Thursday, 25 June 2015
Tuesday, 23 June 2015
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.
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
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
Thursday, 18 June 2015
Tuesday, 16 June 2015
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.
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.
Copies of completed questionairres
Here are just some of the questionnaires that people had completed for me.
Mind Maps for Advertisement.
Mind maps displaying my initial ideas for the 3 possible outcomes of my social messaging campaign advertisement.
Secondary Research (internet)
The article was on the psychology of advertising. I found out from the article that to create an effective advert you should appeal to three of the audiences emotions Love, fear and rage. The emotional components will both attract and hold the attention of the viewers. The key to success in grabbing and holding the attention of the viewers lies in evoking a carefully timed mixture of surprise and joy.
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