CDM 322 (Research and Analysis)
Advertising
2.1- Primary and Secondary market research
Primary research consists of research which will help you tailer your audio visual product better to the clients needs and wants and also info which will help you all the way throughout the production . Examples of this is talking to the client directly this will help you understand there customers and helps you get a better result overall and how to tailer the advert to gain the attention of these clients . Doing pre production paper work such as location recces can be.really helpful as you have a better understanding of what you can film and also what you want to film and what will also fit for the advert. There are many other reasons these help such as it helps you be more prepared when you go there to film and knowing what you are going to film. This also helps you be aware of any risks which maybe also come into play such as doing your risk assessment as well.
Other Examples of primary market research is is looking into other existing media content this will help lots as you can use trends which other adverts have used or find things in it that you could take and adapt to make your advert more unique and different. This also helps as you are maybe looking at competitors which can also give you an advantage. Questionnaires and surveys are really good examples for this as you find out what the customers want which can help tailer the advert to them people which could also result in more sales. Lots of the examples i have used shows market research such as finding info which is already out there such as looking at passed media content this for me can be looking at other coffee companies adverts or advertisements. Questionnaires and surveys also come under this as there could also be passed ones the company has done. Then the ones which i have not spoken about are production research can help you in the creative way this comes under talking to the client and visiting the location.
Secondary research
Secondary research comes under info which is already out there available to get this can consist of books which can help you understand a type of advert or understand a style of work which could be used with in your ad or to help you finding facts and figures. Also facts and figures which are out there can come in and help this can be percent of people who pay this product or why they buy this product to a different company. Using the clients market to help the advert stand out and be different to other people and beat competition can be very helpful as you can see what other people are doing and use it to make your advert better. using the internet can also be another source of research as there is lots already out there about the business but also about there competition which can be used again to tailer you advert better to make it stand out again.
Skittles - midas touch
With the skittles advert it has presented an engaging story showing how the mans power is effecting him in his everyday life which draws in an audience for the younger generation as we all dream of having powers when we are younger this is targeting the younger generation audience making a child as there parent maybe to buy the product for them which could also follow a sterotypical childs dream .
It also plays on the dark comedic side of it and how he can turn everything into skittles they use this with the ending him getting mad and turning his desk and phone into skittles which a younger audience would find funny, this is also shown with the story the man tells about the man he meets on the bus .
They also show off the product a lot and talk about the product a lot showing it off making the audience aware of what is being shown.
They also use a different verity of camera shots and angles a good example of this is, the push in close up shot with the man on the bus story this shot type can also show off the fact that the man is alone and very sad and alone with the power he has. There is a couple shots that they have used to show off the skittles product as such as a close up of the phone turning to skittles and his desk turning into skittles in a long shot static shot which is again showing the product again.
In the end they also show the skittles packet of and add in their campaign name and slogan which can also stick with people linking it back to the product making it more memorable. They is also other things they have done such as making it short so its not long and drawn out so they don't lose peoples focus of the advert.I would also put this advert targeted at the social class C1 as it also shows adults in your average office job which is then also building and creating a connection with this class of people making them buy the product.
extra chewing gum advert
In this advertisement it is done really well with the story as through out the whole advert it is telling a story of the two people in it and there love. They also show the product through out the advert again and again so you are always seeing it so the audience always know what it is.
The way they have made the advert unique and different to other adverts is by using the product its self to tell the story and create meaning within it they show this at the end with the drawing in the picture frames, this helps the advert be more memorable which will help drive sales. The story is put really well as you can see the main point in the story as you can see the set up ,conflict and resolution in the classic story arch.
They have also used basic shots which works for the advert as a whole the way they have made this advert also makes it look and feel like a story film. Some of the shots they have used are very powerful one is when he proposes at the end with the static, two shot ,long shot which really shows the love between them. The framing of the advert is also framed like a cinematic film which also gives off the short film vibes.
With there music choice i think it fits really well and its also a well known song which can also help the advert stick into the audiences mind as when the hear the song they also may think of the ad. They music they have used also fits with the story which is being told.
The social class group this advert is targeted at is most likely D as there is a lot of students within the advert and the main cast are students which then they begin to work .
The reason i think they have made the story this way as many people may be able to relate to the story which is being shown as many people at this age also have there first love making it easier for the younger generation to connect and relate to.
In the end the product is shown and their slogan is in titles and said in a voice over which will also stick with the audience.
2.1 - Gathering client research
Within are client research we went on to the clients website and looked at the products that they were selling and whats there TA is and what type of style they follow with there branding and what there USP is and how it is being show this will help us understand and gain a better connection with the business and client. Another reason this is good because it helps us when it comes to the creative side of the pre- production and what should be in the advert and what should be advertised. After this we gained contact with are client through emailing them asking if we could do an advertisement on them and there coffee company in which they respond yes and would like to have a phone call with us which took place on the 27th of September in this phone call the asked us what we would want from them and what we produce. and if we could do an advertisement on there new product the coffee bags. we have also had emails back and forward between getting the product and other info.
3.1 : PRE- PRODUCTION
MOODBOARD
Shot list and storyboard
Storyboards
Evaluation
I think that are market research went really well as we were able to find other coffee advertisements out there in which we were able to gain ideas from and spot and find trends within them this can be useful as it helps bring in more of an audience as following a trend can be good as it already as a following but can be better if you adapt it as it following a trend by has a different interesting twist. One of the trends which I was able to find was that coffee adverts normally have coffee beans in or have them around the product we used this in are test advert for coffee. we done this in order to gain a better understanding of what other people had done and what is already out there. We followed the trend of were water being poured into the cup and this can be seen in are advert. we also looked at competitors which are out there such as Nescafé, Tesco's everyday coffee and other smaller coffee brands and found out what was successful in there adverts and weather we could use it and adapt it. All of this research allowed us to be able to follow trends but also adapt it but also gave us ideas of shots that we could use which can be seen within my advert most of this research was gained through the internet and youtube. We were also able to find out there USP such as there product is decomposable which is also something we found out but didn't include in the advert by showing it off, this would be something which i would like to improve on but not to also forget important information which could be included in the advert overall the market research also helped us with the shot list.
Are production research was extremely helpful as are client was able to give us lots of information which helped with the creation and story of the ad , such as they said that the main buyers of there products were people who like to travel and like coffee on the go which allowed us to make and idea around traveling and going around this gave us the idea of having someone hiking then setting up a stove and making the coffee which i think fit really well as it contrasts the type of people we are trying too attract but also shows a story element. There information also allowed us to gain a better understanding of their customer's and who buys their products which made us able to tailor the advert more for a pacific audience which is what the client wanted. we also had a lot of communication between are client as it was important so we understood there customers but so they understood are time scale and when we would be filming and maybe where all the emails can be seen on this page. Most of the adverts we research helped us with the creative part of are shooting as it gave us idea for shot types and ideas and things that we should include within it. The production research also helped us when it came to filling out pre-production paperwork as we were able to find out when we would given the product so we knew when to film which helped us fill out things such as are schedule sheet.
Overall all of these techniques helped with everything and was very effective with the creative side and also the help us with what camera shots and trends would could follow.
