Treatment, david's radio advert

Client

• Apple, iPhone 8. Apple is a publicly owned company.

Purpose of campaign

• The purpose of this campaign is to sell a product. We want to sell the iPhone 8 and get as many sales as possible.

Unique selling point

• The unique selling point of this product is the many different features, compared to other iphones. No other phone on the market right now has any of these. It has a longer battery life - 2 hours longer than the iphone 7, new glass on the screen so that it's less likely to crack, and it's splash and water resistant up to 65m deep, wireless charging as well as lightning cable. There's also going to be a bigger range of colours available for you to have as well as your own personal colour at additional cost. Engraving is also available. Having the personalisation of colours  makes it a unique selling point as there aren't phones out there that can do this.

Placement

• This advert will be broadcast on many radio stations such as, capital, kiss, capital extra but also radio stations like BBC radio 1, 2, 3 and 4. I want a range of radio stations as the phone isn't just targeted to a certain audience so therefore it needs to be a range of radio stations with a range of audiences. 

Production Roles

• Voice actor: Actors interpret others' words in order to bring a script to life, and to put flesh and blood on characters
• Radio commercials producer:They create radio advertising and station promotions for radio stations
• Broadcast assistant: They offer support to radio Producers and Presenters
• Radio Producer:They create content and manage the whole radio production process for both live and recorded programmes
• Programme controller: They lead programming teams on commercial radio stations

Budget

• This will be a fairly cheap advert as i will be using equipment at college and any actors will be used free of cost. I will also be using software on the Mac's so this is all provided to us by the college. Advertising costs, creative costs and airtime costs will all play a factor as well. Advertising is expensive ranging from £1,300 on a local station to £3,000 on a national station. Actors, sound effects, script writing and audio production comes under creative costs. Airtime

Focus group evalution

In our group we have me, Ali and Simon. For our idea we are using the idea of the IPhone 8. We discussed this as a group and decided this was our favorite idea and we felt we could do the best advert for this.  In our advert we will show the new features of the phone but keep it simple and keep to similar ideas from previous apple adverts. We'll do a colourful fun ad that people will remember. Our target audience will be anyone who wants a phone. We would film it at Coulsdon College and use equipment we have available here. We will make a filming schedule so we know when we will need equipment and we'll let Graham know so he is able to get it all for us. We may all feature in the video at some point as well as all filming and editing it each.

Primary Research

Questionnaire evaluation

The age ranges were between 16-19.
There was a mixture of people who had a job and who didn't. If they had a job it was part time.
Everyone owned a smartphone.
Everyone that did the questionnaire like the idea of the iphone 8 but nearly everyone said that it needed a longer battery life but the other improvements were good. People said they would be happy to pay between
The coffee machine was popular as well. Lots of people thought it was a clever idea and would be handy for them if they could buy it.

Audience profile

Iphone 8
AGE: 13+
GENDER: Males and Females
RACE: All races
The people completing the survey also currently own smartphone, either iphones or a android samsung.The competition for smartphones is high, Apple iphones competing with Samsung, Google.

Spend there spare time working, using different social media platforms which they can download on the phones through the app store.
Social grade would be C1 and C2.
They spend there money on other technology such as, laptops, music devices, speakers and accessories for their devices.

Hot Drink Machine
AGE: The ages for this product were between 16-19.
GENDER: Males and Females
RACE: All races

The social grade would be C2 and C1.
They'd spend their spare time socialising, shopping, playing sports. Would work a full time job, have a busy schedule, might have kids.