Sources of Information

Guerillascope

Guerillascope is the UK's fastest growing TV advertising agency. The team is made up of TV planners and buyers which have been formulating targeted, direct response TV advertising campaigns primed for boosting conversion rates and return on investment. Their reputation has been built on the cost-efficiency and flexibility of their TV advertising strategies however this would not be possible without tailored TV advertising reports, sector analysis data, overnight TV viewing figures and comprehensive evaluation of TV spot times.

Guerillascope offers the television advertising industry the latest news stories, TV ad campaigns and market research. They gather information relevant to TV advertising and interpret it to formulate blog articles such as......

This equips clients with an insight into the trends, technological advances, brand activity and market sectors that all ensure the TV advertising industry remains a constant source of intrigue.

Guerillascope facilitates small to medium-sized businesses with cost-effective launch pads into the TV advertising market. Their approach is the brand awareness, online searches and conversion rates, all of which serve to maximise ROI. They are an TV advertising agency. This means they operate with absolute impartiality to ensure the interests of their clients are always at the forefront of the TV planning and buying process. 

Space City Productions

Space City Products is a London based advertising production company who create high quality TV commercials for a broad range of clients. They have over 20 years of experience in TV commercial production. They claim on their website that they work cost-effectively, keeping their clients TV advertising costs low without letting  production values slip.

Their most recent commercials include......

Space City Production provides a service from Script to Screen so can help with either all or some of their client’s production. They specialise in two different commercials such as DRTV AND BRTV. DRTV means hard-hitting direct responses from an advertisement however BRTV means brand-promoting brand responsive commercials. 

References:

http://www.guerillascope.co.uk/

http://www.spacecity.co.uk/

Audience Information

Below is a questionnaire I have created after analysing 4 television adverts. I asked 10 people about their opinions when creating a television advert and which out of the four adverts I analysed were the most enjoyable.

Please circle the appropriate answers. Thank you

1. How long do you think an advert should last? (Circle as many as required)

20-30 seconds

30-40 seconds

40-50 seconds

50 seconds or more

2. When an advertisement is featuring a celebrity, are you more inclined to purchase the product or be interested in the advert more? (Circle one only)

Yes

No

Sometimes

3. Do you think a tag line is important for you to remember an advert? (Circle one only)

Yes

No

Sometimes

4. What out of the following genres help you remember an advert? (Circle as many as required)

Comedy

Fashion/beauty

Romance

Sport

Action

Music

5. Which out the following adverts are your favourite and the most enjoyable? (Circle one only)

Creme Egg - have a fling

E-Lites Cigarette

Capital FM

McDonalds - Breakfast Wrap

6. Out of the 4 adverts above how many of them persuaded you to buy the product? (Circle one only)

None

1 advert

2 adverts

3 adverts

All 4 adverts

Below I gathered all my information onto a table to display the results. I then displayed my results in charts and graphs.

Question:	Answers:	Results:
1. How long do you think an advert should last? (Circle as many as required)	20-30 seconds 30-40 seconds 40-50 seconds 50 seconds or more	6 6 2 0
2. When an advertisement is featuring a celebrity, are you more inclined to purchase the product or be interested in the advert more? (Circle one only)	Yes No Sometimes	6 3 1
3. Do you think a tag line is important for you to remember an advert? (Circle one only)	Yes No Sometimes	8 1 1
4. What out of the following genres help you remember an advert? (Circle as many as required)	Comedy Fashion/beauty Romance Sport Action Music	7 3 5 2 1 2
5. Which out the following adverts are your favourite and the most enjoyable? (Circle one only)	Creme Egg - have a fling E-Lites Cigarette Capital FM McDonalds - Breakfast Wrap	2 6 1 1
6. Out of the 4 adverts above how many of them persuaded you to buy the product? (Circle one only)	None 1 advert 2 adverts 3 adverts All 4 adverts	6 2 2 0 0

 

Evaluating my Graphs and Charts

Question 1:

When looking at the pie chart the results show that most people thought that 20-40 is how long an advert should be however only 14% of the people I asked thought adverts shouldn’t be no longer than 50 seconds. My pie chart shows that most people preferred a shorter advertisement. This could be because they might think it is more effective because it is short and gives all the persuading you need to be interested in the product they are advertising.

 

Question 2:

By looking at the graph I produced of question two it is quite clear to me that most people thought that when advertising and including a celebrity; you will be more inclined to purchase the product and to be more interested in the advert. This could be because celebrities are very influential and a lot of people look up to celebrities as role models which is why they’d like to see them in an advertisement.

 

Question 3:

By looking at my pie chart I produced for question 3; 8 out of 10 people thought it was necessary and important to include a tag line in an advertisement. They may think this because it is important to remember a slogan because it helps you remember the advert which helps you remember the product. By using a tag like this will help you remember the product they are advertising which is why people advertise; because they want you to purchase their product and persuade you.

 

Question 4:

When analysing question 4’s pie chart I noticed that there was quite a range of genres that help people remember the product. However the one that came most popular was comedy. Most people I surveyed may have chose comedy because laughing at an advert and finding it funny will help you remember the advert and to enjoy watching it. I have learnt that comedy is a big factor is persuading people to like an advert and to be interested in the product. I also noticed that close following was romance. This could be because people have experienced love or are interested in romantic films/ads so they will watch the advertisement which helps to persuade you to buy the product.

 

Question 5:

When looking at the results for question five E-Lites was the most popular advert. This could be because humour is a big factor when enjoying and remembering a product. By looking at Question 4 most people thought that comedy was important in an advertisement because it helps them remember the advert. Although a lot of people thought seeing a celebrity in an advert helps people to be more interested (question 2) this didn’t prove popular with Capital FM. I am unsure why people didn’t pick this as their favourite advert. By doing surveys I have learnt that people will pick comedy over celebrities being in an advertisement.

 

Question 6:

Overall not many people thought any of the adverts persuaded you to buy the product. This could be because two out of the four adverts didn’t show the actor/actors using the product in their advertisement. However 4 people thought that 1-2 adverts persuaded them to buy the product. This could be because the McDonalds advertisement made their breakfast wrap look very tasty and everyone who tried it enjoyed the product.

 

After handing out surveys to 10 people and recording results in charts and graphs I have learnt a lot about producing and creating an advert and what people like to see in an advert. This will benefit me because when I film and create my advertisement I will have an idea about what other people like to see rather than what I like to see on an advert. By having public feedback this will help me create my advert for what people like to see, what they enjoy watching and what persuades them to purchase a product.



Audience Classification

Below is a table of the Social Class groups and what is the typical occupation of each person that is in the group. I have displayed this in a table and then written about my adverts I analysed and decided what is the typical group the adverts are aimed at. 

Demographics are used to define population. Demographics are used to identify and characterize a population at a certain time. Demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status and location. Demographics are used to create an identify of someone for example they will have a certain target audience for each group in the Standard Occupational Classification. This also includes their income and media consumption. This will also calculate the things they like and how much money they have to spend on particular things.


 

Grade	Occupation
A	Higher managerial, administrative or professional
B	Intermediate managerial, administrative or professional
C1	Supervisory or clerical and junior managerial administrative or professional
C2	Skilled manual workers
D	Semi and unskilled manual workers
E	Casual or lowest grade workers, pensioners and others who depend on the state for their income

Creme Egg:

The Creme Egg advertisement is aimed at young to middle aged people as a Creme Egg is typically aimed at the younger generation because of the shape of the egg which is fun and the filling of the Creme Egg is exciting to eat. Therefore this is typically aimed at people in the groups of E-C2. During the advert the actor makes funny facial expressions. This is also funnier for the younger generation because the sense of humor is immature and younger people would find this funny rather than an older generation as they are more mature and collected. 

E-Lites Cigarette:

The E-Lites Cigarette Advertisement is typically aimed at people in the social class of groups C2-B. I think this is because this advertisement is typically aimed at an older generation (hence the age of the actor who they are recommending their product too). As this advert is aimed at the older generation they are more likely to be higher up in the social class because they are older and had more life experience. Which could because they are skilled at their particular job which means they fall into the categories of C2. However they could be as high as group B. Although group D is typically the younger generation because they are starting new jobs such as retail where you are an unskilled worker this could apply to some people in group D because some of the older generation work in shops such as B&Q and BHS. This shows that the E-Lites advertisement varys at a wide social class groups. 

Capital FM:

Capital FM is typically aimed at young people because they play the latest hits. Capital FM is typically aimed at people in groups E-D. For example school, college and uni students. However middle aged people will listen to Capital FM on their way to work or taking their children to school; which could be people in groups C1 and C2 which could be people in their 20's or early-mid 30's. Overall Capital FM is typically aimed at a young age range who are more likely in the low social class.  

McDonalds Breakfast Wrap:

The McDonalds Breakfast Wrap advertisement shows a lot of actors who vary in age. They show a young male in the van at the beginning of the advert and have an older lady in the a box of socks. By looking at the actors this is typically who they are aiming their advertisement too and what type of people will enjoy their product. In the advertisement there is a man in a suit which suggests his job is well paid and the two men in the van suggest they have a skilled job. There is also a scene which suggests the lady is elderly and she is walking her dog which could suggest she is a pensioner. Therefore the McDonalds Breakfast Wrap advert can range from group E-B. As the McDonalds Breakfast wrap ranges a lot on the social class this shows the product is aimed at a lot of people and a lot of people will enjoy the product. 

Regulation

ASA – Advertising Standards Authority

The Advertising Standards Authority view all advertising within the media such as on the Television, Internet or Radio in the UK. The role of the ASA is dealing with complaints and looking at the advertising in the media to take action if they see any harmful or offensive advertisements where the public have complained. The ASA will apply Advertising Codes that are written by the Committees of Advertising Practice.

If the ASA judge an advertisement to be in breach of the UK Advertising Codes; it will be withdrawn or amended. In 2011 the ASA received 31,458 complaints about 22,397 cases and they checked thousands of adverts. Once the ASA viewed all the adverts that had been complained about; their work resulted to 4,591 adverts being changed or withdrawn.

In the L'Oreal advertisement featuring Rachel Weisz has been banned in the UK for "misleadingly exaggerating" the anti-wrinkle cream's promised effect. Britain's advertising watchdog the Advertising Standards Authority ruled against the two-page spread that says, "It's not a face lift, it's Revitalift."

The ASA released a statement saying:

“Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz's face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even.”

Just last year, Maybelline and Lancôme ads featuring Christy Turlington and Julia Roberts, were banned by the ASA for over-the-top air brushing. However L’Oreal still continued to Photoshop Rachel Weisz to show a false effect on the anti-winkle cream.

I also researched that British lawmakers tried and failed to ban all Photoshopping in ads in 2009. Similar bans have actually been discussed in the U.S., which have been inspired by the Photoshopped ad for ‘Cover Girl’ mascara.

The E-lites advertisement is legal to be shown because E-Lites cigarettes aren’t real cigarettes – they are a solution to normal cigarettes. However no cigarettes advertisements can be shown as they are all banned as you can see below.

Alan Milburn who is a a health secretary wants to reduce the number of smoking-related deaths, by highlighting the introduction of a ban on tobacco advertising on billboards and in the press and he proposed this to the goverment on 13/02/2003. Mr Milburn joined Public Health Minister Hazel Blears in Lambeth in south London to raise awareness of the ban.

They both pulled down a 48-sheet billboard advert to reveal the message: "Tobacco advertising - we can live without it. Don't give up giving up."

This advert which had until this morning shown a cigarette brand, also includes a helpline number for smokers wanting to quit. Mr Milburn said he hoped up to 3,000 lives could be saved each year because of the ban.

He added: "Tobacco advertising and sponsorship have acted as a recruiting sergeant for children and young teenagers to start the tobacco habit.

"Adverts have sought to get more people to smoke by conveying the idea that smoking is glamorous when in fact it is dangerous.

"They have tried to get more people to smoke by pretending it enhances quality of life when in fact it serves to shorten people's lives." It is estimated that about 1.6 million people in Britain would have seen tobacco advertising on billboards on any given day last year.

The Tobacco Advertising and Promotions Act 2002 became law in November 2002 and also includes a ban on in-pack promotion schemes and direct marketing from May 14 2003, as well as restricting Internet advertising and sponsorship of sporting or other events by cigarette companies.

All the other advertisements I analysed are legal to be shown. If any advert breached the UK Advertising Codes, the ASA would deal with cases as quickly as possible. Each complaint will take a different length of time to resolve.

McDonald's Breakfast Wrap TV Advertisement

In this advertisement is about the McDonald's Breakfast Wrap which was brought out 2011 however this is the new advert for 2013 to advertise the wrap. This advert has a message that you can eat this wrap anywhere you want and can be enjoyed individually too. They are showing that this wrap can be enjoyed by anyone.

Structure

The structure of this TV Advertisement is non-linear as they show many different scenarios of people eating the breakfast wrap. For example they say "in a box full of socks" and "at a table by yourself". This shows all the different places you can enjoy the wrap and they are showing all the different random places you can enjoy it. However the structure of this TV Advertisement could be classed as Linear because it does start and end at McDonalds which re-enforces where you can buy the product. This could also suggest that you begin buying the product from McDonalds and at the end of the advert show McDonalds again to suggest returning back to buy another one. The style of the McDonalds TV Advertisement is also realist because the advert is showing a lot of scenarios of different people eating the product and enjoying it. All the different scenarios are realistic therefore the audience can relate to eating the product.

They also use a soundtrack in this advertisement and the soundtrack suddenly stops when the rhyming stops and when the young man is sitting at the table on his own. This gives a big impact and shows the diversity of where you can enjoy the breakfast wrap. The soundtrack also builds up towards the end of the advertisement to keep you interested about what is going on. The soundtrack is also quite cheery and relaxed which is how they want their product to be described. They want people to eat their wrap and to be relaxed when eating the wrap. They also want them to enjoy the product. There is also a voiceover used in this TV Advertisement and the voiceover is reading out the poem and then explaining what the product is about at the end of the advertisement. They have done this to help the audience understand what is included in the wrap and to persuade you to buy the product. They also use the well known theme tune at the end of the advert to help the audience relate with McDonalds.

The main camera technique used throughout the TV Advertisement is a panning shot to keep the advert at a fast past and to keep it interesting. For instance when the voiceover says "watching tele with a wellie", the opening scene is a panning shot from the right. This helps to set the scene and this keeps the scenes moving quickly. They also set the scene with a long shot of McDonalds. This shows where you can purchase the product they are advertising from. Also it was shot in the morning (hence the dark sky with the sunset behind McDonalds), therefore this gives the audience a clue that they are advertising a product from their breakfast range.

This TV Advert has a lot of simple editing techniques such as straightcuts that show all the different scenes. After each line of the poem the scene changes by using a straight cut. This keeps the TV Advertisement at a regular pace and helps to keep the audience intrigued. At the end of the advertisement they also use the McDonalds logo at the end which covers the whole screen. This is effective because it’s like a page of red that falls down from the top of the screen and the 'M' is covered in yellow. Red and yellow are the typical McDonalds colours therefore the audience can relate these colours to McDonalds. 

The lighting used in this TV Advertisement includes a various amount of different types as you see different locations where there are different lighting. For example when the voiceover says "reading the news, in brand new shoes" we see a man sitting on a bench reading a paper. As you can tell the lighting in coming from a natural source therefore this is natural lighting which is high key because you see no shadows on the actors face. High key is the most flattering lighting effect because you see no strong shadows. On the other hand there is a scene where you see two young men and the voiceover says "clocking in, with a twin". This shows high key lighting aswell because it looks like the main source of light is coming through a window which is natural lighting. A lot of the lighting is artificial lighting and there are several scenes of high key lighting because there are no shadows. High key lighting clearly shows who they are, what they're doing and you can see the product well. All scenes that are filmed outside are powered from a natural source of lighting.

Techniques (of persuasion)

This advertisement includes poetry of the story of everyone eating the wrap for example the advertisement begins saying "in a van with a man". This is humorous because it keeps you listening to hear the rhyming words and it helps you keep an interest in the advert. This TV Advertisement also begins and ends at McDonalds which shows where you can purchase the product they are persuading you to buy.

The techniques of persuasion are mainly to purchase this new breakfast wrap they have recently launched and you can have one anywhere; whether that is to sit inside McDonalds or out. For example they show McDonalds at the end of the advert when a young man is sitting in however the TV Advertisement has shown you can eat it whenever for example when the lady is walking her dog. They also use a panning shot of the product they are trying to sell at the end of all the products used in the wrap to entice you to buy the product more.

This TV Advertisement also uses the technique repetition. This is because there are several scenarios of different people trying the breakfast wrap. As they show all the different scenes of people enjoying the wrap this makes their audience think that they'd enjoy it because they are showing so many people, scene after scene eating their breakfast wrap. 

Target market and how are they targeted by the advert

The target audience for this TV Advertisement is aimed at working men and women. Although McDonalds can be aimed at any age - even children, there are none included in this advertisement. For example there are two men in a van that suggests they are on their way to work. There is also a man in a suit which suggests he is on his break at work. There is also a lady in a box of socks which suggests she picked one up before work. However the advertisement also shows that you can have one anytime for instance the people in the tent and the lady walking her dog. As it is a breakfast wrap and only served up until 10.30am they are tempting you to get one on your way to work, on your lunch break or if you're out and about in the morning.

Characteristics of the product or service

The brand identity of this product is the M of McDonalds which is shown at the beginning and end of advert which is on the McDonalds restaurant and at the end where the M appears on the screen. Also the M is yellow and usually has red writing underneath saying McDonalds. These are the typical colours of their brand which is easy recognisable. 

The unique selling point of this advertisement is you can eat their breakfast wrap wherever you want and can be enjoyed by everyone/anyone. This product can also be enjoyed by yourself or with friends. 
The competition McDonalds could be up against is the Belvita biscuit you can have for breakfast. The advertisement is called 'Have a Biscuit for Breakfast'. This advert gives a similar message to McDonalds which is that you can eat their product anywhere and in their advert they are eating it at a radio station. 

The advantages McDonalds have over Belvita is that you can pick their product up from McDonald Resturants which are located in a lot of places which are local to you and the product will be warm. Also you are eating all different foods in a wrap altogether rather than eating just one biscuit. This makes the audience want to buy this product because they are seeing it being enjoyed anywhere. This advertisement is almost like the actors don't know they're being filmed which truly shows that the product is really enjoyable. 
The benefits offered from this product is that you can eat it anywhere with no mess as its all in one wrap. Also the actors in the advert show the product is very tasty.
The lifestyle appeal of this product is that is it easy if you are in a rush or you want to eat whilst doing a task for example the lady walking the dog eating her wrap. Or if you just want to enjoy it on a break or whenever you want. The main lifestyle appeal is that it is an easy product to buy to eat if you're on the go. 

Capital FM TV Advertisement

In this advertisement they are advertising the radio station Capital FM. They are using artists that are played on their station on a regular basis to advertise their station. Each artist will say in an exciting voice something good about the station and they make it sound really good to the point where everyone should be listening to Capital FM and no one should miss out.

Structure

his TV Advertisement is non-linear because it is a very random. For example at the beginning of the advert Cheryl Cole says "music" and clicks her fingers. At first you don't know what the TV Advert is about. This follows through the whole advert as each artist say short snappy words about the station however you don't know it is about Capital FM until Usher says the stations name. They also have it written on an equaliser behind the artists. When Cheryl Cole says the word 'music' this will entice people who enjoy listening to music and have an interest in it therefore they will take notice. As these adverts include a lot of short cuts it keeps the TV Advertisement interesting and random. This TV Advertisement is also a standalone advert as they have only ever released one Capital FM Advert. As Capital FM is well known in the UK they don't need to keep re-enforcing their audience to listen to their station as it is very well known and listened to in the UK and around the world via their website. Capital FM also doesn't follow on from another advert and there isn't an advert that has followed on afterwards. 

When the equaliser moves in the background this keeps the advertisement busy and interesting to look at as this adds a pop of colour. They also use a soundtrack whilst the artists are speaking to keep the advert moving at a fast past. This helps to keep the advert amusing to watch.

The style of this TV Advertisement is talking heads. This is because of all the celebrities talking about the product they are advertising which is the radio station Capital FM.

The typical camera technique used are low angle shots. This helps the artists interact with the audience. Also this shows the artists are talking down to the audience because they haven't listened to Capital FM and they're not as good as people who have listened to the radio station. Therefore it is making the audience feel weak and not as powerful. Also when Jessie J says "hits" the camera shakes. They have done this to make an impact because when Jessie J is saying the words "hits"; she means it as in current and popular music however they have literally made the camera shake as in she has made the camera shake by the word "hits". This could also mean the music is so current, even the camera and audience are shaking by how good it is.

This TV Advertisement editing techniques include a lot of straight cuts. This editing technique is a quick way to show what each artist has to say and then the next artist comes in straight away. This keeps the advert at a fast pace. For instance when Jessie J says "Capital plays it" she swipes her hand across to suggest the next scene to go on. This keeps the advert moving quickly and its fun to watch because it isn't going at a slow pace and it isn't boring. The main editing technique used is called straight cut and wide angle lense which is where the celebrities are trying to reach out to their audience from the tv. It is like they are talking down to their audience because they don't listen to Capital FM. They want to come across like they are talking down to you and to be a little intimidating to persuade you to tune into Capital FM.

The lighting used in this advertisement is mainly high key lighting as you don't see any shadows on the artist’s faces. You can clearly identify which artist they are in the advertisement and you can clearly see the equaliser featuring in the background which is saying 'Capital FM' which is what they are advertising. They have also used low key lighting to suggest night time and they are getting ready to go out. The lighting doesn't suggest day time because of the dark background and all the light if focused on the celebrities faces.

Techniques (of persuasion)

The techniques of persuasion are that the artists are making the radio station sound really interesting and fun. For instance when usher says "Capital FM" and Rihanna finishes his sentence saying "rocks". By the artists saying that the station 'rocks' their fans will want to listen to the station too. Therefore Capital FM will gain more listens because the artists are connecting with their fans and this is their way of persuading people to listen to the station because they are very famous artists.

Another technique of persuasion is using celebrity endorsements because celebrities inspire the product. As this TV advertisement is aimed at young people, young people look up to celebrities as role models therefore if they see them on advertisements they are going to be inspired to listen to Capital FM as they are advertising it.

Target Audience

The target audience for this TV Advertisement is aimed at young people because they play current music that young people would be in to. For example someone at the age of 50 may still be listening to music of their era that they enjoy listening too however young people are brought up with that style of music Capital FM play.

The characteristics of the product or service

The brand identity in the Capital FM Advertisement is the equaliser which is used in the background to show they are advertising their radio station. Usher first mentions that they are advertising Capital FM. In this advert they cannot use a product as they are advertising  a radio station. However they use celebrities they play on their station to advertise the station which is celebrity endorsements. They also use Capital FM's colours to represent their station which is red and blue. 

Capital FM's unique selling point is that they play the current hits. They show celebrities on their advertisement who are also bringing out new songs and albums which automatically suggests they play current music. The celebrities on the advert also re-enforce how current the music is and that everyone should be listening to it.
Another radio station advertisement is the Gem 106 advert which is where a hamster is dancing. Capital FM have an advantage over this advertisement because of the celebrities used. Their advert is showing that celebrities love their station and what their music to be played on their station. This is an advantage because it is showing that their station is popular and if celebrities like it so should everyone else. Capital FM also have an advantage because their advert is saying they play the biggest hits and all the music is current. This is an advantage because Gem 106 play dated and some current music therefore it isn't as current as Capital FM. 

The benefits offered from Capital FM is that if you tune in you will be listening to all the current music that is out there at the minute. The advertisement expresses how current the station is. Another benefit is that the celebrities who feature on the advert - their songs will be played so if you like them you'll like the station because they play their music. 
The lifestyle appeal is that you could be anywhere listening to any radio but if you listen to capital you'll be listening to all the new releases. Therefore the lifestyle appeal is that you'll update your music taste because it will all be current music you'll be listening to if you tune in to Capital FM.