Advantages and Disadvantages of TV Advertising

As part of my secondary research, I have decided to look into the advantages and disadvantages of TV advertising. I have borrowed a book - "The Fundamentals of Creative Advertising" to help give me an insight into why TV adverts are so successful and also the pros and cons of producing and broadcasting an advert. 

Advantages:

• The ability to communicate with a large audience
• Tv advertisements attract attention quickly and generate awareness to viewers about a product or service
• You can decide to place your advert before a specific TV programme so you know that your advert will be watched by a specific target segment
• TV advertisements can include: audio, visual effects, colour, sound, drama and motion to ensure that their message is prominent and persuasive 

Disadvantages:

• Adverts can start to become intrusive - viewers try their best to avoid watching the advertisements which therefore makes the advert less effective as it is not being watched by an audience
•  Adverts are extremely expensive to make 

Advert Restrictions and Regulations

To be able to make a successful advert, I need to ensure that everything evident in my advert is safe to be seen by all ranges of audiences. Therefore, I have looked into advert restrictions and regulations to inform myself about what content I can put into my advert. By informing myself of these restrictions and rules, it will prevent me from making an advert that would not allowed to be seen by an audience.

"Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region."

• In the United Kingdom, advertising content regulation is governed by the Advertising Standards Authority whereas in the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offence liable to a fine of £2500 per offence. In terms of TV advertising in the UK,  clearances are made before an advert can be aired on TV. A script has to be approved first once vetted for inappropriate advertising practices-- then the final copy will be submitted to get final clearance will be given. Without prior clearance, adverts cannot go on air in the UK.
• January 2nd, 1971 - adverts featuring cigarettes were banned from being aired on TV. If I were to apply this to my own TV advert, cigarettes would not be allowed to be used as a prop nor would they be allowed to be seen on screen by viewers. As I am not wanting to advertise an advert that features a cigarette, this will not be a problem or constraint for me. 
• In contrast to cigarette advert restrictions, the advertisement of alcohol products are permitted - however the consumption of alcohol products are not allowed to be evident in a television advert. 
• In the UK, the BBC is funded by a licence fee and does not screen adverts. The amount of airtime allowed by the UK broadcasting regulator 'Ofcom' for advertising in an overall average of 7 minutes per hour (off peak) - with limits of 12 minutes for any particular clock hour. Overall, this means that adverts are not to be shown too much. Moreover, the more successful adverts are not needed to be shown more than once to a viewer within the hour as they are more memorable - an audience will recognise the advert straight away whether it be a product or service. 
• Currently stating, there are rules and regulations that apply to TV advertising on broadcasted channels. Restrictions have been put in place to ensure that viewers are not exposed to too much advertising in one hour. As there is a restriction on how many adverts are shown within a time frame, I must make sure that my advert is effective and memorable to an audience the first time they see it.

False Advertising - is the use of false or misleading statements in advertising, and misrepresentation of the product at hand, which may negatively affect many stakeholders, especially consumers. However, it is illegal in most countries, however advertisers still find ways to deceive consumers in ways that are legal. 

Source - Wikepedia 

Advert Brainstorm

I have made a brainstorm of products that I am interested in advertising. I have picked a diverse range of products so I think about different audiences and how advertising each product would be different depending on the audience. In conclusion, the brainstorm has helped me to progress further in my research and has will help me make my decision of what product I am going to advertise.

Why were adverts made?

The purpose of adverts is to make a product or service known to potential consumers. Moreover, adverts ensure that consumers are constantly familiar with the product/brand/service which entices customers to continue purchasing from that company. There are many ways to advertise a product/service, for example: print, digital, radio, broadcast etc.

Through my research of looking into why adverts were made, I can clearly pick out that adverts heavily portray who their target audience is. For my advert to be successful, I regard focusing on my target audience a top priority as the most memorable and successful adverts evidently show their target audience. I also must consider my target audience before my planning process as it will allow me to create mood boards/storyboards focusing around my chosen audience range. 

Below I have looked at two adverts that focus heavily on one specific target audience: Female and Males. 

Herbal Essences - Take Your Hair To Paradise: Wild Naturals

 

2012 Snickers Commercial 'Get Some Nuts'

Advertising a Product vs Service

Advertising a physical product would be a lot more simple in comparison to advertising a service. I think this because depending on the product I choose to advertise, I would be able to choose how I am going to advertise it as it must link to the product I would be advertising. Moreover, I would be able to link my casting, setting, camera angles, lighting, miss en scene etc with the product. For example, if I was to choose to promote a shampoo product, the advert would stereotypically be made to entice female's to purchase the product. Choosing to advertise a product allows me to clarify a little easily how I would like my advert to look. 

Advertising a service would be considerably harder for me as I only have a short amount of time to really promote a service for all its great qualities. In comparison to a product, it's a physical item which automatically draws consumers in. With the use of specific camera angles/lighting, I would be able to show off my product to its full extent within my short time frame. Moreover, promoting a service would mean that I would find it hard to cater and adjust my service to a specific audience. With a product, I can really focus on my target audience, making sure there is a direct link between consumer and product. Additionally, my survey/questionnaire results would be more accurate, allowing me to pick out and deduce the feedback given. 

I would find it difficult to make a service look really great through the use of camera, editing, lighting and miss en scene as it would push me way out of my comfort zone. I only have a short amount of time to complete my final product and I feel I would be able to complete my coursework to the best of my ability through advertising a product.

Sponsorship Sequences

What is a sponsorship sequence? 

A sponsorship sequence is usually 15-20 seconds long, possibly shorter. The aim of a sponsorship sequence is to be able to advertise their product in a quick and effective way. Additionally, the sequence sponsoring the programme following, the narrative of the sequence links with what the TV programme is about. Celebrity endorsement is used sometimes to endorse the product - this is an effective way of promoting their product as consumers are more likely to watch the entire sequence if there is a recognisable face evident. 

Typical conventions used within a sponsorship sequence:
- 10 - 25 seconds long
- Not to contain too much of a narrative (too much of a small amount of time)
- Presenting the physical product to the audience
- Bright/contrasting colours
- Links with the TV programme they are sponsoring 

Music Video

Producing a Music Video is another brief that I could choose to do. The idea of creating a music video sounds particularly interesting however I think that I would find this brief the most challenging out of the three. I do not think that I will choose this brief to take on as I am extremely unfamiliar with how the process works for making a music video. Considering I only have a small amount of time to complete the brief, I do not think it would be a wise choice if I chose a brief that would be too difficult to complete in a such a small time frame. However, I am going to look at current music videos and a couple of previous A2 students final pieces. This will enable me to certify my decision about this brief.

Uptown Funk - Mark Ronson ft. Bruno Mars

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A2 Media Student