Definitions.

Characteristics of Product services: 

Benefits offered:  
Some adverts will come with benefits offered. These are usually money off deals or bundles that the product comes with. If you buy a product with bundle offers and you buy them in bulk they normally have a number at the bottom of the advert you would be able to call.

Advantage of a similar products:
Having a similar product is good because it means that the company can advertise both products in the same advert. The company could also use the same bases behind the first advert for the second advert allowing the company to save money on an advertising campaign for the second advert.

USP:
This is a factor that differentiates a product from its competitors, such as the lowest cost or the highest quality of the product or even if this the first-ever product of its kind. A UPS could be seen as 'what you have that competitors don't'.

Lifestyle appeal:  
Lifestyle appeal is denoting advertising or products designed to appeal to consumer by association with a desirable lifestyle.

Brand identity:
This is the complete look and feel of the brand. Brand identity includes the brand names and logos, the colour schemes, slogan and values. A brand identity is used in an advert to make the audience recognise and identify the product easily.

Regulations:

Ofcom:
The office of communications, also know as ofcom, this is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the united kingdom. They mostly regulate the Tv and Film that gets shown and aired in the Uk. The audience and/or viewer are allowed to make a complaint about any media product. Ofcom then look at the complaint and then ban the media product if it is hurtful or offensive.

ASA: 
The advertising Standards Authority is the UK's independent regulator of advertising across all media. They apply the advertising codes, which are normally written by the committees of advertising practice. The asa regulate the systems self-regulation for non-broadcast advertising and the co-regulation for broadcast advertising.

Audience Information: 

Audience measurement panels: 
These are how many people are in the audience. These are usually for radio listenership and television viewership.

Ratings:
This is a classification of someone or something based on a comparative assessment of their quality, standard or performance. Tv adverts rarely get ratings because they aren't like movies and celebrities and wont get ratings.

Focus groups:
This is a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series. 

Questionnaires: 
These are a set of questions with a choice of answers, These are made for the purpose of surveys or statistical study. 

Programme Profiles:
This is a breakdown of who watches the programme and it's useful to the advertisers so that when they come to show their audience a new product they know who to target. 

Face-to-face interview:
These are a good ways to research when there are highly knowledgeable people who need to understand an issue.

Broadcasters:
These are a person or thing that broadcasts. They are also a person or an organisation that run as a network or a station that usually broadcasts radio or television programmes. 

Broadcasters Audience Research board (BARB):

Television research agencies:
Barb was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA  (Institute of Practitioners in Advertising)

They Provide services that their users want, such as the production of audience viewing figures. RSMB, Ipsos, MORI and Kantar Media hold the audience measurement contracts. 

Sources of Information: 

Rate Cards:
These are the rate that companies pay to put advertisements in slots of television programs. the amount of money they have to pay depends on the time and program that the advert is on. If they want to have their advert on a popular television shows that are on during prime time slots they will have to pay a lot more money to have their advert aired.  This is because more people will be watching at the prime slot.

Advertiser's information packs:
These includes information that helps advertisers make informed decisions about when they should advertise certain products. They include many things such as Brand overviews, reader profiles, product overview and website statics. These packs are made to help advertisers in making informed decisions.

Audience classification: 

Standard occupational Classification: 
This is a United States government system of classifying occupations. They use this to collect occupational data this will enable comparisons of occupations across data sets.

Psychographics: 
This is a study of personality, values, opinions, attitudes, interests and lifestyles. This area of research focuses on interests, attitudes and opinions these factors are also called IAO variables.

Geodemographic: 
This is a statistical technique for discovering wether some people of the population fall into different groups by making different comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between group.
By Annabelle Hill

Television Advertising Techniques

I used secondary research for the purpose of finding out the different styles and techniques, this will enable me to analyse 2 TV adverts. 

Hidden Message:

Hidden message adverts are where the company put in a messages in the advert that people normally don't see with the first look at the advert but when they go back and look at the advert again they are able to see the hidden message in the advert.
This is an example of a hidden because you can see in the burger that KFC have added ad dollar bill in to the lettuce of their burger, this is probably to show that only thing you need to buy this burger is a dollar. This is because the whole adverts is about a burger that is only 99 cent and this is to show people the point of the advert.


Overt message: 

An overt message is when the advert is really obvious about what they are trying to say. They aren't being quiet about it. Although overt messages are legal they still have to go through and get accepted by the government because they need to make sure that advert isn't offensive or out of their guidelines. The main point of an advert that has an overt message is to make the costumer want to buy your product or take your advise. This is an example of an overt advert because they are giving a message out to their audience about how girls need to be more confident they aren't hiding this message they are making sure that people know what they are trying to say.

Emotional response: 

This is an advert that makes the audience feel sad about whats going in the advert. These are made for serious situations such as the example i used, which s an fire alarm advert and what happens if people don't get their fire alarms checked to make sure they are working. The advert uses a child to do that advert as it may get to people more then if they used an adult as they are trying to make the audience think what if it was their kid. They also give facts about the problem which will make parents think about that more as well. These kinda of adverts are only used during something serious and also when they want to get a really important message across.


Celebrity endorsement:

This is when a company put celebrities in their adverts, this is this type of style because when they use a celebrity people become interested in which ever person they have used. This is because the audience recognises the person on screen and there fore have become more interested in the product that they are selling, this is because when people see that a celebrity they really like is using the product that company is selling then they think that they have to use the same company. I have chosen this advert because everyone knows the company and everyone knows who they have used. I think this is good style to use because more people will listen to the advert then they are just to skip though it.   

Solving a problem:

This is when they have person who is in need of help and they send someone to help, they normally keep the same person who goes in and helps so that you remember them and because you remember the character they use you then remember the brand and are more likely to buy the product. I have chosen this advert because the company has used this as a style of advertisement, they have used this because people remember who he is and every time they see a product or an advert they are going to think of either the advert or the product. Lots of companies with things like cleaning products do adverts like this because they know the advert will stand for its purpose which is to help out with cleaning. 

Repetition:

This style of advertisement is used in adverts through songs, slogans or brand names this is because the audience will remember those things through the use of repetition in the adverts. I have chosen the go compare advert because he sings the same song in every advert, this helps the company because if people are trying to find car insurance but they cant think of any good sites because this advert will leave you remembering the song and because you remember the company and the product thy are selling. People remember the song because the company make the song so catchy that you forget every other song that you had heard that day. 

Shock tactic:

These styles of adverts are used to put fear into the audience watching, this is so that the audience doesn't do the thing being shown in the advert. I have chosen a Think drive safety advert because these adverts are the main shock adverts as every advert they make scares people into being safe, this is a good tactic because it means that people are less likely to do the thing in the advert because they know what happens if they do. This is the adverts purpose and i think the Think adverts do a very good job using this style of advert. 

Sex:

This advert is usually only used buy companies like lynx. This type of advert recognises that human sexual attraction and impulses are a stronger form of advertisement then many other therefore making it more memorable. I have used the lynx advert because i think it uses this style in all of its adverts. They use this style to gain the attention of one particular target audience, male teenagers or young adults because they think that at this time most teenage boys will be think about girls and they say that if you buy the product and use to then they will get good looking girls falling out of the sky just for them. 

Intertextuality:

This style of advert is used to refer to a different media outlet, they may use character, music or other elements from the text. I have picked this advert because vodaphone are using this style to tell their costumers about free phone chargers. They have used Yoda to play in their advert because they know he is someone that people remember as he plays a big part in the Star Wars films this helps vodaphone because people will remember the advert because of the character in the advert.

voice over:

This style of advert is when there is someone talking directly to the audience. They are used to promote recognition and memorability. They often use celebrities to do the voices as they are easy to pick out and remember. I have picked this advert because they have used this style well. They are using a song that people know and also using a celebrity that people know and that they will remember because people remember familiar face and they then link the face and the voice to the advert the person is in. 

special language: 
These styles have a language that suits the product,  They would use positive language to promote a positive message and/or image about the product they are trying to sell.
Stereotypes:

Stereotypes are used in adverts when they don't have enough time to explain who the characters are. These adverts are normally oversimplified so they use stereotypes to give the information at first glance of the characters. I have used the fosters advert because they give a great example of stereotypes as fosters use Australians who are drinking a beer and having a barbecue in the sun.  I think that foster used a good style for their advert because it gets peoples attention and makes them want to buy the product.  

Music:

Music is used in adverts to promote their product, they also are very helpful to give the artist more promotion of their song. This advert uses the style of music to promote their advert because it means people will listen to the music and will remember the advert. This is good because it means people are less likely to forget the advert  because they will remember the song and because they will remember it that means that they will remember the advert and are more likely to watch the advert again. 

Television advertising Forms

I used secondary research for the purpose of finding out the different styles and techniques, this will enable me to analyse 2 TV adverts.

Realist Narrative:

Realist Narrative adverts is when an advert is seen as real life and are facing the audience with real life problems. The adverts that are realist narrative are used to make the audience feel like they are watching something realistic and something that they can relate to when they are going round every day life. I have chosen this video because even though it talks about a fairy tale characters is gives people a sight into how some peoples life's are actually lived and live in everyday life. The advert shows the Three little pigs getting put into jail because of not paying the money they need to pay, but it is also shows the use of social media to let people tell everyone about what their thoughts are about different problems that are going on in the world, it also lets the audience know that there is somewhere they can go to talk about this problem freely with people who think the same about this problem and want to talk about it.


Anti-Realist narrative:
Anti-realist narrative adverts are adverts that are fake and are made in mostly a made up world or they use tv and/or films. This is to catch the audiences eye and makes them want to watch because they recognise the character that the advert is using.  I have chosen this video because i know that people will watch it as it has a recognisable character playing the main part. This will get people to watch because they know who they are. Also anti-realists narrative is something thats not real so when they make the advert they can make the advert direct to one set of people or they can aim their advert at a large group of people. This is good because it means that if they want a certain people to watch their advert they are able to make the advert to them.
Animation:
Animation adverts are used to make more fantastic and they are also able to make impossible scenes. Animation goes from w wide range starting with 2D all the way to CGI which would help create those impossible scenes. I have chosen this advert because it  shows the use of animation as they create some impossible scenes which you wouldn't have been able to do with actual humans. I like this advert because they used a certain style of animation that makes it look more human than it does animation and that it makes it feel more like a human. This makes a sort of connection with the audience because they don't feel like they are watching a cartoon character but are watching something that they can relate to.
Documentary:

Documentaries are adverts made  to tell audience about things that are going on in the world around them, the advert is informing the audience about the problems that other countries are having.  Documentaries can be parodied as they are very simple adverts. I chose this advert because its a charity advert which means its going to be informing the audience about how families in 3rd world countries don't have clean water and how we can help by donating. Most people try to avoid charity adverts because the audience thinks that they are trying to guilt trick them into donating or trying to make them feel bad for not donating. This advert shows this as it is very 'in your face' and talks about the children dying which will get some people to donate but not everyone. But because everyone has their own charities that they donate to then they will not find this sort of advert very interesting. The reason why charity adverts are so 'in your face' is because there is so much competition that they have to make adverts which make the audience feel bad so that they have a slight chance someone will give them money.

Talking heads:
Talking head adverts are when the person in the advert is talking to the audience directly by facing the camera and talking about the product. I have chosen this advert because its funny and directs the audience directly and they are talking about the product. I also chose this advert because it makes a connection with the audience
where the advert is trying to get the audience to do the things that advert wants them to do. This advert is amid at women as they have all the things that women wold want, its amid at women so that they can go buy their significant other the product that they are trying to sell. This works for this advert because they know that men may not listen to the advert and therefore wont buy the product but if they amid it at women they can put all the things in that may please a women, therefore the product being brought.
Series:
These are the types of adverts that have a story to the adverts and over a series of weeks the adverts tell a story to the audience about the product. i haven't been able to find an advert for this because most companies don't use this style of advert anymore because people normally just skip through the adverts now days that companies know that people wont keep up with this style of advert. This means that most advert companies will just stick to short catchy adverts. Some companies do use this style because they think that they may be able to get the audiences attention and make them want to see what happens to the characters in the advert.
By Annabelle Hill