Purpose:
The purpose of the Poster and Digital Display board are to promote the Capital summertime ball which is a major UK festival. Another purpose for the poster and digital display board is to promote the sales of tickets for the event which acts as advertising. The reason for this is that people recognise the radio station capital FM and so would be more intrigued to buy the tickets or find out more information
Format:
The types of products featured above include promotional content like a poster and a digital display board. I have also selected tickets which appear within this promotional package. Benefits to having a package which includes different formats means the logo for the even can be more widely spread and also keeps the theme consistent between promotional products. For example the poster keeps the same logo as the tickets, so people understand that the poster is linked directly to the tickets as well as the festival.
Content:
The colours for all three formats of the product are light & dark variations of blue, often having a gradient from one to the other. This is so as capital FM (the host of the event), has blue, white and red (of which is a complementary colour of blue) in it's logo, hence working with the colours of the promotional content. The poster in particular has bolder text for the 'Summertime Ball' over their logo. There is quite a larger amount of 'white space' thought all different formats which is allows the user to see more clearly the text denoted rather than an abundance of text for which some people wouldn't be bothered about.
Style
The connotations of the light blue colours indicate calm and relaxing. This therefore provides further connotations of the summer stereotypes. This relates to a target audience about 18-25 year olds as the summer would be something for them to look forward to. The capital FM logo is widely known across the UK and so is used to provide the connotations of being big with lots of famous people. This re-enforces the energy that the target audience would feel before visiting the event. Lastly the white space gives an open and summery feel. Finishing off the style to all different formats of the package.
Layout
For the digital display board, the logo for the hosts 'Capital FM' is positioned at the very top of the billboard which is where most people look first. Following this in big lettering is 'Summertime Ball' which is positioned in the centre of the digital display board and is the next (or possibly first) item people see which promotes the most important event name. Underneath the title of the event is the sponsor information (vodafone).
For ticket information the left hand side contains a barcode which can be scanned to get into the event. Following this the information about the event can be seen containing the date, gate no, hologram and price. This text is in descending order, with most importance at the top, and least importance at the bottom. On the right the logo can be seen, reminding the consumer of the event they are going to. This is followed by another barcode.
Target Audience
The target audience for the 'Capital FM: Summer time ball' are teenagers aged between 15-24. I define this from the famous singers/groups that attend the event, and their position in the teenage music world. The event is predominantly pop music which are stereotypically assigned to the teenage market. This attracts both males and females, but mainly females who tend to attend to watch their favourite groups. Therefore the teenager may not have a job and so would rely on their parents to pay the fees to attend the event. The parents would have a B,C1,C2 demographic due to expensive ticket prices being paid through disposable income. The theme of the format's also helps to re-enforce the age of the audience.
Regulatory Bodies
The Advertising Standards Authority (ASA) is a regulatory body that views and rates all media across the UK ensuring the content supplied within the media is safe for viewing by the age range selected by the media company, or potential viewing audience. ASA regulates non-broadcast media but also co-regulates broadcast media with Ofcom. Non-Broadcast media has to comply with the Code of Non-broadcast Advertising which helps to maintain the safe media we see around the UK.
With the festival being aimed at a teenage market, it is easy to promote drugs which event organises know will be present at the event. This stereotypical teenage trait is very easy to glorify and advertisers must stay away from promoting anything of the kind to keep the products safe to view.
Copyright information would also be needed to use the sponsor's (Vodafone) logo and also the names of bands that may be present at the event.
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