Sponsorship sequences run just before a television show, there are typical conventions which sponsorship sequences portray, a television sponsorship sequence is usually 15-20 seconds long, sometimes shorter. Sequences usually have a still scene which lasts around 5 seconds at the end of the sponsorship sequences, this usually includes the name of the product, the brand name and an the product being advertised. Sponsorships are fairly short, this aims to quickly advertise their product in a short and sharp way. These sequences consist of little narrative, and the brand is used before a particular programme because it is associated with it in some way. They usually use references from the main advert, and there is a spokesman speaking about the product. Sometimes, there is a celebrity used to endorse the product.
Collage of what you consider conventions for a TV programme sponsorship sequence
My product comes under the sector of beauty, but in specific in the hair range. The 3 advert sponsorship's above are sponsorship adverts for Channel 4 and Sky, for a different range of programmes, but all mainly targeted at the female consumer population. What is visually obvious to the eye is that a key convention that runs through these sponsorship sequences is that there is an image of the product, in addition they all run by a simple colour theme. The brand is a key feature which gives an legitimate feel to the advert itself, it is used in every advert and advert sponsorship sequences. A sponsorship sequences it in its name is simply a sponsorship, in the adverts the use of “… sponsors…”… is used it order to create a clear division between an advert and a sponsorship for a programme.
SPONSORSHIP SEQUENCE
During my research into sponsorship sequences, I have found that the main conventions of a sponsorship sequence is that they usually last around 15-20 seconds long, or even shorter. The main purpose of a sponsorship sequence before a programme is to clearly show that a particular brand is sponsoring the programme, with this it gives an opportunity for the brand to advertise their newest products in most cases. I have decided that to an extent I want to break the conventions however still go by the propose of a ‘sponsorship sequence’. My idea is that the sponsorship should be still, still images are more straightforward in terms of getting straight to the point. This would be effective as the consumer audience for the programme are more likely to remember the sponsorship and identify in a clearer sense what the brand it and the product they are advertising. Before I take this big step in breaking the traditional conventions of a sponsorship sequence I will conduct a questionnaire which will allow me to process whether it is a good idea as I will collate what my consumer audience think about my idea and whether they’d prefer a 15-20 sponsorship sequence before every commercial break. Using questionnaires are an easy and fast way to collate quantitative data, statistics are easy to read and draw conclusions.
I created a graph to show how the majority favored a still sponsorship rather than a moving sponsorship sequence. Due to this, i have decided to challenge the conventions of a sponsorship sequence.
INITIAL IDEAS FOR YOUR OWN TV PROGRAMME SPONSORSHIP SEQUENCE
I have created a questionnaire which basically asks the consumer audience what shot from the following three they would prefer to see for the sponsorship for REBORN CARE CONTROL. Previously i had created initial ideas for my still sponsorship sequence, i had come to the conclusion that not all shots had fitted with the whole concept of focus, therefore with the help of a questionnaire i will acknowledge what my consumer audience think of the shots.
After a week of handing my questionnaire to my target consumer audience, i found a visible preference for the 2nd image.
When i asked why that particular shot i found that it was mainly because it had a focus on the hair itself, taking this on board i believe that its best suited for my hair advert as i am trying to sell a hair product so having a focus on the hair is only right for the marketing of the product.
Using Photoshop i am experimenting with different fonts, colors in order to create a still image which fits perfectly with my advert and which will attract my consumer audience. I've also been playing around with the positioning of the texts, this is a very important aspect to the image as it can either take the attention away from the hair or bring the attention to the hair. From the constructive criticism i was receiving i found that the audience most preferred when the text was positioned in the middle. 
It is believed that sponsoring an ITV programme can be a great launch pad, with ITV sponsorship offering a variety of vibrant content which gives the brand being advertised the opportunity to become affiliated with a programme. ITV brings the product being advertised for a particular closer to shows fans, if the product sponsors a programme which is also targeted to a particular age and socio economic group then the consumer audience grows In the interest of the product. ITV offers a fully-integrated partnership opportunities including bespoke online, mobile and licensing activation which results in a full 360 degree fully fledged campaign.
CHANNEL 5
Broadcast sponsorship on Channel 5 has been growing well ahead of traditional sources of revenue. Much of this growth can be attributed to clients gaining a greater understanding of the opportunities provided by well-targeted sponsorship. Channel 5 has experienced sharp growth across 2008 in this sector. Channel 5 have been recognized for their successful sponsorships with cars in particular. 2008 saw Channel 5 broadcast the first ever terrestrial channel sponsorship with Fiat 500to coincide with the car's UK launch.
SKY MEDIA
Sky Media is one of the first in the UK to broadcast a sponsorship. Through sponsorship, Sky Media have played a key role in launching brands and products, raising awareness, re-positioning brand values and in some instances playing a key role in the transformation of businesses. The range and depth of programming means that Sky Media can offer a solution to any brief and/ or any budget therefore makes it more accessible to a wider range. Being able to offer a solution to any brief and any budget. Connecting with audience is an effective feature, with Sky Media its multi-platform distribution coupled with a unique direct relationship with its viewers has meant that Sky Media lead the way in sponsorship that engages with audiences no matter how they are enjoying great content. Whether watching live, catching up on demand or on the go.
ANNOTATION FOR FINAL SPONSORSHIP ADVERT
AUDIENCE FEEDBACK ON FINAL SPONSORSHIP
Its very vital that i get an idea of what my target consumer audience think about the finished still sponsorship. I conducted this piece of research by asking my target consumer audience to describe inital thoughts of the sponsorship in one word or even a short sentence. Below i have the comments, it varied from simple to exciting, which as a whole is a great response to get.
CHANNEL 5
Broadcast sponsorship on Channel 5 has been growing well ahead of traditional sources of revenue. Much of this growth can be attributed to clients gaining a greater understanding of the opportunities provided by well-targeted sponsorship. Channel 5 has experienced sharp growth across 2008 in this sector. Channel 5 have been recognized for their successful sponsorships with cars in particular. 2008 saw Channel 5 broadcast the first ever terrestrial channel sponsorship with Fiat 500to coincide with the car's UK launch.
SKY MEDIA
Sky Media is one of the first in the UK to broadcast a sponsorship. Through sponsorship, Sky Media have played a key role in launching brands and products, raising awareness, re-positioning brand values and in some instances playing a key role in the transformation of businesses. The range and depth of programming means that Sky Media can offer a solution to any brief and/ or any budget therefore makes it more accessible to a wider range. Being able to offer a solution to any brief and any budget. Connecting with audience is an effective feature, with Sky Media its multi-platform distribution coupled with a unique direct relationship with its viewers has meant that Sky Media lead the way in sponsorship that engages with audiences no matter how they are enjoying great content. Whether watching live, catching up on demand or on the go.
ANNOTATION FOR FINAL SPONSORSHIP ADVERT
Its very vital that i get an idea of what my target consumer audience think about the finished still sponsorship. I conducted this piece of research by asking my target consumer audience to describe inital thoughts of the sponsorship in one word or even a short sentence. Below i have the comments, it varied from simple to exciting, which as a whole is a great response to get.
AUDIENCE RESEARCH – research which radio adverts people think are good, what attracts people to them and what puts them off?
Using a different range of social media sites such as Facebook and twitter i asked my target consumer audience what they liked and disliked about radio adverts. Across my results it was very visually clear that the dislikes correlated. Duration was very frequently chosen as a dislike, the response was that they would prefer a short radio advert rather than a long, boring and very information bulked radio advert. Typical convention for a radio advert is that they last around 30 seconds up to a minute, in order to keep my audience entertained and not bored, my advert will last no longer than a minute long. However a clear attraction to radio adverts is the description skills the voice over uses, letting the audience imagine the product.
RADIO ADVERT ANALYSIS
INITIAL IDEAS FOR YOUR OWN RADIO ADVERT
Listening and researching into radio adverts, I've gained an understanding on its main purpose. Using your voice and description in order to sell a product that the audience cannot visually see. In order to try sell my product, i need to develop my persuasion and description skills. In order to do this i need to practice how i use my voice, having a confident tone is key in order to persuade a majority, which in this case is the consumer audience. The above radio adverts have been a building block that which i have built upon in order to come up with initial ideas for my own hair radio advert.
Within my radio advert i want my consumer audience to know the Brand Name, Product name, what the product is, statistics and where its available. And it was also last no longer than a minute long.
AUDIENCE FEEDBACK ON RADIO ADVERT
ANALYSIS OF FINAL RADIO ADVERT
"Does your hair need new life, care control introduces their newest hair mask REBORN, does as it says, gives life to the dull strands"
"does your hair need new life" - rhetorical questions are an effective way to interact with the audience, it also allows engagement to develop. Once the question relates to the consumer audience, the audience will carry on to listen to the advert.
"care control introduces their newest hair mask " - automatically within the first few seconds the radio advert introduces the brand and what the product is. So we aware that it is Care Control advertising a new hair mask. From the first part "does your hair need new life" we assume that the product might solve hair issues.
"REBORN" - closer to the end of the radio advert, we are told the name of the product. I chose to put it closer to the end, as its most likely the part the audience will remember.
"does as it says, gives life to the dull strands" - Just after the name of the product is revealed, the aim of the product is also revealed. The audience is aware that the hair mask would strengthen the hair strands.
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