This first advert is from a student in year 13 last year. It is a high quality advertisement which uses animation throughout. This is effective because you can follow the story line more easily, suggesting that they can see more of the advert. There is also slow music which is connecting well with the advert because it talks about going over the river and the bridge which is what can be shown on the screen. Everything works well and edits together, showing that Serena has put a lot of thought into her advert and made sure that everything can fit together to flow. The range of different shots shows different point of views in the advert. You can see from the front, back and side views and makes sure that you don't miss anything. I feel that she has done this in order to let the audience see more of the product, which is not normally advertised on television. I feel that it is the right length for a advert, meaning that the audience wouldn't lose interest if they saw it between their programmes.
I feel that Serena has put many small details in, such as creating trees, a road, cars and houses, as well as moving water, in order for everything to work well. I would give this advert pretty much full marks because I feel that it flows well and I can see it being on the television.
Haydn Morgans (2011)
This is an advert from the 2011 class. I feel that it is to short for an advert, and therefore I feel that Haydn has not shown her full potentials. When I first saw the advert, I was unsure of what it was for. This is something that I want to establish from the beginning of my advert, so people know exactly what the product is.
I feel that Haydn has tried to use animation, but I don't think it flows as well as Serena's. I feel that the opening shot is in fact the only shot that we see, therefore not experimenting with different shot varieties such as long shot or medium shot. I feel that they have tried to create something that will enable the audience to keep interested, but i'm not sure that it has been done well.
There is no music, which I feel would have made the advert much better.
I don't think that this would have scored full marks, nor can I see that it would be good for the TV. After researching the blog, I realized that Haydn changed the brief that he was trying to do, which means that the research had lacked in the Advertising area.
Brogan Wiggins (2012)
This last advertisement is from Brogan Wiggins in the 2012 class. I feel that it fits the conventional advertising time limit and doesn't breach that.
The establishing shot clearly shows that it is a car which is being advertised, which is good because it enables the audience to then see if they want to carry on listening. It shows the different features of a car, such as the close up of the wheels, a long shot of the car driving out of the drive. This enables the audience to connect with all parts of the car. This is something I will be working on, creating an establishing shot which everyone will be able to see what my product is.
There is no music, but there is a voice superimposed over the top of the advertisement.
I think that this works well and I therefore think that Brogan has managed to produce quite a high level piece of work.
By looking at these other students work, I have been able to see what I want to produce compared to what these other people have produced. I therefore think that I have a clearer idea of what I should do compared to what I shouldn't.
I am going to advertise coloured water in 4 different colours - red, green, blue and yellow - which is going to be aimed at mothers who do the shopping for their children. I want to produce something which can be played on both children's channels and mainstream channels. I want to have music to go with my advert with words that can be spoken over the top. i want to have an upbeat, happy track. i want a catchy slogan which people will remember, as well as making the water cheap so that it is the same price as normal water. I want it to taste normal, like normal water. People suggested that it should be flavoured but I think that that product had been done before - such as vitamin water - and so I don't want to do that, but instead tackle the normal water market.
I recently conducted a questionnaire to see whether my coloured water product would be picked up and brought and got various feedback towards this. I asked 12 questions, which were:
1.How old are you?
2. Who does the food shopping in your family?
3. Would you say that water is a necessity or a convenience buy?
4.If a brand were to create a coloured water, would you believe it to be a good idea? Please explain your ideas and opinions
5. How much water on average would you say your child drank per day?
6. Would you be interested in buying coloured water to drink instead of normal water?
7. What kind of music would you associate with a water advert?
8. If an advert has a catchy slogan, are you more likely to remember the product and purchase it?
9. How much would you be prepared to pay for healthy coloured water?
10. Do you think you would prefer to drink coloured water if you had the option?
11. Whats more important to you?
12. What are your opinions on this advert? Do you think they selected the music correctly? Do you think that they have promoted their product well?
13.Do you prefer this advert to the previous advert?
14.If Yes, Why?
I decided to ask these questions so that I was able to get a range of different answers, all which would be helpful in my research to find target market, and the kind of advert / music people are looking for in a water advert.
How old are you?
I decided to ask this as my first question as I wanted to know the range of answers I was getting, therefore seeing if I was getting more of one group or another. This data would then allow me to be able to present my product to a certain group whom liked it.
However, My results were extremely biased. This meant that the majority of answers came from one group, and this was 11 - 20. I think this is because of where I promoted my product, which was Facebook, Twitter and Tumblr, and the fact that I am 17, so my friends, family and school helped me to fill this in, as well as the teens on this type of social Media. To avoid this problem, I should have suggested smaller groups of ages, therefore allowing me to get a range of different answers, or been able to promote my survey somewhere else. I think if I hadn't included two videos to watch, people would have been able to answer it without having to be online, which may have been easier for myself. As it stands, I have 16 responses from the 11-20 age group, 1 from each group of 21 - 30 and 31 - 40, 3 in 41-50, 2 in 51 - 60, and 2 in 70+ . I got no responses from the groups 10 and under or 61 - 70. I think this meant that I wasn't getting detailed results like I needed to and this would therefore be better in order to have better research into my product. However, At the moment I will have to work with these results in order to have enough analysis for the first part of this task.
Who does the food shopping in your family?
The second question I asked was 'Who does the food shopping in your family?'. I asked this because I wanted to know whether I would need to promote my product to mothers with Children, because they are the ones who would buy it. This is important because I am able to see which Tv channel or website I need to advertise upon. These are the results which I was given:
The majority of answers stated that the persons Mother did the food shopping. I think this is because I asked the majority of people in an age group under 20. This meant that I was able to see how I was able to promote my product and see exactly how to advertise. I found that the elder people said that their wifes or both of the adults in the household did the shopping, and I think this is important to take into account because although I'm trying to aim my product at children, it is important to actually advertise to the mother or the parents in order for the product to be bought. I feel that this has helped me to see who I need to promote my product to.
Would you say water is a necessity or a convenience buy?
I also asked whether the person thought that Water was a necessity or a convenience buy, which means does the people feel that water is important to buy - therefore making it a necessity - or something that is just easy to buy but not actually needed, which is a convenience buy.
I got a very close of range of answers for this question. This means that most people answered either one or the other and each were only 5 answers different. 15 people, 60% said that water was a Necessity, meaning that they always buy it when they go into the shops. 10 people, 40% said that water was a convenience buy, meaning that they only buy it when its completely necessary. Knowing this information will allow me to see whether my product would actually work within the supermarket, even though this information would be for normal water. I feel that my water would be more of a convenience than a necessity, and I therefore need to try and match my price with normal, regular water in order for people to pick up my product instead of natural water.
If a brand were to create a coloured water, would you believe it to be a good idea? Please explain your ideas and opinions.
I then asked a question in which people would be able to answer a paragraph of answers. It was 'If a brand were to create a coloured water, would you believe it to be a good idea? Please explain your ideas and opinions'. This was so that I was able to see if people liked my idea and were able to connect with it, seeing their views and ideas to help me with my product. I got a wide range of responses, with people suggesting yes and no, and some people suggesting both! Some responses I got were:
'I think that it would be a good idea because it would make drinking water much more fun. I think that parents
would love it with young children because younger children tend not to want to drink water. '
'I thought that would be pretty cool. I'm guessing it would be slightly expensive which might put me of So yeah, I think that would be a good idea, new, creative etc'
'Yes as it would look nice/attractive however no as it would be full of additives etc and may not be as
pure as natural water. '
'I would if the different colours represented flavours - Example- red for strawberry'
'Not really..prefer the plain original style no additives. May appeal to children'
'yes, because it will be more attractive and get more people like little kids to drink water'
I think that this gives me a range of answers and also helps me with ideas on the rest of my products. This is because I was able to pick up ideas of what other people want within their products. This shows that people think that 'young' children would like the product, but they don't want it just normal water. This means that the product can represent something else, such as what person number 4 suggests, which was fruit flavours for each colour. I think I also need to figure out something to do with additives because everyone seems concerned about these issues. I think I need to find a healthy way to add flavour and colour without having added sugars. I think I should also have some sort of pretty packaging which would catch the eye of the buying and make it look 'nice' and 'attractive' like what person number three said. Person number 2 was concerned about the price, and so I am making sure to create something which fills into the price of normal water.
How much water on average would you say your child drank per day?
I wanted to know how much water on average peoples children drank per day to see if this was a valuable market which I could aim my product at. I didn't make this a compulsory question, which I don't think some people realized. This suggests that I have many blank answers because of the people who answered my questions - which was mostly people between the ages of 11 - 20 who would have any children.
On average, most people said that their children drank 1litre per day. Some people said that they drunk 'Very Little' whilst some people said 'a lot' or ' 2 bottles' - although this doesn't specify how big the bottles are, but I'm taking the approach that it is a 500ml bottle. I think that there is an opening in the market for my coloured water product with children because I want to take on the approach to get more children to drink healthy water. I myself know that I would be interested in a healthy alternative to water because I find it bland after a while and find it takes me a day to get through a whole bottle, but as soon as I have a healthy flavoured water, which is sparkling, I find that I can drink this much quicker than normal. Therefore, I feel that if I target the child market I will be able to get more children to drink water.
Would you be interested in buying coloured water to drink instead of normal water?
I felt at this point that it would be important to ask the people who have answered my questionnaire to see if they would indeed like to buy coloured water to drink instead of normal water. This got em a wide variety of answers and also made me rethink my target audience.
I found that nobody said 'never' which was a good thing because it showed me that my product had a prospect to work in the supermarkets. I found that the majority of my answers said 'no', which is very important for me to take into account because i therefore know that none of these people are people I should target within my target audience, basically because I just wouldn't be able to get the audience to buy the product that I'm offering. I also got the response that 7 people would 'maybe' buy my product. I think this is where I need to bring in the pricing factor, as well as finding out additives. I think the people that said maybe, were those who were unsure about what may be in the water to make it coloured and I need to reference this back in order to make sure that those people change their opinion to 'yes' rather than 'maybe'. 4 people said that yes, they would buy the water and I think that this would be the people with children, or perhaps those who find it difficult to drink water because it would be a cool alternative and will help more people to drink their water. 5 People said that they would occasionally buy the product. This means that they would buy it for a special occasion. I feel that this would be good because I'm still getting people to buy the product but I still need to make sure that I'm getting loyal customers so that I'm able to keep creating the product.
What kind of music would you associate with a water advert?
To help me with the actual production of my product, I wanted to find out what the best type of music would be to go with my advert. I researched different types of music to see if they had used them in other water adverts.
I found that the two main ones were predominant because these were the choices that were the best ones. The two predominant choices were upbeat, happy music and slow music, which were completely opposite of each other. I feel that I need to try and find the best music in order to promote my product in the best way. I think that as long as I find something that's catchy and has a meaning towards it, it might work within the advert. I want to find the best way for people to remember the water advert and need the song to get stuck in peoples head.
If an advert has a catchy slogan, are you more likely to remember the product and purchase it?
I then wanted to know if people were more likely to remember a product and purchase it if they had a catchy slogan. I feel that the answers here were very varied and therefore shows the different ways that adverts work on different people.
14 people said that yes, they were more likely to remember the product and purchase it, if the advert has a catchy slogan. This was the highest group and was 56% of people that said that they would benefit. This suggests that I need to find a catchy slogan and something that would make people remember the product and therefore purchase it when they are in the local shop. I feel that if I have a catchy slogan, people will remember it when they want to buy a product, such as when I think of cereal I think of coco pops and their slogan. 7 people said that they would occasionally remember the the slogan and purchase the product, while 4 people said that they would rarely remember the slogan. I think this is still a significant amount and therefore need to work on something short and catchy but precise which enables people to remember it. 0 people said that they wouldnt remember it, which shows the power of advertising and slogans.
How much would you be prepared to pay for healthy coloured water?
Most people selected the same category here, suggesting that there is no variety in peoples answers and that I should just price my product directly within these categories. I feel I may have got more of a variety of answers had I put another section asking people under £0.99 because people may already feel that my product is going to be overpriced.
24 people said that they would be prepared to pay £0.99 - £1.99 for bottle of healthy coloured water. I think this is because people dont want to pay more than they would pay for normal water and therefore have selected this category because they do not want to pay more for something alternative, something thats not water. I think that 1 person selected £2.00 - £2.99 because they felt that it would be different because they would be able to get more people to drink the coloured water, which is important because perhaps they were from a high income area. I think that I need to keep the water moderately priced so that people can still purchase it and I would make a profit.
Do you think you would prefer to drink coloured water if you had the option?
I wanted to know if people would prefer to drink the coloured water if they have the option , and therefore I was able to see the varied answers. I feel that this question was influenced by the amount of people who I actually asked, as most people were between the ages of 11 - 20.
The majority of people said no, and this was 14 people, which equaled to 56%. I feel that I will need to change these opinions with my advert and so these are the people I am going to try and influence to buy my product. 7 people said 'Sometimes' and this therefore shows that my product is something that will not be popular as an everyday buy, but may be something thats bought every now and again in order to change up the normal product. 3 people said yes, and I think that these were people who didnt like to drink water or were trying to get their children to drink water. 1 person said that they would maybe buy it and I think this is the people whom are not sure about the products that are in the drink to make it coloured.
Whats more important to you?
I wanted to know what was most important to the audience, because I wanted to see what I needed to base the majority of my advert around. I asked different things so that I knew what I should put on the label and what I shouldn't because I dont need to specify these things.
The most important thing to the people I questioned was the taste of the drink, and around 19 people specified this. I think this is the most important to the audience because they do not want to drink something which doesn't taste normal, and therefore I need to make the drink taste as much like water as possible, as this is orginally what I had planned. Price was second highest, with 17 people saying that this was what mattered the most to them. I think this is also very important because I cant overprice my product as I want to make sure that it sells well, and I believe that it should be marketed with normal water, therefore making the price under £1. Look and Calories were joint 3rd most important, with 6 people specifying this. I think that I want to try and make something Low Calorie, because then it is healthier, and I also want my product just to look like normal, see through water but it will be coloured. Sugar had 5 people specify that this was most important and i believe that i need to make something that doesnt have added sugar or additives, as this could put off a wide variety of customers. This therefore shows that the amount of people that I need to target at with specific things and also shows that I need to make sure that Taste and price are something that I work on to suggest that they are the most important within the advert.
What are your opinions on this advert? Do you think they selected the music correctly? Do you think that they have promoted their product well?
In the questionnaire, I linked people to an Evian advert on youtube (Advert 1 above). I asked people what they thought of the advert, to see if I should link my advert to something like this so that I am able to gain the same respectability and response to my advert that Evian has been able to link their brand to. I wanted to see if people thought this was a successful water advert and therefore I made sure to leave a large box for people to leave their responses in. These were some of the replies:
'I think that this is a very catchy advert in which Evian has carried on the brand of 'babies'. The music is catchy, and the stop motion enables us to smile, and listen to the music. However, I am unsure at what type of product the advert is advertising throughout, as they do not show the product as much as I think that they should.'
'I hated it! If anything that would put me off buying Evian. Poor choice of music to advertise water. Little sense of the the value that water offers.'
'has nothing to do with water, although it will make consumers remember the advert therefore I don't doubt it has been successful. The music is amusing and upbeat which is good.'
'i think this commercial was different and weird, but in a good way, because it would probably have people remember it. the music worked well, and I think they did a good job promoting their product'
'I wouldn't instantly relate it to water but it's very creative and memorable. When recalling the advert to a friend it would be referred to as 'that Evian advert''
I think that these show how well the advert is working. Many responses specified that the advert had 'nothing to do with water' and that they 'couldnt relate' the product to the advert, however I believe that most people now remember the product due to this advert. I think that the main thing in this advert was that it was linked to the brand of 'babies' and so people instantly remembered the babies and then remembered the water. People didnt like the music because it didnt work with the advert, however many of the responses I got found that the music was amusing, upbeat and was creative and memorable. Knowing this information has helped me to see that I need to do something that is memorable, with good music which people will remember. I feel that even if the advert didnt make sense and wasnt linked, people still remembered it due to the music, therefore making it successful as an advert.
Do you prefer this advert to the previous advert?
I then linked people to another advert (advert 2 above) to see if they liked this type of advert better than the previous advert.
12 people said that yes they did prefer the advert for vitamin water better, because it was more of a story based. However, 13 people said no, showing that the Evian advert was still successful even though many people didnt think that it had anything to do with water.
If Yes, Why?
Lastly, I asked people their opinions on this advert if they said yes. This meant that I was able to see why people prefered this advert to the Evian advert, and was able to see if I wanted to link my advert to this that I would be able to.
'It has more of a story to it. The man is clearly following to buy the drink, and when he gets it he feels much better. I feel that this advert makes me want to go out and buy the product more than the Evian. Personally, I think the music is catchy and the 'internet memes' means that children and teens will be more involved in the advert because they know what they mean.'
'The range of intertextual references, e.g. cat, dancing prisoners, etc, alongside the multiple humorous aspects creates a far more appealing advert. It is so #pomo, it just has to be appreciated! Plus, anything that includes a dude with mullet has to be good.'
'I think that it gave more of an advertisement of the product because they showed that you can be powerful when you drink the product.'
'it's less creepy, but I still don't see the point of it. the music was less annoying and I didn't like the story line'
I think this is a wider range of answers than the Evian advert responses. Person one said that they prefered it because it would make them go out and buy the product because they want the feeling that the person has experienced, as it made them feel 'good'. The music was 'catchy' which made people relate to the product and the advert as well. I think that people prefered this advert because it followed a story and showed what the drink did when they drunk it.
Overall, I think that this questionnaire was successful in finding out different things about the water advert, which has helped me on my way to doing my advert.
I feel that I have reached a place in my research where it has halted and I feel that I need to create a list in order to progress with what I am trying to achieve.
Analyse the Results from my Questionnaire on the product
Start to find music which may go well with an advert
Finalise Name and Slogan of the product
Packaging of product
What I will need to use for my advert
Find USP - so that I am able to research where this should be filmed
Research Places where I can set my advert - where I can film
How should I create my advert
I feel that when I complete these steps, I will be able to start looking into filming my advert.
this is a model that shows the steps between knowing nothing of the product, and going out to purchase it, each step is equally important as they are each neccesary for the end result of a purchase. Awareness Knowledge Liking Preference Conviction Purchase
1. awareness
If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand.
2. knowledge
Once they are aware of the brand they need to learn a bit more about it, what does it do? what are it's values? target market?
3. liking
The target audience must then connect with it, through carefully pitched adverts, if they do not, there is a serious problem.
4. preference
the audience may like it, but not prefer it to others. This involves clever advertising pushing the products competitive advantages, which may be price, quality, reliability.
5. conviction
this is much like preference, but rather than just preferring the brand, the audience is convicted to it, so it is the first and sometimes only brand they would consider
6. purchase
some audience may think your brand is definitely the best, and be convicted to it, but may not still buy it. For example, whilst most people will agree the Apple Ipad is the best brand of tablets, and they are convicted entirely to apple as the better brand, so they would definitely choose the Apple version, many people will not buy because of the price. Purchase is the most important step, and the business must push for it by offering product trials or special deals to push the audience that one step further towards buying the product.
so advertising is thought to work and follow a certain sequence where the prospect is moved through a series of stages from unawareness to the purchase of the product.
Advertising cannot make immediate behavioral responses, but a series of mental effects must occur with the fulfillment at each stage before progress to the next stage is possible. In this way, a successful advert may not simply sell a product, it may help to complete any of these stages to build the consumer base towards purchase. This is just one theory, it is very simplistic and is only a guide for how advertising might affect customers' actions.
Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state. People buy features that bring them benefits that get them closer to valued end states. Underlying values are the motivating factor in a consumer purchase. Therefore effective marketing messages that sell will connect a benefit to values like security, achievement, belonging, fun, enjoyment. The key stages in the formulation of this concept are: need identification, idea development to fulfil the need, product development to substantiate the idea and the product’s market introduction, communicating the fulfilment of the need Central here is the ability to ‘‘translate’’the subjective consumer needs (e.g. healthy, convenient) into objective product specifications, in order to, through the creation of the product, fulfil these needs. This is clearly seen in adverts of the "problem is fixed by product" style, where the audience can see the product giving a real benefit relating to the things i mentioned earlier, such as security and enjoyment.
These theories try to understand and make sense of the way in which adverts communicate with audiences and eventually convince consumers to buy a product or service. The hierarchy of effects model is more of a framework for how a successful ad campaign or series of them may convince consumers, means-end theory however explains more why consumers interact with adverts and buy into them, because of psychological needs that connect to the advert, such as security and achievement. I may look deeper into these theories at a later date, or a few more theories, to really understand how adverts work in the minds of consumers and the psychology behind them, as if i want to make a successful advert i must have built in the right marketing messages to achieve sales of the product, if it were on sale.
I decided I needed to name my product if I wanted it to be as successful as possible. I realized that I needed to have the name as child friendly and catchy as possible. I decided to brainstorm a load of different names to see if any stood out to me that I could perhaps bring forward for my product.
These are some of the names I came up with:
Red Berry (for the red)
H20 Children
Water Blast
Glacier Water
Waterfall Colourful
Life water
Health Kick
Clever water
Colour Blast
Life colour full
Aqua-Blast
Aqua-Blast Colour
Forest Blast
Coloured Glacier
Just Water
Life Glacier
Clearly Health
Alpha-Water
Life In Colour
Kids Water
H20 Ocean Breeze
Rainbow Blast
Aqua Blast Water
I found that I preferred some of these to the others, because I wanted something that Children would want to drink because things such as 'Health Kick' sound to healthy and kids will not want to drink it compared to something called 'Aqua-Blast Colour'.
In
the UK, the rules for advertising are written by the advertising
industry through two Committees: the Committee of Advertising Practice
(CAP) and the Broadcast Committee of Advertising Practice (BCAP).
The
vast majority of advertisers comply with the ASA’s rulings and they act
quickly to amend or withdraw an ad that breaks the Codes. they have a
range of sanctions to act against the few who do not and ensure they
comply with the rules.
Broadcasters
who continually air ads that break the Codes can be referred to Ofcom,
which has the power to fine them or even revoke their license. Such
referrals are very rarely necessary as the vast majority of advertisers
and media owners respect ASA decisions and agree to comply with the
Codes.
The BCAP Television Advertising Standards Code sets out the rules that
govern advertisements on any television channel licensed by Ofcom. The
rules are framed to ensure that advertisements are ‘legal, decent, honest and
truthful’ and do not mislead or cause harm or serious or widespread offence.
I
have included here some examples of the rules in the advertising
standards document, those which i thought were of the most importance or
relevant, but there are many more rules, which i will have to check
that my advert adheres to in post production.
1.1 Complying with the law
Advertisements must comply with the law and licensees must make that a
condition of acceptance
2.1 Separation of advertisements and programmes
2.1.1
There must be a clear distinction between programmes and advertisements
Note:
In ambiguous cases, advertisements must be identified as such on screen.
2.1.2
Advertisements must not:
(a) use expressions reserved for important news and public service
announcements (eg ‘news flash’)
(b) use a situation, performance or style reminiscent of a programme in a way
that might confuse viewers as to whether they are watching a programme or
an advertisement
(c) refer to themselves in a way that might lead viewers to believe they are
watching a programme (eg by adopting the title ‘Programme’)
(d) include extracts from broadcasts of parliamentary proceedings
(e) feature, visually or orally, anyone who regularly presents news or current
affairs on television
3.1 Unacceptable categories
Advertisements for products or services coming within the recognised
character of, or specifically concerned with the following are not acceptable:
(a) breath-testing devices and products that purport to mask the effects of
alcohol
(b) betting tips
(d) all tobacco products. Also non-tobacco products or services which share a
name, emblem or other feature with a tobacco product where these are
prohibited by law from advertising in other UK media. See the Tobacco
Advertising and Promotion (Brandsharing) Regulations 2004.
(e) private investigation agencies
(f) guns and gun clubs
(g) escort agencies
(h) pornography
SECTION 4: POLITICAL AND CONTROVERSIAL ISSUES
No advertisement:
(a) may be inserted by or on behalf of any body whose objects are wholly or
mainly of a political nature
(b) may be directed towards any political end
(c)may have any relation to any industrial dispute (with limited exceptions)
5.1 DEFINITION OF MISLEADING ADVERTISING
Rule 5.1 has been replaced by rule 5.1.1
5.1.1
No advertisement may directly or by implication mislead about any material
fact or characteristic of a product or service
5.1.2
No advertisement may mislead by omission about any material fact or
characteristic of a product or service or advertiser
5.2.8 Pressure to purchase
(a) Advertisements must not falsely claim that the advertiser is about to cease
trading or move premises. They must not falsely state that a product, or the
terms on which it is offered, will be available only for a very limited time in
order to deprive consumers of the time or opportunity to make an informed
choice
6.1 Offence
Advertisements must not cause serious or widespread offence against
generally accepted moral, social or cultural standards, or offend against public
feeling
6.2 Violence and cruelty
(a) Advertisements must not encourage or condone violence or cruelty
(b) Gratuitous and realistic portrayals of cruel or irresponsible treatment of
people or animals are not acceptable
7.1 MISLEADING ADVERTISING AND CHILDREN
7.1.1 Children’s inexperience
Advertising must not take advantage of children’s inexperience or their natural
credulity and sense of loyalty
7.1.5 Prices
Where advertising for a children’s product contains a price, the cost must not
be minimised by the use of words such as ‘only’ or ‘just’
I have done some brainstorms on packaging, unique selling point and slogan. This was so that I am able to see how I'm going to market my brand.
My first brainstorm was about the packaging. I realized that I wanted to package my product in something that would be good for children. This is because older people decide that they dont want coloured water, but it may be a good idea for children to be targetted. Therefore, I have decided to create a child friendly bottle, a bottle which would be easy to pick up to take to school and the label which looks fun and makes the water look like something that they would want to drink. My label need to:
Be 'child friendly' - no confusing or large words, bright colours, easy to read
Have a barcode - Making it look real
Have a large slogan written on the top or across the middle so that it is easily seen and people can remember from the advert what the product is for.
Have large writing to catch the eye of the audience
The background can be the colourful water.
Wrapper must wrap fully around the bottle
be bright and colourful, have a colour of the product or rainbow coloured
I am hoping that I will be able to achieve this in the build up to creating my coloured water product.
I was also brainstorming what kind of slogans I could have for my water. I found that it was important to have some that would catch the attention of Children, and that was catchy and would be remembered by everyone. This will need to be accompanied by a fun catchy song in which children would also remember. I came up with a list of which I can chose from and these were:
Not Just Water
Its Cooler than water
Lifes Better With Colours
Make Your Life More Healthy
Choose Colours
See Life in Colour
Fun, Healthy and Cool
The Red One, Yellow One, Green One and Blue One - Although I like this one and would be able to link it in, It is important to me to think of something more original and perhaps less well known. I feel that this is way to similar - or almost identical - to that of 'Innocent Smoothie' and therefore will not chose to use this when I am creating a slogan for my product. Had I chosen this, I would have placed the 'red' 'yellow' 'green' and 'blue' in those colours, making them stand out within the slogan.
Just Water
Just Water, but better, cooler and coloured
When I decide a name for my product, I want to make sure that I can incorporate and link it to my water product because this is important to me. I want to make sure that the Slogan is something that you will be able to remember easily, and something which appeals to children, which suggests to use simple, fun words which dont mean much - such as not using 'Healthy' because children dont want to drink something that is claimed to be 'healthy'.
I also brainstormed the Unique Selling Point of my coloured water. This could be a group of different things, but I need to try and get my coloured water to compete with other water products, as well as trying to appeal to the market in which I am trying to achieve. I brainstormed all the points in which would help to make my product unique and different to others:
No artificial Colouring - All Natural and Made from fruit colours
Healthy
Low Calories
Cheap - Less than £1 in order to compete with normal water
No sugar - not loads if any
No E-Numbers
I want my product in order to replace normal water for children. This is important to me because I feel this would be a way for adults to get children to drink more water.
So, in all of my brainstorms I made sure to be able to link it to my target audience, which is Children. This then suggests that I should have my product to 'Sponsor' a Childrens TV programme because that is the audience in which I am aiming to target.
