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.
Demographic: Gender, Age, Income, Family.
Geographic: Where you live, How you live, Where you holiday, Where you hang out, Where you buy things - online/in-store.
Psychographic: Your likes, Dislikes, Hobbies, Your thoughts on things, social media use, Who you hang out with, Buying trends.
Brand identity is crucial to your product or service. This makes a huge impact on the way your audience can identify with your product or service.
Brands identity often falls into three areas:
LUXURY: A costly brand and customers expect a certain level of luxury and eliteness. Customers expect to pay more for your product or service.
QUALITY: Your costumers expect to pay for the quality. The want the product or service to last and be durable.
BUDGET: Customers don't have high expectations other than to pay less for your product or service.
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.
ADVERTISING RATE CARDS
A rate card is a document provided by a television network, social media platform, billboard, newspaper or other print publication featuring the organisation's rate for advertising. It may also detail any deadlines, demographics, policies, additional fees, and artwork requirements.
Television Advertising Rate Card
Youtube Advertising Rate Card
Magazine Advertising Rate Card
Train Station Advertising
Train station advertising opportunities exist across many stations throughout Melbourne, Sydney, Perth and Queensland.
Due to the incredibly high dwell time, rail advertising delivers high engagement, and high impact advertising to a more receptive a captive commuter audience. From complete station domination, through to the rail platform advertising, train internals and train externals, whether is it static or digital billboard advertising rail offers excellent advertising Return on Investment.
On average, rail travelers spend 12 minutes waiting on the platform per trip. Cross Track panels enable advertisers to engage with a much more captive audience. 94% of train commuters have high or some exposure to advertising in railway stations.
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.
Fast Food Ad Verses Reality
15 Tricks used in Advertising
Perfume print advertisement by students using the light box
TV Advertisement - Watch
For this task we are creating an Advertising Pitch. Here is an example of a Powerpoint presentation alongside their TV ad for their product.