Andy Raynes

Unit 5:LO2 & Unit 4: LO1 Ideas

Originate Ideas
1) Brainstorming Create Mind Maps 2) Analysis of each idea Idea 1

Idea 2

Andy Raynes 3) Selection 4) Justification I have chosen Idea 1 as my main concept, mainly because it requires fewer resources than Idea 2; which requires more actors, and expensive costumes. Also, I feel I am more experienced in advertising, due to having completed Unit 30: Advertisement Production for Television. The length of production is likewise considered, where adverts are usually only 30-40 seconds long, however a short film maybe around 5 minutes long. This means the production time for adverts will be quicker and will benefit my time for this unit.

Develop an Idea
1) Mood Board

Andy Raynes 2) Mock-ups Your Dad and I are going out for dinner. Are you coming or what?

Nah Im alright

When crying, he will look up at the Pop Tarts box and smile. There will be a close-up of his face. 3

Andy Raynes 3) Feedback Overall, the feedback I got from several of my peers was very positive, with no criticisms, but only possible adjustments to the humourous moments of the advert. Below are their ideas: 1) 2) 3) 4) Instead of a teddy bear tuck it in with him in bed Laying in the sunset with box (possibly silhouette) Possibly buy bigger 48-pop tart box for it to stand out more Pop tarts singing animation

I am very happy with these add-ons to my advert, but I just need to remember that there is a very small limited amount of time in advert, and should only choose the most suitable shots. Ideas 1 and 2 are the most likely to be implemented, as it should not be much hassle filming; although with idea 3, it is rather expensive to buy (20); and idea 4 may require a lot of work, as I am not experienced in animation.

Constraints
1) Costs There should not be many problems with costs during the production: Costs Pop Tarts Price 6.30 Website URL http://www.amazon.co.uk/Kelloggs-Pop-TartsCookiesCream/dp/B0026431F4/ref=sr_1_1?s=grocery&ie= UTF8&qid=1398783065&sr=11&keywords=pop+tarts http://www.arrivabus.co.uk/ticket-information/

Return bus ticket (Reading Henley)

6.00

The equipment such as the camera and tripod has already been bought, so will not need any money putting towards it. 2) Personnel Some of the possible personnel constraints could be that the actors could be ill or busy on the day and will need to have filming rescheduled to another time.

Andy Raynes 3) Resources One of the possible add-ons to my advert was to have a Pop Tarts box talking. This requires animation programs capable of doing this, and the knowledge; however I do not have either of these. To enhance the sound quality, a boom microphone would make the production more professional; however we do not have access to this. 4) Legislations - Legal and Ethical Considerations If this advert was to be shown on TV, it has to follow the OFCOM and ASA rules and regulations. One of the rules for the ASA is Marketing communications should be legal, decent, honest and truthful. The storyline for the advert may not be completely honest and truthful, where Pop Tarts would cause you to dream/hallucinate different things, but it is certainly legal and decent for any age, not containing any inappropriate material. Furthermore, a rule for OFCOM is People who watch television and listen to the radio are protected from harmful or offensive material again there is no harmful material such as racism, bad language, ageism etc. It also unlikely that permission would be granted by the artist, Daft Punk, to use their song; so it may violate the Copyright, Designs and Patents Act.

Research your Idea

1) Identify the Target Audience The target audience for Kellogg's Pop Tarts is mainly for adults, but also children, both of any gender. The box gives this indication - "good source of 7 vitamins and minerals." They target the adults this way so that they can sell more because they believe it is healthier for their children. Children may want it because of the different varieties of flavours and how they show a big picture of the pop tarts on the front of the box. For adults with occupations, I think that the socio-economic groups would be B - Intermediate managerial, administrative, professional and C1- Supervisory, clerical, junior managerial because in my opinion people of that class would afford to buy it more easily as Pop Tarts are fairly expensive and rare to buy.

2) Audience Figures I aim to have the advert shown on ITV at 20:00pm on Saturday, as this tends to be the time when most people are watching TV shows such as Britains Got Talent and X Factor.

Andy Raynes For instance the viewing figures for last weeks Britains Got Talent was 8,451,000 according to http://www.barb.co.uk/viewing/weekly-top-10 . However, it should be considered that people may change channels or stop watching TV during the break/adverts. Therefore, it is likely that this figure may drop be a varied amount (possibly several millions).

3) Primary Content Research Ive researched the product with several of my peers in class (mixed gender groups), and it seems that my idea matches the general concept of Pop Tarts. They did not give me any criticism of the storyline/content, and did not think it would not appeal to the target audience of adults and children of mixed genders. Not many people have Pop Tarts very occasionally due to the expense, but it is considered food for breakfast according to my teacher. In this case, I will research into other products in the market that sell cereal.

4) Secondary Content Research (Competitors and Market) One of the popular competitors of Kelloggs is Nestle Cheerios is a very well-known breakfast cereal which target audience is based on families of mixed genders, as you can see from their website here where it says Flavors for you and your family http://www.cheerios.com/products . Many television commercials for Cheerios have targeted children featuring animated characters (such as an animated Honeybee). Bullwinkle was featured in early 1960s commercials; being his usual likably klutzy self; the tag line at the end of the ad being Go with Cheerios!http://en.wikipedia.org/wiki/Cheerios Animated characters would appeal more to children, but I do not have the resources and knowledge to be able to implement this. However, the concept of having a tag-line/slogan for a product would help the audience to remember the product better. The slogan for Pop Tarts is Pop Tarts. Crazy good. - http://uk.ask.com/question/pop-tarts-slogan Cheerios would often be advertised on kids channels such as Cartoon Network. The average daily viewing figures last month for this channel was 536,000 http://www.barb.co.uk/viewing/weekly-total-viewing-summary This statistic is not as high as ITVs, but it would be cheaper to advertise on.

Andy Raynes

Plan
1) Roles of Members Role Cameraman Teenage Boy Mum Editing / Sound Equipment 2) Location Recce Person Andy Raynes Harry Cowley Joelle Cowley Andy Raynes Harry Cowley

Andy Raynes 3) Timescale (Production Schedule) and Permissions

Dates (May 2014) 12th 16th

Monday Preproduction booklets started Editing finished

Tuesday Continue Preproduction booklets

Wednesday Finish Preproduction booklets

Thursday 13:00 - Filming in Studio

Friday 10:30 - Filming at Harrys house

19th 20th

Check Preproduction booklets are complete, Production Diaries are up to date and editing is to a good standard

Andy Raynes 4) Programme Design Format I aim to have the advert shown on ITV at 20:00pm on Saturday, as this tends to be the time when most people are watching TV shows such as Britains Got Talent and X Factor. 5) Contingency Plan If there are any problems during the planned production schedule, there should always be a backup. Here are the possible scenarios: Scenario Filming cannot be done on the day One of the actors cannot take part on the day I cannot use the equipment My computer does not work and the footage needs editing Solution Have an agreed back-up filming date 1-3 days after Have an agreed back-up filming date 1-3 days after I should be notified beforehand and bring in my own equipment i.e. camera and tripod Edit the footage at college