P2 - Evaluate the Brief

My client, BBC3 has given the green light for my TV drama series, Sticks and Stones, to go into production. The client has now asked me to develop a cross media advertising campaign in order to promote this new TV drama series, taking into consideration the conventions of my drama and each different media, whilst keeping in line with advertising regulatory bodies such as BCAP, CAP and Off-com.

Since I am advertising my BBC3 TV drama series, Sticks and Stones which is of the mockumentary genre, this means that the target audience for my advertising campaign will be the same target audiences that my TV drama would appeal to. This target audience is people aged between the years of 15-21, and since the product I am advertising will be aired on BBC3 which is an online streaming platform the audience will have to be able to access this. The psychographics I could split my target audience into is people who have a crude sense of humour and enjoy deadpan/sarcastic comedy. The nature of the TV drama I am advertising has themes of resisting authority so the lifestyle interests that my target audience may have is going out with their friends and pushing the boundaries of what they shouldn't do. My target audience for this campaign would be people who like to have a sense of freedom and value the people who surround them. The social class for the product that I will be creating and advertising campaign around is people within the C2 and D social class since these group of people are the ones who can most strongly relate to the topics and themes that come up within the BBC3 TV drama series. 

Key themes that I can incorporate into my advertising campaign in order appeal to this target audience are things such as:

• Posters which show relatable characters to the target audience
• Social media advertising which allows audiences to interact with the content I will produce
• Radio adverts which talk about relatable themes that may have happened to people in schools
• TV adverts which showcase authority being challenged
• Appeal to the target audiences emotions and show the characters talking about the same interests they have in order to satisfy personal identity needs

Formal Client Brief -

Client Requirements -

Audience Research -

Secondary Research:

Using data or findings from research that has already been taken by someone else, such as using the internet to find out data would be a from of secondary research.

Internet Research:

Internet search engines are utilised and data, personal opinions, news articles and academic texts are all gathered on a particular topic.

Primary Research:

A method of gaining first hand information or data directly, it is research that you do yourself in order to gain new data, this means the research can be directed to address a certain problem with requires in depth analysis. ( Questionnaires, focus groups, interviews and online surveys )

An advantages for questionnaires would be that they are very direct so you can ask specific questions to get specific answers, you can send them out to alot of people so you can collect lots of data. A disadvantage of questionnaires is that they may be inaccurate so the data would be unreliable, can only receive quantitive data.

An advantage of focus groups and interviews is that you can obtain qualitative data and sometimes members of the focus group or interview may ask new ideas which you had not thought about however it usually yields less data but it is quality data.