LO4: Researching How to Analyse Life In-between

Above The Line advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet.  This is communication that is targeted to a wider spread of audience and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.

Below the line advertising is more one to one and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at the point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and marketplaces or residential complexes. 

Blue Peter - How does it reach its target audience?

"Blue Peter swaps pets for gadgets to reclaim lost viewers"

Blue Peter is attempting to reach its target audience by swapping the shows pets for gadgets as the interests of their target audience have changed over time since the show began.

Above the Line Advertising Methods

• Print (magazine) adverts
• TV Adverts
• Radio Adverts

Popular characters from films aimed at children are often used to advertise products; such as this advert showing 2 minions from the film "Despicable Me" eating fruit roll-ups, a fruit snack that is aimed at the same target audience as "Disposable Me".

The use of modern technology has allowed for new methods of advertising. Sponsored YouTube videos have become an extremely common form of advertising in recent years. A company will pay a YouTube channel with a similar target audience as them to use their product as part of one of their videos.

Strengths & Weaknesses

• Above the line advertising mediums have a wide (national/international) reach.
• The mediums like TV and radio use audio-visuals which have a better connect with the audience.
• Media advertising is a crucial tool in defining and realizing brand identity. A brand is built by the customers. The role of marketers in brand building is to reach as many prospective customers as they can and communicate to them about the brand and its benefits creatively. Above the line marketing, hence, plays an integral role when it comes to brand building.
• Can be expensive
• Not useful for products/services aimed at a niche audience
• Less flexibility when placing ads

Below the Line Advertising Methods

• Sponsorship
• In-store marketing
• Direct mail marketing

Strengths & Weaknesses

• Easier to target a specific market
• Easier to control/monitor
• Cheaper than most 'above the line' methods
• Targeting diverse cultures and users with the same theme may be difficult
• More direct contact may appear less trustworthy
• 
  

Proposal for new programme

Life In-between

The purpose of Life Inbetween is to entertain the audience whilst also providing them with useful information in a fun and helpful manner. In terms of genre, I would class Life Inbetween as an entertainment/magazine programme. The target audience for Life Inbetween is both males and females between the ages of 10 and 16 whose parents would mostly fall into the ABC1 categories of the NRS social scale. The programme will include several sections: Gaming, Music, Fashion, Funny Internet Videos, Travel, Help & Advice.

Life In between would be filmed in front of a live audience, it would be shown on a Saturday morning and would be around 45 minutes long. It would feature around 4 presenters (of varying genders and ethnicities) as we would aim to have a different personality present each section of the show.

KTA 3 Feedback

KTA 2 Feedback

LO2

Popular Types of TV Programmes

BBC1 - The most popular types of programmes on BBC1 would fall under the celebrity/talent category. The four most popular shows throughout September were each weeks instalment of Strictly Come Dancing. The purpose of Strictly Come Dancing is to entertain; it is aimed at people over the age of 50 as they are more likely to find ballroom dancing entertaining.

BBC2 - The most popular show on BBC2 in September was "Russia with Simon Reeve", which is a documentary. Places 2-8 in the most watched programmes in September are taken up by Dragons Den (a reality/business show) and The University Challenge (a quiz show). The purpose of "Russia with Simon Reeve" is to entertain and inform. It is aimed at adults of both genders who have an interest in travelling.

ITV - By far the most popular type of programming in ITV is Soap Operas. The top ten most viewed shows for September 2017 are all Coronation Street. The purpose of Coronation Street is to entertain, it is aimed at adults of both genders between the ages of 30 and 50.

Channel 4 - The top 4 most watched programmes on Channel 4 for September are each weeks episodes of "The Great British Bake Off", a cooking/reality show. The rest of the top ten is made up of "Gogglebox" (reality) and the F1 Singapore Grand Prix (sport). The purpose of the Great British Bake Off is to entertain (not inform like a stereotypical cooking show as it doesn't actually show you how to make the food), it is aimed at women between the ages of 18 and 40 who have an interest in baking.

Channel 5 - The most popular shows on Channel 5 in September were: "Can't pay? We'll take it away!", "Paddington Station 24/7" and "Police Interceptors". All of these programmes could be classed as factual television. The purpose of all these programmes is to entertain and possibly inform (e.g. Paddington Station 24/7 informs people of what happens in Paddington train station).

Sky1 - The most popular shows on Sky1 for September were: "A League Of Their Own", "Stella" and "The Russel Howard Hour"; all of which are comedy based programmes. The purpose of these programmes is to entertain people and make them laugh. "The Russel Howard Hour" and "A League Of Their Own" is aimed at people of both genders between the ages of 16 and 30 whereas "Stella" is aimed at a slightly older audience.

Validity & Reliability

Task 1

Validity & Reliability 

Source 1 - Healthy Eating - http://www.nhs.uk/livewell/healthy-eating/Pages/Healthyeating.aspx

I know this is a valid source as the article has been published on the official NHS website, which is a reputable source as it is owned by the UK government. I can check the reliability of the information on the website by comparing it with other sources; however, as it is published by the main provider of health in the United Kingdom it is highly unlikely that the article has knowingly published any falsities.

Source 2 - Computer Games - http://uk.ign.com

I would say that IGN is a valid source as it is one of the largest independent video games reviewing companies in the world. The information published on IGN is usually reliable as information such as release dates for video games come s directly from the developers of the game themselves. However, as lots of the articles on IGN are opinion based reviews, some would say that the information is not reliable because they do not agree with the article.

Source 3 - History of Football - http://www.fifa.com/about-fifa/who-we-are/the-game/index.html

As FIFA is one of the largest organisations in the world some may say that it is a reliable source. However, over the past few years, FIFA has been surrounded by massive accusations of corruption so the validity of the source could be questionable. Despite this, the information is still valid as it is related to the source and provides a good amount of information about the history of football.

Source 4 - Biography of Rita Ora - http://www.imdb.com/name/nm1357683/bio

As IMDb is the worlds most popular source for movie, tv and celebrity content; I would say it is a reliable source. The information published on IMDb is usually reliable as information as it has been input from a variety of sources. However, as anyone


Task 2 - BARB

The Broadcasters' Audience Research Board is the organisation that compiles audience measurement and television ratings in the United Kingdom. The data that BARB collects can easily be accessed through its website (http://www.barb.co.uk). 

Barb provides viewership data on a number of different categories. Their weekly viewing data provides a weekly viewership summary as well as a top 10/30 highest viewed programmes and a views by genre/channel group section. 

The same sections are included for monthly viewing data. BARB also provides viewership data for programs watched specifically on catch up tv. This information also includes data about the percentage of people who watched the program live compared to on catch up tv and video on demand services.

We can check the validity of data provided on the BARB website by comparing it with information from other sources, such as broadcastnow.co.uk or tellymix.co.uk.

Research Task - Life Inbetween

Healthy Eating

Source: http://www.nhs.uk/livewell/healthy-eating/Pages/Healthyeating.aspx

This website gave information on 5 a day, healthy recipes, vegan & vegetarian diets, Superfoods, food safety and how to lose weight. The website is clearly set out into different sections, each with their own coloured heading which makes it easy to navigate. However, they could have been arranged horizontally instead of vertically so the user doesn't  have to scroll all the way down the page.

Computer Games

Source: http://uk.ign.com/

This website gives detailed information on all the latest games and gaming hardware including reviews and video gameplay. The website also features a list of the current most popular and highest rated games with links to Amazon where you can buy the game for yourself. This information is useful as it gives you justified reasons whether or not to buy a game. At first look, the website can appear a bit confusing as there is a lot of text on the homepage

History of Football

Source: http://www.fifa.com/about-fifa/who-we-are/the-game/index.html

The website gives the reader information on the origins of football including how it came about, influences from around the world and how it became the most played sport across the globe. This information is useful as it explains how football became the sport it is today. This source is reliable as the article is written on the official FIFA website. All the information is laid out clearly and put into sections

Biography of Rita Ora

Source: http://www.imdb.com/name/nm1357683/bio

Rita Ora's profile on IMDB gives a large, detailed amount of information on the singer, including facts about her early career, as well as a number of quotes and a fact file about her physical stats. This information is useful as it includes almost everything anyone could possibly want to know about Rita Ora which would make writing a biography about her much easier.