As most
people know advertisement plays a very important part in market economies,
stimulating its growth and innovation. It is an effective way of marketing
produce, making costumers aware of products innovations and keeping them aware
of what the products has to offer. With this in mind it is important that to
fulfil this task that advertising must appreciate to a high level of consumer
trust and confidence. These advertisements must be legal, decent, honest and
truthful if consumers are going to trust them. Deceived or mislead by these
advertisements as well as being offended by it will look bad for the company
selling the product. Bad advertising will lead to market economies suffering
due to a lack of consumer confidence. So in the concern of the advertising
industry all advertisements must be regulated properly to ensure this won’t
happen. There are different
organizations that deal with these regulations making sure they don’t break the
rules and abide to them properly. The bulk of these associations are
independent companies but some like OFCOM are government funded and make sure
that the advertisement industry can carry on going without a misuse of their
platforms.
The
Advertising Standards Authority (ASA) is a self-regulated association from the
United Kingdom’s independent advertising industry. Receiving no funding from
the British government they are completely reliant on the advertising industry.
Their job is to act on complaints from consumers and proactively check the
media to take action against their misleading, harmful or offensive
advertisements. Regulating the content on advertisements, sales and promotions
with in the UK; deciding whether such advertising complies with the codes of
the advertising conduct. Because the ASA
is a non-statutory organization, they cannot enforce or interpret legislations.
Their code of conduct imposes that; before distributing or submitting a
marketing communication for publication, marketers must hold documentary
evidence to prove all claims, whether direct or implied, that are capable of
objective substantiation and that no marketing communications should be
mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration,
omission or otherwise.
An example of the ASA taking action on a customer complaint shows how much power this self-regulated association can have. An individual had sent a complaint about the Coco Mademoiselle advert who said that it was “sexually Suggestive” for young viewers, been shown as ad during the Ice Age 2 film. The ASA took action saying that “the sexually suggestive material was unsuitable for young children.” ending in the advertisement being banned from children’s television. The advert was still being shown but at a later time during adult programming.
The Committees
of Advertising Practice (CAP) write and maintain the UK Advertising Codes,
which are administered by the Advertising Standards Authority (ASA). Mainly
being responsible for writing and marinating the UK advertising codes and
provide authoritative advice on the rules.
The CAP made these rules to ‘ensure advertising does not mislead, harm
or offend and is socially responsible’. The committee ensure good regulation
having set out six commitments to provide and maintain good practice amongst
businesses.
1.
We’ll
keep regulatory burdens to a minimum
2.
We’ll
engage with you
3.
We’ll
be targeted
4.
We’ll
share information
5.
We’ll
provide advice and training support
6.
We’ll
be transparent
The CAP’s
advertising codes are vast and lay down the rules for advertisers, agencies and
media owners to follow. Some of the general rule state that; advertising must be responsable, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
In
1960 a man called E. Jerome McCarthy created a business tool to help determine
product or brands offerings. The marketing mix is specific to a set of actions,
or tactics that a company can use to help promote a product in the market. This
diagram on the right shows the marketing mix diagram, made up of the 4Ps –Price,
Product, Promotion and place. Since this diagram has been created there has
been some development to it over the years, adding other Ps into the mix. Sometimes
referred to as the extended marketing mix or the Boom and Bitner’s 7Ps there
has been more Ps included into the marketing mix like Packaging, positioning,
people etc.
A – Awareness (awareness):
attract the attention of the consumer.
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The office
of Communications (OFCOM) is the British government approved regulatory and
competition authority of the broadcasting, telecommunications and postal
industries of the United Kingdom. Being a communications regulator their job is
to regulate TV, Radio and video on demand sectors, fixed line telecoms,
mobiles, postal services and the airwaves over which wireless devices operate. OFCOM
make sure that people get the best possible assistance from their communication
service provider and make sure that people are protected from possible scams while
assuring that contest can flourish.
Audience Theories
Audience Theories allow us to understand how people react to
advertising/products and how to appeal to the general target market.
“Marketing is the management process responsible for identifying,
anticipating and satisfying requirements profitably.” - The academic definition from The Chartered
Institute of Marketing (CIM)
In
1960 a man called E. Jerome McCarthy created a business tool to help determine
product or brands offerings. The marketing mix is specific to a set of actions,
or tactics that a company can use to help promote a product in the market. This
diagram on the right shows the marketing mix diagram, made up of the 4Ps –Price,
Product, Promotion and place. Since this diagram has been created there has
been some development to it over the years, adding other Ps into the mix. Sometimes
referred to as the extended marketing mix or the Boom and Bitner’s 7Ps there
has been more Ps included into the marketing mix like Packaging, positioning,
people etc.
Focusing on the main diagram, the 4Ps of marketing have
different jobs to help figure how to elevate your product in the market world.
First of all looking at price, this refers to the cost that
is displayed for a product. This depends on how much it would have cost for the
production of the product, how much the market can pay, the demand for the product
and how much can be supplied. Using different
pricing strategies can enhance the image of a product. Typically s product should always been seen as
representing a good value for your money. The main tenets of this concept being
that consumers are please to pay a little more for something that work really
well for them.
Second of all on the marketing mix diagram is product,
this referring to the item actually being sold. The product must perform
deliver a good level of performance or it will disrupt the other works of the
marketing mix elements. The product should do the tasks consumers want it to
do, being what the consumer expected to get.
The third concept is place, this referring to the point
of sales. Making sure your product captures the eye of consumers is key when
aiming to for good distribution or ‘place’ strategy. Making sure you have the
premium location for your products viewing is the way of a successful business.
Also making sure that the product is easily accessible for your target
consumers, selling your product in a easy to find shop like the high street or
online.
Finally promotion, referring to activities
set in motion to make your product is known to your consumers and by the trade.
This can include such things as advertising, press reports, commissions and
awards to trade and social media. These are all key communication tools for an
organisation trying to promote their product into the market. Making sure you
are putting across the right message to your audiences in the manner they would
most likely hear, whether it would be educational or attractive to them.
The importance of using this marketing mix can lead your product
to success. All of these concept/elements influence each other and if handled
right can lead to a favourable outcome.
Another audience
theory that I’ll be exploring is the AISA model. This acronym is mainly used in
marketing and advertising to descried the even that occur when a consumer come
into contact with a product or advertisement.
AISA is a phrase which stands for 4 different stages within consumer and
advertisement engagement.
A – Awareness (awareness):
attract the attention of the consumer.
I – Interest (attraction):
The consumers interest of the product.
D – Desire (craving): Convince
consumers that they want and desire the product.
A – Action (response):
lead consumers towards taking action and/or purchasing.
These proceedings identify the cognitive stage an individual
goes though when going though the purchasing process of a product. It identifies
to companies how and when to communicate during each and different stage as
consumers engage at different points, requiring different information throughout
the stages from various sources. These steps taken carefully and thoughtfully
when advertising your product can easily persuading consumers to buy your
product and benefit your business.
Unique Selling Point (USP) also know as unique selling proposition
is a concept that explains the patterns in successful advertising campaigns of
the early 1940s. The term was developed by a man called Rosser Reeves a
professor at Harvard Business School. The
term USP suggests that campagins making such unique selling propositions to
cunsumers can convince them to switch brands. This diffferentiating you from other competetors , such as a lower
cost, the highest quality or being the first product of it kind. Think of USP
as”what you have that your competitors don’t.”
Unique Selling Point (USP) also know as unique selling proposition
is a concept that explains the patterns in successful advertising campaigns of
the early 1940s. The term was developed by a man called Rosser Reeves a
professor at Harvard Business School. The
term USP suggests that campagins making such unique selling propositions to
cunsumers can convince them to switch brands. This diffferentiating you from other competetors , such as a lower
cost, the highest quality or being the first product of it kind. Think of USP
as”what you have that your competitors don’t.”
The key of making your brand
or product successful is by taking USP into consideration. Before you can sell
a product you have to make sure that your product will stand out from your
competitors. Unless you pinpoint on what make your business, product or brand
unique, you cannot target your sales efforts successfully. A successful use of
USP towards your product can offer your consumers something that the other
competitors cannot. This sort of tactic can be very beneficial for the company
or business, helping you gain new customers.
A few examples of USPs:
-
Avis’ “We’re only
number two. We try harder” Campaign.
-
Domino’s “30
minuets or it’s free” promise.
-
Fed Ex’x “When it
absolutely, positively has to be there overnight.”
-
Southwest’s claim
to be the lowest-priced airline.
Brand Identity is how a company wants to be perceived by the
public. All the components that are related to a product, service, company or
person is “brand identity.” Being responsible for creating a distinguished
product with unique characteristics is how a company seeks to identify itself.
A brand is unique due to its identity; this identity is how an organisation can
communicate itself to the consumers thought its branding and marketing
strategies. Some of the components of the brand are the tune, trademark colours,
trademark, logo, tagline and typeface. These components provide familiarity and
differentiation to consumers. The examples below show you some of the elements
of brand identity and how it works.
-
Tune: Britannia (“ting-ting-ta-ding”)
-
Trademark colours: Pepsi (The blue colour
associated with pepsi’s logo)
-
Logo: Nike (Nike’s tick logo)
-
Tag Line: Apple (“Think different”)
The essential aspect in branding is being clear about what
you are offering, whether it’s a product, service or person. Being consistent and maintain an image plays
a big role in as it will be describing the expected results of a product. This
is a proposal/promise from the organisation to consumers about what their
product is and what it stands for.
Audience
There’s a wide range of studies that have looked at the
audiences role in media communications. Some study’s like the NRS Social Grade
help us understand the difference between different groups of people,
broadening our understanding of large groups of people within media and help
marketers determine how to appeal to certain groups (target audience).
The NRS Social Grade is a demographic classification system
based on occupation used in the United Kingdom. Derived from the British
National Readership Survey (NRS) being used to classify readers; now being used
by many other organisations for wider applications becoming a standard for
market research.
The way this table works is by classifying members of a
household according to the occupation of the Chief Income Earner (CIE). To be
able to assign a social grade accurately to an individual they would ask
questions about not just what their CIE’s job is but rather their
qualifications and the number of people they are responsible for. This helps
establish the social grade of an individual, placing them into the table above.
The grades are often split into two groups ABC1 and C2DE.
These two groups equate the middle class and the working class of an individual.
Around 2% of the UKs population is identified as the Upper class but it’s not
included into the classification scheme. This sort of classification can help
the media give an idea of what their target audience is and what sort of disposable
income they have so they know who to pitch themselves to when trying to sell/advertise
a product.
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Following from the NRD Social Grade is target audience or audience
profiling. Similar to the NRS Social Grade audience profiling lets businesses determine
the audience demographic/consumers to find out their targeted selling point.
This is a great way for businesses to find their target audience before they
advertise and market their product. A target audience is a group of people most
appropriate and connected to a media product that the company is trying to sell
to. The way they determine an audience is by following a list of factors that they
must consider when trying to aim their product at a target audience.
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