Task 1: Research Portfolio
Learning Outcome 1 (Unit 20): Know How Existing Advertising Campaigns Embed Advertisements Across A Range Of Media Products.
Learning Outcome 2 (Unit 24): Understand The Products That Are Produced Within And Across Across Media Industries.
P1 (Unit 20): Describe An Existing Media Advertising Campaign.
Nike's 'Nothing Beats A LDNR' Campaign
Aims and Objectives
Nike's 'Nothing Beats A Londoner' campaign is an ongoing campaign which is trying to get as much of London's youth out of the house and active. They want to show the young people of today that they can do anything whether it is becoming a rapper to and athlete to a comedian.
The reason that they decided to aim to get the youth of today thinking they can do anything is so that they don't get too immersed in technology. Technology nowadays is changing a lot of things in terms of what people do in their spare time. This even comes down to why they advertised it all across social media and use many different types of digital marketing as they know this is the way that their target audience will see the campaign.
Target Audience
Nike set the target audience as young adults and so in their advert, they included over 250 people of the age of their target audience and famous athletes, rappers etc, who are just above that age to show them what they can do in such a short time and how once you see how people made it in London, you will really appreciate everything that happens.
As this is an ongoing campaign, it may not have even reached its peak yet even after being deemed 'one of the best ever made' by The Sun newspaper. After hearing this comment, Andrew Orr said 'It's not hard to see why'. This shows that even someone not from London is finding it amazing how involved Nike wants everyone to be.
Approach
When the campaign came out, it was being shown on television during adverts and it was being shown on the big screens at the cinema. The advert was going viral on social media (even Sadiq Khan shared the video). Nike also put the effort in to making two custom filters on Snapchat about the 'Nothing Beats A Londoner' campaign which spreads their message even more because of the fact that Snapchat's main target audience is the audience that Nike's campaign is targeting.
The way that they have distributed the advert was in a way that no other advert has really been able to do. They were able to take the whole of the UK by storm by uploading the advert everywhere on the same day. This meant that wherever someone in the UK, mainly in London was, they would have seen the advert at least once that day.
Key Messages
The key message here is that they want to show that their London audience, especially the youth, is their key audience and they want to show that they are their priorities and want them to be active and out so that they buy more Nike products.
Ethical Issues
Nike was able to show cultural diversity by using people of different races and from different countries even though this is an advert about London, it just mattered that the person grew up in London. However, they are not completely excluding people from other countries as there are people like Eden Hazard (Chelsea FC player sponsored by Nike) who is in the advert for a few seconds. Yes, the reason why he is in it may be because he is sponsored by Nike but there are other people that they could have chosen so here they wanted to show their diversity.
They also mentioned the names of different areas and made jokes like any Londoner when a female said she had to run through Peckham insinuating that it is a bad area and then a man in a full tracksuit in a corner shop replies saying whats wrong with Peckham clearly stating he is from there and he feels safe as it is where he has grown up.
Regulatory Bodies
The regulatory body for advertising here was the ASA (Advertising Standards Authority) and they deemed this Nike advert to not be harmful, misleading or offensive.
Representation
The people in the campaign are culturally diverse as it shows that everyone needs to get involved as a Londoner. This also means anyone that is living in London even though they did not grow up there. It also allows anyone to buy products that are related to this campaign as it does not target specific people.
Campaign Logistics
The way in which they went around making this campaign was that they needed to make sure that they had plenty of people in the advert from all backgrounds at once. They also had to find out ways in which they were going to distribute this advert so that they could get as many people as they could to watch it. This then ended up with them putting simple posters up in different places around London and putting videos on social media.
Choice of Media
Nike's choice of media was to go through social media platforms such as FaceBook, Twitter, Instagram and Youtube as well as putting up posters around London and making Snapchat filters exclusively to people living in London. The reason that they chose this way is because they saw an opportunity because it it so try and get the younger generation to get into doing more activities and the reason they do not do more activities, because they are constantly on their phones, is the best way to interact with them so that they see it.
This here is a screenshot of the Nike advert which was taken from Snapchat.
Call To Action/Feedback
The ways in which Nike went about getting feedback is by asking people to rate their ads or even by taking action on the streets by setting up tournaments which are free to join and you can win different prizes. This is how Nike was able to go about any problems that they may have encountered. This then gives their audience website links or store addresses for them to go to to buy products.
The key message is to encourage audiences to become more active and although the call to action doesn't directly tell the audience to do something through words, the content encourages audiences to be sporty.
Consistency of Message (Unit 20 M1)
The message that is sent from Nike is consistent throughout their advertisements. The way that we will be talking about this is through their Snapchat advertisement and their YouTube video. As you can see, the Snapchat advert is still but in actual fact, it was a video but unfortunately Snapchat does not allow you to capture a video. The video was just of Akinfenwa (the person in the image) lifting a very heavy weight. As a Londoner, it is showing again the key message of pushing yourself and that you can do anything if you are from London. This message relates to the YouTube video as throughout the video, people are doing different activities that normally, people would never try, this includes swimming in freezing cold water, playing a game of basketball in a packed box pitch and even riding a bike with one wheel. This shows that their slogan 'Just Do It' and their key message of 'Nothing Beats A Londoner' is consistent throughout of people doing things that they would never try normally.
The videos became extremely popular amongst the target audience and other audiences. This is not only because of the key message but also because the adverts that they released were very humorous and that made people talk about them and watch the full videos on social media platforms like Facebook or even on YouTube to watch the whole thing.
The result of this has seen Nike's sale figures rise and although London figures are not released separately from the worldwide figures, it is clear that this campaign has had a successful impact.
The images from this campaign that I've discussed are above.
Carlsberg's 'Probably The Best Beer In The World' Campaign
This Carlsberg campaign was originally a tagline made by ad agency Saatchi & Saatchi in 1973. They always made sure that their beer was the best and in 2014 they decided to try the same with their advertising and marketing. They decided to start making ads themselves and not getting different agencies to do it for them.
Approach
Carlsberg started trying out their content on social media through FaceBook with videos, a load of stories about the brand and different cross media campaigns. This then ended up with them making YouTube videos which started the 'Probably The Best ..... In The World' and wherever they put it out they put that word in. For example:
These images are from Google. The one on the left is from a poster and the right is a billboard.
The picture on the left is taken from a magazine. The picture on the right is taken from google of the Carlsberg ad campaign in London. Below is one of their Youtube ads which was also put onto other social media platforms.
This is their video advert taken from YouTube.
Here you can see different ways in which they have tried to interact with consumers through their adverts. This helps the company as it lets a lot of people know about and try Carlsberg beer. They are trying to get noticed by making themselves the best at what they do and let everyone even make a joke about something being the best. The message gets across in many different media forms whether they are billboards, videos, leaflets or just adverts on tv. They are consistent with the message of 'Probably The Best ... In The World' which is then replaced with 'Probably The Best Beer In The World'.
Aims and Objectives
This easily increases their sales as many people talk about them and they get new people just trying their beer or if they are doing a competition like the 'Probably The Best Prize In The World' which means people will enter and buy their beers and share the competition with their friends.
Carlsbergs' objective is to increase their sales and decrease their competitions sales. Normally they would attempt to just increase their sales but they want to take their competitors sales. This is done by constantly reminding everyone that their beer is the best and there is no point getting other beers as they are similarly priced.
Target Audience
The target audience for Carlsbergs' campaign is people in their twenties. This is because these are people that have been old enough to drink alcohol for at least two year and they may have had many different beer brands so they may know that Carlsberg is their favourite beer. They do not specifically target a specific gender with this campaign as they are not saying anything that could be related to gender apart from the competition of the football tickets which could be turned that it is targeted to men as the people in the poster are both men.
The lifestyle of their audience matters because their ads contain methods that mean people will be happy to drink in the day (for their billboard ad) and people that have bottles and read magazines a lot (to make their poster ad). Another way that they target people is by targeting groups of people rather than individuals. This is because they want the beer to be related to good and happy times. This also makes it easier to get bigger sales as if people are buying in groups, the majority of the time they would prefer to buy more than what they need rather than less.
Key Message
The key message here is very clear. They want to make sure everybody knows and agrees that they are 'probably the best beer in the world'. Even if people love a different brand, they would want to try a Carlsberg beer so that they can compare it to other branded beers. This will also get them to ask their friends to try the beer to see if they agree and it keeps going on.
Legal And Ethical Issues
There are some legal issues in these ads. These are that drinking in many countries, require you to be a certain age. For example, in the UK, you have to be 18 to purchase and consume alcohol without an adult present. This means that they will need to be careful of timings that the ad is shown and the different places it can be shown so it doesn't reach the wrong audience of people under 18 in the UK or the legal age of the country it is being shown in.
However, there are not many other ethical issues other than making sure that the ad is not shown to underage people.
Regulatory Bodies
The regulatory body for this campaign was also the ASA (Advertising Standards Authority). They did think that this advert could be harmful towards people under 18 and therefore it was not showed on daytime TV and said it was for 18+ only on every ad.
Engaging The Audience
The way in which Carlsberg engage the audience on different levels is by again, sharing their ad through many different types of advertisement, inducing billboards, tv adverts, cinema adverts, newspapers, magazines etc. This then goes onto how they adapt their ad to which platform they are on. By again looking at the competition, they have 'probably the best prize in the world' and for their billboard ad they have 'probably the best poster in the world'. This shows the audience what they can relate to and how they like seeing advertisement.
Representation
With this campaign, as they are trying to get it across to over 18s, they are trying different ways in which they can tempt the older generations. Even if this is by representing 'the best' of things in life. They do not have any faces in their advertisements and rarely and people either. This is so that they are representing everyone that should be able to enjoy a beer.
Campaign Logistics
They had to think about a load of ways that they could go about their advertisement including the amount of free beer that they would be giving away when the beer tap was a part of their advertisement. This mean that they needed to estimate how many people would see the billboard per day and think how much alcohol each person will consume.
Choice of Media
When it came to advertise beer, the choice of media has to be done very carefully. This is so that the campaign is exposed to as little of amount of under 18 year olds as possible. Nowadays, a quick way in which you can do that is by simply not making a digital version of this campaign. They made posters, billboards and competitions instead of making a simple post that could go viral online.
Call To Action/Feedback
In the competition ad, they have placed the website name at the bottom in bigger text than most of the other writing on the page. On the billboard ad they have included the website name in the bottom left but even though it looks quite small, it was big because of how big the billboard is. Because of the fact that they are already a very established company, when they made their video, all they needed to put was the logo of their company and the majority of their target audience already know where they can purchase the products.
The message is intended to state that it is the best beer in the world and therefore audiences should buy it. There isn't a message through text, but call to action is to direct audiences to buy the product and enjoy it.
Consistency of Message (Unit 20 M1)
As it is clear to see, without thinking of the message, Carlsberg have kept their colour scheme very consistent with the green to stand out and white text on top. This means that already, people will know that if they see a green advert with white text, it is very likely to be a Carlsberg ad. The message of the brand is consistent throughout their message of 'Probably The Best Beer In The World'. This consistent message is carried through all of their ads in their own forms, for example, as you can see from their poster ad, they change the message to 'Probably The Best Poster In The World' and for their competition they put 'Probably The Best Prize In The World'. This goes without saying that they have kept consistency very well throughout the campaign as their original campaign message is 'Probably The Best Beer In The World' so they are trying to get everyone to familiarise themselves with seeing and getting the best things in the world.
This consistent message is able to run well as well because it is not always straight forward for an alcohol advert so it is not too much of a problem if the advert is being shown around younger people even if they may just be under age.
The images from this campaign that I've discussed are above.
P1 (Unit 24): Describe The Media Products For An Identifies Industry Sector.
There are many different ways to advertise a product. This includes:
McDonalds' Big Mac 50th Anniversary
Adopted Products
The Big Mac has been an iconic item on the McDonalds menu for 50 years now and what better way was it for them to introduce a limited time only Grand Big Mac (an even bigger Big Mac) and a Big Mac Jr (a smaller Big Mac). By releasing these limited time burgers, they are opening up a whole new way to introduce people to the iconic burger. The Grand Big Mac would target people who are up for a big burger and know they take a few burgers to fill up. This will also be good for older people who used to eat Big Macs before they decreased them in size a few years back. This means that for people who used to have Big Macs and now they have changed their usual order, could it change back? The Big Mac Junior will be targeting people who cannot handle a Big Mac or have never tried one before. This is good as it is a cheaper version of the monstrous burger so people can get a taste of it and find out if they love it or not.This means that they do not have to spend however much it normally is and can have a few bites without getting too filled up. This can also be for people who used to love and adore the Big Mac but simply cannot finish it anymore due to the size of it.
This campaign lasted for over 50 days due to the build up of it despite the different sized Big Macs only being released for 50 days, this was to symbolise the 50 years that the Big Mac had been around for. This whole campaign was to target different, separate audiences with each product but it also was to target the older generation who would remember their first ever Big Mac. The classic colours were used on the boxing of the packaging and it showed everyone how much of an impact McDonalds has on the world.
How Institutions Create Brands
The way that Mcdonalds are so successful in creating their brand is the way that they advertise different products in different locations. This means that they may advertise a burger that is popular in the UK in all over the UK but something different in USA. Therefore, it is clear that McDonalds change their adverts to match the preferences of the audiences. McDonalds' adverts always have something in them too make you remember them, even if it is just their little song at the end which everyone knows it is from McDonalds because of the I'm Loving' It slogan.
Another way in which McDonalds have successfully created their brand if through the use of their red and yellow colour scheme is easily recognisable from anywhere because there are not many other places with the same colour scheme, The big, yellow M on the red background really stands out to everyone.
Synergy is also used to make their brand bigger because they run something called McDonalds Monopoly. From this you win game pieces with each product you buy which can then win you different prizes. This is a good way for them to crease their brand as because it is only run for a limited time but run every year, everyone thinks it is a lot of fun and enjoys playing it.
How Institutions Create Cross-Media Products Across Platforms To Engage Audiences
McDonalds very clearly engaged different audiences across their cross-media platforms by making the products very appealing to everyone saying that the effort they put into was more than any burger they have ever mate etc. All of their ads were very similar as well. This is shown by their leaflet ad, Tv ad and billboard ads (in respective order) in their restaurants which are pictured below.
As you can see from this, the TV ad and the billboard ad are nearly identical, the only difference is that because the TV ad is easier to read and you can see it for longer, it had writing on it. This is thought through as if you see one of these adverts more than once you recognise it and think where you last saw it. They had to do this because of the fact that their audience is so huge, this means that they have to find every different way to advertise their products so that it reaches every different demographic. The limited editions big macs were only available for 50 days which means that the adverts ran for a little bit longer than that because they needed to put adverts out before the burgers cam out so it created a hype and then run the adverts throughout the limited time. The adverts finished on the 20th of March, the end of the 50 days.
Billboards are a great way to have people of this generation see adverts because travelling is what the majority of people have to do to get to friends or work and a lot of people drive on motorways etc where the billboards are placed. this means that with a billboard with three burgers and a yellow M in the top right corner, this advert does not go missed. The audience notice it is McDonalds straight away. This makes the driver or passenger think about what the advert is for and then either look it up on their smartphones, go to a McDonalds and see what it looks like, or bite the bullet, order the burger and find out what all of the hype and advertisement is about due to the amazing taste of the burger. Here they keep up the consistent theme of the burgers side by side so that it is easy to recognise. They keep the burgers a sort of mystery in this advert by not putting any names on the advert and just the M in the background.
McDonalds also use online advertisement which is done all over social media platforms such as FaceBook, Twitter, Instagram etc. This is to reach the younger demographic so that if they go to the restaurant because it is cheap, they would order one of these items. The social media ads are similar to their other ads that they put out so that again, they keep it consistent with the theme and what is in the advert so that they are able to introduce different products in different ways as long as they are similar to each other for each different campaign.
All of this is what makes McDonalds successful when it comes to advertising and advertising in different sectors because they are such a powerful company already and so easily recognisable to the public that they can make one theme of advertising and once it is seen, everyone which know it is a McDonalds advert.
Learning Outcome 2 (Unit 24): Understand The Products That Are Produced Within And Across Across Media Industries.
P1 (Unit 20): Describe An Existing Media Advertising Campaign.
Nike's 'Nothing Beats A LDNR' Campaign
Aims and Objectives
Nike's 'Nothing Beats A Londoner' campaign is an ongoing campaign which is trying to get as much of London's youth out of the house and active. They want to show the young people of today that they can do anything whether it is becoming a rapper to and athlete to a comedian.
The reason that they decided to aim to get the youth of today thinking they can do anything is so that they don't get too immersed in technology. Technology nowadays is changing a lot of things in terms of what people do in their spare time. This even comes down to why they advertised it all across social media and use many different types of digital marketing as they know this is the way that their target audience will see the campaign.
This is the video advert which was put on YouTube and on FaceBook.
Target Audience
Nike set the target audience as young adults and so in their advert, they included over 250 people of the age of their target audience and famous athletes, rappers etc, who are just above that age to show them what they can do in such a short time and how once you see how people made it in London, you will really appreciate everything that happens.
As this is an ongoing campaign, it may not have even reached its peak yet even after being deemed 'one of the best ever made' by The Sun newspaper. After hearing this comment, Andrew Orr said 'It's not hard to see why'. This shows that even someone not from London is finding it amazing how involved Nike wants everyone to be.
Approach
When the campaign came out, it was being shown on television during adverts and it was being shown on the big screens at the cinema. The advert was going viral on social media (even Sadiq Khan shared the video). Nike also put the effort in to making two custom filters on Snapchat about the 'Nothing Beats A Londoner' campaign which spreads their message even more because of the fact that Snapchat's main target audience is the audience that Nike's campaign is targeting.
The way that they have distributed the advert was in a way that no other advert has really been able to do. They were able to take the whole of the UK by storm by uploading the advert everywhere on the same day. This meant that wherever someone in the UK, mainly in London was, they would have seen the advert at least once that day.
Key Messages
The key message here is that they want to show that their London audience, especially the youth, is their key audience and they want to show that they are their priorities and want them to be active and out so that they buy more Nike products.
Ethical Issues
Nike was able to show cultural diversity by using people of different races and from different countries even though this is an advert about London, it just mattered that the person grew up in London. However, they are not completely excluding people from other countries as there are people like Eden Hazard (Chelsea FC player sponsored by Nike) who is in the advert for a few seconds. Yes, the reason why he is in it may be because he is sponsored by Nike but there are other people that they could have chosen so here they wanted to show their diversity.
They also mentioned the names of different areas and made jokes like any Londoner when a female said she had to run through Peckham insinuating that it is a bad area and then a man in a full tracksuit in a corner shop replies saying whats wrong with Peckham clearly stating he is from there and he feels safe as it is where he has grown up.
Regulatory Bodies
The regulatory body for advertising here was the ASA (Advertising Standards Authority) and they deemed this Nike advert to not be harmful, misleading or offensive.
Representation
The people in the campaign are culturally diverse as it shows that everyone needs to get involved as a Londoner. This also means anyone that is living in London even though they did not grow up there. It also allows anyone to buy products that are related to this campaign as it does not target specific people.
Campaign Logistics
The way in which they went around making this campaign was that they needed to make sure that they had plenty of people in the advert from all backgrounds at once. They also had to find out ways in which they were going to distribute this advert so that they could get as many people as they could to watch it. This then ended up with them putting simple posters up in different places around London and putting videos on social media.
Choice of Media
Nike's choice of media was to go through social media platforms such as FaceBook, Twitter, Instagram and Youtube as well as putting up posters around London and making Snapchat filters exclusively to people living in London. The reason that they chose this way is because they saw an opportunity because it it so try and get the younger generation to get into doing more activities and the reason they do not do more activities, because they are constantly on their phones, is the best way to interact with them so that they see it.
Call To Action/Feedback
The ways in which Nike went about getting feedback is by asking people to rate their ads or even by taking action on the streets by setting up tournaments which are free to join and you can win different prizes. This is how Nike was able to go about any problems that they may have encountered. This then gives their audience website links or store addresses for them to go to to buy products.
The key message is to encourage audiences to become more active and although the call to action doesn't directly tell the audience to do something through words, the content encourages audiences to be sporty.
Consistency of Message (Unit 20 M1)
The message that is sent from Nike is consistent throughout their advertisements. The way that we will be talking about this is through their Snapchat advertisement and their YouTube video. As you can see, the Snapchat advert is still but in actual fact, it was a video but unfortunately Snapchat does not allow you to capture a video. The video was just of Akinfenwa (the person in the image) lifting a very heavy weight. As a Londoner, it is showing again the key message of pushing yourself and that you can do anything if you are from London. This message relates to the YouTube video as throughout the video, people are doing different activities that normally, people would never try, this includes swimming in freezing cold water, playing a game of basketball in a packed box pitch and even riding a bike with one wheel. This shows that their slogan 'Just Do It' and their key message of 'Nothing Beats A Londoner' is consistent throughout of people doing things that they would never try normally.
The videos became extremely popular amongst the target audience and other audiences. This is not only because of the key message but also because the adverts that they released were very humorous and that made people talk about them and watch the full videos on social media platforms like Facebook or even on YouTube to watch the whole thing.
The result of this has seen Nike's sale figures rise and although London figures are not released separately from the worldwide figures, it is clear that this campaign has had a successful impact.
The images from this campaign that I've discussed are above.
Carlsberg's 'Probably The Best Beer In The World' Campaign
This Carlsberg campaign was originally a tagline made by ad agency Saatchi & Saatchi in 1973. They always made sure that their beer was the best and in 2014 they decided to try the same with their advertising and marketing. They decided to start making ads themselves and not getting different agencies to do it for them.
Approach
Carlsberg started trying out their content on social media through FaceBook with videos, a load of stories about the brand and different cross media campaigns. This then ended up with them making YouTube videos which started the 'Probably The Best ..... In The World' and wherever they put it out they put that word in. For example:
These images are from Google. The one on the left is from a poster and the right is a billboard.
The picture on the left is taken from a magazine. The picture on the right is taken from google of the Carlsberg ad campaign in London. Below is one of their Youtube ads which was also put onto other social media platforms.
This is their video advert taken from YouTube.
Here you can see different ways in which they have tried to interact with consumers through their adverts. This helps the company as it lets a lot of people know about and try Carlsberg beer. They are trying to get noticed by making themselves the best at what they do and let everyone even make a joke about something being the best. The message gets across in many different media forms whether they are billboards, videos, leaflets or just adverts on tv. They are consistent with the message of 'Probably The Best ... In The World' which is then replaced with 'Probably The Best Beer In The World'.
Aims and Objectives
This easily increases their sales as many people talk about them and they get new people just trying their beer or if they are doing a competition like the 'Probably The Best Prize In The World' which means people will enter and buy their beers and share the competition with their friends.
Carlsbergs' objective is to increase their sales and decrease their competitions sales. Normally they would attempt to just increase their sales but they want to take their competitors sales. This is done by constantly reminding everyone that their beer is the best and there is no point getting other beers as they are similarly priced.
Target Audience
The target audience for Carlsbergs' campaign is people in their twenties. This is because these are people that have been old enough to drink alcohol for at least two year and they may have had many different beer brands so they may know that Carlsberg is their favourite beer. They do not specifically target a specific gender with this campaign as they are not saying anything that could be related to gender apart from the competition of the football tickets which could be turned that it is targeted to men as the people in the poster are both men.
The lifestyle of their audience matters because their ads contain methods that mean people will be happy to drink in the day (for their billboard ad) and people that have bottles and read magazines a lot (to make their poster ad). Another way that they target people is by targeting groups of people rather than individuals. This is because they want the beer to be related to good and happy times. This also makes it easier to get bigger sales as if people are buying in groups, the majority of the time they would prefer to buy more than what they need rather than less.
Key Message
The key message here is very clear. They want to make sure everybody knows and agrees that they are 'probably the best beer in the world'. Even if people love a different brand, they would want to try a Carlsberg beer so that they can compare it to other branded beers. This will also get them to ask their friends to try the beer to see if they agree and it keeps going on.
Legal And Ethical Issues
There are some legal issues in these ads. These are that drinking in many countries, require you to be a certain age. For example, in the UK, you have to be 18 to purchase and consume alcohol without an adult present. This means that they will need to be careful of timings that the ad is shown and the different places it can be shown so it doesn't reach the wrong audience of people under 18 in the UK or the legal age of the country it is being shown in.
However, there are not many other ethical issues other than making sure that the ad is not shown to underage people.
Regulatory Bodies
The regulatory body for this campaign was also the ASA (Advertising Standards Authority). They did think that this advert could be harmful towards people under 18 and therefore it was not showed on daytime TV and said it was for 18+ only on every ad.
Engaging The Audience
The way in which Carlsberg engage the audience on different levels is by again, sharing their ad through many different types of advertisement, inducing billboards, tv adverts, cinema adverts, newspapers, magazines etc. This then goes onto how they adapt their ad to which platform they are on. By again looking at the competition, they have 'probably the best prize in the world' and for their billboard ad they have 'probably the best poster in the world'. This shows the audience what they can relate to and how they like seeing advertisement.
Representation
With this campaign, as they are trying to get it across to over 18s, they are trying different ways in which they can tempt the older generations. Even if this is by representing 'the best' of things in life. They do not have any faces in their advertisements and rarely and people either. This is so that they are representing everyone that should be able to enjoy a beer.
Campaign Logistics
They had to think about a load of ways that they could go about their advertisement including the amount of free beer that they would be giving away when the beer tap was a part of their advertisement. This mean that they needed to estimate how many people would see the billboard per day and think how much alcohol each person will consume.
Choice of Media
When it came to advertise beer, the choice of media has to be done very carefully. This is so that the campaign is exposed to as little of amount of under 18 year olds as possible. Nowadays, a quick way in which you can do that is by simply not making a digital version of this campaign. They made posters, billboards and competitions instead of making a simple post that could go viral online.
Call To Action/Feedback
In the competition ad, they have placed the website name at the bottom in bigger text than most of the other writing on the page. On the billboard ad they have included the website name in the bottom left but even though it looks quite small, it was big because of how big the billboard is. Because of the fact that they are already a very established company, when they made their video, all they needed to put was the logo of their company and the majority of their target audience already know where they can purchase the products.
The message is intended to state that it is the best beer in the world and therefore audiences should buy it. There isn't a message through text, but call to action is to direct audiences to buy the product and enjoy it.
Consistency of Message (Unit 20 M1)
As it is clear to see, without thinking of the message, Carlsberg have kept their colour scheme very consistent with the green to stand out and white text on top. This means that already, people will know that if they see a green advert with white text, it is very likely to be a Carlsberg ad. The message of the brand is consistent throughout their message of 'Probably The Best Beer In The World'. This consistent message is carried through all of their ads in their own forms, for example, as you can see from their poster ad, they change the message to 'Probably The Best Poster In The World' and for their competition they put 'Probably The Best Prize In The World'. This goes without saying that they have kept consistency very well throughout the campaign as their original campaign message is 'Probably The Best Beer In The World' so they are trying to get everyone to familiarise themselves with seeing and getting the best things in the world.
This consistent message is able to run well as well because it is not always straight forward for an alcohol advert so it is not too much of a problem if the advert is being shown around younger people even if they may just be under age.
The images from this campaign that I've discussed are above.
P1 (Unit 24): Describe The Media Products For An Identifies Industry Sector.
There are many different ways to advertise a product. This includes:
- Billboards.
- Magazines.
- Leaflets.
- Radio Ad.
- TV Ad.
- Social Media.
- Youtube Video/Ad.
- Posters.
- Fliers.
- Newspaper Ads.
McDonalds' Big Mac 50th Anniversary
Adopted Products
The Big Mac has been an iconic item on the McDonalds menu for 50 years now and what better way was it for them to introduce a limited time only Grand Big Mac (an even bigger Big Mac) and a Big Mac Jr (a smaller Big Mac). By releasing these limited time burgers, they are opening up a whole new way to introduce people to the iconic burger. The Grand Big Mac would target people who are up for a big burger and know they take a few burgers to fill up. This will also be good for older people who used to eat Big Macs before they decreased them in size a few years back. This means that for people who used to have Big Macs and now they have changed their usual order, could it change back? The Big Mac Junior will be targeting people who cannot handle a Big Mac or have never tried one before. This is good as it is a cheaper version of the monstrous burger so people can get a taste of it and find out if they love it or not.This means that they do not have to spend however much it normally is and can have a few bites without getting too filled up. This can also be for people who used to love and adore the Big Mac but simply cannot finish it anymore due to the size of it.
This campaign lasted for over 50 days due to the build up of it despite the different sized Big Macs only being released for 50 days, this was to symbolise the 50 years that the Big Mac had been around for. This whole campaign was to target different, separate audiences with each product but it also was to target the older generation who would remember their first ever Big Mac. The classic colours were used on the boxing of the packaging and it showed everyone how much of an impact McDonalds has on the world.
How Institutions Create Brands
The way that Mcdonalds are so successful in creating their brand is the way that they advertise different products in different locations. This means that they may advertise a burger that is popular in the UK in all over the UK but something different in USA. Therefore, it is clear that McDonalds change their adverts to match the preferences of the audiences. McDonalds' adverts always have something in them too make you remember them, even if it is just their little song at the end which everyone knows it is from McDonalds because of the I'm Loving' It slogan.
Another way in which McDonalds have successfully created their brand if through the use of their red and yellow colour scheme is easily recognisable from anywhere because there are not many other places with the same colour scheme, The big, yellow M on the red background really stands out to everyone.
Synergy is also used to make their brand bigger because they run something called McDonalds Monopoly. From this you win game pieces with each product you buy which can then win you different prizes. This is a good way for them to crease their brand as because it is only run for a limited time but run every year, everyone thinks it is a lot of fun and enjoys playing it.
How Institutions Create Cross-Media Products Across Platforms To Engage Audiences
McDonalds very clearly engaged different audiences across their cross-media platforms by making the products very appealing to everyone saying that the effort they put into was more than any burger they have ever mate etc. All of their ads were very similar as well. This is shown by their leaflet ad, Tv ad and billboard ads (in respective order) in their restaurants which are pictured below.
As you can see from this, the TV ad and the billboard ad are nearly identical, the only difference is that because the TV ad is easier to read and you can see it for longer, it had writing on it. This is thought through as if you see one of these adverts more than once you recognise it and think where you last saw it. They had to do this because of the fact that their audience is so huge, this means that they have to find every different way to advertise their products so that it reaches every different demographic. The limited editions big macs were only available for 50 days which means that the adverts ran for a little bit longer than that because they needed to put adverts out before the burgers cam out so it created a hype and then run the adverts throughout the limited time. The adverts finished on the 20th of March, the end of the 50 days.
Billboards are a great way to have people of this generation see adverts because travelling is what the majority of people have to do to get to friends or work and a lot of people drive on motorways etc where the billboards are placed. this means that with a billboard with three burgers and a yellow M in the top right corner, this advert does not go missed. The audience notice it is McDonalds straight away. This makes the driver or passenger think about what the advert is for and then either look it up on their smartphones, go to a McDonalds and see what it looks like, or bite the bullet, order the burger and find out what all of the hype and advertisement is about due to the amazing taste of the burger. Here they keep up the consistent theme of the burgers side by side so that it is easy to recognise. They keep the burgers a sort of mystery in this advert by not putting any names on the advert and just the M in the background.
McDonalds also use online advertisement which is done all over social media platforms such as FaceBook, Twitter, Instagram etc. This is to reach the younger demographic so that if they go to the restaurant because it is cheap, they would order one of these items. The social media ads are similar to their other ads that they put out so that again, they keep it consistent with the theme and what is in the advert so that they are able to introduce different products in different ways as long as they are similar to each other for each different campaign.
All of this is what makes McDonalds successful when it comes to advertising and advertising in different sectors because they are such a powerful company already and so easily recognisable to the public that they can make one theme of advertising and once it is seen, everyone which know it is a McDonalds advert.
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