Idea
My three main ideas for my advertising project are all to do with technology. My ideas were advertising for an iPad, then a Microsoft Surface Laptop, but finally my favorite idea was advertising for a MacBook Pro. In all three of my ideas I knew they would be of the same style - I would be going on about how each of these laptops or tablets have revolutionized my life. The MacBook Pro advert is my favorite idea because I use on of these everyday and own one myself so I know a lot about this product such as its editing software and great features.
My Treatment: Apple MacBook advertising campaign
Genre: Advert
Target Audience:
17 to 34 white Males - as my avert is going to focus on how the MacBook is useful in the creative industry, I am am going to target white males as the creative industry is mostly white male dominated according to statistics (from the DMC) so therefore there will be a lot of potential customers with this target audience.
Specifically I am going to target my advert to people in one major US city, which will be New York as according to "Hush.com" Mac users were more likely to live in a city than PC users therefore there will be many potential customers living here. Furthermore my target age range is 18 to 34, so I am going to ensure that social media advertising is my main way of getting my advert across as social media is very popular among st this age group. My advert is going to focus on white males (the DMC statistics also showed the sectors' workers continued to be predominantly white) - one of Apples market strategies is to focus on how their products are useful in industries such as the creative sector.
I am also going to target my advert to people who live in the wealthier parts of New York City as I have found out from research that many Mac users are quite wealthy and are middle to upper class. Furthermore a large part of Apples target audience is professionals such as people working in the creative industry so I am going to focus my advert on that. For example I am going to focus how Mac's are powerful tools for video editing and music production. These are the places I am going to target in New York City.
Beginning - My advert is going to start with me ( I am going to play the role of a top video editor) explaining how useful the Mac Book is in video editing and production. I will go on about how its revolutionized how I edit videos, and go on about the powerful software.
Middle: The advert will then cut to a music producer (who my father will play) and he again will go on about how its revolutionized the music production process.
End: It will end with us saying "We chose the Mac Book", and then the advert will end with the apple logo.
Character Breakdown
Joe Bunker (Me) - professional video editor and video producer.
Age: 17 (I'm in the target audience age range so that will work very well)
I am going to be using Premiere Pro for editing and also Photoshop for my advert posters. I am quite confident using this software especially Premiere Pro so I should be able to edit this video well and make it look professional.
Setting
In terms of the setting I am going to record part of my advert in the by studio gallery, as I am playing a character who is a professional editor so its important I have a setting that shows and emphasizes this.
For my other character (who is my father playing a professional music producer) - I am going to record this near microphones and amps to show that he is in a music studio editing audio to make it look realistic.
Props
The main prop that will be in all my shots will be the Mac Book Pro as after all this is what I am adverting and this needs to be the center of attention. Other props will include, mixing desk and monitors for the TV studio control desk setting and microphones and amps for the music production studio.
Costume
As both my characters are in the age range of 17-34, they will wear clothing that represents that. They will also wear clothing that is smart but casual as the characters in the advert a creative media professionals so its important they look professional.
Graphics
At the end of my video I want an apple logo graphic at the end like they have in actual Apple adverts.
Audio elements
Soundtrack- I am going to use some uplifting music in the background, as this will mean I can incorporate the pathos technique, the audience will be emotionally uplifted by the music and associate this happy feeling with the Apple product., and will help persuade them to buy it. I am going to use this song in the background. The song I will be using is 'Arrival of the birds' by 'The Cinematic Orchestra'.
Rationale
I have chosen to advertise this product (the Mac Book Pro) as its a product that I am passionate about and one that I own so therefore I know a lot about it including things like the industry standard software that it offers and its features.
In my opinion I feel quite confident using Premiere Pro, so therefore I believe I can edit this advert well and pull it off. I also believe that I am good at persuasion so hopefully I can get this across in my project. Finally I have a creative flare that I hope will get across in the advert.
Requirements and resources
Cast: Joe Bunker, David Bunker
Crew: Cameraman - Holly Ward
Technical equipment: Camera, legs, external microphone, camera slider and a three point-lighting set up.
Locations: Film studio control centre desk and a desk with amps and microphones to represent a music production studio.
Constraints and contingency
I don't think there will be many problems as far as I am aware that I will have to overcome, which will make this adverting project easier for me. I will have to put on an American accent as its an American advert which may be a bit difficult.
Legal and ethical issues
In terms of copyright issues with things like the music I will ensure, I get the appropriate permission from the artist, and also Apple so I can run this advert.
Proposed schedule
I want to get the filming and editing of the moving image advert done by the 25th November so I have enough time to make any changes that may be needed. Ideally I would like the print adverts done by the 21st November.
Collecting data on MacBook Pro
I looked at many reviews of the MacBook Pro, to get an understanding of some of the key things people said about the product.
To ensure the data I collected about the MacBookPro was accurate I ensured I read many views about the product and the comments that were repeated about the product, I knew was reliable data so I am going to use some of these comments in my my advert. For example one of the common comments people say about the MacBook Pro on the John Lewis website (popular retailer) is how fast this laptop is: "Really quick especially for everyday use" and "Amazing quality, silent and fast." I will ensure that I mention how fast this laptop is in my advert.
As I was making a story board for my advert, I had an idea to make quite a big change to my advert. The change I decided to make was, in my first plan of the advert I decided to have two different people that work in the media industry, which would be acted by me and my father. However I decided to cut my fathers part out (he played the part of the music producer) and instead just include my part - I played the professional TV news editor. The reason I decided to do this was because I felt that trying to introduce the audience to two different characters in a 30 second advert wouldn't work well - it wouldn't allow the viewers enough time to get to know the individual characters so I just switched the advert to having one character. This decision was heavily influenced by my analysis of the Microsoft Surface Laptop, in this advert there is one women talking about her great experience with the Microsoft Laptop and the great thing about this advert is you really get to know the woman and see her passion for the product - something I want to try and replicate in mine.
Print-based advert campaign
As my target audience is 17 to 34 I am going to utilize social media advertising to promote my product (Mac Book Pro) as many people in this age range use social media. I am going to have my print campaign on Instagram, as Instagram is favored by visual people over Facebook, as Instagram focuses more on photos and visuals, and these type of people are my target audience.
I am going to be doing in an advert in the New York times (broadsheet newspaper) because first of all my target audience is people that live in wealthy areas of New York - from my research I found out that Mac Book's were often targeted at wealthier people. Furthermore I also found out that the New York Times target audience was college educated, often with advanced degrees; affluent (more than $100,000 annual income); and interested in a range of stories. Also a large proportion of New York Time readers are 18-29 (36.08%) which encompasses a large range of my target audience.
I love the simplicity of these ideas - they may be simple but they look premium and unique - two things that I want in my print based campaign, as from research Apple prides themselves with these values.
I have decided to use the design above for my print advert campaign, however I will change the text for the different advertising platforms. I have decided to chose this design as from my primary research (I asked 10 people in my class to complete a survey on which was their favorite design from the above 4 images and 8 out of 10 people chose this design. They said they really liked it because it looked premium and emphasized that this Apple product was premium - this was really valuable feedback as the people I asked were in my target audience age range (most of them were 17 or 18). I knew from research that Apple wanted to achieve this unique and premium feel to their products so I knew this would be the right design to choose.
Drawing plans for my print based advert campaign:
In the end I decided not to do a teaser campaign and instead do two Instagram (social media platform) as I knew from my target audience research that the age range 17 to 34 were big users of this platform according to statistica. I will also do an advert for the New York Times (broadsheet newspaper).
Here are my final plans for the print-based advert campaign:
My Treatment: Apple MacBook advertising campaign
Genre: Advert
Target Audience:
17 to 34 white Males - as my avert is going to focus on how the MacBook is useful in the creative industry, I am am going to target white males as the creative industry is mostly white male dominated according to statistics (from the DMC) so therefore there will be a lot of potential customers with this target audience.
Specifically I am going to target my advert to people in one major US city, which will be New York as according to "Hush.com" Mac users were more likely to live in a city than PC users therefore there will be many potential customers living here. Furthermore my target age range is 18 to 34, so I am going to ensure that social media advertising is my main way of getting my advert across as social media is very popular among st this age group. My advert is going to focus on white males (the DMC statistics also showed the sectors' workers continued to be predominantly white) - one of Apples market strategies is to focus on how their products are useful in industries such as the creative sector.
I am also going to target my advert to people who live in the wealthier parts of New York City as I have found out from research that many Mac users are quite wealthy and are middle to upper class. Furthermore a large part of Apples target audience is professionals such as people working in the creative industry so I am going to focus my advert on that. For example I am going to focus how Mac's are powerful tools for video editing and music production. These are the places I am going to target in New York City.
- Upper East Side/Carnegie Hill
- Soho/Tribeca/Civic Center/Little Italy
- Turtle Bay/East Midtown
- Lincoln Square
- Battery Park City/Lower Manhattan
- Midtown/Midtown South
- Hudson Yards/Chelsea/Flatiron District/Union Square
- West Village
- Brooklyn Heights/Cobble Hill
- Upper West Side
Beginning - My advert is going to start with me ( I am going to play the role of a top video editor) explaining how useful the Mac Book is in video editing and production. I will go on about how its revolutionized how I edit videos, and go on about the powerful software.
Middle: The advert will then cut to a music producer (who my father will play) and he again will go on about how its revolutionized the music production process.
End: It will end with us saying "We chose the Mac Book", and then the advert will end with the apple logo.
Character Breakdown
Joe Bunker (Me) - professional video editor and video producer.
Age: 17 (I'm in the target audience age range so that will work very well)
Gender: Male
Race: White (as this advert will be targeted in New York I will put on
an American accent to show that I'm from there)
Profession: professional video editor and video producer for CNN that believes
the Mac Book has revolutionised video editing and producing and include how
apple software like Final Cut Pro has done this.
Name: David Bunker (my father)
Age: 54 ( I am going to ensure that he wears younger looking clothes, so
that he looks like he is in the 17 to 34 age range)
Gender: Male
Race: White (as this advert will be targeted in New York I will make
sure he puts on an American accent to show that he's from there)
Profession: professional music producer - the Mac Book has
revolutionized his music producing career. He will go on about powerful apple
music production software such as Logic Pro X.
Visual elements
Lighting: Three point lighting technique as I have found out from
research that is a very popular lighting technique in adverts.
Camera angles and movement: I will have a variety of camera
angles. One of my most common camera angles I will use will the be the
close-up, as from research (such as the research I did into the Apple iPad Pro
and Windows surface laptop adverts) this was a popular shot they used to show
what exactly the person is doing on the screen of the laptop. It will also show
off the Apple software.
I will also use medium and medium long shots as again from research this
is a popular shot to show characters suing the laptop, and you can also see the
characters body language which can tell the audience the passion for the
product.
In terms of camera movements I would like to use a camera slider so I can get a "dolly shot", of the Mac Book as I believe this will help give the Mac Book a premium look.
EditingI am going to be using Premiere Pro for editing and also Photoshop for my advert posters. I am quite confident using this software especially Premiere Pro so I should be able to edit this video well and make it look professional.
Setting
In terms of the setting I am going to record part of my advert in the by studio gallery, as I am playing a character who is a professional editor so its important I have a setting that shows and emphasizes this.
For my other character (who is my father playing a professional music producer) - I am going to record this near microphones and amps to show that he is in a music studio editing audio to make it look realistic.
Props
The main prop that will be in all my shots will be the Mac Book Pro as after all this is what I am adverting and this needs to be the center of attention. Other props will include, mixing desk and monitors for the TV studio control desk setting and microphones and amps for the music production studio.
Costume
As both my characters are in the age range of 17-34, they will wear clothing that represents that. They will also wear clothing that is smart but casual as the characters in the advert a creative media professionals so its important they look professional.
Graphics
At the end of my video I want an apple logo graphic at the end like they have in actual Apple adverts.
Soundtrack- I am going to use some uplifting music in the background, as this will mean I can incorporate the pathos technique, the audience will be emotionally uplifted by the music and associate this happy feeling with the Apple product., and will help persuade them to buy it. I am going to use this song in the background. The song I will be using is 'Arrival of the birds' by 'The Cinematic Orchestra'.
Rationale
I have chosen to advertise this product (the Mac Book Pro) as its a product that I am passionate about and one that I own so therefore I know a lot about it including things like the industry standard software that it offers and its features.
In my opinion I feel quite confident using Premiere Pro, so therefore I believe I can edit this advert well and pull it off. I also believe that I am good at persuasion so hopefully I can get this across in my project. Finally I have a creative flare that I hope will get across in the advert.
Requirements and resources
Cast: Joe Bunker, David Bunker
Crew: Cameraman - Holly Ward
Technical equipment: Camera, legs, external microphone, camera slider and a three point-lighting set up.
Locations: Film studio control centre desk and a desk with amps and microphones to represent a music production studio.
Constraints and contingency
I don't think there will be many problems as far as I am aware that I will have to overcome, which will make this adverting project easier for me. I will have to put on an American accent as its an American advert which may be a bit difficult.
Legal and ethical issues
In terms of copyright issues with things like the music I will ensure, I get the appropriate permission from the artist, and also Apple so I can run this advert.
Proposed schedule
I want to get the filming and editing of the moving image advert done by the 25th November so I have enough time to make any changes that may be needed. Ideally I would like the print adverts done by the 21st November.
Collecting data on MacBook Pro
I looked at many reviews of the MacBook Pro, to get an understanding of some of the key things people said about the product.
To ensure the data I collected about the MacBookPro was accurate I ensured I read many views about the product and the comments that were repeated about the product, I knew was reliable data so I am going to use some of these comments in my my advert. For example one of the common comments people say about the MacBook Pro on the John Lewis website (popular retailer) is how fast this laptop is: "Really quick especially for everyday use" and "Amazing quality, silent and fast." I will ensure that I mention how fast this laptop is in my advert.
As I was making a story board for my advert, I had an idea to make quite a big change to my advert. The change I decided to make was, in my first plan of the advert I decided to have two different people that work in the media industry, which would be acted by me and my father. However I decided to cut my fathers part out (he played the part of the music producer) and instead just include my part - I played the professional TV news editor. The reason I decided to do this was because I felt that trying to introduce the audience to two different characters in a 30 second advert wouldn't work well - it wouldn't allow the viewers enough time to get to know the individual characters so I just switched the advert to having one character. This decision was heavily influenced by my analysis of the Microsoft Surface Laptop, in this advert there is one women talking about her great experience with the Microsoft Laptop and the great thing about this advert is you really get to know the woman and see her passion for the product - something I want to try and replicate in mine.
Print-based advert campaign
As my target audience is 17 to 34 I am going to utilize social media advertising to promote my product (Mac Book Pro) as many people in this age range use social media. I am going to have my print campaign on Instagram, as Instagram is favored by visual people over Facebook, as Instagram focuses more on photos and visuals, and these type of people are my target audience.
I am going to be doing in an advert in the New York times (broadsheet newspaper) because first of all my target audience is people that live in wealthy areas of New York - from my research I found out that Mac Book's were often targeted at wealthier people. Furthermore I also found out that the New York Times target audience was college educated, often with advanced degrees; affluent (more than $100,000 annual income); and interested in a range of stories. Also a large proportion of New York Time readers are 18-29 (36.08%) which encompasses a large range of my target audience.
I love the simplicity of these ideas - they may be simple but they look premium and unique - two things that I want in my print based campaign, as from research Apple prides themselves with these values.
I have decided to use the design above for my print advert campaign, however I will change the text for the different advertising platforms. I have decided to chose this design as from my primary research (I asked 10 people in my class to complete a survey on which was their favorite design from the above 4 images and 8 out of 10 people chose this design. They said they really liked it because it looked premium and emphasized that this Apple product was premium - this was really valuable feedback as the people I asked were in my target audience age range (most of them were 17 or 18). I knew from research that Apple wanted to achieve this unique and premium feel to their products so I knew this would be the right design to choose.
Drawing plans for my print based advert campaign:
In the end I decided not to do a teaser campaign and instead do two Instagram (social media platform) as I knew from my target audience research that the age range 17 to 34 were big users of this platform according to statistica. I will also do an advert for the New York Times (broadsheet newspaper).
Here are my final plans for the print-based advert campaign:
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