LO2: Task 2 - Planning a print advertising campaign.

A)
The product that I will be creating the advertising campaign for will be Yorkshire Lasses. The intended target audience for this soap opera will be mainly of a female gender, between the ages of 16 and 25. This is due to the main characters of the show being of this gender and age, therefore meaning that they will be relatable and have similar issues to the viewers. The NRS social grade of the target audience will be ABC1C2; this is because the topics and genre of the show can appeal to a large range of people especially the characters. The characters are in the ages of 18 - 24 and they come from a range of backgrounds, Frankie Cheryl and Liam are all upper class and would be considered to be in the AB category. They come from wealthy backgrounds and get allowances from their parents. Stacy Amy Carl and Jeremy are all middle lower class and would be considered to be BC1C2, after all of the bills are paid they have enough deposable income for a comfortable life but not enough to be considered well off. Jimmy and Ryan are lower / working class and would be considered to be in the DE class. Ryan lives on his own and works part time, once all of his bills are paid he has little disposable income and Jimmy relies on the welfare state for his income.
For the advertising campaign I plan to have a poster, billboard and a web banner. I would like to pastiche the skins advertising campaign where they show off their characters in a range of different ads instead placing them all in one poster.

B)

Key milestones for advert.

• All location scouting and casting finished by January 22^nd
• All paperwork finished by the end of January 30th
• Photoshoot starts February 1^st
• All pictures taken by February 20^th
• All designs finished by March 1st
• Release date will be March 28^th

Gantt Chart for campaign schedule:

Location of advertisements:

Opposite Sheffield Hallam University.

The locations of the advertisements are based on where I think a high proportion of the intended target are.

C)
When it comes to the legal side of creating the ad I have to follow the rules and regulations of the ASA. The ASA has a total of 33 rules that all media that is released out to the public must follow, the ones that effect me are:

The ASA has more rules and regulations as they focus more on advertising, they have 33 adverting codes but the effect me are:

• 04 - Harm and offence
• 05 - Children

The Yorkshire Lasses advert must not be harmful or offensive and they must take account of generally accepted standards to minimise the risk of causing harm or serious widespread offence. Since its an advert, there shouldn't be any problem with harm and offence as any offensive material can be edited out. If the ad was to cause offence to the public then it wouldn't be fulfilling its purpose as an ad, as it would be discouraging people from watching Yorkshire Lasses.  

When it comes to 05 - Children, the content of the advertisement that is likely to be broadcast and the likely age of the audience must be considered to avoid unsuitable scheduling. The Yorkshire Lasses ad will be suitable for all ages as it won't feature anything that would be deemed unacceptable for young children, there will be no nudity and it won't showcase any inappropriate behaviour.
One of the other things that I would need to consider with regards to the print based ad is the planning permission, since my ad is going to be bigger than 0.3 square metres that will most likely be on front or back of a building I would need to apply for advertisement consent. If the ad was to be placed on the motorway or parkway then I would need permission from the Highway Authority. All professional ads or large ads have to comply with the five standards conditions to be kept there. They must:

• Be kept clean
• Be kept in a safe condition
• Have the permission of the own of the site on which they are displayed
• Must not obscure or hinder railway and road signs 
• Must be removed carefully when required by the planning authority  

M2 

A)
I am planning on advertising for the second episode of Yorkshire Lasses, which is a young adult drama focusing on four main teenage girls and the various aspects of their life. The intended target audience for  soap opera will be mainly of a female gender, between the ages of 18 and 25. This is due to the main characters of the show being of this gender and age, therefore meaning that they will be relatable and have similar issues to the viewers. The NRS social grade of the target audience will be ABC1C2, this is because the topics and genre of the show can appeal to a large range of people, but with more of a focus on the lower middle class due to the accents, location and issues raised etc. The show will also be open to attract a variety of ethnicities.
For my advertising campaign I plan on having a trailer, poster and billboards. This would allow me to fulfil the purpose of the advertising campaign which is to make people aware of Yorkshire Lasses and gain potential viewers. It is important to have my advertising campaign across multiple platforms so it can reach a high percentage of the intended target audience. I will need to have two trailers for my advertising campaign, this is because of the explicit content of the program being advertised. One of would have to be clean of inappropriate content do it can be played before the watershed. For the trailer I plan to have all of the characters that will feature in the episode and the trailer will be distributed on TV and online on sites like YouTube and Facebook.

B)

Key milestones for filming advert.

• All location scouting and casting finished by January 22^nd
• All paperwork finished by the end of January 30th
• Filming starts February 1^st
• All filming completed by February 20^th
• All editing finished by March 11^th
• Broadcast date will be March 28^th

Gantt Chart for campaign schedule:

Location and set designs:

Since the advert will be made up of clips from filming Yorkshire Lasses the filming locations will be the same as the main production for Yorkshire Lasses.

Cheryl's house (Kitchen)

Nail bar

C)
When it comes to the legal side of creating the trailer I have to follow the rules and regulations of the ASA and Ofcom. Ofcom has ten rules that all media that is broadcasted on TV and Radio must follow, the ones that effect me are:

• Section one - Protecting the under eighteens
• Section two - Harm and offence

The principle of section one is to ensure that anyone under the age of 18 is protect from any material that is deemed inappropriate for them. Children must be protected by appropriate scheduling from material that is unsuitable for them, appropriate scheduling is judged according to:

• The nature of the content.
• The likely number and age range of children in the audience, taking into account school time weekends and holidays.
• The start and finish time of the programme.

The content of the show won't be too explicit, the main content of the show focuses on the lives f four teenage girls and for it to be successful it needs to be realistic and include some topic controversial topic that some people face today. The content would be most suitable for people who are 16 and over since they are old enough to understand the problems that are portrayed on screen and to understand that some of the content are created for entertainment purposes so shouldn't be copied. To protect the children from this content it is best for the Yorkshire Lasses to be on screen after the watershed. Taking into account school time and holidays this would be the best time as the most children would be going to bed at this time.

The ASA has more rules and regulations as they focus more on advertising, they have 33 adverting codes but the effect me are:

• 04 - Harm and offence
• 05 - Children
• 32 - Scheduling

The Yorkshire Lasses advert must not be harmful or offensive and they must take account of generally accepted standards to minimise the risk of causing harm or serious widespread offence. Since its an advert, there shouldn't be any problem with harm and offence as any offencive material can be edited out for the trailer.

When it comes to 05 - Children, the content of the advertisement that is likely to be broadcast and the likely age of the audiecnce must be considered to avoid unsuitable scheduling. The Yorkshire Lasses advert is suitable for young persons ( 17 and older ) but some of the content could distress younger children so scheduling could be an issue. The advert can't just be scheduled for after the watershed as it won't generate enough viewers for it to be successful. Insted there would need to be multiple slots in the schedule where the advert can be played where the number of young children watching TV would be at its lowest.