Audiences

Why is it important to break down TV audiences into age groups?

Breaking TV audiences into age groups is extremely important, as it narrows down who is suitable to watch which programmes. This makes it easier to advertise for different people, and meet their interests instead on focusing on people who wouldn't be interested. If there are ad breaks, the advertisements should be directed to the people that are watching the particular programme, to get the most out of it and hopefully the most sales. For example, older aged people would be less interested in the reality shows than 16-34 year olds.

16-34 year olds 
This is one of the most profitable age ranges, with loads of people watching lots of television. Whether the viewer is a full time worker, part time worker, or doesn't work at all, this age range consumes a lot of television as a whole. This is because it offers an escape from the working environment, as is stress free. They like to talk to friends about these programmes, which is free advertising for them.

Adults 55+
A great proportion of adults that are over the age of 55 are retired, or children have left the house already. This gives them a lot of free time that they have do spend doing something. Usually, watching TV is a reasonably large interest for people, therefore a decent amount of time is spent watching TV for them. There are an estimated 16.5million people over the age of 55 in the UK, which is an extremely sizeable audience for advertisers. This means the profitability of targeting this age range is high, especially as they have lots of disposable income saved over the years.

Website: http://www.supremenewyork.com

The target audience of this shop are 15-30 year olds. Most of these people quite wealthy due to the price premium of the products. Due to the demand of the clothing, the target audience could be anyone, as some people buy it to sell it on to other people. Mostly male, however some females too. Looking into a specific person such as the person to the right, they are a teenager into fashion. Aged around 16-17, male and doesn't yet earn any money due to not being old enough to have a job. However buys expensive clothing because there is a market for it and can resell the clothing for the same price. Would buy an item of clothing around once every week or every other week. 

By making their products limited, they are giving them an exclusivity and increasing the demand for them. An increase of demand means they're harder to get and therefore when you get them it makes you feel special. This is what the customers want when getting this clothing, so they have to keep the products as exclusive as possible, whilst trying to make enough to make a good enough profit at the same time. 

Supreme use rich red colours to make it look extremely high quality, and are known for the specific colour. They have a very neat and simple website with their products, however no adverts, as they like to make sure the customers are not interrupted as they shop.

Target Audience Research

Target audience: A specific group of people who may be interested or in need of the product, service or media form of a business. The groups of people can be segmented in different ways - demography.
Break this down by age, gender, interests/hobbies, socioeconomic status, location, budget, culture.


Quantitative audience research

This is large amounts of information that are collected by companies. This can be done by surveys, emails or questionnaires. It is usually numerical data or information that consist of yes or no answers, however qualitative research usually gives wordy answers. This is reliable research as it is views from a wide range of people. 

Socio-economic status

This is predicting peoples behaviour based on how much they earn, where they live and the type of education they had. This data is used to estimate what influences that person may have. Socio-economics are to do with the class system and whether people are rich or poor.

Psychographics

The film industry use this to target what their audiences would go for.

• Resigned - People who don't want to watch movies out of their comfort zone, and don't like being persuaded to change the types of films they watch. Usually of the older ages
• Struggler - Drinkers, people who do the lottery, junk food addicts. Few resources and usually not too wealthy
• Main streamer - Want to get their value for money. Families who aren't too wealthy. Like to watch the big films when they release
• Aspirer - If they like the look of the movie, or if it is a film all their friends see. Younger age group. They care more about the image and appearance of the movie more than the content.
• Succeeder - Attracted to caring and ethical brands. Strong, confident people who want to watch the very highest quality movies.
• Explorer - Interested in different sorts of films to try them out - have a lot of energy and interested in challenges. Younger age group.
• Reformer - Support growth and natural quality of the film. Likes a film to be socially ethical.

Geodemographics

Similar to socio-economic status, geodemographics tell us about what type of people are needed to target for marketing. Through their age, gender, where they live and their finance, they can tell what the audiences are most likely to want to watch. Even though it is stereotypical, it is information that the film industry need to know in able to target the right audiences for each film.

Age and gender

Some films marketing teams target specific people due to their age and their gender. For example, a particular film may be more suitable for people aged 18-24, and there would be no point reaching out to 60 year olds. However there are issues with this in the current society due to everything being multi-cultural, so everything has to be 100% fair.

Mainstream/Alternative/Niche ideas

Mainstream audiences are seen as people of a 'popular culture'. They tend to like the same things and do the same things, meaning they are grouped together. For example, family.

Alternative audiences tend to think outside the box. They are a lot different to a mainstream audience because they are more creative, which means whatever is popular with them, will soon become popular with the mainstream group and will become their culture.

Niche audiences make up a small part of the social culture, who have unique interests. Although they are a minority, they can be very profitable, as they have strong views and have a passion for particular things. They can make things grow in popularity. 

Client Brief questions

Why do clients write briefs?

Clients write briefs for agencies to make sure the agencies employees are making the most out of their expertise. This means they produce more efficient and more high quality work. The brief needs a lot of preparation because everything else flows following it. The most high quality solutions that agencies come up with are all due to the precise and thoughtful brief given to them. This helps the agency members to use their specialist skills, inspiration and imagination to produce the best work possible.

Clients also write briefs because they save time and money. Without a direction for the agency members, they do not come up with solutions, leading to a waste of both parties time and the clients money. If the agencies get the work done to a high enough standard the first time, it is much for efficient for both sides, leading to money and time well spent. When nothing is clear, it leads to a lack of discipline and motivation for the agencies and a huge amount of wastefullness. Even though writing the brief can be timely, it pays off in the long term and actually saves a lot of time in the future.

The third reason is because it makes remuneration a lot fairer. The employees lack responsibility for the huge amounts of money that they spend. However, they agree that they can't get paid by results without agreed business objectives which means a brief has to be written in order to achieve this. A written brief that includes objectives and a success criteria is the answer to any piece of work, and helps members to get the remuneration they deserve.

3 principals behind a good brief:

Although a balance between a written and a verbal brief is ideal, written briefs are more important. It forces agencies to meet your requests, and have no excuses for not doing so. Verbal briefs allow the members to negotiate and cover up for not being able to complete these tasks which is not what the clients want to hear from them. If there are many parties involved, they should all come together to write a written brief to cover it all formally. Writing the brief sets a focus and expectation of the workers with clarity to maximise efficiency. Businesses may have over three or four agencies that they use on projects and have to brief all of them in what they want them to do. They can do this by holding meetings where they can all contribute into what the brief should include.

A brief doesn't have to be too long to be effective or what is needed of an agency. In fact, briefs are meant to be summaries of what is expected of them. Too much information could confuse the members and lead to a lack of motivation due to not having a clear idea of what they have to accomplish. A good brief should contain good bits of information to guide the agencies to the right direction with key objectives. If it is uplifting and inspiring, it could lead the employees enthusiastic about the project, gaining a sufficient amount of motivation in the process.

Overall, the main aim of a brief is to get the agencies to do the aims set, which is whether need clear and defined objectives. If these objectives are clear and detailed, you will receive the exact work you asked for. The business should make sure to state exactly what the business problem is; the more information told, the easier it is to solve. Since the agencies are paid upfront on an agreed price, businesses should include loads of steps the agencies have to do to get their moneys worth.

Elements a good brief contains  (1-2 sentences on each)

Project management - You should include the basic bits of information are provided in the brief. For example, the date, project name, brand, company, agency ETC.

Describing the current position of the brand, its background, and key issues - The brief should contain the product/service description, manufacturing delivery, distribution channels, market size, customer usage data, and the competitive brands this one faces.

Where the brand wants to be - A goal should be set that is achievable, and destination in the long term that may be hard to reach.  However, a measurable aim for the brand usually leads to the best rate of success. For example, improving sales, brand image or reputation.

What they are doing with the agency - Marketing and communications strategy are essential to the project therefore the agency has to have a full understanding of everything about them. The strategy  has to also be part of your long term business plan. You may be working with more than one agency, however, they all need to know the whole campaign strategy. This is by describing the campaign plan and including briefs within it for the whole project.

Who they will need to talk to - All communications need responses, however the business needs to prioritise some due to their product usage or attitudes. If the agency goes above and beyond, the brand is more likely to want to give them the best platform to work on.

Knowing success or failure - The agency and the brand both need to know if they have succeeded or failed. They can do this by seeing if the objectives that the brand set the agency are accurate and done to a high enough level of quality.

Practicalities - budgets will reduce your costs and improve integration within the business. The budget may vary depending on the brief, meaning the agency may have to try to save as much money as possible. On the other hand, it is possible the brand ask the agency what the suitable amount of money would be to spend on the brief. Timings are also important for deliveries, payments, and deadlines, to make the brief as efficient as possible. 

Approvals - The highest member of the agency has to sign the work off that the agency produces, as they are of the highest authority. 

Client Briefs

Formal / Informal

Contractual: (FORMAL) Tasks are accepted under legal obligations. Clients desires and deadlines must be met. Both the Clint and media producer must abide by the brief.

Negotiated: (FORMAL) Both the client and the media producer make decisions. Through negotiations, the brief may be altered.

Cooperative Brief (FORMAL) : Two or more media producers / production company working together to meet the brief. (e.g. film producers and different post-production house).

Competition: (FORMAL) The brief is advertised / given to multiple media producers. The producers don't have to pitch. All the different producers create their product. The client then picks which one is the best. The reward is often just the prospect of getting your film project published / distributed.

Commission (FORMAL) : A media company employs an independent company to produce a product for them on their behalf. The brief is not negotiated between the media producer and the employer / commissioner. The commissioner may negotiate the brief with the client. The independent company is paid and may receive royalties.

Tender:


Formal brief:
Written documents
Technical and specific language
Focused / in depth
Majority of briefs are in this style

Informal brief:
Can be straightforward as chat over a drink
Limited documentation supporting
No direct contractual agreement
No specific requirements outlined initially


Factor that could impact the potential project management of a brief:

• Explicit requirements (very clear)
• Implicit requirements (kind of said whats needed but freedom on doing it)
• Requirements that are open to interpretation (ideas/description/tone)
• Contraints 

One way of approaching the initial project details would be to create a mood board exploring the ideas.

Legal issues

*Starwars copyright* (bullet points)


IP Law

Most businesses rely on new products, eye catching designs or a great brand.
IP law is to protect you from having your ideas exploited by other people.

4 Types of IP:
Trade marks - used by business to protect their brands. You can register a trademark in the UK, across Europe or anywhere else. They can be used for a name, a logo, or both. They can be a valuable long term investment. They need renewing every 10 years.
Design rights - If people buy things because of the way that it looks e.g clothes, then you have to think about design rights. Registered design rights are not expensive, but cover you here and abroad. If you don't have it registered, they could get a free unregistered version.
Copyright - Automatically exists for documents, maps, websites, apps and photos. You can create any           of these in your business and they will automatically be copyrighted and free. This                               will last up to 70 years after your death. If you pay someone to create something in your business, they will have copyright over it, but if it is specifically contracted that they don't have ownership of it.
Patents - If you invent a new product or process, you should think about patents. They could last for up to 20 years. Unlike a design right, it could be complicated and expensive, but you should do it for the product. You should seek special help for this. 

Freedom of Information Act

Data Protection Act
Uk law that all businesses in the UK have to abide by 8 principals. Breaking one breaks the whole act. The average person living in the UK has over 4,000 pieces of information stored and collected in databases every week. This act states that all this information is to be stored fairly and securely in the UK. The personal information the shops have requires out consent
, and should only be kept for the reason it was collected for, it should always be accurate and always be kept up to date. It should only be kept for as long as needed, it should always be made available to the customer, should be processed securely within the UK. Its not just the law, but morally correct.

Copyright, designs and patents act 1988
We have access to games, videos, films, music ETC. The people who make these things aren't making money for them because they are downloaded illegally. Legally consuming media is governed and overlooked by UK government law.

Libel
Libel is a method of defamation expressed by print, writing, pictures, signs, effigies, or any communication embodied in physical form that is injurious to a person's reputation, exposes a person to public hatred, contempt or ridicule, or injures a person in his/her business or profession.

Slander

This is the action or crime of making a false spoken statement damaging to a person's reputation.

Human rights:
They are the rights that keep society fair, just and right. Everyone is entitled to human rights. If you feel like someone is breaking your rights you can take it to law. We had kings that ruled the country who decided who had human rights, but people started to fight for them, however next the dictators took them away. After World War 2, people came together to agree on 'European Convention on Human Rights'. Rights to life, right of liberty, freedom of speech. In 1998, the UK made the Human Rights Act. Public places should protect our rights. They can't keep your DNA if you are innocent if you have been convicted

Leveson Inquiry / Ethics

• A public, judge-led inquiry
• Set up by Prime Minister: David Cameron to investigate the press after journalists at 'The News of The World' were accused of illegally accessing the voicemail messages on other peoples phones, without their consent or knowledge.
• They were also accused of bribing police officers
• Some people who had their phones hacked were celebrities, sports people and politicians
• The owner of 'The News of The World' closed the newspaper down when this got public
• Lord Justice Leveson, presented the Leveson inquiry which stated his recommendations on how the press should be regulated. 
• They were:

1. Newspapers should continue to be self-regulated and government shouldn't have power over what newspapers publish
2. A press standards organisation, with a new code of conduct should be created by the press industry
3. Legislation should be provided to ensure this new press standards organisation would be independent and effective in dealing with public complaints.

BBFC prezi

https://prezi.com/p/qpewl0b93wkv/

Constraints

BBC Worldwide

BBC Worldwide is the department that has responsibility for franchising BBC's programmes and formats.

Who we are

• BBC is wholly owned by the BBC
• In the 16/17 year, their sales were at £1,059.9M and headline profits at £157.3M
• It returned £210.5M to the BBC which is equivalent to 12.2% of the BBC total spend
• BBC Worldwide sells programmes and has invested over 1B in the UK's creative sector

What we do

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OK GO

This was a task where I had to pull out information out of a text to answer a set of questions. This will help me progress as this s what the exam is going to be like, making this extremely good exam practice so I am able to understand the exam more easily.

1. What is the purpose of the music video?

To make Chevrolet and the song known

2. Who is it sponsored by?

Chevrolet

3. Why did OK GO agree to this? What is their view on music videos?

They love music videos and feel like it is the best way to get the brand and the music popular and identifiable

4. Which companies have sponsored OK GO’s work so far?

Samsung, State Farm Insurance and Land Rover

5. How much sponsorship did they receive from the company?

 500,000 and 1 million dollars

6. What did the sponsorship buy?

A couple of cars that have been modified in Los Angeles. They decided spend some of their money to rent a space for the band to play in California

7. Where was the filming location and how many separate location set ups did the production team need to create?

A highway between the Mojave Desert and Los Angeles

8. How long did the video take to film?

It took around four days of full filming

How much does it cost to advertise on UK TV?

As digital networks are slowly becoming more and more dominant, TV is proved to have a much smaller share in advertising. In fact, they will only represent 21.5% of the market by 2020. However there has been concern with this because a huge proportion of ads are skipped online, yet watched when they are on TV, showcasing the effectiveness of television advertising.

Prices of Ads

ITV:
30 second ads in the morning cost between £3,000-£4000
30 second ads in the daytime cost between £3,500-£4,500
30 second ads at peak time cost between £10,000-£30,000

Channel 4:
30 second slots in the day cost between £1,000-£2,000
30 second slots at peak times cost between £10,000-£20,000

Channel 5:
Day time slots cost between £800-£1,600
Peak slots cost between £2,500-£4,500

Sky 1:
30 second ads in the day cost between £150-£250
30 second ads at peak times cost between £650-£1,150

Sports Channels:

Sky sports
Average cost of a 30 second ad at peak times is between £60-£750
30 second ads in the daytime cost between £10-£50

Eurosport
30 second ads at peak time cost between £100-£150
30 second ads in the daytime cost between £50-£100