Blog 9 - Referencing

Blog 8 - Source Of Information in Advertising

Sources of Information in Advertising

I will explaining in detail how a client and agencies in the advertising industry gather information before they start producing a new advertising campaign and, also what the following sources of information are and why they are useful tool.

 

Television ratings can be found either on Youtube or the website of the TV ad. This could be a good source of information in advertising because it helps the producer know the public opinion based on the program, what they think of the actors, the editing of the scrip and what message it giving out to the viewers.
Programme Profiles gives the viewer all the information they need to know about a TV program. Advertising company may find this useful because this will help advertiser find out all the information they need to know about the program itself more easier and quicker, instead of having to search it in one bits.
A rate card is a printed list of advertising rates charged print and broadcast media. Rate card are for guidance. This is because the actual charges vary greatly according to the bargaining power advertiser. "Coronation Street" much more expensive than a minority programme shown at an unsocial hour.
In an online advertisers information packs it gives the viewer all the inside gossip of all the celebrities and their latest new and all the upcoming programs to be shown. For example, itvmedia and channel4sales they both contain all the information that wont be shown on the Television to the viewers, giving them an inside view of the latest news about a program, celebrities and any trends going on.

 

 



 

Blog 7 - Audience Information

Audience Information 
In this task I will be explaining how and why advertising agencies study audiences.

It is important for advertiser to study their audiences before going off presenting a their project. This will help advertiser  to be aware of and prepare of the reaction they might receive from the audience.

 

Standard Occupational Classification:

Psychographics

This helps to study the personality, values attitudes, interests and lifestyles.

Geodemographics:

Age:

Gender:

 

Its useful to be able to identify certain section of the audiences when carrying out market research because it helps the advertiser to be aware and be prepared by the audience reaction to their advert. It enables the television advertiser to determine the types of incentives and barriers that the audience perceive to exist with the products. Audience research reveals the target audience's viewing habits. It divides an audience into groups with similar information needs and preferences. Its can select the best television programme to reach an audience. Therefore, its important the advertiser knows undertakes a audience research because it helps the advertiser to be aware of what he/she may be showing the audience and how it may have an affect some viewers emotions and reactions.

 

BARB also known as Broadcast Audience Research Board. It was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry.  BARB  is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA. BARB have currently 5,100 homes participating in the panel. The box record exactly what programmes they watch and the panellist indicates who in the room watching by pressing a button on a remote control handset.

BARB numbers are extremely important to commercial television stations that rely on advertising. The advertising agency will pay the television station certain amount of money based on the number based on the number of people watching a show. The BARB numbers are used to work this our. Higher BARB  numbers usually mean more advertising revenue for the television station.

 

An Audience Measurement Panel measures how many people are in an audience, usually in relation to radio listener and  television viewership. This is very important and useful to all media institutions. Research is done at all stages of production of media text and once produced, audience will be continually monitored.

 

 

Pros

It allows them to keep on track with the amount of viewers they receive from the public everyday.

 

Cons

 

 

Blog 6 - Methods of Research

Methods of Research

In this task I will be explaining in detail why its important to conduct research before planning a new advertising campaign.

 

Three Different Purposes:

Audience Research
Audience research is undertaken at the initial stages of communication campaign to understand the intended audience's need, knowledge, attitudes and behaviours. Audience research reveals the target audience's viewing habits. it divides an audience into groups with similar information needs and preferences. It can be select the best television programme to reach an audience. Its very important to all media institutions. Research is done at all stages for productive of media text and once produced audiences will be continually monitored.

Market Research
Market research is the process of collecting valuable information to help  you find out if there is a market for you proposed product service. The information that is gather from market research will help make wise and profitable business decisions. Its every business responsibility to know what the customers want and giving this to them in a way that is profitable.

Production Research 
Product research is when research goes well and the market analysis is favourable a media company might decide to launch a new product in the market. This type of research is done to gather material to allow  company to develop new products and a whole process will run smoothly. 

Four Main Categories:
Secondary Research
Secondary research uses outside information assembled by the media sources. Its a form of research where the information already exist and can be used as a form of second hand research. Secondary research is usually published in pamphlets, newsletters, trade publication, magazines and newspapers. The Media firms can also get information from the government, competitors or trade publications.
Advantage - The advantage of secondary research are that its easy research information form because of the already existing data. Most of the pre-existing sources are accurate therefore making your research easier.
Disadvantages - One of the major disadvantage is no one know who did the research and how honest and accurate the information they're selling out is. Secondary research can be biased and inaccuracies cannot be checked.

Primary Research
A primary research is an organisation conducts or commissions itself to find out the answers to specific questions.
Advantage - The advantage of primary research is "greater control". Primary research enables the marketer to focus on specific issues and it also enables the marketer to have a higher level of control over how the information is collected which means a researcher can focus on their product only and allows them to analyse it better.
Disadvantages - Some of the disadvantages of primary research are the costa and the time It takes. It could be time consuming to primary researchers because they would have to start with no existing data so all the research had to be done from the start to finish by the researcher. Primary researchers can be very costly because of all that the data that needs to be collected without help form previously existing data and it can take a lot of money to do that.

Quantitative Research
Quantitative research can help to estimate how many people are likely to buy a new product idea, which group of individuals will react best to which type of advert, which incentive will appeal to which target market etc.
Advantage - The advantage of Quantitative research is that it allows the researcher to measure and analyse data. Another advantage is the researcher is more objective about the finding of the research .
Disadvantage - The disadvantage of Quantitative research is that you cannot ask subsidiary questions. Its either get a 'yes' or 'no' when the rue answer might be somewhere in the middle. Another disadvantage of not being sure the person filling in the questionnaire fully understands the question or is 100% being honest.

Qualitative Research
Qualitative Research helps to find out peoples thought and feelings.
Advantage - The advantage of qualitative research is that it gives out information and it allows you to ask subsidiary questions.
Disadvantage - The disadvantage of qualitative research is that qualitative research does not ensure accuracy in the same way quantitative research does. Opinion and bias are far more likely to distort results.

Blog 5 - Regulation

ASA/Ofcom

In this Task I will be explaining and going into debt about the regulation and of advertisement of ASA and Ofcom.

The advertising is an essential part of modern life and a modern economy - informing consumers about the things available to them, giving them vital information and persuading them in a lively way about the merits of particular products and service.
The advertising Standards authority is the UK's independent regulation of advertising across all media. We apply advertising codes, which are written by the complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. The ASA purpose is to make advertisements responsible and out ambition is to make every UK ad a responsible ad. They are passionate about what they do because responsible advertisements are good for people, society and advertisers.

The Office of Communications, also know as Ofcom is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has a wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from what might be considered harmful or offensive material. Some  of he main area Ofcom presides over are licensing, research, codes and policies, complaints, competition and protecting the radio spectrum from abuse.
The area of advertising which the ASA are more concerned about are:

• Alcohol
• Gambling
• Food and Soft drinks 
• Health and beauty products
• Tobacco
• Harm and offence 
• Environmental claims
• Racism
• Children and advertising 
• Scheduling ads at appropriate places 
• Misleading claims

The questions which are being asked by the ASA of a particular advert are:

• Is the advert inaccurate or misleading?
• Might it cause offence to people seeing it, or could it cause harm to anyone, especially to children?

How the ASA decided whether an advertisement in appropriate

The ASA judges ads against the UK Advertising Codes. Advertising Codes are written by the advertising industry through the committee of advertising practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). The Advertising Codes contains wide-ranging rule designed to ensure that advertising does not mislead, harm or offend and is socially responsible, whatever the product being advertised. The Code reflects the law and in places go well beyond it. The Codes also contains specific rules for certain products and marketing techniques to cover:

• Alcoholic drinks
• Health and beauty claims
• Marketing to children
• Medicines
• Financial products
• Environmental claims 
• Gambling
• Direct marketing and prize promotions

Cigarette Advertising

In 1965, Cigarette advertising as been banned on television (cigars and loose tobacco can continue to be advertised until the early 1990s).

In 1975, New rules for other types of cigarette advertising introduced, along with pre-vetting.

In 2003, The Tobacco advertising and promotion act 2002 came into force, prohibiting the advertising and promotion of tobacco products. It does not, however, cover ads for rolling papers or filters.

Blog 4 - Analysing a Television Advetrising in Detail

Analysing A Television Advertising In Detail
In this task I will be choosing an advert and I will be analysing it in detail.

 

• The form and style used in this advert is very romance set play.
• The target audience of this advert is aimed at young teenagers and adults.
• The advert doesn't provoke an emotional response. It shows more of an happy and an exciting image to viewers.
• They're aren't any persuasive devices being used in the advert. The perfume advert has a positive image to the viewers, especially to young teenagers.



Blog 3 - Styles of Television Advertising