Adverts To Target Audience

In my radio show I want to include adverts (to help target a specific audience and reflect that the radio is local), so I am going to research how adverts are structured. I am going to look at adverts online and print media. Although these adverts are very visual whereas on radio they are purely in an audio format, these visual adverts will help me understand the structure of adverts.

Below I will be analysing some television adverts and discussing if they are suitable for the radio or not.
Thomas Cook's 2015 TV Advert

I don't think this advert would work on radio, because it is completely visual, apart from music that plays throughout the entire advert with a brief pause.

Sneakers Mr Bean TV Advert 

Although this advert is very visual, I think with the right sound effects it would be possible to have this advert on the radio.

Save The Children TV Advert

I think this advert would work on radio. Although it is very visual the sound effects make it clear on what's happening, for example at the beginning of the advert we hear people singing happy birthday, making it clear to the audience there is a birthday party going on. If I were to do this advert on the radio I would add a voiceover to support what is happening visually.

From doing this research I have discovered that most of TV adverts are visual. There are two kinds of adverts, adverts with a narrative and adverts without a narrative. In my radio segment I want to include at least one of each styles of adverts. To create an advert with narrative I am going to have to use lots of sound effects and music, so the audience can visual what is happening.

Potential Playlist For My Radio Show

To give an indication of my target audience, I have created a potential playlist for my radio show.

Night Fever - Bee Gees

Black Magic Woman - Fleetwood Mac

At Home - Crystal Fighters

One More Cup of Coffee - Bob Dylan

Something Good - Alt J

Let No Man Steal Your Thyme - Pentangle

Another Sunny Day - Belle and Sebastien

Walk Of Life - Dire Straits

Cemetery - The Smiths

Psycho Killer - Talking Heads

Websites - Different to Bright FM

The second two stations I am looking at are completely different to mine, Capital and LBC.

Capital FM

When looking at the Capital FM radio website, I noticed the colour scheme and artists featured suggest the target audience is younger. The blue in the background implies the audience can be either male or female.

LBC

The LBC radio website is very simple, with a white background it makes it suitable for any age group. Although you can see the presenter is an older male which could suggest an older audience. The website is filled with news stories suggesting the radio is a talk show rather than a music station. The stories also imply that the audience are people who want to hear the news or discussion, which is predominantly an older audience.

Website - Similar to Bright FM

The first two stations I am looking at are similar to mine, Radio Reverb, and Absolute 70's.

Radio Reverb
















When looking at the Radio Reverb website the colour scheme suggest the radio can attract both a male and female audience. The picture in the background immediately suggests that the target audience is local.  The colour scheme and the style of the websites neither suggest the radio is targeting a younger or older audience.

Absolute 70's

The title of the radio implies immediately that they have a very specific target audience, people who listen to 70's music. The picture in the background (David Bowie) suggests the target audience are people who listen to 70's music. The blue suggests the audience can be both male and female.

Target Audience and Websites

Everything within a radio station's website will indicate the radio station's target audience. The theme of the website will attracted the target audience. This is another way to establish who the target audience are.

I am going to look at two radio station websites that are similar to mine and two radio station websites that are completely different to mine.

While looking at the websites I am going to analyse the font, colour, language used, tabs, competitions, pictures, stories shown and the music played.
I am going to see if these factors relate to age, gender and lifestyle, showing how important branding the station towards the target audience is.

My Questionnaire

I have done an audience questionnaire to help me get an idea of listening habits, which will help me when it comes to writing my script for my radio extract.

Audience

After listening to a number of radio stations it has become clear to me that all across all radios there are certain connections that will appear for example, Jingles, Presenters, News and Music, whilst certain radios and shows have specific conventions associated with the target audience. For example the way the Radio Jingle sounds and the news stories that appear in the news bulletin, even the gender and the way the presenters speaks is designed to target a specific audience. The adverts that appear on radios are there to target their specific audience, companies choose a radio that has the same target audience, so that the products are likely to sell. The type of music being played will appeal directly to the target audience. 

While creating my show, I am going to have to think carefully about who my target audience are in terms of gender, age and lifestyle, and I'm going to have to make sure that when choosing the music and writing the script, that its appropriate for my target audience.


In order to see who my target audience is I am going to do some research. First I am going to do a questionnaire with questions such as why do you listen to the radio? and what the of music do you listen to?
And secondly I am going to look at research others have conducted.

Jingles

When listening to a few different radio stations, I found that there are a number of different types of jingles.

Here are the different types of jingles:

Station Jingle: 

• Played the most frequently. Played on each radio show.
• Usually contains the name and frequency of the radio and a slogan that sums up the style of the radio. Helping the target audience realise the type of music that will be played.

Show Jingle:

• Suggesting to the audience what type of show it will be (for example: Music, talk, comedy).
• Indicates the name of the show and the radio, and possibly a slogan setting the tone for the show.

News Jingle:

• Often just the name of the station with the word "News".
• The jingle often has serious music setting the tone for the audience.

Traffic/Travel Jingle:

• Usually the name of the station with the words "Traffic" or "Travel".
• Played most frequently on the Breakfast show and the Drivetime show.
• Often has the sound effects of traffic, rather than music.

Weather Jingle:

• Often the name of the radio station with the word "Weather".
• Often sponsored by a company (for example Kleenex tissues or Ariel).

Competition Jingle:

• Will contain the name of the radio station. 
• Often with an excited presenter.

Sports Jingle:

• Will include the name of the station with the word "Sport".
• Often has upbeat music, indicting the excitement of sport.
• Could contain the sound effect of a sports crowd cheering. 

Music in News Bulletins

For my radio I am going to need to use music in my news bulletins. To get an idea of what, if any music is used on a number of completely different radio news bulletins. I am going to be looking at what type of music is played, when music is played and when the music fades out.

Capital FM: Before and after the news there was a news jingle.  During the telling of the news there was no music in the background, but there was upbeat music in the background throughout the Voxpops, the upbeat music suggests the story is more positive than negative.

BBC radio 4: Before and after the news there was a news jingle. There was no music playing during the news. With no music in the background the news comes across as serious.

Magic: Before and after the news there was a new jingle. There was no music throughout the news. With no music in the background the news comes across as serious.

Representation (News Presenters)

In this post I am going to be looking at how presenters come across to the audience. I will be looking at how news stories are presented by news presenters in news bulletins, by choosing two different radio stations. I will listen out for age, gender, language, tone of voice and interaction with other presenter. I am doing all of this to help me script my own news bulletins.

The first news bulletin I looked at was on Capital radio. The presenter was a young male. He spoke quickly and in a more relaxed tone and used colloquial language.

The second new bulletin I looked at was on BBC radio 4. The presenter was an older male. He spoke slowly and clearly with frequent rests and used very formal language.

Representation is very important, after listening to two completely different radio stations news bulletin, I found that the way the news is presented is according to who the target audience is. For example the fact that the news presenter on capital was young and used colloquial language, indicates that the radio is directed at a younger audience, whereas radio 4 the presenter was older and was presented in a more formal way suggests that the target audience is older.

Other Conventions of Radio News Bulletins

In this post I am going to be looking at what else is brought to a news bulletin other than a Presenter, Jingle, weather and Travel. 

Here are the other conventions:

1. Correspondent - Someone reporting the story live from where it took place.

2. Vox Pop - Members of the public commenting on the story. It could be more than one person, with different viewpoints.

3. Sound Bite - Dialog about a story from either an elite person or somebody dominantly involved in the story.

4. Outside Broadcast - Broadcast taking place outside of recording studio.

5. Expert Guest - Guest who are expertise on a certain subject. 

6. Archive Clip - Something pre-recorded. Could be used people die or extracts of an elite persons work. 

News Bulletin Conventions

After listening to a various number of news bulletins. I have noticed some convention that appear in news Bulletins.
Here are the conventions that appear in news bulletin:


Jingle

                     

Music

Presenter 

Time

Travel

Weather

Comparing Local Radio Station News Bulletins

As I suspected both News Bulletins were dominated by stories with the news value Familiarity. Although BBC Cornwall did mention a news story taking place in Sussex, which implies it was a big news story , as local radio station don't often have stories outside their local region.

Although local radio station news bulletins often have national news stories, I think the majority of stories will be about the regional area of which the radio station is based.
This is something I will need to consider while writing my own news stories.

BBC Cornwall News Bulletin at 8:00am

Here is the running order of the news bulletin from BBC Cornwall.

1.  Have to pay an extra £26 on your council tax, to protect Cornwall's frontline police services.

Facts from the story:

• Crime commissioner is asking if you would be happy to pay an extra £26 a year on council tax.
• He would like a 15% increase in the Polices share in Council tax.
• Adding around 50p a week for an average 
• The money will go towards protecting the Cornwall's frontline police.

News Values:

Familiarity - The news concerns the people in the local areas of Cornwall, where the radio is based.
Amplitude - The whole of Cornwall are involved in this.
Impact - Although £26 may not seem to be much, it might have a huge affect on some people.
Negativity - The people in Cornwall will have to pay an extra £26 a year on council tax.

2. The chancellor George Osborn is to announce that 4 government departments have agreed to cut their spending by an average of nearly 30%.

Facts from the story:

• 4 Government departments have agreed to cut their spending by an average of nearly 30%.
• In a speech in London Mr Osborn will warn that if the country doesn't bring down the deathasis down the deathasis will bring the country down.

News Values:

Amplitude - Concerns the whole of the UK.
Impact - If they don't start cutting their spending it could have an affect on the UK.
Surprise - If the deathasis doesn't stop, the deathasis could bring the entire country down.
Familiarity - The news affects the UK, which is where the radio is set.

3. 2 People have been cared for my paramedics after they managed to climb out of an overturned vehicle.

Facts of the story:

• 2 People have been cared for by paramedics.
• They managed to climb out of an overturned vehicle.
• The accident happened at 5 in the morning.
• Only one vehicle was involved.

News Values:

Familiarity - The accident happened in Cornwall.
Negativity - That two people were injured.
Balance - They were cared for by medics and only one car was involved in the accident.

4. Average pay in Cornwall still lags behind most of the South-West.

Facts from the story:

• Average pay in Cornwall is £2500 less than the rest of the UK.

News Values:

Familiarity - This affects the people of Cornwall.
Amplitude - The entire population of Cornwall are affected by this.
Negativity - Most of the South-West are earning more than Cornwall.

5. New details about Winnie the Pooh the character from the children's book have been released.

Facts from the story:

• The authors grandfather brought the female bear cub, Winnie to London Zoo during the 1st world war.
• In London Zoo Winnie met a young boy, Christopher.

News Values:

Surprise - To hear the real story of how Winnie the Pooh came about.

Elite People - Winnie the Pooh is a famous character from a children's book.

6. The number of commuters traveling at least 2 hours to get to work has doubled in the last ten years.

Facts from the story:

• The number of commuters has doubled in the last ten years.
• May be down to the loss of jobs in the region.

News Values:

Familiarity - Lots of people in the South-West have to travel long distances to work.

Amplitude - Lots of people in the South-West are affected by this.

Impact - Workers have to travel far to get to work.

Negativity - Long distances to work means early mornings and expenses.

7. Buildings are being recognised for their place in the history of the Women's institute.

Facts from the story:

• Buildings are being recognised fro their place in the history of the Women's institute.
• A pup in Sussex is one of these buildings and is where the first WI eating took place 100 years  ago.

News Values:

Balance - Good news that the institute has lasted 100 years and that the buildings are being recognised for their importance in history.

8. Organisers of a charity say they have raised over £15000 for cancer charities.

Facts of the story:

• The charity were selling celebrity underwear.
• They raised over £15000 for cancer charities.
• The events too place in South Devon.

News Values:

Familiarity - The events took place in South Devon, which is close to Cornwall.

Impact - As a result of the money raised people who are struggling with cancer may receive treatment which they need.

Balance - Raising the money could help people get the treatment they need.

BBC Sussex News Bulletin at 8:00am

Here is the running order of the news bulletin from BBC Sussex.

1. Fracking could be allowed in south downs national parks.

Facts from the story:

• Fracking in south downs national park could be allowed despite the governments assurance that there had been an outright ban.
• Commons vote expected in the next fortnight to allow horizontal drilling.
• Chairman is worried about the affects it could have and want more technical details before giving a final opinion on the situation.

News Values:

Amplitude - The aftermath cold have an affect for lots of people.
Impact - The aftermath could have an affect for lots of people.
Surprise - That fracking may be allowed.

2. The chancellor George Osborn is to announce 4 government departments have agreed to cut their spending by an average of nearly 30%.

Facts from the story:

• 4 Government companies have agreed to cut their spending by an average of nearly 30%.
• In a speech in London Mr Osborn will warn that if the country doesn't bring the deathasis down the deathasis will bring the country down.

News Values:

Familiarity - The news affects the UK, where the radios based.
Amplitude - This concerns the whole of the UK.
Impact - If they don't start cutting their spending it could have a profound affect on people lives.
Surprise - Government don't often do this. That if it doesn't stop it will bring the country down.

3. A jeweller in sussex has said that after 3 armed raids, he has been forced to sell the business and move his family away.

Facts from the story:

• Jeweller in sussex is selling his business and moving his family away.
• The jeweller is frustrated that no one has ever been caught for the attacks, in which he had a axe thrown at his head and lost three teeth.

News Values:

Familiarity - The Jeweller lives in Sussex and his store is in Sussex.
Surprise - That the attackers have never been found and that the events have driven him out of Sussex.
Conflict - Between the Jeweller and the attackers.

4. Police shut off an area of Rottingdean beach after a potentially deadly canister of phosphorous was found.

Facts from the story:

• Police shut off part of Rottingdean beach.
• The canister was found by volunteers cleaning the beach.
• Photographer Michael O'Rourke was one of the volunteers.

News Values:

Familiarity - The canister was found on Rottingdean beach in Sussex.
Surprise - That they found a canister of phosphorous on the beach.
Amplitude - People who were on the beach at the time may be in danger.
Impact - That part of the beach is unappeasable for a period of time.
Elite People - Michael O'Rourke is a photographer.

5. The owners of a large blue shed in Telscombe which dominate the skyline have been asked the submit a planning application. 

Facts from the story:

• The ones of a blue shed have been asked to submit a planning application.

News Values:

Familiarity - The people live in Telescombe in Sussex.

Surprise - That they need a planning application.

Impact - People who have sheds in Telescombe, will need to submit a planning application.

6. New details about the real Winnie the Pooh have been released.

Facts from the story: 

• News details about the original bear have been released.
• The authors grandfather bought a bear cup to Britain during World war 2.
• The female bear was called Winnie.
• Winnie met a young boy in London zoo called Christopher.

News Values:

Surprise - To hear the real story of how it happened.

Elite People - Winnie the Pooh is a well known character from a children's book.

7.  The women's institute will take over the airwaves of BBC Sussex to mark a 100 years.

Facts from the story:

• The women's institute will take over the airwaves of BBC Sussex.
• To mark a 100 years since the institution was formed.
• A pub in Sussex is where the first WI eating was held.

News Values:

Familiarity - The pub is in Sussex
Balance - Good news that the institute has lasted 100 years.

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Comparing News Bulletins on Local Radio

I am going to analyse two local news radio station news bulletins, aired at the same time, to see if they have the similar news stories and a similar running order. I think the news stories will be completely different as they are local radios and will have stories that include, affect or are of interest to people in the local area. However if there is a big national news story, both radios may air them.

Comparing News Bulletins

All of the radio stations I listened to contained at least one of the same news stories, which indicates the news stories contain news values that affect, shock or mean something to the radio stations target audience.
Capital FM is the only radio station that has a celebrity/entertainment which implies the news editors have chosen a story with news values e.g Elite People that will interest the target audience.

Magic has a news story on politics, news editors have included these news story as the target audience is older than the audience of Capital and BBC Radio 2.

Magic News Bulletin at 11:00am

Here is the running order of the news bulletin from Magic.

1. Air crash investigators from Russia are in Egypt to examine the wreckage and determine what cause the plane to crash.

Facts from the story:

• Russian air crash investigators go to Egypt.
• Co-Pilots wife said that her husband had raised concerns about the Russian jets safety.
• The crash killed all 224 people onboard

News Values:

Immediacy - The crash happened the day before the story was released.

Amplitude - Lots of people will be grieving the death of loved ones.

Impact - People on Egypt are concerned about their safety onboard flights.

Surprise - Plane crashes are a rarity nowadays, and are supposedly the safest way to travel.

Negativity - Many people lost their lives.

2. Police and security won't be allowed to see people's internet browsing history.

Facts of the story:

• Police won't be allowed to look at peoples internet browsing history.

News Values:

Immediacy - News of this security law had just been announced prior to when the story was released.

Impact - People will have their personal privacy back.

Amplitude - Involves the whole of the UK.

Balance - Some people are happy about the new security law, as they want their privacy.

Negativity - Other people are not happy about the new law, as they believe it helps prevent terrorism.

3. Four policeman got injured, while trying to break up an illegal rave in Central London.

Facts of the story:

• Four Policeman got injured.
• Rave took place in central London.

News Values:

Immediacy - The rave happened on halloween the night before the story was released.

Amplitude - Many people and police were involved in the rave.

Surprise - That riot police were injured.

Conflict - Between the ravers and the riot police.

Negativity - That four policeman were injured.

4. Voting for general election in Turkey has started.

News Facts:

• It is the second general election in 5 months.
• Turkey are facing worst every terror attacks.
• More than 100 people killed at a peace rally last month.

New Values:

Amplitude - The whole of Turkey are involved.

Impact - The country will be affected by the results of the elections.

Surprise - That more than 100 people have been killed in peace rally.

Predicability - Turkey have been facing terror attacks, therefore the world suspected there might be another general election.

5. Weather warnings for fog across parts of England and Wales.

Facts of the story:

• Officials at Heathrow say flights have been disrupted, as a result of the fog.
• Weather warnings have been announced.

News Values:

Amplitude - Parts of England and Wales will be affected by the fog.

Impact - People will have to take extra caution will driving, and some people travelling from Heathrow may face delays.

Frequency - The UK often faces weather like this especially in the Autumn and Winter.

Capital News Bulletin at 11:00am

Here is the running order of the news bulletin from Capital.

1. Police broke up an illegal rave in central London.

Facts in the story:

• Four metropolitan officers have been injured.
• Several arrests have been made.
• Police broke up an illegal rave in central London.
• Police had a petrol bomb thrown at them.

News Values:

Immediacy - The event happened the night before the story was released. 

Amplitude - Lots of people were involved in the rave.

Surprise - That officers got injured as a result of the rave escalating.

Conflict - Between the ravers and the police.

Negativity - Police and ravers were injured.

2. Airplane going to St Petersburg crashed in Egypt, killing everyone onboard.

• Experts from Russia have gone to Egypt to discover what caused the accident to happen.
• Bodies are still being recovered from the wreckage.

News Values: 

Immediacy - The tragedy occurred the night before the story was released.

Amplitude - Families of the dead will be grieving.

Impact - People who are travelling to Egypt might feel scared about flying, as they are still investigating what caused the plane to crash,

Surprise - Plane crashes are rare nowadays, especially plane bombs which is what is suspected to have caused the accident.

Negativity - Many people have lost their lives.

3. Police and security forces won't be given access to see people's internet browsing history.

Facts of the story:

• Police and security won't be allowed to see people's internet browsing history.
• To help prevent terrorism.

News Values:

Immediacy - Happened the night before the story was released.

Impact - Affects peoples personal privacy.

Amplitude - Involves the whole country.

Balance - Helps prevent terrorism.

Negativity - The government is invading people's privacy.

4. Thirty-four year old man arrested in connection for eight sexual assaults in south London, has been released on bail.

Facts of the story:

• Thirty-four year old man was arrested in connecting with eight sexual assaults.
• The assaults happened in South London.
• The man has been released on bail.

News Values:

Immediacy - The man was only just released in relation to when the story was released.

Familiarity - The assaults happened in South London, Clapham and Brixton area.

Impact - People who live in South London may feel threatened that he  after this man has been released.

Surprise - That such an awful man has been released on bail.

Negativity - That he has been released, the victims may feel that he needs to be brought to justice.

4. Sonny Bill Williams gave his winning gold medal to eager teenager, who ran onto the rugby pitch after the final whistle had blown.

Facts of story:

• Sonny Bill Williams gave his medal to a young teenager.
• Teenager ran onto the rugby pitch.
• Teenager was tackled by a security guard.

News Values:

Immediacy - Happened the day before the story was released.

Surprise - That Sonny gave away his winning gold medal.

Personalisation - People are happy to see an elite athlete is still kind and thoughtful towards his fans.

Elite People - Sonny Bill Williams is a world champion rugby player for the current best team in the world, The All Blacks. 

Balance - His kind actions may have changed the teenage boys life.

5. Dave Berry and Lisa Snowdon are switching on the Oxford Street Christmas lights.

Facts of the story:

• Dave Berry and Lisa Snowdon are switching on this years Christmas lights in Central London.

News Values:

Familiarity - The event will take place in central London.

Elite People - Lisa Snowdon and Dave Berry are capital breakfast show presenters.

Radio 2 News Bulletin at 11:00am

Here is the running order of the news bulletins from Radio 2:

1. Russian airplane investigators are trying to find out what caused a plane to crash in Egypt killing all 224 passengers and crew on board this flight.

Facts in the story:

• An airplane travelling from Egypt to St Petersburg crashed, killing all 224 people on board.
• Experts say given the cause it is important to quickly find out what happens, as catastrophes like this dint just happen. It is usually a series of things that might have gone wrong, and is very rare that one thing could have caused an accident like this.

News Values:

Immediacy - The plane crash happened the day before the story was released.

Amplitude - All 224 people on board the flight died, many people will be affected by their death.

Impact - People travelling to Egypt might feel threatened by the recent event, as they are still trying to discover the cause of the accident.

Surprise - Plane crashes rarely happen.

Negativity - 224 people died.

2. Police and security will not be given the right to see anyones internet browsing history in new security rules to be published on Wednesday.

Facts of the story:

• Police and security won't be given the right to see peoples internet browsing history.
• Campaigners have expressed concerns about the measures.

News Values:

Immediacy - Happened a few days before story was released.

Impact - Affects peoples personal privacy.

Amplitude - Involves the whole of the UK.

Balance - Some people think its good, because of terrorism.
Negativity - Some people think its bad,because the government is invading peoples privacy.

3. Greek coast guards have said that 11 migrants have drawned trying to cross from Turkey to the island of Samos.

Facts of the story:

• Eleven migrants have been found dead 6 of which are children, 4 of which are babies.
• Ten of the dead were found in the upturned cabin of a capsized boat.

News Values:

Immediacy - The tragedy occurred on the day the story was released.

Personalisation - The public will be shocked to hear that 6 children have died, and may be affected by this, which could lead to them doing something about the migrant situation.

Surprise - That so many of them were children, even babies.

Frequency - Migrants are often found dead on the beach trying to flee.

Negativity - Eleven people are dead.

4. Suicide bomb killed at least 15 people in a hotel in the capital of Somali, Mogadishu.

Facts of the Story:

• At least 15 people have been killed.
• The explosion was followed by gun fire as militants stormed the hotel later exchanging fire with security forces for 5hours.
• The government have since secured the hotel.

News Values:

Amplitude - At least 15 people have lost their lives, leaving others injured.

Impact - People who are in Somali, may feel threatened and scared that an attack like this could happen again.

Surprise - The attack happened at a hotel where people were enjoying their holiday.

Conflict - Between the gunman and security forces.

Negativity - Innocent people lost their lives. 

5. Sonny Bill Williams, member of the all blacks gave his medal to young fan, as he felt bad for him after a security guard talked him.

Facts of the story:

• Teenage rugby fan ran on the the rugby pitch after the final whistle had been blown.
• A security guard tackled him.
• Sonny Bill Williams felt bad for him, so he gave the boy his medal.

News Values:

Immediacy - Happened the day before the story was released.
Surprise - That Sonny gave away his gold medal.
Personalisation - People feel touched that a world champion rugby player acted with such thoughtfulness.
Elite People - Sonny Bill Williams is a world champion rugby player.
Balance - The rugby players actions could have a changed a young teenagers life forever.