WEEK 1 - ADVERTISING BY SECTOR
Advantages and Disadvantages of different media sectors for advertising:
Broadcast (TV,radio,cinema)
Advantages
- In this busy, expensive life, television is an easy and cheap source of entertainment.
- By watching international news, we are kept informed and up-to-date with breaking news around the world.
- Some shows and channels (like PBS and Discovery) offer educational programs that can increase our knowledge and make us more aware of the world around us.
- Television can help you feel less lonely. Psychologists coined the term "social surrogacy" to explain how television can fill the shoes of absent friends or family. In one study published in the Journal of Experimental Social Psychology, researchers found that people who watch a favorite TV show report feeling less lonely during the show.
- Sex, crime, and violence are frequently depicted on television and may have negative effects on impressionable children (and adults!). Kids who see violent acts are more likely to display aggressive or violent behavior and also to believe that the world is a scary place and that something bad is going happen to them.
- Watching too much television is not good for your health. Studies have shown that there is a correlation between watching television and obesity. Excessive TV watching (more than 3 hours a day) can also contribute to sleep difficulties, behavior problems, lower grades, and other health issues.
- Television makes us antisocial, taking the place of family and friends.
- It's a waste of time. Watching television fills the time a person might have spent doing important, enriching things like interacting socially with other human beings, being physically active, discovering the outdoors, reading, using one's own imagination, or accomplishing other things like working or doing homework or chores, or spending time with enriching hobbies like art, music, etc.
Advantages
- Flashy magazines are always popular among consumers and are often read by them for a particular period of time in a month. The monthly magazines are the best way to bring attention to any advertisements.
- Print media is an easy medium to spread awareness or advertise to any particular geographical area. Like, a local newspaper is the best way to spread the news about any local event of the place.
- Some forms of the print media have huge and trusted followers. This is definitely a great boost to attract readership.
- Print media allows you to choose your own space for advertisement, thus, you can manage your budget and expenses while planning for the advertisement.
- If you are targeting the global audience, then this is not the medium you should go for. Instead, the internet has a much wider reach than print media in this.
- Placing an advertisement in print media requires a lot of planning and time. In this case, you are faced with flexibility problem, particularly when you work in tight deadlines.
- In fact, there are many limitations when it comes to targeting your audience as the particular newspaper may not be available to the audience all the time. On the other hand, a person can get access to the internet from anywhere and everywhere.
- Besides, most of the time, your advertisement might get lost among all other ads and editorials. Plus, the lifespan of newspaper and magazines is very short as people have a tendency to throw them or keep them aside after one day of reading.
Web Based
Advantages
- Zero install - all PCs have a browser
- Reduce business costs - less time spent talking to customers over the phone; eliminate printed materials; allow users to update their own details.
- Centralised data is secure and easy to backup.
- Quick and easy updates.
- Reach anybody, anywhere in the world.
- Available 24 hours a day, 7 days a week.
- Low spec PCs or smart phones can be used.
- Online training can be completed at user's own time and pace.
- Direct access to latest information - for Employees where every they are located.
- Always up-to-date.
- Slower, as run over the internet
- Internet not always 100% available
- Interfaces often not as sophisticated
- Can take longer to develop as they are more complex
- Have to support different browsers, and different versions
- Security risks
CHALLENGES FACED WHEN ADVERTISERS DISTRIBUTE ON DIFFERENT PLATFORMS
Traditional media such as TV and Newspapers aren't as popular as they once was which means the target audiences are a lot small and specific such as middle age people. The challenges that the new media adverts face is that people ignore the adverts due to the market being saturated which stops companies from promoting their business.
DIGITAL GROWTH
The digital landscape just keeps growing.If you look at the web alone, the number of websites is proliferating at a rapid rate. Trying to decide where to advertise can require extensive research and hours of work. You have to find new sites, evaluate them, and develop strategies for them.
AD BLOCKERS
Ad blockers are costing advertisers billions of dollars.The software makes it so that many ads do not even appear on the screen, which means that brands never have the chance to make their case, virtually speaking.
REDUCED EXPOSURE
Social media allowed businesses reach millions of potential customers for FREE. However social media giants have stopped giving away the milk for free. Brands can’t even expect their posts to be seen by the people that follow their page. Facebook has locked down the reach of the posts unless brands pay to promote them. Brands also have other social networks they can use to reach audiences, but no other network has the same audience or the same potential for engagement.
ELUSIVE AUDIENCES
Today’s consumers are more stretched than ever. Most people don’t have the time to read an online article, let alone watch a brand’s video ad. Brands are fighting to capture their audience’s attention, as well as to engage them. Brands are better able to learn what their audiences want or need, and they are better able to target their ads so that they appear only to the people who are going to be most interested in what’s being sold.
The impact of digital media on traditional media forms?
The increase in digital consumption has affected traditional forms of media like print. Social media has created self-made celebrities and change the way For decades traditional media such as television, radio and magazine made a huge impact on us, transform our culture and become a tool for discovering new products and even learning. However, since the rise of the internet, traditional media has suffered enormous changes and some formats such as magazines and newspapers have seen a substantial drop in sales. Social media channels such as YouTube, Instagram as opposed to television, print and magazines.
An average person spends 6 hours a day on the internet
1. Social media statistics
- There are 3.2 billion social media users.
- 79 per cent of the population in the United States had a social networking profile.
- Digital users spend an average of 2.20 minutes daily on social media and social messaging apps.
- Digital consumers are now spending 6 ¾ hours per day online, with 3:18 hours of this time – 51% – spent online via mobiles (up from 1 hour 17 mins in 2014).
- 2:20 hours a day on social media, accounting for the biggest share of online media time (35%).
- With over 85% second-screening as they watch TV, simultaneous multi-media consumption is now the norm. Mobiles are the clear device of choice here.
- Linear TV consumption is over 4 hours a day per person.
- Over 92 % of Americans older than 12 consume radio weekly in some form
- Radio audience reached over 235 million listeners.
- Over 7,800 digital billboards are currently active in the US.
- Online TV has exceeded an hour per day, but linear TV is holding steady at just under 2 hours.
- News trust level: 61% of people trust newspapers ads whereas only 42% consider online credible.
- There were 119.6 million TV homes in the U.S. for the 2017–18 TV season (Nielsen’s National Television Household Universe Estimates). The number of persons age 2 and older in U.S. TV households is estimated to be 304.5 million.
- Nationally, over 56 million newspapers are sold daily.
- There were 7,218 magazines in the United States in 2018.
3. Traditional Media vs Social Media share of time
WEEK 2 - TARGET AUDIENCE FOR ADVERTISEMENTS
Mass Audience
Mass Audience
Mass audience is a large group of people with similar interest in a specific media. So an advertisement company would target a large audience with similar interest to be able to have a large success rate with the advert, as the majority of people will enjoy it.
Niche Audience
Niche Audience
A niche audience is a small target audience, as they have unique interest. This is typically a sub genre of a media which can be profitable to advertisement companies as that sub genre normally hasn't be done before which has a high need for it.
Psychographics
Psychographics
Psychographics is the psychological traits in the audience. so the attitudes, behaviours, personalities, values and lifestyle. This can be applied to advertisement as it allows the researches to view how their target audience respond.
Geodemographics
Geodemographics
Geodemographics is where the audience/based. This helps companies to target that location if they are lacking in a product. Geodemography is the study of people based on where they live. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address.
Demographics
Demographics
Demographic is relating to the population such as age, life cycle stage, gender, income, religion race and nationality.
Characteristics commonly used to categorise audience
There are 2 types of people in the crowed of an audience consuming media.Active and passive. An active audience uses there own beliefs to determined how they view media. They question what they see and can challenge it. They have control over how media affects them. They are also engaged in what they see and responsive.
Passive audience are known as the type who are like sheep. They follow what they see in the media and allow themselves to be controlled by it. They are easily manipulated.
The different categories of audiences according to Young and Rubicam?
Why is Young and Rubicam's theory referred to as 'cross-cultural'?
The reason Young and Rubicam's theory is also known as 'cross cultural is because there is a variety of different demographics in the audience are influenced by their differing cultural backgrounds. That's why its known as Cross Cultural Consumer Characteristic.
Characteristics commonly used to categorise audience
There are 2 types of people in the crowed of an audience consuming media.Active and passive. An active audience uses there own beliefs to determined how they view media. They question what they see and can challenge it. They have control over how media affects them. They are also engaged in what they see and responsive.
Passive audience are known as the type who are like sheep. They follow what they see in the media and allow themselves to be controlled by it. They are easily manipulated.
The different categories of audiences according to Young and Rubicam?
- The Aspirer- This audience category is materialistic and they focus primarily on others opines and rarely on their own ones. They mostly care about others view on appearance, personality and fashion. Which means they prioritise appearance over personality. Which could categories them as vein and only care about status. The product that would be advertised to this category who be quite expensive such as a designer hand bag that is considered trendy as they are considered to be materialistic and care what others think.
- The Succeder-This audience category have self confidence and find it important to have organisation skills, as their main focus is control. The reason their called succeeder is because their main goal is to be successful, however this means they often have aggressive attitude to life. The product that would be advertised to them would be a planner as they are organised and this would help them achieve their goal.
- The Explorer- This audience category like a challenge and always want to try new experiences and ideas as they like to be stand and like to be different from everyone else. The reason they are called explorers is because their core motivation is to discover new products and places. The product that would be advertised to this audience would be a camping equipment such as a tent and a back pack, so they can discover new places.
- The Reformer- This audience category value their own judgement and are independent. Unlike the Aspirer they are not materialistic and are considered as intelligent. They are quite laid back as they have a lot of tolerance and their core motivation is for enlightenment. Their core motivation is to survive. The product for this audience would be an informative book as they are considered laid back and intelligent.
- The Mainstream- This audience category are organised as they must have a daily routine. The Group is the most common as they are the everyday person. They like to copy people to fit in to society and they like the sense of security. The product that this category would like would be a calendar to help plan their days and keep with their daily routine.
- The Struggler- This audience category is considered to be the victims and loses as they rely on luck rather than judgement to get anywhere in life (as they don't try). They live a unhealthy life consuming junk food and alcohol.Their core motivation is to escape as they struggle in life. The products which would appeal to them would be something that reflects their unhealthy lifestyle such as a video game device, as they don't go out and it would be a form of escapism.
- The Resigned- This audience is mostly older people with unchanging values and they enjoy traditional role. They are suborn as they don't want to learn the new ways they would rather stick to the old ways. For this audience the product would be something traditional as they're not keep on change. The product would be some form of print such as a book and newspaper.
Why is Young and Rubicam's theory referred to as 'cross-cultural'?
The reason Young and Rubicam's theory is also known as 'cross cultural is because there is a variety of different demographics in the audience are influenced by their differing cultural backgrounds. That's why its known as Cross Cultural Consumer Characteristic.
Task 5 - Persuasive Techniques
Parody
A parody, also called a spoof, a send-up, a take-off, a lampoon, a play on (something), a caricature or a joke, is a work which is created to imitate, make fun of or comment on an original work—its subject, author, style or some other target—by means of satiric or ironic imitation. The reason a company might do this, is to draw negative attention towards the actual product, and people will want to check out the parody version instead.
Pastiche
A pastiche is a work of visual art, literature, theatre, or music that imitates the style or character of the work of one or more other artists. Unlike parody, pastiche celebrates, rather than mocks, the work it imitates.
In this advert Volkswagen has decided to imitate Darth Vader from Star Wars. They have imitated the signature move called using 'The Force'. In the advert you see the little boy trying to use the force to move the car but nothing happens until the dad arrives with the keys and presses a button which allows the car to suddenly blink and blow the car horn.
In this advert Volkswagen has decided to imitate Darth Vader from Star Wars. They have imitated the signature move called using 'The Force'. In the advert you see the little boy trying to use the force to move the car but nothing happens until the dad arrives with the keys and presses a button which allows the car to suddenly blink and blow the car horn.
Satire
Satire means the use of humour, exaggeration, etc, to expose a persons stupidity, this is particularly in the context of politics, topical issues, etc.
This following satire campaign, is a reference to the Donald Trump, Anti-Immigration claims. In this specific ad, it states; 'just in case he wins...', which is a reference to Donald Trump himself, and below it, it gives the prices for some of the direct flights to some US cities. They have used satire to expose Donald Trump's stupidity in the context of politics.
This following satire campaign, is a reference to the Donald Trump, Anti-Immigration claims. In this specific ad, it states; 'just in case he wins...', which is a reference to Donald Trump himself, and below it, it gives the prices for some of the direct flights to some US cities. They have used satire to expose Donald Trump's stupidity in the context of politics.
Persuasive Techniques
Pathos - This is an appeal to emotion. When using pathos in an advert, their aim is to evoke an emotional response in the consumer. For example, using an image of a starving child, making the viewer feel guilt and that will lead them to send money to the charity of the advert.
Logos - This is an appeal to logic and or reason. When using logos in an advert, it gives the consumers information about their product. This could include statistics or evidence about the product, which will help the consumers understand what the product is about and what it does. For example, the product could be skin care related, and the facts could be about how many people rely on the product, or believe the product works.
Ethos - This is an appeal to character and or credibility. When using ethos in an advert, their aim is to persuade and convince the consumers that are viewing their ad, that their company and product is reliable and honest. By seeing this, it'll persuade the consumer to buy their product, which is the company's aim. For example, they might have a celebrity like, Jennifer Aniston, holding a water bottle, and that will make people want to be like her and buy that exact same water bottle.
Logos - This is an appeal to logic and or reason. When using logos in an advert, it gives the consumers information about their product. This could include statistics or evidence about the product, which will help the consumers understand what the product is about and what it does. For example, the product could be skin care related, and the facts could be about how many people rely on the product, or believe the product works.
Ethos - This is an appeal to character and or credibility. When using ethos in an advert, their aim is to persuade and convince the consumers that are viewing their ad, that their company and product is reliable and honest. By seeing this, it'll persuade the consumer to buy their product, which is the company's aim. For example, they might have a celebrity like, Jennifer Aniston, holding a water bottle, and that will make people want to be like her and buy that exact same water bottle.
Donald Gunn Theory
1. The Demo - This is a visual demonstration of the products capabilities and benefits, as their aim is to introduce customers to their products and persuade them to buy them.
2. Show the problem - This focuses on the problems people face in their lives, and this product is introduced to people to help them with their everyday problems. The adverts are created to be relatable to the target audience, making the product useful to the consumer.
3. Symbolise the problem - This is quite similar to the 'show the problem' technique, as this illustrates the product to be the solver of all problems. Although, the problem is symbolised through an exaggerated graphic or an analogy.
4. Comparison - This type of advert compares their product to rivalry products, who are in the same field as them. During these adverts, their product are showcased as the superior product.
5. Exemplary story - This type of advert has a narrative in which the product is deemed to be necessary. Donald Glenn said that, 'A situation where you'd use (the product) and be very glad for it'.
6. Benefit causes story - This advert withdraws the benefits of the product, and creates a story around it, which is usually quite
exaggerated. It is less concentrated on the product, and is usually revealed at the end of the advert.
7. Testimonial - This advert has a softer approach to it. This sort of advert involves a kind person, for example; a neighbour or friend, and will talk to another person about the benefits of the product that they're trying to sell, and how it has had a great impact on them.
8. Celebrity - This is a very popular type of advert, and will include a celebrity in order to strengthen a brands identity. Audience members will see a celebrity using their product and will believe that if they buy that product, they will be like that celebrity.
9. Symbolise the benefit - This advert technique is quite similar to the 'symbolise the problem' technique. This advert helps display the products advantages. Within this type of advert, the product will be demonstrated through symbols, exaggerated graphics and analogies.
10. Associated user imagery - This advert tends to use characters that are associated with their product. For example, they might use a model to help advertise make-up or something beauty related. This advert technique is usually used for beauty and cosmetics companies, and will target large audiences by displaying to them that they can look like these ideal people, if they invest in their product.
11. Unique selling point - Within all sorts of adverts, they will focus on something that makes their product unique and different compared to rivalry products.
12. Parody - This type of advert refers to TV shows, films or some other advert types. This is displayed to create a sense of familiarity for the audience, allowing them to remain engaged in the advert, as the parody is usually based off content popular in the past. Sometimes, adverts will replicate other adverts as a way to mock them.
2. Show the problem - This focuses on the problems people face in their lives, and this product is introduced to people to help them with their everyday problems. The adverts are created to be relatable to the target audience, making the product useful to the consumer.
3. Symbolise the problem - This is quite similar to the 'show the problem' technique, as this illustrates the product to be the solver of all problems. Although, the problem is symbolised through an exaggerated graphic or an analogy.
4. Comparison - This type of advert compares their product to rivalry products, who are in the same field as them. During these adverts, their product are showcased as the superior product.
5. Exemplary story - This type of advert has a narrative in which the product is deemed to be necessary. Donald Glenn said that, 'A situation where you'd use (the product) and be very glad for it'.
6. Benefit causes story - This advert withdraws the benefits of the product, and creates a story around it, which is usually quite
exaggerated. It is less concentrated on the product, and is usually revealed at the end of the advert.
7. Testimonial - This advert has a softer approach to it. This sort of advert involves a kind person, for example; a neighbour or friend, and will talk to another person about the benefits of the product that they're trying to sell, and how it has had a great impact on them.
8. Celebrity - This is a very popular type of advert, and will include a celebrity in order to strengthen a brands identity. Audience members will see a celebrity using their product and will believe that if they buy that product, they will be like that celebrity.
9. Symbolise the benefit - This advert technique is quite similar to the 'symbolise the problem' technique. This advert helps display the products advantages. Within this type of advert, the product will be demonstrated through symbols, exaggerated graphics and analogies.
10. Associated user imagery - This advert tends to use characters that are associated with their product. For example, they might use a model to help advertise make-up or something beauty related. This advert technique is usually used for beauty and cosmetics companies, and will target large audiences by displaying to them that they can look like these ideal people, if they invest in their product.
11. Unique selling point - Within all sorts of adverts, they will focus on something that makes their product unique and different compared to rivalry products.
12. Parody - This type of advert refers to TV shows, films or some other advert types. This is displayed to create a sense of familiarity for the audience, allowing them to remain engaged in the advert, as the parody is usually based off content popular in the past. Sometimes, adverts will replicate other adverts as a way to mock them.
Examples Of Donald Gunn's Advert Types
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This Turkish Airlines advert is an example of ongoing characters or celebrities. In the advert they have used Messi and Kobe Bryant to gain more popularity for their airline.
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This Amazon Echo advert is and example of parody. This is displayed to create a sense of familiarity for the audience, allowing them to remain engaged in the advert. We see in the advert that amazon echo cracks a few jokes which get the audience watching laughing and hopefully they will buy the product.
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This Smiths Toys Superstores advert is an example of associated user imaginary. In the advert there is a little boy who uses his imagination of being a toy. The target audience is for children that are 3+ as the animation is eye appealing towards them and the company is advertising toys which generally little kids play with.
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This Samsung Galaxy S4 advert is an example of Donald Gunn's comparison theory. In the advert they compare their phone to Apple's iPhone and in the end it was the superior smartphone. Even at the end of the advert they put 'The Next Big Thing Is Here'.
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LAA - CORE ASSESSMENT
Advertisements are used today to promote and sell a product/service to the audience. Advertisements have strong messages to the audience, this being serious, funny or something which relates to them. Advertisements are used everywhere to make people aware of what is on the market and this is shown through TV adverts, Billboards, posters etc. TV adverts are the most popular and are most popular during the evening as this is when majority of people are free to watch TV after work.
Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product. Persuasive ads aim to convince potential customers to buy the featured product. If you’re advertising a product, this technique is powerful. Persuasion can be used in almost any of your marketing campaign—across television, digital, print, audio, billboards.
Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product. Persuasive ads aim to convince potential customers to buy the featured product. If you’re advertising a product, this technique is powerful. Persuasion can be used in almost any of your marketing campaign—across television, digital, print, audio, billboards.
Print
In this ad they use a boat with a rope tied to the dock. The text read 'So good you cant let go'. With this crafty use of guerrilla marketing, Mondo Pasta perfectly creative way of advertising their ad. The guy slurping the noodle literally "can’t let go" because its a rope tied to a dock. By designing such a visual, unexpected, and literal ad with a seemingly one-dimensional prop, people’s eyes can’t let go of this ad either.
In this ad they use a boat with a rope tied to the dock. The text read 'So good you cant let go'. With this crafty use of guerrilla marketing, Mondo Pasta perfectly creative way of advertising their ad. The guy slurping the noodle literally "can’t let go" because its a rope tied to a dock. By designing such a visual, unexpected, and literal ad with a seemingly one-dimensional prop, people’s eyes can’t let go of this ad either.
Broadcast
In this ad they used a celebrity 'Ed Sheeran' for Heinz’s ad campaign in the UK. The company is attempting to get ketchup just as popular there as it is in the US. Ed Sheeran narrates the commercial as though it’s a pitch. The effect makes it feel like you’re watching a movie clip instead of an ad. He uses persuasive techniques which convinces you that all the “posh” food and sauces are nothing without his backpack-based Heinz.
Ed Sheeran walks into the restaurant wearing clothing that normal everyday people wear. He does this to make himself stand out from everybody else as they are all wearing posh and fancy clothing. Ed uses the words 'posh' a lot to make the audience remember that he is in not your everyday restaurant. Ed talks about the restaurant having big chandeliers, paintings and way to many forks. Ed then says he hears classical music being played which backs up the claim that this restaurant is posh and it is starting to sound like this restaurant is exclusive. Ed then uses persuasive language when he says 'I then take out the only thing that can complete me'. This is a very big and strange claim as ketchup is a sauce. This makes the audience feel a bit weird.
Using Ed Sheeran for an as campaign is big as Ed has a wide range of audiences that will look at this ad and more people will buy this product.
In this ad they used a celebrity 'Ed Sheeran' for Heinz’s ad campaign in the UK. The company is attempting to get ketchup just as popular there as it is in the US. Ed Sheeran narrates the commercial as though it’s a pitch. The effect makes it feel like you’re watching a movie clip instead of an ad. He uses persuasive techniques which convinces you that all the “posh” food and sauces are nothing without his backpack-based Heinz.
Ed Sheeran walks into the restaurant wearing clothing that normal everyday people wear. He does this to make himself stand out from everybody else as they are all wearing posh and fancy clothing. Ed uses the words 'posh' a lot to make the audience remember that he is in not your everyday restaurant. Ed talks about the restaurant having big chandeliers, paintings and way to many forks. Ed then says he hears classical music being played which backs up the claim that this restaurant is posh and it is starting to sound like this restaurant is exclusive. Ed then uses persuasive language when he says 'I then take out the only thing that can complete me'. This is a very big and strange claim as ketchup is a sauce. This makes the audience feel a bit weird.
Using Ed Sheeran for an as campaign is big as Ed has a wide range of audiences that will look at this ad and more people will buy this product.
Task 6 - Fashion Advertising
Categories
Categories of fashion include men's fashion magazines, women's fashion magazines and accessory magazines.
Typography - The fonts used are bold and easy to read. They stand out on the front cover as they use a bold black and white colour or the magazines uses other vibrant colours on it. On men and women fashion magazines they may use female and male colours like pink and purple for women and dark black colours for men as this is gender appropriate for them.
Mise-en-Scene - The setting in women's magazines are held in houses. They might take pictures on the balcony, porch. They might also do backgrounds that are bright. The setting in men's magazines are
Mise-en-Scene - The setting in women's magazines are held in houses. They might take pictures on the balcony, porch. They might also do backgrounds that are bright. The setting in men's magazines are