Media researcher article

Media Researcher Article Help

Analysis of group feedback

The feedback they give me was positive as they stated the ad was clear and looked like a professional ad. Also the feedback that they give me about improving the ad was positive as they are how I could make it even better.

• Audience said that the ad was successful at targeting its target audience.
• Audience said my ad fitted the brief.
• Music choice fitted the ad and audience.
• Choice of young actors helped to target audience.
• Use a voiceover to go within the ad to make it even better.

What my focus group discovered

My focus group allowed me to find out what the strengths and weaknesses of my advert were. 

First of all my audience said that they could understand the advert. They explained that they knew that some sort of hacking of accounts was going on and that they could tell this due to the dark lighting used to portray the hacker as it created a suspicious mood. However some of the audience didn't fully understand the ads storyline but still knew it was showing importance of online passwords.

The audience from my focus group said that my advert fitted its brief. The audience claimed that they could tell that my advert was aimed at school aged teenagers due to the use of the location being set in a school for some shots as this was familiar to them, as well as the actors being young helped them to notice who the target audience was. Another factor was the music they said it was youthful. They also said that in general the overall appearance of the ad seemed more appealing to the young rather than the elderly.

The audience also gave me feedback to try and help me improve. They said that the advert would be clearer if their was a voiceover talking about the importance of strong online passwords and what was going on in the advert. 

Graphs of questionnaires

Questionnaires

Summary of production research.

When creating the advertisement I had to conduct production research to work out the potential cost of the advertisement. 

I had to consider all aspects that I would need to create the advert. I began by looking into the equipment I would need. I began looking at cameras and looked at Nikon and canon cameras as these are very high quality cameras.I choose to use the Canon EOS 650D and it would cost me £25 for the day plus a deposit of £110 costing overall £135 , therefore i have chosen to hire this camera  because it is a high quality camera that produces what I need at a cheaper cost saving me £67 from the Nikon camera that I was considering. 

I also needed to use a tripod so I researched in to different tripod hires and found one for hire, the Manfrotto pro tripod as it is relatively cheap at £25 a day for hire and the Tripod provides smooth tilts and extra safety equipment to prevent possible injuries which I think is a reasonable solution.

I had to hire out the locations for filming. I conducted some research into the cost to hire a room in a High school as I need to use a Classroom and will need to do it in the additional hours so there are no interruptions and will need it for the day so this will cost me £34.50

Well-known presenters (currently appearing in television programmes) often charge £3,000 or more per filming day for corporate work. Other presenters and actors normally charge £150 - £600 per day and non-featured extras about £90 per day.

 Actors do not usually charge for a casting session if it is held in a central location (e.g. London) Voice artists charge about £250 for a 60-minute session and a suitable sound studio will cost about £150 per hour. I looked into the cost of hiring out actors. Blaine is an actor that i have found who is perfect for the role of the stealer in my advertisement as he is big built and around the right age and looks the part.  He charges £250 for the day which is relatively cheap compared to some others. Melissa is the other actor which looks the part to play the teenage girl. Mellisa charges £270 for the day.  I wanted teenage actors so that it targets the target audience. 

Finally I had to buy the editing software that will allow me to edit and create the advert ready for the final release. I will be using Adobe Premiere Pro for the software, in order to use this I will need to pay a monthly fee to Adobe Creative Cloud. The monthly plan that includes the software that I need will cost me, £17.15 for the month.

Overall the advertisement will cost me £731.65

Analysis of Audience Research

Audience Research Analysis

Analysis of Market Research

I completed 3 types of market research. I done research into existing products, where I looked into different social messaging campaigns. Another part of my market research was competitor analysis, very similar to the research into the existing products, however these are my competitors. these are other social messaging campaigns that will be targeting the same target audience as me and most likely be presented on the same channel, websites etc. This brings me on to my last piece of research which was product placement, which channel should I place it on and what time. 

When I was conducting my research into existing products I found out more about the existing social messaging campaigns.I looked at numerous adverts from Britain and the US to get a greater understanding. I learnt about the common conventions of the adverts, such as the logo regularly being placed at the end of the ad along with the overall message. Most of the social messaging campaigns took similar styles. Often the style of the advert would be talking heads such as  or most commonly a narrative. I also noticed the common persuasive techniques used. More often than not there would be an emotional response used within the ads Another common persuasive technique would be reward power, often the advert would stay if you done what the advert is saying there will be a reward. By doing this research I was then able to know what styles, techniques and conventions to try and include in my advert.

When I done my competitor analysis I looked at various different social messaging campaigns that were on Tv and computer, for example I looked at a cyber safety website. On this website they showed a short narrative movie that was about bullying online and the consequences. The first thing I looked at was how my competitors tried to  target their audience. I noticed that they would use actors of a similar age so that the audience can relate and have them set in familiar locations such as a high school with relatable story lines such as relationships as these are common in high school. I noticed that the overall appearance of the campaigns would be quite vibrant and positive making it visually pleasing for the youthful audience with many images and colours. From looking at existing products I noticed that all of them focused on cyber bullying. Staying safe online is not only protecting yourselves from bullies. Also I thought that my target audience are 13-18 most people of these ages understand bullying and probably have a lot of help for this subject within their high schools. I wanted to focus on a different aspect of staying safe online to be different and stand out from other existing products. Due to my target audience being 13-18 year olds I thought that it would be a good theme if I focused on Keeping your password safe online and choose to focus on online banking accounts. At this age banking is new and they must understand that it is important to keep these details safe and to in summary signify the importance of a password on any account whether it is banking or a social media account. 

For the product placement I needed to decide where to show my advert. I researched into the TV channels that were popular with my target audience age group. I found out that E4 and BBC Three had audience profiles that targeted people within my target audience. From using my audience research I learnt that both of these channels were popular, so it come down to prices of displaying the advert. I also found out that the most popular time for my audience to watch TV was 20:00 - 00:00. I begun to look into the cost of displaying an advert on these channels at this time. However, when I was looking I discovered that BBC three doesn't show adverts. This left me with E4. It would cost me between £1000 - £3000 to place my product on E4 at the times 20:30 - 23:30.