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U30 LO2

Planning Booklet

Product you will be selling:


Waffles!

Budget: How many people are likely to view this advert / what is the
realistic figure this company will spend? Look at other adverts they
have and how much money was spent on them.
There are no current adverts by this company but I can estimate the cost to be
43,330. This would probably include what channel its to be aired on (ITV). This
would be because I would only air the advert at two main times a day, per
week. The first time would be in the morning because the target audience
would normally be getting ready for school/college/work. And the second time
would be in the afternoon, when theyre on a break.

Information on product / client (what is the product who makes it


how large is the company etc)
These waffles are produced by The Original Waffle Co. this company isnt large
but produces satisfying products according to Rhamar.com. This company
provides a range of different waffles including Belgian Lige, American Style
and Butter Gallette Waffles.

What resources will you need to complete this advert?


A camera for recording the footage, 2 3 packs of waffles, a voice recorder and
a computer for editing thats basically it.

Who is your target audience? From Internet research and other adverts by the
same brand. Link to these adverts and research
According to Rhamar.com this product is meant for busy parents and on-the-go
professionals, which probably means 19-30 year olds. However, this product is also suitable
for under 18s (Except children under 3 years). So my advert will be targeting the 16 20
ageWhen
group,isthis
agedeadline
group is still
on-the-go as most of the people this age are students
your
for quite
this advert?
th
who28
need
energy 2015
to get them through a long day of studying.
January

Target Audience from your own research: Questionnaires and Focus groups.
Upload completed questionnaires and notes from focus group.
UPLOADED TO WEEBLY
I got a more positive reaction towards IDEA 1 than IDEA 2. They mentioned that the
product was better off aimed at adults since children are already easily influenced.
And they also said that this product isnt exactly the healthiest out there, plus the
issue of childhood obesity, and this can influence young children the wrong way.
I dont want this to be like that banned Morrisons ad because my advert isnt trying
to promote unhealthy eating, its just trying to show ways that waffles can be
extremely useful. And even though waffles arent the most nutritional they can still
Market
Research:
adverts
be enjoyed,
just not Other
at a daily
rate. / products similar to yours. When and
where are they aired? When does your TA watch TV? Are there any
occasions when your product will be better off aired
Since there arent any current ads for this company at the moment Ive decided to
include adverts that are slightly similar to what an ad for this product would be like.
1. First off: Heinz Ketchup Ad 2014 I picked this advert because its advertising
a food product that isnt exactly healthy, but is still being shown as useful. It
looks to be aimed at a wider target audience (So adults, young adults and
children too) than what the product Im doing is aimed at, so this could be
aired from early morning to before 9pm.
2. And secondly: Pepsi Max 2011 This one shows three guys during some sort
of meeting with their boss (they are obviously busy professionals of some sort
as they are in office clothes shirt and tie and are in a meeting room) but
they dont really want to be there. The product Ill be advertising will be aimed
at a similar audience although this one is mostly aimed at men. Ill be
including someone who is supposed to be relatable for my target audience,
just like Pepsi has here by using three guys who dont really want to work but
watch race cars instead.

Issues: What issues could you encounter? Legal and ethical


People may think this is encouraging unhealthy eating and this will cause people to
think its okay to be obese and eat junk food all day. But this isnt what the advert is
saying, its saying that this product Is suitable for those who work hard all day and
dont have time to sit down and have a break. This means those who DO consume
this product will burn off the calories gained since theyre working and moving
around a lot.
Ive tried to keep the advert from being misleading, since I am advertising food, I
have to make sure I dont seem to be encouraging obesity.
The age-group that Im advertising towards (16-34 year olds) would mostly be
teens, young adults and older. But under 18s can still be considered children.
Guidelines from Food and soft drink product advertisements and children. CAP

Th
e actor within the advert is in a safe, clean environment and is in no distress or
discomfort.
Ive also avoided putting in false claims about the nutritional value of this product.

And of course Ive tried to avoid promoting an unhealthy


Diet.

The advert is advertising waffles which isnt the healthiest of foods, but it shows the
actors consuming only one and not the whole pack of five. These is to keep In mind
the amount people should be taking in and avoiding the THIS PROMOTES
OBESITY!!! side of things.

IDEAS

Brainstorm / mind map 1

Brainstorm / mind map 2

Chosen Idea:
Using Survey Monkey or other forms of questionnaires find out from your
peers which advert you should use. Upload your completed answers here.
Equal numbers of people from my focus group chose each idea, so Ive decided to
merge both ideas. This is also a good thing because the target audience of this
product has a range of preferences depending on age, so this merging of ideas will
attract a younger mind-set as well as a mature one.

Proposing idea: Discuss the USP, the style, the message it sends and
the relevance to your target audience
The advert will be focusing on the day-to-day activities of the audience were
targeting (16-34 year olds), so this means students, young professionals and
even busy parents. The main message its trying to send is that even though
some days are hectic and theres no time to stop and relax, you can take your
break with by taking a waffle. This means youll be giving yourself enough
energy for your next activity until you eat a proper meal. The style of the advert
is going to be quite simple, yet pretty obvious by who the product is aimed at.
Waffles arent as common as other foods such as pancakes, its origin comes
from Belgium where it has inspired different variations of the traditional recipe.
Thats why this product is different from any other bakery treats you can get in
the UK.
The message that the advert is trying to express is that even though you may
be busy or in a rush, theres always time for a break/treat (waffle). Its an easyto-eat snack, for on-the-go people. This message suits my target audience, as
people between the ages of 16 and 34 are either students or young
professionals who have places to be at certain times.

SPOT PLAN
ALL DAY - example
CHANN BUDG
EL
ET

TOTAL
VIEWS

RATIN
GS

0600
1724

1725
2259

ITV2

12,492,6
13
10,590,7
27
5,682,28
5

25.5

27

21.6
11.8

ITV3
ITV4

55,00
0
45,00
0
25,00
0

TOTA
L

17

2300
CLOS
E
10

22

14

43

26

23

58

Two airing times a day per week


I would need a budget of at least 43,330
CHANNEL
TIME SLOT PROGRAM REGION
ME
ITV
11:00
Daytime
Central
this
morning
ITV
18:45
Early
Central
evening
news

54

COST
850
5,340

SIMILAR PRODUCTS
POP TARTS! - Advert
Pop Tarts did start off being aimed at 10 14 year olds, however the
target audience has expanded slightly to include older age groups
such as older teens. But primarily it is aimed at young people.
This advert is just one of the many animated masterpieces theyve
produced. The fact that its animated appeals to and attracts the
minds of the younger ages and is more fun to look at than a regular
ad. However, in this particular advert the title is GPS which is
something that an older age group would recognise and relate to.
Within the ad two pop tarts are driving and following what
they think is the GPS, it turns out to be a cunning woman
who gets them trapped in a giant toaster.
The older teens can relate to this as they couldve been lost once
and had an unreliable GPS, anyways its relatable, humorous and
features the product.

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