Unit 30:1 Advertisement Production

The Structures and Techniques of Advertising

BBC TrustThe BBC Trust is one of the governing bodies of the BBC. The organisation is independent of the BBC’s management or any external bodies.

Governing BodiesThe BBC is regulated by two governing bodies, the BBC Trust and

Ofcom.

Goals of BBC TrustThe goals of the trust include:• To ensure the BBC remains independent, resisting pressure

and influence from external sources.

• To ensure the BBC's management delivers public value by providing distinctive services of the highest quality to all the people and all the communities across the United Kingdom.

OfcomOfcom (Office of Communications) is a government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Unlike the BBC Trust, Ofcom has the ability to regulate all UK Television and radio channels like Channel 4, ITV, etc.

Ofcom has the power to regulate the BBC's television and radio services aimed at audiences in the UK, but not the World Service which is grant-in-aid funded. Ofcom's Broadcasting Code applies in the following areas:• Protection of under 18s• Harm and Offence• Avoidance of inciting crime or disorder• Responsible approach to religious content• Prohibition of use of images of very brief duration • Fairness• Privacy

Audience Profiling Whenever marketers are trying to profile their audience, there are various categories they keep in mind:O EconomicO SocialO EthnologicalO PoliticalO Gender

Audiences are often segmented into different groups based on certain criteria:O Geographic Segmentation – Divides audiences based around

physical and political boundaries.

O Demographic Segmentation – Divides audiences based around age, race, religion, gender, family size, ethnicity, income, and education.

O Psychographic Segmentation – Divides audiences based on their lifestyles such as attitude, expectations and activities.

O Behavioural Segmentation – Divides audiences based on their behaviour such as how they respond to, use or know of a product.

Research OrganisationsAn example of organisations that conducts audience research would BARB, RAJAR and ABC.

OBARB collects data about what people watch on television.

ORAJAR collects data about what people listen to on the radio.

OABC collects data about what people read in newspapers and online.

Data CollectionResearch companies uses various means in order to collect their data such as interviews and surveying people from different backgrounds .

The BARB Panel have five questions that they want to know:OWho is watching?OWhat they are watching? OWhen they are watching?OWhich screen they are watching on? OHow did the content get to the screen?

BARB (Broadcasters’ Audience Research Board)

OEstablished in 1981

ODelivers the official viewing figures for UK television audiences

OCommissions research companies to collect data that represent the viewing behaviour of the UK’s 26 million TV households.

OThis data offers broadcasters and advertisers vital information that shows how programmes, channels or advertising campaigns have performed.

BARB Research MethodsOTelevision is the only medium that a fully representative in the measurement.

OBARBs panel is a sample of very carefully recruited households, these households represent households across the nation.

OBARB interviews over a 1000 families every week for the BARB establishment survey. Information needed to accurately weight their viewing data so it is representative of the whole nation.

OThen 5100 homes are selected by household type, demographic, TV platforms and geography. Over 12000 people living in these homes which then give an accurate representation of the country.

RAJAR (Radio Joint Audience Research)ORAJAR collects data about what radio stations people listen to.

ORAJAR is the official body in charge of measuring radio audiences in the UK.

OEstablished in 1992

ORAJAR is owned by the BBC and the RadioCentre on behalf of the commercial sector.

OThere are currently approximately 310 individual stations on the survey and results are published every quarter.

ORAJAR is responsible for setting the research specification for overall quality control.

RAJAR Research MethodsORAJAR Data is collected using a seven-day listening diary. Approximately 110,000 adults 15+ are asked to fill one out over 50 weeks of the year.

Data CollectionOInformation is collected by means of a seven day self-completion diary. Diaries are personally placed with one selected adult (15+) and up to two children aged 10-14 years (according to the number of children present) in each selected household.

OThe paper diary is customised at placement. Each respondent is asked to sort through a set of cards with the names of all the radio stations in the area and invited to select all the stations which they might listen to or hear in various situations. This process provides a station repertoire for the selected individual which is then entered in the diary by the interviewer, using station name labels. All paper diaries are collected personally by interviewers at the end of the seven days.

OThe online diary station selection is carried out by the respondent, each person is asked to look through a set of station names onscreen that are available in the area and invited to select all the stations which they might listen to or hear in various situations.

ABC (Audit Bureau of Circulations)OABC is the industry body for media measurement for print (e.g. newspapers, magazines) and online publications.

OABC gather data about what read about online and in print, they also collect data about what events people go to.

Their data is used by a wide range of decision makers:OMedia ownersOMedia agenciesOAdvertisersORights ownersOInvestorsOManagement

ABC Research MethodsOA team of experts verify data across a wide range of media channels including print, online and events and look to include new platforms as they emerge.

OTake a census-based approach which means counting every interaction rather than using a survey sample.

OThis allows ABC to provide granular detail across channels to showcase performance and support the media buying process which is all the more important in our increasingly fragmented world.