Task 2

Advertising Booklet
By Charlotte Westall

Regulation:

ASA
ASA is an UK independent regulator for
advertising across all forms of media and acts
upon complaints and proactively checks all
adverts against misleading, harmful to
characters portrayed in advert, offensive and
sales being accurate. Also they help the industry
in getting their adverts suitable for release
under their regulations. If an advert breached
any of the codes and regulations of ASA they would be withdrawn or
amended. As many people complained about the advert it allows the ASA
regulations to take down or mending the advert just so the advert can
meet with the ASA regulations. The ASA review an advert if an advert has
received many complaints it will take down an advert momentarily then
re-release it again as long the advert is amended to fit in with the
regulations.
The ASA have two UK Advertising Codes which were written by two
committees which are The Committee of Advertising Practice, whom wrote
the UK Code of Non-broadcast Advertising, Sales Promotions and Direct
Marketing, and The Broadcast Committee of Advertising Practise, whom
wrote the UK Code of Broadcast Advertising.
www.asa.org.uk

OFCOM
Ofcom is a government approved regulatory
authority for adverts and broadcasting in the
UK. It was formed it on 29th December 2003.
Ofcom is responsible for regulations the UKs
wide range of electronic communication
services, high-quality television programmes,
radio and TV services, protect the audiences
from hearing or watching harmful and offensive adverts and also they
protect people from being treated really unfair in TV and Radio. However
they do not regulate or responsible for the disputes between audiences
and service providers, complaints about accuracy of facts and have a BBC
TV license fee. Ofcom engages with stakeholders, such as industry bodies
within the industry that Ofcom regulates.
Ofcom is responsible for covering wide-range of industries through its duty
to the audiences by promoting adverts that have nothing harmful or
offensive at all. One of Ofcoms regulations is investigate into specific
complaints from the consumers about a certain advert that has been

broadcast. When a complaint has been sent to Ofcom, they ask the
providers of that advert that a consumers has complained about a copy of
it in order to examine it to see if the content has at any chance breached
the Ofcom regulations and code.
http://www.ofcom.org.uk/

Audience Information:
AUDIENCE MEASUREMENT PANELS
Audience measurement panels measures how many people are there in
an audience of a certain type of media. Advertisers uses this
measurement in order to determine who is listening or watching a certain
programme or radio station rather than the how many is in the majority of
the audiences it is targeted at. Audience measurement panels helps the
producers to determine who is the consumers for the advert or certain
type of media, they use this information from similar adverts or media to
help them reach their defined target audience. The audience
measurement panels are not only measuring the types of audiences for a
certain programme from the TVs as nowadays consumers are now
watching programmes on the Internet, mobile phones, live, rebroadcast,
Netflix etc. Nielsen representative uses census-based measurement which
tracks in-depth analysis of the programmes performance in terms of
audiences consumption.
An example of audience measurement panels is from the company
Nielsen whom is a census based company which analyses and measures
an advert or programme performance from internet panels. Meaning that
they can find out the specific targeted demographic that the advert
attracts. This is very useful ways for advertisers to find out what type
adverts that people of all social or age demographic watches, this helps
the production team of the advert carefully place and buy a spot on the
spot plan on different channels to place their adverts in order for them to
appeal to the target audience.
http://www.nielsen.com/uk/en/solutions/measurement/audience.html

RATINGS
Ratings measures the percentage of audiences consuming a programme
or a certain form of media also determines if the targeted audience is met
to its expectations. This means that the ratings prove to the producers of
the productions that their targeted audience is fully achieved to their
standards. Typically a rating is set as target for each episode in TV

programmes, ratings can change depending on each episode and when it

is on air the ratings can be lower or higher than expectation. Programmes
and adverts are rated on either the organization of the production or just
purely on the content of the production.
Examples of TV Ratings for programmesLEWIS- 3 MILLION
THE APPRENTICE- 5.8 MILLION
CHILDREN IN NEED 2015- 7.69 MILLION
IM A CELEB- 9.5 MILLION
STRICTLY- 10 MILLION
X FACTOR- 5.4 MILLION
DOWNTON ABBEY- 8.8 MILLION
This allows the production team to see clearly who their competitors is
and what type of demographic attracted to the programme or advert and
also what type of mass audience attracted to the advert. For example if
the advertisers advert is specifically targeted at children, they would buy
a spot in the early morning on channels such as ITV and Channel 5 during
their childrens programmes showing.

FACE-TO-FACE INTERVIEWS
Face- to-face interviews are usually interviews that are conducted by
companies that specialise in going out on fields to question the public or
professional on a certain topic. Also they are usually conducted by all
media sectors in order to gain more information about a certain topic.
Face-to-face interviews are beneficial because you can see the
interviewee when interviewed so when you broadcast the interview the
audience can get to know them better and get closer to the interviewee
through their answers and opinions. If the interview was completed
through paper it would be hard to identify if it is true or lies. So doing an
interview face-to-face is much easier because the interviewee will give the
interviewer their full attention and it would be harder to lie in someones
face. If someone is having difficulties of understanding answer or the
question they can simply ask similar questions. BBC uses interviews in
order to extend on a news stories that is going on in the world or
explaining a time in history.
Advertisers find face-to-face interviews useful because they can ask the
interviewee their opinion on their opinions honestly and doing it face-toface will achieve this because it is hard for people to lie to peoples faces

especially to advertisers than asking through internet surveys as for

example.

FOCUS GROUPS
Focus groups is a small group that meet to discuss variety of topics or a
certain product before its ready to be launched to release to the public. In
focus group the people are asked for their perceptions, opinions, beliefs,
service, concept, advertisement, idea and attitudes. Although focus
groups are similar to face-to-face interviews but in the style of a group
interview type basis. You may not fully know the people in the group that
well through the group interview but you will get a wide range of different
opinions which represents the mixed public opinions. Though focus groups
allows advertisers to get to now peoples views and get to know the as a
person.
This gives advertisers an accurate representation of what the audience
mixed views on a certain advert that they have been shown and get
improvements from the audience to change to the advert.

QUESTIONNAIRES
Questionnaires are series of questions asked based on a certain topic. This
gives the production team an idea of the different opinions of the public
on a product or advert before its initial release. Questionnaires is a set of
devised questions for survey or study purposes for the production team.
The questionnaires that are completed and sent to the production team
allows them to alter their production depending on the feedback that they
received from the questionnaires. Questionnaires can collect large
amounts of information from a large ratio of the population in a short
period of time. Questionnaires can be biased because you dont always
know if the answers are truthful. However questionnaires arent always
reliable because the answers could be untruthful as there is on one is
moderating them doing the questionnaire this could make the advert be
completely opposite to what the audience desires to see.
http://libweb.surrey.ac.uk/library/skills/Introduction%20to%20Research
%20and%20Managing%20Information%20Leicester/page_51.htm

PROGRAMME PROFILES
Programme profiles is a profile of the audience that view a certain
programme or channel. Programme profiles help the production team
identify what demographic watches what also this helps the production
team to carefully put their advert on a channel that their targeted
demographic watches. This is very beneficial for the advertising
companies because they gain a wider range of audience and business if
they placed their advert in the correct time slot. This is beneficial for the
advertisers because they will gain a better business as there will be more

of the target audience consuming the programme/ advert. For example if

the advertisers advert is targeted at the social demographic of A, which
consists of lawyers and business men, then the advert must be broadcast
during the late evening because that is the time of day they are more
likely to be watching programmes on that channel at that time compared
to showing it in the middle of the day as only a small percent of people
would see the advert. For each channel it has their own profile as they all
specialise in specific programmes so this helps the advertisers to identify
where to place their advert depending of the profile of the channel they
are looking to spot their advert.

BARB (BROADCASTERS AUDIENCE RESEARCH BOARD)

BARB stands for Broadcasters Audience Research Board, which provides
standard TV audience measurement for an adverts industry in the media
sector also it is not a profitable company. BARB viewing allows the
audience to access minute by minute breakdown of viewing at aa regional
and national levels on a programme or advert when on live in order to
show how the advertising and production companies have performed and
achieved their targeted audience. Also the production companies make
sure that their advert or production achieved mass audiences to view their
production. The BARB website contains lots of information on what target
audiences look for in an advert. Meaning that the production team can
gain research and data which help them in clearly identifying their target
audience that similar adverts gained from when they released their advert
to the public.
www.barb.co.uk

TELEVISION RESEARCH AGENCIES

Television research agencies are commissioned by BARB to research TV
advertisements. Think Box is a TV research agency that specialises in
researching how TV works and how well it works. They aim to assist the
advertising companies to get the absolutely the best out of TV advertising
by researching what is essential to a TV advert and they also help
planning the enquiries and look into new technology that TV offers. The
benefits of this research agency is that the advertising companies can try
to aim their adverts better by just knowing the key audiences for their
advert.
http://www.thinkbox.tv/

RATES CARDS
A rate card is a document that contains prices and descriptions for variety
of products for the ad placements that are available in the media sector.
Rates cards are very useful for production companies to know how much it

costs to have their production to

be in a certain time slot on a
specific channel this also helps the
company to keep an eye on how
much they are spending
depending on their specific
budget.

http://www.businessdictionary.com/definition/ratecard.html

ADVERTISERS
INFORMATION PACK
Advertisers information packs
provides the advertising and
production companies rate cards
and publication dates before any
of the planning for the advert. These elements are very useful for
advertising companies because it allows them to easily plan their advert
and abide the regulations and budget of production. An example of a
company that provides advertisers information packs is Adbrands, whom
is a company that records all business earnings, strength of company,
companys history, news and the financial situation of the company and
puts this all into databases which makes it easier to find all records on the
database in one place.
http://www.adbrands.net/

RESEARCH AGENCY WEBSITES

Research agencies conduct multiple factors of market research on a
certain targeted demographic. These companies conduct many
experiments through audience measurement panels, interviews, focus
groups in order to collect a broader range of sauces of information on the
certain demographic, this helps the advertisers to try attract the correct
demographic they want to reach in their advert.