1. Unit30 C1 structures
and techniques powerpoint

2. Audience Classification
AHHH… BISTO
Our target audience is stay at home parents and
older people who will be making home meals for
their families.
My advised television channel for Bisto is ITV1 I
have 3 possible options for the advert to air

3. Daypart viewing choices
 5 times from 19:00- 21:30 (total cost: £397,745)
 2 times from 19:00- 21:30 (total cost: £ 119,098)
 10 times from 11:00- 18:59 (total cost: £50,200)
 The first two time periods would be reaching not only our target
audience but multiple other viewers people will watch this around the
time they are having their dinners making hungry for our product.
 During the day however we can reach our target audience for longer
and cheaper.

4. How to measure
our effectiveness
 We can measure the effectiveness of our
advertisement by a increase in sales.
 We can also see a improvement in BARB by
looking at the channels ratings when it airs
we’ll know how many people are watching.
 We are also going to open a facebook page
that will allow for audience to give us
feedback.

5. Techniques
 Hidden and overt messages
 Emotional responses or association: solution to a problem fear,
concern, compassion, self perception, social position, celebrity
endorsement

6. Social Position
 Russian Standard Vodka
 Released 28th October 2009
 Can be found here:
http://www.youtube.com/watch?v=_z2e88gTUCc&list=UUp9q4iKVnhol4

7. Russian Standard
Vodka Advert
 This advert is addressing social position by first addressing what its target
audience 20-40 year old socialites and finding out what they use to define
social position then making the man in the advert a suave looking, upper
class socialite who is presented like a role model to the viewer.
 This makes the viewer want to be like the man in the advert who has what
the viewer is going to perceive as high class status symbols i.e. the suit he is
wearing.
 Their is also physical attraction present because the part of the man and the
extras are played by attractive people making the target audience want to
buy the product to be with or like people similar to the adverts.
 The costume and settings are also expensive and glamorous appealing to the
target audience because they want to experience the same things as the
characters in the advert.

8. Self Perception
 Lynx Excite
 Released on January 18th 2011
 Can be found here:
http://www.youtube.com/watch?v=EfeVEAZkJqM

9. Lynx Excite Advert
 This advert shows highly attractive women chasing dressed as angels
who are searching for a man who is using the new lynx body spray
the whole time a quire is singing the words “sexy boy”.
 Most men who watch this advert will want to be able to go out with
women similar to the ones in the advert so they can prove their self
perception.
 This desire to better themselves in the eyes of women will make
them want to buy the new lynx body spray.

10. Regulation advertising
 OFCOM
 BCAP
 Clear Cast
 ASA

11. OFCOM
 OFCOM are a regulatory company that focus on a
wide array wireless and fixed line devises such as
televisions, radios and mobiles.
 In the UK companies have to have their licenses
approved by OFCOM to broadcast.
 OFCOM take part in the investigation of complaints
of any complaints received by the public

12. BCAP
 List of rules that advertisers must adhere to. Covering taste, decency,
misleading ads, harm and offence, privacy.
 Have 32 categories of rules that they use to regulate British
advertisement broadcasting
 The categories are split up amongst General sections, specific
category sections and scheduling rules
 This Code applies to all advertisements (including teleshopping,
content on self-promotional television channels, television text and
interactive television advertisements) and programme sponsorship
credits on radio and television services licensed by Ofcom

13. Clear Cast
 They do this by ensuring advertising is cleared before it is
transmitted. Ads transmitted on UK terrestrial and satellite
channels can be submitted to Clearcast for approval.
 Clearcast is owned and funded by six commercial
broadcasters, ITV, Channel Four, Channel Five,
Daybreak, Sky, and Turner all of whom are represented on
Clearcast’s board. Other broadcasters using Clearcast for
clearance pay individually for Clearcast’s services.
 Pre-production scripts and finished ads are considered against
The UK Code of Broadcast Advertising BCAP Code).

14. ASA
 The ASA’s aim is to ensure that ads are legal, decent, honest and
truthful by enforcing the Advertising Codes.
 Last year they received 25,214 complaints about 13,074 ads.
 They thoroughly assessed every one of those concerns and
investigated the ads that seemed to breach the rules.
 The Advertising Standards Agency (ASA) are the organisation
recognised by the government and Ofcom to deal with complaints
about advertising