Books
“AS Media Studies: The Essential Introduction Second Edfition. Philip Rayner, Peter wall and Stephen Kruger.” “Part 4: Three Case Studies. Case Study 2: advertising and marketing.” Routledge 2005. ISBN 0-415-32966-3
“GCSE Media Studies. Editors Colin Bulman, Vivienne Clrk, Richard Harvey, Richard Horsman, Tim Leadbeater, Eileen lewis and William Malyszko.” “Pages 62-3, 64-7 73-4, 151-2, 173. Longman 2005. ISBN 0-582-32833-0.
“The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5
“The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616
“The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”. Issue 39 / February 2012. ISSN 1478-8616
Internet
“Advertising | How to Advertise on Channel 4 and its platforms”: http://www.channel4sales.com/advertising.
“Viewing data”: Broadcasters Audience Research Board http://www.barb.co.uk/ www.barb.co.uk/viewing
“Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media › Ad break :
http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video
“ThinkboxBrandIdentity." http://www.thinkbox.tv/server/show/nav.1428
“Advertising Standards Authority”: http://www.asa.org.uk/
YouTube
https://www.youtube.com/watch?v=bdpJKDV3ZPQ
https://www.youtube.com/watch?v=ExRg8m38rug
https://www.youtube.com/watch?v=48FoUoA_ocs
https://www.youtube.com/watch?v=38tbTCYhrno
https://www.youtube.com/watch?v=BQnZyUvePGg
https://www.youtube.com/watch?time_continue=1&v=-YKlr1Sq-jE
https://www.youtube.com/watch?v=75VpOGcotlU
https://www.youtube.com/watch?v=40DykbPa4Lc
https://www.youtube.com/watch?v=SjQZvSr5DcA
https://www.youtube.com/watch?v=Hmn5XN1QfaE
https://www.youtube.com/watch?v=c-lqo8bkMc0
https://www.youtube.com/watch?v=xnd0CAloRHo&ebc=ANyPxKr4v8e7Ms0hPBAz9bnsDI9SRZclvQNw-HXKn31Ozrhw1JU_vTag23bb0uup4Qqo-aH1nozMzSagBDelaykkvqs2lzDgCg
https://www.youtube.com/watch?v=Njlml_L2Bok
https://www.youtube.com/watch?v=y1yNyhuuVaI
https://www.youtube.com/watch?v=0nBxcMImubk
https://www.youtube.com/watch?v=2JnYcuRW_qo
https://www.youtube.com/watch?v=ispFw6THxtg
https://www.youtube.com/watch?v=w0xbODE6VLc
Thursday, 31 December 2015
AS1-Task Eight:Sources of Information in Advertising
Before starting to produce a new advertising campaign clients and agencies in the advertising industry gather information on television ratings, programme profiles, rate cards and online advertisers information packs.
Information on television ratings can be found by BARB and there key strength is that they are able to find out the ratings of television shows to see which of those shows are likely to be very popular. So once BARB acknowledge the certain shows which are popular and then there objective is to decide which is the best slot to place the advert. Thus the whole information ratings is useful because it will allow the industry to have no or the least amount of things that could have been over sighted.
Secondly, programme profiles are a breakdown of who watches the programmes. It is useful to an advertiser because specific programmes can be targeted with any form of appropriate ads. For example an could be on before or after a show such as Downton Abbey, which is aimed at women who are fifty and over. Another example is of football for men.
Thirdly, rate cards are documents containing information about the costing spent to place an advertisement on television. A further point is that the rate for Coronation Street is much more expensive than a minority programme shown at an unsocial hour. As well as this due to the cost being a significant factor, there are tv advertising agencies that help with reaching out to the target audience. So it becomes useful for advertising companies to be recognised. These small advertising companies get there recognition by support being bought from services, to assist in having a sustainable growth through low costs.
Finally, there are many other online advertisers information packs but one website that I found is Channel4Sales. The information the website contains is the following; airtime, sponsorship, commercial development, content solutions, digital, news to tv and current campaigns whose ads would be shown. Airtime is when adverts get placed in between programmes, yet the least amount of time that the ads will be shown for is five seconds and the longest is a hundred and twenty seconds. This is useful as it allows for the audience to view a brand which has audio and visual to increase the awareness in as little time period. Sponsorship is a bit different from airtime as sponsorship makes a brand rise to fame instantly, therefore the usefulness of sponsoring is that the audience can feel as well as realise that their input was used in making the final outcome of the ad. In addition to get across the message of these advertising campaigns the sponsorship happens by live events, competition etc.
Information on television ratings can be found by BARB and there key strength is that they are able to find out the ratings of television shows to see which of those shows are likely to be very popular. So once BARB acknowledge the certain shows which are popular and then there objective is to decide which is the best slot to place the advert. Thus the whole information ratings is useful because it will allow the industry to have no or the least amount of things that could have been over sighted.
Secondly, programme profiles are a breakdown of who watches the programmes. It is useful to an advertiser because specific programmes can be targeted with any form of appropriate ads. For example an could be on before or after a show such as Downton Abbey, which is aimed at women who are fifty and over. Another example is of football for men.
AS1-Task Seven:Audience Information
It is useful for advertisers to study audiences carefully because the audience is far too important of a concept in media studies. Also every media text we may see are due to us being the audience in mind to receive as well as who will be able to understand some of it, this is why the advertisers need to know what happens when an audience gets the media text. Therefore, the producers will be able to make some money out of the audience but this generally does not happen always.
Furthermore, the audiences are divided into five groups which are labelled as standard occupational classification which advertising companies sometimes call social grade, psychographics (a common attitude), geodemographics (where they live?), age and gender. Despite standard occupational classification being one of the five groups there are labels for this group. So this consists of 'A' being Top management, bankers, lawyers, doctors and other highly salaried professions. Then 'B' is a middle management, teachers, many creatives for example graphic designers. 'C' has office supervisors, junior managers, nurses, specialists clerical staff etc. 'D' is a white collar including skilled workers, tradespersons, label 'E' which is the blue collar. The blue collar has semi skilled and unskilled manual workers. Therefore, this leaves us with the last label being 'F' and this has unemployed people, students, pensioners and casual workers. Moreover psychographics is a study of personality, values, attitudes, interests and lifestyles because this area of research focuses on IAO which stands for interests, activities and opinions someone has about something. Additionally, geodemographics are divided because of two main principles. The first principle is that as there are people who are living in the same neighbourhood they have similar characteristics therefore rather than choosing two individuals at random, it will be a variety of people from a neighbourhood who can be categorised. This is why the second principle links in to the neighbourhood being categorised in terms of the containing the population, and it could make two neighbourhoods be placed into the same categories. It is due to the fact that even though some of the people are going to be similar, they are still widely separated. Lastly, age and gender are considered to be able to know if the advert should be amusing/serious for people for example teenagers or adults. The reason the producers need to find out particular information is so that they do not spend a lot of time and money into making an ad that a few or no one will watch.
It is important to identify certain sections of the audience when carrying out market research as it gives them an idea to what the incentives are and barriers of advertising. To be able to reach out to the audience it would be good to place the adverts either before/after a selected TV programme. The usefulness of the psychographics means that there will be an oversight of what thoughts they have for example the things they like or dislike.
In addition, the information about the audience is gathered by BARB and this is an acronym of Broadcasters' Audience Research Board. BARB is a standard television audience measurement service who provide information to broadcasters and the advertising industry. Since 1981, BARB have been owned by the BBC, ITV, Channel 4/5, BSkyB and IPA which stands for institute of practitioners in advertising. Additionally, IPA is not a profited company which is limited by guarantee. Currently BARB have roughly 5100 homes participating in the panel, where there is a box that registers the exact programmes that are being viewed. So when the programme is being watched a panellist detects who is present in the room, by pressing a button a remote handset. BARB are able to measure the views if someone from the age of four and above is watching longer than thirty seconds to allow the ratings to compute. The more the numbers are for BARB indicates that they will be able to advertise even more ads on television stations.
Furthermore, the audiences are divided into five groups which are labelled as standard occupational classification which advertising companies sometimes call social grade, psychographics (a common attitude), geodemographics (where they live?), age and gender. Despite standard occupational classification being one of the five groups there are labels for this group. So this consists of 'A' being Top management, bankers, lawyers, doctors and other highly salaried professions. Then 'B' is a middle management, teachers, many creatives for example graphic designers. 'C' has office supervisors, junior managers, nurses, specialists clerical staff etc. 'D' is a white collar including skilled workers, tradespersons, label 'E' which is the blue collar. The blue collar has semi skilled and unskilled manual workers. Therefore, this leaves us with the last label being 'F' and this has unemployed people, students, pensioners and casual workers. Moreover psychographics is a study of personality, values, attitudes, interests and lifestyles because this area of research focuses on IAO which stands for interests, activities and opinions someone has about something. Additionally, geodemographics are divided because of two main principles. The first principle is that as there are people who are living in the same neighbourhood they have similar characteristics therefore rather than choosing two individuals at random, it will be a variety of people from a neighbourhood who can be categorised. This is why the second principle links in to the neighbourhood being categorised in terms of the containing the population, and it could make two neighbourhoods be placed into the same categories. It is due to the fact that even though some of the people are going to be similar, they are still widely separated. Lastly, age and gender are considered to be able to know if the advert should be amusing/serious for people for example teenagers or adults. The reason the producers need to find out particular information is so that they do not spend a lot of time and money into making an ad that a few or no one will watch.
It is important to identify certain sections of the audience when carrying out market research as it gives them an idea to what the incentives are and barriers of advertising. To be able to reach out to the audience it would be good to place the adverts either before/after a selected TV programme. The usefulness of the psychographics means that there will be an oversight of what thoughts they have for example the things they like or dislike.
In addition, the information about the audience is gathered by BARB and this is an acronym of Broadcasters' Audience Research Board. BARB is a standard television audience measurement service who provide information to broadcasters and the advertising industry. Since 1981, BARB have been owned by the BBC, ITV, Channel 4/5, BSkyB and IPA which stands for institute of practitioners in advertising. Additionally, IPA is not a profited company which is limited by guarantee. Currently BARB have roughly 5100 homes participating in the panel, where there is a box that registers the exact programmes that are being viewed. So when the programme is being watched a panellist detects who is present in the room, by pressing a button a remote handset. BARB are able to measure the views if someone from the age of four and above is watching longer than thirty seconds to allow the ratings to compute. The more the numbers are for BARB indicates that they will be able to advertise even more ads on television stations.
Thursday, 17 December 2015
AS1-Task Six:Methods of Research
It is important to conduct research before starting to plan for a new advertising campaign, because it roughly gives an outline of the types of people who use the product. In addition, it helps in making sure tha tge codes are met as well as collecting as much information to make their advertisement triumpht to be able to promote the product. A further point is tgat there are a variety of ways to gain the information and it is through researching.
Furthermore, there are four types of researches that are done to ensure that in the end of the whole process the ad has attracted the audiences attention. Therefore, the first research is primary. Primary research can often have a purpose to extract original data ratger than using other people's research as their own. Organisations nnormally obtain the data by asking questions in the form of questionnaires, surveys, internet forums, interviews of groups or individuals. Disadvantages associated with primary research is that it is very expensive and it can be lengthy, which means that there will need to be current data produced rather than recieve one which may not be to do with their own priduct; in this case the advert. On the other hand, there are advantages for example there can be knowledge of knowing how to create their own primary research by checking secondary research. This is a good thing to do at times as it helps in having thoughts of what they could prevent from the doing in the advert which might have caused an issue for the other advertiser.
Another type of research is secondary, and it is simply exisiting research that someone else has conducted. However, the secondary data can be different sorts of sources that provides information by being publisiced in pamphlets, newspapers, trade publications and magazines so that the advertisers who conduct their own research can use the secondary research for comparison. On the one hand, advantages are that the existing research is often accurate and easy to attain. Yet the disadvantages are that there might still be some inaccuracies that possibly couldn't have been checked properly, suggesting that the research is biased. More so that the advertiser will not known who could have conducted the research.
Quantitative research is displayed as sets of numbers in forms of graphs and charts making it an amount measured. The only way quantative data is collected is by questionnaires, but due to there being only one method of collecting the data it leads to a few disadvantages and advantages which in sense are slightly the same points but as opposites. The disadvantages of quantative research is that some people may have difficulty in understanding the questions meaning that the person or people are not being a hundred percent truthful. The next advantage is that additional questions can not be asked to delve into more detail, hence the answer will have to be yes or no. Adding onto the point is that if there is not enough information then the answers that the researcher is looking for implies that they will not be able to determine the answers, as it is complicated to actually adjust the design of the questionnaire later on. Even though these disadvantages out way the advantages at least there are a couple of advantages. One of them is that there are larger samples to work with, and because of this it hints that the collected data will be analysed unbiasedly.
Qualatative research is when the advertisers can go in more depth to figure out the things the public prefer, which cannot be measured but it allows for a personal kind of response. If advertisers decide to collect qualatative data then they would either have focus groups or one to one interviews. The reason to why collecting data in focus groups or one to one is terrible is due to it being a tiny sample. So this indicates that there would be difficulties in analysing what the other part of the population think about the advert or anything, thus it also means that certain population does not exactly get represented. Unlike secondary research this research is not too accurate, along with this the overall procedure is time consuming. Despite these disadvantages the advantage of the information collected has high quality answers because extra questions can be asked.
Although there are different types of researches, all of these researches have a motive behind it. Those researches are audience, market and production research. Audience research has four categories being; descriptiv, analytical, predictive, and also tracking research. Descriptive research is when the audience gets described, whereas analytical research is to understand the why'sand how's of the ad should be to the audiences preferences. Nonetheless, predictive research is to think before hand about the consequences that may cause disturbance to the final result for the advertisement. Lastly, tracking research is when changes that possibly have occurred get monitored, in spite of the fact there are stages involved in audience research. Those five stages consist of who the target audience are, the planning that goes into producing the advert, research, analysis and of course to apply everything learnt from the experience to make the end product. Additionally, the reason to why the advertiser needs to find out who the target audience is going to be is due to their requirement, which can aid in building a persona of someones gender, age, interests and many more. Planning is vital as it can lead up to the research.
Also market research is to allow huge companies who are prosperous to be alert of who who the competition is with. Most of the time top leading market researchers ask a few questions to see whether or not there is something interesting being brought to the industry of advertisment. The questions that are normally asked would be; Compared to another ad on the market, what are the sale figures going to be? Other questions would be to do with what might need to be changed/developed so the advert is improved? The last one is what sort of desires the advertiser has from the advert? Therefore the desires that any advertiser will have is to have the previous audience rejoin them, keep the same audience as well as gain new audirnces from the competitors. Even more so knowing what the weaknesses and strengths are etc.
Finally, the last stage is production research and this is when media companies make a choice to launch or not launch a product as well as ensuring that if the advertisement is going to be launched, then everything goes according to plan to gain recognition.
Furthermore, there are four types of researches that are done to ensure that in the end of the whole process the ad has attracted the audiences attention. Therefore, the first research is primary. Primary research can often have a purpose to extract original data ratger than using other people's research as their own. Organisations nnormally obtain the data by asking questions in the form of questionnaires, surveys, internet forums, interviews of groups or individuals. Disadvantages associated with primary research is that it is very expensive and it can be lengthy, which means that there will need to be current data produced rather than recieve one which may not be to do with their own priduct; in this case the advert. On the other hand, there are advantages for example there can be knowledge of knowing how to create their own primary research by checking secondary research. This is a good thing to do at times as it helps in having thoughts of what they could prevent from the doing in the advert which might have caused an issue for the other advertiser.
Another type of research is secondary, and it is simply exisiting research that someone else has conducted. However, the secondary data can be different sorts of sources that provides information by being publisiced in pamphlets, newspapers, trade publications and magazines so that the advertisers who conduct their own research can use the secondary research for comparison. On the one hand, advantages are that the existing research is often accurate and easy to attain. Yet the disadvantages are that there might still be some inaccuracies that possibly couldn't have been checked properly, suggesting that the research is biased. More so that the advertiser will not known who could have conducted the research.
Quantitative research is displayed as sets of numbers in forms of graphs and charts making it an amount measured. The only way quantative data is collected is by questionnaires, but due to there being only one method of collecting the data it leads to a few disadvantages and advantages which in sense are slightly the same points but as opposites. The disadvantages of quantative research is that some people may have difficulty in understanding the questions meaning that the person or people are not being a hundred percent truthful. The next advantage is that additional questions can not be asked to delve into more detail, hence the answer will have to be yes or no. Adding onto the point is that if there is not enough information then the answers that the researcher is looking for implies that they will not be able to determine the answers, as it is complicated to actually adjust the design of the questionnaire later on. Even though these disadvantages out way the advantages at least there are a couple of advantages. One of them is that there are larger samples to work with, and because of this it hints that the collected data will be analysed unbiasedly.
Qualatative research is when the advertisers can go in more depth to figure out the things the public prefer, which cannot be measured but it allows for a personal kind of response. If advertisers decide to collect qualatative data then they would either have focus groups or one to one interviews. The reason to why collecting data in focus groups or one to one is terrible is due to it being a tiny sample. So this indicates that there would be difficulties in analysing what the other part of the population think about the advert or anything, thus it also means that certain population does not exactly get represented. Unlike secondary research this research is not too accurate, along with this the overall procedure is time consuming. Despite these disadvantages the advantage of the information collected has high quality answers because extra questions can be asked.
Although there are different types of researches, all of these researches have a motive behind it. Those researches are audience, market and production research. Audience research has four categories being; descriptiv, analytical, predictive, and also tracking research. Descriptive research is when the audience gets described, whereas analytical research is to understand the why'sand how's of the ad should be to the audiences preferences. Nonetheless, predictive research is to think before hand about the consequences that may cause disturbance to the final result for the advertisement. Lastly, tracking research is when changes that possibly have occurred get monitored, in spite of the fact there are stages involved in audience research. Those five stages consist of who the target audience are, the planning that goes into producing the advert, research, analysis and of course to apply everything learnt from the experience to make the end product. Additionally, the reason to why the advertiser needs to find out who the target audience is going to be is due to their requirement, which can aid in building a persona of someones gender, age, interests and many more. Planning is vital as it can lead up to the research.
Also market research is to allow huge companies who are prosperous to be alert of who who the competition is with. Most of the time top leading market researchers ask a few questions to see whether or not there is something interesting being brought to the industry of advertisment. The questions that are normally asked would be; Compared to another ad on the market, what are the sale figures going to be? Other questions would be to do with what might need to be changed/developed so the advert is improved? The last one is what sort of desires the advertiser has from the advert? Therefore the desires that any advertiser will have is to have the previous audience rejoin them, keep the same audience as well as gain new audirnces from the competitors. Even more so knowing what the weaknesses and strengths are etc.
Finally, the last stage is production research and this is when media companies make a choice to launch or not launch a product as well as ensuring that if the advertisement is going to be launched, then everything goes according to plan to gain recognition.
AS1-Task Five:Regulation
Adverts need to be regulated and the adverts are regulated through two main bodies before publishing it for the public to view. Those two main bodies are the Advertising Standards Authority (ASA) and the Office Commissioners (Ofcom).
Even though ASA have been around for fifty three years and this whole time the aim for them has been to observe any type of media as legal, decent and respectful. However, if the advert does not pass the criteria then it will have to be altered to be appropriate to show, yet if the ad has not been improved the ad will have to be removed completely. The sorts of media that are covered are magazines, newspapers, radio, TV, television shopping channels, posters, cinema, direct mail, internet, leaflets, brochures, commercial email, mobile messages, CD rom, DVDs, Videos, faxes and sale promotions. Despite the above medias being covered the ones which is not covered is sponsorship, packaging, shop windows, telephone calls, fly-posting, private classified adverts, statutory/public notices, press releases, political adverts or online editorial. As the medias which get covered are likely to make mistakes with their ads this implies that they will have to ensure their advertisement is meeting codes set. The codes that need to be followed involve alcohol, gambling, food and soft drinks, health and beauty also smoking. Besides theses codes there are other codes which are to do with environmental claims, racism, children, scheduling ads to be shown at the correct times, displaying at the right place as well as misleading claims of causing offence to anyone. Thus if the codes will not be followed it means that the ASA have to handle certain complaints critically from the audiences. A scenario from 2011 was that the ASA got around 22,397 different ads being complained from ninety four percent of the population about 31,458 times, and from those 22,397 people it was decided that the only 4,591 of the ads would have to be withdrawn or altered. But to get to the decision of which ads should be banned they get judged by using the codes which are written by the advertising industry. The advertising industry consists of the Committee of Advertising Practice (CAP), along with the Broadcasting Committee of Advertising Practice (BCAP).
Another point is that Ofcom are approved by the Government in the UK to regulate as well as broadcast adverts on national television. Also Ofcom's aim is to show certain things that can grasp the target audiences attention, due to the interest but at the same time it is to protect the viewer from ads which could be offensive also harmful. The specific region that Ofcom focuses on is the codes, policies, competition, complaints, protecting the radio side from abuse and to license research.
An example of a controversial advertisement that ASA have dealt with was the Paddy Power Blind Football. Furthermore, the ad had been objected by around 1,089 and out of the 1,089 there were 220 of the viewers who complained said that the ad should be removed as it is sending across the wrong message. One of the messages which came across to the audience were the fact that it is offensive to blind people and the the rest of the audience being around 1,070 thought that the ad was harmful. It is harmful due to the cruelty to animals, in this case a cat.
A recent ad which has been removed from the air is this ad to do with checking what places would be good to visit. The reason behind the ad being banned by the ASA is because there is a group from different areas, and they are basically on an adventure to get to the top of the cliff. However, the ad is banned due to dangerous activity which can be encouraged if shown at the incorrect time, also the people are skinny dipping which is bad as it would not be appropriate to show to young children.
Even though ASA have been around for fifty three years and this whole time the aim for them has been to observe any type of media as legal, decent and respectful. However, if the advert does not pass the criteria then it will have to be altered to be appropriate to show, yet if the ad has not been improved the ad will have to be removed completely. The sorts of media that are covered are magazines, newspapers, radio, TV, television shopping channels, posters, cinema, direct mail, internet, leaflets, brochures, commercial email, mobile messages, CD rom, DVDs, Videos, faxes and sale promotions. Despite the above medias being covered the ones which is not covered is sponsorship, packaging, shop windows, telephone calls, fly-posting, private classified adverts, statutory/public notices, press releases, political adverts or online editorial. As the medias which get covered are likely to make mistakes with their ads this implies that they will have to ensure their advertisement is meeting codes set. The codes that need to be followed involve alcohol, gambling, food and soft drinks, health and beauty also smoking. Besides theses codes there are other codes which are to do with environmental claims, racism, children, scheduling ads to be shown at the correct times, displaying at the right place as well as misleading claims of causing offence to anyone. Thus if the codes will not be followed it means that the ASA have to handle certain complaints critically from the audiences. A scenario from 2011 was that the ASA got around 22,397 different ads being complained from ninety four percent of the population about 31,458 times, and from those 22,397 people it was decided that the only 4,591 of the ads would have to be withdrawn or altered. But to get to the decision of which ads should be banned they get judged by using the codes which are written by the advertising industry. The advertising industry consists of the Committee of Advertising Practice (CAP), along with the Broadcasting Committee of Advertising Practice (BCAP).
Another point is that Ofcom are approved by the Government in the UK to regulate as well as broadcast adverts on national television. Also Ofcom's aim is to show certain things that can grasp the target audiences attention, due to the interest but at the same time it is to protect the viewer from ads which could be offensive also harmful. The specific region that Ofcom focuses on is the codes, policies, competition, complaints, protecting the radio side from abuse and to license research.
An example of a controversial advertisement that ASA have dealt with was the Paddy Power Blind Football. Furthermore, the ad had been objected by around 1,089 and out of the 1,089 there were 220 of the viewers who complained said that the ad should be removed as it is sending across the wrong message. One of the messages which came across to the audience were the fact that it is offensive to blind people and the the rest of the audience being around 1,070 thought that the ad was harmful. It is harmful due to the cruelty to animals, in this case a cat.
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