Robert Eastwood

Research
Age and Target Audience and Gender
The names of my trainers are Uprise and are for ages 12-24. So
we will want the advert to appeal to young adults, we will need
a teenager to be wearing the trainers running around a park.
Because of the age we are looking for I will be airing the
advertisement during 1 and 8 and also the problem is a lot of
young people dont watch TV; they watch YouTube instead so
hopefully we can put the advert on YouTube as well. I think
channels such as Channel 4, ITV and Dave would take our
advert. I think that the Uprise shoes could be used by both men
and women. I think it will appeal to both genders as well
because it is not a bright colour that my make it seem like it is
for one gender. It will be hard to appeal to both gender but I
think if the design on the shoe is cool enough and not to bright
and flashy it can be done. I will try and make it as popular as
converse are with both genders. I believe converse is popular
with both men and women because it is simple and there are
lots of different kinds of them so if a man does not want the
pink one they can have the black ones. I will be using a man in
the trailer though as I couldnt find a woman to do the advert
as well.

Socio-economic Grouping
Socio-economic grouping is where a high up person in society
and their income; as our target audience is young adults and
teenagers there is a high chance some people will not have a
good amount of money coming in. The minimum wage is
around 6.50 an hour so the trainers will have to be cheap to
allow the young people to be able to purchase these shoes that
are being made for them. The trainers should cost around
35.99; so after working for a couple of weeks the young adults
will be able to afford these trainers.

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Lifestyle
The lifestyle of our target
audience is young adults so this
means walking around a lot to
school, college, university, train station or just walking around
town. These trainers are used mainly for sport though as it is
made for grass and has grip on it but is not hard to walk on
concrete so you can use these shoes wherever. The also look
like teenagers shoes not children shoes and they are offer
comfort for when you are working and walking.

Newspapers and Magazines

Newspapers can be a way of getting advertisement as well and
if we get a decent amount of space on the newspaper but Im
not sure if that many young people read the newspaper
anymore when they can look up what is going on in the world
on the internet. A magazine would work better than a
newspaper I think. I think a lot of younger people read Vogue
and OK then the Daily mail nowadays.

Audio-visual
Audio-visual is a good way to make people interested in my
product and someone could be doing a presentation. The

Robert Eastwood

presentation would show all the positives about the trainers

and because someone is doing the presentation people can ask
questions about the product; something they could not do if
they just saw the advert on the TV,
YouTube or in a newspaper.

Internet
The internet is my main advertisement for
my trainers because so many teenagers go on social media
networks such as Twitter, Facebook and Instagram; so I can
advertise on them as well as YouTube where I can do adverts
before videos. If my advert goes on before popular Youtubers
then a lot of mostly young people are going to see it. In early
2012, Nike introduced its Make It Count social media campaign.
The campaign kick off began YouTubers Casey Neistat and Max
Joseph launching a YouTube video, where they travelled 34,000
miles to visit 16 cities in 13 countries. They promoted the
#makeitcount hashtag, which millions of consumers shared via
Twitter and Instagram by uploading photos and sending tweets.
The #MakeItCount YouTube video went viral and Nike saw an
18% increase in profit in 2012, the year this product was
released.

Research into competitors

I have research trainers and shoe brands such as
Nike, Adidas and Converse so when it comes to
making my own trainers I can see what made these
competitors so successful and try and make my
trainers as successful when it comes to the design
of the trainers. After researching different competitors, we have
decided to do the running through the park with upbeat music
with the advert talking mainly about exercise and comfort.
Firstly, there is Nike; The company was founded on January 25
1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight
and Officially became Nike Inc on May 30 1971. The name Nike
comes from the Greek goddess of victory. Adidas was registered
on 18 August 1949 by Adolf Dassler, following a family feud at
the Gebrder Dassler Schuhfabrik company between him and
his older brother Rudolf. Rudolf had earlier established Puma,

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which quickly became the business rival of Adidas and is also

headquartered in Herzogenaurach. Converse was made in 1908
and are different from other shoes as a lot of them are made
out of rubber. Nike's primary form of promotion is making its
swoosh logo prominent on all of its merchandise and adverts.
The location of the swoosh generates maximum exposure,
which ensures the brand is recognizable worldwide. Nike takes
this approach in tandem with using sports stars to promote its
products. Vans have also become very popular and use social
media including Vine which is a good way of getting coverage
and have a n average seven posts a month and have around
210K followers. Adidas make TV and other advertising
campaigns and the company
communicates their heritage of
innovation, technology and bug
success stories. Adidas just like Nike
use celebrities to advertise their
products; for example, Adidas use
David Beckham as one of their brand
ambassador.

Research into Market

The market we are looking into is the shoe
market and there is not much opportunity
for new ideas because it is such a popular
market. It is going to be hard to make shoes comfortable as
well as good for sport but it will be like school shoes but with
colour and be better on grass. The shoe industry has faced
challenging conditions over the past 5 years. Major
Supermarkets such as Asda and Tesco have started expanding
footwear ranges so its harder for specialist retailers. Footwear
retailers suffer also because consumers take advantage of
knock-down prices.

Robert Eastwood

Interviews and Questionnaires

Interviews are helpful and useful as it is a way of collecting
information for the design and creation of the trainers. We
could interview people who have made popular trainers before
and ask them why they think they were so successful.
Questionnaires are great ways to collect information as well as
we can find certain things out about our target audience and
what interests them.

Own Observations
I think this assignment and this unit is going to be a huge
success if the filming and editing go to plan. I think sport shoes
that are more comfortable are a thing that need to be made
and there is room in a tight and hard market to put them in.

RAJAR
RAJAR stands for Radio Joint Audience Research. It is an
organisation set up in 1992 to align and operate a single
audience measurement system for the UK radio industry. RAJAR
serves both the BBC and any licenced commercial stations.
RAJAR is jointly owned by both the BBC and by the Radio
Centre. Whilst the Boards focus is on strategy, governance and
decisions of policy, more detailed technical research takes

Robert Eastwood

place at the meetings of a Technical Management Group. RAJAR

is responsible for setting the research specification, the
awarding of the research contracts to third party suppliers and
the overall quality control, management and delivery of the
service. The day to day operations are overseen by the Chief
Executive and Research Director.

BARB
BARB stands for Broadcasters Audience Research Board. It was
set up in 1981 for providing the industry with standards
television audience measurement services for broadcasters and
the advertising industry. BARB is owned by multiple companies
including the BBC, ITV, Channel 4, Channel 5, BSkyB and the
IPA. BARB viewing data shows broadcasters and advertisers a
minute by minute breakdown of viewing at different levels. In
order to estimate viewing patterns across all TV households, a
carefully selected panel of private homes
is recruited. The Establishment Survey is
carried out in order to track changes in UK
household characteristics.

CAA
The Cinema Advertising Association is the Trade Association of
cinema advertising contractors operating in the UK. One of the
functions of the CAA is to monitor and maintain standards of
advertising exhibition in the UK and the Republic of Ireland. The
CAA provides UK market information in terms of admissions and
screen numbers admissions are released monthly and screen
information quarterly. No commercial may be exhibited in a
cinema unless it has been cleared by the CAA.

Robert Eastwood

ELSPA
Founded as the European Leisure Software Publishers
Association in 1989, ELSPA's goal was to establish a specific
and collective identity for the interactive leisure software
industry across the European community. ELSPA works to
protect, promote and provide for the interests of all its
members, as well as addressing issues that affect the industry
as a whole.

Costs
This advert will cost not that much with the cost of the shoes to
make, the camera and the price of getting it on TV and on
social media and YouTube; Im sure I will not spend my entire
budget.

Resources
Resources are what we need to create the advert. To create the
advert, we will need a camera and maybe a tripod to capture
the images. We will also need a computer with the right
software to edit adverts and put it all back together again at
the end.

Time
This assignment will take a lot of time with the filming, the
design and the editing. There will be different takes so it may

Robert Eastwood

take a while to edit it. Time considerations would involve tasks

such as when and where to meet to do the filming.

Personnel
For this assignment there will be two personnel only me and
Josh Chapman. There is a chance that more people could join in
doing camera work or even being on screen. With only a few
people working on this there will be a limited amount of time on
the filming of this work. Probably a cameraman would be
involved so probably an extra person.

Copyright Laws
The Copyright act was created in 1988. It was introduced for
two reasons. One, making sure peoples hard work is rewarded
and two, to make sure that the creator never has their work
stolen. Before 1988 people didnt have really anyway of
protecting their work. This law covers a lot of different types of
multimedia. This applies on copying MP3, software, images,
text, videos and songs. You are breaking the copyright law if
somebody creates something and you take what they created
without their permission. The copyright law also forbids you
from giving a copy to a friend, making a copy then selling it,
renting the software without the permission of the copyright
holder and unless the licence allows it you cant use the
software on a network. Names, titles, colours and short phrases
may not have enough substance to make it into the copyright
law and win you anything in court but a with some sort of
creation like for example a logo you can different say that is
under the copyright laws. In the UK, you do not have to apply or
register because the laws of copyright are enforced
automatically. The copyright law lasts for a lifetime and an
extra 70 additional years after you die. After it has run out the
copyright will be given down to the next closes person in your
family. The copyright holder is the only person who can
authorise the reproduction of their work. With images there is
always the option to use stock photos, which are photos where
the copyright owner has decided to open them up for the public
to use freely. If you are able to actually pay for assets, you
dont necessarily buy the copyright to the image but you can

Robert Eastwood

buy the right to use it. With software you can buy a package
then what you have done is purchased a license to use that
package legally. If people use it than the package bought
originally stated, then this is illegal. you could also offer a site
licence, this is a lot more versatile and means that the software
can be loaded onto every machine in a building like a school.

Ethical Consideration
When working with a media product, restrictions always apply
in regards to exactly what you can and what you cannot say.
This is to protect people from things such as racist comments
which may not only offend people but cause even bigger
problems. The internet is not somewhere you can escape these
rules. It is hard to break the rules on the internet because
things can be tracked. Different media jobs such as television
and radio presenters have to follow more restrictions. If
someone finds anything offensive they can sue the company
for a lot of money. Privacy is needed and is similar to
confidentiality as it keeps the persons identification hidden.
Customer confidentiality is a requirement which is presented to
a person once they have become a customer. An example of
having privacy you can make sure you dont let the company or
person use you; so it applies to if someone is using your voice
they would need your permission to be used then
it can be cut, muting or editing. The decency
aspect of a piece of media is used to help
determine the age rating of the content.
Racial discrimination is a major issue in modern day. It is
important to represent other ethnicities in work so as to avoid
discrimination. As well as race there is gender as content
should be unbiased towards men and women; that is unless the
products target audience is a certain gender.
It is essential that when I am designing planning my project
that I take into consideration all of these things and ensure that
all acts are compiled with. To make sure I dont break any
copyright laws I will gain permission for all the images I get of
the internet. Online payment is handled by PayPal secure
payment facility. Payment can be made by any of the following

Robert Eastwood

methods: Visa, Master Card, Delta, Electron, Maestro or PayPal

balance (if you have an account set up).

Clearances
I will have to get clearance
with the actors that are going
to be in the advert and also I
will need to make sure the
park where I will film I not
have any problems with me
filming there.