Advert Analysis & Individual Pitch

Advert Analysis

Road Safety Hedgehog + Road Safety 'Tales of the Road' (THINK!)

The advert from Unilever I have chosen is the Lipton Ice Tea advert. Lipton is the world's best-selling brand of tea. This product was introduced in 1890, and is now worldwide.
I believe that this advert is aimed at 20+, both females and males, mainly because even though the advert is fun to watch, the advert seems to be set in a working environment. This can also be suggested from the iconography, as most of the people in the ad are wearing suits/clothes for working in a serious job.

Although, using celebrity endorsement (Hugh Jackman) will definitely appeal to older teenagers.
The setting of the advert is in Tokyo Hotel, which is also an environment where adults would mainly be, also they look to be higher class working adults, which could be suggesting a desired lifestyle.
I also think that this advert is aiming at adults, this is because there is the overt message (even though not clearly stated) that drinking this tea will make you feel 'alive' and more energetic.

I would try and widen the audience  by either targeting the elderly, or the much younger generation. However, I have to keep in mind what the product is, as certain ages may not be attracted to this particular product at all, since it's tea. Therefore, I think that I should try and make the advert appeal to around 14 years and older and possibly also audiences around 60 year old. I would like to make the advert have the message that anybody can drink this tea, therefore targeting a much wider audience. 

Therefore, my idea for a new advert is:

This particular product is trying to get people to buy it. Doing things like sitting on a shelf in a shop/fridge etc., and whenever a customer goes past it tries to make the customer buy itself. It does this buy saying lost of positive facts about it self, and saying advantages over similar products, in a surreal way. The people in the advert should be of different age ranges, so this is saying that anybody can buy it. This advert could have the element of comedy or even comedy like fear, if the drink follows a person around.

RESEARCH AND JUSTIFICATIONS
Audience measurement panels measure how many people are in an audience (usually for television and radio). An example of a company that does this is BARB (The Broadcasters’ Audience Research Board) who provide weekly UK audience figures for television. BARB presents the viewing data they receive to, for example, advertisers and broadcasters and this gives them a minute by minute breakdown of the viewing figures at both national and regional levels, helping them know when the best time is to broadcast. The way they collect this data is by selecting a panel of private homes, which represent about 5,000 homes in the UK, and then monitor what programmes are watched (usually over the time of one week). From this you can also find out the ratings of a program as you can see how many people are watching the show, therefore finding out how popular it is. From this also, you can see when the most people will be watching TV, which is called peak-time programming. Peak-time programming is the period when the majority of the audience is watching the television and therefore this is when the highest ratings are achieved. 
This information can help advertisers as they can see what the demographics of the audience would be, and  then this can help them aim their advert at the right audience. They can also find out what particular time would be best to show the advert, and after which programmes. For my idea for an advert, I believe that this could be shown on channels such as ITV and even maybe young teen channels, such as Nickelodeon, as I am aiming the advert to be comedic. 
TV Research agencies, such as BARB, are very useful to advertisers. Basically, a TV Research agency are generally responsible for collecting data related to TV.
You could also find out the audience by face-to-face interviews, focus groups and questionnaires, which are part of primary research. 

• Face-to-face interviews can be used to receive more accurate opinions from the audience, and by this, if you also ask them to answer a questionnaire, you can see exactly who is answering (again, getting more valid results), which is a positive side. A disadvantage is that face-to-face interviews cost more and take longer time to complete. 
• Questionnaires are used by handing out questionnaires to either specific groups or even anybody to collect data from a large amount of people. Questionnaires are generally typed and you can either ask audiences directly (along with a face-to-face interview, see above) or even by sending them through email or post etc. Positives of questionnaires are, for example, they are more practical and you can easily and efficiently gather the data and transfer them into graphs etc. to see the results better, and then even compare them to any other research. A disadvantage of questionnaires is that there is no way to be 100% sure of how truthful the respondent will be.
• Focus groups are when you gather people and have discussions. Disadvantages of focus groups is that they can become very biased and discussions could possibly be lead dominantly by only a couple of people, and also some people may not be as willing to share their opinions or feelings confidently in public. In contrast, advantages of focus groups are you can gather the data from having very detailed and in-depth discussions, which I think is more thorough and accurate than questionnaires and interviews. 

Therefore, to find out the audience for my advert, I should do some primary research such as producing some questionnaires and finding out the demographics, psychographics and geodemographics.

Sources of information can be from advertisers' information packs, which basically provide all the information you need to plan your advertising, such as having rates cards, publication dates etc. Rate cards keeps the production within the budget and organized, while also helping to understand the cost of each facility.

The way you classify an audience is by Demographics, Psychographics and Geodemographics. Demographics are the gender, age, race, class and religion of an audience, while Geodemographics are showing where a person lives and about their area. The psychographics includes everything which a person is able to change, such as their behavior and consumer attitudes. This also includes subcultures, which is a group of people within a culture having certain beliefs.

The ASA (Advertising Standard Authority) is the UK's independent regulator of advertising. They apply the Advertising Codes, and their work includes acting on complaints and checking the media for any harmful or offensive advertisements. 
A similar company is Ofcom, which stands for 'Office of Communications'. This is a regulatory body, which also ensure that people are protected from harmful or offensive material. The difference bettwen Ofcom and ASA is that Ofcom also regulate TV and radio, as well as advertisements (in the UK). 
Therefore, for my ad, I have to make sure that there is no harmful or offensive material, so that I wouldn't get any complaints or my advert possibly banned.
You also have to consider the BCAP code. Some key considerations to remember from the BCAP code is that your advert must not be misleading or harmful/offensive. The BCAP code is written and published by the ASA, and the ASA are regulated by Ofcom, who have control over all broadcast and print media. This is called the chain of command.