Explanation of your prior experience of and learning similar products

My prior experience is planning and producing work in media. where we did several units in media like Unit 14/16, Unit 15, Unit 3 and Unit 2.  

In Unit 14/16 we did a Radio drama that was about this girl named Avery goes to the dark web and meets a person that she things is a similar age to her but when they do meet up in real life it's not as she expected, and we needed to plan it out before we started on it. We needed a script for the voice actors, voice release form, conducting recce's, legal and ethical issues, considerations, funding, launch date, production schedule, to plan what we are doing for the week so that we are prepared and a key personnel list. For Unit 15 we had to do the same thing but instead of a radio drama we did a TV ident and we had to do things like a risk assessment and location recce because in an ident the risk assessment and location recce is more important because the audience would be able to see the environment instead of just listening to it like you would do in a radio drama. In Unit 3 I learnt how to do a thriller trailer which is called 'Revenge' where we did things like Storyboards and shooting scripts. We also did an animatic that we didn't do in the radio drama or the TV idents, which meant that I learnt a new skill while doing this particular unit because before then I didn't know how to do an animatic. Animatic was like a storyboard but with sound effects and what we did is just used our storyboards and edited it so that it looked like an animation.

I feel like now I have a lot of experience with the camera and all the different shots that I would need to include, such as mid shots, long shots, close-up, wide angle etc. Which was from the thriller trailer for unit 3. I also have experience on shooting videos that are 4 minutes long and also videos that are short that are about 30 seconds which was the TV ident. Which shows that I can do videos that are long and also short. I have a lot of experiences with scripts and planning pre-production like mood boards, storyboards, legal and ethical requirements/issues since I did one for Unit 3, Unit 14/16 and also Unit 15. I also have experience with editing since I edited in most of my units that I did. My weakness would be a print advert since I haven't done that yet.

The area I would need to develop on is the print advertisement because I've never done it before, so I would need to know how to put the images in the right place to make it look nice. To make sure to use the colour scheme for the company, for Cadbury it would be purple, orange and white. I would also need to add text on the print advert so that the audience would know what I am talking about. I would also need to get familiar with using photoshop, I have used it before but I am not as good with it as I am with editing in Final Cut Pro.

Response to the client brief

 Demographics

The audience would be interested in chocolate and would be a younger audience because most younger audience's love chocolate because of its sweetness. To ensure that my advertisement appeals to my audience is to make sure that the advert is colourful because most chocolate wrappers have a lot of colours in them for e.g., in creme egg there's colours like orange, yellow and purple. The advantage for this advertising campaign for this audience is that chocolate advertising campaigns are usually on YouTube so it's easy for them to watch it. Another advantage is when making a print advert or a poster, it's easy for the audience to see it because posters are usually everywhere especially if there's a new chocolate advertising campaign. A disadvantage is when it's on an advert in a radio because most younger audiences don't listen to radio as much unless they're in their parent's car. Another disadvantage is when it's on an advert like Spotify where there isn't a video of the advert and just the voice. It would be hard for younger audiences to know what type of chocolate it is and also see the amusing advert that you would see in YouTube or in a poster.

Conventions

Adverts usually include a slogan like KFC's slogan is "finger lickin' good" and it needs to be the same slogan for each campaign. A colour palette that needs to be the same for each advertisement.  The text would need to be the same font for each advertisement like the same text font would need to be used in the print and Tv advert. The characters would need to be the same for each advertisement for e.g., there should the same characters you used in the print advert also in the TV advert.  A logo will need to be included in my work because that's how the audience will remember the advert by. I would need to include actors and also voice actors in my advertising campaign. I would include the voice acting in the start of the advert where it's taking about the chocolate. I would include the slogan at the end of the advert because in most adverts they add the slogan at the end.

Industry requirements  

The institution that my advertising campaign is being produced for is Cadbury chocolate. Cadbury chocolate is a British multinational confectionery company that is owned by Mondelez international since 2010 and its also the second largest confectionery brand in the World Cadbury - Wikipedia. The advantages with Cadbury chocolate are that they are very responsible for advertising because they are a well-known brand because it is one of the biggest chocolate confectionery brands. The disadvantage of working in cadbury is that they are limited to product range, product recall and lack of rights. One of the regulatory issues is that cadbury would need to make sure that they have documents on the people that work there and they have giving them permission about being involved. They also need to make sure that their packaging is their own and aren't copying a style such as galaxy chocolate. Cadbury is a well-known chocolate brand with a distinct organisational structure, market segmentation, distribution strategy and promotional strategy. Its  organisational structure is one of hierarchies, with a clear understanding of who is in charge and who is in charge of carrying orders.

https://nunuchocolates.com/what-is-the-organisational-structure-of-cadbury/#:~:text=Cadbury%20is%20a%20well%2Dknown%20chocolate%20brand%2C%20with%20a%20distinct,charge%20of%20carrying%20out%20orders.

Mediums

The medium i will be working on is a poster and a YouTube advert. The poster will have print advertisement with images and a colour scheme and i'll have an amusing YouTube advert for Cadbury chocolate to promote the product. The genre that will fit into my text is adventure because it would be engaging for the audience to see and would also make them want to buy the product.

    

Unit 20 – Primary Research – Ideas for the Campaign – Taste Test