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.