Characteristics of products and services 

​

Benefits Offered –

 

Advertisers will aim to make the advertised product a positive impact on the life of the audiences. An example of this is a Berlitz Advertisement as it offers the benefit of learning English which is the most common language spoken.

 

https://www.youtube.com/watch?v=0MUsVcYhERY

 

Advantages over similar products –

 

One technique used really often by advertisers is comparing their brands product to other brands and identifying why is their product the better one. An example of this is by Samsung who compares the difference between their product and apples product and why their product is better.

 

https://www.youtube.com/watch?v=R59TevgzN3k

​

Unique selling point -

​

Advertisers will often use a unique selling propositions to try and convince the audience to switch brands as it would be beneficial to their lives. An example of this is by Tesla as they create the world’s first autopilot car which is also electric which is better for the environment.

 

https://www.youtube.com/watch?v=XB2g7-HgE_g

 

Lifestyle appeal -

 

Advertisers tend to reinforce a lifestyle that the audience would desire through their advertisements because this convinces them to buy the product in hope of achieving this. An example of this is an advertisement by Gillette which shows the protagonist focused and sharp and successful after using the product.

 

https://www.youtube.com/watch?v=j6OT3rKtGn0

 

Brand identity –

Brand identity is used in advertisements to make the audience remember the company to enable them to buy products from them in the future. An example of this is McDonalds and their famous slogan ‘I’m Loving It’ which makes the audience familiar with the company so the advert gets recognized.

 

https://www.youtube.com/watch?v=3LJvV4dHtHA

 

Styles of TV adverts

 

Humorous –

 

Humorous adverts are used to make the audience laugh and make the product being advertised memorable and stick in the audience’s mind. The Gap advert has a simple message etched in via a twist in the end, they show the destruction of a Gap store to show us they will build a new one. It is basically the destruction of the old to make way for the new.

 

https://www.youtube.com/watch?v=oob5uobmcy8

 

Surreal –

 

Surreal adverts often have strange storylines to make the audience question whether they would ever find themselves in this situation.

For example, This Ikea advert is very unique and different than other adverts so this will make the audience think the company is unique.

 

https://www.youtube.com/watch?v=5IEXQeGq3WU

 

Dramatic –

 

Dramatic adverts are often to shock the audience and make them realise the consequences that their actions could entail. The perfect example of this ad is the ‘Never drink and drive ad by Tac TV’ because it makes you realise the dangers of drinking and driving and why you should never do it.

 

https://www.youtube.com/watch?v=otR8V7rlnjA,

 

Parodic –

 

A parodic advert is an advertisement used to mock something such as a famous icon or TV-show/movie. An example of this is ‘BookBook’ by ikea which is a parody of Apple iphone 6, This makes the audience laugh and remember this particular advert.

 

https://www.youtube.com/watch?v=Syd1pKOJ__k

​

Forms of TV adverts -

​

Realist narrative –

​

A realist narrative is an advertisement with a believable narrative. In this advert, we can see this guy is enjoying playing the PlayStation 4 with his friends online and he is playing different sorts of games. This is a good example of a real-life narrative because it shows that people don’t have to be in the same place to play together and the audience may want that.

 

https://www.youtube.com/watch?v=duCe6N_nFw0

 

Anti-Realist narrative –

 

An anti-realist narrative is the opposite to realist narrative and whilst it still has a narrative, it is a narrative that is very unlikely to happen in real life and is almost like a fantasy. This advert by red bull is an example as it shows that drinking their product gives you wings which is impossible but it makes the audience feel as though the product being advertised will give them some adventure.

 

https://www.youtube.com/watch?v=K31dg86OmuM

 

Animation –

​

Animation adverts are mostly made from animated characters and scenery and so therefore will appear unrealistic to the audience. This advertisement by Chipotle is aimed at the younger generation that believe eating healthy and organic is extremely important.

 

https://www.youtube.com/watch?v=DY-GgzZKxUQ

 

Documentary –

 

Documentary advertisements are adverts that use facts and statistics to show the audience that their product works perfectly. This advert by Colgate shows the benefits of using their products statistically and how it reduces the chances of diseases.

 

https://www.youtube.com/watch?v=8ULR68LTmbw

 

Talking heads –

 

Talking head advertisement is an advertisement in which the main actor is looking directly to the camera which makes the audience feel more engaged with the product that is being advertised. In this advert for Aldi Orange juice, the main actor is speaking to the camera about how their brand makes the same product as other brands but only cheaper.

https://www.youtube.com/watch?v=QppZwdMf8aw

 

Stand alone –

 

Standalone advertisement is a single advertisement that a company put a lot of time and money into to ensure that it makes a ever lasting impression on the audience. This John Lewis advert is an example of a stand-alone advert as it is not included in a series and is very effective in leaving a lasting impression on the audience and ensuring that they will remember it through the detail included within the advert and the music to add emphasis.

https://www.youtube.com/watch?v=sr6lr_VRsEo

 

Series –

 

A series advert is multiple advertisements that are all linked as they are for same product. Samsung s8 adverts are an example of series and each advert is about something else, such as for camera, Travelling guides , Speakers , Noise cancelation etc.

 

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

 

https://www.youtube.com/watch?v=79CmjcIYfas

 

https://www.youtube.com/watch?v=LXd26Nqg5tQ

​

Audience classification

 

When creating an advertisement, it is important for companies to have a target audience in mind to allow them to produce an advert that would have a successful reaction when released and sell the product that is being advertised. The audience classification will consider details such as gender, age, education, location, work life and interests. There are many ways to find out about the target audience:

 

Demographics –

 

Demographics arrange and organise the audience in relation to their work life, it is used on many platforms within the media marketing to classify the audience and find the target audience.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Psychographics –

 

Psychographics arrange and organize the audience in relation to their behavior and attitude, it is also used by platforms in media marketing to find the target audience.

 

 

 

 

 

 

 

 

 

 

 

Geodemographics –

 

It is a way to classify the audience according and in relation to their nationality, this is important for media producer to know for the local audience.

 

​

​

​

​

 

​

​

​

​

​

​

​

​

​

 

Standard occupational classification system –

 

The standard occupational classification system is used in United states to classify worked into different categories, used by federal statistical agencies in 2010, 840 different occupations were used to classify the different workers, The main purpose is to collect, calculate and circulate data.

​

Sources of information

 

When an advertisement is being produced a company will need to consider information before the advert is broadcasted to ensure its economic success and enjoyed by the audience for the purpose of its production.

 

Rate card –

 

A rate card is a document provided by a newspaper or other print publication featuring the organization's rate for advertising. It may also detail any deadlines, demographics, policies, additional fees and artwork requirements. The smaller the publication, the less information that may be available in the rate card

 

Example of a rate card -

 

 

​

​

​

​

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Advertisers information packs –

 

Advertisers information packs include information that helps advertisers make informed decisions about when they should advertise certain products. These packs will include information on many things including brand overviews, product overview, reader overview etc. These information packs are simply to aid advertises in making informed decisions.

Example of advertiser’s information packs –

 

http://c1593.r93.cf3.rackcdn.com/Advertising%20Information%20Pack(1).pdf

 

Advertising Research agencies –

 

They are companies that highly specialize in market research such as survey studies and information about broadcast media including television adverts, television viewing, television rating. This is used to see what the consumers want through responses and reviews given by the consumer.

 

There are many advertising research agencies such as B2B international and LRW- Lieberman research worldwide.

​

​

​

​

​

​

​

​

​

​

​

 

Audience Information 

 

Audience measurement is the measurement of the amount of people are in a particular audience, often used within television and radio figures, but can also be used with magazine and newspaper readership. Audience measurement can help advertising companies figure out who is listening rather than just the number of people listening.

 

 BARB –

 

The Broadcasters’ Audience Research Board was formed in 1981, it displays the television viewing figures within the UK. It was formed to stop companies composing their own figures and other companies using joint industry committee for audience research.

 

Barb uses a sample of 5100 households and places a small box on top of their TV to record what they watch all day. A minute by minute breakdown is given every morning at 9:30 am, This allows companies to assess how channels and campaign, etc. have been formed.

 

The data Collected by BARB is Uses by television companies and agencies as a trading model so they can decide what to advertise and which way would be most suitable. They can decide how much to pay

for this service as it is based on the viewing figures of the tv station.

​

 

 

 

 

Regulation -

 

ASA –

 

The advertising standards authority is the UK’s organisation advertising across all media.

 

They apple the advertising codes in the UK which are written by the committees of Advertising practice, they regularly check advertisements for inappropriate content and offensive advertising.

 

Complains can be submitted either online or via call and if a complaint has been submitted, the ASA take action on anything harmful or offensive about the advertisement.

 

 

 

 

 

 

 

 

 

 

 

 

Ofcom -

 

Ofcom are an organisation who deal with complaints from the public if they feel what is being shown in unsuitable for broadcast. Cause it is either harmful or offensive.

It is their job to regulate what the advert is showing and change anything that is seriously offended the viewers. All advertisements have to follow a specific code or they would not be allowed to be broadcasted

 

 

 

 

 

 

 

Advertisement  Campaign (Armani - Code) - 

​

 

.