RYMAN STATIONARY ADVERT

FOR STUDENTS + YOUNG ADULTS

Daniel Crocker

for more information contact: danielcrocker45@gmail.comor 967493@henleycol.ac.uk

Contents:

1. Details of the product and public perception

2. My advert
3. USP of advert
4. Discussion of colours/graphics/sounds/location
5. Market analysis, Graphs and charts, target audience and selling figures
6. Comparison to the advert of a close competitor
7. More detail on the client
8. More detail on the Target Market
9. Why should you buy my advert?
10.References

1. Details of the product and public perception

The products are school stationary and art supplies goods;
quality pens, pencils, paper, paints and brushes.

The products are largely viewed as necessities, however people

will pay slightly inflated prices for a branded and marginally
more expensive-to-produce versions. Additionally, the prices
people are willing to pay are related to what their intended use

of the product is; people will pay higher prices for art pencils
intended for drawing and precision- than standard writing
pencils, for example.
Luxury prices can be charged when this, in the customers
mind, will result in a higher quality of finished work, providing a
higher quality that they have come to expect and are willing to
pay more for.
Art supplies are embodying of artistic expression, while they are
very simple tools, what they can do is extremely varied,
complicated and personal especially in the minds and hands of
those that feel passionately about art. They represent potential
and the enabling tool for artists.
2. My advert
The advert can be found for viewing at:
https://www.youtube.com/watch?v=M6kB3-aeuNY

These are some stills from the advert:

3. USP of advert
The unique selling point of the advert is that is focuses of the
use of the product, the enabling of self-expression and
realisation of potential, with the products themselves taking a
step back for us to see this, without being instead focused on
their quality, packaging and price. It gives the audience the
impression that talent and expression are easily attainable and
that, at the end reveal of the brand, the product is a key part of
this.

4. Colours, graphics, sound and location.

At the beginning of the advert, although the people featured
look mesmerised and enchanted, I wanted their surroundings to
look bleak and desolate to the viewer, so the colours are cold
and washed out to reflect this and to contrast with the way they
seem to be viewing it. The locations used here are ruined oldarchitecture and decrepit industrialised land, places that can be
perceived as very grim or as places of unique charm.
Building upon this, when the characters use what they have
seen in conjuncture with the product (and are indoors, where
people are most likely to do so), the music suddenly lifts (slightly
juxtaposing what they are doing but highlighting the internal
intensity they feel) and the colours visible become more
colourful and vibrant. Then, at the end of the advert, just as the
music has reached is crescendo and is tailing off, the characters
on-screen shut their books (indicating the end of the advert and
preparing the audience for the brand logo to appear, as is
standard in television advertising) the logo appears with simple
stylised text, with only block red colour and white text, for the
tagline let the world inspire you
5. Graphs and charts, target audience and selling figures
and Market Analysis.
The UK stationary market is a very healthy and stable market
that like any other has slight ups and downs that are to be
expected in any, as demonstrated in these graphs.
For the purpose of these graphs, the UK Stationary market is
defined of consisting of the following:
Writing and drawing products

Paper and Board

Envelopes
Notebooks and Registers
Other desk items

6. Comparison to the advert of a close competitor

Unlike previous advertising for similar products, the focus is very
much on the act of using the products by individuals, aimed
squarely towards its intended users, rather than appealing to
their adult parents as the main intended audience of the advert.
Our Rymans advert:

Competitor Staples advertising for comparison:

7. More detail of the Client

Ryman is a UK stationery retail company with over 230

outlets nationwide in the UK. The website and stores
provide a wide range of stationery and office supplies
for homes and businesses with its headquarters in
Crewe, Cheshire
Ryman Stationery is a very large part of the UK stationery
business, because they have an image as both providers of fair
prices and quality products, a strong positive image that needs
to be reinforced and maintained to the public to further benefit
sales.
8. More detail on the Target Market
Selling or artistic and school supplies, it was felt that the target
audience would be predominantly teenage, the young
adult demographic, with no real gender bias. I conducted a
survey to find out what types of people the product appeals to, to
determine which age, and gender demographics to target, to
confirm my thoughts, shown on the following page.
The majority of the people that I surveyed agreed that the
product is mostly to be directed towards both genders equally,
and primarily aimed at people between the ages of 11 and 21, a
teenage demographic. Therefore my advert will be aimed
towards teenage students indiscriminate of gender.

9. Why should you buy my advert?

The advert is simple and easy to understand, perhaps slightly
avant-garde for an advert aimed and younger people. As the
product being sold is and artistic considered to be used for
intellectual purposes, I feel strongly that its important not to

patronise our target market, in order to really get through to

them.
I feel that the dramatic nature of the music emphasises the
emotion of the piece, allowing our audience to project
themselves onto the characters and see themselves in them. The
tone and simplicity of the advert helps to capture the simplicity
of the task of drawing while encapsulating the potential it has
when used with emotion.
10. References
http://store.mintel.com/spending-habits-of-the-teen-consumer-us-august2011?cookie_test=true
http://www.marketresearchreports.co.uk/samples/Stationery%20Market
%20Report%20UK%202007_sample.pdf
http://ijbssnet.com/journals/Vol_3_No_22_Special_Issue_November_2012/2.p
df