Organisational Constraints Theory

• Advertisers and Brands are often constrained by a number of factors.

• They need to make adverts to persuade the audience that are in the correct format or place

• If the audience is not persuaded they will not respond or they might complain to REGULATORS

Advert Form e.g. Print

Advert Placement e.g.

Newspaper

Target Audience

Regulators e.g. ASA

Brand Image/Advert

Message

Advantages of Print Adverts

1. TANGIBLE – Print adverts are lasting where TV ads are over quickly

2. SLOWER – Audience read ads more slowly than TV, so make more of a connection

3. SPECIFIC – Ads can be placed in magazines for NICHE audiences

4. CAPTURE – Posters and billboards can be placed where consumers will see them on the move or close to point of purchase

5. COMPETITION – Print advertising is less crowded than TV so Audiences take more notice

6. FUNDING – Print advertising pays for many magazines to be published which gives more advertising space to advertisers.

Why Print Adverts Are Important

• They can ___________ the ___________ by explaining the product through ___________ and ___________ codes.

• They can be ___________ slowly, getting more details across than a TV Advert.

• They are ___________ and can last a long time.

• They can ___________ specific audiences by being placed in ___________ magazines.

• They can be ___________ in areas for consumers to read without knowing as a ___________ audience.

• They can be placed near the ___________ to encourage consumers to buy the product.

• Magazine ___________ charge for Advertising space by half page or page space in issues. This ___________ helps publishers to continue to produce the magazine.

Word Bank

• PUBLISHERS • REINFORCE

FUNDING • SYMBOLIC• TANGIBLE • PLACED • BRAND IMAGE• READ • NICHE• TERTIARY • TEXT • POINT OF SALE • TARGET

Why Print Adverts Are Important• They can REINFORCE the BRAND IMAGE by explaining the product through

SYMBOLIC and TEXT codes.

• They can be READ slowly, getting more details across than a TV Advert.

• They are TANGIBLE and can last a long time.

• They can TARGET specific audiences by being placed in NICHE magazines.

• They can be PLACED in areas for consumers to read without knowing as a TERTIARY audience.

• They can be placed near the POINT OF SALE to encourage consumers to buy the product.

• Magazine PUBLISHERS charge for Advertising space by half page or page space in issues. This FUNDING helps publishers to continue to produce the magazine.

Advantages of TV Adverts

1. MASS – Audiences for TV are bigger than magazines and monitored so advertisers can target audiences

2. QUICK –TV ads are over quickly but can offer a lot of information through Images, Text and Audio

3. SPECIFIC – Ads can be placed on certain channels, times and similar shows for TARGETED audiences

4. CONNECTED – Allows a Brand to create memorable characters or stories through series of adverts.

5. SPONSERING – Allows a company to tie it’s Brand Image to a certain type of show or timeslot – creates SYNERGY through PRODUCT PLACEMENT

6. FUNDING – TV Advertising pays for channels/shows allowing programmes to be made

7. INTERACTIVE – Certain Adverts can give up to date information or allow an audience to respond quickly by sharing or #tagging

Who are the ASA and CAP?

The Advertising Standards Authority.

Regulate the advertising across all media.

They have strict Advertising Codes which must be adhered to. These are written by the Committees of Advertising Practice.

The ASA also act on complaints, to make sure that advertisements are not misleading, harmful or offensive.

Debatable Debate

• Discuss and then list fors and againsts for the debatable statement below:

ADVERTISERS SHOULD BE ALLOWED TO ADVERTISE

WITHOUT ORGANISATIONAL CONSTRAINT

© ZigZag Education 2015 12

Practice Questions

Pick one of the Questions below and PLAN an answer to it

1. Using examples, explain how adverts are used to attract an audience to a Brand or Product [10]

2. Using examples, Explore how audiences might respond to print adverts you have studied [10]

3. Using examples, Explain why print and TV advertising needs to be regulated [10]