Showing posts with label D. Assignment 3: Television Advertising. Show all posts
Showing posts with label D. Assignment 3: Television Advertising. Show all posts
Wednesday, 20 March 2013
Tuesday, 19 March 2013
Tuesday, 12 March 2013
TV Advertisement Evaluation
TV Advertisement Evaluation
The Brief :
The brief for this was fairly simple, we had to choose an Unilever product and re-market it to a different audience so individually we all went on the Unilever website to choose one of their products and come up with an idea for an advert before being put into our groups. I choose to make an advert for Lynx but couldn't really think of how I could re-market it to a different audience as it already has been advertised to the correct audience and it just felt wrong advertising it to any other audience however once put into our groups we all shared our ideas and I thought mine was the weakest so we left mine behind and as a group choose to advertise Hellmann's mayonnaise as we thought we could get the best advert out of this, we could make good use any kind of subtle comedy if any and we also felt this had the best structure to it out of all the ideas pitched in the group. The target audience for Hellmann's Mayonnaise is families, we did want to keep this audience but we wanted to re-market the product itself. We wanted to advertise to families as it already was but originally it was advertised as more of a cooking sauce, we wanted to re-market it as a dipping sauce, something that you can have with any meal and are not so restricted as to what it can go on, most people would not dream of putting Mayonnaise on the burger or chips or anything like that and we plan to change that.
The Finished Product And Feedback :
When we finished the product we then had to collect the feedback there were many ways of doing this, the first way we done it was by releasing online survey's using survey monkey and we got a fair few responses using this but trouble is we didn't attract our target audience using this, we mainly attracted young adults and mostly male ones so we failed to attract the family audience through survey monkey but we did hand out paper questionnaires to people after watching the ad, this was slightly better as we could control who did the questionnaire's and this attracted our target audience a little better and we got some more accurate results to use via this method, so it proved useful.
I feel that the advert was aimed correctly at our audience and was appropriate to the audience, I feel it sent a clear message to the target audience and would have an appropriate impact on them, I feel this as from our survey monkey questionnaire results although most of them were no our target audience a fair few people agreed it was clearly aimed for families, mainly parents as they would be the ones buying the product, so although our survey monkey results were unreliable as people did not take them seriously the ones that did take them seriously said it was clearly aimed at families and they also said they liked our advert, There was one result that said he found the voice acting boring, the advert didn't motivate him to buy the product and he thought the advert was average overall but this was one exception. I feel one thing that made the advert strong was the mise-en-scene it looked like a nice family home and kitchen and the music worked really well with this effect. It created a kind and laid back atmosphere for families and using mostly close up's creates a faced pace feeling advert that families will enjoy, most people who answered the questionnaire seriously said it was good for these reasons and it was brief but to the point making it clearly advertised for families.
The music also helped create this feeling for it being targeted at families and this was the main sound used, although there was the voice over and there was one sound from the jar going on the table there wasn't much else. The reason behind it is that we wanted to keep the advert simple, yet effective. We decided that by doing this it wouldn't over complicate the advert with unneeded special effects and visual and it would keep the message clear which is what we wanted to do, have a clear message clearly targeted at families and from the serious answers in the survey monkey results I would say we achieved this. I feel that this was achieved because the content used in the advert was effective, as I said before simple yet effective and I feel this is what allowed it to succeed. It shows a clear message and serves it on a plate to the target audience. This shown wonderfully in a survey monkey response when they answer the question Does this advert to buy or try this product and why? with "I feel the advert is quite persuasive but not to the extent that it orders you to buy it, more so kindly asks.
I feel this is because of the gentle music in the background and the general happy vibe of the advert" This is the exact type of answer I was hoping for, it displays exactly what we were trying to do, target families but not forcing them to buy it just letting them know that you can put mayonnaise on your meals rather than just ketchup and is more to the point of kindly asking and I feel that through kindly asking people to buy our product more people will be likely to as the marketing competition is a tough place a lot of adverts will just ask you or try to provide some information that will twist your arm into buying a product, where as if people see a nicer, kinder advert the would be more inclined to buy it as it's not forcing them to and people will appreciate this more than an advert that goes out of its way to make sue they buy the product.
I feel the advert is very persuasive but in a very subtle way, the advert immediately gets your attention with the voice over asking you questions, so it gets you thinking, almost straight after it gets your interest by telling you it has the answer to all these questions, it then proceeds to create desire by showing that mayonnaise can go on every meal and it makes you think I need something like that, something that I can put on every meal and it finally creates the action with the slogan "Bring Out The Best, Kick Out The Ketchup!" creating the action of throwing the ketchup out of the kitchen cupboard and off the kitchen table and bringing fourth the Mayonnaise. I feel that through the use of these persuasion techniques we achieved a clear clarity of communication in putting our message across we were trying to show and state that you can use mayonnaise with most meals and we clearly state this.
I think it is only really stated through the use of the voice over though especially with the line "A sauce that goes with every meal" this is the exact message we wanted to put across so the easiest way to do it was to put it in the voice over, so there was no real techniques used, we did want to advertise it to families and some young adults as well so the easiest way to do this was to have young actors using 2 males and a female one of the males being the alpha male of the household, wearing a suit shows he is the one that goes out to work and earns the money the female was meant to be the mother of the household but in my opinion she looks more like a young adult than the mother showing that maybe the alpha male is actually a single father which could reach a slightly larger audience, it's a possibility that it has done but if so it was done unintentionally. Overall I do feel that the advert is fit for it's purpose and it does look professional however there is the BCAP code to consider.
I do feel that we kept within the BCAP code but I do worry about the misleading advertisement I say this due to the line that is "A sauce that can go on every meal" I fear that some people might actually take this literally so it could be considered misleading advertisement as someone might think it could literally go on anything like a bowl of cornflakes or something out of the ordinary such as that. When writing the voice over script I did consider this and thought about writing "A sauce that can go with almost every meal" instead of what was put in the advert but the problem is it doesn't sound as effective or as persuasive as it does before, although this is a small thing it is something to consider so I would probably makes sure I wasn't in jeopardy of breaking the BCAP code if I was to do it again.
Personal Reflection :
Looking back at the original intentions for the advertisement by looking at the pre-production documents I feel that we stuck to them as much as we could have but due to unexpected things such as continuity errors some things had to be changed. But when I look at it now I think it might have been a good thing that it was changed, in the story boarding we could clearly see how the shots went and what we wanted them to be like and how the transitions should go but unfortunately things did not go to plan due to some continuity errors, these were only realized once we got the footage back to college and in order to fix them we had to cut the length of some shots and cut some shots complete resulting in huge gaps compared to the story board but I look at the final product and I think it looks better like this. If it had been kept to the original intentions the advert would have been much longer and would have had more shots just showing travel of characters and the jar of mayonnaise itself but with the final product the advert is much quicker, much more fast paced and gets straight to the point so I feel this is a good thing, although it did get to the point were the advert was too short I personally feel it's better to be as short as possible rather than dragging out he length of he advert, also to support this a lot of good comments from the survey monkey questionnaire was that it was short and to the point, not wasting the viewers time. So overall I am very please with the final product, I do feel it could have been made slightly longer through the use of 2 or 3 more shots just showing the family members and I do feel the voice over needs subtle adjustments, I feel it does sound rushed at times but this could just be due to the length of the advert but some of the lines could do with some subtle adjustments.
The whole group worked very hard with the development of this product and some did more so than others in certain areas and I am no exception to that, I feel for myself I did put more effort in the pre-production stage filling out the paper work than I did at any other point of the development of the project, at some points in the pre-production stage I may have took over and done too much not allowing the rest of the group to do much but then once filming began I tried to help behind the camera as much as possible but didn't help as much as I could have.
I feel that the point were I done the least amount of work was defiantly the editing stage, during this part I did often have a bad habit of not doing anything whilst someone else did the work. Only reason I did this was mainly due to the fact that I do have access to editing software at home and I do this at home as a sort of hobby so I wanted other people to have a go at editing but when working in a group project like this it is not acceptable for me to do that, especially when I have knowledge on editing and I didn't even offer my knowledge, this was without a doubt my weakest part in the production and I wish I had done more to help here rather than trying really hard at the start of the project and slacking at the end of it. But the whole group worked extremely hard on this project and I feel that the finished product was worth the time and effort put into it, it worked really well and although we did not ask much of our target audience on their views for the advert the people we did ask gave good feedback and even said it is clearly advertised at families so we managed to get our message across and clearly capture the target audience which was the brief originally so I feel the project went well but some things could be done to improve it however what we finished with was a good well presented advert that was clearly aimed at families and with that I am thrilled that the groups effort was rewarded in achieving this.
The Brief :
The Finished Product And Feedback :
When we finished the product we then had to collect the feedback there were many ways of doing this, the first way we done it was by releasing online survey's using survey monkey and we got a fair few responses using this but trouble is we didn't attract our target audience using this, we mainly attracted young adults and mostly male ones so we failed to attract the family audience through survey monkey but we did hand out paper questionnaires to people after watching the ad, this was slightly better as we could control who did the questionnaire's and this attracted our target audience a little better and we got some more accurate results to use via this method, so it proved useful.
The music also helped create this feeling for it being targeted at families and this was the main sound used, although there was the voice over and there was one sound from the jar going on the table there wasn't much else. The reason behind it is that we wanted to keep the advert simple, yet effective. We decided that by doing this it wouldn't over complicate the advert with unneeded special effects and visual and it would keep the message clear which is what we wanted to do, have a clear message clearly targeted at families and from the serious answers in the survey monkey results I would say we achieved this. I feel that this was achieved because the content used in the advert was effective, as I said before simple yet effective and I feel this is what allowed it to succeed. It shows a clear message and serves it on a plate to the target audience. This shown wonderfully in a survey monkey response when they answer the question Does this advert to buy or try this product and why? with "I feel the advert is quite persuasive but not to the extent that it orders you to buy it, more so kindly asks.I feel this is because of the gentle music in the background and the general happy vibe of the advert" This is the exact type of answer I was hoping for, it displays exactly what we were trying to do, target families but not forcing them to buy it just letting them know that you can put mayonnaise on your meals rather than just ketchup and is more to the point of kindly asking and I feel that through kindly asking people to buy our product more people will be likely to as the marketing competition is a tough place a lot of adverts will just ask you or try to provide some information that will twist your arm into buying a product, where as if people see a nicer, kinder advert the would be more inclined to buy it as it's not forcing them to and people will appreciate this more than an advert that goes out of its way to make sue they buy the product.
I think it is only really stated through the use of the voice over though especially with the line "A sauce that goes with every meal" this is the exact message we wanted to put across so the easiest way to do it was to put it in the voice over, so there was no real techniques used, we did want to advertise it to families and some young adults as well so the easiest way to do this was to have young actors using 2 males and a female one of the males being the alpha male of the household, wearing a suit shows he is the one that goes out to work and earns the money the female was meant to be the mother of the household but in my opinion she looks more like a young adult than the mother showing that maybe the alpha male is actually a single father which could reach a slightly larger audience, it's a possibility that it has done but if so it was done unintentionally. Overall I do feel that the advert is fit for it's purpose and it does look professional however there is the BCAP code to consider.
Personal Reflection :
The whole group worked very hard with the development of this product and some did more so than others in certain areas and I am no exception to that, I feel for myself I did put more effort in the pre-production stage filling out the paper work than I did at any other point of the development of the project, at some points in the pre-production stage I may have took over and done too much not allowing the rest of the group to do much but then once filming began I tried to help behind the camera as much as possible but didn't help as much as I could have.
Monday, 11 February 2013
Friday, 8 February 2013
Thursday, 7 February 2013
Monday, 4 February 2013
Hellman's Mayo Ad Production Diary
4th February 2013
Today my group finalized the shot list allowing us to start briefly on the storyboard but on the first shot we decided it would be best if we done the voice over script so we have a better understanding for our development of the storyboard so we started and finished the script today. This is where we left it so next time we will have to continue with the storyboard.
5th February 2013
We split into two groups today to try and get as much done as we possible could, Alex started and finished analyzing the questionnaires and even made graphs for them and the me, Ollie and Jonny continued with the story boards but where unsuccessful in completion of it however Ollie started and finished the risk assessment sheet and once all of the paper work is done we hope to have it up on the blog in the next few days.
6th February 2013
Today we managed to finish the storyboard and even put all of our pre production paperwork together so that it can go up on the blog relatively soon we have the location release and most of the talent release just waiting for one from a girl so that it shows a more family type situation. Last night I managed to start and complete a location recce and even get the location release so that we are all set for filming as soon as we finish off the last remaining bits of paper work.
7th February 2013
Today most of the paperwork was put on the blog with a few bits remaining to go up including talent releases and the location release and hopefully all of this will be up on the blog by tomorrow after they have been through Photoshop and everything blurred out.
8th February
Today the remains of the paperwork where put on the blog with two exceptions, The production Schedule and the Talent and Location releases. We don't plan to film till Tuesday so this will have to be done on Monday leaving us with little time left until the deadline but this shouldn't take to long and I am confident that the paperwork will be done on Monday.
11th February
We finished all of the paperwork today and even uploaded it all the to blog, however Jonny is not here today so he will have to upload it when he can. As we are leaving at break time tomorrow I emailed Sean and Ellie to let them know where we will be and how to contact us and we also made sure all of our equipment would be available tomorrow when we are ready to go by going to the Audio Visual library and booked our equipment. With this all set we are ready for filming tomorrow.
12th February
We headed off to the location of my house today to start filming, with everything already pre-booked we got all the equipment and were on our way to my house to begin. Once we got there we set up and got everything ready fro filming however we did not have the story board or the shot list, luckily this was already on blog so we could print them straight off, with everything then ready we begin filming and we were lucky enough to finish everything in one day, we made sure we were all happy with each of the shots before heading back to college, Let the editing commence!
13th February
Today the whole group started to edit the footage on adobe premier pro our teacher helped us get the footage imported and showed us a variety of techniques to be used in premier pro and would eventually show us some techniques to use in after effects if we wanted to add a title or something else along those lines. When we got stuck into the advert we notice a fair amount of continuity errors and shots had to be chopped out because of it but we managed to work around it and get a good advert out of it hopefully we will finish shortly.
14th February
Today our group of 4 was split into 2 groups of 2, our media teacher had done this so that we could make 2 versions of the advert allowing for the whole group to get necessary experience that will help us in future projects this seems to be a good idea as we can make 2 individual adverts and then take ideas from each advert to put together for the final idea, for this I will be working with Alex leaving Jonny and Ollie to work on the other advert.
25th February
We are all back from half term now and back to editing, today we managed to finish a rough draft of how we want the finished product to look, however it was extremely rough, more cuts needed to be added, shots needed to be edited and the voice over needed to be recorded but at least we had some guide lines, we then learned a little bit about premier pro and how to add a title but some technical difficulties arose however we did overcome them, with this done we recorded the voice over script and put it onto the mac, a hard days work complete.
26th February
Today me and Alex went back to the finished draft to experiment with effects that can be used, we applied the color correction to it and it makes the meals look a lot more appetizing it really brings out the best in the bright colors used making the advert much more aesthetically pleasing, we then went onto stabilizing our footage as some of it was a little jumpy however once stabilized it looked a lot better and it looked smooth, today has been a very productive day of learning about effects, some of these could come in handy.
27th February
Today me and Alex joined back up with Ollie and Jonny to make a final advert, we watched each others for ideas but the best one was obvious, Ollie and Jonny had made a much higher quality advert than what me and Alex had so we decided to stick with theirs so we started to add the voice over to the advert but there was some background noise in it along with echo's I think we might have to re record this and I might have to ask about doing it in the recording studio as I do music technology and we wouldn't get the background noise or echo's in there.
28th February
Instead of working on our advert today we worked on other footage so that we could get used to using adobe programs, using premier pro and after effects to put something together we still had a productive day nonetheless but no really work was done to our advert, I feel this was useful as we managed to get essential knowledge on adobe products and this is highly needed especially with the dead line so close.
1st March
Going back to our advert today and continuing with the edit we managed to get together most of the sounds and effects needed, this included the voice over and even the background music the only sounds or effects missing are the dollop sounds for the mayonnaise going onto the food but once we have that we should also have a finished advert.
4th March
We managed to finish the advert today however we still had problems with the audio in the voice over and because the recording studio was free me and Ollie went in there to record the voice over, once done it sounded a lot better and we put it onto our advert which worked a lot better than previously, with the advert now finished I have begun work on the advertisement evaluation.
5th March
Today the whole class watched each others finished adverts to give feedback that would all be crucial and could be used in the evaluation, most of the feedback was good saying we target our target audience well and the advert just worked really well in general however there were some points made on the voice over script but all of this feedback is good as we can bring it up and mention on how to improve on it in the evaluation we then made some questionnaires to be handed out to broaden our audience feedback, hopefully it all goes well.
6th March
Today we finished off watching the over groups adverts and gave our feedback on them before returning to our evaluation, I have managed to complete the first section and most of the second section of the evaluation I just need to collect the audience feedback so that I can finish the last bit of the second section and move onto the third section.
7th March
I continued with my evaluation as much as I could today, I finished any sections that did not require any form of audience feedback but I still have to sill out the audience feedback sections, hopefully we will get it soon as the final deadline is drawing near.
8th March
We received the audience feedback results today and with those received I put them into graphs and took screenshots of the survey monkey results, I spent most of the day doing this so that all of our group could access and use these results, just before the end of the day I managed to finish the begging of section two of the evaluation, using the audience research gathered, not much to do now.
11th March
Today I managed to finish the evaluation and got it checked over by our teacher and everything seems to be in order, everything seems to be on the blog and the evaluation is done. Now it's time to leave the TV advertisement unit and move forward onto our next unit.
Today my group finalized the shot list allowing us to start briefly on the storyboard but on the first shot we decided it would be best if we done the voice over script so we have a better understanding for our development of the storyboard so we started and finished the script today. This is where we left it so next time we will have to continue with the storyboard.
5th February 2013
We split into two groups today to try and get as much done as we possible could, Alex started and finished analyzing the questionnaires and even made graphs for them and the me, Ollie and Jonny continued with the story boards but where unsuccessful in completion of it however Ollie started and finished the risk assessment sheet and once all of the paper work is done we hope to have it up on the blog in the next few days.
6th February 2013
Today we managed to finish the storyboard and even put all of our pre production paperwork together so that it can go up on the blog relatively soon we have the location release and most of the talent release just waiting for one from a girl so that it shows a more family type situation. Last night I managed to start and complete a location recce and even get the location release so that we are all set for filming as soon as we finish off the last remaining bits of paper work.
7th February 2013
Today most of the paperwork was put on the blog with a few bits remaining to go up including talent releases and the location release and hopefully all of this will be up on the blog by tomorrow after they have been through Photoshop and everything blurred out.
8th February
Today the remains of the paperwork where put on the blog with two exceptions, The production Schedule and the Talent and Location releases. We don't plan to film till Tuesday so this will have to be done on Monday leaving us with little time left until the deadline but this shouldn't take to long and I am confident that the paperwork will be done on Monday.
11th February
We finished all of the paperwork today and even uploaded it all the to blog, however Jonny is not here today so he will have to upload it when he can. As we are leaving at break time tomorrow I emailed Sean and Ellie to let them know where we will be and how to contact us and we also made sure all of our equipment would be available tomorrow when we are ready to go by going to the Audio Visual library and booked our equipment. With this all set we are ready for filming tomorrow.
12th February
We headed off to the location of my house today to start filming, with everything already pre-booked we got all the equipment and were on our way to my house to begin. Once we got there we set up and got everything ready fro filming however we did not have the story board or the shot list, luckily this was already on blog so we could print them straight off, with everything then ready we begin filming and we were lucky enough to finish everything in one day, we made sure we were all happy with each of the shots before heading back to college, Let the editing commence!
13th February
Today the whole group started to edit the footage on adobe premier pro our teacher helped us get the footage imported and showed us a variety of techniques to be used in premier pro and would eventually show us some techniques to use in after effects if we wanted to add a title or something else along those lines. When we got stuck into the advert we notice a fair amount of continuity errors and shots had to be chopped out because of it but we managed to work around it and get a good advert out of it hopefully we will finish shortly.
14th February
Today our group of 4 was split into 2 groups of 2, our media teacher had done this so that we could make 2 versions of the advert allowing for the whole group to get necessary experience that will help us in future projects this seems to be a good idea as we can make 2 individual adverts and then take ideas from each advert to put together for the final idea, for this I will be working with Alex leaving Jonny and Ollie to work on the other advert.
25th February
We are all back from half term now and back to editing, today we managed to finish a rough draft of how we want the finished product to look, however it was extremely rough, more cuts needed to be added, shots needed to be edited and the voice over needed to be recorded but at least we had some guide lines, we then learned a little bit about premier pro and how to add a title but some technical difficulties arose however we did overcome them, with this done we recorded the voice over script and put it onto the mac, a hard days work complete.
26th February
Today me and Alex went back to the finished draft to experiment with effects that can be used, we applied the color correction to it and it makes the meals look a lot more appetizing it really brings out the best in the bright colors used making the advert much more aesthetically pleasing, we then went onto stabilizing our footage as some of it was a little jumpy however once stabilized it looked a lot better and it looked smooth, today has been a very productive day of learning about effects, some of these could come in handy.
27th February
Today me and Alex joined back up with Ollie and Jonny to make a final advert, we watched each others for ideas but the best one was obvious, Ollie and Jonny had made a much higher quality advert than what me and Alex had so we decided to stick with theirs so we started to add the voice over to the advert but there was some background noise in it along with echo's I think we might have to re record this and I might have to ask about doing it in the recording studio as I do music technology and we wouldn't get the background noise or echo's in there.
28th February
Instead of working on our advert today we worked on other footage so that we could get used to using adobe programs, using premier pro and after effects to put something together we still had a productive day nonetheless but no really work was done to our advert, I feel this was useful as we managed to get essential knowledge on adobe products and this is highly needed especially with the dead line so close.
1st March
Going back to our advert today and continuing with the edit we managed to get together most of the sounds and effects needed, this included the voice over and even the background music the only sounds or effects missing are the dollop sounds for the mayonnaise going onto the food but once we have that we should also have a finished advert.
4th March
We managed to finish the advert today however we still had problems with the audio in the voice over and because the recording studio was free me and Ollie went in there to record the voice over, once done it sounded a lot better and we put it onto our advert which worked a lot better than previously, with the advert now finished I have begun work on the advertisement evaluation.
5th March
Today the whole class watched each others finished adverts to give feedback that would all be crucial and could be used in the evaluation, most of the feedback was good saying we target our target audience well and the advert just worked really well in general however there were some points made on the voice over script but all of this feedback is good as we can bring it up and mention on how to improve on it in the evaluation we then made some questionnaires to be handed out to broaden our audience feedback, hopefully it all goes well.
6th March
Today we finished off watching the over groups adverts and gave our feedback on them before returning to our evaluation, I have managed to complete the first section and most of the second section of the evaluation I just need to collect the audience feedback so that I can finish the last bit of the second section and move onto the third section.
7th March
I continued with my evaluation as much as I could today, I finished any sections that did not require any form of audience feedback but I still have to sill out the audience feedback sections, hopefully we will get it soon as the final deadline is drawing near.
8th March
We received the audience feedback results today and with those received I put them into graphs and took screenshots of the survey monkey results, I spent most of the day doing this so that all of our group could access and use these results, just before the end of the day I managed to finish the begging of section two of the evaluation, using the audience research gathered, not much to do now.
11th March
Today I managed to finish the evaluation and got it checked over by our teacher and everything seems to be in order, everything seems to be on the blog and the evaluation is done. Now it's time to leave the TV advertisement unit and move forward onto our next unit.
Wednesday, 30 January 2013
Pre Production
Initial Plans And Proposals
The synopsis for our advert is a small average family about to eat dinner however they all have different meals, which will be shown in separate shots and then once the food has been shown a jar of Hellman's Mayonnaise will be placed on the table and at which point everyone around the table will dive into to get a spoonful of mayonnaise and place it upon their meal. The proposed target audience for this advert will be families and young adults that have recently move out of their parents house. The advert will mainly consist of close up shots of the food being served and close ups of the mayonnaise itself.
Identification Of Overt/ Hidden Message
By producing this advert the ultimate goal that we hope to achieve is boost sales is mayonnaise but we hope to achieve this by advertising mayonnaise as a dipping sauce, a type of sauce that compliments nearly any dish, similar to the way that ketchup gets advertised. Most people will have ketchup with meals depending weather its Fish and Chips or a Salad, people will have ketchup with it and this is the goal to advertise mayonnaise as something you can have with any meal you like rather than it being presumed to be a cooking ingredient like so many of the previous adverts have shown it as and there fore it restricts the target audience somewhat.
Form And Style
The style of the advert would be serious and as for form the advert will be stand alone, Although if this advert spawned a mini-series this could help boost sales as people would know of our adverts. The advert is most likely to sell better to families if it is trying to be serious rather than something that's trying to be comical as it is meant to be selling you the benefits pf the product and although a comical advert could do this it would be harder to get the message across if the advert seems silly and comical.
Relevance To The Audience
It will target the audience by appealing to families as something that they can use as a dipping sauce during meal time rather than something to only be used as a cooking ingredient. Also by showing the whole family tucking into a jar of mayonnaise it will show that it is something to be desired around the table for families at meal times target the specified audience perfectly and hopefully creating the desire for them to then want mayonnaise on their very own table at meal times.
Individual Planning
Our task is to choose and re market a Unilever product, I have chosen Lynx body spray, although Lynx body spray is already quite popular I feel it is aimed at men to much. The current target audience for Lynx body spray is male teenagers and young adults. This can be shown quite easily through many of the adverts such as the Lynx chocolate advert and the Lynx excite one but the advert I have chosen to explore is Lynx "end of the world" as this displays the message I have brought up quite clearly and also shows how younger males are the target audience.
This advert shows a world where it seems to be that the end is nigh and one man decides to take on the role of Noah and build an ark, however once done so he uses Lynx body spray in the earths final stand to attractive women from far and wide to come on his ark with him. Now this backs up my theory that Lynx's target audience is younger males as it's saying if you use this body spray then all the girls will want to be with or at least near you, however I feel that the advert should still be aimed at the younger generation but more pacifically younger females of the age of 16-25. The reason I suggest this is because most young males wont make a regular habit of going out to be body spray and other deodorants however if they had a partner or close friends then they might be more urged to buy them some nice smelling body spray as they like the smell, and not only that but sales would be better around the Christmas period for such a thing due to presents being bought. The kind of style of advert I aim to have is something similar to the Old Spice advert directing the females attention directly and addressing them more than the males but not to the extent of which the Old Spice advert does it.
The idea I have to market it this way is a man walking down the road normally, but once he stops to spray himself with the Lynx product he is suddenly being followed and surrounded by a horde of hyperactive girls, as he is running down the street once he escapes the horde, his clothes ruffled and he is out of breath he turns to the camera to the female audience saying " If you want your guy to smell this good it makes you go gaga buy the new Lynx body spray, However lads caution when wearing it if you don't want to end up like me!" This idea I think makes for a clever campaign as it address both the male and female audience respectively creating a delicate and well thought out campaign to appeal to both sides.
Research and Justifications
To make sure the advert airs to the right audience you need to have audience information, on who watches what and at what particular time allowing for more people to see the advert. You can find out how many audience members watch what through the use of BARB and other audience measurement panels although other good ways to find out what your target audience watches can be simple things like face-to-face interviews or questionnaires giving you a wide range of answer and leading you to find out the best times, channels and programs for your advert to be aired on. There are also programme profiles telling you who watches what giving you a rough general idea of the type audience a programme attracts allowing you to
select what programme's you want to advertise on to select the right audience. Seeing as I am marketing Lynx to a young male and female audience it would make sense to use television research agencies such as BARB and Ofcom to advertise to the correct audience, good channels to advertise on would be 4, 4 music, E4, Viva and BBC 3 among others however I wouldn't be able to use BBC 3 as it doesn't show adverts.
It's important to have good sources of information and rates cards are a good way to get a source of information as it shows the prices for various ad placements so that you can see exactly how much it would cost you and where it would be cheaper depending where you want to advertise and for how long. A perfect way to get this information is in an advertisers' information pack as it contains all of the information needed to plan your advertising including rates cards, insertion dates, publication dates and more giving you the perfect edge in planning an advertising campaign. You still need more information but where to get it well there are a lot of research agency websites where you can get the required information needed depending what you want, if its information on your audience then something like BARB or Ofcom will be perfect but there are many more research agencies that can be used to find different information and the best place to go is their website.
Audience's can be classified in many different ways but a standard way to class them is by occupational classification say if a advert was aiming for a lower and middle class advert the key selling point to it may be that the price is low such as how ASDA always goes on about how they are cheaper than 5 different stores so they say "That's ASDA price" making you believe you are getting the cheapest deal possible. Their are many different ways to categorize audiences such as using Demographics, Psychographics and Geodemographics some are more complicated than others but it boils down to things like age, gender, where you live, your personality, things you like and even how you have been brought up. They are all contributing factors all though some more complicated than others and falling into different ones of the three mentioned but they are ways to narrow down your desired target audience.
When making and advert once you have chosen your target audience you can then begin to design an advert however when doing so it is important to remember there are regulations and some things just can't be put on TV. Some of the companies that run the regulations are Advertising Standards Authority (ASA), Ofcom and there is the BCAP Code for advertisers which lists a load of rules and regulations to consider when making adverts. One of the sections is named Children and it goes through how Children cannot be exposed to indecent images and things such as how you cannot say "If you don't have this your friends won't like you anymore" You cannot say that in an advert to children as it breeches the rules and regulations but as for the indecent images that is self explanatory and might explain why a certain Skittles advert was banned. There are many others things to consider and those I mentioned are just some of that are include in the list of regulations for making an advert and there are lots more such as you cannot invade on privacy, cannot use misleading advertising an there are sections of each topic to make sure you know exactly what you can and can't do when making an advert, using all that is above for the Research and Justifications you can make a good, decent advert that doesn't break any rules or codes.
This advert shows a world where it seems to be that the end is nigh and one man decides to take on the role of Noah and build an ark, however once done so he uses Lynx body spray in the earths final stand to attractive women from far and wide to come on his ark with him. Now this backs up my theory that Lynx's target audience is younger males as it's saying if you use this body spray then all the girls will want to be with or at least near you, however I feel that the advert should still be aimed at the younger generation but more pacifically younger females of the age of 16-25. The reason I suggest this is because most young males wont make a regular habit of going out to be body spray and other deodorants however if they had a partner or close friends then they might be more urged to buy them some nice smelling body spray as they like the smell, and not only that but sales would be better around the Christmas period for such a thing due to presents being bought. The kind of style of advert I aim to have is something similar to the Old Spice advert directing the females attention directly and addressing them more than the males but not to the extent of which the Old Spice advert does it.
The idea I have to market it this way is a man walking down the road normally, but once he stops to spray himself with the Lynx product he is suddenly being followed and surrounded by a horde of hyperactive girls, as he is running down the street once he escapes the horde, his clothes ruffled and he is out of breath he turns to the camera to the female audience saying " If you want your guy to smell this good it makes you go gaga buy the new Lynx body spray, However lads caution when wearing it if you don't want to end up like me!" This idea I think makes for a clever campaign as it address both the male and female audience respectively creating a delicate and well thought out campaign to appeal to both sides.
Research and Justifications
To make sure the advert airs to the right audience you need to have audience information, on who watches what and at what particular time allowing for more people to see the advert. You can find out how many audience members watch what through the use of BARB and other audience measurement panels although other good ways to find out what your target audience watches can be simple things like face-to-face interviews or questionnaires giving you a wide range of answer and leading you to find out the best times, channels and programs for your advert to be aired on. There are also programme profiles telling you who watches what giving you a rough general idea of the type audience a programme attracts allowing you to
select what programme's you want to advertise on to select the right audience. Seeing as I am marketing Lynx to a young male and female audience it would make sense to use television research agencies such as BARB and Ofcom to advertise to the correct audience, good channels to advertise on would be 4, 4 music, E4, Viva and BBC 3 among others however I wouldn't be able to use BBC 3 as it doesn't show adverts.
It's important to have good sources of information and rates cards are a good way to get a source of information as it shows the prices for various ad placements so that you can see exactly how much it would cost you and where it would be cheaper depending where you want to advertise and for how long. A perfect way to get this information is in an advertisers' information pack as it contains all of the information needed to plan your advertising including rates cards, insertion dates, publication dates and more giving you the perfect edge in planning an advertising campaign. You still need more information but where to get it well there are a lot of research agency websites where you can get the required information needed depending what you want, if its information on your audience then something like BARB or Ofcom will be perfect but there are many more research agencies that can be used to find different information and the best place to go is their website.
Audience's can be classified in many different ways but a standard way to class them is by occupational classification say if a advert was aiming for a lower and middle class advert the key selling point to it may be that the price is low such as how ASDA always goes on about how they are cheaper than 5 different stores so they say "That's ASDA price" making you believe you are getting the cheapest deal possible. Their are many different ways to categorize audiences such as using Demographics, Psychographics and Geodemographics some are more complicated than others but it boils down to things like age, gender, where you live, your personality, things you like and even how you have been brought up. They are all contributing factors all though some more complicated than others and falling into different ones of the three mentioned but they are ways to narrow down your desired target audience.
When making and advert once you have chosen your target audience you can then begin to design an advert however when doing so it is important to remember there are regulations and some things just can't be put on TV. Some of the companies that run the regulations are Advertising Standards Authority (ASA), Ofcom and there is the BCAP Code for advertisers which lists a load of rules and regulations to consider when making adverts. One of the sections is named Children and it goes through how Children cannot be exposed to indecent images and things such as how you cannot say "If you don't have this your friends won't like you anymore" You cannot say that in an advert to children as it breeches the rules and regulations but as for the indecent images that is self explanatory and might explain why a certain Skittles advert was banned. There are many others things to consider and those I mentioned are just some of that are include in the list of regulations for making an advert and there are lots more such as you cannot invade on privacy, cannot use misleading advertising an there are sections of each topic to make sure you know exactly what you can and can't do when making an advert, using all that is above for the Research and Justifications you can make a good, decent advert that doesn't break any rules or codes.
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