Radio advertising

I think I have developed my understanding of TV advertising and I feel quite confident in that area. However, I am making a radio advert too and I do not feel confident in radio advertising. I am going to research into radio adverts, broadening my understanding of how effective they are and how to do them. I want to look into: the power and significance of radio advertising, how to create a radio advert and what you are/not allowed to say on radio adverts.

The power of radio advertising 

Before looking into radio advertising, it is important I understand how powerful the radio is so that I can fully understand how significant radio advertising is. I think it is important I know the power of radio advertising because I need to understand why it is powerful and what type of language do the adverts use to make them so successful and engaging. The image below shows a graph of the increased amount of listeners from 1994. Therefore, it is evident there has been a vast more amount of listeners and I need to know how radio's encouraged their audience to listen, and how adverts took a toll in this.

Additionally, I have done some research on an online website: "MediaPostPublications" which has provided me with more data about radio advertising.

"According to a study by Ipsos OTX MediaCT in partnership with Katz Marketing Solutions, people who are exposed to radio ad campaigns demonstrate high levels of engagement with brands at all stages of the purchase funnel, and particularly across metrics such as brand affinity and advocacy. Comparing results among consumers who had been exposed to radio ad campaigns (via listening to at least one station airing the ads) with a control group of people in the same market who had not listened to those stations, on average, consumers' exposure to radio ads generated a lift at all stages of the purchase funnel, from brand familiarity to purchase consideration, and most dramatically in brand affinity, and recommendation among 23 campaigns evaluated,"

This quotations essentially tells me the power of radio advertising and how it effects people. I need to ensure my radio advert is done properly so that I know my target audience will be engaged. 

Moreover, radio stations usually use advertising to their advantage and put adverts on at the same time, so that the audience have no choice but to listen to them. The radio station has to ensure they know when their target audience would be listening in - e.g. an insurance advert is targeted towards adults therefore would be played between the times 7am-9am and 3:30pm-6:30pm as that is when adults, who are travelling to work, most likely in a vehicle will hear it. 

What am I allowed to say?

When planning the language I am going to use in my advert, I want to ensure my language is emotive and persuasive so that my audience is engaged. The most common words I will use is 'you' and 'us' as I will be directly talking to the audience, as well as including them into what I am trying to promote. I need to look into words and phrases which I would not be able to say.

• Swearing is banned on radio ads, despite the time. 

• Any inappropriate / sexual language is banned

• Cigarette adverts

Furthermore, I think it is important that I research into real radio adverts despite if they're not on my chosen idea. Before looking into real adverts, I have found out some basic codes and conventions of radio advertising. 

• Persuasive language is used throughout using techniques such as direct address and rhetorical questions.

• Adverts that use persuasive language are normally deemed as humorous as it makes the advert more memorable. 

• The title of the product or service is used in the first (or) second sentence so that the audience can recognise the brand straight away.

• Advert's last around 25-45 seconds

• Dependent on the advert, there is usually some kind of non diagetic sound - such as a theme park advert would have people screaming/sound of rides in the background

I am aware I have not learned all the codes and conventions which means I need to still do more research into the conventions of radio advertising to ensure when I start planning, I am aware of them and I can decide whether they have influenced me or if I would like to challenge the conventions.

Therefore, I think I have gathered some research which has provided me with an insight into the power of radio advertising and why it is deemed as so engaging. I still think I have a lot of research to do about radio advertising before planning.

Current research

I am currently in the research stage. So far, I have analysed 5 adverts, the pros and cons about advertising and what is aloud to be shown on TV. Before  planning, I have to ensure all of my research is done, up to a high standard so that I have a broad understanding of advertising in general, as well as the chosen area of advertising I am going into.

The five adverts I have analysed I do not think have been successful. All of the adverts display no live footage of real events, which I think prevents the advert from being engaging. Some adverts display no images therefore the audience cannot actually view what the company can do. The adverts that do show images, are still not engaging. I therefore will most likely be chalenging the conventions of event advertising. I want to ensure my target audience is fully engaged, at all times. I still want to look into events adverts, to see if I can find any adverts that might influence me. If not, I might look into another area of events such as sporting events, as they might be more engaging.

So far I have learned about advertising in general and how powerful it is. I think it was really beneficial for me to broaden my understanding about advertising because now when it comes to planning I know what I can do to make my advert effective. 

Therefore, I feel that I am on track with my research but I still hope to have a wider understanding before starting my planning.

What progression I want to achieve whilst in A2

As I have now picked my production brief, chosen an idea and have started my research, I want to reflect upon the skills I have already achieved in the last 6 weeks which have developed from AS, and the skills that I am hoping to achieve. I want to ensure I know my my weaknesses and strengths so that in the period of time of the research, planning, creating, post production I can set a goal for myself so that I am able to progress in Media Studies.

Over the last year of doing my AS coursework, it is evident that digital technology has had a large impact on my learning and the actual creation of my AS product. I am now currently working towards my A2 coursework product and within the period of time I have to create it, digital technology is deemed as significant in the process. Over the last 6 weeks, I have used digital technology to research, which even though I had to do a lot of research in AS, I think I could develop the skills when in the process of A2. Moreover, as I am still in the process of researching, I have not been able to use a camera for a draft of my product. Last year I think I handled the camera at an average level as I did find using the camera reasonably hard as it was new to me, and often got perplexed on what angles to used and mostly changed the shots. This year I would like to be able to write all the camera shots and angles down and be able to do them instead of them looking bad and changing them. Therefore, this year I am hoping to achieve more advanced skills in camera work so that when I storyboard, it will not be a waste of time as I will use it and know every camera shot. Furthermore, last year me and my group split the editing skills between us, making it even amount of editing each. None of us were very experienced which meant our editing wasn't advanced as it could have been. One of my group members (Callum), did all of the advanced editing which I was not prepared to do. I took control of the simple editing which was important, but I found was quite simple. Therefore, over the next few months I would like to learn advanced editing skills so that when it comes to editing, I can use these skills and ensure my product is the best it can be. I am also hoping to develop my editing skills in general as this year I will be taking on the full editing, with only little guidance which means I have to ensure my skills are to the best they can be. Additionally, even though I used Adobe Premiere to edit the sound, I had to use voice recorders to actually record the sound. I found using the voice recorders easy therefore if I need to use them in A2, I will think I will be able to use them easily. Overall, I am hoping to exceed in my skills in digital technology in the process of the A2 coursework. I have learned a diverse amount of skills in AS but I want to ensure in the process of A2 coursework, they are advanced.

In my AS coursework, due to being in a group with three other members, it was reasonably easy to think up ideas, share them and develop them. However, as in A2, I have to think up all the ideas on my own, I want to ensure I mind map as much as possible. From researching the three briefs, I was most into adverts. When choosing this brief, I then started to think about brainstorming. In AS, I do not think my skills in brainstorming were very advanced as I did one, which was shared ideas between the group. However, I now need to ensure I am thinking up all the ideas I can so that I will find the best idea. Throughout the process of research, I want to be open to idea changes as I want my original idea to develop so that I can achieve the greatest idea for my product. At the moment, I have started researching but I do want to be able to adjust, and change my idea as I think when coming to planning and story boarding, the vision I have now will sub consciously change or adjust slightly. Therefore, whilst in the creation of my A2 coursework I want to develop advanced skills of creativity which will help me in the planning, creation and post production of my product.

Throughout my AS coursework, post production was a very important part. I think throughout post production in AS, I struggled as it was my first time making an opening sequence. I am hoping in my A2 coursework that I can develop skills in post production that will help me create the best product achievable. This year and next year, I want to be able to edit and create my product up to high standards. To ensure I gain these skills, I need to ensure I know what I need to do to achieve the skills: e.g. if I want to add any effects to my product, I need to know how to do them before post production. I think I will find post production the most difficult which means I need to make sure I take my time in the process of post production, but ensure I am keeping up with the deadlines.

Last year, research and planning helped me when it came to creating my product. I am hoping to develop the skills I learnt in the course of the AS coursework, and improve them in the process of my A2 coursework. I want to ensure my researching skills are up to a high standard so that I can gain as much knowledge as possible (about the brief I picked and the idea I am looking into) so that I can develop the original idea I have. I want to make sure I am not just researching online, that I am also looking in books and articles so that I can view different ways to approach the advertising task. Furthermore, when it comes to planning, I want to ensure I have a stable idea, even if I end up adjusting and changing it because I can work towards the final product, letting myself change and make it better on the way. Throughout the planning stage, I want to have a detailed storyboard and detailed mind maps so that I have as much information and idea's as possible, which will result in my product (hopefully) being successful. Additionally, whilst researching (last year) I had to link into real media products which had a large impact on my product as I sub consciously developed or challenged ideas from thriller films. In my A2 media coursework, I want to make sure whilst researching I find out the codes and conventions of the type of advert I am doing. I want to do this because I can develop or challenge the conventions from real media products. Therefore, I am hoping to develop my skills of research and planning from AS as I am now researching and planning on my own meaning that I have to think up and plan all alone. 

Overall, I am hoping to develop all of my skills that I learnt in AS, to ensure I achieve the greatest quality product I can. 

Advert (4)

The fourth advert I am analysing is 'Wedding & Management Service' - an events company which provides a diverse amount of services. The advert focuses on Indian style weddings more than general weddings which prevent the company from having a wider audience. This  could affect the company as having a niche audience is more risky as there are less buyers.

sound: The non diagetic sound in this advert creates a soothing tone as it is very peaceful. The voice over of a man talking is significant as it helps the audience understand what the company does. The man uses words such as; 'essential', 'special moment', 'dreams', 'high quality' which engage the audience  into the advert. I think the sound on this advert has been successful in luring people into the company as I think it is very engaging. There is no live action on screen which makes it hard for the audience to visualise what the company does. However, there are several images, shot at a wide long shot, which display to the audience what the company can do. The high key lighting in each shot helps the audience view the images. However, I think the framing and camera shots of each image are not very successful as the advert only displays one type of angle, which makes it difficult for the audience to visualise what the setting and surroundings would be like. The editing is slow paced throughout the advert, linking into the dialogue and how the atmosphere is very calm, creating a tranquil mood.

I think this advert has been partly successful as I think it is engaging but I think due to no live action, it is hard to imagine the events in practice. This advert is very similar to advert (3) that I analysed as each set the same tone and use similar images which promote their events. I think in comparison to the two intial adverts I analysed, this advert is more engaging. Although, this advert has taught me that I do not want to target a niche audience as I think the broader the audience, the more successful.

Advert (3)

The third advert I am analysisng is an event planning and catering company. The two previous adverts I have looked at do not display any images of the event and services they provide.

The language used in the very beginning "Beyond Perfection Event Planning & Catering Service" - immedietly, the audience is engaged as the noun 'perfection'. The initial image we see is a woman, then a woman's engagement ring. This tells me that this company is targeting woman rather than men, the advert fades into different venues, showing the amount of choice this company provides. The amount of decoration shown is important as it displays to the audience the company offers' a variety of designs to fit the customers needs. The advert uses mostly close ups and wide shots to show the different venues and decoration. The slow paced editing helps the audience follow the images. The significance of slow paced editing is that the advert gives the audience enough time to view the different styles. The non diagetic sound is a man singing, creating a soothing tone and linking into the slow paced editing. The advert does not display any live action which I think prevents the advert from being fully successful as the audience cannot see the events live therefore the presentation of the events may be successful, but the quality and quantity of the decorations may not be up to high standards. Additionally, it is evident this company has done various events, but I think it is important to show more than one image of an event, at a different angle to show more than one perspective. The lighting is always high key which is significant as it ensures the audience can visibly and clearly see the events. 

Overall, analysing this advert has helped me gained a wider understanding on the different types of events and the standard of decorations. In comparison to the previous adverts I analysed, I think this advert was more successful as it actually displayed what the company can do. However, from analysing this I can evidently see that the advert would be better with live action, this helps me think about what I want and what I would like to avoid when it comes to planning my advert.

Analysis of advert (2)

The second advert I will be analysing is 'Absolute Events'. The advert is from an events company who focus on planning large events all round the world.

The non diagetic sound in the advert is upbeat and throughout the advert the sound gets slightly louder and therefore creates an optimistic tone within the advert, consequently resulting in a joyful mood and atmosphere. This effects the audience as when the sound is apparent, the audience is more engaged into the text and images. It also helps the advert be more recognisable and memorable to the audience. The editing is fast paced but still slow enough for the audience to be able to read the text and look at the images. The editing is important as it helps the video flow. The importance of the font is that it is bold and easily readable. The colour scheme is black and white which is significant because the two opposing colours contrast against each other, ensuring the audience can easily view the text. Additionally, the simplicity of the colour scheme makes the advert appear to be more professional and sophisticated which is reassuring to the audience. As the video is animated, (similar to the previous advert I analysed) it means there are no images of what the company can do, and how successful their service is. I think people would be more engaged in an advert if they could actually see what the company does and how big their events are. In the video, there are a list of key words; "Entertainment, Vibrance, Energy and Nostalgia" - using emotive language engages the audience which helps them focus on the text and what the advert is trying to promote.

The video is split into two sections. The second section changes and is very different to the first part of the advert. The second part of the advert is about a company which has joined with the events company. It is very different to the first part of the video. The second half of the advert has a dark red background, symbolic romance and love which is significant because the company focuses weddings. The font changes into serif font, linking into the background and the idea of 'romance' that has been introduced. The text constantly changes but the editing is slow paced so that the audience can easily read the video. The non diagetic sound in the second half of the video is even more upbeat than the first half, reinforcing the joyful tone. The lack of diagetic sound helps the audience focus on the text and the messages the advert is trying to promote.

Overall, analysing at this advert has really helped me as understand what information needs to be put into this kind of advert. I also now can have an idea of what I do and don't like about these kind of adverts, and decide which parts I would like to develop into my own kind of advert and which parts I would ignore. In this advert, I liked the sound and writing style which is something I would like to take and develop when coming to plan for my advert.

Analysis of advert

To find out and understand the codes and conventions of events planning adverts I need to ensure I look at various event planning companies ads so that I have a broader understanding. Below, is an advert for an event company that does showcases, conventions and conferences; three types of events that are considered popular. The advert does not involve people nor actual image or videos of live events which makes the advert very simplistic, and easy to follow. However, I think it would be useful to display some events or action in the advert to show how successful the company is and to what kind of standard there events are. The advert is animated, the company have used small drawings to tell the audience what the company can do for them and how they can help. The use of the words in the advert; "We got you covered" provides the audience with some reassurance and how helpful the company is. The non diagetic sound is simply of a guitar playing, it creates a soothing tone in the video therefore creating a calm and tranquil mood in the video. The lack of diagetic sound is good as the audience can focus on the images rather than a voice. The editing is slow paced even though the images change rapidly. The effect of the slow paced editing is that it fits into the mood and atmosphere of the advert, reinforcing the simplicity and tranquility in the advert. I have noticed that the contact information is at the end of the advert and is shown twice. The significance of the contact information being shown more than once is that it is more noticeable to the audience. Therefore, the audience is more likely to be able to take the contact details down (if needed). The text at the end is in sans serif which reiterates the idea of the information being noticeable as sans serif is a bold font. 

I can tell that this advert's target audience is both genders, people who are over 25 and directed more into middle class people. This is because the advert showed no signs of being masculine or feminine  the company wants to plan events which are normally made by large organisations and therefore it is unlikely that anyone over 25 will be planning any type of conferences.

I think this advert was reasonably successful. It was engaging to view the animation and it was clear what the company can do for people. However, I think the advert would have been more successful if they used images from the events they have held and can hold. The one element of this advert which I would consider using is the simplistic sound. I think it helped achieve the audiences' attention.

 

Overall, I found it very useful looking into this advert. It has taught me how different an events planning advert is. I have been provided with a wider understanding on how to engage a viewers attention which will help me when coming to plan for my advert.

Chosen idea

After brainstorming and thinking about what idea I should take forward, I have decided that the events category interests me the most. Therefore, I have decided to base my advert on an events planning company. However, I think it is important that I look into different types of events, different styles and different ideas. I want to ensure my understanding as a whole on the events category is good and therefore I will look into different adverts and then I will decide on what events I want to advertise for.

Before starting my analysis of event advertisements, I thought it would be a good idea to look into event companies and find out what the company does and how the advertisments help sales.

The company I am looking into is Luxury Wedding Planners. Even though this company is only for weddings, it would be helpful to be provided with an insight into event planning companies. 

• The majority of the video are long, wide angle shots of different party events. 
• The main colour scheme is black and white - simplistic, elegent and sophisticated
• The font is sans serif - bold and eye catching

What does the company do?

"Orchid Events are party planning experts, creating outstanding, bespoke events from weddings to Bar Mitzvahs. Whatever celebration you're planning, we believe that your party planning experience should be as smooth and enjoyable as the event itself. From our first meeting to the final touches and beyond, we're here to make planning your event entirely stress-free. We're always just a phone call away, here to respond to your needs, answer your questions and to work with you to realise your vision. Read on to find out a bit more about how we work and what you can expect when planning your celebration with Orchid."

From this I can understand that this event company only plans parties. This is something I need to look into but I think I should ensure I am keeping my options open as there is still many events I could advertise for. 

Overall, it is really helpful looking at real events companies and seeing what the company is trying to promote. It has given me an insight into big party events. 

Advert restrictions

It is important that I am aware of advertising restrictions. I need to know this because I need to ensure everything I put into my adverts is allowed and is safe. Whether it's music, specific shots or a prop. Therefore, looking into the rules for advertising will help prevent me from creating an advert which would be deemed as 'bad' and nor suitable for some viewers. 

The regulation of television advertising

• Currently, there are restrictions on the amount of advertising that any UK television broadcaster is allowed to show on TV channels. These restrictions have been put into place to ensure viewers are not exposed to excessive amounts of advertising, and the quality of the viewing experience is maintained. Therefore, as I cannot advertise my service too much I need to ensure that my advert is high quality and that the audience do not need to see it twice for it to be memorable. 

• The framework that determines the amount of advertising permitted on television is set at a European level by the Audiovisual Media Services (AVMS) Directive. This sets a limit for all channels of 12 minutes on the amount of advertising which may be shown in one hour. The specific rules which apply in the UK are set out in Ofcom's Code on the Scheduling and Amount of Advertising (COSTA).

• The rules which apply in the UK set limits for the commercial public service broadcasters (PSBs) Channel 3, Channel 4, S4C and Channel 5 - and all other commercial broadcasters. For example, there is a limit on the average number of minutes per hour of advertising across the day of 7 minutes an hour (off peak) for PSBs and 9 minutes an hour for all other broadcasters. Again, this means that that advert's cannot be shown to much and the best ones are the ones that audiences do not need to view again as the audience will recognise them straight away despite being an advert on product or service.

• There have been significant changes in how television is distributed and consumed since these rules were first put in place, including the growth of multi-channel TV and the take-up of digital video recorders (DVRs). Ofcom has, therefore, been considering whether there is an ongoing need for UK-specific restrictions on the amount of advertising on television, and whether the current rules are fit for purpose.

• Even if the UK-specific restrictions currently contained within COSTA were to be removed, the amount of advertising would still be restricted by the hourly limit set out in the AVMS Directive.

• Any changes to advertising minutage regulation could have a significant impact on broadcasters, advertisers and viewers. There have been very different views expressed by different stakeholders on the need for, and nature of, any changes.

• January the 2nd, 1971, advertisements featuring cigarettes were banned from TV. This tells me that no cigarettes can be used in my advert nor can they be on screen. Advertisements for alcohol products are allowed, but the consumption of any alcohol product is not allowed in a television advert. Due to me not wanting to advertise alcohol, this will not be a problem for me. "The Federal Trade Commission and the Federal Communications Commission have laid out regulations for television advertising, outlining restrictions on certain products, content, and claims, in addition to mandating minimum technical standards.  Additional content standards are set by individual television broadcast entities to accommodate local laws, community standards, and their particular audience demographic; these broadcast outlets examine each incoming advertisement through a process known as "clearance."

Overall, by researching into the rules and regulations advertisers need to be aware of. I feel that I have a wider understanding of the restrictions. I now understand that timing is an issue, and that I have to ensure my advert is memorable as you cannot replay the advert over and over again. I also understand that smoking and drinking are an issue which is something I am going to try to ignore when creating my advert.

source: Wikipedia, Stakeholders

What are the negatives and positives about TV advertising?

I think before starting my planning, it would be useful to know the pros and cons on TV advertising. Why it is so successful and how TV advertisers use television adverts to their advantage. I have done some reading into the book "The Fundamentals of Creative Advertising" which has provided me with an insight into the advantages and disadvantages of TV adverts and how to make the most of producing one. 

Advantages:

• The length of the commercial offers a degree or flexibility  Commercials lasting 30-40 seconds each offer different types of possibilities  There is also the opportunity to 'top and tail' the commercial break with a short 'teaser' advertisements. As the advert I will be making will be around this kind of timing, it is important that I plan effectively and ensure everything in my advert is relevant and the message I am trying to put across to my audience is evident.

• The hundreds of channels on digital TV allow advertisers to reach fairly fragmented and specialist audiences.

• Using the right spots, advertisers can reach a vast audience with the brand's message or advertising concept. Television and cinema commercials have the power to interrupt peoples lives. To ensure my advert will catch people's attention, my advert needs to be original and creative. 

• Commercial can show the product or service in action, thus demonstrating its effectiveness. 

• Television commercials can show 'real' people and portray 'a slice of life' that the target audience can relate to. Equally, the use of famous people or fictional characters has also been a rich source of inspiration for the advertising creative team and provided opportunity for celebrity brand endorsement.

Disadvantages:

• Television is generally expensive to produce, and to buy the space (media). The logistics of making a commercial that features actors, set builds, or a location shoot, special effects and editing involve many layers of expertise. However, this will not be much of a problem to me as my advert will not be airing on real TV. Although, problems such as camera quality and lack of equipment I might need may restrict me from making a more successful advert. Therefore, I need to think about these problems when planning as if I plan to shoot or record something with props or equipment I do not have, it may become an issue.

• The whole production process, from the concept to screening, is relatively slow. The average live action commercial takes three months to produce. 

• There are tighter restrictions on television commercials, compared to press and magazine advertising, on what can and cannot be shown.

Overall, looking into the pros and cons of advertising has proven to be very useful. It is important for me to understand the disadvantages of advertising so that when I am planning, I can avoid making common mistakes. It is also important for me to know the positives about adverts as I now know that creativity and originality is something I need to ensure I have when planning. It has also taught me how advertising is powerful and how to reach your target audience. 

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