AOB5; Evaluation

My task was to produce an advertising campaign for a media product that is being released. This product I decided to market an iPad Max as I know that the Apple brand is well known brand worldwide and have lots of hard core fans. The iPad Max is large screened version of the iPad and is targeted at people who love gadgets, games etc. on the move and can also be used for those who want to use it for business.

Before I started my designs for marketing I was a little unsure on what I was going to do so
I decided to research the target audience by looking at the profile of users who buy other Apple products and gadgets similar to my product. This was important for me to know what would work best and how it needed to look. It was paramount that I found out the social networking habits of my audience so that I could set up the web ads. I looked at previous Apple marketing material and that of other brands to give me an idea of what to add. I looked at the best time to launch the product and gauge the most effective time for putting posters, TV promotions and web campaigns out. It did not take me too long to decide on this date just before christmas because I known this would be a time when people would buy it for their loves ones. I needed to complete a SWOT analysis of Apple so that I could familiarised myself with the positives and the negatives of the apple company and hoped that this would help me to raise the Apple profile further and stave off any competition. I then went on to researching the different campaign methods in order to know the best way of reaching my target audience for maximum impact. Gaining feedback from a focus group was also something that I did and found very useful. It helped me to see what people thought about the product their response and maybe predict any problems before they occurred. This helped me make improvements and make the products the real best they could be.

To make the ad stand out I was trying to make them original and look different to all other ad so I included a bright colour pink background and black silhouettes of images of things you can use the iPad Max for. This I hope will make the ad look different and attract people attention from a long way away. When I presented this idea to a focus group there feedback said that the aims of the campaign and my understanding of the campaign were clear and that the dates relating to christmas was a good idea as this is a key time in the year. They also suggested that a few improvements would need to be made in order to make the campaign it's real best. Some of these are things I was able to quickly go back and make better and some would need some thinking about. The improvements suggested were to  have the ads relate more to each other with the same outline.

AOB4- Presentation Witness Statement

AOB4-Feedback

I have presented my marketing plan to the group who have agreed on a list of improvements based on the plan and products that I presented. From this I will be able to make improvements from what they said which I feel could make it really good. Members of the audience liked the plan and all agreed it was well thought out and planned through. They said that the image of the product could be in the middle of the page with all the images coming from it, instead of at the bottom. I disagreed with this as I think it's looks better at the bottom.  For the hoodies people said they should relate more to the other products with the focus group commenting on the lack of theme linking the hoodies with the broad sheet and button ad. They all agreed that I should include some images and colours etc which link in better with the other products. I agreed with this therefore I have decided I would improve the hoodies by including some of the blacked-out images scattered around them and having the 'your life in your hands' along the bottom of the hoody. They thought that I could have improved the plan by having the products all together so they could all be seen together. This was something that I had not thought about but I agree is a good idea. They though I needed to add more colour to the button advert to make it stand out more and make it better to look at. I agreed with this and will change it to the same colour as the broad sheet. From doing all these improvements I will make the products look even better which will increase revenue and profit, I am therefore very grateful for all the suggested improvements.

AOB4-Presention

AOB4-Promotion Product hoodies

After getting some feedback about the promotion product I decided to add something to the hoodies to make them relate more to the campaign. The focus group commented on the lack of common theme and suggested that I include some images/colours etc that linked them with the print advertisement.

AOB3; production dairy

5th September
Today I had a meeting with the client Dan Haycocks. We had a discussion about what different types of marketing I would need to use, to make my product really stand out. We also talked about how we could get these ads to look their best. I decided that for the indirect ad, I will make a poster in photoshop in which I will include images of some of the things that people can use the iPad Max for. I will have these in a fountain coming out of the iPad. For the direct marketing piece I will make a email also in photoshop in which I will have a picture of the product and a link to the webpage with information about it. For the promotion I decided to do a hoodie. All of these products will need to look like each other so I will include the apple logo and logo for the product on all of them.

15th September
Today I started work on the poster by collecting together several images of the things that people can use the iPad Max for. I decided to include an image of a pen and pencil, brush, headphones, games controller, space rocket and a computer screen. It is hoped that that these images will be associated with writing, painting, playing games, the speed of the product and the fact it can be used as a mini computer. I then desaturated all the colour out of the images and painted over any white bits that where left.

20th September
I continued on the poster ad by placing the images so that they were coming out of the iPad Max to give the audience the idea of everything the iPad can be used for. When I had done this I knew that it did not look right but I could not think how to improve it. I decided to move on to the next product and come back to it later on.

26th September
I started on the email ad. As I was a bit unsure on how to do this I thought it best to do a mock up of the ad. For this I just did the title and came up with the slogan 'your life in your hands'. I wrote some of the features for the products and included a link to find out more or to a landing page where you can buy the product.

30th September
This looked a bit dull so I thought I would do a bit of market research into the emails apple use. I changed the font on the title so the iPad was in bold but the max was not.

4th October
I started on the promotion products, to do this I had a look at some other promotions and a talk with the client about the best product. I decided to do a hoodie that would have the apple logo on the front and the logo 'your life in your hands' and the word 'max' on the back. To do this I wanted to show pictures of what the hoodie would look like so I found some hoodie images on a website and put then into photoshop.

13th October
On the last day of designing I finished off the hoodie by adding 'Max' and 'your life in your hands' in white on the back of the hoodie. I found the apple logo and made it smaller into the same size of a normal logo. For 'Max' I wrapped it to go around the hoodie.

24th October
I had a look back at the poster and thought about any adjustments I would need to make before they could go out. I asked sir for any of his ideas and so decided to copy the images to have three or four of the same image coming out off the iPad Max on the poster. I put these in a fountain effect around the product placing the smaller images just coming out of the iPad then having the images getting bigger and bigger until they went off the page.

5th November
Today I checked back on the email and thought it needed improving. I spent some time making amends so that it looked more like the emails apple use. I also had a look at some of the other media I have made to make sure that it looks consistent.

14th November
On the final day I went around the items to check everything was there. I added the finishing touches to the different pieces.

AOB3; Indirect Marketing Poster

AOB3; Direct Marketing Button Ad online

AOB3; Direct marketing Email

AOB2- User Audience

AOB2- Gaining feedback on my product

To gain feedback on the iPad Max I will gather a focus group together and then give them the opportunity to test the product and then ask them questions. There are many other ways in which I can gather feedback and the methods that I will use are the following;

I will provide a form on the Apple website that will allow people to feedback their feelings and thoughts on the product.

I will create a survey in which customers can respond and I can also provide a link to a 'review site' that allows customers to give a review on the product and a star rating.

Knowledge of my target audience - being aware of their social networking habits. I will target the sites that I know they are probably active on. For my audience, I will target sites such as Twitter, Facebook and Youtube in order to gain feedback and generally make the presence of the company/product known.

AOB2- apple SWOT analysis

Strengths	Weaknesses
Apple is a well-established company with lots of hard-core fans. They have a lot of money and resources to spend on products and marketing. It’s the fourth largest consumer in the world Apple is great at providing designs and development ideas Apple works on both the hardware and the software of their products	If apple ideas were to be copied then they would have to spend significant amounts of money on a lawsuit (patent infringement) If apple were to make a mistake on a product then they would have to spend money on replacement products for their customers
Opportunties	Threats
A huge growth in the market of smart phones, tablets and computers will ready boost apple’s profit. The delivery of smart phones is likely to raise to 850 million by 2013 Apple has over 350,000 apps making it the strongest mobile adverting this provides lots of growth opportunity By 2015 apple is forecasted to reach around $25 billion by using mobile adverting.	The raising population of completing rival companies like Google’s Android for smart phones and Amazon’s Kindle can have a big affect on it’s market shares 350,000 Android phones compared to 150,000 iPhones activated daily Steve Jobs was a big player in Apple developments then since his death in 2011, this could have a big affect on apple’s growth and product developoment. Any intense competition can lead to a huge impact on revenue and profit

AOB 2: The role of governing bodies

There are several different governing bodies whose job it is to ensure that the T.V and radio stations are doing their job correctly.

BARD
Broadcasters Audience Research Board is owned by the BBC, ITV, Channel 4, Channel 5 and BSkyB and is responsible for providing these companies with the figures of the UK audience. To do this they have to work out the average audience who have watched all of the programme from the very start to the end of it. This dose not include adverts.

RAJAR
The Radio Joint Audience Research has to measure and profile the audience of the U.K radio stations every three months. To do this they get a sweep who only participate for a week to record in a dairy of what radio stations they listen to for more than 5 minutes.

ABC
The Audit Bureau of Circulation is governed by the media industry and has two main roles; to manage and then uphold the standards which signal the demands of the industry and to ensure that all data and processes meet the requested standard. `The ABC was founded to react to advertisers wishes, when in 1931 they wanted an independent source of circulation data.

ASA
The Advertising Standards Agency make sure that all adverts are liked and can be trusted by the audience. They have to send out clear measures of what is and what is not acceptable content in an advert across a big range of sectors. In their bid to ensure all adverts are legal, decent, honest and truthful to the viewers.

CAVIAR
Created in 1985, the CAVIAR sets out to provide trust-worthy audience records for cinema. It is the result of a sample survey done on around 2500 British cinema goers age between 7-44.

CAP
The Committee of Adverting Practice have over 30 different members which all make sure that the advertising industries are kept legal. They are managed alone by the ASA.

AOB 2: marketing schedule

Item	Start date	Finish date
T.V promotion	It will start 5 weeks before the 14th November (day of launch)	It will finish a week after the 25th December.
Gadget magazines	I will set up previews of the product in magazines from 4-6 weeks before the launch	The previews of the product will finish on the date of launch and continue with reviews up until a week after the 25th December.
Web promotion	I will have the print ad and moving image ad on the front page of the apple website from 3 weeks before launch	They will be on the front page until 2 weeks after launch and then feature as a thumbprint on the front page until one week after 25th December.
Social media	4 weeks before launch I will set up the pages	4 weeks after launch       but the * will continue much longer on twitter
Billboards	I will allow 2 weeks before launch.	It will continue until 3 weeks after.

AOB 2: Marketing Plan

Dear Sir,

I wish to convey my ideas for a brand new advertisement campaign for the iPad max which is set for launch on the 15th November 2013. This will hit the market before christmas when people are most likely to have money to spend on their love ones. The iPad max will be a tablet computer with a keyboard and mouse that you can fold into the size of an iPod nano to fit into your pocket. This will be able to stick onto the wall but it will also have a foldable stand. I think people will find them very useful.

The advertisement campaign for this tablet will consist of the following marking tactics; a television promotion campaign including a T.V advert and reviews on gadget shows.
I will also launch a social media campaign setting up a Facebook and Twitter page for the product. I will have a full page spread of the product which I hope to put up on billboards. I will have the print ad included in gadget magazines and computer magazines and a pre-view of the product. I will start back the 'get a mac' with the 'get a iPad' campaign comparing it to an amazon kindle. I will also design some hoodies.

All of my advertisement products will follow a convention consisting of the shapes of some things that you can use the product for. This I hope will advertise people about all the different things they could use on it. They we also have a bright and colourful background so they stand out as well as the name and slogo. The full page spread will have all the shapes coming out of the product with the shapes getting bigger. I will include the name of the product on the right hand side of the iPad Max image and the slogo  on the left. The hoodies will have the images on the front of them and images on the back with the name Max on top of the slogo going along the bottom. For the T.V ad I was thinking of having people dancing around a camp fire saying prays when suddenly a massive crake in the ground appeals and the iPad comes flying up. The screen goes black and the name and slogo would appear on the screen in the bottom right hand corner.

By doing this campaign I wish to raise the revenue of the product to do this I will need to target a much more wider audience. However I hope it also has an 'knock-on' affect' in that it will create interest in other Apple products.

AOB1-Advantages of different campaign methods

The benefits of adverting on social media are that it is a very easy way for information to go viral and for people to like products which attract others to the product so soon more and more people know about the product. It is very effective because it reaches lots of people for a minimal cost and is very easy to change the content of the advert with it being online. Another advantage is that social media is happening in real time which people can respond to straight away by clicking on a link on the advert. This means people can react to it very quickly and easily and are more likely to buy the product. This differs from something in a magazine where more effort is needed to make the advert and for people to act on it.

In terms of using magazines to advertise the benefits are that you can reach your target audience by using magazines you know they are likely to read e.g gadget magazines. There is market research done to also see what other magazines your target audience may read so you can advertise your product to them directly.

AOB1- Analyse of a campaign