Task 9: Referencing

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

YouTube:  

https://www.youtube.com/watch?v=75VpOGcotlU            (Meerkat Series Advert)

https://www.youtube.com/watch?v=WREs-rGiaR0           (Meerkat Advert)

https://www.youtube.com/watch?v=TnzFRV1LwIo           (Cadburys Advert)

https://www.youtube.com/watch?v=B3aqajRVi3U            (Celebrity Vote)

https://www.youtube.com/watch?v=mer6X7nOY_o          (Animation)

https://www.youtube.com/watch?v=iccscUFY860            (Stand-Alone)

https://www.youtube.com/watch?v=xUTwLWOyTJw       (Documentary)

https://www.youtube.com/watch?v=bvLaTupw-hk           (Realistic)

https://www.youtube.com/watch?v=40DykbPa4Lc          (Pepsi Commercial)

https://www.youtube.com/watch?v=Kav0FEhtLug          (Parody)

https://www.youtube.com/watch?v=uee7q64gyNc          (Shock)

https://www.youtube.com/watch?v=iccscUFY860           (Surrealism)

https://www.youtube.com/watch?v=LCl5uyn5K7k          (Repetition)

https://www.youtube.com/watch?v=kuRn2S7iPNU        (Intertextuality)

https://www.youtube.com/watch?v=PqD5SecdNbs       (Sex)


Sites:

https://www.asa.org.uk/

http://www.ofcom.org.uk/

http://rcmediabtec.blogspot.co.uk/

https://en.wikipedia.org

http://www.barb.co.uk/

Task 8 - Sources of Information In Advertising

Task 7: Sources of information in Advertising



Clients and Agencies need to aggressively gather as much information as possible before producing a new advertising campaign as they must be certain that the advert must be applicable and allowed, they must ensure that their advertising campaign does not offend or harm anybody and that it is suitable for the target audience age, they must also make sure that everything is correctly followed.


Television Ratings:

Television ratings are a way of analysing the audience. BARB provides television ratings so advertisers can find out what shows are the most popular and more importantly which shows are more popular then others, this helps advertisers identify trends with people's viewings. Television Ratings are key to successfully advertising as it helps advertisers put adverts where they are most effective, for example, advertisers are more likely to put on a advert about expensive shoes/clothes after a TV show for teens, as they are most likely going to buy it.


Programme Profiles:

Programme profiles is generally a chart that shows a separation of audience, such as Men, Women, Housewives, Children, Teenagers. The Programme Profiles chart helps Advertisers see what different people like, for example Men watch more football as opposed to Women. Programme Profiles show how many different people watch T.V and how many commercials different people watch.


Rate Cards:

Rate Cards is a document showing how much the cost is of putting an advert on at a specific channel and time, for example, advertising is more expensive throughout the day as more people are awake, therefore more viewers so the cost is a lot more. The more popular the TV programme, the more expensive it is to place an advert after/before it.

Task 7: Audience Information

Task 6: Audience Information


Audience Information is extremely important, it is always useful for advertisers to study audiences as it allows them to gather various data and information about the audience, so they can work round what is best for the audience so that they are more interested in the product/advertisement. Without Audience Information, advertisers would really struggle to find out what the audience wants from them, so the advertisers lack of knowledge would affect how the advert will come out, and it may not be interesting to the public as the advertisers would not have the knowledge of what the audience wants/needs.


The Audience is separated and split into different groups of people, they are labelled in the following ways:

 Standard Occupational Classification (sometimes called Social Grade by advertising companies) 

Psychographics (a common attitude)

Geodemographic (where they live)

Age

Gender

Advertisers have a job, they need to advertise the product/service they are selling, they need to know the Gender of who they are targeting because if advertisers were advertising an advert for Lynx men's spray, then they would need to perhaps interview more men than women because their audience is catering for men. Advertisers also need to be aware of the age group they are targeting as the advert must be suitable for the age group, if the advert targeted was about violent video game, they would need to put the adverts on late at night to ensure young children were in bed and adults stay up late at night. Advertising is not all about T.V, Adverts such as banners can be displayed throughout cities etc, if advertisers were selling a very expensive product for example luxury jewellery that costs a few thousands, they wouldn't sell it in a money deprived area as it would be a waste of money and advertising, to location is very important to what your advert/product is about. Advertisers would need to analysis


Psychographics studies the personality, opinions, attitude and lifestyles of people, to identify what their goals/interests are.If the advert displayed sensitive information that everyone disagrees with, then the advert will be boycotted. Generally, not many people are racist, racism is deemed as a very bad social attitude, so making an advert that is only attuned to one race will make the advert seem very anti-multicultural, if a TV series only showcased one race, the advert will be boycotted and complained about due to its lack of diversity.  

BARB stands for Broadcasters' Audience Research Board. BARB is a company that publically delivers the official viewing figures in the UK. Advertisers look towards BARB as a easy way to collect quantitative statistical data. Advertisers can easily collect data for research from BARB to see the audience of the UK's media interests. Although some data is qualitative data as BARB provides numeral data depending on the genre, so advertisers can see which is the most popular and perhaps launch an advert depending on that genre. BARB monitors the TV viewing behaviour in order to identify new trends.


The audience measurement panel is a panel full of members that are picked randomly and must be aged 16+. The panel rewards members with exclusive rewards.

Task 6: Methods of Research

Task 5: Methods of Research

The three different types of research are;

- Market Research

- Production Research

- Audience Research

Conducting a research before planning to start a new advertising is very important as it allows you to find out critical information that will help you to advertise efficiently, depending on what you are advertising, for example a product that you are going to advertise, you will to need to find the target audience that you will be selling to and using questionnaires or surveys will allow you to find out information that will help you in your advertising campaign, asking target audience will allow you to identify their needs and wants so you can make sure you include it in your advert. You must also make sure that you do not contradict your advert, you can avoid this using research, for example if you were making a product that is environmentally healthy, you must make sure the products you are using are also environmentally healthy as well so you ensure the audience that you are not misleading them. You must also do research to make sure you are not copy-righting anything or trying to copy an advert made by another company.

Market Research:

Market Research is when you find analysis the whole product market to understand and identify upcoming trends. It is important to do this as if you identify new trends, you can create better advertisements based on new trends.

Audience Research:

Audience Research is when you try to find out information about what the audience interests are, this is important in research as you get to see what the audience want in products, so you can create an advert targeting them specific interests.

Production Research:

Production Research is when you research the required material in order to successfully create new products, if you wanted to create an advertisement, you must research what you need to create an efficient advert such as a high quality camera and professional microphones etc.

Four Main Categories

Primary Research:Primary Research is when you gather and research information yourself, data that is yours.


Secondary Research:

Secondary Research is when you get research from elsewhere, such as books, newspapers, statistical data by other people etc. Data that isn't collected and researched by you.


Quantitative Research:

Quantitative Research is research that is very brief and lacks detail but provides statistical numeral information.

Qualitative Research:

Qualitative Research is research that is very detailed and often in words rather than numbers, Qualitative research is a lot harder and longer to research but the data is more accurate.

The research that I would choose would be quantitative research as it easy very quick and efficient data as opposed to qualitative data. Using research that is Quantitative is easy to find as it is very easy to research as it is normally statistics.

Task 5: Regulation

Task 4: Regulation

The adverts you see on T.V always need to manage and controlled in order to be accepted onto T.V, the ASA and OFCOM are responsible for this.

ASA stands for Advertising Standards Authority and they make sure advertising adverts that are on T.V are checked to see if the adverts are not dangerous to the public and don't offend anyone. ASA checks all kinds of Media, such as Internet adverts and adverts of all kind.

OFCOM is the UK's communications regulator which means they protect all kinds of communication such as TV, Radio, Postal Services and fixed line telecoms, OFCOM are known for providing services such as protecting the public from scammers, and making sure that T.V adverts are not misleading or offensive.

OFCOM receives and responds to complaints made by people using a form that you can submit via their website. They have a section that allows you to pinpoint the complaint you want, whether it is phone or Internet complaints, Postal Services and TV-Radio and on-demand complaints.

ASA responds to complaints a few ways, you have the choice either to submit a complaint online, write to ASA or telephone them, ASA is a lot more quicker than OFCOM when it comes to responding to complaints to due the various ways of contacting them, calling them via phone makes complaining very efficient and easy.

ASA ADVERT COMPLAINT 

This advert received over one thousand complaints, this advert set out to offer sexual advice and the advert offered advice to unplanned pregnant women who was unsure what to do with the baby, the advert received so many adverts because people believed that they were promoting the use of abortion. People complained that the service endorsed the use of abortion so the company would be biased about the options available.

2015 Banned Advert

"Slimming Pill Advert"

A recent advert that has been banned from being advertised on T.V was an advert that promoted slimming pills as people complained that it was the un-ethical approach to a healthy body image. The advert consisted of girls talking about using the slimming pill and the girls said that the pill made them lose a huge amount of weight to get ready for a holiday out in the beach, the advert received many complaints as people believed that it was harm a lot of people. The advert promised that the slimming pill made people loss weight three times more than dieting.

Task 4 - Analysing a television advertisement in detail

Analysing a television advertisement in detail

This television advert is a animated series that is based around meerkats. The advertisement by comparethemarket.com is an effective advert to promote as these adverts are enjoyable and do have a story behind them as it is a series, so the story carries on as new adverts are made.

The T.V advert target audience is everybody, as anyone can enjoy the advert. Animal lovers will also love the advert too as the animated animal is abandoned and left for the elder meerkats to adopt, so the T.V advert has a good message behind it. The advert is animated very well to mimic real-life movements so the meerkat feels so real that the audience can feel for the animal as the advert is so life-like.

The advert is designed to make people feel emotional and sad, as the cute animal has been left by its parents, followed by Sergei being quite harsh and saying he doesn't have room for the adorable meerkat, but then soon changes his mind, this shows Sergei to be a character who has a lot of emotion despite trying to be heartless.

The T.V advert does not include any celebrities because it would interfere with the character of the meerkat and it would steer the audience away from the story and focus on the celebrity character involved. 

At the start of the clip, it shows the atmosphere to be dark and rainy, intensifying that the baby meerkat was left alone in the upsetting environment. 

The use of the lights suggest that the inside of the house is very warm and is a calm and cozy atmosphere.