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.

Article About Research

Hello, my name is Kieron and I have been asked to write an article explaining my day-to-day job as a researcher. My job is to make transport safe for London Borough of Sutton by advertising safety data around stations and streets. I take my job extremely serious, as it is protecting citizens health and safety on public transport. It is vital that research is done including audience research, market research, and production research to gather information up to make public transport as safe as possible.

Audience research is gathering your research up from the public so you can understand their view on the subject. Seeing the audiences view is vital for this as you can see what they think needs improving and what does not, then you can act on that, making the audience happy.  If you know the audience then you will know how to appeal to them. You can conduct audience research in a number of ways whether that would be Vox Pops, Questionnaires for example; this is primary research because you are getting the information on your own. I prefer primary research, as it is information that you gathered by yourself therefore you can trust it. Questionnaires seem to be the easiest as they don’t cost much to do and they are quick. Questionnaires are really helpful as you find out a lot. You can find out the age, gender and lifestyle of people, which is vital for carrying out a questionnaire then you can find out the demographics. We hold our Vox Pop interviews in high streets such as Sutton, Croydon, Oxford Street and London. We held our interviews not too far from Train Stations and Bus Stops so we had a good idea of the people to interview. Before hand, we planned out some questions of what we were going to ask them for example their age, gender, lifestyle and interests. We done that so we had a well-defined view of the people we were interviewing. Also, another way I can find information is to look at previous audience research to see what has changed. I will look at the things that worked and what didn’t work to see what needs changing and to see what doesn’t. This is secondary research as it is gathering information up that is not yours. Once we have assembled all the information up, we looked at the demographics by focussing on certain questions we asked them. It is important for us to know how they get to work/school? How long it takes them? How often they take public transport? This is essential so that we stay up to date with keeping their health and safety on point. Once gathering all the information, we did a geodemographic analysis. We were comparing our answers with different areas to see what a certain area were desperate in need of.

It is important to advertise safety for transport as it makes people aware of the dangers that are around them. Without these advertisements there would be lots more injuries, as they wouldn’t be aware of the hazards around them. It is essential to conduct Market Research so you know how you can improve your advertising, you will do this by looking at the market now and seeing the ones that don’t work and the ones that do work. The ones don’t work will have to be developed drastically as it is to do with the health and safety of others. It is also ideal to know the safety campaigns that are effective and working so you don’t change them much. There are many different ways in finding this information out like searching the internet to look at different campaigns, focus group to find out what campaigns were affective and observing people to see if they are actually noticing these posters. Searching the Internet for different campaigns helps you understand what is working and what isn’t working. Without doing that you wouldn’t know what advertisement was successful and not successful. If you hadn’t known what was successful and what was you would have continued to put peoples lives at risk, as they are unaware of the risks around them. Focus groups on the other hand are where you gather people up and they will tell you what campaigns were effective and the ones that weren’t. This is a very good way to gather up information, as it is Primary research and your getting the answers face-to-face. Primary research tends to be more reliable than secondary research as you are gathering the information up by yourself and getting the answers you want. Secondary research on the other hand could all be rubbish and not reliable information. Good information to observe is to see whether people are actually noticing the posters. If not make them aware of the posters or the risks around or even move the poster to a place that they will see the posters, decreasing the risk of any injuries happening to anyone.

Production research is also a vital part in my job. When developing new ideas you would need to carry out Production Research. This research will allow you to identify what resources you will need to launch the end product and whether your product would be a success. Product Research will give you an idea of what factors, whether controllable or uncontrollable, could affect the production of your creation. Production research is researching a product or a service in order to congregate information that you can use. It is essential to conduct production research so you are aware of the budget you have. It is very important to know the budget you have so that you know how much money you have to produce your product.  Also, you will find out how you’re going to do it and how long you have to create your product.

Analysis of Group Feedback

In my focus group I asked my clients if they understood the meaning of my advert, they all said that its showing people getting Cyber Bullied that there is hope and that they are not alone. This shows me that my advert had a clear message I had a good clarity of communication. The second thing I asked was what they liked about the advert. People liked that it was positive and its showing people that they're not alone which could really boosts somebody's confidence if they are getting cyber bullied. During my focus group, they also told me that there was a few stuff that 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 and Xbox/PlayStations etc. The last thing that I found out from my focus group was that they 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.

What Focus Group Discovered

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.

Audience Feedback from Focus Group

First of all, I asked people if they understood the meaning of my advert, They all said that its showing people getting Cyber Bullied that there is hope and that they are not alone. This shows me that my advert had a clear message.

My second question was what they liked about the advert. People liked that it was positive and its showing people that they're not alone which could really boosts somebody's confidence if they are getting cyber bullied.

There was a few stuff that 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. 

My last question was if they 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.

Focus Group Questions

1. Do you understand the meaning of my advert?

2. Can you tell me something that was good about about my advertisement?

3. Can you tell me something that I could improve on next time with my advertisement?

4. Can you tell me who my target audience are? If so, what?

Graphs of Questionnaires

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.

Analysis of Competitor Analysis Research

When researching into my competitors I found out they lacked vibrant colours and I feel that is important if you want to catch your target audience’s eye. Also, the font was very plain and boring and I don’t think that will catch the audiences eye neither, and there were no pictures.

A good thing about my competitors website is that they gave loads of facts and tips on how to get help from bullying which could help people in future circumstances.

Another website that I analysed had nothing really wrong with it. It had vibrant colours, pictures, and a nice font to catch the audiences attention and also stated that the website was for young kids so that all the information goes to the correct people.

Focus Group

Final Advertisement

Evaluation

Self Evaluation.docx

Focus Group Questions

1. What do you think of Social Message Campaigns?
2. What do you think makes an effective Social Messaging Campaign?
3. Why are Social Message Campaigns used?
4. What do you think when seeing Social Message Campaigns?
5. Can you give an example of a Social Message Campaign?

Examples of Completed Questionnaires

Prezi - Different Styles, Forms, ect of Advertising

How do you classify audiences?

Demographics - The demographics is the characteristics of your target audience. This includes factor such as:

- Gender

- Age

- Martial Status

- Income

- Sexuality

- Religion 

- Socio-economic status

Psychographics - Generic term for consumers personality traits..

- Their personalities (e.g.. Serious, humorous)

- Beliefs and attitudes about social issues (i.e. environment , teen pregnancy)

- Personel interests (music, sport, hobbies)

How can you measure audiences?

Focus groups - A group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.

Questionnaires - A set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.

Vox Pop - Popular opinion as represented by informal comments from members of the public, especially when broadcast or published.

How can you get information about when to advertise?

Channel rate cards - Channel rate cards show the prices of having an advert on various channels, at certain times of the day and in specific regions and different programmes. For example, to have an advert on ITV2 for a daytime only campaign, it will would cost £45,000.

Advertisers' information packs/ channel profiles - These show the viewing figures for different channels, however, in much more detail. For example, Sky categorise the people who watch their shows through gender and their working class. For instance, the percentage of women aged 16-34 who watch the Sky Atlantic is 13%.

Animatics

3 Mind Maps

 

Storyboards

First Draft Advertisment

WWW are that its a bright and cheerful advert, the colours and the happy music make it really positive about the situation. Its good to be positive about the whole situation as you don't want to make it a depressing video as the whole situation is depressing how it is.

My EBI's are to finish shooting one more scene.

Different Styles, Forms, ect of Advertising

1) Beats by Dre- Cesc Fabregas. Hear What You Want

The style of the advert is intertextuality. This is because it references pop culture in terms of the song 'The Man' being played and the Barcelona footballer Cesc Fabregas. The form is stand alone because it does not follow a series. A technique which is used is a hidden message, this message is that once you put on these headphones then all your outside problems will be eradicated.The persuasive techniques that are used are celebrity endorsement as a footballer is within the advert and star power because the product is associated with a celebrity figure. The conventions that are used are that it shows the product and music is played throughout. The advert is aimed at young audiences because of the product of headphones but also football fans because they would be able to identify the football player.

2) Ribena- Summertime (Ribena Farm)

The style of the advert is intertextuality, due to the memorable song that is being played in the background. The form of the advert is animation and it follows an anti-realist narrative because that is not how blackcurrants get into the Ribena drink. A persuasive technique which is evident is reward power, this is when a positive benefit comes out of the advert and this benefit is the vitamin C which is in the Ribena drink. The conventions within this advert are that music is played, a catchy phrase is used and the product is shown. The audience would be younger people because of the music but ideally parents because they would want to buy a healthy drink for their children.

3) Nike Golf: No Cup is Safe

The style of this advert is humorous and also intertextuality because the music used is memorable and pop culture is referenced because of the celebrities within the advert. It is referenced because by having the two golfers, it will create positive role models for young children to look up to. The form of the advert is stand alone because there aren't any other adverts linked to Nike golf however it could be part of a series because Nike do have different Nike adverts relating to different sports. The persuasive techniques that are used are celebrity endorsement because Rory McIlory and Tiger Woods feature in it who are very famous golfers, also there is a hidden message that people are always trying to be better than someone else when in fact everyone is the same. Star power is also used. The conventions used are music, a catchy slogan, the product is shown and a logo appears. The advert would be aimed at golf fans or sport fans who are interested in the product or the golfers themselves.

Exporting Work

After finishing my work I had to export all my work. I clicked File--> Export--> Media. Then I clicked format and if its not already on QuickTime, you should change it to QuickTime. Then I clicked on preset, it was currently on 480p but I changed it to 720p so that it looks clearer. Last thing I done her was change the output name to my name and what project it was (Kieron Diaz Music Video).

Next, I went on to YouTube and went on 'Upload'. I then had to browse for my music video, after that it took around 5minutes for YouTube to upload it.

I think that the filming went really well because I managed to get a variety of different shots, which will allow me to be more creative when editing. I also feel that the shots are in focus very well, as well as getting my framing right.