AS2 Task One - Market Research and Target Audience

Within this blog I will be explaining and showing how we are going to research specific parts in order to create our advert. As you can see below there are questions that I will be asking my focus group, these questions will allow my group and I to find out more information to see where we will end up going with our advert. Some of the questions will allow us to find out how we are going to make our advert better compared to others and what they have seen.

Focus Group Questions:

1. What do you look for in a smartphone?

2. Do you go for a specific brand of phone? why?

3. With your current phone, is there any support you can get if needed?

4. How much are you willing to spend on a smartphone?

5. Do you prefer a phone with a big screen?

6. Do you like a phone with a large battery life? why?

7. Give three suggestions on what you use your phone for.

8. Do you like your current phone? why?

9. What features do you like about your phone?

10. What do you think of these two adverts? Please state your personal preference.

    (Videos to show focus group)




















Here we have our focus group, this is where we asked a small group some questions in order to carry out our market research. Within this focus group we managed to find out that people like a longer battery life so that their phone can stay on for as long as it can, some prefer a big screen that has high quality but others prefer a phone that is just as powerful but with a small screen.




Target Audience Research

In order to make sure who to aim our product at is correct, we had to carry out a survey on survey monkey and let the general public answer our questions to get answers. Once we think that we have enough evidence to support our target audience we can then move on to planning our advert and how it is going to be like.

Here are examples of my evidence from survey monkey:

As you can see here we have targeted audience at eleven years and over for the shear fact that we have seen that kids are now getting access to smartphones, as you can see by the evidence the majority of our audience comes from 11-22 years old. So this means that we will have to focus on an audience that is between 11 years old to 50 years old.








 We then asked the target audience if they currently own a smart phone and their response turned out to be that they do, this means that we can produce our advert to people who already have an idea on how to use a smartphone.









 We then moved on to asking the public what phone they currently have, the majority of the people said that they have a Samsung shortly followed by an iPhone. Seeing that the majority of the public who answered this have a samsung means that they will understand this phone more compared to people who would have an iPhone.







 As well as asking about them, we also had to make sure what the public used their phone for and it turns out that they like to use their phone for the basics such as calling and texting as well as music and for the HD camera. This means that we could use these features within the advert.







 We then finally added a last question to see if the public had a second smartphone in order to see how we can convince them to use their new phone more than their other phone, but the majority of our audience said that they don't have a second phone which will make it easier to convince the audience to buy our phone.

Summary of survey money

Overall I think that we have gained enough evidence to see where our advert will go, this means that we are going to focus on people who are the age of 11 years and over. As well as this we can also see that a lot of people already have a Samsung, this means that if we mention a few features that the previous phone had, they will understand. But because we want to target all of the public we will have to make sure that everyone will understand what is going on in the advert.

Market Research

When looking around on other adverts, we got an idea that you have to show the audience what the product is and what is so special about it compared to other phones. So when it comes to planning our advert we want to make sure that we show the best features of the phone, these features include the new camera, S-Health and the finger recognition. To make the advert successful we need to know what we are doing which will make it work well, the advert that we are creating compared to others have a similarity, this similarity is that we are going to show the best features of the phone so that the audience know what is good about the phone.



As you can see here with this advert, it shows a long advert of the phone in detail. When it comes to a specific part of the phone such as the screen, it will give you a lot of detailed information on the phone that not many people will understand unless you know a lot about phones. But the good thing about this advert is that it shows you all of the new and improved features just so that the audience can gain an understanding on why this phone is better than others. It also shows that there is not just one colour to the phone but there are four other colours including the electric blue shown in the advert. Overall I would say this advert is not suitable for the public unless you know something about phones.

We then have another advert by Samsung producing the same phone, yet this advert is completely different in a few ways. One example would be the length of this advert, at 30 seconds they have managed to keep it short and sweet and allowed the viewers to understand the key features. These key features were the camera and the features within the camera as well as showing the phone being water resistant. The fact that they have done this within 30 seconds allows the audience to stay focussed on the advert without getting bored. Overall I think that advert is much better because I understand this advert more compared to the other one as well as the fact they have chose 3 best features rather than the entire phone.




Overall of our market research, I think that our advert will be different compared to other adverts. The reason for this is because most Samsung adverts involve a lot of animation whereas our advert will involve acting that includes humor, this should then keep the audience interested when it comes to showing the USP of the phone.

Blog Nine

Blog Two

Realist Advert 

https://www.youtube.com/watch?v=3bI-uKniXpE

Animation Advert

https://www.youtube.com/watch?v=Jx49d_GwskU

Series Advert

https://www.youtube.com/watch?v=fG9N-LyrGrE

Blog Three

Parody

https://www.youtube.com/watch?v=BUOfjmUTDkM

Repetion

https://www.youtube.com/watch?v=F_-9QFvhQWo

Blog Four
https://www.youtube.com/watch?v=a8QxZJZfU5Q


Blog Five

Ofcom

https://www.youtube.com/watch?v=F_-9QFvhQWo

ASA

http://asa.org.uk

Blog Eight

This blog will be about sources of information within advertising.
To begin with we need to know where to find out how many views an advert would normally get, there is a website called BARB which allows the public to see how many views an advert get. This website is useful because it allows us as the public to see how successful or un-successful a advert is doing. TV ads that are seen on the big TV programs such as ITV or BBC are most likely to get the most views and become the most successful because they have a bigger audience as it is.
BARB stands for Broadcasters' Audience Research Bard and first came around in 1981 in order to measure the views. This played a big part when it first came around and still does now.

Blog Seven

Within the advert industry there needs to be an audience in order for the adverts to be successful, in order to make it successful they would have to aim the advert at a target audience and work around who their target audience is.
Audiences are divided and labelled in different ways, this could vary from their age group or even down to their gender depending on who the advert is for, an example of this would be a hot wheels toy car would be aimed at young kids under the age of 5 or 6. Market research plays an important role so that the advert can be successful and make sure that the advert sells its product or to get the message across about something. Market research is when a group of people go out and asks questions or receive feedback about their ad.

When adverts are being categorised in different parts, they can also be labelled in their social classes, this means that if there is a high end car it is most likely to be aimed at upper and middle class people because they are able to afford this luxury, whereas something as simple as getting a job in an idusrty would be aimed at the working class people.

Blog Six

Types of research.

Before doing research you need to know that there are different types of research, these different types of research can consist of primary, secondary, quantitative and qualitative research. Each of these types of research play an important role.
Primary research is where you would go out with a pen and paper, ask the public questions and collect all of the information by yourself. An advantage would be you get to explore a lot more than you already knew, whereas a disadvantage would be once it has been published anyone can use it.
Secondary data is where information has already been collected by someone else but you use this data in order to back up your theory. An advantage of this could be that the work has already been done for you whereas a disadvantage would be that you do not know how reliable it is.
Quantitative research is when you ask people basic questions in order to convert it into statistics in order to prove somethings and make it reliable. An advantage of this would be that you can have a large amount of data to collect, whereas a disadvantage would be it is hard to design questions.
Qualitative research is the process of finding out unstructured information and making it understandable. An advantage of this would be that the information is reliable, but a disadvantage would be you get small samples.

These are all for different reasons which include audience research, market research and production research. But why is it important to conduct

Blog Five

•Explain why the regulation of television adverts is important x-

•Explain the role and purpose of ASA/Ofcom -

•Explain which areas of advertising are a particular concern to the ASA -

•Explain the two questions the ASA asks of a particular advert

•Explain how the ASA decides whether an advertisement is appropriate

•Explain how ASA intervention has changed tobacco advertising

Within the advertising industry you would have to obey specific rules that have been given by two companies, these two companies are also known as ASA and Ofcom. They make sure adverts are up to standards and are following the rules so that it can be published to the nation.
These two companies play an important role in the advert industry. Advertising plays an important role in todays modern life and modern economy, this is because it informs the buyers and its target audience persuading them to buy or look at their new product. But they would have to make sure that their advert is 100 percent accurate and to make sure that it does not mislead its audience making it a reliable advert. So this is why regulations play an important part within advertisement.

We then move onto the role and purposes of Ofcom and ASA, Ofcom stands for Office of Communications but is mostly known as Ofcom. This company is government approved and is the competition authority of broadcasting, telecommunications and postal industries of the UK. 

     This means that Ofcom has a wide range of power across the television, radio telecoms and postal sectors. In order for it to continue to be successful it needs to represent the interest of citizens and consumers. Ofcom is also known for licensing, lots of research and protecting the radio spectrum from abuse, this is because they want to keep the radio stations clean in order to keep the audience.

Next up we have the ASA, this stands for Advertising Standards Authority but is most commonly known as the ASA, this company started 50 years ago. Its main role is to ensure that advertising in all types of media, which basically means from newspapers to the television, has to be legal, truthful but not misleading and to make sure it is truthful. Yet if the advert fails this examination it would not be broadcasted to the nation. The ASA tend to focus on the ones that have a bigger audience such as magazines and the tv. This because they tend to have a high audience and the ASA has an important role in making sure that the ads are in good shape in order to be put on the radio and tv.
This must mean that there has to be someone to decide if the ads are up to standards, who could this be? This is down to the ASA council in order to make sure that they haven't broke the advertising codes.