Pauline

January 2010

This is Charleys, Handing out free samples to the audience, this is can be an advantage to the business as it giving a customer a chance to be able to taste their product and increases brand awareness  it is an incentive for people to bought to buy the promote their product. This can be seen a cheaper version of advertising.

This can be seen as an effective way of advertising 

http://www.starbucks.com/

This is the a good being sold to the audience via internet/website promoting their new offers for coffee machines.

For this website a Start up Cost could be Paid for link and running costs can be pay for click costs.

This is a way that starbucks advertise via non web, during certain seasons starbucks uses posters and billboards to advertise their "seasonal drinks" (Another non web based advertisement promotion) This can be good as it shows customers the types of drinks (as shown on the right) 

Personally, i think that via web is not as effective as non we based, only certain people can reach the internet, thar is usually the younger audience and they are unlikely to visit starbucks websites, non web based media, is seen by all types of audience therefore more likely to reach the targeted audience (which is Older aged business workers) 

However, business people are also likely to visit the web as they are probably working  via internet. 

Another advantage to web, is that it is a cheaper form of advertising to people.

H&M leafle updates and news

H&M have released a leaflet to explain and update the customers teling them that they are expanding in the UAE and letting them know what shops are involved in the UAE. Such as Dubai, Kuwait aand other middle eastern countries. The are realising the dates of the opening of the shops etc. However, this can be seen when picked up in the shop, this shows that they can directly reach their target market. 

 

The 7 days Dubai, is a local newspaper that, like any other ordinary papers, have specific sections in the newpaper espically areas to advertise. For example, you can see in the top left corner, there is a sports area.When flicking through the paper, you may find sporting adverts such as E sports, a local sporting club. 

This is good because they can reach their market quicker as they will be reading the sections.  

June 2009 Questions 8,9 & 10 - Joe

Question 8.
I have chosen John Lewis for this question as I know that they do seasonal promotions.
I am using their winter promotion as my example, "The great winter sale at John Lewis will start on 27 December. Get 50% off thousands of lines, both online and in store. Plus, John Lewis offers free standard delivery on all orders over £30." This is a good seasonal promotion because after christmas people will be low on money, so if John Lewis offer a massive sale on all items and free delivery people will be more likely to buy things.

Question 9.
For question 9 I have chosen to use Adidas, they are a worldwide famous brand. The advert I have chosen to use is one which involves David Beckham, the advert shows people trying to score a goal from a free kick but none of them succeed whereas David comes along wearing Adidas boots and uses an Adidas football and puts in the top left corner. I think this is a good advert because they are using a well known athelete which many people admire and consider as their role model.

Question 10.
For question 10 I have chosen to use the Bombardier advert, This advert was report due to the fact that they had linked the drinking of alcohol to sexual activity. This is one of the rules of advertising that a business may not link drinking alcohol to sexual related things. The action of the ASA (Advertising Standards Authority) was to make the business take the advert down and they were banned from using that advert again.

 

May 2010 Question 9.

9. Red Bull Sponsoring Motorcross (Red Bull X-Fighters)

(a) Red Bull sponsor the X fighters, the X Fighters are a group of elite freestyle motorcross champions that travel around the world visting different countries competing against each other to win the championship. red bull provide funds for the riders and they provide the riders with Red bull at the events.

(b) The benefits are that it helps promote Red Bull at all the events. There is always stands selling Red Bull and all the riders promote the energy drink on the camera for the world to see, when they viewers see the riders win they will link it to the energy drink therefor Red Bull will expect to see a higher turn over if the events are successful. 

January 2011; Courtney Kingston

West end wicked
The west end tries their best in advertising their musicals to get the word across of the production being held at the theatre at the time to get people’s attention to come. They use all types of advertising billboards, leaflets and big posters round London but most of all on buses. Bus advertising offers fantastic results when planned and executed in the right way, by placing the wicked advertisement on buses, on specific routes. Transport Media can assure you there will be no wastage of your advertising campaign in areas you are not looking to target. More than half of the adult population have seen a bus advertisement in the last week and over 90% of the population live within 5 minutes of a bus route. Buses are unavoidable and are a high impact medium that delivers time and time again.

The good thing about this advertisement is firstly because it is on the bus it will be effective as it will be notice everywhere also transport media have access to over 97% of bus advertising throughout the UK. There are well over 50 different bus operators throughout the UK these include Arriva buses, First Group, National Express and the stage couch group. This gives you bigger advantages of it being a wider range of advertising. This is good and effective as not just everyone taking the bus but every time you go by it you will notice it.

The reason for everyone noticing is the next step why it’s effective. The colours and how much it stands out on the bus. As we all know Wicked’s main character is a witch, having the witch displayed largely on the side of the bus will effective the public for the ones who have heard of it and it will attract them to look at it if they are interested in it. Also people that don’t know about it will also want to know and see what it’s about. As a west end fan myself I also like to see what adverts are on the side hoping to see the newest production on in the west end as I enjoy seeing them. People that also enjoy seeing the production may think the same as me showing that this advertisement is effective to the audience.

Tesco

Tesco was offering a discount on washing powder which was advertised on posters displayed in stores. They do this because they need it to be accurate and show the right information being presented.
However Tesco broke this by not selling the washing powder at the discount price. This was because once they run out of the lower priced product they started selling the regular price but still said that it was the lower price meaning that they were lying to their customers which is bad advertisement and also bad reputation on the business because of the failure of the employee not taking down the advert.
It was then identify when customers realised that they were being ripped off and complained to the manager of Tesco that they have been charged a higher price than what they were advertising.
The court that judged the breach of legislation sacked the employee that did not take the advertisement down when the product run out, as it put Tesco in a bad situation of losing most of their customers because of bad reputation.

May 2010 Question 10.

  

10. (a) Mitsubishi Motors 

           Mitsubishi Motors advertising their new Mitsubishi Pajero.

(b) Mitsubishi placed the pop-up advertisement to advertise their new 2013 Mitsubishi Pajero, they did this so that potential customers can see what the car looks like and to see if they are attracted to the design, advertising the new model on their own website was not a good idea because it limits the amount of people that will see the pop-up advertisement. only people that want to visit the Mitsubishi website will see the pop-up advertisement. 

(c) As it was Mitsubishi that had the pop-up advert on their own website the benefits will not be huge due to the fact that they are not reaching a wide market, they are restricting the the amount of people that could see the advertisement. The would hope to see an increase of orders for the new model and more money coming into their business.

       

Tomorrow Task

You have been given a paper to research.

Give me an example of a business to cover each of the 8-10 questions which students could use in their exam.

Find a website with information or a physical example (leaflets etc) and post your findings on the blog. You need enough information for someone to be able to answer the question.

1. A link to the theory.
2. A link to the business article or promotion they are using.

Examples of Breaches of Ofcom Advertising rules

On Television

Actual Ofcom examples with the resolutions

Bombadier Sex and Alcohol breach

Downton Abbey

Again ITV with downton abbey but more detailed

Sahara 1

On Radio

Union Terrace Gardens

Community radio funding from advertising breach

Broader list you will need to search for the ones relating to advertising.

http://stakeholders.ofcom.org.uk/binaries/enforcement/broadcast-bulletins/obb220/obb220.pdf

Examples of businesses breaching the trade descriptions act

http://www.pcadvisor.co.uk/news/desktop-pc/4686/dsg-group-breaches-trades-descriptions-act/

http://www.oft.gov.uk/news-and-updates/press/2006/02-06#.UM_o_W_Sw_Y

January 2011 Paper

Answer questions 1-4 in your question papers. Feel free to use your mark schemes to help you with some of the theory.

Animated advertising

 

Animated advertising

This is an advert for the film Wall-E and it was shown at the superbowl.

Pixar have used animated advertising to promote their film Wall-E, this is a good way to advertise as it appeals to the target market which is children. although their target market is children this advert was made for the superbowl which had mainly people who are interesterd in American Football and not childrens films, this could be seen as a draw back as that is not the required target market.

This is creative way of getting their point across and attracting their target market as it is different to some other movie studios. 

Caffè Nero Advertising

Pauline Standley

This is Caffe Nero  using ambient media. Ambient Media means a 'quirky' way of advertising. This supports this as it is on the side of a bus stop and not really where people expect it to be. In places that are quite random but yet, still gets into your head. I think that Caffe Nero are intelligent to be using these forms of Ambient Media as it is a good method of secondary advertisement  as it is not a new product, it is a good form of backing the product up.This is good because it is a cheaper form of advertising the product that isn't new and doesn't require the business to spend large sums of money on secondary advertising.

Caffè Nero also uses Print Media to advertise their product.Print Media products are anything that are printed and designed to be read. This is version of Sales Promotion and manages to attract and keep customers coming in. Print Media is a good version of advertising because they can target their market more easier. This shows because the people who have already visited, will receive the loyalty card, this shows that only the people interested in their product (target market) will be of hold of a loyalty card. Not only will the people carry on returning after getting hold of a loyalty card, as they want to have a 10th coffee free, but people who see the people have a loyalty card, will want to visit and get a hold of one too.

http://www.oohinternational.co.uk/uncategorized/caffe-nero-promote-their-coffee-experience-using-outdoor-advertising/1048


This article shows us Caffè Neros plans in Advertising. For example, they want to plan 9 months of outside advertising meaning that they want to raise "brand awareness" meaning that they want to know and are aware of the business itself. 

"Outdoor Consultant Maxine Campbell at OOH International specialises in food service and hospitality clients and recommended the multi format campaign to Caffè Nero in order to target business commuters, leisure and shopping audiences in Greater London whilst simply engaging in their day-to-day activities."

Caffè Nero do not use Television Advertisement to promote their product  This might be because it might be too expensive for them to do so. It it usually is difficult for coffee shops to advertise via TV as there is too much risk of wastage as their target market isnt specific enough for them to target. There target market is Coffee lovers and they can range from a large variety of age. Therefore, Coffee shops may be wasting their money and have risk of advertising in the wrong areas very easily. See the below article which also explains that coffee drinkers are watching less television...

Why starbucks and nero do not use tv advertising

Example of how Cafe Nero uses product launches

Laws and regulation covering the promotional activities of businesses JOE AND COURTSSS (:

External constraints on promotional activities origionate outside the business. They are usually beyond the direct control of the business, but can still affect the promotional plans. In the main external constraints are designed to protect society and individuals from being offended, cheated, misled or exploited by promotional activty.
REGULATIONS
Regulations involve things like rules, instructions and requirements. There are important regulators in the promotion industry. These organisations constrain marketing plans as they regulate broadcasts media and other advertising media.

The office of communications (Ofcom)
This is UK's communications industry regulator. Ofcom inherited the duties of the five existing regulators it replaced - broadcasting standards commissions, the independent television commission, oftel, the radio authority and the radiocommunications.
The comitee of advertising practise (CAP) The comittee of advertising practise publishes the british code of advertising, sales promotion and direct marketing. This is the rule book for none broadcast advertisements, sales promotion and directt marketing communications.
The Advertising Standard Authority
This is an independent bodyset up by the advertisement industry to police codes, such as CAP code and the radio code.since 2004 it has also been responsible for the regulation of broadcast advertising.

LEGISLATIONSThere is a great deal of legislation that could affect promotional plans. Most of this legislations has dresulted from the objective of protecting consumers. The trading standards central website is a good place to investigate to get some idea on just how much legislations excist to protect consumers that could affect business and could constrain promotion.

Business activity	Effect
CONSUMER PROTECTION ACT 1987	Prohibits the supply of goods no it accordance with the general safety requirement or are unsafe, and provides for the safety and protection of consumers by enabling regulations or orders to be made controlling consumer goods.
DATA PROTECTION ACT 1998	Affects the collection, storage and use of personal and financial data.
SALES OF GOOD S ACT 1979, SALES AND SUPLLY OF GOODS ACT 1994 AND SALES FOR GOODS ACT 1995	Details the rights of purchases and the duties of sellers in the sale of goods.
SUPPLY OF GOODS AND SERVICE ACTS 1982	Details the rights of purchasers and the duties of suppliers of services.
TRADE DESCRIPTIONS ACT 1968	Prohibits the misdiscriptions on the supply of goods and prohibits false claims for services, accommodation and facilities.

 

NKD Pizza

How does NDK Pizza a small local business promote themselves? What promotional tools do they use?

NKD Pizza uses Direct Marketing to promote their business; I know this because they hand out leaflets and menus to people’s houses across Dubai. NKD is a relatively new Pizza shop and they have become very popular in a short period of time. They achieved this in many different ways; one way was that they advertised their pizza shop on the radio, Virgin radio in particular.

They also handed out questionnaires when the shop first opened to see what people wanted on their pizza and to see if they thought that the pizza was good.

They did something very unique, they have set up a website which is also linked to Facebook; so customers can view what kind of pizza they have on offer and they can find the nearest located NKD shop to them; and they have also set up an ordering system so customers can actually order their pizza from the website!!! OMG THAT’S AMAZING.

There deliverymen all wear a uniform and they all ride similar motorcycles with the same delivery boxes on them with the NKD pizza logo.

I think that NKD have chosen these methods of advertisement because they are relatively cheap methods and because NKD had just opened they could not spend a large amount of money on promoting their business; I also feel that how they chose to promote their business was a very smart decision because they have become very popular is a short period of time offering healthier pizza’s and fast delivery. The advantage of having their website with the ordering system is that customers can go onto the website and place their order with out having to sit and wait on the phone for a member of staff to answer. By using the leaflets and flyers to promote their business was a cost effective decision because they do not need to promote their business outside the UAE at this moment because they are a local business but if they chose to expand to other countries they may have to find other methods of advertisement. However I think NKD could have used another method such as Public Relations, although they did use this slightly I think they could have used it more to make they’re business more recognised. 

3M Security Glass Advertisement

Out-of-home Media

Out-of-home Media

Out-of-home media products include examples of advertising media that are seen by the audience when they are outside of their home. There are many examples of out-of-home media methods, for example- Banners, For sale signs on housing, Hot air balloons, Advertising signs around the pitch or stadium at sports events, Posters in shopping malls, town centres and railway stations and Billboards, the giant sites that can be seen where driving along the roads. There are many different methods, basically any way that a potential customer can see the advertisement of a product or service from outside the home.

Why use outdoor media products?

Using outdoor media products is a good method of advertisement because it means that they can showcase the product or service of a business to a large number of potential customers at once. Outdoor media can have a high impact because the use of billboards and large posters because the scale of the billboards and posters provide a power message on the advertisement and deliver an important message.

Outdoor advertising are perfect for promoting in a tightly defined geographic area, the versatility of the posters means that planning coverage can be flexible and tailored to precisely the coverage required by the advertisement which is why it can be geographically focused.

Possible problems with out-of-home media

There are possible draw backs when using out-of-home media, for example damage, the weather can have huge impact on getting a message across, for example in the UK it rains a lot which can cause the poster to blister or become unstuck which means it will start falling apart meaning passers by will not be able to read the advertisement and it can also cause consumer resistance to the product being advertised.

The message, which is being delivered by the outdoor media, could be limited because only a driver passing a billboard at a high speed can only take so much information.

Another issue is that it can only be seen by passers by, only people passing by will see the out-of-home media. This is usually reflected on where the advertisement is located, for example the advertisement could be located on the side of a major road where there is usually a lot of congestion so that passers by can have the opportunity to view the advertisement.

Danny Mackie.

Case Studies & Exam Technique

You will be assigned a particular company and promotional campaign/question to look at. One group as a pair will work on something.

1. John Lewis Christmas Promotional Campaign. How do John Lewis position themselves as the go to business for Christmas gifts each year?
2. How does Cafe Nero promote their business?
3. How does NKD Pizza a small local business promote themselves? What promotional tools do they use?
4. Find an example of an animated advertisement and discuss the benefits of this technique.
5. What Laws and Regulations are there covering the promotional activities of businesses? (Paired group)

Monday 11th Homework

P.342 Exam Practice to be completed will full and detailed answers ready for when the lesson starts!!!

Television Advertisements

Television advertising is a prime example of Moving Image Advertising. The definition of Moving Image Advertising is self explanatory as it is in the name. Other examples are Cinema advertising.

You can see examples of television advertisements before and after movies or episodes on the commercial television channels.  Different advertisements are used in different channels purely because it will reach the target market quicker and more effectively as Advertisement is expensive and would be a waste of money if broadcasted incorrectly. For example, Heineken advert on a Kids channel.

Usually, during the daytime more household products aimed at people at home during the day are advertised, compared to late night advertisers who are advertising a different target market.

Usually, Television lasts 30 seconds, but for advertisements such as Cartier (major advertiser with a lot of money); their advertisements are up to 3 and half minutes.

Television advertisers may also use "Break Bumpers". This is showing of an advertising slogan or a branded logo at the start and finish of a programme and each commercial break.

Why use Television adverts?

    

Effectiveness

Many businesses rely on television advertising to produce consumer sales. The fact that there isn’t a shortage to retailers, manufacturers and services willing to advertise their products on TV supports that TV advertising works well and is an effective way to provide info and sell the product.

Coverage

Normally, most homes own at least 1 TV and that are used regularly. This means that well placed adverts will be viewed by a large audience.

Image

The general consumer perception of television adverts is that they are big and important. This perception can be an advantage of advertisers as it can build and enhance the reputation of the business 

Creative opportunities

The combination of vision and sound in a short commercial break opens up a wide range of creative opportunities.  They attract attention, engage the viewer, tell a story and sell a product all within a few seconds. They can use a wide range of different production techniques. For example, the advertisement of John Lewis, with the two Christmas snowmen is a creating opportunities as they are telling a short  story of two snowmen in love, engaging the customers to become interested in the story, keeping them engaged and presenting that its happy ever after after he purchased her a "John Lewis" gift.

 Intrusive

TV viewers cannot fail to be aware of adverts as they interrupt every movie/series/episode on commercial channels. This can be seen in the middle of Ellen De genres show. She always tells the customers what is happening to keep then engaged and wanting to carry on watching and then it is interrupted by the commercials, so the audience is forced to watch the adverts in order to carry on with the built up tension Ellen has created. You can see this on Episodes on Maury, they receive the results of the issue and is followed by "The results are in!..find out more after the break".

High commitment

If a business is ready to pay a large sum of money to advertise their product it can show that they are a committed business. This can be used by advertisers to encourage a wider distribution and increased stock levels. Some retailers will not introduce a newer product until the manufacturer agrees to support it with TV adverts.

Reasons for not using television adverts

Production cost

The cost of making a TV advert is usually very high. Lower costing advertisement usually looks cheap when broadcasted. The more money spent on the advert, the more likely the audience will notice it. For example, Cariter Jewellery Advertisment required many thought and time to put together such a long advertisment, this would have cost them enormous amounts to make aswell to pay for the airtime on TV.

Media cost

Television media costs tent to be very high compared with other media. But they can usually be justified by the ability to broadcast to a huge audience and achieve national coverage with relative ease. It may suit larger business to sell mass market product in higher volumes and might not suit smaller businesses with a more niche target market. As growth of channels etc. are expanding the airtime available follows meaning that in some places, the cost has decreased. Also, giving smaller business the ability to air as there are becoming more channels for niche markets.

Coverage

As TV adverts have the ability to reach most homes, it has become too extensive for advertisers that only operate on a local basis. The country can be divided up in to TV regions but sometimes even 1 can be too large. This could result in customers finding the advertisement annoying and frustrating when customers get the advert but only to find out it's not in their reach.

Wastage

 Wastage means that there is number of viewers that are not in the target market who will be viewing your advertisement but are counted in the overall views and included in the cost of media, wastage can be reduced by carefully planning your advertisement to the times of the advert and which movie/series/episode to advertise it with.

Setting a precedence

Once a product is advertised on TV, it's hard to turn back. People notice the product on TV and will also realize if stops.  This might raise concerns if the business can longer afford the advertisement and whether the business is having trouble.