Audio Visual Promo P2

Introduction

In this report I will develop concept documents for my audio visual promo. Furthermore, I will explain which medium we are using for our audio visual promo and explain why in detail. 

Medium

The medium that has been chosen for the audio visual promo is YouTube. YouTube is the most optimal medium to select for our audio visual promo due to how popular and well known the website is. The target audience for our iPhone audio visual promotion is old teenagers and young adults aged 16-26. After careful consideration, it is clear that YouTube is the most effective medium to choose for our target audience, this is because YouTube is an extremely popular website among younger generations and the popularity grows daily. YouTube is often regarded as a 'trendy' platform that produces many of the popular talking points on social media for young generations; this means that the people in our target audiences age range are usually active on the YouTube website and are aware of any new trends or talking points produced from it. This is perfect because it means our audio visual promo is more likely to get more traction and popularity, for example if our target audience were adults aged 40-60 the audio visual promo would not do nearly as well on YouTube because they do not use YouTube as often as younger generations and it wouldn't be as effective. Furthermore, an iPhone is a very trendy and desired product among teenagers and young adults therefore it is the ideal product to create an audio visual promotion on for younger generations. Each detail down to the product, the medium and the adverts characteristics themself are all catered towards the younger generation to make the audio visual promo as effective as possible. YouTube has a wide audience and is a diverse platform meaning that the audio visual promo can attract people from any religion, sexuality, ethnicity and gender. Our advert would appear in front of a multitude of different videos, from trendy videos from popular YouTube creators to gaming videos and even in front of helpful or educational videos from service providers or any videos related to technology and mobile phones. 

Running Time

The running time for the YouTube promo will be approximately around 20 to 30 seconds. This is because we want to keep the audience engaged. Due to the fact that the target audience are teenagers and young adults, a long drawn out advertisement will bore our audience. Therefore, a shorter promo around 20 to 30 seconds is long enough to keep the audience engaged while having enough time to convey the iPhone product. On average, I found that YouTube promo times are around 20 seconds to 60 seconds. 

Synopsis

Our promo is an iPhone advertisement that will be uploaded to YouTube. The promo will be approximately 20 to 30 seconds long and will display some of the features of the iPhone. We will ensure that the promo has a mixture of trendy visuals and music that compliments the visuals in the promo. During the promo, we will showcase the iPhones ability to play music and when the music is turned up on the phone the background music will also turn up.  We aim to cater the promo to a younger audience (teenagers and young adults) therefore we will film the visuals and choose the audio accordingly to make sure that our promo interests out target audience and persuades them into purchasing the iPhone. In the promo, there will be a phone call which displays the different colours of the iPhone.

Target Audience & Genre

For our iPhone audio visual promotion, we have considered each demographic to choose who to cater our promo towards. Our audio visual promo is targeted towards a younger demographic, specifically people aged 16 - 26 (teenagers and young adults). We deliberately chose a younger demographic due to how technology is much more popular among younger generations and an iPhone ad targeted towards elderly people wouldn't be as effective. Furthermore, the visuals that we are going to implement into the audio visual promo will interest a younger generation much more than an older generation since they will be fast faced and trendy. However, our audio visual promo is not targeted towards a specific demographic in terms of religion, sexuality, ethnicity or gender. Our promo is not catered towards any specific gender or race and the advertisement will be intriguing to people of all religions. Therefore, the only demographic we are specifically targeting with our promo is a young demographic. 

We considered the different psychometric profiles that our audio visual promo will be catered towards. This psychometric profile is The Mainstreamer; mainstreamers take up 40% of the population. Mainstreamers are less likely to take risks and prefer tried and trusted brands and they like to think they are part of a larger group of like-minded people. Apple is a brand that has been extremely prevalent in media for the past 20 years and they are one of the most trusted brands in the technology industry, therefore people who are a part of The Mainstreamer psychometric profile will be drawn to our advert because the Apple iPhone is a very popular product and the majority of the population have the desire to own one. Additionally, Apple iPhone's have been popular for years and are very trusted products, therefore it is a perfect product for mainstreamers. To add to this, most people in our targeted age range of 16 - 26 will fit into The Mainstreamer psychometric profile as young people are surrounded by trends and ideas and often follow them and want to buy from the most popular and well known brands, like Apple. 

We have chosen specific genre conventions for our promo. Our promo is to advertise a technological product that is used daily, therefore for conventions like costumes we decided that the actors in the advert will be wearing casual clothing that they would wear on a day to day basis however this does not mean they will look informal. Furthermore, the lighting will be high key to portray the iPhone and it's whole design and the advert will include bright and vibrant colours to create a modern and friendly tone. The camera angles may include POV shots to display the iPhone's features from the users view.

Mood board 














Storyboard



Customer Profile Sheet












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