Unit 20 Lesson Slides FINAL 1 1

Lvl 3, CTEC Digital Media – Unit 20
What are we learning? Understanding what is expected of

you to create for the rest of this year and next year for Unit
20.
How are we learning? WHY?
 Research
 Analysis
 Note Taking
Aims and Intentions
• Advertising media is around us on a daily basis, from billboards in the street to
adverts watched daily on the television. Different types of advertisements are used
together to create campaigns that grow a brand and an organisation’s image, and
promote all types of products and services used to entice the public at large.
• In completing this unit, you’ll understand advertising campaigns and how audio-
visual, print based or audio advertising media are used within them. You’ll plan an
advertising campaign for a product or service, selecting the appropriate media
components to produce it. You’ll produce original media components for
incorporating into a campaign, considering the market and its target audience, as
well as legal and ethical constraints, to ensure that all components comply with the
required codes and conventions of the genre.
Aims and Intentions
Essentially, you will be creating your 3 of your own, original 3 media
products!
They are:
• Festival Poster
• Magazine Backpage Advert
• Website (Wix)
Things to do
• Head into your Drive and create a folder
called “Unit 20 - Advertising Media”
• Within that folder, you need to create 5

subfolders, with exactly the same SPAG as
you can see on the right.
• We will be working on Unit 20 – L01 to

begin with.
Main Task - Research
• You need research a festival of your choosing. It should be a music
festival ideally as they will have the biggest bank of details and
information that you can rely on for your analysis.
• You also need to think about a film/TV series so you can start to bring
together all the components you’ll need to analyse.
• Once you’re happy with that, then you may begin creating your
slides!
Exemplar Work – Festival
Poster
Exemplar Work – Backpage Advert
Exemplar Work - Links
• https://docs.google.com/presentation/d/1OLBF0FtVi8ZiZtNwhxUDchi
_XW9qXl8s-irwZ__ApSU/edit#slide=id.g13f239f7db0_0_0
• https://docs.google.com/presentation/d/17WZUVPKoqNpjC7II-SeEUz
pryjjNJAixg8JSs2ifiQ8/edit#slide=id.p
• https://docs.google.com/presentation/d/1ejMH4JaMmx1K790bc5jY8-
7Ex6nndG5hQ8YtfCidK5A/edit#slide=id.g13f23563f0e_0_0
Next Steps
• Download and follow the checklist on FROG to create the slides.
• Use exemplar work links to inspire your own choices.
• Refer back to the Brief constantly for support.

Introductory Slide - Slide 1
• Make sure you have capitalised the
correct words and have a subtitle of
Advertising Media Campaigns.
• You are marked on SPAG so you must

be pedantic in your work.
• BEING THOROUGH = DINSTINCTION

LEVEL WORK!
• Whichever format you decide on for

your slide, make sure you remain
consistent across all 3 LO’s.
Mood Board – Slide 2
• 5-10 images on your festival of choice.
• This could be images from the festival,

headliners from the festival, posters,
audience members.
• This shouldn’t take too long but it is an

important element of the research and
analysis.
• Once this slide is done, make sure you

type COMPLETED in the checklist box
highlighted to verify it’s done.
Aims of Campaign – Slide 3
• Use Wikipedia to identify the key
historical facts about your festival.
• Try and find one element of the festival

that is unique (e.g. inclusivity,
philanthropy and USP’s) from their
website/Wiki
• Identify which social media’s the festival

uses and how many followers they have,
thus identifying their reach.

Target Audience – Slide 4
• Use Google to identify the key historical
facts about your festival.
• Identify (with evidence) the target

audience of your festival. Remember,
demographics, imaginary entity and
disposable income.
• Use images to identify the typical

audience member (without being
stereotypical).

Target Audience - Slide 5
You must analyse and understand the
TA from the point of view of some
audience categorization models such
as:
• Katz
• Hartley
• NRS Social Grades
• Young and Rubicam Psychographics
• Once this slide is done, make sure

you type COMPLETED in the checklist
box highlighted to verify it’s done.
Key Messages - Slide 6/7
• What are the USP’s of the
campaign? The festival industry is
extremely saturated and every
year millions of people flock to
them, so why would they choose
yours over a competitor?
• Do they encourage safety for all

audiences? Comfort? Reliability?
Functionality?
• This can all be taken from the

website and its subpages; they are
sometimes known as their Charter.
Approach –
Slide 8/9
• What are the methods
employed in gaining
attention, this is all the
advertising and marketing
they did for the festival.
• Remember back to Unit 1,

some elements to research
should be Above The
Line/Below The Line
Methods, Viral Marketing
on Social Media, Posters, • Whilst you do not need to reference the articles you use, it is still very
Websites, YouTube pages important that you collate images to back up your findings, this will
and Synergist relationships. demonstrate to the moderator that you have spent the necessary time
to create your research.
• This is how you get a distinction!

Representation – Slide 10/11/12
When you are talking about the
representation within the festival, you
need to consider a few things:
• Individual people
• social groups
• Any issues that have been faced e.g.
violence, racism, sexism and
stereotypes
The best way to do this would be to

identify the imaginary entity and analyse
them using audience categorisation
theories to give a whole look at how
particular audiences are represented.
Representation – Slide 10/11/12
Campaign Logistics –
Slide 13
You must consider and research a few areas:
• Timings: how often does the festival take place?

How long does it last for?
• Scheduling: where does the event take place?
How will be audience check on that?
• How target audiences will access message:
ATL/BTL methods, Websites, Social Media?
• Calendar Events: are there convergent techniques
used i.e. once you buy a ticket, can you download
it to your phone and does it link to your calendar
to remind you that the festival is occurring?
Choices of Media –
Slide 14/15
Slide 14 – Images from various choice of advertising
and marketing media. Aim for 6 – 8.
Slide 15 – research, analyse and discuss the different

forms of advertising and marketing, such as:
• Instagram
• TikTok
• Snapchat
• YouTube
• Facebook
• Blog Websites
• Posters
• Billboards
• Live Streams
• Teaser Trailers
Choices of Media –
Slide 14/15
Call-to-Action Rationale –
Slide 16
Focus on the holistic view of the marketing
campaign and how the audience reacted to the
campaign.
• Did they have a lot of people view their

products?
• How many people attended the festival?
• Are there any articles/blog posts on any

reviews of the festival? Positive or Negative?
• Could you screenshot some positive/negative

YouTube comments regarding the festival?
Legal and Ethical Issues –
Slide 17/18
Areas to consider when researching the festival:
• Copyright
• Intellectual Property
• Slander/Libel
• Performance Rights (PRS)
• permission to film
• Who gets royalties?
• Any issues with violence, offensive
language/behaviour/material.

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Lvl 3, CTEC Digital Media – Unit 20

What are we learning? Understanding what is expected of

• Within that folder, you need to create 5

• We will be working on Unit 20 – L01 to

• Use exemplar work links to inspire your own choices.

• Refer back to the Brief constantly for support.

• You are marked on SPAG so you must

• BEING THOROUGH = DINSTINCTION

• Whichever format you decide on for

• This could be images from the festival,

• This shouldn’t take too long but it is an

• Once this slide is done, make sure you

• Try and find one element of the festival

• Identify which social media’s the festival

• Once this slide is done, make sure you

• Identify (with evidence) the target

• Use images to identify the typical

• Once this slide is done, make sure you

• Once this slide is done, make sure

• Do they encourage safety for all

• This can all be taken from the

• Remember back to Unit 1,

• This is how you get a distinction!

The best way to do this would be to

• Timings: how often does the festival take place?

Slide 15 – research, analyse and discuss the different

• Did they have a lot of people view their

• How many people attended the festival?

• Are there any articles/blog posts on any

• Could you screenshot some positive/negative

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