Unit 15 Student Guide Updated

–
Level 3 Cambridge Introductory Diploma in Media
Unit 15:
Print Based Advertising
St. Andrew’s Catholic School –
NAME AND CANDIDATE NUMBER
Unit 15 Overview

Deadlines
YOU MUST ensure that in order to achieve a MERIT or DISTINCTION you stick to
these deadlines and know exactly what is expected of you for this Unit and other
Units.
Bank Holiday so
due on the
TUESDAY

Unit 15: Print Based
Advertising
Print media advertising is a form of
advertising that uses physically printed
media, such as magazines and newspapers,
to reach consumers, business customers and
prospects..
Learning outcome: Following on from
YOUR magazine pages you need to plan (for
2 ideas) and create a Print Based Advert to
promote a festival/concert – YOUR magazine
will sponsor the festival.

Advertising campaign
for a
festival in relation to YOUR
magazine
• Flyer
• Internet Advertisement
• Magazine Advert to go into YOUR music
magazine
• Billboard
• Poster

Planning is KEY!!
At the end YOUR advertisment needs to be of:
• HIGH technical standard and SUCCESSFULLY
conveys the planned campaign message to
achieve a DISTINCTION.
THEREFORE, planning is key and you need to know
exactly what you are doing.
The more information and screenshots of examples in your
Powerpoint the better!

DO NOT forget!
• Contents Pages
• Conclusions
TO EVERY learning objective

Learners will understand how to plan
an advertising campaign for a product
(the festival) and how to produce
print-based advertisements for this
product.

What is a advertising campaign?
• Definition - A coordinated series of linked
advertisements with a single idea or theme.

Examples Print-Based
Advertisements

Examples of audio-visual
advertisements
The V Festival 2009 Advert that aired on Channel 4/ E4.
• https://www.youtube.com/watch?v=Yb3lg5WnrFc
Official Eden Festival 2015 Video
• https://www.youtube.com/watch?v=elBMr-gnI7U
V Festival 2015
• https://www.youtube.com/watch?v=nYx2ZZwRiOE
Official 2011 Outlook Festival promo video
• https://www.youtube.com/watch?v=HmFUTL2Ylt8
Imagine Music Festival 2014 Official Trailer
• https://www.youtube.com/watch?v=UGMHxnJsdZA
Reading Festival Promo Vid - 2013
• https://www.youtube.com/watch?v=gLa4caPhZRo
Fusion Music Festival PROMO VIDEO
• https://www.youtube.com/watch?v=MH0mnCCMVxw
Electric Castle Festival - Promo Video
• https://www.youtube.com/watch?v=NrvjExUNs5A
New Look Wireless 2015 | The Festival Of Summer 2015
• https://www.youtube.com/watch?v=vc_3EGvtNIg
T in the Park 2015 Headliners
• https://www.youtube.com/watch?v=mHbDOoyGng4

IMPORTANT!
Make sure you
include this LO
Header for this LO
and EACH LO you
produce for this
Unit

LO1
P1- “It may be relevant and useful
for learners to evaluate a
campaign for a similar media
product related to the media
product they intend to advertise”
M1 – Advert on
YouTube or their
website promoting the
festival.

L01 (P1) – Aims and Objectives
Learners evaluate an EXISITING advertising campaign including:
a) Aims and Objectives
What is the aim of the campaign?
e.g. This advertising campaign is for the V Festival. It was created
to promote and create awareness for the upcoming festival on
Saturday 22nd August (Weston Park) and Sunday 23rd August
(Highlands Park).
Talk about some of the material on the advertising campaign –
what is it promoting?
Launch new product?
Increase sales?
Increase brand awareness?
Is the advertising campaign aim directly to sell or is it also to create
awareness and inform?
At LEAST 2 slides on this
section with a
screenshot of your print
advertisement

EXAMPLE: Aims and
Objectives
Aims and Objectives
Each year when it is coming up to the Reading and
Leeds festival, the company will start to announce
who will be performing. Therefore they use print
based advertisement to raise awareness of what
will be happening this summer and who will be
there. As well as building any artists profile, it also
increases the brands recognition due to the fact
that if they have bands who are extremely popular,
more people will want to go and see them live and
therefore increase sales. This could increase sales
because they are going to want their target
audience to have the best experience possible so
they will get bands which people would wan to see
live. Additionally, by announcing some artists at a
time, it keeps consumers checking up on their
news.
http://www.readingfestival.com/news

L01 (P1) – Target Audience
Learners evaluate an EXISITING advertising
campaign including:
b) Target Audience
• Maslow (interests)
• Katz
• Hartley (Age, gender, class)
• Socio-Economic needs (lifestyle)
• Pyschographics– Personality? Stereotypes
surrounding the reader? (lifestyle)
• Spending Power
AND WHY does it appeal to that type of audience?
YOU MUST include all theory!

EXAMPLE: Target Audience
Target Audience
With regards to the ages of everyone who goes to Reading and Leeds festival, it is
primarily 16-25 years old with the majority being male (Hartley) and some 30-40
years olds and so you could say that they advertise for young adults. As for
psychographics, they would have quite an outgoing and fun personality because
the Reading and Leeds festival is a very popular, busy event and so you would
enjoy being surrounded by all the different genres of music and being with
friends. This means that you could say the socio-economics needs would be C1- E
because many people would be students or not in the highest occupational job.
Therefore due to the lower socio-economic needs, the people that attend the
festival wouldn't’ have a very high spending power because if they are only
students then they may not be able to afford to go or would have to save up for a
while. Moreover for demographics you can assume that more males will be
interested into alternative rock than females and also you would stereotypically
see more white people rather than other ethnicities. As for Katz, people who are
interested in the Reading and Leeds festival would be entertain and social
interaction because it’ll give people to enjoy them themselves and forget their
worries and also communicate with others about the music for example. People
who look at these print based adverts and want to go to festivals could be
mainstreamers, explores and aspirers (Maslow). This is because people would
want to go for the experience and adventure whereas others like to go as it is a
popular activity to do and lastly people may go as they admire the artists and look
up to them. Finally, with print based advertisement, it could be directed at active
audiences because they’re individuals who after looking at the poster will want to
o find out more information such as the festival dates.
https://infogr.am/Target-audience-research-analysis
https://blogs.glowscotland.org.uk/ea/cumnockmedia/2014/10/19/audience-theory-higher-level-theory/

L01 (P1) – Representation
c) Representation
Representation DEFINITION - NEEDED
What you must cover: Individual people, social groups (age, gender,
class, ethnicity) issues (such as violence, racism, sexism), stereotypes
Representation Theory you MUST include:
• Laura Mulvey - “male gaze”
• Diana Saco – “female gaze”
• John Berger
• General stereotypes (ethnicity/age/gender)
Consider why representations are used in advertising and the appeal
that they have in conveying meaning to the audience?

EXAMPLE: Representation
Representation
Stereotypically, you will have the majority of the people at the Reading festival to be young adults, mainly
male, and of white ethnicity. This could be because they are known to be more interested into the
alternative rock music genre. Additionally at festivals there can be a big issue that many people are aware
that a lot of people will take and try drugs which can also result to unfortunate consequences. Furthermore,
you would have a lot of social groups of friends who have the same interests and go for the experience and
many individuals who may go for the ‘hipster’ fashion style and that it is in a relaxed atmosphere. Moreover,
John Berger (1972) had the theory of ‘men act, women appear’ you can link this to festivals because you will
have a lot of men stare and objectify women and it could be the way they are dressed and look. Also you can
relate other theories such as the ‘male gaze’ (Laura Mulvey) and ‘female gaze’ (Diana Saco) and this is
because with the ‘female gaze’, for example, women may go to concerts to see well known male musicians
and it could be because they find them attractive and some bands do preform topless which many people
may like.
http://www.slideshare.net/CierraThomasWilliams/berger-gendered-looking-relations

L01 (P1) – Campaign Message
Learners evaluate an EXISITING
advertising campaign including:
d) Campaign message
Is there a slogan? What is the
message?
Based on product’s unique selling point (e.g.
safety, comfort, reliability, fastion etc) getting
right message to audience at right time, how
target audience will access message
What is the USP of the product?
Choice of media? Print and broadcast

Campaign Message –
continued
E.g. The advertising campaign is aimed at young
people who consider themselves out there and wild –
why?
What message are they trying to get across to their
audience about the festival?
A message can often be something to grab attention
and make it memorable as well as selling a belief;
perfumes often sell the idea that if you use their
product you will become more appealing to the
opposite sex.

EXAMPLE: Campaign
MessageCampaign Message
With regards to the unique selling point of Reading and Leeds festival it would
be which are the main acts over the few days and who else will be performing.
Therefore if you pick artists and bands who are extremely popular, you will get
more people interested and go. The main message for the festival would be to
enjoy the music and by going to a social event, it could be like having a break
from all the stress and worries of work and other topics. Even though the
festival is in August, they already start releasing who will be there at the
beginning of the year and this could be due to the fact that it’s the start of the
new year, Christmas would’ve passed and the next best season to look forward
to is summer so people will want to find activates to do with friends. By
choosing to advertise through print based media, you can attract a lot of
consumers because you can use bright colours to get their attention and by
having each band in bold, you know straight away who the main acts are on
each day and by adding the dates, it gives you the choice of who you might
want to see on different days and wither camp or go for one day. The
connotations of the red could be represented as energy because there would be
a lot at a festival as well as a lot of hype about specific bands playing on stage.
As for yellow it is used to attract attention and so is the orange tones and this
could be so that the public would be more inclined to look at the poster. On
Facebook, the main campaign message I could find was a description about
Reading and Leeds festival itself. By using the word ‘heralded’ has the
connotations of proclaiming that this is the festival to go to and that you won’t
find anywhere better than this. Furthermore it gives and indication on when the
festival takes place every year and it’s the best way to spend the weekend if you
have a passion for music.
https://www.facebook.com/OfficialReadingFestival/info/?entry_
point=page_nav_about_item&tab=page_info

L01 (P1) – Print Based
advertisments
Learners evaluate an EXISITING advertising campaign
including:
e) Print-based advertisements used in the campaign and
copyright
What were the main types of advertisements for YOUR
festival (V Fest)? Flyer? Billboard? Posters, magazine
articles, internet sites and merchandising?
Include as MANY as possible
Is there any legal information on the advert?
Why is it there? Copyright over the images?

EXAMPLE: Print Advertisements used
in the campaign
https://twitter.com/OfficialRandL
https://www.facebook.com/OfficialReadingFestival
http://www.readingfestival.com/
As well as having poster print based advertisement, they don’t have a lot of other ways of advertising. However they are in
synergy with Facebook and Twitter where they post various information about the event. Additionally, they include
technological convergence because last year they created an app where you can find all the details there and with a wide
target audience, a lot of people will be sure to download it.
Another way of advertising is by having their own website. On here you can find out the full line up along with where you
can buy your tickets and all the latest news regarding the event. If you were interested in going to Leeds instead, they have
another website purely for what will be happening there.
Facebook and Twitter

EXAMPLE: Print Advertisements used
in the campaign
In the lead up to the festivals, they will start to release which artists/ bands will be performing at the festival
which means by releasing more print based advertisements, the public will recognize the house style and
know it’s about the festival and it keeps people checking who will be there and if they will want to go. The
final poster with all the details has reversed the colours which could be to indicate that this is the official line
up and who will be playing when. The type of conventions that they’ve used on the final posters, for
example, is having the dates when all the artists are either going to be at Reading or Leeds. Also they have
more of the headliners in larger fonts, the connotations of this could be because certain artists could be
more well known and that they could be performing longer or on the bigger stages.

Learners evaluate an EXISITING advertising campaign
including:
f) Relevant legal and ethical issues
The advertising industry operates within strict federal
regulations and is monitored by the Federal Trade
Commission.
Copyright, intellectual property rights, slander/libel,
model release, royalties, violence, offensive
language/behaviour/material, public interest
Learners should be made aware of the legal and
ethical issues applicable to advertising campaigns.

Learners evaluate an EXISITING advertising
campaign including:
f) Relevant legal and ethical issues
What are the legal and ethical considerations that
need to be considered by the advertisers?
Legal could be anything slanderous or untrue. Ethical what are the issues that could
upset the viewer, this is especially important when considering the use of
representations and that advertisers need to use these to create meaning but they
do not want to upset the audience.
The advertising campaign could break the law if it
was to steal third party material such as copyrighted
images or information.

g) Regulatory bodies
Advertising Standards Authority (ASA) – KEY!
Ofcom – KEY!
What can be filmed and what cannot be filmed?
Its role is to "regulate the content of advertisements, sales promotions and direct marketing in
the UK" by investigating "complaints made about ads, sales promotions or direct marketing",
and deciding whether such advertising complies with its advertising standards codes.
1. What are the regulatory bodies and what can their impact be upon these
products.
2. You will need to consider BBFC, OFCOM and the ASA.
3. Give examples of the impact they can have?

EXAMPLE: Legal and Ethical
Legal and Ethical
When creating print based advertisement for Reading and Leeds, they need to make sure that
they don’t have copyright infringement. This means that when they use each band and artist’s
name, they need to have permission and even for their own font, they would need to copyright
that as well so no one will copy it and the original creator will have ownership over the name. As
well as copyright, you can also refer this to intellectual property. The best way to protect your IP
is to get a patent, in doing so no one can use any of your information without asking and having
to pay you to include your work into theirs. With regards to libel, Reading and Leeds would have
to make sure that nothing in print can be classed as defamation which could ruin an artists
reputation for example. Lastly you have royalties, anyone who has legal ownership of their work
and someone wants to use it, such as a bands logo, they will receive royalties, depending on the
amount of income that has been generated. This can be another way for artists to gain income
due to the fact that Reading and Leeds would need to advertising who will be performing on the
given dates.
http://www.pmg-pm.co.uk/2014/11/print-advertising-and-copyright-guide/
http://www.entrepreneur.com/article/220039
https://books.google.co.uk/books?id=_C8aCgAAQBAJ&pg=PA100&lpg=PA100&dq=libel+in+print+based+ad
vertising&source=bl&ots=l6ll6enZAJ&sig=j6ExGkQGZD_nu38i7-
MsDxpZkKo&hl=en&sa=X&ved=0ahUKEwiJzZ-
Z_rDLAhWBUhoKHff2CxgQ6AEIPTAF#v=onepage&q=libel%20in%20print%20based%20advertising&f=false
http://www.nolo.com/legal-encyclopedia/licensing-artwork-negotiating-monitoring-royalty-payments-
30093.html

Legal and Ethical Continued
Other aspects which are important when looking at legal and ethical issues would be a model release. Even
with print based media you would need permission to use someone else's work, for example the bands font/
logo, otherwise without the signed document you will have legal claims made against you as it is not your
original work that you’d like to use. Additionally, public interest is also important. This is when you have the
welfare of the general public in minds and is approved through promotion and you also look at what
expected profits and loses could be. When it comes to violence and offensive language or behavior, the
main aspect to be aware of is if children will see any of the advertising and how it’ll affect them. For
example, you would have to look into placement because anywhere in public a child or anyone could have
access to the advert whereas if it’s post watershed and in magazines which aren’t aimed at children then
they shouldn’t see it. Therefore, on print based advertisement it is important that Reading and Leeds do not
have any offensive language so possibly any quotes from bands which could include swearing and do not
include an violence such as any images from a concert where you may see any violent actions, especially in
rock concerts where there’s a lot of aggressive music stereotypically.
Reading and Leeds do not seem to have any legal and ethical signs on their print based advertisement but on
their website at the bottom, they have a copyright logo of the company who presents the festival.
http://digital-photography-school.com/model-releases-need-know/
http://www.businessdictionary.com/definition/public-interest.html
https://www.asa.org.uk/~/media/Files/ASA/Misc/ASAHarmOffenceReport.ashx

ASA – KEY!
Regulatory Body: Advertising
Standards Authority
The Advertising Standards Authority is the self-regulatory
organisation of the advertising industry in the United Kingdom.
The Advertising Standards Authority have a useful website when
evaluating advertising campaigns. If possible learners may also find
press packs and marketing material for print products, Broadcasting
Audience Research Board (BARB) or Radio Joint Audience Research
(RAJAR) useful for current research statistics on target audiences.
https://www.asa.org.uk

For example: The advertisement completely stays to the
rules and regulations set by the ASA, as the campaign
doesn't glorify crime, drinking alcohol, participating in sexual
activities or taking drugs.

Ofcom – KEY! - copyright
http://www.ofcom.org.uk
The Office of Communications
• We regulate the TV, radio and video on demand sectors, fixed line
telecoms, mobiles, postal services, plus the airwaves over which
wireless devices operate.
• We make sure that people in the UK get the best from their
communications services and are protected from scams and sharp
practices, while ensuring that competition can thrive.
• Ofcom operates under a number of Acts of Parliament, including in
particular the Communications Act 2003. Ofcom must act within the
powers and duties set for it by Parliament in legislation.

L01 (P1) – Method
h) Method
• Where else was the advertisement placed? Across the
globe? Technology/film/fashion/Billboards
• Shown on Billboards?
• Is your festival advertised in your magazine of
inspiration?
• How much does it cost to advertise?
• When will you advertise your festival? Think about
timing, placement and schedule
• Talk about persuasive techniques they use in the
advert you are analysing.

EXAMPE: Method
Method
Reading and Leeds start to announce/ advertise around February
time and this is tactical because after the seasonal holiday, many
people look forward to the summer and so if they start to say which
bands will be performing it could lead to the public already buying
tickets and persuading their friends to go too. I know they start to
advertise around this time as well because on their website, if you
go to their news page, they first mention their announcements the
27th February. Lastly, by adding advertisement in music magazines
and on radio shows, this will get people thinking about going
because they would already be reading or listen to music.
http://www.readingfestival.com/news

Audio-visual
Advertisements
REPEAT all of a,b,c,d,e,f,g,h
STEPS for an Audio-visual
Advertisement relating to
the campaign.

M2) How is your Print-based advertising
campaign
and audio-visual advertisement LINKED
and used together to convey the campaign
message?
Print-Based vs Audio Visual
Similarities and differences to convey the campaign
message – look at the campaign message you have
already written.
Remember to screenshot examples!
Example sentence: In this promotional video you can see a link with the print-based
media through……

How is your Print-based advertising campaign
and audio-visual advertisement LINKED and used together to
convey the campaign message?
YOU HAVE TO refer to ALL Posters, magazine
articles, internet sites and merchandising in your
advertising campaign (festival, concert).
FIND THESE/RESEARCH
http://www.vfestival.com
These need to be
produced/released the same
year as the poster you

(M2) EXAMPLE: ComparisonSimilarities
After researching both print based and audio visual advertisement, I’d say that the similarities are that they have a consistent house style, it’s
mainly about who is preforming so the campaign message and including images and clips of the artists. So their campaign message is about
informing the viewer about who will be at the Reading and Leeds festival and show them what they may miss out on by showing them clips of
the bands on stage.
Differences
However, in print based advertising they are more specific in who will be on each day whereas the audio visual advertising just has who the main
5 headliners are. Also on the print based advertisement, they have various sized font and this could be because more people may be interested
in the main headliners whereas on the audio visual it is purely about the main bands.
To conclude, the campaign message would be about people taking time out of their lives to see different bands and have a memorable weekend.
Therefore these adverts both conform to the campaign message because they are promoting who you’ll be able to go see live and showing how
much the crowd are enjoying themselves (audio visual advert). Also in each of them you have the logo used and have similar house styles but
just reversed. However the poster is not included in the audio visual advertisement, just the main headliners. Additionally, all of their other types
of advertisements link together due to the fact that they all have the same style, would have the same audience and all release their news at the
same time.

(M2) EXAMPLE: Print Based and
Audio Visual Advertisement linked
together
All the adverts used, and with different medias, all link to the campaign message because both of them
inform the music lovers of whom is going to be playing at the annual festival and the print based
advertisement gives the exact days on who will be where (either at Reading or Leeds). Furthermore the main
headliners names are in bold/ larger font and they have videos specifically for the headliners and this could e
because they will be their main selling point and who people would mostly likely go and see. Additionally, the
colour schemes are very similar in the fact that they just reversed them for the different types of media, this
will again make people remember the festival every time they see these colours used. Lastly using the same
fonts, for example the bands logo, will convey their campaign message because they will be promoting ‘the
most revered artists’ and this will also allow fans to recognise their favourite bands straight away.

The advertising campaign is the NEW festival/concert so you need to make
2/3 print-based advertisements for this festival.
For example: if my festival was V Fest (campaign) I would create a poster
AND a advert to go in a magazine
AND a flyer but DO NOT forget to PLAN for a audio-visual advertisement.

LO2
You could produce an advertising campaign for a
NEW festival OR a music TOUR and select a flyer,
internet advertisement, magazine advert,
billboard, poster etc. however the advert should
be linked to the overall advertising campaigns
message/theme.

LO2
You also need to plan for the
use of related audio-visual
advertisement that can be
used (advert promoting the
festival) IN YOUR campaign
schedule (production plan).
Plan for 2/3 Print – Based
advertisements (Poster and
Magazine Advert) in your
advertising campaign
(Promoting NEW
concert/promoting NEW

LO2
Be able to plan an advertising campaign
that includes print based advertisements
You will plan a print-based advertising campaign to
promote YOUR festival sponsored by your magazine
you made in unit 13.
YOU HAVE TO PLAN for MORE than 1.

You also need to plan for the
use of related audio-visual
advertisement that can be
used (advert promoting the
festival) IN YOUR campaign
schedule.
What audio-visual adverts
could be used as part of the
campaign? What/who will
they have in them? Where
will they be filmed? Where
will they be distributed and
scheduled (websites, social
media?), for how long?
Make a Powerpoint
slide with this on –
answering these
questions.
KEY!

KEY – LO2 M2
• “AFFECT” their planned campaign -
HOW?
Be specific on which components of the
ASA for example will tie into your
Advert - e.g. What could people
potentially complain about?
(misleading information, incorrect dates
etc.) and
check out the 'Advertising Codes' -
Which codes do you need to consider in
particular?
Research -
https://www.cap.org.uk/Advertising-
Codes/Non-Broadcast.aspx
Look at the codes and RELATE to your
work (screenshot) codes.

M2 EXAMPLE – Legal and Ethical
constraints
There are a few legal and ethical issues that I would have to follow when carrying out my advertising
campaign. Firstly, if I were to use any models it would be important that I have the correct model release
forms signed so that I have their consent. Secondly it would be extremely important that no offensive or
violent language is anywhere on my adverts and that everything stated on there is the truth otherwise there
would be defamation and libel. I would need to make sure that all my products are copyrighted so that no
one can copy my ideas and that if I am going to use bands’ logos for example that I have permission so that it
would not be an offense. All these regulations could potentially affect my campaign message because any
consumer could complain about if anything was misleading, for example the dates or who will be there, and
to not promote for a younger youth where it may be potentially dangerous if they go so therefore it would
be better to encourage the public of an older age and not persuade children that they want to go. Lastly you
have royalties and this means that if I wanted to use the artists’ logos, for example, they would receive
royalties because I’d want to use their work.
As for representation, I need to make sure that there are no stereotypes and that I have the festival in mind
and stick to the theme so that I do not offend anyone or single people out.
https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={150f46ec-6177-4783-ad69-
ffa9b9b5fb07}#.V2EuA_krLIU

10 Tips to creating an effective Print-
Based Advertisment
Read BEFORE you start planning for your
advertisement
1. HAVE A MESSAGE IN MIND
Having a clear message in mind is imperative
when making print advertising designs that are
effective.

Based Advertisment
2. USE AN UPDATED LOGO
Use an updated and visually-appealing logo that
is modern, relevant and suitable for the
demographic you are trying to reach.
3: SELECT THE RIGHT COLOR SCHEME
Ensuring the colour scheme within your print ad
is streamlined with your logo colours.
4: CONSIDER THE SIZE OF YOUR PRINT
ADVERTISING DESIGNS

Based Advertisment
5. TYPOGRAPHY MATTERS
Choosing the right font when it comes to
typography also matters, especially if you are
looking to make an impact with a specific
message you are sharing.
6. GRAPHICS VS. PHOTOS
Determining whether you want to use graphics,
photos or even both within your next print
advertising design is also a decision to consider

Based Advertisment
7. USE PRINT-FRIENDLY IMAGES AND MEDIA
8. RELATE TO YOUR AUDIENCE
Ensure your advertisement is able to relate to the
audience or demographic you are trying to reach
9. INCORPORATE A CALL TO ACTION
Adding a call to action can be done by providing a
bar code for smartphones and even implementing a
URL for your website.
10. PROVIDE SOMETHING IN RETURN

Proposals
x2 for each print-based advertisement
Proposal identifying the product being advertised e.g.
Poster and Advertisement inside a magazine.
Proposals MUST include
• Title
• Format
• Content
• Target audience by age, gender, lifestyle and interests
• Spending Power
• Campaign message (must have a slogan)
Use template in the Public Drive under Unit 15 – LO2.
Be able to plan an advertising campaign that includes print based advertisements

Mindmap
x1 explaining WHOLE campaign
Mind-Map - Colour Scheme, Target Audience,
Logo/Masthead Names, Frequency of release,
Logo Designs, Campaign message (slogan),
Marketing of the product.
YOU NEED connotations behind the masthead name, the slogan
and the colours.
Generation of
Ideas

Print Based
Advertisement
Target Audience:
My target audience would be mainstreamers (Maslow) due to the fact that they are people
who go to popular events and want to go there for the experience. Also they would be the
type to go to be entertained (Katz) and because it would be a form of escapism from
everything that is happening in their lives. Moreover, due to a lot of young adults there, their
age would primarily be between 17-30 and possibly more males than females because
stereotypically male prefer the alternative rock genre more (Hartley). Also the socio-
economic needs would be C1-E because a lot of younger people go to festivals and won’t
have a high ranked job. This also means that the target audience have a low spending power
due to the fact that they wont have high paying occupations. Lastly for psychographics, they
would be adventurous and outgoing because if you like a variety of music and being
outdoors then it would be a memorable experience to spend the weekend with friends and
having fun.
Colour Scheme:
For my colour scheme I want to keep it bright and
bold so it is eye-catching and after having a look,
persuade people to go. I would probably stick to
colours such as red, oranges and yellows because
the connotations are that they represent energy and
at a festival you need this up beat vibe.
Logo Names:
As my festival would be sponsored by the music
magazine EP, I would keep it simple and have
something like EP Festival or maybe the name of
where it may be held, such as Victoria Park Music
Festival.
Slogans:
Escape Reality.
Lose Yourself in the Music.
These would be ideal slogans for my music
festival because nowadays a lot of people will
listen to music so that they can take a break
from reality and not have to worry about their
daily lives for a little bit.
Frequency of Release:
So that my target audience is fully informed and have
time to think and plan what they want to do, I would
start to release the main headliners first and then
what dates they are playing. I will first start
advertising near the beginning of the year and then
carry on every few weeks so people have a few
months to decide.
Marketing:
The type of marketing I will be using is poster and magazine print based
advertisement. This is because if anyone is walking past and notice the
poster, it might make them stop and read and find out what it is about.
Furthermore, if my desired target audience is already reading about music
and find the advert, it is a way of persuading them that they should go and
they’re already in the mind set of thinking about music.
MINDMAP EXAMPLE – DO NOT COPY.

Mood board
x2 for each print based - advertisement
• E.g.

Hand Drawn Drafts
x2 for each print-based advertisement
• Template in the Public Drive under Unit 15 – LO2
Folder
• You must draw your Front Cover neatly once you
have chosen the name for your advertisment and
COLOUR it in the colours you have chosen.
• Photoshop A4 Size – International Paper if you
are doing a poster and advert inside a magazine.
If you have chosen to create a flyer look up
dimensions of a flyer.

EXAMPLE: Hand Drawn
Drafts
Here are my hand drawn drafts for my poster print based advertisement and as you can see, the red
and orange make it stand out and everything is organised so it isn’t complex or wouldn’t know what
the advert would be about. I prefer the one on the left because the space is better utilised and there’s
not as much empty space.

Draft Layout (continued)
These are my magazine print based advertisements and compared to my posters, at the bottom you will
have more information on where to buy tickets for example. The one of the right would be better as an
advert because for the first one, as the artists would all be placed together, it wouldn’t be clear on who will
be preforming on certain days.

Graphic Layouts
x2
• You can either create these on Photoshop or
Word.
• You have done this for other units so you
know what to do.
• This should be done for your Print Based
Advertisements – 1 for poster – 1 for
magazine advert.

EXAMPLE: Graphic Layouts
These are my Photoshop layouts and I like how the colours work well together and that there’s a
gradient for the background. You can also see how it is a simple but clear layout and will have
technological convergence by adding the website address.

EXAMPLE: Graphic Layouts
Just like my other drafts, you can see that the magazine advertisement will have that extra
information at the bottom. Furthermore, you can imagine that once all the artists names are on
there, it will look very appealing.

Draft Logo Design
• Create this on Photoshop.
• Make sure you design a logo similar to your
festival of inspiration.

EXAMPLE: Logo Design
As my event is sponsored by EP magazine, I will
be using that logo on my advertisement.
However, I might change the font for the word
‘Festival’. The main font I like is the bottom on
which is in the style Window Markers. I have
added EP as well to see what it may look like if I
didn’t necessarily use the logo. The font will stay
black as the background would be a bright colour
in order for the name to stand out.
http://www.dafont.com

Plan for the images/Photoshoot
plan needed
x1
• Use template in the Public Drive under Unit 15
– LO2 named Photoshoot plan
• This needs to be filled out in detail and added
into your Powerpoint slide
• State what photos you are going to use for
what advertisment.

EXAMPLE: Photo-shoot
Plan
I have created a photo
shoot plan incase I will
be needing models in
my final photos and I
have decided to go with
the sunset theme still
but have the models as
silhouettes still. I have
stated what the
requirements are and
when and where it will
be taking place.

Analyse YOUR Print Advertisement of
Inspiration
Steve Neale (1980) “repetition” and “difference” – what will
you ‘repeat’ and ‘change; on your Print-Based Advertisement.
Sponsorship
The Graphics
Connotations
behind the
images
Target Audience
Synergy
Colour Scheme

EXAMPLE: Advert of
Inspiration At the top of the advertisement,
you have who is presenting the
festival and where it is being held.
This is important because straight
away the audience is informed on
what the advertisement is about.
There are three dates with who will
be preforming on what days and
whether at Reading or Leeds and I
will use this idea because even
though it is important to know the
headliners, if they only want to go
for one day then they can see who
will be there.
The main headliners are in a bigger
font because they are the bands
which people would be most
interested in. I will ‘repeat’ (Steve
Neale) this for my print based
advertisement because you would
want the public to know who the
main artists are and then if there
are few who are upcoming but not
as known, still include then so that
they can gain recognition.
You could say that the target
audience is young adults (18-30)
and within the C1-E category
(socioeconomic needs) because a
lot of the genre of music, you
wouldn’t expect old people to be
listening to it nor very young
people.
As for colour scheme, they have
used bright and block colours which
could be to attract the attention of
anyone who gets a glimpse of it.
Also the connotations of the colours
could be energy and there would be
a lot of energy and excitement at
the festival due to fans being about
to see bands they like on stage.
I would ‘repeat’ the bold colours but ‘change’ (Steve Neale) the colours used, possibly not
yellow because that colour can be linked to danger along with the black used but the using the
red can represent passion and musicians put a lot of passion into their work and the audience
experience this when listening to the music.

Poster/Advert information– Artists
you will include on your advertisement
Artists relating to your
magazine genre
e.g.
R&B/POP – Beyonce,
Usher, Chris Brown,
Rihanna etc.
House – Annie Mac,
Lapsley, Jamie XX etc
And WHY?

Select fonts/graphics/colours
/ House Style
• USE dafont.com to find a similar font to your
magazine AD of inspiration
• This should be the same font as the masthead
of YOUR magazine you created.
Examiner wants - Fonts, colours and layout of
their print-based advertisement effectively
conveys the planned campaign message.

Production Plan and Production
Schedule
Production plan and Production
schedule must be 2 DIFFERENT plans
under 2 DIFFERENT titles.

Industry Standard Production
schedule/plan
You need AT LEAST 4 weeks
Research how you create a production plan and what should be included in it.
There is a template on the public drive under ‘Year 13 – Unit 15 – L02
‘This needs to be detailed with REALISTIC timescales’
YOU HAVE TO: include planning for your audio-visual
advertisement that you might (you are not) making for
the campaign.
http://anrl.com.au/samples/NADV603BC_S.pdf
Steps in Advertising Process:
http://www.managementstudyguide.com/advertising-process.htm
Useful links:

KEY - M2 - Audio-visual
Advertisements/Production
Plan
PLAN for the creation of a audio-visual
advertisement – produce a slide on this and add
it into your production schedule.
• What audio-visual adverts could be used as
part of the campaign?
• What/who will they have in them?
• Where will they be filmed?
• Where will they be distributed and
scheduled (websites, social media?)
• For how long?

Idea of the
steps involved
The table highlights
the steps involved in
the production
process of a print
advertisement. In
the main, the
creative process
should take no more
than two weeks, and
production overall
should be completed
within 1-6 weeks
depending on the
complexity of what is
being asked for.

Production Schedule
Different stages of how the product is going to
be produced. Production plans helps to plan
the steps of producing an advert/Poster/audio-
visual.

EXAMPLE: Production Plan
Here is my production plan for my poster print based advertisement and I have said what needs to be done for each day
and all the tasks that need to be completed for Friday 18th March. The reason I have chosen the middle of March is because
then my target audience will have 3 months to decide whether to and on what days, if not all of them, and then it wouldn’t
be last minute. Also it will help gain recognition over the months to try and gain more consumers.
http://smallbusiness.chron.com/advertising-production-process-45162.html

EXAMPLE: Production Plan (continued)
I have produced another production plan for my magazine print based advertisement. This is because it’ll be different compared to
my poster print based advertisement due to the fact that it needs to be sent to the magazine companies and has a different release
date, which is Friday 1st April. The reason for a different release date is that the posters will be seen more often due to the fact that
the magazine adverts will only be placed in magazine’s which have similar music genres. Also I will be releasing new information
about where to go exactly for tickets for example and it’ll be reminding the target audience again that the festival is coming up.
http://smallbusiness.chron.com/advertising-production-process-45162.html

EXAMPLE: Production Plan
(continued)
As well as having dates for my poster and magazine print based advertisement, for my audio visual advertisement it would be released on
Wednesday 16th March because the final headlining poster would be released on the Saturday before and so I want to remind the
audience of what they are like on stage and persuade them to go. Then the final poster of all the acts will be released on Friday 18th
March.
I have chosen these dates because it’s in the summer time which means young adults’ students may have the time to go and also it is
before other festivals so it wouldn’t interfere with other festivals. Additionally, it’s one of the first festival of the year so people are going to
want to go and it’s a new festival which people may want to go and see what its like.
When it comes to scheduling my poster print based advertisements, they will be placed all around London for example at public transport
stops due to the fact that the festival is held in London and the transport stops are an example of where a lot of people will be passing and
then having a look at it. As for my magazine print based advertisement, the advert will be in magazines such as Q and NME. This is because
they produce content with similar music genre of alternative and indie rock.
All of these will be produced three months in advanced because people need to be aware in plenty of time about the festival. Lastly, most
of the posters will be in A4 format but possibly some A3 sizes as well.
Month Quantity Price
March 500 £68 (A4) £94 (A3)
April 750 £82 (A4) £141 (A3)
May 1000 £100 (A4) £177 (A3)
June 1500 £140 (A4) £140 (A3)
http://www.alocalprinter.co.uk/a4-and-a3-posters

Launch Dates - example
YOU MUST produce a
launch dates table
identifying each
launch date for the
poster, advert and
audio-visual.
ALSO if you do a
music tour you must
put the dates of the
tours on this table.

Key Dates/timescale
Festivals are usually in the Summer – find
out when your Print Based Advert of
inspiration (festival) is.
Key dates need to be considered in order
to appeal to a mass audience.

Budget/summary/resources/timescal
e
• Magazine Advertising Rates – how much will
it cost you to advertise in other magazines?
What magazines will you be advertising in and
when?
• Budget: How much will the campaign cost?
• What equipment and staff will you need?
How much will that cost?
• Print and design cost.
• Source information

Budget/summary/resources/timescal
e
Cost of producing a poster
Useful Link:
• http://www.alocalprinter.co.uk/uk/posters/

Budget Summary
For advertising in a magazine, it will cost me around £2,750 if the advert was placed anywhere throughout
the magazine. The type of magazine which I would advertise in is Q magazine and because they have a
monthly circulation, the advert will be produced once a month. If I was to print 1,500 posters at a time, it
will cost around £189 and 3 types of posters will be printed so that’ll cost £567 (ex-VAT). Also for salaries,
these are only starting rates and may be more over a period of time. Furthermore, with equipment, you
wouldn’t need a lot for computers for example because there would be a lot of team work.
http://www.alocalprinter.co.uk/a4-and-a3-posters
Staff Salary
Editor(s) £19,000
Designers £21,000
Photographers £20,000
Marketing £21,000
Finance £18,000
Human Resources £17,000
Equipment Cost
Office Space £212,480
Apple MacBook Pro (X5) £5,995
Adobe CS6 Master Collection £9,179
Cameras (X3) £687

Equipment
You need a slide on the equipment
you will need to help produce your
advert.
• What are you going to be taking
pictures of?
• Where will you be shooting
your pictures?

Location
Location of Advertisements
• If you are producing an advert to be put inside
magazines – what magazines and where?
• If you are producing a poster – how many?
And where are you displaying these posters?

Recces – suitability of indoor or
outdoor locations to production work
• Template on the Public Drive under Unit 15
– LO2 – please use and fill out in LOTS of
detail.
• YOU HAVE TO include Photos to support
your work.

Risk assessments – Industry Standard
• Identify potential hazards/risks and find resolutions to any problems Executive
(HSE) or Broadcasting Entertainment Cinematograph and Theatre Union (BECTU)
may provide learners with useful sources of information with regard to issues such
as copyright, royalties, representation and trading standards etc. and how these
apply to the advertising campaign – KEY!!
For example:
If you plan to use an image that they do not own, or have not produced, that they are
aware of the applicable royalties
and can demonstrate how they would seek permission for use of that image; what the cost
of any royalties would be and whether they would see to use their own image as an
alternative.
• Use template in the Public Drive under Unit 15 – LO2
• Open with Photoshop and edit – there are 2 pages YOU NEED
to fill out

Legal and ethical – Model Release
From
If you are taking pictures of people you need to
create a ‘Model Release Form’ industry
standard that they will need to fill out.
YOU should create one.

Legal and Ethical
You MUST include AND relate it to your work:
• Copyright
• Royalties
• Representation
• ASA
• Offensive material

There are a few legal and ethical issues that I would have to follow when carrying out my advertising
campaign. Firstly, if I were to use any models it would be important that I have the correct model release
forms signed so that I have their consent. Secondly it would be extremely important that no offensive or
violent language is anywhere on my adverts and that everything stated on there is the truth otherwise there
would be defamation and libel. I would need to make sure that all my products are copyrighted so that no
one can copy my ideas and that if I am going to use bands’ logos for example that I have permission so that it
would not be an offense. All these regulations could potentially affect my campaign message because any
consumer could complain about if anything was misleading, for example the dates or who will be there, and
to not promote for a younger youth where it may be potentially dangerous if they go so therefore it would
be better to encourage the public of an older age and not persuade children that they want to go. Lastly you
have royalties and this means that if I wanted to use the artists’ logos, for example, they would receive
royalties because I’d want to use their work.
As for representation, I need to make sure that there are no stereotypes and that I have the festival in mind
and stick to the theme so that I do not offend anyone or single people out.
https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={150f46ec-6177-4783-ad69-
ffa9b9b5fb07}#.V2EuA_krLIU

L03 MUST include:
Checklist
• Draft layouts
• Moodboards
• Campaign message
• Plan for the images (Photo-shoot plan)
• House style (fonts, colours, graphics)
• Test Photography
• Finalise layout/style for advert
• Proof-reading, sub-editing slide - Anything you need to consider when
constructing the product? WHO will check for these mistakes? WHERE is
there the potential for mistakes to be made? (e.g. Festival dates) EXPLAIN.
• Production Plan
• Budget/summary/resources/equipment and staff needed.
• Risk Assessment
• Location Recce
• Add in drafts (Photoshop work).

Learners’ evidence should include the final print- based advertisement. They
could include a commentary or annotated document which highlights the
changes/ amendments or additions etc made to their planned print-based
advertisement – this could be presented as a side by side view of the planned
material next to the final advertisement with highlighted changes.
Photographic evidence could also be used to evidence the changes made and
supported by a commentary.
You need to MAKE your DRAFT print-based
advertisement on Photoshop (x2 ideas).
This should be A4 size (Preset –
International paper)
Photoshop TRIAL VERSIONS
Step by Step guide on how you created
your Drafts.

PITCH - ChecklistMUST INCLUDE:
• Proposals covering – title, format, content, target audience by age, gender,
lifestyles, interests and spending power.
• Hand- Drawn Drafts
• Graphic Layouts
• Moodboards
• Campaign messagge
• Plan for the images (Photoshoot plan)
• House style (fonts, colours, graphics)
• Test Photography
• Production Plan
• Budget/summary/resources/equipment
• Risk Assessment
• Location Recce
• Legal and ethical – copyright, IP, slander/libel, royalties, offensive language,
public interest and steps to trademarking the festival logo.

Pitch your ideas
• First put your presentation into a Powerpoint
and then ONCE FINISHED upload onto Prezi.
• The presentation needs to include the
following (look at following slides).
• Create a new Powerpoint for your pitch.
YOU ARE pitching BOTH ideas.

Layout
Consider the layout of the room and delivery of
the presentation including style, technical
requirements and refreshments.
• You need a Powerpoint slide under LO3 on the
layout of the room and materials you used –
pictures and a paragraph of writing.
This must be
completed
BEFORE your
pitch.

Pitch
• The following slides contain what you need in
YOUR pitch.

Pitch - Verbal Introduction
You need to state what ideas you are pitching
and why.

Pitch - Pre-production materials
• Mood boards
• Mind maps
• Proposals
• Hand drawn drafts
• Graphic Layouts
• Fonts/colours
• Draft article
• Plan for the images
• Draft logo designs
YOU MUST include
every single on in
your pitch

Campaign Message slide – KEY!
• You have to state exactly what your campaign
message is (slogan) and why it fits with your
print-based advertisements.

Pitch – Production Plan
Add in your Production Plan
Proposed launch dates – KEY!
You have to talk about your plan for the audio-
visual advertisement as well as the poster and
advert.

Pitch - Materials, equipment,
locations, contingency plans
• Materials
• Equipment
• Staff
• Locations
• Contingency Plans
Talk about ALL.

Pitch - Personnel
• Personnel identifying key roles and tasks i.e.
editor, writer, designer.
• Budget, including materials, equipment,
personnel, LEGAL AND ETHICAL - copyright
intellectual, property rights, slander/libel,
royalties, offensive language public interest

Legal and Ethical
YOU MUST COVER ALL:
copyright, IP, slander/libel, royalties, offensive
language, public interest and steps to
trademarking the festival logo.

and Trademarking
There are many regulations which could potentially affect my
campaign message but as for copyright I would need to make
sure that all my products are copyrighted so that no one can
copy my ideas and that if I am going to use bands’ logos for
example that I have permission so that it would not be an
offense. Additionally with IP, the best way to protect it is to
get a patent, in doing so no one can use any of your
information without asking and having to pay you to include
your work into theirs. When it comes to making a patent,
there are a few steps involved. This can take a long period of
time but as long as your idea is original and have the correct
paper work, for example, then you’d be able to get a patent.
Once you have been granted your patent, it will be legal for
20 years and then you’ll have to renew it.
https://www.gov.uk/guidance/patents-step-by-step

Pitch – Final idea
• Screenshot your final idea and state WHY you
have chosen this one.
• Connotations behind the names of your idea
are VERY relevant.

Pitch - Feedback
• STATE in your pitch that you will be gaining
FEEDBACK via:
• Witness Statement
• Survey Monkey
• Q and A with the client (take pictures)
- You have to record the outcome of the discussion
either by a written report or video.
- YOU NEED TO complete ALL of these.
It is important that the learner
records the outcomes of the
discussion, question and answer
session, which could be in written
format or an audio/audio-visual
recording.

LO5 – P5
CREATE your PERFECT Print – Based
Advertisement from the feedback you have
gained from your Pitch.

LO5 – M4
You need to identify
AT LEAST 4 changes
you made to your
Print Based
Advertisement from
the feedback you
were given from your
Pitch.
e.g. changes to
the fonts
selected, the
layout of the
advertisment
and the
selected
images.
Evidence should
include the final
print-based
advertisement.

LO5 – D1
YOUR advertisment need to be:
• HIGH technical standard and
SUCCESSFULLY conveys the planned
campaign message

LO5 – YOU MUST include:
• Feedback – Witness Statement and Survey Monkey – at least
3/ 4 changes.
• Clients likes and dislikes
• Safe working practises
• Equipment
• Photos used
• Consider if the needs and expectations have been met for the
client
• Is the content of the product correct based on form and style
– compare your poster/advert with inspiration poster/advert.
• Does it meet legal and ethical requirements?

EXAMPLE: Changes made
When I was making my various final posters, the biggest change that I made was the backgrounds I used. For
example the sunset, the London eye and a field. Additionally the size I used was A4 but for my flyer I used
the A5 dimensions. As for colours, the main change would have been whether my font would look better
and be clearer in either black or white. The only other change would have been the sizing of the artists’
name to make sure everything looked proportional and even. Moreover, from my feedback it was advised
that I add the year of the festival and social media logos as well so that they audience will go to the festival’s
pages and find out more and as for the year, it makes it more clear on when it is supposed to be.
Before
After

EXAMPLE: Meeting Legal and
Ethical requirements
https://www.asa.org.uk/About-ASA.aspx
After looking at the ASA (The Advertising Standards Authority), it was important that I do not
add anything that could be misleading, offensive; for example stereotypical. I think I have
followed these rules because there isn’t any offensive language or images on my final posters
and there isn’t anything stereotypical either. Furthermore, there will be no defamation or libel
because everything on my poster print based advertisements would be the truth. Then as for
copyright, because I am using the artists’ logos I would have to make sure that I have their
permission to use it so I do not break any copyright laws.
The main refinements I made were adding ‘2016’ so people knew what year and altering the
background to see what was better, this wouldn’t come across bad with regards to legal and
ethical issues because I’m adding clarification and the pictures used aren’t offensive.

EXAMPLE: Safe Working
Practices
When it came to creating my final print based advertisements, I used
Adobe Photoshop CS5.1. This was because it’s a programme which
allows me to edit my images and add all the necessary conventions
and it finished to a high standard. I had slighted edited my photos to
get the right level of light and shade into my work and then added my
logo and the other font onto the photo, which was my background.
Additionally, I used tools such as the text tool, crop, placing a picture
(for example a social media logo) and the colour swatches so
everything had the same shade matching my colour scheme.

EXAMPLE: Safe Working
Practices (continued)
This is my
completed risk
assessment
sheet which
mostly would be
used for if I was
using models
but it also
includes
information on
setting and
what the key
equipment is.

EXAMPLE: Comparison of Existing
Products
I’d say my final products are correct compared to existing ones such as the Reading and Leeds festival
which was my inspiration because I have the logo, campaign message, dates, who will be there on
what day and information on how to get tickets. Furthermore the colours are eye catching and with
regards to layout, they artists are under what date they will be playing and the writing is bold and
spread out so it is easier to read.

Conclusion
• DO NOT forget a conclusion for every Learning
Objective.

Unit 15 Student Guide Updated

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