Media Unit 1 Presentation

Unit 1 Presentation
By Caleb Browning

Contents
Slide 3 – P1: AMV BBDO agency profile
Slide 9 – P2: Print Case Study on WPP
Slide 15 – P3: Audience Research
Slide 22 – P4: Distribution Channels
Slide 28 – P5: Legal and Ethical Issues

Ownership of AMV
The agency is owned by BBDO, a huge advertising
company branching out globally. It is 6th in the top 50
advertisement agencies in the world.
AMV is one of these child companies to the parent BBDO.
It was formed by David Abbott, Peter Mead and Adrian
Vickers in 1979.

Operation Model and
Products
The business model across BBDO used is known as
‘Allied-unrelated’; where the different companies
under the BBDO banner all are given core
components to start up the company without help
from others. However, clients and customers may be
shared across the board.
Some of the products that AMV BBDO have worked on are
very prestigious; one example of this is the ‘You’re not
you when you’re hungry’ campaign created for Snickers.
It worked so well when it was released that the campaign
‘saw some double digit growth in value sales in some
channels as well as an increase of 705,000 sales of
Snickers in comparison to the last year in England.

Market Position and
Competitors
“AMV themselves are the biggest agency in the
UK, working with 92 brands. However, BBDO is
absolutely huge – being the third largest agency in
the world, with 288 offices in 90 countries.”
BBDO is rated the 6th top ad agency in the world
based on statistics from their online presence rated
by http://www.top50adagencies.com/ .
However, BBDO has been crowned ‘Network of the
Year’ 5 times at Cannes, and is currently ranked the
most creative agency in the Gunn Report.

Purposes, genre, and
forms.
“Arcelik is a leading household
appliances brand in Turkey,
ranging from dishwashers to
televisions. WPP, under the child
company ‘Y&R Istanbul’ was hired
in 2010 to launch a collection of
advertising campaigns to
demonstrate the environmental
positives of the products of
Arcelik.”
“The form that these
adverts could have been
distributed as could be as
newspaper adverts due the
usage of purely black and
white colours.”
“The advertisements
were created to show a
combination of the
electrical side with a
combination of the
electrical side of the
company with the
environmental issue of
global warming. The
most important part is
that the text must stand
out and be snappy, as
well as look eco-
friendly.”

Content, style, meaning
The style of the advert is simplistic
but with deep meaning. In each
advert that WPP created, the use
of purely B&W advertising creates
a professional look and also cuts
down on costs on ink. The use of
a whale is a brilliant figurehead of
Nature because it is so peaceful.
This almost as a guilt-trip device
to the customers.
“The whale is a direct reference to
Nature. Arcelik want to show that
electrical appliances are using up
more energy than they should;
therefore ‘consuming’ nature.”
I picked this quote out of the work that I
had done because it involved the
description of the use of how the advert is
suggesting that your electrical appliances
were consuming nature.
The whale is a direct
reference to Nature. Arcelik
want to show that electrical
appliances are using up more
energy than they should;
therefore ‘consuming’ nature.
They took this approach
because it uses subtlety to
point towards their
environmentally friendly
televisions. By saying ‘DO
NOT CONSUME THE
NATURE!’ with capitals to
indicate emergence but
below that to include ‘less
energy consuming, green
LCD TV’ points the
customer in their direction
subliminally. The use of the
buzzword ‘consuming’ allows
a link to the message of the
advert to the product.

Production process of the
advert
Planning: the focus of the advert is specifically on the brand of televisions
due to the figure of ‘45% less energy is used, and consumes no energy
when left on standby.’ The message is ‘eco-friendly’ all over.
Pre-production: The work required before the actual creation of the advert
would have involved using mind-maps to come up with a design that can
engage with the audience. They achieved this by creating the illusion that
the wire would be coming from towards the audience. They then had to
create a relation from nature to the product being advertised. This was
achieved by including the animals in the wire as the animals chosen are
considered magnificent creatures of the wild.
Production: the next part of the production process would have been to
understand the reach of the advert and how they could maximize this while
spending as little as possible. The advert would then be handed over to
the artists at WPP to create, while Y&R Istanbul would be making last
minute changes to make the best possible impression on the product.
Post-production: The last part of the production process would involve
finalizing details as well as checking to see if all requirements had been
fulfilled for the advert. For example; whether it met budget costs.

Brief of Audience Research
I took two Snickers adverts that were created within the
BBDO corporation (produced by ‘IMPACT BBDO’ in
Dubai) and I showed them to my friends and relatives of
different ages to ask them three questions that would:
Find out their initial response and reading of the
adverts
Upon closer inspection the relationship and
understanding of the advert
And if the advert makes them want to buy a Snickers
after seeing the advert.

Analysis of the data
collected
The first impressions for the advert are very varied; for example, Vikki
Browning, Person A thought that while it was eye-catching, on further
inspection of the second advert it was ‘quite offputting!’ while Person B
completely disregarded the advert and said that he ‘did not care, nor care to
understand what the advert means.’ This in comparison to Person C saying
that she felt ‘uneasy’ and Person D saying it made her feel confused, scared
and intrigued at the same time!”
For the older generation (my grandma and grandpa) the overall thoughts of the
advert were that while it was a clever concept, they wouldn’t buy Snickers as
the advert didn’t leave a positive image of the brand. This could be because
the image itself came across as a bit scary or sinister.
For the students, both of the girls thought that they could see potential in the
product from this advert;
“I think it’s a fantastic way of representing the advert, very obvious the two were
linked but very different as well!” – Georgia Challands, Person D
“The print itself is eye-catching and makes you think into the meaning of it, therefore
it successfully stands out and draws more attention to the product.” – Hannah
Gautrey, Person E
What we can see from this is that while the older generation appears to not interact
with the advert in the same way as the younger generation due to how they see it.
The correlation does not seem to be anything about spending power, interests or
gender but actually about age instead.

What could be done to make the
product more attractive to maximize
reach
The elder generations complained that it was too complex but also
quite intimidating at the same time. This may involve the ‘mad
scientist’ image being very convincing. One way this could be
targeted and dealt with is by making the image of the mad scientist
less threatening and sinister as well as the
Including an image of the chocolate bar itself in the advert could be
an USP because it shows the significance of the chocolate to
catalyze the effect.
The switch-over from ‘Get Some Nuts’ campaign to the ‘You’re not
you when you’re hungry’ campaign was a wise decision because it
targeted the ‘lad’ audience who want to man up – but the question
that should be asked is what could the campaign do to extend the
reach to the elder generations? One solution could be involved older
celebrities shown performing while also getting transformed from
being undesirable.

Videos used:
https://www.youtube.com/watch?v=18ya0-OZ58s
https://www.youtube.com/watch?v=qIVDxL2lgN4

Social Media
Social media has become a huge part of every-day life of
the modern UK person. Mars Inc found a way to use this
to their advantage via the social media platform ‘Twitter’
by using celebrities to advertise their campaign.
This included tweets from TV celebrities such as Katie
Price, footballer Rio Ferdinand and boxer Amir Khan.
Some of these examples include Rio Ferdinand talking
about knitting, and Katie Price commenting of China’s
GDP. This allowed Mars Inc connect with a different type
of audience and achieve a higher reach. It is estimated
that the reach of the social media campaign achieved 27
million while only costing £70,000.

Celebrity Endorsement
Celebrity endorsement is one of the easiest ways to
gain support for your product. The reason for this is
because celebrities often have a large following of
people due the interest in the characters. One
example of this is Mr Bean (Rowan Atkinson) who
was involved in a 2014 Snickers commercial.
Because of this, the advert went viral with over 5
million views.

Examples of Social Media
Interaction

Super Bowl – an expensive
but extreme payoff
“The average cost for a Super Bowl ad (which if we
cut back earlier is the Betty White one) is said to
around $4m. However, the reason why the cost of the
advertisement is so worth the exposure your brand
would get is simply based on how many people
actually watch the Super Bowl - with the last Super
Bowl (2014) having had a whopping 111.5m viewers.”
Because of the extreme amount of reach that the adverts
Super Bowl reach out to, the cost of $4m becomes
suddenly a very small number. For a large company such
as the creators of Snickers (Mars Inc) it becomes a very
small cost for such a huge expansion to their viewer
base.

Conclusion about distribution
channels & advertising
Social Media is becoming much more prominent in
advertising, and with this comes ever-increasing in
Word of Mouth advertising. Celebrities say something
ridiculous and funny, then say that Snickers stops
them from being out of character. People ‘retweet’ or
share the messages and it spreads from then on.
Celebrity endorsement is popular because of the
following the celebrities have. This attracts a new fan-
base to your product.
TV Advertising can be very effective, especially on
the much larger scale such as Super Bowl if the
advert is just as effective.

ASA are the regulatory body that is used to make sure that every
advert created is created on a fair playing field for every business.
They also respond to the concerns from the members of public and
check to see if the advert could be taken offensively, if it is misleading
or if it is offensive.

ASA Part 2
The ASA consists of 13 people for the council, of which these 13
people can still on the council for a maximum of 6 years (in three
year increments). They have written two codes:
"The UK Code of Non-broadcast Advertising, Sales Promotion
and Direct Marketing (CAP Code) applies to advertisements
across media including newspapers, magazines, billboards,
posters, leaflets, mailings, e-mails, texts and on UK based
company websites.
The UK Code of Broadcast Advertising (BCAP Code) applies to
the content and scheduling of television and radio advertisements
(including teleshopping). It also covers programme sponsorship
credits on radio and television services but complaints about
these are handled by Ofcom.”

The Snickers’ Social Media
extended
As mentioned before in the last few slides about the Snickers advertising
via ‘Twitter’, the reach that was achieved also helped raise sales.
“The act of being so out of character simply by itself caused a media
storm as people wondered how Katie Price got around to talking about
China’s GDP figures. 4 other celebrities such as Rio Ferdinand and Cher
Lloyd followed suit.
The reaction to this was both shock but also interest displayed by the
public, and due to this and the handing out of Snickers in the London
Tube as ‘emergency snickers’ for those who displayed signs of hunger.
This in turn created an increase of 705,000 sales of Snickers for that
year.”
However, this was not just that easy. The campaign sparked two
complaints about Rio Ferdinand and Katie Price advertising as not being
‘obvious forms of marketing communication. However due to the use of
the hashtag #spon - the hashtag for sponsored content was used to show
specifically that Snickers was sponsoring the celebrities after the digital
campaign had been checked with the CAP Code.
Therefore, no action was taken.

Betty White: Snickers & Super
Bowl
“This is the 2010 Super Bowl snickers advert that restarted the ‘You’re not
you when you’re hungry’ campaign. The representational problems that
could exist with this advert is that it could give the impression that older
people are weaker not only physically but also mentally. This could come
across as offensive to older people - however it would be a long shot as it
is meant to be comedic to the majority of the middle-aged to younger
audience.
It is giving the impression that if you eat Snickers, you will be a stronger
and better person, which is what appeals to our ‘fight or flight’ instincts.”
To add on to what I wrote in the last paragraph, this type of advertising
could be seen as quite aggressive because it is declaring that you are
weak in a subtle way without Snickers. It holds the same message as the
‘Get some Nuts’ campaign, however it does not declare it so publically.
https://www.youtube.com/watch?v=OTPJYZLD6L8

Bibliography
AMV logo: http://www.amvlab.com/wp-
content/uploads/2011/05/About_AMVBBDO.jpg
WPP Campaign and advert:
http://www.wpp.com/corporateresponsibilityreports/2010/the-impact-of-our-
work/sustainability-in-marketing/campaign-dont-consume-the-nature.html
Guidelines of Production Process: http://smallbusiness.chron.com/advertising-
production-process-45162.html
Portraits of founders of AMV: http://www.benschott.com/wp-
content/uploads/2012/05/amv-schott.jpg -
http://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/618/?sURL=http://offlinehbpl.
hbpl.co.uk/News/OMC/Mead_Peter_cdp_03_rt-20130731010330339.png -
http://www.thedrum.com/uploads/news/168316/davidAbbott.jpg

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