Specsavers Advert

Jessica, Joe & Wahab

Aims and ObjectivesThe aims and objectives of our campaign are to encourage people to buy the product we are advertising; Specsavers Glasses. For the advertisement we will be using humour and sex appeal to sell our product, as the main actor within our advertisement will mistake a good-looking man for a girl and approach ‘her’ in a flirty manner. As the actors within our advertisement will be young, our advertisement will appeal to younger men and women around the ages of 16 to 25. The aims and objectives for the poster are to sell our product to a wider audience. One poster will be of students in a working environment; one of the students will be wearing glasses while working, with another pair of glasses by the side of them. This will promote our 2 for 1 offer for students at Specsavers. Another poster will be a picture of a young woman having fun trying a range of different glasses on, this will make the public aware of the different styles of glasses Specsavers have to offer.

BudgetThe budget of the campaign is a very important aspect as it shows how much a business will spend in order to promote their product/service. The price for our advert will cost around £41,348 as an all day price, which is largely related to the timing of our advert. We would ideally like to air our advert between the times of 11am-2pm and 6pm-11pm as TV is mostly watched between these hours. The lunch hours would benefit us due to the fact it would reach a very wide audience and gain a lot of publicity even away from our primary target market. We would be happy to pay the expensive prices for the late evening hours, as it would reach our primary and secondary audience. Students mostly watch TV programs such as Hollyoaks and Geordie Shore therefore airing an advert around these shows would give the biggest opportunity for our advert to be seen by the right people for our product.

Production Schedule

Resources Required with Justification

The resources requires to create are advert are:

• Camera – For recording purposes of the advert.• Actors – To act out the scripted parts of the advert.• Sound Boom – To be able to enhance the pick up of

sounds from the actors. • Props - Wig: In order for an actor to look like a female.• Fig Rig - To ensure we get a smooth shot of characters

actions.• Reflectors – We wont need masses of light, as we will be

shooting on an outdoor location and use natural sunlight

Legal and Ethical/CopyrightThe advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Advertisers have to be especially careful to act ethically at all times, taking extra care when advertising to children, advertising potentially harmful products and using psychological tactics to stimulate demand. Having a list of ethical and legal issues at hand when creating advertisements will help us to craft legal, responsible advert messages. Abiding by the legal issues concerned we will have to: - - Not copy the trademark - Ensure the advert must not copy and apply the original copyrighted product- Royalties are a usage-based payment that will need to be carried out for permission to use another party’s music (in our case). Aerosmith – ‘dude looks like a lady’ is our chosen music for the advert and therefore a royalty will have to be paid out for the needed element. The ethical controversies are concerned about the impact of advertising on economy, society and ethics. The advertisement needs to follow these guidelines in order to follow the ethical issues: - Should not mislead the customerPerformance promise should be seenAd should not be indecent and obsceneIt must honor the norms of social behavior and should not offend our moral sense Advertising is highly visible and any lapse in ethical standards can often be risky for the company. Some of the most common examples of ethical issues in advertising are, therefore to meet the ethical conditions we will: -- Not use any negative stereotypes, which may be offensive- Use a small number of people so there is no claim or complaints of having discriminative content-Script the advert to ensure that it will not offend the audience