LO2 - Planning a advertising campaign

Aims and objectives

The aims and objectives of the campaign I am planning is to advertise and raise awareness of the short film false awakening, thereby creating more viewers and generating a larger revenue. I am doing this by creating several posters, which demo the tone and genre that the film adheres to whilst also remaining mysterious enough to draw viewers in. I want audiences to be able to understand that this is a horror film from the poster, but not give away much about the story because of how it is a short film and is likely to attract larger audiences if this fact was well known.

Target audience

The target audience for my film is teenagers. This is because of the horror genre of the film and the teenage cast and style of dialogue and character interaction. I suspect it will be a mostly male audience as horror films typically draw in males more than females. It will be more aimed at people with a lower spending power, because of the strong uses of Yorkshire dialect, narrative being more relatable to people in that position and the fact that it is free on YouTube and so is likely to draw in people who can’t afford to go to the cinema as much. The fact that it is on outage also fits a younger audience as 8/10 of young people in Britain use the platform.

Campaign message

The message that I am trying to convey in this campaign is allow audiences to understand the horror genre of the film and to intrigue them with horror imagery that suggests ideas instead of revealing the narrative. I will try not using any slogans and instead using Hollywood tropes like “Coming Soon” and displaying the cast and crew. By upholding the mystery to my film it is more likely draw in an audience seeking to find answers. This method has proved effective on other low budget horror films such as The Blair Witch Project and Paranormal Activity.

Relevant legal/ Ethical issues
Copyright is a way for producers to be able to protect their work and for it not to be used with out the producer permission. I will seek permission when I need to use the work form other people however I will no need permission that much I am the creator of the short film and already have release and consent forms for all the actors and members of the crew whose name or image might be used.

ASA
The ASA, Advertising Standards Authority apply advertising codes which lay down rules for the advertisers, agencies and media owners to take in consideration when producing work. They are able to remove or have amended any ads that may breach the rules. This may be done as they will see or recognize offensive material, misleading information for example alcohol, gambling, financial products and violence. I will obey these guidelines in my documentary and poster. For example one of the codes I will need to adhere to is "Harm and Offence" this is because my short film is a horror and so if too explicit could be cause complaints about it not being appropriate for children, this is why I have chosen the mysterious style for my posters. My print material should not cause offence of the grounds gender, sexual orientation, religion or disability or age.

Regulatory bodies

My posters will be checked by higher sources to make sure that they can be deemed appropriate for public consumption, and stop any troubles or complaints coming back to us. the posters themselves will need to be available to the public but must also indicate that is targeted towards an older audience and is not appropriate for younger viewers.