http://unit30advertising.blogspot.com/

Learning Outcome - 2

Market  research

Television Advertising

TV adverts are a popular way to mass-market messages to large audiences. Although this medium has the ability to reach a high number of potential buyers, it is also one of the most costly forms of advertising. For example, one 30-second TV commercial during the Super Bowl cost about $3 million in 2009.

• Played mostly inbetween soaps , fashion shows , shopping shows , reality TV and music channel.

• Industry sources say that Calvin Klein spent approximately £6 million to advertise their fragrance Eternity.
• They also use famous faces a lot to give a upper class feel.
• A lot of perfume adverts are sexual and high fashion. 
• They all tell a short story.

Print Advertising

Magazine and newspaper ads are another way to spread the word about a product or service. Print also offers the ability to target a specific audience based on geography or common interests. Print advertising usually includes larger display ads, as well as classified advertising. The classifieds are typically very affordable, whereas display ads are a bit more pricey.

In every fashion magazine you look in there is at least 3 perfume adverts. Vogue is well know for advertising perfume on most pages and they charge around £30,000.00 to advertise on just one page.

Billboard Advertising

Billboard ads are large advertisements displayed on structures in public places.

 Its costs around £1,500 to £2,000 a month to advertise on a billboard. Obviously if you wanted to advertise in NYC times square it will cost $325,000 a month. So if you wanted to advertise in a very busy place which will get you lots of attention it will cost you a lot more than a quieter place.

Online Advertising

Social network marketing has been the fastest-growing form of Internet advertising. This includes using sites like Facebook, Twitter, and LinkedIn to promote a product or service. Many social networks have advertising available, such as Facebook Ads.

Advertising online is an increasingly popular method for promoting a business. There are many forms of online advertising. Banner ads are image ads displayed on web pages. Google AdWords is another popular form of online advertising that matches an ad to an Internet user's search inquiry.

You can mostly find perfume adds on a make up/style website and also on similar subjects on youtube.

Mind Maps

Script

(soft sweet gentle music plays in background)

a womans cutelt giggles and breaths heavily

a woman says ' Justin Bieber , out soon'

Learning Outcome - 1

Idea's for advertising a product

Perfume

• Bright colours 
• Patel colours
• Pretty girl / good looking man

• romance/cute
• targeted to woman
• flowery
• soft music (e.g classical music (harps , violins ,pianos and guitars etc.)
• Gold writing
• Very professorially put together 
• Sunny weather
• Only slightly see the perfume bottle (get a glmipse of it)

Shoes

• Close ups on shoes
• people dancing and running in the shoes
• sunny day
• upbeat music
• quick cuts
• aimed at boys
• stylish
• simple colours (e.g blue white black)

Food (fast food)

• Lots of camera shots of people enjoying the food
• comical
• upbeat music
• bright coloured
• very clean location
• aimed at all auidences of diffrent people are featured in the advert

Headphones

• Upbeat music
• Music that is in the charts 
• aimed at young audience
• young people dancing around and being happy
• slow motion close ups of headphones
• very creative
• simple colours

Our advert is on PERFUME 

Form	This advert is realist narrative and anti-realist narrative as some of which is in the advert is very normal and other bits are very unlikely to happen to every day people (e.g , swinging on a big swing with a gown dress on and flying in the air with ballons)
Style	This advert is slightly humorous as the girl is being very quirky and cute , like making silly faces and skipping aorund.
codes and conventions	Camera angle - lots of close ups on the pretty girls face , medium shots to show the girls cute dress and surroundings ( Paris ) , Low angle shot looking up into the blue sky.  Shot - In the car looking out the window smiling , walking past the The Fountain of River Commerce and Navigation in paris , looking into a flower shop with pretty pink flowers in , trying on a pink dress in a paris boutique , cycling down a road on a vintage bike. Iconography - Shows the girl feeling happy and dressed girly skipping through paris. Editing - Lots of tracking shots which makes it feel like her mate is filming her and give it a more realistic and cute feel. Clips are 1-2 seconds long each and go back and forth to each one. Lots of jump cuts.  Lighting -  Very light , happy feel and romantic feel. Set in the day and on a sunnt days. Sound/Music - Even though its an English/American AD it has a French song with a french singer singing in french. Sets the location more.
Computer graphics	At the end the girl flys up into the air holding a bunch of ballons in one hand , they would of done this with a green screen and computer graphics.
Techniques	There is two short clips of the girl with the perfume they are advertising very subtle but you can tell. Makes you feel happy and think if you buy this perfume it will be sunny and happy.
Characteristics of products or services	Most perfume adverts have a sex and love theme that go with them whereas this one is more happy and chirpy. It also changes Dior's main advert theme which is sexy and romantic, as Dior best known adverts have this other theme.

Audience Profile - This advert is aimed at young female adults you know this as all the colors used in the video are very cute and girly and are using a theme of baby colours (e.g baby pink , baby blue , lilac) they have also used one girl as a the main actresses in the video with no boys in sight  they have a  target audience around the age of 16-25 as they use a young actress and with her doing fun and playful things ,the perfume has a sophisticated way with the woman dressed in lovely posh designer dresses.  It has a pretty smell which is for a formal lunch or night out etc. Its a designer perfume so its advertising to the middle and upper class as they are more likely to want a posh and know brand with a sophisticated smell and also don't mind spending that extra bit of cash for the name.

1. Voice over  - N/A
2. Dubbing  - N/A
3. Jingles - N/A
4. Music tracks - French song
5. Special sound FX - 

Form	This advert is realist narrative and anti-realist narrative as some of which is in the advert is very normal and other bits are very unlikely to happen to every day people (e.g , flying through the sky)
Style	Romantic as its trying to convince girls if you wear this perfume it will be like justin bieber on your neck.
codes and conventions	Camera angle - They use alot of medium shots so you do not see the ground in any of the scenes. They also use a close up when the girl sprays perume on her neck. Shot - Spraying perfume onto her neck , flying through the sky with a young famous singer , the male kissing her neck. Iconography - Shows the girl feeling in love and the boy wanting the girl. Editing - They use an unusual technique were they put 3 diffrent screens and shots in the same bit some zoomed in others zoomed out  Lighting -  Very light , happy feel and romantic feel. Set in the day and on a sunnt days. Sound/Music - Even though its an English/American AD it has a French song with a french singer singing in french. Sets the location more.
Computer graphics	A green screen is used to make the background of a sky to give a realstic feel of the boy and girl flying together.
Techniques	They have used the famous boy singer in this advert to make people ant to buy it as it would be like having 'justin bieber ' kissing your neck.
Characteristics of products or services	The sex and romance edge is there as most perfume adverts use and also the dramatic music.
Regulation

Audience profile - This advert is aimed mainly towards the young artists fans with the artist flirting and being very friendly with the young actress with an age range from 12-18 as that is his main fan girl age group and also with the actress being around the same age as 'Justin Bieber'. Again this advert is aimed at girls as it is a girls perfume with a pretty and flirty smell and girls will buy it as the famous artists made it so they will think wearing this perfume will make good looking boys more attracted to them.. It will mostly be brought as a present from a family member or friend. With fans it would be essential to have it as it will feel like the artist will be attracted to you if you wear it as he made the sent. 

1. Voice over - girls soft breathing , french words.
2. Dubbing N/A
3. Jingles - N/A
4. Music tracks -  a classical music is played that sounds very dramatic 
5. Special sound FX

Form	This advert is realist narrative and anti-realist narrative as some of which is in the advert is very normal and other bits are very unlikely to happen to every day people (e.g going into another world , finding a prince)
Style	Fantasy it is very disney princess style as the girl has magical gone into a dream world
codes and conventions	Camera angle - A lot of close up on the expensive and luxurious things. Medium shots to show location and what the girl is wearing.  Shot - Looking through a mirror day dreaming. Running around in a beautiful dress looking for a prince.  Iconography - Shows a fairytale chase of the girl trying to find her prince but he finally finds her as he can smell her enchanting perfume Editing - Lots of gentle fades and black out cuts. Lighting -  Dark lighting shows mystery  Sound/Music - The girl in the adverts song is playing over the top which is a gentle and sweet song
Computer graphics	Light beams are put in the corner of one shot which makes it look very pretty and elegant.
Techniques	It is very gently done and very slow moving but mesmorising they have done this by putting a powerful voice over and using a famous face and famous song. The way she says the voice over is very gentle and everything blends in perfectly.
Characteristics of products or services	It goes into line with the cute perfume and you can tell it will be a sweet smelling perfume.
Regulation

Audience Profile - This target audience is very similar to the one above . The main target audience would be fans of the artist at the same age range maybe a bit older 12-21 as it is a more grown up smell with the designer in her 20's so slight older girls would think its acceptable to buy it. The advert will attract girls attention as it has a fairy tale like theme which all girls wish for.

1. Voice over - 'Wonder struck the beginning of something magical.' 
2. Dubbing N/A
3. Jingles N/A
4. Music tracks-  Taylor swift - Enchanted
5. Special sound FX N/A

ASA regulations

All these adverts meet the ASA requirements. As it is all original footage with no extracts from any programmes or videos. All these adverts are copyrighted by the producers of the adverts. There is no unacceptable material in any of these adverts e.g. no swearing , no sex , no drugs and alcohol. All of the adverts are rated under 18 so they can all have a wide range of viewers. The Justin Bieber - Someday advert could get complaints on the fact he seems to trying to seduce a young girl by smelling her neck and holding her hand , he has a lot of very young fans that might watch this and think that is right for them to also do this as they look up to him. Also with the Dior - Miss Dior Cherie advert the main girl is very skinny which could cause press to label her with names such as 'anorexic' and makes it look like they are promoting skinny girls and that to be a dior girl and to wear the perfume you have to be skinny. Another thing i picked up on that some viewers may not approve of is at the very beginning of the Taylor Swift - Wonderstruck advert she looks naked for a split second as she has a strapless dress on this may offend viewers as alot of young girls look up to her and idolize her.

Advertising codes of practice

Advertising Codes give advertisers and media owners rules to follow while making an advert. They include basic rules that state advertising must not mislead, be responsible, not to offend and specific rules that cover advertising to children and ads for alcohol, gambling, motoring, health and financial products. 

Some of the rules are : 

·         Adverts can’t use extracts from parliamentary proceedings.

·         Adverts cannot use extracts from any recent or previous programmed without the programmes permission.

·         You may not use copyright material in your advert, IE logos or music from other programmes or music artists without their permission.  

·         Cigarettes may not be used in any way in an advert.

·         Guns or gun clubs are not to be advertised.

·         Escort agencies and pornography is unsuitable to put on TV adverts, therefore it is not allowed.

·         Adverts are not allowed to be aimed at political issues such as elections.

·         If during the advert the advert talks about something that exists (person or object) they cannot say false information in other words misleading information is not allowed.

·         Anything with a rating of 18 or over (games and films mostly) cannot be shown on TV unless permission is granted by the classification board, and even then it will most likely be shown at a later time in the day (after 9 or 10 pm most likely).

·         Violence is allowed in adverts, but only to a certain limit. Violence can only be used in an advert if it has a good reason behind why there is violence. Gore from the violence such as blood would be seen as too much and allowed on the TV.

·         Racism and sexism and other related issues are not allowed to be shown on TV if the purpose is just to encourage it. However it would be allowed if the TV advert was showing at as bad thing for the public to do and encouraging people to help stop it.

I have to and have stuck to the codes of practice in my advert by being very careful and making sure there is nothing that will at all apply to any of the above.

Target Audience 

My Target audience is for teenage girls , house wife's and rich women (upper class). Around all ages mostly ranging 16-40 this is as the advert is quite lively ,upbeat and modern. I will be mainly focusing on teenage girls around the age of 15-24. It is a high class advert and will appeal more to the middle / upper class. It shall be aired in between programs like reality shows , fashion shows , music shows and soaps. I have chosen this as these are the main shows woman watch and as it is still a 'high fashion' advert it still needs to look classy. Some perfume advert aren't targeted at teens as they like to focus more towards sophisticated ages as the scent is elegant and also sophisticated.


Psychographics
In the fields of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area).

Geodemography

Geodemography is the art and science of profiling people based on where they live. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address

http://www.guerillavision.com

http://www.thinkbox.tv  
The marketing body for the UK commercial television industry

http://www.tvadvertisingagency.co.uk/Default.aspx?tabid=10441

The purpose of adverts is to manly promote a product and to get the public talking about it. They make the product look incredible and something you NEED. Adverts make you spend money on items you want and like and sometimes hypnotise you into wanting something even though you may not need or like it e.g. food adverts they make the actors really overly enjoy the food even though some people may not like it. They are clever with the way they are put to together making the product look its best. They show you what the item does or is for and sometimes tell you the price. Adverts can also be informative and also educational.  Whereas Charity adverts e.g. NSPCC , ACTION AID and UNICEF  make us feel guilty and make everything look bad and pressure you into giving money e.g. saying ‘it’s down to you if someone survives or not’. Adverts helps the world go round by making us go out and spend our money  they also give a lot of people jobs like camera men , editors , directors , actors etc. Adverts also use catchy jingles to make a viewer remember it and stick in there head.