week 2 pricing research backstitch

cambridge community radio ad

OK, you have sold me the idea. How much?

Here at Cambridge 105 we believe in keeping things simple, our advertising rates are:

• £99 per month for two 30 second commercials a day
• £199 for 5 commercials a day.

A one off production fee of £49 will ensure your commercial is made using professional voiceover artists, and suitable backing music, or no music if you wish.

prices for advertising in cambridge new

whats your budget?
what sort of style you looking for?
what type of advert are you wanting to have?
is there any certain products you want up to mention in the add?

legal and ethical JWT

Legal and Ethical
for the audience grid it seams that not many people understand the add at first till it is later explained by me to them.
so far i have managed not to find anything wrong with the add legal and ethical reasons wise, the add seams to be fine and doesn't have any representation issues has occurred from my chosen advert

regulation 
the ASA regulates the advertisement industrial in the uk, their role to to look at any advert the people who consider misleading, inappropriate or offensive in any kind of way. and that some of the adds that they look at are watersheded to be only shown after certain times due to the nature they harbour or are removed entirely.

Animal cruelty and banking
the animals used with-in the adverts are CGI and are not real animals. the real variants would of served as a base so that the CGI ones could walk like them, but there would be no type of cruelty happened to the animals.
for the banking they are tying to say that they are different from any other types of banks with that they are not trying to sell people types of insurance they don't need and that they are not trying to mess around with the money in accounts and such

backstitch vist risk assessment

jwt

JWT(J. Walter. Thompson)
ownership : subsidiary, the parent company is WPP plc
JWT is currently the fourth biggest agency networks in the world. it has 6 different departments across multiple regions in the world located in Europe, Asia pacific, Latin America, Middle East North America and Africa. product the company does is advertisement for various companies such as first direct, vodafone, nokia, nestle and ford. JWT is a global player. market postion is currently standing well and good.
competitors: LEO BURNETT COMPANY, INC. BBDO WORLDWIDE INC., McCann Worldgroup

UNIT1: P2: PRINT CASE STUDY:first direct little frill

the add is advertising the online bank first direct which currently is the Uk's telephone and internet only banking company.its trying to reach out to a new audience of potential customers to converter from their current bank to first direct, which advertises its self as the bank with a difference and treats like their customers how they want to be treated. what the campaign says is that they are the type of bank you won't have problems with when it comes to customer services and that they are a reliable bank. 

Colours of the advert are in black and white, content is that of a Frilled-Neck Lizard running down a road chasing something and trying to get its attention. The Key art of the image is just the Little Lizard branded LittleFrill running

there is no branding on the image. typography is nearly just a hashtag and then LittleFrill and @LittleFrill. which is there for a social media for things like Facebook and twitter. target audience is most likely young adults/adults and anyone who is interested into moving to online banking. 

their current advertisement is 2D digital, print and tv based.

the tv and digital still adverts work together to portray a message that first direct is a different type of bank.

there ads come across as easy and simplistic which is to say that the bank is the same as well. the adds are meant to portray what the bank does with using less is more to get the messages across. like the the picture above which shows the types of fonts they have used.

adverts recognised style is that off animals with the capability to talk like ordinary humans, that talk to the view directly about how they hate bad customer services and tends to have all there adds in black and white. the add is trying to get people to change from their current bank to first direct.

Genre:banking, to get people to join their back as its different and they claim to care more about customer survice
Frequency:people should se this quiet often as its soon frequently on tv and once or twice on social media
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

P4: Understanding how advertising is distributed and promoted

after searching around i couldn't find where my chosen advert campaign may have been advertised either in magazines and the streets. the add might of been in posted on bus stops to gets peoples attention while waiting for a bus, it may also be located on build-bords on roads on on buildings to grab peoples attention while driving. it may also be shown in various new papers

Backstitch - Creative brief - Production meetings

W/C Monday 19th January 2015
STAGE 1: Initial creative review of ideas and brief.


What's wanted - 1/4 or 1/2 page magazine ad, postcard flyer, web advertising as you see fit to complete the brief

NO BUDGET GIVEN - research costs for asked publishing options.

Fonts previous used given - Segoe Script and Rockwell

Contact details must be included -

www.backstitch.co.uk
01223 778118
Backstitch, Burwash Manor, New Road, Barton, Cambridge, CB23 7EY

INCLUDE -

• more store visiting
• online awareness
• stock available online
• no knitting - only sewing 
• classes available to public
• classes must be told
• stock options must be told
• more awareness of the location
• vintage and modern fabric range

WAYS WE COULD ADVERTISE - WHAT MIGHT WORK?

• Online social networking sites such as Facebook
• Blogspot banners
• Online sewing sites
• Youtube - Possible video via shops activities
• Sewing - craft magazines
• Local newspaper
• Forums online - e.g. local networks
• Village Beacons 
• Twitter feed 
• A5 handouts at local craft fairs, country game shows
• Mail flyers
• Emails - via existing shop contacts online
• Facebook page  
• Customer interactions
• Promotional offers 
• Visually intractive
• Heart 103 fm- Radio advert ( like hobby crafts )
• Events - kids classes
• Possible stunts like crochet bombing 

Look through prices, budgets, and legal actions for where you can advertise.
Press releases are free, these contain own employed work to raise awareness.
Think about the quantity and broadcast basement area of people, and think about the frequency of how many times people are going to look at the flyer's before they visit the store.

COST RESEARCH 

• Cambsprinting.com     
  
  

• Blunt Print - 1k = A5 - £145 - £15 delivery + VAT - 350gsm matte, double sided colour.
• Print corner - 5k = A5 - £119 - 135gsm gloss, single sided colour

cycle hire research

Logo

Logo just consist of the companies name along with a simple drawing on someone on a bike

Online Presence: just consist of their own website where it gives you detail on how to contact them and hiring fee's for the bikes.current advertisement in online at visitcambridge where it has the logo opening times and their location and some photos of the bikes

Target Audience: Tourist/adults/teenagers
(students),cyclist
the product that city cycle hire offers the renting out of a various type of bikes(Normal style bikes for both genders  and mountain bikes) with a max of a year hire (depending on type of bike determines the price) how ever there is a £40 deposits before hand. they also offer add ons to the bike like child-seats or tag-a-longs.
site has a feed back section where people leave their thoughts and views of the product. the audience of the product tends to be cyclists (who are most likely adults than to teenagers)

Genre:travel. to advertise and show the fact they they rent out bikes to people
Frequency:the audience should see this ad campaign several times
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Backstitch Research

Backstitch is a fabric and haberdashery store based in Cambridgeshire. It was established in 2010 by Alice Synge with the mission to supply stylish modern craft fabric and quality haberdashery to UK sewists.

A keen sewer herself, Alice stocks only products she would want to use herself, so the selection has been curated to her modern sense of style, and with keen attention to quality.

The shop is run with military efficiency and provides excellent customer service.  
Orders are shipped out double quick and if you have a query Alice is always ready to help.

1. Their market position- Online market - Website based.
   In store market - Range is included at Burwash manor, which is a rather popular place for people to visit on days out, they also put on day activities as well so therefore there may take intrest in the shops crafting range.
   http://www.backstitch.co.uk/classes-workshops.html
2. Their online presence - Strong social media base - Twitter, Instagram, Facebook, Pintrest, Email, Flickr -
   all of which include promotion 
   of the products and prices.
   
   http://www.backstitch.co.uk/blog/ 
   http://www.bloglovin.com/en/blog/10928267
3. Current image, branding and advertising - Theres a strong based of branding on the online facebook page, which shows you the latest offers and event, and new fabrics, in-store and available online - located on the Facebook page, blog, local classes ads, Mums-Net classes and on Sheep Shop Cambridge.
4. The product offer - Backstitch has a wide range of crafting and design products to offer ranging from paper patterns to tools.

These of which range from several different fabric formations for creating jerseys, dresses, shirts and much more. Also you're offered different dress patterns via paper and digital for designing clothes, toys and jewellery and also have their own sewing machine repair service. 

From what they have to offer I believe that due to the shop at Burwash Manor being the only outlet, it may be the stock room for online purposes as well. So this may enhance business purposes, around deliveries and staff.

Audience research - From reading through reviews i think that the target audience has not specific area due to the fact that there are people of whom are interested in crafts and fabric creations, and some of whom visit on days out around the manor with families tend to investigate all shops on the site.

Genre: fashion, to show off the range of materials that the shop sells and the many other things like small gifts/useful tools when it comes to making clothing or other types of things
Frequency:the audience should see this ad campaign several times
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Advertising Unit: Nanna Mexico Research

Nanna Mexico Research

Their Online Presence

Nanna Mexico's website is a very easy to use and has all the relevant information available. This includes the menu, their store locations in cambridge, contact numbers and about the store and how it was founded and the values that the store wants to uphold. "Buy fresh, Cook simple, Waste nothing". There is also an online ordering feature which from the reviews of clients works well but some feel does not deliver out far enough but apart from that is fast and arrives promptly with the food still hot.

Current image, Branding and Advertising

The current image from the customers is that the food that they serve is of a good quality and fast but sometimes the food they serve is not of the same quality or some say the the service was extremely poor and did not stay true to there pervious times eating there. This could be the downfall of the brand or it could be a one of of bad service that all establishments have. The current state of the branding and advertising is the deals that they offer.

The Product they Offer

The food that Nanna Mexico offer is simple, authentic Mexican food at a good price. The food that is available is Burritos, Tacos, Quesadillas, Tortas, Nachos, Salad, Burrito, Enchilada and a kids meal. With only 2 other Mexican food establishments in cambridge this is mildly unique food for the surrounding area and as such has a foot hole in the food market in cambridge. And being one of the only Mexican take out store in/around cambridge they are a one off store that has a large following for the food that they make.

Genre:food, purpose is to get people to eat at one of their two shops. there main focus would be students as they show that on mondays students can eat for £5

Frequency:the audience should see this ad campaign several times 

Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Analyse two adverts

Color Yellow, shows off a positive atmosphere to the picture.
Typography: small quote in white in the middle/right hand corner of the screen.
Branding and Logos: Logo is in the top right hand corner, color scheme of blue and green works well with the yellow background.
Graphics, group of people in suits placing their hands in the middle of the group, can show unity between the workers and customers.
Key art: people standing in the middle of the photo.
Target audience: mainly anyone looking for insurance,  adults/elderly people
Main purpose is to appeal to people who are looking for insurance.
Genre:the ad is used for the sale of the company's multiple insurances that they cover.
Frequency:the audience should see this ad campaign several times
Process:Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Target Audience: Animal lovers, Adults.
Key art: boy with a donkey.
Typography: located on small pics on to left hand corner, "Care for a foal"
Graphics
Branding and logo: no visible branding/logo
Color: full range of color, manly browns/blacks with some green/white/red and hints of yellow
main purpose is to appeal to animal lovers in hope for donations to help and aid people in third-world counties learn and have the supplies to take care of their animals
Genre:charity advertisement-:to advertise and sell to viewers to encourage to  donate money to help aid donkeys in other countries where the owners lack the fund to properly care for the animals.
Frequency:the audience should see this ad campaign several times
Process:Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds