L03 explain how created adverts meet the codes and conventions put in place by OFCOM and AQA

OfCom:

OfCom are a communications regulator who act of the complaints of the public regarding advertisements shown in public places.

They have many different codes that advertisements have to follow in order to avoid complaints and eventually fines if the complaint is seen as valid and the punishment fits the severity of the act.

There are a number of things that could cause OfCom to become involved in an advertisement campaign, for example;

• There cannot be any violent acts being shown as this could influence more impressionable younger generation and make them act in a violent way. This was important to us as aggression and violence is a huge part of Ice Hockey and the client did specify that this topic was touched on and explained. To do this, but still keep within the regulations, we decided to not show imagery of occurrences such as fights but instead use an aggressive semantic field for the slogan we used in the radio advert and web banners ('Bark, Growl and Claw cos the Steeldogs are gonna score').
• There can also be no explicit sexual imagery that may offend any demographic or audience. This is because children have been exposed to those sorts of themes before and it may cause them some distress. Also if either men or woman are shown in revealing or derogatory way this could offend either/or sexes so the clothing and actions that the image shown need to appropriate. When making the web banner I made sure that no sexual content was shown in the banner which was easy to do as Ice Hockey does not include this sort of content in the sport. 

ASA:

The Advertising Standards Authority are an organisation that regulate most ads and promotions across different media outlets such as press ads, radio and TV ads, internet ads, posters and billboards and leaflets/brochures. 

The ASA state that we can publish any misleading information which we have not throughout all our advertisements, we cannot include harmful or offensive in our advertisements and after gaining feedback on my web banner I know that they are not inappropriate or offensive. Furthermore ASA say that if a advertisements is directed at children then it cannot cause moral, physical or mental harm and although our advertisements are not directly aimed at children the adults that are targeted could potentially have children so we needed to make sure that children could not be harmed by any the content we produce. Also we have not included any reference to activities such as gambling, lotteries and intaking alcohol as persons under the age of 18 could come into contact with our advertisements and this would violate an ASA regulation. 

L03 Evaluate how the created materials meet the technical and aesthetic requirements of the clients brief

As you can see above the brief from the SteelDogs was to promote and market the club for the remainder of the 2016/17 with the campaign being on any multimedia channel. As well as this i have attached some notes regarding ideas from the first meeting with Ali where we decided to follow the 'Pack the Pound' idea as the message of our campaign.  By doing this it means we are following the instructions set in the brief as we have created the campaign across Radio,Web Social media and print   with the purpose of the campaign being too encourage the target audience of families to come to the last home game of the Season against Telford tigers. Throughout doing this we used old assets such as the Clubs logo as well as me creating the slogan 'Bark,Growl,Crawl cos the Steel Dogs gonna score' to help re enforce the brand. We included this new slogan on each of the campaign materials as well as 'Pack the Pound' which is what we were wanting the fans to do.

L03 Material Analysis - Radio Advert- Demonstrate the development of media products for use

The initial script for the radio advert. 

Radio advert -

How does this relate to my identified target audience? 

This relates to my target audience as this part of the campaign is a radio advert and my target audience is families. This means that when a family is travelling in a car they are likely to hear this advert along side there children and be encouraged to go to this event. Also if a family were to be together eating dinner with the radio on they would also be able to hear the advert which could create a discussion leading to them wanting to go to the hockey. One thing we have included to show that it is aimed at this specific target audience is included a catchy slogan that the children will be interested in as well as including ticket prices and dates that would interest parents. This represents the client as the 'Steel Dogs' name is repeated more than once in this advert and the sole purpose of this ad is to inform and encourage its audience to come to the next game. An improvement needed to make this a more effective piece is try and make the advert appear more excitable and enjoyable  as this is essential to attract a bigger audience. One task i could do to improve this piece is re - cutting audio to ensure there is any gaps that are too big to make sure the voice over runs fast and fluently. Another task i could do to improve this advert is mix in better or more sex that will help make the piece more enjoyable and fun such as a better air horn or some background music running quietly throughout.

1. I opened the original recording of the voice over in adobe audition and began to cut out any un necessary bits the recording.

2. I then went on to test out different presets to see if any improved the overall quality of the advert before deciding to have - DeEsser , Parametric Equaliser , Speech Volume Leveler and Hard Limiter Applied.

3. I then went on to Freesounds.org and found a suitable klaxon sound that would work appropriately with my voice over which i then downloaded and mixed into the start of my advert.

L02 Evidence of development of further material Creating Visuals for Social Media Event

LO2 Planning documents Steel dogs

Production Schedule
Call List
Shot Plans
Script
Flow Chart
Story Board
Moodboard





































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L02 Evidence of gaining audience feedback

We used the social media event we created to distribute a link to the survey we collectively made asking for opinions on the web banners ellis made that were attached to the survey.
 Below are some screenshots of the questions asked in the survey;

We decided to use this as our distribution channel as the group was created purely for SteelDogs fans whom are our target audience and people form all ages use Facebook as it is the most popular social media app/website meaning it can reach all of our target audience.
Also as its full of fans of the club they are more likely to honestly answer the survey as they care about the club and the clubs image.



  Below are the responses from the survey....

L02 Risk assessment and Recce Form

L02 Mind map of ideas for campaign materials

L02 RELEASE AND CONSENT FORM FOR RADIO ADVERT

l02 Material Analysis - Fonts for Web Banner

Potential Fonts

We have chosen to use this font as

L02 Creating Brand Synergy

Brand Synergy is using common themes and ideas to convey a clear message through varied media that can be done through various methods such as iconography and through house style ( Font, Text and Colours).

During our advertisement campaign we will use a consistent colour throughout all of our visual platforms; web banner, advertisement video and social media. As the steel dogs kit and website is mainly blue we will try and replicate this and use it across our campaign. By doing this it will create a  recognisable brand that will be consistent with all the media outlets that we will create. To include my radio advertisement within this consistency we have created a slogan that would be shown throughout the campaign. The slogan is 'Bark, Growl and Claw 'cause the Steel Dogs are gonna score.' One idea of ours is to include this on the web banner and have the words animate so that they appear on the banner itself. In terms of the advertisement video we could include the slogan at the end of the video so that it is the last thing that the audience will see and therefore remember it.

Obviously we will use ice hockey iconography such as pucks, hockey sticks, helmets and the actual players throughout the more visual pieces of the campaign so that the audience will instantly know what the Sheffield Steel Dogs orientated around. Carrying on from this we will also use a consistent font which will either be identical or similar to the font on the Sheffield Steel Dogs logo and website. 

L02 Roles and responsibilities

Alex -
Radio Advert -
. Create a script suitable to the clients brief of 'packing the pound'
. Find a voice actor to read the script
. Record a few samples of the original narration of script
. Decide which sounds the best and begin to edit it on adobe audition
. Mix in any sounds such as the klaxon and ensure it runs smoothly

Create and edit the image used for the social media event of the campaign





Ellis -

Web Banner -
.Brainstorm ideas of what is going to be on the banner
. Sketch some rough ideas of how it is going to look
. Create multiple mock up designs
. Choose one design and improve it and ensure everything is how it should be

Both -
. Contact client regularly with updates of the campaign and inform of progress etc
. Explanation of the media choices for the client - explain what and why
. Mind map with campaign ideas
. State and identify our target audience in context with the brief
. Production plan cant charted
. Cant chart stating the release of the campaign
. Prepare methods of feedback - Surveys and focus groups

L02 Gant Charts

Cant chart for promotional video -





Cant Chart for Radio advert -



Cant chart for web banner -

LO2 Ideas for Advertising Campaign

Mac Tiling - Tiling Company
. Sheffield live radio broadcast
. Ad in Local Magazine (Active 8) allows local people who are most likely customers the ability to see the ad.
. Business card - he can hand them out to potential customers or local businesses

Campaign Message - Hire Mac Tiling and improve your bathroom

Slogan/ Strapline -

Main Imagery-

L02 Identifying Target Audience

The target audience of the campaign is going to be families and teenagers aged 14-19 as we believe these make up the majority of the steel dogs fan base. The idea of our campaign is to encourage people to "Pack The pound" for the last home game of the season by highlighting the great prices available on both individual tickets and the family ticket. Also as 3 of our parts of the campaign are going to be available online which will target the younger target audience we have chosen to use the radio to provide the fourth as this can be listened to by the whole family when in the car together. Also to show that the campaign is aimed at families we are going to include clips of families in our promotional video that highlights families play a big role in the steel dogs fan base.

L02 Radio Script

L02 Explanation of media choices for client

We have decided to create a Radio advert using the ' Pack the pound' idea targeting the Steel Dogs last home game of the season against top of the league Telford Tigers on 11th March 2017 hoping to acquire new fans ito the steel dogs family ready for the next season.

As well as this we are planning to create a promotional video with the purpose being to highlight what is great about the club featuring real match footage along with hopefully interviews with a few key players from the team.

 We are currently creating drafts which when completed  we would like to show you the drafts for both the radio advert and the promotional video but  currently they are a work in progress.

Our other ideas for the campaign are a web banner featuring the clubs crest and colours with the rink in the background and with a potential idea of creating a slogan to also appear on the banner? And also a potential creation of a fan page on different social media platforms as we see that the steel dogs already have their own profiles.


This was later sent to Our Client Ali Cree in email form as seen below;

L02 Minutes with Ali (Evidence of Contacting client)and Ali's Brief/ All conversation with Ali

L02 Discuss the legal and ethical constraints on the creation of the campaign

How does our campaign meet legal restrictions/regulations?

Our campaign meets the legal regulations and restrictions in many different ways, 

For example;

• We have not breached the Obscene Publications Act which states it is illegal to publish content that may negatively influence people who come across our advertisements. In our web banners (which Ellis created) we are telling the audience to be as aggressive or violent as some of the ice hockey players are but instead showing them 'mid-action' with a catchy slogan. For our radio advert (which I created) we give the audience simple information about an upcoming game and why they should come which encourages them to do something fun with the family and not tell them about any negative actions that may occur in an ice hockey game. 
• We have also not broken the Libel Law which where a piece of advertisement or publication cannot say something untrue and intern damage someones reputation. This means that, although we are advertising for the Sheffield SteelDogs, we will not show negative things about the Telford Tigers (which are the team at which our advertisements are based around).
• Furthermore we have not broken the copyright law which states we have to gain permission off someone to use their intellectual property if we cannot create our own images, fonts, graphics and music. When we first got into contact with the Sheffield SteelDogs they sent us a lot of images which we could use if need be so that we didn't have to take our own images, although we wanted to. Due to a lack of response by Ali Cree this meant that we couldn't gain permission to take images at ice sheffield meaning we had to use the images sent by them at the start. As they were images that they sent us and we did to take it does not break the copyright law as they gave permission to us. 

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