ADVERTISING UNCUT

PROGRAMME 3: THE CAMPAIGN

PROGRAMME OUTLINE

00:00 – 01:05

Where do you see advertising? Young people answer and we hear a summary of the programme.

01:06 – 05:22

We learn about the launch of the much-hyped PS3. The product's marketing director is interviewed and explains how they got the press interested. We also see the Rimmel advertising campaign, featuring Kate Moss, and Nissan's ground-breaking campaign.

05:23– 08:40
Buying the ad space

This is the biggest expense of any campaign. We learn that the price has to be negotiated and that the peak hours for advertising on TV are between 5.30pm and 11pm, which is also the most expensive time. The position of a magazine advert is discussed and how crucial it is to be strategic about advertising space.

08:41 – 15:50
Public relations

This is the next stage in a good campaign. We see how people are influenced by what the stars are wearing. This leads to a discussion about product placement, and the example used is the link between the hair product, Shock Waves, and the NME, resulting in the Shockwaves NME Awards and the associated logo.

15:51 – 17:45
Word of mouth

Some people are turned off by the hard sell of advertising. We learn about student 'brand managers', used by companies such as 3 Mobile. Their job is to spread the word about a particular product or event. They know their own environment and can communicate better with their peers, giving a personal message.

17:46 – 19:09

We also learn about buzz marketing, which goes one step further. We see the example of the 118 118 campaign when the characters went out on the streets. Young people discuss this campaign. The professionals think it's fun and will get people talking about the product.

19:10 – 23:21

With the rise in social networking sites such as MySpace and YouTube, we learn that viral marketing is taking off. Advertisers are taking ideas from the amateur footage appearing on the sites and creating internet ads that mimic that style. The example shown is the advert for Samsung's new flip phone. This form of advertising is much cheaper and more direct, but there are risks involved because viewers' online comments can be fierce and they are there for all to read.