Assignment 2: Task 4: Potential Problems

Whilst planning an advert yo need to look at potential problems that may occur whilst or after the advert has been filmed. If this is not done and the company create the advert then is said that it can not be aired the money that it cost to make the advert would be lost along with the time.

Potential Problems:
Non-broadcasting codes
15.5-Marketing communications must not condone or encourage damaging oral health care practices, especially in children. - This could be a potential problem because of our product which, if eaten excessively could result in oral hygiene problems. To possibly overcome this code we could add a disclaimer at the end of the advert and not add children into our advert. This could eradicate this problem because we would have said not to eat too many as it could cause oral health issues. Not adding children would mean that we are not solely aiming the advert at children. 

Broadcasting codes
 4.9 - Advertisements must not condone or encourage violence, crime, disorder or anti-social behavior.- This could be a potential problem when creating our advert because of the use of a bow and arrow which could be used as a weapon. To stop this potential problem we can add information at the bottom after or towards the end of the advert to say how this equipment could be dangerous and to take care if using it.

10.1.4    guns (including replica guns), gun clubs and offensive weapons. “Offensive weapons” are items made or adapted to cause injury. References to clay pigeon shoots are permitted only as part of a wider range of outdoor pursuits- This could be a potential problem because we are using a bow and arrow which was designed as a weapon and can cause harm to people. However because we are dressing as robin hood which is a famous and well known work of fiction  the use audience will realise that it is not real so people may not be seen as harmful by people.

Assignment 2: Task 2: Ideas Generation

Assignment 2: Task 1: Market Research

Doing market research will allow us to find what styles and forms other adverts that sell similar products. This is useful information to have so that we can determine if our idea of the style and form would fit in with other adverts but also stand out. To get an accurate idea of the styles used by these companies i should try to get a range of mint companies instead of one to get a oversight of how these adverts are made.

The first Company that i have found is tic tac and this company has changed its style of adverts from the 90's to now. This first example is an advert from 1993 and is in the style of talking heads.



Although this an advert which sells a product similar to the one we are selling because it is from 1993 it means it will not helpful to researching the market for Polos. This is because since the time this advert was made society and the media have changed so people may not respond the same way to this advert as they may have in the 90's.

The next advert would better suited to use for market research because it has been made more recently than the one above and therefore the audience is unlikely to change much between 2008 and now. This advert uses humour which is the same style our advert is going take the form of.



After asking some people what adverts they like 3 answered compare the meerkat and one was the William hill bird is the word advert. This shows that the the audience prefers humor in adverts than any other genre.

Assignment 2: Task 1: Target Audience Research

To find our target audience we first have to do some research such as questionnaires and focus groups. Doing this research will ensure that we do not make the advert completely wrong and it doesn't appeal to our target audience. The first form of research we done was a survey where we asked people questions and they  answered. In this survey we asked 14 people, a mix of boys and girls which helped us get a fair and equal answer. In this survey we asked questions like: 'Do you like Polos?', What is your favourite genre?' and  'When was the last time you brought Polos?'
For the fist question we asked the public 'Do you like Polos?' We asked this question to see if the people we asked liked the product and if they didn't then we would be able to see what they thought of the product. The results of this question are shown below in the chart:-

This pie chart shows that the majority of people do like Polos, 3 being girls and 6 boys. From this chart we can gather that most people do likePolos and thee is a need to create an advert as there are people who do not like Polos or do a bit.
The second question that we asked in our survey was the age of the participants and all answered 16-20. This is not good as it means we do not have a wide range of views from different age groups about the product. Even though this is not all good we are still able to easily see that the results from this survey were conducted by the age group we are looking to create the advert for.
Our third question was 'Would you purchase Polos?' We asked this question to see if people actually purchase the product or get Polos off of other people. This was an important question to ask as it let us also know if the product was brought a lot.The result are seen below:-

This chart shows that the majority of people asked would purchase Polos with 6 boys answering they would compared to 5 girls which could show our target audience would be aimed more towards boys than girls.

The fourth question was one that related directly to the production of our advert and was 'What is your favourite genre?' This question was asked so that we could see what style we should have our advert in for the target audience. Our results supported our thoughts about what the most popular genre would be and therefore we are able to continue with our ideas about the advert. The results are shown below in a pie chart:-

From these results we are able to see how the audience would react to the advert in the way if they are interested in the advert or if the focus would be shifted somewhere else.

The final question that we asked was when was the last time you bought Polos and will be used to see if Polos are doing well in the market. From the results that we received it appears that Polos are brought quite often but are still people who rarely or don't buy them. The results are below:

These results clearly show that the majority of people have bought Polos at some point in their life.

Focus Group

Other than creating a survey to give us quantitative results we also made a focus group to ask more questions and to get more detailed answers. We asked some questions that we had already asked on the survey but asking them to our focus group we could get more insight. The first question that we asked was 'Do you like Polo's?' to which they both answered yes. The next question that we asked the fous group was 'What colour would you associate with Polo's?' The answers tt we got this question were white and blue to which we followed up asking why.

Assignment 2: Task 1: Product Ideas

For our advert we have to think of a products to advertise. The products we have come with are:
Bigger Baby Bells
Zip up pockets on the bottom
Another idea was to set the advert in olden times and do an advert for an existing product, the products we had come up with are:
Cheese Graters
Velcro
Polo's

Assignment 1: Task 8: Reference

Task 1

www.youtube.com

Task 2

www.youtube.com

http://www.qualitylogoproducts.com/lib/top-10-advertising-jingles.htm

Task 3

www.youtube.com

http://www.uproxx.com/gammasquad/2012/09/four-steps-to-a-great-horror-movie/

Task 4

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

http://www.asa.org.uk/

http://www.asa.org.uk/Consumers/What-we-cover.aspx

http://www.asa.org.uk/About-ASA.aspx

http://www.asa.org.uk/Rulings.aspx

http://www.cap.org.uk/Advertising-Codes.aspx

http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx

http://www.cap.org.uk/Advertising-Codes/Broadcast-HTML.aspx

www.youtube.com

http://www.bbc.co.uk/news/magazine-13344575

http://www.asa.org.uk/Rulings/Adjudications/2012/11/Toyota-GB-PLC/SHP_ADJ_206185.aspx

http://www.asa.org.uk/Rulings/Adjudications/2010/7/Paddy-Power-plc/TF_ADJ_48797.aspx

Task 5

http://uk.answers.yahoo.com/question/index?qid=20080402084743AAwgIkz

http://www.ehow.co.uk/info_8111415_qualitative-research-pros-cons.html

Task 6

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

http://www.barb.co.uk/about/faq?_s=4

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

http://www.barb.co.uk/report/weekly-viewing?_s=4

http://www.ipa.co.uk/

http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables//programme_planner_guide.pdf

http://en.wikipedia.org/wiki/Audience_measurement

http://en.wikipedia.org/wiki/Psychographic

Task 7 

http://en.wikipedia.org/wiki/Rate_card

http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs%20-%20itv%20media%20-%20itv1%20and%20multichannel%20-sept%2011.pdf

http://www.channel4sales.com/

http://www.channel4sales.com/advertising

http://www.channel4sales.com/advertising/online

http://www.channel4sales.com/advertising/partnerships

http://www.channel4sales.com/advertising/sponsorship/product_placement

Assignment 1: Task 7: Sources of Information in Advertising

Before clients and agencies start making an advert they need to gather information in order to get the most out of their advert.The first step when creating anything is planning and this involves looking at what the target audience would like in the advert such as style and form would be best suited.

 During planning you the agency will also have to look at when to place the advert in terms of time, channel and programme. However they will need to pick carefully because the best slots cost the most and would be pointless if your target audience is not watching these programmes. Rate cards are a quick and simple way to view the cost of placing an advert and are supplied by the channels who set the maximum price for a advert. Although this price is set by them the advertiser will usually pay considerably less as they come to an agreement. Another way that the price of advertising may be decreased is because of duration of an advert, any space that has not been used and needs to be filled and some others. Below is an example of a rate card by ITV and has a list of price, region and time that the advert would be aired. As you can see the overall most expensive region is london and this is because this is an area where the most people would most likely be watching. At 19:30 when Coronation Street is on the price is then is the highest across the times because this programme is the most popular and is when millions of people are watching. An advertiser would look to get an advert in London at 19:30 as they would get the biggest audience but at a price of £14,872.

Audience information packs are also used by companies and contains lots of information for the advertisers and contain information such as rate cards, information for online advertising, air time and  partnerships with programmes.
            Online advertising is growing due the fact more people are viewing programmes over the internet. Benefits of advertising online are that you can reach a wide audience because not only would your advert be shown before programmes but would also be   placed as banners on the sides meaning you can increase your audience. When putting an advert onto the TV it will only play a few times or once in that time period whereas online advertising would increase the amount of times the advert is up and is viewed.  Prices for online advertising change depending on what type of advert you want to place on a site. Examples of types are ones such as banners, pop ups or a video advert which appears before a video someone wants to view. Although the price can change online advertising can be a lot cheaper than advertising on a TV channel. The same pricing structure may be in place as TV advertising with the most viewed websites costing more than the less viewed ones.
         Air time refers to the length that the advert will be on for and the longer the advert will be the more expensive the price. The average length of a typical advert would be 30 seconds long but can be a short as just 5 seconds long or up to around 2 minutes. Companies that have adverts for 2 minutes usually only show once or twice and then use a shorter version so that people do not think of that advert as being annoying and long. An example of an advert that does this is a John Lewis who have recently premiered their Christmas advert. The reason why longer adverts will mean a more expensive is because during the length of a long advert the channel could fit in several adverts and therefore possibly lose money so the increased price will make this as little as possible. When planning an advert it will have t be thought to either have a short time or long time which could effect if people watch the advert all the way though depending on their target audience.
       Partnerships in advertising are when a company links in with a programme either through product placement, sponsorship, competitions or ad funded programmes. Product placement is when the companies place their own products within a show by paying the programme money to do this. This is a good way of adverting because then people will see your product during the programme and are more likely to see it rather than waiting for the adverts when the TV will usually be turned over until the programme starts again. A disadvantage to this is that people may not see the product or not realise they have seen it and therefore would not have any effect in the form of getting people to see and know about your product. Sponsorship is a good form of partnerships because they usually come directly after the show has begun a break and directly before it starts again which means most people will see your product. However with having a sponsorship your product can not have a full length advert and will usually only be a few seconds long.

Assignment 1: Task 6: Audience Information

Before companies start a new advertising campaign they first have to research about when they are going to air their advert. This can be done easily through BARB- Broadcasters Audience Research Board who gather information like the most watched channel or programme  what time of day the most people are watching television and the type of people who are watching the programme. BARB is owned by the main broadcasters such as BBC, ITV, Channel 4 and BskyB. Other than working with the main channels it also works with another marketing company called IPA (Institute of Practitioners in Advertising). These companies collect their information through things called 'Audience Measurement Panel'. BARB and IPA have the same goal of getting researching their audience. 

The audience measurement panel which is used by BARB and other companies is a panel that is a number of households selected on the basis that they are varied and therefore can give a successful view on figures and information. In these households the channels and programmes they watch is monitored to acquire the information they need.This Panel has both pros and cons for its use. Some pros are that the data will be able to get received quickly meaning fast results and be able to get a wide range of information for various specifications such as location of the family and number of people in the family. However there are a few cons of using this and one is that you do not get an idea of how people are watching at one time and what member is actually watching the programme.An example of this is if a sports channel is being watched then the results will not show if it was an adult or child or male or female. This means that when a company is viewing these results obtained they will see that a specific programme is being watched a lot but not what member of the family. In terms of advertising this means they will be able to get an accurate idea of who they are targeting their advert to.

You are able to view TV rating on websites such barb.co.uk which give you a choice of what channels you want to view, the top programmes and a time period. This information is important when putting an advert on TV because then you are to place your advert in the breaks of a programme with more people watching to increase the amount of people that are likely to see it. However the channels also have this information and so these slots with more viewers will have a higher price than one with less views. An example of this is that a programme such as X Factor will have lots of views and therefore advertisers will want an advert during this and the price for having an advert there will cost more than another programme that is not as popular.

 A programme profile information about the programme viewing figures minute by minute and other information such as how long a programmes on for and how many breaks are on during. This information is shown up through charts and graphs. An advertisement company might find one of these useful by seeing what time the most people watch a programme so that they can place an advert as close to that time as possible and is usually at the start of the programme. This will result in more people viewing you advert and more product being sold or used.

 

Audience Classification

The audience is not a block subject, but instead are divided up into separate groups such as social class, job, age and others. All of these classifications have to be thought of when thinking of a place to put your advert in. Social class and job come under standard occupational grade and is important because if a person has a good job with high pay and lots of these people what the same programme then typical adverts would be for things that are more expensive as they would have more money to spend on things and vice versa. Psycho graphics are things such as peoples hobbies and interests which become important for advertisers so that they know what hobbies people have who watch certain programmes so that they know if their advert/product will be suitable for the audience of that programme. Geo-demographics is where people live and is important for advertising a product so that you know whether to advertise a product, such as a tractor, to a programme with a main audience of people who live in the country where they are more likely to need one. The age of the audience is important because what you are advertising may not be useful to a child watching cartoons but instead to an adult watching bargain hunt. This will help so that your target audience is viewing the advert instead of someone who it does not effect or is unable to use. The final classification is gender and this is important for advertisers to see what programmes are watched by the most gender. The reason this is important is because a product such as bras would not be good in the adverts for a male dominated show such as Top Gear. All of these categories are important because it means you can find the perfect chanel and programme to advertise to reach your target audience.