P1 M1 Case study of existing advertising campaigns
Food campaign
dairy milk- glass and a half advert date - Google Search
Cadbury campaign questions
1) The product being showcased in the Cadburys advert is their chocolate bar.
2) The advert is from 2021
3) The advert would have been displayed on TV and was found on YouTube (glass and a half advert date - Google Search)
4) The advert was created for a global audience due to the fact it was uploaded onto YouTube meaning it can be accessed by people globally.
P2)
Point: The aim of this advert is to create awareness of Cadburys existing chocolate bar whilst re-branding the product at the same with the change of the look of the actual chocolate itself aswell as the packaging.
Example: The given aim of the advert is shown in the advert at 0:02 seconds in of the 15 seconds of which the advert itself lasts; this scene shows a child holding the bar of chocolate and then proceeds to open it and offer it to the stranger.
Explain: The advert achieves the aim of creating awareness for their product (Cadbury chocolate bar) by showing the product within the advert and the idea of portraying the chocolate bar in a positive way to promote the company in a positive way through their product.
P3)
Point: The target audience for the advert is mainly towards people who are interested in chocolate (specifically Cadburys) there is not a set age, gender of which this advert is targeted towards its mainly for the general population who like chocolate.
Example: During the advert at 0:05 seconds a young boy is shown next to a grown woman who appears to be upset which leads to the kid offering a Cadbury bar to the woman to try cheer her up.
Explain: The way that the advert appeals to the audience is shown within the situation which is shown where a young boy and the grown woman are of different age groups however the chocolate bar is the one thing, they both share an interest in despite their age gaps which shows how Cadburys appeals to all age groups.
P4)
Point: The key message of the advert is linked towards Cadbury's Unique selling point this relates back to the idea of their advert showing how their chocolate can have a positive impact on people which gives a positive brand image for Cadbury.
Example: The key message is shown at 0:05 seconds of the advert as the boy seen in the advert offers a Cadbury bar to a woman who is seen upset to cheer her up which ends with her smiling.
explain: This key message is effective because by promoting a positive image to potential customers which can prove to be useful for Cadbury as they can use this to gain more customers to increase sales revenue.
P5
Point: The advert's approach is desire this is because the advert is tempting people with the Cadbury bar into wanting to buy it.
Example: At 0:11 seconds into the advert the boy is shown offering the Cadbury bar to the woman which changes her mood this shows the given approach of desire because by her mood being uplifted by the chocolate this portrays a sense of desire as the audience will be tempted by the chocolate in the advert leading to them to want to purchase it for themselves or others.
Explain: The approach is evident in the advert because we see the boy holding the chocolate bar and there being a shot focused on the chocolate which gives off a sense of desire as viewers are focused on the chocolate bar rather than the events taking place which helps the company (Cadbury) to be able to market their product.
P6
Point: The representation of the advert is diversification this is due to the fact of the age difference the main 2 people in the advert.
example: Within the advert a boy and woman are presented together with the boy being the one having the influence through having the Cadbury bar and offering it to the woman who is seen to be in an upset state but smiles at the end showing that even though there is a significant age gap they both share an interest in the Cadbury bar.
explain: This helps to sell the product as it shows the audience the positive effect the chocolate bar has on others this gives a positive image for the product and the company.
P7
Point: It would be most effective to have the advert scheduled from 4pm-9pm and would most likely be on channels for both adults and younger audiences such as BBC.
example: This is because younger audiences are likely to be at school with adults being at work with both age groups finishing at around 4 or 5pm which means by having the advert scheduled at these times there is more of a chance of seeing the advert.
explain: This particular scheduling would maximise the chances of the audience seeing the advert as they would be available to be able to see the advert because they are going to be home at this time so it would be logical to have the advert set to be shown at this time,
P9
Point: The advert does not have a response mechanism and only has the website address, and the expected reaction would be to buy the product (Cadbury bar) and potentially give it to others such as neighbours etc.
example: There isn't a response mechanism which is shown in the advert with their only being an expected reaction for the advert that is shown through the situation that the advert portrays to the audience with the boy holding the Cadbury bar and offering it to someone he does not know is aiming at persuading people to purchase the chocolate for others or even themselves to spread kindness in communities.
Explain: The expected reaction is appropriate for this product because of the fact that Cadbury is trying to get people to buy their chocolate in order to obtain revenue made from the sales that they make from the chocolate as that is the purpose of creating the product.
P10
Point: one issue that affects the advert is permission to film this would be due to the fact of where the advert is being filmed. Another issue is public interest being the welfare and well-being of the general public.
Example: one example which shows an issue is seen in regard to the location of where the advert is taking place as its on public transport which means there is the danger of identities of individuals being exposed. Another example is the fact of there being other people in the bus meaning that they will not want their identities being given out which means that their identities must be protected.
explain: Due to the location and large number of individuals potentially being shown in order to prevent any legal issues it would be essential to protect their identities to avoid any legal alteractions.
P11
Point: The advert stays within the guidelines in terms of the involvement of children being shown do not involve any unsafe practices and prohibited categories in regard to what the advert itself shows to its audience.
example: The advert sticks to these guidelines because there aren't any unsafe activities taking place this is shown as the advert itself only involves a boy on a bus attempting to interact with a woman who is seen upset showing no signs of dangerous practices taking place and also the fact that the primary content of the advert is related to chocolate as Cadbury is a confectionary company.
explain: The ad may breach the guideline this would occur if Cadbury involved the idea of involving unsafe practices taking place with the boy casted into the advert and the product of the advert being Cadburys chocolate bar.
"There's a glass and a half in everyone."- 2021.
1) Cadbury's chocolate bars
2) 2021
3) The advert would have been displayed on billboard set on the walls.
4) The billboard was placed in the UK.
P2)
point: The point of the billboard is to re-brand the image of Cadburys through their change in use of slogans for their products.
example: This specific aim is shown within the billboard itself, primarily the slogan " There's a glass and a half in everyone' which has been changed from the previous slogan ' A glass and a half in every pound'.
explain: The billboard achieves the aim by changing up the overall design to the billboard as well as the slogan itself to promote the same message as their previous posters have done whilst updating the image itself of the poster.
P3)
Point: There isn't really a specified target audience at which the billboard is set towards but would primarily be to people who like chocolate, it mainly focuses on promoting Cadbury's company and their ideas of the amount of milk used in every half-pound chocolate bar therefore there isn't a specified target audience.
Example: There is no given detail within the billboard which targets a specific audience its mainly a general message to people who are a fan of Cadburys.
Explain: The advert does not show any signs in regard to appealing to a set audience as its mainly just a method of advertising the brand itself.
P4)
point: The key message of the billboard is generally giving information about the amount of milk used in their chocolate bars.
example: The slogan ' A glass and a half in everyone' relates back to the amount of milk used in each bar of chocolate which Cadbury produce, so the use of the slogan is a means of providing information based on this.
explain: This key message does not really correspond with the aim of selling a specific product but focuses on providing information in regard to the milk content that Cadbury use in their chocolate.
P5
Point: The approach for the Billboard is desire because the billboard gives information relating to the chocolate that they sell so it's used in a way to encourage people to purchase their chocolate.
Example: The billboard itself shows the approach as the picture of the milk heart and the slogan gives information regarding the amount of milk used in each of their chocolate bars.
Explain: The approach is evident through the idea of it being a way to advertise the brand itself rather than a specific product produced by Cadbury.
P6
Point: There is not a specific representation that is shown through the billboard as its aimed at promoting Cadbury's use of milk in their chocolate.
example: The billboard does not provide any evidence of a specific representation with the focus of aiming to provide information rather than have a specific representation.
explain: Due to the fact of there not being a form of representation for the product the billboard only helps to sell the product by promoting the reflection that Cadbury's views have on their products.
P7
Point: The billboard would likely be placed near schools this being due to the fact that the main target audience for the billboard would be younger audiences.
example: The location is suitable in response to the audience of the billboard this is because of the fact that having billboards around these locations will ensure that the audience see the billboards.
explain: Having the billboards set at these particular locations are in response to the target audience meaning that in order to maximise the chances of the billboard being seen by the audience they will have to be placed near locations where there is a high concentration of the audience at this location in this case this being school as its towards a young audience.
P9
Point: The billboard does not have a response mechanism due to the fact that it only displays the ad campaign for Cadburys rather than any additional information regarding any potential response mechanisms, The expected reaction would primarily be to go and find out more information based on what the ad campaign is trying to promote.
example: The billboard itself shows the expected reaction this being because of the fact that it contains the message ' There's a glass and a half in everyone' which is aimed at informing people in regards to the amount of milk used in each of their chocolate bars.
Explain: The expected reaction is appropriate for this product as it gives a message to people telling them a bit about how the chocolate is made, people or existing customers who purchase Cadbury bars can research more in-depth into how the chocolate is made and the various ingredients used to make it.
P10
Point: one issue that would affect the advert is the fact that permission would be needed in order to set up the billboard in.
Example: Due to the location of the billboard as it is a public area there would need to be permission given in order to place the poster for the billboard up.
Explain: permission would be gained to have the billboard set up in order to prevent any legal altercations from occurring.
P11
Point: The billboard stays within the ASA guidelines this is because of the fact that it is compliant in terms of the fact of permission is needed to have it set up as well as misleading advertising being another guideline which the billboard sticks to.
example: The billboard itself sticks to these guidelines because of the fact permission has been granted in order to have the billboard set up and the information on the billboard not having any misleading content in terms of its portrayed message.
explain: This may breach the guideline if the billboard was put up without gaining the permission to be able to do so which would lead to there being legal action taken in response to this issue.
Nike "just do it" - September 2018
Nike releases full ad featuring Colin Kaepernick - YouTube
1) Nike's brand itself
2) September 2018
3) since this advert was uploaded online it'll mean that it's displayed via link onto YouTube.
4) since the advert was uploaded onto YouTube this will mean that the advert will have a global audience.
P2)
point: The point of the advert is to generate feedback on the Nike brand itself.
example: During the first 20 seconds of the advert, it shows people doing different things such as running, skateboarding etc. it relates back to the idea of Nike's slogan ' Just do it' as everyone seen attempting to do something that they have struggled at to keep going and not give up on their ambitions which refers back to the idea of Nike's slogan.
explain: The advert achieves its aim by showing people around the world that despite reasons that may block people's path to succeeding in a particular activity and the doubt that they may receive around them they shouldn't let that push them down but to focus on their goals and not give up.
P3)
Point: The advert's target audience is mainly towards the general public as it is providing a message to motivate people to continue to strive to meet their goals as well as promoting Nike's brand in a positive way through the advert to attract more customers.
Example: In the first 20 seconds of the advert would most likely be where it would appeal to the audience because of the fact of the motivational message being given to gain more customers from the use of providing a sense of hope to people who may have difficulty trying to reach their goals.
Explain: This advert appeals to the audience through message that its sending out to the audience as a means of giving a sense of motivation to people who have specific goals that they want to achieve.
P4)
point: The key message of the advert is inspiring people who are struggling to achieve their goals to not give up and to keep trying despite any setbacks that they may have.
example: Within the first 20 seconds of the advert, the key message is portrayed through multiple people who are doing different activities and have setbacks that are stopping them from achieving their goals but despite this they still choose to keep trying their best.
explain: This particular message does not focus on selling a particular product however with this advert aims at creating awareness in the sense of their slogan as they use their slogan as a message to inspire people who have goals to achieve to strive to meet these goals despite setbacks and to 'Just do it'.
P5
Point: The approach of the advert is empathy this is because of the fact that where it shows people who a doing various activities, they all share the same problem which is the setbacks that they have which stop them from being able to reach their goals, this is something that the audience can relate to because they may also have a set goal that they wish to reach and want a sense of reassurance and support.
Example: During the beginning of the advert the people shown struggling to meet their goals do not give up this gives the audience a feeling that they are not alone in their time of struggle and have others around them who are going through the same thing.
Explain: The approach is evident in the advert because the message that it sends out is done in a way which people would understand and feel empathetic towards because they understand the feeling of wanting to reach their goal but knowing it takes hard work and time to reach.
P6
Point: The representation of the advert is towards individual people this being because of the fact of how there being one celebrity who gives a message to the audience whilst presenting different people doing various things but all sharing the same idea of trying to reach a specific goal.
example: One moment where the representation is shown is seen at 1:15 of the advert where the celebrity is the one narrating the entire advert with him appearing at the end as an effect to get a message across whilst at the same time promoting the Nike brand.
explain: The representation helps to sell Nike's brand through the idea of using someone who is well known and highly regarded to influence how Nike's slogan provides an important message that people can understand and relate to, showing how Nike gives a sense of unity portraying how people are not alone in what they wish to do but are united together because of this.
P7
Point: The advert would be scheduled for around 3pm-8pm for channels that adults primarily watch such as ITV and BBC.
example: This is due to the fact that adults would probably be working from 9-5 so therefore it would be logical to broadcast at this time as its targeted at adults as they are main audience who would be buying clothing.
explain: This particular scheduling would maximise the chances of reaching the audience this is because at this time they would be finishing work so there would be a higher chance of adults seeing the advert and being interested in the message is sending and potentially being influenced to buy products from Nike.
P9
Point: The advert does not contain any forms of response mechanisms for the audience, the expected reaction of the advert would be for customers to go out and purchase products from Nike.
example: The idea of using Colin Kaepernick to promote the Nike brand as well as the narration which provides a message to the audience whilst aiming to refer back to the slogan this is to promote a positive image for Nike.
Explain: The expected reaction is appropriate for Nike as they aim at using the implementation of a celebrity to help boost sales revenue from their products as they have the influence of a celebrity which is useful for Nike as they have a way to persuade people to purchase products.
P10
Point: An issue which may affect the advert would be offensive content and another would be needing permission to film the advert.
Example: one moment is where various people have setbacks which affect their ability to reach their goals this is because audience may have the wrong impression towards this and may get offended by it being presented out. Due to the areas shot for the advert such as tennis match there would need to be permission in order to record there.
explain: these issues would be managed by possibly having disclaimers regarding the following content this would be done so that viewers are not offended by the content being shown.
P11
Point: The way that the advert itself stays within the guidelines of the ASA is because of the fact that the children casted into the advert did not take part in any unsafe practices which complies to this guideline and another way is that the content being displayed is not misleading in any way towards the audience.
example: one moment which shows the advert sticking to its guidelines is we see how the children taking part in various activities do not show them being affected by any setbacks which may prevent them from achieving their goals and the fact that the message of the advert does indeed relate back to Nike's brand in order to promote its company through the use of people who all have different goals in life but share the same idea of not wanting to give up.
explain: The advert could potentially breach the guideline if the activities that the children take part in any activities that they may not have experience in and may require training and experience to do and the advert has a form of relating back to what's its trying to promote/sell.
1) Nike's brand
2) September 2018
3) since it was a billboard, it was placed on top of a Nike store.
4) The advert was based in San Francisco union square in the USA.
P2)
example: On the billboard there is a quote written which says, 'Believe in something, even if it means sacrificing everything', the aim of this quote is to encourage people to set goals for themselves and to strive to achieve these goals and to not give up, with the slogan relating to this quote (' Just do it') promoting a positive brand image for Nike.
explain: The billboard achieves its aim by using someone who is well known (Colin Kaepernick) to help promote Nike's brand this is beneficial to Nike as they can attract a larger audience as there may be people who already know of Colin Kaepernick so having him advertise Nike it helps with gaining more customers.
P3)
Point: The main audience for this billboard would generally be for those who are a fan of Nike.
Example: The billboard itself shows Colin Kaepernick who being a celebrity has a great deal of influence alone due to his status and combined with Nike, more people are likely to become customers of Nike.
Explain: The billboard appeals to the audience because of the message that it is sending as well as the use of Nike's slogan which helps with improving their brand image.
means of giving a sense of motivation to people who have specific goals that they want to achieve.
P4)
point: The key message is mainly relating to creating awareness to people who may have goals that they hope to achieve or other ambitions and should continue to work towards their goals even though may not succeed at first.
example: The main message is shown through the quote ' Believe in something even if it means sacrificing everything ' to give people hope for their goals.
explain: This message is effective because the message that it is sending to the audience is a way to encourage people to not give up this helps to promote a positive image for Nike's brand which therefore can help with gaining customers and therefore be able to increase their sales leading to an increase in their revenue.
P5
Point: The approach is relating to celebrity endorsement this is because of the fact that a celebrity has been put into the advert (Colin Kaepernick)
Example: the approach is shown in the Billboard as the celebrity himself (Colin Kaepernick) is presented with a motivational quote which supports the approach of the advert to relate back to celebrity endorsement.
Explain: This approach is evident in the advert because of the idea of having a celebrity provide a message which relates to Nike's slogan to help create a sense of empathy at the time.
P6
Point: The representation is of an individual person this being shown through the billboard as the face of Colin Kaepernick is shown on the billboard to have an impact on people as the quote on the billboard is from Kaepernick and is shown as the face of the Nike brand.
example: The representation is shown through the image of the face of Colin Kaepernick and the quote being written in front of his face to gain the interest of people by using him to influence them.
explain: The representation helps Nike to sell their brand by using a celebrity to encourage people to buy products which Nike sells as there is likely to be fans of him who will be influenced by the idea of him representing the Nike brand.
P7
Point: The billboard would be placed at a densely populated area generally being around large buildings.
example: These billboards have been located at Times-square this would be suitable in regard to location for the billboard as it's near a largely populated area to attract more attention for Nike's brand to those who see it.
explain: Having the billboard placed during the day would maximise chances of reaching people this would be due to the fact that people would be out shopping meaning they are likely to see the billboard as its placed in an area with a lot of people therefore it would definitely reach the audience.
P9
Point: Due to the fact that the billboard only displays the ad campaign itself there is no response mechanism for this advert, the expected reaction is mainly based towards changing lifestyle in the sense that having something to work for, gives a purpose to someone to use their time and energy to strive to full-fill a certain dream, goal or purpose that they have.
example: The response mechanism is shown through the message that the advert is trying to send out to people to motivate people to work for they want in life and not give up despite the obstacles that they are likely to face.
Explain: This is appropriate in response to Nike's slogan as the advert itself relates back to the slogan this is because of the fact that the message responds back to the slogan in a way that is motivational to the audience, using their slogan as the main product of the
P10:
Point: permission to put up a billboard would need to be obtained in order to ensure that they do not break any laws. Another issue would be the type of content that is shown on the billboard ensuring it does not promote any negative content.
Example: An example would be the idea of having a celebrity's face on a billboard as a way to promote their brand meaning that Nike may need permission to use a celebrity's Identity for promotion. Another example would be the text used on the billboard would need to ensure it is not promoting any negative information.
explain: These issues would be managed by gaining permission to have the billboard put up and have the billboard checked to ensure it doesn't contain any negative content.
P11
Point: The advert stays within the guidelines of the ASA this is because of privacy being taken into consideration for the celebrity who is part of the advertising campaign (Colin Kaepernick) is protected and them choosing to have their identity publicised for advertising purposes.
example: The face of Kaepernick being displayed on the billboard refers back to the fact Nike has taken privacy into consideration as the billboard only focuses on the promotion of Nike's brand rather than displaying any personal information related towards Colin Kaepernick.
explain: The billboard could potentially breach the guideline if personal information regarding the celebrity is included which could lead to legal action taken against Nike if done so.
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