1. Advertising Report
Saba Nayeri

2. Introduction
Advertising: any paid for communication designed and intended to inform or influence people.
Government adverts: to inform people
Election adverts: to influence people
Political adverts: to influence people
Where do we find adverts?
Newspapers
Magazine
Direct mail
Cinema
radio

3. Introduction
Marketing: marketing is the process of trying grow the market share of a business. Get more customers .Big companies have a marketing department.
advertising is one part of the process of marketing a product or a service.

4. Introduction
Advertising Agency: An ad agency is generally independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.
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Advertising campaign: an organized course of action to promote a product or service.
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5. Introduction
The purpose of an advert might be to create, strengthen or develop a brand image for a company.
Adverts often try to establish a USP for a product or service.
Brand: A type of product manufactured by a particular company under a particular name.
Branding: the process involved in creating a unique name and image for a product in the consumers’ mind, mainly.
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6. Unique Selling Point (USP): a unique selling proposition is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its own kind. A USP could be thought of as “what you have that competitors don’t.”
A successful USP promises a clearly articulated benefit to consumers, offers them something that competitive products can’t or don’t offer, and it is compelling enough to attract ne customers.

7. Advertising Industry
Commercial TV Channel: Commercial broadcasting is the broadcasting of television programs and radio programming by privately owned corporate media, as opposed to state sponsorship.
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How does a advertising agency work?
Guerilla Scope is a agency that I found how they work:
Guerilla scope's team of TV experts work hard to bring your ambitions to the screen. They specialize in reducing TV advertising costs through an analysis-based approach, identifying cost-efficient opportunities for businesses whilst optimizing performance .they’ve organized everything involved in achieving goals into seven steps – all crucial to the success of targeted TV advertising campaign.

8. Advertising Industry At the moment the most popular programs are:
Advertising space: A space in newspapers, on TV channels ,etc.
that is sold to companies or people to advertise their product or service. Advertisers buy advertising space from broadcasters.
Prices for advertising space are different. Prices depend on many thing, such as the channel, time, quality
prime time: the prime time is between 7:30to 10:00 when the largest amount of people are watching TV and most television are on during prime time.
Advertising places are so expensive during prime time but adverts can be so effective during prime time and they can have the most profit in prime time.
Ratings: programs need to get high ratings in order to attract advertising.
Adverts are most expensive during shows that have high ratings but it can be more effective for them.
At the moment the most popular programs are:
The great British bake off
The X Factor
Cold Feet
Ratings are collected by BARB.
BARB stands for Broadcasters Audience Research Board.

9. Television Advertising
TV advertising: it is one of the most expensive forms of advertising but it has the potential to reach a very wide audience.
Advertisers buy advertising space from broadcasters to broadcast their commercials.
This is most expensive at prime time, when most people are watching TV and during shows that have high ratings.
Public services TV channels can’t have adverts because people are paying to them, such as BBC.

10. Conventions of Adverts
Elements we typically see included in TV adverts?
Visual images : moving images
sound/music: often have music to set the tone. Most of the time they are loud, catchy, etc. depends on subject.
Colour: colours are bright.
Duration: short. 15sec to 1:00min
Direct address: talk directly to you.
Pack shot: the actual picture of the product
Tagline: links with picture and message
Anchorage: the meaning of an image
Combining a pack shot with a slogan can anchor the brand.
Video’s reference:

11. Different types of adverts
Mini drama: advert that telling a story. often have problem solution narratives.
Spokesperson presentation: often involves a celebrity using their identity.
Pitch presentation: the product is prime Importance in this kind of adverts. A spokesperson supplies information about the product. Use voice over (VC).
Synergy: two product/brand being promoted in the same advert.

12. Examples
pitch presentation
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13. Maslow’s hierarchy of needs adverts persuade us by focusing on human needs
Self actualization : morality, creativity
Self esteem: confidence achievement . the need to be a unique individual.
Love and belonging: friendship, family.
Safety and security: health, employment
Physiological needs: breathing, food, water, shelter.
Self actualization
Safety and security

14. Persuasive techniques in advertising
Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional responses in the consumer. Sometimes, it is a positive emotion such as happiness.
Other time, advertisers will use negative emotions such as pain. Pathos can also include emotions such as fear and guilt.
Example:
Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistic you need to fully understand what the product does. The logos of an advertisement will be the “straight facts” about the product.
Example:

15. Persuasive techniques in advertising
Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is more reliable, honest and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility.
Example:

16. Persuasive techniques in advertising
Avant Grade:
The suggestion that using this product puts the user ahead of the times.
Weasel Words:
“weasel words” are used to suggest a positive meaning without actually really making any guarantee.
Magic Ingredients:
The suggestion that some almost miraculous discovery makes the product exceptionally effective.
Patriotism:
The suggestion that purchasing this product shows your love of your country.
Transfer:
Positive words, images, and ideas are used to suggest that the product being sold is also positive.

17. Persuasive techniques in advertising
Plain Folks:
The suggestion that the product is a practical product of good value for ordinary people.
Snob Appeal:
The suggestion that the use of product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Bribery:
Bribery offers you something “extra.”
Bandwagon:
The suggestion that you should join the crowd or be on the winning side by using a product.

18. How and why do advertisers target audience and carry out audience research?
Demographics: A specific segment of a population having shared characteristics. Based on obvious targets.
-age, gender, social class, ethnicity and region.
Psychographics: Do more with persons’ personality.
-personality, attitudes, values and lifestyle.
Psychographics categories:
-The Aspirer: materialistic, acquisitive people, who are driven by others’ perceptions of the rather than by their own values.
-The Reformer: valuing their own independent judgement. Reformers are the most anti- materialistic of the seven groups. they are socially aware, and pride themselves on tolerance. They want society to be better.

19. Psychographics categories
-The Explorer: these people are driven by a need for discovery, challenge and new frontiers. They are often young and the want to try out new fashions and ideas. They get instant effect. -The Succeeder : they have strong goal orientation and tend to be very organised. As a result, they tend to occupy position of responsibility in society. They have a strong sense of who they are. They seek reward and prestige, and will often seek out the best. -The Resigned: They are often older people with old , unchanging values built up over time. They look at the past and they respect traditional and old brands and they enjoy acting in traditional roles. They brand choices are driven by a need for safety and for economy. They choose something that is familiar to them. -The Struggler: Strugglers live for today, and make few plans for tomorrows. Other often see them as victims, losers and wasters – aimless, disorganised people with few resources apart from their own physical skills. They respond to food commercials. They have a hard life and they looking for a way to scape from it. -The Mainstream: these are people who live in the world of domestic and everyday. Their life choices are “we” rather than “me”. As their name implies. They think about family more and they care about security. They are the largest group of people within 4Cs across the world. they respond to established brands, to family brands and to offers of value for money. Their core need in life is for security.

20. How advertising agencies carry out audience research?
Quantitative data : Quantitative research constructs marketing issues in terms of numbers and uses those numbers for statistical analysis. Typical sources of such data are surveys with scalable items, experiments with measurable independent and dependent variables, and purchase information obtained from scanner data. The goals of quantitative research may be descriptive, correlational or causal-predictive. research/98842/
Reach/Sales: it is kind of data that it is gathered by researching about how successful was the adverts and how much was made by using adverts.
Qualitative data: Qualitative research is composed of the insights, themes and basic understanding of a situation. Though numbers may be used in conjunction with qualitative research, it is usually framed in verbal terms. qualitative-research/98842/
Focus groups and interviews: Focus groups are a data collection method. Data is collected through a semi-structured group interview process. Focus groups are moderated by a group leader. Focus groups are generally used to collect data on a specific topic. Focus group methods emerged in the 1940s with the work of Merton and Fiske who used focus groups to conduct audience studies.

21. How is TV advertising regulated?
Media regulation: is the control and audience of the media by the government and pther bodies.
Broadcasting code: Rules about the scheduling of adverts.
-must be clear what is advert and what is programme.
-no more than 12mins of ads in any one hour TV slot.
-not allowed to make misleading claims or advertise “junk food” on kid’s channel.
CAP organisation: Committee of Advertising Practice.
ASA organisation: Advertising standards authority, the UK’s independent regulator for advertising across all media. They deal with rule breakers, complaints and punishment.
Advertisers can not advertise something that is not true. They have to prove their adverts and their subjects by providing proofs.
Ofcom deals just with TV
ASA deals with any advertising across al media.

22. What is OFCOM? What they do? Their main legal duties are to ensure:
Ofcom is the communications regulator in the UK.
they regulate the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.
They make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive.
What they do?
Their main legal duties are to ensure:
the UK has a wide range of electronic communications services, including high- speed services such as broadband;
a wide range of high-quality television and radio programmes are provided, appealing to a range of tastes and interests;
television and radio services are provided by a range of different organisations;
people who watch television and listen to the radio are protected from harmful or offensive material;
people are protected from being treated unfairly in television and radio programmes, and from having their privacy invaded.

23. Media regulation About ASA: 2015’s most complained about Ads:
The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. they apply the Advertising Codes, which are written by the Committees of Advertising Practice. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
Each year we consider over 30,000 complaints about around 20,000 ads
2015’s most complained about Ads:
Moneysupermarket.com LTD
1,513 complaints. Not upheld
A TV and internet ad featured a man walking down a street and dancing whilst wearing denim shorts and high heeled shoes.  We received complaints that the ad was offensive.  Many complainants thought this was due to the man’s clothing and dance moves and because they believed the content was overtly sexual.  While acknowledging that some viewers might have found the ad distasteful, they did not judge the ad to be offensive and in breach of the Code.

24. 2015’s most complained ads:
booking.com BV
683 complaints – Not upheld
This TV and cinema ad prompted complaints that the ad was offensive and encouraged bad language amongst children by using the word "booking" in place of a swear word.  We did not uphold the complaints, judging that it was a light hearted play on words that couldn’t be mistaken for an actual swear word.  We also ruled that the ad was unlikely to encourage swearing amongst children; any children that did pick up on the joke were unlikely to have learned bad language through the ad itself.
PayPal (UK) LTD
464 complaints – Not upheld
Two children in PayPal’s Christmas ad which appeared on TV and Video-on-Demand (VOD) were worried that their parents hadn’t been shopping for Christmas Presents.  Complaints expressed concern that the ad revealed the truth about Father Christmas. We did not uphold the complaints.  Independently, PayPal changed the scheduling of its commercial.
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25. 2015’s most complained ads: (videos)
PayPal (UK) no presents
Money supermarket

26. The Ofcom broadcasting codes:
Protecting under-eighteens
This sections outlines the rules around scheduling & content in programmes with regard to ensuring that children under the age of eighteen are protected.
Harm and offence
This section outlines standards for broadcast content so as to provide adequate protection for members of the public from harmful and/or offensive material
Crime, disorder, hatred and abuse
This section of the Code covers material that is likely to incite crime or disorder, reflecting Ofcom’s duty to prohibit the broadcast of this type of programming
Religion

27. The Ofcom broadcasting codes:
Election and referendum
This section covers the special impartiality requirements and other legislation that must be applied at the time of elections and referendums.
Fairness
This section is to ensure that broadcasters avoid unjust or unfair treatment of individuals or organisations in programmes.
Privacy
This section is to ensure that broadcasters avoid any unwarranted infringement of privacy in programmes and in connection with obtaining material included in programmes
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28. Breaking rules
if an advert breaks the rules, it may be withdrawn. If the product does not match the description or the advert breaks the law, they could be prosecuted.

29. Part 2: investigation of adverts
Mr. Muscle commercial:
Using animation characters and making a brand-hero has created specific responses.
Duration of the advertisement is 30secs that is enough for a good advertisement. Using bright colours is effective. At the end you can see the pack shot of the product and a tagline that has a message for audiences.
Tagline: THE SICENCE OF TOUGH CLEANING.
The form of this advert is mini drama. It has a problem/solution story.
This advert has a combination of a real character and an animation character.
In this advert a woman is unhappy with her sink and suddenly Mr. Muscle shows up and solve the problem with his product.
This advertisement using pathos, because it shows a person having problem and she is unhappy with the “wrong” product.
The company shows its value by explaining how the product is effective and how it works. I think in this advertisement targets audience by persuading them by focusing on their need of health, safety and security.

30. Investigation of adverts
Cupboard M&M’s commercial
In this advertisement, advertisers has tried to use M&M’s characters to persuade audience. Duration is short and snappy. 30 seconds. The colour in background is bright so M&M’s can catch your eyes and you will see them better and you can pay more attention. This is a mini drama form of advertising. It has a short story to tell. The story is about a women who asks about some snack and the man open the cabinet to take something and when he opens it everything is thrown out and then it shows that M&M’s characters are trying to define themselves from being eaten then the man tell them to get In the bowl.
This adverts has a sense of humour and makes you laugh.
At the end of the advertisement you can see a packs hot of the product and a tagline that says “bring M all home.”
This sentence can persuade people to buy M&M’s and it commend you to buy and bring M&M’s home.
Audiences are targeted by their need of physiological needs such as food and snacks. So advertisers can target them buy producing something that can catch their eyes and make them hungry so they will go and buy them.
This advertisement is based on demographics targets.
M&M’s pack shot.
Tagline: bring M all home.

31. Investigation of adverts
L'Oréal Paris:
This advertisement is about L'Oréal lipstick. In this advertisement background is white and music is catchy and loud and in this advertisement they have used a celebrity, Gwen Stefani who is a celebrity and the main character in this advertisement. In this advertisement things moves fast and everything is rapid. The form of this advertisement is spokesperson presentation, because a celebrity is involved and she is using her identity to persuade audiences. You can see that the character is explaining fact about the product to convince people.
You can see pack shots of product in middle and at the end.
The persuasive technique that advertisers have tried is logos, because it tries to talk about scientific thing such as vitamins. Also it talks about how long the lipstick lasts.
In this advertisement they are trying to target audience by reminding them their need of self-esteem and maybe self actualization. This advertisement might convince people to care about their beauty.
Talking about vitamins in the lipstick make people to go for it because it makes this product unique.
Advertisers have target demographics needs. This product is unique to a specific gender and maybe age.
Pack shot of the lipstick.
Tagline: because we worth it.