Target Audience Research
NAME: ……………………………………………
AGE: ………………………………………………
GENDER: …………………………………………...
1) When watching a TV advert do you prefer it to be :
Comical Serious Sad Educational Emotional Other
……………………………………………………………………………………………………………………………………………………………………………………………………
2) When would you be most subjective to adverts?
………………………………………………………………………………………………………………………………………………………………………………………………
3) Where are you most likely to see adverts?
TV Internet Mags Billboards Other
……………………………………………………………………………………………………………………………………………………………………………………………………
4) In terms of percentage do you feel influenced by advertisements?
……………………………………………………………………………………………………………………………………………………………………………………………………
5) Do you turn the channel over if a advert comes on the TV? If not what prevents you from doing so?
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Wednesday, 6 May 2009
Post 41 - Questionaire for audience feedback.
The following questionnaire will approximately take 5 minutes. Please watch the adverts and be honest with your opinions.
NAME: ……………………….
AGE: ………………………….
GENDER: ……………………
1) After having watched all three advertisements, what is the product being advertised?
……………………………………………………………………………………………….......
2) Out of the three advertisements which one did you feel was the most successful in promoting the product?
…………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
3) Why do you feel this advert was a success? (Please circle 1 answer)
Funny /Interesting/ Engaging /Identifiable with real situations/ Simple
4) What do you think was the best feature of the advert? (Please circle 1 answer)
Use of camera/ Sound and music /Editing /Special effects /Lighting
5) Do you feel the adverts linked together smoothly?
Yes/No
6) Do the adverts inspire you to go and use the product/service advertised?
Yes/No
Why?.....................................................................................................................................................................................................................................................................................................
7) What do you think would have improved the adverts?
…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
8) On a scale of 1 to 10 please rate the adverts success (10 being the highest).
1/ 2/ 3 /4 /5 /6 /7 /8 /9 /10
Thank you for time, all results from this questionnaire will be used for the purpose of the A2 coursework only. All participants have the right to withdraw their data from the coursework anytime they wish.
NAME: ……………………….
AGE: ………………………….
GENDER: ……………………
1) After having watched all three advertisements, what is the product being advertised?
……………………………………………………………………………………………….......
2) Out of the three advertisements which one did you feel was the most successful in promoting the product?
…………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
3) Why do you feel this advert was a success? (Please circle 1 answer)
Funny /Interesting/ Engaging /Identifiable with real situations/ Simple
4) What do you think was the best feature of the advert? (Please circle 1 answer)
Use of camera/ Sound and music /Editing /Special effects /Lighting
5) Do you feel the adverts linked together smoothly?
Yes/No
6) Do the adverts inspire you to go and use the product/service advertised?
Yes/No
Why?.....................................................................................................................................................................................................................................................................................................
7) What do you think would have improved the adverts?
…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
8) On a scale of 1 to 10 please rate the adverts success (10 being the highest).
1/ 2/ 3 /4 /5 /6 /7 /8 /9 /10
Thank you for time, all results from this questionnaire will be used for the purpose of the A2 coursework only. All participants have the right to withdraw their data from the coursework anytime they wish.
Friday, 1 May 2009
post 37 - Linking the adverts together.
After a school session we decided that the adverts needed a stronger link to show that they are for the same advertising campaign. The link we decided on in the end was using the same voice over for the ending of each ad but giving it a relevant twist for each one.
After thinking hard to get it right for each ad we came up with:
Advert 1: "No need to investigate; find what your looking for at Looking Glass Opticians"
Advert 2: "Don't be a Twit; know what to expect at Looking Glass Opticians"
Advert 3: "No need to look all over the world, find what your looking for at Looking Glass Opticians"
I think these are successful voice over as they ploy with what they advert is about but also make the product more appealing to a larger audience as it identifies with more people.
After thinking hard to get it right for each ad we came up with:
Advert 1: "No need to investigate; find what your looking for at Looking Glass Opticians"
Advert 2: "Don't be a Twit; know what to expect at Looking Glass Opticians"
Advert 3: "No need to look all over the world, find what your looking for at Looking Glass Opticians"
I think these are successful voice over as they ploy with what they advert is about but also make the product more appealing to a larger audience as it identifies with more people.
post 36 - Re-using previous work.
Jenny had previously completed a piece of work on Roald Dhals The Twits which was always considered to be of a high standard and her best piece of work yet, due to this it was decided to use this as our final ad over the running one with her and her brother.
The filming is ironically relevant to our theme for the adverts as it involves a glass eye, this made it clear that it was very logical to use this as our final ad, a few adjustments were made and a voice over will need to be incorporated but then it is complete.
The filming is ironically relevant to our theme for the adverts as it involves a glass eye, this made it clear that it was very logical to use this as our final ad, a few adjustments were made and a voice over will need to be incorporated but then it is complete.
post 35 - Green screen.
After Jenny purchased Final Cut, we started to notice there were alot of functions we had never used. This and another students work inspired us to create ad 2 using green screen. The theme would be a male and a female searching the 'world' in order to find each other, it would appear that they would be going from city to city searching and will eventually meet together at the same destination. It contains the theme of romance and hopefully will look professional as it is using a complex program.
post 34 - Efficiency
Jenny now has her own Mac which is saving us from constantly having to track one down or only complete coursework during school. This should give us more flexibility with our coursework enabling us to work till later in the evenings.
post 33 - The key is being prepared.
So far I have learnt that in order to gain the most out of a shoot it is vital that we prepare ourselves as much as we can, for example make sure that we have booked out a camera, a tripod and any other equipment. Make sure that we have all of the props ready and that our actors know exactly what they are doing and understand the direction they are given. I have also learnt to try and for see any issues which may occur as by preparing ourselves to face issues may be extremely time saving in the long run. I have also learnt that it's important to try and get the actors to relax when shooting as it will make the ads look more professional.
post 32 - Advert 1....not the success we though it was :(
Once we imported all the footage from the filming for ad 1 it became clear all to soon that it was not bright enough. It turned out our issues with lighting were worse than we thought. This was a real downer but we worked out what to do to imrove this next time. We discussed the use of artificial lighting however the use of this seemed difficult so would need further consideration. The footage also showed the camera constantly re-focuing itself however this is no longer such an issue as we figured out it is linked with our lighting problems.
post 31 - UhOh issues with advert 1.
As it is half term Jenny and I for saw that we would be able to accomplish a large part of our practical coursework as there was loads of time to film however it would seem the opposite! We had issues finding times for our actors to be available together due to this we decided that our coursework cannot come to a standstill and we would have to make some major changes in order to try and make the most out of the time available to us.
The first thing we changed was the actors, instead of having a male and a female we chose to use Jenny's Dad and her younger brother as they were available at convenient time and were very reliable. Due to the change in actors it seemed relevant to change location. The location changed to an office at Jenny's dads work, the setting seemed perfect as it was very realistic and represented the perfect idea of a work place.
Ad 1 originally had the male and female character gazing into each others eyes however as we are now using two male actors it seems slightly uncontroversial to have them gazing into each others eyes, this also would narrow down our target audience which is the opposite effect which we desire for our ads. The ending changed to the male actors throwing away the evidence they had gathered, in order to get the right shot we filmed this from many different angles.
Throughout filming we did notice that we were having trouble with the lighting however we overcome this by being efficient so the light didn't change too much over the time we were filming and we also used the light on the camera. Another issue we had was with the camera constantly focusing itself, we learnt that this was due to the constant change with the lighting. We realised that lighting is a very difficult thing to get right!
All together filming went well and we we have got all the shots we need, just editing and other touches to go .
The first thing we changed was the actors, instead of having a male and a female we chose to use Jenny's Dad and her younger brother as they were available at convenient time and were very reliable. Due to the change in actors it seemed relevant to change location. The location changed to an office at Jenny's dads work, the setting seemed perfect as it was very realistic and represented the perfect idea of a work place.
Ad 1 originally had the male and female character gazing into each others eyes however as we are now using two male actors it seems slightly uncontroversial to have them gazing into each others eyes, this also would narrow down our target audience which is the opposite effect which we desire for our ads. The ending changed to the male actors throwing away the evidence they had gathered, in order to get the right shot we filmed this from many different angles.
Throughout filming we did notice that we were having trouble with the lighting however we overcome this by being efficient so the light didn't change too much over the time we were filming and we also used the light on the camera. Another issue we had was with the camera constantly focusing itself, we learnt that this was due to the constant change with the lighting. We realised that lighting is a very difficult thing to get right!
All together filming went well and we we have got all the shots we need, just editing and other touches to go .
post 30 - Little pointer!
When looking back at what we had filmed and comparing it to the Specsavers ad (in the wood) previously up loaded in the blog we realised that there is large variety of shot how it is fast paced and is in fact dominated by close ups, from this we are going to try and incorporate more close ups which does make sense as we are advertising glasses which are shown at their best in close ups!
post 29 - The disapointment of our footage.
After gaining some knowledge of our location Jenny and I thought it best to start filming as soon as possible, we went to location with our actors (Atia and Carlotta) and started shooting straight away, using our initiative we got as many shots as possible and as many different angels, as last year we learnt it is better too have too much footage than not enough. Leaving our first filming session we felt it went really well and thought we would have the advert in the bag! HOWEVER of course when we imported all of the footage on to the mac it wasn't as good as we had first thought, the lighting wasn't dark enough in the woods so it would be hard to create the sense of anticipation and eeriness which we wanted. We both just took this on a learning curve and discussed our next filming session which we decided may be better off a little bit later in the afternoon and in a denser forest. We opted to try filming in Black Park. We also discussed that a larger variety of angles was needed as this is one of our main marking criteria, from this we decided to include more long shots and some possible jump cuts.
post 28 - Settings and glasses.
It was important we went and looked at possible settings as this would help to save time during the final filming process, it also help us to work out what time of day the lighting was most suitable.
post 27 - Change in logo.
The logo needed a bit of sprucing up so here is the new one! It is more vibrant and colourful making it more eye catching and memorable. It states clearly what the service on offer is.
post 26 - Shooting Schedule
MONDAY - 1:10-2:00, 3:40 onwards.
TUESDAY - 12:20-2:00, 2:50-onwards.
WEDNESDAY - 10:15-11:10, 1:10-2:00, 3:40-onwards.
THURSDAY - 11:10-2:00. 3:40-onwards.
FRIDAY - All day.
SATURDAY - Unavailable due to work commitments.
SUNDAY - Unavailable due to work commitments.
TUESDAY - 12:20-2:00, 2:50-onwards.
WEDNESDAY - 10:15-11:10, 1:10-2:00, 3:40-onwards.
THURSDAY - 11:10-2:00. 3:40-onwards.
FRIDAY - All day.
SATURDAY - Unavailable due to work commitments.
SUNDAY - Unavailable due to work commitments.
post 22 - Who will be the target audience?
From looking back at my previous research I have learnt that opticians such as Specsavers appeal to a wide range of audiences as anybody can require the use of glasses at any age! This means that our adverts have to appeal to all people meaning that they need to be simple, effective and memorable! The best way to accomplish this would be to create something which falls in line with the type of advert you would expect to see from Specsavers.
Post 21 - Change of Logo!
This is the new logo as it is more eye catchy, it is simple and effective and matches the narrative of the storyboards!
Post 20 - Creating a Brand
In order for our adverts to be a success it is of high importance to create the impression of a brand, to do this a logo has been created! The 'oo's are in the shape of glasses.
Post 19 - Decision Made
The adverts are goin to advertise the opticians, the company will be made up and called 'Looking Glass Opticians' as the name is catchy and memorable. The ads are all going to contain some form of romance, mystery or comedy. This will link all three adverts together.
Things 2 consider!
Things 2 consider!
- What shots will be used and how many?
- Actors
- Props
- Location
- Type of camera going to be used to film? (HD etc)
- Shooting schedule
- Storyboard
- Problems that will occur and how to overcome these
- Editing and special effects.
post 16 - The MET
"The Metropolitan Police Service is famed around the world and has a unique place in the history of policing. It is by far the largest of the police services that operate in greater London (the others include the City of London Police and the British Transport Police). The Royal Parks Constabulary have now become part of the Metropolitan Police Service.
Founded by Sir Robert Peel in 1829, the original establishment of 1,000 officers policed a seven-mile radius from Charing Cross and a population of less than 2 million.
Today, the Metropolitan Police Service employs 31,000 officers, 14,000 police staff, 414 traffic wardens and 4,000 Police Community Support Officers (PCSOs) as well as being supported by over 2,500 volunteer police officers in the Metropolitan Special Constabulary (MSC) and its Employer Supported Policing (ESP) programme. The Metropolitan Police Services covers an area of 620 square miles and a population of 7.2million."
Founded by Sir Robert Peel in 1829, the original establishment of 1,000 officers policed a seven-mile radius from Charing Cross and a population of less than 2 million.
Today, the Metropolitan Police Service employs 31,000 officers, 14,000 police staff, 414 traffic wardens and 4,000 Police Community Support Officers (PCSOs) as well as being supported by over 2,500 volunteer police officers in the Metropolitan Special Constabulary (MSC) and its Employer Supported Policing (ESP) programme. The Metropolitan Police Services covers an area of 620 square miles and a population of 7.2million."
post 12 - Milk/Dairy Product
There is always loads of hype and talk about how important it is to include calcium into your everyday diet, therefore I thought what better to advertise than products which are in high demand as they provide lots of calcium! Example products are Cravendale milk as it is filtered and purified giving all the natural benefits of milk but with out any of the bad bacteria. Cheesestrings as they are targeted at children and contain 26% of their RDA of calcium! Thirdly Petits Filous as they 'make bones grow stronger' are also targeted at children as they contain loads of calcium and vitamin D!
post 8 - Glasses/opticians
In order to gain an understanding of what advertising glasses/opticians would involve i conducted some research into the company Specsavers.
Specsavers
Specsavers was founded in 1984 by Doug and Mary Perkins, they saw an opportunity in 1980 as the Government allowed deregulated professionals to advertise their products and services. This led them to open their fist Specsavers Value for Money stores in Guernsey and Bristol, soon followed by stores in Plymouth, Swansea and Bath. In 1988 they had 100 stores and 700 stores by 2005 this showed their success as a company, part of their secret to success was going Global through out the millennium. A huge amount of brand awareness had been created over the year adding to their recipe for success. The company kept up with technology changes such as contact lenses meaning that they continually expanded their consumers and the services and products which they had to offer.
Specsavers
Specsavers was founded in 1984 by Doug and Mary Perkins, they saw an opportunity in 1980 as the Government allowed deregulated professionals to advertise their products and services. This led them to open their fist Specsavers Value for Money stores in Guernsey and Bristol, soon followed by stores in Plymouth, Swansea and Bath. In 1988 they had 100 stores and 700 stores by 2005 this showed their success as a company, part of their secret to success was going Global through out the millennium. A huge amount of brand awareness had been created over the year adding to their recipe for success. The company kept up with technology changes such as contact lenses meaning that they continually expanded their consumers and the services and products which they had to offer.
post 7 - What to advertise?
The advertising industry has many different products on the market already, in fact there is probably a form of advertising for literally every product or service whether it be in the form of moving image, a poster, a leaflet etc.
Some possible ideas for the three adverts are:
Some possible ideas for the three adverts are:
- A tinned product
- Toothpaste
- Glasses/opticians
- Recycling
- Sweets
- Band
- CD
- Milk or a dairy product
- A public service such as the Police
In order to narrow down the research i will be conducting i have selected the following three from the list above possible products to advertise.
- Glasses/opticians
- Milk/dairy product
- Public Service
Post 6 - Advertising Agency - ConnorGoddard
ConnorGoddard is an advertising agency created by David Conor and Chris Goddard, they wanted to get back to being creative and launch a successful advertising agency which they have now accomplished as they have large brands such as: Tesco, BBC, Transport for London and Ministry of Sound on their client list. In order to gain this success they have followed the few key areas below:
- brand definition
- brand development
- brand evolution
- naming
- logo & identity design
- internal communications
- advertising
- digital & interactive
- environment design
- packaging design
- copy writing
Some of their most famous work to date consists of: the 007 promotion for Casino Royale, the packaging and advertising for the board game Cranium and the Tesco Digital website.
Post 5 - Advertising Agencies - Fallon
About Fallon
"Twenty seven years ago, five Minneapolis entrepreneurs met at a downtown diner and pooled their life savings to buy a single print advertisement that ran in two metro newspapers.
On that day Fallon opened its doors, without a single client, under the headline, "A new advertising agency for companies that would rather outsmart the competition than outspend them."
Where others viewed our geography as a disadvantage, we found opportunity. Bob Dylan had already proven that if you’re determined to surprise the world, Minnesota is as good a place as any to raise your voice. Unlike the big ad shops on Madison Avenue and the left coast, we have the advantage of actually living in America where the people are; where brands not trends are built.
Fallon’s ambitious use of creativity to outsmart has been unwavering. Today outsmarting requires a more generous approach to marketing. Generous brands create something of value in the world: entertainment value, social value, and belief value. Generous brands are additive to peoples’ lives and to culture. They help build ideas in the world; they leave something behind. Modern branding is learning to give as much as you take."
Successful advertising agencies tend to be those who believe in brands, this relates to why brands are so adamant on ensuring they maximise their brand awareness. If a brand is successful then the opportunities for advertising is greatly increased as there is access to better funding for adverts and campaigns, if a brand is a success then a higher status celebrity client-en-tell will form meaning that they will also spread the word of the brand adding to the success of the brand!
"Twenty seven years ago, five Minneapolis entrepreneurs met at a downtown diner and pooled their life savings to buy a single print advertisement that ran in two metro newspapers.
On that day Fallon opened its doors, without a single client, under the headline, "A new advertising agency for companies that would rather outsmart the competition than outspend them."
Where others viewed our geography as a disadvantage, we found opportunity. Bob Dylan had already proven that if you’re determined to surprise the world, Minnesota is as good a place as any to raise your voice. Unlike the big ad shops on Madison Avenue and the left coast, we have the advantage of actually living in America where the people are; where brands not trends are built.
Fallon’s ambitious use of creativity to outsmart has been unwavering. Today outsmarting requires a more generous approach to marketing. Generous brands create something of value in the world: entertainment value, social value, and belief value. Generous brands are additive to peoples’ lives and to culture. They help build ideas in the world; they leave something behind. Modern branding is learning to give as much as you take."
Successful advertising agencies tend to be those who believe in brands, this relates to why brands are so adamant on ensuring they maximise their brand awareness. If a brand is successful then the opportunities for advertising is greatly increased as there is access to better funding for adverts and campaigns, if a brand is a success then a higher status celebrity client-en-tell will form meaning that they will also spread the word of the brand adding to the success of the brand!
post 4 - Why is advertising a success?
Advertising can be viewed as a success for many different reasons. Some of the reasons it has become a success are:
- Adverts create a false sense of want and need therefore not only increasing the consumers want for products and services not required for human survival but also increase the producers desire to provide the consumer with more and more products which are needed for human survival.
- Advertising is especially good at synthetic personalisation, making direct appeals to the audiences and the consumers emotions and feelings.
- Advertising often reflects societies ideological beliefs and values that success and happiness is through material objects.
- The advertising industry holds a large number of jobs and helps to stabilise the economy through mass production.
Post 2 - Advertising a form of manipulation?
"Hidden symbols to goad the unconscious mind and the body under its control into the act of acquisition." (Vance Packard)
"Large-scale efforts are being made, often with impressive success, to channel our unthinking habits, our purchasing decisions, and our thought processes.... The result is that many of us are being influenced and manipulated, far more than we realize, in the patterns of our everyday lives." (Vance Packard)
Packard found that advertising came from the manipulation of the consumers mind. the discovery of this led to huge changes amounsgt advertisers thus increasing the success of the industry and changing the views and perception of advertising forever accross the globe.
Adverts are created as a way of encouraging the viewers id, (the part of the sub concious mind that makes a person want something - frued) to become more active in the hope a product will trigger this id and the audience viewing the advertisiment will become consumers of the product therefore not only increasing profits but also brand awareness and potential customer loyalty.
Products etc are generally 'put on a pedistoole' during adverts to entice the audience to creat the producers desired effects.
"Large-scale efforts are being made, often with impressive success, to channel our unthinking habits, our purchasing decisions, and our thought processes.... The result is that many of us are being influenced and manipulated, far more than we realize, in the patterns of our everyday lives." (Vance Packard)
Packard found that advertising came from the manipulation of the consumers mind. the discovery of this led to huge changes amounsgt advertisers thus increasing the success of the industry and changing the views and perception of advertising forever accross the globe.
Adverts are created as a way of encouraging the viewers id, (the part of the sub concious mind that makes a person want something - frued) to become more active in the hope a product will trigger this id and the audience viewing the advertisiment will become consumers of the product therefore not only increasing profits but also brand awareness and potential customer loyalty.
Products etc are generally 'put on a pedistoole' during adverts to entice the audience to creat the producers desired effects.
Post 1 - Research - What is advertising?
'Advertising is a way of promoting a product, a service or information.'
'A form of communication between consumer and producer.'
'An important economic force' (Media know all)
From the quotes it is clear that advertising is a largely profitable market and has a strong influence over societies ideological beliefs. It is also clear that the effects model is present in the advertising industry as the producer relies on the consumer and the consumer also relies on the producer.
'A form of communication between consumer and producer.'
'An important economic force' (Media know all)
From the quotes it is clear that advertising is a largely profitable market and has a strong influence over societies ideological beliefs. It is also clear that the effects model is present in the advertising industry as the producer relies on the consumer and the consumer also relies on the producer.
January 09 - Exam information and brief.
Course Title: A2 Media Studies
Examination Board: OCR
Unit Number and Title: 2733 Advanced Production
Candidate Number: 2297
Name: Erica Willingale
Brief = To create three television adverts.
Examination Board: OCR
Unit Number and Title: 2733 Advanced Production
Candidate Number: 2297
Name: Erica Willingale
Brief = To create three television adverts.
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