Individual Pitch - Radox

Radox

The product I chose from Unilever was Radox.

Despite there being a line of this brand that is targeted for men all of the adverts are aimed at woman with all the natural ingredients and soaking in the bath. Except a few... one being the hooky hook ad but that is just a plain annoying ad.

Here is an example of these ads.

Other ads include:

Radox - Shower Smothies

Radox - Be Selfish

Radox - Recharge

Radox Unisex Ad

Radox - Rock Climbing (one of the only radox for men advert that I could find but unfortunately its not a uk ad)

My idea is to make an advert aimed more at the male consumer rather than a female target audience.

The idea behind my ad is to make a spoof of the female versions of the ad, starting off like one of them voice over of all the natural ingredients and with a female figure behind a "shower curtain" then a male appears behind the curtain saying "you thought this was another feminine advert well NO! this is for men!" similar to the old spice adverts.

Research and justifictions

Audience Information

Audience measurment

Audience measurment panels are used to help broadcasters and advertisers determine who is listening rather than just how many people are listening. an example of a audience measurment panel would be BARB (British Audience Research Board). The information gathered by these panels is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading. this would be helpful for us in this project for finding out when to air our ads.

Ratings

Ratings are the methods used to measure performance. Ratings are collated using audience research. the ratings industy breaks their statistics down in several ways.

 

Rating

Rating is the percentage of potential audience members - whether tuned into any program or not - who are tuned into a particular program or station at a given time.

 

 

Cumulative

Cumulative Audience is the number of unique people tuned into a program or station at a given time. Cumulative is usually expressed as the estimated number of listeners in any given quarter-hour.                   

This would be useful for this project as it measures the succesfulness of the advert.

Face-to-face interviews/Focus groups/Questionnaires 

These are methods to gather audience information on paper based and personal methods also it is more quantitative . this gives more specific information about the audience rather than vague audience research. this would be useful to know why people like the advert instead of who is watching and would help in this project.

Programme Profiles

Programme profiles determines who watches what this is helpful in the media industry as it tells what audience a programme attracts allowing you to select what programmes to advertise on.

Television research agencies

Research agencies certain types of data on audience and other important subjects in the television industry, an example of a research agency would be BARB which provide official viewing figures for UK Television audiences.

Sources of information

Rate Cards

Rate cards are used to get prices for various ad placements it allows you to see how much exactly it would cost depending on where and how long for you want to advertise.


Advertiser's information pack

Advertisers' information pack contains all of the information needed to plan your advertising including rate cards, insertion dates, publication dates this helps in the industry but giving you everything needed to plan an advertising campaign


Research Agency Websites

Research agencies websites are great ways to get information about audience research an example of this would be the BARB website the website gives you information on the data they have collected.

Audience Classification

Standard Occupational Classification

The 2010 Standard Occupational Classification (SOC) system is used by Federal statistical agencies to classify workers into occupational categories for the purpose of collecting or calculating data. All workers are classified into one of 840 detailed occupations according to their occupational definition. this helps define the audience classification and when to put adverts on.

Demographics, Psychographics and Geodemographics

Demographics 

Demographics are sets of characteristics about people that relate to their behavior as consumers. Age, sex, race, marital status, education and income are used most frequently.

Psycho-graphics

Psychographics are measures of attitudes, values or lifestyles. They are the person's attitudes, beliefs, opinions, hopes, fears, prejudices, needs, desires and aspirations that, taken together, govern how he/she behaves. This, in turn, finds their expression in a lifestyle. this would help us by telling us what the target audience likes also it tells us when and what to advertise on

Regulations

The ASA regulates UK ads to ensure they are truthful and socially responsible. A crucial part of that process is putting the protection of children at the heart of our work and ofcom is an independent regulator and competition authority for the UK communications industries 

The BCAP code is a set of rules that affects all TV advertising that must be followed otherwise the advert will not be aired. It is designed to inform advertisers and broadcasters of the standards expected in the content and scheduling of broadcast advertisements and to protect consumers. 

the main sections of the BCAP code are:

Section 3 - Misleading advertising 
Section 4 - Harm and offence
Section 5 - Children