BARB/TV AUDIENCE DEMOGRAPHICS

Why advertise on TV?

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Regulation + TV Broadcasting

There are two final bits you are required to do for pre-production both are due in Friday 28th November. 

1. A section on regulation issues (CAP, BCAP & ASA) 
2. A section on TV Broadcasting (what platform will your advert be on?)

We will cover TV Broadcasting in your first lesson of the week and you will have the second lesson to do the write up, as well as using some of the 4-hours of independent time. 

Regulation we have covered and the information is below.

DISTINCTION GRADE: How to answer regulation

• Who is CAP?
• Who is the BCAP? – this one is for BROADCAST (television)
• Download or view the CAP Code on-line (http://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20CAP%20pdf/The%20CAP%20Code.ashx)
• Search section that covers your advert i.e. children,  food, environment, sales OR the more basic sections i.e. misleading advertising or harm and offence if there is not a specific section.
• Find rules that you have specifically adhered to (example below – Taylor Swift – Diet Coke)

In accordance to the CAP rules, I have ensured that my advert follows the protocols in order for it to be accepted onto broadcasting.

Rule 3.1 states that .1 Marketing communications must not materially mislead or be likely to do so”. Although my advert suggests that by drinking my product [diet-coke] causes an effect of cats to multiple, I have ensured that it does not mislead audience into thinking that this is actually the case. The advert is anti-realist as presents a situation that is outside of the realm of possibility, however I have also inserted the tagline “What if life tasted as good as Diet Coke?” which backs up the claim that this is a fictions situation.

My product is not aimed at children as the target audience is women aged 16  - 35 as supported by my celebrity endorsement and brand elements. Due to this I do not need to adhere to the CAP codes on Food and soft drink product advertisements and children.

• Who is the ASA?
• What is the purpose of the ASA?
• Who is Clearcast? **
• Example of an advert that has had some regulation issue – it would be good to be a similar product, to show an realistic example.

**The vast majority of TV and radio ads are pre-cleared before they are broadcast.

Under their licences broadcasters must take reasonable steps to ensure that the ads they broadcast are compliant with the UK Code of Broadcast Advertising.

To help them do this, the broadcasters have established and funded two pre-clearance centres:

   • Clearcast for television commercials 
   • The Radio Advertising Clearance Centre (RACC) for radio ads. 

PRODUCTION DEADLINE

REMINDER: PRE-PRODUCTION FINAL DEADLINE: FRIDAY 21ST NOVEMBER 2014.

URGENT: PRODUCTION (COMPLETED/EDITED ADVERT) IS DUE FRIDAY 12TH DECEMBER 2014 - THIS IS VITAL AS YOU WILL NEED TO HAVE A 'SCREENING' OF YOUR PRODUCT TO ENSURE AN ACCURATE RESPONSE FOR YOUR EVALUATION.

FINAL DEADLINE: 19TH DECEMBER I WILL COLLECT ALL YOUR COURSEWORK FOR ADVERTISING: PRODUCTION

• PRE-PRODUCTION (MARKED IN YOUR FOLDER)
• PRODUCTION (UPLOADED TO OUR YOUTUBE)
• EVALUATION (PRINTED AND HANDED IN!)

THE CAPS LOCK SHOULD EMPHASISE THE IMPORTANCE OF THIS POST.

Mystery Bag Advert 1

The Task:

Students had to produce a 30 second advert based around a mystery product drawn at random from a bag. 

Select a persuasive technique: Humour, Sex, Shock or Repetition.

Successfully complete all pre-production and then film the advert. 

This was one of the final products. 

Who is your audience?

Who is your audience? 

It is important that you individually create a document (at least one-side of A4/word processed) that states who the target audience is for both your brand AND the advert itself.

There is a variety of different ways to approach this however as normal the more detail you include (theories/concepts) will increase your grade. Some key things you should discuss:

• GRASS (gender, race, age, sexuality, socio-economic)
• NRS Scale (ABC1C2DE)
• Young & Rubicam 4C's 
• Uses & Gratification (Personal Identity, Information, Entertainment and Social Interaction)
• Life Matrix

If you are unsure of any of these concepts, have a look over at this blog post and if you need any more help then check back with me. 

Advertising Pre-Production.

I thought it would be simpler to clarify in one post exactly what you need to complete for pre-production, therefore you can use this as a "signpost" for what I expect of you.

Key dates: 14/11/14 (draft 1) 21/11/14 (final deadline).

Below is a list of the pre-production that is required and how you should create it, if it is possible, I have made an exemplar form for you to complete which available from this link or by clicking on documentation above. 

• Finance: Sources of finance; requirements, e.g. equipment, transport, talent, crew, materials, facility hire, clearances. Create a costing sheet on Excel that documents the cost for your shoot. Realistically there is a cost, whether it be travel, food or something. Equipment hire is free but you should still document this!
• Time/Personnel: Production schedule is available on the link this includes a production schedule, crew list and location details.
• Location Scouting: Take images of your location and create a document on Word that shows what the location is, where it is (the address), why you chose this location, what the limitations are. 
• Codes of Practice: A document on how your advert relates to the ASA and CAP - this is not a brief document, you need to research both and how exactly your advert does not mislead, harm, offend and is socially responsible. This will require some additional information, which I shall provide next week.
• Production documentation: Storyboard at a minimum 15 shots, scripts, risk assessment, evidence of equipment hire, cast information and documentation to use locations.

This should ALL be word processed (expect the storyboard, which you can handwrite). You need to ensure this is of a high-quality as this is 50% of your coursework grade for Unit 1.

Deadline must be adhered to - failure to hand work in work will only allow a PASS grade.

EXEMPLAR PRE-PRODUCTION

KG