Advertisement Planning - Academy Radio Advert 13:18

Introduction of what we are doing..
Our group is going to be creating a viral advertisement for Academy Radio. The target audience of Academy Radio is teenagers currently in education between the ages of 11 to 18, this will also be the target audience of our advertisement.

Advert Style
The style of the advertisement will be viral with the use of comedy. The reason we have chosen this style is because we want word-of-mouth to be used effectively to promote our product. The reason we have opted to use comedy with this is the group felt this will be most effective with the target audience of Academy Radio and our advert.

Budget & Equipment needed
Green Screen - No Cost
Three edit suite machines - No Cost
A Sony HandyCam - No Cost

Health and Safety
As we will be using the green screen studio to film our video footage, we have to take health and safety in to consideration because we will be responsible for our own actions when using the studio. Below are some potential issues and what we will do to try and avoid them happening.

Tripping over wires
We shall be using a cord cover so nobody can trip over the wires and can walk over them safely.

Electricution
As we will be working with technical equipment such as lamps and computers, we shall only be using equipment which has been safety checked by BAM who are responsible for maintaining our Academy. Below is a picture of what this looks like on one of our editing machines.

Spacing

An issue which is likely to occur in the green screen studio is that if there is not enough room for participants in our filming then they may hit their hands if they were to swing their arms without paying much attention. To overcome this, all tables, chairs and other obstructing material shall be moved to one side so the entire area around the green screen is clear.

Technical Constraints

Technical constraints which we expect may happen in our production:

• Faulty camera equipment
  We shall test equipment before we book it out.
• Camera's being booked out
  We shall reserve equipment for the dates we will be filming.
• Files getting corrupted or lost
  We will keep several backups and backups before and after edits on seperate locations, Academy Network, personal flash drives, Media External hard drives.
• Editing software might crash
  We will make timely saves on Power Director

Legal and Ethical issues

We need to make sure that the production is within the law and appeals to all manner of people without causing offence. Some issues which may arise include:

• Defamation Laws
  We don't see the advert being libellous or slanderous in any way.
• Secrets
  If we are given any sensitive information about Academy Radio then we will deal with these in a confidential manner and will comply with the National Secrets Act 1989.
• Copyright
  We will be respecting copyright laws held in the UK as this is where the advert will be displayed. We will use either original content or obtain content to which we have rights and author permission to use. We will comply with this by using open source fonts for branding, obtaining or creating background footage used in chroma key in a fair, lawful manner and any soundtracks we will respect the authors rights to how that is used.
• Discrimination
  As it is illegal to discriminate against anyone on grounds of sex, age, disability or ethnic origin
  when recruiting or in the workplace we will make sure we do not cause offence when casting and we will choose people on the basis of how good they are at acting in front of a camera.
• Representational Issues
  We will make sure we use morals and justify what is right and wrong in the production. We will make sure Academy Radio is seen in a good light and that we do not portray Academy Radio as something it is not.

Past and Current Practice

Since early years of broadcast advertising, laws have changed. A recent change in the law is Ofcom have allowed for product placement. Whilst this isn't of extraordinary use in a commercial, advertising Academy Radio could benefit substantially from the change in this law. The station could be promoted in a television show, marketed towards our target audience. An example of this would be 'Hollyoaks' and one of the characters could be listening to Academy Radio. All broadcasters are required to display a small 'P' which represents product placement in a television show.

Other changes in the law include the Ofcom broadcasting code which has ten different sections we will make sure we obide by. As well as this there are BCAP, CAP and ASA regulations we shall follow.

Other laws include health and safety changes, we will make sure that we create a full risk assesment before we begin film production.

Recording Ideas

Our ideas for recording are to use mostly mid shots. We shall be using Sony Handycams at a resolution of 720p (High Definition) to record the footage and sound.

Identification of Message

The message that we will be promoting to our audience is that "Academy radio, is the radio station that students listen to". This will work on the advertising method of social acceptance.

Production Schedule
We decide that it would take us about three 1 hour lessons to get all the filming done and that was the time we spent on it. We then decided on spending at least week on editing to make sure it was the fullest of our potential. When the decided that all our research and after production stuff will take us about a month to complete.

Location Plans

The locations we will be using will be the mainly the green screen room and our normal class room. The green screen will be where all our filing will be don’t and the class room will be where all the editing will be done.