Design a marketing campaign to advertise a new brand of eye make up.

University Degree Business and Administrative studies

Media Studies coursework

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Media Studies AS Coursework Brief

I will design a marketing campaign to advertise a new brand of eye make up. The range will include mascara, eyeliner and eye shadow all designed to emphasise the eye. Therefore the brand name will be “emphasise” so as to stress this idea. The brand will be a new designer range and will have a young and modern, trendy image so as to appeal to the target audience. My target audience is young females in the age range of sixteen to twenty five with a hedonistic preference who are heterosexual and who fall into the socio-economic group of A and B. I choose to aim my brand at this group of people as it is quite a large one and is a group of people who are most likely to spend a little extra money on make up. Also this is generally the type of people that will be shopping for makeup and so my product would catch their eye in a shop, as well as in an advertisement. The women I would like to be interested in my product are those who take pride in their appearance and find it important to be attractive to the opposite sex. These are the values and ideologies that my advertisements will be suggesting.

I want my advertisements to be eye catching so that they will be noticed when flicking through a magazine. In each advertisement the only image I will use will be an eye modelling the range of eye makeup I am promoting. I feel that this would catch a reader’s attention, as it would make them feel someone is looking at them, using direct mode of address, and so would cause them to look and their attention to be drawn in. By using direct mode of address I hope for the advertisement to create a sense of intimacy with the reader. Dramatic eye make up will also play a part in attracting attention. I want to make the eye the main feature of the advertisement and so will use a plain black background with the photograph of an eye cropped in a circular shape. Each of the five advertisements will be slightly different but will all follow the same general form so being in cohesion. I would like to use a different colour of eye in each advertisement with different eye make up being modelled. I will use song titles such as “Pretty Green Eyes or “Brown Eyed Girl” to describe the eye in the advertisement. The song title will be positioned in a circular shape around the eye. This will hopefully cause more interest in the advertisement because of the intertextuality being used. In each advertisement I will use a slogan to reinforce how important eyes are, especially in attracting men, for example: “Your eyes may cause him to stare!” The brand name will appear in the bottom right hand corner of each advertisement, the brand name being “emphasise” and directly underneath this the words “your best feature” in a smaller font size so as it is aligned with the brand name. I would like this slogan “emphasise your best feature” to be immediately associated with my brand. The font I use in each advertisement will be the same so as to cause cohesion and will be sans serif to create a modern look in parallel with the brand image. This font is called “eurostar”. The text appearing around the eye in each advertisement will differ from this. It will be a font with a typewriter style so as it looks like it has been stamped on. I will use this font in white as it will have a great contrast on a black background. The advertisements will show an eye wearing bright, dramatic eye shadow, eyeliner and mascara. The brand name and text at the top of the advertisement will be the same bright colour as the eye shadow.

I plan to create one teaser advertisement which will be slightly more simplistic than the other four advertisements. It will function to increase the enigma code and so will only show the brand name. I will adjust the contrast of the photograph of the eye to create a slightly weird unusual look which will hopefully catch more attention.

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My advertisements will not show the tangible products so as to raise the enigma code. From my advertisements I am simply aiming to establish a brand image because my brand is new to the market and so I am more interested in advertising the brand rather than the product. I am aiming to ensure that the consumer understands the benefits of my products. This will allow room for brand stretching in potential products in diversification at a later stage. The audience will know the product when they see it in the shop even though they have not seen it in the advertisement because of the cohesion in my campaign. The place where the products are being sold will show a large picture of the trademarked eye and the same font that has been used in the advertisements will feature.

I will explore various aspects of advertising and marketing. The main aim of my campaign is to establish my tangible product which is emphasise eye make up. The way to do this is to advertise the brand rather than the core products. It is also important that I reach the correct audience to make the brand most successful. I have therefore used demographic segmentation to select the correct target audience. I will also look at socio economic segmentation by using social stratification, as I said earlier I have decided to aim my brand at members of socio economic groups A and B. I have decided it is important to use branding as this will allow me to establish a brand image that the audience may like themselves to share and so be more likely to buy the core product as the tangible product holds the image they consider themselves to hold. This also allows for brand stretching further along the line.

My product will be sold in cosmetic departments of shops such as Boots and Debenhams as my target audience are most likely to shop for makeup in these shops and they carry the image I would like my brand to share. The prices of my products will range between £7 and £30 depending on the product in the range. I will make use of skimming or penetration pricing depending on the sales of my products after they have been on the market for six months. I will advertise my brand in magazines such as Cosmopolitan and Company as these magazines share the values and ideologies that my brand presents and so correspond with the brand image. Also my target audience are most likely to read these type of magazines. I will mainly use A4 advertisements but one of my advertisements will be slightly smaller and so specialised to appear in glamour. It is important to draw attention because many magazine advertisements can fall into the secondary consumption category. I was thinking of using some covert advertising techniques to advertise my product but decided against it, as it would not benefit the brand image.

There are many brands of eye makeup on the market but mine will differ from all others as it will have a designer image but will not cost as much as most other designer brands of makeup and in my opinion this would encourage more people to favour my brand of eye makeup over others.

Kerri Reid

Design a marketing campaign to advertise a new brand of eye make up.

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