Planning

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.

1. Analyse the Results from my Questionnaire on the product
2. Start to find music which may go well with an advert
3. Finalise Name and Slogan of the product
4. Packaging of product
5. What I will need to use for my advert
6. Find USP - so that I am able to research where this should be filmed
7. Research Places where I can set my advert - where I can film 
8. 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. 

Advertising Theory

Hierarchy Of Effects Model:

Robert C. Lavidge and G.A. Steiner, 1961

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.

Product Name Brainstorm

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'.

Advertising Standards

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’ 

Brainstorms

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.

Extra Analysis on Buxton Water

In my analysis of Buxton Water, I feel that I didn't exactly analyse the product in the best way as possible. Therefore, I have decided to re-analyse my points so that I am able to analyse the advert to the best way possible.

My first point was that the water is coming from the rain, claiming that it is 'Pure' and 'British'. This suggests that the water will be clean and healthy. I think that Buxton did this because they are trying to get people to want to buy their water and do this through a group of close up, Medium shots. These are meant to get the audiences attention as the water being 'fresh' and 'clean'.

The advert follows the water travelling through the ground. I think this enables the audience to know where exactly the water is coming from, and they know that it is fresh and is all natural. I want to get this across in my advert, but i don't know how exactly this will happen. I think that this is a good idea and the Mise-En-Scene gets across the advert and how it should all be out in the natural.

The advert is shot from many different angles. At the beginning, it is created as a moving shot and is a medium shot, letting people see all the different places it travels and all the places that it is going to go to. At the end, the close up of the bottle enables the audience to see the product and see if they want to purchase the product. It is an establishing shot which is normally used at the beginning.

Sound effects are used instead of music throughout the advert. You can hear animals at the end explaining wildlife and saying that the water came from somewhere natural. I feel that this should be interesting to come across in my advert, but i think i want to use music.

Extra Analysis on Highland Spring

Mise-En-Scene

The Highland Spring advert is set in a valley which helps emphasize the 'highland'. It is based in spring, and uses lots of wildlife to also help emphasize this. It is based around a mole, which is the first time we see the water being sprayed up from the ground. It makes us happy because the mole is laughing. The water drips to fall onto all the animals which shows the nature and the valley that it is built upon.

Sound

There is slow music, which relies on words over the top to help describe the product at the beginning. After the mole is sprayed up into the air, the music becomes more upbeat and happy helping to make people want to like the water and feel good after drinking it. The slogan is 'Full of joys', which is trying to make you smile when the happy music comes on.

Shot types

 There is a range of medium and long shots used throughout the whole advert. The medium shot follows the water drip through the ground and the long shots are used for this advert. It also uses a close up of the bottle at the end in order to show the establishing shot. I think this is important because I want to be able to use a range of different shots.  

Editing

 This advert is heavily animated with the mole and the water. I think that I would not be able to create an animation and therefore its important to look at how other water adverts have been created so that I can base my advert on something new. I also think that it is based around animation because it isn't possible that they could follow the same drip throughout the ground. This is important to be shown because I want to make sure that my advert is different compared to those that have already been created.