Report Corrections

Internet & Book Secondary Research

The Psychology of Advertising 

What I learnt from reading this article:

- When filming, I should keep in mind that in order for it be affective iI should appeal to three innate emotions: love, fear and rage. 

- Some people by toothpaste not for the dental hygiene but for the sex appeal knowing that there teeth will be whiter.

- 1. stating a direct command such as 'Use such and such beauty product' and 2. asking consumers to complete a coupon and mail it into the company.

- Harry Hollingworth believed that advertising had to accomplish four things: 1. Attract a consumers attention    2. Focus the attention onto the message      3. Make the consumers remember the message 

4. Cause the consumer to take the desired action (this really determined the effectiveness of an ad)

Creating Online Ads We Want to Watch

What I learnt from reading this article:

- Just because an ad reachers a viewers computer screen does not guarantee that the viewer is actually watching it.

- Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer.

- Its not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.

- Key to success in grabbing and holding the attention of viewers lies in evoking a carefully timed mixture of surprise and joy.

- When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.

- People attention pattern is different depending on there emotion they are feeling.

- The more attentive the viewers are, the less likely they are to skip the ad.

- Capturing the audiences attention is what sells.

Findings From Experimental Studies

- The arousal of emotions persuade viewers in a way that is quite different from that if argument.

- To stimulate emotions, communicators use characters, pictures, music, sequences of events and humour.

- Emotion does not raise viewers natural attention, but draws the viewer into the action and distract them from the advertisers intention to persuade. 

- Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence. 

- The arousal of emotions, especially indirectly with a  story, generally requires more time than the communication of a message through the argument.

- Viewers could get so involved in the emotions that they may miss the central message.

- Characters are most engaging if they are similar to those the audience experiences.

- Biting humour is mostly not allowed as it will cause complaints from other companies. 

- Resonance is a form of humour that probably occurs more often in advertising than in literature.

- Humour must be painless

Presentation

Analysis of Product Placement Research

The product placement research I carried out included: analyzing all the channels to see who watches it/platform at different times. I presented all four channels to my client and after we decided on the best one that I should film.

When comparing these 4 different channels I decided to broadcast my Social Messaging Campaign on E4. E4 caters to the younger audience and I think that would be perfect as my target audience is 16-20year olds. Also, it only costs £4000 at late peak, which is much more cheaper than Channel 4 which is £7500.

Audience Research

Audience research is any communication research that is conducted on specific audience segments to gather information about their demographics, media habits, needs, attitudes, knowledge, interests, preferences, or behaviours.

My first question was "What do you know about being safe online". I got many ideas about what people know about being safe online. For example, keeping your passwords to yourself, and also not giving away special details such as bank account details etc.

My next question was "Name 3 of their favourite TV channels". This really influenced my decision on what channel I should broadcast my advert on. The most popular channels were Channel 4 and E4.

I also asked what time people watch these so that I have an idea of what time I should be broadcasting my advert. Most of the people I asked all watch Television all around the same time, around 7oClock.

When asking how do they access there media, I was expecting them all to say television, by surprise, a lot of people said that they also access it online.

Finally, when asking what do they expect to see on a Social Messaging Campaign I got a good idea of what I should include e.g. stories to catch the audiences attention, the dangers of nit staying safe online, and tips on how to be safe.

My focus group discovered that people can understand my advert easily. Therefore, there it has a clear message for my audience.

Also, I found out that if the topic is a negative topic like cyber bullying, that it is good that I made it a positive advert so that its not a depressing advert. People like the fact there are people that want to help people getting cyber bullied.

There was a few stuff that they said I could improve on, such as showing more bullying. I only showed bullying on the computer when there is much more cyber bullying going on on phones etc. 

The last thing I discovered was that everyone knew who my target audience was. They all knew that my target audience was 13-18year olds. They knew this because all my actors were teenagers.

I found out when reviewing all the questionnaires that most of the people in the borough of Sutton are 16-20 years old. Also, I found out that the nationality that is most popular is British, followed by Asian. Also, most people access media by Computer and Television and they watch this from about 6pm-9pm. These questionnaires helped me find out loads of stuff to make my Social Messaging Campaign as successful as possible.

Market Research

The main point of carrying out market research is to maximise the developer’s profits in the creation of the game idea. Market research is also important to reduce the risk of the game failing once produced. There are four main outcomes from performing market research market research which are audience data, audience awareness, and product reach and competitor analysis.

Production Research

The purpose of production research in the media business is to make sure you save money for your company for your work project because it costs to make. You also need to find other production work if you're making a particular program like a documentary. When it comes to researching you need to look for:
- Cast
- Equipment
- Locations
- Props

Production research is essential when planning to develop a new game idea. Production research helps to provide content, research commercial viability and plan the post production process. To perform production research the developer or producer will employ trained researchers to gather the suitable information for the area they are looking for e.g. financial or locations. Production research also includes advertising and where it might be placed to gain the best possible reaction from the audience. It will help to gain information on income and outgoing costs.