Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. In year 10 Media we look at the different Advertising mediums around and investigate what career opportunities there are within this field.
The assessment piece for this unit is, ‘The Pitch’. You will be required put together an Advertising Campaign on a product or service of your choice. For more information download the booklet to the right.
The role of the Media Buyer
As a media buyer you will negotiate, purchase and monitor advertising space and airtime on behalf of clients. The aim is to reach the highest number of people in the target audience at the lowest possible cost. Roles tend to be based in advertising and media agencies.
Marketing / Research / Evaluation
Researchers often use more than one research design. They may start with secondary research to get background information, then
conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-‐wide survey (quantitative
research design) in order to devise specific recommendations for the client.
Types of marketing research: Marketing research techniques come in many forms, including:
Ad Tracking – tracking a brand’s performance using measures such as brand awareness, brand preference, and product usage.
Advertising Research – used to predict effectiveness of advertisements measured by the ad’s ability to get attention to build the
brand’s image, and motivate the consumer to purchase the product or service.
Brand equity research -‐ how favorably do consumers view the brand?
Brand association research -‐ what do consumers associate with the brand?
Brand attribute research -‐ what are the key traits that describe the brand promise?
Brand name testing -‐ what do consumers feel about the names of the products?
Concept testing -‐ to test the acceptance of a concept by target consumers.
Coolhunting -‐ to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music,
films, television, youth culture and lifestyle.
Buyer decision processes research -‐ to determine what motivates people to buy and what decision-‐making process they use.
Price elasticity testing -‐ to determine how sensitive customers are to price changes.
For this task we are creating an Advertising Pitch. Here is an example of a Powerpoint presentation alongside their TV ad for their product.