Online advetisement

 Online advertising is the fastest growing type of advertising as it is very useful in it's purpose.

One of it's main selling points is it's ability to "microtarget" this is where specific groups and niches are advertised towards with things they are more likely to be interested in - maximizing profits along the way.

but how do they know what people are interested in? Because we consent to spying effectively, for example we allow cookies onto our phones  which transmit our location and personal data, then we use always on microphones such as personal assistants who are always listening to the words we speak.

A large problem with online editing however is that is is unregulated - meaning there is nobody to oversee it so nobody can deal with an ad if it is misleading, incorrect or offensive - leading to a sort of wild west for advertisement

Offline or television advertising however is regulated by the ASA who make sure everything is above board and correct. There are many laws, for example junk food cannot be advertised concurrent with children's programming unless it preaches good health. This is why the 9pm watershed exists, allowing for more risque ads to be shown. TV advertisement also relies on scheduling to target towards people, such as high brow drama will have ads for expensive and sophisticated things. Self advertising can also make money through license fees. TV ads are purposely made to grab your attention with loud sounds and bright colours.

Offline ads are also still relevant as everyone can see them and they are kept current and updated: especially if they are in hotspots such as places with high population or congestion like train stations, crossroads, motorways, parks and tourist destinations.

The true aim of advertising is to become a part of everyday life - such as Coca-Cola being associated with Christmas or an internet search being called "Googling"

A memorable logo and tagline is essential for sticking in the head - generally three words to make it simple, catchy and memorable,

Jingles\Idents are also useful as they can sit in their heads

Celebrity endorsements are also intensely useful however celebrity disapproval or using scandal-filled celebrities can be equally damaging

Characters can also be used to identify an audience generally using broad brush stereotypes to make meaning quickly

Ads cost more the more popular the program is

Context is ultra important - this means, Demographics, Psychographics, how well known the product or brand is, the intended values, attitudes and beliefs of the brand and the form (How long it is, when it runs)

Mode of address means how the ad addresses it's audience which can be used to pander to a certain audience. these can be hard sells (forceful, wants you to buy) or soft sells (goes more into the product)

USP (unique selling point) is also important such as "hand-cooked" and "4k"

The best thing to happen to an online is for it to go viral - the company can then milk this format dry for more profits

Being meta is very useful way to make an ad go viral and capture the zeitgeist (current discussion)

Legacy media is much easier to regulate than new media

Media regulators are independent from governments and have investigative, corrective and monetary powers to be used as penalties. Media regulators are someone we can complain to to have our voice heard on ads and programs.

Independent media needs to be free but with some regulations - media lawyer is a large media occupation

The regulator for ads is the advertising standards authority (ASA) operating in the United Kingdom

Ofcom are the regulator for radio and tv in the United Kingdom

IPSO regulates newspapers and magazines - they don't do much as mags and papers are generally allowed to run free

Each agency has different power levels and can stop different things

The ASA states:

1. Ads must not mislead

2. Claims should be supported with evidence

3. Advertisers should be honest and truthful towards their consumers

4. Ads should not offend (a very subjective rule)

5. Ads should be responsible

Unlike with social media platforms, complaints are considered by their content rather than their number - even a single complaint can make a difference