Case Studies of Advertising Campaigns

 KFC Hot Wings - YouTube

My Case Study Advert: 

 My food campaign is KFC, in the first advert the product is their hot chicken wings bucket. The print advert of kfc is from 2022 and the tv advert is from the year 2013. This advert would be displayed on TV and on walls on posters for both versions of the ad. I found the print advert on google images and the tv advert on YouTube. 

Aims:

 The print advert aims to create awareness of their product to their customers to intrigue them when they see it on posters in public places and the tv advert created awareness by advertising it on tv which catches people's attention when they watch their ad, and it catches their eye to make them buy it. This is not a new product they are just promoting and putting their product out there to show their customers what other products they could buy. Advertising this product will increase sales as many people buy this product now a days implying it is good and their advertising has worked. They have a similar product to their hot wings which is their chicken fillets. The aim of this ad is to get people to buy their new snack as in the end of the ad 0:16-0:26 it says it's delicious and made with the spicy zinger recipe making it appealing to their customers. 

Target audience: 

The adverts target audience is for people 12+ this is because these are hot wings and little kids may not like the sound of "hot" meaning its spicy so they wouldn't really get it, this is for both male and female and for any ethnicity. In the print advert there is detail of the product which is the crumbs coming from the chicken wings as they are coming out of the bucket this shows they are crunchy because it has that texture making it look crunchy and also shows its a messy snack shown by the crumbs. The tv advert in the end 0:17-0:23 it shows a montage close up of the hot wings being fried in oil and tossed around and when they're done, and it looks mouth-watering and crispy, and they clash it with chilis in the ad making their audience know there's spice to it. The print ad appeals to the audience as it tells them the price and shows what the product looks like to a good amount of detail. The tv advert appeals to the audience as in the end of the advert 0:17-0:23 they show a close up of the product showing them what it looks like also how everyone kept taking the guys food in the office. 

Key messages: 

The adverts key message is when the mans colleagues kept distracting him to take his food at 0:03-0:16 which is humour as they came up with many distractions to take his food such as receiving a phone call, tapping, dropping their books for him to pick up etc. The advert also teaches you to just ask instead of taking other people's things and to share as well, making you a better person. The advert's unique selling point was where they included the slow close-up montage of the product dropping down with the chillies at 0:17-0:23. The adverts key message is effective as it makes you feel emotion which in this case for the ad is feeling bad for the guy because everyone is taking his food behind his back. 

Approach of my case study advert: 

This adverts approach is to get their audiences attention to intrigue them to buy their product. The adverts approach creates excitement for their audience to try out their new product. This approach is shown at 0:17 onwards this is evident in the add as they show the product up close and the packaging and how its made with their special zinger recipe and that its good. 

Representation in my case study adverts:

The adverts representation is issues for example in the ad people are stealing his food without his permission behind his back. Evidence is shown in the advert from 0:03-0:16 where his colleagues are taking his food while they make him look in another direction. This representation helps sell the product as it shows its so good people are stealing it from the man and its a number of people not just one it also shows they want to try it out so they have to distract him this makes the audience want to try it out and buy it as well because the people in the video had a number of different people trying it out meaning it must be good. 

Campaign logistics:

The tv would be best scheduled in the afternoon approximately around 12:00-3:00pm and the best suitable channel for this ad to be one would probably be on any adult and kids' channel so when that channel has a break their advert shows us for example the adult channel would be channel 4 or itv and the kids' channel would be cartoon network or nickelodeon. The best time scheduled for this print advert would be any time as anyone can see while in public places at all times as it is a poster. In the advert the timing took place in the afternoon it looks like maybe around 2-4pm as they are in the office and its daytime outside as you can see in the video from the lighting from the windows. Scheduling would have maximised the adverts chances of reaching to its audience as taking time to schedule will take a while and the timing of the advert is when everyone would be working or in school so they wouldn't be focused/ watching tv at that time. 

Choice of media for my case study advert:

This adverts type of media is a print-based advert which can be found online or in person in public places. This advert uses the medium by putting it on posters in public places to reach their target audience/ to get the attention of new customers. This advert is suited to this type of media as when this print advert is places in public facilities/places people are likely to read it as they walk by implying, they are aware of the information on the poster. 

Call to action for my case study advert:

The adverts response mechanism is website address and social media. In the end of the video 0:28 it shows the kfc logo and their Facebook link under it so people can reach out to them or look on their Facebook page. At 0:30 it says the restaurants name giving people the information on where to get the food from. The expected reaction from this is for customers to go and buy the product as the business is advertising what they are selling making it appealing to everyone/ their audience. The response  mechanism is appropriate for this product as it is normal to attach a website link or the businesses social media and plug it within the advert weather its a print or tv version. This is so the audience can reach out to go and buy their new products which is also appropriate for the product. 

Legal and ethical issues for my case study advert:

 One legal issue which affect the advert is is having the permission to film. For example the filming for this advert takes place in an office and they had to ask for permission if they could be filmed/apart of it. From 0:00-0:16 you can see that it is being filmed in an office. Another legal issue is performance rights which is the right to film their performance for their ad in the office.  One ethical issue is public interest. In the video this is shown by other people from the office taking an interest in the food he has that they take it from him behind his back showing they have a good interest in it at 0:02-0:15 it shows the people taking the food from him. Another ethical issue is intellectual property rights. For example coming up with this product to then advertising it. 0:16-0:22 shows the product up close and what it is. The legal and ethical issues would be managed in this advert by the team and those advertising this product sorting it out.

Regulation issues for my case study advert:

The advert stays with ASA guidelines as it has stuck to the asa guidelines/rules. This advert does not go against any rules if it did it wouldn't be up for people to find, the advert does not harm/offend their audience. Throughout the whole advert you can see it is family friendly also with the intense mission type music in the background as the others are taking food behind his back. The ad can breach this guideline by having offensive wrong comments within the ad. The ad would give/have a bad reputation to kfc giving them a downfall with customers as they would ruin their reputation of being good if the ad was to breach the guidelines. 

                                                          https://www.youtube.com/watch?v=o8QbaDCOgoI

My case study advert:

The product in this advert is a perfume from Michael Kors. This advert is from the year 2020 however the product came out in 2016. This advert would be displayed on walls as posters and can be displayed on tv too as well as being displayed on magazines. The print advert was found on google images and the tv advert was found on YouTube, the website address is alongside the print adverts. This advert is created for women as this is a feminine perfume. This advert is also created for women aged 16+ it is not directed for a specific country, it can be bought from airports or off of amazon or any clothing/perfume shop. 

Aims:

The adverts aim is increase sales for this product aimed towards women and creating awareness of the product. In the advert it shows Gigi Hadid (the girl in the video) walking around on the beach and picking up a huge version of the perfume and walking away with it peacefully at 0:01-0:09. This suggests the scent/smell of this perfume must bring peace and keep you calm as that was her attitude after carrying the bottle away. At the end of the video 0:53-0:55 she keeps skipping/running with the perfume showing she's happy with the choice of perfume and is excited. In the print advert the aim is shown as there is 3 images of the perfume in one image showing its good to buy, it shows the audience how big the perfume is. In the other image it says the brand and sublime under that portraying they are using nice adjectives to describe this perfume to grab and interest the attention of the customers. The ad achieves its aim as it is successful and did end up increasing sales by creating that awareness. 

Target audience:

The adverts target audience is aimed towards women around the age of 16-17+. The perfume isn't target towards any specific lifestyle or any ethnicity. A moment in the advert which would appeal to the audience is when she picks up the perfume out of the sand as she comes out of the sea like its treasure and skips/walks away with it calmly and happy at 0:03-0:09. In the print advert the moment that appeals to the audience it as a summer vibe to it and how big the perfume bottle is meaning it will last long. The ad appeals to the audience as it is targeted towards the right gender and age and interests the customers/audience to buy it as how nice they've made the product look. 

Key message:

The key adverts key message is bringing emotion which is peace and happiness when using the perfume. In the tv advert this is shown by Gigi walking happily away with the perfume and her finding a sea shell that makes noise as she skips on the beach towards the perfume bottle as if its calling her name with the next scene being her holding the big perfume bottle above her head happy and excited as ever this is at 0:10-0:20. This scene is 10 seconds long as they are trying to indicate how happy the perfume can make you just by having it and the peace it brings. This key message is effective in selling this specific product as it was successful and they had many people buying their perfume and loved it it has the effect of happiness and calmness expressed by Gigi's actions in the advert. 

Approach of my case study advert:

The adverts approach is aspiration and celebrity endorsement. Aspiration as a way of the audience having the expectations of the perfume bringing the happiness and peace it bought in the add. Celebrity endorsement as they have used the celebrity Gigi Hadid for their advert to promote and bring attention to their product. These approaches are evident in the advert as throughout the whole advert Gigi Hadid is in it to show this shows that even a celebrity is using their product giving their audience more of a reason to buy it. After Gigi carries the perfume above her head at 0:20 the things she does after shows how calm she is and what peace the perfume can bring, for example she sits with her leg in the air and crosses them on the sand at the beach with a sun umbrella chilling at 0:21-0:23 and her laying down playing with the umbrella at 0:23-0:24 implying she's chill and calm and how she does some form of gymnastics/yoga by doing the 'bridge' at 0:28. 

Representation of my case advert:

The adverts representation is social group. For example this product can be bought for friends or family as a gift or a nice gesture. Details in the advert that show this is at the end at 0:55-0:59 where it shows a transparent image on top of the beach up close saying the products name and from the company its from to help their audience/customers know where they can buy it from. This representation helps sell the product as it gives the audience a good idea to get this product as a gift to their friends and family instead of having to think what to buy them they can just get this which is a good helpful idea. 

Campaign logistics for my case study advert: 

The advert would be best scheduled on channels such as ITV, channel 4, channel 1 etc as tv adverts around the time of 4-8pm as this is when their target audience watches tv as people would have work at 9-5 times or school at that time too which would be appropriate mostly for their target audience. The print advert would be scheduled

 in locations such as public places outside shops or on malls on shop windows to attract people's attention when walking by. The moment in the advert that suits this time and location is how it is throughout the whole ad mainly at 0:09-0:19 as she's on the beach walking in the daylight but slightly cloudy, it is light and sunny outside and usually in the summer around 4-7/8 pm it would be light outside this implicates the time suggested and the time within the advert is suitable, in the advert the time looks around 4pm as it is daytime outside but the sky is slightly dark and grey clouds. In the print image the time looks around 5-6 ish as it looks like the sun is setting in the background which suits the chosen time, 4-8pm. However scheduling the advert at this time would have maximised the adverts chances of reaching its audience is some people may be busy after working times as well with extra work they would need to do with school or work and may not have the chances to see the adverts on the chosen time. 

Choice of media for my case study advert:

The adverts type of media is Tv adverts and print based adverts. This advert uses the medium by putting their print based adverts on posters and magazines and google images and the TV adverts to be on tv channels for break adverts. Both ways of these advertisements catch their audience at home and public places by having a tv and print version of their product of their ad. In the advert the ending has a narrator at 0:55-0:59 saying the product name and the company its from giving their audience the information on where to get the product. On the print based advert it has in text the product name and name of the company its from also helping out the audience where its from. This advert is suited to this type of media as this product would most likely be on tv adverts used for the breaks. This product also suits the print based advert as this advert would be in magazines and made as posters on the walls in public locations. 

Call to action for my case study adverts:

This adverts response mechanism is a website address and their reaction mechanism is to go out and buy the product and to go and find out more information. In both adverts the response mechanism is showing is by mentioning the company's name which is Michael Kors at the end of the tv advert 0:55-0:59, which is key information for their audience and customers as if they search this up they can go onto their website and find the product and if not buy more. The adverts reaction mechanism is shown in the print based advert as Gigi is on the cover on one of the adverts this makes their customers and audience buy their product as they have got a well known good celebrity on their advert to promote their product and usually people tend to buy the product more likely if their favourite celebrity is on the ad as if they like the celebrity they'd probably like the product or they'll buy it just because their favourite celebrity would be on the advert, this is a good idea as they have chosen a model and well known celebrity which many people favourite for their advert to promote the product. The response mechanism is appropriate for this product as their website has everything and all the products they sell it gives them the opportunity to buy the perfume product as well as buy more items off of their website which is an advantage to them as they get more sales in more than one product. The reaction mechanism is appropriate for this product as it makes their customers and audience go out of their way to go find out more information on the product for example the cost of it and it also makes them go out of their to buy it as it is a good product. 

Legal and ethical issues for my case study advert:

One legal issue that effects the advert is copyright. This is so they don't copy any other business's or company's ideas when creating a new product which is something they have to be careful of and if they end up using a initial idea of someone else's they must ask permission if it can be used, for example perfume is a product from many brands and companies however it has to have a unique smell and scent or a different design too others if not adding more scents with others. Another legal issue that effects the advert is permission to film. The tv advert is filmed on a beach they must have asked for permission to use the entire beach for their adverts as there were no extra characters in the background throughout the whole advert 0:00-1:00. One ethical issue that effects the advert is public interest as the product being sold is a good product this is evident as it is a successful and liked product. Another ethical issue that effects the advert is performance rights. This is so they can see and ask if they have the right to perform their advert on the beach and seeing what they're allowed and not allowed to do. The legal and ethical issues would be managed in the advert by the business asking for permission and seeing what rights they have and have some sense as to where they're making their advert take place to see if its allowed or if its appropriate for the product they're trying to sell. 

Regulation issues for my case study advert:

This advert stays within ASA regulations as this advert follows and sticks to the rules of advertising. ASA code covers tv adverts ads on most devices etc. This ad sticks to the rules of advertising as if they didn't they would have received fines which is what happens when you don't stay within ASA guidelines. Both adverts images and content is appropriate and suitable for ASA guidelines. The ad might breach the guideline by having false information and inappropriate comments within the advert and misleading their customers if the ad breached the guideline the effect would be seeing Michael Kors as unreliable and disgusting business to buy from and would give them selves a downfall of a opinion from their audience and other customers and they would also have a bad reputation.