Tv Advertising- Analysing TV adverts

Paco rabanne 1 million advert

1.This is a TV advert for 1 Million by Paco Rabanne, In the avert the is a lot of imagery used to such as dices, women, money which are all items that wealthy people may have which suggest this fragrance is for wealthy people of will make you feel rich, hence the name '1 Million', the camera shots are cut short and are mainly close up and mid shots which concentrate on all the imagery throughout the advert, the shots also cut to the beat with the music which makes the advert flow smoothly.

2. The style of the advert is formal and supposedly classy because they are trying to get the message across that their product is formal and classy, therefore their advert has to be like that for the audience to understand thats the type of product it is.

3. I think the possible message in this advert is that by using this product you will feel as if you were living a rich life as if you could get whatever you want e.g money, women, cars.
also the fact the advert is in black and white suggest simplicity, as if you buy this product and everything you want to get becomes easy and simple

4 + 5. The target audience is clearly men as the main focus throughout the advert is on the man, and also at the end of the advert it says "fragrance for men", I think the age range targeted in the advert is young men around the age of 20 because the man in the advert looks around that age, and also at that age you want to experience life and enjoy everything, just like what is shown in the imagery in the
advert, therefore people who buy the product will think it will benefit them in that way.

6. Personally I think the advert is very effective because they kept it simple by putting one object per frame although at the same time a lot happens in the advert as the shots are short, but they created a message in the advert without saying anything and it gets through to the advert, therefore they get good response due to broadcasting this advert.

Barclays contact-less payment advert

1. This is an advert for barclays contact-less payment card, In the advert there is a man who has just finished work, and opens the store cupboard to find a water-slide which he then gets on to get home, on his journey he goes past many things such as shops whereby they show they product being used and how easy it is, the music used is also calm and gives a happy vibe which starts as soon as he gets on the water slide, there are a variation of camera shots used like close up, wide shots etc. 

2. The style of the advert is more on the informal side which suggest the product is for everyone and for everyday use because of the music used, and the man in the advert is just an ordinary person therefore people will get the idea the product is for any one.

3. I think the message being suggested in the advert is that by using this service you'll make your life easier and 'contact-less', which is also shown with the use of the water-slide because on the journey the man goes past everything he would usually go past for example the bus stop, but he does not need to come into contact with it as he has his 'contact-less' payment card, so the water-slide is used as a kind of metaphor for the contact-less card.

4. I think the target audience could be either men or women who are most likely adults and working, and would like to make things easier for them selves.

5. The way in which they have been targeted is that in the beginning of the advert the opening scene is a work place, which show just everyday people, both men and women, and during the advert the man does things you may do on a regular basis therefore the audience see this is a product\service that this is something that will benefit them on their everyday activities.

6. Personally I think the advert is effective because they clearly get the point and purpose across in the advert by showing the product in use and make it seem as if it is a fun way to spend money.

NSPCC advert

                                         

1.This is the TV advert for NSPCC, the advert begins with general things kids would say but then suddenly turns to them repeating what they're parents say to each other, and can been seen as quite shocking, there is no use of a music bed or sound effects to create concentration on what is being said and show that it actually a serious matter, the camera angles used are as if it is you watching these children from another perspective, which suggest you need to be aware and looking out for theses issues.

2. The style of advert is formal as there is no music bed which implies that the thing being advertised is a serious issue that needs to be recognised.

3. I think the possible message of this advert is that people need to know the difference between what regular kids would say and what children who may be suffering from abuse might say, and people need to be aware and recognise the signs as it can have a bad effect on children in the longterm.

4.The target audience for this advert is most likely anyone who is old enough to recognise these situations e.g. young adults and up, there are no specifications for target audience in the advert, they do not imply in any way that its for a particular age or class, therefore its aimed at everyone as it's something they need to be aware of all the time.

5. The way in which the audience has been targeted is that the advert is shown from a persons point of view, as if it's you watching these children, which make the audience feel included and like they can actually do something about it, also the way the children start to repeat the things their parents have said to them can be quite shocking, therefore it might push people to look out more for these signs.

6. I think the advert is effective as it makes people see what might be happening behind closed doors, it clearly gets the message across therefore it might make the audience look at things differently.

Tv advertising: Thinking about adverts

In this advert the product advertised is the Maybelline 'one by one' mascara, In the advert They show the mascara on a woman who seems seems to be getting noticed a lot due to the mascara, also throughout the advert they show the actual product its self when they describe the features.

Identify the similarities and differences between the radio and TV advert in relation to; 
Features emphasised

• Slogan: They slogans in both the radio and Tv advert are both exactly the same and both placed at the end of the advert because it is the most recognised slogan for this brand therefore would be used anywhere, e.g Posters, Radio,Tv etc
• Target audience: The target Audience for the radio advert was girls/women most likely over the age of 13 because I felt the product did not have much of a specific age range, but was more to do with gender however the Tv advert is more age specified, because even though it is also aimed at women, in the advert there are women who are most likely over the age of 20 and also dressed sophisticatedly which may be trying to hint that the product is aimed at older more sophisticated women. 
• Techniques used to target the audience: The techniques used in the radio ad to target the audience were; use of a female voice over therefore it would appeal to women more than men and also emphasis on the positives of the product, so women will think that the product will also have this effect on them, whereas in the Tv advert there are women who are around 20 and dressed sophistically therefore the audience would think the product is made for those type of people.
• Which of the adverts do you feel is most effective and why? : I feel the Tv advert is the most effective because it is more visual compared to the radio ad because you can actually see the product it's self which might reassure the audience that the product actually does what it says as in a radio ad you can only listen to what they say and might not believe it.

Task 2B.4

Task 2b.4

Using the links and notes from class discussions, summarise the stages of production of a radio advertisment that have to be gone through, including as many areas that go towards making up its budget that you can find.  Use specific financial information where relevant. (300 words minimum)

http://radioadvertising.co.uk/costs

http://www.marketingminefield.co.uk/radio-advertising-costs/

1. Research: This is the first stage of production whereby you are required to do some actual research into the company or product, it's important you get this information therefore when you're actually creating the advert you have all the factual information and knowledge about the company you need to promote the product/service in the best possible way and actually go on to creating a good advert.

2. Brainstorm ideas: Brainstorming Is where you will start to get creative and think of an idea for the radio advert, You would have already been given the company or product you are advertising for and you would have done your research into the company/product, so you would use the two combined to start coming up with the most suited idea for that particular product, may have to consider things such as the voice overs you might use e.g male, female or both, The style of the advert, The scenario, the use of music bed and  especially your target audience, creativity is also an important aspect of this stage as you might need to think outside of the box to come up with a unique/good idea.

3.Script Writing: After you've finished Brainstorming, there's more than likely one idea in particular you've already set your self on, script writing can be made easy as you can get a radio station to write the advert for you on the conditions that they produce the advert; which would be free, although if you produced the Ad elsewhere you run the risk of being sued, another option would be to write the script yourself, so If you were a good writer you could save your self the risk of being sued and write your own Ad, you could also hire a professional script writer whereby you would most likely get a good quality script.

4.Record: Recording Is where the script you have produce is actually recorded, using either celebrity voice overs or just hired people,There are two places you could potentially record your advert, the first option would be An actual radio station which would most benefit your advert and probably be worth your money, as the price includes them actually helping to produce your advert professionally therefore it would be guaranteed to be a good quality advert which may cost £200-£300, The other option would be to produce your advert in a production house which may also be beneficial to you as it can cost a lot less than radio station production, this is because the script writers are most likely not professional and not experienced radio writers, also the quality of your advert could be either bad, or good because technology has become cheap enough for people to buy them and actually produce an advert in their own bedrooms, therefore you could record your advert your self for no cost at all. 

5.Editing: After You have recorded, you then need to move onto editing, You would most likely use editing software such as reaper if you were editing on your own, during editing you may add a music bed if you have chosen to use one and also effects on your voice overs, you may also use it to edit any mistakes made during recording e.g pauses, you could also hire a professional editor to edit your advert for you, but it may come at a price, or if you got your advert produced at a radio station, they could more than likely edit the advert for you as it's included in the price.


6.Complete: Once the editing is done you should probably listen over your advert to make sure things such as the voice over or the music bed are not to loud, or you have made a mistake while editing, if everything is fine you then need to convert the file into an mp3 format.

7.Audience feedback: After converting your advert, you then need to show your advert to an audience, preferably your target audience, so you can get feedback on your advert to find out if it is good or bad and to find out what improvements you could make. 

8.Make changes: If you get any negative feedback it is best you take on the comments you received and make any necessary improvements.   

9.Complete the finished product: After Making changes to your advert from the feedback you got, once again you'll need to listen through the advert to make sure you've covered all the places where you were told needed improvement or slight changes

10.Upload: This is where you chose where your advert will be placed/broadcast to ensure it reaches your specific target audience, there would be costs involved if you decided to broadcast your advert on a radio station which can cost £1500 per week at a local station and at least £3000 per week at larger stations

Maybelline Advert edited version

Maybelline advert orginal

Task 3a/b Script 2: Monster Munch

Script 1:


MVO: We know you kids Love our monster munch, but this time we've got some thing for the adults as-well, we have new, old Monster Munch!

All you mums and dads must have noticed since the 80's the size of monster Munch has decreased, but guess what, we've bought them back, We know you miss them, we know bigger is better and we know you love that bigger crunch

*Crunch*

So go on, go get yourself a pack and re-live your childhood, and of course, bring the kids as well.



Script 2:

*Stomping*

*Roars*

*Growls*

*Crunching*

*Record cuts*

VO1: What was that?

VO2: You did it again?

VO3: Guys Im sorry I couldn't help it, They're just so good, They're even bigger now, So crunchy, so much flavour, They've bought them back from the 80's and I just can't get enough

VO1 & 2: *sigh*

*New, Old monster munch, Grab yourself a bag now!*

Music Video Proposal

Basic information: artist and song titles, message and feelings of song, target audience(s) of video , summary of video content and concept.

Artist & Song title: Chris Brown - Deuces (possibly done as a cover version)

Message and feelings of song: The message of the Song is that they've just ended a relationship and got rid of a girl who did them wrong and now see the girl is no good for them, therefore they're trying to get that message across and tell us they're moving on.
The song could make an audience feel many different ways or emotions depending how much they can relate to the song, for example the song gives out Emotions such as anger, regret and also happiness as its a song about moving on, therefore a suitable target audience for the video would be people who can relate to the song and also people who enjoy Chris Brown's music or enjoy slow R&B.


I would like my Music video to this song to tell a story of revenge, about how in order for them to move on they seek revenge to move forward, I also want to include imagery or Themes relating to the word "Deuces" in the video, To get the mood and feelings across in the video I want to use dark lighting or dark costumes.

The Conventions I would like to use in my music video is Lighting for mood, to exaggerate the feelings the song is trying to get across and to create a dark atmosphere, also I want to include some visual interpretation of the lyrics  for example showing two fingers when "Deuces" is said, another convention I would like to use is reinforcing the lyrics as some people might not find it clear what the song is actually about until they watch the video.
I plan to use Techniques such as cutting to a beat to allow the audience to feel the song emotionally, I also want to use Lip syncing in my video so its as if the artist is actually singing in the video, There will not much camera movement in the video as I want each scene to concentrate on the performer or what is happening in that particular scene, there will also be a lot of close up shots and mid shots to put focus on the story of the video, so the audience understand what is going on.

Task 4: Initial response (music video)

Task 4: Initial response (music video)

The song I've chosen to do a Music video for Is Chris Brown- Deuces.

Genere and style: "Down tempo R&B ballad"

Length & Pace: The length of the song is 4:34 and the pace is medium but relaxed.

Meaning: The overall message of the song is that the relationship is over and they have decided to move on because they have realised they were being used and they're fed up of all the problems the relationship has caused.

Narrative: The song does not tell a story with the lyrics, it's only talking about a past event in their life.

Impressions:The song makes you feel/consider emotions such as anger, sadness and also happiness as the song is about moving on, and certain words or sentences said in the song might be relatable for the audience, therefore they will begin to feel these emotions when listening to the song

Imagery and semiotics: "Deuces" is used multiple times throughout the song, to imply they're moving on or "forget you"

Script 1: Maybelline mascara

Script 1:

*Sounds of busy street and traffic*
Sound then fades slightly into the background and is overridden by the sound of heels walking

*Gasps from a number of people*

FVo1: Wow its so bold!

FVo2: There's so much volume

FVo1: Those lashes are just so... no, it can't be!

FVo2: No it must be

FVo1& 2: New Maybelline One by One mascara

*One by One* ( Sound effect from actual Maybelline advert)

FVo1: The brush has 300 bristles, thats up to 3 bristles per lash!

FVo2: The lash catcher brush, catches coats and de-clumps your lashes

FVo1: It comes in 3 bold colours

FVo2: Wow, so much in one clean sweep

Slogan *Maybe it's Maybelline*


Script 2: 

Fvo: Here at Maybelline we think you've been missing out on something shocking, Big, Bold and Volumizing, the all new Maybelline One by one mascara, You finally get the bold look, without the bulk, you finally get that instant clump free volume that will have heads turning, The lash catcher brush catches, coats and de-clumps your lashes, It has 300 bristles making sure each lash is individually coated.
Avalible at superdrug and boots. subject limited to avalibilty.

Task 3a: Treatments and scripts

Product: Maybelline mascara

Client and placement: The best radio stations to advertise my advert on would be Capital Fm as it's percentage of female listeners between the age of 15-38 is 58% which is the highest out of any other UK radio station, and as my target audience for my product is females who are interested in things such as make up and beauty and aged between 15 and 38 so this station would be most suited as thats what a lot of women are interested in, also its the UK's biggest commercial radio which over 7.5 million listeners each week so it would benefit my advert as there would be a massive audience to hear my advert. I would place my advert during drive time, 6-9 am when most people are on their way to work or school and between 3-7 pm where most people are on their way home from work and school, although this would be quite costly it to broadcast my advert at these times the outcome would be beneficial.


Elements of budget: 

• advertising cost- You can expect to spend approximately £1,500 per week in a local market and at least £3000 with larger regional stations - I would be spending at least £3000 to broadcast my advert on larger regional stations such as Capital FM,  as I want my advert to reach the largest audience possible because the outcome/profit made from using these stations would be very beneficial to the company.

• Creative cost- From a small station it can cost £200-£300, but London and Digital  stations it can cost up to 10 times more- as I would be using London and Digital stations to reach a larger target audience I could be looking to spend between £2000-£3000 for creative cost 

• Airtime cost- These costs vary depending on the stations listener demographics but you should expect to be spending £1500, therefore to broadcast my advert I would most likely be spending around £1500 as the station I chose to air the advert is the UK's biggest commercial radio station so the listener demographics would be very high, therefore cost more to air the advert.

Purpose of this advertisement:

The purpose of this advert is to advertise Maybelline mascara and to persuade people to buy the product by telling them the good points of this product, which are that it makes your lashes volumised and bold. 

Unique selling point:
The unique selling point of my advert is that I will concentrate on the main purposes on the product, which are that it supposedly gives you "eye catching volume" and its bold, I will use those words and phrases repetitively throughout the advert to get that into the audience's mind, this is different to other adverts as most other adverts might just use a voice over to describe or talk about the product whereas with my advert i'm creating a scenario which might create more interest for the audience.

Style of advert:
The style of my advert is a one off advert, and will be quite formal and informative about the product with an enthusiastic voice over.

Timing:
Because of the content in my advert I think my advert would be between 30- 50 seconds long as I need enough time to describe the product and tell the audience why they should be buying this product.

Use of music bed:
For my advert I have decided to not use a music bed, and instead to use sound effects, because I want my advert to have a narrative or scenario to it, therefore i think it would be better to use sound effects rather than a music bed, which I would use if I only had a voice over talking about the product , although I want to add the 'Maybe it's Maybelline' slogan so the brand is recognisable to the audience and they will associate it with the product.

production roles:
To record my advert I will use the resources available at college, which would either be the recording studio or handheld recorders, To edit the advert I would use reaper, My self and another student (Theresa) will be involved in production, I selected this student as I thought their voice was most suited for this type of advert and would be most appealing to the audience, to record me and Theresa will do the voice overs as my advert requires two voice overs.

Potential regulatory issues:
Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product or by exaggerating the capability of the product, I would have to apply this rule in my advert while talking about my product to avoid misleading the audience about how good the product is, I will do this by not exaggerating the uses of the product by describing the products as they are and not adding any effects/uses that this product will have for the audience.


Product: Monster munch crisps

Client and placement: My target audience is both children and adults therefore the most suitable radio station to broadcast my advert on would be, Capital Fm as 60% of there audience are age 15- 34 which more or less covers my target audience age range, the station is most suited, also its the UK's biggest commercial radio which over 7.5 million listeners each week so it would benefit my advert as there would be a massive audience to hear my advert, I would also place my advert at the drive times of the radio station as that's when there are the most listeners, therefore my advert would get a bigger response.

Purpose of my advert:
The purpose of my advert is to advertise monster munch crisps and alert the audience on the fact they're 'back to their original size', I will do this by on of the voice overs clearly stating it in the advert multiple times so the message gets across to the audience.

Unique selling point: The unique selling point of my advert will be that I will be emphasizing on the fact the crisps size have reverted to their original size, this is significant because it is a new feature to the product, and the audience wouldn't know without it being advertised.

Style of advert: My advert will be a one-off advert, and will be more on the informal side as the target audience is mainly children.

Timing: My advert will only be 30 seconds long as there is not much information to give out and I'm briefly describing the product, I will focus on the main feature of the product which is that they have been bought back to their original size, which is 'bigger'.

Use of music bed:
I will use a  fast paced music bed throughout my advert behind the voice overs which would be describing the product, the faced paced music bed would be used to keep the audience interested in the advert and make it sound more fun as the advert is aimed at children, Monster munch does not have a slogan so I will not be using a slogan in my advert.

Production roles: To record my advert I will use the resources available at college, which would either be the recording studio or handheld recorders, To edit the advert I would use reaper, I will be using my self and two other students to record the voice overs as I need three voice overs for this advert.

potential regulatory issues: 
Children:
an advert cannot encourage children to be a nuisance or pester their parents to buy this product- I have to consider this as the advert is aimed at children as well as adults and I don't want to go against regulatory issues incase my advert would not be able to be broadcast.

Food: For my advert i have to be careful it does not encourage excessive intake of the product especially if the advert is aimed at children, because I am advertising a food product  therefore this rule applies to my advert as I would have to avoid being sued as the Government is trying to decrease the percentage of childhood obesity, and because the product is aimed at children my advert may be seen as trying to encourage children to eat, therefore going against the Governments plans.

Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product, i will have to apply this into my advert by trying not to describe the product as something it isn't to avoid over exaggerating the advert, as I could run the risk of being sued as I would be advertising the product as something it isn't.

TASK 3:Planning for the treatment: Advertising regulation

1)

Maybelline mascara-
Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product or by exaggerating the capability of the product, I would have to apply this rule in my advert while talking about my product to avoid misleading the audience about how good the product is.

Monster munch crisps-
Children:
an advert cannot encourage children to be a nuisance or pester their parents to buy this product

Food: For my advert i have to be careful it does not encourage excessive intake of the product especially if the advert is aimed at children

Misleading adverts: The advertisement must not materially mislead or be likely to do so, or mislead the main characteristics of the product, i will have to apply this into my advert while describing the product to avoid over exaggerating the advert


2)

When creating a radio advert you first need to consider whether you can afford radio adverts, if you can afford print advertising you should be talking to your local radio station as-well  you have to remember that bigger radio stations cost more, there are two cost you'll come across, the first is airtime cost which is usually broken down into 30, 60 or 120 second segments depending on the station, in a local market you can expect to spend approximately £1500 per week or at least £3000 with a larger regional station, spending any less on my campaign would not allow me to generate a result from my campaign, therefore I would aimed to spend £3000 at the least on a larger regional station to make sure my advert was heard by a large audience and also make it worth my money.

A simple advertisement for a small radio advertisement would usually cost about £200-300, London and digital stations can cost up to ten times more than that, although the cost usually includes, script writing, audio production, actors to voice the ad, music and sound effects, therefore in my radio advert I would prefer to use a London or digital station as I would be more likely to get a good quality radio advert produced and also my advert would be broadcast across a wider area therefore heard in more places so it would be worth the money spend which would be around £2000-£3000.

Radio commercial producers

3. Summarise the duties and skills needed by a Radio Commercial producer

 using this link

http://www.creativeskillset.org/radio/careers/jobs/article_7768_1.

Some of the duties and skills required by a radio commercial producer are:

-The ability to create unique ideas and to think creatively about how to communicate them, to enable them to come up with unique ideas for radio commercials which will attract an audience.

- Knowledge of the radio market, different station and program styles and audience demographics, in order to create a suitable advert suitable for a specific advert.

- A strong interest in advertising, and a good understanding of how radio and other relevant  platforms can be used to promote and sell goods and services

- They need confidence to interpret a brief, and to pitch ideas to clients to make the client feel as if they are making the right choice by choosing them as their radio commercial producer.

- ability to work independently, but also as a team therefore they can adapt to working in different situations.

- Self motivation and adaptability to enable you to come up with new good ideas and also to be able to keep work up to a good standard.

- Determination, diplomacy and interpretation skills as you will need to be determined to finish producing the radio commercial to a high quality and also finished by the deadline they are needed at.

- Empathy and patience, the ability to build, report and draw information from people in order for them to be able to connect to the audience.

- A thorough knowledge of the law, ethics and industry regulations as they affect radio production and advertising, to avoid any legal or copyright issues.

- Knowledge of when necessary, and how to acquire the relevant clearance and licences, including copyright and music clearances to avoid copyrighting or being sued etc.

- Knowledge of when it is necessary, and how to require the relevant clearances and licenses because if you are unaware how to get clearances and licenses then you could risk being sued if you used someone else's music or their material without their permission

- Knowledge of the requirements of the relevant health and safety legalization and producers, to ensure you work safely in your work enviroment.

- A high level of IT skills- Particularly good word processing and data handling skills so you will be able to work with the technology your given.

- the ability to learn how to use a variety of recording equipment, and to operate different radio studios, so If they need to record in different places they are familiar with all the different equipment, or so they can adapt quickly to new equipment.

-the ability to conduct effective internet research, to ensure you have the correct information for the product/service you would be creating an advert for,use relevant computer software for audio editing, and when necessary, to manipulate visual images or edit video, and upload all such material for use on websites, so what they have produced can actually reach an audience effectively.

*Which of these skills do you now have?

The skills I have are -The ability to create unique ideas and to think creatively about how to communicate them, to enable them to come up with unique ideas for radio commercials which will attract an audience.

- ability to work independently, but also as a team therefore they can adapt to working in different situations.


- Self motivation and adaptability to enable you to come up with new good ideas and also to be able to keep work up to a good standard.

*Which of these skills do you need to develop? How will you achieve this?

I need to develop my IT skills to enable me to edit my work to a higher quality , I also think I need to improve my ability to work independently as sometimes I can find it hard to come up with ideas quickly and also sometimes work slow, in order to improve this I will have to concerntrate more while working on my own in order to come up with good ideas.

Charity Advert: Audience Reach

Use this website to research radio stations and their audience.
http://www.thisisglobal.com/radio/

Which of radio(s) station would be most appropriate to reach your target audience and why? 

I think that Heart would be an appropriate radio station for my radio ad as it is the UK's biggest commercial radio station with over 7.5 million listeners, who are very loyal listeners who tune in on average for 6.7 hours a week, also 41% of their listeners are between 25 and 44 which i think is a wide age range therefore a wider range of people to donate.
I also think that Capital FM would be a suitable radio station as it is the 2nd largest commercial radio station in the UK, it has the widest range of coverage in the UK with 9 locations recording 7.4 million listeners per week and also gaining therefore it is more likely for my radio advert to be heard therefore there are more people to donate.

What times of day would your radio advert be broadcasted? Why?

My radio advert would have to be broadcast at drive time which is the prime time for radio, such as in the mornings when people are on their way to work and school, and also when people are on their way home from school, around 3-4pm and also during rush hour, where people would be on their way home and leaving work, this is because there would be more people to hear my advert, therefore I would be more likely to get an actual response from the advert by broadcasting at this time.

How long would your radio advert run? Why?
 my radio advert would run until the event date has passed as it is partly advertising an up coming event, so there wouldn't be a need to broadcast after the event date had passed.
Task 2b Links and questions:

http://www.marketingminefield.co.uk/radio-advertising-costs/

1.  How much cheaper and more effective than television is radio advertising described as on this webpage?

On the website it is stated 'Radio is three fifths as effective as TV, but only one seventh of the cost.' which makes radio more cost effective as well, although prices can vary due to factors such as the radio station you broadcast on, if it is a popular station with lots of listeners it would cost more compared to a station that has less listeners, the length of the ad, e.g a 10 second ad would usually cost about half the price of a 30 second ad, the time of day, the length and frequency of the campaign, It can be more effective because you can reach the target audience for a lower cost, because you select the radio station to broadcast it on therefore your ensuring the right people hear it. 


2.  Which times of the day cost the most to place a radio advertisement?

Early mornings and late afternoons cost the most to place a radio advertisement as they are the drive-times, when radio stations have the highest number of listeners as most people would be on their way to/from work or school, so your advert is more likely to be heard at this time so  your more likely to get a response, compared to if the advert was played at any other time, during drive time you would most likely hear adverts from bigger companies advertising their products and services e.g. School/college open days, cadburys and Ford advertising their cars as at this time they would have a larger audience range, also people might be driving at these times, and their interest might be cars so the ford advert would appeal to them.

Music Video Workshop 3

The Song we used was  Emeli Sande - Read all about it, the original style of the video was Narrative/Impressionist, but with our remake of the video we changed the style to Interpretive, Me and Yogi decided to use text to interpret the lyrics word for word in certain parts of the song, For example we used a row of computers to write the word "oh" Multiple times, I think this works because its a unique way of thinking and showing the lyrics in the song.

We also changed the content of the video as we didn't show the artist at all and just tried to interpret the lyrics.

Below is the official video for "Read all about it"

Radio advert evaluation

For my radio advert I was promoting a charity called ECHO- Evelina's children's hospital organisation, which is a charity that helps supply hospital equipment to Evelina's children's hospital also provide support for patients and their families, the purpose of my advert was to raise awareness about the charity and what they do, also to persuade people to donate to the charity and also participate in fundraising events.


My target audience for this advert was anyone as I didn't try to imply it was for any age or gender in particular, I was only trying to raise awareness.
I used  persuasive techniques such as sad piano/violin music bed in the background to try and create a emotional atmosphere to try and get the audience to feel something for, I also used direct address such as "You can easily make the difference" and also repetitive use of the word "you" making the audience feel included and that its down to them as an individual to make that difference which might persuade them to donate to the charity.

I think the strengths of my radio advert was that the purpose and message of my advert was very clear and informative, I also think i made good use of my music bed, and it worked well with the voice overs because they were also soft voices, things that could be improved in my advert is the tones of voice used as i think it would make the advert more interesting if there was more of a range of voices used, because the voice overs are just in one plain tone throughout the whole advert.

Personally I thought that I had achieved the target set for this tasked, as I produced a good quality radio advert,as I was told from my feedback, I also edited it, added a music bed and also made my message and purpose clear, and also I received feedback from others and then went back to made improvements to my advert.

Next time I think the technical skills I need to work on are cutting and editing my recording as I think I could have cut bits of the recording a bit better,because there were slight pauses in the advert, also I think I should try to add more sound effects to be more experimental with my editing therefore I could produce better outcomes.

Task 2A Production research

1. What factors make up the budget for a radio advertisement campaign

Studio hire and agency costs are some of the factors, other factors are the Music royalties as you need to maintain permission of the composition to ensure it its covered by copyright, there are three categories for copyright licences and related royalties :

Mechanical-  Permission to reproduce, Record companies,artists, as well as the writers and publishers all make money based on numbers sold.

Performance-licence giving permission to broadcast/perform live, the royalties are paid the the artist,writer and publisher whenever the song is played or performed.

Print- Royalties are paid to writer and publisher based on sales of sheet music.

Voice over artist fees also make up the budget for a radio advertising campaign, the fees will depend on whether the voice is a celebrity voice, the type of voice over session and the amount of skill and experience, for example using a celebrity voice over or someone with more experience and skill will cost more.

Other factors are where and when the recording will be broadcast, a buy-out is an agreement where the voice gets an additional fixed fee in exchange for releasing the rights to his/her voice, therefore the voice over can be repeated as many times as the company wants.

Traffic ( scheduling & billing)

When a commercial is broadcast it affects how much it would cost, drive time is the prime time of the radio, where audience figures are higher, for example in the mornings between 6-9am where most people are on their way to work and school, and late afternoons/evenings when people are on their way home, to broadcast an advert during this time would cost more than it would during a 'graveyard slot' where there are lower audience figures because less people would actually here your advert because its a time where the least people are driving or listening to the radio- so less chance of your advert being heard.


2. What is a music bed and what are the 3 types?

A music bed is part or all of a jingle where there is no vocalist, or the music played in the background of an advert.
The 3 types of music bed are Production music via CD or created on software such as garage band, another type of music bed is Library music, also known as production music Production Music is music written & recorded specifically for synchronization with a radio advert or audio, the last type of music bed is live music, where the music is recorded with the speech using a live band or single musician.

3. Why would you use a music bed, rather than a pop song in your radio advert?

It would be better to use a music bed rather than a pop song in my radio advert as i could create a music bed or jingle myself or hire someone to record a jingle for me which would cost less than using a pop song, as I would have to deal with copyright issues as well as the music royalties.

4. What are the advantages and disadvantages of producing your radio advert using only the production facilities at:

A) the radio station its self

- an advantage of using a radio station is that you can easily produce a quality radio commercial for two or three hundred pounds, your local radio station should be able to help you and also give you a price if you require other services such as music production, celebrity voices or broadcast on multiple stations, also the script writing offered by a station is free on the agreement that they produce the commercial, a disadvantage of this is that the copyright of the script remains the property of the station, therefore if you get it produced else where there is a risk of you being sued, which is a disadvantage.

B) an external production house

An advantage of using an external production house is that the price of technology and equipment has gone down so much that someone could be able to make the radio advert in their own bedroom, or in fact you could make and produce a radio advert yourself therefore it wouldn't really cost you much compared to producing your advert at a radio station,a disadvantage is that sometimes the quality can be very bad due to not having the correct equipment that would usually be required in a professional recording studio, therefore it wouldn't have a professional quality to it, and radio stations may not air your advert, also production houses do not use experience radio writers so you might not have as much of a good script compared to if you were to get it written by a professional.



5. What facilities are available in college for recording and creating your advert?

The facilities available in college are the recording studio or also voice recorders, there are also macs available for editing with programs such as reaper where I will be able to cut the voiceovers if there are any mistakes, I would also be able to fade the music into the voice overs, and also add effects, such as  changing the pitch of the voiceovers.


6. What are the studio facilities,requirements and limitations in terms of the following ?



Time- You may be limited to recording time as the recording studio would have to be booked by asking another member of staff at the college, and if the recording studio is very busy you might be even more limited to the time slot you get to record.
Audio hardware-  To record the facilities available at the college are the voice recorders or the recording studio which is equipped with more than one microphone and a computer that has the correct editing software, microphones (one) and also the laptops which you can record your voice overs straight onto reaper, which are all available upon request.
Audio software- On the macs there is software such as reaper available to edit your recordings, whereby we can add in music beds, add sound effects such as slowing down the voice over, and also cutting parts of your recordings if you have made any errors or want to make your advert shorter to fit into the advertising slot for radio commercials when it is being broadcast on a radio station.
Technical support- For technical support you can ask a member of staff who works in the media department of the college, they would be able to help you with recording and working the equipment you don't know how to use, they could also help you edit your advert if you don't know how to do something for example a special effect, they could show you.

Echo radio advert 2 (improved)

Task 3 - Music video

Briefly define the following styles of music video in your own words and explain its use in a specific music video example.

Narrative - A music video that tells the story of the song.

Impressionist- A video that gives a feeling of the mood or atmosphere trying to be portrayed in the video/song rather than the meaning.

Interpretative- The music video directly interprets the lyrics of the song.

Surrealist- A video that does not match the song and usually contains weird imagery.

Pastiche/Homage- An affectionate/positive copy or tribute to another artists work, it celebrates the work rather than mocks it

Parody- A video mocking or imitating another artists work or another media genre

ECHO radio advert