Advertising presentation

by Sammi, Abbey and Lauren

BARB
-

Since 1981, the Broadcasters Audience Research Board (BARB) have been
delivering the official viewing figures for UK television audiences.
They commission research companies Ipsos MORI, Kantar Media and RSMB to
collect data that represent the viewing behaviour of the UKs 26 million TV
households.
BARB viewing data offer clients, such as broadcasters and advertisers, a minute
by minute breakdown of viewing at regional and national levels. This information
is vital for assessing how programmes, channels or advertising campaigns have
performed and provides the basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected
panel of private homes is recruited. The Establishment Survey is carried out
continuously by Ipsos MORI in order to track changes in UK household
characteristics.
We then recruit households to be on the panel that suit the necessary
demographics, TV platforms and geography, as well as other variables. The BARB
panel consists of 5100 households, which each represent about 5000 other
households across the UK.
Once a household has been recruited to the BARB panel, Kantar Media fits every
TV set in the home with a meter.
Software meters are also installed on laptop and desktop computers, and tablets.
In order for the meter to know who is watching, each member of the household
over the age of four is assigned a button on a special remote control. If they enter
a room while the television is on they must press their designated button to
register their presence and press it again when they leave to show they are no

Structures/techniques of advertising- Series

- A series advert is an advertisement that continues through a range of
adverts. This means that the advert has a continuing storyline
through the adverts.
- The audience like these kinds of adverts as they keep them
interested and since they may end with cliffhangers, they may wait
for the next ad to be released. Or, they can become annoying so it
sticks in their head like the go compare adverts.
- In June 2009 the company launched an advertising campaign
featuring a fictional Italian tenor called Gio Compario played by
Wynne Evans, The advertisements feature Gio singing the 'Go
Compare' tune in different places such as a coffee shop and was
voted as the most irritating advertisement of both 2009 and 2010.
- In direct response to this reaction, Go Compare deliberately
subverted the
campaign in July 2012 by running a
series of adverts where celebrity guests such as Sue Barker, Jimmy
Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking
lined up to "silence" the character of Gio Compario.

The Advertising Standards Authority is the UKs independent regulator of advertising across all
media.
They apply the Advertising Codes, which are written by the Committees of Advertising
Practice.
Their work includes acting on complaints and proactively checking the media to take action
against misleading, harmful or offensive advertisements.

The five strands of our strategy

1 Understanding: Well be an authority on advertising and active on issues that cause societal
concern. Well be open to calls for regulatory change, acting purposefully and in a timely
fashion, while being fair and balanced in our assessment of the evidence and arguments
2 Support: Well provide support to advertisers to help them create responsible ads. Well
increase, improve and better target our advice and training so every business has access to the
information and support it needs
3 Impact: Well spend more time on matters that make the biggest difference. Focusing on our
existing remit, well spend less time tackling ads that cause little detriment to consumers or on
the vulnerable. But, where a complaint indicates that the rules have been broken, we will always
do something
4 Proactive: Well be proactive and work with others. Well use a wide range of information to
identify and tackle problems to make sure ads are responsible, even if we havent officially
received a complaint.
5 Awareness: Well increase awareness of the ASA and CAP. We will make sure that the public,
civil society and the industry know who we are and what we can do, so they can engage with us
when they need to, and have confidence in our work.
Our shared values are to be:
- Consistent and proportionate
- Reliable and ethical
- Fair and respectful to all

This is a good advert as it uses really attractive women models all

getting ready for a catwalk with perfect, white teeth. This will persuade
the viewers as it is making them think that they will be beautiful like
these models if they use the toothpaste. Having a smiley woman
connotes that once youve used this toothpaste you will get the same
result as the models.