Individual pitch

I have chosen PG tips as my uni leaver product to re-design an advert for. This product has also focused on an older audience as its target and it has always been seen by the general public that tea is mostly for adults. I am going to re-brand this product for the teenage audience; I can do this by adding humour that younger audiences will find funny and possibly mocking the older generation. It will also have to reinforce the point that tea can be for younger people and make it look hip and cool.

Research justification

Audience Information

To gather in formation on your audience you have many different ways to collect it but a good way to collect information on who's watching what, is a audience measurement panel like BARB (broadcasters audience research board) who see what kind of people watch what on the television and is a television research agency; this would help you to know when your target audience is watching TV so you know when you want to put your advert on. You would need to know ratings as well to see how many over your target audience are watching so you can have your advert seen by as many people as possible. The use of face to face interviews, focus groups and questionnaires helps you know what age range's watch what kind of programs so you know what kind of programs to advertise on. Programme profiles which show what kind of ages, ethnicity's, religions and even genders watch; we did a questionnaire so we could see what people wanted to see and more importantly what they didn't want to see.
Sources of information
A good way of getting information is rates cards which are sheets of paper for television shows, magazines and radio giving information on the people who watch them like demographics and psychographics. Rates cards come in advertisers information packs which are given to advertisers which also comes with insertion dates, publication dates and of course rates cards; a rate card itself is the information of costs that advertices need to know. For instance depending what they are advertising, what time they are advertising it and what programmes are on at the time will varie the costs. To look at ITV's rate card follow this link. http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs%20-%20itv%20media%20-%20itv1%20and%20multichannel%20-sept%2011.pdf
You can look at research agency websites where you can have a look at either the company itself or the research that the company has put together.
Audience classification

Standard Occupational Classification (SOC) is the classification of employment information in the United Kingdom to put people into demographic and geographic categories which are used to show employment company's what kind of jobs people are suited to, just like BARB seeing who watches what so they can classify people. All of these people are classified into one of many different roles depending on their 'occupational definition'. To classify all of these people, occupations are combined to create broad occupations, minor groups, and major groups. This is associated with demographics, psychographics and geographics. These cover what people of different genders, religions, races and even the area.
Regulations
The regulations given to advertisers are set by the advertising standards authority (ASA) and Ofcom. They follow the BCAP codes which  include rules such as advertising must be responsible, it must not mislead or offend and follow specific rules that cover advertising for children and other areas like alcohol, gambling, motoring, health and financial products. For example a beer advert staring the comedy duo Armstrong and Miller was banned for insulting Irish and Polish communities.