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Class Notes


LO1 - Know how existing advertising campaigns embed advertisements across a range of media products.

 Definitions
Cross Media - An advertising campaign that covers more than one medium for advertising such as online and traditional forms.
Campaign - A course of action to promote the product in a consistent way. Campaigns can be used to build up to a release date or to keep people buying the product.
Market Share - percentage of consumers of a general product that use a specific brand
Market Research - gathering information about an audiences preferences to make the advert suit.
Segments - Audience subgroups defined by sets of categories shown below.
Audience Profile - the specific demographics of the target audience for a media product such as interests, age and gender.
Stereotyping - a widely-held view based on a generalised idea
Scheduling - frequency, timing and placing of advertising


Aims of Advertising Campaigns

  • create or raise awareness of a brand
  • introduce a new product
  • increase sales
  • re-brand a product
  • generate feedback
Segmenting an Audience Profile
  1. Geographics - the region the target audience is from
  2. Demographics - characteristics such as age, race and gender
  3. Behavioural - audience choices about how they spend their time and what they buy
  4. Psychographics - audience can be divided into categories about values and hobbies
Demographic Categories

Psychographic Categories

Legal and Ethical Issues of Advertising 

Adverts have a legal responsibility to be:
  • accurate
  • legal
  • truthful
  • honest
  • responsible
  • no false messages
  • no aggressive sales techniques
There are also specific requirements for advertisements which promote
  • food
  • alcohol
  • tobacco
  • medicines
  • beauty products
  • eco friendly products
The CAP Code
This is the board that provide regulations for all non-broadcasted adverts. They have specific requirements for things regarding children, offence and politics.

The BCAP Code
This is the board that provide regulations for broadcasted adverts including product placement and when adverts can be shown.

The ASA
This is the board the policies advertising and where people can complain if they feel an advert has broken any laws.

Ofcom
This is a government organisation which has the responsibility to regulate adverts.

The BBFC
They are responsible for any adverts shown before a film which are usually the same rating as the film being shown.

Logistics





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