Showing posts with label D: Assignment 4: Television Advertising. Show all posts
Showing posts with label D: Assignment 4: Television Advertising. Show all posts
Wednesday, 20 March 2013
Monday, 11 March 2013
Advertisement Evaluation
Brief
The brief for the advertisement project was to re-market an Unilever product of our choice. We were asked to re-market to a different target audience so that the potential audience was broader, therefore the chances for making more profit increases. The way we researched for a product was by looking at what products Unilever made, by looking on their website. After we researched on the Unilever website, everyone in the class had to choose one product. Once we had chosen our product, we evaluated a brief history of the product and then pitched an idea so that when we were put into our groups we all had an idea to share. This helped us with time and ideas from different products came together. When we were put into our group we were all debating on what idea to choose. Eventually we went with the Hellmann's Mayonnaise idea where originally we wanted the advert to be comical, however in the end we decided not to use the comical theme.
Once we decided our idea, we made an mind map of what would be needed so that the advert turned out right. This involved things like, dates of deadlines, who the target audience was, what competition there was related to our product, what resources we would need for our advert, our budget (£5.00), conditions of reception, legal and ethical issues, and constraints. This was all put down on the mind map so that we knew what we needed to do so that the advert was successful.
We chose Hellmann's Mayonnaise because we all thought that it was advertised in the wrong way and that we should advertise it as more than just an cooking ingredient. We also thought that because of our limited access to resources and the amount of skill we had, it would be an easy advert to create as things like green screens or fancy special effects were not needed. An interest in the taste as well came up in our discussion, as some people in our group had never tried Hellmann's Mayonnaise before.
We decided that the target audience didn't need changing as it was already good. However, we wanted to re-market the product as condiment and not as a cooking ingredient, keeping the target audience the same (parents, male and female). We also decide to add an secondary target audience which was children and teenagers (demographic).
The Finished Product And Feedback
Once we completed our advert we took part in a focus group, which gave us the chance to show all of our adverts, and were able to collect feedback from our peers and our tutor, which would then help us with the final evaluation. The way we did this was by sitting down, and opening up our adverts on YouTube, on the overhead projector. After we watched all of the adverts, the teacher went table by table and collected comments from other people that weren't in the advert and collected comments from the people that were in the advert. We also created online surveys with a link to the video and also created physical copies to give out to our target audience. This helped us broaden our results and improve our evaluation.
This is a set of graphs to the question, 'Does This Advert Persuade You To Buy Or Try The Product?', 'What Is Your Age?', and 'What Is Your Gender?':
As you can see from this graph, mostly males were asked the questions in the questionnaires and the surveys. I think we should of tried to ask more females as the target audience was parents.
This graph shows that our advert was persuasive. As you can see from the graph, most people said that they would buy our product from watching the advert. However a big percentage still said 'No' which means there could of been some bad points in our advert.
As you can see from the graph, we mostly asked people aged between 15-20. However this means that we haven't asked enough people that were in our target audience (which was families). The results that we got back from the younger generation may not be the same if we had more results from the 30+ age range.
This is a set of graphs to the question, 'Does This Advert Persuade You To Buy Or Try The Product?', 'What Is Your Age?', and 'What Is Your Gender?':
As you can see from this graph, mostly males were asked the questions in the questionnaires and the surveys. I think we should of tried to ask more females as the target audience was parents.
This graph shows that our advert was persuasive. As you can see from the graph, most people said that they would buy our product from watching the advert. However a big percentage still said 'No' which means there could of been some bad points in our advert.
From personal opinion I think that our Hellmann's Mayonnaise advert did succeed in the appropriateness to audience. Others also agreed with it, by commenting on the Mise - En - Scene. They said that the way that we incorporated the kitchen scenery was well done and the fact that we made sure that there was an mature figure in the advert (Jonny wearing a t-shirt and tie, this suggests he is a well working class individual ) made the advert more appealing. I believe that the advert has impacted people's interest in the product and 4 out 4 people said that they would buy or try the product from looking at the footage.
Some people also commented on the 'Technical and Aesthetic' qualities. Some of my peers said that they really liked the camera control on the plates, as they were smooth and worked really well with everything else in the advert. My tutor commented, saying that there was good control on the camera, the fact that there was an effect on that clip (wrap stabilizer), it made those clips look even better.
They also found that the fridge shot worked really well as it showed the product in the forefront They said that the first shot that used transitions worked really well with the slow pace feel. My tutor also commented on the Mis-En-Scene, and said that it was "well controlled". Also in this shot, my tutor commented that the camera should of been in manual, so that the lighting would stay the same all through the shot.
As the advert moved towards the middle - to - end, they said that the cut transitions worked very well with the increase in pace between shots. Both tutor and my peers commented that colour scheme made the advert look more warm, and more inviting. They also liked the close up of the dollop shots. When it came to the music they said that they didn't hear it, but that made the advert look and sound more appealing; just like elevator music.
Personally I think this shot worked really well. However, my tutor commented that the shot was too wide and we didn't need a lot of the kitchen in the background. The same shot was taken at a different time, but had a lower angle to it. This seemed to look better to my tutor than the previous shot.
From personal opinion I think that the effectiveness of content works really well and successfully gives an understanding of the narrative / story line of the ad. It clearly shows food, where the food is, what is going on the food, and what reaction is shown from the taste of Mayonnaise. Also the voice over clearly shows what is being portrayed in this ad and shows what we wanted to portray the product as (a condiment).
When it came to the effectiveness of the persuasion techniques, I think that there were some good points and some bad points. The good points were that the script clearly said what the product was and that it can go on "every meal". So in terms of what was said wasn't a problem on most parts. However, some of my peers and my tutor said that the voice over sounded a bit rushed and sounded to fast for the footage. Most people also said that we could of improved on the accent in the advert, as some parts of the advert were too over powered between the footage and the voice track. For example the slam of the jar didn't work well with the voice over, as it sounded too loud and too 'unfriendly'.
Also how it was presented made the advert give off a wrong impression. In our questionnaire analysis, I noticed that a 30+ male, said that the advert was trying to tell people to change their eating habits and to eat more healthily. In a way it was a hidden message, but wasn't the main message we were trying to get across. Also the same person said that the advert appealed to everyone, and that it was trying to make people aware that junk food is not good. Again this was not the message we were trying to portray. Besides the mix in messages, the same person did say the advert worked as it was simple and straight to the point.
The final thing that I can talk about is clarity of communication. From personal opinion, I believe that we have successfully sent our message across to the right target audience. We used a great deal of good mis-en-scene, by wearing the right cloths and choosing the right location. This helped us to show who the target audience were (families / parents / teenagers - male and female). We specifically said that Hellmann's Mayonnaise can go on "every meal" which was what we wanted to originally do. So overall we wanted to tell people that families from young to old can enjoy Mayonnaise. We were also trying to say that Mayonnaise can appeal to vegetarians and non-vegetarians.
When it came to the questionnaires and surveys, we collected a fair amount of results. When it came to what people thought of the advert, people said that the advert was 'very creative' and that the advert was 'appropriate' which helped with identifying the target audience. Some commented that the voice was very 'soothing' and because the advert was 'fast', it was entertaining. However, some people say that the voice was 'dull' and that the graphics implied 'wasn't eye catching enough'. Most people seem to like the persuasive techniques, but not to the extent that they would actually go out and buy the product. They feel it's more like a kindly question. This is because of the 'gentle music' and the 'gentle happy vibe'. Some people said that they would go out and buy the product because it makes food sound good and makes them hungry.
Some people said that the advert wasn't trying to 'over glorify the product' which made it more appealing. Another person said that the advert made them laugh and the slogan was 'top notch'. One comment on the editing was mentioned with one person saying that the advert was 'all set out well and looked professional'. A male between 15 - 20 said that the advert made Mayonnaise appeal to a younger generation. This is good because a younger generation might asked there parents to go and buy the product. This meant that our group succeed in persuading our secondary target audience as well as are primary target audience.
When we asked people 'what is the advert trying to say?', most people got the right idea from the advert, and commented that Hellmann's Mayonnaise can go on almost every meal.
When we asked 'who do you think the advert would appeal to?', most people said that the target audience were, mothers, parents, families and mayo lovers. Some people also said it would appeal to Kenneth haters.
Overall, I think that the advert did fit its purpose. I do think that the advert isn't 100% professional but still has some professional qualities in it. Also from watching the advert over a couple of times, we have noticed that there are no advertising regulations broken (like false advertising, or non-consent product placement). However, another advert like the 'Man-Mite' advert that was created by another group in our class, did adhere to the AS regulations of the 'Harm and Offensive' section.
As you can see from this picture there is evidence that the advert might be showing violence to another person. Of course this wasn't there original idea, but it may conflict with other people's opinion. The details of the 'Harm or Offensive' section can be seen below.
Personal Reflection
From looking back at our pre-production documentation, I think that most of the shots that we originally drew down on our storyboard, were not even used. This was because when we got to our location, we knew that some of the shots wouldn't work or that when it came to editing, we noticed a lot of continuity errors, so we had to edit them out. However, that is part of the pre-production, mostly in every production some shots may change or won't even be used. So compared to original intentions, I think it wasn't 100% the same as our documentation.
From my view, I personally think that the advert (production) went very well and was very educational and enjoyable. The things I would do differently, if we were to do advertisement again, would be to really make sure that there are no continuity errors and that the message that we are trying to get across is clear. The thing I would do differently about my involvement in the project would be to maybe star in the project or try to be involved in different parts of the project, besides editing and filming.
References
Monday, 11 February 2013
Thursday, 7 February 2013
Monday, 4 February 2013
Pre-Production Diary: Advertising
Before Feedback
After Feedback
4th Feb 2013...
Today me and my group got together and finished finalizing the shot list for our advert on Hellmann's Mayonnaise. We also started and finished our voice over script. We have briefly started our storyboards and will hopefully get it done this week.
Team 'Rock-it' Away!...
5th Feb 2013...
Today our group split into different jobs so that we could maximize our speed in completing the pre-production paperwork. Alex started and finished analysing the questionnaires, and collected graphs using different types of software. Me, Jack and Jonny continued with the storyboard, but still have not succeeded in completing it. I also started and finished the Risk Assessment sheet. After all of the pre-production work is finished, it will be placed on Blogger, so that everyone in our group has all the paperwork needed for the unit.
Closing In On The Deadline...
6th Feb 2013...
Today our group finally finished the storyboard and were able to put together all of our pre-production paper work that was needed for our advert. We got all of the releases done and were able to start and finish a location recce. I have volunteered to take all of the releases home to photo copy so that we can place them on our blogs. We are hoping to get another female to appear in our ad, so that we have evidence that everyone can use Hellmann's Mayonnaise.
Hoping To Shoot Next Week...
7th Feb 2013...
Got a few parts of the paperwork onto our blogs and will start to blur out our releases so that we can get closer to filming. We hope to get all of the paperwork onto the blog before Tuesday the 12th February.
Team Is Working Hard...
8th Feb 2013...
I was absent today due to a Geography trip, however, the rest of the people in my group were able to get all of the paperwork onto their blogs. The only parts of the paperwork that wasn't placed onto the blog on this day was the releases. This is due to the fact that the private information wasn't blurred out.
Monday Is The Final Day For Paperwork...
11th Feb 2013...
Today we were successful in placing all of our paperwork onto the blog. The only parts that cannot go onto the blog yet are the production schedule and the budget sheet. This will be filled out as we go along with our filming. Now we have all of the paperwork done, we can now start to film our advert on Hellmann's Mayonnaise. We also booked the equipment from the AV room (Audio and Visual Room) before hand so that we were confident that the equipment will be available.
Paperwork Finally Complete!...
12th Feb 2013...
Today we set off to Jacks at the beginning of our media lesson to start filming. We made sure that we collected all of the equipment and that we were all set for travel. When we got to Jacks we adapted to the setting (the kitchen) and started shooting. Fortunately we were able to finished all of our shots in that one day. Before we left Jacks, we made sure that we were happy with the shots we had and that all of the equipment was collected together. The only problem in that day was that we forgot the storyboard and the shot list. However, because we had put the paperwork on the blog before shooting, we were able to print them off.
Filming Complete, Now Onto Editing!...
13th Feb 2013...
Today all of our group sat down and started to import and edit our footage on the Adobe software, Premier Pro. Sean (our teacher) helped us import our footage and showed us a little on how to get a Premier Pro Project set up. When editing our group and our teachers noticed some strong continuity errors. There were over at least 5. However, despite the errors, we were able to work around them and still get a good looking advert started. Hopefully by tomorrow or after half term, our group will be finished editing.
I Can't Believe How Many Continuity Errors There Were!...
14th Feb 2013...
Today we continued with the editing of our Hellmann's Mayonnaise advert, but was a bit different to what normally would happen in our media lesson. Because there was four of us in a group, Sean suggested in making two versions of the advert. We were all a bit confused at the start but soon realised why he did it. He split the four up into two and instructed us to make two version of the advert, with the footage we had. He did this so we all had time to experience and learn Adobe Premier Pro. I think this is a good idea, as it is experience that will help us for future projects.
The Idea Seemed To Be Successful...
25th Feb 2013...
Now we're all back from half term, we were able to continue our editing on our Hellmann's Mayonnaise advert. Today we finished a rough draft and were shown a bit of Adobe After Effects, if we wanted to add any kind of text or effects to our footage. Me and Jonny created a piece of text, and added a colour change effect so that it would relate to our product. The only problem that occurred was the fact that we couldn't add the effect into Adobe Premiere Pro, due to some technical issues. However, we were able to overcome this issue and the effect was successfully added. Before the lesson ended, we were just able to record our script and roughly place it onto our Mac.
Glad To Be Back In Editing Mode...
26th Feb 2013...
Today we were able to finish a complete advert but without audio (music or vocals). At the moment we are trying to get all of the audio together so that it works effectively with what we have visually. Whilst the audio was being sorted, I experimented with 'tint' and 'brightness and contrast', to see if it makes the advert look better. Unfortunately the advert didn't look any better with the effects on, so they were removed. Sean also showed us how to stabilize our video, as some of the footage was jumpy. Sean also gave us a little test on Adobe Premier Pro and I failed on the first question, which was shocking for me.
Work On Adobe Needs Improving!...
27th Feb 2013...
Today our group continued with the audio sorting of our Hellmann's Mayonnaise advert. We have mixed together a bunch of different takes to make sure we get the right effect we want. However the only problem that occurred is the fact that the recording has a small bit of reverb. We are not sure yet if it will affect our advert badly. Also today I think that I was slacking a little bit to what I normally do in a media lesson. Sean did give us a talk in the day and I now think we are back on track.
Almost There...
28th Feb 2013...
Today we didn't really focus on completing our adverts, but still had a productive lesson. Sean set us into our groups and we were asked to bring up some Premier Pro footage, so that we could be practice using the Adobe software. He did this so that we had good experience for future projects. Fortunately I passed the questions that were given to me. Personally I think it was a good learning curve for all of us, as we did not expect the results from the questions asked.
Slowing Getting Better At The Software...
1st Mar 2013...
Today our teacher (Ellie) was absent from lesson today. However our other teacher (Sean) gave us some work so that we didn't miss any valuable editing time. He just told us to continue with our edits as much as we can, as the deadline is drawing closer. Today our group were able to put together almost all of the audio (this included, the voice over, and the background music). The only thing that is needed is the 'dollop' noise of the mayonnaise hitting the food. Once that is done, our group would have finished our advert.
Almost There...
4th Mar 2013...
Today we were successfully able to complete our advert with all the sound and video. The problem that we ran into was the voice over still had a bit of echo on it. Because the recording studio was free, Sean suggested to go and re-record; so we did. Once we did that, we were able to place the sound onto our video and complete the advert. Once the advert was complete, Ellie asked us to start the Brief on the Advertisement Evaluation section of the unit. So far I have just started the Brief with one paragraph complete.
Advert Complete!, Now For The Evaluation...
5th Mar 2013...
Today we started to look at all of our adverts as a class and were able to collect feedback. This feedback would then be added into our Advertisement Evaluation. To be honest I was surprised on the feedback that we got. Most people said the advert worked really well and portrayed the right target audience. There were some constructive criticism, but that would help us in our evaluation. So far our group has started a questionnaire to give out to people who watch our advert. This would broaden the feedback, and would help us add more to our evaluation.
So Far, So Good...
6th Mar 2013...
Today we continued watching the adverts so we could get feedback off Sean (our tutor feedback). For our Hellmann's Mayonnaise advert, Sean gave us some good comments. The only thing that he did criticize on were some of the shots and the voice over. After we collected the final comments, we continued with the advertisement evaluation. So far I have completed the Brief and have started a small section of the 'Finished Product And Feedback'.
Evaluation Coming Along Well...
7th Mar 2013...
Today I continued with the Advertisement Evaluation. So far I have managed to create a first draft and will continue to go over and check for any mistakes like grammar or spelling. Also once I have collected all of the results from the questionnaires and surveys, I will add them into the evaluation.
No Struggles So Far...
8th Mar 2013...
Today me and the rest of my group managed to collect all of the results from the questionnaires and surveys. So far I have added a small part of the questionnaire and survey results and will try and complete the whole evaluation this weekend.
So Close To The End...
11th Mar 2013...
Today I was able to check and complete my Advertisement Evaluation. At the moment I have not got it checked over by Sean but hopefully, it is a good standards.
Evaluation Complete!...
12th Mar 2013...
Today we are looking at previous pieces of work and seeing if anything can be improved. At the moment I am editing my Marketing And Research Report. Hoping to finish it all by next week.
Evaluation Was Handed In On Deadline...
20th Mar 2013...
Today I finally finished all of the improvements for my previous units of work. My teacher also updated the ENBTECMEDIA YouTube channel by adding a 'after feedback version' of the Hellmann's Mayonnaise advert. Both version will be on my blog to show before and after feedback.
Third Unit Complete!...
5th Feb 2013...
Today our group split into different jobs so that we could maximize our speed in completing the pre-production paperwork. Alex started and finished analysing the questionnaires, and collected graphs using different types of software. Me, Jack and Jonny continued with the storyboard, but still have not succeeded in completing it. I also started and finished the Risk Assessment sheet. After all of the pre-production work is finished, it will be placed on Blogger, so that everyone in our group has all the paperwork needed for the unit.
Closing In On The Deadline...
6th Feb 2013...
Today our group finally finished the storyboard and were able to put together all of our pre-production paper work that was needed for our advert. We got all of the releases done and were able to start and finish a location recce. I have volunteered to take all of the releases home to photo copy so that we can place them on our blogs. We are hoping to get another female to appear in our ad, so that we have evidence that everyone can use Hellmann's Mayonnaise.
Hoping To Shoot Next Week...
7th Feb 2013...
Got a few parts of the paperwork onto our blogs and will start to blur out our releases so that we can get closer to filming. We hope to get all of the paperwork onto the blog before Tuesday the 12th February.
Team Is Working Hard...
8th Feb 2013...
I was absent today due to a Geography trip, however, the rest of the people in my group were able to get all of the paperwork onto their blogs. The only parts of the paperwork that wasn't placed onto the blog on this day was the releases. This is due to the fact that the private information wasn't blurred out.
Monday Is The Final Day For Paperwork...
11th Feb 2013...
Today we were successful in placing all of our paperwork onto the blog. The only parts that cannot go onto the blog yet are the production schedule and the budget sheet. This will be filled out as we go along with our filming. Now we have all of the paperwork done, we can now start to film our advert on Hellmann's Mayonnaise. We also booked the equipment from the AV room (Audio and Visual Room) before hand so that we were confident that the equipment will be available.
Paperwork Finally Complete!...
12th Feb 2013...
Today we set off to Jacks at the beginning of our media lesson to start filming. We made sure that we collected all of the equipment and that we were all set for travel. When we got to Jacks we adapted to the setting (the kitchen) and started shooting. Fortunately we were able to finished all of our shots in that one day. Before we left Jacks, we made sure that we were happy with the shots we had and that all of the equipment was collected together. The only problem in that day was that we forgot the storyboard and the shot list. However, because we had put the paperwork on the blog before shooting, we were able to print them off.
Filming Complete, Now Onto Editing!...
13th Feb 2013...
Today all of our group sat down and started to import and edit our footage on the Adobe software, Premier Pro. Sean (our teacher) helped us import our footage and showed us a little on how to get a Premier Pro Project set up. When editing our group and our teachers noticed some strong continuity errors. There were over at least 5. However, despite the errors, we were able to work around them and still get a good looking advert started. Hopefully by tomorrow or after half term, our group will be finished editing.
I Can't Believe How Many Continuity Errors There Were!...
14th Feb 2013...
Today we continued with the editing of our Hellmann's Mayonnaise advert, but was a bit different to what normally would happen in our media lesson. Because there was four of us in a group, Sean suggested in making two versions of the advert. We were all a bit confused at the start but soon realised why he did it. He split the four up into two and instructed us to make two version of the advert, with the footage we had. He did this so we all had time to experience and learn Adobe Premier Pro. I think this is a good idea, as it is experience that will help us for future projects.
The Idea Seemed To Be Successful...
25th Feb 2013...
Now we're all back from half term, we were able to continue our editing on our Hellmann's Mayonnaise advert. Today we finished a rough draft and were shown a bit of Adobe After Effects, if we wanted to add any kind of text or effects to our footage. Me and Jonny created a piece of text, and added a colour change effect so that it would relate to our product. The only problem that occurred was the fact that we couldn't add the effect into Adobe Premiere Pro, due to some technical issues. However, we were able to overcome this issue and the effect was successfully added. Before the lesson ended, we were just able to record our script and roughly place it onto our Mac.
Glad To Be Back In Editing Mode...
26th Feb 2013...
Today we were able to finish a complete advert but without audio (music or vocals). At the moment we are trying to get all of the audio together so that it works effectively with what we have visually. Whilst the audio was being sorted, I experimented with 'tint' and 'brightness and contrast', to see if it makes the advert look better. Unfortunately the advert didn't look any better with the effects on, so they were removed. Sean also showed us how to stabilize our video, as some of the footage was jumpy. Sean also gave us a little test on Adobe Premier Pro and I failed on the first question, which was shocking for me.
Work On Adobe Needs Improving!...
27th Feb 2013...
Today our group continued with the audio sorting of our Hellmann's Mayonnaise advert. We have mixed together a bunch of different takes to make sure we get the right effect we want. However the only problem that occurred is the fact that the recording has a small bit of reverb. We are not sure yet if it will affect our advert badly. Also today I think that I was slacking a little bit to what I normally do in a media lesson. Sean did give us a talk in the day and I now think we are back on track.
Almost There...
28th Feb 2013...
Today we didn't really focus on completing our adverts, but still had a productive lesson. Sean set us into our groups and we were asked to bring up some Premier Pro footage, so that we could be practice using the Adobe software. He did this so that we had good experience for future projects. Fortunately I passed the questions that were given to me. Personally I think it was a good learning curve for all of us, as we did not expect the results from the questions asked.
Slowing Getting Better At The Software...
1st Mar 2013...
Today our teacher (Ellie) was absent from lesson today. However our other teacher (Sean) gave us some work so that we didn't miss any valuable editing time. He just told us to continue with our edits as much as we can, as the deadline is drawing closer. Today our group were able to put together almost all of the audio (this included, the voice over, and the background music). The only thing that is needed is the 'dollop' noise of the mayonnaise hitting the food. Once that is done, our group would have finished our advert.
Almost There...
4th Mar 2013...
Today we were successfully able to complete our advert with all the sound and video. The problem that we ran into was the voice over still had a bit of echo on it. Because the recording studio was free, Sean suggested to go and re-record; so we did. Once we did that, we were able to place the sound onto our video and complete the advert. Once the advert was complete, Ellie asked us to start the Brief on the Advertisement Evaluation section of the unit. So far I have just started the Brief with one paragraph complete.
Advert Complete!, Now For The Evaluation...
5th Mar 2013...
Today we started to look at all of our adverts as a class and were able to collect feedback. This feedback would then be added into our Advertisement Evaluation. To be honest I was surprised on the feedback that we got. Most people said the advert worked really well and portrayed the right target audience. There were some constructive criticism, but that would help us in our evaluation. So far our group has started a questionnaire to give out to people who watch our advert. This would broaden the feedback, and would help us add more to our evaluation.
So Far, So Good...
6th Mar 2013...
Today we continued watching the adverts so we could get feedback off Sean (our tutor feedback). For our Hellmann's Mayonnaise advert, Sean gave us some good comments. The only thing that he did criticize on were some of the shots and the voice over. After we collected the final comments, we continued with the advertisement evaluation. So far I have completed the Brief and have started a small section of the 'Finished Product And Feedback'.
Evaluation Coming Along Well...
7th Mar 2013...
Today I continued with the Advertisement Evaluation. So far I have managed to create a first draft and will continue to go over and check for any mistakes like grammar or spelling. Also once I have collected all of the results from the questionnaires and surveys, I will add them into the evaluation.
No Struggles So Far...
8th Mar 2013...
Today me and the rest of my group managed to collect all of the results from the questionnaires and surveys. So far I have added a small part of the questionnaire and survey results and will try and complete the whole evaluation this weekend.
So Close To The End...
11th Mar 2013...
Today I was able to check and complete my Advertisement Evaluation. At the moment I have not got it checked over by Sean but hopefully, it is a good standards.
Evaluation Complete!...
12th Mar 2013...
Today we are looking at previous pieces of work and seeing if anything can be improved. At the moment I am editing my Marketing And Research Report. Hoping to finish it all by next week.
Evaluation Was Handed In On Deadline...
20th Mar 2013...
Today I finally finished all of the improvements for my previous units of work. My teacher also updated the ENBTECMEDIA YouTube channel by adding a 'after feedback version' of the Hellmann's Mayonnaise advert. Both version will be on my blog to show before and after feedback.
Third Unit Complete!...
Wednesday, 30 January 2013
Pre-Production
Initial Plans And Proposals
The synopsis of our advert is, a small, healthy family sitting around the dinner table, about to eat dinner. However the dinner involves different kinds of dishes. As the audience notices the different dishes, shot by shot, a big size mayonnaise jar (Hellmann's) is placed on the middle of the table. Once placed on the table everyone takes a spoon full and places it on they dish.
We did this kind of story to emphasise the fact that you can put mayonnaise on almost any kind of food dish. The advert will consist of many slow motion tracking shots, combined with close ups to show the audience what the advert is about.
The target audience we are trying to portray is families and teenagers. So, by making a family scenario, having dinner, at the dinner table, it can create the impression that younger people and older people can enjoy the great taste of Hellmann's Mayonnaise and can use it on most food dishs.
Identification Of Overt / Hidden Message
The hidden and overt message of our advert is to get people to want food and that they can place Mayonnaise on mostly any meal. We will do this by using close ups of food to emphasise the messages. Also we want to make sure that Mayonnaise is still being shown as the main product.
Content
Four people sitting around the dinner table eating three dishes (salad, burger and chips, and a jacket potato). There will be a series of close ups and medium shots, along with different types of camera angles. Hellmann's Mayonnaise is then taken from the fridge of the kitchen and is placed on the table. All three of the dishes are then dumped with a dollop of mayonnaise. This is trying to show that mayonnaise can go with almost anything.
Style And Form Of Advert
The form of the advert is going to be a Stand-Alone as it will be the only one that we create for this unit. However in the real media industry a mini-series could be appropriate in terms of producing more sales and promoting the product. The style of our advert is going to be Serious. This is because we don't want to involve any comedy, as it may not be as persuading as our current idea.
Thursday, 17 January 2013
Wednesday, 16 January 2013
Individual Pitch, Dove
Primary Audience
I personally think that the main Primary Target Audience is Women. This is because in most of their adverts, they involve women trying the products and then rating on what they think. As shown on Dove's Website, 10.1 million women use Dove products every week. Again this is a good example that shows who the Primary Target Audience are. "Dove is committed to widening the definition of beauty for women".
This is one of their advertising posters that they released. As you can see it involves a female which could suggest that the Primary Target Audience is women.
Secondary Audience
Even though the primary target audience is women, Dove have tried to expand their products to men with their new 'Dove For Men' Products.
They also did this to show that Dove products were not just for women and that men can enjoy the benefits of New Dove For Men.
The Dove For Men advert has tried to emphasis that this deodorant product is comfortable on skin and will give you 48HR protection if used properly. The tag line in this ad is "Tough on sweat, not on skin" and could be a good persuasion technique.
The Dove Deodorant advert, has tried to emphasis that if you use this product, then your under arms will look amazing in any type of clothing that shows the underarms. Again the women in the advert show that the target audience for this product is women. It also used a scientific persuasion technique (Vitamin E).
The way that I would go with my ad would be a mix of the Dove For Men ads and the Original Dove For Women ads, and try and mix them together so that both genders can enjoy the products and is shown in one whole advert. This then would appeal to a wider target audience.
I would use the original white background and use a female and male lead, so that it shows who the target audiences are. I personally think that the product of Dove are aimed at a mature audience, maybe older teenagers. However, I will try and adapt the older teenagers in my ad, as it is an easy cast to obtain.
Websites
Trailers (Both Women And Men)
Research And Justifications
Audience Measurement Panels - This kind of measurement measures how many people are in an audience usually in relation to radio listener-ship and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. It helps broadcasters and advertisers determine WHO is listening or watching instead of how many are watching or listening. This could adapt to where a advert will be shown. If a lot of people watch TV than radio, then creating a visual advert could be more appropriate as a wider audience would be noticing the advert. However, most adverts try and create the same advert for radio, TV and for websites.
The Broadcasters' Audience Research Board (BARB) - This is an television research agency that complies audience measurement and television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings, JICTAR. This could be important for advertising, as it could determine what channel to show your advert on. For example, if the BBC has more viewers than ITV, again it would be more appropriate to show the advert on the BBC as it reaches a wider audience. However the BBC have very few adverts in their channel. This is like gathering ratings as it is finding out how many people watch a certain TV channel. However, within reason, some adverts may need to be placed on a certain channel due to these factors:
- Advert is related to TV show.
- Advert is targeted at a certain 'class' (middle class or working class).
- Advert can only been shown after 9PM due to explicit content.
Sources Of Information
Rate Cards - This is a document containing prices and descriptions for the various ad placement options available from a media outlet. This is similar to the rack rate at a hotel, this is generally the maximum price that one may pay. Most advertising buyers will pay significantly less than this, receiving discounts due to volume, a desire to sell unused space or other factors. Advertisers and companies looking to make a profit turn to the rate card to see how much they will need to be spending to get their message across to consumers. For TV it is the amount that will need to spent in order to get a specific slot on a specific channel. The prices may vary. Terms and conditions need to be consumed in order to avoid conflict between the insertion order and the rate card.
Advertisers' Information Packs - These are packs that provides rate cards, insertion dates, and publication dates. These are everything you need to plan your advertising. They also show what popular shows are shown on that channel. MTV for example.
Advertisers' Information Packs - These are packs that provides rate cards, insertion dates, and publication dates. These are everything you need to plan your advertising. They also show what popular shows are shown on that channel. MTV for example.
Other television research panels are:
Audience Classification
Standard Occupational Classification - This is a common classification of occupational information for the United Kingdom. Within the context of the classification jobs are classified in terms of their skill level and skill content. It is used for career information to labour market entrants, job matching by employment agencies and the development of government labour market policies.
Demographics/Psychographics/Geodemographics - Demographic consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Psychographic is the science of using psychology and demographics to better understand consumers. Consumers are divided according to their lifestyle, personality, values and social class. Geodemogrpahic is segmented according to geographic criteria, - nations, states, regions, countries, cities, neighborhoods or zip / post codes. One example I could use for demographic, and geodemographic data is ACORN. This agency analyses demographic data, social factors, population and consumer behavior. It also provides precise information about different types of people and segments postcodes and neighborhoods. It understands customer's lifestyles and attitudes. This is good when targeting a certain audience, as audiences can be segmented into a better, more understanding groups. This therefore helps organisations with their projects e.g bringing out a new facial product (Dove).
Regulation
Advertising Standards Authority (ASA) - This company is the UK's independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
Ofcom - Ofcom is the communications regulator. They regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.
The ASA are governed by Ofcom.
BCAP Code - This came into force on 1st September 2010, its replaces the four previous separate BCAP Codes for Broadcast advertising. The code applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and interactive advertisement and programme sponsorship credits on radio and TV services licensed by Ofcom.
Here are some key sections of the BCAP Code:
BCAP Code - This came into force on 1st September 2010, its replaces the four previous separate BCAP Codes for Broadcast advertising. The code applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and interactive advertisement and programme sponsorship credits on radio and TV services licensed by Ofcom.
Here are some key sections of the BCAP Code:
- Misleading advertising
- Harm and Offence content
- Gambling
- Alcohol
- Charities
- Pornography
- Competitions
Applying To My Idea
So how will all this apply to my idea?
The first thing I would have to do would be researching my target audience. So far I have decided that the target audience will be teenagers and mature adults. Reason being is I want to widen the audience so that teenagers can enjoy the benefits of Dove products, male and female. I will research different TV channels and see what would be the appropriate channel to place my Dove ad on. Once I have done that, I will look at the ratings on how many people watch certain channels and see if it would relate with my product. This will tie in to what kind of people watch what, which again will help me determine where to place my ad.
I would give out questionnaires of the product, to see what people think of the product and see if they know of the brand. This would then determine how I will present my product in my final advert.
I will also try and find out how much my advert would cost in terms of what I am going to need. Because my idea is pretty simple I will not need a lot of equipment. I will also look at rate cards and see what TV shows are presented on a certain TV channel.
With diving the audience I will try and split them into Demographic, Pyschographic and Geodemographic, because the advert itself has a wide audience and may only be available in certain countries.
When creating my advert and designing it, I must make sure that I don't break any of the codes of advertising that fit into sections like, misleading advertising, pornography, gambling, alcohol, etc.
The first thing I would have to do would be researching my target audience. So far I have decided that the target audience will be teenagers and mature adults. Reason being is I want to widen the audience so that teenagers can enjoy the benefits of Dove products, male and female. I will research different TV channels and see what would be the appropriate channel to place my Dove ad on. Once I have done that, I will look at the ratings on how many people watch certain channels and see if it would relate with my product. This will tie in to what kind of people watch what, which again will help me determine where to place my ad.
I would give out questionnaires of the product, to see what people think of the product and see if they know of the brand. This would then determine how I will present my product in my final advert.
I will also try and find out how much my advert would cost in terms of what I am going to need. Because my idea is pretty simple I will not need a lot of equipment. I will also look at rate cards and see what TV shows are presented on a certain TV channel.
With diving the audience I will try and split them into Demographic, Pyschographic and Geodemographic, because the advert itself has a wide audience and may only be available in certain countries.
When creating my advert and designing it, I must make sure that I don't break any of the codes of advertising that fit into sections like, misleading advertising, pornography, gambling, alcohol, etc.
References
http://en.wikipedia.org/wiki/Audience_measurement
http://uk.answers.yahoo.com/question/index?qid=20111009065608AAvK2JD
http://en.wikipedia.org/wiki/Rate_card
http://www.comcastspotlight.com/network/mtv
http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/BCAP-Code-pdf-versions.aspx
http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code.aspx
http://www.kantarmediauk.com/audience-measurement.aspx
http://uk.answers.yahoo.com/question/index?qid=20111009065608AAvK2JD
http://en.wikipedia.org/wiki/Rate_card
http://www.comcastspotlight.com/network/mtv
http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/BCAP-Code-pdf-versions.aspx
http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code.aspx
http://www.kantarmediauk.com/audience-measurement.aspx
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