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

Task 2 - Music video

   B Give an example of a music video which shows the following:

1       special effects such as chroma key(green screen)

2      Multi-mage( multiple images on screen at once)

(In the first 20 seconds)

3      Cutting to a beat

4      An artist miming and lipsyncing to a playback track

5      animation

6      in-concert footage

7      an “ as-live” performer

8      an allusion or reference to another musical artist

Music video Workshop 3

Some of the conventions and techniques used in the making of this video were, cutting to the beat,special effects, lighting for mood and cut a fades