Rate card A rate card is a document which includes descriptions and
prices for various advertisement placements options which is available from a media
outlet. Rate cards are not much different from rack rates which is in hotels
once found. This is what the most a person has to be pay, Majority of advert
buyers will end to pay a lot less than the highest price because they do receive
discounts due to volume or sell the unused space. Different companies and
websites sell rate cards or maybe advertise them because the already know all
the information about which rate works best in the media and on TV. For
companies or advertisers to make a lot of profit they will have to spend a lot
of money to make the word spread across to the consumers. A rate card is provided
by print publication which features organisations rate for advertising. Advertisers Information Packs Information
packs is what helps people know about the specific company from the name or
their slogan. The information packs has ways to actually improve their adverts
so that audiences can be attracted or at least get back customers that wasn’t interesting
in the company anymore. For people to be attracted the company need to go to
advertisers and have ideas of what they want to create and make it attractive.
Research Agencies The Research agencies provide
marketing research and also information’s to the advertising agencies. This
helps adverts know the many ways to attract their audiences and what type of audiences
their attracting. For example 16 year old teenagers wouldn’t go for afternoon
teas but 50+ tend to.
Audience Profiling is very important as it allows the research to find out the
profile of the audience before anything so that you can then put across message
to the right people in ways it can affect them. This means that people will be
allowed to gain the greatest result and get the most out of audience profiling.
The things that might be included will probably be details like age, sex,
educational qualification, work experience, financial background, interests,
religious background, physique, and health condition. Audience profiling go into
a lot of detail so they know what their dealing with and know more about the
person.
Audience profiling is a duty that all TV advert makers need in order to do well
when creating a new product to be promoted onto the market. When defining an
audience the facts that need to be covered are the age, gender, race sexuality
education, occupation annual income disposable income , current lifestyle/
aspirational or what they want in the future.
Demographics
A common method of audience profiling is known as demographics which defines
the mature adults populations generally by the kind of jobs they do. It breaks
down the population into six groups and labels them by using a letter code to
describe the income and status of the members of each group. Demographics is
used to relate this information to a particular area
Audience Profiling- Psychographics
. Psychographics highlights a particular type of person and makes an assessment
about their viewing and spending habits and what they are portrait as. The
advertising agency Young and Rubicon made/invented a successful psychographic
profile known as their 4C'S Marketing Model stand Cross Cultural Consumer
Characterisation. They then put the audience into groups with labels that suggest
their position in society.
Analytical research Analytic research is a detailed research that contains
critical thinking skills and the evaluation of facts and information relative
to the research being led. Moreover a lot of people use analytic research
for example students, doctors and psychologists they mostly use it during
studies and the most relevant.
Descriptive researchDescriptive research is a research designed to show
the members in an accurate way. Also descriptive
research is all about describing people who take part in the study.
tracking research
A
tracking research monitors what a brand
does including advertising awareness, product trial and the attitude when
brands being in competition.
Primary Research
Primary research is an original research method used to research information for a specific purpose in order to obtain knowledge on a subject. Its information that you both already knew about and can put into your own words. Moreover the advantage of using a primary research is that an interview can be created as well as surveys and questioners and you can ask quantitative and qualitative questions.
Secondary Research
Secondary research is when you search and find, books, websites, newspapers and radio stations. For secondary research the necessary data is available, these data’s are available through other publications or reports like newspaper or annual reports of companies. When doing a secondary research there is no need to start from scratch all that has to be done is the use of data or information done by other organisations or publications.
Quantitative Research
Quantitative Research is research that is collected and data that is absolute like numerical data and it is usually displayed in graphs and tallies so that it can be compared u as unbiased and quick way. Advantages of quantitative research is that the results are easily analysed and easy to compare against other data, this comes useful when magazine company wants to know how much more popular or unpopular a competing magazine is, because the research is statistically reliable it gives the company a good indication of whose selling the most issue.
Qualitative research
Qualitative research is research that requires a more in dept response, it allows you to ask personal question and collect more data on people, and this is best used in T.V shows when they get the personal response from viewers. It allows them to find out about the amount of ratings they have and compare them to previous data’s. An example of a qualitative research is that it is easily accessible, this is useful for companies who need to access the information easily and quickly this works out well for the film industries.
The ASA is an UK self-governing controller
of advertising throughout all media in the UK. They are the ones to set out the
advertising codes, which are written but the Committees of Advertising Practice
it. Their job is basically very important because they have to act up on
complaints and proactively check on media which they have to take action
against. The main things they look out for from advertisements are things that
are misleading, harmful or offensive to the viewers. ASA does have to stay up
on things and maintain the high standards they have. In 2013 the ASA dealt with
over 30,000 complaints about the more than 20,000 advertisements. So in order
for them to stay on top of things then they review the advert in order to keep
the audience happy. Their work replaced over 4,000 adverts in order to maintain
their high standard.The
company aim to achieve by making a success to regulating online adverts.
Moreover they have to show their effective side as part of the response to social
issues shown to be affected by the advertising
Ofcom-
Ofcom is the communications
regulator, they regulate the TV and radio sectors, fixed line telecoms,
mobiles, postal services, and they also regulate the airwaves from wireless
devices. Ofcom’s main job is to make sure that the people in the UK to get the
best communication services and are very well protected from scams and viruses.
But they still making sure that competition can flourish. Ofcom operate under
the Communications Act 2003, which is a detailed Act of Parliament which spells
out exactly what Ofcom should do. Ofcom gets permissions from the government in
order for them to be successful and carry on running.
The mr muscles advert is a very good persuasive advert the reason for this is because it is a realolife advert but it has (Mr muscles) as an animator this is very good because it does engage the audiences attention when they see this. As the advert starts the camera gets close to it so it shows what is being seen and perceived This advert is mainly for everyone who washes dishes but mostly mature men and women the reason this advert is successful is because it shows what happens to the pipes when washing dishes and what can make them very clean because when washing no one sees whats going down in the drain but this adverts it shows how dirty the drain can be and that mr muscle is the best product to get in order to make it very clean. There are no famous faces in the adverts that we know of today because i think the advert just wants to attract viewers to buy it and giving the product a good and in the market and that people can trust it.
A good
example for a Humorous advert is the Heineken commercial as this advert used to
promote their product. This advert shows that men are fond of their beers like wise women are very fond of their clothes which is shows the similarity of both men and female and what they love the most
The reason
this advert has been very successful and creates Humour is because it is a
display of a gender stereotype of how women have so much love for their clothes
and materialistic items, whereas typical men love their beer and watching a
football game with a couple of friends. This advert is very humorous because
men don’t tend to scream liken how women do when they see something very
exciting, this does suggest that men are very fund of their beers. This advert
challenges the expectations of stereotypes as it does mock adverts that are
typically stereotypical.
Surrealism
A surrealist
advert is and advert that doesn't meet the normality of reality and it can tend
to be physically impossible to do in real life. An example of a surrealist
advert is a gorilla playing the drums passionately and it appears to actually
be having lots of fun whilst playing, as this is the Cardbury chocolate advert.
This advert plays with the normality of reality, as it is obvious we haven’t ever
seen a gorilla play the drums, this doesn't actually happen in reality. Hench
why this advert is one to remember but yet unusual. I think this advert is a
very successful one as it attracts various audiences with different age ranges,
and is a humorous advert that audiences can remember due to how unusual it is.
Parody
Parodic adverts are adverts that make fun of themselves or other narratives. They are knowing and can make fun of a very idea of selling product. A good parody advert is the john lewis christmas advert as it is an emotional one which attracts viewers, this advert avery entertaining and catches the viewers eyes as it is made to not be boring.
Famous faces
Famous face adverts are very important as the audiences who love these celebrities might get attracted to the product that is being advertised. Moreover the advantages of this is that people tend to be influenced by celebrities so seeing them ion adverts will satisfy the audience. A very good example of a famous face advert is the Cheryl cole advert this is a very good example because viewers can see the product that she uses and want the same hair as her.
shock adverts
A shock adverts are very important for the audience to see the reason for this is because it attracts viewers for them actually see the consequences of certain things. This is very important as everyday life a lot of shocking things happen for example car crashes this happens a lot in the UK so for this being advertise is very important for viewers to think twice about being safe on road and wearing seat belts. A good example is safe driving adverts this attracts viewers and make them be safe on road and help fewer incidents on road.
welcome to an introduction to advertising. A blog designed to tell you everything you need to know to be successful in the world of advertising! This blot will provide you details of
Different formats of advertising
Different purposes of advertising
Examples of effective/ineffective advertising campaigns
Examples of controversial advertising campaigns
Different styles of television advertisements
How television adverts are researched and designed
How television adverts are produced
Common codes and convention
How advertising is regulated.
Realist narrative TV advertising
This type of advertising structure focuses on everyday thoughts and concerns of society. It shows the portrayal of realistic events. Real-life problems are addressed with the product solving the problem. The purpose of this advert is to show everyone that T-Mobile are a great network to join. They do this by showing people on phones and taking pictures on there phones whilst everyone is dancing at the Liverpool street station. This advert is only attracted to viewers who have a phone or are willing to get one.
Anti- realist narrative advertising
Citroen C4- Staying alive
The purpose of the video is to be humorous whilst making the product seem exceptionally good. It also shows us as the audience that the car is reliable and strong. The positives of this advert is the editing the transitions between shots are made in time with the music to show that the car is dynamic and modern. Moreover the advert starts with the long shot and there are also low angle shots this shows the importance of the robot car.
Animation advertising
Animation adverts are very effective for viewers as it is entertaining for young viewers and adults. An example of an animation advert is the 'Compare The Market' hospital advertisement. These adverts were made to entertain people and also give out vital information. This advert shows a meerkat on a hospital bed and it looks like he is dying. . The advert includes different shots such as mid shots and close ups and also long shots. The advert starts with a close up of the meerkat which zooms out until it turns into a mid shot. This is done while there is a voice over from the meerkat.
Talking head adverts
A talking heads advert is when a person looks at the camera and talks about the thing being advertised. This is similar to documentary however the person in front of the camera just talks about the product. An example of a talking heads advert is the activia yogurt advertisements. In this advert, it shows a woman talking to a camera about the product. It also shows a woman talking to a camera about the product. It also shows her doing everyday activities like washing clothes or playing with her children. It then shows a diagram of a stomach and how it digests this type of food and how it is beneficial to people. There is also a voice over at the end talking about the product. It is shown to be a talking heads advert as the person inside the advert. The woman talks only to the camera. This is effective as the audience can relate to it as it is to do with real life stories and people.
Stand alone adverts
Stand alone adverts such as the cadburys advert are known as stand alone adverts because they are a one off advert. Stand alone adverts are only one advert but they are made to be very memorable, the reason these adverts are made so memorable is because they have more money to produce the advert and use better techniques to help make this memorable.
Series adverts
Series adverts are very important as they attract the viewers attention to make them buy their products or at lest pay attention to it. moreover series adverts are made to make the audience get more into it instead of it being just a few seconds instead they can watch minute or two minutes of it so they an start thinking about the product. A good example of a series advert is the BMW series advert this shows the product and what things it can do.
Documentary adverts
Documentary adverts are very good for the audience as it lives people with memories of the advert even though majority of the documentary are not real. Moreover this kind of adverts attracts viewers as it is funny but serious at the same time, an example of a documentary advert is the nurofen advert as it makes their product stand that so that the audience can watch it and feel like they need to get it if they have a cold or feel ill.
