Campaign Proposal

Product:
My product will be a sequence of images. 2 will be portrait and they will
be suitable for a bus stop poster or a magazine advertisement and 1
landscape that will suitable for a billboard. They will be advertising fashion
products for a charity shop.
Target audience:
My target audience will be aged 20-40 as they will most likely have an
income and be in a position to buy clothes for themselves, they will most
likely be in the lower/working class as they wont be in the position to buy
clothes in designer stores like most of the middle and high class bracket
will. I am aiming for a target audience that are both male and female as
charity shops sell clothes that have been donated from both genders. I will
be taking geographic points into consideration when choosing the
locations of my adverts as it would be helpful to advertise them in areas
my audience will see them.
Campaign Message:
My campaign message will be that no matter your budget you can still
buy trendy fashionable clothes for cheap prices. Not only will can you buy
a new wardrobe but the money you spend will be going to charity.
Launch Date:
I have decided to launch my campaign on the 7th of December as that is 2
weeks before the first official day of winter (21stDecember). I have chosen
to link my launch date to winter as thats when its really cold and people
tend to go out and buy; hats, scarfs, coats, gloves and any other warm
clothing.
Schedule of Advertisements:
Ad 1

7th December 2017

Ad 2
Ad 3
All
Close

15th December
29th December
12thDecember
26th December

2017
2017
2017
2017

Billboard poster outside a shopping

centre.
Poster at a bus stop.
Advert in local newspaper.
All previous locations.

I have decided to launch my campaign on the 7th of December as that is 2

weeks before the first official day of winter and it will give my target
audience chance to see the advert before the colder weather hits and
they realise they need to buy some more warmer clothes. I have chosen
to locate my first advertisement on a billboard outside of the local

shopping centre so that when my target audience are going to the

shopping centre to buy some warmer autumn clothes they can see the
billboard and consider looking in the charity shop first.
My second advert will be a poster on the side of a bus stop. I have decided
to locate my advert here because the majority of my target audience will
be in the lower social class meaning its not likely that they will drive;
whilst they are waiting for the bus they can look at the advert and it might
entice them to go to the charity shop and have a look what they can buy.
This advert will be launched 2 weeks after the first one which will be the
15th December which is the official first date of winter.
I have chosen to locate my final campaign advert in the local newspaper
because everyone in the area gets a free copy posted to their house, this
means everyone will have access to the advert. I have decided to launch
my final campaign advert 2 weeks after the previous one that will be the
29th December.
On the 12th December, all adverts will run until the end of winter. On the
20th March they will all close as that is the first official date of winter.
Legal and Ethical Issues:
-Charities
These rules are intended to prevent the abuse of peoples charitable
impulses. Charity advertisements or advertisements that feature charities
should treat with care and discretion any subjects likely to arouse strong
emotions. Although audiences are generally more tolerant of potentially
distressing treatments when the objectives of an advertisement are
charitable, sensitivity is nevertheless required especially in relation to
younger audiences.
(This information was found on the ASA website:
https://www.cap.org.uk/Advertising-Codes/Broadcast/CodeItem.aspx?
cscid={036d8596-7e77-4c99-bb29-8149570ca8bf}#.WG90lGdiiUk)
When launching my advert campaign, I will have to keep these rules into
consideration or I will be breaching ASAs rules and regulations. When
advertising my images, I must make sure they are suitable for a young
audience and make sure they are sensitive to an emotional audience.
-Copyright
Copyright, Designs and Patents Act 1988. The law gives the creators of
literary, dramatic, musical, artistic works, sound recordings, broadcasts,
films and typographical arrangement of published editions, rights to
control the ways in which their material may be used.
(This information was found on Google:
https://www.google.co.uk/#safe=strict&q=copyright+law)

When launching my advert campaign, I will have to take this law into
consideration. When taking images, I will have to make sure that they
have no brands that havent give me permission to use and I will have to
make sure that everything
-Defamation Act 2012
The action of damaging someones reputation.
Slander: Spoken- TV and Radio chat shows, interviews
Libel: written, newspapers, magazines and online.
This is a civil law.
I will have to be aware of this when creating my campaign advert, I cant
compare my chosen charity to a competitor if it means I will have to say
something negative.
-Obscene Publications Act 1959 and 1964
Under this law, it is an obscene article for publication for gain. Something
is considered obscene if it tends to deprave or corrupt, those likely to
read, see or hear that matter contained in i.e. pictures of death, this is a
criminal law.
The obscene publications law doesnt apply to my advert campaign
because anything that is classed as obscene is irrelevant to my adverts
and however; I will still have to keep it in mind when creating my advert.
Code of Practice:
-Misleading Advertising
According to the ASA rules, marketing communications must not
materially mislead or be likely to do so, Marketing communications must
not explicitly claim that the advertisers job or livelihood is in jeopardy if
the consumer does not buy the advertised product.
(This information was found on the ASA website:
https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?
cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.WG9x6WdiiUk)
When launching my advert campaign, I will have to keep these rules into
consideration or I will be breaching ASAs rules and regulations. When
advertising that the money goes to a charity I need to be careful in the
wording used, I will be breaching the rules of ASA if I was to say for
example buy clothes in this charity shop because if you dont children
will die as they havent got enough charity money to get them clean
water.
-Privacy

Impersonations, sound-alikes, parodies or similar take-offs of celebrities

are permissible only if those devices are instantly recognisable and if it
could be reasonably expected that the person concerned has no reason to
object. Nevertheless, advertisers are urged to obtain advance permission
or seek legal advice before clearance. Copyright permission should be
sought for references to, or portrayals of, well-known characters or their
names or personae.
I found this information on the ASA website:
https://www.cap.org.uk/Advertising-Codes/Broadcast/CodeItem.aspx?
cscid={32501c6e-37b7-48aa-976b-ae0f8ecba71f}#.WG953WdiiUk)
When producing my advertisements, I need to take this rule into
consideration because I dont want to be breaking the ASA rules and
guidelines, for example if we were to include names of the models used
this would be breaching their privacy as it isnt relevant for the advertising
campaign to tell people their private information.