P2 (a,b,c) Proposal for an audio-visual advertising campaign

Soda  - purity  - flavours ( Lemon, Lime,  Vanilla, berry, orange)

Name: Sofiz   

Refresh yourself 

The product will be a plastic bottle with a colour image around the bottle depending on what flavour the bottle is. The idea is for the label to stand out to the customer with the bright colours and from this the brand with appeal to the customers, with the drink made to refresh the customer. 

We will be looking to market this product into the mass market region as the possibilities for this product are endless. 

Sofiz is aimed at people that want a refreshing drink with various flavours the product can become popular from the brand name.  

The campaign message for this advert is that this drink is made for people that take part in physical activity and what a refreshing flavoured drink. 

Aims and Objectives 

Our overall aim for this product is to create a new trend in the flavoured drink market. 

Objective 1: Making a new product and surviving in the market

Objective 2: Creating a trend 

Objective 3: Making an successful advert that it attracts sales

Target audience 

The target audience for the drink, is for people who have a lifestyle where they are open to the idea of new products or need the use of a drink due to physical activities. The message that we are trying to get across to the audience is that Sofiz is a new refreshing drink with a range of flavours. 

In marketing and advertising, a target audience is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.

USP - unique selling point - is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. 

Unique selling point 

The unique selling point of the product is the fact that the drink can give you a refreshing feeling. 

Budget 

I will set myself a budget of £4000 as this is a realistic budget for an advertisement campaign. 

Campaign message


The campaign message is trying to get the message across that this drink is refreshing and I have don this by using sport, when someone is tired and need refreshing mid way through sport and they need a drinks break.   

Bottle size: average size bottle - 500 ml

Simple twist cap

No indents in to the plastic bottle, but will have cover as branding, that wraps around the whole of the bottle.

Product advertised

The reason in which we are advertising the launch of this new product is to increase sales and increase the brand awareness. 

Brand awareness is the extent to which a  is brand recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a products introduction.

Campaign schedule    

The campaign schedule is key for the product to be a success as their needs to be a focus on the key dates of the launch of the product and this needs to link to the date of the release of the product, weather the mass market sees the product first or the product gets advertised first and says the release date on the commercial.

Copyright

Copyright is a legal right created by the law of a country, that grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator to receive compensation for their intellectual effort. 

ASA (Advertising Standreds Authority)  

The screenshot above shows that what ASA do. The purpose of ASA is to prevent any problems that arise of an owner when they start the process of advertising, meaning ASA is their to give advice if someone makes a complaint about your ad and then counter that complaint against that competitor but ASA is an legal obligation to make sure that company and its name are protected.  



The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

This will have an affect on my advertisement campaign as I have created an advert that will be on TV therefore all the rules and regulations will have to be taken in to consideration when looking to create the advertising campaign.