Legal and Ethical Issues | "Holidays are coming"

Adverts Impact
The adverts impact on the viewer is nothing negative moreover there is no offensive dialect or visuals that would upset a viewer of any age. Content of the advert is up beat and has a positive message so it would not offend anyone of any age.

Relevant Issues of Representation
Issues can include religious for example Santa being associated with Coca Cola and it being a religious drink as well as bells ringing at the beginning which can also present a religious dilemma.

Relevant Legal and /or Ethical Issues
Legally not understanding from the research that all the audio including the music and bells was commissioned and actually made by the Coca Cola company themselves to effectively avoid any legal confrontation. There are no ethical issues surrounding this advert.

Role of Relevant Regulatory Bodies
The ASA, Advertising Standards Authority, serves as the UK's filter to any unwanted on un ethical ads. Every ad that goes online or that features on TV goes through them to make sure they are fit for viewing throughout this process the ASA assess the adverts on a number of different criteria.
The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

The ASA play a massive role in making sure not only children are safe online but everyone that reads magazines, uses their mobile and browses the web, moreover they can immediately suspend an ad if it is seen as un ethical or morally wrong.

Audience Research | "Holidays are Coming" Research

Audience Research Grid

STAGE TWO: Questions to ask | Luis | Nana Mexico

What do you want from us?

Any ideas from yourself?

What do you think of our ideas?
        List ideas.

What do you think about re branding or designing or store?

Are you on social media sites? What do you think about joining sites and updating them?

A1 Poster Ideas
Van Design /Car
Stickers

Profile | Coca Cola Advertising

Coca Cola owns their own advertising company and they create all of their adverts in house which means they do not have to contact any external sources. They are a multi million pound company that operates internationally as well as having a big image within the UK.
Coca Cola advertising company is split up into separate sectors that handle each part of the advertising process for example the audio and the editing. They have main offices in major cities like stockholm and London as well as Paris.
The company creates adverts for its self and other drink offerings that it does for example sprite and smart water. All the advertising campaigns and products are developed from the Coca Cola company independently through different offices and divisions within the company.

Within the Coca Cola marketing campaign company, the people who create all the campaigns, each office within the company deals with each individual drink that Coca Cola sells for example Sprite and Fanta as well as original Coca Cola. 
The only direct competition within the fizzy drinks industry would be the pepsi company who rivals every fizzy drink that Coke sells. Pepsi is the main figure head behind Tango and 7-Up as well as Pepsi drink itself. Coke is a multi million pound advertising company who rivals multiple other companies

STAGE ONE: Nana Mexico | Initial Ideas & Costings

Fancy Dress
Burrito costume walking around town directing people etc. Holding flyers and a sign as well as mini burrito tasters.

Leaflets and Posters
Leaflets to hold around town and posters to put up inside and outside of the restaurant to make people more aware of the brand as well as pass out postcards with a pop out element that can become a competition online.

Costing:
 A5 Flyers: One Sided: 500 Copies: £21 [Extra for Postage] Economy Paper -instantprint.co.uk

A2 Poster: One Sided: 1 - £10.5 10 - £16 Economy Paper - instant print.co.uk

Round 3.7cm Sticker: 100 Copies - £9 500 - £13

Rectangular 4.5X8.0: 100 - £11 500 - £22
              

Offers
The implementation of new offers and ideas can seriously help to improve Nana Mexico's monetary intake as well as boost the customer income.
Costing:

Car Livery
Pay people over periods of time to advertise of their cars.
Costing:

Gathering Crowds
Targeting mainly tourists and directing towards the restaurant.
Costing:

Re Branding
Design a new look for the website and or the advertising schedule that can get additional customers on.
Costing:

Bike Advertising
Branded cycles left around Cambridge
Costing:

Social Media Phenomenon
Get something trending over the social media, twitter Facebook using #bigassburito.
Costing:

STAGE ONE: Backstitch | Consumer Research | Sophie T

Backstitch is one of around 5 based in Cambridge to sell haberdashery, such as sew creative, sheep shop, hobbiecraft and John Lewis. The main competition would highly likely be John Lewis which is quite a large establishment with its own large advertisements and branding to compete with. Backstitch was established in 2010 by Alice Synge with the mission to supply stylish modern craft fabric and quality haberdashery to UK sewists. 

They advertise themselves on a number of social media platforms such as Twitter, Facebook, Instagram, Pinterest, Flickr and even have their own blog page to offer help, show what they make and to interact with customers more.

On the homepage to Backstitch, there is immediately an offer to try and get others interested in the merchandise, using special occasions as a way to put their name out there, even offering classes to help to make many products or to get more people interested in sewing. 

The homepage itself is quite simple yet it does catch your eye by how unique it is, the page is well laid out with offers throughout the page and immediately you can see ways of contacting them. The site has many options to click onto, whether you want to know about fabrics, digital patterns, kits & gifts etc.

STAGE ONE: Nana Mexico | Consumer Research | Charlie H

Nana Mexico

The Market Position: 

There are currently some other Mexican restaurants located in Cambridge. These are:
Las Iguanas 
Chiquito

Chiquito has stores around the UK and has a high end website. 

They offer mexican food but also offer some English foods. Since there are other restaurants in the UK more people will have heard of them and they will have a bigger profile than the one off Cambridge stores of Nana Mexico. 

Their Online presence:
Nana Mexico have a facebook and twitter pages with their key information on. Such as their locations and menus. 

They also are included on the JustEat website which allows their customers to order food online and collect in 20 minutes. 

Current Image, Branding and Advertising: 
The website for Nana Mexico is simple but effective as it shows their foods and shows what current offers are available to their customers.

The brand currently has bright colours and will appear to students and teenagers. 

What do they sell?
In Nana Mexico they sell a whole range of Mexican cuisine. 

Some of their items are listed above. 

STAGE ONE: Cambridge Cycle Hire | Consumer Research | Tom A

Companies Current Logo

Market Position

Their position in the market is very predominant although not at its most prime as the company is located outside of central cambridge moreover many of its competition and main rivals are more in the centre of Cambridge.
The key to gaining additional awareness of City Cycle Hire would be to put out the most eye catching poster designs and best offers in central Cambridge to make people know they are about.

Online Presence
They're not predominant online although they do have a presence moreover they have a website which lists their services and prices and where they are located.
By expanding their online presence they can gain a lot more customers as well as a younger cliental that predominantly use facebook and other social media platforms.

Website

Current Website

The current website they use is outdated and although it features much information relevant to the company it leaves out social media integration and many other interactive features that other sites have and that could give the website an edge over the competition.

Cambridge Cycle Hire has no alternate online platforms that customers can use to directly contact them through, although there is an online form to fill out there is no clear email address etc. although a clear phone number printed multiple times all over the website.

Image, Branding and Advertising

The website already has a predominant theme with a set art style and design which is yellow with stripes and multiple images along the colours.

Current company design used

The Product Offering

The City Cycle Hire Company offers a unique experience of being able to hire a bike within cambridge much like other companies although is slightly further out of Cambridge than other companies.

Company Choices | Advertising Unit

1. Nana Mexicana

Nana Mexicana wants a new design of the menu along with promoting promotional items which we can approach very well with use of previous logo and or re designing the logo.

Offers,, Student days and different brand days

2. Cambridge Cycle Hire

Offers, twitter social media #cambscyclehire [5% off the day]

3. Backstitch

"Holidays are Coming" | Advert Distribution and Promotion

The advert was distributed over a wide range of media forms including TV and print based for example magazines and newspapers. The campaign was also distributed through posters and bus shelters, this was to reach the average everyday commuter and lift their festive spirits.
The advert appeared in the Daily Mail, The New York Times and the Los Angeles Times as news articles.
The live advert of trucks moving has come through many different cities across the world including London, Paris and Ely in the UK.

Coca Cola UK Truck Locations

Through this website people would be able to see if the coca cola truck is going to their location and if it is the times they would be able to see it.
The campaign was international and featured a large display which made the reach well known world wide, moreover multiple houses in the UK. The reach was essentially regional and national because the majority of people you ask know about the campaign and or have heard of it featured somewhere, if you were to ask where they have seen it they would have done.

The Coca Cola Company always put a lot of money into their advertising moreover they make sure that their product is seen multi nationally and that a big percentage of the world knows about their products.

In order to get a place in a newspaper or magazine you have to pay a massive premium for example newspaper editors and producers normally charge £1,000 a day for a full page spread in black and white.

Social media is used a lot within Coca Cola's campaign and advertising message as they put out over christmas the names on coke bottles that they sold.