LO3 - P4 Create the media components to be used in the planned campaign (to be uploaded Radio Advert)

LO2 - D1- Disscus the Legal and ethical constraints within the planned media campaign

Legal and ethical constraints

Brochure

For my brochure I will make sure that a variety of people are used in the advertisement and not be offensive in the way I present people. This is extremely important as the advertisement reflects College@Deyes. The advert will have both boys and girls to make it look inclusive as the College wants everyone to feel welcome, also there needs to be no seclusion, as this will give the school a bad reputation.  The brochure also needs to be truthful otherwise it will be breaking the law. Any statistics used need to be truthful otherwise it will be libel. The images I am using for my advertisement must be free from copyright or have permission for the copyright holder to use the image. ASA (Advertising Standards Authority) regulate all advertisements across the UK.

Radio Advert

To avoid any ethical or legal issues for my campaign I will make sure that the advert addresses everybody and doesn’t leave any one based on variables such as gender and race. The radio can’t broadcast anything that is untrue, as that would be liable and that is breaking a law and as a consequence you could end up paying a fine. Regulators for radio adverts are ASA. They regulate all broadcasts across the UK. Other regulators include Ofcom and IPSO. Another law to keep in mind is copy right, any content that is not original requires permission from the copyright holder. Another thing you can’t have in a radio advert is talking about sensitive ethical issues that could cause an audience member to be hurt or offended.

I will need permission of any people involved in the radio advert and featured in the brochure. I have created permission forms to give to any personnel involved. I will also need permission of Deyes, to use any logos or images. 

Permission slip (click image to enlarge)


Email, requesting to use Deyes' logo (click image to enlarge)

LO2 - M2: Justify the choice of planned components by targeted media sectors

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

The forms of advertising I will be using for my College@Deyes advert are: Instagram, brochure and an audio advert.

Instagram advert justification:

For the Instagram advert I will create a digital poster featuring children who attend College@Deyes. There will be one or two speech bubbles on the poster with comments from students who go to Deyes saying what the college is like and why it’s the best choice they made. The advert will also have a #. This is so that people can find it more easily and it could get the poster trending so people who don’t necessarily live in the local area will hear about College@Deyes. The advert will be sticking to the Deyes colour scheme; however, I will add some red to the advert to make it stand out to people who will be scrolling through Instagram the bright colour will grab people’s attention. The school badge will be featured on the advert as well this will finish any touches of on the advert it will make it look prestigious and professional. There will also be contact details and open dates so students can visit College@Deyes and get in touch if they have any more questions. The reason I have chosen to use Instagram is because it will have a higher chance of being viewed by our target audience (year 10 and year 11 students) the vast majority of that age group are on social media therefore this advert is highly accessible and will be seen by many people who including the target audience. The advert will be captivating and not boring so it doesn’t lose the attention of teenagers it will be relatable and will make the students want to attend College@Deyes. 

Brochure advert justification 

Secondly the other form for my College@Deyes advert will be a brochure which will have 3 sides including a front cover showing of the new building. I have chosen this medium as it will also attract the attention of parents as well as future potential students. The front of the cover will look highly professional it will be sticking to the same colour theme as the Instagram advert and will also feature some red on the cover to make it stand out.  The advert will be showing the 6^thform building it will be a long shot, so it will show the whole of the building. I will show the new building as it is the schools unique selling point (USP). Inside of the brochure will be once again speech bubbles with text from current students explaining why 6^thform is the best choice to make as it offers amazing things such as: interesting courses, extra-curricular activities such as mandarin, and how helpful the 6^thform team are.  The speech bubbles from the student aspect will follow through on all of my adverts as it will be keeping to a theme however the speech bubbles will all have something different so the target audience will be getting information about the school in a fun way rather than an overwhelming way. The speech bubbles will make the advert engaging to the audience. It will also make the reader get a feel for what the school is like. The brochure will have information on 2017’s grades from the former year 13’s showing the top grades , this will encourage parents to want their children to attend College@Deyes due to the really good results. There will be a gallery of images from the common room, the canteen, the facilities and pictures of people in a lesson. I am doing this because it will give potential students an idea on what the school looks like inside. The advert will be available in educational related and in the local area as well as; Melling, Kirkby, Lydiate etc. The brochure will be in these locations as my survey results show that that’s where my audience live.

Radio advert justification 

I will also be producing an audio advert, the advert will just roughly be under 1-minute-long it will be from a student aspect sticking to the theme that runs through all of my other College@Deyes adverts. The advert will feature current students saying why they picked Deyes and giving information about the new building, how the lessons are fun and engaging, the excellent facilities on offer and how much of a big help the 6^thform team are. The audio advert will have some uplifting music there will be no words in the song so it doesn’t make the advert over bearing and take any attention away from the students. The music will make the person who is listening to it feel happy therefore this will make the people who is listening carry on listening to it. The audio advert will also at the end have contact information and open dates information. I will also include a catchy slogan so it will stick in people’s mind and they can then spread it around to other people when they hear it. The reason I am making a radio advert is because it can be listened to by many people it will also subconsciously stay in people’s minds.

LO2 - P3: Create a pre-production plan (brochure labeled)

Click to enlarge image



Click to enlarge image

The image on the front cover will be of the brand new sixth form building, this will be used to showcase the modern 6th form centre which will promote college@Deyes and encourage people to have interest in the brochure, resulting in making people want to come to College@Deyes. The camera angle I will be using will be an extreme long shot to ensure the whole of the 6th form building is viewable.
On the inside of the brochure there will be images of; school facilities, classrooms, the schools cafe and the common room. I will use these images to show what 6th form at Deyes is like, and this will give potential students an insight into what College@Deyes is like. The image of the class room will be a mid shot, showing part of the class room and student. The image of the cafe area will be a close up of one of the dinner ladies serving a student, creating a friendly looking atmosphere. The common room image will be a long shot to show as much of the common room as possible. I will seek permission of any people involved.

LO2 - M2: Justify the choice of planned components by targeted media sector

Campaign plan

The forms of advertising I will be using for my College@Deyes advert are: Instagram, brochure and an audio advert.

For the Instagram advert I will create a digital poster featuring children who attend College@Deyes. There will be one or two speech bubbles on the poster with comments from students who go to Deyes saying what the college is like and why it’s the best choice they made. The advert will also have a #. This is so that people can find it more easily and it could get the poster trending so people who don’t necessarily live in the local area will hear about College@Deyes. The advert will be sticking to the Deyes colour scheme; however, I will add some red to the advert to make it stand out to people who will be scrolling through Instagram the bright colour will grab people’s attention. The school badge will be featured on the advert as well this will finish any touches of on the advert it will make it look prestigious and professional. There will also be contact details and open dates so students can visit College@Deyes and get in touch if they have any more questions. The reason I have chosen to use Instagram is because it will have a higher chance of being viewed by our target audience (year 10 and year 11 students) the vast majority of that age group are on social media therefore this advert is highly accessible and will be seen by many people who including the target audience. The advert will be captivating and not boring so it doesn’t lose the attention of teenagers it will be relatable and will make the students want to attend College@Deyes.

Secondly the other form for my College@Deyes advert will be a brochure which will have 3 sides including a front cover showing of the new building. I have chosen this medium as it will also attract the attention of parents as well as future potential students. The front of the cover will look highly professional it will be sticking to the same colour theme as the Instagram advert and will also feature some red on the cover to make it stand out.  The advert will be showing the 6^th form building it will be a long shot, so it will show the whole of the building. I will show the new building as it is the schools unique selling point (USP). Inside of the brochure will be once again speech bubbles with text from current students explaining why 6^th form is the best choice to make as it offers amazing things such as: interesting courses, extra-curricular activities such as mandarin, and how helpful the 6^th form team are.  The speech bubbles from the student aspect will follow through on all of my adverts as it will be keeping to a theme however the speech bubbles will all have something different so the target audience will be getting information about the school in a fun way rather than an overwhelming way. The speech bubbles will make the advert engaging to the audience. It will also make the reader get a feel for what the school is like. The brochure will have information on 2017’s grades from the former year 13’s showing the top grades , this will encourage parents to want their children to attend College@Deyes due to the really good results. There will be a gallery of images from the common room, the canteen, the facilities and pictures of people in a lesson. I am doing this because it will give potential students an idea on what the school looks like inside. The advert will be available in educational related and in the local area as well as; Melling, Kirkby, Lydiate etc. The brochure will be in these locations as my survey results show that that’s where my audience live.

I will also be producing an audio advert, the advert will just roughly be under 1-minute-long it will be from a student aspect sticking to the theme that runs through all of my other College@Deyes adverts. The advert will feature current students saying why they picked Deyes and giving information about the new building, how the lessons are fun and engaging, the excellent facilities on offer and how much of a big help the 6^th form team are. The audio advert will have some uplifting music there will be no words in the song so it doesn’t make the advert over bearing and take any attention away from the students. The music will make the person who is listening to it feel happy therefore this will make the people who is listening carry on listening to it. The audio advert will also at the end have contact information and open dates information. I will also include a catchy slogan so it will stick in people’s mind and they can then spread it around to other people when they hear it. The reason I am making a radio advert is because it can be listened to by many people it will also subconsciously stay in people’s minds.

LO1 - M1- Evaluate different cross media advertising campaigns (print) for consistency of message

These adverts all have similar things in common they have a minimalistic and plain theme there are bright colours and there’s is not huge amounts of text using this research my campaign will be minimalist and have a simple approach. The adverts colour schemes also link to their school colours therefore I will use College@Deyes school colours.

LO1 - M1 - Evaluate different cross media advertising campaigns (radio) for consistency of message

Trafford College radio advert 

The advert is on for 30 seconds. It opens with “Studying for a higher level qualification shouldn’t have to cost you the earth at Trafford it won’t” They use this to persuade people that their college is only trying to look out for its students and are there for them.  The radio advert begins positively and creates a warm welcoming atmosphere. The first 6 seconds of the advert already make you feel uplifted and that this university could be a really good choice. The music is the background sounds happy and celebratory. The music is noticeable but doesn’t distract you from the man talking about the college. The man has a very clear voice he sounds intelligent and very eloquent. It is also mentioned that their courses are “credited by universities” this makes the college look prestigious and they must have produced great results to be credited by top universities. The advert says they have a high “quality of support” this will make potential future students feel reassured and know that they can get all the help they need to succeed. At the end of the advert it says “take your future higher with Trafford College” the slogan is motivational and would make people who want to be successful attend their college. The advert also gives information about open dates and the website address to find out more information. This will means people who are interested in the university can access their website and look at more campaigns they have produced. The effectiveness of using a radio advert with their target audience (year 10 an year 11 students) is that they will most likely hear it in the car or other public transports and the slogan will stick in their mind making the audience subconsciously think about it. The radio advert will be heard by lots and lots of people and will be spread through the local area so that it is hitting the right demographics for their target audience. The main point in this advert is how you can be saving money by doing these “higher level qualifications” and how they have been “credited by universities” and with the best support. Their overall aim of the advert was to show they can save you money by their doing higher level courses that have been very successful in previous years.