AC2.2 Evaluation of media used in campaigns for change
15 marks (1 hour)
Advertising:
Advertising is a marketing campaign to promote a product or service, creating
awareness with the public by communicating to the watcher, influencing them to
engage with the campaign. Advertising can take many formats, including; TV or
radio adverts, newspaper campaigns, billboards, email marketing, direct mail, social
media, and even merchandise.
TV adverts:
TV adverts are a range of TV programmes that organisations pay for and produce.
These convey a message and can be used to raise awareness for campaigns. They
last between 30-60 seconds between TV breaks and are portrayed visually and/or
auditorily.
The strengths of using TV adverts is that it is very effective by using moving
imagery, this could include music that fits with the campaign. Another strength is
this creates a visual representation of the problem, making the issues more
memorable for the audience. One method of doing this is celebrity endorsement to
grasp attention; evidence suggests such endorsement increases sales/donations,
increases volunteer numbers and shapes public perception. Using tv adverts reaches
a wider audience than other methods of advertising, due to the amount of viewers,
there are 6 million TV viewers in the UK. In 2021 over 715 million people across
Europe were tv viewers. This is practical for campaigns because they reach a broad
target audience as anyone in the UK who watches TV can see it. You can select the
times of broadcast, as children go to bed during the evening, you can specifically can
target ads towards the adult population. Another advantage is when watching these
, adverts they can have an empathy element as they can be spiritual, heartwarming or
comical which could attract a higher number of people towards the campaign than
other forms including posters in which emotion can be more challenging to portray.
This would be good for a campaign as it spreads more awareness and gets people
to engage within their campaign and many adverts become famous in their own
rights and extend awareness by word of mouth as people discuss it with their
friends, an example of this is the annual coveted John Lewis Christmas advert.
The disadvantages of using this method for campaigning is they are very costly to
produce and the cost of your time slot will vary depending on channel and whether
you want your advert to air at prime times. Roughly £1,100-£2,200 for a daytime
slot and anything up to £20,000 for an evening peak time on larger channels in an
advert break of a popular show or sporting event. In 2022 the UK spent an
estimated 5.4 billion on tv adverts, which makes an expensive campaign. Therefore,
for a campaign with a limited budget, TV advertising is unlikely to be feasible.
Another negative is that most people skip the adverts if they are watching on catch
up or they could possibly ignore them depending on the content. According to IPG
65% of viewers skip video ads. It may not be successful and possibly a waste of
money if it doesn’t reach the correct target audience. Furthermore some adverts
contain graphics and horrific scenes which could upset younger viewers who could
be associated with the topic, this could create a negative atmosphere around the
campaign possibly leading to an unsuccessful campaign as it is then viewed
negatively. Something else to consider if choosing this route for a campaign is
ensuring the clarity of your message, you would not want to go through the expense
of production and advertising for viewers to be unclear or confused about what the
message of the campaign is about and what the aim of it is.
A real life example of a campaign using TV ads is in 2014-2015, The Water Aid
campaign, this campaign allowed 2 million people to have access to safe water and
15 marks (1 hour)
Advertising:
Advertising is a marketing campaign to promote a product or service, creating
awareness with the public by communicating to the watcher, influencing them to
engage with the campaign. Advertising can take many formats, including; TV or
radio adverts, newspaper campaigns, billboards, email marketing, direct mail, social
media, and even merchandise.
TV adverts:
TV adverts are a range of TV programmes that organisations pay for and produce.
These convey a message and can be used to raise awareness for campaigns. They
last between 30-60 seconds between TV breaks and are portrayed visually and/or
auditorily.
The strengths of using TV adverts is that it is very effective by using moving
imagery, this could include music that fits with the campaign. Another strength is
this creates a visual representation of the problem, making the issues more
memorable for the audience. One method of doing this is celebrity endorsement to
grasp attention; evidence suggests such endorsement increases sales/donations,
increases volunteer numbers and shapes public perception. Using tv adverts reaches
a wider audience than other methods of advertising, due to the amount of viewers,
there are 6 million TV viewers in the UK. In 2021 over 715 million people across
Europe were tv viewers. This is practical for campaigns because they reach a broad
target audience as anyone in the UK who watches TV can see it. You can select the
times of broadcast, as children go to bed during the evening, you can specifically can
target ads towards the adult population. Another advantage is when watching these
, adverts they can have an empathy element as they can be spiritual, heartwarming or
comical which could attract a higher number of people towards the campaign than
other forms including posters in which emotion can be more challenging to portray.
This would be good for a campaign as it spreads more awareness and gets people
to engage within their campaign and many adverts become famous in their own
rights and extend awareness by word of mouth as people discuss it with their
friends, an example of this is the annual coveted John Lewis Christmas advert.
The disadvantages of using this method for campaigning is they are very costly to
produce and the cost of your time slot will vary depending on channel and whether
you want your advert to air at prime times. Roughly £1,100-£2,200 for a daytime
slot and anything up to £20,000 for an evening peak time on larger channels in an
advert break of a popular show or sporting event. In 2022 the UK spent an
estimated 5.4 billion on tv adverts, which makes an expensive campaign. Therefore,
for a campaign with a limited budget, TV advertising is unlikely to be feasible.
Another negative is that most people skip the adverts if they are watching on catch
up or they could possibly ignore them depending on the content. According to IPG
65% of viewers skip video ads. It may not be successful and possibly a waste of
money if it doesn’t reach the correct target audience. Furthermore some adverts
contain graphics and horrific scenes which could upset younger viewers who could
be associated with the topic, this could create a negative atmosphere around the
campaign possibly leading to an unsuccessful campaign as it is then viewed
negatively. Something else to consider if choosing this route for a campaign is
ensuring the clarity of your message, you would not want to go through the expense
of production and advertising for viewers to be unclear or confused about what the
message of the campaign is about and what the aim of it is.
A real life example of a campaign using TV ads is in 2014-2015, The Water Aid
campaign, this campaign allowed 2 million people to have access to safe water and
