A Clients Guide To Advertising –

1. A Clients Guide To Advertising –

2. Of Needs Maslow’s Hierarchy This theory was proposed by Psychologist Abraham Maslow in his 1943 paper, “A Theory of Human Motivation.” It was then fully expressed in his 1954 book “Motivation and Personality.” It is known that individuals possess a set of motivation systems unrelated to rewards or unconscious desires. A person must satisfy lower level basic needs before progressing on to meet higher level growth needs. By using the hierarchy of needs, we can analyze radio adverts to find out what needs of the audience they use to sell their products. Researchers have found consumers will often buy products they desire before those that they need. Advertising agencies and companies benefit from this, making their audience believe that their products are essential to the consumer’s needs.

3. Unique Selling Point – Avis – ‘Were number two. We try harder’ Fed Ex – ‘When it absolutely, positively has to be their overnight’ M&Ms – ‘The milk chocolate melts in your mouth, not your hand’ South West Airlines – ‘We are the low-line airline’ The unique selling point is a marketing concept that was first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. This is what advertising and marketing professionals call key to effective selling. It is especially important when your product or service is similar to those around you. A unique selling point is your way of showing that yours is different from and better than that of the competition. All companies have a USP that is used to their advantage in order to get maximum sales.

4. Regulatory Codes – Every radio advertisement has to be suitably regulated so they don’t make listeners offended with any inappropriate language, offensive material or sexual nature. Alot of people have found an advertisement offensive or misleading. Maybe you find them sexist, racist or the items being advertised don’t do as they promise. To report complaints, and to avoid Imposition of Legalisation, the industry made a independent organisation called The Advertising Standards Authority known as the ASA. This company works hard to address all complaints received about adverts and amends them to satisfy the audience. Ofcom deal with all complaints regarding political bias in broadcasting advertising. As well, they regulate programme sponsorship. This is where the programme sponsor is mentioned in the credit at the beginning or the end of the programme. BCAP are a business that regulate all radio adverts through the use of codes. This code applies to all advertisements, including content of self promotional television channels, television text, teleshopping, interactive television advertisements. And programme sponsorship credits on radio and television services licensed by Ofcom.

5. What is the purpose of an advert? There are 5 key sectors to explain the purpose of an advert. These are: Informing – The most obvious purpose of advertising a product/service is informing. Through advertising, established businesses can announce new and existing products or services they are trying to sell to the public. Advertising is a strategy used to grab the attention of potential customers. Influencing – In some cases, it isn’t enough to inform the audience about a product. Influencing the consumer to buy the product or service is another important technique used by companies. Strategic language and imagery are the most important techniques when influencing the audience to buy their product. They help point out the strengths of the product/service which make the audience think about purchasing. Reminding – Another function of advertising is to remind the consumer of the product or service. There are many similar brands within a specific product category and consumers may forget to overlook some brands because there are many options. By repeating and reminding, companies establish their product in the audiences mind. Adding Value – Advertising adds value to a brand by influencing consumers to perceive the brand in a certain way. It plays up the strong points of the product or service, which in turn adds up the value to a brand. Assisting With Other Company Efforts – The last purpose of advertising is to assist with other company efforts. For example, without advertising, consumers may not hear about special promotions, such as sales and coupons. Advertising assists salespersons because it educates consumers about the products before they get to the point of purchase. This is an advantage because it allows salespersons to spend more time on making the sale instead of spending time explaining the product to the consumer.

6. Please click to listen to advert Fairy is very popular so this would be advertised nationally. The product is aimed at females more specifically mothers. It is aimed at all classes as it is an essential product

7. What is the purpose of the Fairy Advert? In this particular advert, it is informing the audience of a free gift when the product is bought. Usually in advertisements a new product is being sold to the audience, but in this instance they get their message across by focusing on generations to give the audience the continuous idea that fairy is for all generations. According to Maslow’s hierarchy of needs where does this advert fit? The fairy advert focuses on the generations and family so this would come under love and belongingness needs. Family are not seen as essential although they are a huge part of your life. What is the USP/ style of advert? Fairy’s unique selling point is that it is ‘the longest lasting washing up liquid.’ This is how they try to differ from similar products and attract the audiences attention. The advert has a long term style. Although promoting the free gift, the main aspect of the advertisement is promote that fairy is for all generations.

8. What advertising & persuasive techniques are used? The advert uses a child’s reading lesson to emotively attract parents, more specifically mothers as they are fairy’s target audience. This is also seen as summing up what the brand stands for,which is keeping the continuous idea of Fairy being the most suitable washing up liquid for all generations. Hearing a child take interest in the advertisement makes you think that it is relevant to everybody. Using a child’s voice attracts people to pay more attention as they might see this as ‘cute’. Psychology is the main aspect of this advertisement. Because it will powerfully entice mothers as they will see it as a very important time in their lives, when their child begins to read. Another technique that has been used is an imperative. This is where they are promoting something that is free. The audience are attracted when it is mentioned that you gain something. Also, children that may be listening will pay attention and mention they’d want the free toy to their mother who feels she has to buy it. This is also the unique selling point of the advertisement How is the advert structured? This is a multi voice advert that is using a scripted dialogue between a mother and daughter having a reading lesson based around the benefits of fairy. The advertisement does not contain music or sfx

9. What broadcasting code(s) would the makers needed to have considered? Fairy has to consider several codes constructed by BCAP in order to have their advertisements aired. The main codes the makers should consider is 05. Children, as a child is present in this specific advertisement, and also 03. misleading advertising. 3.1    Advertisements must not materially mislead or be likely to do so. 3.2    Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. This is because the advert is promoting a free gift. At the end of the advert, it mentions ‘see special packs terms and conditions apply’ This implies that the free gift is only available with ‘special’ not all packs.

10. Please click to listen to advert Snickers would also be advertised nationally as it is a popular chocolate bar. Although the chocolate is bought by both male and female, they target middle aged men specifically. Evidence of this is where Mr. T says, “Get some nuts!” This is a gender specific phrase which relates to being macho. Mr. T is a childhood character that appeared in the 1980’s. Middle aged men would remember who he is, so this catches their attention.

11. What is the purpose of the advert? This advert is a repetitive advert with the same meaning but a different scenario. The idea of the snickers advert is to prove to the audience that eating a snickers cures your hunger and makes you ‘macho’ using irony. In this specific advert, a wrestling match is taking place and one of the wrestlers is being interviewed where he acts silly and sounds feminine. He is then offered a snickers to prepare himself for the match. His voice then deepens and he finds motivation. According to Maslow’s Hierarchy of needs where does this advert fit? This advert comes under Esteem and Physiological needs. This is because the chocolate is classed as food, and is also portrayed that it is compulsory. It comes under esteem because the key message is that it makes you more macho etc. This is what a man is known to desire even though it isn’t essential. What is the USP/ style of the advert? The unique selling point for snickers is their phrase, ‘you’re not you when your hungry’. This makes the chocolate bar differ from others as it is portraying that if you’re hungry a snickers is necessary to cure your hunger. This also attracts the audience as it makes them feel they are being personally targeted. Snickers are creating a relationship with the audience by telling an opinion as fact. The advert uses a humorous style as they feel this is the best way to connect with their specific audience.

12. What advertising & persuasive techniques are used? The advert uses second person such as ‘you’ directly addressing the listener. This makes it more personal and makes it so the audience are more likely to respond. “You’re not you when your hungry” is an opinion as fact as well as exaggeration. This is targeting the audience acting as though they know them personally. This builds a relationship with the audience and makes them question if it is actually true. This increases your awareness and makes you desire the product. The irony of the phrase is ironic so it makes the audience laugh. The advert is mainly humorous. Humor enhances positive attitudes towards the product being promoted. Feeling are evoked through the use of humor which can lead the brand positive associations, as well as increase the comprehension levels of the listener. People relax and pay attention when they know you have a sense of humor. It puts them in a good mood and creates a more comfortable atmosphere. This creates a positive image for the product. The advert uses comedy and irony of a common situation to effectively deliver a message that will stick in people’s minds. How is the advert structured? The snickers advert is also a multi voice advert. It is a scripted recording of a wrestling match where one fighter is feeling ‘weedy’ because he hasn’t eaten. He is then given a snickers to prepare himself for the match. SFX’s are used to make the advert sound more realistic.

13. What broadcasting code(s) would the makers needed to have considered? The main broadcasting code Snickers should consider is 13 Food, food supplements and associated health or nutritional claims. The main rules for this is: 13.1 Radio Central Copy Clearance – Radio broadcasters must ensure advertisements subject to this Section are centrally cleared. 13.2    Advertisements must avoid anything likely to condone or encourage poor nutritional habits or an unhealthy lifestyle, especially in children. 13.2.1    Advertisements must not condone or encourage damaging oral healthcare practices, especially in children. 13.3    Advertisements must not condone or encourage excessive consumption of any food. 13.4    Only nutrition claims listed in the updated Annex of the EU Regulation (as reproduced in the EU Register) are permitted in advertisements. Advertisements are seen by almost everybody although they have their own target audiences. A message being portrayed for a certain age/class/gender can also be presented to somebody it shouldn’t.

14. Please click to listen to advert Kwikfit would be advertised nationally, but this specific advert would be listened to locally as it is informing people from a certain area that there is a new garage opening nearby. The target audience is males as they are known to be into cars. And obviously car owners with a problem. The age range would be anybody over the age of 17, as that’s the legal age to drive. It is aimed at working class because it isn’t essential that everybody should be a customer, some people prefer to use a local garage that is much cheaper. But this is a trusted garage as it is well known

15. What is the purpose of the advert? Typical KwikFit adverts are usually informing and demonstrating the services they have to offer. This is to make the audience aware of where to go when they have a certain problem. The same advertisements are repeated to make it stick in the audiences mind so when one of the problems occur, KwikFit are the first place they think of. In this particular advert, it is informing that there is a new garage opening in Preston. This advertisement will be broadcasted to the local area. According to Maslow’s Hierarchy of needs where does this advert fit? This advertisement would fit under safety needs because it is not essential to have a vehicle, but it is fairly important that it/you are safe. What is the USP/ style of the advert? The advert has no USP as the style is simple. It is used to inform by promoting the services available. Repetition is also a style in a lot of KwikFit adverts as their target is to make the audience remember what they do.

16. What advertising & persuasive techniques are used? How is the advert structured? This advert uses a single voice. It is used to inform the set audience that a new store is opening in Preston. No sfx or music is present. The advert uses pronouns, such as ‘our’ to include the audience and make them feel involved. This technique makes the listener feel more comfortable and makes them pay attention. The advert also uses a triple where they say, ‘tyres, MOT’s, breaks’. Using a triple is a very effective way of attracting the audience as it is answering any questions of where they can get certain services. Listener’s are more likely to consume information if it is written in threes because they stick in your mind.

17. What broadcasting code(s) would the makers needed to have considered? The makers of an advert have to consider several broadcasting codes constructed by the BCAP in order to be aired. The main code Kwikfit should consider is 03. misleading advertising. This is shown where they say ‘terms and conditions apply’ 3.1    Advertisements must not materially mislead or be likely to do so. 3.2    Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

18. Please click to listen to advert Asdawould be advertised nationally as it is very well known. The target audience is women taking care of the food shopping for their family at home (especially in this advert) This is traditionally what happens in a family household. The class of the audience would be all as Asda are always promoting offers and deals. The age range targeted would be anybody living alone looking to food shop. The most accurate age for someone to move out and fend for themselves is 25 and over but it is known to happen before hand.

19. What is the purpose of the advert? The advert is used to address their specific audience. Also it is used to inform about special offers and deals currently taking place. In this specific advert, you hear the thoughts of a woman looking to prepare a meal for her family. A shop assistant then informs her about the offers they have on at the moment. The advert basically shows that the ‘reads her mind’ by knowing exactly what she wants. According to Maslow’s Hierarchy of needs where does this advert fit? This advert fits under physiological needs as food is an essential. It also fits under love and belongingness as Asda adverts focus on families. What is the USP/style of advert? Asda’s unique selling point is that they are ‘saving you money everyday’. The specific audience may budget their shop and this would attract them as everybody would like to save money. Telling the audience that this is what they do, it is differing Asda from all other supermarkets. Although there is many comparison sites, it requires time to find out where the best deals are taking place. This makes the audience trust that they will be saving money and are more likely to shop there. The advert has a style of immediacy as it is raising awareness of sales and special offers that are currently taking place.

20. What advertising & persuasive techniques are used? The advert uses pronouns such as ‘our’. This makes the audience feel as though they are included. The advert also uses humor where the man says, ‘yes I do work out’. The advert has such a short time to communicate a message across, so they use humor to break through the noise and clutter in attempt to grab the attention of the viewer. The audience may find this phrase funny as nobody questioned if he worked out or not. A triple is present where it says, ‘500g mince, 500g spaghetti and a tin of chopped tomatoes’. Triples are used to attract the audience and make it stick in your mind. It is suggested that things that come in threes are more effective and satisfying. The audience are more likely to consume information if it is written in threes. In this advert, it is specifically used to impress the listener that three cheap items can feed a family. Although the name of the company isn’t heard, the jingle is included. The jingle is the sound of someone tapping money in their pocket. The audience is conditioned to know that the jingle is associated with Asda price. The audience are expected to be familiar with the company so that they know who they are by the jingle alone. How is the advert structured? The Asda advertisement is multi voice. A scripted conversation between a customer and shop assistant is used as though the assistant is reading the woman’s mind by knowing exactly what she is looking for. Sfx are used to make it seem like she is actually in a shopping centre. There is no music

21. What broadcasting code(s) would the makers needed to have considered? When broadcasting an advertisement, the makers have to consider several codes constructed by BCAP in order to have their advertisements aired. In terms of the Asda adverts, the makers would have had to look at the codes concerning food. And also 03. misleading advertising. The main two are: 3.1    Advertisements must not materially mislead or be likely to do so. 3.2    Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. The Asda adverts are usually promoting offers and refer to terms and conditions and say ‘in selected stores.’ This is misleading because the advert is aimed towards everybody and makes them aware the offers would be in their nearest store. When it states ‘in selected stores’ this means the offer will not be found everywhere.