1. Advertising Report P.1
Jessica Downs

2. What is Advertising?
Advertising is a range of paid communication which informs or influences people. You can do this through marketing, which is aiming to grow and expand the market share of a business, this attracts more customers. Businesses’ can also have a market share, this can help with figuring out how much profit they make. Getting an advertising agency can get businesses in contact with big brands that will develop the advert. Agencies use varieties of different communication in their advertising such as persuasion, engagement, participation, facilitation and conversation. Advertising campaigns are selections of advertising messages that are related in nature. Sharing the same messages and themes positioned in variety of medias at certain fixed times, for Example Top Gear has adverts like Halfords to form a link and certain interest from the show to the advert to target relevant buyers. Another big participant is the branding which involves developing a name and image for your chosen product to put into the consumers mind, using adverting campaigns. Brandings key is to create a significant and unique presence in the market that attracts and retains loyal customers, such as a unique selling point. This can be used by having something in your brand/advert that no other business has, for example the cheapest or the most amazing; you can also help portray this by using juxtaposition or using facts.

3. How does the advertising industry work?
Agencies have clients found through auditions, known as a pitch. Where a client presents a brief to advertising agencies. Another key step is self promotion which you can do through things like pitching to as many businesses as you can and putting your best work into award shows. Commercial TV Channels are watched by over 90% of viewers and most adverts want to park in one of their advertising spaces. Advertising companies would rather show during prime time TV because that’s when the television audience is at it’s highest, which means more views for their advert; ratings also has a part in this, although the ratings of a show are collected by barbs (broadcasters audience research board) otherwise can be lied about by the show. Some free social media websites and for example Amazon operate online market places gain revenue from premium postings and commissions from sales on their own platforms, reducing the importance of advertisements.

4. What forms, styles, codes and conventions are typically used in television adverts?
Firstly television adverts are unique from other ads down to their moving visual images, colour; symbolic, sound; loud, duration; 15 seconds to a minute, pack shot, anchorage, slogan, problem/solution narrative, image based (product focused) and brand logo. Adverts also like to use a celebrities identity to sell their product such as Nespresso with George Clooney and the Proactiv adverts using Adam Levine and Jorgie Porter. The Proactiv adverts also use Pitch presentation which traditionally used in a more factual matter focusing on just the product, this advert includes a juxtaposition of before and after photos. Another example of pitch presentation is the Nivea commercial where they use a stretch to emphasise the product and make your skin want to feel as it looks, also showing importance to the product and using facts like 9/10 women would recommend. A popular way of advertising is using mini dramas, telling a story then their product being the problem solution. for instance the Coca Cola advert where the brother, even though he looks up to him gets teased by the older brother but when he gets teased and bullied by other boys at the play ground the older brother stands up for him, representing family, Coca Cola bringing the family together. Another popular way of advertising is using comedy because by making people laugh it makes the viewers remember the advert more, such as Go Compare and Evian with babies on roller skates.

5. Maslow’s Hierarchy Of Needs

6. What Techniques Of Persuasion Are Used In Adverts?
Adverts are created to link towards Maslow’s hierarchy of human needs. A show of this is used in M&S’s Food advert which taps into the most needed physiological need, they present it’s foods in a tasteful way making your senses crave it. Safety being the next one up is portrayed by Detol making their advert factual about bacteria, making it scary for the audience to make them want to prevent bacteria from happening in their homes. Our less basic need but highly craved is self-actualization where Range Rover uses a stretch to show importance and extra close ups to show all the perfectly crafted details, trying to make the car look slick, also using a range of locations to show its diversity making you feel like you want and need that car.

7. Pathos
Pathos is an appeal to emotion. By using pathos you attempt to evoke an emotional response towards the audience. For example Happiness, like the Snickers advert or car adverts. The most common use of pathos is, by using this product you will attract the other sex such as perfume ads or on the other side persuading you to send money to starving children, using fear and guilt against you.

8. Ethos
Using Ethos in advertising refers to establishing the credibility or character of the product, usually done by trusted brand association. The adverts will try to convince you that their company is more credible, reliable and honest; so you should buy its products. For example putting a review and star rating on your advert like Avon/film adverts or Oral B by using dentists and scientists to persuade you. As well as this they can just simply use celebrity endorsement to make you want to be more like them by getting this product, just like drink Pepsi Max because Beyoncé does and your just that much closer to being famous, sexy and confident by drinking this product.

9. Logos
An appeal to logic or reason. The advertisement is straightforward and tells you exactly what the product does, how it works and what it is used for. This works best for print advertisement due to being able to tell the consumer everything they need to know specifically; websites also ad links to ‘learn more’ about a product.

10. How and Why do advertising agencies target audiences and carry out audience research?

11. Demographics
Are used in media marketing to classify an audience into age gender, race and other categories. Demographics are broken into bands depending on peoples jobs or status.

12. Psychographics
Psychographic segmentation groups the market according to social class, lifestyle and personality characteristics. Assuming that the types of products and brands an individual purchase will reflect shows that persons characteristics and patterns of living.

13. Mainstreamers
A large group who find security for themselves, tending to be domestic, conformist, conventional, sentiment and favouring value in money family brands.
Reformers
Want enlightenment and freedom of restrictions of restrictions and personal growth. Using social awareness and love their own judgement, anti-materialistic but aware of good taste.
Aspirers
Seek status, are usually materialistic, acquisitive, orientated to how they look image wise using persona and fashion.
Succeeders
Firstly need control, strong goals, confidence, good work ethics and organisation skills. Usually in higher management and professional.
Explorers
Explorers like to discover, using their inner energy and like to be individual with their own experience. Typically younger demographic (students).
The resigned
Finds survival. Own rigid and demanding values. Like the thought of past and tradition, mostly older people.
Strugglers
Craves escape, make themselves alienated and disorganised. Not many physical skills. Just lives for alcohol, junk food, lottery tickets, usually starts at a lower demographic.

14. Adverts that would appeal to each group
Mainstreamers
Coca Cola – Family and caring and belongingness.
Reformers
Activities you can do, donate money towards good associations like a pathos.
Aspirers
A New expensive high end branded product
succeeders
Luxury items, organisational.
Explorers
A new holiday or camp resort.
The resigned
Tradition brands that have been around and trusted for a while, like M&S
The strugglers
Food commercials such as mcdonalds, the Jägermeister advert. Something that looks like is a good time but in the long run isn’t.

15. How Advertising Agencies Carry Out Audience Research
Reach is the amount of people you touch with your marketing messaged or people who have been exposed to your message, this affects the amount of sales. So by using Quantitative data, this deals with the numbers and percentages side of research. The qualitative data helps with descriptions, to be observed with more thought, opinion or behaviour based. This can be measure by for instance a focus group or survey, asking participants to describe their thought and feelings about a particular product/idea; This helps because the results are very open and honest.

16. How is the advertising industry regulated?
ASA: this is the UK’s independent regulator for advertising across all media. Heir work with the involvement of acting on complaints and proactively seeing if the media needs to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing. the system is paid for by the industry, which also writes the rules, but those rules are independently enforced by the ASA. For TV and radio advertising, they regulate under a contract from Ofcom. Ofcom helps and gives advice with communication services for consumers, gives and educates getting licenses such as a radio licence, informs you about news releases and briefings for the media and the city and uses consultations, policies, data and research for stakeholders. To sum it up Ofcom is a communications regulator. The broadcasting code is a modern version which covers all programmes that broadcast on/after the 9th of May 2016, which means a television or radio needs a license from Ofcom.

17. references
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