Research - Qualitative Research

For this research we interviewed ourselves asking questions on the adverts we remember and why we remember them. The answers we received from the interviewees were their own opinions and we did not influence the answers in any way. From this research it has shown that the adverts that viewers remember the most are the ones that containing annoying or slightly shocking content. From the first response it was discovered that an advert like the Compare the market adverts are very memorable because of the character and catchphrase associated with the advert itself. The meerkat within the advert is something that everyone knows and whenever the catchphrase 'Simples' is mentioned, everyone instantly knows what the person is talking about. From the research we discovered that a really effective advert is one that will be remembered by the target audience so that if they have need of the product or service they will be able to remember the advert and then make use of it.

Also discovered from the research was that radio adverts aren't very effective as most people find that the adverts are only remembered for being annoying.

To conclude, from the research we have found that in order to create a successful television and radio advert we need to make sure that the adverts are funny and memorable to the target audience without being memorable for their annoyance.

Research - Institutional Values

Thinkbox
This is a company that produces Television adverts for different companies in order to advertise the companies products. They can create any advert that will be shown on the tv. For example, they can create sponsorship sequences, red button ads, ads that are not for profit and conventional television adverts. They will create adverts for any company but they have to follow the guidelines of Advertising Standards that have been set by the government so they are not allowed to include any explicit footage within their adverts. As they are a popular professional advertising company they aim to help advertisers get the best out of modern television.

Thinkbox About Us Page - http://www.thinkbox.tv/server/show/nav.748

Radioville
They claim that they are the UK's biggest and best radio advertising agency. In looking at what they actually do they start all their sentences with the word 'We.' This shows that they are a company that will actively pursue the clients desired final advert and complete to fit the clients objectives. They state that they make 10% of all UK radio ads. Considering the size and population of the UK this percentage is quite large. Listening to a few of their adverts that they have featured on their site you can hear that each advert has been professionally made and fully advertises the product.

Radioville Website - http://www.radioville.co.uk/

Research - Questionnaire Results Analysis

Questionnaire Results Analysis
I asked 20 people to fill in a question about advertising. The questionnaire featured questions that mainly addressed TV and Radio adverts because that links in with the assignment brief. From the questionnaire results I asked slightly more males than females but as the questionnaire was to just find out if people remembered some adverts better than others it didn't matter too much about having an even number of males to females.

I discovered from Question 4 that the majority of respondents watch either a lot of television or a fair amount. This shows that respondents are guaranteed to be exposed to advertising at some point during their viewing time. Also I found through the results that even though the majority of respondents answered that they do listen to the radio most of them actually find radio advertising annoying because it interferes with them listening to music. This means that my radio advert needs to contain music and have content that will appeal to radio listeners so that they don't find the advert annoying to listen to.

The television adverts that are often the most memorable are the ones that either have an annoying song within it or some strange content. For example, a couple of people said the Go Compare advert and the Evian Baby Dancing advert were adverts that remember well. The Go Compare advert has an annoying song within it that seems to get into your head so that you can't forget the advert or product/service. As long as the advert is in your mind then the product would sell because potential customers would be unable to forget it. The Evian Baby Dancing advert contains both a catchy song and strange content and audiences seem unable to forget it. From the respondents I also learned that they believe that Television advertising is the most effective. Combining the results from question 4 with question 13 shows that TV is easily going to be the most effective medium of advertising because of the amount of time people actually spend watching television.

My questionnaire was very helpful in discovering what the public believe is the best form of advertising and the majority gave the answer that I believed would be the most popular. From the results I have also learned what needs to be done to ensure that a radio advert is successful and the target audience don't instantly dismiss it when they hear it. The sponsorship sequence needs to be entertaining and memorable so that it stays with the target audience long after the sequence has finished. Remembering the findings from my questionnaire will ensure that I create entertaining adverts that will help to effectively promote the product in a successful advertising campaign.

Research - Baileys Sponsorship Sequences

Baileys Sponsorship Sequences
These sponsorship sequences all contain the same elements that eventually link to the slogan of the product. All of the sequences contain a man and a woman who romantically embrace and then move in for a kiss. At the last second of each sequence the woman is shown tilting her head to avoid the kiss and instead bringing a glass of the product up to drink instead. These sequences link to the product's slogan of 'Listen to your Lips' as the women decide that they want to drink the product instead of kiss the man that they have just embraced. The sequences clearly show the product in each one so that the audience definitely knows what the sequence is advertising. As the product is sponsoring a film channel each sequence is based upon a scene that you would be likely to see in a romantic film. This shows that the actual item of the sponsoring can be used effectively to create a link between the product and sponsored item to help effectively advertise the product better.

Audience

These sequences are clearly aimed at women over the age of 18 as the product is an alcoholic beverage. The sequences can be seen to be aimed at women because of the women that hold all the power in each sequence. People who also might be influenced into buying this product are people who decide to do as the slogan suggests and 'Listen to their Lips.' The sponsored item may also contribute to selling the product as people who watch the films shown on the sponsored channel might be influenced into buying the product through just seeing the sequences at the start and finish of each advert that occurs within the film they are watching.

Baileys Sponsorship Sequences

http://www.thinkbox.tv/server/show/nav.1168 - Go to Baileys

Research - Rowntrees Fruit Pastilles Sponsorship Sequences

Rowntrees Fruit Pastilles Sponsorship Sequences
These sponsorship sequences all contains a person who can do amazing things and shows them doing these in front of people. A person during each sequence then holds up the product and states the slogan of 'OK but I bet you can't put a fruit pastille in your mouth without chewing it.' These sequences would be effective as people may find themselves attempting to take the challenge that the slogan suggests. As the advert also contains many people of different ages and ethnic backgrounds it suggests that the advert is actually aimed at everyone. This is an effective targeting strategy as it doesn't limit the product down to just one target audience. Instead the wide range of advertising for the product helps to sell the product to it's target audience of everyone.

Audience
As I have stated above, the product doesn't seem to have a specific target audience. Instead the product seems to target everyone due to the content showing people of different generations and ethnic backgrounds. People who may also buy this product could be willing to attempt the challenge that the slogan suggest in trying to eat the product without chewing it.

Rowntrees Fruit Pastilles Sponsorship Sequences
http://www.thinkbox.tv/server/show/nav.1168 - Go to Rowntrees Fruit Pastilles.

Research - Lilt Television Sponsorship Sequences

Lilt Television Sponsorship Sequences
These sponsorship sequences all consist of a parrot talking in a stereotypical male Reggae Jamaican accent. The parrot talks of how he is the new face of Lilt and is seen talking into a microphone and walking on a piano. He mentions the product at least once in each sequence so that the audience is always sure of what is sponsoring the program that they are watching. The sponsorship sequences are effective as they all clearly show the product so that there sponsorship campaign will effective help to sell there product. The sequences display a clear reference to Jamaica by the showing of a Jamaican map and the use of Reggae music that is always stereotypically displayed when referencing the country. This reference does help to create a tropical feel to the advert that links with the product itself.

Audience
The audience that this product is aimed would generally be younger men and women that belong to working to middle class societies. This is because the music and content of the sequences would appeal to a younger generation of these classes better than an older generation. People buying also buying this product also could have been influenced by the actual word content that describes the product. The parrot describes the tropical fruit flavourings that are contained within the product and this helps towards influencing the audience into buying the product.

Lilt Television Sponsorship Sequences
http://www.thinkbox.tv/server/show/nav.1168 - Go to Lilt Sponsorship.

Research - Marmite - Our Tune Radio Advert

Marmite - Our Tune Radio Advert
This advert was designed to be funny and has a comical element to it. There is only one voice present within the advert and that voice is from a male. The voice tells a sad story of two people who fell in love and lived horribly but happy lives together until the female he is describing discovers that her husband doesn't like the product that is being advertised. In the final seconds of the advert there is the theme tune 'My Mate Marmite' that is associated with the product. The jolly tune creates a contrast to the sad non-diegetic background music and this contrast helps to create a comical element that will entertain listeners and encourage them to buy the product.

Audience
This advert is aimed at anyone who enjoys Marmite as the product is famous for it's 'You either Love it or Hate it' slogan. You can also say that the product is aimed at the people who do the weekly shop as it is a product that you would find people buying when they shop. Others who could also buy this product could be people who have never actually tried the product and are curious as to which side of the slogan they fall in.

Marmite - Our Tune Radio Advert
http://www.aerialsfoundation.co.uk/hof/HallOfFame.xml - Go to number 17 to find the radio advert.