Advert

BEATS advert from Reece on Vimeo.

Task 4

Production log







Evaluation

My final advert came out very differently from my planning because After filming for the original idea I realized it wasn't going to work, so i tried to edit some of the footage together but didn't like it, so i changed my idea and re filmed it based of one of the videos i have seen.

Over all i liked my idea because it was easy and simple to do but the way i went about filming and editing made it more complicated which made me want to re think my idea and make a different outcome completely.

Task 8 - Audience Classification

There are a range of techniques that you can be used to classify audiences for the TV advertising industry. This is referred to as Audience Profiling.

This allows the researcher to find out the profile of the audience before hand so that you can put across your message to the right people in the most effective way to produce the best result. 

It might include details like age, sex, educational qualification, work experience, financial background, field of work, interests, mood, orientation, bias, food habits, religious background, physique, health condition etc. 

Demographics

A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do. 

The NRS social grades are a system of demographic classification used in the United Kingdom. They were originally developed by the National Readership Survey to classify readers, but are now used by many other organisations for wider applications and have become a standard for market research. They were developed over 50 years ago and achieved widespread usage in 20th Century Britain.

SOC - Standard Occupational Classification System is a more detailed United States system of classifying occupations. It is used by U.S. federal government agencies collecting occupational data, enabling comparison of occupations across data sets. It is designed to cover all occupations in which work is performed for pay or profit, reflecting the current occupational structure in the United States. The 2010 SOC included 840 occupational types.

Psychographics

This is a way of describing an audience by looking at their behaviour and personality traits. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. 

The advertising agency Young and Rubican invented a successful psychographic profile known as their 4C’s  Marketing Model, which stands for Cross Cultural Consumer Characterisation.

They put the audience into groups with labels that suggest their position in society.

Geodemographics

In short, geodemography is the study of people based on where they live. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address.

Task 7 - Sources of Information

When making an advert for Television, it is important for the maker to access a range of commercial information. This information should enable them to make the most effective ad and broadcast it to the target audience economically.

Rate Cards

A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. See the example from ITV below:

Like the rack rate at a hotel, this is generally the maximum price that one may pay. Most advertising buyers will pay significantly less than this, receiving discounts due to volume, a desire to sell unused space, or other factors.

Advertisers’ Information Packs

An information pack is issued by the company or organisation commissioning an advert. It provides the advertising professionals with all of the information required to plan the advertising campaign and market it.

It may contain promotional material and associated information about a firm, product or service, circulation data, audience statistics, ratecards, insertion dates, publication dates etc. It is also known as a media pack.

Advertising Research Agencies

These are specialised market research companies providing studies and surveys about broadcast media, including television programming, TV ads, TV networks and TV ratings. They are used to inform the advertising professionals about customer responses to the product or service. This information can then be used to target a specific demographic using an established technique.

Task 6 - Audience information

Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes, the term is used as pertaining to practices which help broadcasters and advertisers determine who is listening rather than just how many people are listening. In some parts of the world, the resulting relative numbers are referred to as audience share, while in other places the broader term market share is used. This broader meaning is also called audience research.

Measurements are broken down by media market, which for the most part corresponds to metropolitan areas, both large and small.

BARB

The Broadcasters' Audience Research Board (BARB) is the official source of television viewing figures in the UK. It is the organisation that compiles audience measurement and television ratings in the United Kingdom. It was created in 1981 to replace a previous systems whereby ITV ratings were compiled by JICTAR (Joint Industry Committee for Television Audience Research), whilst the BBC did their own audience research.

BARB is jointly owned by the BBC, the TP companies, Channel 4, Channel 5, BSkyB, and the Institute of Practitioners in Advertising. Participating viewers have a box on top of their TV sets which tracks the programmes they watch.

Currently, BARB have approximately 5,100 homes (equating to approximately 11,500 individuals) participating in the panel. The box records exactly what programmes they watch, and the panelists indicate who is in the room watching by pressing a button on a remote control handset. The data are collected overnight and published as overnight ratings at around 9.30 the following morning for use by TV stations and the advertising industry. The following week, final figures are released which are a combination of the overnight figures with "timeshift" figures (people recording a programme and watching it within a week).

BARB numbers are extremely important to commercial television stations. The trading model that is used by television companies and advertising agencies depends on the number of people watching the shows, and the commercial attractiveness of those people. The advertising agency will pay the television station a certain amount of money based on the number of people watching a show. The BARB numbers are used to work this out. Higher BARB numbers usually mean more advertising revenue for the television station.

Task 5 - Requlation

Advertising Standards Authority (ASA)

The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. It is an independent organization which checks that advertisements do not lie or make false claims about a product.

Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes.

These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise"

Anyone can ask the Advertising Standards Authority to investigate an advertisement. If there is a problem with it, the Authority may then tell the company to change or remove it.

Ofcom

Ofcom is an acronym for The Office of Communications. It is a government approved regulatory authority that regulates the telecommunication industry in the United Kingdom. It was established as an act of parliament in 2002 under the communications act of 2002. Ofcom regulates TV and radio, fixed line telecoms, mobiles, and wireless device airwaves.

Its main role is to regulate competition within the broadcasting, telecommunications and radio communications spectrum in the UK. It oversees the working of broadcasters and telecoms providers and to protect consumers, ensuring people get the best from their communications services. It also helps protect people from fraud and ensures that competition thrives.

Task 3 - Advertising techniques

Ethos

Ethos is an appeal to the authority or honesty of the presenter.

Pathos

Pathos is an appeal to the audience's emotions.

Logos

Logos uses facts and figures to support the message.

Advertising techniques are the tools you use to:

Attract attention

Engage minds

Trigger emotions

Change what people think

All of which lead to sales or votes or clicks.

For marketers, creative techniques can turn prospects into buyers.

Techniques can be sorted into:

Persuasive

Dramatic

Positioning

Engagement

Direct response

Branding