Cha

nel
perf
ume

Front cover

Contents page
Details on product being sold
Link to your advert
The USL of your advert
Discussion on why you have used the colours / graphics / sounds / location
Illustrations of products / advert
Graphs and charts discussing target audience and selling figures
Links to footage of your advert and your closet competitor
Who your client / buyer is
Market analysis
Product analysis
Why we should buy your advert
Reference page

Description of product-

Chanel 5 is described as the perfume for femininity. It is a legacy perfume that

has been brought globally for many years. It has a simple name but a distinctive
smell. It is expensive, but very classy and elegant, drawing women regularly to
purchase the product. In 1921, a clever French woman created this scent and 90
years later is still the iconic womanly smell. "For Chanel this was the moment
that confirmed for her that it was going to be a revolutionary perfume," says
Mazzeo. Coco Chanel named the perfume No.5 to avoid any attempts at defining
its figuratively and descriptively, and preventing it from dating its modernity
intact. Coco Chanel starred in N0.5s first publicity campaign in 1937, but was
not advertised in France until the 1940s. The logo has also been compared to
the royal monogram of French Queen, who believed Chanel was the fragrance
placed in history. The company Chanel, in which holds many different fragrances
across the world. The products are expensive, but have a classy and elegant
view.
My adverthttps://www.youtube.com/watch?v=jbNFJAwnGZk

This would be linked to my advert because it is based in New York. New York is
the most ethnically diverse, religiously varied, commercially driven, famously
congested, and, seen as the most attractive urban centre in the country. It is
looked in the eyes by many that New York can give you your wildest dreams, and
improve your life greatly. It shows in my advert the public rushing about, and the
busyness of the location, seeing this the public watching my advert would think
of a certain lifestyle and wish to have it. As the creator of this perfume was
based in an iconic location of Paris, it relates back to that but from a different
setting.
The reason why I used a blonde girl in all white is to contrast with the black &
white background, to make her stand out to the eye more, and to make her come
across more pure. It uses this the whole way through the advert to not have a
fast change during, and make it not come across messy and rushed. The song
used by Beyonc is very soothing, and elegant, this is iconic because Beyonc is
a woman that is looked up to by the general female population so it would make
them think if she did use the perfume; theyd want to be the same as her. It is
simple, but gets the message across which relates to the product as its a simple
smell, not too over powering but can be remembered for the elegant smell.
The target audience is mainly women that need self-esteem, the feeling of love
and belonging. It is create desire from the women. Teenagers, and the older
generations would most likely purchase this product because of the
advertisement. Would be brought by a group sector, or E. This is because high
class working women would feel as though they should get this product s they
have the money to and because of the sophistication they have. The Hollywood
culture helps to show off this luxury product, having the celebrity references
such as Nicole Kidman, Brad Pitt, Marilyn Monroe etc., would make upper class
people feel as though they are worthy of wearing the same.

My questionnaire for the advert pitch-

This was the results given-

This is a range of results showing that the advert is suited to the product I am
trying to sell. Some would say theyre not interested as theyre a male, but the
female answers state that they like the smell of the product, and continue to
watch the television if the advert was showed. This is good to know as it would
give a clear understanding on when the advert should be on air to meet the
target audience. If the advert was shown around 8am when children go to
school; that would take money out of the budget as no one would be interested
in watching it from the rush of that.
ASA- With children, the ASA regulation is to ensure it is socially responsible, and
putting the protection of children at the heart, which is why that if half naked
men walking around with wings could be seen as inappropriate. The advert
wouldnt be based to showing to children as the scent isnt for the younger
generations. It could be seen as upsetting for them to view, and as they wouldnt
be interested, showing it around of time they would watch television is a waste of
money. ASA hold a big part in making sure the advertisement dont mislead the
audience. Over 80% of complaints come from this and show that the public feel
as though most adverts are misleading and the product they are buying doesnt
do what it says. For my advert, it could be that because theyre in heaven the
product doesnt make them feel like the woman suggests, and once brought they
dont feel classy or glamorous. The audience may feel that if they buy this
product they will look like the woman in the advert and have the same lifestyle,
which isnt the case.

This is showing the most complaints over the two years. Which says the most
complaints are from misleading adverts. To prevent it being misleading to the
public I will make sure in the advert speech they do not make out it to smell
different from what it does, and not actually say the words of you can live in the
heavens if you buy this because its so unrealistic and wouldnt actually happen.
To prevent the inappropriate viewing of half-naked men in front of young child
the advert will be played later than 7pm, to make sure it hits the target market
and doesnt upset children by seeing bodies that may not have been viewed
before.

Ofcom- My advert would be able to be shown around 7pm, not too late but late
enough that young children wouldnt be watching television. Ofcom is
responsible for what can and cant be shown on TV screens, so if the advert is not
at the standard of them, it can be instantly taken down that would be a huge
waste of money and resources, and not having a regular advert uploaded may
allow the audience to buy other perfumes rather than Chanels. This advert is
different from the others made by this company and should be shown to make
the public see something different and vibrant.
A similar product to this would be Calvin Klein Ethiopia. It is available as a men's
aftershave and women's perfume, which is why the advert has both genders
involved to "free the fantasy" this is meaning your dream could become reality if
you used this product. The advert shows them both very passionate over each
other, and laying on a beach shows the audience how relaxing the situation is.
This would be competition because they both are very popular products, and
have the classy out look to it. Chanels other competitors include Gucci, Emporio

Armani, Shanghai Tang, Oscar de la Renta, Ralph Lauren, and Louis Vuitton. That
is because they are all big brands that want to sell the most amount of produces
possible.
The Fragrance sector is expected to have the slowest growth out of the UK
Health & Beauty sectors in the upcoming years. Female fragrance remains the
largest sector of the market, but male fragrances are expected to post better
growth and numbers this year.

This is the industries statistics calculated in America

This is showing how much money is being made by selling this product. Which is
showing that the market is still very high and will continue growing.
This is the income that Chanel holds-

This shows that Chanel holds high revenue, leading for them to be able to make
more products to sell. The public evidently like what they are being sold as the
company has been around for such a long time, but continues to grow and make
profit. This would be to do with advertisement that is produced, and the other
products sold by that company such as underwear, make up, and clothing
product to stay exclusive to their target customer as a way of keeping a
luxurious brand image. Chanel had over 11 million likes on Facebook. Chanel had
4.1 million followers on Twitter and is not following anyone, which adds to their
publicity massively and would add to their income. Chanel also maintains
excellent customer service. For example, Chanel tailors apparel products to fit
the customer. Customers feel as if they are exclusive and special when shopping
in a Chanel boutique. Chanel has the opportunity to expand to selling apparel
products online. The brand wants to stay exclusive, but they can still be an
exclusive brand and sell products online. The prices of the products will stay the

same, which means that the target market will still only purchase the products.
Chanel can maintain an emotional bond with their customers through online
shopping. Over 83% of online shoppers were highly satisfied with online
purchases and the other 17% were dissatisfied due to shipping time. Overall,
Chanel has the opportunities to grow in cross-channel integration.

Why should you buy my advert?This advert is different to the other channel adverts as it hasnt got an iconic
famous person in it, this is showing that any of the public have the ability to
purchase it and have this lifestyle. It is simple but effective; which is what the
perfume is all about. If it is hitting the target audience, it will make your TV
station have a higher viewing count, and could possibly make them continue to
watch this station to be able to see other advertisement such as. For them to buy
it.
Referenceshttp://www.hoovers.com/company-information/cs/revenuefinancial.CHANEL.824ab09af6e6c963.html
http://www.chanel.com/en_GB/?WT.srch=1&WT.mc_id=CO_UK%20-%20Corporate
%20-%20Brand%20-%20Pure
%20Brand_UK_Google&WT.mc_t=sea&gclid=Cj0KEQiAzai0BRCs2Yydo8yptuIBEiQ
AN3_lFjRYXLyfRZV6gP3zYXdqz2kYh8eegWRwVyWekOIGOhcaAmwT8P8HAQ
http://www.kafkaesqueblog.com/2013/08/24/perfume-news-2013-fragrancesales-figures-revenue-fragrance-markets/