Campaign Proposal

Product: To produce a print advertising campaign for a charity. It will

specifically focus on fashion, advertising the charitys shops as an
alternative to high street shops for affordable clothing.
Three images of charitys shop cloths will be used to advertise. One of
those images will be put into landscape format so it could be put up as a
billboard. The other two images will be used in a portrait format to be
used on newspapers, magazine and any other sites like a bus stop for
example.
Target Audience: The target audience Ive chosen for my advertising
campaign is male from age 16-20. The reason Ive decided this was
because male from that age will start to worry about their fashion and
what they wear, not just that but they will also want to look impressive
and the only reason they can achieve that is to buy fashionable clothing
that costs a lot of money. The other reason would be that at this age they
would be having part time jobs meaning that they have spending money.
So if they spend those money on charity shops they will be saving more
money and could still get the same type of cloths that Top Shop sells, but
they would get those cloths cheaper at charity shops.
Campaign Message: My campaign message is that the target audience
can get cloths for affordable price at charity chops like British heart and
the money that they spend at that charity shops will go to charity and
raise money for a good course where as if they spend money on cloths at
shops like Top shop the money would just go Top shop and not charity
meaning that the money is wasted on something that is quite pointless
and selfish when it could go and do good for charity.
Launch Date: The launch date for my campaign will be on the 15 th of July
this is because the target audience will probably still be students at high
school but mainly college. So the reason Ive chosen this time date is
because it getting near to the end of the school year and they will be
getting ready to break up for summer and if they have a part time job
they will be going in to work over the summer. This would mean that they
will get more spending money. So if they see all the adverts they will want
to spend money on summer cloths but they wont want to spend too much
money. Then they will want to spend money on cloths from Charity shops
because they would know that the money they spend will be put into a
good course not only that but they get a good product that Top Shop
would sell.
Schedule of Advertisement:
Month 1-2: Billboard will be put up around Golden Square at a radius of 15
miles

Month 3-4: The billboard will be put down and the image thats in a
portrait format will be put up on newspaper like daily mirror and the sun.
The image will also be put on bus stops.
Month 5-6: The first portrait image will be put down and the second
portrait image will be put up on the same newspaper as the first image
and it will also be put on bus stops.
Month 7-9: The last three month of advertisement will have all three back
on and it will be put up together for three months then hoping that it will
go through the summer holidays as well.
Location of Advertisement: The location of my campaign proposal will
be put up in and around Golden Square. As I believe that this is where my
target audience will be at mostly. The other location I would have the
campaign proposal would be at the Warrington bus station. Its there
because my target audience will probably still dont have a driving license
so one of the best place they could get around place is buses. When the
bus would be going town it would stop and the bus station and this would
be a great way for the target audience to see the billboards but also the
advertisement that will be in newspapers and the bus usually contains
newspaper to read. I also want be put up on billboards the Warrington
market because the target audience will also be wondering town trying to
look for something to buy. When they would see the billboard and see that
they could still buy products of cloths that has a brand on it but not the
brand price but cheaper and the money that they spend at the charity
shop will be given to charity.
Legal and Ethical issues:
Legal:
Copyright (1989):
Copyright is to prevent other people from taking claims to works that they
do not own and so they dont take credit from a work that they did not
produce. My adverts and magazine will abide with the copyright laws by
having a completely new and original script and that my advert and
magazine wont steal from other adverts or magazine.
Intellectual copyright:
Intellectual copyright is a protection law so people can then stop people
from taking Names, Designs or stealing and recreating your physical
property. My advert and magazine will abide to the intellectual copyright
law by using original and unique ideas.
Defamation (2013):
Defamation is a legal act preventing someone from saying or writing
something that can harm someones livelihood or reputation. There are
two types of Defamation liable is when it is a written or published

statement and slander is defamation that is spoken by someone. My

adverts and magazine will apply to the Defamation laws, so I will not
slander anyone or any product.
Slander: A defamation that is spoken by someone who is telling false
claims that could lie to people and the target audience about the product
just so they could buy the magazine.
Liable: The defamation for liable is its a written or published statement
that could harm people and companies reputation because there is
something that is written falsely.
Obscenity (1973):
Obscenity is a censorship law that disallows the showing of violence,
swearing, and nudity or anything considered harmful or inappropriate in a
media product without a warning or age rating. My adverts will apply to
the obscenity laws I will not have anything harmful or inappropriate to the
target audience in my advert and magazine.
Trademark (1994):
Trademark is a protection law for any signs capable of being represented
graphically which is capable of distinguishing goods. My adverts and
magazine will apply to the trademark laws so I will not copy any slogans
or distinguishing features of any other brands.
Privacy laws (1988):
Privacy laws are the laws which relate to a persons or business
expectation to be let free from scrutiny or public exposure in their daily
lives by either the government or other members of the public. My
adverts and magazine will apply to the privacy laws so I will not be
disclosing any personal information that is private.
Ethical:
Representation (1983):
Ethical representation is so people dont publicly discriminate against Age,
Gender, Class, Race, Sexuality, Religion and Disability. Ethical
representation is also there so people dont slander or liable against
people in a media product. My adverts and magazine will apply to
representation so I will not be discriminating against Age, Race, Gender,
Class, Sexuality, Religion or Disability in my adverts and magazine.

Code of Practice:
Misleading Advertisement: I should try to be as clear as possible in my
communications with consumers. This means that as well as not making
false claims, I shouldnt hide information from them or exaggerate any
claims I plan to make.

I will make sure that I hold evidence for any objective claims I make i.e.
those claims that can be proved. Claims that cant be proved include, for
example, opinion: Our most stylish range ever! Advertisers must hold
the
evidence
for
a
claim
before
publishing
an
ad.
The best way to make sure I dont fall foul of the Codes is to check my ad
carefully against the Codes.
Privacy: Individuals should be protected from unwarranted infringements
of privacy.
Marketers must not unfairly portray or refer to anyone in an adverse or
offensive way unless that person has given the marketer written
permission to allow it. Marketers are urged to obtain written permission
before:
Referring to or portraying a member of the public or his or her
identifiable possessions; the use of a crowd scene or a general public
location may be acceptable without permission.
Referring to a person with a public profile; references that accurately
reflect the contents of a book, an article or a film might be acceptable
without permission.
Implying any personal approval of the advertised product; marketers
should recognise that those who do not want to be associated with the
product could have a legal claim.