Individual Pitch

In the most recent advert for Pot Noodle it is not clear in the advert what the target audience is, as in the advert the character is a man who is dressed up as a women. I believe that they need to re-market their idea and pick a specific audience. I believe that the audience is young people. So this advert should be re-marketed to older audience.

Current Advert:

http://www.youtube.com/watch?v=Q9yUK-mUJqc

If I was to re-market the pot noodle ad, I would go for targeting older people, as junk food is associated with younger people. So a way to re-market pot noodle so the older people will buy the product.

TV Idea

Old married couple - Man prepares dinner/tea, woman ask what he is doing - says something the old woman doesn't like - woman tuts - walks into kitchen -  makes pot noodle for her - she sits up the table eating it--day time - man sits ups table eating his dinner-night time - woman walks past - laughs


Research and Justifications

Audience Information :
Audience measurement panels & Brodacasters' Audience Research Board (BARB) research what programs people watch and who watches them. This can be done by a special box that records data about the programs are watched and who watched them by selecting yourself on the personalised remote. This could be a crucial part of research for the pot noodle advert as it could see my targeted audience watch TV and from that data I could advertise when they watch their TV.

Ratings
Ratings are the methods used by television programming to measure their performance. Some ratings are broken down by demographics, different channels have different demographics so the advertisers will target specific channels as some channels may target a low age like less that 12 so the advertisers who look to target young children will advertise on those channels. For my research I could find out what channels the older generation watch and when they watch them.

Face-to-Face Interviews/Focus groups/Questionnaires
Face-to-Face interviews are done by the researches because they can adapt their questions by rephrasing or repeating the questions so the responses are clearly understood. The researcher can also pick up changes that the interviewee makes like problems with reply to the questions asked or nervous tapping or any body language that the person does while replying to the question. In my research I could do some face-to-face interviews with older people and test how they react to the questions.
Focus groups is a form of research that is conducted in a group and they are asked about they opinions,beliefs and attitudes towards the product. In my research I could conduct a focus group as see what the older people think about the current product and advertising, then I could conduct another one after I have re marketed it and see what they think about the new advert.
Questionnaires can be conducted online or a paper version. This types of research has its advantages over others as they are cheap to produce and that theses types of questionnaires are compiled data which makes it easy for the user to fill in. This type of research could be used when re marketing the pot noodle advert as it could reach alot of people online but as the older generation are said no to be as technical this may not be the best idea.

Programme Profiles
Men aged 16-34 are said to be the hardest group to appeal to throughout Tv. Women aged 16 - 34 are said to have a broad range of interest and different types of television genre, but as I am targeting the older audience I will not need to know about the younger audience. For Men and women over the age of 55 they start to retire and a consequence of this is that they get more free time, so therefore they have more time to watch TV. This will be crucial when advertising as this means alot of the older will be watching TV. The idea of a programme profile is to match the advertising with the audience ,so for a television show like a football programme, the advertisers will target Men aged 20+, maybe a father, working class and who like sports events. It is all about building a profile for the advert, so it helps the advertisers when designing. So this builds a profile about the audience, this helps to sell the product as if they get the  target audience right, this means that it is getting shown to the right people who are likely to buy the product, for example Gillette have shown adverts after big sporting events and this has mainly targeted men, with the likes of Rodger Federer, Tiger Woods and Thierry Henry and from this lots of men would have gone and bought some razors because of this advert, I know I did.

Television Research Agencies
Television Research Agencies are used to provide data to do with television, this may be audience measurement and television ratings. A company which does this is Ofcom as they do carry out some market research.I could use television research agencies in my research as they provide statistical information which could help me see if my new advert is working or not and to see if the old is working or not.
(BARB) British Audience Research Board are also a research agency and they track what people watch by having a box on top of their own set top box. The box records what is being watched and who is watching it this is done by, on the control you have to select who is watching it.
 'BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading'- http://www.barb.co.uk/resources/reference-documents/how-we-do-what-we-do

In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents, on average, about 5,000 TV homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions.
To account for the constantly changing UK population profile and TV environment – and because some of the information needed is not contained in the Census data – Ipsos MORI conducts the BARB establishment survey on a continuous basis to measure changes in UK household characteristics. This is important to account for the constantly changing UK population profile and TV environment and also because some of the information needed is not contained in the Census data. The panel homes themselves are then recruited by Kantar Media, drawn from a representative sample provided by the establishment survey. This ensures that any changes in UK household characteristics are reflected in the BARB panel.
In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments.
Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast.
This consolidated information is the BARB gold standard on which the UK broadcasting and advertising industries rely for all reporting and trading.

Sources of Information :

Rates Cards:
Rates cards are a document that provides pricing and descriptions for the various options of ad placement. Rates may vary as the place where the advert is going to be advertised may be empty and the owner wants to get some money then none, so the owner decides to lower the cost to use un-used space. In my research rates cards will be crucial as I will need to find out the price I will have to pay to advertise, so I could look around to see where the most people are of my targeted audience and advertise there. Here is an example of a newspaper rates card.

Advertisers' Information Packs
Advertisers' information packs is a series of documents which provides you with all the information about the advert like the cost of the advert, when and where the advert is- insertion dates and when the advert is going to be shown. In my production of my advert this could be helpful for compiling data, as it will have all my data in one place so it could be easily identified.

Research Agency Websites
One of many research agencies is http://www.nisra.gov.uk/ this agency researches about everything. As a statistical research company they provide companies with stats like how many people are in the country/world and their average income. This will help me in my production of my advert as I will be able to see what the income is of an average person, so I will be able to price the item reasonably to their income. Another research agency is RSMB, they are contracted to BARB and they carry out research like 'survey design, panel structure design and control, panel balance and recruitment requirement assessment, quality control reporting and the creation and implementation of calculation procedures'. Another is Kantar Media which are also do work on behlaf of BARB, they are also a audience measurement. Kantar Media's website mentions this:

'Our presence in more than 50 markets makes us a world leader in audience measurement, enabling our clients to better plan their advertising campaigns, negotiate airtime prices and launch new programmes'.

Audience Classification:

Standard Occupational Classification
The standard occupational classification system is a system used by statistical agencies to organise workers into occupational categories for the purpose of collecting data. This could help me during my research as I could find out what type of people my audience targeted are, and which jobs they have.

Demographics
Demographics includes gender, age, ethnicity, employment status and mobility. These are just a selection of the main ones. In my research I could find the demographics of certain areas as this will help me find out more about the older aged people that I have targeted.

Psychographics
Psychographics includes personality, values, attitudes, interests, and lifestyles of people. This also will help me further understand more about my audience. As I could find that the older aged people have one specific interest.

Geodemographics
Geodemographics is the study of grouping people together by where they live. This might be that people in certain areas like certain things. This will help me in my research as I could study with demographics and psychographics what people are like where they live and what they like.

Regulation:
Regulation is the main part in advertising as if you don't pass through certain regulations you will not be able to advertise. Some of the things included in the BCAP code are : Harm and Offence, Privacy, Gambling and Alcohol. The producer of the advert has to be careful as some parts of advert may have a bad opinions on people so they will not buy their product and example of this is Paddy Powers' blind football advert, this advert involves a footballer kicking a cat, this created alot of talk as many people didn't like the idea of the cat getting harmed. SO the Advertising Standards Authority are there to regulate UK advertising, so no one will get offended.