DIFFERENT STYLES, FORMS, ETC OF ADVERTISING

Classifying audiences:

-JICNAR Scale (Joint Industry Committee for National Readership Surveys) this is when Media producers use this scale in order to help them identify and target a specific demographic are six elements to the scale and they are identified as follows:

Group A (Professionals) Upper middle class, e.g. Barristers, Doctors, Executives

Group B (Managerial) Middle class, e.g. Bank Managers, Teachers Group C1 (Non-Manual) Lower middle class, white-collar workers, e.g. Office Workers

Group C2 (Manual) Skilled working class, Blue-collar workers, e.g. Car Mechanic, Machine operators, Construction workers

Group D (Partly Skilled) Semi or unskilled manual workers, e.g. Assembly line worker

Group E (Unskilled) Casual workers, dependent on state benefits, students

-Demographics are information that is used in media marketing to classify an audience into age, gender, race and other categories, which are broken into bands depending on people’s jobs or status.

-Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables.

-Geodemographics is the process of analysing survey data of a specific geographical area to profile economic and demographic characteristics of the population living there. Commonly used in advertising and marketing strategies

 How can you measure audiences?

 Focus groups - A group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.

Questionnaires - A set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.

BARB- is a minute by minute breakdown of viewing at regional and national levels. This information is vital for assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.

Television research agencies- is agency’s like Ofcom and BARB that research and measure what makes a successful advertisement and how popular certain channels are.

Who regulates adverts?

BCAP- are the UK Advertising Codes they lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

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

ASA- The Advertising Standards Authority is the UK's independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice.

Clear cast- is an NGO which pre-approves most British television advertising. It came into being on 1 January 2008 and took over the responsibilities of the Broadcast Advertising Clearance Centre.