Unit 1 Presentation

By Sharmin Yousuf

Analysing Print AdvertOn Agency

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Analysing Print Advert

Analysing Print Advert

Client: HovisAdvertising Agency: JWTCountry: UKCampaign: Print Campaign

J. Walter Thompson (JWT) is a marketing communications brand headquartered in New York. It a private limited company and is renowned worldwide.

This agency have over 200 offices in over 90 countries. They have many companies around the world such as; Brazil, Argentina and USA.

WPP owns JWT and they are ranked amongst the worlds tops agencies.

Media Institution -JWT

London

New York

Brazil

Mumbai

Clients that they work with:

Some of the their most notable works are:

• Woodbury Soap "A skin you love to touch" (1911)

• 7UP “The Uncola” (1967)

• Ambrosia “This is pudding” (2013)

Hovis “Bunny” (2013)

Mr.Kipling “Trick or Treat” (2014)

First Direct “Little Frill” (2014)

Mr.Kipling “Life is better with Cake” (2014)

This agency is one of the biggest in the world, as they have many offices around the world and they definitely have competitors. Some of the competitors are

BBDO

Iris

Langland

Leith

Saatchi & Saatchi

and many more. The advertising business is massive and billions of money is spent every year.

Competitors

Print/Media CampaignCampaign : Hovis, Valentine Agency : JWT LondonExecutive creative director : Russel RamseyPhotographer: Alan HarfordArt Buyer: Romana KitAccount Director: Adrian AshMedia agency: StarcomMedia Planner: Rachel PlunkettArt Director : Gem HaganCopywriter : Tim NoblePublished : 14th February 2013Link : https://www.jwt.com/en/london/work/valentines/

Typography

In this advert the typography of “HAPPY VALENTINES, LOVE” is in caps lock, for me this connotes loud, power and

bold however the font colour tones it down as the golden orangey colour connotes richness, and high in standards. Not

only does this promote the products value but also their standards.

The choice of words in this advert is well thought out, “HAPPY VALENTINES, LOVE” and then the logo of Hovis.

The way it has been structured in the advert is very clever, as a consumer I first see “HAPPY VALENTINES, LOVE” but

when I looked at it again I read “HAPPY VALENTINES, LOVE Hovis” both ways it’s very appealing. They are building a

rapport with their consumers by calling them “LOVE”, which is a very good way to get old and new consumers

Print/Media Campaign

Background

The background is plain white and enables the consumers to see the very little crumbs off the Hovis toast. By having a plain background the toast stands out and is centre of attention. Also by placing the toast on a plate it adds class to it.This advert focuses more on the seasonal theme rather then an actual loaf of bread. The valentines theme is more impactful, while also advertising the bread.

Print/Media Campaign

Print/Media Campaign

Brand Logo

The brand logo is the same colour as the font of “HAPPY VALENTINES, LOVE”.

The design is clean and neat. When I look at it I feel like it has a homely approach

but professional. Toast is the colour brown and the logo is brown too, this is a good way to approach the consumers and

give them an automatic thought to the colour brown and their brand. As well as

it has a seasonal theme.

Content

The Hovis advert is a print based advert, the toast is a product shot which features two slices of Hovis Wholemeal bread, lightly toasted with a hearty serving of jam and arranged in a heart shape. An

excellent way to connote Valentine’s Day and get the consumers in the

mood of love with Hovis.

Print/Media Campaign

The purpose of the advert is to get the festive feel of valentines rising in the consumers hearts, so when they think valentines they immediately should be able to relate to the Hovis print based advert.The genre is seasonal and love theme, it is all about valentines. They use red jam and heart shaped bread to connote love. The form of which the advert could have been distributed is by putting it up on a bus stop billboard, as it till be reached by every member of the public that passes it as well as those who stand at the bus stop.The style of the advert is simplistic, they kept it simple but made it clear what they’re promoting and wishing. The quality of the bread becomes a much higher standards of the presentation of the bread on clean white plate and white background.

Purpose, Genre, Form & Style

The advert only consists of bread, a plate, jam and a white background. They kept it simple and clean by keeping the background all white the heart shaped bread and the red jam stands out. Which connotes love and the season of valentines. When the consumers see the advert the will start to crave jam and bread which will result them buying hovis bread the next time they go shopping as it will automatically connect in their heads.The production process begins with a brainstorm of ideas, and then they consider budgets. They think about how it will appeal to the audience such as making it simple and effective with the seasonal theme. The image need to be impactful, they then think about how they need to promote the product as well as wishing the consumers for valentines. They put their designs together, photograph product for a print based advert. This image the get edited and made appealing to eye and enhance the effects, add anchoring text and message for valentines.

Content, Meaning & Production Process

Different Stages in Production Process

Advertising generates sales and opportunities by building awareness of a product, company or campaign. First we have the development, this is where all the planning takes place.The production of advertising material is outsourced to a third party (printing establishments, recording studios, production houses). They are mainly responsible for coordinating work between the outside suppliers and the various departments of the advertising agency, the key elements that they have are quality control and following tight production schedule and keep full aware that the agency’s work is up to the highest standards and are met on time to the scheduleSecound we have the pre-production this is where they appoint the agency print producer, preparing detailed planning such as cost, timing, appointing a photography, casting, location or studio set up, make up and wardrobe (if needed).

Then we have the production, at this stage the finish artwork is prepared by computer graphic designer who have taken over tasks of paste up artists before to computer technology. After that we have the post production, this is the next step to taking the final artwork for printing. The client has approved to the finished product and then the print advertisement is dispatched to media placements.Lastly we have the distribution this is when the print based advert is delivered to the audience. They may put it up on billboards, magazines, posters around town or even on TV. Which ever way the distribution process is the same. Consumers will see it once or twice and may not notice it but the third time they will take notice of it and the forth (depending on the product) they will crave/want/watch it. Then through this slow but fast process the consumers will go buy the product which will then result in the companies profit.

Genre indications - the images and copy on the print based advert will usually give a clue to the genre of the product. Most products can change according to the seasons such as horror during Halloween (October), love during valentines (February), comedy/drama/sad during charity events such as red noise day (February).

Genre

Comparing other bread print based advert

On the left hand bottom corner I have the KingsMill bread advert. The way they have put this advert across is very different to the Hovis adverts as the KingsMill have a product shot of a little boy in a cowboy out fit with a loaf of Kingsmill bread in front of him this connotes love, cuteness and family. It also comes across to be more cheaper range than the Hovis bread. I say this because the Hovis bread had a classy approach to their advert where as the Kingsmill promote family and more of a homely feel.

They have warm colours and a bright sun light coming trough which also connotes happiness and summer.

Message of the Hovis advert

The denotation of this advert is that bread taste good with jam and its in a heart shape on a white plate and white background. The connotation of this advert is that the Hovis bread is made with love, when you have a bite out of the bread you will feel happy. The Hovis bread has the magic touch, such as feed your partner/crush/lover and they will forever love you. As well as feed it to your family and the Hovis bread can bring the family together and share the love. Keeping the love blossoming through out the season of love (valentines).

Target audience

Female17College, life drawing classes. Drawing, watching films making films and listening to music. £100 a month

Female19 CollegeN/A£200-£300 per month

Female30 Fulltime mumReading, Baking and Art£1000 per monthMale21 Student£500 per month

Valentines day, breakfast in bed.Yummy jam and toast .

Sell jam and bread. Bringing family together at breakfast time, love and togetherness.

The heart shape of the toast looks like it represents that they person may love toast

Very likely

I like jam.I like bread .

Heart shape toast. Special limited edition.Heart shaped bread for sale because of valentines. Its food and its

edible.

I’ll buy bread but I don’t care about the brand. Bread is something I buy anyway.Neutral if it is presented like that then I might do if not then very unlikely

I like the clarity of the way that the bread is placed together. It is very minimalist and seasonal to valentines day.

Bread is an everyday essential item. Jam on toast Is well known so the combination of jam and toast and the heart shape works well.

Maybe, depending on the price of the bread, I may buy this item, I may not.

Female17 College Film and art £150 a month

My initial response to the advert was that it was effective, due to the clever way the bread is presented, which gets across the seasonal event.

This advert makes me hungry. I can see the toast is linked to valentines day. And the jam represents the red love heart.

I would be very tempted to but the Hovis bread as I like jam I am starting to crave it now.

Analysis of the target audience

From the audience research I can see that the advert was very successful as most of the consumers where aware that it was a seasonal promotional advert for valentines. However the consumers took a different approach to the advert such as a fulltime mother sees the advert as love between family and bring them closer on the breakfast table whereas the others who are in education saw this as love between a couple. Most of them said they would buy bread but not likely to be specifically hovis bread. In my opinion the Hovis bread is targeted at upper middle class.From my research the income for some of the people are college students who get around £100-£300, I would day they are most likely to buy the Hovis bread as they haven’t got rent, bills and a family to run where as a mother who has a family to run and bills to pay will be more aware of what they spend their money on. As well as a university student who will have to live on rations so they will also be a little more fussy about money as they live alone in a rented flat/dorm/house.

The Hovis and Its Competitions

Hovis biggest competitions are Warbutons and Kingsmill. They all go through sale rise and loss together. From my research I have found: “Data from analysts IRI revealed that the UK's three biggest brands, Warburtons, Hovis and Kingsmill , have lost a total of £121 million in bread sales in the past year.Kingsmill reported bread sales of £314 million in the year to March, down £75 million on the preceding 12 months, as price drops exacerbated a 14.3per cent drop in volumes.Warburtons has lost sales worth £35 million, while Hovis has suffered a £11 million slump in sales. Total UK bread sales were down 8.4pc as average prices fell 4.7per cent.Hovis has overtaken Kingsmill to become Britain's second biggest selling bread brand, despite its £11 million drop in sales.” http://www.telegraph.co.uk/foodanddrink/11595847/Is-sliced-bread-toast.htmlHovis also compete against company’s made bread such as Tesco, Asda and Cooperative. They all bake their own loafs, rolls and buns, these get sold warm whereas Hovis get delivered to the store.

Recession

Bread is a big business however people are spending less money on bread in recession. Majority of the public are becoming weight couscous and prefer to eat healthy such as fruits and veg or even have a calorie count diet.

Also as prices are rising and jobs are getting harder to get a lot of people are suffering with money and are not able to spend a lot on their groceries. This then reduces people buying bread and mainly Hovis as they are known how being for upper class people.

What could have been done to make the product more

appealing.I believe this advert succeeded to make the consumers crave bread and jam but not the actual brand. To make the brand more appealing to the consumers eyes, I would say that the quality of the bread is shown in the print advert. Such as the loaf being cut or showing the softness and richness of the Hovis bread.

Hovis Marketing Expense

• Hovis decided to invest £15 million to resuscitate the brand.

• Hovis received an instant emotional response from the nation's bread eaters, with sales jumping up by £12 million in the first three weeks after the campaign launched in September.

• The managing director of Frank PR, thought up to ensure the ad itself got an estimated £2.5 million of free publicity, by placing PR hand-in-hand with the creative process.

• In 2013, Hovis’s brand spend - according to Nielsen figures on Brand Insight - was almost £175,000 with the majority going on outdoor advertising and the rest on press activity.

Distributing ChannelsBillboards

They could place the print based advert on out side media, above the motorway. This would be very effective as many people drive on the motor way looking out for signs. When the consumers notice the advert they will start to crave it and may even go out and buy it. (96 sheets, 40ft x 10ft. Costs £1500 per month.

This a bus stop billboard. They could put the print based advert in a built up area bus stop as there will be cars as well as many people who will be walk pass or sitting at the bus stop or get of the bus stop. People be passing the billboard in there daily life and will notice it and be effected by it as they will buy it off the shop floor. (standard bus stop billboard costs £550 per month

Distributing ChannelsSocial Media

Social media is a huge market in this moment of time. Not only in the UK but also all the More Economically Developed Countries (MEDCs). Nearly every individual spends about 10-15 hours a day on checking their social media feeds. Teenagers now hardly pick up a magazine but instead will head to google, twitter or facebook to hear about the latest fashion, goods and news. The internet sensation Zoella was a hit due to the growth of social media as well as many other youtubers. By hovis having a print based or video advert on social media they will be hitting a huge part of their market. The cost vary depending on the social network, such as to hire a person to tweet, get the add hash tagging and feeding out news cost £20 per hour. Getting youtubers to talk about the add cost vary on their popularity, £100- £1000. to put an advert on social media cost around £10-£50 per day depending on the source.

Distributing ChannelsMagazines

Magazine advertising has a wide range of pricing. Smaller regional and local magazines charge less than national magazines with millions of subscribers and may be a better bet for small business, depending on the industry. The size of the ad is one factor of cost. Larger ads cost more than smaller ads.

The pricing can vary depending on the value of the magazine for example, a national woman's lifestyle magazine charge nearly £250,000 for a full-page ad while a gardening magazine only charge about £10,000.

Youtubers

Legal, Ethnical & Regulatory issues

The Advertising Standards Authority (ASA) is the UK’s independent manager of advertising across all media. They have Advertising Codes, which are written by the Advertising Team. Their work includes acting on complaints and always making sure they are checking the media to take action against misleading, harmful or offensive advertisements.

Legal, Ethnical & Regulatory issues

This advert is very simple that it is very successfully difficult to offend anyone. However if someone is allergic to jam or wheat could possibly not like the print base advert. Also as this advert is presented for the festival Valentines, it can offend those who don’t celebrate valentines such as other religions or even individuals. I believe this advert is very well presented as it is simple and it is difficult to offend anyone. This Hovis advert can have health claims such as people may be on diets due to weight loss and doctors advising. Bread is made from wheat and contains a lot of carbs, this will be play a huge affect of people diets for body builders and health couscous people. Sliced bread is easier to eat, people tend to eat more of it, along with whatever they choose to put on top. As well, since real bread quickly becomes stale when cut into smaller pieces food companies have had to find new (non-ecofriendly) packaging and add preservatives, dough conditioners and other chemicals to keep breads soft.

Flowchart1. Decide on the communication objective

The communications objective is the message that the advert is putting across . In this case it’s the Hovis company spreading the love on the festival valentines.

2. Decide on the target audience

Who is your message intended for? Such as this is for all ages, couples and families. If the advert is speaking to kids, then your language and arguments will have to understandable to kids. On the other hand, if it’s speaking to high income earners, then the language will have to be more sophisticated. So by defining who the target audience is, that will then decide how the message is conveyed.

3. Decide on the format

Is it going to be a poster, a half-page magazine ad, or a tiny box in the corner of a newspaper? When making this decision base it on the target audience that the advert is trying to reach, and the amount of money that the company can afford to spend.

4. Develop the concept

So by developing a concept that is effective and powerful, it can open the door to a number of very compelling ads. Typically, an ad is made up of a photograph or a drawing (the "visual"), a headline, and writing (the "copy"). So for this advert someone would have had to gone out to take pictures of the Hovis bread.

5. Developing the advert

This is when the advert comes to life. It is photographed and edited with the band and logo.

6. Displaying the advert

So after all the process is done and has been approved, the advert then hits the billboards, TV etc. where the consumers get to see the print based advert and the company awaits for the affect.

Hovis Visual Advert

https://www.youtube.com/watch?v=OYlGMYJ5UeA

The Hovis company have a visual advert which conveys the generation of the Hovis bread. They use this style of media to draw attention to the consumers of their companies quality and that it is still the best Hovis bread from when they first started. They are trying to connote that a lot has changed through time but they are still the same.

A print based advert targets, those around local areas. Such as the public who are driving around, walking past a billboard or even standing at the bus stop. Whereas a visual advert targets those who watch TV and are on the internet. This visual advert will come in between dramas, reality shows etc. and for those who watch YouTube and serf the internet.

Thank you for watching.