Presentation of Case Study

Modestas Mankus

ADVERTISING AGENCY PROFILE : JWT

The company was founded by William James Carlton in 1864. It is based in London, England. It is owned by WPP and is ranked among theworld’s top agencies.The agency employees over 10,000 people in over 200 offices in over 90 countries. 

ADVERTISING AGENCY PROFILE : JWT

Previous Work

ADVERTISING AGENCY PROFILE : JWT

Competitors

Print/Media Campaign TaskType: PrintAgency: JTW LONDONClient: HovisPublished: 2013

Print/Media Campaign TaskSIMILAR ADVERTS

Print/Media Campaign Task

PURPOSETo persuadeThe consumerTo buy the product

Print/Media Campaign Task

GENRESeductive

Print/Media Campaign Task

FORM

Print/Media Campaign Task

CONTENT

Background: Crumbled Paper - White

Object: Sandwich in the pattern of the St. Georges flag.

Print/Media Campaign Task

PRODUCTION PROCESS

Print/Media Campaign TaskLogo: To make the consumer knowThe brand of the advert.

Advert Slogan: To make it clear what the advertIs about.

Print/Media Campaign Task

Link to advert :https://www.jwt.com/en/worldwide/work/stgeorge/

Print/Media Campaign Task

TARGET AUDIENCEGender: MaleAge : 30-50Interests: Football, History and reading newspapers.Food: Fish and chips/Fast Food/Sandwiches

Print/Media Campaign Task

TARGET AUDIENCE

Print/Media Campaign Task

DEMOGRAPHICS

AUDIENCE RESEARCH

AUDIENCE RESEARCHResearch

• 5 different people were asked about the advert.

• None of them really related they didn’t feel very patriotic

• Age group ranged from 17-32.

• Only 2 out of 5 related with the advert

AUDIENCE RESEARCHResearch

• 4 out of 5 people thought the advert had a good design and made it clear what it was about

• Only 1 person would actually buy the advert from the 5 that’s 20%.

• The research asked 4 males and 1 female the answers might not be great.

• The age group could of ranged more.

DISTRIBUTION CHANNELS

DISTRIBUTION CHANNELS

• Daily Mail• Metro

• London billboards • Big spaces targeting at the

biggest population of English people.

DISTRIBUTION CHANNELS

• The advert costs around the mark of £32,000 to £37,500 to be published on a full page.

• The current reader mark is around 6 million readers weekly.

• Would come at a cost of 0.006p per person to advertise.

DISTRIBUTION CHANNELS

• The current readers circulation is estimated to be 1,335,000.

• To advertise to this newspaper it costs around £36.000.

DISTRIBUTION CHANNELS

• The size I chose is 96 Sheet (40ft x 10ft) which is the biggest you can get and it would cost for a month £1,400

LEGAL AND ETHICAL ISSUES

LEGAL AND ETHICAL ISSUES

• Could be offensive to non-English nationals in an extreme situation (Very unlikely)

• Patriotic• Text had to be carefully thought out

so it’s not offensive or one sided

LEGAL AND ETHICAL ISSUES

Advertising Standards Authority is non-government which regulates adverts.

They regulate over all media’s like TV, Newspapers and even online.

Established in 1961

• portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm; 

• be likely to be of particular appeal to under 18s, especially by reflecting or being associated with youth culture; 

• suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security; 

• exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons; 

• link gambling to seduction, sexual success or enhanced attractiveness.

LEGAL AND ETHICAL ISSUES

They look at this criteria to see if the advert is okay to be shown or not.