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Advertising Report
Christopher Odero
Introduction – What is advertising
 Advertising is any paid communication designed and intended to inform or influence someone's
behaviour.
 There are many different ways to advertise such as radios, television, magazines/newspapers, and
billboards.
 However before you start advertising you must have made a brand for your business. Branding is “the
process involved in creating a unique image for a product in the consumers’ mind, mainly through
advertising campaigns with a constant theme”.(www.businessdictionary.com Assessed 21/09/2016)

Marketing is “the action or business of promoting and selling products or services, including market
research and advertising”.(https://www.oxforddictionaries.com/ Assessed 21/09/2016)
 Most companies/businesses hire or invest in a marketing team or advertising agency to ensure that
they have multiple ways to advertise their product or service.
 Most companies have a unique selling point (aka USP) which they must ensure they include it within
their advertising campaign. UPS is “is a factor that differentiates a product from its competitors such as
a lower cost”(whatis.techtarget.com Assessed 21/09/2016)
Television - ways to advertise

One way of advertising a product or service Is through TV.

Commercials are found across most TV channels such as ITV, channel 4, and sky channels however the BBC don’t
advertise apart from their own programs or shows because a TV licence is payed (£145.50 a year) by everyone who
owns a TV in the country. These companies also use advertising revenue which is a percentage of money they get
from the ads they spend towards producing the programmes

Advertising is paid by the seconds that it is on air along with the time of the day it is televised. The most popular time
of the day is called prime time which the most rating of views appear on a programme and this is between 7:30 and
10pm on weekdays and starting earlier and finishing later on the week-ends

Despite the fact that it costs more to advertise in prime time more viewers watch the programme meaning your
product or service will gain more attention

Barb is an organisation which record the ratings/the amount of programme on air
Codes and Conventions in adverts
 The duration is often very short around 15 seconds to 1 minute on average
 Televisions adverts often use direct address as if they are talking to you to persuade you
into buying their product
 Most adverts have music in the background to set a tone
 Most of the time there are bright colours used to make the product seem attractive. It is
usally called an anchorage display
 At the end of nearly every advert there is a pack shot which then shows the name and an
image of the product. In addition to this a slogan may also be presented
Types of TV adverts
 Mini Drama – this involves a problem which is presented at that start of the advert to a
solution which is solved by the use of the product. An example of this Is on
https://www.youtube.com/watch?v=0oYlOBun8UI
 Spokesperson presentation – Often involves a celebrity which attracts more people to the
product. https://www.youtube.com/watch?v=0nBxcMImubk
 Pitch presentation – this is where the product is being shown throughout the advert and
someone is performing a voice over.
Example of a pack shot
http://cargocollecti
ve.com/
Ethos
 Means convincing by the character of the author
 We tend to believe people whom we respect
 The goal is to convince people you are someone worth listening to. Someone who has
authority, someone who is likeable or respected
Logos
 Means persuading by the use of reasoning.
 The use of statistics is often used
 Facts on facts, and historical data
 Mention studies and surveys
Pathos
 This involves persuading by appealing the audience’
 Language choice affects the audience’s emotional response (which can be positive or
negative)
Demographics and Psychographics
 Demographics is looking at age, gender, social class, ethnicity, and region
 Demographics are used to advertise their product toward a particular target audience
such as children.
 On the other hand psychographics involve personality attitudes values and lifestyle
 These are mainly psychological reasons on how something is advertised for example nerf
gun adverts show only boys as characters as they are their target audience
(demographic)
 however, the product is representing boy to b aggressive and somewhat creative with
their toys https://www.youtube.com/watch?v=Q0d3Xq-yXn4
 On the other hand, Barbie commercials targeted at girls are psychologically teaching
them baeuty with some creativity
Psychographics
 Aspirers are driven by what your being told and other opinions, this urges them to buy the latest and
expensive products. Example - https://www.youtube.com/watch?v=DdVooIhwYIY
 Reformers are strong about their own opinion and are generally independent
 Explorers tend to be at younger ages or older ages who have a mind of a younger person who want
to pursuit challenges and make new discoveries
 The succeeder is someone who is self-confident and has a strong goal and tend to be very organised.
However they also seek out caring and protective brands
 The resigned are older people with constant unchanging values the build overtime. In life their aim is
to essentially survive and their brand choices are driven by safety and the economy
 The struggler is someone who struggles through life today, and tries to make plans tomorrow. They are
heavy consumers of alcohol and junk food.
 Mainstream are people who live in the world of domestic and the everyday. They value family brands
and offers for money
References
 http://www.businessdictionary.com/definition/branding.html - 23/09/16
 http://whatis.techtarget.com/definition/unique-selling-point-USP -23/09/16
 https://www.oxforddictionaries.com/ 28/09/16
 https://en.wikipedia.org/wiki/Ofcom - 28/09/16
 https://www.youtube.com/watch?v=Q6dsRpVyyWs – 30/09/16
 https://www.youtube.com/watch?v=0oYlOBun8UI – 28/09/16
 https://www.youtube.com/watch?v=0nBxcMImubk 28/09/16
 https://www.youtube.com/watch?v=z8NmYxSCYeE 28/09/16
 https://www.youtube.com/watch?v=fGIyEkMuhVY 28/09/16
 https://www.youtube.com/watch?v=DdVooIhwYIY 28/09/16
Advertising industry regulation
 Ofcom - has wide-ranging powers across the television, radio, telecoms and postal
sectors. It has a statutory duty to represent the interests of citizens and consumers by
promoting competition and protecting the public from harmful or offensive material.
https://en.wikipedia.org/wiki/Ofcom
McDonald's Advert -
https://www.youtube.com/watch?v=z8NmYxSCYeE
 One code and convention that this advert conveys is upbeat music played in the
background. This compliments the appetising food that is being displayed
 Another code or convention that this advert shows is that the duration is short as its 30
second long.
 Finally, there is a pack shot of the brand at the end of the advert
 The main message or the USP behind this advert is that you they have a wide range of
food for any time of the day weather its breakfast, lunch, and dinner
 The pathos technique is used for this advert as the foods will seem to be appealing to the
audience
 This psychographic appeals the most towards strugglers. Despite the fact that the advert
does not display much junk food but as McDonald’s is a well known for selling fast food
products
Pack Shot of brand and Slogan
Hyundai - https://www.youtube.com/watch?v=fGIyEkMuhVY
 One code and convention from this advert is that some humour is involved to tell the story.
 Other codes and conventions is that there are character involved to assist telling a short
story. Finally a pack shot of the two organisations are displayed at the end of the advert.
 A synergy is also used as the NFL and Hyundai made a partnership deal to sponsor the NFL
 The USP of the product is that you can locate the car with an app or a smart watch to
know whether your car has been stolen
 the ethos technique is used as Kevin Hart (who's is a famous comedian and actor) so the
viewer may trust the product
 This will mostly appeal to The resigned as they want secrurity, this also may appeal to
aspieres as they want the latest and expensive products
Pack shot of the brands
IPhone 7 Advert -
https://www.youtube.com/watch?v=Q6dsRpVyyWs
 The duration of this advert passes 2 minutes to show all the new features
 Narration is played in the background
 Music is also played in the background
 USP – updated iPhone, wireless earphones, and its water resistant
 Mainly attracts Aspirers as it’s a new product that is also expensive