Wednesday, 16 January 2013

Individual Pitch, Dove

Primary Audience

I personally think that the main Primary Target Audience is Women. This is because in most of their adverts, they involve women trying the products and then rating on what they think. As shown on Dove's Website, 10.1 million women use Dove products every week. Again this is a good example that shows who the Primary Target Audience are. "Dove is committed to widening the definition of beauty for women".



This is one of their advertising posters that they released. As you can see it involves a female which could suggest that the Primary Target Audience is women.





Secondary Audience


Even though the primary target audience is women, Dove have tried to expand their products to men with their new 'Dove For Men' Products.

They also did this to show that Dove products were not just for women and that men can enjoy the benefits of New Dove For Men.


The Dove For Men advert has tried to emphasis that this deodorant product is comfortable on skin and will give you 48HR protection if used properly. The tag line in this ad is "Tough on sweat, not on skin" and could be a good persuasion technique.

The Dove Deodorant advert, has tried to emphasis that if you use this product, then your under arms will look amazing in any type of clothing that shows the underarms. Again the women in the advert show that the target audience for this product is women. It also used a scientific persuasion technique (Vitamin E).

The way that I would go with my ad would be a mix of the Dove For Men ads and the Original Dove For Women ads, and try and mix them together so that both genders can enjoy the products and is shown in one whole advert. This then would appeal to a wider target audience.

I would use the original white background and use a female and male lead, so that it shows who the target audiences are. I personally think that the product of Dove are aimed at a mature audience, maybe older teenagers. However, I will try and adapt the older teenagers in my ad, as it is an easy cast to obtain.

Websites

Trailers (Both Women And Men)



Research And Justifications

Audience Measurement Panels - This kind of measurement measures how many people are in an audience usually in relation to radio listener-ship and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. It helps broadcasters and advertisers determine WHO is listening or watching instead of how many are watching or listening. This could adapt to where a advert will be shown. If a lot of people watch TV than radio, then creating a visual advert could be more appropriate as a wider audience would be noticing the advert. However, most adverts try and create the same advert for radio, TV and for websites.

The Broadcasters' Audience Research Board (BARB) - This is an television research agency that complies audience measurement and television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings, JICTAR. This could be important for advertising, as it could determine what channel to show your advert on. For example, if the BBC has more viewers than ITV, again it would be more appropriate to show the advert on the BBC as it reaches a wider audience. However the BBC have very few adverts in their channel. This is like gathering ratings as it is finding out how many people watch a certain TV channel. However, within reason, some adverts may need to be placed on a certain channel due to these factors:
  • Advert is related to TV show.
  • Advert is targeted at a certain 'class' (middle class or working class).
  • Advert can only been shown after 9PM due to explicit content.
Face-To-Face Interviews / Focus Groups / Questionnaires - This kind of research could be a very good advantage when it comes to advertisement  as most people would be tempted to buy the products if it has some sort of 'review' on the product. Again this is the same for Focus Groups and Questionnaires, as it can ensure reliability.

Programme Profiling - This is the monitoring of what kind of audience watches a certain programme. For example, a mature audience may watch programmes shown on ITV3, or a wide audience watch Eastenders on BBC. This can help with adverts (like mine for example, Dove) as the programme that a  certain audience is watching could relate to the advert. This could help with how much the product makes in terms of profit. So with my Dove idea, I would place the advert on a wide audience TV channel, as I want to show Dove to a younger audience but keep the adult, mature audience at the same time.





Sources Of Information

Rate Cards - This is a document containing prices and descriptions for the various ad placement options available from a media outlet. This is similar to the rack rate at a hotel, this is generally the maximum price that one may pay. Most advertising buyers will pay significantly less than this, receiving discounts due to volume, a desire to sell unused space or other factors. Advertisers and companies looking to make a profit turn to the rate card to see how much they will need to be spending to get their message across to consumers. For TV it is the amount that will need to spent in order to get a specific slot on a specific channel. The prices may vary. Terms and conditions need to be consumed in order to avoid conflict between the insertion order and the rate card.


Advertisers' Information Packs - These are packs that provides rate cards, insertion dates, and publication dates. These are everything you need to plan your advertising. They also show what popular shows are shown on that channel. MTV for example.

Research Agency Websites - These websites are companies that create research that provides direction and enables brands and businesses to grow. They are also companies that give full services on market research and strategy consultancy. An example of a Television Research Agencies is KANTAR MEDIA. This agency measures audiences which can help clients to better plan their advertising campaigns, negotiate airtime prices and launch new programmes. They do this by operating audience measurement panels on behalf of BARB, and by providing their own range of bespoke audience planning and analysis tools like SkyView; which is the bespoke RapidView Solution for BSkyB. RapidView is an improved piece of technology which retrieves data from digital set top boxes via return path to gather essential, and 100% accurate audience data.

Other television research panels are:



 Audience Classification

Standard Occupational Classification - This is a common classification of occupational information for the United Kingdom. Within the context of the classification jobs are classified in terms of their skill level and skill content. It is used for career information to labour market entrants, job matching by employment agencies and the development of government labour market policies.

Demographics/Psychographics/Geodemographics - Demographic consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Psychographic is the science of using psychology and demographics to better understand consumers. Consumers are divided according to their lifestyle, personality, values and social class. Geodemogrpahic is segmented according to geographic criteria, - nations, states, regions, countries, cities, neighborhoods  or zip / post codes. One example I could use for demographic, and geodemographic data is ACORN. This agency analyses demographic data, social factors, population and consumer behavior. It also provides precise information about different types of people and segments postcodes and neighborhoods. It understands customer's lifestyles and attitudes. This is good when targeting a certain audience, as audiences can be segmented into a better, more understanding groups. This therefore helps organisations with their projects e.g bringing out a new facial product (Dove).

Regulation

Advertising Standards Authority (ASA) - This company is the UK's independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

Ofcom - Ofcom is the communications regulator. They regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

The ASA are governed by Ofcom.

BCAP Code - This came into force on 1st September 2010, its replaces the four previous separate BCAP Codes for Broadcast advertising. The code applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and interactive advertisement and programme sponsorship credits on radio and TV services licensed by Ofcom.

Here are some key sections of the BCAP Code:

  • Misleading advertising
  • Harm and Offence content
  • Gambling
  • Alcohol
  • Charities
  • Pornography
  • Competitions

Applying To My Idea

So how will all this apply to my idea?

The first thing I would have to do would be researching my target audience. So far I have decided that the target audience will be teenagers and mature adults. Reason being is I want to widen the audience so that teenagers can enjoy the benefits of Dove products, male and female. I will research different TV channels and see what would be the appropriate channel to place my Dove ad on. Once I have done that, I will look at the ratings on how many people watch certain channels and see if it would relate with my product. This will tie in to what kind of people watch what, which again will help me determine where to place my ad.

I would give out questionnaires of the product, to see what people think of the product and see if they know of the brand. This would then determine how I will present my product in my final advert.

I will also try and find out how much my advert would cost in terms of what I am going to need. Because my idea is pretty simple I will not need a lot of equipment. I will also look at rate cards and see what TV shows are presented on a certain TV channel.

With diving the audience I will try and split them into Demographic, Pyschographic and Geodemographic, because the advert itself has a wide audience and may only be available in certain countries.

When creating my advert and designing it, I must make sure that I don't break any of the codes of advertising that fit into sections like, misleading advertising, pornography, gambling, alcohol, etc.

References

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1 comment:

  1. Sean Offord27 March 2013 at 04:01

    Excellent. nearly at distinction. To get there add info on TV Research Agencies (some egs on the teaching blog) and take a look at ACORN as a good example of geodemographic data.

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