D1: Discuss the legal and ethical constraints within the planned campaign

For the advertising campaign I will follow the regulatory constraints written out by the ASA (Advertising Standards Authority). In order for the advertisement to be legal and eligible to publish to the public I comply to the regulations set out by the ASA's codes and rules.

The overall Principle for Marketing -

'The central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code'. 

Representation -

Through my advertisement I will make sure the characters I portray don't show negative representations of gender, look or ethnicity and will maintain a fair presentation of each character.

My character Matilda being the only female within the series will bb presented in advertisement as creepy yet her likeable traits such as lack of humour and forward personality will present her 
positively. As well as not giving away her character motives within the series to create spoilers.

Matthew and James as the male protagonists will not be shown to be superior in any way over Matilda. Their character and personalities will almost be dimmed by Matilda's intelligent ways of thinking and asking lots of questions. They will visually appear inferior, Matthew as well being new to the village, and James being portrayed as young and easily influenced and immature.

Stereotypes -

As my series is different to anything else my characters will not follow a specific stereotype and won't conform to audiences stereotyping them. My characters will be more archetypal in their motives and characterisation. Matthew as well as being a typical introverted young boy who has a dislike for the outdoors and prefers the safety of his room will change over the series course. Within my advertisement I will not portray any negativity of this stereotype as Matthew's likeable personality will draw in audiences and they will enjoy his performance and overall character. 

Matilda will also conform to a stereotypical representation of a creepy young girl, but the humour within her that the series as a whole offers will allow her stereotype to be far more likeable and not negatively portray her character in the advertisement.

James being the victim of the series will be portrayed stereotypically as slightly stupid and immature creating the sense of inevitability of his tragic fall. Within the advertisement though I positively portray his stereotype as being the young immature character as a release of overthinking and youth for the audience.

Suitability for young viewers -

I will age rate my series at 15 due to the graphic content as well as occasional foul language to reflect realistic emotions in scenes. For advertisement though I will make sure I do not make any content unsuitable but I will make sure that it is clear the series is for older audiences with a dark setting and mysterious, sinister titles, tones and colour. This will be through my logo title 'Pigeon Hunt' which will offer a sense of grittiness and the colours corresponding to images will be dark and bleak offering that sense of fear and horror. I will not include any swearing or graphic content in the advertisement, only characters and the setting offering a sense of environment. 

Ethical Issues -

In terms of my representations of characters with my advertisement I need to make sure they are not portrayed negatively i.e their dress code cannot be offensive as well as their physical stances and personalities not portraying a stereotype negatively. This needs to be considered in terms of cultural stereotypes, religions and races, along with suitable age viewing. With all this in mind however my characters still need to portray the series vision and character descriptions.

Copyright Issues -

All advertisement themes, fonts and images all need to be originally created by the production team and clearly stated. Any media created by another company/artist needs to be shown and referenced for their own work. In both my trailer advert and radio advert I used the song 'The Last Hangman' by the British band 'Hotel Lux'.


Compliance:

'Marketers should use the ASA website, www.asa.org.uk, or the CAP website, www.cap.org.uk, to inform themselves of recent ASA rulings, the latest text of the Code and CAP guidance on the Code'.

Rules- 

In order to comply to the rules my advertisement must be truthful, not saying anything false. The overall campaign should reflect the spirit of the of the ASA code. 


















Recognition of Marketing Communications:

'Other sections of the Code contain product-specific or audience-specific rules that are intended to protect consumers from misleading marketing communications. For example, the Charity-linked Promotions and Children sections of the Code contain rules that apply, as well as the general rules, to marketing communications that fall under those sections'.

Rules- 

All the advertisement must be easily accessible and identifiable as 'Pigeon Hunt'. And all advertisement must be clear as advertisement. On adverts on social media and public posters, audiences to be sure on what the poster is and that it is clearly portraying the series.
















Misleading Advertisement:

'The ASA will take into account the impression created by marketing communications as well as specific claims. It will rule on the basis of the likely effect on consumers, not the marketer's intentions'.

Rules- 

The advertisement must not be misleading and be truthful to what I want the audience to watch. All material and information must be visible to the audience and have nothing hidden to provoke the audience. 












Harm and Offence:

'Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence'.

All advertisement must be sure to not cause any widespread offence. My product must not show any characters or themes in a disrespectful way or harmful. Especially being advertised online, it will be reached by people from many walks of life; cultures, religions, race and nationality. 















Children:

'The way in which children perceive and react to marketing communications is influenced by their age, experience and the context in which the message is delivered. Marketing communications that are acceptable for young teenagers will not necessarily be acceptable for younger children. The ASA will take those factors into account when assessing whether a marketing communication complies with the Code'.

When advertising my product which will be publically visible to  wide audience of ages. Despite the dark themes and connotations my series portrays, I will need to make sure they do not cause any distress to children and show any form of graphic material. Children in today's society also have large access to online advertisement, so it needs to be clean and not offensive or harmful to them in any way. As well with the trailer which would be easily found on YouTube by kids. 












Privacy:

'Individuals should be protected from unwarranted infringements of privacy'.

In terms of our online advertisement via social media and websites, audiences need to be sure that their privacy is secure when operating on posts and websites created by the production company. 

M2: Justify the choice of planned components by targeted media sector

In order to distribute my television series and gain the largest audience viewers from my target audience I have chosen these components to advertise on.


Poster/Billboard

Using posters and billboards to advertise my product will enable me to distribute the name of the series over specific areas such as cities and large towns on buses, train stations and road side marketing posters. Displaying these billboards will advertise not only to our target audience but audiences of other ages. The main areas for our advertisement will be public transport and street displays as the younger generation tend to use public transport. My target being 15-21, a large demographic cannot drive so I will promote the majority of my advertisement away from roads as it is also a danger for drivers as a distraction.

'Cestrain' say that the advantages of billboard advertisement are:

• -'You only have a few seconds for someone to glance up at a billboard, so their size is a huge advantage. Large, bright, eye-catching graphics with one key message is the best route – it will leave people with a lasting impression in their mind'.
• -'Ads on billboards are free to passers by – they don’t have to buy a newspaper or a cinema ticket in order to view your message'.

Trailer

The advantages of producing a trailer is that it will give our audience a glimpse of the series we will promote. What I can show through moving picture rather than still image is the movement of characters and landscapes and the style and atmosphere that is created. As well, the range of visuals will give an audience a wider glimpse of the series and a sense of the environment that the series is set in. It will also offer an insight into the story line and the life of the characters which may entice the audience to want to see more about these characters and the life they live.

'White Animation'  addressed benefits to video advertisement:

'Video ads convert sales. The biggest names in online marketplaces, including Amazon and eBay, report that adding a video ad to a product description increases the chances of a shopper buying that item'. 

'People share the video. Those who view a video ad and find it interesting or valuable will share it with their followers on social media. In fact, more than 700 videos are shared by Twitter users every minute. This phenomenon can increase your video’s exposure exponentially'.


Social Media Post

Social media posts will be one of the largest form of advertisement for my series. Any promotion that needs to be uploaded is free of charge and has the ability to be seen many audiences as well as be shared. I will also be able to copy links to websites and trailers within these posts which audiences can be lead straight to. The biggest factor is that social media is heavily used by young people which works very well for my target audience of 15-21 years old's. This will act as a chain reaction as one viewer see's the post and can share it to all of their friends and so on. I will be able to reach out to people everywhere without having to spend any more of the budget.

Forbes Magazine say this about social media marketing:

'Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways'.

'Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media'.


Radio Broadcast

Radio Broadcasting will be beneficial to my series as I can directly control when I advertise, what time to attract the specific audience, where, to once again direct specific audience and how often they her it. in modern society, younger people rarely listen to radio broadcasts as they are able to listen to music freely on platforms such as Spotify and Apple Music. Using the BBC's radio will be beneficial as we can direct a broadcast from the same company. Other channels like that of Capital who have a large young audience demographic would be able to reach out to a large platform. I could also advertise on a local radio station to where filming for the series will take place (Fort William) which will promote local interest and raise awareness of the series to be spread by word of mouth.

TEC Direct Media said this about radio advertisement:

'The ability to target your audience.  Radio offers the opportunity to pinpoint your perfect audience and target your sales approach solely to them. For instance, you can choose a station that caters to a certain age group, giving your marketing dollars real power.  In particular, busy moms listen to AM/FM radio stations both over the air and online and 65% report doing so weekly'.

'The ability to offer more frequent ads. The fact is, frequency sells. The more ads you can get on the air, the better the chance it will make an impact.  Radio allows advertisers an inexpensive way to get their voice heard – over and over again'.

'The ability to stir emotions and create demand. Even with the focus today on video, radio is still an active medium.  It can create immediacy, driving shoppers to a specific store, brand or to take a specific action.  Radio advertisements are able to engage with audiences in a personal and unique way'.

P2 - Proposal and Diagrams

Aims and Objectives -

Promote and gain a wide interest in our series 'Pigeon Hunt'. Using the idea of Pigeon Hunt I need to make sure through the advertisement that we show a strong message of youth and teenage life. Because the overall message being; the portrayal of a murderous girl and a young boy trying to escape the federal system, the relevant topics and relatable teenage characters must be apparent throughout the series. We want to branch out ti a wide audience by advertising in as many locations as possible.

Target Audience -

Our target audience is the demographic of youths aged 15-21. Our young target audience are very well in touch with technology in modern society so our main basis of advertisement will be promoting material electronically via social media, website platforms such as YouTube. The main form of promotion will be banners and posters along with trailers for the series.

For the posters and banners themselves they need to be eye catching to our young audience so we will focus the image and look on the horror style. Giving little away about the plot to intrigue the audience more. The title will be large and potentially have the protagonists on behind.

Key Message -

For our advertising campaign, the main message to my audience is to show another variant of teenage life that the audience are not used to. My series is set in rural Scotland, and the characters within the plot are heavily connected to nature and the outdoors. The message I want to show is modern teenager living and thriving amongst mother nature.

Call to Action -

Ultimately, I want the audience to be captured and intrigued by the advertisement and go to watch 'Pigeon Hunt'. Across cross media platforms I want the campaign to be shared by the audience itself to attract more viewers to the product. Like as a Facebook post, friends can share to their friends and the series will keep spreading.

Cross Media -

The campaign will be promoted via public posters and billboards in areas such as cities with a lot of young people. Having a young target audience the predominant form of advertisement will be done electronically via radio and social media platforms. There is a large young audience who are very in touch with social media etc who will be able to share adverts and comment which their friends and friends of friends will see and further promote the series.

 

P2 - Mood Board

The mood board is a collection of images and themes tightly compacted together to get an idea of the style and visuals that could be developed into the advertising. The series is heavily focussed on the nature and outdoors as well as the characters love for being adventurous and going outside. Nature and landscape are very important in the visual look of the product as well as that gritty, dark feel. I also wanted to show elements of humanity through tools, buildings etc and the rural feel they give.

P2 - Spider Diagram

P2 - Campaign Plan - Evaluate the Brief

Evaluating the Brief

What are the aims and objectives of the brief?

In the brief we need to raise awareness of the series to attract viewers when it is broadcast. We need to identify and justify the target audience which for our piece is 15-21 year old's. Using the idea of Pigeon Hunt I need to make sure through the advertisement that we show a strong message of youth and teenage life. Because the overall message being the portrayal of a murderous girl and a young boy trying to escape the federal system, the relevant topics and relatable teenage characters must be apparent throughout the series. I need to advertise this in our advertising across cross media platforms such as posters, trailers and social media. I must make sure that any work I use or create is fully copyrighted and maintain correct ethical issues that could potentially undermine BBC Three.

What drama series will you be advertising and what are the key things that are likely to appeal to the target audience?

My drama series is called 'Pigeon Hunt' and follows the dramatic few weeks of a teenager called Matthew. The key elements within my idea that will appeal to the target audience is the teenage protagonists, so the audience makes an instant connection and relevance to the characters. The dark style and themes are very popular amongst young people today and the element of light comedy I will incorporate into it will further be appeal.

Who exactly is the target audience?

My exact target audience is going to be 15-21 year old's as the series will be regulated at rated 15 as well,  age demographic is similar to that of the character ages in the series. The overall focus is on younger people due to the dark humour within the plot which in modern society is very popular amongst the youth of today. The environment and setting is rural so there is a demographic for youths living in the country but for the city living youth of society they won't be able to relate to the overall setting but they may want a relief from busy city life and engage within the country lifestyle. Matthew the main protagonist is a 17 year old teenage boy who is shy and struggles with talking to people and has very few friends so a large demographic of introverted young boys could relate or enjoy his character. And I also have Matilda as a female protagonist which the female audiences will enjoy as a strange twisted character that determines the overall plot.

How can you work out exactly who the target audience is likely to be?

The likely target audience we will receive will be younger people due to the young cast playing the characters. As well, horror is the most popular genre for younger people. In the advertising we will address the fact that the setting is rural Scotland so those people who either live in Scotland or know the area of filming will be interested in watching what the series may be about.

Potential Issues and Concerns?

With our campaign we need to address that the series is a horror with comedic relief in the more graphic mature scenes and themes otherwise audiences may think the series is entirely horror focussed which is not our product intention.

In terms of issues with filming, the series is set in Scotland in the spring into summer however weather is not always certain in Scotland, so any filming or photography may overrun if weather is not as required for the ideal advertising look which could further delay production and may not be on time for the brief.

In terms of legal and ethical I need to make sure I get all of the rights to film in locations and have areas potentially cleared for filming to proceed to scenes of landscape etc.

What are some of the possible methods and platforms on which you could advertise the series?

We will be able to advertise a potential short trailer for the series which could be put onto YouTube, the BBC Three website, social media pages such as Facebook, Twitter and Instagram. Posters that we produce could be published publicly on billboards on the sides of roads or bus stations for many people to see.

M2 - My Pitch

 Pigeon Hunt

After the rehearsal of my pitch I would say I was well informing to the audience and gave a good overview of my series. I felt I engaged with the group well and enjoyed speaking about my product which would hopefully allow a client to engage an interest to my product as I feel positive and confident in it.

I was confident with my idea however there were elements of my product where I needed more information and understanding such as where the series as a whole will lead and elements of filming within location. I believe that I used clear language and structured my piece in a formal and understandable way which my audience understood as there were few questions regarding the plot and the process of production.

My body language could have been slightly more formal but my relaxed tone made the audience comfortable and focus on the ideas I was pitching but I could have timed it better and focussed on the main points and made a more secure plan to not run over lose the focus of my audience after speaking for a while.

Overall I would say I made a strong pitch for my idea. I believe my presentation was stylised and branded well with my title and relevant images but to improve I will use my logo title on all the slides to brand my pitch more. In terms of the amount of text, I received feedback that I had used a lot so for my official pitch I will remove excess words and write out onto cue cards, bulk information I want to share.

In terms of my supporting documents I was happy with what I had produced. I will however bring in some example posters for the series as well as a potential opening scene with script.

For my use of multimedia my pitch was solely just on a power point. For my next pitch I will print off supporting documents I have created, as well as link my opening scene which I can show to the client.

Did my presentation include? -

-Title, yes

In my next pitch I will use my title on every slide to brand my product more

-Summary, yes

For my official pitch I will condense this to key moments and write out the main body of the series on cue cards

-Statement of need, nearly

I included our unique selling point but for my real pitch I will also include a statement of need as to why our TV series is needed to be aired. What it offers to an audience

-Production Description

I have included episode length and spoke the series length but for the format the series will be 1080p shot in 16mm with a dimmed tone as it gives a good realistic image and a gritty tone to the movement

-Budget

I have illustrated the budget within my pitch

-Production Company

I will need to address potential production companies in my pitch. I will look into local companies in the area in which I have scouted (Fort William) to reduce cost of transporting crew and equipment.

-Character Profiles

Narrative Details-

I have been clear on what occurs within the pilot but for my series as a whole I need to be more certain on what occurs and where the story leads

Supporting Documents 

I will also add prototype poster and an opening scene with script


Questions that were asked-

-Where will the series lead and will the plot of the pilot create enough material for a whole series

The killer Matilda will come back and not be dead which is what Matthew seems to believe. He doesn't know this until coming face to face with her again and the narrative follows a chase he faces against Matilda as well as police. The series will come to a close where Matthew and Matilda face off with police on the scene too and Matilda will be shot by James who come back after being missing.


-Format of video

My series will be shot in 16mm to give a large sense of realness but a gritty tone. In editing I will use darker tones to the footage to create that sinister feel. It will be distributed in 1080p format.

-Production Team

I have found a Scottish film production team called TigerShark.Ltd who are north of Glasgow. Utilising their team would help in terms of budget as less equipment and crew will need to be transported to location.

Other content could be filmed on a tv set in a studio or using country cottages in places such as North Yorkshire or the Lake District

Anything catch you out -

When asked about the arc of my series as a whole I was unsure where the narrative would lead after the pilot episode. I now have a secure idea on the narrative arc and how the series will pan out

I would say of the questions asked, the question about location and production team to reduce budget and increase accessibility was most helpful for me to plan exactly how and who will help me film the series