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

Limitations of source in developing your advertisement

- Where you take a small amount of an audience and make a generalisation on the rest of the audience. Like a representative sample.

This could be helpful when identifying your audience, if you assume that all of your audience are similar or the same, by using a small amount, you can guess that all the rest will have this interest.

This may be bad however, if not all of your audience are the same. If you only use a certain type of people in your audience, you might miss out the other part that likes different things, therefore your advert may not appeal to everyone.

Advertising Ratings

- Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media text or schedule. Specifically, GRPs quantify impressions as a percentage of the population reached rather than in absolute numbers reached. http://en.wikipedia.org/wiki/Gross_ rating_point -How many times people are exposed to an advert, by how many times.

This would be useful with slot times, for example if a lot of people are watching the advert that appears between certain shows, you will know that this will be a good place to put your advert.

This may be bad however, because the type of people that watch this slot or advert, may not fit in with your targeted audience.

Face-to-face interviews

- Face to face interviewing remains the most frequently used quantitative research method. Interviews can be conducted in the respondent’s home or workplace, in halls or even simply on the street. http://www.pcpmarketresearch.com /services/quantitativeresearch/face-to-face-interviewing

- Respondents are more likely to give their undivided attention when an interviewer is present. http://www.pcpmarketresearc h.com/services/quantitativeresearch/face-to-faceinterviewing

May be bad as some of people you interview may not be part of your targeted audience.

Focus groups

- A focus group is where a group from the public are asked about their perceptions, opinions, beliefs, attitudes towards a product, service, concept, advertisement, idea, or packaging. http://en.wikipedia.org/wiki/Focus_ group

These are good for finding out how many people of a selected number fit into your targeted audience, you could then use this to guess how many people in a larger number fit too.

This may not be a good plan because out of the selected number, non might fit into your targeted audience.

Source of Audience Information

Audience measurement panels

Definition of source


Sources of Audience Information Source of Audience Information

Definition of source - A set of printed or written questions with a choice of answers, devised for the purposes of a survey or a statistical study.

Questionnaires

(https://www.google.co.uk/#safe=off&hl=en&sclient =psyab&q=questionnaires+definition&oq=questionnaires +&gs_l=serp.1.0.0i20l2j0l2.5734.5734.1.6453.1.1.0. 0.0.0.94.94.1.1.0.crnk_timepromotionb..0.0...1.1.9. psyab.C3GaFwndKRo&pbx=1&bav=on.2,or.r_cp.r_qf.&fp =d4c627170bf6267c&biw=1440&bih=719)

How it could be used to develop your advertisement

Limitations of source in developing your advertisement

This is good for finding out a lot of different peoples answers, what they like or dislike in advert, to help make yours better for the audience.

The questionnaires may not cover all of the information you need to develop your ideas, and it may not be shown to or completed by your specific audience.

TV Target audience profiles

- Nielsen uses the data from not only how many people watch a programme, but what type of people watch them, e.g. their ages, genders, how wealthy you are, etc. (http://en.wikipedia.org/wiki/Boston_Le gal#Ratings_and_audience_profile)

- They’ll know where to place certain adverts aimed at that targeted audience watching that programme.

The people that watch these adverts at a suitable time for your advert may not fall under your targeted audience.

Broadcaster s’ Audience Research Board (BARB)

- An organisation owned by the BBC, ITV and other British broadcasters whose task is to measure audiences for television companies. (Media Studies Essential Word Dictionary) - Is responsible for providing estimates of the number of people watching television at any time of the day. (Media & Film Studies Handbook)

- The higher the figures BARB receives, the more money the company and channel gets. - Produces a good name for the channel it gives high rating for (Advanced studies in media)

They only show t5he highest rated shows, and only certain channels so the time slot for a show you want may not be shown.

Television research agencies/ companies

The Broadcasters' Audience Research Board (BARB) is the organisation that compiles audience measurement and television ratings in the UK. It is owned by the BBC, the ITV companies, Channel 4, Channel 5, BskyB and the Institute of Practitioners in Advertising. Participating viewers have a box on top of their TV which tracks the programmes they watch.

These are good to look into so you get different opinions on the amount of information you need for your advert.

However these may be biased information and might only appeal to a certain audience or channel which may not link to you.

(http://en.wikipedia.org/wiki/Broadcasters'_ Audience_Research_Board)


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

Limitations of source in developing your advertisement

A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. (http://en.wikipedia.org/wi ki/Rate_card)

This is helpful so you know how much your advertising slot will cost, especially if you have planned your advert with a budget. So you can work around the price of the slot to get your advert to be placed in the best way possible.

This may give bad news if the prices go over your limit or if the timeslots you want are taken or you cant fit within the time frame.

They provide you with information on rate cards, insertion dates, publication dates, and all the information you need to start planning your advertisement. (http://uk.answers.yahoo.c om/question/index?qid=20 111009065608AAvK2JD)

This is helpful as it gives you all the information you need to produce your advertisement. You will be able to work with the information it gives to to meet the criteria.

This may also be confusing and unhelpful, especial if the publication dates don’t link with what you had planned or the times you wanted.

They use measurement and reporting techniques need to keep pace with changes in the way that viewers watch their favourite programmes. (http://www.barb.co.uk/)

They are useful for working out what types of shows are most watched so you know how and where and when to place your advertisement, based on the amount, and type of people that watch a certain programme at certain times.

This may not help with when you wanted to have your advert shown, or depending on who watches certain programmes, may not link with targeted audience.

Source of Information

Definition of source

Advertiser Rates cards

Advertisers’ information packs

Research agency websites


Advertising Audience Classification Definition of source

Standard Occupational Classification

The Standard Occupational Classification (SOC) system is used by Federal statistical agencies to classify workers into occupational categories for the purpose of collecting, calculating, or disseminating data. http://www.bls.gov/SOC/

This would be helpful if the product you are selling links with occupation and work. You would be able to sell your product easily if you knew about the audiences work life.

This may not link to the product you are selling, so some of your audience may not be as involved as the others.

Psychographi cs

Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. http://en.wikipedia.org/wiki/Psy chographic

This is good to have the knowledge of when selling your product, if you know what your audience likes, you will be able to sell the product better. For example, people that have grown up around certain objects and places may relate to the object you are selling, depending on what it is.

Not 100% of the audience may be interested in the same thing , or have the same lifestyles as each other so it would be a challenge to find something that links to all of your targeted audience.

Geodemograp hics

The study and grouping of the people in a geographical area according to socioeconomic criteria, especially for market research. http://www.thefreedictionary.co m/geodemographics

This is helpful to know when placing your advert. If you know where your audience is from or placed, you will have an easier time producing and selling your advert.

You may not get the exact locations of your audience, and this may clash with other factors about your audience.

This is how old the audience is that your aiming your product at. Whether they are children, teens or adults.

This is useful because you need to make sure your product is suitable for the audience you are aiming it at, as well as understanding what the limits are with advertising certain products.

This may be hard to define a specific range of an audience, for example the time you want to advertise may not link with the age group you are aiming your product towards.

This is whether you are aiming your audience at males or females or both.

This is useful to know what type of people would be interested in your product, for example cleaning products are usually aimed at females, where as alcohol is usually aimed at males.

This also may be hard to directly pin down because your audience may only be one gender, and you would have to be aware not to offend the other.

Age

Gender

How it could be used to develop your advertisement

Limitations of source in developing your advertisement

Source of Information


Audience Grid