Most Television commercials are junk and seem to be written by perverts and cretins based on what they think is the viewers preferences and what they imagine to be facts.
In most of the cases, it is pure fantasy.
I am yet to see a couple as close and intimate,a child as well-behaved, a Mother who is so concerned about her Detergent!
The recent commercial by Axe to promote their perfume range has evoked ire because it suggest that Men can not control themselves if they have a scantily clad woman around.
This ad should have been left at that.
But some people have started a debate on the accuracy of this statement and are wasting web space(including me).
This ridiculous ad shifts blame of men’s poor behavior onto women, which is completely absurd and insulting to all females — not to mention directly perpetuates … the idea that women’s appearances are somehow justification for men being “unable to control themselves.” With all the victim-blaming out there, this is a terrible thing to continue insinuating.
But Axe’s ad isn’t just bad for women. The campaign also insults and undermines men. “This ad promotes the belief that all men … are incapable of controlling themselves when women are nearby,” Escobar wrote. “By this logic, men are no longer capable of being respectful friends, students, colleagues or strangers — that they need an actual product to manage their own behavioral problems — and that is simply not true.”
This is especially upsetting when you consider who Axe is targeting. As one Jezebel Groupthink user observed, “The use of the word ‘girls’ is a pretty clear indicator that [Axe’s] target audience is young.” In fact, Axe’s brand development director, Mike Dwyer, has confirmed that Axe targets men ages 18-24. So while the idea that women are essentially equated with their sexual appeal is a pretty damaging message to send to any man, Axe is targeting men who are still forming their core ideas about how to view and treat women.”
Well. a scantily clad woman excites a man as no fully clothed or naked female does.
This is a fact.
The question what excites a Man s to be answered by a Man , not a Woman!
Mind has the knack of doing/following things to which it is constantly exposed.
Reinforcement is what makes one pay attention .
The advertisers know this and they do this notwithstanding the bad side effects they produce.
BOSTON – There is a long-held concern that youths who eat a lot of fast food are at risk for becoming overweight. New research to be presented Sunday, April 29, at the Pediatric Academic Societies (PAS) annual meeting in Boston shows that greater familiarity with fast-food restaurant advertising on television is associated with obesity in young people.
“We know that children and adolescents are highly exposed to fast-food restaurant advertising, particularly on television. This study links obesity in young people to familiarity with this advertising, suggesting that youth who are aware of and receptive to televised fast-food marketing may be at risk for health consequences,” said lead author Auden C. McClure, MD, MPH, FAAP, assistant professor in the Department of Pediatrics at Children’s Hospital at Dartmouth, Dartmouth-Hitchcock Medical Center.
Previous research has shown that watching TV is associated with obesity. Dr. McClure and her colleagues sought to determine whether recognition of fast-food ads on TV is associated with obesity in adolescents and young adults.
The researchers surveyed a national sample of 3,342 youths ages 15 to 23 years. Participants were asked about their height, weight, age, gender, race, socioeconomic status, exercise, consumption of soda or sweet drinks, frequency of eating at quick-service restaurants, how many hours they watched TV each day, and whether they snacked while watching TV.
They also were shown 20 still images selected from television ads for top quick-service restaurants that aired in the year before the survey. The images were digitally edited to remove the brands. Individuals were asked if they remembered seeing the ad, if they liked the ad and if they could name the restaurant brand. In addition, they were shown 20 ads for alcohol.
Results showed that about 18 percent of participants surveyed were overweight, and 15 percent were obese. The percentage of youths who were obese was significantly higher among those who recognized more ads than those who recognized few ads (17 percent vs. 8.3 percent). Even after controlling for the variables listed above, youths who recognized many ads were more than twice as likely to be obese compared with those who recognized few ads.
“A similar association with obesity was not found for familiarity with televised alcohol ads, suggesting that the relationship was specific to fast-food advertising content,” Dr. McClure said. “After accounting for overall TV time, TV ad familiarity was still linked with obesity suggesting that this finding is not simply due to increased sedentary time or an effect of TV programming.”
However, eating more frequently at fast-food restaurants depicted in the ads was not associated with obesity.
“The relation between fast-food marketing and obesity is not simply that it prompts more quick-serve restaurant visits,” said study co-author James D. Sargent, MD, FAAP, professor in the Department of Pediatrics at Children’s Hospital at Dartmouth. Instead, “individuals who are more familiar with these ads may have food consumption patterns that include many types of high-calorie food brands, or they may be especially sensitive to visual cues to eat while watching TV. More research is necessary to determine how fast-food ad familiarity is linked to obesity,” he added.
“Given the broad exposure of youth to advertising, the more we know about how media and marketing affect young people, the better equipped we are as pediatricians and parents to guide them in making healthy diet choices,” Dr. McClure concluded.
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.
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.
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.
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