AS1: Task 9: Referencing

Referencing/Bibliography

“    AS Media Studies: The Essential Introduction Second Edition. Philip Rayner, Peter wall and Stephen Kruger.” “Part 4: Three Case Studies. Case Study 2: advertising and marketing.” Routledge 2005.  ISBN 0-415-32966-3

·      “GCSE Media Studies. Editors Colin Bulman, Vivienne Clrk, Richard Harvey, Richard Horsman, Tim Leadbeater, Eileen lewis and William Malyszko.” “Pages 62-3, 64-7 73-4, 151-2, 173. Longman 2005. ISBN 0-582-32833-0.

·      “The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5

·      “The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”.  Issue 39 / February 2012. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “AS Coursework – charity ads. Gavin Luhrs”. Issue 9 / February 2004. ISSN 1478-8616

·      “The Media Students Book 4^th Edition”, “Chapter 9 Advertising and Branding”: Gill Branston and Roy Stafford: Routledge 2007: ISBN 0-415-37143-0

Internet.

·      "Specs & Delivery | How to Deliver Commercials to Channel 4". Channel 4: 2001.

<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery> (Accessed 24/10/1)

·      “Top 30 Programmes” :  Broadcasters Audience Research Board http://www.barb.co.uk/www.barb.co.uk/viewing

·      “Top 10 Programmes”  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

·	“How we do what we do”:  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

·      “Advertising | How to Advertise  on Channel 4 and its platforms”:http://www.channel4sales.com/advertising.

·      “Viewing data”:  Broadcasters Audience Research Board  http://www.barb.co.uk/ www.barb.co.uk/viewing

·      “Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media› Ad break‎ :

·      http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video

·      “ThinkboxBrandIdentity." http://www.thinkbox.tv/server/show/nav.1428

·      “Advertising Standards Authority”: http://www.asa.org.uk/

https://www.youtube.com/

http://www.barb.co.uk/

https://www.asa.org.uk/

http://www.ofcom.org.uk/

http://www.slideshare.net/

AS1: Task 8: Sources of Information in Advertising

Sources of Information in Advertising

Television Ratings:

There are various ways of gathering information from television ratings. One way of collecting data is by using 'BARB' (Broadcasting Audience Research Board).
BARB was established in 1981 and is owned by the BBC, ITV, Chanel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising).

BARB currently has over 5000 homes, those of which include over 11, 500 people who are participating to the panel.  This has been calculated by using a 2001 census of the population of the UK (58,789,194). It has been proven that each BARB box represents over 5000 people.

The Individuals have a box fitted into their homes that records everything that they watch. Panelists can indicate who is in a room at the time by pressing a button on a handset.

Information is gathered overnight and then gets published as an overnight rating at 9:30am for the personal use of television stations and advertising industries.

About a week after the ratings are published, the current ratings then get added up with the ratings of programmes that have been recorded during the week (this is allowed up to 7 days). These figures are known as a 'timeshift'.

Collecting information this way is useful and effective because it allows the public to have an official understanding of how their data is collected by watching certain programme. Collecting ratings in this way demonstrates what programme is watched the most in the UK.

Programme Profiles:

This is breakdown of who watches any programme on television. A programme profile can also target an advert to any programme broadcasted. This is useful for an advertiser because it demonstrates that the audience's favourite shows can help them gather even more information to publish more ratings. Certain programmes can be targeted at a specific audience.

For example, 'Downton Abbey' can be targeted towards women who aged 50 and over and a football programme could be targeted mainly towards men.

Rate Card:

A rate card is a document listed with the prices for advertisements and various other advertising placements. Rate cards are normally used for guidance due to the charge on some prices varying over periods of time.
In other ways, a rate card can also be used for promotional purposes.

Programmes that have been on air for several years, such as 'Coronation Street' or 'Eastenders' evidently are a lot more expensive than programmes that haven't been aired for as long. These soaps seem to attract a larger audience, so this means that their rates are increasingly large. These soaps are also aired at sociable hours and this plays a huge role on ratings.

Target audience is important for ratings because shows are often aired at times where teens (for example) are at school or when they are busy. Nowadays teenagers tend to spend the vast majority of their time on their phones/tablets/laptops and this means that they won't necessarily be watching programmes as much as adults might be. This concludes why targeting the correct audience is essential.

Rate cards are important in an advertising company because it gives the advertising company an understanding of who will be watching a particular programme at a certain time. This is important because they need to gather the information from the audience to see whether or not the programme is successful. One useful company for this would be the ITV Media. Another useful company would be Channel 4 Sales.

AS1: Task 7: Audience information

Audience Information

Agencies:

Advertisement agencies create a variety of advertising strategies in order to create marketing campaigns that tailor to the audience's needs. Agencies pitch their ideas to future clients who would generally be interested in their product. Presentation is important when presenting your ideas because you would need to engage with the audience in order for them to consider becoming a client for an agency. 

Clients:

Clients are provided with a detailed prospective of viewers and the final advertising campaign. 

Audience:

An audience can range from an individual, to a group of people who watch or read media text. These can include, listening to the radio, reading magazines and watching television, thus why audiences are important.

Audiences play a huge role in the media, because without them, there wouldn't necessarily be any forms of media and agencies and production would lose out on money if there wasn't an audience to
watch what they were producing.

Having an advancement in technology can help to increase ratings in shows as people can access more ways to watch their favourite programmes.

Types of audiences:

Mass/Broadcast Audience: Audience members who are mainly focused on mainstream TV Soaps. This includes media that targets all ages. A few examples of TV Soaps would be Eastenders, Hollyoaks, Coronation Street and many more.

Niche Audience: This is a smaller group of audience members with a specific type of interest in their choice of media.

Age and gender:

Age is another main factor of media. For example older forms of media (radio, newspapers, etc) would generally gain more listeners/readers from the older generation. Newer forms of media would be watched/listened to/read by the younger generation. This could be due to the advancement in technology as media can be presented through applications on phones/laptops/tablets. Media can also be listened to through audio players online as well.

Gender is also affiliated the media. If an advertisement is shown during the break of a netball match for example, the advert could be targeted more towards women. If the advertisement was shown during a break of a football match, it would be targeted more towards men.

Psychographics:

Psychographics is the segmentation of marketing which divides groups of people by their social class and lifestyle. Psychographics is based on whether people can afford to be living wealthy, or not. For example, the wealthy may purchase products targeted towards their income, or have media depicting expensive products towards their social class.

It is useful to divide market research by psychographics because is provides the assumption that products are distinguished between individual purchases and it reflects on the customers characteristics. This will provide the company with an accurate result as to who purchases their product more often.

Geodemographics:

This is used within marketing media which classifies a specific group, gender or age. Geodemographics are broken up into separate categories depending on people's jobs, education or status in society.

For example, if a group of people haven't received much education in their lifetime, it will be quite difficult to educate them on the product a company is trying to advertise. If a company were to advertise a product aimed at those who are in the scientific field at school and/or work, those who aren't in that field may not understand the actual purpose of the product since it wouldn't necessarily apply to them.

Diving market research into geodemographics can demonstrate why companies would want to advertise their products into certain groups because it will portray the social classes of each individual.

BARB:

The Broadcasters Audience Research Board measures television audiences and has been doing so for over thirty years. Shown below are screen grabs demonstrating what BARB has achieved by doing this.

Audience Measurement Panels:

Audience measurement is important for gathering information in the media as it is produced through media text. However measuring an audience comes with its pros and cons and these include:

Pros:

• Gathering different data sets of information from different families across the country - this helps for accurate results if there is a larger number to work with.

Cons:

• Different families may want to watch other programmes that aren't the same as what another family may want to watch (for example).