Getting Span of Attention may be the cardinal rule of Advertising.
But these…….?
Follow the Link.
These gentlemen have families?
Category: Advertising
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Shocking Advertisements.
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Horlicks ‘Tall Claims’
http://www.scribd.com/doc/46923954/Horlicks-Case-Study
The company is silent on its tall claims here.
Their ad is one and provisionof information through official (?)Media is another.
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Complan-‘Growing Tall Ad’ and what the company says
The Maharashtra Food and Drug Administration has taken Heinz India to court over an advertisement for its health drink Complan. The advertisement claims the drink can add two inches to a child’s height. The FDA chargesheet, naming seven officials of Heinz India, calls it an exaggerated advertisement. In an email response, Heinz India officials said, “We are not aware of any such complaint having been filed. We stand by our claim and would defend the same with appropriate research study.”
http://ibnlive.in.com/news/tall-claims-in-complans-ad-challenged/126296-3.html?from=rhs
This is what the Company has to say about its product.
Note the company is careful enough not to specify specific properties.
Just to escape the law.
These ads should be banned.
Not a bad idea to have a mechanism to verify claims of manufacturers before they advertise.
http://www.complan.com/complan.php
About Complan Complan has been established around the world as a trusted provider of nutritional supplements for more than 50 years. Complan was first developed by Glaxo in the 1950s as a powdered food for use in hospitals. When reconstituted with water, it provided all essential nutrients and could be fed to patients through a tube, as well as by mouth. Its name is derived from COMplete PLANned nutrition.
Following its success in the hospital environment, Complan developed as a product suitable for outpatient care and eventually became available for purchase in pharmacies and shops.
Complan has continued to develop over the years. Flavoured varieties were first introduced in the 1970s and the range has since expanded and also includes savoury varieties. By 1985, nutritional thinking had advanced and Complan was again reformulated to reflect this. The quantity and type of fat content was revised in line with a Department of Health report on diet and cardiovascular disease.
All Complan sold in the UK is manufactured in the UK. There are variations in product make-up and methods of manufacture around the world. But wherever it is made, Complan consistently offers balanced nutrition in line with local nutritional requirements. [ how to buy ]
Today Complan is focused on providing nutrition products suitable for all members of the family, through three core products: Complan ( balanced nutrition for the family), Casilan ( higher protein for sports performance and illness recovery) and Com
clinical malnutrition).
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Complan » for weight management » gaining weight -
Shocking Advertisements.
Advertising is a world in which the normal is beautified, cracks are airbrushed over and real-life is portrayed with rose tinted glasses. And all with the intention of getting the consumers to buy into such ideals.
A poster from an anti-smoking campaign by Les Droits des Non-fumeurs which has caused outrage for its implied association that smoking is tantamount to sex slavery.
For some more shocking ads. -
Target Rating Point (TRP).
Image by Soumik Kar via Flickr Process of self and sponsor deception under the garb of Scientific analysis.
Story:
It is a measure of the purchased television points representing an estimate of the component of the target audience within the gross audience. Similar to GRP (short for Gross Rating Point) it is measured as the sum of ratings achieved by a specific media vehicle of the target audience reached by an advertisement. For example, if an advertisement appears more than once, reaching the entire gross audience, the TRP figure the sum of each individual GRP multiplied by the estimated target audience in the gross audience.
In the case of a TV advertisement that is aired 5 times reaching 50% of the gross audience with only 60% in the target audience, it would have 250 GRPs (= 5 x 50) — i.e., GRPs = reach x frequency – TRP in this case should be 60% out of 250 GRPs = 150 TRPs – this is the rating point in the target, 60% of the gross rating.
Both of these metrics are critical components to determine the marketing effectiveness of a particular advertisement.
Television Rating Points – TRP is the criterion that indicates the popularity of a channel or programme and this data is very useful for the advertisers Presently, INTAM (Indian Television basis of its sample homes readings. But there is a drawback in the technique, as cable operators frequently change the frequencies of the different channels before sending signals to the homes. It may be very misleading to read a channel according to a particular frequency even if the down linking frequency is same all over India.
Second technique is more reliable and relatively new to India. In picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this agency also records all the channels’ data in the form of small picture portion. Data collected from the sample homes is later on matched with the main data bank to interpret the channel name. And this way national rating is produced.
http://en.wikipedia.org/wiki/Target_Rating_Point
Related:
Television Rating Points – TRP is the criterion that indicates the popularity of a channel or programme and this data is very useful for the advertisers. In a highly clustered market targeting audiences it is very problematic because in the market there are numerous channels with a variety of programmes catering round the clock to a vast and scattered population. Television ratings provide information about the viewers TV watching habits and the socio-economic background of the audience. This helps advertisers and corporate media planners in selecting the right media at the right time.Presently, INTAM (Indian Television Audience Measurement) is the only electronic rating agency functioning in India. INTAM uses two methodologies for calculating TRP. First is frequency monitoring, in which ‘people meters’ are installed in sample homes and these electronic gadgets continuously record data about the channel watched by the family members. ‘People meter‘ is a costly equipment, which is imported from abroad. It reads the frequencies of channels, which are later, decoded into the name of the channels and the agency prepares a national data on the basis of its sample homes readings. But there is a drawback in the technique, as cable operators frequently change the frequencies of the different channels before sending signals to the homes. It may be very misleading to read a channel according to a particular frequency even if the down linking frequency is same all over India.
Second technique is more reliable and relatively new to India. In picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this agency also records all the channels’ data in the form of small picture portion. Data collected from the sample homes is later on matched with the main data bank to interpret the channel name. And this way national rating is produced.
The most crucial part of TRP business is the sample size of the research. Presently, TRP is based upon only a small urban sample of 5500 homes spread all over India. Most of the sample homes are situated in urban areas. Critics doubt as to how could this small sample truly represent the taste of Indian. That’s why Doordarshan has its own ratings system DART (Doordarshan Audience Ratings). DART is a diary based system of ratings. DD people distribute diaries in sample homes and the viewers are asked to note down each programme as and when watched by family members. In the end of the week a person collects all the diaries and sends them to the head office, where popularity of programmes is calculated.
Source(s):
A television programme or a commercial sent over the air, on a cable system, or direct from a satellite is available for viewing by millions of viewers. How does one know how many of those millions are actually viewing a particular programme? Unlike a newspaper or a magazine, where the publisher can count how many copies are sold, there is no direct way to know exactly how many people are watching any given programme. Hence, indirect measuring techniques based on the statistical sampling theory, called Television Audience Measurement (TAM), are used.
Technically speaking, TAM is a specialised branch of media research, dedicated to quantifying and qualifying detailed TV audience information. In India, TAM is commonly referred to as TRP or TV Ratings Points. Generally, when used for the broadcast medium, a rating point equals 1% of the given
population group.Why do we need these ratings?
With the hundreds of crores of rupees spent annually on TV programmes and commercials, reliable TV audience information is required to evaluate and maximise the effectiveness of this investment. This has led to the ever-increasing desire by broadcasters, advertisers and advertising agencies to have accurate, consistent and detailed information about TV audiences. These ratings, if reliable and valid, become `common currency’ for the market’s commercial airtime. Media planners and buyers evaluate the alternative programmes offered to best achieve their advertising goals, broadcasters evaluate programmes or a station’s popularity and how much to charge advertisers for commercials during a programme or on a given
channel. In those cases where the channels are funded wholly or partly by public licence, they provide accountability.How is viewership measured?
There are many ways to measure the audiences. One is through random telephone calls (if teledensity is satisfactory). Another is by using TV diaries, booklets in which samples of viewers record their television viewing during a measurement week. However, with the increasing numbers of channels, multiple broadcasting platforms and increased numbers of TV sets and remote controls per family, electronic gadgets called people meters are used to measure audiences. The people meter, about the size of a paperback book, is placed on each TV set in the sample home. The box has buttons, and lights are assigned to each person who lives in the household (with additional buttons for guests). Each meter is capable of accurately monitoring every second, 24 hours a day, 365 days a year, what is being viewed on each TV set and by whom. The meter stores this data. The data is then periodically transmitted by means of the family’s telephone line, or a dedicated cellular telephone line to a central computer for analysis. In actual practice, all the three methods are used in combination, for increasing the
accuracy and for crosschecking.The world’s first people meter was installed in 1976 in 500 homes in Italy by LCM Graman, an Italian market research company. Today, AC Nielsen, AGB Group and Gallup are the three leading TAM agencies. Most of the television markets in the world have a single TAM rating. However, India till recently had two – one called TAM done by AC Nielsen and other INTAM reported by ORG-MARG. However by the end of this year, TAM and INTAM will be merged to form a consolidated industry standard.
How reliable are TRP ratings?
As with any sampling, TRP ratings could be inaccurate due to sampling errors like inadequate coverage of the TV owning population. In India, for example, TAM ratings are based on people meters installed in only 16 top cities in nine states. Also, the panel households exclude lower middle and top income bracket households, which are keen watchers of niche English channels. Then the whole system is based on the list of metered households being confidential so that their viewing habit is not unduly influenced.http://www.televisionpoint.com/lounge/lounge.php?id=1175340695
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