1) The document outlines the planning and preparation for two television advertisements - one for a high-end perfume brand and one for a high street clothing store. 2) It discusses different types of television ads and provides examples of successful perfume and clothing store ads. 3) The target audiences are identified as women aged 21-40 for the perfume ad and teenagers/young adults aged 14-24 for the clothing store ad.

1. PLANNING
OF
TELEVISION
ADVERT
BY JO JOYCE

2. TYPES OF
TELEVISION ADVERTS
Political – Reaches out to citizens of a particular region/area to
capture their vote bank. They have to be very influential to the
audience as they have to persuade the audience to be on their
side.
Promotional/Product placement – Marketers will use these
adverts to increase their sales and services. Best done by
showing their products and their uses.
Infomercial – These tend to be a lot longer than a typical
television commercial, usually around the length of a regular
program (30 mins). They are also known as teleshopping or
paid programming. Audience’s can view them at odd hours of
the day e.g. early morning. It is a commercial advertising the
complete information about a particular product.

3. CONTINUED…
Television Commercial Donut – This does not ensure
customer attraction, it has all the necessary elements to
make a finished commercial, however, is missing the actual
product. This is more cost effective.
Promos/Network Promotional – Advertisement show on local
and national television that is on very often.
Sponsoring – Comes on directly before or after the breaks of
the specific program that is being sponsored. The company
on the advert has supported the program in order to
advertise alongside the program.

4. I WILL BE CREATING TWO TELEVISION ADVERTS.
ONE FOR A PERFUME FROM A HIGH DESIGNER
BRAND AND ONE FOR A HIGH STREET STORE/
CLOTHING WEBSITE.
MY TWO AUXILIARY TASKS WILL BE: A WEB POP-UP
&
A
TELEVISION
PROGRAM
SPONSORSHIP
SEQUENCE.

5. TARGET AUDIENCE
My target audience will be aimed at females as the products
being advertised are targeted at females.
For the perfume advert, it will be aimed at women aged: 21 –
40. I will have to ensure the advert is quite sophisticated and
as it will be a high brand e.g. Chanel, Gucci, Victor and Rolf,
etc. I will have quite a wealthy target audience, meaning I
would have to make the advert quite classy and elegant.
Where as, with my high street store/ clothing website, it will
be aimed at teenagers and young adults aged: 14 – 24. I will
make the brand appear fun and have models that are quite
edgy as the target audience can empathise with them.

6. EXAMPLES OF
PERFUME ADVERTS
I have looked at and studied a few perfume adverts from high
brands and these are a few I would like to use as inspiration.
•
Chanel No5 Perfume Commercial Directed by Jean-Pierre
Jeunet - http://www.youtube.com/watch?v=E_hjM35VPnk
•
Nicki Minaj Pink Friday Fragrance http://www.youtube.com/watch?v=MNvCi2ODzKU
•
Alien de Thierry Mugler http://www.youtube.com/watch?v=zO9zs1ilpGc
•
Robert Cavalli http://www.youtube.com/watch?v=I8FmayL6WpA
•
Britney Spears Fantasy http://www.youtube.com/watch?v=j2Uiwt9S-g0
•
Nina L’Eau by Nina Ricci http://www.youtube.com/watch?v=tUrCrXpdP_0

7. I found that the perfume adverts appear
to come across very seductive and
elegant. Also very mystical – based on a
fairy tail theme or on a woman who has a
high celebrity status. Even if the perfume
is by a celebrity figure, if the celebrity
features in the advert, the advert doesn’t
necessarily conform to the celebrities
own conventions, for example the Nicki
Minaj perfume advert wasn’t alike to her
celebrity alter ego and conformed more
to the conventional perfume advert.

8. EXAMPLE OF HIGH STREET
STORE/ CLOTHING WEBSITE
ADVERTS
• Missguided Spring/Summer 2013: Project Ibiza http://www.youtube.com/watch?v=VhpKxzDepNE
• Boohoo Spring/Summer 2013 http://www.youtube.com/watch?v=OYY1XUIiPAU
• Celeb Boutique http://www.youtube.com/watch?v=WbOIH9qpqMk

9. I have found these adverts to come
across as very fun. They often:
•
Show the prices of some of the
outfits,
•
Offer a promotional code,
•
Show the brand at the end of the
advert,
•
Show a fun vibe and atmosphere
•
Use models
•
And show power and status of
the models because of what they
are wearing.

10. MY VIDEO
•
The genre of my video will be fashion and beauty
•
Will be shown on television when program of the same genre or on, or
when reality TV programs are on.
•
The key genre elements that will be that the clothing makes the models
seem supreme due to their high level and make it seem like they’re
having loads of fun due to what they’re wearing. Also the background
music will be very upbeat for the clothing website campaign. Where as,
the perfume advert will make the model appear feminine with soft and
elegant music.
•
The key point of the video will be to persuade the target audience to
buy the products.
•
I would most likely assign ThumbsUp Productions to the adverts as
they have worked with fashion based programs such as Britain’s Next
Top Model and have a lot of success in production. They are also
London based, so quite local, lowering cost of production.
•
The marketing points will be: the models, background music, and the
actual product itself.

11. MOOD BOARD

12. MOOD BOARD