"Advertisement AdvertisementUniversity NameAssignment Code 1 | P a g e Advertisement 1. Discuss the roles of Outdoor advertising in and beyond mass media in the UK. The outdoor advertisement is one of the oldest forms of advertisement in the UK which ismainly performed “outdoors” to broadcasts and is intended to communication messagerelated to any company’s products or services for their broad audience. It is usually done withthe objective to catch customers’ attention when they are outside of their home. This can besuitably considering as an effective advertisement tool that includes different forms, such as abillboard, taxis, buses interiors and exteriors, hoardings, wall paintings, and signage.According to Batraet al. (2014), this outdoor advertising is one of the forms of mass mediaadvertisement, which is equally effectiveas other forms like radio, television, magazine, andnewspaper. The rationale behind its efficient is noticeable to most of the public (targetedcustomers) at minimum cost (one-time investment) and effort. In a similar report byWeinberger et al. (2015), this is one of the frequently adopted mass media in the UK toachieve tightly defined communications such as:(i) To create immediate brand image recognition for a newly introduced product,with high reach to mass audience.(ii) To remind the customers about the already prevailing products in the market.(iii) The location is most important aspect when it comes to marketing, and thatoutdoor advertisement is mostly used by shoppers to influence customers at anynon-specific location.(iv) It is a cost-effective solution and that it also comprises of high return ofinvestment in all categories of products and services. As per a global survey report, the trust on billboards and other forms of outdooradvertisements in the year 2015 is estimated to be 57%. More importantly, it was alsoconcluded that 70% of purchases in the UK, mainly occurs outside the main shopping andretailcentres, in which the buying decision made by customers is highly influenced by2 | P a g e Advertisement outdoor advertisement. One of the common forms of outdoor advertisement in the UK isbillboards, which is always a source of attraction for the pedestrians and motorists whendesigned innovatively. Apart from this, these billboards are much cheaper compared to theindividual face-to-face advocacy of the product or the broadcast (TV and Radio) approach. Inaddition to this, in a report by Boztepeet al. (2016), billboards offer communication for theproduct to the customer all through the day and hence is not counting per broadcast charges.These are most often located on the main street of UK, where the traffic density is high, suchthat mass attraction to the customer will be possible. Apart from this, these are also found inthe shopping malls, stations, mass transit vehicles and other public buildings, owing to itseffectiveness in making the advertising communication outreach to the targeted customers.Likewise, as an engaging medium for customers, companies also prefer the buses foradvertising such that welcome distraction to the customer is possible. In the same report byBoztepeet al. (2016), the authors have concluded from their study that on an average,customers need to see the outdoor advertisement, at least 10 times before they make thepurchasing decision. Thus, with similar consideration, such advertisement tool is much costeffective and advantageous for the customers.2. Discuss the roles of TV advertising in and beyond mass media in the UK.In the present time, television is assumed to be the most viewed and followed mass media notonly in the UK but across the globe. This marketing tool is the strongest and efficient form ofaudio-visual advertising media, which can influence and attract audiences. The mode ofcommunication is considered to be influential irrespective of age, gender, education andsocial background, provided the commercials are innovative and designed for the targetedmarket segment (Weinberger, Gulas and Weinberger, 2015, pp. 447).3 | P a g e Advertisement According to Bergeret al. (2015), TV advertisement has become as aprime source forpolitical advertising tool in the UK, as most of the promotional budget is spent on a televisionadvertisement. At first, UK followed the public funding model for the BBC, which afterwardsin 1927 has emerged as a government agency.As per a research trust on televisionadvertisements have tremendously increased to 62% in the year 2015 (Luppicini and So2016). Television provides an advertiser to produce high impact commercials with creativeflexibility as televisionpresent both the senses of sound and sight. Notably, in the UK, owingto the popularity and the influential role of the audience, UK legislation have framed severalregulations such that it will not have any negative impact. An example can be adapted fromthe report of Weinbergeret al. (2015) that discusses how Nestle and McDonals’ were targetednot to influence the health status of children. In other words, it can be concluded thattypically in the UK, the TV commercials have to confirm the broadcast code in strict terms.Likewise, in the same report, the authors have also discussed how the companies have usedTV advertisement for the purpose of displaying their activities that contribute significantly tothe development of mankind and society. In other words, the television commercial is also apossible platform with which companies are demonstrating their corporate socialresponsibility and engagement towards the development of society. Unlike other mass media, it has the ability to demonstrate the workability and operations ofthe advertised product, which helps customers to get detailed information about the product.However, with the availability of these advantages, there is a limitation which is its high costfor advertisement than newspapers, radio, magazines, internet and other outdoor media. Inaddition to this, Koecket al. (2014), have also discussed another form of disadvantages suchas TV restricts up to the physical purchase and that detailed enquiry by the customers usingtelephone number or address is not possibly. Likewise, another important limitation in TVcommercials is that they are usually broadcasted back to back and that customerstend to lose4 | P a g e Advertisement their interest in viewing TV advertisement for a longer time. This in other sense can bereferred to the limitation of TV commercials in which restriction of the audience for payingattention becomes a problem. Still, the positive aspect of this advertainment tool is that itimpacts a strong influence by virtue of models or actors playing the role and conveying themessage to customers by visualising the benefits of product or services (Boztepe, 2016, pp.5). 3. What impact (economic and cultural) does Outdoor Advertising (i.e. billboards,posters) has on content, development and future of Mass media in the UK.The outdoor advertisement has a significant impact on the mass media of UK, which offersemployment, helps the company in increasing their profit margin by influencing buyers,motivate customers to make purchasing decision according to their needs; and also, affectsthe thinking, lifestyle, and change in the perspectives of community members. In particular,for outdoor advertising, this form of marketing is cheap (cost-effective) and requires lessinvolvement of manpower than any other type of mass media (Carpenter, Moore, Alexanderand Doherty, 2013, pp. 271). As per a face-to-face survey in the UK, it has been found thatmost of the people have a positive opinion regarding outdoor advertisement as they are moreeye-catching and artistic by feature than any other form of advertisement (Koeck andWarnaby, 2014, pp. 1402). Moreover, its physical size tends to have a powerful visual impactand also add variety as well as beauty to the cityscape. The creativity in the in the billboardsor posters depicts the cultural heritage of UK, which are motivational for communitymembers and have a positive impact on tourists. 5 | P a g e Advertisement Considering the statistics, according to the report of Schwarzkopfet al. (2015), the companieslike Unilever, Ruff and Tumble, and eBay have witnessed an increase in the growth of salesby 35%, 30%, and 15% increase rate in 2015 compared to that of 2013. In addition to this, theeconomic benefits are further seen on special occasions like Christmas, where outdooradvertisement have a significant impact on purchasing decision of customers, owing to thefact that commonwealthis spending time outside their home. Likewise, according to thestatistics reported by Schwarzkopfet al. (2015), the Compound Annual Growth Rate ofOutdoor Media Association in the UK have witnessed an increase in revenue by 7% in 2015,compared to that of 5.5% in 2014. These records are indicative of the fact that with time, thepopularity and acceptance of outdoor advertising as a tool for marketing is becoming morepopular. UK government have implemented strict provision which dictates that outdoor advertisementmust not hamper the perception level of UK’s community and that it should not affect thecultural, religious, gender, or any other form of differentiation. A recent example of the banon McDonalds’ outdoor advertisement that was believed to influence children’s eating habitand making them more prone towards obesity. Likewise, in other aspects, the outdooradvertisement in the UK are also requisite to take care of values behind the adds. Such aspromotion of plantation, offering equality to both urban and rural location people,transparency in rate (price) of products, and authenticity of the information presented inadvertisement banners are also essential (Straubhaar, LaRose and Davenport, 2013). Overall,it can be realised that outdooradvertisement that offers still information to the communitymember have a significant impact on the perspective thinking as well as buying decisions.Hence, in order to control the clearimplications of this marketing communication on thecommonwealth, there is astrict regulation that is requisite to follow. The value benefit ofthisprovision is that it helps in maintaining the integrity of family and society as well as it6 | P a g e Advertisement does not promote false information, which in turn preserves the rights and values the concernof community members. 4. What impact (economic and cultural) does TV Advertising has on content,development and future of Mass Media in the UK.Development of advertisement in television has anequal contribution to the elaboration of themass media. With the increasing impact of television on the audience, there is an increase inthe purchasing rate which affects the economy of the mass media of UK (Straubhaar, LaRoseand Davenport, 2013). Out of all types of mass media advertising forms, TV commercials arehighly flexible and powerful, which can be used locally, nationally, and at international level.Despite, thehigh-cost factor it is used maximum for advertisement purpose for its broaderreachability. This, as a result, makes the cost per thousand viewers very less and brand namecan be achieved at a comparatively lower price per viewer. TV advertisements are highlyinvolved in the cultural change of UK, which is a clear reflective of the lifestyle of the UKpeople. For example, the promotion of packed meat and frozen food now becomes an integralpart of the community, which was absent during the 1990s and 2000s. Similarly, thedevelopment of tourism and hospitality outside the UK are also promoted at a significantlevel that in turn facilitates the revenue collection. However, the mass media advertising is based on increasing the salesmanship not onchanging the customer’s lifestyle. On the other hand, customers use to be influenced by theglamour and materialistic values which the brands show in the advertisements, as a part tochange the thinking level and perception of customers. The increasing impact and influenceof television on the customers shows a clear positive development of mass media of UK inthe near future (Weinberger, Gulas and Weinberger, 2015, pp. 447). 7 | P a g e Advertisement According to the statistics, the digital penetration (impact of TV commercials) have asignificant economic impact that leads to growth in the revenue collection to € 1,470m in2014, compared to that of € 590m in 2004, which suggest a total increase of 8.6%. Further,this statistic is also attributed to the growing prospect of telecommunication. Importantly,with these improvements in revenue collection, it is also evident that companies like FordMotors, Nestle, Thomas Cook and other retailers (clothing, home grosser) companies haveincreased their investment by 9.6% into the TV commercials for influencing customers. The cultural impact of TV commercial is reflective mainly with the adoption of style;thatisreflective in the videos. According to the report of Kothariet al. (2014), the number of viewsand likes of these commercial in YouTube links are also reflective of their influence oncommunity members (Schwarzkopf, 2015, pp. 721). Changes in terms of equality, properusage of internet, use of modern clothing, increased use of beverages, are atypical example ofsuch influence on the community members that are attributed to TV commercials. In additionto this, the image of companies in having involvement towards “greenwashing” (CSR) is alsonowadays being judged by community members through information obtained from TVcommercials.5. For cultural impact – consider how advertising persuades and how this is achievedthrough the use of different media forms.Advertisements are highly involved in influencing the cultural impact of UK. Most of themass media advertising tools, especially television and billboards constitute asignificantcontribution to the culture. It is very much essential for the advertisement industry to reflectthe culture of that particular area, community members, and their values, to have a clearcommunication with the local audience (targeted customer segments). However, according to8 | P a g e Advertisement Kothari et al. (2014), it can be clearly observed that over that the tastes, styles, behaviour,habits and ethics of the people have changed under the influence of the advertisements. Forinstance, the competitiveness is found to be increased among companies, as customers tend tomove towards technological advancement and cost-effect products or services. Most oftenadvertisements promote more than the common and straightforward products prevailing inour culture. As a result of this, customers more prefer the use of disruptive technology thatfurther aids to increase in competition among the companies. The advertisements are presented in a way, that the ordinary people admire it and feel to liveup to it. Advertisers have the potential to bring the positive or negative image of any productor service, which affects the culture significantly. This can be considered as an example thatfood products that mention beingherbal tested in laboratories, and contains no addedpreservatives are reflective to have higher sales volume, and the credit to this goes toward theinformation communicated with TV advertisement and billboards.As per a survey by Luppiciniet al. (2016), it is revealed that UK advertisement primarilyfocuses on their own product without using any similar claim strategy for their competitorcompanies. While it is good to have a non-comparative claim policy in the advertisement as itgives a free exposure and recognition of the opponent but it reduces the competitivenessspirit. In contrast, the involvement towards the sustainability and development of thecommunity is nowadays well incorporated into the provision advertisement communication.However as per research, reported by Carpenteret al. (2013), the UK commercials openlyrecommend its viewers to act and believe the information which is being shown in theiradvertisements. This is claimed by virtue of implementation of legislative standards underwhich all companies must give authenticated and sound information for marketing andguiding the decision of customs. Thus, it is clear that the UK in their advertisement uses“direct-speech” method to promote their products. More than 55% of the total population of9 | P a g e Advertisement UK are associated and influenced by television and that more than 42% of customers aregetting affected with the outdoor advertisement. The advertisements shown on the televisionand billboards seem so realistic and influencing that the local public tries to adopt it in theregular life, despite being the product out of their culture. This can be clearly visualised fromthe integration of Chinese food in UK’s culture and food habit. It is because of theinternational advertisements which fascinated the population of UK towards Chinese cuisine,as suggested by Powellet al. (2013). Apart from television printed publication modes like anewspaper, magazines also influence the culture of the UK and it is believed that moreinfluence to the lifestyle is expected to happen due to increased prospect oftelecommunication in the near future. 6. Imply different theories to roles and impacts of advertising in mass media.There are several theories which describe the function and effect of advertisement in massmedia-? Agenda-setting theory- This theory is related to the issues associated with the publicrather than their views. In particular, the issues which are primarily covered by the massmedia becomes the most concerned topic among the community members such asclothing, food habit, electronic gadgets, travelling modes, use of the brand, and relatedthings of routine life activity. Thus, to generate sentiments regarding any such issueamong the public, advertisement through mass communication media can act as avaluable tool. It also helps to create a public issue and political issue needed during theelections (Luppicini and So, 2016). ? Uses and Gratifications Theory - According to this theory, the public uses mass media forvarious purposes viz., use television to watch shows and advertisements, use social media10 | P a g e "