Task 8 - Referencing

Referencing-

·      “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

·      “Top 30 Programmes” :  Broadcasters Audience Research Board http://www.barb.co.uk/www.barb.co.uk/viewing

·      “Top 10 Programmes”  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

Task 7 - Sources of information in advertising

There are different way that companies can find out information about the people they are targeting for a certain advertising campaign. They are able to divide people into different categories and groups so that they know the kind of people they are targeting. These different groups are:

Age
Gender
Religion
Ethnicity
Sexuality

There are different companies that provide information for companies who are trying to develop a advertising campaign. These are companies such as BARB this stands for (the broadcast audience research board) and it is a advertising company that was set up in 1981 and provide statistics for advertising industries about the range of television that people watch. BARB is owned by the, BBC, ITV, Channel 4, Channel 5, Sky and the IPA and this is a non profit company. At this current time BARB have approximately 5,100 homes cooperating as part of there panel. The company records exactly what these people watch and the panellists indicate who is watching by pressing a button on their remote control. The data is collected over night and published as overnight rating during the morning of the next day. In the following week the final figures are released as a group to indicated what the statistics were for the previous week. All viewer will BARB represent at least 5,000 people.


A programme profile is a breakdown of who watches a certain program, this can target a specific programme e.g. women - loose women, men - football, religion - songs of praise. etc.



The informations that can be found on an online advertisement pack is that they show what can be watched on a certain channel and what is coming that is new to the channel. This is useful to the advertiser as it means that the companies can find out anything they need to know about the website such as Airtime's and partnerships. In this program profile it shows the genre, primary audience, and channel that the program is available on. It also shows a small piece of detail about the program.



A rate card is how much it cost to put an advertisement on television and what the rates are for the advert, this is useful for an advertising company as it shows if a advert can afford to reach its target audience. In this rate card that has been produced by itv in the london area it costs £1,336 where as when coronation street is on it would cost considerably more at £14,872.

Audience information

Task 6 -

It is useful for advertisers to observe an audience as they are able to understand and develop a way of trying to sell to them what they are trying to sell. Observing these people would help as they would know just how they react to certain things. The importance of knowing the audience is key as you need to make sure you know what they want to see, and need to make sure that the advertisement is liked by your audience. The audience sometimes give money to the media that they are receiving so you need to make sure that they are receiving the quality they paid for.

Audiences are organised and labelled in many different way, these include -

• Standard occupational classification (Social Grade)
• Psycho-graphics (Common Attitude)
• Geodemo-graphics (where they live) 
• Age 
• Gender

Standard occupational classification (social grade) -

The social grade of someone is a range of different classes of people. The classes range from lower class (not very wealthy) to upper class (have quite a bit of money). All of the different classes that are involved in this ranging are lower class, working class, middle class, and upper class, in these groups the types of advertisement they watch effects there social class. Each of these classes will like different things and tend to spend time with people who are in the same class as them and enjoy similar things. Generally the upper class groups will enjoy entertainment of a high quality and educational entertainment, where as lower class people will more than likely tend to enjoy entertainment rather than serious television. It is important to know the social class of your audience as you are able to understand what entertainment they enjoy, so you are then albe to produce an advertisement that is most likely to suit those particular socia classes. This is also because you need to know what kinds of things you are able to put into the advertisement to appeal to that particular audience type. You also need to make sure that whatever you are doing does not mock the public and these different classes of people.

Psycho-graphics (common attitude) -

The psycho-graphics of someone is the personal attitude and beliefs of a person. Every single person has different beliefs and personal attitudes towards certain things, and these people are split into three different categories. These consist of interests, activities and opinions, and these are called IAO variables. These three variables affect the different kinds of things that people watch. It is useful to split these different people into groups as it means that you are able to find out what they enjoy watching and incorporate it into what they are watching to keep them interested for longer. An example of this would be done is for instance a religious person may want to watch a show that is associated with their religion. If a company is targeting a certain group of people like men or women for men they would you something that would appeal to them, but for women they would do something that appeals to there group. It is good to divid people as some things may appeal to one range of person while some thing will not.

Geodemo-graphics (where they live) -

Geodemo-graphics is an area in which a person lives. where people live will effect what they watch, this is because people that live in certain places will tend to like the same sorts of things that their neighbours would enjoy watching. It is useful to divid these people up as they will be able to focus on what entertainment those certain people enjoy watching. This is also helpful as it means that you can fit the sort of things they like to watch with that person and you are able to fit it in with the people that they live near so they are able to develop friendships through talking about what they may like to watch. If they are targeting a certain group of people they would include things that appeal to them and the people around them.

Age -

The age of someone would affect the type of media that they like to watch as for example, older people would choose not to watch what younger people may enjoy watching. It is important that these groups are split up as their needs to be a range of things that the elderly and younger people will want to watch around the same time. As elderly people tend to watch things such as countdown or deal or no deal, a television company would need to make sure that they are showing things on television that would interest them. As well as younger people may choose to watch television shows that are more designed to entertain rather than help someones knowledge, this means there would need to be a more entertainment style of television on so that teenagers are able to be entertained as well. This is useful as television would have to include things that appeal to all age groups and by splitting up these different age ranges it become easier to a pick things that will appeal to a large group of people.

Gender -

The gender of someone is a large factor that affects the range of things a group of people watch. In television men and women tend to like different things and there would need to be things on television that is appealing for both sexes. Women would tend to like more things that include emotion and the way people feel where as men would tend to enjoy more action. This shows that gender effects everything as both genders like different things. It is useful to make sure that their are things on television that appeal to men and women as there needs to be a range of different things for people to watch on television. This is also useful if directors are focusing on appealing to one gender and trying to interest one gender as it means that they will be able to focus on what appeals to this group the most, and will be able to work out what they need to focus on in the movie to make as much money as they possibly can.

How is audience research conducted? -

There are a range of different companies that specialize in market research so that television companies are able to produce things that include all of these different aspects.

BARB -

BARB is an organisation that is give companies a breakdown or regional and national level, It is the official source of television viewing figures in the UK. There is a viewing data section of this sight where you are able to view the companies television audience figures, and on this site people are also able to view top ten and top thirty lists. Since 1981 BARB have provided a broader overview of key event in television and viewers are able to subscribe to the site to receive any news of updates.

RSMB -

RSMB was established in 1987 and offer high quality design and operations in the field of television advertisment measurements. In 2007 the organisation was awarded 'contract A' for the latest BARB service. They have been currently recognised by other industry organisations and they are able to respond to increasing demand of the UK radio industry.

Regulation

Task 4-

Regulation of advertisement - 


Regulation of television advertisement is important as advertising is an essential part of modern life, it is important that these advertisements are shown as it it a huge part of the economy and is the only way for some companies to get there information out. This provides people with information about different products and services available to them. But it is very important that this information that is provided for the public is accurate and that is why the companies were created, to make sure that all information given out is accurate and not misleading to the public. New advertisements are created all the time and companies use advertisements to gain more money for there company, it is important that these advertisements are suitable for children as well as adults and most of the issues behind the development of some of these advertisements is the issue that they are inappropriate for viewing of young children. There are rules set in place to ensure that these types of advertisements do not get shown if they are at all inappropriate for families and there are over 2 million households with children in the united kingdom alone.

The roles of OFCOM -


The roles of OFCOM is to make sure that television, radio, telecom and the postal sector are providing the public with information that is not harmful or offensive to anyone. Some of the main areas that the OFCOM presides over are licensing, research, codes and policies, complaints, competition, and protecting the radio spectrum's from abuse. When dealing with advertising the OFCOM will normally direct a person the the ASA. If there are enough complaint about one particular advert they are entitled to remove the advert even though this is not there job.

The roles of the ASA -


http:// The ASA are the 'Advertising Standards Authority' and are there to ensure that advertising can be trusted. The job of the ASA is to ensure that all forms of media including, television, radio and internet is legal, decent, honest and truthful for everybody to view, if an advertisement fails there test than it is either amended or withdrawn. As well as constantly checking adverts that appear in the UK and are checked by the ASA, the ASA act on complaints that a consumer has made a single complaint can lead to a formal investigation to withdraw an advert. They also make sure that all of these adverts shown are appropriate for viewing of children, the elderly and women.

They cover -

• magazines and newspapers
• radio and TV
• television shopping channels
• posters 
• cinemas 
• direct mail
• internet 
• leaflets and brochures 
• commercial emails and mobile messages
• CD roms, DVD, videos and faxes
• sales promotions

They do not cover -

• sponsorship's
• packaging 
• shop windows
• telephone calls
• fly-posting
• private classified ads 
• statutory/public notices
• press releases
• political ads 
• online editorial

Specific rules -

Products such as alcohol, gambling, food and soft drinks, health and beauty products and tobacco have separate and specific rules that apply to them. There are also specific rules that apply to things such as harm and offence, environmental claims, racism, children and advertising, scheduling ads at appropriate times, displaying ads in appropriate places and misleading claims. They have to make sure and take special care to ensure that these specific advertisements as these are the adverts that are most allowed on television and are watched by everyone. This also means that they have to make sure they are not committing any crimes such as racism, harm and offence or environmental claims. etc. 

The advertising codes that the ASA apply to adverts concentrate particulate on two things -

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

The ASA rules and regulations -

The ASA decides whether or not an advertisement is appropriate by using the advertising code, this advertising code contains a wide range of rules designed to make sure that no adverts are misleading, harm or offend and is socially responsible, and this does not matter what the product being advertised is. The codes reflect laws that are in place to make sure that non of these offences take place, and also contains specific rules for certain products. 

The ASA intervention has changed tobacco advertising as in (1965) cigarette advertising was banned on television due to the fact that it was misleading, but cigars and loose tobacco could still be advertised on television on the early 1990's. In (1975) new rules for other types of cigarettes adverts were made, and in (2003) the tobacco advertising and promotional act of 2002 was pronounced for the prohibiting of tobacco advertising on television. However this does not covers advertising for rolling paper and filters.

Some banned advertisements -


There are some adverts that are still being able to be seen but these adverts are banned for breaking the rules of the ASA and these adverts are just a few of the thousand that have had to go through this test.


The vegetarian society -

This advert is from the vegetarian society, the advert show images of fruit and vegetables. This may not sound inappropriate but it is as it uses sexual imagery as an innuendo. People said that this was a 'gross' advert as it unsuitable for viewing of children.

Pot Noodle advert -



This advert is a pot noodle advert, this is considered rude to women as it tries to demonstrate that all women are sexual objects. They had many complaints from women saying that it was exploiting women and their right to being treated as more than just sex objects.

Capcom advert -



This is the Capcom advert, and it shows frightening imagery as it is showing toys killing themselves or being murdered. This is unsuitable for viewing by children and it is mocking people who are suicidal. In this advert there is an image of an action man toy shooting himself and a barbie with her head in a toy oven, this is also demonstrating that video games are remotely better than toys.

Methods of research

Task 5-

It is important to research before planning an advertising campaign as it is important that you gather all of the information that you need before you begin this campaign. It is also important that they collect this information as they may not get all of the facts right and the campaign may not make sense.

There are many different types of research and these are audience research, production research and market research.


Audience research:

There are four basic types of audience research, these include; descriptive research, analytical research, predictive research and tracking research.

Description research: Descriptive search is research that describes the audience and their characteristics, for example, how old they are? and where they live?.

Analytical research: Analytical research is research that seeks to understand what motivates an audience.

Predictive research: Predictive research are 'what if?' situations.

Tracking research: Tracking research monitors changes that happen through a period of time.



Market research:

Market research is the research that is conducted to help decide what market a company should be selling certain merchandise to, for example, if a company was selling aftershave the market would be targeted at men. Companies need to be aware of who their competitors are and need to be aware of growth potential.

Things that companies need to be aware of are things such as what other products are similar that are on the market at the same time, what other companies sales figures are compared to that companies, what the other companies may do better, ho similar and competitive the prices are, what cane be done to improve the product and what their companies unique selling point is.

Companies need to make sure that they are trying to achieve their marketing objectives, this means that they are trying to reach the goals that the company has set for themselves to ensure that they are giving out the best product that values money and the costs of production.



Production research:

Product research test all of the technology and personnel availability and make sure that planning production and post-production run smoothly, for example do they have staff that can film and edit.

A company in advertising would need some specialized equipment such as apple mac computers, HD quality digital cameras, microphones, headphones.etc. They need to have an editing studio where video editing is able to take place, they also need to have script writers and crew to help the operation run smoothly. The company will also need to consider travelling costs to get to make up and stylists and travel around the filming lot.


Primary research:

Primary research is research that has been performed by the researcher when they research an organisation to answer a specific question about the company. Examples of primary research would e using a questionnaire or surveys to find out the information you need to answer the question. This is also when someone carries out their own research which allows other organisations to correct any issues that are involved in a specific situation.

The advantages to primary research are that the researcher has much more control, this enables to researcher to gather the market research that they require. It also gives the researcher greater control over their results and of how they collect their information.

The disadvantages of primary research are that it costs to be able to do this research and that it takes a lot of time to be able to collect the information that is required. Another disadvantage would be that their is no existing data to help collect the information that you need quicker.

Secondary research:

Secondary research is research that is conducted by someone else that can be used with primary research. Secondary research uses other research that has already been conducted by another person and it allows someone that is conducting a similar pieces of research to use other peoples research to gather the information that they need quicker. This can also be used to create second hand research.

The advantages to secondary research would be that it wouldn't take as long to gather the research a somebody would have already done the research so you could use these numbers to gather your own evidence. Another advantage would be that most pre-existing evidence would be accurate so the researcher would not have to collect a lot of information.

The disadvantages of secondary research is that it may not always be accurate as the evidence may have been taken at a different period of time so the evidence would have changed from that period. Another disadvantage would be that secondary research is that is may not be honest research.


Quantitative research:

Quantitative research is research that can be shown as a set of numbers, can be shown as charts or graphs and can be measured. Questionnaires are usually used and this is also number crunching.

The advantages to quantitative research are that you can have a large sample of information using this research technique. Another advantage is that is relatively easy to distribute and easy to receive the information quickly.

The disadvantages to quantitative research are that it is hard to design a questionnaire that is suitable for the whole of the public to do. Another disadvantage would be that closed questions on a questionnaire cannot be adapted or adjusted in any way.


Qualitative research:

Qualitative research is research that helps to find out peoples feelings, the responses are professional and that they can not really be measured. This research is always about people thoughts and feeling toward a certain topic.

The advantages to qualitative research are that you can find out important information about the development of what people think and how people have changed throughout the time that previous research was made, another advantage would be that you could ask questions that are not as important as some of the other questions asked.

The disadvantages would be that this kind of research is very time consuming and takes a lot of time to be able to collect this information, another disadvantage would be that their would be quite a small sample of people who could fill out this kind of information at one time.