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SECONDARY RESEARCH

The Psychology of Advertising 

What I have learned from reading this article about the psychology of advertising:

When filming an advert, you should know that in order for it to be an affective advert you should appeal to three emotions, love, fear and rage.

Its been known that people only buy the toothpaste that has been advertised not for the dental hygiene but for the sex appeal knowing that there teeth will be whiter.

Also you need to use direct commands such as 'Use such and such beauty product' and also ask consumers to complete a coupon and mail it into the company.

Harry Hollingsworth believed that when creating an advert you have to accomplish four things:
1. Attract a consumer’s attention
2. Focus the attention onto the message
3. Make the consumers remember the message
4. Cause the consumer to take the desired action (this really determined the effectiveness of an ad)

Creating Online Ads We Want to Watch

What I have learned from reading this article about creating online adverts we want to watch:

Just because an advert reaches a viewer’s computer screen does not guarantee that the viewer is actually watching it. Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer. It’s not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.

The key to success in grabbing and holding the viewers attention is in in evoking a carefully timed mixture of surprise and joy. When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.

 

People attention pattern is different depending on there emotion they are feeling. The more attentive the viewers are, the less likely they are to skip the advert. Capturing the audience’s attention is what sells.

Findings From Experimental Studies

This is what I have found after reading this article on findings from experimental studies:

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

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

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

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

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

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

Humour must be painless

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

Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence. 
Characters are most engaging if they are similar to those the audience experiences.

DIFFERENT STYLES, FORMS, ETC OF ADVERTISING

Classifying audiences:

-JICNAR Scale (Joint Industry Committee for National Readership Surveys) this is when Media producers use this scale in order to help them identify and target a specific demographic are six elements to the scale and they are identified as follows:

Group A (Professionals) Upper middle class, e.g. Barristers, Doctors, Executives

Group B (Managerial) Middle class, e.g. Bank Managers, Teachers Group C1 (Non-Manual) Lower middle class, white-collar workers, e.g. Office Workers

Group C2 (Manual) Skilled working class, Blue-collar workers, e.g. Car Mechanic, Machine operators, Construction workers

Group D (Partly Skilled) Semi or unskilled manual workers, e.g. Assembly line worker

Group E (Unskilled) Casual workers, dependent on state benefits, students

-Demographics are information that is used in media marketing to classify an audience into age, gender, race and other categories, which are broken into bands depending on people’s jobs or status.

-Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables.

-Geodemographics is the process of analysing survey data of a specific geographical area to profile economic and demographic characteristics of the population living there. Commonly used in advertising and marketing strategies

 How can you measure audiences?

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

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

BARB- is a minute by minute breakdown of viewing at regional and national levels. This information is vital for assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.

Television research agencies- is agency’s like Ofcom and BARB that research and measure what makes a successful advertisement and how popular certain channels are.

Who regulates adverts?

BCAP- are the UK Advertising Codes they lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

Ofcom- is the communications regulator. We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

ASA- The Advertising Standards Authority is the UK's independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice.

Clear cast- is an NGO which pre-approves most British television advertising. It came into being on 1 January 2008 and took over the responsibilities of the Broadcast Advertising Clearance Centre.

ARTICLE ABOUT RESEARCH

The Job I Am Writing About the Cadburys the Wispas Back Campaign

PRESENTATION POWERPOINT

WHAT I DISCOVERED FROM MY FOCUS GROUP/ ANALYSIS

Focus groups: Are a group of people who have been specially assembled to take part in a discussion about a product before it is launched it provides feedback. From doing a focus group I found out very valuable and helpful information about my advert and what to include in my advert. For example I should include stuff like keeping your password private, changing your privacy settings so only people you allow can see your profile, do not go and give out your personal details online, and to use bright colours and interactive features in your website so you entice the audience including games videos and pictures. The focus group I done when I completed my advert was very helpful as well. There was a lot of positive feedback for example they thought my advert had a very clear message and it was clear on what to do if it was happing to you and where to go.

FOCUS GROUP QUESTIONS

• What is the main message behind my advertisment?

• What have you learned from my advertisment?

• Would you expect to see my advetrisment on the TV?

• No? what can I do to imporve it?

• Yes? what made it so? 

FOCUS GROUP VIDEO

The reason behind my advertisement was to promote cyber-safety and raise awareness. So I had to make the audience aware of what cyber-bullying is and how to stay safe when being online. The brief outlined factors that I had to include which were: The client's logo, the tag line for the campaign, Contact details/useful websites for help, Conventions of social message campaigns. It was very important that I combined all these essentials because this is what the client wanted. By ensuring that I involved these requirements, it would make the advertisement come across as being very professional and efficient.

AUDIENCE RESEARCH ANALYSIS

Vox pops: Are popular opinions as represented by informal comments from members the public. Doing a Vox pop was very helpful way for me to find out the preferences of my target audience. By asking questions to my target audience like what TV channels they watch the most?  Would you like the advert to be humorous (to a point) or very serious? And what times they would usually watch TV? This enabled me to make my advertisement the best it can possibly be as I found out a lot of helpful things about my target audience. For example the channels they watch the most are E4 and BBC Three so I would air my advertisement on these channels, they would also rather the advert be serious as cyber bullying is as serious topic and they tend to watch TV the most from 7pm to 9pm so I would air my advert between these times. Focus groups; Are people who have been assembled to take part in a discussion about a product before it is launched it provides feedback. From my focus group I found out very valuable and helpful information for example. You should keep your password private and change your privacy settings so only people you allow can see your profile. Do not go and give out your personal details online. Use bright colours and interactive features in your website so you entice the audience including games videos and pictures. Surveys; Are methods of gathering information from the general public. Surveys have a variety of purposes, and can be conducted in many ways. The surveys I conducted were very helpful when trying making my advert the best it can possibly be. By asking the general public lots of questions this enabled me to find out information like what they would expect and want in an online safety advert and what would make it effective and raise awareness. A couple questions I asked were, What are your platform preferences, How do you interact with media specifically advertisements, How confident are you on being safe online, Have you ever an advertisement that explains to you how to be safe online, If yes, what do you remember seeing that could help you. Once I had gathered my completed questionnaires. I went through them and found out very helpful information from the general public to make my advert better. Information like, TV is most peoples platform preference this means id broadcast my advert on TV as I would get the most exposure, also and people interact with media specifically advertisement’s online, and what they remember seeing from a online safety advertisement that could help them. Which was an online safety website and how to be safe online.

SUMMARY OF PRODUCTION RESEARCH

Budgeting; In addition to planning for the advertisement there are other vital things that need to be done before I can start filming. For example I need to work out the prices for all the special things that I need for my advertisement. Also I need to book things like the equipment I will need to use in my advert but also the fact that I need to hire actors for my advert. I conducted research to find out the cost of the following: To hire equipment camera/ tripod, Actors, Location, Editing. When hiring a camera I noticed that there was a significant difference in price of the Nikon cameras and the Canon cameras. So I chose the Nikon D800 cameras, as I want my advertisement to be high quality. I will have to hire this for 3 days to allow me enough time to create my advertisement. This will cost me £190. After looking through various tripods I found two which where in a reasonable price range and good quality I've chosen the vintner pro5 tripod which ill have for 3 days for my filming which will cost me 45 pound. After looking through many actors I've chosen 5 of the actors on the screen you can see above this will cost roughly 200-300 pound worth of wages as I am looking for 5 good quality actors who will make my advertisement a success. I will be using a classroom for 3 days this will cost me 33.50 pound. Location research; for this I completed a location visit sheet. This sheet consisted of information about the location I have chosen for example. The Access, Space, Permissions, Lighting, and power sources also information like health and safety and the positives and negatives about where I’m filming. I choose to film at my school in a classroom as I though this would best relate to my target audience.

GRAPHS OF QUESTIONAIRES

Age

VOX POP QUESTIONS

1)   What is your opinion on cyber bullying and do you think it still happens today?

2)   What TV channel do you watch the most and why?

3)   Would you rather an advert about cyber bullying be very serious or a humours to a point?

4)   What time do you usually watch TV?

5)   What media platform do you watch adverts on for example TV, Online, Phone?