The presentation discusses different aspects of advertising such as how viewing figures are collected and analyzed by BARB, the structures and techniques used in different types of ads like animation and series ads, regulations that television advertisers must follow, and organizations that regulate advertising standards. It also provides examples of ads that have been banned for being misleading. In summary, the presentation provides an overview of the advertising industry in the UK.

1. Advertising presentation
by Sammi, Abbey and Lauren

2. BARB
- Since 1981, the Broadcasters’ Audience Research Board (BARB) have been delivering the
official viewing figures for UK television audiences.
- They commission research companies Ipsos MORI, Kantar Media and RSMB to collect data
that represent the viewing behaviour of the UK’s 26 million TV households.
- BARB viewing data offer clients, such as broadcasters and advertisers, 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.
- In order to estimate viewing patterns across all TV households, a carefully selected panel of
private homes is recruited. The Establishment Survey is carried out continuously by Ipsos
MORI in order to track changes in UK household characteristics.
- We then recruit households to be on the panel that suit the necessary demographics, TV
platforms and geography, as well as other variables. The BARB panel consists of 5100
households, which each represent about 5000 other households across the UK.
- Once a household has been recruited to the BARB panel, Kantar Media fits every TV set in
the home with a meter.
- Software meters are also installed on laptop and desktop computers, and tablets. In order for
the meter to know who is watching, each member of the household over the age of four is
assigned a button on a special remote control. If they enter a room while the television is on
they must press their designated button to register their presence and press it again when
they leave to show they are no longer watching.

4. Structures and techniques of advertising-
Animation advert
• Animation adverts include cartoons in either the whole advert or just a section of
it. An example of an animation advert is the 'Compare The Market’ advert. These
adverts were made to entertain people and also give out vital information.
• The meerkat’s signature phrase is 'simples'. This phrase is now synonymous
with this company so now when ever people hear that word, they think about
Compare the Market This advert is animation as everyone involved in this
advert are cartoons.
• Also this advert is targeted at an older audience I think that this advertising
campaign was good because I find it humorous and it is an advertisement that is
worth remembering.

5. Structures/techniques of advertising- Series
- A series advert is an advertisement that continues through a range of adverts.
This means that the advert has a continuing storyline through the adverts.
- The audience like these kinds of adverts as they keep them interested and
since they may end with cliffhangers, they may wait for the next ad to be
released. Or, they can become annoying so it sticks in their head like the go
compare adverts.
- In June 2009 the company launched an advertising campaign featuring a
fictional Italian tenor called Gio Compario played by Wynne Evans, The
advertisements feature Gio singing the 'Go Compare' tune in different places
such as a coffee shop and was voted as the most irritating advertisement of
both 2009 and 2010.
- In direct response to this reaction, Go Compare deliberately subverted the
campaign in July 2012 by running a series of adverts where celebrity guests
such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and
Stephen Hawking lined up to "silence" the character of Gio Compario.

6. This is a good advert as it uses really attractive women models all getting ready for
a catwalk with perfect, white teeth. This will persuade the viewers as it is making
them think that they will be beautiful like these models if they use the toothpaste.
Having a smiley woman connotes that once you’ve used this toothpaste you will get
the same result as the models.

7. - The Advertising Standards Authority is the UK’s independent regulator of advertising across all media.
- They apply the Advertising Codes, which are written by the Committees of Advertising Practice.
- Their work includes acting on complaints and proactively checking the media to take action against
misleading, harmful or offensive advertisements.
The five strands of our strategy
1 Understanding: We’ll be an authority on advertising and active on issues that cause societal concern. We’ll be open to
calls for regulatory change, acting purposefully and in a timely fashion, while being fair and balanced in our assessment
of the evidence and arguments
2 Support: We’ll provide support to advertisers to help them create responsible ads. We’ll increase, improve and better
target our advice and training so every business has access to the information and support it needs
3 Impact: We’ll spend more time on matters that make the biggest difference. Focusing on our existing remit, we’ll spend
less time tackling ads that cause little detriment to consumers or on the vulnerable. But, where a complaint indicates
that the rules have been broken, we will always do something
4 Proactive: We’ll be proactive and work with others. We’ll use a wide range of information to identify and tackle
problems to make sure ads are responsible, even if we haven’t officially received a complaint.
5 Awareness: We’ll increase awareness of the ASA and CAP. We will make sure that the public, civil society and the
industry know who we are and what we can do, so they can engage with us when they need to, and have confidence in
our work.
Our shared values are to be:
- Consistent and proportionate
- Reliable and ethical
- Fair and respectful to all
- Accessible and helpful
- Intelligent and thorough, but also timely and proportionate
- Open and accountable, acting with integrity and never being afraid to admit when we’re wrong
- An excellent team, inspiring excellence in each other

8. Regulations of TV adverts
• There are currently restrictions on the amount of advertising that
any UK television broadcaster is allowed to show on its channels.
These restrictions have been put in place to ensure that viewers are
not exposed to excessive amounts of advertising, The ASA (
Advertising standards authority)
• ASA is the UK’s independent regulator for advertising across all
media, their work includes acting on complaints Their purpose is to
make advertisements responsible and our ambition is to make
every UK ad a responsible ad.

9. Audience classification
• Audience Classification is a way of identifying what your audience demographic is and what sort of income
they have. When you're developing a product you need to know who is going to watch it, you need to
understand the audience profile, and most importantly, you need to know what they want from a program.
• The audience classification allows the advertiser to get a clear picture and to understand who to advertise
to and how to advertise. Not only does an advertisement need to suit the product, but it also needs to
appeal to the audience.
You need to look at the audience's social grading to know which advertisers you can
work with to fund your show. When considering how to classify a show, if we take a look
at shows like Newsnight and Late Show in comparison to Big Brother and Shameless. We
would consider the prior shows to appeal on a greater level to the ABC1 class.

10. Adverts that are banned
• The Jewellery Channel-. the claims that the stones in the
pendant and ring would be assessed at a grade higher than
that stated in the on-screen text misleadingly exaggerated
their quality
• News UK & Ireland Ltd -Two complainants challenged
whether the ad was misleading, because they believed the
on-screen text contradicted the references to the free
delivery.
• 2. One complainant challenged whether the ad was
misleading because it did not make clear that only the
delivery was free and that consumers would have to pay for
the newspaper.

12. Sources
• http://saifulsunit30mediawork.blogspot.co.uk/20
12/11/structure-of-adverts.html
• http://www.nrs.co.uk/
• http://www.barb.co.uk/
• https://en.wikipedia.org/wiki/Gocompare.com …
• http://unit30advertisingproduction.blogspot.co.u
k/2013/03/task-two-audience-classification.html