radio advertisding assignment

1. Paige Bowater

2. Points to remember
USP: this is the thing that the advertisement highlights, which makes their product or service unique.

3. Nivea for men advert
The adverts selling point is that this shaving balm is for sensitive skin. It appeals
to men as it manipulates the stereotype that all men like football, by including
the frustration of a corrupt sport outcast. This is a persuasive technique as it
makes males feel like they have to acquire this 'stereotypically masculine'
product, even though, in reality it is quite feminine. Also the way in which the
advert directly questions the listener is persuasive, as it makes them feel as
though the company was thinking about them individually when designing the
product, thus they feel obliged to purchase it. The advert also directly targets the
listener through second person language such as your.
The purpose of this advert is to strengthen the brand, as it sums up what the
brand stands for and mentions the name, without implying that the product is
http://mp3.radio-ads.co.uk/cd/H_83376_Nivea_For_Men_Foot.mp3
new.
The way in which the information is sandwiched between two episodes of
corrupt, sports radio broadcasts, reminds the listener towards the end of the
selling point. This being that, just like how frustrated audience get with missing
parts of football matches, people also get frustrated with irritation after shaving,
and this product counteracts that.
An advert like this would mainly be displayed on sport radio, such as TalkSport, as
this deals with the largest male demographic typically, therefore it would reach a
large proportion of the companies target audience.

4. Churchill
This adverts unique selling point is the 80% good driver discount. It makes this
remain in the listeners head by repeating the number ‘80’, and highlighting it in
a comical way, through the use of 80’s music. This music suggests a target
audience of 30 and above, as they are more likely to get the music reference,
additionally, due to this the advert would probably be played on a station such
as Heart FM, as its audience is 25+ and therefore it would reach a large
proportion of the intended demographic. However the advert uses a well
known actress (Dawn French), who highlights the 80’s joke by stating, ‘If you
want your 80’s mix tape on, I will put your 80’s mix tape on’, therefore
suggesting that the offer isn’t restricted to just over 30 drivers. The advert also
uses a subtle imperative by saying, ‘ For a 80% good driver discount, chat to
Churchill.’ This is a persuasive technique, as it makes the listener feel as though
they are being directly told what to do in order to get a reward.
The purpose of this advert is to raise awareness of this offer, and strengthen
the brand name, as it sums up what the brand stands for through the use of
the words ‘Good driver’, thus implying that they only support safe drivers, and
repeats the name several times, by naming the dog character after the brand.
http://mp3.radio-ads.co.uk/cd/Churchill%20'80s%20Mix'.mp3

5. Zoopla
The unique selling point of this advert, is that it is a ‘Smarter property search’,
which gives more ‘exposure’ when a house is on the market. It presents this in
the format of a story. The advert has two houses talking, along with a narrator
who introduces them. The way that they talk, sounds slightly like a dating
advert, if they were humans and not houses, for example when the female
voice says ‘I got some new low cut curtains’ , thus implying a woman wearing a
lower cut top. This adds a comedic element to the advert, thus making it more
entertaining. The content also repeats the brand name 4 times. As the
characters repeat it thrice, this is a technique called ‘Triplets’ which makes a
word remain in the head of a listener long after they have listened to it. Finally,
the advert presents opinions as fact by stating that Zoopla is a ‘smarter’ way to
sell a house. However as it does not offer a comparison, or evidence, this is an
http://mp3.radio-ads.co.uk/cd/Cr01B7A3561_128.mp3
empty statement.
The purpose of this is to strengthen the brand name, this is apparent as it does
not use words such as ‘new’, therefore suggesting that it is a pre-exsisting
service. The audio also sums up what the brand stands for, gaining exposure for
properties on the market through presenting them on a website, thus
displaying that it is a service, not a product.
It would be on stations such as Heart FM as they have the largest proportion of
potential home owners, due to their demographic being over 25 year olds.

6. TomTom
http://mp3.radio-ads.co.uk/cd/Pregnant.mp3
The adverts selling point is that this sat-nav offers a range of routes, including
quicker ones when requested. It appeals to both men and women as both
characters in the piece are women, however stereotypically men are more likely
to be drivers. The way in which the advert conjures an awkward situation, and
then manipulates the need to escape quickly adds a comedic effect, and also may
be relatable to some listeners. The advert also directly targets the listener
through second person language such as ‘you’.
The purpose of this advert is to strengthen the brand, as it sums up what the
brand stands for and mentions the name, without implying that the product is
new.The advert, I feel, is one of the weaker ones out of the ones I have chosen, as
it waits until 27 seconds in to mention the brand name, and 24 seconds until it
even suggests what the product does.
An advert like this would mainly be displayed on radio such as radio 1, as it is a
commonly listened to radio of a morning, as it offers traffic updates on the way to
work, and therefore would be the target audience of a driving accessory (also
meaning that the product is aimed at people aged 18 and above due to laws on
driving)

7. Advertising standards authority
The ASA is the worlds largest agency that is associated with the standardisation of advertisements. They check adverts based against 7
categorical boundaries when complaints are made. These categories are: General, Misleading, Harm and offence, Children, Tobacco,
Alcohol and Gambling. They can be broken down further, for example, any alcohol products should be represented as being unsafe in
high dosages and not to be consumed by anyone under the age of 18, and children can not be shown in hazardous conditions except to
promote safety, E.G a child protection appeal. The ASA have to authority to remove any adverts that can be considered offence in any
format, if they feel that it is appropriate. They deal with (according to their website http://www.asa.org.uk/Consumers/What-we-cover.
aspx):
Magazine and newspaper advertisements
Radio and TV commercials (not programmes or programme sponsorship)
Television Shopping Channels
Advertisements on the Internet, including:
banner and display ads
paid-for (sponsored) search
Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook
Commercial e-mail and SMS text message ads
Posters on legitimate poster sites (not fly posters)
Leaflets and brochures
Cinema commercials
Direct mail (advertising sent through the post and addressed to you personally)
Door drops and circulars (advertising posted through the letter box without your name on)
Ads on CD ROMs, DVD and video, and faxes
Sales promotions, such as special offers, prize draws and competitions wherever they appear.

8. BCAP codes
These are the rules that an advert must oblige
with in order to be aired on the radio. They
are divided into 32 categories, ranging from
specialties to general rules about scheduling.
These are in place in order to ensure
minimum offence is taken by adverts, but still
allowing for creativity and creators to get their
points across in unique ways.

9. Nivea for men advert
The advert abides with the advertising codes. It is identifiable as an advert as it begins to
describe the product 14 seconds into the audio. It does not carry any noticeably offensive
content or encourage violence in any way. It doesn't specifically name an age group of which it
is targeting, although due to the product it would appeal to men into and past puberty.
During production, the creators would have had to consider the rules set be the Committee of
advertising practise. As it is a cosmetic and medical related product, focusing on ‘sensitive
skin’, the advertisers would have had to focus on section: 11 Medicines, medical devices,
treatments and health, especially paying attention to:
11.1 Radio Central Copy Clearance - Radio broadcasters must ensure advertisements subject
to this section are centrally cleared.
11.2 If they are necessary for the assessment of claims, broadcasters must, before the
advertisement is broadcast, obtain generally accepted scientific evidence and independent
expert advice.
11.3 Advertisements must not discourage essential treatment for conditions for which
medical supervision should be sought.

10. Churchill
The advert appears abide with the advertising codes. It is identifiable as an advert as it begins
to describe the product 21 seconds into the audio. It does not carry any noticeably offensive
content or encourage violence in any way. It doesn't specifically name an age group of which it
is targeting, although due to the product it would appeal to men and women 26 years old and
above, as the terms and conditions of the discount say that the driver must have 8 years +
experience.
During production, the creators would have had to consider the rules set be the Committee of
advertising practise. As it is a motoring product, focusing on insurance the advertisers would
have to focus on: 20 Motoring and 14 Financial products, services and investments especially
paying attention to...
20.1Advertisements must not condone or encourage dangerous, competitive, inconsiderate or
irresponsible driving or motorcycling. Advertisements must not suggest that driving or
motorcycling safely is staid or boring.
14.4.3exempt under the FPO. An advertisement by a general insurance intermediary need not
be approved by an authorised person if it is a generic promotion and exempted by the FPO.
(That is usually if the advertisement
does not identify an insurer, insurance intermediary or product; so it will usually apply if the
financial promotion refers generally to product types.)
14.7.1they must be factually accurate at the time of broadcast and the advertisement must be
modified immediately if the rate changes

11. Zoopla
The advert appears abide with the advertising codes. It is identifiable as an advert as it
begins to describe the product 13 seconds into the audio. It does not carry any
noticeably offensive content or encourage violence in any way. It doesn't specifically
name an age group of which it is targeting, although due to the product it would appeal
to men and women old enough to buy and sell a property, as it would require a strong
financial back ground.
During production, the creators would have had to consider the rules set be the
Committee of advertising practise. As it is a property service, focusing on selling houses
the advertisers would have to focus on: 03 Misleading advertising and 01 Compliance,
as websites do not have a specific category on the BCAP site, especially paying attention
to...
1.3Advertisements must comply with the law and broadcasters must make that a
condition of acceptance.
3.12Advertisements must not mislead by exaggerating the capability or performance of a
product or service. (due to the use of the wording ‘smarter property search’

12. TomTom
The advert appears abide with the advertising codes. It is identifiable as an advert as it begins to
describe the product 24 seconds into the audio. It does not carry any noticeably offensive content
or encourage violence in any way. It doesn't specifically name an age group of which it is targeting,
although due to the product it would appeal to men and women,18years old and above, as it is a
driving product, and it is illegal to drive under the age of 18.
During production, the creators would have had to consider the rules set be the Committee of
advertising practise. As it is a driving accessory, focusing on directions the advertisers would have to
focus on: 20 Motoring especially paying attention to...
20.1Advertisements must not condone or encourage dangerous, competitive, inconsiderate or
irresponsible driving or motorcycling. Advertisements must not suggest that driving or motorcycling
safely is staid or boring.
20.4Motoring advertisements must not refer to speed in a way that might condone or encourage
dangerous, competitive, inconsiderate or irresponsible driving or motorcycling. Factual statements
about a vehicle’s speed or acceleration are permissible but must not be presented as a reason for
preferring the advertised vehicle. Speed or acceleration
claims must not be the main selling message of an advertisement.