Proposal (P2)

 Proposal

Summary:

The brief I have been provided with is: “to create a new soft drink brand which ‘Raskino Consulting Ltd’ (R.C.L) may sell to a wide variety of outlets across the U.K. Raskino Consulting Ltd would like to hear and see my ideas behind how this new drink may be advertised throughout the United Kingdom in a cross-media campaign.

Deadline:

The deadline for the completion of the product is the 28^th of February 2018.

Target Audience:

The suggested target audience for the product would be within the 16-25 category. Potentially aimed more towards women.

Conventions of print, online and televised advertisements:

Conventions of a print advert would generally consist of one striking image, used in order to capture the attention of the audience and to be intriguing for the audience to find out more detail. The advertisement should have a slogan or question to attract the audience further and anchor to the image presented. It would also include the logo, generally out of the way of text and the main image, but still clearly presented. A simple colour scheme is also key, particularly with the target audience in this product as too many colours may be deemed as childish and/or unprofessional, whereas a basic black and white may seem overly professional and boring, creating a lack of interest instead of a spark of interest.

Conventions of online advertisements are similar to that of print advertisements. The use of a striking image, a simple phrase or slogan used to intrigue the audience to find out more detail. Online advertisements are a modernised way of advertising. Reasons for online adverts can vary between being cheaper to produce, whereas some companies use this to monitor engagement with advertisements. In addition, online adverts can show percentages of the different categories using or interacting with the advert e.g. genders, age groups and even locations of those engaging. Other conventions can consist of a website link at the end of the advertisement and many online advertisement campaigns promote hashtags to go along with their adverts. This can show the response to the advert.

Conventions of Televised advertisements include celebrity appearances. These are seen as effective as celebrities are seen as role models and people to be respected. This particularly works with a younger age group. Another convention is ending the advertisement with a company logo and a slogan. The slogan is generally short and memorable in order to stay in your mind and become catchy. For example, KFC’s slogan is “finger lickin’ good”. This consists of just 3 simple and memorable words. Music is also used in many adverts. It is either used as a jingle for the company (also used to be memorable) or to assist in setting the mood/theme for the advert. A close up of the advertised product is also used, generally to show the appeal of how the product looks.

Form of advertising to be used:

Based on the age group of the target audience, the majority of the advertisements for the product will be online advertisements as 81% of teenagers use social media and of all social media users, 89% are within the age group of 18-29. Television and print adverts may also be used however not to the same extent.

(statistics from: https://www.hhs.gov)

Value Proposition and USP:

My product provides a promise of great flavour combinations and has the capabilities to sell itself. The product is a soft drink, therefore carbonated and sugary. This could provide the drink as drink used for the recovery of glucose, similarly as to Lucozade.

The Unique Selling Point of my product is that the products flavours have not been used collaboratively with any other soft drink range or brand, making the flavour the Unique Selling Point.

Production Requirements:

Requirements	Cost (£)
Camera	339.99
Tripod	£36.95
Photoshop	£69.99
InDesign	120.51
Location use	139.99
Personnel	78.96
Models/Actors/Actress’	125
Food and Drink	75
TOTAL:	986.39
BUDGET:	1000