Exploring and Analysing Radio & TV Advertising

Nathan Dodzo 2011

Introduction

What are TV ads? (Brief explanation) History (Brief chronicle of history)

Introduction What are radio ads? (Brief explanation) History (Brief chronicle of history)

Types of Ads

� TV ads � Radio � Print �  Internet � Billboard � Sponsorship � Blimp

Slides on all types in more detail

Purpose

� Purpose of Radio and TV ads

(Explain with examples) � Why do we have adverts on Radio

and TV?

(Explain with examples)

Checkout

www.bluewaveimaging.co.uk &

www.jinglemasters.co.uk

Input �  Who is involved in producing a TV ad? �  Who is involved in producing a Radio ad? �  What does a client have to do to get an ad out

on Radio or TV? Contact

�  Ad Agency/Marketing department � Commercial radio station � Director �  Producers (Production Company)

�  link to TV and radio - Consumer/customers

Regulators �  Ofcom Ofcom is the independent regulator and competition authority for

the UK communications industries, with responsibilities across television, radio, telecommunications andwireless communications services.

(research and explain company purpose with examples)

�  ASA The ASA is here to make sure all advertising, wherever it

appears, meets the high standards laid down in the advertising codes.

(research and explain company purpose with examples)

Audience �  RAJAR

RAJAR is responsible for providing estimates of the number of people listening to radio.

�  BARB BARB is responsible for providing estimates of the number

of people watching television.

�  Research and explain how producers select audiences

Channels

� Research and explain how producers select the appropriate radio stations and TV channels and identify time slot for their ads to be shown on. Consider �  Audience profiling �  Listening or viewing figures �  Primary and secondary research �  Look at reputation and status of channel

Clearance

�  Investigate and explore RACC �  Investigate and explore Clearcast

formally BACC

Representation

�  Investigate and explore representation in adverts �  Looking at ○  Age ○  Gender ○  Ethnicity ○  Sexuality ○  Religion ○  Social class and status ○  Physical ability or disability

Codes and Conventions

� What are the codes and conventions of a TV ad

� What are the codes and conventions of a radio ad

This section can (in other words what do you expect to find in each of the above)

Analyse at least 3 Radio and 3 TV ads � Address structure - Is there a narrative

structure � Do the adverts follow codes and

conventions � Representations issues �  Is the advert effective � Provide breakdown � Give personal opinion

Areas to consider

Brand Product Voice Over(s) (actors/actresses) Location Sound effects Style Special Offer Language used (emphasis on certain words) Contact details Celebrity endorsement Repetition Cross promotion Music Terms and Conditions www.bluewaveimaging.co.uk & www.jinglemasters.co.uk