Advertising Print Campaign - 5 Research Channels

Advertising Print Campaign = 5 Research Channels

1). TV Advert = Costa Advert

The target audience for this advert is identified to be for people who love coffee. The basic narrative for this advert is that 'Costa' makes coffee that is made to be loved by the person who is drinking it.

One prominent colour in this advert is the colour of red, which has connotations of love, to show that the company puts love into every cup of coffee they make. Secondly, The advert takes place in an almost theatre-like setting, which would convey why there is a musical element to this advert. Finally, a key prop in this advert is coffee beans, which have a resemblance with Costa but they convey the love for the coffee, which may convince the audience to come to Costa and try the coffee.

The advert features a group singing a song called "I was made for loving you". This will have a positive impact on the audience's opinion of the advert because it will encourage them to come to Costa because the advert has assured them that they will receive a positive experience there.

During the advert, the shape of a heart features very heavily, which strongly connotes that Costa will provide its customers with a coffee from the heart. Secondly, the use of the song, "I was made for loving you", makes the audience think that the coffee is there to be loved by its consumer.

A key advertising technique in this advert is the use of the slogan. In this case, Costa clearly states its target audience and refers back to the theme of love conveyed earlier in the advert. This gives the company a positive look because they are telling their audiences that their coffee is loved by their customers.

A second advertising technique in this advert is the use of a catchy theme tune. The tune, "I was made for loving you" is very catchy and it will stick in the audience's head and therefore, they will immediately associate this song with Costa and know that it is the place where they known they will receive a cup of coffee made with love and they know they will love and enjoy.

2). Social Media Following for the Costa Advert

At the end of the Costa advert, the audience are encouraged to "sing their version" of the song "I was made for loving for you. This song is very catchy so therefore, it is likely to stick in people's head and people will take to social media platforms such as Facebook and Twitter and respond to this by singing the song ansd posting their videos on these platforms, encouraging friends and family to do the same and then they will encourage all their friends and family so it will become a growing trend. It is important for modern day adverts to include ways for the audience to communicate with them and their trends through platforms such as Facebook and Twitter because social media is used by a large number of people in the world and commercial advertisers will want to reach out to as many people as possible to inform them about their product.

3). Print Advertising e.g. in Magazines

As well as on TV, Costa have used different media platforms such as magazines. For example, Costa have used a magazine to advertise their fruit smoothies. In the modern day world, there is still a large percentage of people who read magazines and newspapers so therefore, it can reach out to people who don't necessarily use smartphones or social media, which has largely taken over the way people see things. It is important that commercial advertisers still uses print advertising because it can reach out to a slightly older generation as well as the younger generation. 

4). Pop ups on Websites

Sometimes, adverts can pop up on completely unrelated websites to the subject so that it can attract audiences from all different walks in life to buy their product. For example, this picture shows one pop-up advert about becoming a teacher on a completely unrelated websites. This is important because commercial advertisers want to attract a wide variety of different people to buy their product so they will pay a variety of completely unrelated websites to display their adverts so that the audiences of these websites are attracted to the other companies.

5). Surveys e.g. giving out samples

Cafe chains such as Costa will often go out into public areas such as Trafalgar Square in London where they know that large numbers of people will be circulating around and therefore, they will be able to attract large numbers of people to try out their coffees. This is an effective way of advertising for companies because they are able to attract a large number of people to try the product and give their opinion on it, which is helpful to companies as it will help them improve the product.