Campaign ProposalProduct:St Roccos Target Audience: The target audience for this campaign will be mothers that are over the age of 50. This is because they dont have a lot of money, due to buying things for their children.Campaign Message:The campaign message for this campaign is to tell the audience that you can look good in clothing for a very cheap price, no matter what your age is.

Launch Date: The launch date is May 29th, 2015. This is because its the start of summer and the weather will be getting warmer. Some new, cooler clothes would be appropriate for the upcoming season.

Schedule of Advertisements:Advert 1: May 29th 2015, billboard advertisements, bus stops for 2 weeks

Advert 2: June 6th 2015, magazines and newspapers for 3 weeks

Advert 3: June 28th 2015, Bus stop posters and in train stations for 2 weeks

Advert 4: July 4th 2015, shopping centre advertisements for 2 weeks

Location of Advertisements:Advert 1: Billboards and bus stops in all major cities. Bus stops in bus stations only. Advert 2: Campaign will advertise in Take-a-Break, Heat, Closer, The Guardian & The Daily Mirror

Advert 3: Train station advertisements in in all major towns.

Advert 4: shopping centres in Liverpool, Coventry, Manchester and London.

Budget: There will be no budget for this campaign as everything that is used to produce this campaign has been provided by the college.

Legal

Copyright:Copyright is a law created to protect a persons original work, giving them the rights to use their product in any way, commercially or under a creative commons license. No one can use the original product without the creators permission. This protects the campaigns photography, logo and slogan. It protects the charitys logo, too. I am the one that has taken the photos, therefore the copyright for the photos belongs to me.

Discrimination:Discrimination is an action that denies social participation or human rights to categories of people based on prejudice. This campaign is aimed towards all types of people, whether they are black, white or Asian. No one in my advert photos has been exposed to resentment. The advert photos were made for every social group and race.

Intellectual Property Rights:Intellectual property rights are legally recognized exclusive rights to creations of the mind. Under intellectual property laws, owners are granted certain exclusive rights to a variety of intangible assets, such as musical, literary, and artistic works; discoveries and inventions; and words, phrases, symbols, and designs. This applies to my campaign by the usage of the charitys logo. Considering that the photos advertise the charity, it is free for me to use the logo.

Obscenity Law:Obscenity law is the act of offending an audience within the content of a campaign. Nothing in this campaign will be aimed to offend anyone and will be kept appropriate for all audiences. Nothing in my photos represent any obscene materials, this includes poses, swearing and mouth signs.

Ethical:

Representational IssuesBy representing something or someone, they should not be represented in a negative manor. This law can fall under an offence law as there are many ways to represent someone in a harmful way. If this law is broken, it can cause is major humiliating results towards social groups; depending on what is being represented and how. Anything in the media can affect anyone, whether it be seen as offensive, racist, sexist or any other material that may be found cruel towards an audience. That is why every advert is regulated, as adverts should show equivalence, general relationships and not to single-out a certain social group. My campaign will be representing a model, who will be simply looking at a camera. The model will not be representing any segment of slander, obscenity or harmful content that could possibly humiliate a certain social group; whether it be race, gender, age or disability.

Code of Advertising Practice

Harm & Offence 4.1 - Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.

4.7 - Marketers must take particular care not to include in their marketing communications visual effects or techniques that are likely to adversely affect members of the public with photosensitive epilepsy.

4.2 - Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention.

How this applies to my advert:This rule makes sure that there is no harm or offensive material within the advert. My advert does not contain anything that may offend any social group. The adverts image is suitable for every audience, more specifically, the target audience that the advert is aiming towards. My adverts image was taken in a natural environment, there is no visual content on both original and edited images that could cause anyones epilepsy to trigger. There is no material in my image that will cause any fear or distress to anyone.

Misleading Advertising:

3.1 Marketing communications must not materially mislead or be likely to do so.

3.3 Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

How this applies to my advert: If my advert is misleading, it will be definitely wrong for me to carry out the entire campaign when advertising something that is false. With false advertising, I would be lying towards the target audience set for the campaign. My campaign does not contain any false claims and / or anything additional that is not included in the charity being advertised. The whole idea of this campaign is to advertise a strain of clothes that are being sold; the advert is simply showcasing the clothing from the charity.

Environmental Issues:

11.1 - Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

11.7 - Marketing communications must not mislead consumers about the environmental benefit that a product offers; for example, by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or by highlighting an environmental benefit that results from a legal obligation if competing products are subject to that legal obligation.

How this applies to my campaign:My campaign does not promote any environmental loitering or littering. All of the images that consist in my campaign are natural and were taken in an outdoor atmosphere, however they were all in a clean and litter-free space. My campaign does not aim to promote any living green campaign but as well as that, its not intended to feature any promotion of a green environment.