Regulations

Regulations within the industry will constantly be needed. They are there
to protect the audience and consumers from harmful, upsetting or
offensive messages used or seen in the content of the advert. This would
cover a variety of different media form, the majority of time
For example, a variety of adverts have been banned for offensive
advertising in their adverts, such as the soda stream effect advertisement.
In this advert it tells customers to not buy bottled soft drinks but to create
their own, this telling the customers to disdain the bottled drinks industry.
Similarly, you have adverts that where taken down due to their overly
sexual nature, this includes Kylie Minogues lingerie line advertisement. In
this advert you can see the celebrity riding a mechanical bull, whilst in her
lingerie as well as making sexual references. Advertising has to follow
Ofcoms rules and regulations, which is put down for the safety of the
viewer, if the advert does not follow this then the ASA, advertising
standards authority, will either ban the advert from being placed on TV, or
will ask the advert to be changed so that it follows the standards set in
place.
https://www.youtube.com/watch?v=tE9U4mMqKP4
https://www.youtube.com/watch?v=jL1ND1U4Ud8
Ofcom
http://www.ofcom.org.uk/about/what-is-ofcom/
Ofcom, The Office of communications, is an approved regulations
authority that covers telecommunications, broadcasting, fixed line
telecoms, mobiles, and postal services, its regulations follows the
Communication Acts of 2003 these were created by the British Parliament.
This is an important part in the media industry as it makes sure that
everything is safe for the audience, they also prize themselves in
delivering the best of all communications.
Some of their main legal obligations are:
.To enforce that the UK has a wide range of communication service
. High quality, radio and television. Also that it all appeals to the
audiences hobbies and interest
. People who watch television are protected from harmful or offensive
material. They are also protected from being treated unfairly in television
and radio programmes from having their privacy invaded.
. Also that the radio spectrum is used and shared in the most effective
way possibly.
Theyre not legally responsible to things such as:

. Disputes between you and your telecoms provider

. The content of television and radio adverts
. Newspapers and magazines

ASA
http://www.asa.org.uk/
ASA, advertising standards authority, is a company that monitors all ads
over a wide range of media, for example: television, magazines, and
websites. They make sure that all ads dont cross any of the boundaries
set down by Ofcom, these make sure that none of the consumers/ public
viewing the material, feel hurt or offended by the ads. If any of the rules
are crossed then the ASA would demand that the advert is either changed
so that it fits the rules or that it is withdrawn from all media. There is
various topics that the ASA watch closely, such as: Alcohol, gambling,
health and beauty products. The ASA have handled 31,458 complains
about 23,397 different adverts. The ASA are partnered with CAP,
Committees of Advertising Practice, this company maintains UK
advertising codes.
For example ASA banned the durex, condom advert. This contained a
drawing of a penis of the wall of the toilets, it showed the penis running
after vagina drawing, but they all flee from him. Its only at the point that,
a young girl puts a condom on the penis that the vagina drawings will go
near the penis as well as actually having sex with them. This advert was
banned by the asa because of the crude nature that it contain, it wasnt
seen as an acceptable to expose audiences to that amount of sexual
behaviour. Even though there was important messages included in the
advert, such as the importance of protect went taking part in sexual
behaviour, ASA still deemed this not suitable.

https://www.youtube.com/watch?v=bq2crPwz_N4

Audience Information
Audience measurement panels
Audience measurement is the calculation of how many audience
members there are, this generally applies to that of television and radio
statistics; it can also apply to that of newspapers and magazines. This is
generally to determine who is listening/watching, rather than how many
people.
Kantar media used a Return path data service that makes it easier to for
companies to manage/measure their consumers. This allows a extensive
measurements on the audiences which are viewing the adverts or
audience, this allows the companies to make informed decision and make
their audience experience more personal to them.
This allows more potential for the companies because it allows them to be
clearer on their target audiences, and deliver advertising and programmes
which would appeal to their chosen audiences.
Ratings
Ratings are the potential TV/radio audience for a programme at one
possible time.
There are many different ways to measure ratings, one of the more
popular measurements was developed by the Nielsen Company.
You would have a viewer diaries, which keeps a history of what everyone
as watched. There are more advanced versions where there are set
meters connected to certain peoples television which measures what they
have been watching and on what form (real time or VoD).
Barb is a company that each week releasing date on how many people
watched a certain programme or how many people tune in to a channel.
They work with channels such as: ITV, Sky, BBC, and Channel 4. This
website tells the audience and companys how many people tuned in for a

variety of programmes, this allows them to see how successful there

programme was, and how similar ideas may succeed.
Face-to-face adverts
Face to face interviews are where there is direct communication between
the interviewer to the interviewee, and this would come with an already
prepared questionnaire. This allows the interviewer to gain a variety of
information, such as factual, evaluations, behaviours, and opinions. This
type of data collection, allows an acceptable quality and quantity. This
method is practised often as it given efficient results and more precise
results in comparison to just a questionnaire. This allows the questioner
Focus Groups
Focus groups are a common research method where they gather a group
of people from all walks of life. With asking a set amount of questions in
this group a company can get a variation of opinions and views which can
help to improve so that they can be inclusive to large variation of people.
It allows a variety of opinions and more constructive criticism towards a
product/ programme/ or business.
Questionnaires
Questionnaires are there to ask straight to the point question that quickly
give an answer. These are generally given to a variety of people so that
companies or those giving out the questionnaires what get a variety of
opinion within the questionnaire making their outcome possibly more
inclusive to a variety of people.
There are a lot of variety in the way a company can deliver a question,
commonly nowadays they use online to get a quick and efficient reply,
they can send them straight to, through websites like survey monkey. Or
what they may also to be go and deliver questionnaire personally and wait
till the consumer is done with it and then take it away, this also allows the
representative to have a face- to- face time with consumer make it more
in-depth.
Programme profiles
Programme profile are the profiles of programmes on certain TV channels.
This is important to TV advertisers as with the programmes profiles this
allows them to see a genre and get an insight to what would possibly
happen within the programme. This gives them an idea on what audience
would be tuning in to the programme, so they could filter the adverts to
suit/fit the audience of the programmes.
This is good as this one will allow the audiences to instantly indicate
whether they might like the programme or not. As well as helping

advertising companies to access what advert would be best near those TV

programme slots. For example if you had Midsummer Murders with this
programme adverts would be directed at the older generation; so this
could include, car or possibly insurance.
Television Research agencies
http://www.thinkbox.tv/about-us/
Think box is a clear example of television research agencies. Think box
monitors TV commercials in the UK, over a large variety of media such as
interactive and on-demand. They cover channels such as channel 4, itv,
and uktv. Television is a great base for advertisers, as they can bring in
and intrigue more of the audience by the media that a TV can create.
When looking in to the whole industry they find an audience is more likely
to engage with TV commercials, but with the developments that media
has made, it makes it easier to engage an audience. They have helped
customers improve and meet their marketing objectives, as well as
increase the advertising market.
This helps people, has this makes more of an effective for customers. One
because think box will help them improve and meet your marketing
standards, they also show what engages the audience.

Sources of information
Rates cards
Rate cards are a document that contains prices and descriptions of
various and placements available in the chosen media outlet. For example
for poster advertisement rate cards:

Advertisers information packs

This is whats given to advertisers that contains rates cards, audience
profiles. This allows advertisers to effectively pick which company would
actually market their product effectively and to the right target audience.

Research agency websites

Research agency websites, are websites that will do the research you
need for you, so from example a website such as think box and barb.
These websites to the research in to programmes and advertisements
seeing both what is effective with the audiences, ratings and various other
things.