which market should we focus on ?

Which Market should we focus on?

we originally planned on doing an advert for an alcoholic drink but we felt like were were limited to a certain age group but also felt that we would not be able to produce a high quality advert because of all the rules and regulations that went with an alcoholic drink , and therefore was not feasible .
When we finally deciding to do a Hot chocolate we were not exactly sure which market we wanted to focus on , but after research and our questionnaire it was clear that our main target audience were woman , but we found it difficult when planning our advert as we did not want to completely stereotype woman .
We looked at various Drinking chocolate adverts and saw that although there main charecters were woman they did not stereotype them by showing them cleaning the house or cooking which some adverts show when woman are the protagonist in the advert , we were able to use some of these ideas and apply them to our own , making us able to connect with our audience successfuly.

Research Into advertising

Tv Advertisement in United Kingdom

In the UK, the British Broadcasting Corporation is funded by a licence fee and does not screen adverts apart from the promotion of its own future programming (either 'coming soon' or the day's later programming features). On the commercial channels, the amount of airtime allowed by the UK broadcasting regulator Ofcom for advertising is an overall average of 7 minutes per hour, with limits of 12 minutes for any particular clock hour (8 minutes per hour between 6pm and 11pm). With 42-minute American exports to Britain, such as Lost, being given a one hour slot, nearly one third of the slot is taken up by adverts or trailers for other programs. Live imported television programs such as WWE Raw show promotional material that is shown in place of U.S. advert breaks. Infomercials (known as "admags") were originally a feature of the regional commercial ITV stations from launch in 1955 but were banned in 1963.

The first advert to be shown in the UK was an advert for S.R. Toothpaste on September 22, 1955 on the ITV network (its first day).

The growth of multi-channel television has changed the face of TV advertising making the medium effective for companies with niche products and a targeted audience. 30-second advertisements on digital channels such as Sky News, MTV or E4 can be bought for less than £500000 and adverts on more targeted channels like the Business Channel, Motors TV or Real Estate TV for less than £500 per 30 seconds. New TV channels are launching every week in the UK and advertising opportunities are plentiful

A television advertisement or television commercial, often just commercial, advert, ad, is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes. Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television.

The effect of commercial advertisements upon the viewing public has been successful and pervasive.
In many countries, including the United States,television campaign advertisements are considered indispensable for a political campaign. In other countries, such as France, political advertising in television is heavily restricted, and some, like Norway, completely ban it.

History

The first television advertisement was broadcast in the United States on July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseballgame between the Brooklyn Dodgers and Philadelphia Phillies. The 20-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time.
The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs SRtoothpaste. Until the early 1990s, advertising on television had only been affordable for large companies willing to make a significant investment, but the advent of desktop video allowed many small and local businesses to produce television ads for airing on local cable TVservices.

What makes a good advert?

What Makes a Good TV Advert?
People - One way to make a good television advert is to use people in the commercial. By using people in the advert the viewer gets a more reality feel to it. It gets the viewer to create an understanding with the advert and appeals to them more. This is why when we create our advert we want to use a human to create that bond.

Planning - One of the main aspects of creating a good television advert is to plan out what you are going to do first. If you plan out exactly what you are going to do you will then realise any mistakes or misunderstandings that might happen. If you were not to plan your television advert before you did it then straight away you will be able to see the chaos and confusion when watching it.

Scenery/Setting - Another big part of making sure you make a good television advert is to choose the background and setting wisely. This is because if you can crack the setting of a TV advert the rest will be a lot easier. An example of this would be the recent advert for the audi R8 advert which uses a white background so you will focus only on the car. This is very clever marketing.

Sound - This is a main feature in a television advert as it provides it with appeal and draws the audience into buying the product being advertised. And this is the only reason we make television adverts. By using the right sound (just like settings) the rest will flow and make the advert more appealing.

video analysis 4

Horlicks 'Made

Watching this advert, It shows a clear idea of what Horlicks are trying to promote through this advert and their drink. When watching it for the first time, as a viewer it was affective as the idea of consuming the drink after a long day at work shows what their product is trying to express, 'a relaxing, soothing drink'
The advert consists of various quick cuts and editing, switching between different people in different locations. The narrator speaks over the quick close up shots to help the viewer establish what the advert is about.
The horlicks advert begins with various people making coffee in the morning before work. There are close up shots between these quick cuts of the coffee and the process in making it. As the advert continues the narrator speaks over sections on the clips in which the people are seen to be making coffee or tea. This helps the audience to recognise the other two main hot drinks that are regularly consumed within an average persons day. The ending of the advert helps to bring together the other elements of the advert, in which it show's a woman coming home from a busy day at work, putting up her feet and making her self a Horlicks. Narrator then begins to say that 'Horlicks is the only drink that makes sense in the evenings' as which this presents what Horlicks is trying toWatching this advert, It shows a clear idea of what Horlicks are trying to promote through this advert and their drink. When watching it for the first time, as a viewer it was affective as the idea of consuming the drink after a long day at work shows what their product is trying to express, 'a relaxing, soothing drink'.

The horlicks advert begins with various people making coffee in the morning before work. There are close up shots between these quick cuts of the coffee and the process in making it. As the advert continues the narrator speaks over sections on the clips in which the people are seen to be making coffee or tea. This helps the audience to recognise the other two main hot drinks that are regularly consumed within an average persons day. The ending of the advert helps to bring together the other elements of the advert, in which it show's a woman coming home from a busy day at work, putting up her feet and making her self a Horlicks. Narrator then begins to say that 'Horlicks is the only drink that makes sense in the evenings' as which this presents what Horlicks is trying to promote to their market as an evening drink.

Overall I feel that this Horlicks advert its relatively effective Overall I feel that this Horlicks advert its relatively effective in which the quick close-up cuts and precise angles in-fluctuate the audience into the purchase of this product. As research into a variety of hot drink adverts, we found this overall useful and helped us to establish some of the conventions into hot drinks advertisement.

Video analysis 3

This advert is really good because it is upbeat and fun which means it will keep the audience interested , The use of celebrities means that is interesting and not boring because it shows them wearing the clothing which shows how successful the brand is. It particularly captures the audiance because its fast pace keeps them watch as it constantly changes to show what the celebs are doing , i think it is effect as it becomes a kind of game trying to spot whos doing what , i think that music really fits with what addidas are advertising because it is upbeat and matches what is going on on screen .

Video analysis 2

I like the concept of this advert as it is not as boring as usual companies like BT , i think the music is perfect for this advert and really captures what it is about , we used this as an influence like our advert there is a narrative to BTs adverts , it is interesting because it does not focus on one person it shows a range of different people .

This is the advert or Bt's infinity broadband, a new fibre-optic fast connection that they are implementing, the piece is set at night, this gives these ethereal glows that strike down very slowly across the screen, these glowing lines come in a number of about 10-15, with a depth of field to show them spanning across the horizon, dropping down into various areas, these lines of light are very typical of a stereotypical view of how modern broadband seems to travel across the connections.

Video analysis 1

I Really like this advert , i think it is really quirky and original because there isn't really anything like it . although we were not able to use it as an influence , it gave us a better insight of what other types of adverts there are . I think that this advert is intriguing because you dont really know what it is advertising at first and there fore keeps the audience entertained . I particularly like the randomness of the advert like the use of costumes and location because it shows how unique it is especially considering that it is advertising vodka.

Story board 1

Story Board 2

Our Pitch

Here is our pitch , we have made it clear of what the product is and outline our target audiance.

Introduction

Introduction

A2 OCR MEDIA STUDIES

You will need to produce:

• A media portfolio



• The presentation of your planning, researching and evaluation in an electronic digital formant (eg. Blog)

I may choose from the following main texts:

• Advert



• Music Video



• Video game



• Documentary

After research into all of these media texts , we picked the one that we felt that we would be most successful in , therefore leading us to choose advertising as our final Text , i felt that we would be able to create something that would be interesting for the audience but that would also well produced and not too amateur looking.

The project brief was now to:

Create a promotion package for a new advert comprising of a long online version and a short TV commercial version, along side this we would need to include two ancillary tasks which we decided would be a radio advert and a pop up web advert/Poster

What is advertising ?

Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers.
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages.
In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide.
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom,Publicis, and WPP.

Types of Advertising

A bus with an advertisement for GAP inSingapore. Buses and other vehicles are popular mediums for advertisers.

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups,skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, etc.

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl footballgame in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience.

Niche marketing

Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising,advertising networks and e-mail marketing, including e-mail spam.

This relates my project because i am going to create an online advert that will be the official long/full version of my advert, but I will also cut this online version down to around 30 seconds so that I could be used as a TV commercial. Following the conventions of advertising we are also creating a web pop up , billboard poster and radio advert to show a range of skills.