1. UNIT 15 Learning Aim A – Industry
Guide To Advertising
MATTHEW HACKETT
2. Demographics
Demographics are used to categorize different types of people who may be inclined to buy certain types of products.
These different types could be based on age, gender, income, house ownership, location, employment, education and
race. Each demographic is generalized and has different characteristics which marketers will use to appeal to them.
Companies use these demographics to appeal to the appropriate target audience. Example, if a company was mailing
flyers to potential customers about an expensive holiday package it would be inappropriate to send these flyers in a low-
income area. Instead it would focus on high income areas as marketers know that people who live in these areas have
more disposable income.
Companies may also use demographics to predict what products may do better in the future. For example a company
may see a rise in the birth rate and may spend more money on research and marketing into, nappies, baby medicines and
birth control.
Governments will also use demographics to see what age of people are voting for what parties in what areas. For
example in a party sees that 16-20-year old's are not voting the party may use a policy that they have to appeal to that
audience.
3. Psychographics
Psychographics tells us who people are, their interests, beliefs, characteristics and lifestyle. Psychographic profiles are more
detailed than demographics as demographics is more generalized groups of people whilst psychographics are more intimate;
just because two people live in the same city and are the same age group and gender doesn’t mean they will have the same
interests.
Psychographics can be used to group people beyond demographics to show what type of person they are. These groups
are strugglers (people who are typically unhealthy, enjoys fast food, energy drinks, alcohol. Typically men), aspirers
(people who enjoy materialistic things, such as clothing, typically younger), resigned (usually older with ridged ideology's,
stuck in the past), succeeders (typically upper-class hard-working people with strong goals), explorers (people who enjoy new
things, usually younger), mainstreamers ( people who are happy to go with the flow and don’t really fit into a specific group)
and finally reformers (people who are anti materialistic but enjoy good taste, typically younger).
Psychographics are used to see why a target audience would want the product; example for strugglers an advert could be for
a new energy drink asking are you always tired? This energy drink will keep you awake and energized. This is in line with
Gunns 12 types of marketing too (type 2).
4. Social grade
Social grade is a way of further categorizing people into groups of class based on wealth. There are 6 social grades.
A – high wealth 4% of the UK
B – higher wealth than middle class 23% of the UK
C1 – Upcoming in class 29% of the UK
C2 – skilled workers 21% of the UK
D – unskilled workers – 15% of the UK
E – unemployed – 8% of the UK
5. Tv ad codes and conventions
One common code/convention of a tv ad is celebrity enforcement. This is in line with Gunn's 12 types of advertising where you use a celebrity
to show your product in hopes that their fans will be persuaded to buy a product because their role model endorsed it. Ads which future
celebrity will future them first and foremost. Furthermore the celebrity will usually talk and look directly to the camera breaking the forth wall;
this creates a connection directly to the viewer which further endorses the product.
Another common code/convention is shots which show whoever the protagonist of the ad inline with the rule of thirds. Rule of thirds is a way
of framing characters to get whatever intended effect. In most adds they would frame them in the middle to help them engage the audience.
Another common code/convention is music choice. There are two most common music choices which depends on the type of ad. All charity
ads have sad music to pull at our heart strings whilst ads for pretty much everything else is pop music, whatever is in the charts at the time.
This convention is used as music is always really good for conveying emotion.
6. Tv ad
https://www.youtube.com/watch?v=egHjkeiqjrA This is an ad for Apple music which features Taylor Swift, it uses codes and coventions to market to the target
audience. This ad features celebritys which is a code and covention (and Gunns 12 types of advertising) by having a celebrity in the ad and therfore endorcung the
product, havong a celebrity endorce the product through this convention is effective as a lot of people follow what celebritys do. In addition both ads take place in
the clebritys home gym which creates a sence of intimacy or the feeling of being the fly on the wall watching what the clecbs do in their spare time ; again enforcing
the veiwers mide that these celebs use these products they are endorsing.
In the ad Taylor Swift is on a treadmil whilst listening to pop music. Here again is another convetion; using pop music of the time the ad was released. Using music
from the time the ad is realeased cathces the audience's eye (or ear) as it’s a song they will have heard before and they will watch the ad because they like the music.
Furthermore boh ads follow another code/convetion by framing the celebrity in the middle of the screen for the magority of the ad; this reates a subcontious effect in
the viewers mind that these celebritys do use thes products. Also framing them in the center, also that they d look into the lens is breaking the 4th wall and showing
direct mode of adress This convention goes hand in hand with having celebritys as direct mode of adress makes the audienc feel as if the ad is speaking to them, but
now its as if these celebritys are speaking to them which is a effective combonation of convemtions to market to the audience.
Interestingly this ad is one of two made by apple at this time. In the Talyor Swift ad she is listening to Drake but in another ad, Drake is listening to a Talyor
Swift song making these ads connect. (https://www.youtube.com/watch?v=86D7AGm5sHk link to the drake ad). These ads both use the same codes and
conventions as they were lilkey doe with the same crew.
The pyscographic profiles this ad is aiming at are sucseeders, expores and mainstramers. This is because of two things. First the music choice; the music being pop
will attract emplores and mainstreamers as they typically likes mainstream music as they are usually younger. Another reason is that the location of the ad is a gym.
Usually explores and succeeders enjoy regular exercise.
7. Print codes and conventions
One code and convention of print ads is text. Print ads typically use text; since it’s a print ad most advertisers tell jokes with
the text, or a comment which is obscure is used to make the audience study the image. Using text like this is effective as it
makes the audience engage with the print ad as they are reading something rather to it just being shown to them.
Another code/convention of print ads is direct mode of address. This is effective to engage the audience as its speaking
directly to the audience further leauring them into the ad.
Another code/convention of print ads are images that are subjective and look like multipole things. Maybe it’s a shape
created by objects or an object framed to look like another. This makes the audience study the image which then makes the
image stay in the audience mind.
Another code/convetion are colours that match the target audience and ad. If it’s a serious ad the colours will be dry. If its for
a energy drink the colours will be vivid. This is usually a reflection of target audience too.
8. Print
This ad uses codes and conventions to effectivly advertise to their target auddience. In this ad we
have two children looking directly into the camera breaking the fourth wall and looking at the
audience. This is direct mode of address which is a code/convention of print ads. Direct mode of
address effectively grabs the audience's attention as its directly speaking to the audience this
makes it seem like the ad is directly talking to the audience which is a very effective way of
grabbing the audiences attetion.
"one child is holding something banned in America to protect them" is written at the top above the
children. Text is another code/convention of print ads. This text is effective as one child is holding a
gun and the other a kinder egg. This is making a comparison between the two and therefore
conveying their ideology to the audience to ban guns. Furthermore this could be type two of
Guns's 12 types of advertising, showing the problem; they are showing and comparing these
objects to make the audience reflect on it which of course will make the ad membrable. .
This ad is political; its serious as the colors are almost dry which shows the ad is aiming for a
mature target audience. I'd say that the target auience would be 18 + sucseeders as they are
usually more left wing and would push for stricter gun laws.
This was one of a handfull of ads by "moms demand action". In this markeing campain all the ads
ar simular like this with one child holding gun and the other an object that is banned In america.
Everytime the other object is changed to show that the laws in America are ridiculous with these
unharmful products being banned as opposed to a gun.
9. Radio codes and conventions
One main code/ convention of radio ads is setting the scene. Most radio ads start by setting the scene; this draws the
audience as the setting is usually something relateble.
Another code/convetion of a radio ad is that the narrator is usually male unless the product is strictly femminie. I beleive this
is since the ad is radio and male voices might be more athortive and be more likely to be listend to.
Another code/convetion is two charators talking to eachother. This brings the ad to life and draws the audience in with
diolouge which is usually houmourous. Having two people talking makes it seem real and les like an add, one single narrator
might turn off a lot of people as they know its an ad; however having two people talking attracts the audience and although
they know its still an ad they are way more likely to listen to it.
10. Radio
This is the script for a Weetabix radio ad
[Background noises of wood being sawn, and
nails hammered.]
Chippy Afternoon, Mr Noah.
Noah Good afternoon. Now, how is my ark
coming along?
Chippy It’s all finished.
Noah Really? You only started this morning.
Chippy Yep. It’s all done.
Noah You’ve built the pens for the elephants
and zebras?
Chippy I have. And an enclosure for the funny
bears with black eyes.
Noah The pandas?
Chippy Yeah, that’s them.
Noah Blimey… someone’s had their Weetabix?
Chippy Yes, mate. I had three. But you might
want to crack on, Mr Noah. They’ve forecast
rain this evening.
[Sound of loud rumble of thunder.]
Male narrator Have you had your Weetabix?
This radio ad follows a convention by starting with background noise to set the scene.
Setting the scene to the audience draws them in, this effectively grabs their attention. The
script follows type six of gunns 12 types of advertising; benefit cause story; this is when
there is an exaggerated example of what the product can do for you. This is done to be
humorous. At the end it says "someone's had their weetabix" which is a slogan of the
company; the slogan has been used in advertising so effectively the slogan is used regularly
by everyday people. The slogan itself is almost using the sixth type of advertising as its
suggesting you could get any job done if you’ve had weetabix.
This ad is a radio ad so the main demographic for people who are listening to the radio is
people who are driving. This means avertisers will aim the ad at 17+. Furthermore the ad is
voiced by a male narrotor (another convention) which helps aim the ad at a male audience.
In addition the ad is suggesting you can be more productive with weetabix so the ad must
be aimed at succeeders and explorers.
This ad was apart of a mini campain with two ads the other being named rome. The ads are
similar with both being set in biblical times. The ads scripts are also similar with not much
separating the two.
