Week Two: Concepts and Preproduction | Three Adcepts:

Adcepts:

The group are currently in the process of planning and starting to design mock print advertisements. 

What are our three ideas?

1. Printed perforated stickers / cards
2. New van sign writing / Design
3. A1 Posters for the upstairs of the Petty Cury branch

We currently don't have the logo or fonts that will be required for the final prints adverts but we are going to use the closest that we can find. 

Perforated Postcards:

Plan: 

This postcard will be given out by two methods. One method is when someone buys a meal or takeaway meal they will be given the postcard and will then read the card and do what is instructed on it. The other method that will be used with the postcards is giving them out to the public close to the two stores in Cambridge. The postcard will reach a smaller audience than the van as it is a smaller product and will only be seen by customers and shoppers in the town centre. The postcards can be produced in many different quantities but we have got some realistic quotes for the costings of the cards. 5,000 of the perferated cards will cost £299.48 including VAT and delivery. For 10,000 the cards will cost @399.98. The postcards will be effective when being viewed and the card can be viewed when given out and when walking people will continue to look at it and this will let them see what is on offer. Making the postcards will envolve someone creating the cards using photoshop and then getting all the correct fonts and making sure everything is placed correctly. To create the card it will take a day to create correctly form start to finish. There is no issues with copie write as the fonts are used by Nana Mexico and the image being used will be a stock image from the website.

Above is a first initial design of a postcard with one perforated edge. The colour background is from Nana Mexico's colour palet and stands out to the viewer. There is essential text on the card which includes where the stores are and the social media addresses. 

Previous Designs:

The design above is for an A1 poster that will be displayed inside the Petty Cury store in Cambridge upstairs. The target audience of this poster will be customers who are in the restaurent dining. The poster when seen will make the viewer think about the product  and possibly order it in the restaurent. It could take up to five times before the customer actually takes their time to view it.  The design includes a photograph as the customer will have more time to look at it and take it in. The printing costs of the posters will cost £5.99 or less if ordered in quantity. The posters would be available in store from 15th February 2015. The logo is copie written to Nana Mexico so there will be no issues. The photograph is also a stock issue from the website so no issues again. 

Other Designs:

Our second design is for a A1 poster that could be placed upstairs in the petty Cury store. The poster includes a variation of colours from the colour palette and is very bright. There is also the company logo and a photograph of a Mexican food dish. We have chosen to use a font that is as close to the actual font as possible. Overall, i think this is an eye catching fresh poster design. 

Our other design we went ahead with was a van decal design. The design is very colourful and bright which will attract attention of passers by and drivers on the road. The transfers include the company logo and telephone numbers. We have decided on a colourful and bright approach for this instead of a neutral colour scheme as we think it could be more effective. The van will be viewed by more people than the postcard idea. The van is around Cambridge picking up deliveries so the main names and numbers are included on the van. As the design is a van wrap it will cost £2000 to wrap the van. When it comes to effective frequency the van could not be as good as the postcards or posters as people may only see it once or twice whilst they are in town. According to Thomas Smith it takes twenty views to make the customer want to see what is on offer and then potentially buy the product on offer.  This means that the van will be the factory colour underneath and will not affect the bodywork. This will cost much more than the postcard of poster designs but the Owners hasn't said about a budget that he wants to spend. 

Production Plan: 

·      For each of our ideas we are advertising the companies name and what the company offers. We are also selling the company’s products, which are Authentic Mexican, fast food products. The products range from burritos, tacos and nachos. These items are available to eat in or takeaway.

·      The aimed target audience for this campaign is for tourists and shoppers who pass the Petty Cury store in Cambridge. The Mexican food is mainly for lunch so we are targeting people who are out around lunch times. People can range from tourists, people shopping in the area and office workers going out for lunch. We want the customers to feel that what they are eating is fresh and a unique dish. The meals that they are receiving to eat are personal to them.  

·      They have a split decision to make, as there is other restaurants close by such as Yo Sushi! and McDonalds. Nana Mexico offer specific dishes that cannot be found in other restaurants in Cambridge and this therefore makes them unique and stand out.

·      The main message for the campaign is to get across that the takeout restaurant is an authentic Mexican and everything produced there is fresh.

·      Everything from the food to the seating arrangements is Mexican. The owner is looking to get the message across a there is no other takeout like Nana Mexico in Cambridge and the surrounding area.

·      The campaign adverts are going to be in the stores and on social networks at the week beginning the 23^rd of February.

·      The advertisements will be finished by February 15^th 2015 ready for the client.

·      The adverts will be on Nana Mexico’s Facebook and Twitter pages. The ads will also feature on the webpage.

·      The campaign will be run for six months. The aim is to boost trade.

·      Roughs of the adverts will be shown to the client on Wednesday the 4^th of February 2015.

·      The final chosen advert will be ready for the client to view on the 18^th February.

·      Poster budget: 1 hour to photograph selected food. 2 hours to put all the elements together in photoshop.

·      Van Design: Allowing 1 – 2 weeks for professionals to take our designs and fit it to a van template which will be ready for printing and then transferred to the van. Will take a professional sign writer 3-4 hours to do.

·      Perforated Postcards, allow an hour to properly photograph burrito / taco with correct lighting. Will then need to add text in correct places using Photoshop and placing photos. Allow a day for full production.  

·      We have looked into the issue of there being inappropriate content on the ‘#bigassborrito’ but everything seems to be ok as Nana Mexico currently use this #.

·      There could be issues with people not thinking the food is very healthy. A chart of other fast foods could be produced and placed in the stores to show how the Mexican street food shapes up to other fast foods.

Week One:

Nana Mexico

The Market Position: 

There are currently some other Mexican restaurants located in Cambridge. These are:
Las Iguanas 
Chiquito

Chiquito has stores around the UK and has a high end website. 

They offer mexican food but also offer some English foods. Since there are other restaurants in the UK more people will have heard of them and they will have a bigger profile than the one off Cambridge stores of Nana Mexico. 

Their Online presence:
Nana Mexico have a facebook and twitter pages with their key information on. Such as their locations and menus. 

They also are included on the JustEat website which allows their customers to order food online and collect in 20 minutes. 

Current Image, Branding and Advertising: 
The website for Nana Mexico is simple but effective as it shows their foods and shows what current offers are available to their customers.

The brand currently has bright colours and will appear to students and teenagers. 

What do they sell?
In Nana Mexico they sell a whole range of Mexican cuisine. 

Some of their items are listed above. 

Potential Costings:

We have carried out some research into seeing how much printing the designs will cost. 

Posters: A1

When looking into printing A1 poster printing there are many different prices for different print papers. An average print paper will cost 5.70 but could be cheaper if printed in bulk. A company that could print the posters we found is called 'A1 Posters and Laminators'.

Meetings:

We are going to have a meeting with the Owner of Nana Mexico on Tuesday next week to show show him our first initial thoughts on his brief and see what ideas he has himself. 

The Meeting: Paper work

Company Choices

Company Choices

Backstitch is one of around 5 based in Cambridge to sell haberdashery, such as sew creative, sheep shop, hobbiecraft and John Lewis. The main competition would highly likely be John Lewis which is quite a large establishment with its own large advertisements and branding to compete with. Backstitch was established in 2010 by Alice Synge with the mission to supply stylish modern craft fabric and quality haberdashery to UK sewists. 

They advertise themselves on a number of social media platforms such as Twitter, Facebook, Instagram, Pinterest, Flickr and even have their own blog page to offer help, show what they make and to interact with customers more.

On the homepage to Backstitch, there is immediately an offer to try and get others interested in the merchandise, using special occasions as a way to put their name out there, even offering classes to help to make many products or to get more people interested in sewing. 

The homepage itself is quite simple yet it does catch your eye by how unique it is, the page is well laid out with offers throughout the page and immediately you can see ways of contacting them. The site has many options to click onto, whether you want to know about fabrics, digital patterns, kits & gifts etc.

Cambridge City Cycle Hire

Cambridge Cycle Hire | Consumer Research | Advertising Unit

Companies Current Logo

Market Position

Their position in the market is very predominant although not at its most prime as the company is located outside of central cambridge moreover many of its competition and main rivals are more in the centre of Cambridge.
The key to gaining additional awareness of City Cycle Hire would be to put out the most eye catching poster designs and best offers in central Cambridge to make people know they are about.

Online Presence
They're not predominant online although they do have a presence moreover they have a website which lists their services and prices and where they are located.
By expanding their online presence they can gain a lot more customers as well as a younger cliental that predominantly use facebook and other social media platforms.

Website

Current Website

The current website they use is outdated and although it features much information relevant to the company it leaves out social media integration and many other interactive features that other sites have and that could give the website an edge over the competition.

Cambridge Cycle Hire has no alternate online platforms that customers can use to directly contact them through, although there is an online form to fill out there is no clear email address etc. although a clear phone number printed multiple times all over the website.

Image, Branding and Advertising

The website already has a predominant theme with a set art style and design which is yellow with stripes and multiple images along the colours.

Case Study Overview:

Distribution Channels:

Where was the Skoda Cake Advert Distributed?

The advert was printed in some well known newspapers in the UK. The newspapers it was printed in were 'The Mail' and 'The Sun'. The advert also made it onto the front page of a Czech newspaper. 

There is no information online that shows if the advert was also distributed via outside advertising such as billboards, bus stops ads and train advertising. If the advert was shown on billboards or in bus stops it would attract more potential customers to buy the new car. 

The advert was aimed at people over the age of 35 and was a nationwide campaign. People all over the UK were purchasing the Mail and Sun newspapers and were viewing the advert. The advert also made it onto a Czech newspaper so the advert went out of the UK. The advert was a high budget production which cost over £500,000. 

Costings to Print the advert in the Papers:

The Sun newspaper offers two different sizes to print in the paper. They offer a 17x4 advert which costs £4,250 per week. They also offer a whole page option which costs £8,000 per week. 

The Mail Newspaper: 

The advert was also printed in the Mail newspaper but the size was not specified. Below are the rates of advertising in the Mail newspaper. I think that the advert would have either had a  whole page or half a page when printed. 

Social Media Presence:
The campaigns advert video was also shown on Youtube before the viewers video fully loaded which received over 700,000 views and was also promoted via Facebook on the Facebook timelines. After people sore the advert on Facebook they began to search the advert online via search engine Google and the advert received over 150,000 searches. 

The use of social media helped the ad campaign as thousands of people use social media every day and will view the ad and could share it or pass on what they have seen to other people. 

Was the advert successful?

The Skoda advert was successful and was awarded the commercial of the year at the British Television advertising Craft Awards. The Skoda ad also picked up the award for best model-making, as well as the best use of recorded music prize for the song My Favourite Things from The Sound of Music.

Legal and Ethical Issues:

Analysis of the Skoda Cake Advert 2007:

Effect on the Audience: This print based advert doesn't have many points that could offend the audience or make them complain to the ASA. When asking other people in my family what they initially thought of the print advert they said they were surprised that a scale version could be made from cake and were amazed that it had been achieved. 

Relevant Issues of the representation:
In the advert the car is represented as having been full of lovely things which will make the viewer think in their mind about what will be in the car. For example the viewer could be thinking about what the seats and in car entertainment will be like. Also the staff or bakers are represented by having clean overalls or a uniform on. This represents them as being clean and professionals. This will then make the viewer think that the people creating and putting together the car are taking car with every part of the motor. 

Relevant Legal / Ethical issues

There doesn't seem to be any obvious legal issues with the ad as there is a variety of different people features in the ad. For example there are people of different races and cultures. I don't think that the ASA will get anyone complain about this ad as everything is in order with it. 

Role of relevant regulatory bodies: 

The ASA:

Comparison: 

The Skoda advert doesn't have any elements that may offend their viewers of the advert. There are many positive points with the advert. Things such as there being a variety of people in the image. For example there isn't a team of all white people. If there was a team of whites it may offend people of other races and cultures. The workers are all dressed in the same clothing which doesn't single anybody out for looking different. If the workers were wearing their own clothing some people viewing the ad may complain as they do not look like they are all working together and in the same team. Overall, i think that this advert will not get any complaints to the ASA and will continue to be printed. 

Advert 2)

Above is an advertisement for a new car from Buick Regal. The ad features a new car that is going to be released and it shows the car being driven close to the sea line. The is a description of the car and the prices of it located in the bottom right hand corner of the advert. In the top right corner there is a piece of typography that says "Listen closely and you may detect a German accent'.  These choice of words could have an impact on the customers that will go and buy the car. The car is made in Germany but the words make people think that the buyers of the car must have to be German also. This may stop people wanting to go out and purchase this car because of the words found on their ad. The ASA may receive some complaints about Buik Regal's choice of words on their ad. 

Audience Research

Below is a table that shows the views of people on the Skoda Cake Advert form 2007. It shows their general personal details and what they initially think of the advert.