Purpose
The purpose for the mug and poster are to promote the 'Y NOT?' festival which encourages sales of tickets to those who are interested. Therefore the poster and mug are also used to sell the tickets to the festival. As mentioned previously the mug can be used as a good promotion device as it can create a talking point within the home for family and friends. The tickets once again can be used a bit in promotion as people might identify them and create a talking point from them. Otherwise they are only used as entry into the festival.
Format
The formats above include a mug, poster and tickets. The benefit to having this package is cross promotion, this time especially in the home. For example people might bring up the topic after having a drink from the mug and then seeing the tickets which would spark interest. Another benefit to having multiple formats is that it can reach a wider target audience to promote the event even further.
Content
The colours for 'Y NOT?' festival are contrasting, being orange and navy blue as well as red and white. The blue and orange makes sure the orange stands out above the dark blue which makes it more easily readable. The font is also quite bold which once again adds readability of the poster. The logo is also present on all formats of the package which keeps a consistent feature apparent throughout the package. The leading is also quite large on the poster which could also be stated to improve readability.
Style
The darker colours once more connote a more rock style festival with more bands rather than artists. The dark colours indicate power whilst the lighter colours (orange, red etc) connote fun and summer. This overall leads to a general connotation of fun and enjoyment which would attract the younger audience of between 15-24. The tickets red and white connotes energy (likewise to orange) and the red tear like colouring could connote the hills of Derbyshire where the event takes place. The different colour '?' On the mug also stands out and uses the logo's electric shock to further connote the theme of energy apparent throughout the festival. Finally the phrase 'Y NOT' acts to connote that there isn't any reason you shouldn't be there, finishing off the look to the festival.
Layout
The Y Not festival contains the logo 'Y NOT? FESTIVAL' at the top on the page. The logo strangely is not the biggest element on the poster though, this may be due to many people already knowing about the festival name. Also due to its positioning at the top of the page, it is the first element people will look at, even if it is slightly smaller that other elements on the page. The biggest text on the page follows the logo and states 'SNOOP DOGG', the name of a well known rapper. This text most likely appears very large due to the fame assigned with the name, and can be stated to be used as a promotion tool. Snoop Dogg is followed by Basement Jaxx and primal screen, two other well known bands. Following the three bands come the names of other acts participating at the event. Each name is separated by a '/' and alternates between orange and white in colour. Finally the bottom of the poster contains a 'Tickets now available' message as well as the prices for all three tiers of tickets.
The tickets follow all the standard conventions of a normal ticket, a barcode being in the middle (allowing the owner to be scanned into the event) and also the title of the event in bold lettering, once more re-enforcing the title of the event over the singers. Underneath the title is the date, and type of ticket the consumer owns.
Target Audience
The target audience for the Y Not? Festival is older teenagers to young adults, mainly between the 17-25 year old range. The is due to the acts performing at the festival, many of which are known by a younger teenage audience (e.g Basement Jaxx and Snoop Dogg). Ticket prices are also considerably lower for this festival (compared to some of the bigger named festivals like Glastonbury) with the highest tier price being less than £100. This attracts a younger audience due to them not having jobs hence allowing a more affordable festival experience. The ratings of the teenagers (NRS) will be D or E, whilst the parents could be potentially B, C1 or C2.
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 names or acts and artists (especially the major 3, in which the font has been used exactly as the band logo is).
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