Individual Planning

The Unilever product i am going to talk about is lynx. Lynx was launched in france in 1983 under the name 'Axe', this was changed in the UK and New Zealand, it was inspired by one of unilevers previous products 'impulse'.  It has a mass online following with the Facebook page having 326,000 followers and gaining more by the minute. Due to only being named Lynx in the UK and New Zealand, there is also an axe facebook page with over 3.9 MILLION followers.




The newest lynx campaign is for their product, 'lynx apollo', the deoderant is designed for men between the ages of 20-30 years of age who want to smell nice and attract girls, they also host a competition to send a member of the public into space!

Here are a few more adverts for lynx:


^ This final ad was banned in some places because it signified premature ejaculation ^

I dont want to change the target audience entirely, because i think that it already has a great demographic, but i do want to expand the age range, we all know that lynx is know for its sex appeal, but when it comes to sex, alot more than just 20-30 year olds do it, i want to expand the age range from that to 16-30 years old, i feel that anyone over the age of 35 is more likely to use another brand like old spice, or brut.

My idea for a lynx ad would begin as a mid shot of a shirtless man in his bathroom spraying this lynx deoderant, then a long shot of a road looking through an alleyway, then a man will drag his feet into the scene, at this point we can hear dramatic violin and bass music playing, we then find out that this man is being hoarded by loads of beautiful, young women as we do a mid shot of behind his back, you can see these women are all over him, the next shot is an above ground shot with this man slowly walking towards a fish shop, where he buys a giant fish and starts hugging it to apply the stench onto him, as this happens, the women walk away looking disgusted, the man smiling whilst hugging this fish, the lynx logo appears in the corner and it says "lynx, you will do anything to get the girls away" as the narrator says this he looks down with a surprised look on his face, it finally goes to a low shot of his foot with a big moustached man hugging his feet as he looks up and blows a little kiss to the man who sprayed the deoderant, and thats where it ends.

Research And Justifications

Audience Information:

An audience measurement panel is used by the producers of an advert to get accurate feedback on their finished product, it is also used to understand their audience much more clearly. Since I am trying to market lynx to a younger audience, I would need to target the younger audience and get the feedback from youth to get a much clearer idea of what to do in the advert. To do this when i do not have the funds to hire some children, I can hand out a questionnaire to engage the audience and to get much more accurate feedback. Another good way to collect feedback is to interview the audience one by one and keep the results secret so everyone doesn't conform to one idea and you get a better mix of results. You can also make them give you a rating description out of 5 or 10 so that you can gather the results as statistics and get even clearer results.

Companys like BARB collect the results of many interviews for people to use in their research and you can find them on the website.

Sources Of Information:

A good source of information is Redbrick Research, they are a company that are hired by companies to find the target audience of the media product, they use a form of demographic research to delve into the mind of the target audience and are very useful if you want to gain as much money from your product as possible.

Audience Classifications:

A demographic is statistical data used to find the popularity of a media product through a group, this could be age, race, gender or religion.

A Psycho graphic is statistical data used to find the popularity of a product through a group depending on the persons mental state, attitudes, or aspirations.

And a Geodemographic is used to find the popularity of a media product in a certain area of the world, like how popular sky news is in east anglia.

Regulation:

The advertising standards authority is linked with ofcom and they regulate what adverts go onto the television. they follow the BCAP code which is a set of rules and regulations, so basically, the advertsing standards agency regulates what goes onto the TV using the BCAP code and OFCOM regulates the advertsing standards agency.

Rate Cards

A rate card is used to determine the pricing of putting an advert on the Television, the prices vary depending on the time, if you want to put an advert on peak times, then it will cost considerably more than putting it on at 6:00am. A good example of this would be ITVs rate card and that could be found HERE. This is the pricing of putting an advert on ITVs channels, including ITV, ITV2, ITV3 and ITV 4.