The brief I have been given is to create 3 different advertising campaigns on different platforms, the non negotiables of the brief are that these must follow conventions of the media type used as well as abide by the legislation in place around advertising. The final edit of all the campaigns must be completed by January of 2024
The aims of the campaign is to introduce my TV drama to a large audience through advertising with print, TV radio and social media. The aim of the campaign is to persuade the audience that views the advertising campaign into watching the show. In turn, watching the show hopefully will also raise the brand awareness of BBC 3 which is another objective stated in the brief.
The TV drama I am advertising is under the genre of a horror. To appeal to the target audience 15-21 year olds of the show, the advertising campaign must demonstrate that the show is under the horror genre. To do this, the standard conventions of the horror genre could be seen in advertising such as showing the audience jump scares or using dark colours as a stylistic choice.
The target audience of the TV, as stated in the brief, is 15-21 year olds. The geographic of the target audience are UK residents since the show caters towards them due to the setting and characters being of this age and the show being set in the UK. The psychographic of my target audience would fall under strugglers or explorers since they are the most likely to be persuaded by the advertising campaign. Strugglers are typically seeking escapism due to poor work life or other factors, this means that the advertising will engage them due to the their want for excitement and entertainment. Furthermore, the psychographic of explorers will be easily persuaded by the campaign due to the themes of the show that will be engaging to the psychographic. The characters and plot of the TV drama that is being represented in my advertising campaign will be engaging to the psychographic and age of my target audience sine they can relate to the characters due to their age and personality traits which are similar to the target audience as well as the plot of a post A level summer after school finishes.
The suitable mediums for TV show advertising would be the use of print, TV adverts or radio adverts which all conform to traditional advertising used for TV dramas and Films. The use of print is suitable for this campaign and is often seen in advertising campaigns in billboards and posters with is appropriate for promotion since it is easily accessible. The main TV adverts can be seen with the use of trailers which provide an entertainment to the audience due to the content often being action heavy to excite the viewer which thus promotes the show. Radio ads, while less suitable than print or video, provide an extension to the reach by advertising to people outside the target audience.
Some legal and ethical concerns for the advertising campaign would be to make the campaign less explicit than the actual show to avoid watersheds. There will be concerns in copyright and intellectual property rights for the campaign when using sourced footage as well as the ideas for my advertising meaning I will have to make sure there is no issues with the sourced footage and the idea will have to be original. As well as this, I will have to ensure I undergo the correct requirements before filming such as consent forms, permission to film and risk assessments. The campaign will also have to be careful of ethical issues such as adhering to age requirements that the BBFC have enforced as well as avoiding stereotypes and being conscious of the representations portrayed in the campaign.
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