Advertising Report Christopher Odero

Introduction – What is advertising Advertising is any paid communication designed and intended to inform or influence someone's behaviour. There are many different ways to advertise such as radios, television, magazines/newspapers, and billboards. However before you start advertising you must have made a brand for your business. Branding is “the process involved in creating a unique image for a product in the consumers’ mind, mainly through advertising campaigns with a constant theme”.(www.businessdictionary.com Assessed 21/09/2016) Marketing is “the action or business of promoting and selling products or services, including market research and advertising”.(https://www.oxforddictionaries.com/ Assessed 21/09/2016) Most companies/businesses hire or invest in a marketing team or advertising agency to ensure that they have multiple ways to advertise their product or service. Most companies have a unique selling point (aka USP) which they must ensure they include it within their advertising campaign. UPS is “is a factor that differentiates a product from its competitors such as a lower cost”(whatis.techtarget.com Assessed 21/09/2016)

Television - ways to advertise One way of advertising a product or service Is through TV. Commercials are found across most TV channels such as ITV, channel 4, and sky channels however the BBC don’t advertise apart from their own programs or shows because a TV licence is payed (£145.50 a year) by everyone who owns a TV in the country. These companies also use advertising revenue which is a percentage of money they get from the ads they spend towards producing the programmes Advertising is paid by the seconds that it is on air along with the time of the day it is televised. The most popular time of the day is called prime time which the most rating of views appear on a programme and this is between 7:30 and 10pm on weekdays and starting earlier and finishing later on the week-ends Despite the fact that it costs more to advertise in prime time more viewers watch the programme meaning your product or service will gain more attention Barb is an organisation which record the ratings/the amount of programme on air

Codes and Conventions in adverts The duration is often very short around 15 seconds to 1 minute on average Televisions adverts often use direct address as if they are talking to you to persuade you into buying their product Most adverts have music in the background to set a tone Most of the time there are bright colours used to make the product seem attractive. It is usually called an anchorage display At the end of nearly every advert there is a pack shot which then shows the name and an image of the product. In addition to this a slogan may also be presented

Types of TV adverts Mini Drama – this involves a problem which is presented at that start of the advert to a solution which is solved by the use of the product. An example of this Is on https://www.youtube.com/watch?v=0oYlOBun8UI Spokesperson presentation – Often involves a celebrity which attracts more people to the product. https://www.youtube.com/watch?v=0nBxcMImubk Pitch presentation – this is where the product is being shown throughout the advert and someone is performing a voice over.

Example of a pack shot http://cargocollective.com/

Ethos Means convincing by the character of the author We tend to believe people whom we respect The goal is to convince people you are someone worth listening to. Someone who has authority, someone who is likeable or respected

Logos Means persuading by the use of reasoning. The use of statistics is often used Facts on facts, and historical data Mention studies and surveys

Pathos This involves persuading by appealing the audience’ Language choice affects the audience’s emotional response (which can be positive or negative)

Demographics and Psychographics Demographics is looking at age, gender, social class, ethnicity, and region Demographics are used to advertise their product toward a particular target audience such as children. On the other hand psychographics involve personality attitudes values and lifestyle These are mainly psychological reasons on how something is advertised for example nerf gun adverts show only boys as characters as they are their target audience (demographic) however, the product is representing boy to b aggressive and somewhat creative with their toys https://www.youtube.com/watch?v=Q0d3Xq-yXn4 On the other hand, Barbie commercials targeted at girls are psychologically teaching them beauty with some creativity

Psychographics Aspirers are driven by what your being told and other opinions, this urges them to buy the latest and expensive products. Example - https://www.youtube.com/watch?v=DdVooIhwYIY Reformers are strong about their own opinion and are generally independent Explorers tend to be at younger ages or older ages who have a mind of a younger person who want to pursuit challenges and make new discoveries

Advertising industry regulation Ofcom - “has wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from harmful or offensive material”. https://en.wikipedia.org/wiki/Ofcom Rules within ASA – the ASA do not support false advertisement and a consequence can be that the advert can be banned. For example A TV ad and website for a furniture retailer: a. The TV ad, seen on 25 December 2015, stated "Enjoy our best ever prices in the best ever DFS winter sale”. Then someone complained that this was false advertisement band the TV ad got upheld Another rule is that the timing of when adverts are on air during or in between a programme. Adverts before 7:30pm must be suitable for children as before or up to this time. One example was a movie advert that was rated a 15 shown before 7:30pm although the advertisement was not upheld, it was rescheduled to after 9:00pm

References https://en.wikipedia.org/wiki/Ofcom - Ofcom Advertising rules and regulations https://www.ofcom.org.uk/ 7/10/16 https://www.youtube.com/watch?v=DdVooIhwYIY - Aspirer example https://www.youtube.com/watch?v=Q0d3Xq-yXn4 http://cargocollective.com/ example of a pack shot www.businessdictionary.com 21/09/2016 https://www.youtube.com/watch?v=0oYlOBun8UI mini drama example https://www.youtube.com/watch?v=0nBxcMImubk spokes person example of an ad https://www.oxforddictionaries.com/ 21/09/2016 www.businessdictionary.com 21/09/2016