Tuesday, 24 May 2011
Analysis to my wedding magazine cover
1. How old are you?
5-10 = 0
11-15 = 1
16-20 = 4
21-25 = 0
26+ = 1
2. Male or Female?
Male = 1
Female = 5
3. What do you like and dislike about this magazine cover?
Like = Most people said that they liked the pictures, the colours, it had much detail, it was neat, looked interesting, the layout and the placing of the pictures.
Dislike = Some people said that they didn't like any of it, the fonts and that the competition logo spoiled the magazine.
4. If you saw this magazine in a shop, would you buy it? And Why?
Yes = No one said yes.
No = Everyone said yes because they weren't interested in weddings or that it looked boring.
5. Is there anything that you would add to this magazine cover?
Nothing = 5
Yes = One person said that i would need to make it more eye catching.
5-10 = 0
11-15 = 1
16-20 = 4
21-25 = 0
26+ = 1
2. Male or Female?
Male = 1
Female = 5
3. What do you like and dislike about this magazine cover?
Like = Most people said that they liked the pictures, the colours, it had much detail, it was neat, looked interesting, the layout and the placing of the pictures.
Dislike = Some people said that they didn't like any of it, the fonts and that the competition logo spoiled the magazine.
4. If you saw this magazine in a shop, would you buy it? And Why?
Yes = No one said yes.
No = Everyone said yes because they weren't interested in weddings or that it looked boring.
5. Is there anything that you would add to this magazine cover?
Nothing = 5
Yes = One person said that i would need to make it more eye catching.
Analysis to my action figure advert
1. How old are you?
5-10 = 0
11-15 = 1
16-20 = 3
21-25 = 0
26+ = 2
2. Male or Female?
Male = 4
Female = 2
3. what do you like and dislike about this action figure advert?
Like = Most people said that they liked that there was enough information, very imaginative, clear pictures, good use of speech bubbles, the combo prices and it looked very professional.
Dislike = Most people said that they didn't like the background as it was to plain, it wasn't appealing and that they were not attracted to action men.
4. If you saw this advert in a shop window, would you buy this product and why?
Yes = Most people said they would buy this advert because they can be worth a lot of money, its eye catching and if they had young sons.
No = Most people said that they wouldn't buy this product because it didn't appeal to them and that they didn't like wrestling.
5. Do the fonts fit with the advert?
Yes = Everyone said yes because its a military style, action is in big letters and that it is all in proportion of the advert.
(One questionnaire was not filled out properly for this question)
5-10 = 0
11-15 = 1
16-20 = 3
21-25 = 0
26+ = 2
2. Male or Female?
Male = 4
Female = 2
3. what do you like and dislike about this action figure advert?
Like = Most people said that they liked that there was enough information, very imaginative, clear pictures, good use of speech bubbles, the combo prices and it looked very professional.
Dislike = Most people said that they didn't like the background as it was to plain, it wasn't appealing and that they were not attracted to action men.
4. If you saw this advert in a shop window, would you buy this product and why?
Yes = Most people said they would buy this advert because they can be worth a lot of money, its eye catching and if they had young sons.
No = Most people said that they wouldn't buy this product because it didn't appeal to them and that they didn't like wrestling.
5. Do the fonts fit with the advert?
Yes = Everyone said yes because its a military style, action is in big letters and that it is all in proportion of the advert.
(One questionnaire was not filled out properly for this question)
Lowest, Middle and Most expensive TV listing magazines
Here are the lowest, middle and most expensive magazines:
- TV and Satellite week - £1.20
- Total TV guide - £1.00
- TV Choice - 30p
In the sales market, the lowest priced magazine which is 'TV Choice' sells more magazines with the magazines, 'Whats on TV' and 'Radio Times'. This is because 'TV Choice' and 'Whats on TV' are the lower prices and 'The Radio Times' is a good quality magazine and a lot of people are loyal to it.
The sales prices for the lowest, middle and most expensive magazines:
- TV & Satellite Week ; 180,776 ; -2.5%
- Total TV Guide ; 121,349 ; 9.6%
- TV Choice ; 1,362,384 ; 4.6
Monday, 4 April 2011
Evaluation questions
1. How does your finished product compare to your design?
My finished product is quite similar to my design, but not everything is the same.
2. How has technology helped you turn your design into a real product?
- Photoshop
- Google
3. Do you feel that your product is suitable for your target audience?
I feel that it is suitable for my target audience because there is everything that a new bride would want inside.
4. Describe two challenges you overcome?
- I managed to find a picture of a couple that would fit on my magazine cover.
- I came up with a name for my magazine as i had trouble picking between two other names.
5. Describe two technical skills you have gained?
- i have learned how to use photoshop a lot better.
Monday, 28 March 2011
UNIT 7 Evaluation Questions
1. How does your finished product compare to your design?
I drew two different designs for this product. The design idea that i picked, i used and it looks very good. I have changed two things from it, but i used the design idea.
2. How has technology helped you turn your design into a real product?
The technology that i used was photoshop.
3. Do you feel that your product is suitable for your target audience?
I feel that my advert is suitable for my target audience because i have used suitable language so that they will understand it. I've used suitable pictures, as they aren't exposing anything unsuitable.
4. Describe two challenges you have overcome?
- I managed to find decent brand names as i couldn't use the WWE brand.
- I I found a way to include the WWE brand logo.
5. Describe the technical skills you have gained?
- I have learned how to use photoshop
I drew two different designs for this product. The design idea that i picked, i used and it looks very good. I have changed two things from it, but i used the design idea.
2. How has technology helped you turn your design into a real product?
The technology that i used was photoshop.
3. Do you feel that your product is suitable for your target audience?
I feel that my advert is suitable for my target audience because i have used suitable language so that they will understand it. I've used suitable pictures, as they aren't exposing anything unsuitable.
4. Describe two challenges you have overcome?
- I managed to find decent brand names as i couldn't use the WWE brand.
- I I found a way to include the WWE brand logo.
5. Describe the technical skills you have gained?
- I have learned how to use photoshop
Thursday, 17 March 2011
Does my product relate to the CAP codes?
CAP intends its Code to be based on the enduring principles that marketing communications should not mislead, harm or offend. A CAP objective is to ensure that the Code adequately protects children and others whose circumstances seem to CAP to put them in need of special protection, yet retains an environment in which responsible advertising can flourish. CAP intends its rules to be transparent, accountable, proportionate, consistent, targeted only where regulation is needed and written so that they are easily understood, easily implemented and easily enforced.
CAP proposes to add to, delete, replace or amend existing rules in line with its general policy objectives. But proposed changes to the existing Codes are the exception and not the norm; most of CAP’s proposed Code includes standards established in the present Code, which have stood the test of time and continue to offer necessary protection for the public and a level playing field for the non-broadcast advertising industry.
I think my advert fits in with the CAP codes because it is not offensive and it is suitable for its target audience. It is being advertised properly and it isn't showing any rude pictures of people.
CAP proposes to add to, delete, replace or amend existing rules in line with its general policy objectives. But proposed changes to the existing Codes are the exception and not the norm; most of CAP’s proposed Code includes standards established in the present Code, which have stood the test of time and continue to offer necessary protection for the public and a level playing field for the non-broadcast advertising industry.
I think my advert fits in with the CAP codes because it is not offensive and it is suitable for its target audience. It is being advertised properly and it isn't showing any rude pictures of people.
Monday, 14 March 2011
Client Proposal
In order to create an advertising proposal, i need gather information about the company that makes the product, where it wants to advertise, what it wants the advertising to achieve and how much it has to spend.
The advertising budget for my campaign to advertise 3 WWE superstar action figures is £100,000.
To boost sales of a product that is not as popular as it used to be.
The type of advertising that would suit my campaign is to have Print and TV adverts, because people would see them much more as people watch TV more.
The print advert that i had in mind was to add the brand values, the image of the product, the WWE logo to show it is still part of that brand, The place where you can buy the product and what the product does in speech bubbles. I want to all of this because it shows that it is meant for children.
The type of people that would have this product are young boys from the age of 9-11, and they like to play with action men and watch WWE Wrestling. The best place to sell this product would be Toys 'R' Us as thats where most children would buy there toys.
The advertising budget for my campaign to advertise 3 WWE superstar action figures is £100,000.
To boost sales of a product that is not as popular as it used to be.
The type of advertising that would suit my campaign is to have Print and TV adverts, because people would see them much more as people watch TV more.
The print advert that i had in mind was to add the brand values, the image of the product, the WWE logo to show it is still part of that brand, The place where you can buy the product and what the product does in speech bubbles. I want to all of this because it shows that it is meant for children.
The type of people that would have this product are young boys from the age of 9-11, and they like to play with action men and watch WWE Wrestling. The best place to sell this product would be Toys 'R' Us as thats where most children would buy there toys.
Monday, 7 March 2011
What advert design i prefer:
Out of my first design and my second design i have chosen my first design. This is because it shows off the main product, which is Randy Orton. It is also very spaced out as well, so people can see it more. It has the WWE Logo to show that the company who are making the product, know that its still part of the WWE company.
I think that more people will buy these action figures because they can also come as a set, if they like the tag team, 'Legacy'.
I think that more people will buy these action figures because they can also come as a set, if they like the tag team, 'Legacy'.
Thursday, 17 February 2011
Action figure advert analysis:
Action Figure Advert Analysis
The Barbie doll advert looks like its from the 1980's. This is because the colours are quite dull looking and they have only used two colours. But the good thing about this advert is that haven't crowded everything on the advert.
The Evel Knievel advert has shown what the product does in comic book style and in the writing. They have shown it in a old style, because its been around for many years.
The Barbie doll advert looks like its from the 1980's. This is because the colours are quite dull looking and they have only used two colours. But the good thing about this advert is that haven't crowded everything on the advert.
The Evel Knievel advert has shown what the product does in comic book style and in the writing. They have shown it in a old style, because its been around for many years.
Tuesday, 15 February 2011
5 possible fonts for my advert:
5 Possible Fonts for My Advert
The first font: I thought that this font would enphasise how big of a superstar Randy Orton is.
The second font: I chose this font because it shows how dar and dangerous Randy Orton is.
The third font: I chose this font because its child like and this product is suitable for children.
The fourth font: I chose this font because it is bold and comes out at you so you want to buy it.
The Fifth font: I chose this font because it shows that Randy Orton is the one in charge of the group.
The fonts i chose was the second and third fonts because they both portray what i want to show in my advert design.
The first font: I thought that this font would enphasise how big of a superstar Randy Orton is.
The second font: I chose this font because it shows how dar and dangerous Randy Orton is.
The third font: I chose this font because its child like and this product is suitable for children.
The fourth font: I chose this font because it is bold and comes out at you so you want to buy it.
The Fifth font: I chose this font because it shows that Randy Orton is the one in charge of the group.
The fonts i chose was the second and third fonts because they both portray what i want to show in my advert design.
Newspaper Analysis
Task 1:
How many stories are covered in both papers? What are they?
- kubica in Car Crash
- Garry Moore dies (Thin Lizzy Guitarist)
Who advertises in each paper? Choose 3 adverts you think are typical for each paper.
Sun:
- Loans
- Cash for gold
Guardian:
- Vision express
- Phones (Orange)
- Cars
- Credit Cards
- Oxfam
- Help the homeless
- Banks
What is the centrefold of each paper?
Sun - Petrol costing to much money
Guardian - A picture about the first ever 'white faced clown' church service.
Task 2:
Referring to your work on ABC1 demographics, what kind of people read each of these papers?
Sun - C2, D, E
Guardian - A, B, C1
How do your answers in Task 1 show that there are two different target audiences for these two papers?
ABC1 -These people can spend a lot of money on a newspaper. Very high income and well paid.
C2DE - These people spend a little amount of money on a newspaper. Very low income and not a well paid job.
Task 3:
Using two articles about the death of Niki Grender, count the amount of pictures used in each article.
Sun - 3 pictures
Guardian - 1 picture
Find three words containing more than three syllables from each article. Compare how difficult these words are to understand in each paper.
Sun:
-Detectives
- Whereabouts
- Firefighters
Guardian:
- Investigating
- Teenager
- Examination
Which article requires a higher reading age to understand it? Explain why.
The Guardian requires a higher reading age because it has many big words in it that people with unsuitable grammar wouldn't be able to understand.
What demographic group did Niki come from? Is Nikitta represented as being from the same 'class' in each paper?
Then Sun has made Niki look like a tramp, to make her look more like a Sun reader. But the Guardian has made her look more sophisticated, to make her look more like someone who reads the Guardian.
How many stories are covered in both papers? What are they?
- kubica in Car Crash
- Garry Moore dies (Thin Lizzy Guitarist)
Who advertises in each paper? Choose 3 adverts you think are typical for each paper.
Sun:
- Loans
- Cash for gold
Guardian:
- Vision express
- Phones (Orange)
- Cars
- Credit Cards
- Oxfam
- Help the homeless
- Banks
What is the centrefold of each paper?
Sun - Petrol costing to much money
Guardian - A picture about the first ever 'white faced clown' church service.
Task 2:
Referring to your work on ABC1 demographics, what kind of people read each of these papers?
Sun - C2, D, E
Guardian - A, B, C1
How do your answers in Task 1 show that there are two different target audiences for these two papers?
ABC1 -These people can spend a lot of money on a newspaper. Very high income and well paid.
C2DE - These people spend a little amount of money on a newspaper. Very low income and not a well paid job.
Task 3:
Using two articles about the death of Niki Grender, count the amount of pictures used in each article.
Sun - 3 pictures
Guardian - 1 picture
Find three words containing more than three syllables from each article. Compare how difficult these words are to understand in each paper.
Sun:
-Detectives
- Whereabouts
- Firefighters
Guardian:
- Investigating
- Teenager
- Examination
Which article requires a higher reading age to understand it? Explain why.
The Guardian requires a higher reading age because it has many big words in it that people with unsuitable grammar wouldn't be able to understand.
What demographic group did Niki come from? Is Nikitta represented as being from the same 'class' in each paper?
Then Sun has made Niki look like a tramp, to make her look more like a Sun reader. But the Guardian has made her look more sophisticated, to make her look more like someone who reads the Guardian.
Monday, 14 February 2011
Brand and Product names
Brand names:
. Boys Toys - I thought this would be a good brand name because my product is a boys toy.
. Toys for Boys - I thought this would be a good brand name because Toys for boys would be a good way to put what my product is.
. Action toys - I thought this would be a good idea because the action figures that i am advertising get involved with a lot of action.
Product names:
. Action Boys - I thought that Action Boys was a good idea because they get involved with a lot of action and the action figures would be played with by young boys.
. Wrestle Addict - I thought wrestle addict would be a good idea because i am advertising wrestling action figures.
. Action Dudes - I thought Action Dudes was a good idea because they are full of action and dudes is related to men.
The brand name i chose was 'Action Toys' because they show what the action figures are about.
. Boys Toys - I thought this would be a good brand name because my product is a boys toy.
. Toys for Boys - I thought this would be a good brand name because Toys for boys would be a good way to put what my product is.
. Action toys - I thought this would be a good idea because the action figures that i am advertising get involved with a lot of action.
Product names:
. Action Boys - I thought that Action Boys was a good idea because they get involved with a lot of action and the action figures would be played with by young boys.
. Wrestle Addict - I thought wrestle addict would be a good idea because i am advertising wrestling action figures.
. Action Dudes - I thought Action Dudes was a good idea because they are full of action and dudes is related to men.
The brand name i chose was 'Action Toys' because they show what the action figures are about.
Thursday, 10 February 2011
Target audience profile - Action Figure
This is advert is aimed at young boys from the ages of 9 - 11.
this would be an advert for young boys who enjoy going to his friends houses to play with their action figures, and who also like to use their pocket money to buy them also. This advert would be placed in shops like Toys 'R' Us and Argos to buy them.
Boys who like to sit in their rooms and play with many of their action figures such as spiderman, Sonic and WWE wrestling figures.
The programs they would watch are spiderman, sonic heros, dragon ball z and WWE. B
I think this advert would appeal to young boys because he is a typical boy who likes typical boy things. Therefore, I think that if they saw this advert they would make their mums or dads go out and buy it for them. So then, They can go and show off their new toy to their friends.
Target audience profile - Matthew Fletcher
This is Matthew Fletcher. He has just turned 10 years old, and lives in the south east of london.
He enjoys going to his friends house to play with their action figures, and he also likes to use his pocket money to buy them also. He likes to shop in places like Toys 'R' Us and Argos to buy them.
He likes to sit in his room and play with many of his action figures such as spiderman, Sonic and WWE wrestling figures.
The programs he watches is spiderman, sonic heros, dragon ball z and WWE. But, his main program that he likes to watch is WWE (World Wrestling Entertainment). his favorite wrestlers are: Randy Orton, The Miz, Mark Henry, Ted Dibiase, Cody Rhodes and Many more, but he loves Randy Orton.
I think my advert would appeal to this young boy because he is a typical boy who likes typical boy things. therefore, i think that if he saw my advert for WWE action figures he would ask his mum to buy the for him as he can get them as a set.
Monday, 7 February 2011
NRS ABC Profiling System
We have studied the ACORN profiling system for dividing up the population when we are looking for a target audience. However, there are other profiling systems. The most widely used is the NRS A, B, C1, C2, D, E.
The SUN is quite a popular newspaper as its the cheapest one. On Monday - Friday, its sold for 20p but on Saturdays, its sold for 60p. The main class of people that buy this newspaper is the ABC1 Adults. The reason why this class of people buy this newspaper is because they don't have much money to spend on a newspaper and the SUN is very cheap.
The Daily Mail is the second cheapest newspaper in the region. On Monday - Friday its sold for 50p, But on Saturdays its sold for 80p. The main class of people that buy this paper is the AB Adults. Even though its sold for 2 1/2 more from its original price, it still sells quite a lot of copies. This reason why they buy this magazine is because it is a very educational paper and even though rich people have quite a lot of money to buy more expensive papers, they still choose quite a cheap paper.
the daily telegraph is the 2nd most expensive newspaper in the region. On Monday - Friday, it is sold for £1.00, But on Saturday its sold for £1.80. The main class of people that buy this newspaper is again the AB Adults. The reason why it is sold for such a large sum of money, is because the language inside this newspaper is mainly suitable for upper class people in the area. But only a small amount of people buy this newspaper.
The Guardian is the most expensive newspaper sold in the region. On Monday - Friday its sold for £1.00, But on Saturday its sold for £1.90. There is not much difference between the prices of The Daily Telegraph. On monday - friday, Both the Daily Telegraph and the Guardian are sold for £1.00. But on Saturdays, the daily telegraph is sold for £1.80 and The Guardian is sold for £1.90. The main class of people that buy this newspaper is again the AB Adults. This is because the language is very posh and no-one below this class could understand it.
The SUN is quite a popular newspaper as its the cheapest one. On Monday - Friday, its sold for 20p but on Saturdays, its sold for 60p. The main class of people that buy this newspaper is the ABC1 Adults. The reason why this class of people buy this newspaper is because they don't have much money to spend on a newspaper and the SUN is very cheap.
The Daily Mail is the second cheapest newspaper in the region. On Monday - Friday its sold for 50p, But on Saturdays its sold for 80p. The main class of people that buy this paper is the AB Adults. Even though its sold for 2 1/2 more from its original price, it still sells quite a lot of copies. This reason why they buy this magazine is because it is a very educational paper and even though rich people have quite a lot of money to buy more expensive papers, they still choose quite a cheap paper.
the daily telegraph is the 2nd most expensive newspaper in the region. On Monday - Friday, it is sold for £1.00, But on Saturday its sold for £1.80. The main class of people that buy this newspaper is again the AB Adults. The reason why it is sold for such a large sum of money, is because the language inside this newspaper is mainly suitable for upper class people in the area. But only a small amount of people buy this newspaper.
The Guardian is the most expensive newspaper sold in the region. On Monday - Friday its sold for £1.00, But on Saturday its sold for £1.90. There is not much difference between the prices of The Daily Telegraph. On monday - friday, Both the Daily Telegraph and the Guardian are sold for £1.00. But on Saturdays, the daily telegraph is sold for £1.80 and The Guardian is sold for £1.90. The main class of people that buy this newspaper is again the AB Adults. This is because the language is very posh and no-one below this class could understand it.
Wednesday, 2 February 2011
Tuesday, 1 February 2011
The product i wish to advertise.
For my media coursework, i am going to make an advert to advertise Randy Orton figures.
I am also going to add in Ted DiBiase and Cody Rhodes as they were part of Randy Orton's triple team, 'Legacy'.
The name of the brand that i have chosen for this product is 'Boys-Toys', because they are action figures.
I am also going to add in Ted DiBiase and Cody Rhodes as they were part of Randy Orton's triple team, 'Legacy'.
The name of the brand that i have chosen for this product is 'Boys-Toys', because they are action figures.
Today i have learnt that we can place different people into different catatergories. This helps us to target different products to those different people. The 5 main catergories are: Wealthy Achivers, Urban Prosperity, Comfortably off, Moderate mans and hard pressed.
Wealthy Achievers
Wealthy Executives
01 - Affluent mature professionals, large houses
02 - Affluent working families with mortgages
03 - Villages with wealthy commuters
04 - Well-off managers, larger houses
Urban Prosperity
Prosperous Professionals
13 - Well-off professionals, larger houses and converted flats
14 - Older Professionals in detached houses and apartments
Comfortably Off
Starting Out
24 - Young couples, flats and terraces
25 - White collar singles/sharers, terraces
Moderate Means
Asian Communities
37 - Crowded Asian terraces
38 - Low income Asian families
Hard Pressed
Struggling Families
44 - Low income larger families, semis
45 - Older people, low income, small semis
46 - Low income, routine jobs, unemployment
47 - Low rise terraced estates of poorly-off workers
48 - Low incomes, high unemployment, single parents
49 - Large families, many children, poorly educated
Wealthy Achievers
Wealthy Executives
01 - Affluent mature professionals, large houses
02 - Affluent working families with mortgages
03 - Villages with wealthy commuters
04 - Well-off managers, larger houses
Urban Prosperity
Prosperous Professionals
13 - Well-off professionals, larger houses and converted flats
14 - Older Professionals in detached houses and apartments
Comfortably Off
Starting Out
24 - Young couples, flats and terraces
25 - White collar singles/sharers, terraces
Moderate Means
Asian Communities
37 - Crowded Asian terraces
38 - Low income Asian families
Hard Pressed
Struggling Families
44 - Low income larger families, semis
45 - Older people, low income, small semis
46 - Low income, routine jobs, unemployment
47 - Low rise terraced estates of poorly-off workers
48 - Low incomes, high unemployment, single parents
49 - Large families, many children, poorly educated
Monday, 31 January 2011
Advertising Standards Authority - ASA
The Advertising Standards Authority (ASA) is the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British Government, but by a levy on the advertising industry.
Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes. These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise".
Guy Parker has been Chief Executive of the ASA since June 2009. His salary for this role is £120,000.
The ASA is the UK's independent regulator of advertising across all media, including, from 1 March, marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.
From March 1st marketing communications on websites will be regulated by the ASA.
BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.
CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.
Ad:
A direct mailing, for a lottery, was headlined "Congratulations XXX you've won VIP tickets". The mailing included text that stated "You have won a pair of VIP concert tickets in the People's Postcode Lottery to join the captivating André Rieu and his Johann Strauss Orchestra in concert. You are one of 2,000 lucky players plus their guests to [sic] this special concert ... Our team will be calling all winners in the coming weeks to organise this unique concert experience. In the meantime if you have any further questions, please call our free-phone customer service line ... ".
Issue:
The complainant, who did not receive a call from People's Postcode Lottery, challenged whether the promotion was administered fairly, because she was subsequently informed all tickets had been taken.
Response:
People's Postcode Lottery (PPL) said they had secured 2,000 tickets to the concert and booked hotel rooms for 2,000 players and their guests as well as coach transport, as part of the full-prize package. They said 1,000 winners were selected over the course of three draws, which were independently adjudicated; the winners would be invited, along with a guest. PPL said they were aware a significant proportion of their players would not be interested in the prize and they therefore sent all prize winners one of two letters, dependent on whether they held a telephone number for the individual; one letter stated PPL would contact the player with details of their prize and the other requested the player call PPL within 10 days if they wished to attend. They submitted copies of the letters.
They said their contact centre called everyone who received the first letter within 10 to 20 days of the letter arriving with the recipient; they called every number at least once and the majority twice. PPL said they did not, however, leave messages for those players they were unable to reach, which, in retrospect, was an error on their part because some players were unaware they had received the call. They said by 24 August 2010, they had 1,634 confirmed attendees. They left the list open for a week after that but then had to close it to ensure there was sufficient time to organise the hotels and coaches. They said any winner who called to say they wished to attend before that date was added to the list; they then presumed players they had not heard from were not interested in attending. The majority of players who called subsequently were also added to the list. However, that was determined by whether there was any space on the coaches already booked to depart from their region. PPL said coaches for the complainant's region were already full and she was therefore placed on a waiting list. By the week prior to the concert, only 15 people remained on the waiting list and they were hopeful that with 1,640 attendees, there would be enough cancellations to allow all of those on the waiting list to attend. However, the concert was unfortunately then cancelled due to circumstances beyond their control. They said all confirmed winners were informed of that and that their prize would be honoured when the concert was rescheduled. They said all winners, plus those on the reserve list would be offered the opportunity to redeem the prize on the new rescheduled date. They said they had not intended to mislead, however, they acknowledged that the letter the complainant received should also have made clear the prize could be reallocated if PPL were unable to contact them by the deadline. They said future promotions would make clear the circumstances under which a player could forfeit a prize.
Assessment:
Upheld
The ASA noted the mailing stated that the complainant had won the tickets and would be contacted by PPL. She did not hear from them however and subsequently called them to enquire about the prize. We acknowledged PPL were prepared to amend future mailings, however, we considered that would not be sufficient to ensure a similar promotion was administered fairly. We noted the mailing did not make clear there was any possibility prizes could be reallocated or that availability of the prizes might be limited according to regional coach departures. Nevertheless, we considered consumers who had been informed they had won a prize would legitimately expect to receive it. We were concerned that the mailing stated there were 2,000 prizes but that some recipients of the mailing were told prizes were no longer available after, we understood, only 1,640 tickets had been allocated. We were also concerned that the mailing stated that recipients would be contacted by PPL but that they did not take sufficient action to ensure consumers who were informed they had won prizes were able to obtain them. We therefore concluded that the promotion was not administered fairly and caused unnecessary disappointment.
The promotion breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 8.2 (Sales promotions), 8.9 (Availability) and 8.15.1 (Administration).
Action:
The mailing must not appear again in its current form. We told PPM to ensure promotions did not cause unnecessary disappointment in future.
Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes. These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise".
Guy Parker has been Chief Executive of the ASA since June 2009. His salary for this role is £120,000.
The ASA is the UK's independent regulator of advertising across all media, including, from 1 March, marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.
From March 1st marketing communications on websites will be regulated by the ASA.
BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.
CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.
Ad:
A direct mailing, for a lottery, was headlined "Congratulations XXX you've won VIP tickets". The mailing included text that stated "You have won a pair of VIP concert tickets in the People's Postcode Lottery to join the captivating André Rieu and his Johann Strauss Orchestra in concert. You are one of 2,000 lucky players plus their guests to [sic] this special concert ... Our team will be calling all winners in the coming weeks to organise this unique concert experience. In the meantime if you have any further questions, please call our free-phone customer service line ... ".
Issue:
The complainant, who did not receive a call from People's Postcode Lottery, challenged whether the promotion was administered fairly, because she was subsequently informed all tickets had been taken.
Response:
People's Postcode Lottery (PPL) said they had secured 2,000 tickets to the concert and booked hotel rooms for 2,000 players and their guests as well as coach transport, as part of the full-prize package. They said 1,000 winners were selected over the course of three draws, which were independently adjudicated; the winners would be invited, along with a guest. PPL said they were aware a significant proportion of their players would not be interested in the prize and they therefore sent all prize winners one of two letters, dependent on whether they held a telephone number for the individual; one letter stated PPL would contact the player with details of their prize and the other requested the player call PPL within 10 days if they wished to attend. They submitted copies of the letters.
They said their contact centre called everyone who received the first letter within 10 to 20 days of the letter arriving with the recipient; they called every number at least once and the majority twice. PPL said they did not, however, leave messages for those players they were unable to reach, which, in retrospect, was an error on their part because some players were unaware they had received the call. They said by 24 August 2010, they had 1,634 confirmed attendees. They left the list open for a week after that but then had to close it to ensure there was sufficient time to organise the hotels and coaches. They said any winner who called to say they wished to attend before that date was added to the list; they then presumed players they had not heard from were not interested in attending. The majority of players who called subsequently were also added to the list. However, that was determined by whether there was any space on the coaches already booked to depart from their region. PPL said coaches for the complainant's region were already full and she was therefore placed on a waiting list. By the week prior to the concert, only 15 people remained on the waiting list and they were hopeful that with 1,640 attendees, there would be enough cancellations to allow all of those on the waiting list to attend. However, the concert was unfortunately then cancelled due to circumstances beyond their control. They said all confirmed winners were informed of that and that their prize would be honoured when the concert was rescheduled. They said all winners, plus those on the reserve list would be offered the opportunity to redeem the prize on the new rescheduled date. They said they had not intended to mislead, however, they acknowledged that the letter the complainant received should also have made clear the prize could be reallocated if PPL were unable to contact them by the deadline. They said future promotions would make clear the circumstances under which a player could forfeit a prize.
Assessment:
Upheld
The ASA noted the mailing stated that the complainant had won the tickets and would be contacted by PPL. She did not hear from them however and subsequently called them to enquire about the prize. We acknowledged PPL were prepared to amend future mailings, however, we considered that would not be sufficient to ensure a similar promotion was administered fairly. We noted the mailing did not make clear there was any possibility prizes could be reallocated or that availability of the prizes might be limited according to regional coach departures. Nevertheless, we considered consumers who had been informed they had won a prize would legitimately expect to receive it. We were concerned that the mailing stated there were 2,000 prizes but that some recipients of the mailing were told prizes were no longer available after, we understood, only 1,640 tickets had been allocated. We were also concerned that the mailing stated that recipients would be contacted by PPL but that they did not take sufficient action to ensure consumers who were informed they had won prizes were able to obtain them. We therefore concluded that the promotion was not administered fairly and caused unnecessary disappointment.
The promotion breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 8.2 (Sales promotions), 8.9 (Availability) and 8.15.1 (Administration).
Action:
The mailing must not appear again in its current form. We told PPM to ensure promotions did not cause unnecessary disappointment in future.
Thursday, 27 January 2011
Monday, 24 January 2011
ACORN Classification
ACORN (acronym for A Classification Of Residential Neighbourhoods) is a geodemographic information system categorising all United Kingdom postcodes into various types based upon census data and other information such as lifestyle surveys. It was developed by Richard Webber of CACI Limited, who also developed the competing MOSAIC system, and is sold to businesses, health and local authorities typically for marketing and planning purposes.
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