ITV Spot file

BARB/TV AUDIENCE DEMOGRAPHICS

Why advertise on TV?

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. 

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

Unit 30: Regulation

Theory Test Revision

Hello all!

Hopefully you have enjoyed the first few weeks of Creative Media Production and have become experts in the field of advertising!

As you know your theory test is this week. Friday 26th for Block D, B and A and Wednesday 24th for Block C.

You should be using your independent study to revise all the fantastic notes you have been taking! The remaining information is on the blog, which will support any of you that have missed a lesson - or need a refresher.

You need to be able to cover:

• Narrative structure
• Brand techniques
• Brand elements/identity
• Audience demographics

Below is the brief for the theory test, so you can familiarise yourself with the question.

Block A

Hello all,

As you are aware I am unable to attend the lesson. This is the .PPT that i'd like you to read through - which gives you some information on different audience types and theories.

Have a read through and make notes in your CMP note-book. 

You should also complete the following questions

• What products can you think of with a USP?
• What could be problematic with USP?  
• What brands can you link to the NRS Social Scale?
• Who is the target audience of: Nuts, McDonalds, FHM, Heat, BBC Radio 1, BBC3 and Saga Magazine
• Read the Young & Rubicam 4C's document and think about which you could relate to, why do you think this?

We will go through this on Wednesday's session, after our practical lesson on Friday. Any problems either talk to me on Friday or e-mail me (k.gill@worthing.ac.uk).

See you then!

Karl