This advert shows a world where it seems to be that the end is nigh and one man decides to take on the role of Noah and build an ark, however once done so he uses Lynx body spray in the earths final stand to attractive women from far and wide to come on his ark with him. Now this backs up my theory that Lynx's target audience is younger males as it's saying if you use this body spray then all the girls will want to be with or at least near you, however I feel that the advert should still be aimed at the younger generation but more pacifically younger females of the age of 16-25. The reason I suggest this is because most young males wont make a regular habit of going out to be body spray and other deodorants however if they had a partner or close friends then they might be more urged to buy them some nice smelling body spray as they like the smell, and not only that but sales would be better around the Christmas period for such a thing due to presents being bought. The kind of style of advert I aim to have is something similar to the Old Spice advert directing the females attention directly and addressing them more than the males but not to the extent of which the Old Spice advert does it.
The idea I have to market it this way is a man walking down the road normally, but once he stops to spray himself with the Lynx product he is suddenly being followed and surrounded by a horde of hyperactive girls, as he is running down the street once he escapes the horde, his clothes ruffled and he is out of breath he turns to the camera to the female audience saying " If you want your guy to smell this good it makes you go gaga buy the new Lynx body spray, However lads caution when wearing it if you don't want to end up like me!" This idea I think makes for a clever campaign as it address both the male and female audience respectively creating a delicate and well thought out campaign to appeal to both sides.
Research and Justifications
To make sure the advert airs to the right audience you need to have audience information, on who watches what and at what particular time allowing for more people to see the advert. You can find out how many audience members watch what through the use of BARB and other audience measurement panels although other good ways to find out what your target audience watches can be simple things like face-to-face interviews or questionnaires giving you a wide range of answer and leading you to find out the best times, channels and programs for your advert to be aired on. There are also programme profiles telling you who watches what giving you a rough general idea of the type audience a programme attracts allowing you to
select what programme's you want to advertise on to select the right audience. Seeing as I am marketing Lynx to a young male and female audience it would make sense to use television research agencies such as BARB and Ofcom to advertise to the correct audience, good channels to advertise on would be 4, 4 music, E4, Viva and BBC 3 among others however I wouldn't be able to use BBC 3 as it doesn't show adverts.
It's important to have good sources of information and rates cards are a good way to get a source of information as it shows the prices for various ad placements so that you can see exactly how much it would cost you and where it would be cheaper depending where you want to advertise and for how long. A perfect way to get this information is in an advertisers' information pack as it contains all of the information needed to plan your advertising including rates cards, insertion dates, publication dates and more giving you the perfect edge in planning an advertising campaign. You still need more information but where to get it well there are a lot of research agency websites where you can get the required information needed depending what you want, if its information on your audience then something like BARB or Ofcom will be perfect but there are many more research agencies that can be used to find different information and the best place to go is their website.
Audience's can be classified in many different ways but a standard way to class them is by occupational classification say if a advert was aiming for a lower and middle class advert the key selling point to it may be that the price is low such as how ASDA always goes on about how they are cheaper than 5 different stores so they say "That's ASDA price" making you believe you are getting the cheapest deal possible. Their are many different ways to categorize audiences such as using Demographics, Psychographics and Geodemographics some are more complicated than others but it boils down to things like age, gender, where you live, your personality, things you like and even how you have been brought up. They are all contributing factors all though some more complicated than others and falling into different ones of the three mentioned but they are ways to narrow down your desired target audience.
When making and advert once you have chosen your target audience you can then begin to design an advert however when doing so it is important to remember there are regulations and some things just can't be put on TV. Some of the companies that run the regulations are Advertising Standards Authority (ASA), Ofcom and there is the BCAP Code for advertisers which lists a load of rules and regulations to consider when making adverts. One of the sections is named Children and it goes through how Children cannot be exposed to indecent images and things such as how you cannot say "If you don't have this your friends won't like you anymore" You cannot say that in an advert to children as it breeches the rules and regulations but as for the indecent images that is self explanatory and might explain why a certain Skittles advert was banned. There are many others things to consider and those I mentioned are just some of that are include in the list of regulations for making an advert and there are lots more such as you cannot invade on privacy, cannot use misleading advertising an there are sections of each topic to make sure you know exactly what you can and can't do when making an advert, using all that is above for the Research and Justifications you can make a good, decent advert that doesn't break any rules or codes.
There's an error here. OFCOM is not a TV research agency - it's a regulatory body. You need to correct this. You could also find some links to programme profiles. It's merit work but not at distinction...
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