Advertising

Terminology

TARA PRINGLE-STACEY

Table of Contents

Sources

Regulations.......................................................................... 1

www.asa.org.uk
www.ofcom.co.uk
https://en.wikipedia.org/wiki/Ofcom#History
http://www.kantarmedia.co.uk/businesses/audience-research/

Audience Information.......................................................... 2

https://en.wikipedia.org/wiki/Audience_measurement
http://www.pcpmarketresearch.com/services/quantitativeresearch/face-to-face-interviewing
www.thinkbox.tv

Sources of information......................................................... 3

http://www.thinkbox.tv/about-us/
http://www.greenbook.org/market-research-firms/mediatelevision
http://www.businessdictionary.com/definition/rate-card.html
http://www.adbrands.net/top_media_agencies.htm

Regulations

Audience information

The Advertising standards authority (ASA) is the UKs

independent regulator of advertising across all media. The
ASAs work includes acting on complaints and proactively
checking the media to take action against misleading, harmful
or offensive advertisements. Their ambition is to make every
UK ad a responsible ad. The ASAs slogan is legal, decent,
honest and truthful.

Audience measurement panels measure how many people are in

an audience, usually in relation to radio and TV. It helps
broadcasters and advertisers determine who is listening or
watching rather than just how many people are listening or
watching.

The ASA is not funded by the British government, but by a levy

on the advertising industry.

Ofcom is the communications regulator. They regulate the TV,

and radio sectors, fixed line telecoms, mobiles, postal services,
and the airwave over which wireless devices operate.
Ofcom makes sure that people in the UK get the best from
their communications services and are protected from scams
and sharp practices, while ensuring that competition can
increase.
The regulator was initially established by the office of
communications act 2002 and received its full authority from
the communications act 2003. Ofcom would replace several
existing authorities and was seen to oversee media channels
that were rapidly converging through digital transmittion.

Ratings is the evaluation or assessment of something, in terms of

quality, quantity or a combination of both. Ratings show how many
people are listening or watching. On Netflix ratings are shown by
stars next to each programme or movie to show how many people
enjoyed it.
Face-to-face interviews are the most frequently used quantitative
research methods. They can offer advantages over self-completion
methods such as postal and online surveys because respondents
are more likely to give their undivided attention when an
interviewer is present.
Focus groups is a group of people assembled to participate in a
discussion about a product before it is launched, or to provide
feedback on a political campaign, television series, etc. They are
useful to obtain detailed information about personnel, perceptions
and opinions. They can save time and money compared to
individual interviewers. They can provide a broader range of
information.
Questionnaires are a set of printed or written questions with a
choice of answers, devised for the purpose of a survey or
statistical study. Large amounts of information can be collected
from a large number of people in a short period of time and in a

relatively cost effective way. They can be carried out by the

number of people with limited affect to its validity and reliability.
A programme profile is the amount of people interested in one
certain programme. When choosing an audience to target with
TV advertising, advertisers can define it by gender, social class
and age at a national or regional level. The total number of
people in the audience is then known as the universe.
BARB is an abbreviation for Broadcasters Audience Research
Board. To provide the industry standard television audience
measurement service for broadcasters and the advertising
industry. BARB is owned by BBC, ITV, Channel 4, Channel 5,
Sky and the IPA (Institute of Practitioners in Advertising) and is
not for profit company limited by guarantee. The advantage is
that when the research data is collected, because it is simply
based on numbers, its a lot easier to collate and place together
into a form of chart. Also when it comes to placing it into graphs
and charts its a lot easier to read, because if its placed into a
pie chart its exceedingly simple to read.
Television research agencies provide studies and surveys
about broadcast media, including television programming, TV
adverts, TV networks and TV ratings. Touchstone Research,
Inc. is one of the most experienced and advanced online
research firms.

Sources of information
Rates cards are documents containing prices and descriptions
for the various ad placement options available from a media
outlet. They are usually for guidance only because the actual
charges vary greatly according to the bargaining power of the
advertiser.
Media agencies are the companies responsible for overseeing
the delivery of advertising campaigns by deciding where
adverts will appear and then negotiating over rates with media
owners such as broadcasters and publishers. Increasingly they
are also involved in related disciplines such as product
placement and sponsorship. Starcom MediaVest is the worlds
number 1 media network, with global billings estimated by
Recma at $43.26bn in 2014. It was originally formed in 2000
from the merger of what were then in the media arms of Leo
Burnett and DArcy, and now sits with in Publicis Groupe.
http://www.adbrands.net/us/starcommediavest_us.htm
http://www.smvgroup.com/
Advertisers information packs provide rate cards, insertion
dates, publication dates and all the information you need to
plan advertising.
www.adbrands.net