Campaign proposal

Product:
My products are three images, a landscape photo to be used on a billboard and
two more photos that are both portrait these are to be used in magazines,
newspapers and sites such as bus stops.
The photos will specifically focus on fashion, advertising that charity shops are
an alternative to high street shops for affordable clothing.

Target audience:
My target audience is 16 21 year olds of any gender this is because it is
around this age that they start to get a part time job and start to make more
money than they usually would, I have also chose this age demographic because
males at this age start to worry more about their fashion and what type of
clothing they have so they start to buy expensive clothes at high street shops
rather than the cheaper alternative of a charity shops.

Campaign message:
The message for my campaign is that most people should shop at charity shops
(i.e British heart foundation) rather than high street shops (i.e Topman) as they
have a similar selection of clothes and that the clothes at charity shops are
cheaper than high street shops. Charity shops also fund good causes and help
people in need rather than just taking some ones money.

Launch date:
The launch date for my campaign will be the 18 th of July this is due to people of
the target audience (16 21 year olds of any gender) do most of their clothes
shopping in the summer when they have finished school for the holidays and
have a lot free time than usual. This is also the launch date for my campaign
because it is the time of year that most people in the target audience start to
buy new clothes for the summer holidays so that have the latest fashion trends.

Schedule of advertisements:
19th July: billboards will be shown within a 20 mile radius of the golden square.
21st July: bus stops will have the first portrait image of the charity clothing these
will be around schools in the Warrington area
30th of July: billboards will be show within a 20 mile radius of the Trafford centre.
8th of august: portrait images will be shown in the sun newspaper.
19th of august: All adverts will be show until the 17 th of October.

Location of advertisements:
The location of the billboard will be within a 20 mile radius of the golden square
and the Trafford centre this is to optimise the viewing of the billboards I have also
chosen this location because this is where most of the target audience will go to

shop for clothes so the location of the billboards will also optimise the viewing of
the billboards.
The location of the other two images will be found on the sides of bus stops
around schools in the Warrington area this is so that the viewing of the images is
optimised by the target audience since the age demographic usually takes the
bus when going on a distanced journey.
The location if the portrait images being on the sun newspaper is because of the
age demographic being the type of people to read the sun also people who read
the sun newspaper are also usually looking for cheap clothing.

Legal and ethical issues:

Legal:
Copyright (act year: 1989):
Copyright is a legal act that is disallowing people to use already existing work
without credit to the owners of the already existing work. Upon conviction in the
magistrates' court the maximum term of incarceration in the UK for copyright
infringement is 6 months imprisonment and/or a fine of up to 50,000.
My adverts will abide with the copyright laws by having a completely original
idea without using any copyrighted material. My adverts will also abide by not
copying anything that has claimed copyright without giving proper credit to
those who have the copyright claim.
Defamation (act year: 2013):
Defamation is a legal act preventing someone from saying or writing something
that can harm someones livelihood or reputation. There are two types of
Defamation. Libel is when it is a written or published statement that could harm
someones livelihood or reputation and Slander is a statement that is spoken by
someone that may harm someones livelihood or reputation. If the defamation
law is breached a sum of money will be handed to the person/ company who won
after negotiating the total price.
My adverts will abide to the Defamation laws by not putting out any content that
can harm someones livelihood or reputation.
Obscenity (act year: 1973):
Obscenity is a censorship law that disallows the showing of violence, swearing,
and nudity or anything considered harmful or inappropriate in a media product
without a warning or age rating.
My adverts will abide to the obscenity laws by not having anything harmful or
inappropriate to the target audience in the adverts.
Ethical:

Ethical Representation (act year: 1983):

Ethical representation is so people dont publicly discriminate against Age,
Gender, Class, Race, Sexuality, Religion and Disability. Ethical representation is
also there so people dont slander or Libel against people in a media product. My
adverts will apply to representation by not discriminating against Age, Race,
Gender, Class, Sexuality, Religion or Disability in the adverts.
Intellectual copyright:
Intellectual copyright is a protection law so people can stop people from taking
Names, Designs or stealing and recreating your physical property.
My advert will abide to the intellectual copyright law by using original and unique
ideas.

Codes of practise:
Misleading advertising:
Background
The ASA may take the Consumer Protection from Unfair Trading Regulations 2008
into account when it rules on complaints about marketing communications that are
alleged to be misleading. See Appendix 1 for more information about those
Regulations.
The ASA will take into account the impression created by marketing communications
as well as specific claims. It will rule on the basis of the likely effect on consumers,
not the marketer's intentions.
Other sections of the Code contain product-specific or audience-specific rules that
are intended to protect consumers from misleading marketing communications. For
example, the Children and Medicines sections of the Code contain rules that apply,
as well as the general rules, to marketing communications that fall under those
sections.
If a marketing communication encourages consumers to buy a product or service
through a distance-selling mechanism, marketers should seek legal advice to ensure
they comply with the Consumer Contracts (Information, Cancellation and Additional
Charges) Regulations 2013

Privacy:
Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not
constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards
Authority.
Marketers making references to or about living individuals should ensure that those references
comply with the Data Protection Act 1998. The Act defines personal data as any information
about an identifiable living individual. That could include photographs of living individuals.

Marketers should consider whether material used in advertisements is protectable confidential

information, such as company records. Marketers can be liable for breach of confidentiality for an
unauthorised use or disclosure of confidential information in an advertisement. Similarly,
photographs of living individuals in situations in which they have a reasonable expectation of
privacy (e.g. on private land) can be actionable.
See also entry on Privacy.

(I have copied this from the CAP website https://www.cap.org.uk/Advice-Trainingon-the-rules/Advice-Online-Database/Data-protection-andprivacy.aspx#.Vo5F0PmLSUk)