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Task 7 Sources of Information in Advertising

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Task 7 Sources of Information in Advertising

  1. 1. Task 7– Sources of Information in Advertising This provides evidence for Unit 2:P1,M1,D1 and Unit 30: P1,M1,D1 Explain in detail how a clients and agencies in the advertising industry gather information before they start producing a new advertising campaign. Explain what the following sources of information are and why they are a useful tool
  2. 2. Task 7– Sources of Information in Advertising Explain what the following sources of information are and why they are a useful tool. 1. 2. 3. 4. where you can find information on Television Ratings and why this information is useful what a Programme Profiles is and why an advertising company might find one useful. what a rate card is and why it is useful for an advertising company (itvmedia/ Channel 4) what information can be found in an online advertisers’ information packs (channel4sales) This provides evidence for Unit 2:P1,M1,D1 and Unit 30: P1,M1,D1
  3. 3. Where you can find information on Television Ratings and why this information is useful? • BARB • Key Strength • – it is objective.
  4. 4. BARB? – Revision from task 6 Power Point • What does BARB stand for? • BARB is an acronym for Broadcasters' Audience Research Board. • What is BARB? • BARB was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising) and is a not for profit company limited by guarantee.
  5. 5. BARB - Revision from task 6 Power Point • Currently, BARB have approximately 5,100 homes (equating to approximately 11,500 individuals)1 participating in the panel. • The box records exactly what programmes they watch, and the panellists indicate who is in the room watching by pressing a button on a remote control handset. • The data are collected overnight and published as overnight ratings at around 9.30 the following morning for use by TV stations and the advertising industry.
  6. 6. BARB- Revision from task 6 Power Point • The following week, final figures are released which are a combination of the overnight figures with "timeshift" figures (people recording a programme and watching it within a week). • This means that with a total UK population of 58,789,194, according to the 2001 census, each viewer with a BARB reporting box represents over 5,000 people.
  7. 7. BARB- Revision from task 6 Power Point • The following week, final figures are released which are a combination of the overnight figures with "timeshift" figures (people recording a programme and watching it within a week). • This means that with a total UK population of 58,789,194, according to the 2001 census, each viewer with a BARB reporting box represents over 5,000 people.
  8. 8. Programme Profiles. • A breakdown of who watches the programme? • Why is this useful to an advertiser? • Can target adverts to specific programmes. • EG “Downton Abbey” – women 50+? • EG Football – men?
  9. 9. What a rate card? Why is it useful for an advertising company? • How much it costs to put an advert on? What the ‘rates are. • “Coronation Street” much more expensive than a minority programme shown at an unsocial hour. • Cost a significant factor. Can you afford to reach your target audience? • http://www.guerillascope.co.uk/TVAdvertisingAgency/TVAdvertisingC HANNELS/channelsAtoZtvadvertising/ChannelsCtvadvertising.aspx
  10. 10. What information can be found in an online advertisers’ information packs (ITV and Channel4 sales) • http://www.itvmedia.co.uk/ • http://www.channel4sales.com/advertising • What information do the websites contain? • How will this be useful to the advertisers?

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