THE MEDIA
CHANNELS OF COMMUNICATION THROUGH WHICH NEWS, ENTERTAINMENT AND EDUCATIONAL/PROMOTIONAL MESSAGES ARE SPREAD.
A MEDIA PRODUCT
A SINGLE PRODUCT OF MEDIA (ie. A BOOK, A GAME, AN APP)
MEDIUM
THE FORM THE MEDIA TAKES AND THE METHOD OF DELIVERY.
MEDIA PLATFORMS
THE TOOL BY WHICH INFORMATION AND CONTENT IS DISTRIBUTED TO THE AUDIENCE (ie. SOCIAL MEDIA PLATFORM, WEBSITE, VIDEO GAME)
MARKET
ALL THE CONSUMERS WHO USE A CERTAIN TYPE OF PRODUCT (ie. CORNFLAKES)
MARKET SHARE
THE PERCENTAGE OF THE MARKET WHO USE A CERTAIN BRAND (ie. KELLOGS)
MARKET RESEARCH
GATHERING INFORMATION ABOUT THE TARGET AUDIENCE AND THEIR NEEDS & PREFERENCES. USED TO TARGET THE RIGHT PEOPLE.
BRAND AWARENESS
THE AIM OF ADVERTISING, USUALLY.
SEGMENTS
AUDIENCE SUBGROUPS - DEFINED BY CHARACTERISTICS LIKE LIFESTYLE.
AUDIENCE PROFILE
SPECIFIC DEMOGRAPHIC VARIABLES OF AN INDIVIDUAL AUDIENCE MEMBERS.
UNIQUE SELLING POINT
CHARACTERISTICS OF A PRODUCT THAT MAKE IT STAND OUT. (APPLE'S UNIQUE SELLING POINT IS THE BRAND ITSELF)
VALUE PROPOSITION
A PROMISE TO THE CUSTOMER OF THE SERVICE OR PRODUCT BEING VALUABLE AND WORTH THEIR TIME (ie. COCA COLA PROMISING TO MAKE YOU HAPPY, HIGHLIGHTING AUDIENCE PLEASURES IN SERIES TRAILERS)
ONLINE ADVERTISING
POP-UPS
ADVERTS THAT APPEAR WHEN USING A SPECIFIC WEB PAGE.
POP-UNDERS
ADVERTS THAT APPEAR WHEN YOU CLOSE A WEB PAGE.
WEB BANNERS
ADVERTS ON A WEBSITE HYPERLINKED TO THE ADVERTISER'S WEBSITE.
EMAIL MARKETING
ADVERTISERS SEND ADVERTS TO YOUR INBOX IF THEY HAVE YOUR EMAIL ADDRESS.
CONTEXTUAL ADVERTISING
ADVERTS LINKED TO RECENT INTERNET SEARCHES YOU'VE MADE (ie. ADSENSE)
SEARCH ENGINE MARKETING
COMPANIES PAY SEARCH ENGINES TO DISPLAY LINKS TO THEIR WEBSITES, AND THEIR PRESENCE RANKING HIGHER ON SEARCHES.
VLOGGERS AND BLOGGERS
ADVERTISERS OFFER FREE PRODUCTS TO INFLUENCERS (ie. ZOELLA)
THE AIMS OF ADVERTISING CAMPAIGNS
- CREATE AWARENESS OF THE BRAND
- INTRODUCE A NEW PRODUCT TO THE MARKET
- INCREASE SALES AND ACHIEVE LARGER MARKET SHARES THAN A COMPETITOR
- REBRAND AN EXISTING PRODUCT
- GENERATE FEEDBACK
- ACHIEVE A COMBINATION OF THE ABOVE
CALL TO ACTION
ANYTHING USED TO ENCOURAGE/PROMPT AN IMMEDIATE PURCHASE OR RESPONSE (eg. BUY THIS PRODUCT, SUBSCRIBE TO MY CHANNEL, GO TO THIS SOCIAL MEDIA POST, INTERACT.
ABOVE THE LINE ADVERTISING
ADVERTISED TO A WIDE MARKET, RELATES TO THE MASS MEDIA, CAN'T DIRECTLY CONTROL WHO YOUR AUDIENCE IS (eg. TV ADS, BILLBOARDS - MOSTLY OLD MEDIA).
BELOW THE LINE ADVERTISING
ADVERTISED TO SOMEONE PERSONALLY WITH THEIR SPECIFIC INTERESTS IN MIND, MORE PRECISE AUDIENCE (eg. WEBSITE COOKIES, TARGETED ADVERTISING, ADSENSE - MOSTLY NEW MEDIA)
SYNERGY
TWO COMPANIES COLLABORATING AS A MEANS TO AN END, USUALLY HIGHER SALES.
LEGAL & ETHICAL ISSUES AND CODES OF PRACTICE
THE ASA (ADVERTISING STANDARDS AGENCY)
An independent regulator for the UK's media - they monitor advertisement and try to regulate content so that consumers aren't taken advantage of as much as they could be. They pick up on trends and complaints to ensure advertising is safe for consumption and meets these standards:
- HONEST
- TRUTHFUL
- DECENT
- ACCURATE
- SOCIALLY RESPONSIBLE
- LEGAL
It's considered common decency to follow these guidelines,- however if an advertiser refuses to listen and their advertising breaks these rules, the ASA can refer them on to OFCOM or Trading Standards. They have an independent council in order to keep up with current public opinion and ensure the most effective regulation.
NON-COMPLIANT ADVERTISEMENTS (FROM THE ASA WEBSITE)
The ASA lists online advertisers here that have refused to comply with their guidelines. For example, the well-known health food shop Holland & Barrett is filed in this section for breaking the standard of
TRADITIONAL MEDIA
honest
socially responsible
truthful
decent
legal
accurate
shock tactics havea libne they dont cross
ADVERTISING LAWS
dont encourage illegality, antisocial behaviour, unsafe
ASA - independent regulator for uks media
pick up on trends and complaints
referral to ofcom or trading standards if the ad refuses
independent council decides
advertising standards authority
TV ADS
bcap for tv and radio
cap for online, print and soc. media, direct marketing
asa and ofcom regulate
different mediums - communications act 2003
risk licence revoked for cchannels and advertisers
CLEARCAST - owned by 6 channels to defend against asa complaints
high success rate
eg. 99.9 percent or 'up to 100 percent' effective gets around law
clearcast -
script for ad
sent to clearcast via copycentral
respond in 4 days mostly
or you gotta substanciate alongside your script - explain yourssekf
then if both parties are happy, good to go
waste of money to make the ad before asking
planning is so important - what you submit MUST be the sameas what you submitted
clock no. attached to the ad for cfinding later
clearcast approves
weird spoof ad with getting bloodstains out instead of sauce or something
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