LO1 Analysing existing Campaigns
1)A McDonalds Christmas advert that was shown on TV were promoting their 'McNuggets' and that they serve them after 11am.
McDonalds didn't only do a Tv advert but also made snapchat filters to promote 'Reindeer Ready'. This shows that they used different platforms to promote their product. This will bring different audiences from different sectors.
The product is the McNuggets.
The Christmas advert is from 2019.
It was shown on TV but it also available on YouTube.
It is created for the UK as it says 'McDonalds UK' in the caption.
Target Audience
The Target Audience for this Advert is mainly people that eat McDonalds or for people who like food on the go (drive thru) etc. Also people who are fans of nuggets.
A key moment in the advert was when they were promoting their McNuggets in a Christmas advert. A lot is going on in the advert as they are wishing you a merry Christmas but at same time are promoting their nuggets.
To attract younger people to the advert, they have used cartoon affects etc.
Key Message
The key message is to have a merry Christmas but mainly to buy their McNuggets. They put a small message at the bottom of the screen saying "McNuggets served after 11am". This is effective as they are telling you little details like the timing etc.
In the advert it shows a "family" around the Christmas period driving to McDonalds drive thru. It shows that its still opened around the holidays. Also it could encourage families to go visit.
Approaches
If they want the advert to be recognised they should put it at a time where there's a popular Tv show etc. This is because more people are watching so more people will see.
After a programme the advert could play, a couple of times if needed. As its a McDonalds advert, its a popular company so a lot of people already know and have an opinion .
Representation
The advert type is a Tv advert. The reason they did a Tv advert is because you can see what's going on and see for yourself. Whereas in a radio advert you can only hear and wont be able to consume enough information.
There is a few ways to get in contact with them. There is social media e.g. Instagram etc. Also they have a website where you can check out all new products.
In the advert they kind of steal an idea from the film Frozen saying "will you play reindeers with me?" This links to the film frozen as they say "do you want to build a snow man?" Its the same format as they are both knocking on there other persons door. However during the advert there is no sign of copyright. There is music but it looks like its just an instrumental made.
In the advert they use a slogan saying #ReindeerReady. McDonalds
use this hashtag every year when they release a new Christmas advert. No use of copyright seen.
Campaign Logistics
There is no specific schedule but does get advertised on channels that are watched by large audiences. It is advertised to audiences that are mature enough to understand it.
Call to action
A call to action is a way that prompts the user or viewer to go onto the product. The way McDonalds did a CTA was by putting a link to the website. Also showing the restaurant in the advert so the audience know where the product is from.
Legal and Ethical issues
One legal issue is that the advert needs to stay in the age rating of the channel. E.g. If its on a children's show it should be completely suitable for that age group. As its McDonalds and the advert has children in it its valid. To avoid any problems they will need to look out for language etc.
Regulation
The regulatory body that manages this type of advertisement is the Advertising Standards Authority. The reason for their involvement is to make sure everything is appropriate. Their job is too manage the advert before the public see anything. This is too make sure everything fits into the age group.
McDonalds didn't only do a Tv advert but also made snapchat filters to promote 'Reindeer Ready'. This shows that they used different platforms to promote their product. This will bring different audiences from different sectors.
Choice of Medium
McDonalds made a Tv advert as its better for the audience to see whats going on then just hearing. Also more people watch Tv then listen to the radio or reading a newspaper. This helps the product get more popularity.
3)FedEx released a print advert for Christmas that shows FedEx boxes stacked up to look like a Christmas tree.
They are reminding the audience that they have a big job this Christmas delivering gifts.
It was shown in 2011.
It could be seen on posters and magazines etc. You can find a picture online if needed.
The advert is for everyone around the world.
Target Audience
The target audience is for people who like their things delivered and that's what their advertising on that Christmas.
The picture shows FedEx boxes but right at the top there is a little box with gift wrap.
As the others they are saying Merry Christmas but also promoting what they do.
This advert could interest audiences who don't like buying in stores and rather order it.
Call to Action
The big FedEx title could take the audience to the website. You can find a link on the website. In the Tv advert there could be a link in the description if its posted on Youtube. If its on Tv they will most likely tell you where to go to find out more.
Key Message
The key message is telling you to use FedEx when delivering something. Its affective as its a picture of FedEx boxes piled up. So without saying anything you can understand what's it about.
FedEx is a worldwide brand so posters can be displayed all over the world in the Christmas time period. Busy areas are best for more attention.
Representation
The type is a print based advert. So it will be placed in different places on billboards etc. Its better to put it in busy areas so more people can see it. You can contact them on their website or telephone if needed.
Campaign Logistics
This print advert was around in the Christmas period and was on billboards and in magazines. It wouldn't really be on Tv as its propaganda. Most likely to be in busy areas so more people catch an eye.
Choice of Medium
FedEx chose to do a print advert because its a quick reminder of what there doing for the Christmas season.
The Tv advert was to show what FedEx get up to but gave it a Christmas feel. This will encourage the audience to use FedEx for Christmas.
4)FedEx made a Christmas advert that was shown on TV and was called 'North Pole'
They are showing Santa delivering gifts. It links to them as they also deliver.
It was made in 2016.
It was shown on Tv and can be seen on YouTube.
As FedEx is known all over the world, its for everyone.
Target Audience
The target audience is also for delivery fans. As families will need presents instead of going out you can order right to your door. Its more convenient but could take time as they are really busy in the holidays because there could be a lot of orders.
For the families who are busy, it could be the answer for you.
Key Message
The key message is the same to the print advert. They are telling you to use FedEx when using delivery.
It is affective because of its detail e.g. there is a reindeer to deliver parcels. It links back to the whole Christmas theme. The message is the same for both adverts as they are both about delivery and Christmas.
The advert contains a kind of group named FedEx. They are linking deliveries to santa as they both have something in common. It helps their company as people already know what santa does, so now they understand fully what FedEx do.
Representation
The advert type is a Tv advert. Its a Tv advert because the audience can see it all and as they are working in the advert the viewers can get a glimpse of what happens.
You can contact them by visiting their website or phoning them. It could also be likely that they have social media on some platforms.
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