Audience Theories

Audience profiling from xoibz21

Audiences

This a particular group at which companies aim their products and services towards. This is why there is a marketing category that adverts follow to help them identify people the should aim it at since it will be appropriate to them. Meaning it is important for a business to know who they are aiming the adert towards since it would allow them to aviod making mistakes which would mean they are not gaining many customers. For example a football boots advert being targeted at people love Tennis. This is bad as they are not gaining customers from advertising at the wrong group. Meaning it is important for advertisers to aim at the right target audience since it might now appeal to any other audience. Therefore, it is vital for products to have a target audience as it will allow them to attract a large sum of people when they advertise helping the product or service to make more sales.

There are two types of a graphics that advertisement follows:


The first one is a demographics, this is used to help put audience in different groups from race, gender and race. They are classified into different bands depending on the person status and jobs. Advertisers use these letter codes to put their which type of people they are looking to advertise towards. This is because adverts could a wide audience meaning the advertisers have to choose more than one group to advertise towards. Overall, this effective since it helps them breakdown on who to many advertise at and also allow advertiser to minimize the amount of groups they have to aim at allowing them to minimize spending.

The second type of graphics is Psychographic segmentation, this is used to separate the market into different groups depending on the audiences personality characteristics, social class lifestyle and their social class. this type of advertisement is used when the advertiser is trying to get an emotional response from the target audience since it takes into account the audiences lifestyle and personality characteristics which can be used to predict or provoke a feeling from them. 

Jingles and Slogans

A jingle is a quick song or tune used by an organization when advertising to get brand recognition. Meaning jingles are a form of sound branding since it would only belong to organisation which uses it as its jingle. Conventionally jingles are usually one or more hooks in order for it to be enjoyable hence improving the effectiveness of it being memorable. Another, convention of a jingle is that they are snippets of catchy songs meaning the length of a jingle is small. This effective as it means that the audience would remember it more easily since they slogan is short. Overall, advertisers uses jingles in order to get their audience to remember them by using snippets from popular songs since they are lot more easy and fun to remember. 

A example of a good jingle is the one McDonald because it is memorable since it is short and unique. This effective since the audience would not have an issue remembering a beat which is short and has a hook. In addition, to this the audience would recognize this jingle and instantly think of McDonald in the future.  

 A slogan is a short but memorable phrase used when an organization is trying to promote itself and It has the same effect as a jingle but it is easier to recognize. Typically slogans are used because they can appeal to the consumer. Slogans usually rhyme since rhyming make them a lot more memorable for the audiences. Slogans are frequently used by organisations since it helps them reflect what they are for example, BMW slogan is 'The ultimate driving machine'. Furthermore, slogans are used in order to get a emotion reaction for the audience enabling them to get the audience attached to them. 

Overall, slogans are used since they allow the company to be more memorable and loved by its targeted audience because they use it to relate to them. 

This slogan is effective since it relates with audience and get any emotion reaction since it is used to motive their audience. This is good because their slogan is effective again their audience since their are individuals who love working out. 'Just do it' this is used because it's a common verse used to motivate people. 

Radio Adverts

A radio advert is when an organisations pays for promotes of their goods and services using a radio station. Radio advertisers use radio to target their product to a certain demographic who is most likely to listen to that specific radio station. Radio adverts also open a new market to organisations who have not used it before since they get to advertise t o a whole new segment. Conventionally radio adverts use sound effects to get the audience attention, they also use dramatic and humorous dialogue which is an effective way maintain an audience’s attention if they can only hear you. Radio advertisers use dialogue to describe the product to the audience to get them to imagine how the product would be more efficient in improving their life dramatically. Furthermore, advertisers use jingles and slogans to get the audience to remember them and they conventionally have none copy righted music in the background.

This advert is a good example of a Radio advert because it uses the conventional slogan and jingles. This advert also describes to the audience the benefits of purchasing the product that they are promoting which is effective since it’s a good way to persuade the audience. The advert is also around 30 seconds long which a conventional length for a radio advert which describes to the audience a new product. The advertiser also spoke fast which also conventional for a radio advert since they get such as small time frame to describe their product. 

An advantage of using radio adverts is that it allows you to target your audience in best way possible. An example of this is the fact that radio adverts have different station which are target at different age groups. Another advantage is that they offer you is that they let you advertise a lot more frequently because radio station are inexpensive meaning you can easily purchase one and get you voice heard. In addition, they allow you to persuade you audience a lot more effectively since they allow you to stir the emotions of your audience allowing you to get emotional responses more efficiently.

On the other hand, Radio adverts might more be effective because they are only limited to audio messages. This means if you product differs to similar products because of the way it looks or its unique selling point is the way it looks adverts on radio would not be effective enough. Another weakness of radio advert is that they are short meaning that they might not be very memorable for the audience since they take up such a small period of time. 

TV Sponsorships

A TV Sponsorship is when an advertisement had a sponsorship, the purpose of this is to show that the two organisations are associated with each other. This is used since it enables the advertiser to get the audience to remember their brand because they are associated with a popular show or brand. There is a range of different TV Sponsorship for example there is product placement which is used in shows or movies by advertisers for the audience to pick up and relate to the shows. Advertiser use TV Sponsorship's because it is an effective and efficient way to reach out to a specific target audience. For example, toy advertisers would put their adverts on a children’s television show since they would be able to reach out to their target audience. Usually Sponsorships are used in between breaks so they can reach out to their target audience while they are still focused watching television. This means TV Sponsorships are usually fast since they can be seen only through breaks. 

This advert above is a good example of TV Sponsorship between Just Eat and The X Factor, the Advert is also a conventional 10 seconds. The advert also shows both their logo and the company they are advertising, this is also conventional as it tell the audience how the two organisations are associated and since they showed both logos you can tell they are proud to sponsor them. The character in the advert is wearing a chef outfit which indicates to the audience that ‘Just Eat’ is a food service and since the chief is singing the audience also relating this to X-factor meaning every time someone see one or the other they are likely to remember the other. Furthermore, there is a convention of people watching programs when they eat food making them a good sponsor deal and since X-factor has such a huge target audience Just Eat would get huge exposure of the services. 

TV Adverts: Techniques

Techniques 

Covert messages
Covert messages are hidden but available for the audience to research in order to find the meaning of the message. Advertisers use this Technique as it allows them to create subliminal message which are quick and sharp message, an example would a company quickly make a disclaim at the end or beginning of an advert. This means covert messages allow advertiser to make disclaim quickly in the advert so they don't get in trouble, but the advert hide it from the audience in the sense that they aren't consciously aware of the message. However, when an organisation uses a convert advert their audience usually gets suspicious, since it could hint out that they are trying to hide something from them. This means people wouldn't trust the company as they might appear as an organisation who doesn't take corporate responsibility.

Overt messages
These are messages which are clear and freely put on screen for the viewer to see the product, service or message clearly visibly on the screen. This is good for an advert to use since the seem more trust-able as they will be letting the audience know exactly what they are providing and the advantages they offer. This means the audience is consciously aware about the message of the advert and fully understand what they are offering. However, this might put off some potential customer since they would know exactly whether or not the organisation would be beneficial to them or not.

Emotional Response.
Emotional response are the reaction and feeling people show when they see or hear somethings that triggers a mood. In some adverts, advertisers try spark up emotional responses from their audience because it's a great way to attract an audience and hold their attention. This is because when someone reacts to a video in an emotional way they are very likely to talk about with friends and family. this beneficial to advertisers since the are getting the audience help to them with word of mouth, hence the organisation would gain a lot of public attention help them standout. 

Celebrity Endorsement
celebrity endorsement is when an advert uses a celebrity to promote is product with the advert. When advertiser use celebrity endorsement they are associated with the advertiser which is beneficial to them as it allows them to aim their product at new audience. This is beneficial to advertiser since it improve their brand image even more since the celebrity usually has a good reputation meaning they are seen as role models by most people. Therefore, advertisers usually use popular celebrities since they are more effective on their target audience as they are more likely to recognize the actors and purchase the product. 

The characteristics of TV adverting

The characteristics of TV adverts?

What is Brand identity

This is the way an organisation wants to be identified by it's consumers. Organisation usually do this by creating a logo, name, slogan, etc... they do this in order to get their products and services to become more appeal to the consumers so they can make their organisations brand image more valuable. If an organisation as a strong brand identity they adverts are more likely to grab their consumers attention since they would recognize the brand and would almost instantly be interested in advert. This means that if an organisation has a strong their adverts would be more successful since consumer would be able to identify it

Benefits offered 
Adverts are the key to marketing meaning that they are the main way that an organisation would try to communicate with it's customers about their new products or services. One benefit advertisement offers is that it allows organisation to reach out to customer they wouldn't normally be able to reach out to. Another benefit that advertising offers to organisations is that they help them improve their brand image meaning if an organisation uses an effective advert to attract a large group of audience their brand image would improve since consumers would perceive them as good organisation if they presented their product in positive way.

What is Unique Selling Proposition (USP)

This used to separate a product or service from competitors, in other words what makes your product special is it the price, the quality or is it because it was the first of its kind. The USP is usually what organisations include when they are advertising their product since they need to stand out from the rest of the competition and persuade the audience to go to them instead of anyone else. One way an organisation would do this is by offering their consumers something which would benefit them and that other consumers cannot copy meaning their product would attract the most consumers since they are offering the customers the best products.

Example: https://www.dominos.co.in/hot-pizza-30-minutes-delivery-guarantee-at-dominos-get-pizza-hot 

Advantages over similar products

This when an organisation is cable of dominating the market industry, then it can compare their products with other product or services in the same industry as them to show their customer how good their products are. An advantage of an organisation comparing their products or services with another organisations products or services is that if your product or service is better than you will be able gain more consumers from the advert since you are proving to them that your product is better than you competitors’ products. Therefore, by using this characteristic to advertise you would be able to beat your competitors.

Lifestyle appeal 
Lifestyle appeal is when an advert tries to relate to a consumer by present them something they would like to have in the future to help improve the way they live by trying to sell luxurious items. The reason advert use this type of characteristic is to start up trends in order to attract as many customers as possible. advertisers do this to get consumer to believe that they must have the product or service since it might improve their life. However, some consumer might not be able to afford the product been advertised in this way meaning people would rather desire to get these luxurious products since they wouldn't be able to purchase them.