Download Advertising Report

Advertising Report
Saba Nayeri
Introduction
 Advertising: any paid for communication designed and intended to inform or
influence people.
I.
Government adverts: to inform people
II.
Election adverts: to influence people
III. Political adverts: to influence people
 Where do we find adverts?
I.
Newspapers
II.
Magazine
III. Direct mail
IV. Cinema
V. radio
Introduction
 Marketing: marketing is the process of trying grow the market share of a
business. Get more customers .Big companies have a marketing
department.
 advertising is one part of the process of marketing a product or a service.
Introduction
 Advertising Agency: An ad agency is generally independent from the
client and provides an outside point of view to the effort of selling the
client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.
https://www.google.co.uk/?gfe_rd=cr&ei=UP3kV56JZOEaLe8v6AJ#q=advertising+agency+what+do+they+do
(23.09.16)
 Advertising campaign: an organized course of action to promote a
product or service.
https://www.google.co.uk/?gfe_rd=cr&ei=UP3kV56JZOEaLe8v6AJ#q=advertising+campaign
(23.09.16)
Introduction
 The purpose of an advert might be to create, strengthen or develop a
brand image for a company.
 Adverts often try to establish a USP for a product or service.
• Brand: A type of product manufactured by a particular company
under a particular name.
• Branding: the process involved in creating a unique name and
image for a product in the consumers’ mind, mainly.
http://www.businessdictionary.com/definition/branding.html
(23.09.2016)
• Unique Selling Point (USP): a unique selling proposition is a factor
that differentiates a product from its competitors, such as the lowest
cost, the highest quality or the first-ever product of its own kind. A
USP could be thought of as “what you have that competitors
don’t.”
A successful USP promises a clearly articulated benefit to
consumers, offers them something that competitive products can’t
or don’t offer, and it is compelling enough to attract ne customers.
Http://whatis.techtarget.com/definition/unique-selling-point-usp
23.09.16
Advertising Industry
 Commercial TV Channel: Commercial broadcasting is the broadcasting of
television programs and radio programming by privately owned corporate
media, as opposed to state sponsorship.
https://www.google.co.uk/?gfe_rd=cr&ei=UP3kV56JZOEaLe8v6AJ#q=commercial+tv+channel
o
How does a advertising agency work?
Guerilla Scope is a agency that I found how they work:
Guerilla scope's team of TV experts work hard to bring your ambitions to the screen. They
specialize in reducing TV advertising costs through an analysis-based approach, identifying
cost-efficient opportunities for businesses whilst optimizing performance .they’ve organized
everything involved in achieving goals into seven steps – all crucial to the success of
targeted TV advertising campaign.
http://www.guerillascope.co.uk/tv-advertising/how-we-work
Advertising Industry
 Advertising space: A space in newspapers, on TV channels ,etc.
that is sold to companies or people to advertise their product or service. Advertisers buy
advertising space from broadcasters.
Prices for advertising space are different. Prices depend on many thing, such as the
channel, time, quality
 prime time: the prime time is between 7:30to 10:00 when the largest amount of people
are watching TV and most television are on during prime time.
Advertising places are so expensive during prime time but adverts can be so effective
during prime time and they can have the most profit in prime time.
 Ratings: programmes need to get high ratings in order to attract advertising.
Adverts are most expensive during shows that have high ratings but it can be more
effective for them.
At the moment the most popular programmes are:
•
The great British bake off
•
The X Factor
•
Cold Feet
Ratings are collected by BARB.
http://www.barb.co.uk/
BARB stands for Broadcasters Audience Research Board.
Television Advertising
 TV advertising: it is one of the most expensive forms of advertising
but it has the potential to reach a very wide audience.
Advertisers buy advertising space from broadcasters to broadcast their
commercials.
This is most expensive at prime time, when most people are watching TV
and during shows that have high ratings.
 Public services TV channels can’t have adverts because people are
paying to them, such as BBC.
Conventions of Adverts
 Elements we typically see included in TV adverts?
a) Visual images : moving images
b) sound/music: often have music to set the tone. Most of the time they are loud, catchy,
etc. depends on subject.
c) Colour: colours are bright.
d) Duration: short. 15sec to 1:00min
e) Direct address: talk directly to you.
f)
Pack shot: the actual picture of the product
g) Tagline: links with picture and message
h) Anchorage: the meaning of an image
 Combining a pack shot with a slogan can anchor the brand.
Video’s reference: https://www.youtube.com/watch?v=cs3wwzVOwmw
Different types of adverts
 Mini drama: advert that telling a story. often have problem solution
narratives.
 Spokesperson presentation: often involves a celebrity using their identity.
 Pitch presentation: the product is prime Importance in this kind of adverts. A
spokesperson supplies information about the product. Use voice over (VC).
 Synergy: two product/brand being promoted in the same advert.
Examples
 https://www.youtube.com/watch?v=7-F_0HHGMIk pitch presentation
 https://www.bing.com/videos/search?q=pepsi+commercial&view=detail&
mid=83CBD0B868E62522AD7E83CBD0B868E62522AD7E&FORM=VIRE
https://www.bing.com/videos/search?q=mini+dram
as+commercial&view=detail&mid=B1CF49E6B12B22F
63274B1CF49E612B22F63274&FORM=VIRE
Maslow’s hierarchy of needs
adverts persuade us by focusing on human needs
Self actualization
Self actualization :
morality, creativity
Self esteem: confidence
achievement . the need to be
a unique individual.
Love and belonging: friendship, family.
Safety and security
Safety and security: health, employment
Physiological needs: breathing, food, water, shelter.
Persuasive techniques in advertising
 Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional responses
in the consumer. Sometimes, it is a positive emotion such as happiness.
Other time, advertisers will use negative emotions such as pain. Pathos can
also include emotions such as fear and guilt.
Example: https://www.youtube.com/watch?v=w5J-wePuqak
 Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistic you
need to fully understand what the product does. The logos of an
advertisement will be the “straight facts” about the product.
Example: https://www.youtube.com/watch?v=lYBLA5cDHu8
Persuasive techniques in advertising
 Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is
more reliable, honest and credible; therefore, you should buy its product. Ethos
often involves statistics from reliable experts, such as nine out of ten dentists
agree that Crest is better than any other brand or Americas dieters choose
Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility.
Example: https://www.youtube.com/watch?v=lYBLA5cDHu8
Persuasive techniques in advertising
 Avant Grade:
The suggestion that using this product puts the user ahead of the times.
 Weasel Words:
“weasel words” are used to suggest a positive meaning without actually really
making any guarantee.
 Magic Ingredients:
The suggestion that some almost miraculous discovery makes the product
exceptionally effective.
 Patriotism:
The suggestion that purchasing this product shows your love of your country.
 Transfer:
Positive words, images, and ideas are used to suggest that the product being
sold is also positive.
Persuasive techniques in advertising
 Plain Folks:
The suggestion that the product is a practical product of good value for
ordinary people.
 Snob Appeal:
The suggestion that the use of product makes the customer part of an elite
group with a luxurious and glamorous lifestyle.
 Bribery:
Bribery offers you something “extra.”
 Bandwagon:
The suggestion that you should join the crowd or be on the winning side by
using a product.
How and why do advertisers target
audience and carry out audience
research?
 Demographics: A specific segment of a population having shared
characteristics. Based on obvious targets.
http://www.dictionary.com/browse/demographics
-age, gender, social class, ethnicity and region.
 Psychographics: Do more with persons’ personality.
-personality, attitudes, values and lifestyle.
o Psychographics categories:
-The Aspirer: materialistic, acquisitive people, who are driven by others’ perceptions of the
rather than by their own values.
-The Reformer: valuing their own independent judgement. Reformers are the most antimaterialistic of the seven groups. they are socially aware, and pride themselves on
tolerance. They want society to be better.
Psychographics categories
-The Explorer: these people are driven by a need for discovery, challenge and new
frontiers. They are often young and the want to try out new fashions and ideas. They get
instant effect.
-The Succeeder: they have strong goal orientation and tend to be very organised. As a
result, they tend to occupy position of responsibility in society. They have a strong sense of
who they are. They seek reward and prestige, and will often seek out the best.
-The Resigned: They are often older people with old , unchanging values built up over
time. They look at the past and they respect traditional and old brands and they enjoy
acting in traditional roles. They brand choices are driven by a need for safety and for
economy. They choose something that is familiar to them.
-The Struggler: Strugglers live for today, and make few plans for tomorrows. Other often
see them as victims, losers and wasters – aimless, disorganised people with few resources
apart from their own physical skills. They respond to food commercials. They have a hard
life and they looking for a way to scape from it.
-The Mainstream: these are people who live in the world of domestic and everyday. Their
life choices are “we” rather than “me”. As their name implies. They think about family
more and they care about security. They are the largest group of people within 4Cs
across the world. they respond to established brands, to family brands and to offers of
value for money. Their core need in life is for security.
How advertising agencies carry out
audience research?
I.
Quantitative data : Quantitative research constructs marketing issues in terms of numbers and uses
II.
Reach/Sales: it is kind of data that it is gathered by researching about how successful was the
those numbers for statistical analysis. Typical sources of such data are surveys with scalable items,
experiments with measurable independent and dependent variables, and purchase information
obtained from scanner data. The goals of quantitative research may be descriptive, correlational or
causal-predictive. http://adage.com/article/adage-encyclopedia/quantitative-qualitativeresearch/98842/
adverts and how much was made by using adverts.
III. Qualitative data: Qualitative research is composed of the insights, themes and basic
understanding of a situation. Though numbers may be used in conjunction with qualitative research, it is
usually framed in verbal terms. http://adage.com/article/adage-encyclopedia/quantitativequalitative-research/98842/
IV. Focus groups and interviews: Focus groups are a data collection method. Data is
collected through a semi-structured group interview process. Focus groups are moderated by a
group leader. Focus groups are generally used to collect data on a specific topic. Focus group
methods emerged in the 1940s with the work of Merton and Fiske who used focus groups to
conduct audience studies. http://www.qualres.org/HomeFocu-3647.html
How is TV advertising regulated?
 Media regulation: is the control and audience of the media by the government and pther bodies.
•
Broadcasting code: Rules about the scheduling of adverts.
-must be clear what is advert and what is programme.
-no more than 12mins of ads in any one hour TV slot.
-not allowed to make misleading claims or advertise “junk food” on kid’s channel.
•
CAP organisation: Committee of Advertising Practice.
•
ASA organisation: Advertising standards authority, the UK’s independent regulator for advertising
across all media. They deal with rule breakers, complaints and punishment.
 Advertisers can not advertise something that is not true. They have to prove their
adverts and their subjects by providing proofs.
 Ofcom deals just with TV
 ASA deals with any advertising across al media.
What is OFCOM?
 Ofcom is the communications regulator in the UK.
they regulate the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal
services, plus the airwaves over which wireless devices operate.
They make sure that people in the UK get the best from their communications services and are
protected from scams and sharp practices, while ensuring that competition can thrive.
 What they do?
Their main legal duties are to ensure:
the UK has a wide range of electronic communications services, including highspeed services such as broadband;
a wide range of high-quality television and radio programmes are provided,
appealing to a range of tastes and interests;
television and radio services are provided by a range of different organisations;
people who watch television and listen to the radio are protected from harmful or
offensive material;
people are protected from being treated unfairly in television and radio
programmes, and from having their privacy invaded.
http://www.ofcom.org.uk/about/what-is-ofcom/
Media regulation
 About ASA:
The Advertising Standards Authority is the UK’s independent regulator of advertising across all
media. they apply the Advertising Codes, which are written by the Committees of Advertising
Practice. Their work includes acting on complaints and proactively checking the media to
take action against misleading, harmful or offensive advertisements.
Each year we consider over 30,000 complaints about around 20,000 ads
https://www.asa.org.uk/About-ASA.aspx
 2015’s most complained about Ads:
1.
Moneysupermarket.com LTD
1,513 complaints. Not upheld
A TV and internet ad featured a man walking down a street and dancing whilst wearing
denim shorts and high heeled shoes. We received complaints that the ad was
offensive. Many complainants thought this was due to the man’s clothing and dance moves
and because they believed the content was overtly sexual. While acknowledging that some
viewers might have found the ad distasteful, they did not judge the ad to be offensive and in
breach of the Code.
2015’s most complained ads:
2. booking.com BV
683 complaints – Not upheld
This TV and cinema ad prompted complaints that the ad was offensive and encouraged bad
language amongst children by using the word "booking" in place of a swear word. We did not
uphold the complaints, judging that it was a light hearted play on words that couldn’t be mistaken
for an actual swear word. We also ruled that the ad was unlikely to encourage swearing amongst
children; any children that did pick up on the joke were unlikely to have learned bad language
through the ad itself.
3. PayPal (UK) LTD
464 complaints – Not upheld
Two children in PayPal’s Christmas ad which appeared on TV and Video-on-Demand (VOD) were
worried that their parents hadn’t been shopping for Christmas Presents. Complaints expressed
concern that the ad revealed the truth about Father Christmas. We did not uphold the
complaints. Independently, PayPal changed the scheduling of its commercial.
https://www.asa.org.uk/News-resources/Media-Centre/2016/2015-most-complained-aboutads.aspx#.V-5IbIWcHIU
2015’s most complained ads:
(videos)
PayPal (UK) no presents
https://www.youtube.com/watch?v=kUrsvegCkEc
https://www.youtube.com/watch?v=pdu0WKIhjeU
Money supermarket
The Ofcom broadcasting codes:
 Protecting under-eighteens
This sections outlines the rules around scheduling & content in programmes with regard
to ensuring that children under the age of eighteen are protected.
 Harm and offence
This section outlines standards for broadcast content so as to provide adequate
protection for members of the public from harmful and/or offensive material
 Crime, disorder, hatred and abuse
This section of the Code covers material that is likely to incite crime or disorder, reflecting
Ofcom’s duty to prohibit the broadcast of this type of programming
 Religion
This section of the Code covers material that is likely to incite crime or disorder, reflecting
Ofcom’s duty to prohibit the broadcast of this type of programming
The Ofcom broadcasting codes:
 Election and referendum
This section covers the special impartiality requirements and other legislation that must
be applied at the time of elections and referendums.
 Fairness
This section is to ensure that broadcasters avoid unjust or unfair treatment of individuals
or organisations in programmes.
 Privacy
This section is to ensure that broadcasters avoid any unwarranted infringement of
privacy in programmes and in connection with obtaining material included in
programmes
http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/broadcastcode/?a=0
Breaking rules
 if an advert breaks the rules, it may be withdrawn. If the
product does not match the description or the advert
breaks the law, they could be prosecuted.
https://www.gov.uk/marketing-advertising-law/advertising-codes-of-practice
Part 2:
investigation of adverts
 Mr. Muscle commercial:
Using animation characters and making a brand-hero has created specific responses.
Duration of the advertisement is 30secs that is enough for a good advertisement. Using bright colours is effective. At
the end you can see the pack shot of the product and a tagline that has a message for audiences.
Tagline: THE SICENCE OF TOUGH CLEANING.
The form of this advert is mini drama. It has a problem/solution story.
This advert has a combination of a real character and an animation character.
In this advert a woman is unhappy with her sink and suddenly Mr. Muscle shows up and solve the problem with his
product.
This advertisement using pathos, because it shows a person having problem and she is unhappy with the “wrong”
product.
The company shows its value by explaining how the product is effective and how it works. I think in this advertisement
targets audience by persuading them by focusing on their need of health, safety and security.
https://www.youtube.com/watch?v=4TWAMQRBSNw
Investigation of adverts
 Cupboard M&M’s commercial
In this advertisement, advertisers has tried to use M&M’s characters to persuade audience. Duration is short and
snappy. 30 seconds. The colour in background is bright so M&M’s can catch your eyes and you will see them better
and you can pay more attention. This is a mini drama form of advertising. It has a short story to tell. The story is about a
women who asks about some snack and the man open the cabinet to take something and when he opens it
everything is thrown out and then it shows that M&M’s characters are trying to define themselves from being eaten
then the man tell them to get In the bowl.
This adverts has a sense of humour and makes you laugh.
At the end of the advertisement you can see a packs hot of the product and a tagline that says “bring M all home.”
This sentence can persuade people to buy M&M’s and it commend you to buy and bring M&M’s home.
Audiences are targeted by their need of physiological needs such as food and snacks. So advertisers can target them
buy producing something that can catch their eyes and make them hungry so they will go and buy them.
This advertisement is based on demographics targets.
M&M’s pack shot.
Tagline: bring M all
home.
https://www.youtube.com/watch?v=08n-trRdLgE
Investigation of adverts
 L'Oréal Paris:
This advertisement is about L'Oréal lipstick. In this advertisement background is white and music is catchy and loud
and in this advertisement they have used a celebrity, Gwen Stefani who is a celebrity and the main character in this
advertisement. In this advertisement things moves fast and everything is rapid. The form of this advertisement is
spokesperson presentation, because a celebrity is involved and she is using her identity to persuade audiences. You
can see that the character is explaining fact about the product to convince people.
You can see pack shots of product in middle and at the end.
The persuasive technique that advertisers have tried is logos, because it tries to talk about scientific thing such as
vitamins. Also it talks about how long the lipstick lasts.
In this advertisement they are trying to target audience by reminding them their need of self-esteem and maybe self
actualization. This advertisement might convince people to care about their beauty.
Talking about vitamins in the lipstick make people to go for it because it makes this product unique.
Advertisers have target demographics needs. This product is unique to a specific gender and maybe age.
Pack shot of the
lipstick.
Tagline: because
we worth it.
https://www.youtube.com/watch?
v=3TE_TCYhdT0