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.
Friday, 29 January 2010
Questionnniare 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.
Thursday, 28 January 2010
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.
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.
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.
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.
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