Advertising presentation by Sammi, Abbey and Lauren

BARB- Since 1981, the Broadcasters’ Audience Research Board (BARB) have been

delivering the official viewing figures for UK television audiences. - They commission research companies Ipsos MORI, Kantar Media and RSMB to

collect data that represent the viewing behaviour of the UK’s 26 million TV households.

- BARB viewing data offer clients, such as broadcasters and advertisers, a minute by minute breakdown of viewing at regional and national levels. This information is vital for assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.

- In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. The Establishment Survey is carried out continuously by Ipsos MORI in order to track changes in UK household characteristics.

- We then recruit households to be on the panel that suit the necessary demographics, TV platforms and geography, as well as other variables. The BARB panel consists of 5100 households, which each represent about 5000 other households across the UK.

- Once a household has been recruited to the BARB panel, Kantar Media fits every TV set in the home with a meter.

- Software meters are also installed on laptop and desktop computers, and tablets. In order for the meter to know who is watching, each member of the household over the age of four is assigned a button on a special remote control. If they enter a room while the television is on they must press their designated button to register their presence and press it again when they leave to show they are no longer watching.

Structures and techniques of advertising- Animation advert

• Animation adverts include cartoons in either the whole advert or just a section of it. An example of an animation advert is the 'Compare The Market’ advert. These adverts were made to entertain people and also give out vital information.

• The meerkat’s signature phrase is 'simples'. This phrase is now synonymous with this company so now when ever people hear that word, they think about Compare the Market This advert is animation as everyone involved in this advert are cartoons.

•  Also this advert is targeted at an older audience I think that this advertising campaign was good because I find it humorous and it is an advertisement that is worth remembering.

Structures/techniques of advertising- Series

- A series advert is an advertisement that continues through a range of adverts. This means that the advert has a continuing storyline through the adverts.

- The audience like these kinds of adverts as they keep them interested and since they may end with cliffhangers, they may wait for the next ad to be released. Or, they can become annoying so it sticks in their head like the go compare adverts.

- In June 2009 the company launched an advertising campaign featuring a fictional Italian tenor called Gio Compario played by Wynne Evans, The advertisements feature Gio singing the 'Go Compare' tune in different places such as a coffee shop and was voted as the most irritating advertisement of both 2009 and 2010.

- In direct response to this reaction, Go Compare deliberately subverted the campaign in July 2012 by running a series of adverts where celebrity guests such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking lined up to "silence" the character of Gio Compario.

This is a good advert as it uses really attractive women models all getting ready for a catwalk with perfect, white teeth. This will persuade the viewers as it is making them think that they will be beautiful like these models if they use the toothpaste. Having a smiley woman connotes that once you’ve used this toothpaste you will get the same result as the models.

- 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.

The five strands of our strategy1 Understanding: We’ll be an authority on advertising and active on issues that cause societal concern. We’ll be open to calls for regulatory change, acting purposefully and in a timely fashion, while being fair and balanced in our assessment of the evidence and arguments2 Support: We’ll provide support to advertisers to help them create responsible ads. We’ll increase, improve and better target our advice and training so every business has access to the information and support it needs3 Impact: We’ll spend more time on matters that make the biggest difference. Focusing on our existing remit, we’ll spend less time tackling ads that cause little detriment to consumers or on the vulnerable. But, where a complaint indicates that the rules have been broken, we will always do something4 Proactive: We’ll be proactive and work with others. We’ll use a wide range of information to identify and tackle problems to make sure ads are responsible, even if we haven’t officially received a complaint.5 Awareness: We’ll increase awareness of the ASA and CAP. We will make sure that the public, civil society and the industry know who we are and what we can do, so they can engage with us when they need to, and have confidence in our work. Our shared values are to be:- Consistent and proportionate - Reliable and ethical- Fair and respectful to all- Accessible and helpful- Intelligent and thorough, but also timely and proportionate- Open and accountable, acting with integrity and never being afraid to admit when we’re wrong- An excellent team, inspiring excellence in each other

Regulations of TV adverts• There are currently restrictions on the amount of advertising that

any UK television broadcaster is allowed to show on its channels. These restrictions have been put in place to ensure that viewers are not exposed to excessive amounts of advertising, The ASA ( Advertising standards authority)

• ASA is the UK’s independent regulator for advertising across all media, their work includes acting on complaints Their purpose is to make advertisements responsible and our ambition is to make every UK ad a responsible ad.

Audience classification• Audience Classification is a way of identifying what your audience demographic is and what sort of income

they have. When you're developing a product you need to know who is going to watch it, you need to understand the audience profile, and most importantly, you need to know what they want from a program.

• The audience classification allows the advertiser to get a clear picture and to understand who to advertise to and how to advertise. Not only does an advertisement need to suit the product, but it also needs to appeal to the audience.

You need to look at the audience's social grading to know which advertisers you can work with to fund your show. When considering how to classify a show, if we take a look at shows like Newsnight and Late Show in comparison to Big Brother and Shameless. We would consider the prior shows to appeal on a greater level to the ABC1 class.

Adverts that are banned• The Jewellery Channel-. the claims that the stones in the

pendant and ring would be assessed at a grade higher than that stated in the on-screen text misleadingly exaggerated their quality

• News UK & Ireland Ltd -Two complainants challenged whether the ad was misleading, because they believed the on-screen text contradicted the references to the free delivery.

• 2. One complainant challenged whether the ad was misleading because it did not make clear that only the delivery was free and that consumers would have to pay for the newspaper.

Sources

• http://saifulsunit30mediawork.blogspot.co.uk/2012/11/structure-of-adverts.html

• http://www.nrs.co.uk/• http://www.barb.co.uk/• https://en.wikipedia.org/wiki/Gocompare.com …• http://

unit30advertisingproduction.blogspot.co.uk/2013/03/task-two-audience-classification.html