ADVERTISMENT

REGULATION
BY Owen Riseley

NOVEMBER 27, 2015

RISELEY & CO
Henley College

Information

Media Regulation
Media regulation is the control or guidance of mass media. These regulation insure that the public are
protected from misguidance and children are protected from harm.

Context:
Regulation Bodies

ASA

Ofcom

Audience information:

BARB

Ratings

Face-to-face interviews

Focus groups

Questionnaires

Programme profiles

Sources of information:

Rates cards

Advertisers information packs

Research agency websites

Regulation Bodies
ASA & Ofcom

ASA
The Advertising Standards
Authority is the UKs independent
regulator of advertising across all
media. Their work includes acting
on complaints and tracing adverts
to make sure they are not
misleading, harmful or offensive.
ASA is important because without
it our televisions, radios and
newspapers would all be filled with
false and harmful advertising.

Although ASA is a media regulator

it is an independent one meaning
they do not have the authority to
ban adverts, so they just deal with
the complaints and help decide
what adverts need to be banned.

EXAMPLES
Kylie Minogue's mechanical bull
Kylie Minogue riding a mechanical bull in nothing
but see-through lingerie. After Kylie thoroughly
enjoys her time grinding on the bucking machine,
she then asks for some participation from other
men. This advert was banned for being too
provocative and sexy to be shown on day time
television.

Morrisons:
Made a TV advert showing a child removing all the
salad from her burger and the advert was banned as it
promoted an unhealthy life style.

Audience information
BARB

BARBBARB (Broadcasters Audience Research Board)

measures television viewing for the whole of the
UK so as the broadcasters and advertisers can
uses this information to better their campaign and
is a clear and reliable way of seeing audience
measurement.

Audience measurement panelsAudience measurement measures how many

people are in an audience. BARB being an
example. This method creates stats that help the
broadcasters and advertisers determine who is
listening and just how many people are listening.

RatingsTV Ratings are the standard buying currency for

television advertising in the UK. Written as a
percentage they show the potential TV audience
viewing at any given time. TVR's measures the
popularity of a television program or
advertisement by comparing the number of target
audience viewers who watched against the total
available as a whole. One TVR is equivalent to 1%
of a target audience. TVR=Reach x Time Spent
and this makes it easier to work out the pricing.
For example, if an ad in any afternoon show gets a
Housewives' TVR of 20, which means that 20% of
all housewives viewed the ad.

Face-to-face interviewsThe face-to-face interview (in-person interview) is

probably the most popular and oldest form of
survey data collection. More reliable than most
data as respondents are more likely to give their
undivided attention when an interviewer is
present.

Focus groupsA focus group is a form of qualitative

research in which a group of people
are asked about their perceptions,
opinions, beliefs, and attitudes towards
a product, service, concept,
advertisement, idea, or packaging. The
main advantages of focus groups are
they can are obtain detailed
information about personal and group
feelings, easily and cheaply, and are less
time consuming than other techniques.

QuestionnairesA Questionnaire is a series of

questions that help to develop
statistics. They are a cheap, quick way
to get multiple responses from all over
the world, without travel.

Programme profilesA means by which viewers to a

channel, programme or day-part may
be broken down across a single
variable such as age or class, always
totalling 100 which makes finding the
target audience a lot easier.

Sources of information
Rate Cards Advertisers information packs

Rate CardsA rate card is a basic document containing

prices and descriptions that shows how
much it costs to advertise. Its used by
potential advertisers so that theyre able to
easily figure out how much I costs.

Advertisers information packsThere are two types of information packs

one being a folder or package that
contains promotional material and
associated information about a firm,
product or program.
Also called a media pack, the other one is
a package containing rate cards,
circulation data, audience statistics, and
other such information about an
advertising.

http://www.marketingdonut.co.uk/marketing/market-research/choosing-a-market-research-agency

http://www.adbrands.net/