Sources of Audience Information Source of Audience Information
Audience measurement panels
Advertising Ratings
Face-to-face interviews
Focus groups
How it could be used to develop your advertisement
Limitations of source in developing your advertisement
Audience measurement is measuring how many people are in the audience. This can include: -TV -Radio -Newspaper -Magazine
Measuring the audience would help me with making my own advert because I can tell how many people will be watching and how many people I already have in the audience.
The limitation I may face would be that I may not be able to appeal to every one.
This is how many people are exposed to people and how many times they view it. This can be messured by looking at the viewing percept multiplied by the amount of times it is exposed on TV.
Advertising ratings will help me with my advert because it will help me decide what times and what types of audience I would show my advert on. This can be shown by seeing the ratings and the audiences age with research. I can also decide the best channel to put my advert on.
The limitations I will face for this would be that, maybe If I have chosen a time and slot for my advert and then find out that this program is taken off air then my advert viewing statistics will dramatically go down.
This is a quantities research method . Interviews can take place with anyone face to face on the street or at a meeting. Face to face interviews help the researcher to gain a better quality of what they are trying to obtain., in a more detailed response.
Face to face interviews will help me because I can gain a better and in depth response and information of what I wanted to know. My research becomes easier and I can simply take notes.
The limitations which I may face would be that people can be giving me bias and non helpful answers which will not benefit my research.
Focus groups are a group of people who sit down with ideas and share them. Focus groups can also be used as research method used to gather feedback and opinions from customers.
Focus groups will benefit me when researching because I can gain a whole range of views and opinions about adverts and what some people like and dislike about them.
The limitations which I may face are trying to gather people to take part in a focus group as many people do not have time or have any opinions about chocolate bars.
Definition of source
Sources of Audience Information Source of Audience Information
Questionnaires
TV Target audience profiles
Broadcasters’ Audience Research Board (BARB)
Television research agencies/companies
How it could be used to develop your advertisement
Limitations of source in developing your advertisement
Questionnaires are a list of questions made to collect information from people who are willing to complete the questionnaire.
Questionnaires would help me develop my advertisement by collecting information from the general public. After picking my target audience this would help me decide what type (genre) my advert should be because I will gain information from my target audience on what types of adve4rts they like.
The limitation would be that many people can make things up just because they want to complete the questionnaire, this includes giving short responses, not answering the actual question or thinking about it properly. This means I may end up with bias and nonsense answers which will not help me develop my advertisement
TV target audience profiles are different aspects of the audience. This not only covers the audience ratings but the age, ethnicity, gender and occupation might be covered,
I will use this by gaining more background information about the audience, this will then help me in making a decision on where to put the advert when I pick a time.
The limitation I may face would be that I may research a specific type of audience, if later on my target audience changes then the target audience profiles would need to be re done in order to think of new ideas.
The Broadcasters' Audience Research Board (BARB) is the organisation that compiles audience measurement and television ratings in the United Kingdom.
Barb would help me develop my advertisement by helping me view figures for different shows, this will then allow me to think about what would be the best times to put my advert on depending on the peak times in which my target audience will be watching a TV channel or a program.
The drawback for this is that BARB only show the highest rated programs, this means I cannot get all the shows ratings.
Television research agencies and companies research the measures media audiences, including television, radio, theatre and newspapers.
This would help me look into the different information that some television companies have researched, this would help me understand my audience more
The drawback would be the information that the TV research agencies present may not be correct .
Definition of source
Sources of Advertising Information How it could be used to develop your advertisement
Limitations of source in developing your advertisement
This is sent out by the TV channels to the advertisers stating in a document the ad prices. Ad prices varies with different TV channels, here are some of the facts which make the prices of the advert differ: -Length of the commercial -Time of day -The target audience and volume of viewers -The Region
This is an important part of my advertisement as this would determine what channel I should put my advertising up, what channel I would pick and also the cost of putting the advertisement up. We would need to think about the prices and times carefully to make sure we get a good amount of viewers being attracted to the product.
The limitation would be the cost as the bigger the channel means the bigger the audience, the bigger the audience the higher the price. This means we would need to consider how much we are willing to spend to put the advertisement up and at what time's would capture the most viewers and attract them to the chocolate bar.
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 help me develop my advert by giving me all the necessities to plan my advert, this would include looking through information sheets and the ratings which have already been researched for me. This will make it easier for me to pick a suitable time and date to broadcast my advert.
The information pack can also be a drawback because it can provide me with wrong evidence, this will then mess up my schedule and planning. If this advertisement package fails then this will be a great waste of time
Research agency websites use measurmnet
This would help develop my advert by allowing me to see some statistics on who watches at what time, this would then help me put my advert at a good place and time knowing that my target audience are watching.
This might be a limitation because it may not be able to help me pick a certain time and channel because many programs are watched by different type of people meaning this placement cannot be fixed as the best position to put my advert in.
Source of Information
Definition of source
Advertiser Rates cards
Advertisers’ information packs
Research agency websites
Advertising Audience Classification How it could be used to develop your advertisement
Limitations of source in developing your advertisement
The Standard Occupational Classification (SOC) System is a United States government system of classifying occupations. It is used by U.S. federal government agencies collecting occupational data, enabling comparison of occupations across data sets.
This would help develop my work by giving me a clear link between the occupation and my advert. I will be easily appeal to my audience If I knew more about their background.
The drawback would be that not all of my audience will have the same background, this means my adverts style and genre may not be able to appeal to everyone at the same time.
An analysis of Psychographic is to carry out a detailed customer profile. This helps with market research and is done by asking consumers agree and disagree with opinion, interests and activities. This also explores their buying habits.
This would help me with my development by helping me know my audience, not only would I know that they like the product but I would also find out their hobbies, interests and some of the stuff they like. I can then implement this onto my advertisement for higher ratings and product appeal.
A limitation I may face is that this process takes a long time meaning this would take time and a lot of people need to be researched, also the research may vary and not every may like the same think which means I cannot appeal to everyone at the same time because of conflicting opinions.
Geodemographics is when you explore who your customers are. The most used demographic variables include age, gender, occupation, location, marital status, income, education level, and nationality.
This would be help me with developing my advert because I would be able to have a clear understanding of my target audience location, this would help me pick out different strategies and key elements to use when making my advert to appeal to a specific group of people.
The limitation I may face would be that maybe I will not be able to get a clear understanding of the locations for my target audience or a wrong location, if this happens then my advert will not appeal to the right age group meaning the advert has failed to be appealing.
The age is the target audiences age group, this helps the advertisers aim for a specific age group and appeal to them.
Knowing the age group for my advert would be an advantage as I could look at similar target market adverts and this would help me develop my own advert. An age range will also help me specifically include relevant things which appeal to this age group.
The limitation would be that if I specifically appeal to one age group than my advert would not be appealing to everyone and the target market becomes narrow, this will create less viewers which would mean less sales.
The gender is knowing the gender of your audience, this then allows the advertisers to target the product at this specific gender by using different elements such as colour, style and imagery.
This would help me develop my advertisement by me being aware of what gender I am appealing to, The gender awareness will help me pick out specific things I can add to my advert to make it appealing.
The limitation would be that if I am targeting my advert at one specific gender this would mean that I will completely loose out in appealing to both genders which would mean less sales.
Source of Information
Definition of source
Standard Occupational Classification
Psychographics
Geodemographics
Age
Gender