U30 LO2

Planning Booklet

Product you will be selling:

Febreze Aeresol

Information
product
/ client
(what to
is view
the product
who
makes
it how
large
is thethis
company
Budget: Howon
many
people
are likely
this advert
/ what
is the
realistic
figure
company
etc)
will spend? Look at other adverts they have and how much money was spent on them. I aim to
Febreze
is my
owned
andacross
manufactured
by the
umbrella
companybetween
Procter and
broadcast
advert
the day and
in the
early evening
the Gamble
evening who
newslast
andyear
made
a net profit
of 7.7toBillion
Dollars. figures
They are
an incredibly
large 6,529,000
company manufacturing
mostly
Emmerdale.
According
Itv's viewing
Emmerdale
received
watchers
household
and
beauty
care
products
like
Perfect
10,
Head
and
Shoulders
and
Gillette.
(http://www.itvmedia.co.uk/highlights/ratings) . according to ITV's spot plan

(https://www.scribd.com/fullscreen/252860520?access_key=keylPIrn0OPKpEGPZipnDDR&allow_share=false&escape=false&show_recommendations=false&view_m
ode=scroll) it would cost 38'470 to air my advert at the times that I want.

When is your deadline for this advert? Wednesday the 11th February

What resources will you need to complete this advert?

A video camera, a set of soft boxes, three cans of Febreze, a smoke machine, hand towels to wipe
up any spillages and a tripod.

Who is your target audience? From Internet research and other adverts by the same brand. Link to these
adverts and research.
My target audience for this product is class C1/2 and higher middle aged stay at home mothers. I know this
from looking at the adverts from Febreze's as well as their competition companies Glade and Airwick. In all
of these adverts we can see that they all focus around women in a home environment and all these
mother characters are seen maintaining the home in some way.
Glade: https://www.youtube.com/watch?v=MKOOptIGl3U
Airwick: https://www.youtube.com/watch?v=kcSsjzWCCcQ
Febreze: https://www.youtube.com/watch?v=FfML9KXDaLU

Target Audience from your own research: Questionnaires and Focus groups. Upload completed
questionnaires and notes from focus group.
Although Febreze's target audience is Class C1/2 and higher middle aged mothers, I believe that there is a
section of the market that is up for grabs with products of this nature. Class E Students and Teenagers I
feel could be encouraged to buy this product if the ad itself shifted its focus slightly away from the 'normal'
target audience and instead focused more on making a funny possibly surreal advert which would grab the
attention of a younger audience of late teens and early twenties year old, whilst also encouraging mothers
(the normal target audience) to buy this product for their children.
I decided to conduct research into my idea.
I ran a focus group with a teenage panel and wrote a questionnaire proposing two ideas, one which is
similar to Febreze's current ad campaign 'Breathe Happy' and my new idea. The results of the
questionnaire and the link to the focus group video are below. Focus Group:
https://www.youtube.com/watch?v=mfa4FDi5hgc&list=UUKQVW5Lhzu9AujBdhOwQbmg

Market Research: Other adverts / products similar to yours. When and where are they aired? When does
your TA watch TV? Are there any occasions when your product will be better off aired.
Other products similar to mine are the plug in devices and aerosols of Glade and Airwick. These adverts
are usually aired across daytime TV sponsoring show's like come dine with me and studio based talk shows
when the TA will be watching, they are usually aired on Channel 4 and across Itv's various channels like ITV
Be. My Ta watches TV during the day as both my class c1/2 and higher as well as my Class E students TA
stereotypically are unemployed so use daytime television as a way to stay entertained. I feel in some
cases when an extremely 'domestic' show is aired, like for example ITV is piloting soon a 60 part series
called Britain's best bakery, as this type of programming would appeal greatly to my target audience
based of the success of other shows like it such as the Great British Bake Off on BBC1 it would be
appropriate to air my advert in the ad breaks of this programme where most of my TA if not all could
potentially be watching.

Issues: What issues could you encounter? Legal and ethical

Ethical issues I could encounter are that using a smoke machine as well as a large amount of Febreze
could potentially harm the enviroment, but ony in an incredibly small way.
Legal: I think my advert could be accused of being misleading due to its over the top style. I fell that
some people might take the advert literally and demand the same sort of expeiience as witnessed in the
advert. However in the ASA Codes of Advertising practice in section 3.2 it says 'Obvious exaggerations
(puffery) and claims that the average consumer who sees the marketing communication is unlikely to
take literally are allowed provided they do not materially mislead.'
Therefore I believe that we could use this section to argue against complaints which could potentially
take this advert of the air.

IDEAS
Brainstorm / mind map 1

Brainstorm / mind map 2

Chosen Idea:
Using Survey Monkey or other forms of questionnaires find out from your peers which advert you should
use. Upload your completed answers here.

Drawings and sketches of your idea

Proposing idea: Discuss the USP, the style, the message it sends and the relevance to your target
audience.
Febreze's USP is that it completely eliminates odours as opposed to just covering them up, it also
has a unique trigger on the bottle which makes spraying easier. Usually adverts for products like this
are very calming and soothing and contain soft music, after analysing various adverts for all three
main companies I felt that creatively these adverts had fallen down a slope where no idea's were
being experimented with only the same motherly characters in the same scenarios. I then decided
to subvert all of the traditional codes and conventions for these sorts of adverts, where there would
be quite music i would put instead a vibrant up tempo beat from an up and coming artist, where
there would usually be a mother sitting down with her friends I would replace it with my main
character performing an exciting activity. This new approach to adverts like this might seem
irrelevant to my target audience however i am still showing the foundations behind every advert for
products like Febreze which is that Febreze smells good, it makes your house smell better than
other products do, and that it can potentially make you feel happy about your house. As these core
elements are still contained within the advert albeit presented in a different way it is still relevant to
the TA but just showcased differently.