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

Task 2 - Codes and Conventions

Codes

Codes are systems of signs, which create meaning. Codes can be divided into two categories – technical and symbolic.
Technical codes are all the ways in which equipment is used to tell the story in an advert, for example the camera work in a film. Technical codes include camera angle, shot, iconography, editing, lighting, sound, music, computer graphics and special effects (SFX)
Symbolic codes include the language, dress, and actions of characters. Symbolic codes show what is beneath the surface of what we see. For example, a character's actions show you how the character is feeling.
Iconography is an important aspect of genre. It refers to the traditional or conventional images or symbols associated with a subject.
Some codes fit both categories – music for example, is both technical and symbolic.

Conventions

Conventions are the generally accepted ways of doing something.
There are general conventions in any medium, such as the use of interviewee quotes in a print article, but conventions are also genre specific. TV adverts are almost all the same length and end with the brand’s logo being featured.

x

Product Research

This advert achieves exactly what i want, when the headphones are put on all the noise around him stops which is what i want to have in my advert.




IN this beats advert there is a lot of close ups on the side of the face to show of the beats and the logo itself.

Advert Research

I like this video because of the way the music transitions into a sudden stop and a loud noise to create suspense, i noticed this is a common feature with horror movie trailers, this technique could probably be incorporated into my advert.




This trailer had slow editing, and the transitions between scenes were dissolved in black. I feel this helped build tension between each shot and make a more scary trailer.

In this trailer there is some good shots of the house which is what i want to try and get for my advert. Also the lighting is really good in terms of the mood it sets.

Advert Idea final draft

Advert Idea first draft

Object of Desire Mind map

Assignment Brief

Story Boards

First draft story board to show what idea I'm doing and the details about it.

Task 4 - Characteristics of Products or Services

Benefits offered

This involves the advertiser focusing on the positive benefits of using the product or service, regardless of whether competitors offer exactly the same service.

Advantages Over Other Similar Products

The advertiser compares the promoted product to rivals to demonstrate why they are better. This technique is very useful when dealing with everyday products. 

Unique Selling Proposition (USP)

 This involves the advertiser making unique propositions to the customer that convinces them to switch brands. Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.

Lifestyle Appeal

This appeals to the consumer in the way it connects the product or service with a life-choice or style of living that is highly attractive.

                                                               Brand Identity

Brand identity is usually projected through the visual representation of a company or a product via its logo. However, slogans and strap-lines can also be as powerful, along with the accompanying music. Once established, the advertisers can use a short-hand to point the consumers to a product or service.

Task 1 - Advertising structures

Advert forms and examples

Realist Narrative 

 This is a realist narrative as it is showing the day to day life of a man at work in his office. Its effective as the situation he is is a very typical boring part of anyone's life as they are put on hold and have to listen to the music. This is very boring and would not do for an advert but as the product which is advertised is consumed the advert becomes interesting and the music gets better. Also the male character seems a lot more happy which suggests cadbury can turn ordinary day life into interesting and fun situations.

Anti-realist narrative

This is an anti-realist narrative advert because it shows angels falling form the sky which is fictional or in other words not very likely to happen. Although is an effective advert due to the fact that it looks like a movie trailer at first and you don't understand whats going on until the end and the actual video itself is interesting.

Animation

This is an animation advert. Animated adverts are usually used because they were traditionally cheaper and more effective for there target audience like cereal adverts for kids. Although this advert is aimed at adults and it also cost a large amount of money to make. The reason behind this is because it is based of a movie that is very recognizable. The actual animation itself is Disney which most people will pick up on. This makes it effective as it more personal to the audience and advertises the company to both adults and the younger viewers.

Documentary 

This form usually relies on the viewer feeling that they are being given scientific facts and the brand should therefore be trusted.


Talking Heads

This style of advert addresses those watching directly and therefore makes the viewer feel that they are having a personal conversation. Consumers are likely to trust such an approach.

Stand Alone

This form involves making an impression with a significant one-off advert that stays with the viewer, connecting them with the brand and becoming iconic. A measure of its success is when it is parodied.

Series

Adopting the use of a series of connected adverts allows for the story of the brand to be embedded carefully over a long period. This means that the viewer stops seeing the product and follows the soap opera. However, the message is still getting through.

The style of the advert.

Humorous

When viewers laugh, they share the experience and the brand's message is spread virally. Also, any concerns about being manipulated are minimised.

Surreal

Surreal adverts divert the viewer away from the everyday quality of many products, services and messages. Creative, dreamlike or unusual viewpoints can enhance the mystery around a brand.

Dramatic

This style relies on the dramatic effect of the narrative, often hard-hitting or of a grand-scale. There is an element of shock-value that stays with the viewer.

Parodic

Parodic adverts are those that make fun of themselves or other narratives. They are 'knowing' and can poke fun at the very idea of selling the product. This puts the consumer at ease.