Learning Outcome 2

Market Research

The product I am advertising is the well-known beer; Fosters. Most existing adverts for Fosters are humorous and funny and I would like my advert to follow similar conventions to these to keep the same brand identity for the product.

Other similar products such as Budweiser, Kronenbourg 1664 and Carlsberg also use humour and comedic elements to advertise their products. They all use different types of media to advertise their products such as TV, busses, bill boards, radio etc.

An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign.

Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions), small to medium sized agencies such as Traction (agency), large independents such as SMART and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.

Advertising information packs provide rate cards, insertion dates, publication dates and everything else that you will need to plan your advert.

Generating Ideas

Generating Ideas

Idea#1

(Mann sitting at a beach on a hot day looking at the sea)

He is day dreaming when all of a sudden he notices a beautiful women coming out of the sea reminiscent of the famous James Bond film. She walks straight over to the man and makes it look as though she is about to kiss him when she grabs a beer from the ice cooler, opens the beer and sheepishly smiles and walks off drinking the beer.

Idea#2

(Man at the beach falls asleep on a hot day)

As he wakes up everything is a bit blurry, he notices that the girl of his dreams is coming out of the water, flicking her wet hair around looking really sexy. He keeps blinking and rubbing his eyes as she runs towards him. He opens a beer as she runs towards him in a ‘Baywatch’ style. As she approaches him she takes the beer out of his hands. Looking confused, he rubs his eyes and tries to get a better look at her. After vigorously rubbing his eyes it turns out to be one of his mates. His friend says: ‘Cheers mate’, smiles and walks off.

Idea#3

(Man just turns up to a party with his favourite crate of beer) When he gets to the front door he can hear his friends inside complaining about how they have no beer left. He looks through the window and all his friends are throwing around empty cans trying to find a full beer. As he watches the antics inside through the window he opens a beer and watches them run around franticly. He begins to laugh to himself whilst sipping his beer. The camera keeps cutting from the carnage inside, to the man outside drinking his beer. Eventually, his friends see him outside with beer and they run and out and chase him.

Research into Issues & Needs

The target audience for my product and advertisment needs to targeted at an age range of 18 - 30. This is because it is an advert for an alcholic beverage and would not be suitable or legal to advertise it to anyone younger that age. It will primerily aimed at males but the humourous side of the advert will appeal to both sexes.

Standard Occupational Classfication

In terms of 'Standard Occupational Classfication', my target audience would fit under the category C2. I don't think it would be as practical to make a really sophisticated beer advert, and they existing adverts for my chosen beer already meet the requirements to advertise to this section.

Psychographics

The type of person that would consume my product would be an active, doing person with a good social life. You would regularly be able to find them on a night out on a weekend surrounded by friends. Not the kind of person that is resevered and keeps to themself. It's hard to exactly pinpoint a specific person for this product as it is already widely drank by most of the British Nation. However this beer would be reasonably priced making it more appealing to more people, having said that it wouldn't be the least expensive drink at the bar and you wouldn't be embarrased to be holding it.

Geodemography
Like the psychographics, it is hard to say exactly where the most probable people that would consume my product would live. Beer is vastly drank around the world by all sorts of different people. However, if it had to give a vague outline I would say that they would live in a middle class residence, usually in a town or city. Lot's of towns and cities brew there own beer, this would mean that they would be sold around that particular area

Investigation into Legal & Ethical Considerations

When I produce my advert, I will not mislead or insult any of the audience. I will make sure I don't affend anyone and run through the script to make sure it is suitable. I will only put my advert on the T.V after the watershed, this way it will make it harder for younger children to view the advert. Towards the the end of the advert it will be a legal requirement for me to clearly show the www.drinkaware.com website. Every advert advertising an alcholic beverage will include this website somewhere during the advert. My advert will be environmentally friendly, it won't include any harmful allogations towards the environment.

Advert Proposal

The product that i'm going to advertise is Fosters lagar. I'm am going to target the product and my advert at 18-25 year old males. It would be unsuitable for my advert to be targeted at anyone younger than this range as people under the age of 18 won't legally allowed to consume the product. I've chosen to advertise this product because it can be very versitile, many of the adverts I have researched into don't follow a structured advertising guideline. Different adverts for alcholic drinks include the classy Stella Artois adverts and the humorous and cheeky WKD advets. I'm going to make my advert humorous and easy to watch. This will be an appropriate style as it is similar to the one Fosters already use. My production will be shot on a low budget, the entire price of the production will only cost £10. This price covers the cost of the beer and the transport fee for the actors. I'm going to air this advert post watershed on the channels; ITV1, Channel 4 and ITV2. Each of these channles already attract the same type of target audience that my advert will, making them the obvious choices.