ADVERTISING
COMPANY RESEARCH You now need to begin researching your company for the purpose that will lead to a presentation of your final idea. What you must produce is;
Company History The history of the brand, how has it changed over time, what is its ethos now, how is it perceived?
FIRST You are going to begin researching the chosen brand, giving a history of the brand, looking at important dates in its history, including dates of specific adverts
EXEMPLAR: Sports Direct
Over the period of 2007/08 the Company has purchased Everlast Worldwide inc. along with the chain of Field and Trek stores, Sport 2000 Slovenia, Sportne Trgovine Doc and Smith & Brooks – a childrenswear specialist. The Company also sold Original Shoe Company and began another rebrand to sportsdirect.com. During the 2008/09 period the Company disposed of Streetwise.
In 2010 the Group acquired the remaining minority interest of Antigua Enterprises Inc. the USA golf, sporting and leisure goods wholesaler and delisted it from the Toronto Stock Exchange. It also acquired a further 7% interest in Warrnambool the parent company of Heatons taking our shareholding to 50%.
In 2010 they release this advert http://www.tellyads.com/show_movie.php?filename=TA10664
In 2011 they release this advert http://www.tellyads.com/show_movie.php?filename=TA13502
In 2011/2012 the Group acquired the remaining worldwide rights to the No Fear brand, the Hot Tuna brand and the fashion brand Firetrap.The Group also created a Premium Lifestyle division with the acquisition of the USC, Cruise and Van Mildert fascias.
In 2013 they release this advert http://www.tellyads.com/show_movie.php?filename=TA16778
EXEMPLAR: Sports Direct
Over the period of 2007/08 the Company has purchased Everlast Worldwide inc. along with the chain of Field and Trek stores, Sport 2000 Slovenia, Sportne Trgovine Doc and Smith & Brooks – a childrenswear specialist. The Company also sold Original Shoe Company and began another rebrand to sportsdirect.com. During the 2008/09 period the Company disposed of Streetwise.
In 2010 the Group acquired the remaining minority interest of Antigua Enterprises Inc. the USA golf, sporting and leisure goods wholesaler and delisted it from the Toronto Stock Exchange. It also acquired a further 7% interest in Warrnambool the parent company of Heatons taking our shareholding to 50%.
In 2010 they release this advert http://www.tellyads.com/show_movie.php?filename=TA10664
In 2011/2012 the Group acquired the remaining worldwide rights to the No Fear brand, the Hot Tuna brand and the fashion brand Firetrap.The Group also created a Premium Lifestyle division with the acquisition of the USC, Cruise and Van Mildert fascias. They begin working with Mood Media to release a series of different adverts. In 2011 they release this advert http://www.tellyads.com/ show_movie.php?filename=TA13502
In 2013 they release this advert http://www.tellyads.com/show_movie.php?filename=TA16778
http:// www.sportsdirectplc.com/ about-us/history.aspx
http://www.retailgazette.co.uk/articles/ 04431-sports-direct-to-roll-out-largest-tvad-campaign
SUMMARY OF HISTORY You need to summarize what you have found out from the history, thinking about;
How has it changed over time? What has been its ethos and what is its ethos now?
How is it perceived?
Analysis of adverts The history of the brand, how has it changed over time, what is its ethos now, how is it perceived? What are the key elements to its advertising strategies?
Analysis of previous adverts Take four adverts that the company has previous released and analysis them in terms of;
Persuasive Strategies Target Audience, Shot types, Mise en scene Soundtrack Editing.
EXEMPLAR: LUIS SANCHEZ
Establish the Target audience through Questionnaire/ Research How is it perceived? Who do they aim their products for, how can we tell this?
TASK You are going to produce a questionnaire to find out who the public think the target audience is for your company, and what their perception is of the company and products
Making a good questionnaire Think about what you want to find out Think about the types of questions Closed ended questions are much easier to total up later on, but may stop people giving an answer they really want.
It is important that the questions
don't "lead" people to the answer you want
You want your questions to be
ordered correctly to get the best results.
Establish company perception from questionnaire How is the company perceived? Who do they aim their products for, how can we tell this? What other products do they sell?
PERCEPTION Use the results from your questionnaire to analyze what you have discovered about the company thinking about;
How is the company perceived? Who do they aim their products for, How can we tell this? What other products do they sell? How do you plan to include this in your advert?
S.W.O.T. Analysis of company Strengths, weaknesses, opportunities and threats of both the product and the company that sells it
WHAT IS A SWOT ANALYSIS Strengths, Weaknesses, Opportunities and Threats. Its looking at the company and analyzing what situation the company is in, what they have going for them, and what issues needs to be overcome in order to make them more successful.
EXEMPLAR: SAGAR GUATAM
Competition Who are their main rivals? How do they compare in sells and popularity? What changes in the market could mean they lose business to them?
RESEARCH COMPETITION What are the rivals? How are they similar? How are they different? What is your companies USP? What do the statistics say about both? What must your company do to be better?
Initial Ideas Produce 3 – 4 ideas for you TV advert including what you have learnt about the companies vision and justifying their USP
IDEAS You are going to produce a range of ideas for your advert, with at least 3 as a minimum. Use the morphological matrix, and Osborn’s list to help you as well as the other idea generating we did. With these ideas, you need to state how FEASIBILE they are – i.e. will the work or won’t they, have you got the budget, can you get the location or equipment?
EXEMPLAR: LUIS SANCHEZ
Feasibility Study How feasible are your ideas? Why could they happen/ couldn’t happen? Justify with health and safety regulations and budget.
Feasibility Legal Budget Equipment Location Technique
How feasible are your ideas? Why could they happen/ couldn’t happen? Justify with health and safety regulations and budget.
Rules and Regulations Research Ofcom rules regarding TV advertisements. Does this mean your idea isn’t feasible now, or do adjustments need to be made to make it law abiding. Save the law (screen grab it) for evidence
OFCOM You are going to start investigating Ofcom and ASA’s rules on advertising and whether these companies have rejected a previous advert due to breech of their laws.
SCREENGRAB laws and high light bit that are applicable, so how you plan to a hear to their rules, what changes have you made to do this.
Dealings with ASA Who is ASA? Has the company been in breach of ASA and if so how? What precautions must you take in order not to be in breech?