LO3: (D2) Meeting the required properties of the campaign.

Technical properties

Print

My poster for Juno Books will be shown in public using Clear Channel's 'Adshel', therefore I will have to meet their specifications. Firstly, I will ensure that the creative dimensions of my poster are the same as theirs (300mm x 450mm), alongside the safe copy area (285mm x 428mm) and the bleed (2mm). This will ensure my product is printed correctly in terms of the size. I also will need to make sure my poster is exported in the file type CMYK, with the file format being a high resolution PDF, to ensure it's the correct quality and format that companies such as Clear Channel require for my product to be shown in public places. Finally, the text format will be outlined vectors for upscaling, with the printed size being 1,200mm x 1,800mm. Ensuring I follow and fit to all these specifications, this will allow me to advertise the print aspects of my campaign in the public domain, using a reliable advertising company. 

Web banner

Most web banners are either in file type JPEG or PNG. To ensure I fit the standards of most advertising agencies, I will make sure my web banners are in these formats. For my chosen web banner, I must also ensure it fits the specified size of usual web banners. My vertical web banner is known as a 'wide skyscraper' 160 x 600; and my horizontal web banner is a 'pop-under banner', 720 x 300. Ensuring my web banners fit these sizes and format specifics, then they will correctly follow the required technical properties of my campaign.

Audio Visual product

My AV product will need to have the correct screen size and resolution, brightness and also things like viewing angles, in order for it to be shown in many places online. I will therefore ensure my product will fit these requirements and conventional standards for advertising audio visual products online, so that it can actually be shown correctly online.

Aesthetic properties

I decided to make a poster for my client, highlighting a key part of conventional book stores and a key selling point for bookstores, which is the bestsellers of a certain time period. This would be interesting and engaging for an audience due to actually engaging an audience, and giving them guidance and information on what other readers are enjoying in different seasons, and years. This poster was made entirely with my client's pre-established colour scheme, consisting mainly of yellow and purple, and combined with their font too. The entire campaign i developed for my client, Juno Books, was made with this in mind, so that it matches their brand and overall branding of their store and website. Before I finalized my design, I got client feedback for my original poster. They had mentioned that it felt 'too messy' with the bestsellers being the background, and a qr code on top. Based on their feedback, I separated them and made it very simple and contemporary, to try adjust my original vision to what they desired. This will appeal to my target audience as it utilizes fun and quirky colours that those demographics are stereotypically drawn towards, as well as the genres and best sellers they are too. My client wanted me to celebrate their business, whilst still keeping all the attention and focus on their actual business, e.g. their bestsellers or even their book clubs. These are features that they strive themselves on, celebrating their audience and customers, by making them feel seen, welcomed and celebrated in a safe space that was specifically made with them in mind. The aesthetic properties of my campaign reflect this. This is mostly effective through their house style which they carefully curated with their values in mind, as well as the stars that are evident through their entire branding, giving the brand a sense of magic for audiences. I also made the web banners that match their house style and keep the campaign consistent throughout, matching the posters. These web banners had very positive feedback, as my client mentioned that they liked that this could be multi purpose, and possibly used as a book mark for customers too. I also made a horizontal web banner as this was more stereotypical and conventional for a book store, and by adding in visual elements such as their location, more book covers, their socials and their logo, this ensures that users who see this online are immediately interested in the business because it's very visual heavy instead of lots of text that doesn't immediately pique audience's interest. I also wanted to reinforce the idea of a safe space throughout the web banners too, and I did this by including their different book clubs (e.g. Horror and Queer literature) as this enables the people who enjoy these genres feel seen, represented, and welcomed. Finally, for my audio visual product I also kept the same house style to ensure my campaign was fully established and reinforced, using synergy across my campaign. However, i added a darker feel due to the background of the video which enabled it to feel more cozy and comfortable for an audience, by matching visually the rest of my campaign. Additionally, the pages I made on photoshop that are placed in between each of the front covers reinforce my house style too, by making their logo apparent which ensures the campaign and video in particular is visually cohesive. Overall, these aesthetical properties ensures that my client's brand identity is fully established throughout the different media types of the campaign, and that audiences can thus easily recognize the brand - despite the difference in media products.

LO3: How does my campaign meet trends of advertising

Explain using examples from existing media how your campaign meets the current conventions and trends in existing advertising, within your industry.

My campaign follows trends and conventions of similar products in the industry, for example Waterstone's campaigns. Most book shops all advertise their products in similar ways, focusing on the novels they're selling and how they can cater them to their correct target audience. Some of the ways they do this is through print, web, and audio visual advertisements. These medias, despite being different, all employ the same house style and visuals in order to keep their campaign consistent, as consistency is very important in advertising, in order for brand recognition and for the brand to properly target their desired demographic. For example, highlighting their bestsellers to engage audiences by making the brand feel friendly and reliable, as these products would be popular with other customers, therefore maybe popular with them too. Additionally, using the concept of advertising their "bestsellers" also makes the brand feel more personal which is appealing to audience. My campaign therefore meets the current conventions and trends as I oriented my campaign also about the brand's bestsellers. Furthermore, I aimed to emphasize my client's bright and vibrant house style and engaging visuals in the campaign, by keeping the visuals and aesthetics consistent across the entire campaign, as this is something that is very stereotypical and therefore follows common codes and conventions of similar products in this industry. This ensures that the campaign feels familiar, due to following these conventions, but also unique, due to the employment of my client's house style and pre-existing branding. 

Poster

An existing billboard / poster from Waterstones, this print advertisement celebrates their bestsellers, and aims to engage readers and customers, by boasting about their huge catalog to audiences. This type of advertising is very conventional for bookshops, and so I used a similar approach in my own campaign. Celebrating my client's bestsellers in my poster, whilst using their branding and house style for branding. I also added in my client's other socials and their location, as they're not as prolific and established as massively famous bookshops such as Waterstones are. By using PNG's of their bestsellers, it enables an audience to feel more connected to the campaign as it gives them something to relate to, as they may have read or may be familiar with these novels. It also makes the poster more legible and cohesive, as it's not a list of the bestsellers but instead a visual representation of them, which is more engaging and also more easily picked up on if the general public glance at the poster. This meets common trends of advertising for posters, as they need to be visually appealing with little writing so as to not bore the audience, and so that they're properly taken in and absorbed by them very quickly, as people usually see posters whilst they're in the rush.

Web banner

An example of an existing web banner in the industry would be Waterstone's children's book prize winners. Here, they used a very vibrant rainbow colour scheme and house style to appeal to their target audience of young children. The font, visuals and colour scheme all help the web banner attract this young audience, but also to attract the secondary audience of parents. These parents would most likely actually be the ones who see this web banner online, as many children wouldn't be surfing the internet. The parents would see the bright colours, childish font, and the stereotypical children's book front covers, and be drawn to it if they have children of a similar age. They can then use this web banner to 'find out more' about the children's book prize for Waterstones, proving that arguably parents are the primary audience of this campaign material. For my web banner, I met these trends of advertising by ensuring I established brand identity with my colour scheme but also ensured It would appeal to my target audience. I used lots of visuals on my web banner as this conventionally too, as users are more drawn to visual heavy web banners as it needs to quickly pique their interest as they're scrolling online. I included their socials and address to help establish brand identity. I also ensured their logo was the largest thing on the web banner as this ensured users would know which brand it was for, and their name including 'books' helps users to understand what type of brand they are. Furthermore, I ensured to have a persuasive phrase on the page as this would be what tempts audiences to click on the web banner. I changed the stereotypical 'find out more' to instead match more thematically with the fact that my client was a book shop, incorporating 'turn another page' to work as essentially a pun. This enables me to engage my audience, whilst being persuasive, meeting the trends of advertising.

Audio Visual product

 

To ensure my AV product met current trends of advertising, I used Waterstone's promotional video that highlights the novels they sell, and the current promotions they have. Following their similar digital method of advertising, I made my video completely digitally, using similar front covers of the novels to easily engage my audience, and meet trends of advertising. I also added branding at the end of the video, to ensure it not only met these trends of advertising, but also properly promoted my client to my audience. I also made my video rather short as this is conventional for a short promotional audio visual product, for example, Waterstones is only 21 seconds thus I made my video around 20 seconds long too. By only making my audio visual product use the front covers of novels that are either their bestsellers, certain genres and in their book clubs, this ensures the campaign is very consistent and cohesive. 

LO3: Create the media components for use in the planned campaign

PRINT

Poster:

The poster for my client will be used in many areas. Printed on A5, this poster will be stuck up in many busy areas, with lots of foot traffic. This means that a lot of people, potential customers, will hopefully see this poster and then want to visit Juno Books, and discover what they offer to their customers, and the manner in which they do so. For example, sticking the poster up on bulletin boards, notice boards around the city. My poster can also be used on the Clear Channel screens which can be seen in lots of areas with high foot traffic (e.g. shopping centers).

WEB

Vertical Web banner:

Both of my web banners will be used online, and as advertisements on other websites, for Juno Books. For example on websites that allow these web banners, including Mail Online. This will hopefully catch the attention of my target audience, due to the house style and branding established throughout the campaign. As well as the novels and genres featured on the web banner which will appeal to the target audience.

Horizontal Web banner:

AUDIO-VISUAL

Promotional video:

My AV product will be too be shown anywhere with high foot traffic, online. For example, as a YouTube advertisement, a TV advertisement, or just a general online advertisement as a pop up video on websites that allow advertisements.

LO3: Demonstrate the development of media products for use from plan > draft > final version

POSTER

Plan:

These are the initial visualization diagrams i created for my print product of Juno Books. I wanted to keep a focus on their bestsellers and celebrate their business.

Sample material:

This was a sample preliminary task i created to get a rough feel for the layout of my possible poster, this was before images were taken and proper conversations were had.

  

Draft:

This was the first draft i created for Juno Books that I sent for feedback. I ended up changing the layout, and the pictures used as my client wanted a bigger focus on the bestsellers instead of their business values.

Version 1:

 This was version 1 of my completed poster. My client disliked the qr code on top of other images as it looked "a bit messy looking". This poster celebrates their bestsellers.

Version 2:

Version 2 of my completed poster, i changed the layout and went for a more simple version, as per their feedback.

Version 3:

version 3 of my poster explores their bestsellers more subtly through a star in the corner. The colour scheme is more cohesive, and it looks less "messy looking".

WEB BANNER (horizontal)

Plan:

These are the visualization diagrams i created for my campaign. These explore and focus on similar things to my poster.

Sample:

This was a sample i created to get an overall feel for a possible web banner, and the layout of one.

Draft:

This was the initial draft i created that i sent to Juno Books. They wanted it more visual based but liked the consistency with the poster.

Version 1:

This was the final version of my web banner for my client, celebrating their bestsellers subtly too as well as their location and socials.

WEB BANNER (vertical)

Plan:

This was a visualization diagram i created for the plan of my vertical web banner. My client wanted both a vertical and a horizontal web banner for their business. This one more explicitly celebrates their bestsellers.

Draft:

This was the first draft of my web banner. They thought this looked a bit messy looking, and needed a border.

Version 1:

This was the final version of my web banner. I added a border and made the logo more visible.

AUDIO VISUAL PRODUCT

Plan:

This was the storyboard for my video i made to collate my ideas.

Draft:

This was the initial draft of my av product, without the pages properly done, just so i could see the animation. 

Final product:

 this was my final product that was very consistent in the themes in terms of celebrating their bestsellers and exploring their book clubs.

LO3: Explain how the created adverts meet the codes and conventions of the ASA & OFCOM

How does my campaign meet the ASA advertising code?

My campaign meets the ASA's advertising codes as it is not misleading, and causes no harm or offence. In terms of avoiding misleading information, my campaign has been produced with total transparency with my audience. Furthermore the ASA has two main advertising codes: CAP Code, which covers all non-broadcast ads, including print, online, social media, sales promotions, and direct marketing; and BCAP Code, which applies to all tv and radio advertisements, including teleshopping and sponsorship credits on OFCOM-licensed services. For my campaign, my poster and web banners would be covered by the CAP Code, whilst my audio visual advertisement would be covered by the BCAP Code. However, I actually intend to advertise this video online, which would be classed as non-broadcast advertising, so therefore it is covered by the CAP Code. Even though all my campaign is covered by the CAP Code, it still is required to be legal, and truthful, and also clearly identifiable as an advertisement. I am also following the ASA's compliance code and requirements as my campaign isn't featuring any illegal nor decent and misleading content, meaning my campaign is fully legal. The other media products I produced for this campaign (e.g. the poster, and the web banner) also more specifically meet the ASA's advertising codes due to all the initial reasoning. By following the CAP code, I have ensured my campaign is not misleading, and causes no harm nor offense to its intended target audience.

How does my campaign meet OFCOM's advertising code?

For my video part of my campaign, I have ensured that it meets OFCOM's advertising code for television marketing. For example, OFCOM's 'section three: Crime, disorder, hatred and abuse' is a code that I ensured I abided by. This meant that all demographics presented would have to be portrayed respectfully and truthfully - I did this through celebrating that the business is queer owned and celebrates its feminist target audience. Additionally, OFCOM's advertising codes and requirements involve them requiring adhering to the BCAP Code, and they impose this through sanctions, fines or even license revocation if businesses breech. My campaign follows these codes, not breeching them, by ensuring that everything is legal and truthful, meaning it follows ASA's code 3. Furthermore, as per OFCOM's further codes and requirements, I'm not defaming my client as everything created is truthful, and is approved by the business themselves. Whilst for my poster and the web banners, I have ensured these meet OFCOM's advertising code by ensuring I am adhering to the correct code applied to these types of medias, and also similarly to the television marketing advertising code section 3, I will ensure that the minorities depicted and represented in my poster and web banner are represented respectfully and truthfully. 

LO2: (D1) Discuss the legal and ethical constraints on the creation of the campaign.

When creating this cross-media campaign for my client, Juno Books, I need to ensure it's efficient at targeting their desired demographic, but also to minimize the legal and ethical constraints on the production. 

Firstly, in terms of legal constraints this could include factors like copyright infringement, or the breach of data. For example, if I used Juno Books' logo and house style on my campaign without getting their permission first would be copyright infringement as I'd be using their intellectual property without permission in order to gain a profit. This means that i would be liable for legal action, such as being fined, or taken to court, and forced to take down and erase the material with their intellectual property on it. So to prevent this, I will gain permission from Juno Books to use their intellectual property (such as their logo) in order to create this campaign. To consolidate this, I will use forms as proof of this permission. Additionally, breach of data - whether that be customers' or even Sarah or Rosie's (the owners of Juno Books) - could make me liable for legal action too, as this would go against the Data Protection Act. This means that I will ensure all data collected and used to create this campaign, isn't used with malpractice, nor will it be released to the public, ensuring full confidentiality of all data involved.

Moreover, some ethical constraints that may be present whilst creating this campaign could be the incorrect portrayal of demographics featured in the promotional material, or it could entail the mistreatment or exploitation of talent and stuff. Concerning the possible incorrect portrayal of demographics, this could refer to representing minorities in societies in a disrespectful way that is harmful and offensive to them and their identity. The effects of this could be a damaged reputation, and as a result of this, loss of profit and the demolition of personal integrity. Furthermore, if executed to such a hostile degree, it could even result in legal action, due to many minorities and demographics being classed as protected characteristics by law. To prevent this, I will ensure I have thoroughly researched the target audience of this campaign, and the demographics featured within this, and thus will be aware of how to properly and respectfully portray them in this campaign. Also, the exploitation of talent and staff refers to the possibility of personnel involved in the production of the campaign being mistreated and taken advantage of. Likewise, this could result in legal action against the exploiter, as well as having a damaged reputation and personal integrity. To prevent this, I will ensure all personnel involved in this campaign are treated with respect and dignity, and fairly.

LO2: Evidence of development of further 2 materials – showing progression from initial sketches/drafts to final/near finalised product.

WEB: web banner - HORIZONTAL

Firstly, I created a photoshop canvas the size of a horizontal web banner, known as a leaderboard. I used the fill tool with a purple (colour matched to their logo), and then used the shape tool to create a yellow triangle (also the colour of their logo), which i then rotated to create the final design of the backdrop.

Using the materials my client emailed to me, I inserted their logo and used the transform tool to make it fit into the desired space.

I used the line shape tool to add a border to the yellow triangle (one line in yellow, the other in purple). I then used the square shape tool, in purple, to act as a folded page of a book, tying in to the business of my client (iconography).

I found out their bestsellers of 2024, and downloaded the PNGs of their front covers and added them to the canvas - using the transform tool to create this design.

I then applied a low opacity colour filter over the books to make it less blatant, in order to make it work more seamlessly as the backdrop. Using a screenshot of their location on google maps, I added this to the web banner and added their socials too, with the logo of each social media. I also added a catchy and persuasive tag line, that fits the client.

To go alongside the screenshot of their location, I also added in their actual address as well as their website URL.

WEB: web banner - VERTICAL

I created a canvas the size of a conventional vertical web banner, then used the fill tool to colour the whole canvas the same purple. I then added their logo, added a shadow to give dimension, and then made title boxes for each of their book clubs.

I added a yellow border around the web banner, using the line tool.

Similarly to my horizontal web banner, I collected a range of their book club titles and used the transform tool to add them onto the canvas.

Lastly, I added their location and website URL 

PRINT: poster

I created an A5 canvas for the poster (as per the client's request), and colour dropped it purple, before adding their logo and a yellow border.

I added the PNGs of their best sellers and added them to the middle of the page, for minimalism as per the client's request. I also added a phrase above for coherency.

Using Adobe's software, I created a QR code for their website and added this to the bottom of the poster, with a yellow stroke.

Similarly to the rest of the materials, I added their address and their socials, with matching icons of the social media.

Finally, using the line tool, I added a line between the address and the social medias to make it look more distinguished and legible.

However, based on feedback from a microsoft form sent out to my target audience, I altered my poster slightly to match the feedback.

AUDIO-VISUAL

promotional video

 

Firstly, i created a new composition for my tutorial, keeping most of the pre-saved settings.

I created all the assets for my animation first, before I created it, which made it easier so I could just drag them onto my new composition and put them together. Since this was just a tutorial, I made two pages that were the size of a book page.

I did this by creating a "solid" and changing the colour of it, as this meant they were easily distinguishable when the page was turning which was necessary so I didn't confuse myself, and could easily change the settings and find mistakes. For example, a later page turning too soon and cutting through the page for it, which was easily visible to see and amend due to the different colours.

Then, I copy and pasted them a few times so that I would have enough pages to make my animation look good, and realistic like an actual book turning. After I finished changing the colours of all the pages, I dragged them into my composition. 

Firstly, I set an anchor point to the middle of the page where I would place all my pages in line with. 

Then, I made my composition 3D so I would be able to get unlock and then change the material settings and geometry settings. This enabled me to change the curvature of the page as it turned, so that it looks more realistic and is less stiff when turning. 

Using key frames, I made around 4 different key frames for each page when they were turning, so that they turned and the page bent at the right time. I then copied and pasted the first two pages' composition's, so that I wouldn't have to redo all the basic settings each time for each pair of pages, as this meant i just had to edit the key frames and push them further back in time so that they would start flipping at different times. To make my pages seem more realistic, 

I added some light (an ambient light and a point light) which added shadows to my pages. However, I altered the shadows of each page and made them more distinct so that it looked more realistic like the page was actually turning and was an actual physical entity that blocked the light.

After I created the base for my animation, i then went into each 'page' and deleted the solid, to then copy and paste in a JPEG version of each book cover, and a PDF of the custom pages I created - in Photoshop - for this AV advertisement. For the pages on the back of each page (e.g. when the page turns, so the back of the page is visible; on the left hand side of the page), I had to flip them vertically so that they would display correctly.

  

Final product: