Response to client brief

Demographic

The information I have about my audience is that they are young and impressionable. They have a short attention span. They are really creative and imaginative. They are really curious beings. The things kids like are, their family, video games, comics, YouTube, art, their pets, sweets, holidays, festivals, celebrations, etc. 

I will include these in the advert to ensure that it appeals to them -

For one of my adverts, I will include -

• Cadbury chocolate mini eggs
• Bunny chocolates
• Bright colours 
• fun upbeat music

What I will include for another advert - 

• Cadbury mini crème eggs
• Halloween decor 
• Spooky music
• Fun musicsl
• Cadbury large crème egg

The advantages of creating this campaign are - boosting sales of existing product and potentially improving brand name and awareness. The challenges I see are - Budget, Location, equipment and time management/deadline. 

Conventions

Here are the advertising campaign conventions for print, radio and TV adverts. 

Print

• slogan 
• colour palette 
• pack shot
• typography  
• logo
• narrative
• mode of address
• characters
• location/set

Radio

• slogan
• music
• voice over
• narrative
• mode of address
• characters 
• location

TV

• slogan 
• colour palette
• music
• typography 
• logo
• voice over
• narrative 
• mode of address
• characters
• pack shot
• location/set

The way I would include these in my work is by ensuring that it is all cohesive. For example, for a print advert I would need to use the same typography as in the TV advert. The colour palette should also be similar or familiar to the brand.

Industry requirements

The institution that my advertising campaign is being produced for is Cadbury Chocolate. The Cadbury manufacturing business was born in 1831. www.cadbury.co.uk My teacher has also told me that Cadbury chocolates purple colour is trademarked. This means that that specific purple colour cannot be used for any other packaging for a chocolate product other than for Cadbury. ‘Cadbury’s market segmentation is based on its bright colours and emphasis on fun, but it does not target any specific religious, gender, educational, or income group.' - nunuchocolates.com 

The advantages of working with Cadbury is that they give their workers 'challenging and motivational opportunities through working standards'. Workers say it is enjoyable to work at Cadburys. uk.indeed.com They are also a very well known brand worldwide, who are responsible for advertising. The disadvantages to Cadbury chocolate are they are limited in product range, product recall and lack of rights. www.studysmarter.co.uk 

The regulatory issues - Cadbury Chocolate would need to get permission with the people involved, and they have all the workers documents. Cadbury also needs to make sure there are no copyright issues, all their products must be original. And should be an exact resemblance of another chocolate company such as Kinder. ‘Cadbury is a well-known chocolate brand, with a distinct organizational structure, market segmentation, distribution strategy, and promotion strategy. Its organizational structure is one of hierarchy, with a clear understanding of who is in charge and who is in charge of carrying out orders.’ nunuchocolates.com

Mediums

The mediums I will be working on is a print advert and an online advert. My poster and online advert will include what appeals to the young consumers of Cadbury Chocolate. The colour scheme will be bright to grab the young audience's attention. The genre for one my ideas will be crime and mystery and horror. Since in that idea the kids are looking for their Cadbury chocolate eggs at Halloween night. For another idea it will be romance and as a backup idea it could possibly be an adventure or fantasy.