Research Evaluation

To conclude, I believe the most useful information that I have collected is the research about how the mind work. Because this is vital, for how people think about tv and how they watch it, and this will indicate how phychology plays an important role within advertising.
For example in radio adverts information is repeated more then twice, becuase it has been said that if you listen to someone say something more then once, they will more likley to hear remember the words.

Questionnniare Results Analysis

Questionnaire Results Analysis


We have asked 20 people to fill in a question about advertising. In three forms,radio, tv and sponsohips. The questionnaire featured questions that mainly addressed TV and Radio adverts because that links in with the assignment brief.
We asked a mixture of genders and ages in order to get a range of results.


In question four, I already predicted that the majortiy of people would watch tv. This is shown in the results of the questionnaire. This shows that respondents are guaranteed to be exposed to advertising at some point during their viewing time.

When I asked the question about radio advertising, many people stated that even though they listen to the radio going home from work or when they are home, they find the advertising on the radio, is annoying becuase it interfers with the actual program they are listening to.
The television adverts that are often the most memorable are the ones that either have an annoying song within it or some strange content. For example, a couple of people said the Go Compare advert and the Evian Baby Dancing advert were adverts that remember well.

In my primary research of adverts, one which I anaylsed was go compare advert. Through that research i found out that people like the advert however they find it annoying becuase of the theme tune. but it still stays in the audiences head. As long as the advert is in your mind then the product would sell because potential customers would be unable to forget it.
The Evian Baby Dancing advert contains both a catchy song and strange content and audiences seem unable to forget it.

From my results I have learned that the majorty of people watch tv and enjoy watching tv advertising. Therefore creating an advert, will be the most effective way in which to gain a better audience response.
 From the results I have found out that to ensuree that the radio advert become succesful we need to tragert the right audience.. The sponsorship sequence needs to be somehting that stands out and is different to every sponsorhip, inroder to gain that bran awarness.


To conculde, my results will help me to find out more information and question the responses I got back. Then I will be able to pick up on trends from the questionnaire and from my secondary and primary research , this will help my group to create a tv ad, sponsorship and a radio advert.
These results will help me to convey our adverts to the target audience we want, which will be females aged 15-20 and males aged 15-20.

Research: Secondary reseach for sponsorship

Looking further into the food market, I came across the TV sponsorship, for a programme called All Stars Cooking. This is a good programme that is sponsorship by the jam producer, Tiptree.


Their sponsor ship sequence. Is player before and after each section on the programme.( before it starts, after the first 15min, just before the second 15mins starts and at the end of the last 15mins.

This sequence tells a story, that ‘Tiptree’ wins all the awards. The awards are for the best producer; therefore in every section of the sequence he gradually wins all the awards to show they are the best.

Mise sence

- Costumes: the main male actor is wearing a bright yellow and red shirt, which relates to the fact the ‘Tiptree’ logo is red. So using physiology, the audience can relate the red shirt to the logo.

- Also the red curtains at the back can be related to the Tiptree logo too.

- The props they use are the awards, because they will all 6 awards it shows that they are succeeding and are the best producer.

- Lighting: the light it bright, so you can see what is going on.

- On the back, you can clearly see the Wilkin & sons LTD logo. This is because Wilkin is the family who produced the jam first.

Editing

At the end of the last section they use a ‘dizzy’ effect. This is because he is carrying all the awards and because they are heavy he falls over.

Camera Angles

The angles do not change at all. The entire sequence is shot mid shot. This may be because he is collecting awards from the same place every time, so there is no need for movement.

Sound

They use diegetic sounds, of happy music, and photography sounds and people cheering. The dialogue is minimal. They only say ‘tipree sponsors All star cooking’.

This is good because as it is very short you only need to get to the point.

Qualitative Research (Primary Research)

From this research I have realised that in TV adverts, the most common thing that sticks out to the audience, is annoying and shocking events. For example the Compare the market.com, the market is a symbol that everyone will remember. Compared to the first response, what people are doing and how they are doing things can stand out in persons mind.

Even though from our research, we found that they were not fond of radio adverts, they had in common were catchy theme tunes that happened to stay in both of their minds.

To conclude, our Qualitative research, tells us that in order to have a successful TV advert and radio advert, the elements of both adverts need to stick out and make a mark in our audiences mind. This is the only way even if it is good or bad anyone will remember it.

Duckfoot Research into Sponsorhips (Secondary Research)

Unkown, (2006) (http://www.thinkbox.tv/server/show/nav.1036) accessed on 25th January 2010.



They have said that TV sponsorship has exceeded over the last couple of years therefore the market is now worth over £190m.

Thinkbox’s innovative research with Duckfoot sought to dig below the surface of sponsorship to deconstruct how and why it works and how it differs from spot advertising.

The Methodology:

They have sued qualitative and quantitative research in order to find out why TV sponsorships are worthwhile.

They put a quantitative survey online, which turned out to have 1,600 respondents’ attitudes to a number of brands and live sponsorships, focusing in particular on their attitudes to brands, their awareness, how the sponsorships related to the advertisers and the programmes.

They also conducted the research, into comparing how much do programmes and sponsors have in common.

A wide range of sponsoring brands and categories were included in the study including Domino’s and The Simpsons, Toyotal Aygo and T4, Loose Women and Maltesers, Wrigleys and Hollyoaks, Bombadier English Bitter and Al Murray’s Happy Hour, Pedigree and Dog Rescue, and Comparethemarket.com and Channel 4 Drama.

They also conducted research about the brain, and how that works while you are watching a sponsor on TV.

‘The technique was featured in Malcolm Gladwell’s book, ‘Blink’ and helps reveal the strength of automatic association we have between concepts that we are unable to reveal on a conscious, rational level. In this case, it pitched competing brands against one another to assess how they performed against several key measures’.

This was a great way to asses how sponsorships have been better attracted by their audience through the working of the mind.

Their Results



• The qualitative factors are that sponsorships are seen a break in-between programmes, which allows their audience to see the first to seconds of the advert then take a break. So mentally the sponsor has still stayed in their mind.

• Their results have shown that sponsorships can make their brand famous therefore higher profits.

• They have said that programmes can have an effect on the sponsor. For example, Simpsons on Sky1 is associated with dominos, however of channel 4 people did not feel there was a connection with pizza and therefore channel 4 viewers accosted the cartoon programme with donuts.


Overall their in-depth research into how the mind works and how that can have an effect on how people view and take in information has help us think of ways we can engage our audiences into our sponsorship.

Aol Television (Secondary Research)

Aol Television


unkown, (December 2009) 'Top ten adverts of 2009: Prepare to be shocked!'(http://www.aoltv.co.uk/2009/12/17/top-ten-adverts-of-2009-prepare-to-be-shocked( Accessed on 24th January 2010.

This website that researched into the top ten clips watched on tellyads.com in 2009.

Cadbury's Eyebrows

The first advert on the top ten was Cadburys eyebrows. From their research they have said that the UK has picked up this trend which has, resulted into people making their own wired eyebrow dances.



Compare the meerkat.com

This advert shows a market complain that people keep going on his website to compare insurance deals however it is the wrong one. They have found out the catch phrase ‘simples’ is known throughout the nation.



PG tips

From their research they have found out this advert is for the entertainment values of teas. However it was third place.



Church hill: Rolf Harris

Even though this advert about insurance there is nothing about car insurance until the end of the advert. Churchill has, made an iconic character that is known through out the UK of the nodding dog. However this advert only came fourth place.





Commercial for healthy eating.



From their research they have gathered that, the characters go to buy a takeaway and then eat it in front of the TV. This is why they are showing this because even though it is funny because the characters are made out of plaster sine, there is still moral behind it. However this is why is number five in their top ten, because not that may people like to watch things that that are bad for you



Malteasers



They have found out that this advert is funny and it brings a smile to the face of the ‘joker’. This shows that even though chocolate it bad for you it still can bring happiness.



Vodafone: If I Ruled the World





This advert has been made into a musical about two lovers that have been separate over summer, but the aim of the advert is to tell their audience that over 35 countries will allow you to use your Vodafone mobile to ring people back home for the same cost. From this advert they have found out that this has made an impact of over summer.



Viva: Green Army



They have found out that this advert is annoying, because it is criticizing the fan base of Plymouth Argyle. They have found out from their own spruces that they man is annoying however he is still advertising car insurance



EDF Energy: Eco20:20


This advert has been thought to have been higher up in the list because of it 60’s/70’s reference

‘We think EDF should start making more ads of such quality instead of sending people to our front door with clipboards, its much better advertising.’



Overall I have picked up on that advertising through the Internet can change what composes do in the world to advertise. Also the most popular adverts were car insurance companies, compared to chocolate adverts. This has surprised me because car insurance is a boring market however each company has made it easier and quicker to find out their quotes through simple and catchy advertising.

Reseach: Secondary- BCAP

Cadburys Sponsoring Coronation Street (Primary Research)

Cadburys Sponsoring Coronation Street

Camera angles

There is an establishing shot of the ‘Coronation Street’. This is the same street in the actual programme, but it is made of chocolate. So this is triggers, the audience about the programme and to connect it to chocolate.

There is a high angle shot, from the street to a bird’s eye view of the whole street. This gives the audience a contrast from looking from a normal view to a birds eye view.

Effects

There is a twirl effect used at the end of the scene, this makes a transition into the chocolate being mixed with the two glasses of milk. Which are the significant images related to Cadburys.

Mise En scene

All the parts in the scene are made of chocolate, which makes its significant to the point of the sponsorship.
At the end of the sponsorhip, they use the colour purple, which is the representaion of Cadbury's Chocolate. Even though the name 'Cadbury's' is small and in the middle the purple gives reference back to the company.

Sound
The sounds are diegetic which means the audience can hear the sounds that are happening, however the characters cannot.

The voice override at the end, says that Cadburys sponsors 'Coranation street', the nations favourite. This is the slogan, so it makes everyone aware that everyone likes Cadburys Chocolate.

Audiences

They are the people that enjoy the programme however, as it states at the end it is’ the nations favourite.’ So this means that the majority of people like the chocolate.

Media Institutions

Radio Ville

Radioville are the first and only agency that is part of the IPA and the only specialist radio advertising agencies in the UK.
Looking at what they do, they are focused ‘we’. This is because at every statement they have it starts with WE.
‘ we are a project basis’
‘we work alongside existing mainstream agencies’
‘we direct the actors’
‘we send out the finished’ spot’
This institute plays an important role for a radio advertising agency, especially in the UK.
Radio Ville agency

www.radioville.co.uk

White noise

White noise company are a TV advertising agency, the believe that adverts are the most effective way to build a brand name.
They also believe that TV advertising has changed over the years and now has become more affordable.
This company helps smaller companies with brands that may not be known and help them compete with well known names.
They have done adverts for Shoe Tailor, Vodkat Cat. These are brands that are not well known, however they have made adverts for enviro fone and blackburn college.





http://www.whitenoise.tv/?gclid=CPPBmJCDyJ8CFUYB4wodzFmTWg

New Media Technology

Sound track Pro 3

This is programme allows you to combine different files together on a timeline to create audio sound tracks. It also has a function called ‘stretch’ which will help to decide and create specific durations within the speech. For example the duration as a percentage can be up to four decimals.

This programme will help us create and edit audio sound tracks for our adverts or to put together out radio advert.

I Movie

This is a programme that will help us together different video clips together in order for us to create our adverts and sponsorship sequence. This will allows us to plug in our camcorders into the software and to edit them.

Using the tutorials on the apple website will help us use different functions in order to get the best out of the programme.

Click here to see the imovie tutorials


Sony A1E camcorder

This is a camcorder that provides HDV with 1080i.

The features of this camera are that you can take still images using the camcorder. So this will help us to take pictures before and after filming to reflect on at a later time.

Using the B&W/colour switch, will help us set the scene of the sponsorship or adverts. For example if we want it to be set in the past or in the future could be depend on the colour etc of the video.

Digi Design Pro tools

This is an other program which is widely used though t audio industry. This could contribute to the editing of our radio advert but also for the sponsorship and TV adverts.

To conclude all these programmes/ products will help use create all the task we need to do.
Two adverts (imovie, Sony AlE camcorder, Digi Design pro)
Sponsorship (imovie, son AlE camcorder, Digi Design Pro)
Radio Advert (Sound track pro3)

Planning: My Schedule Updated

Kellogg's Advert (Primary Research)

Kellogg's

 Kellogg is a Global Company Committed to Building Long-Term Growth In Volume and Profit and to Enhancing its Worldwide Leadership Position by Providing Nutritious Food Products of Superior Value”


W. K. Kellogg


Kellogg's, (unkown) mission statement(www.kelloggs.co.uk/pressoffice/pressreleases/?i=50) Accessed on 15th January.
They have aimed different products at different people. For example there is a mid shot of three cereal boxes at the end of the advert, so this shows that Kellogg's brand is genuine and is good throughout all their products. Going back to the mission statement by kellogg's theory said they want to enhance its world wise leadership by providing nutritious food products. This is shown in this advert because the male voice says that their recipe has been around for ages, so this is the only way they have got their products to be nutritious.

Sound

The sound is non diegetic sound, this means that the audience can hear but the characters cannot. The male voice tells us about the history of Kellogg's cereals and that they are genuine. Because the inventor signed all the boxes of cereal. This gives the audience confidence and trust that their products are good because they have been round for over 100years.
Mise en sence

The set is an old fashion set, relating to the fact that they are talking about how Kellogg's has stayed the same for years.
The colours are dull, as the scene is set in the past

Character

Male

Short

Glasses

Old aged

Wears red waist coat

Smart

From this you can tell that he is intelligent to come up with the idea of Kellogg's. The colours used and mainly yellow and red. The top banner of the cereal box is read and there is a change in scene when writing of the Kellogg's chances from white to black and it is on a red background. This shows that red represents Kellogg's, because all at the shots at the end of the three boxes of cereal, Kellogg's is written in red, compared to the first box where the writing is white on a red background.

Sheilas' Wheels ITV Weather Sponsorship (Primary Research)

Sheila’s Wheels ITV Weather sponsorship

The ethics behind the company is car insurance for women.

Camera Angles

Initially the camera zooms in to one of the three women in a car, indicating that the that the sponsorship is related to women.
Next the camera zooms in to a women trying to find a location on a map and then she it.

Mise en scene

The colours that are used throughout this advert are pink, this is a stereotypical colour, because pink shows the feminine side. this is the reason for the car and the women's clothes being pink.

As there is fog in the clip, this could be related to what they are advertising, which it weather. So even though they are a insurance company, they are still connected to the point that they are sponsoring the weather.


Special Effects

Throughout the advert, there is a running panel at the bottom and a yellow dot jumping over the words as they are being sung.

Audience

The audience is stereotypical because women are seen to not be 'good' drivers. That is the term that comes out of people’s mouths, ‘Women Driver grr’. The idea of the advert is to portray across that women are good drivers.

The Post Office Radio Advert (Secondary Research)

The Post Office

Click Here to Listen to The Radio Advert

This advert was created to advertise the Post Office’s Holiday Insurance. The radio advert has two voices. The first voice is a cheerful and happy voice, she explains that she has been on the phone to the Post Office. In contrast to the second voice, the woman seems depressed and upset because she has just broken up with her boyfriend. The first voice keeps going back to the point that her and her boyfriend have just booked a holiday. But she is ignoring the fact that her friend is upset. When the second voice asks where she is going, they both have a conversation together. They are being sarcastic as even though that she is going to Isle of White it is still a holiday.

This advert is aimed at holiday makers that are going on holiday abroad or in the UK.

So this does not really matter that the voices are both women, because it is aimed at everyone, however it could have some influence because both women are speaking about their partners so this could mean, that holidays are only for people that are together.

A radio advert needs to advertise the product using music, dialogue and sound effects. Therefore, the advert needs to be entertaining and engaging to the audience in order for it to be successful. They have done this throughout the advert and at the end the advert states that the advert was about the Post Office and states that the audience can ring the Post office about buying insurance. Reiterating the number twice will make the listener intake the number. It has been shown that if someone listens to something more than once they are more likely to understand the concept.

Buy As You View Radio Advert (Secondary Research)

Click to hear Buy as You view radio advert (click on Sarah Cunliffe) Buy As you view


The company is pay as you system, to buy things.

The advert is promoting the company. At the beginning of the advert the girl asks a question. This question gets the audience to think of an answer to the question.

She then answers the question for you, by saying that Buy as you view is for you. So instead of you going with your answer they have already done it for you. They say the phone number once and then reinforce it again and adding the fact that it is a free phone number. This attracts the audience even more as the will have nothing to loose by calling a free phone number.

As she mentions that the company offers various items, this may not only appeal TV buyers but to other buyers to.

This advert almost brings a sense of impulse buying as is targeted to those who who buy items and do not use them. Buy as you view allows people to pay for items as they use them.

Mcleans Sponsor

Click here to Watch Macleans Sponsorship

Macleans Sponsor

for Dancing on Ice

Camera angles

• There is a close up of a man that is smiling and his white teeth are showing.

• There is also a mid shot of the lady laughing she has a big smile on her face. Through this the Toothpaste advert is coming through this is because her white teeth are showing.

• This is also a close up of the man and women kissing. This shows that the toothpaste if used can be good when kissing.



Editing

At the end of the advert there is a blur on the actual people in the background, however the man and the women are still smiling. This is when the box of toothpaste is shown on screen and the image is bright. Underneath it is states the sponsors 'Dancing on ice’

Both scenes are in view, as there is the couple in the background on the ice rink and the image of the toothpaste box in the middle. This tells the audience that in order to be happy they need Ma cleans toothpaste.

Mise En Scence

When both the man and women kiss each other text appears on the screen 'Tasty Kiss’. This emphasises what is happening behind the words, that the after taste of the toothpaste enhances the fact that this will lead to happiness.

As dancing on ice is a winter programme, this is portrayed through the people in the sponsor. There is a tendency at winter to be cold and if you are on a ice rink you wrap up in winter clothes ( hats, scarves and gloves) to keep you self warm.

In the lady is wearing a black checked scarf with a grey coat. Whereas the man the man is wearing a grey coast with a dusty blue hat.