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Sources of Audience Information Source of Audience Information

Audience measurement panels

Advertising Ratings

Face-to-face interviews

Focus groups

Definition of source

How it could be used to develop your advertisement

Limitations of source in developing your advertisement

‘Making a generalization of measures how many people are in an audience, usually in relation to radio listenership and television viewership.‘ (Source)

By using this technique will be able to tell how many people will be or have seen your advert. This allows you to tell if your advert has been successful or not.

It would be time consuming to find the sample that is representative of the populations.

(GRP)A term used in advertising to measure the size of an audience reached by a specific media text or schedule. This quantifies the amount of times the populations has watched a specific advert multiplied by the amount of times the advert is shown. (Source.)

You are aware of your target audience, which will help with ratings. You have to make sure that the advert is successful and is being watched which suggests that advert is working. It has to also has to deliver the message in a small amount of time.

The one thing that may be an obstacle in producing my advert would be age, there may be intelligence or language barriers. Also the genre of the advert may be to violent or inappropriate for other audiences which reduces the show time.

An interview is a conversation between two or more people where questions are asked by the interviewer to elicit facts or statements from the interviewee. Participants often reveal more personal information to their interviewers in a real-time, face-to-face setting. (Source)

This could provide valid evidence for the statement your trying to portray. You may have to persuade a certain target audience and by including an interview you have reliable information to back up your case. It was also portray your target audience as your asking an individual.

Its hard to find individuals that want to be interviewed on personal information, exposure of confidentiality and also some may not want to share this on camera.

‘A group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.’ (Source)

This gives a wide range of information to the producer of the advert, this gives them more information on the product. This could work to our advantage as we are providing direct feedback from the audience which would be more persuasive technique.

This may reduce quality of advert style or even put people off in buying the product. Intelligence and age may affect it as they may not understand a general conversation. It also may miss the direct focus of the product itself or come to no solid conclusion.


Sources of Audience Information How it could be used to develop your advertisement

Limitations of source in developing your advertisement

Questionnaires

‘A form containing a set of questions, especially one addressed to a statistically significant number of subjects as a way of gathering information for a survey.’ (Source)

The information collected will be helpful when I am trying to persuade the audience. It provides reliable information which the consumer would more likely believe over spoken feedback.

People who fill questionnaires may conform to demand characteristic, the information may not be reliable therefore effecting the results and overall the impact of the advert.

TV Target audience profiles

Nielsen measures and monitors what consumers watch (programming, advertising) and what consumers buy (categories, brands, products) on a global and local basis. (Source)

This shows what is available in the market, this will help as in finding the perfect ingredient to make a successful advert. You could also see what techniques are more persuasive.

It may effect individuality or may fit in with the rest of the generic adverts which the audience are used to. Therefore may effect ratings as its not new or fresh for the target audience to see.

Broadcasters’ Audience Research Board (BARB)

'An organisation, owned by the BBC and the independent Television Companies Association, whose task it is to measure audiences for television companies.'' (Source – Book: AS/A-level media studies essential word dictionary)

This allows you to see what channel your advert would be most popular on. Additionally it allows you to carefully pick what programme your advert should be shown (Before or after).

The sample sometimes isn’t representative of the entire population. Also BARB only records programmes on TV. Not adverts that are on different media platforms.

Nielsen Media Research (NMR) measures media platforms such as Television research agencies and companies research the measures media audiences, including television, radio, theatre and newspapers. (Source)

This would help you see where your advert would be most popular across different media platforms and using television research companies would enable me to understand my audience more.

Television research companies can be biased when conducting their research.

Source of Audience Information

Television research agencies/companies

Definition of source


Sources of Advertising Information Source of Information

Advertiser Rates cards'

Advertisers’ information packs

Research agency websites

How it could be used to develop your advertisement

Limitations of source in developing your advertisement

‘Is a document containing prices and descriptions for the various ad placement options available from a media outlet.’ (Source)

This could help in managing finances we could see which placement would work best for us to ensure we get the highest ratings.

If we use selective placements in reduces the exposure and may effect success of advert if we place at an inappropriate time, which may cost to much etc.

An Advertisers information pack includes rate cards, iterance days (you can pick the suitable times) and also publication dates. The Advertisers pack includes everything an advertiser needs to start planning the advertising broadcast including date, time and inbetween what programs and on what channel.

The advertisers pack would give you all the right tools to plan you advert, this would include looking through information sheets and the ratings which have already been researched already.

You don’t if you don’t know if the information given to you is biased or not. Additionally if you are given the wrong information it can disruption your production for the advert.

Agencies that gather information from well known sources and presents them to you are a cost.

This would allow you to see the number of people that watch your advert at a specific time. Meaning you would be able to identify the best place to put your advert.

The target audience watch many different programme but you cannot predict what exactly they are going to watch. Meaning they could watch one programme then switch off the television straight after, missing the advert.

Definition of source


Advertising Audience Classification Source of Information

Standard Occupational Classification

Psychographics

Geodemographics

Age

Gender

Definition of source

How it could be used to develop your advertisement

Limitations of source in developing your advertisement

It is a system of classifying professions. It collects occupational data, enabling comparison of professions across data sets. (Source.)

This can help you establish a clear link with my target audience’s profession and the advert you are developing. This would help you see what your target audience can afford.

By doing this you would be limiting your target audience even further because the general population have many different jobs which would be time consuming to discover.

‘Divides the market into groups based on not-so-visible characteristics, such as lifestyles, attitudes, expectations and activities of your target market.’ (Source)

If you want to appeal us to a niche audience this technique is useful because you would know exactly what my target audience wants and expects. This would enable you to form ideas for the audience based on what they want. Especially if the target audience closely reflects you.

Using this removes individual differences which is role played in a realistic setting and reduces generalisation of advert. However it may attract only a certain market of people.

‘The study and grouping of the people in a geographical area according to socioeconomic criteria used for market research.’ (Source)

The environment has a great impact on a product, the grouping of people in the appropriate environment. It can help develop advert because I know what is being sold in the right setting and environment which suits the audience.

To collect all the data can be time consuming and expensive because you would need a large sample.

‘The length of time that a person has lived or a thing has existed.’ (Source)

You can carefully pick out certain key elements e.g. Music, latest trends to place in your advert that will appeal to my target audience’s age range.

My advert has to be focused on a specific age range meaning you would be missing out a lot of the general population who may be able to buy your product.

‘The sex of an individual, male or female, based on reproductive anatomy.’ (Source)

If you are aiming my advert at a specific gender then you have to make sure that they are taken in consideration when designing my advert, so you are am attracting the right target audience.

Since you maybe aiming my target audience at a gender then you have to make sure that you are not sexist. You have to make my advert enjoyable for both genders can enjoy the advert. Even if you are subtly appealing to one.


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