By Dayna Crawford

Unit 1 : Advertising

project

Contents Slide 3: Agency profile Slide 4: ownership of JWTSlide 5: ClientsSlide 6: Ad agency online presenceSlide 7: print case study Slide 8: JWT’s ClientSlide 9: Adverts createdSlide 10: purposes, genre and competition Slide 11: content, style, meaningSlide 12: Audience researchSlide 13: Brief of audience research Slide 14: Table of audience research Slide 15: Analysis of data collected Slide 16: campaignSlide 17: Distribution channelsSlide 18: Digital mediaSlide 19: Examples of social media

Slide 20: Conclusion Slide 21: Legal and ethical issuesSlide 22: ASASlide 23: ASA Codes

Agency Profile: JWT

Ownership of JWT

Stefano ZuninoHead of digital woldwide

Laura Agostini:Chief talent officer

Gustavo Martinez:Chief Executive officer

J. Walter Thompson

JWT is a public limited company and is one of the Key subsidiaries of the WPP group with Ad and public relations.

JWT is an integrated advertising agency with a global worldwide Marketing brand that has more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.

Competitors for JWT include LEO BURNETT COMPANY INC, BBDO Worldwide inc. and McCann world group.

Operating Model

Clients:

Ad agency online presence

Print case study M1:D1

JWT’s Client:

Adverts created

Purposes, genre and competitors

The purpose of this advert is to play on the confectionary product, Kit Kat. This advert creates a different side to the the Kit Kat as although you can see that this is a bar of chocolate, the different side to it is that it makes it look like a meeting table gives an edge to the selling point of the product.

The genre of the advert is an action filled advert with the commotion aspect of the advert. It is a print based advert and does not have any other media e.g there is not a video based advert for this given advert however, there are video based adverts that JWT produce for Nestle.

Competitors for Kit Kat include TCO Filmes, ADLUDIO London Uni and Onemethod. These industries have all created adverts for Kit Kat.

Kit Kat film based adverts

https://www.youtube.com/watch?v=DPWBfd79g6A

https://www.jwt.com/en/london/work/breakfromgravity/

Content, style, meaning

• This advert is an indirect reference to a Kit Kat bar – the product that it is trying to sell. JWT want to show how having a Kit Kat can give you a break from a work situation “Have a break, have a Kit Kat.”

• The style of advert is simplistic but with a meaning. The use of clean cut image against a red background creates a contrast and a strong image.

• The content of the advert is a boardroom table breaking in half causing lots of commossion. It is a clean cut image

P3: Audience Research

Brief of Audience research:

First impressions of this advert was that although, it’s a very clever advert, its quite a weird advert, it doesn't’t arouse anyone's hunger. From audience research, it is made visible that its not clear that the boardroom table is also a Kit Kat bar. Using some of my audience research, it has been said that the commossion caused makes people feel uncomfortable.

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DemographicKit Kat aim their product to most demographic group as to most demographic groups, 80 pence is not considered a lot of money. The only demographic groupthat maybe considered as a group to not target their product at is the group E social status. This is because this group of people are on a low level of subsistence i.e a state pension. This is because, this group of people may see a regular cost of 80 p as too expensive. This is why they cay consider confectionary as a special product.

A demographic that they may see as a suitable target audience however is the c2 or the d audience. This is because the skilled manual laborers or manual laborers may rely on confectionary to get through the day at work due to the high sugar level content included.

Analysis of the data collected:

Looking through this audience research, It is clear that the advert has not made clear that it is based around a Kit Kat. It does not encourage any of my audience members to want to buy this product however, due to the brand an product being so well known and popular, my audience members often buy this product anyway.

In some cases, this advert has made my audience members feel uncomfortable with the advert due to the commossion in the image and would work better if the advert portrayed a sense of calmness instead. My audience members said that if it wasn’t down to the logo located in the bottom right corner of the advert, they would not be able to clearly see that this is the product that they are trying to sell.

According to my second audience member (Hannah) this advertisement does not make the product look very appealing or edible and does not arouse her hunger.

Campaign : Kit Kat

Media – Outdoor/ out of home

Published : July 6th 2012

Visual representation of what you may need a break from

2012/outdoor/Gold – Cannes Loins

P4:Distribution Channels

Digital media JWT advertise for Nestle on different media channels,, this includes Digital media which involves TV and social media

This social media advertising includes Twitter, This Is just one of the tweets. Although this isnt the same advert, its still for Kit Kat and made from JWT.

Examples of social media interaction

Conclusion about distribution channels & advertising

Social media is becoming much more prominent in advertising and with this comes ever increasing in word of mouth advertising. Celebrities say something ridiculous and funny then advertise the product or advertise about an upcoming or recent issue and it spreads from then on.

Celebrity endorsement is popular because of the following the celebrities have. This attracts a new fan base to your product.

TV advertising can be very effective, especially on the much longer scale such as Super Bowl is the advert is just as effective.

P5: Legal and Ethical issues

ASA are the regulatory body that is used to make sure that every advert created is created on a fair playing filed for every business. They also respond to the concerns from the members of the public and to check to see if the advert could be taken offensively. If it is misleading or if it is offensive.

The ASA consists of 13 people for the council of which these 13 people can sit on the council for a maximum of 6 years (In three year increments.) they have written 2 codes.

ASA codes

The uk code of non – broadcast advertising, sales promotion and direct marketing (CAP code) applies to advertisements across media including newspapers, magazines, billboards, posters, leaflets, mailings, emails, texts and on uk based company websites.

The uk code of broadcast advertising (BCAP Code) applies to the content and scheduling of television and radio advertisements (including teleshopping). It also covers programme sponsorship, credits on radio and television services but complaints about these being handled by Ofcom.”

Legal and ethical issues with Nestle

During the early 1970’s, Nestle decided to target poor mothers in developing countries such as Asia, Africa and South America, this is because they promoted bottle feeding and discouraged breast feeding, making mothers of young children believe that it was tastier and healthier to bottle feed their child than to breast feed.

Even though this got later proven wrong, mothers began to believe that they should instead feed their child bottled milk, mothers in these countries still believe that bottle feeding their children would bring their child a better life however, although nestle milk may taste nicer, it is depriving children of their key vitamins and minerals which are important in their formative years such as Vitamin A and zinc.

According to Uni Cef, 1.5 million lives of infants could be saved every year with improved breastfeeding practices.

Other issues with Nestle

Another issue people have with Nestle is indeed the amount of sugar that Is Included within this product. If kit Kats were aimed at the less well off demographic groups, this would cause a high amount of obesity to be caused and indeed create a high population of overweight children, adults and elderlyPeople. This is why, if you aim these products at better off demographic, even Though they can afford a higher quantity of Kit Kats, they can afford more healthier food as well whereas people on a low budget may only be able to afford less healthy food.