Task 2a
Chocolate bar advert ideas
Mars advert mind map
Snickers Advert Mind MaP
Twix advert mind map
Task 2b
Chosen advert idea: Mars advert
Account of advert
My advert is for Mars
bars.
The Target market is of course all people who like chocolate. This may be a wide range of age groups; however one of the main ranges would be young people – for example school, college or university students. This is because these people like to have a continuous source of energy. Also, chocolate bars are a cheap and easy way to snack if you’re hungry – which young people (especially boys) often are. However, considering that young people like chocolate to keep them going - how young do we go? From personal experience and by asking around, I discovered that people never ate Mars Bars until they were at least in Secondary School - which was often where many were given money by parents for lunch. This is because when in Primary School, kids would rather have sweets like Haribo or Millions instead of a full-on chocolate bar because they weren't as big and filling. For this reason I am starting my age range at 15 years old. But let's not get hung up on just students, because it's not just them; older people like Mars Bars too. This is primarily due to the unavoidable fact that chocolates make you feel happy - they work as a mood elevator – making them potentially addictive to people who might be feeling stressed with lots of work. They contain a chemical called serotonin which is responsible for the ‘feel-good’ factor in your body. However, despite this, at a certain age in a person's life they begin to think differently about what they put into their body - they become safer and healthier. For this reason I have limited the age of my target market to the average kind of age that someone should potentially start considering the healthiness of their own body: 40.
The USPs of my advert are as follows:
- The slogan; “A Mars a day helps you work, rest and play.” In my idea for this advert, the ‘work, rest and play’ part of the slogan is demonstrated, making ‘work, rest and play’ a unique selling point.
- The song; Stairway to Heaven. The way this song fades in just after he takes a bite of the Mars bar with the lyric “and she’s buying a stairway to heaven” connotes that the Mars bar is the ‘stairway to heaven’.
The cost of the product is 59p - as priced in all leading supermarkets. However this will not be stated in the advert, as not all retailers sell Mars bars at this price. By not mentioning a specific price I am not falsely advertising the price of Mars bars. I would have to ensure that all retailers sold Mars bars at this price if I specified it.
Where the advert is shown depends on the statistics of TV viewings. For example, since my target market is mainly students, I will be researching what times these people watch TV the most and, based on my results, I will pick a time slot to broadcast my advert that will result in the highest possible reception from my target market. As for the channel it is shown on, the principles remain the same – I will find out what the favourite channel is of the students in my target market and use that channel. I will also look at popular programs broadcast on that channel and be mindful to broadcast my advert around these if possible.
The Target market is of course all people who like chocolate. This may be a wide range of age groups; however one of the main ranges would be young people – for example school, college or university students. This is because these people like to have a continuous source of energy. Also, chocolate bars are a cheap and easy way to snack if you’re hungry – which young people (especially boys) often are. However, considering that young people like chocolate to keep them going - how young do we go? From personal experience and by asking around, I discovered that people never ate Mars Bars until they were at least in Secondary School - which was often where many were given money by parents for lunch. This is because when in Primary School, kids would rather have sweets like Haribo or Millions instead of a full-on chocolate bar because they weren't as big and filling. For this reason I am starting my age range at 15 years old. But let's not get hung up on just students, because it's not just them; older people like Mars Bars too. This is primarily due to the unavoidable fact that chocolates make you feel happy - they work as a mood elevator – making them potentially addictive to people who might be feeling stressed with lots of work. They contain a chemical called serotonin which is responsible for the ‘feel-good’ factor in your body. However, despite this, at a certain age in a person's life they begin to think differently about what they put into their body - they become safer and healthier. For this reason I have limited the age of my target market to the average kind of age that someone should potentially start considering the healthiness of their own body: 40.
The USPs of my advert are as follows:
- The slogan; “A Mars a day helps you work, rest and play.” In my idea for this advert, the ‘work, rest and play’ part of the slogan is demonstrated, making ‘work, rest and play’ a unique selling point.
- The song; Stairway to Heaven. The way this song fades in just after he takes a bite of the Mars bar with the lyric “and she’s buying a stairway to heaven” connotes that the Mars bar is the ‘stairway to heaven’.
The cost of the product is 59p - as priced in all leading supermarkets. However this will not be stated in the advert, as not all retailers sell Mars bars at this price. By not mentioning a specific price I am not falsely advertising the price of Mars bars. I would have to ensure that all retailers sold Mars bars at this price if I specified it.
Where the advert is shown depends on the statistics of TV viewings. For example, since my target market is mainly students, I will be researching what times these people watch TV the most and, based on my results, I will pick a time slot to broadcast my advert that will result in the highest possible reception from my target market. As for the channel it is shown on, the principles remain the same – I will find out what the favourite channel is of the students in my target market and use that channel. I will also look at popular programs broadcast on that channel and be mindful to broadcast my advert around these if possible.
Resources and constraints
resources
I am very well prepared for this advert. I can act at quite a basic level, which is all I would ever need for this advert as there is no dialogue. In terms of software and hardware I have a tape camera and a microphone - both of which record very good quality. I own most of the Adobe Suite including Premiere Pro, InDesign, Photoshop and After Effects; and this will put me at a great advantage. I am not advertising a product that costs a lot of money so my expenses will be cheap. Other props included in the advert are basic - for example a desk, a bin, teacups, a clock etc. and these are readily available to me at all times.
Constraints
I only have a few constraints in the making of my advert. I do not have a basketball bin-hoop as I would have liked - and those that I could buy are not what I have in mind. Because of this I have decided to forget the idea and just use the edge of the bin. Also I am finding it difficult to find somewhere like a Newsagent's that will allow me to film on the premises - because of this I have decided to film at the place where I work as it has a till and a counter top that I can use in some of my shots. As for the close up shot of taking the Mars bar from the shelf I will just have to keep looking for a Newsagent's that will allow me to film on their premises.
Previous mars adverts
"Time for a mars"
"The awesome monks"
"how does it feel"
Task 2c
Final advert research
Final mind map
target market
In a statistic from early 2000, the ratio of male to female Mars Bar consumption was 60% male and 40% female. Since a re-launch in 2000, these figures have levelled somewhat to become about 53% male and 47% female. Since men are shown to be the higher consumers of Mars Bars, I will take this into account when creating my advert by controlling the atmosphere to be slightly more male than female. To do this the main character will be male. This will produce a small subconscious reaction towards the male viewers that the Mars Bar is a chocolate bar for men, but will not discourage female viewers from buying the bar.
By observation, it can be seen quite clearly that a broad age range of people consume Mars Bars. The age range I will be targeting at is 15 – 40 year olds. This is because at a certain age people begin to consider looking after their own bodies more carefully and avoiding unhealthy foods, and because people younger than about 15 tend to prefer eating sweets as opposed to chocolate bars.
By observation, it can be seen quite clearly that a broad age range of people consume Mars Bars. The age range I will be targeting at is 15 – 40 year olds. This is because at a certain age people begin to consider looking after their own bodies more carefully and avoiding unhealthy foods, and because people younger than about 15 tend to prefer eating sweets as opposed to chocolate bars.
spot plan
I have chosen these programmes in my spot plan because they cover rather a wide range of people. For example: while programmes like The Simpsons and Misfits are viewed by younger audiences, programmes like Grey's Anatomy,The Jeremy Kyle Show and Top Gear are viewed by slightly older audiences. Also, it is clear from my spot plan that a highly varied selection of channels have been chosen.
BCAP codes
exaggeration
My advert is in compliance with the BCAP laws of exaggeration. These are:
- Adverts must not mislead by exaggerating the capability of a product or service.
- Adverts must not present rights given to consumers in law as a distinctive feature of the advertiser’s offer.
- Advertisements must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.
- Advertisements must not mislead about that nature of extent of the risk to consumers’ personal security, or that of their families, if they do not buy the advertised product or service.
My advert is in keeping with these laws because:
- It does not exaggerate the capability of the product – it shows that after the man has eaten the Mars bar he is far more productive in his work environment – it does not however directly show that his consumption of the Mars bar has caused this change of work ethic.
- It does not present any extra part of the product as a ‘free’ feature when it should be an inclusive part of the main product (for example saying “buy this iPhone and get a FREE charger with it!” would be infringement of this law because technically the charger would already automatically be part of the product. Selling it as an extra part when it is not an extra part breaches this law.) Also, my advert does not mention the price of the Mars bar – if it did I would have to make sure that all places of business that sell Mars bars sell them at the specific price I mention on the advert. By not mentioning a price, I do not have the complicated issue of saying that Mars bars are priced at 59p when some stores may sell them at other prices – thus breaching this law.
- It does not claim anything – apart from the slogan, nothing is said in the advert which means that it does not convey anything that could be considered an opinion.
- It does not show that anyone could come to any harm without use of this product – it merely visually suggests the productivity of a person after eating a Mars bar.
- Adverts must not mislead by exaggerating the capability of a product or service.
- Adverts must not present rights given to consumers in law as a distinctive feature of the advertiser’s offer.
- Advertisements must not suggest that their claims are universally accepted if a significant division of informed or scientific opinion exists.
- Advertisements must not mislead about that nature of extent of the risk to consumers’ personal security, or that of their families, if they do not buy the advertised product or service.
My advert is in keeping with these laws because:
- It does not exaggerate the capability of the product – it shows that after the man has eaten the Mars bar he is far more productive in his work environment – it does not however directly show that his consumption of the Mars bar has caused this change of work ethic.
- It does not present any extra part of the product as a ‘free’ feature when it should be an inclusive part of the main product (for example saying “buy this iPhone and get a FREE charger with it!” would be infringement of this law because technically the charger would already automatically be part of the product. Selling it as an extra part when it is not an extra part breaches this law.) Also, my advert does not mention the price of the Mars bar – if it did I would have to make sure that all places of business that sell Mars bars sell them at the specific price I mention on the advert. By not mentioning a price, I do not have the complicated issue of saying that Mars bars are priced at 59p when some stores may sell them at other prices – thus breaching this law.
- It does not claim anything – apart from the slogan, nothing is said in the advert which means that it does not convey anything that could be considered an opinion.
- It does not show that anyone could come to any harm without use of this product – it merely visually suggests the productivity of a person after eating a Mars bar.
Prohibited claims
My advert is in compliance with the BCAP laws of prohibited claims. These are:
- Advertisements must not claim that a product or service is able to facilitate winning in games of chance.
- Advertisements must not explicitly claim that the advertiser’s job or livelihood is in jeopardy if consumers do not buy the advertised product or service.
My advert is in keeping with these laws because:
- There are no games of chance visualised, heard, suggested or implied whatsoever in the advert. Nor does the man ‘win’ anything – he merely improves at his job.
- As stated previously, my advert does not claim anything. Although the man is shown to be having a hard day at work, nothing shows that his job or his livelihood is in jeopardy.
- Advertisements must not claim that a product or service is able to facilitate winning in games of chance.
- Advertisements must not explicitly claim that the advertiser’s job or livelihood is in jeopardy if consumers do not buy the advertised product or service.
My advert is in keeping with these laws because:
- There are no games of chance visualised, heard, suggested or implied whatsoever in the advert. Nor does the man ‘win’ anything – he merely improves at his job.
- As stated previously, my advert does not claim anything. Although the man is shown to be having a hard day at work, nothing shows that his job or his livelihood is in jeopardy.
"Free" claims
My advert is in compliance with the BCAP law of prohibited claims. This is:
- Advertisements must not describe a product or service as “free”, “gratis”, “without charge” or similar if the consumer has to pay anything other than the unavoidable cost of responding to the promotion and collecting or paying for delivery of the item. Advertisements must make clear the extent of the commitment consumers must make to take advantage of a “free” offer.
My advert is in keeping with this law because:
- There is no mention of any part of my product being given as “free” or anything of similar terms.
- Advertisements must not describe a product or service as “free”, “gratis”, “without charge” or similar if the consumer has to pay anything other than the unavoidable cost of responding to the promotion and collecting or paying for delivery of the item. Advertisements must make clear the extent of the commitment consumers must make to take advantage of a “free” offer.
My advert is in keeping with this law because:
- There is no mention of any part of my product being given as “free” or anything of similar terms.
Storyboard
Shooting Script
Shooting Script | |
File Size: | 25 kb |
File Type: | docx |
Budget
The Simpsons TVRs: 150,000,000
(TVRs/1000) x 6.23) = 93450
Top Gear (repeats) TVRs: 300,000
(TVRs/1000) x 6.23) = 1869
Total budget = £95319
(TVRs/1000) x 6.23) = 93450
Top Gear (repeats) TVRs: 300,000
(TVRs/1000) x 6.23) = 1869
Total budget = £95319
deadline
Deadline: 27th March 4pm
Feedback
1. Is my advert in keeping with the BCAP code?
- Yes but you should be careful when talking about the laws of prohibited claims as some might think the person’s job is shown to be in jeopardy.
2. Do you think I've aimed my advert at the right people?
- Yes but maybe could include an even younger audience than you already are. As young as 12 maybe?
3. Is it obvious what my advert is selling?
- Yes. Clear and concise.
4. Have I chosen the right channels and what programs to advertise on? What other channels or programs should I use?
- I agree with all of the channels you have chosen apart from Misfits as this only airs at certain times throughout the year. Maybe could include Friends on Comedy Central as it is almost always on and it’s one of the most popular shows on Television.
5. Is my advert the right length?
- Could perhaps make it less than 45 seconds as this is quite long. Maybe 35 seconds?
- Yes but you should be careful when talking about the laws of prohibited claims as some might think the person’s job is shown to be in jeopardy.
2. Do you think I've aimed my advert at the right people?
- Yes but maybe could include an even younger audience than you already are. As young as 12 maybe?
3. Is it obvious what my advert is selling?
- Yes. Clear and concise.
4. Have I chosen the right channels and what programs to advertise on? What other channels or programs should I use?
- I agree with all of the channels you have chosen apart from Misfits as this only airs at certain times throughout the year. Maybe could include Friends on Comedy Central as it is almost always on and it’s one of the most popular shows on Television.
5. Is my advert the right length?
- Could perhaps make it less than 45 seconds as this is quite long. Maybe 35 seconds?