Download What is advertising?

INTRODUCTION
ADVERTISING (ALSO KNOWN AS ‘PUSH ADVERTISING’*) IS ANY MARKETED COMMUNICATION THAT HAS THE
INTENT OF EITHER INFLUENCING A PERSONS VIEWS OR INFORMING THEM OF A CERTAIN PRODUCT OR IDEAL. THIS
INVOLVES MARKETING WHICH IS THE PROCESS OF TRYING TO GROW THE MARKET SHARE OF A BUSINESS. THIS
IS DONE BY EITHER AN OUTSIDE OR IN-COMPANY ADVERTISING TEAM OR AGENCY WHICH ARE THERE TO DEVELOP
THE BRAND IMAGE, TARGET CUSTOMERS, GATHER DATA ON THEIR CLIENTELE AND HELP THE OVERALL GROWTH OF
THE BUSINESS ITSELF. BRANDING IS OFTEN USED IN ADVERTISING AND ADVERTISING CAMPAIGNS, AS THE
RECOGNISABLE NAME OR LOGO HELPS CUSTOMERS TO RELATE IT TO THE PRODUCT OR SERIES OF PRODUCTS THE
COMPANY MAKES. USP’S (UNIQUE SELLING POINTS**) ALSO HELP WITH THIS AS IT HELPS THE BUSINESS STAND
APART FROM ITS COMPETITORS AND MAKE IT UNIQUELY IDENTIFIABLE.
* http://whatis.techtarget.com/definition/push-advertising, written by Margaret Rouse – MAY 2003
** http://www.Whatis.techtarget.com/definition/unique-selling-point-usp , written by Margaret Rouse – JUNE 2013
HOW THE ADVERTISING INDUSTRY WORKS
COMMERCIAL TV CHANNELS ARE DIFFERENT TO PUBLIC ONES AS THEY GET THEIR REVENUE FROM ADVERTISING OPPOSED TO
STATE FUNDS. IN-BETWEEN PROGRAMS AND SHOWS ON THE CHANNEL THERE IS ADVERTISING SPACE WHERE COMPANIES CAN
ADVERTISE THEIR PRODUCTS WITH THE AIM FOR CONSUMERS WATCHING THE SHOW TO THEN SEE THEIR ADVERTS AND THEN
HOPEFULLY PURCHASE THEM. THIS MEANS THAT ‘PRIME TIME*’ (A SPECIFIC TIME EACH DAY WHERE THE NUMBER OF VIEWERS
WATCHING PEAKS. THE SHOWS WITH THE BEST RATINGS AND MOST NUMBER OF PEOPLE WATCHING ARE THE BEST POSSIBLE
SPACE TO ADVERTISING. COMPANIES FIND OUT WHICH THESE PARTICULAR SHOWS ARE BY PAYING THE COMPANY ‘BARB**’ TO
FIND OUT FOR THEM. THIS ADVERTISING REVENUE WILL THEN BE USED TO MAKE THE SHOWS BETTER TO GAIN LARGER
VIEWERSHIP, ENLARGE THE BUSINESS AND IN TURN BRING IN MORE REVENUE.
AN EXAMPLE OF THIS IS THAT BEER ADVERTS ARE OFTEN DISPLAYED WHEN FOOTBALL GAMES ARE BEING PLAYED ON TV AS IT IS
QUITE COMMON FOR PEOPLE TO SIT AND HAVE A DRINK WHILE WATCHING SPORT.
* https://en.wikipedia.org/wiki/Prime_time , written by Anonymous – JUNE 2014
** http://www.barb.co.uk/
TYPES OF TV ADVERTISING
CODES AND CONVENTIONS: USUALLY ADVERTS WILL USE MOVING OR AT LEAST MOTIVATING IMAGES TO TRY AND PERSUADE CUSTOMERS TO PURCHASE THEIR PRODUCT. COLOUR VARIATION IS
ALSO OFTEN USED AS IT CAN BE USED TO SHOW A SCENE IN THE ADVERT WITHOUT THE PRODUCT FOR EXAMPLE (USUALLY GREY DRAB COLOURS) AND THEN THE PRODUCT CAN BE INTRODUCED
WITH A WASH OF BRIGHT COLOURS TO GIVE IT A POSITIVE INTONATION. THE SOUNDTRACK OR MUSIC BEHIND AN AD CAN ALSO BE USED TO PROVOKE EMOTION IN THE VIEWER AND HELP THEM
WITH ASSOCIATING THE PRODUCT WITH POSITIVE FEELINGS. THOUGH DURATION OF AN AD CAN BE LIMITED BY ITS BUDGET, IT CAN ALSO BE USED TO TELL LONGER NARRATIVES OR MAKE THE AD
SHORT AND SNAPPY AND MEMORABLE. MAJORITY OF ADS WILL END WITH A PACK SHOT OF THE PRODUCT ITSELF SO THAT IT CAN BE RELATED TO ALL THAT CAME BEFORE IT IN THE ADVERT.
USUALLY COMBINING A PACK SHOT WITH A SLOGAN CAN HELP ‘ANCHOR’ THE BRAND THEREFORE MAKING IT MORE RECOGNISABLE AND RELATABLE AND ADDING A SENSE OF PERSUASION TO THE
MESSAGE.
FORMS AND STYLES:
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MINI DRAMAS ARE ADVERTS WHICH USUALLY TELL SOME SORT OF NARRATIVE. THE NARRATIVE WILL USUALLY INCLUDE A PROBLEM WHICH IS THEN QUICKLY SOLVED WITH THE
INTRODUCTION OF THE PRODUCT ITSELF. THE POINT OF THIS IS THE MAKE THE AD RELATABLE TO THE VIEWERS AT HAND (AND OFTEN ‘TUGGING AT VIEWER’S HEARTSTRINGS’*) THEREFORE
MEANING THEY WOULD PROBABLY BE MORE COMFORTABLE WITH GOING OUT AND PURCHASING THE PRODUCT.
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SPOKESPERSON PRESENTATION ADVERTS ARE MEANT TO BE MORE DIRECT AND COMMANDING, USUALLY USING A CELEBRITY OR OTHER AUTHORITY FIGURE TO TALK ABOUT THE PRODUCT
AND PERSUADE THEM TO PURCHASE IT. THE USE OF THE CELEBRITY IS TO IMPRESS THE AUDIENCE AND ASSOCIATE THE GOOD QUALITY'S OF THE INDIVIDUAL WITH THAT OF THE PRODUCT. FOR
EXAMPLE IF A MODEL IS HELPING ADVERTISING BEAUTY CREAM THEN SOME PEOPLE MAY BELIEVE THEY CAN HAVE SKIN AS GOOD AS THE MODELS WITH THE PRODUCT.
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PITCH PRESENTATIONS ARE USUALLY 100% SHOTS OF THE PRODUCT OR ITS EFFECT ON INDIVIDUALS OR OBJECTS. IT IS USUALLY ACCOMPANIED BY A VOICEOVER WHICH DESCRIBES IT OR
ITS ASSETS TO THE VIEWER. IT IS MORE LIKELY TO INCLUDE FACTS OR STATISTICS OF THE PRODUCT IN THE ADVERT (FOR EXAMPLE A SATISFACTION SURVEY) IN AN ATTEMPT TO WIN OVER
THE AUDIENCE.
* https://entertainment.inquirer.net/25359/tv-commercials-as-mini-dramas , written by Nestor Torre – DECEMBER 2011
PERSUASIVE TECHNIQUES
THERE ARE THREE MAIN PERSUASIVE STRATEGIES WHEN IT COMES TO ADVERTISING: PATHOS, LOGOS AND ETHOS.
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PATHOS: ADVERTS THAT USE THIS AS THEIR STRATEGY ARE TRYING TO EVOKE AN EMOTIONAL RESPONSE IN THE VIEWER. THIS TYPE OF EMOTIONAL
MOTIVATION AND MANIPULATION (BE IT SAD OR HAPPY) WILL HAVE THE INTENTION, AS WITH ALL ADVERTS, OF MAKING THE DESIRED DEMOGRAPHIC
BUY THE PRODUCT OR SERVICE. THE BUYERS DO THIS DUE TO EMOTION EVOKED IN THEM THROUGH THE ADVERT MAKING THEM THINK THAT THEY
NEED TO DO IT RATHER THAN WANT.
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LOGOS: (ALSO COULD BE ASSOCIATED AS BEING BRANDING WHICH IS THE ‘MARKETING PRACTICE OF CREATING A NAME, SYMBOL OR DESIGN THAT
IDENTIFIES AND DIFFERENTIATES A PRODUCT FROM OTHER PRODUCTS*’. ADVERTS RELY HEAVILY ON THE BRAND IMAGE BUILT BY THE COMPANY BY
DISPLAYING THE BRAND NAME OR LOGO REPEATEDLY TO GIVE THE PRODUCT OR SERVICE IN HAND POSITIVE BRAND ASSOCIATION. AN EXAMPLE OF
THIS WOULD BE SHOES SOLD BY NIKE. IN THIS AD THE NIKE TICK LOGO WOULD BE SHOWN BOTH BY ITSELF AND ON THE ACTUAL SHOES THEMSELVES,
GIVING THEM BRAND RECOGNITION AND POSITIVE PRODUCT REINFORCEMENT.
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ETHOS: THESE TYPES OF ADS APPEAL TO THE VIEWERS ETHICS AND CONVINCE THEM THE PRODUCT IS SOMETHING THAT THEY NEED. IT PLAYS UPON
WHAT POTENTIAL BUYERS THINK AND BELIEVE AND MAKE THEM FEEL LIKE THE PRODUCT IS SOMETHING THAT THEY NEED OR REQUIRE, PERHAPS TO
MAINTAIN THEIR SELF BELIEF IN HOW MUCH THEY ARE WORTH AND SHOWING THAT TO OTHERS.
* www.entrepreneur.com/encyclopedia/branding , written by ENTREPRENEUR STAFF
ADVERTISING DEMOGRAPHICS
WHEN IT COMES TO ADVERTISING, PRODUCTS NEED TO MAKE SURE THEY ARE APPEALING TO THE RIGHT DEMOGRAPHICS, BE IT AGE, GENDER, SOCIAL
CLASS, ETHNICITY OR REGION*. AND EXAMPLE OF THIS IS A AN ADD APPEARING DURING A CERTAIN TIME, PERHAPS AFTER THE WATERSHED ON TV TO
APPEAL TO AN OLDER AUDIENCE FOR EXAMPLE. ALSO THE PLACE IT APPEARS CAN ALSO BE FACTOR, FOR AN EXAMPLE YOUNGER PEOPLE SPEND LESS TIME
WATCHING TV AND MORE TIME ON THE INTERNET MEANING WHEN ADVERTISERS ARE TRYING TO TARGET THAT PARTICULAR GENERATION THEY WILL USE
THAT AS THEIR PLATFORM TO REACH THEM.
PSYCHOGRAPHICS ARE ALSO USED IN ADVERT TARGETING AS THOUGH PEOPLE MAY BE DIFFERENT GENDERS, AGE ETC, THEN CAN HAVE COMPLETELY
DIFFERENT OR SIMILAR PERSONALITY TRAITS THAT SPAN OVER ALL DEMOGRAPHICS. ADVERTS MAY TRY AND TARGET THE ADVENTUROUS KIND BY
MAKING THEIR PRODUCT SOUND LIKE IT IS AN EXPLORATION IN ITS OWN RIGHT OR AT LEAST HELP YOU EXPLORE MORE IN LIFE BY BEING AN ENABLING
PRODUCT. ANOTHER PSYCHOGRAPHIC EXAMPLE ARE THOSE WHO STRUGGLE IN LIFE, WITH PERHAPS ALCOHOL BEING ADVERTISED TO HELP WITH THE DAY
TO DAY STRESS OF LIFE AND THEREFORE MAKING IT VERY APPEALING.
TARGETING THESE DEMOGRAPHICS IS VERY IMPORTANT BECAUSE IT HELPS DIRECT THE ADS AND MAKE THEM MORE EFFECTIVE AND THEREFORE WORTH
THE MONEY OR INCREASING PROFIT.
* http://www.exactdrive.com/demographic-targeting
HOW IS TV ADVERTISING REGULATED?
TV ADVERTS HAVE VERY TIGHT RULES AND REGULATIONS THAT THEY HAVE TO ABIDE BY BEFORE THEY CAN BE CONSUMED BY VIEWERS
OR LISTENERS. THIS COULD INCLUDE HOW APPROPRIATE THEY ARE ALLOWED TO BE AT A CERTAIN TIME OF DAY, WHAT THEY ARE
ADVERTISING, HOW THEY ARE ADVERTISING IT, LENGTH OR MANY OTHER REASONS. IF ADVERTISERS TO DO NOT ABIDE BY THESE
RULES THEN AT THE VERY LEAST THEY WILL HAVE THEIR ADS REMOVED. THESE REGULATIONS ARE ENFORCED BY AGENCIES DEDICATED
TO THIS TASK, INCLUDING INDEPENDENT ONES SUCH AS THE ‘ASA*’ (ADVERTISING STANDARDS AUTHORITY).
A RECENT EXAMPLE OF AN ADVERT NOT STICKING TO GUIDELINES WAS AN AD BY GINGER POP LTD. WHICH FEATURED A ‘GOLLIWOG’ AS
THEIR MASCOT FOR SELLING THEIR PRODUCT. THE ASA RECEIVED SEVERAL COMPLAINTS SAYING THAT THE ‘GOLLY’ CHARACTER IS ONE
BASED IN RACIAL STEREOTYPING AND PREJUDICE. THE ASA AGREED THAT IT BROKE THEIR GUIDELINES ABOUT CAUSING ‘OFFENCE**’ SO
THE ADVERT WAS REMOVED AND NO FURTHER ADS IN THE SIMILAR VEIN WERE ALLOWED TO BE MADE.
THIS IS JUST ONE EXAMPLE OF MANY. ANOTHER REASON AN AD MAY BE REMOVED AND EVEN IN EXTREME CASES THE HOST CHANNEL BE
REMOVED ITSELF IF THE CHANNEL DOES NOT ABIDE BY THE RULE OF A MAXIMUM OF 12 MINUETS OF ADVERTS PER ONE HOUR PROGRAM
ONLY.
* https://www.asa.org.uk/?gclid=CLLzw5enhtICFYsy0wodFPQMEw
** https://www.asa.org.uk/Rulings/Adjudications/2016/9/Ginger-Pop-Ltd/SHP_ADJ_345779.aspx#.WJ4at_mLSUk
BIBLIOGRAPHY
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HTTP://WWW.WHATIS.TECHTARGET.COM/DEFINITION/UNIQUE-SELLING-POINT-USP
WWW.ENTREPRENEUR.COM/ENCYCLOPEDIA/BRANDING
HTTP://WWW.BARB.CO.UK/
HTTP://WHATIS.TECHTARGET.COM/DEFINITION/PUSH-ADVERTISING
HTTPS://EN.WIKIPEDIA.ORG/WIKI/PRIME_TIME
HTTPS://WWW.ASA.ORG.UK/?GCLID=CLLZW5ENHTICFYSY0WODFPQMEW
HTTPS://WWW.ASA.ORG.UK/RULINGS/ADJUDICATIONS/2016/9/GINGER-POP-LTD/SHP_ADJ_345779.ASPX#.WJ4AT_MLSUK
HTTP://WWW.EXACTDRIVE.COM/DEMOGRAPHIC-TARGETING
HTTPS://ENTERTAINMENT.INQUIRER.NET/25359/TV-COMMERCIALS-AS-MINI-DRAMAS