My Individual TV Ad Proposal

1: The Uniliver product I have decided to chose it Flora, I chose this brand as I believe it could be aimed at a wider audience very easily.

2: From what I can see from the advert I have watched this brand is aimed at middle class people, and people who care about the amount of saturated fat in products etc (people on diets). Could also possibly aimed at a slightly older audience as the woman that is spreading the butter is obviously a mother, also another small thing is the bread that is used is wholemeal with small bits in it the kind of bread your nan and grandad have. It also used celebrity endorsement as Vernan Kay and his mother are in the advert, this could be trying to get the older and slightly middle aged people to buy the product however its not aimed at as big audience as it could be. The product is shown to be a very healthy product as it has 80% less saturated fat than butter, also at the end when its showing the product with a sandwich there is a lot of healthy fruit and veg inside and around the sandwich such as tomato's and lettuce, the kind of things you may put into a sandwich.

3: For the new target audience I would still aim it at the same audience the original advert have tried to reach out to however I would also try to reach out to the younger generation, as child obesity and obesity in general is very large in the UK. So basically every generation would be the target audience and why not this product is used in everyday life, and every house hold will have this product or a similar product to Flora, so this is the largest target audience you could possibly get for this product.

4: Firstly I would have someone from each age group, doing stereotypical things that age group would do such as teens playing football, grandma's knitting etc. I would also keep Vernan Kay in the advert for the middle aged group and for celebrity endorsement. I would show each age group at their homes making a sandwich to eat before they go out. I would clearly show that they are using Flora in their food. I would then show each person going off and then showing what activities the 3 people are doing. Football, knitting, doing the school run. I would then make the advert slightly funny by making the characters have slight super powers because they have eaten Flora, I have chose to do this to show that Flora is healthy for you which is the brands USP. The teenager playing football wouldn't run out of energy although all of his friends are tired and sitting down, the grandma is able to knit super quick and Vernan Kay is picking up the kids and is able to get them all in the car with all their belongings and seat belted in super quick time. This will make you remember the advert as I'm trying to show that Flora is healthy compared to butter and has less saturated fat so you can have more energy doing the things you love. I will then show at the end again everyone eating a sandwich or slice of bread/toast to back up the fact that they are getting 80% less saturated fat in them because they are eating Flora.

Research and Justifications:
Audience Information:

An audience measurement panel and a broadcasters audience research board is where it measures the people who are in the target audience normally in radio listener ship and TV viewership. I done this partly by watching many different Flora adverts and identifying the target audience which was mostly middle aged people (mothers).

Ratings are obviously the amount of people that watch the advert, this can vary a lot as it all depends on when the advert is played and where. People who are watching a car programme and then see and advert for Flora are not going to pay any attention however if they are watching a healthy living programme or a cooking programme people would pay more attention as it is relevant to what the audience is watching, it can also be more appealing as the target audience for Flora (middle aged, mothers etc) could be watching cooking programme to get ideas for their family dinners. Ratings all depend on where and when you show your advert.

Many companies and businesses use face to face interviews/focus groups/questionnaires to see if the advert has an effect on the audience they can also use this technique before they even make the the advert so they can understand more about the audience and establish the target audience. Focus groups are very popular, a random amount of people are gathered in a room and watch the advert, they are then asked to give their opinions on different aspects of the advert, this allows the advert to make changes if needed to give the biggest effect on the target audience, however you don't know if they are giving their actual opinion as they might say what everyone else in the group is saying to fit in with the group. Face to face interviews are more personal than a focus group and might make people give their actual opinion as they would be the only person in the room so this method would also be used to get an honest opinion out of people. Questionnaires can also give honest opinions as again only one person would be answering the questionnaire however they can also not be honest as people may write down what you want to hear and not their opinion. Programme profiles provides the demographic and psychographic details of the audience watching that programme. As said before there would be no point in putting a Flora advert in the middle of a car programme like Top Gear as no one would be interested in it.

Television agencies provide a service which you are able to use to help find out audience likes and dislikes and also what category they come under when looking at the social class scale ABC1 C2 DE.

They can help a business find out anything about their target audience, literally anything from what programmes they watch to what they spend their spare income on, this can help hugely as the advert makers are able to find out what they can to make the advert as appealing as possible. TNS Market Research do this they can provide a range of powerful survey tools to help the company/business. http://www.tnsglobal.com/uk/omnibus (link to the website)

Sources of Information:

A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. There are many websites and companies out there who sell rate cards or advertise them. This is because they have already done the research to see which rate works the best in the media and on television. Rate cards help the retailer understand what types of ad sizes, discounts and other advertising the publication has to offer. When choosing a newspaper or print media, you can use rate cards to compare ad rates based on circulation before you buy advertising space. An advertisers information pack is where channels such as ITV show each show and what audience watches the show, it gives basically all the information you need on what people like to see advertised, when it can be advertised and if the audience are going to be interested in the product your trying to sell. The information pack can help out a business to help them to get the perfect TV ad slot so they can sell as many products as possible.
http://www.infiniti-research.com/?gclid=CNv9787jirUCFW7HtAodemcAmA

http://theresearchagency.com/

http://www.stick.org.uk/
Basically these websites like I said above help the business find out more about their target audience.

Audience Classification:

Standard Occupational Classification (SOC) is where people are identified by what job they do and are then grouped on what job they do. Once this has been done they can then be put into the category's ABC1's C2 DE. This shows peoples social status ABC1's are doctors and lawers people who are upperclass (AB). C1's/C2's are middle class obviously C1's are higher middle class these are people like teachers. DE are working class builders and manual labour kind of jobs.

This is a screen shot from the ASA website telling you what the ASA is about and what they do.