Task 6– Audience Information

The importance of  the audience 

The audience is one of the most important things not just to advertising but all types of media.n  When any form of media is made the audience is at the forefront of every designer min. This is because all media  has to appeal to their audience. The audience has to like the media for it be successful. So any decision that is made has to be liked by the audience. The audience sometimes give money for the media so making a good media projects so it has to appeal to them to make money. So the media has to meet audiences criteria.  

Types of audiences 

Audiences can be sorted by a lot  of different features from their age to where they live. This will effect what sort of things they like in media. So directors have to take different audiences into consideration

Social grade

 Social grade is the different classes of people. The classes range from the poor lower class to the wealthy upper class. Their social classes effect what media they like. The class are lower class,  working class, middle class and upper class. Each class will like different things. So the upper class will like the more classy factual thing and the lower class will like more entertainment and reality television. Itus useful to be able to divide your market research into social grade because when you creating something you should know which class you are making it for . This is because you need to know what sort of things to put into it.If you are making a tv show for the upper class you do not want to put things in mocking rich people. So they have to keep their demographic into consideration when making it.

Psychographics

Psychographics is the personality attitudes and beliefs of a person. Everyone has different  beliefs and attitudes. Psychographics is split into three categories. They are interests, activities and opinions. These are called IAO variables. These three variables effect what people watch. An example of this is a religious person might what a religious show. This shows that audiences will all have diffrent choices of media because no one has the same interests, opinions and activities. It is useful to divide market research by Psychographics . This is good to do so you can sort out what people like to sort what to put into it. People like certain thing . if they are targeting a certain thing people do like football they try to include other thing people who like foot ball like , e.g. drinking beer.

Geodemographics

Geodemographics is area where someone live. Where people live effects what sort of media they will like. This is because people who live in certain places like certain things because of a shared like in that area. An example of this is Essex people might like the only is Essex. It is useful to divide your market research by geodemographics. This is useful to do so you can make you media to fit with people in the area. If they are targeting people in a certain .It will include thing that are part of the area to make them more interested in it.

Age

Age is a big factor that effects what people watch. People with different ages will like different things. This is showing that old people and young people will not like the same thing . This is because older and younger people have different beliefs and view and things so like different things. This means that the directors need to either cater for one specific target audience or have to make something that caters for all of the target audiences. is it useful to sepete people by ages. This is good to do to decide what you want to do to make it appel to that age group. This is done to make sure the right things are included to appel to the age group . If this is not done you wont be able to appel to your demographia and it will not be watched.

Gender

Gender is another big factor effecting what people watch . Men and women both like different things effecting what they watch and like for media. A women might like more romantic things in the media where men might like action in the media. This is not true for amen and women. But it is for a whole. this is showing that  gender effects what someone watches. he directors have to make sure something cators for whether men, women or both. It is useful to divide their market into gender. This is useful when the directors are creating something to known what they have to appeal to. It is done to show what the gender likes and what to include in the media project.

How is audience research completed.

Their are companies out their that collect information who give it or sell it to other companies to have to help them.

BARB

BARB (the broadcast audience research board) was set up in 1981. it is a audience measurement service . It dose it for the broadcast and the advertising agencies to use aas research. Barb runs in 5100 homes monitoring 11,500 people. It works by putting a box in the house by a tvc which records what is being watched and a remote records who is in the room. Data is taken from the day and given to the companies the next day. BARB measurers from the age of 4 year as part of their study. It is calculated by takeing the average audience of all minuets of a show watched. It is a free service that you can get if you have a liscense

Digital tv research 

 Digital research limited was set up in January 2011. It post 20 reports a year .It has been brough by 250 clients. The reports come from over 100 countries. 300 reports have been posted. They also worked with the key media organisations. They charge companies to buy the information. It get research from over all the broadcast viewings from each country and calulates it against the rest of the world.

Audience Measurement Panel

The panel is a group of people who are taken as the audience on the BARB research.One person in the pannel represents a number of people in a are(e.g. Essex ) . It is required that the panel is balanced.to relect the number of people in an are ,the age and gender. The pros of of the panel is that you can get alot of information about what its viewed because alot information comes in the year. The cons arethat it is costly and time consuming. This is because you have to get information all the time so it take up alot of time and money. Also it might not be representative. It is only asking chosen people so wont be representative.

Task 7– Sources of Information in Advertising

When advertising companies first develop ideas for adverts they want to produce for companies they need to research into what information they will need to produce this advert. Without this information the advert will not be able to be produced.

In the industry companies have been set up that allow users to view audience ratings of tv shows. An example of this is Barb. Barb was set up in 1981 and  runs in 5100 homes monitoring 11,500 people. The company works by having a box set up in the general publics homes to monitor what channels are being viewed by audience . This are all collected and added together to show what channels where popular and get an estimate of what people are view at certain times. These are taken as an average of the whole country and used to collate viewing totals. This information is then posted the next day to be view by the tv channels and advertising agencies. This information is seen as very important to advertisers because they can see when and where to put the advert because it will show what channels and times most people are watching tv. Also it gives the advertisers an idea of  what sort of advert to make compared to what channel is watched by the most amount of people . E.g on E4 on the week of may 26-June 01 2014 the big bang theory was viewed on 2008000 tv's

In the industry there is also a platform put in place to count viewing figures for different shows. The platforms is called a program profile. A program profile is a graphic representation of the viewing figures of tv shows which is shown in a graph. This shows what shows are most popular on a certain day. Simmerily to Barb a program profile is viewed by the television companies and advertisers to give them an insight in to how popular a show is . This is important so the producers know if the show is popular enough to carry on making the advert.This information is important to advertisers because it gives them a chance to see what shows are popular so they know what times and channels to put there advert.Also it gives the advertisers a chance to see what sort of show is popular, so they can make a advert a similar style. E.g. if the real housewives of atlanta was the most popular show , the advertiser would put the advert on itv2 at 4 pm , and the advert with be a reality tv style.

Another platform in place is a rate card. A rate card is the cost to put an advert in the advert brake either during on after a programs. This cost is one set cost set up by the tv channel to put an advert on there channel. At different time the rate cards will be different prices. So a highly view channel and time will cost more than a less viewed channel and time . These are use to make it easier to put an advert on tv because there is no negotiations on price because there is only one set price. This is important to an advertiser because the advertiser can look at the prices of putting an advert on tv so they can stick to a budget.

On the tv channel websites they offer users the chance to view a pack made for users by the channels it self. This pack is a starter pack which supplies a lot of information about the channel and  what it can offer an advertise. It includes , facts and figures about viewing numbers of the channels, facts about who views there channel. tells the advertiser what each channel offers so they can decide which channel to put their advert on, what previous adverts and ad campaigns looked like, how the channel can help you and the cost of advertising. This pack is important to advertisers because it gives them an idea of what where and how they can advertise there advert. This pack opens the market to advertisers and gives them more of an understanding of what to advertise and where to advertise it.

Task 8 – Referencing

“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

·      “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

·      “The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “AS Coursework – charity ads. Gavin Luhrs”. Issue 9 / February 2004. ISSN 1478-8616

·      “The Media Students Book 4^th Edition”, “Chapter 9 Advertising and Branding”: Gill Branston and Roy Stafford: Routledge 2007: ISBN 0-415-37143-0

Internet.

·      "Specs & Delivery | How to Deliver Commercials to Channel 4". Channel 4: 2001.
<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery> (Accessed 24/10/1)

·      “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

·	·      “How we do what we do”:  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

·      “Advertising | How to Advertise  on Channel 4 and its platforms”:http://www.channel4sales.com/advertising.

·      “Viewing data”:  Broadcasters Audience Research Board  http://www.barb.co.uk/ www.barb.co.uk/viewing

·      “Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media ›Ad break‎ :

·      http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video

·      “ThinkboxBrandIdentity." http://www.thinkbox.tv/server/show/nav.1428

·      “Advertising Standards Authority”: http://www.asa.org.uk/

Task 4 Regulation

Regulation of Advertisement

Advertising is a key part of television and is a regular occurrence on tv. Their are adverts around every 15 minutes. It is an crucial part of the economy. Adverts are used to sell products. The adverts gain money . This means that audiences do not have to pay as much tv licence. Tv license is used as a way of the bcc who do not have adverts, to make money. Regulation is important because adverts need to be controlled. If their was no regulation, adverts could be misleading and might not give accurate information. This regulation controls whatever goes into an advert. If they do not like what is in the advert they do not allow it to  be shown. There are rules set up to stop adverts being offensive or misleading. Regulation is especially strict  on adverts involving or aimed at kids.

Roles and purposes of ofcom

Ofcom (the office of communication) is a board who are government approved. They are the regulatory board who controls advertisment. They deal with television radio and the postal sector. There are their to represent the view of the general public and make sure their view of advertisements are correctly represented. They are their to protect the public from offensive or morally wrong adverts. They deal with licencing, research coads and policies. They especially deal with complaints from the public. The board listen to the public and deal with them if needed. If their was enough complaints they would take down the adverts.

Roles and purposes of  ASA

ASA( Advertising standards authority) is there to make sure that all advertisements going outcan all be trusted not to cause offense to the public. They were set up 50 years ago . It observes all media including tv radio and internet. They have to make sure all adverts don't break the law . They also make sure it is not misleading and is decent to show to people including children, the elderly or women. If the adverts failsany of the criteria they will be look at  , changed or withdrawn .
They control a range of areas including

• Magazine and newspapers
• radio and television
• posters 
• cinema
• leaflets
• internet
• dvds and cds

There main role is to listen to complaints by the public . They have to act and make sure changes are made to respond to each complaint. They have to watch each advert making sure it it is not offensive or misleading to the general public.  Each complaint can make an advert be looked into and maybe even banned. In 2011 31,458 about adverts. 4591  adverts had to be changed or withdrawn due to complaints.  94% of complaints .

Areas concerning ASA

The ASA always have to be careful what adverts go out and have to watch what times adverts go out. They take certain products into considerations.  These include Alcohol, gambling , food and fizzy drinks,health and beauty products and tobacco. They have to make sure they are not selling products to the wrong demographic, e.g. tobacco for kids by not putting it on when kids are watching and not aiming it for kids by putting kid imagery. They set up rules to  protect people. These rules protect people from harm and offense, environmental clams, racism,children and advertising,stop misleading clams and make sure adverts are in the righttimes and places.

When the ASA deal with advertas they have to ask two key questions. They are "is the advert inaccurate or misleading" and "might it cause offense to people seeing it , or could it cause harm to anyone,especially children. These two questions are asked of every advert making sure they are fit to put onto tv.

How are the rules written 

The ADS are judged by the asa . They are juged using the uk advertising codes. These codes are decide by two groupes the CAP (the committee of advertising practice) and the BCAP ( broadcast comette of advertising practice).The comtte is made up of media owners,advertisers and agencies.  The codes involes a wide ranges of diffrent types of advertising. The rules make sure adverts don't mislead ,offend and are socially responsible for what is being put out their. The codes also mirror and enhance the laws already in place. The ASA uses the law to juge all adverts making sure they are right.

Example of advertising being banned.

Cigarettes was one of the product the ASA banned to protect people. In 1965 cigarette adverts on tv were banned but cigars and lose tobacco aloud til the 1990s.In 1975 new laws were introduced to prevent other forms of cigarette advertising. In 2003 an act was passed prohibiting the advertising promotion of tobacco products. But cover ads in rolling papers were still aloud. This started was because of a string of complaints about ciguretts.

Controversial adverts

Levis  blind man advert

The advert is made by Levis Jeans . The advert is of a women who goes into a public bathroom to get changed. She sees a man with a white stick and assumes he is a blind man . She starts to strip , when she puts on trousers but goes upto the man face before he dose up her trousers she walk upto him and dose it in his face. Someone moves in the cubical , so she runs out . It turns out the man in the cubical is the blind man and the one who was sitting their was not blind. It brings up two controvise, which are the sexualiseation of women and mocking of diabled peopel. The ASA started getting complaints about the advert saying it was makeing women look like they were sluts and mocking blind people. They responding by explaining that it was offending people and eventually decided to ban it. I believe that it should not have been banned because it was done as light humour and it was not offensive.

Ikea tidy up vibrator advert

The advert was made by Ikea. The advert is about a kid who is playing with his toys , then finds a vibrator. He starts to play with it like its one of his toys . He then makes it vibrate and starts laughing. This is controversial advert because the it has children playing with adult things. This is putting a kid  with a adult thing . This is makeing the advert inappropriate. The ASA started receiving complaints saying this is making it too sexual and inappropriate especally because it is involving children. The ASA responded by review the advert and decided that it was too adult and inappropriate and banned. I beleive this was the right choice because it was very inappropriate and is putting a kid ina adult situation.

 Victoria's secret christmas advert

The advert is made by Victoria's secret. The advert is of a group a famous super models including Tyra Banks. All the models were wearing lingerie . They were all posing say lustful thing like "tell me you miss me". This is controversial because it is objectifying women and made men desire thin and model standard women. Lowering women self esteem of every other wom men making them feel worthless. The ASA started receiving complaints from women who did not have self esteem. So they looked into it and said it was was objectifying them so they banned it. I believe that they shouldhave changed to include some non modles as well makeing it more women friendly

Task 5 – Methods of Research

Why is research important?


Research is an important thing to carry out when you want to make an advertisement. When you first come up with or trying to come up with an advertisement idea you need to do research. In the research you want to find out what is out their already for similar products. This will give the director ideas of what to do the advert about. This will also show what is alresy out there. This resarch will make sure the ideas out their are not copies or too similar. The resarch will also show what advertisements work and what dose not makeingit more of a successful advertisement. If this part of the research is not carried out the director would not know what works as advertisements and what dose not work. This meaning it would be a successful product. Research is crucial when making advertisement because it will make the advert more successful and original because they have seen what is out there and try to improve what has already been done.

Ways of carrying out research


Audience Research 


Audience research is when a researcher looks into the audience and finds out what their view of your advertisement to see their opinion on the advertisement to see their opinion this type of advertisement. Their are four types of advertisement they are descriptive, which is describing their characteristics, analytical, which is reasearch when a research tries to understand how or why and what motivates them, predictive research, which considered the what if question about what is going to happen and tracking research, which is rearch over a long time which show a time change. You do audience rearch before the product is released to see if the advertisement is good and after it realsec to see people opinion of it and see if the advert help sell the product. Also to see what works well in the advertisement. This research is useful because it shows the general public opinion of the advertisement that another research could not find out.

Market research

Market Research is when the director looked into the field that is already in the market to compare in to their product. This makes them aware of the competitors in the market to improve their product. This reasrch is mainly carried out before the product is released so they can find out what is in the market to improve it before it’s released. The reasearch is useful because you get an insight into the fields that you could not get by audience research. Market reasearch is mainly seeing what is already on the market and see if there is a gap which can be filled by the advert An example of market research is if you are making an iPhone advert you would see what is already out their to see what needs to be in the advert from e.g. a Samsung phone. This is important because it shows what needs to be included and show what can make the advert unique.  

Production Research

 This research is when they research to allow a company to develop new products and to make sure the release will run smoothly. Production research is just before the beginning of the production. This is used to see if the production of the advert is successful. If it dose not go well the advert might have to be pulled.  There are many different parts to production research. Budget is a very important part of production research because you will research of how much you will spend on the production. Another important part is the location research to find where we are going to film. Other important parts include props cast crew writers and other parts of the production team. These are all important because it is the best way to find the best team for the production.

Types of research


Primary Research


Primary research is research that the company carries out itself. It is used to find specific question.

The pros of primary research are that the researcher can look at secondary research done already. Also caring out primary research means you can ask questions what you want not limited to certain question. The cons of primary research are that it is costly and time consuming. This is because you have to start from the beginning.  An example of primary research is giving out interview to find out people opiopn on a new chocolate bar. This type of reasearch is best because you can ask the question you are not forced to certain questions.

Secondary research

Secondary research is research that the company dose not carries out. Taking research done by other and calculating it together gathers to for the research does it. The pros of secondary research is  that it has been carried out bevfoorew and the information is taken from reliable sources so it will be esier and more accurate to collect. But you do not know how it is done by it might be less accurate or reliable. An example of secondary reasearch a new burger is realness at a restraint this will be good resarch because you can get reasearch from all over the word.

Quantitative data

Quantitative data is data made of numbers. This is usually collected by questionnaires. An advantage is that they can use a large sample so you get more data. Also it is esier to sort because they are all just number. The con is that it is hard to develop a questionnaire what find what you want because you can only collect numbers. Also closed question can be changed because it will affect the results. An example of collecting quantitative research is ask people on the street how much do they spend in a week on food. This would be a good way of formatting the results because the answers are best shown in food to find out result.

Qualitative data

Qualitative data is getting people thorts and feelings. An advantage of qualitative data is that you can collect detailed information and you can ask questions that lead on from the last question because you can ask any question it is not controlled. The negative is that it is time consuming because you have to get the information and sort it. It is also not very representative because there is a small sample. This could be used when doing an interview about people opinions of the music industry at the moment. This type of data would be useful because they can give detailed answers and the research can ask questions they want to.