Individual Pitch

 PG Tips is a brand from Unilever. From this ad you   can see that the target audience for PG Tips is middle aged people and monkeys that can talk. This is obvious from the fact that 'Al' is at least in his middle 30's and the house doesn't seem to old or too modern.  You can also see this from the clothing of 'Al'. This is also known as iconography. This advert uses Johnny Vegas who is known for being in Benidorm, Shooting Stars and the recent children's show Mr Stink.

I would try to broaden the audience by aiming the advert at students and teens around the age of 15. From own experience, many of my friends enjoy drinking tea, especially PG Tips. There is also a decaf range of PG Tips, which doesn't taste any different from the normal tea,meaning that maybe younger children and people who prefer decaf, will be able to drink the tea.

The key points in broadening the audience would be to include younger people, such as students at university or teens.  I may also be able to broaden it to higher class people as from this ad it looks mainly lower-middle class.  I could do this by maybe introducing a higher class job into the ad.




Research and Justifications
 Audience measurement panels measure how many people are in an audience , usually TV and Radio. BARB publishes the data of audience measurement panels. BARB gives us the official viewings of TV in the UK every week. They do this by selecting a panel of private homes, which represent about 5,000 homes in the UK and they monitor what programmes are watched in a week. These panels help advertisers by providing them with demographic information on what people watch and when, which helps them place their advert in the right slot. From BARB you are also able to find out the ratings of each programme and how many people are watching it, helping find out how popular the show is. Linking to my advert, i believe this would be shown during soaps for example on ITV in the breaks of 'Emmerdale' or 'Coronation Street' when elder people are likely to see it. For my advert i would place the advert on Channel 4 as many comedy programmes such as 'The Big Bang Theory' are shown on this channel, which students are likely to watch. I would also maybe place it on children's channels such as CITV or Nickelodeon. All in which are shown midday (student's may not be up at that time from all the partying.) Ratings will help us chose the right slot in which to show our advert and what is most popular with the public. Questionnaires , face-to-face interviews and focus groups can be very helpful when collecting information.
Questionnaires are handed to specific audiences directly, email or post. These are useful as they are more practical and the data is easier to collect and present at the end, using graphs etc. However, you are not able to see who is being completely truthful on questionnaires.
By setting up face-to-face interviews you can see who exactly is answering, therefore you are likely to get people being truthful and getting more accurate results. Face-to-face interviews expensive to set up.
In focus groups you gather people in a small group to have a discussion. These are useful to gather in depth data, however these discussions may lead onto something else or some people may dominant the discussion.
Programme profiles are how you define a particular group of people and what they like to watch, such as BARB.
A TV Research Agency, such as BARB, are responsible for gathering data related to TV.

Sources of information can be from advertisers' information packs, which provides all the information you need to plan your advertising including rate cards, publication dates etc. They also include audience profiles and popular age ranges in these packs. An example of an advertisers pack is the MTV Networks Media pack. These include details of TV programmes, websites and channels. Rate cards are a document showing prices of how much it costs to advertise during certain times of the day. Luckily in college we have enough equipment to go around and we do not need a rate card, so we will be able to re-market our advert much easier. Research agency websites are responsible in collecting specific date. An example of a research agency website is BARB which i have mentioned before. This will help us re-market the Unilever product as we can look at the figures on their website to see what time is the best to show our advert.

To classify an audience you can use Demographics, Geodemographics and Psychographics. Demographics consists of gender, race, class and religion. These are things you were born with and you cannot change, and Geodemographics contains information on where a person lives. Pyschographics includes things that you are able to change such as your beliefs and behaviour. Standard Occupational Classification (SOC) places people in categories to collect data which can help with the advertising. It can help us to see what group/class of people are watching and when, allowing us to place our advert in the right time slot.

The ASA (Advertising Standard Authority) is the UK's independent regulator advertising. ASA controls the content of ads and sale promotions in the UK, checking that the advertising is legal and honest. They also are responsible for the BCAP code, which protect us against harmful content. Ofcom, also known at Office of Communications controls TV, radio and advertising and protects the public from harmful or offensive content. Ofcom regulate the ASA. Therefore we will make sure that our adverts do not contain harmful content so it doesn't get banned from TV. An advert for American Apparel was banned due to them using nudity when they were specifically told not to "use similar images which were exploitative of women or that inappropriately sexualized young women in future." Another advert which has been banned by the ASA is Kerry Katona's payday loan advert. This was due to people complaining that "the money could help fund a celebrity lifestyle." The ASA said that the ad "had the potential to encourage vulnerable viewers with financial problems and/or restricted credit from seeking to resolve them through payday loan service."