Regulation Booklet

Creative Media
Honor Menzies

Contents Page
1 Regulation (ASA)
2 Audience Information
3 Sources of
Information

Who is ASA?
ASA stands for the Advertising standards authority and
it is the UKs independent regulator of advertising.

What do ASA do?

They apply the advertising codes which are written by
the Committees of Advertising Practice. ASA also acts
on complaints from the audiences of adverts and
regularly checking Media to take action on offensive,
rude, violent, and discriminatory or any other adverts
people may have a problem with.

Audience Information
How do advertisers know who their target audience are?
Advertisers know who their target audiences are because they
do market research to signify the age range interest for each
product. This also helps them to decide what is missing from
the market and what Customers want. There are lots of
different research methods and here are some examples.
- Audience Measurement Panels This measures how many
people are in an audience, and it helps to determine who
is listening rather than just how many people.
- Ratings This is a film type of market research insight and
information firms and this helps to keep a watch over
market developments.
- Face to Face interviews This is a type of quantitative
research and is still one of the most popular. Some
benefits would be that the results are very detailed and
people give their full attention when asked face to face.
- Focus groups A small group of consumers who meet to
discuss a research topic under the guidance of a
moderator. The benefit is that group participants get to
interact with each other.
- Questionnaires This is when a page of questions is
created for Customers to fill in and answer to help the
researchers. This is beneficial because the market
researches end up with a wide variety of answers and they
are easy and quick to fill in.
- Programme Profiles
- Broadcasters Audience Research Board (BARB) Was set
up to provide the industry standard television audience
measurement for broadcasters and the advertising
industry.
- What are rate cards?
- A rate card is a document containing prices and
descriptions for the different ad placement options
available from a media outlet.
Here are some Popular advertisers profiles

- LOreal - L'Oreal is the global #1 in cosmetics with a

portfolio that contains many of the world's biggest hair
and beauty products, including such brands as Garnier,
Maybelline and Lancme. It also markets fragrances and
cosmetics under license for other companies including
Giorgio Armani, Ralph Lauren, YSL and Diesel. More than
80% of group sales are generated outside France, with
operations in every major territory. Since the 1980s the
group has made North America a particular focus of
attention, wrong-footing domestic rivals with dynamic
marketing and a series of smart launches and clever
acquisitions. Among the most recent of these were the
purchase of ethical beauty products retailer Body Shop in
2006 and the YSL Beaut portfolio in 2008.
- Unilever - Unilever was arguably the world's first packaged
goods manufacturer, and is still one of the global leaders,
with operations in every corner of the globe and an
especially strong profile in emerging markets. It was one
of the original pioneers in household detergents - products
today include Omo and Persil - and it remains the world
#1 in personal wash and deodorants, with brands
including Dove, Rexona and Axe/Lynx. Following a series of
high-profile acquisitions, including US-based Best foods, it
is also a major force in foods, and a global leader in
sectors such as culinary foods ice cream, and tea. Brands
include Knorr, Lipton and Magnum. Yet Unilever also
struggled for several years to adapt to the faster-moving
business environment of the 21st century. In the late
1990s, the group initiated a strategy to prune its vast
portfolio, disposing of regional products and rebadging
others in order to concentrate on a smaller roster of global
power brands. That mammoth task finally began to deliver
results from 2005. Adbrands coverage of Unilever is split
across several different pages. The group operates
through two main divisions, Unilever Home & Personal
Care and Unilever Foods

- Coca Cola - The Coca-Cola Company is the world's biggest

drinks company, controlling more than half the global
market in carbonated soft drinks as well as a substantial
chunk of the somewhat larger non-carbonated segment. It
owns four of the world's five best-selling soft drinks. Its
principal brand is of course Coca-Cola itself, the world's
best-known and most valuable brand. But the company
also sells almost 500 other beverage brands ranging from
variants like Diet Coke and sister products such as Fanta
and Sprite to a vast range of carbonated and noncarbonated juice-based drinks, bottled waters, iced teas
and coffees. Increasingly Coca-Cola has found that its
sheer size works against it. Competition authorities now
watch the company's every move, effectively ruling out
the acquisition of anything other than marginal products;
and market saturation and economic downturns in both
emerging and mature markets caused sales growth to stall
for more than a decade. Since 2006, though, the
company's performance has begun to fizz once again,
mainly through aggressive development of non-cola
products, including bottled water.
- Apple - Apple has turned out to be the greatest corporate
comeback story of modern times. Despite being the first
(if not the only) company ever to make computers cool,
Apple was gradually squeezed towards the margins of the
industry during the 1990s by the combined force of the
ubiquitous PC and Microsoft's Windows. But after a difficult
decade, when the company's long-term future sometimes
looked bleak, the business experienced an extraordinary
resurrection after 2001. Initially carving out a new niche
for itself in downloadable music, Apple became not just
cool again, but cooler than ever before. The huge success
of the iPod music player had a significant knock-on effect
on sales on Mac computers, but it was nothing compared
to extraordinary popularity of its successor, the iPhone,
which has almost singlehandedly reinvented the business
of wireless communications. The subsequent launch of
iPad ushered in a completely new age of mobile

computing, driving the company's market value to heights

that would have been unthinkable even ten years earlier.
The untimely death of presiding genius Steve Jobs did
nothing to halt Apple's extraordinary rise, and the
unstoppable global demand for iPhone has established
Apple as the world's most valuable corporation and most
widely respected technology developer. Further category
redefining products are still to come, including a
smartwatch and possible even the first iVehicle.