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The joint industry committees in
advertising.
STUDENT ID;21205497.

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Contents.
Introduction.3
The joint industry committees..4
The Models.6
Media agencies.8
How online and offline media is bought..9
Implications.11
Conclusion..13
References14

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Introduction.
The advertising industry is a large industry in the UK and across the world. According to
creative skills set(2013) it states that there are 13,000 companies and there are 250,000
people working in this industry. With this, it also states that it generates 6.2 billion in the
UK economy. From these statistics, it shows that it is a growing industry.
The report will talk about the joint industry committee in which how they do research on
readership and viewership. From this, it allows media buyers and planners to decide if the
advertisement would be seen by the right target audience. It would talk about different
models which have been made relating to advertising and also talk about the implications
relating to advertising. It will then talk about the process of buying media and then will
conclude the report.

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The joint industry committees.
The joint industry committees are organisations which research and measure different
readership and viewership in the media industry. With different types of media there are
different organisations which do different types of research relating to advertising in the UK.
One organisation is BARB. BARB stands for broadcast audience research board. This
organisation measures the viewership of television programmes According to BARB
(frequently asked questions, 2013) it stated that this organisation was set up to measure
viewership in order to give figures to the advertising industry. According to BARB (glossary,
2013) they have stated that viewership is when a person is in the room and are present in
the room while the television is switched on. With this it stated that in order to estimate
viewing patterns across all the households, they select a panel of private homes. With this
each home represents, on, about 5,000 TV homes. These panel homes are drawn from a
household sample to all television households across the UK. It also stated that the
household age they start from is 4+. This would be because more people would watch
television compared to other media in the UK.
Another organisation which does research is the NRS. This stands for national readership
survey and measures readership of newspapers and magazines. With National readership
survey (what we do,2013) they have stated that readership is when a publication has been
looked at for more than two minutes. According to the national readership survey,(who are
we,2013) it states that the national readership survey conducts research about print media
and therefore the figures help the advertising industry. From the figures, advertising
companies can see the readership of different print media and therefore decide if the
advertisement would be suitable and if it would be successful. they do a survey in which
they interview different people through random selection. With this they do over 36000
interviews across the UK. With this they also stated that their data collection is done by
Ipsos Mori. According to Ipsos Mori (ABOUT IPSOS MORI, 2013) it stated that Ipsos MORI is
part of the Ipsos Group, which is a leading UK research company with global reach. They
specialise in researching Advertising, customer and employee relationship management,
Marketing, consumer, retail & shopper and healthcare, media and technology, Social &
political research and Reputation Research.
Another organisation is RAJAR. With this it stands for radio joint audience research.
According to RAJAR (the organisation, 2013) it states that this organisation was made and is
linked with the BBC in order to measure the radio audience and how it helps the advertising
industry. With this the way they measure is by collecting information of a seven day self-
completion diary. The diaries are placed with one selected adult which is 15+ and also up to
two children aged 10-14 years in each selected household.
With this there are some industry market bodies which also supply some information about
different Medias.
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One organisation is think box. According to thinkbox (who we are and what we do, 2013) it
stated that it is the marketing body for commercial TV in the UK, and its forms such as
broadcast, on-demand and interactive. Thinkboxs main shareholders are Channel 4, ITV, Sky
Media, Turner Media Innovations and UKTV, who represent 90% of commercial TV
advertising revenue through their owned and partner channels. From this it also stated
that the business works with the marketing community to help different advertisers get the
best out of TV.
Another organisation is newspapers marketing agency. According to newspaper marketing
agency (about newsworks, 2013) it stated that the organisation is the main marketing body
for national newspapers. With this the organisation also stated that they advise on
newsbrands in a multi-platform environment and multi-media schedules. With this it also
stated that they give A hub for newsbrand research and customer insight in which
advertisers would know which place to place the advertisement.
Another organisation is radio advertising bureau. According to radio advertising bureau
(about us, 2013) it stated that this company is part of Radio Centre Ltd and is the marketing
body for radio and therefore is funded by the UK Commercial Radio industry. Their aims are
to share Britain's love of radio with advertisers and to help them use the medium more
effectively and creatively.
From their research methods the jics use different methods of collecting information. The
information collected is important because many advertising agencies would use this
information to advertise for their clients in which the role and relevance is important
relating to the information from the jic organisation.











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The models.

Figure 1, the model of communication by Shannon and weaver.
From the figure it shows how the information used to be transported and how people
would see the advertisement. Trehan and Trehan (2010) stated that communication is only
effective if the message has been received by the right target market. From the model it
shows that the information source is the main message which is the advertisement. With
this the transmitter transmits the signal and relating to the noise source the television
would have to receive the signal. From this the message would have reached its destination
which is the viewers in which the viewers would view the advertisement and therefore
would make a decision. With this the model relates to transmission in which the model is
old and would require updating relating to communication. With this the model is a linen
model. This is because the model does not go up and down in which it relates to one way
communicating.
Shannon and weaver model of communication.
Advantage Disadvantage.
The strengths of Shannon
and Weaver's model are its
simplicity. This is because it
is a simple model which
shows human
communication and how
information is sent and
received. (Ch and Ler, 1994,
p. 2011) stated that this
model attractive to several
academic disciplines.
The disadvantages are that this
model is out-dated. This is because
of the changes to media formats in
which it would not be relevant in
advertising in which the Osgood
and schraam model is subtitle in
advertising.
Another disadvantage of this
model is that it had
misrepresented the nature of
human communication. This is
because humans communicate in
differently in which the
engagement of the advertisement
would be different as well as the
model be being out dated and
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would need updating.


Figure 2: the AIDA model.


With the Shannon and Weaver model this model was made by Osgood and Scramm. With
this it relates to who sends the messages and how they are received and how the person
analyses the information. With advertising it is important that the message is seen in which
it would be suitable for the business.
Advantage. Disadvantage.
This is a Dynamic model. This is because it
clearly shows how the situation relating to
communication can change.
With this there are not many disadvantages
because the model had been imported and
is useful in advertising.
With this model is elates to how the
communication is circular.






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Relating this to digital media the Shannon and weaver model would not relate to digital
media because of the model being outdate whereas the Osgood and scramm and the AIDA
model would be more suitable relating to the digital media advertising.


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Media agencies.
Within the advertising industry there are many companies which operate in the UK. With
this there are many ways to how they would position themselves as brands and how they
would manage other brands for other companies.
One company is Mediacom. According to Mediacom (what we do, 2013) it stated that they
employ over 4000 employees in 89 countries. With this they aim to settle for real business
results, in which they do the media planning and buying to become more performance
based and accountable. With their consumer insight, they identify potential consumers and
try to understand their likes, dislikes, beliefs and attitudes, and what inspires and motivates
them. From this, they spend more time listening to consumers about different products and
services relating to the client of Mediacom. From that they use Qualitative research and
quantitive research methods which can can reveal opportunities. Relating to this they
employ talented employees and from it manage brands for other companies such as coca
cola and other major brands around the world.
With this the way they would position themselves us by them being specialists in planning
and buying. This relates to the research of the consumer which is important to the business.
with the JICs they would use the relevant information to place an advertisement for their
clients from the jic organisations. An example would be that if they obtain information from
the National Readership Survey, which shows that more people read a certain newspaper,
then they are more likely to place the advertisement in that media. From the research
results from the JICs they can plan which media is suitable and how the target market
would engage within the advertisement.
With the definitions from the JICs they can depend because each JICs organisation has a
different definition relating to viewership and readership in which they would position
themselves relating to the definitions according to the JIC organisations.
With the Shannon and weaver model of communication, they would use this model to
position themselves. This is because Mediacom would want to know how customers
communicate with the advertisement and how they would see the advertisment and the
engagement with the advertisement which is importynsny for the business.




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How offline and online media is bought
Relating to different media agencies, there are ways to how offline and online media is
bought.

Figure5:newspaper advertisement. source:
https://www.google.co.uk/search?q=newspaper+advertising&source=
From this there are many ways to how offline media are bought. The first thing would be
that the advertising agencies such as media com to see the budget of the client. From this
they would use the budget to gain information on the newspaper readership which the
information would be available from the National Readership Survey. From this the
advertising agency would negotiate with the newspaper company to buy space with the
newspaper. With this the aim of Mediacom would be to use 40,000 to buy advertising
space worth 60,000. With this they would try to get more space for the client because
more people would see the advertisement. from this the advertisement would appear in the
newspaper in which the customers would view the advertisement.
With this the role an relevance is important because the role of the newspaper would be to
inform people about different issues in which the advertisement would be relevant because
more people would look at the advertisement.
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Figure 5: online advertisement. Source:
https://www.google.co.uk/search?q=newspaper+advertising.

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Soruce:http://stakeholders.ofcom.org.uk/market-data-research/market-
data/communications-market-reports/cmr11/international/icmr5.08

From the graph it shows that how internet advertising is growing in Europe. It also shows
how many people buy different products online and how the UK is becoming an internet
based economy in the world. (Flavin and Gurrea, 2009) stated that readers are using the
internet to access the press but are still relatively inexperienced and unfamiliar with the
service. From this, it shows how people are trying to access information using digital and
how different businesses could place advertisements online due to the use of this media.
With this there are many websites such as Google analytics. According to Google
analytics(why Google analytics,2013) it stated that they help build customer traffic in which
they will report on the needs of the customers and therefore allow the company to see the
target audience. From this many businesses can choose Google analyrics as it is digital and
therefore can help companies advertise to the right target audience. With digital media
many businesses can use this service to target their target market. With online media an
example would be that if a website has a lower viewership then relating it to the offline
newspaper example not many people would see the advertisement and would not click on
the adverstiment. Whereas if a website has a high number of viewership then many people
would click on the advertisement in which the company with the advertisement would have
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more chances of reaching their target market. With online media selling this would relate to
offline but would be more different. This is because another service is Google ads. According
to Google ads (how it works,2013) it stated that a selected company would use words which
match their type of business and the company only pays when a customer has clicked the
advertisement. From this it shows that Google are selling advertising space to businesses.
According to stastic brain (Google annual search stastics,2012) it shows that Google has an
average of 5,134,000,000 searches per day. From this example it shows that by using these
research statistics and joint industry committee research statistics companies can decide if it
is the right media to advertise and the media company can see if there are customers for a
product and service of the business.
With this the role and relevance has to be considered. This is because the role of the media
is important as people would need to understand the context of the message which is
placed... This is because the consumers would need to engage with the message which
would be important for the business.
From the offline and online media it shows that online media buying and selling is
increasing. This is because more people advertise online and the industry is growing which
shows that more companies would advertise online and many media companies would have
different offers for businesses. Relating this to the joint industry committee the research by
the national readership survey can enable businesses to make a decision about if are to
advertise offline but different research shows which viewership and readership is higher and
is important information for businesses.

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Implications of digital media.
With this there are many implications to advertising relating to digital media. One reason
would the chances of media. According to the Office of National Statistics, Internet Access -
Households and Individuals, 2013) it stated that In 2013, 36 million adults in Britain accessed
the Internet every day, 20 million more than in 2006, when directly comparable records
began. With this the Access to the Internet using a mobile phone more than doubled
between 2010 and 2013, from 24% to 53%. Also 72% of all adults bought goods or services
online, up from 53% in 2008. With this Broadband Internet connections using fibre optic or
cable were used by 42% of households, up from 30% in 2012. From this it shows that more
people would be using online media to advertise as with more usage of the internet would
mean that more people would view an advertisement online compared to other media
which is available because of digital media. (Arrazola, and De Hevia et al., 2013)stated that
the effectiveness of traditional advertising communication on television has been
increasingly questioned in recent years because of audience fragmentation channel
switching and advertising clutter. With this the advertising industry has been significantly
affected by recent developments in technology and media use. The rise of social media has
created a new playing field for advertisers who need to manage their brands.
Another thing would be the Changes in the type of media. These include iPhones and ipads
in which more people have started to use more of these. The way these can be an
implication is because more people would be using new technologies in which other medias
such as televisions would not get much viewership in which less people are likely to see
advertisements.
With digital media more people would have to engage with the advertisement because
more of them are digital in which with people engaging with online advertisements would
mean that more people are likely to see them and buy the products from the business. With
this according to OFCOM (Declining circulation of print newspapers occurs alongside shift in
emphasis to online versions, 2012) it stated that newspaper circulation is down because of
online versions of newspapers. With this it shows that how more people are using digital
media in which this is affecting the sales which are having an effect on the businesses.
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Figure 3: the newspaper decline. Source: http://stakeholders.ofcom.org.uk/market-data-
research/market-data/communications-market-reports/cmr12/internet-web/uk-4.58.
With this there are ways to how the industry would have to overcome these implications in
the sector. This is because more media companies place their programmes online with
services such as iplayer and catch up in which more media businesses are doing this. With
this they can display the required advertisement which the customers would be able to see
and interact in which it is related to digital media.



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Conclusion.
Overall the conclusion is that there are many ways to how media is bought offline and
online and with the digital media there are many ways to how things have changed in the
sector. The advertising sector has changed and with the online media more advertisements
are appearing online in which more people would advertise online as the usage of this
media has grown and also the iPhones and ipads are a different media.

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References.
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