M2 - Justifying Planned Components.

 For this campaign I have chosen to make 3 separate advertisement mediums to make sure that this advertisement is fully used to its potential.  The mediums I have created are a TV trailer, a radio trailer and an Instagram, social media account.  These mediums have made it curtain that this advertisement campaign may succeed as I have made sure that they are suitable for the campaign and follow the same conventions of the campaign as well as being suitable for the target audience and acceptable to the client.

Instagram social media:  I have chosen Instagram as my main social media account as this site is used predominantly by the target audience which is young people.  Using Instagram is a great way to acknowledge what the target audience like and what they use.  It will also be a way to get the most amount of viewers to watch the show as the majority of the target audience use this platform.  To prove my reasoning I have looked through YouGov, an influential and reliable survey platform to show the statistics.

This is a survey of the usage of different social media platforms by 13-18 year olds.  It is also divided gender.  Now as it may show, Facebook has more usage by boys and snapchat has more usage by girls than Instagram however overall if you add it all up together Instagram has the most usage than all the other platforms therefor it will be best to use Instagram as a platform as it is reliably the most used platform by young people.  While creating the Instagram account I exported the Ident of the show and the poster of the show to ensure that the account and posts are noticeable to be advertisements for the show.  The way i have created the Instagram account is close to the way the BBC create there social media accounts for there shows.  For example they will have their ident as there profile picture like i have done and will first post the poster on it as well as I have done also.  They also seem to add clips, memes, more posters etc. which i will soon add to the Instagram account to appeal to the target audience. Here are some examples of conventions His Dark Materials has used.  

Radio Trailer:  I have chosen to create a radio trailer for my advertisement campaign as radio is still a very prominent form of media in todays society and 5/7ths of the target audience may be able to drive which means they most likely will be listening to the radio when their driving.  Also it should be said that young people still listen to the radio for leisure.  I have used YouGov to prove this Point

Now it must be said that the radio is the least likely platform for the target audience however a radio trailer is malleable and can be exported onto all types of social media like YouTube and Instagram and also lets not forget the fact that some people listen the radio online now instead of using the radio traditionally.  It also should be said that 35% of young people listen to the radio and that is still a lot of people listening.  Therefor that is why i have chosen to create a radio trailer.  The BBC uses radio trailers as well to ensure that the most amount of people watch the show.  One thing that they do to ensure the majority of radio listener hear is by scheduling the trailer at curtain times when people are most likely to be listening to the radio, for example in the morning when people are going to work and in the evening when people are going home from work.  When the radio trailer i have created gets released i will ensure it is played during these times also, especially on radio 1 which the majority of young people listen to.  They have also started radio trailers with a voice over that usually sounds like 'New to BBC3' and as my campaign is for BBC3 I will do this also.  Down below is an example of a radio trailer for His Dark Materials, as said before in the radio trailer there is a voice over saying, 'returning to BBC1 and iPlayer.'

TV Trailer:  Now of course a TV trailer is a no brainer to use as pretty much everyone watches TV every now and again, therefor i have decided to create a TV trailer as it will be the most viewed of the three mediums.  Now as of lately TV is becoming less and less viewed by the young people and it is being viewed a lot more on demand and online, on sites such as YouTube however this will not be  a problem as the TV Trailer will be shown on TV, YouTube and on iPlayer. Here is some statistics of viewership in young people for TV from BBC News.

Now even though TV viewership has gone down a bit since 2000, its only gone down by 0.9 hours which isn't too drastic.  Overall the average 15-16 year old watches 2.1 hours of TV a day and therefor that is why it is best to create and show a TV trailer to the public as our target audience still watches a lot of TV.  The BBC uses TV trailers for every show and tend to make them 30 seconds to a minute long which i have done too, my TV trailer is around a minute long.