Organisational Constraints Theory outlines several factors that constrain advertisers and brands. They must create persuasive ads in the proper format and placement to target audiences. If audiences are not convinced, they may not purchase products or complain to regulators. Print ads have advantages such as being tangible, allowing slower reading, and targeting niche audiences. They can be placed where consumers will see them and near points of sale. Magazine publishers earn funding from ad space, helping continue publications. TV ads allow large audiences and quick conveying of information through images and audio. Ads can be placed on specific channels and times to target demographics. Brands can create characters or stories through multiple ads and tie their image to shows. Advertising funds channels and programming

1. Organisational
Constraints Theory
• Advertisers and Brands are often
constrained by a number of
factors.
• They need to make adverts to
persuade the audience that are in
the correct format or place
• If the audience is not persuaded
they will not respond or they
might complain to REGULATORS
Advert Form
e.g. Print
Advert
Placement e.g.
Newspaper
Target
Audience
Regulators e.g.
ASA
Brand
Image/Advert
Message

2. Advantages of Print
Adverts
1. TANGIBLE – Print adverts
are lasting where TV ads
are over quickly
2. SLOWER – Audience read
ads more slowly than TV,
so make more of a
connection
3. SPECIFIC – Ads can be
placed in magazines for
NICHE audiences
4. CAPTURE – Posters and
billboards can be placed where
consumers will see them on the
move or close to point of
purchase
5. COMPETITION – Print
advertising is less crowded than
TV so Audiences take more
notice
6. FUNDING – Print advertising
pays for many magazines to be
published which gives more
advertising space to advertisers.

3. Why Print Adverts Are
Important
• They can ___________ the ___________ by explaining the product
through ___________ and ___________ codes.
• They can be ___________ slowly, getting more details across than a
TV Advert.
• They are ___________ and can last a long time.
• They can ___________ specific audiences by being placed in
___________ magazines.
• They can be ___________ in areas for consumers to read without
knowing as a ___________ audience.
• They can be placed near the ___________ to encourage consumers to
buy the product.
• Magazine ___________ charge for Advertising space by half page or
page space in issues. This ___________ helps publishers to continue
to produce the magazine.
Word Bank
• PUBLISHERS
• REINFORCE
FUNDING
• SYMBOLIC
• TANGIBLE
• PLACED
• BRAND IMAGE
• READ
• NICHE
• TERTIARY
• TEXT
• POINT OF SALE
• TARGET

4. Why Print Adverts Are Important
• They can REINFORCE the BRAND IMAGE by explaining the product through
SYMBOLIC and TEXT codes.
• They can be READ slowly, getting more details across than a TV Advert.
• They are TANGIBLE and can last a long time.
• They can TARGET specific audiences by being placed in NICHE magazines.
• They can be PLACED in areas for consumers to read without knowing as a
TERTIARY audience.
• They can be placed near the POINT OF SALE to encourage consumers to buy the
product.
• Magazine PUBLISHERS charge for Advertising space by half page or page space in
issues. This FUNDING helps publishers to continue to produce the magazine.

6. Advantages of TV
Adverts
1. MASS – Audiences for TV are
bigger than magazines and
monitored so advertisers can
target audiences
2. QUICK –TV ads are over quickly
but can offer a lot of
information through Images,
Text and Audio
3. SPECIFIC – Ads can be placed on
certain channels, times and
similar shows for TARGETED
audiences
4. CONNECTED – Allows a Brand to
create memorable characters or
stories through series of adverts.
5. SPONSERING – Allows a company
to tie it’s Brand Image to a certain
type of show or timeslot – creates
SYNERGY through PRODUCT
PLACEMENT
6. FUNDING – TV Advertising pays for
channels/shows allowing
programmes to be made
7. INTERACTIVE – Certain Adverts can
give up to date information or allow
an audience to respond quickly by
sharing or #tagging

10. Who are the ASA and
CAP?
The Advertising Standards
Authority.
Regulate the advertising across all
media.
They have strict Advertising Codes
which must be adhered to. These are
written by the Committees of
Advertising Practice.
The ASA also act on complaints, to
make sure that advertisements are
not misleading, harmful or offensive.

12. Debatable Debate
• Discuss and then list fors and againsts for the
debatable statement below:
ADVERTISERS SHOULD BE
ALLOWED TO ADVERTISE
WITHOUT ORGANISATIONAL
CONSTRAINT
© ZigZag Education 2015 12

13. Practice Questions
Pick one of the Questions below and PLAN an answer
to it
1. Using examples, explain how adverts are used to attract
an audience to a Brand or Product [10]
2. Using examples, Explore how audiences might respond to
print adverts you have studied [10]
3. Using examples, Explain why print and TV advertising
needs to be regulated [10]