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LO2 Be able to plan a cross-media advertisement campaign to a client brief

2.1 Evaluating the brief

A client brief for an advertisement campaign for a new product would include:

• Cost
• Target Audience
• Actors
• Key messages

KEY TERMS

Client brief - The specification given to an advertising media professional that sets out the requirements of a company's advertising needs for a particular brand products.

It is important that you have a clear understanding of the aims and objectives of the campaign that you are being asked too produced. The client should have a clear idea about what messages they wish to convey and why. You should clarify whether the campaigns is to focus on the launch of a new product, to increase market share, to increate brand awareness, or a combination of aims over a stated period. 

A range of considerations need to be clarified before the pre-productions process can commence. You must make sure that the client is clear about their target audience. They should have carried out market research to identify the audience they wish to reach. All the considerations need to be addressed and clarified - from the initial aims of the campaign to the scheduling of the final product.

Independant Activity

https://www.youtube.com/watch?v=g2ERWFMLptw

I think for this advert, the producers would have considered the actors (Jason Momoa as he is a very known actors who has acted in Aquaman, Game of Thrones, Justice League etc) and people would pay attention to what he has to say as he is very famous and influential and people undoubtably look up to him. They would've also considered the target audience due to what they're advertising. They would've also looked into cost, location and script. I think this campaign would've been successful as it has a comedic aspect and a very famous celebrity in it.

2.2 Generating Ideas

Once you have a clear understanding of what your client requires, you can start to get creative. What content can you use to get across your client's message? Many advertising agencies employ teams of creative people to work on this stage of the process. You will need to come up with an idea, or a serious of ideas, that will appeal to your client and convey the appropriate messages about their product and/or brand. Generating ideas is often a personal thing and you will have to experiment with different ways of doing this until you find the ones that is right for you. You could try:

• Lists
• Mood boards
• Summaries
• Spider diagrams
• Mind maps
• Online applications such as Evernote, Ideament, lino and SimpleMind

Independant Activity

I feel most comfortable using lists, spider diagrams and mind maps as they're the easiest do while still having the ability to contain all the information you need.

2.3 Creating a campaign plan

Independant Activity
All the things that should be included in a campaign plan:

• Cost
• Target Audience
• Locations
• Actors (celebrity/non-celebrity)
• Script
• Ideas (key message)
• Scheduled time

In order to create an effective campaign plan, you will need to decide on the following considerations (some of which have already been determined by external factors such as client brief):

• The key message of the campaign, ensuring that the USP is promoted
• Ensuring that your content and messages are fit for purpose
• The target audience is catered for with the content and schedules
• How you will gather feedback about your product to ensure that it is communicating the appropriate messages and appealing to the appropriate audiences. 

At this stage in the planning process, you will also need to consider:

• What mediums you intend to employ for your campaign. You will need to chose your mediums and justify those choices. Is it appropriate to employ TV or radio adverts; film trailers or cinema adverts, interactive media advertisements, online or print-based advertisements? Remember to keep in mind the key messages and the target audience. 
• Does the campaign have key dates? Is it seasonal (John Lewis' Christmas Advert) or year-long? Remember that you may need to plan different kinds of scheduled for different mediums.

2.4 Legal and Ethical Issues

Before you start to plan your productions, you will need to consider whether your campaign will be legal and ethical. 

At this stage you should also consider intellectual property rights, especially copyright. Are your ideas original? If not, you may be infringing intellectual property rights and could be prosecuted. Do you intend to use found materials in your productions (audio, visual, print and online)? If so, these may be under copyright to the producer of that material. If you use the materials without permission, you could also be prosecuted. This is particularly important when using music. Most popular songs are copyrighted. 

KEY TERMS 

Intellectual property rights - Legal rights that grant the owner of ideas, designs, trademarks, products, and so on the exclusive use of the property.

Copyright - The legal right for the producer of a product to have an exclusive rights to use it. Others need to ask for permission and usually pay a fee to use a product copyrighted by its producer.

Found material - Content that is not original. It has been created by others and may, or may not, be copyrighted. 

Research Activity

I think the copyright laws that are put in place (https://www.gov.uk/search/all?keywords=copyright&order=relevance) are, for the most part, fair as somebody has worked to create something, wether it be a song or a video, therefore it is only right that the piece belongs to them and shouldn't be taken by somebody with the intent to profit off of it. However, I think some cases where the found material is interpolated and credited should be let go; for example, a the late musician, Jarrad Higgins (Popularly known as Juice Wrld) created a song called 'Lucid Dreams' (https://www.youtube.com/watch?v=mzB1VGEGcSU) which sampled and interpolated the guitar riff from 'Holly Wood Died' by Yellowcard (https://www.youtube.com/watch?v=FcYDWUnnwRM) which eventually ended in Jarrad being sued for $15 million by Yellowcard after Jarrad had pasted away despited being credited for the beat and the beat was altered.