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Campaign Proposal

Product

Salvation Army

Target Audience

The target audience will be males aged 20 - 30

Campaign Message

The message of the campaign is that the clothes from Salvation Army are affordable for all people.

Launch Date

The Launch date for the adverts will be the 1st of May as it’s the starting date of the summer. This is
when more people are likely to buy clothes for their summer holiday.

Schedule of Advertisement

Advert1 1st May – 15th May

Advert2 15th May – 22nd May

Advert3 22nd May – 29th May

Location of Advertisement

Advert 1 will be put in newspapers and on the sides of buses to promote the campaign

Advert 2 will be put on billboards outside of shops

Advert 3 will be print adverts put in magazines such Times magazine

Legal and Ethical

Copyright, Designs and Patents Act 1988

The law gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts,
films and typographical arrangement of published editions, rights to control the ways in which their
material may be used.
The rights cover: broadcast and public performance, copying, adapting, issuing, renting and lending
copies to the public.

Types of work protected


Literary
Song lyrics, manuscripts, manuals, computer programs, commercial documents, leaflets, newsletters
and articles etc.
Dramatic
Plays, dance etc.
Musical
Recordings and score.
Artistic
Photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.
Typographical arrangement of published editions
Magazines, periodicals, etc.
Sound recording
May be recordings of other copyright works, e.g. musical and literary.
Film
Video footage, films, broadcasts and cable programmes.
The Copyright (Computer Programs) Regulations 1992 extended the rules covering literary works to
include computer programs.

This will apply to my work as I won’t use any other companies who have copyrighted their logo. I will
also not copy any similar or the same photo they have used in their adverts.

Equality Act 2010


This law legally protects people from discrimination in the workplace and in wider society.
It is against the law to discriminate against anyone because of:
 Age
 Being or becoming a transsexual person
 Being married or in a civil partnership
 Being pregnant or on maternity leave
 Disability
 Race including colour, nationality, ethnic or national origin
 Religion/belief or lack of religion/belief
 Sex
 Sexual orientation

I will apply this to my adverts by not putting in my adverts any discrimination against Age,
transsexual people, married people, pregnant women, people who have a disability, race and
nationality, religion and sex.

Intellectual property
What intellectual property is?
Having the right type of intellectual property protection helps you to stop people stealing or copying:
 the names of your products or brands
 your inventions
 the design or look of your products
 things you write, make or produce
Trespass
This is a civil law.
Trespass to land consists of any unjustifiable intrusion by a person upon the land in possession of
another.
Civil trespass is actionable in the courts.
This doesn’t apply by not taking pictured for my adverts where the trespass law applies such on
peoples land.

Privacy
The introduction of the Human Rights Act 1998 incorporated into English law the European
Convention on Human Rights.

Article 8.1 of the ECHR provides an explicit right to respect for a private life:
Article 8 protects your right to respect for your private life, your family life, your home and your
correspondence (letters, telephone calls and emails, for example).
This will apply to my work as I will not share anyone’s personal details in my adverts.

Defamation Act 2013


This Act reformed defamation law on issues of the right to freedom of expression and the protection
of reputation. It also comprised a response to perceptions that the law as it stood was giving rise to
libel tourism and other inappropriate claims
This will apply to my work as I will not threaten anyone’s reputation or cause harm to them while
doing my adverts.

Ethical Constraints
The ethical problem is that I will probably only have white people in my advert. The ethical problems
this will cause will be that the advert will not be aimed at everyone but at this type of race. If I was
going to be more ethical I would different types of races in my advert to promote the adverts to
everyone.

Code of Practice

1.1

Marketing communications should be legal, decent, honest and truthful.

I will apply this to my work by making my adverts legal, decent, and truthful for the audience.

1.3

Marketing communications must be prepared with a sense of responsibility to consumers and to


society.

This will apply to my work in the sense that I am responsible for my adverts and how they look to the
society.

1.4
Marketers must comply with all general rules and with relevant sector-specific rules.
1.5
No marketing communication should bring advertising into disrepute.

I will apply this to my work as I will not differ anyone’s reputation through my adverts.1.6
Marketing communications must respect the principles of fair competition generally accepted in
business.

1.8

Marketing communications must comply with the Code. Primary responsibility for observing the
Code falls on marketers. Others involved in preparing or publishing marketing communications, such
as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code.

1.8.1

Rules in Appendix 3 apply only to third parties as defined. If the ASA is unable to identify the relevant
third party, the advertiser - on behalf of whom the OBA advertisement is delivered to web users -
must, in good faith, co-operate with the ASA to help determine the identity of the third party.

1.9

Marketers should deal fairly with consumers.


1.10

Marketers have primary responsibility for ensuring that their marketing communications are legal.
Marketing communications should comply with the law and should not incite anyone to break it.
1.10.1

Marketers must not state or imply that a product can legally be sold if it cannot.

4.1

Marketing communications must not contain anything that is likely to cause serious or widespread
offence. Particular care must be taken to avoid causing offence on the grounds of race, religion,
gender, sexual orientation, disability or age. Compliance will be judged on the context, medium,
audience, product and prevailing standards.

Marketing communications may be distasteful without necessarily breaching this rule. Marketers are
urged to consider public sensitivities before using potentially offensive material.

The fact that a product is offensive to some people is not grounds for finding a marketing
communication in breach of the Code

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