Matthew Flanagan

Campaign proposal
Product: St Roccos is my charity of choice. I will be focusing on is
fashion and clothes.
This is an advertising campaign trying to raise awareness for St Roccos
clothing.
X3 Images for advertisement
X1 Landscape image used on bill boards.
X2 Portrait could be used on a bus stop, magazine or newspapers.

Target audience: The target audience has been picked to suit the
type of people who would on average go shopping at charity shops for the
clothes on a regular basis.
The ages of my target audience is 16-23 this is because they have little
money at this age due to the expenses of cars and some expenses of
university. This will lead most with part time or small job parts which
doesnt bring in a load of income. If someone hasnt gone into further
education, then they will more than likely be in a part time job or will be
looking for a job in this case they will be an unskilled worker which are
normally payed less than skilled and educated workers so they will have
enough to pay parents rent and probably wont want to splash out on a lot
of money, on high branded clothes so they might turn to charity shops to
get affordable but good quality clothes.
The gender for this campaign is non-specific because different people
from different walks of life buy clothes from charity shops simply because
there is no need to splash out on branded clothing. Therefore, making the
gender mixed.
The social class that will be shopping at the charity shop will be people
with not a lot of money to spare so they will be if they are of the desired
target audience in a lower class and wont have much income they will
live in the more deprived areas of Warrington and will be in need of
clothing for a small amount. They dont want to have to get a loan to just
to buy clothes.

Campaign message: The campaign message is structured to

represent the charity and what it is trying to advertise. Campaign
message is High quality but still an affordable price. All of the money
made goes to the charity and if there is any excess then it goes to the
desired charity of choice which will be chosen by the charity itself so that
at the end of the day they have made no profit.
Launch date: This will revolve around the seasons if you are
advertising summer clothes then you will bring them out in summer time
and this applies for all types of clothing. For this campaign we will be
using a summer launch date as people tend to need different clothing to
fit the seasons therefore you will have a higher overall sale as more
people will want to get some affordable clothing for the summer. In this
case the fact that mine would be released in the summer means that I
would want to find a key charity date in the summer and release my
campaign around that date but not on it to prevent my campaign getting
drowned out by the other charity event. The launch date will be on the 6th
of June as this is will maximise the period of time that I can have the
adverts up for, this will increase the amount of people that can see the
images and possibly buy the clothing.

Schedule of advertisements:
The schedule of advertisement is the way and times in which I release my
adverts to the general public I will be doing this is 4 stages releasing 3
posters.
1st poster: 6th June 2017 It is being released on this date because it is very
close to the summer when people will be thinking about the types of
clothing they are going to switch to buy. It also will be fresh in their mind
so they are more likely to buy the clothes you are advertising.
2nd poster: 21st June 2017 I have released this one later on in the month as
to yet again remind people of the clothes just before it hits the busiest
summer section. And this is the actual date summer starts in 2017.
3rd poster: 17th July 2017 This date is early summer and people depending
on the weather might want to change the clothes they have bought or add
something different to their summer cupboard.
All posters: 7th August 2017 if I have all posters out at one time it will
increase the chance of people seeing the adverts and raising the chance
of people buying the items on offer.
Close of campaign: 11th Sept 2017 This is nearing the end of the summer
and as it closes people wont be as interested in buying the clothes and
they wont sell so you remove the adverts to also stop confusion.

Location of advertisement: The advertisements will be

placed in public places where they will have the highest chance of being
seen.
I will use billboards
Bus stops
Posters and other means of advertisement.
The first advertisement will be furthest away from the shop and will be
near a busy main area like the Trafford centre (M60) (M62) it will be
advertising the cheap and good quality clothes and state where the shop
is. This is to raise peoples awareness and make them want to spend
money in the shop because it is for a good cause.
The second location will be somewhere like Altrincham which have very
expensive high streets and people in this built up area they might looking
for somewhere cheaper to shop but still has the same range of quality.
The advert will be placed in a shopping centre in Altrincham near the ice
rink and increase the chance of people seeing it.
There will then be a third advert that will be closer to the shop in a poorer
area in order to make them aware and to save them money this is to
increase the amount of clients but also to cover a wider range of people.

Legal and ethical issues: There are six sections to the

legal and ethical aspects of the radio advert theses are:
Copyright:
The point of copyright is to protect peoples work against other artist
or general public using their work for themselves or advertising it as
their own. This is a preventative this act started in 1988.
You get copyright protection automatically - you dont have to apply
or pay a fee. There isnt a register of copyright works in the UK.
You automatically get copyright protection when you create:
o original literary, dramatic, musical and artistic work, including
illustration and photography
o original non-literary written work, such as software, web content and
databases
o sound and music recordings
o film and television recordings
o broadcasts
o the layout of published editions of written, dramatic and musical
works
Application I cant just use somebodys work without permission. I
fi was to use somebodys work in my radio advert I would have to
firstly get permissions and then after I have done that I would have
to put an accreditation to them somewhere on the advert. Even if it
is just a written accreditation. This is to try and avoid copyright in
my work therefore I need to make original ideas.
Trademark:
A trademark is one of the following depending on what the
trademark is trying to state.
Symbol
Design
These have to symbolise a service which has the trademark
registered otherwise it doesnt apply and counts as fraud.
 Once the trademark is registered then only the company that
owns it has the rights to use it and no one else.
Application
I am not allowed to use other peoples work if it has been
trademarked. And I need to make sure that if I do use a logo
or a design for any section of my magazine then I need to get
permission of the original owner of the design/symbol.
How much it costs
You can use the Right Start service if you want to check your
application meets the rules for registration.
You pay 100 initially, plus 25 for each additional class. Youll then
get a report telling you if your application meets the rules.
If you want to continue, you must pay the full fee within 14 days of
getting your report.
You can also choose to continue your application even if it doesnt
meet the rules for registration.
Application- The trademark cannot be applied in my magazine
without legally applying for a trademark for the company.
Intellectual property law:
If you or a company was to have an idea that hadnt yet been
published and you were to get it trademarked or copyrighted, then
you could sue them if they were to use it. Refers to creations of the
intellect for which a monopoly is assigned to designated owners by
law. Intellectual property rights (IPRs) are the protections granted to
the creators of IP, and include trademarks, copyright, patents,
industrial design rights, and in some jurisdictions trade secrets.
Artistic works including music and literature, as well as discoveries,
inventions, words, phrases, symbols, and designs can all be
protected as intellectual property. While intellectual property law
has evolved over centuries, it was not until the 19th century that
the term intellectual property began to be used, and not until the
late 20th century that it became commonplace in the majority of the
world.
Application
I am going to come up with my own original ideas that way there
wont be any chances of getting copyright fraud. So all my ideas
need to be my own and when I am designing them I need to check
to make sure they dont already exist.
Privacy law:
Refers to the laws that deal with the regulation of personal
information about individuals, which can be collected by
governments and other public as well as private organizations and
its storage and use.
Privacy laws are considered in the context of an individual's privacy
rights or reasonable expectation of privacy.
Application
 If I have had to do an interview or if there is a delivery option, then
when the buyer shares his contact details then I wont share them
and they will only be used for professional reasons. And they will be
stored in a secure place will limited access to them to minimise
chances of them being leaked/shared.
Defamation of character:
Defamation of character occurs when someone makes a false
statement about you to a third party that is damaging to your
reputation.
Defamation of character law is designed to protect and compensate
individuals and business from having their character and reputation
improperly damaged by untrue defamatory statements.
Under defamation of character law, if you make out a successful
defamation case in court, you may be able to stop that person from
making or publishing such statements about you. You may also be
able to get compensation.
Application
I will make sure in my magazine that nothing that is demeaning or
will affect people in a bad way will be shared or published in a
harmful way. If someone doesnt want something sharing, then I
wont. I will also use what they said and only change the structure
not the words.
Obscenity:
The law states that the required work has to meet the standards set by
the law of Obscenity. Since 1857, a series of obscenity laws known as
the Obscene Publications

Code of practice:
The advertising standards authority have a code of practice which protect
people from displaying or having to view harmful or offensive work. My
work will need to comply with this in order to function and remain from
being taken down or having to be altered.
Misleading adverts: My adverts/ pictures cant be misleading I cant have
really expensive clothes that you wouldnt find in a charity shop n the
model it needs to be correct and therefore be from the selected charity
shop. So I dont make someone think they can get Gucci for 10 pounds.