location Recce
Location realease form
Model release form
Risk assessment
Shooting Schedule
Gantt Chart
Bibliography
https://www.marketingweek.com/coca-cola-brings-back-open-happiness-push/
https://www.polarprofilters.com/blogs/polarpro/filmmaking-101-types-of-camera-shots-and-angles
https://www.slideshare.net/ScottSmith224/the-codes-and-conventions-of-a-magazine-advertisement
P4 (U20): Create production materials to be used in the original media product
Billboard advert production
Our billboard that we have created meets the criteria in different ways, such as on our billboard we have made the size of the image bigger since it would be in different rareas where there would be a lage amount of people to view it and so that people would be able to see it from far away and so it’s not small enough that people won’t be able to tell what we are advertising or what the images are. The main focous on our billboard is the can which is which is the product we are advertising and we have made the slogans bold because we want audiences to remember our advertisement not only by the picture and the theme but also the slogans added, with the slogan being “ childhood in a can” and the theme being retro our audience will know that our theme is based on the past and it would make them rethink about the earlier years. We have stuck to our original colour palette to make certain objects stand out and we have also made the background link to the retro theme by it being a bowling alley which was our original idea from the start and we have chosen this for the entertainment purposes from the 80s.
Magazine advert production
