Target Research Evaluation

This is my evaluation for my Survey that I produced on SurveyMonkey. 7 people answered my survey and from the data provided I have a more expanded idea about how popular Haribo's are.

The first question was 'Do you like jelly sweets?' The response was that one person said no and six people said yes. This shows that most people do in fact like jelly sweets. This question was not about Hairbo's, I asked people if they liked jelly sweets to see if people would then give honest opinions and then find out if they like Hairbo's the most out of all of the jelly sweets.

My next question was 'If yes, would you say that Haribo's were your favourite brand of jelly sweets?'. On this question roughly 58% of people said and 42% said no. From this conclusion Haribo's obviously are the favourite for most people but not for all. 

This question was a little bit different from the other questions. I asked 'What is your favourtie Haribo sweet?' The response was the part that was different. Instead of having tick box answers, I left a box for people to answer themselves. I have a few different answers. The first one that I saw was that someone said 'All of them. I haven't got a favourite'. This then comparing to another answer which was 'I don't like Haribo's'; shows that everyone has a different opinion. I did not get one answer which was the same which is good for observing because then I had a range of answers to look at.

The next question was a full house yes! The question was 'Haribo's are the most popular kinds of jelly sweets. Would you agree?' Everyone said yes which obviously means that Hairbo's are the most popular kinds of jelly sweets. 

This question gave me an indication on how many people really like harribo's. This question was, 'On a scale of 1-10 how much do you like Haribo's?' 45% of people's answers was 9/10. This shows that most people really do enjoy eating Haribo's.

This is the last question of my survey. The question was 'How often do you eat Haribo's in a week?' The most popular answer was 'Once or twice a week'. 

Task 2 Target Research

Create your free online surveys with SurveyMonkey , the world's leading questionnaire tool.

task 1 - market and target audience

Analysing adverts

Market Research  - adverts



In this advert there seems to be around 6 business people in a meeting congregating. But this is no normal meeting, the people are actually discussing Harribo's and they all have the voices of children. This advert is funny and intensifies the fact that Harribo's aren't just for kids. It shows the adults making things out of harribos as if they are acting like children. This means that whatever age you are you're never too old to love Harribo's. This is proven in many other Harribo adverts but my personal favourite is this one purely because of the irony in the advert. This advert is diverse, which therefore means that it is suitable for all ages. It breaks the barrier between adult humour and child humour because where it involves both, it makes everyone laugh and everyone is happy.






In this advert, this father is being interrogated by the children because he ate the Haribo's. This advert again represents the fact that Haribo's aren't just for children. This evidentially shows that adults love these sweets more than the children do! The father is in fact being interrogated by his own children which is ironic because this puts the children in the place of 'adults' and the adult in the place of the 'child'. This also creates the reality that there is a child in everyone.





In this advert, the adults are fighting as if they are children. Yet again the children are in the place of the adults and are fighting over the Haribo's. This creates a humorous feel. This advert is set in the living room of the family. The camera cross cuts from the adults (aka children) then to the children (aka the adults). This shows the difference in characters.








This advert is a little bit differrent to the rest of the harribo adverts. They are in a "science labratory" for say, and there are two scientists. One is an adult and the other one is a child. There are child 'testers' for the harribos and everyone loves them. At the end the child scientist says 'See, Harribo's are just too good'. This is Harribo's phrase. The advert is quite humorous. Although the advert is different to the others from the perspective of the adults and children swapping places with each other's personalities, they still use a child scientist who is theoretically persevering the adult figure.










This advert is extremely different to the solid adult children life swap we usually see within the other adverts. This advert is about a boy seeing a beautiful young girl who has caught his eye. He says 'She's tangfastic'. This is a play on words because the haribo's are called haribo tangtastics because they are extremely sweet and 'tangy'. The parents then hear what he says and give him a focused look. He then turns around and says 'haribo tangtastics anyone?' This then distracts the fact that the boy was on about the girl.

Task 2 Survey

Click here to take survey

Task 3 - Analysing a Television Advert

Task 3 - Analysing a Television Advert

This advert is about pot noodle. It is a parody advert about a 'wag' called Brian. He loves pot noodle.
This advert insinuates that Brian has a really relaxed life, because he eats pot noodle.
In the advert, it shows Brian living 'the life'. It shows him in different locations, relaxing with a pot noodle.

The fact that he is a man dressed up as a woman makes the advert funny and rememberable, but the best part about it is that the advert is like a documentary about Brian and he acts like it is a real documentary.

The area and surroundings:

Brian is in his mansion that him and his football player boyfriend live in. Brian even has a gold fork for his pot noodle to symbolise the pot noodle being amazing and tasty.

This advert is a parody advert for the adverts about wags in adverts.

This advert has made me remember it because of the funny factor. It is hilarious and is a brilliant advert.

Task 6

 In the advertising industry audiences are carefully studied so that advertisers can understand exactly how to sell to them. Show the examiner you understand how and why advertising agencies study audiences.

Standard Occupational Classification is putting different people into different groups to help researchers group the people who they ask for their market research.

Psychographics (a common attitude)
Geodemographics (where they live)
Age
Gender

Descriptive research - describes your audience and their characteristics; for example, who are your current audiences, where do you live, how old are they?

Analytical research - seeks to understand 'how' and 'why'. What motivates audiences? For example, why did they buy every other Ryan Gosling DVD but not the last one?

Predictive research - considers 'what if' situations; for example, what will happen if we change the name of our company?

Tracking research - long-term research that monitors changes taking place over time; for example, how has the pattern for subscription season ticket sales changed over the past three years?

Task 7 - Audience Research

Task 7

Audience Research

There are many sources of information. They are very useful. The first one is Television Ratings. Television is the ultimate world of advertising media and finding out vital information. Television is useful because the TV doesn't lie. Advertisements have to be 100% truthful no matter how they may twist words. I find television a useful way of finding the cheapest but best beauty products because there are always adverts on TV about them and I evaluate which products would be most benefitial for me. 



The second one is Programme Profiles. They are a breakdown on who watches certain programmes and clarify them into certain group sectors so they kmow how to target different audiences and make a good impact. This is useful to an advertiser because they can justify what spcific audiences like from the results of these programmes. Also this means it's easier for advertisers to target specific programmes.


 The next one on the agenda is a Rate Card. For a 30 second advert it averagely costs £350,000. Remember, that's for a 30 second placement on TV. A rates' card is a document containing prices and descriptions for the various ad placement options available from a media outlet. There are many websites and companies which sell rate cards or advertise them. This is because they have already done the research to see which rate works the best in the media and on television. This makes it useful for an advertising company because some of the hard work is done for them. Although their will be different prices depending on which programme it's for. For example 'Coronation Street' will be much more expensive than a minority programme shown at an unsocial hour.



Online Information Packs are the next thing. I am having a look at ITV's and Channel 4's media information packs. In ITV's it shows viewing figures of the week. You can also see information about programmes that are on these channels. That's the same for Channel 4. 

Task 4 - Regulation

Regulation

Advertising is an essential part of modern economy. It informs consumers about the things that are available to them. It also makes consumers aware of the sales on products which is vital information for saving money; which is a very big issue at the moment with the society that we are in. But this information must be true, not biased and clear for the consumer. The advertisements must be trusted.

Ofcom

Ofcom is the government-based regulatory and competition authority for broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. it has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from what might be considered harmful or offensive material.

ASA

Ensuring that advertising can be trusted is where the Advertising Standards Authority comes in. The ASA started 50 years ago, and it's job is to ensure that advertising in all forms of media - from newspapers, magazines and billboards through to television, radio and the internet is legal, decent, honest and truthful. If an advert fails those tests, then the advertising is either amended or withdrawn. 

Some good points about Regulation: 

Advertising helps promote and stimulate competition
Advertising draws attention to a product or service
Advertising tells consumers how much things cost
Advertising makes us aware of different brands
Advertising helps fund media
There are 20,000 jobs in the advertising industry
Advertising helps businesses make a profit 
Advertising helps change society's behaviour 
Advertising tells us where to access products and services
Advertising warns people about dangerous activities
Advertising can be funny and entertaining

The work of the advertising standards authority covers advertisements in:

Magazines and newspapers 
Radio and TV
Television shopping channels 
Posters 
Cinema

Task 2: Styles of Television Advertising

When advertising, you have to pay attention to what audience you are targeting at. 

In this blog I will be explaining the different types of advertising.

Humour

The first type of advertising is humour. Humorous adverts are designed to make the audience laugh. A lot of adverts are humorous. This is because when something's funny, it usually sticks in your head. Humour adverts are targeted at a large range of audiences. You get humour adverts targeted at children, adults and teens. Funny adverts are more intriguing than adverts about lectures etc. This is because it's more appealing therefore it makes the audience more open to being influenced. An advert humour is used in is the 2013 Pot Noodle advert. In the advert, there is a man dressed up as a woman pretending to be a 'wag' who loves pot noodle. This advert compliments the product because it is sarcastically copying adverts with 'wag's in to show that everybody loves pot noodle. It is rememberable because the man is dressed as a woman and has a male voice. This advert is also known as a parody advert.

Parody  

Parody adverts are adverts which copy others in a sarcastic way. They are interpreting other adverts in a   funny way. They are also known as fictional adverts. This style of advertising makes the audience laugh or find the advert funny, which creates a good atmosphere. Parody adverts are made to be remembered. Comedy is remembered because it makes people laugh, which makes them feel happy. Parody's are good for selling informal products - like Pot Noodle because with an informal product you can put an informal, light hearted twist on the adverts for it. The clip below is an example of a parody advert.

 

Shock

Adverts that are 'shocking' usually have a dramatic twist, dramatic story or even have 'shocking' facts in them. Dramatic story lines usually draw in the audience. They can be used by having real facts, communicated to the audience in a scary/shocking way. The audience will usually remember shock advertisements because they are usually outrages. This makes the advert rememberable. Shocking adverts do have some disadvantages though, for example some people may be affected by some adverts like this. This could then create negative feedback and even complaints and eventually have the advert banned.

 

Surrealism

Surrealism adverts are usually abnormal, strange and weird. They catch your eye. They can make you laugh. They make you feel as if you are in a surreal world yourself because the adverts are so controversial that you begin to become drawn in to this new experience. They are usually funny like the advert shown below (Rubber Duckzilla). Although they can also be weird and can be terrifying .

g

Task 5 - Methods Of Research

Why research before conducting an advertisement? What's the point?

Research is extremely important when producing an advertisement. Why you ask? Because advertisements are made for the public. The people you want to influence. How can you make an advert without any knowledge of who it's for?

Let's say you were conducting an advert for a kids toy. In this advert all you were talking about was how it's 'at an affordable price'. What child would be engaged in an advert like that? On the contrary, if you did some research on how to effectively persuade kids that this toy is extravagant, you would realise how much of a difference it makes.

Knowing your audience is the most important thing. If you can't put yourself in the audience's shoes, and how they'd feel watching it then how would you make an effective advert?

Primary Research

Primary research is research about the public. What they like, what they dislike, what engages them, what repulses them, what makes them laugh, what irritates them. Surveys are the most common way of collecting this data. The advantages of primary research is that it gives you an insight of how the general public would be influenced by adverts. The disadvantage is that it is not 100% correct. Remember you're only using a certain percentage of the public, you're not surveying the whole of the UK. 

Secondary Research 

This then brings me onto secondary data. Secondary data is data collected by someone else, and compared by you. This way you're looking at both sets of data and seeing what is most popular for your chosen audience's perspective. The advantage of this is that you get to have a general overlook on the public and having that contrast between not only the public's idea on advertising but comparing your ideas and the general public's ideas together. The disadvantage is that you obviously can't base on these results that everyone who sees this advert is going to love it. You have to think outside the box a little bit. Yeah, the general public likes these ideas, but how can I make this advert powerful enough to attempt to grab everyone's undivided attention?

Quantitative Research

Opinions. Quantitative research is based around YOUR opinion. But the questions asked should be in a structured manor best suited for the information that you want to know. This way you can find the best statistics and facts. The advantage of quantitative research is that you'll get true answers. Why? Because you're sking the public for THEIR opinion, and making them feel like they have your undivided attention. The disadvantage is that the people you interview could potentially not give their real opinions and so you have to make the questions asked comfortable for the public.