P2 - Plan for Cross Media Advertising Campaigns

 PLAN FOR CROSS MEDIA ADVERTISING CAMPAIGN:

PROPOSAL:

CAMPAIGN SCHEDULE:

For my campaign schedule I had chose to use the pulsing model. This is with a mix of promotional, start-up and erratic types of the pulsing model. I have decided to focus promotion on just as the trailers are being released, stop them for a little bit and then begin them again just before and as the episodes are being released as this will be when audience involvement in social media accounts will be highest. If trailers are released closer to and around the episode releases it means that the viewers are reminded about the show, either being reminded to watch the new episode or reminding themselves on what they have just been. This allows promotion to be the most effective as possible. I have decided to use the erratic type of model for the memes and character profiles as it means that audiences are more active on social media account like Instagram and twitter just incase any more content is released, meaning that they stay up to date with news of the show and continue support of the show. I have use the start up type of model as all of these promotional elements will be in a higher volume during the episodes release. During this time would be when interviews and Q&A's with cast are released. When all the episodes are released and the show is on iplayer the promotional content like trailers and memes will become less heavy and move into even more of an erratic model to remind viewers to watch the show every now and then but by that point popularity of the show will have grown and the show will be shared between people and promoted naturally without a heavy push on TV trailers etc.

GHANTT CHART:

LEGAL AND ETHICAL ISSUES:

Intellectual property is anything that someone makes. This includes creating of art, logos, literature, symbols, names and images. This means that people one what they make and have to decide how to use this, freely to other people, to no one at all or charging in some way if other people need to use it. I need to consider this when making my own content and also when using other peoples. If I used source footage/images/fonts in my campaigns I will need to make sure it is royalty free, free to use or pay to use it. I will also need to make sure that the content I create is private so that other people can't use it. The way that intellectual property is protected is through copyright which protects original property. This means that I need to be weary in what I include in my show. for example if I'm filming a scene I need to make sure there aren't any brand labels in the image which the companies may not want in as it could cause me having to re-film scenes or even take down the whole show. The music I include in my show will also be applicable to this, and I will need to get permission from artists to include songs in my show - which will most likely include paying them. I will need to get permission when I film on location to check that I am allowed to film there, and again this may involve me having to pay a fee. If I make my own footage/assets and film on my own property this would avoid copyright issues.

I need to comply by ASA's, Ofcom's and BBFC's regulations. I will be mostly implying to ASA's BCAP code for advertisements on radio and television. To comply to these rules I will need to make sure that my advertisements don't cause any harm or offence viewers for example if they contain any violent images or inappropriate content around drugs or alcohol that would be inappropriate for children to view. These rules also cover protection about those acting in the show, making sure everyone gives their permission if filming in a public place - to comply by this I will make sure my actors fill out relevant consent forms. I will need to be careful about what content I include in my advertisements such as my topics around sexual assault, drugs and alcohol. I will need to make these appropriate and make sure the audience doesn't perceive my show as promoting any of them. If the content in my advertisement does contain more inappropriate things then I made have to release these after the relevant watersheds, as I am advertising a show which is rated a 15 by the BBFC.