Task 8 – Referencing

References

https://www.youtube.com/watch?v=TnTYVT6lwBc

https://www.youtube.com/watch?v=zXU9Ur9QznE

https://www.youtube.com/watch?v=ZlvACerYmcw

https://www.youtube.com/watch?v=RfCglRbnNwk

https://www.youtube.com/watch?v=9PodADWdk_E

https://img2.blogblog.com/img/video_object.png

https://img2.blogblog.com/img/video_object.pnghttps://img2.blogblog.com/img/video_object.png

https://img2.blogblog.com/img/video_object.png

https://img2.blogblog.com/img/video_object.png

https://img2.blogblog.com/img/video_object.png

<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery>

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

http://www.channel4sales.com/advertising.

http://www.asa.org.uk/

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

blog 6 Methods of Research by Mr P. Williamson 
Date: 3rd/ september/ 2013

Task 7– Sources of Information in Advertising

The BARB which means broadcasters audience research board was found in 1981. BARB  is useful because it is an "objective", meaning it is acronym for broadcasters audience research board. It is owned by channel 4, ITV, BBC, Channel 5, British sky broadcasting and it is a non profit company . It has 5,100 homes overall that is 11,500 people and they are taking part in the panel The box record and what program that is watched. The data for BARB is always taken over a night period and it is shown as a overnight rating which are around 9:45 the next day and its given to the companies. For us being allowed to get television rating is very useful because the producers will be able to see the progression of some particular shows and may decide to give their own rating on the most popular advert. Some programmes can be broken down due to who watches the programme. This is reliable to the producer because they could have a target on who they are trying to reach for each programme they make up. For example "Eastenders" may cost more than some other TV programme because of the hour it being showed on.

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

Some information for advertising might be found on some website like ITV and other website related to this, as it allows the audience/viewers  to have a lot of time to put the advert they want on their channel and this is positive as it will get audience to become attentive in some event. They also offer a wide range of resources on the website and they make sure questions can be asked consistently for new viewers. There are a wide range of TV sequence and some programmes that might need some sponsoring on their website , which give you a multiple list of different kinds you can pick from. Furthermore, getting a programme that is willing to sponsor you will help your brand to reach their success point because a lot of viewer will see it and may want to sponsor you.

http://en.wikipedia.org/wiki/Broadcasters'_Audience_Research_Board

Age will be very effective when it comes to the advertisement because the advertiser is showing their audience what they are advertising because some advert will need to specifically advertise their product to those with a specific age group for example those who are old age, however some advert might be aimed for only the young eg, the youth, young children, etc. The age categories are important and effective because it will help the advertiser know what age group they should appeal too. Additionally , gender is important to a great extent because it will allow the advertiser know who their target audience are and if the advert is for both target audience, eg male and female,  this may reduce sexism.

http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf

Social grade will be effective because some viewer may be watching a advert that disqualifies  their social grade. For example, some advert may just be targeting the working class people, whereas another advert may be focusing on the higher class , this show that the views the advert will get will not be stable because its only one class that will support the specific advert. so therefore if the advert could be target to all those will all social grade, this will allow the advert to be popular , stable and not biased.

http://www.ukgeographics.co.uk/blog/social-grade-a-b-c1-c2-d-e

Task 6– Audience Information

It is very useful for advertiser to study about audience information because the audience are very effective when it comes to the aspect of advertisement. Whenever an advert is made there have to be an audience if not the advert will not be classified as a successful advert because there was no one to see it. For example whenever an advert is produced it is most likely for it to be uploaded on 'youtube' because there’s a lot of viewer who are willing to see whatever is posted. 

Most advert are divided in different ways. Firstly the audience is divided by standard occupational, labelling consist of using letter codes. For example the table below shows the social grade which are letters and then shows how they correlate with the social status and occupation, what the do and what type of skill and qualification they have:

Social Grade	Social Status	Occupation
A	Upper middle class	Higher managerial, administrative or professional
B	Middle class	Intermediate managerial, administrative or professional
C1	Lower middle class	Supervisory or clerical, junior managerial, administrative or professional
C2	Skilled working class	Skilled manual workers
D	Working class	Semi and unskilled manual workers
E	Those at lowest level of subsistence	State pensioners or widows (no other earner), casual or lowest grade workers

http://www.abc1demographic.co.uk/

Psychographics helps the advertiser know exactly what type of person they are looking for to advertise their product. It is the study of personality, values, attitudes, interest and lifestyle. This is how advertisers creates a lifestyle for their target audience.

However, Geodemographics helps breaks down where your target audience is mainly located. For example lifestyle will be different in the countryside than the urban environment and this may have an impact of the interest and the way people speak. This is effective because you will get to know what type of people you are aiming for to be your target audience. This is important to see what attitudes fit with what lifestyles.

Age will be very effective when it comes to the advertiser showing their audience what they are advertising for because some advert will need to specifically advertise their product to those with a specific age group for example the old, however some advert might be aimed for only the young eg, the youth, young children, etc. The age categories are important and effective because it will help the advertiser know what age group they should appeal too. 
Additionally , gender is important to a great extent because it will allow the advertiser know their target audience and if the advert is for both target audience, this may reduce sexism.

http://downloads.bbc.co.uk/aboutthebbc/reports/pdf/audience_0711.pdf

BARB gives viewing figures for UK television viewers. It specialise in researching companies, which help take data that represent the television viewing changes of the Uk’s, for example  26.8 million TV household. BARB viewing data give broadcasters, advertiser minute to minute breakdown of viewing at national levels. This information is very effective when knowing how channels, advert etc have performed and it provides the basis for airtime advertising trade. In order to state viewing patterns across all TV household , each home on the panel represent on minimum 4,000 TV homes. These panel homes are drawn from household that is designed to remain representative of all television household in the UK.

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

Task 5 – Methods of Research

It is very important to research before you start planning a new advertising campaign because it is helpful to a great extent because you are trying to find out who uses the product. Additionally, planning allows you to collect as much information as possible which will mean that your advertisement will be successful when it comes to selling the specific product. Furthermore , there are so many ways when it comes to conducting this research because some research are important because it has never been done which means that everything is safe and viewers will be comfortable when it comes to the advertisement.

Primary research

Primary research is any type of research that you go out and collect yourself. For example surveys, interviews, observation and ethnographic research. Also it is when researching an organisation conducts itself to find out the answer to specific questions. For example, when carrying out questionnaires, surveys and etc. The advantage of primary research is being able to explore the secondary research already performed by other researchers. Also, carrying out their own research allows the media organisation to address issues specific to their own situation

One advantages of primary research is greater control- not only does primary research enable the marketer to focus on specific issues, it enable the marketer to have a higher level of control over how the information is collected. This means a researcher can focus on his product only, which means that they can analyse it better. Primary research means you can focus on specific issues,  it also gives the researcher a high level of control over how the information is collected. This means a media company can focus on their product only will have a better information on which to base their analysis. There are some limitation for primary research because I felt like it was only focuses on one side of the people that’s responding to some questions I asked. During my interview the people I asked mostly said stuff like I wanted to hear not their general opinion. The process was time consuming when creating the questionnaire and interview, also checking availability of the interviews and I did not get enough information that I wanted. And when I was conducting the interview the people that I asked were not really honest in their response and the environment they were in influenced their response as they were not taking it seriously their friends were  around them when conducting their interviews.

secondary research 

Secondary research is uses outside information assembled by media sources. It is a form of research where the information already exists and can be used as a form of second hand research. It is usually published in pamphlets, newsletters, magazines, and newspaper. Media firms can get information from the government or trade publications .

There are advantages and disadvantages to secondary research. Some of the advantage of secondary research are that it is easy to do because of the already existing data. Most of the pre-existing sources are very accurate therefore it makes your research easier. However there is also some disadvantages of this type of research and they are a major disadvantage which is when you don’t know who did the research and how honest and accurate it is. Secondary research can be biased and inaccuracies cannot be checked 

Quantative Data collection 

Quantative data collection is number crunching and questionnaires are usually used in this. The advantage of it is that you can have a relatively large sample, a large quantity of data. It is relatively easy to administer. However the disadvantage of it is that it is hard to design a questionnaire that finds out exactly what you want and closed questions cannot be altered.

The objective of quantitative research is to develop and employ measurable facts and information instead of the opinions because it is based on actual data. The quantitative research can help to determine how many people are likely to buy a new product idea, which group of individuals will react best to which type of advert, which incentive such as free gift will appeal to which target market.

The disadvantage of a quantitative research is that you cannot ask questions. You often get a yes or no when the true answer might be somewhere in the middle.

An disadvantage of qualitative research is that qualitative research does not ensure accuracy in the way quantitative research requires. Opinion and bias are far more like to distort your result. For example, when I asked a question in a small group of people. This does not represent the views of the entire population so it is difficult to analyse what the majority of an audience feels about a particular situation 

The four audience research are descriptive research, analytical research, predictive research and tracking researching.  Descriptive research describes your audience and their characteristics. For example, who are your current audiences, where do they live, how old are they?. The Analytical research seeks to understand how and why. For example, why did they buy every Ryan Gosling DVD but not the last one?. The predictive research considers what is situation. For example, what will happen if we change the names of our company?. And, tracking research, long term research that monitors changes taking place overtime, for example how has the pattern for subscription season ticket sales changed over the past three years.

The stage of audience research

·         The basic principle in the lifecycle

-the target audience are that you need to be able to know who your audience are and learn to understand your audience. You need to make sure you have prepared.  For example, someone who need to develop skills to quit smoking will likely need information about the effect of smoking on their health. In order to reach your audience most effectively, you need to know who they are, what exactly they need and what would help them pay attention and understand your message. I need to be able to plan my research, for example if I was going to give a speech to people about football  I need to make sure I plan what I am going to say about football so it wouldn’t turn into a shamble. Furthermore I need to make sure I do some research, so it will allow the audience to know that I know what I am talking about, also it will make me look professional. Additionally, I need to make sure I analyse what I researched on, making sure that what I researched is reliable and effective for my audience. And I need to use evidence in my advert and have something to back me up in my own advert. 

reference- blog 6 Methods of Research by Mr P. willamson 
Date: 3rd/ september/ 2013

TASK 4 - Regulation

Advert have become very important as it is significant when it comes to our economy and also our modern life we are living in now. Furthermore, regulation of advertisement help informs us, viewers on the most modern things and also attracts attention to the product they are selling.Regulation is very effect as it help regulate what should be advertised on commercial and what should not be showed on commercial. If an advert is shown in way that is not appropriate and indoctrinate viewer in an negative way then 'regulation’ has the right to not show it on commercial and other place like TV, radio etc. Before regulation for advert was not compulsory but now in our generation it is and it prevent advertiser not to indoctrinate the audience in a negative way for them to buy the product that they are showing in the advert due to them giving a false information.
http://en.wikipedia.org/wiki/Regulation

Ofcom is 100% approved by the government also with regulation or competition. They have authorities over the broadcast and other industries over the UK. Ofcom has a large range of authority over things like the TV or Radio. The purpose of Ofcom is to represent the interest of viewers and protects them from the negative and inappropriate adverts. Ofcom look into codes, license research, abuse etc. Additionally, they protect the public from what’s inappropriate, offensive and harmful on the radio or TV and they are representative of the interest of citizen and the consumers by encouraging competition.
http://www.ofcom.org.uk/

ASA means advertising standard Agency. The purpose of the ASA is to make sure that all form of media is faithful, loyal and legal. For example, if an advert can’t able to pass the test that the ASA requires then the advert will be withdrawn. The ASA protect things like the newspaper, TV, radio , posters, magazines, internet , etc. On the other hand, it does not protect packaging, telephone calls, etc. In conclusion, it regulate UK advertising across the media.
http://asa.org.uk/