Unit 30: Assignment 4- Task Two: Screening

Task Two: Screening 

Screening:

This is a video of my screening for my iPhone 5s advertisement, which i have huddled a couple of people of different ages to give their own opinions on my a iPhone 5s advert in small focus group. They will judge how good my advert is and give their opinions how i could improve and tell me the good and not good things about my advert and i will need to be able to take in the feedback. After they have completed finishing watching my advert i can then ask them questions of my advert, however i cannot ask the yes and no answers it wont be reliable enough so i will need to ask questions that are fare to get some realistic feedback. From the feedback i received good critical answers. It is important to get their feedback so you can improve in future and learn from mistakes. I feel this is better than a survey because in a focus people give their honest opinions in what they think of your advert, rather than getting questions made up for them to answer because your advert is target at what people want to see.  

Unit 30: Assignment 2- Task 2: Ideas generation

Task 2: Ideas generation 

Storyboard 1:

This is our storyboard of our advert. This when we started to plan out are advert for our idea for the iPhone that we will be producing. This advert will be about the iPhone 5s and how the iPhone will benefit people when they are in difficult situations. In the storyboard you can see it shows different ways of the iPhone being helpful. For example if your are lost or you you are looking for a particular place to go and don't know how you can use Google maps on the iPhone to find where you are or to find where you want to go. 

The form of advertising that we will plan to do is realist narrative is something that most people would appealing and is something that everyone uses everyday. The content of our advert is that is to show the audience what the iPhone 5s is, what it does and any new feature that will be interesting to find out. At the start of the advert we show a person with an iPhone playing music and it shows everyone flowing into a good mood and it will show new apps and features.The target audience will find this interesting because it will be targeted to people who like music and learning new things. And it something easy, quick to learn and makes life easier for all ages. The iPhone is a very popular smartphone so it will appeal to people who has an iPhone. To make this advert appealing to your target audiences it will need to be fun and memorable to watch so people will know.

Storyboard 2:

The second idea for our advert for the iPhone is a more factual informative advertisement style because we will show more of the main features and what makes it better from the previous versions of the iPhone. This form of advertising is also a realist narrative as is the same product from the first idea. This advert will show whats new about the iPhone 5s as the advert goes along. For example the iPhone 5s has a fingerprint identity sensor and has a better faster camera than the one before it. '' All of these features in a smartphone would make it ahead of its time''. This will interest people get the iPhone as it shows and explains what the features and apps to do make life fun and easy to enjoy. Its something new and everyone knows what the iPhone is so it will interest most people.

Both of the advert that we will finally choose to work on will have similar camera shots to show closes up shots of the iPhone and show the detail of its features and apps that come with it.   

Task 6 - Audience Information

Task Six: Audience information 

It is important for advertising agencies study the audience because when making an advertisement they need to understand the the target audience and frame the advert around their characteristics such as its social grade, psychographic and Geodemographics. This makes a more effective advert, as the audience they are targeted towards will feel more attracted to the product/company. Audiences are often segmented into groups, first of which in social grade.

Social grade is where there are single most used variable for research purposes and divides the population into groups based on the occupations of the Chief Incomer Earner (CIE) and it can also be seen as a social-economic scale. Social grade is split into six categories A, B, C1, C2, D and E. The social grade model has been based on occupational code, employment status, qualifications, tenure and  respondents work full time, part time or not working. By knowing what job people do, they can judge on who can buy or not buy the product. 

Psychographic (a common attitude)is another way in which they can divide the audience, which is way of understanding how a person thinks and acts. There are seven different types of psychographic, resigned, struggler, mainstreamer, aspirer, succeeder, explorer and reformer. And these would be used to help design an advert to make the advert most appealing for the specific one. For example my product is an IPhone i would have to advertise on what is appealing to the target audience. 

Geodemographics (where they live) are another way of understanding the audience, however it is based on the location on where the audience, because people from the same area are more likely to be interested in similar characteristics than two people chosen at random. This will allow the advertiser to know where and what type of form to advertise it on. It would be a good idea to advertise a product such as the IPhone on where it matter such as the big towns and cities where people would find it most useful rather than an area like the countryside where it could be hard to get signals. 

Demographics (age and gender) which are mainly the age and sex of the audience. These are very important as they are the crucial factors for deciding what kind of advert to make. For example an advert for young people would often be loud and colourful as it will keep them interested, an advert for the older audience could be more important, complicated to understand and straight to the point. It is also important to consider the interest both genders, for examples if you make an advert it full of girls it wouldn't interest the boys, so it needs to be balanced out and be fair.

All of these characteristics show why it is important to be able to identify certain sections of the audience when carrying out market research and shows how useful they actually are, so you know how exactly how to sell you products in the consumers. Its useful to research using psychographic because advertisers need to know what people interests and opinions are. This will give an idea for he advertisers on what to advertise to their target audiences instead of making up the idea of what they like.

How information is gathered by adverting companies is that most of the popular television companies work with BARB and other television agencies.  The BARB viewing data give broadcasters, advertisers and other interested parties a results on the amount of viewers that are watching each minute. The information is vital in assessing how program, channels and advertising campaigns have helped advertising new products. Tv companies such as the BBC, itv, Channel 4, E4 and 5 are the most popular viewing channels and programs in the country.
Audience measurement panel is the guide for understanding what the audience does. The panel collects information everyday and then given to the TV stations. The research is based on a continuos diary survey measuring the listening behaviour of over 100, 000 adults age (+15) a year.    

Unit 30: Assignment 3: Task 3- The Final advert

Task 3: The Final Advert

Task Two – Styles of Television Advertising

Task Two - Styles of television advertising 

Advertisement often target a particular audience to either make them buy a certain product or maybe give some advice.

Humour
Humorous adverts target a particular audience that would find the advert funny. By making a advert funny is very possible that they will remember it. An example of a humorous advert is the Evian roller babies international advert. this is a humorous advert because you would never see baby toddlers in roller skates dancing in the middle of the streets. this advert is sending a message showing that if you drink Evian you will feel and look younger.



Parody
The style that is being used for this advert is parody. Parody advertising is about making fun of people or a product. In this Specsavers advert it links up with lynx the body deodorant. It shows a man on a beach spaying body deodorant all around his body and then all of a sudden dozens of a attractive girls in bikinis all come running to search for the attractive scent they crave for. As soon as they reach their destination they all see a man praying the body deodorant all around his body, then as soon as he puts on his goofy red glasses all the attractive beautiful girls lose interest in him and walk away like nothing has happened. How this advert makes people react is that is a funny attractive feeling to it when you watch it. It shows its funny because it shows a bundle of attractive girls dashing for the whiff smell that they yearn for. This will make it memorable because its funny. This style of advertising suits the product because its what men/boys would buy so they can smell good and attract women/girls.



Shock
The style that is being used in theis clip is to shock. This video is seen as a shocking video towards people because it shows a man smoking and gadually the cigarrete the man is smoking turns in to a disturibing image showing how smoking is distroying your body. The reactions people will get is they will be suprised and this advert might change the minds of some people to stop smoking. how this style of advertising makes it memorable is the distrubing image being used, people can thnk of that when they see someone smoke. Why i think this style is appropiate for the product is that less people maybe put off of the advert so they will not by that particular cigarrete.



Surrealism
The style that is being used is surrealism. Surrealism is something that is not realistic that you would never see. In this video on advertising on cadbury. What makes this video surreal is a gorilla playing the drums. The reaction people will get is they would find it a bit strange and funny because we will never see a gorilla play the drums as good as that. I think this style of advertising is appropriate for the product that they are advertising on cadbury is because it is funny and by making it funny it will be memorable.



Intertextuality
The style that is being used is intertextuality. The definition of intertextuality is the interrelationship between texts. In this sky advertisement it combines different types of films such as superman, Harry Potter, kings speech and more. Intertextual is basically changing the original idea of the purpose and adding your own ideas but you do not change the full idea.



Repetition
The style that is being used is repetition. Advertiser know that audience and customers remember slogans and brand names better through repetition. Repetition is used often annoyingly to enforce the brand identity on the audience. In this advertising commercial for we buy any car it purposely repeats itself to get into the audience head so that they can remember which makes the advert memorable because everyone will remember as they keep repeating ''we buy any car'' which they have sought have changed it to like a rap song. This style of advertisement is appropriate for the product/service it is trying to sell because it is very catchy and they bring a calm, happy feeling towards their customers.




Sex appeal
The style of advertisement that is being used is sex appeal. Sex is a well-known phrase in adverting industry 'Sex sells'. Advertisers in the same way as using human emotion, recognise that human sexual attraction and impulse is perhaps stronger than any other emotion. This will make the audience have same type of feeling when watching and the product will have a big effect when watch. Many people will know that Megan Fox is an attractive girl an that male viewers will have the sam sought of attraction. In this Armani advert you can see that the man is eager to take a glance at her when putting on her cloths. This will make women think is they by Armani cloths they will be more attractive.




Famous faces
The of style that is being used to promote this product is using famous people that everyone knows which will help sell their product is people may be fans of them. Celebrity endorsement is a common technique whereby a celebrity is featured in the advertisement. In this pepsi commercial it shows the famous football star David Beckham in a beach having a Pepsi drink. A celebrity will generally appeal to the same target audience as the product. Often the celebrity is associated with the product in question.       Which will make it memorable.

Unit 30: Assignment 2- Task 1: Market and Target Audience Research

Task 1: Market and Target Audience Research Market Research

In this task i will be finding five existing products for an existing product that i have chosen that is similar. These adverts must standout amongst each other. The product that i have chosen to anaylse on is the smartphone iPhone 5 and i will be chosen other existing smartphones to compare and show their differences. 

Chosen product 

This advert is about the latest smartphone iPhone 5s it shows people using the iPhone all new iSight camera, so people can take better pictures and videos on their phone. Statistically most people use their smartphones camera rather than using a digital camera.  And it shows people in different genders, ages and races using the the iPhone 5s all new iSight camera which shows that everybody will like it. The form of this advert is a realist narrative advertisement people would use this phone everyday. The advertisement is very colourful with people smiling and it shows a lot of cuts e.g. every three seconds there will be a new shot to keep the advert short, interactive and motivational. The type of music that is being used is a calm instrumental music used in the background to create a fun feeling type of effect to show people enjoy using the iPhone. What makes this distinctive advertisement memorable is the detail in showing clear camera shots.



This advert is about the HTC one which is a realist narrative form of advertising. In this advert it use loud hip pop music and images. This shows that it is targeting teenagers because it shows images of teenage girls as it will have all the features teenagers will be attracted to buy this phone. The HTC has highly upgraded on it previous versions. It has a 4.0 megapixel rear camera and a 2.1 megapixel front camera(1080p for recording and video chat). This allows the HTC to provide high quality in its images and videos. It has a 2 GB of memory 64 GB of storage so that you can be able to store many pictures and videos. In this advert it shows ranges of shot types and camera movements angels from close up shot to long shot, showing different angels of the phone in detail as some people might buy this phone because of its good style of its image as the phone will appeal to many people and it is something new to try. Also show some new features. In the background it has pop teenage feeling beat, which suggests its very fun and enjoyable to use which will attract the younger generation. The music can make the advert memorable because it shows shows pictures of girls enjoying themselves. And the HTC could of been built especially for the use of music as it has built in speakers from top to bottom. So people who like music could find the HTC appealing to them.


This advert is a realist narrative and shows the latest smartphone in 2013, the samsung galaxy S4 is an android smartphone produced by samsung electronics. The samsung galaxy S4 advert shows people at a pool party which a range of using the different unique features on the samsung galaxy S4 such as the infraded sensor is used for the devices Air view features and it shows the good use of the camera when you can see people showing the camera pics and taking picture with the android. It show the different angles you can take on the camera, the most common one is the close up shot which will show in detail. This form of advertisment is an realist narrative which means that it is a product that is used everday. The type of syle this advertisement has is a bit humorous because it does show some people doing silly stuff and people making jokes. The of sound/music being used in the advert is kind of an old fashion calm music in the background to kind of comfort the viewer making want to watch for longer. What make this advert memorable is the new features that is brings which everyone will be excited about using it. How this makes this product appealing is that it is the latest smartphone out at the time it came out, so people will be attracted to the latest products because it bring new appealing features which is what makes it different from the last version such as the big bold super AMOLED touchscreen and gives you a good grip on the phone with the camera which designed for the handset because in the last version the samsung galaxy s3 polycarbonate casing made the handset often very slippery when holding it in the hand and the bulk of the camera lens makes it difficult to hold comfortably when it can sometimes feel too weighted on one side and the samsung galaxy s4 has managed to improve which will make a big difference to people prospectives. The audience that this targets is the young generation and the wealthy class people.                


This advert is a form realist narrative about the smartphone Moto G. Moto G is an android smartphone which manufactured by Motorola mobility. In this advert on the Moto G it shows the different range of colors that you can get. The Moto G runs Android. The Moto G shot types and camera uses ranges of angels to look at. It has 5 megapixel rear camera and 1.3 megapixel front camera and has flash. In the advert it hows a lot of things the young people would like such as a rocket so it could be targeted at kids from 12 and upwards. The 16 GB version packs enough juice to get you through most regular usage and the user gets around 12.8 GB excluding the Android system apps. Display the Moto G has stunning HD display boast of images and display quality even better than the iPhone. Also the 4.5 inch is perfect for most pockets so this might appeal to people. And it shows different ranges of colors which would rarely get on an iPhone or Samsung which could make it memorable and appeal to consumers, so it could target at people who like variety of colors to choose from. It uses calm fun music showing it is appropriate to use for any age reasonable. Its has good sensors.


This advert is about the smartphone Sony Xperia  Z. This advert uses a documentary advertisement style because it uses music an a narrator explain the different features about the phone. There are are camera shots and movement in this advert whist they are filming they are capturing the footage of people using the smartphone. The camera movement in the Sony Xperia smartphone is that it has 13.1 megapixel rear camera, 1080p video recorder and a 2.2 megapixel front camera. It also a waterproof smartphone which what makes the smartphone appealing, because phones such as Samsung and iPhone are not water resistance and that you can connect it to the TV and photos and videos with friends and family. Its sensor that's 30% larger than any other smartphone. ''The results are super crisp and super sharp images'', the narrator uses repetition when he says 'super' which will make people remember. This appeal to everyone because its waterproof which appeal to teenagers as they consume most of smartphone products we use today and adults. This advert is appropriate for all mature ages as it does not show offensive things.

Task 5 - Methods of Research

Task 5 Methods of Research

 It is important to conduct research before you start planning  new advertising campaign because you will need to have different types of methods to research.

Audience research is a well ordered and accurate way of finding out about your audience. There are two main things that audience research can do:
estimate audience size
discover audience preferences
Methods of audience research 
The most common method of audience research is the survey: a group of people is selected, they are all asked the same questions, and there answers are counted. But as well as surveys, there are many other methods of audience research including observations, mechanical measurement and qualitative research. This is a good way to target people to buy a product (IPhone).

Market research- is about responding to the consumers needs. and it is important to find out these needs before launching a new product. You would have to gather about the issues relating to marketing products and services. The purpose of any market research project is to achieve an increased understanding of the subject matter. This will help the conduction of  businesses to help identify gaps in the market and business opportunities. The most successful products meets to the consumer needs which makes it better the the rivals.  Markets are always force which suggest that markets are always changing, so businesses must keep aware of market trends evolving customers demands caused new fashions.

Production research- is the type of research that will allow you to identify what resources you will need to launch the end product and whether the advert would be profitable within the current market. Production research will give the idea of what factors, whether controllable or uncontrollable and could affect the production of your advert. Controllable factors would include pricing, promotion and distribution. Uncontrollable factors would include technology, competition, culture changes and economic conditions such as consumer spend rates.
These are method of collecting market research:

Primary research- involves gathering data that has not been collected before. For example surveys using questionnaires or interviewers with groups of people in a focus group. It provides new data for a specific purpose.

Secondary research- involves gathering existing data that has already been produced. For example researching the internet, newspapers and company reports.

Qualitative research- is information collected about opinions, views and primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions and motivations. It provides insights into problems or help to develop ideas for potential qualitative research. This type of research is often less expensive than surveys and is extremely effective in acquiring information.

Quantitative research- is factual information and is used to quantify the problem by way of generating mathematical data or data the can turn into a result of use able statistics. It is used to quantify the behavior, attitudes and opinions and other defined variables and generalize results from a large sample population. Quantitative research data collection methods is more structured than qualitative research because it involves various form of online surveys.