Mind Charity needs to consider the costs of distribution, of sending promotional materials to customers or buying advertising space. A vital consideration is the coverage and frequency of the printed promotional material. Coverage is measured by the proportion of the target audience that views the promotional material. The number of teenagers within the targeted age group who buy a particular magazine compared with the total population in that target age group. Frequency is the number of times the promotional material might be viewed; for example, the number of times an advert is carried by a newspaper.
Ideally, to produce a useful cost indicator. The total cost of designing, printing and distributing any promotional material should be divided by the number of people viewing the material. The wider the coverage and the greater the frequency, the greater the possible impact of any promotional material. However, wider coverage and high frequency usually come at a price, driving up the total cost of producing and distributing the promotional material. The final choice of print media depends on the business’s objectives and the amount of money allocated to the promotion campaign
Mind Charity – the money allocated will be small as a charity but larger print for promotional media in the Sutton area and around schools will effectively attract teenagers to be aware of mental health. This can be done by leaflets, magazines, brochures shown in the promotional activities section. 2 Audio and moving images The most high-profile use of audio and moving images in promotional media is in radio, television and cinema advertising. An increasing number of businesses also use audiovisual elements on their websites. Production Requirements. Promotional campaigns using audio and moving images require careful planning.
The systematic approach to planning and executing Mind charity is essential, and certainly the case when producing moving-image promotional media such as television and cinema advertisements. It requires a variety of demanding skills to produce audio and moving images. In general, therefore, all audio and visual work is likely to be carried out by specialist agencies. However, any organisation commissioning an audiovisual promotional campaign needs to manager and control the process and it should ensure that these stages are followed. * A rough outline of the promotion should be produced.
This needs to take into account the overall objectives of Mind Charity. This should help to determine the messages that need to be conveyed, and the characters and events that might be involved. * A script (audio) and storyboard (moving image) should be produced. These are used to direct the production of the soundtrack and/or moving image. * The audio or moving-image piece needs to be recorded and edited. A rough cut, or draft version, is then reviewed by the customer. A final cut is then produced. * The final cut is stored using an appropriate format such as DVD, web server, digital audio tape, film and video tape.
The finished product is distributed to appropriate locations, such as particular radio stations, television channels and cinemas, and/or uploaded to websites. Broadcast time slots, if required, should have been booked advance. Mind Charity – this can be very effective for creating awareness of mental health issues, as it will be able to give teenagers a storyline on ‘hollyoaks’ for example and relate it to teenagers. The only problem with this is that the information about mental health issues may be stereotyped within a storyline, and may give the wrong impression to teenagers.