Business Lecture 8 (media types)
We looked at media types and started looking at media categories first...
Media categories
Ambient
This is anything that is shown outdoors for example billboards, vehicle wraps etc. you have t be aware that they can come in a range of sizes and the price is usually done by every 2 weeks its up in the public eye. Some things you have to consider with ambient products is whether they need lighting, either back front or none and think about whether the product will be static or moving. the deadline is usually 6 weeks before the out up date in order for them to have time to check, print and put up the piece of work.
There can be issues with ambient work more than any other for example the proximity to roads may be good however muck is often sprayed on the bottom section of billboards, don’t put information in those places. Clarity of the billboard especially in winter needs to be taken into consideration, you need to ask when the billboard will go up and how long it will stay there. This may also effect your colour choice depending on the time of year. You also have to consider that council permission may sometime be needed.
the billboard must be quick to see and have a high impact, the audience is moving so they don’t have time to dwell on what they are looking at.
Print incudes mediums like, magazines newspapers and books. The regular published media usually need around 5 weeks notice before the publication date, newspapers is an exception usually 24hrs notice. The cost can is usually done per insertion per edit run. Depending on what you want the cost will differ but here are some examples of the things you can purchase from magazines and newspapers...
FPC- full-page colour
FPM- full-page mono black and white
DPS- double page spread
1/2 -page
1/4 -page
cc -column centimetre
When working with print there are two things to consider, circulation is the number of people who buy the magazine and readership is the number of people who read it. Think about a dentist waiting room, only 1 person buys it, but many people read it. The cost will vary depending on these two factors as well as where in the magazine that it is. Rate card figures are starting point for negotiation, discounts can be anywhere between 20-80%. The advantage is that audiences can dwell on the ad for a long time, therefore the complexity of the ad is not compromised.
Broadcast
This category includes mediums like TV, radio and web. TV includes stations like ITV, SKY and BT. at the moment BBC is not included, they cannot show ads used for private advertising. But we now have to consider online channels like Netfilx and amazon...
When making adverts all scripts must be put before the British advertising Clarence centre (BACC), they accept or reject the script however they don’t look at the imagery. You have to be aware that the
Advertising standards authority (part of OFCOM) can force an ad off air or cause a billboard to be tae down if they deem it to be unacceptable.
The cost of TV ads depend on the time of day, length of the ad, what TV program is shown before and after the ad and the number of viewers it receives. It also depends on how much that spot is in demand by other people. The down side to TV advertising it that people aren’t always paying attention so it needs to do this immediately. The 'channel hopper' is a problem
cinema
the ads are before the film but this means that after the film wil they still remeber it, this can depend on the quality and lenght of the film. ads in cinema dont have a time restriction which means its a better platform to have storytelling ads. cinema is one place where you have the aundioeces attention fully, its a place where reality is suspended, they expect to see unrealistic things so you can think differently in your aproach.
the cost depends on the type of film, wether it be comedy or thriller, and also the age restriction 12, 15, 18 etc. but also the expected impact for example blockbuster. when doing design work, it may be seen in all mediums, so the imergry that you use has to be linked, so the mesage has continuity to audinece
entertinament- new media
online aspects for example netflix is part of the new media age, inculding technology like blue ray/dvd/ cd. there is a major problem with regulation, whos accessing this content and is it suitable, there is a hige debate on how well this is being policed online with how easy it is to download and stream, but its something that is almost impossible to do, you have to be careful of this.
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