Campaign Proposal

Product
My Campaign will specifically be focused on fashion, advertising a charity
shop of my choosing as an alternative to high street shops for affordable
clothing. My Campaign will consist of three advertisements. One of the
advertisements will be landscape to be used on billboards. The two other
advertisements will be portrait to be used in magazines, newspapers and
other sites such as bus stops.
Target Audience
The Target Audience which my adverts will be aimed at are men aged 1621, I have chosen this age for my Target Audience because men this age
may not have enough money to buy clothes in high street shops as well as
popular brands the shops might sell. People in my target audience would
be students studying in their final year at High School, studying in College
and studying at University.
Campaign Message
Raise money for my chosen charity company/shop as well as letting
people in my target audience know they can similar/exact clothes in a
charity shop for a cheaper price/value.
Launch Date
The three launch dates for my advertisements will be on the 15th of June,
the 1st of September and towards New Years Eve and Day (26th of
December towards the 31st of December and 1st of January).
Schedule of Advertisements
Advertisement 1- I will begin advertising my first advertisement on
billboards on the 15th of June towards students finishing their exams,
people will want to treat themselves for their effort in the exams.
Advertisement 2- I will begin advertising my second advertisement in
magazines and newspapers as well as on bus stops on the 1st of
September towards students returning to school/college/work after the
summer, people will probably want/need new clothes to wear.
Advertisement 3- I will begin advertising my final advertisement also in
magazines and newspapers as well as on bus stops on Boxing Day
towards New Years Eve and Day, people may want to buy clothes from
their Christmas or Birthday money which will look good on them in the
New Year.
Location of Advertisements

Advertisement 1 (Landscape to use on billboards)- Undergrounds,

Cities, Outside shops like markets and Near motorways are essential to
advertise my advertisements
Advertisement 2 (Portrait to use in magazines, newspapers, bus
stops etc.)- Magazines that are appropriate for my target audience like
Kerrang, Newspapers that are big brands like Daily Mail and The Sun as
well as local Newspapers like Warrington Guardian, and the location of bus
stops like cities, outside Shops etc. are all essential to advertise my
advertisements.
Advertisement 3 (Portrait to use in magazines, newspapers, bus
stops etc.)- Magazines that are appropriate for my target audience like
Kerrang, Newspapers that are big brands like Daily Mail and The Sun as
well as local Newspapers like Warrington Guardian, and the location of bus
stops like cities, outside Shops etc. are all essential to advertise my
advertisements.
Legal and Ethical Issues
Legal
Copyright- The Copyright Law was introduced in the UK in 1988.
Copyright is an illegal law meaning you cant use anyone elses work
without being credited for it. The Copyright Law applies to my Campaign
as I cannot use anyone elses work which has already been created
without crediting them for it.
Discrimination- Have to be fair to all human beings (religion, race,
gender, age etc.) Discrimination applies to my Campaign as I must respect
all human beings based on their religion, race, gender, age etc. as if I do
discriminate anyone the Campaign as a whole could be cancelled.
Defamation Law- The earlier history of the English law of Defamation is
somewhat obscure; civil actions for damages seem to have been tolerably
frequent as far back as the reign of King Edward I of England (12721307).
Defamation of Character means harmful to people, these type of people
just cant say negative or offensive things about others. There are two
different types of Defamation which are Libel and Slander. The Defamation
Law applies to my Campaign as I must not include any writing which could
offend the target audience.
Obscenity Law- The 1954 and 1964 acts are still in force in both Wales
and England. Obscenity applies to things such as nudity and swearing.
The Obscenity Law applies to my Campaign as for it to be successful and
cause no problems my Campaign and Advertisements, this includes
showing no nudity or swearing towards the target audience.
Trespass- I must not go on anyones property without permission, in this
is instant when taking photographs, I have to get permission wherever Im

taking them. This law applies to my Campaign as if I was to take

photographs at a location without permission I could get reported and
could result in the Campaign being removed.
Ethical
Representational Issues- I will not represent other people different than
me but treat all people equally. This applies to my Campaign as I must
treat everyone equally no matter what age, race, religion etc. they may
be.
Intellectual Property Law- I will make sure everything is my idea and
no one else has done the same thing that I have. This applies to my
Campaign as everything I have done during the Campaign has to be done
by me and no one else.
Code of Practice
Misleading Advertising
The General Rules for Misleading Advertising are:
Marketing communications must not materially mislead or be likely to do
so.

Obvious exaggerations (puffery) and claims that the average consumer

who sees the marketing communication is unlikely to take literally are
allowed provided they do not materially mislead.
Marketing communications must not mislead the consumer by omitting
material information. They must not mislead by hiding material
information or presenting it in an unclear, unintelligible, ambiguous or
untimely manner. Material information is information that the consumer
needs to make informed decisions in relation to a product. Whether the
omission or presentation of material information is likely to mislead the
consumer depends on the context, the medium and, if the medium of the
marketing communication is constrained by time or space, the measures
that the marketer takes to make that information available to the
consumer by other means.

For marketing communications that quote prices for advertised

products, material information includes: the main characteristics of
the product, the identity (for example, a trading name) and
geographical address of the marketer and any other trader on
whose behalf the marketer is acting, the price of the advertised
product, including taxes, or, if the nature of the product is such that
the price cannot be calculated in advance, the manner in which the
price is calculated, delivery charges, the arrangements for payment,
delivery, performance or complaint handling, if those differ from the
arrangements that consumers are likely to reasonably expect and
that consumers have the right to withdraw or cancel, if they have
that right.

 Marketing communications must not materially mislead by omitting

the identity of the marketer. Some marketing communications must
include the marketer's identity and contact details. Marketing
communications that fall under the Database Practice or
Employment sections of the Code must comply with the more
detailed rules in those sections. Marketers should note the law
requires marketers to identify themselves in some marketing
communications. Marketers should take legal advice.
Subjective claims must not mislead the consumer; marketing
communications must not imply that expressions of opinion are
objective claims.
Privacy
The General Rules for Privacy are:
Marketers must not unfairly portray or refer to anyone in an adverse
or offensive way unless that person has given the marketer written
permission to allow it. Marketers are urged to obtain written
permission before: referring to or portraying a member of the public
or his or her identifiable possessions; the use of a crowd scene or a
general public location may be acceptable without permission,
referring to a person with a public profile; references that accurately
reflect the contents of a book, an article or a film might be
acceptable without permission and implying any personal approval
of the advertised product; marketers should recognise that those
who do not want to be associated with the product could have a
legal claim. Prior permission might not be needed if the marketing
communication contains nothing that is inconsistent with the
position or views of the featured person.
Members of the royal family should not normally be shown or
mentioned in a marketing communication without their prior
permission but an incidental reference unconnected with the
advertised product, or a reference to material such as a book, article
or film about a member of the royal family, may be acceptable.