Individual Planning

Bovril

Bovril is a gravy like beef drink that consists of different kinds of stock to make a tasty meat drink.  It has sadly however been forgotten by the mainstream media and now the only people who consume this product are older men ( Very old ) as well as this it is also implied through their television advertising to a more lower class market.


Re-market towards

To re-market it towards a new audience of a younger generation ( ages 11 - 27) this would be great as it would begin a new level of people who consumed this product into old age from memory of the product.

Advert Pitch

My idea for an Ad involves a young person being bullied although after a mouthful ( From the labeled bottle) of of Bovril makes them strong enough to take them on and punch them so hard that they run away with the Bovril logo branded to their face.

In order to produce this advert you need to have a knowledge of renting equipment in the media industry to do this you need to know about rates cards.  "Rates Cards" are a media shopping list where you can select the equipment you wish to order from an equipment company like hiring anything you need the proof you will bring it back as well as the money required. Here is an example used for billboard advertising

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Aida and Persuasion

The Attention to this ad is at it starts with the nice younger child is getting bullied you feel sympathy and it draws you into the advert.  Interest is achieved when the child downs this mysteriousness brown liquid that gives them unforeseen bulk and animistic strength.  Desire is achieved when the young person takes on the bully and emerges with their Bovril strength to overcome the villain.  Action at the end of the advert it asks you "are you tough enough for the Bovril boost?" to which the rhetorical question persuades and makes you want to try it.  As well as this it tells you it can be purchased at all good supermarkets.

Research and Justifications


Audience Information:

Audience measurement panels are a form of technical setup that allows broadcasters to become aware of when different people might spend time watching television. To make sure your advert will be correctly received by the right audience you have to market it in the right places. Now since I'm trying to re-market Bovril to a younger it would stand to reason to aim to have this product promoted on a more youth marketed channel examples of this would be BBC 3, 4 Music, E4 and VIVA (However BBC due to it being government run won't show advertising).
However a great way to prove this Idea and research this is too use questionnaires.  Too find out what you are looking for. They can be easily distributed in person or across the internet to give a perspective on Demo-graphics and Psycho-graphics.

As an example of information found whilst using questionnaires here's a screen cap of so previous assignments
Other means of research could include Qualitative interviews whether face too face or in focus groups as well as this you could try.  Ratings are also important for this as you need to market the product alongside shows that will gain the right attention of the people you are marketing the products too.

This in turn is Program Profiling making sure that the product is marketed to the right psycho and demo-graphics so you are certain to be selling your product to the right people. Company's like Barb collect and record this information and release it.


Sources Information:

 Information Is collected by lots of different companies examples of this are BAMM and Redbrick Research. BAMM works as a small group of people who take a deep look into the lives of those their clients chose to ask them to research this is a deep efficient form of Psycho-graphic research that allows them to paint a clear picture of the sort of person you want to sell your product too.

Red Brick however appears to have more corporate sensibilities and takes a seat as an independent yet still relativity small group that focuses on more Demographic research.








Audience classification:

Demographics
This is working out one specific factor and from that one factor you decide where you aim for product to fit this quota. This could be age, gender, or many other possibilities. Some subdivisions of this are

• Standard occupational classification = A method of classing people by which  work sector they are in. 
• Geo-demographics = A method  of classing people by the location of the country they live in.

In my Advert I'm looking for the 14- 14 demographic advertising Bovril as something that improves your healthy and physical strength.

Psycho-graphics

Psycho-graphics and the qualitative research to Demographics quantitative. This focuses more deeply on the individual.

Regulation: 

The Advertising standards authority is a attachment of Of-com the UK's media regulator.  The ASA write and manage the BCAP code which is the "rule-book" of the dos and do not's of making television advertising in the UK  Here to the right is a short hand print screen  of all the sections it covers. For my Advert it would be important to consider the use of violence as even as in the add you don't actually see flesh to flesh fighting you get the message that this is heavily implied. Another issue however unlikely is that although the advert isn't specifically aimed at children there's a grey area between children watching children's television channels and youth orientated regular TV which may be considered inappropriate if people decide they don't like what they see.