Create the adverts (U20: P4, M2)

Learning Outcome 3 (U20): Be able to produce the planned media components. 

Evidence of ad creation.

P4 (U20): Create production to be used in the original media product. 

M3 (U20): Create production materials that follow the codes and conventions of the chosen genre for the media product. 

The Phizzwizzard advertising campaign we have created for the clients (Carter soft drinks) included three elements of above-the-line, mainstream advertising; a video advert, billboard, and magazine ad. Interestingly, for the advertising to be considered a campaign it must include multiple forms of advertising/ communication so we ensured these three methods were used to communicate the same message to a variety of audiences- increasing the reach. Furthermore, adding different advertising mediums to the campaign allowed it to gain more awareness and be further received by audiences who might see more than one of the adverts, further persuading them to purchase the new summer drink. Finally, the slogan we used 'get that summer feeling' is easy to remember and well encapsulates the message of the brand, therefore, ensuring the correct target audience find it appealing. 

Billboard

The billboard for the Phizzwizzard advertising campaign was created to communicate the summer message of the drink and promote it overall. The billboard would be seen by a large audience due to choosing a primary location and this will help us to reach and gain awareness from our target audience- the target audience are primarily 30-year-olds so we have been sure to include some appealing features for them in our advert. Interestingly, the billboard advertisement is simple and uses familiar language for our target audience, making the advert more popular amongst this group and ensuring the desired message is being received in the correct way. Furthermore, we have incorporated images of strawberry laces into the billboard, these are shown coming out of the drink and therefore make it very clear to an audience that this is the flavour of Phizzwizzard- further appealing to our audience. In addition, we have used the colour matching tool in Photoshop to keep the colours used for the fonts consistent with the colour scheme of the drink's label. Interestingly, this keeps a level of consistency and makes the billboard advertisement look more professional by keeping to a colour palette which is simple and related to the product under promotion. Finally, one convention that can be identified within our billboard is the use of a slogan, this clearly states the intention and message of the ad, making it abundantly clear to audiences the effects of the drink, further persuading them to purchase it. 

Magazine

We used a magazine advert to promote our new summer drink, the primary audience for the product is 30- year- olds who are likely to read magazines and therefore consume the advertisements we place here. The target audience will be further inclined to trust the information and consequently purchase the drink if it's being advertised - and therefore supported - by an already established magazine. Furthermore, this advertisement was created to convey the summer theme as well as the flavours/ effects of the drink upon consumers. The advertisement within the magazine includes a variety of captivating conventions which have also been incorporated within the billboard ad, helping audiences to recognise the campaign and link the two together. For instance, the slogan has been incorporated in both using the same font and colouring to carry the theme throughout, creating consistency. In addition, the summer images and symbols coming out of the can are connected to the strawberry laces to further enforce the summer message of our campaign. These summer images have been created using google images in conjunction with the magnetic lasso tool on photoshop- allowing our images to be perfectly cut out thus adding a further sense of professionalism to our ad. While the primary colour scheme is linked to the flavour and can wrap for the new drink, the range of colours used throughout the ad reinforces the summer/ happy theme of this campaign and helps gain the desired emotional (happy) response from audiences.       

Video

This form of advertising was used because it's a digital way to advertise to our target audience of teenagers and the retro audience because when they will watch tv and YouTube and our advert will come up for them to watch, this will benefit the company because it will increase people seeing the advert and want people to buy the product. Our video advert, it will be aimed 30 year old as well as 13-18-year-olds. We have decided to have people looking sad and cheerless in the winter season in black and white. This conforms to the video advert conventions because we are starting a narrative of the advert. To follow the narrative we have once the drink is opened transported to summer and shows a vibrant summer scene, this follows video advert conventions. We will use a pop song as this will link to our 13-18-year-old target audience as well as conform to the vibrant colour scheme on the screen. The time length of our advert is a convention of a video ad as they are usually between 30 seconds to 1 minute, this shows we are following the video advert conventions which could appeal more to the target audience. Having two young people in the video advert appeals to our younger demographic as they can see people their own age enjoying the drink and wanting to buy the product. The song used and the colours in the first part of the video advert appeal to the retro audience and therefore appeal to all the audiences and make them buy/look into the product. The use of extreme close up shows the expression and reinforces the drink giving a summer feeling. The colour scheme will be bold colours like red, green, and blue as they are summer colours and also conform to the colours of a strawberry, which is the flavour of the drink. This will make the advert stand out when it is shown. The reason for the slogan 'Get that summer feeling' is because it's easy to spot and remember and also appeals to our target audience of 13-18-year-olds and 30-year-olds. The wording 'A taste of summer feeling' also feels retro because it allows the consumer to imagine past time which brings nostalgia.

Audience feedback

Primary audience- 30s

Was the slogan memorable?	Yes – it relates to the advert & flows nicely – I read the slogan whilst the song lyrics said ‘summer feeling’
Did the message come across clearly?	Yes – it was clear that the mood was distressing before they came across Phizzwizzard but once they consumed it, their moods were uplifted instantly whilst having a great time during summer
Do you think the song used was appropriate to the message of the advertisement?	Yes – both songs were appropriate for their segments. The first mirrored the distressing mood and the second conveyed summer time. The Harry Styles song said the words strawberries and summer feeling which relate to both the video advert and the drink which I thought was very clever.
Would you buy a Phizzwizzard after watching that advert?	Definitely – the drink intrigues me, and it seems as if I could be shifted to summer and have all my childhood memories flood in
What did you think of the time length of the video (too long/short)?	I thought the time length of the video was perfect, any longer and I possibly could have lost interest

Secondary audience- 13-18

Was the slogan memorable?	No as I didn't remember the slogan after watching it
Did the message come across clearly?	Yes - I fully understood that phizzwizzard would make you feel like you are happy and in summer no matter what time of year as summer is the happiest month
Do you think the song used was appropriate to the message of the advertisement?	Yes  - the  switch in the song made the divide between the sadness of not having phizzwizzard and being happy after having it very clear which made it very engaging
Would you buy a Phizzwizzard after watching that advert?	Yes as I would like to feel as happy as the people in the advert were after drinking phizzwizzard
What did you think of the time length of the video (too long/short)?	I think it was the right length - long enough to get the audience to engage with the advert but not long enough to bore us