I carried out my own research in preparation for my advert by creating a questionnaire that will gather me the information that I am looking for.
This will help me to decide whether or not I should include people in my advert, eating and drinking the products I advertise. It will also help me decide whether or not using a narrator, a music track or maybe even both would be the best decision for my audience. Additionally, I can find out what style of advert my audience will prefer where I will then be able to decide on what genres to apply in the production stage e.g. two genres might have equal appeal to people, therefore I will attempt to apply both of those genres into my adverts; a hybrid.
Below is an example of my questionnaire that I handed out to people. I gave away 40 of them and received 40 responses, which have all been presented in this word document through pie charts and bar graphs.
After gathering up my results, I have come to many conclusions about the decisions I will make for the production stage of my advert. As food is a topic that is not gender specific, I gave out 21 questionnaires to females and 19 questionnaires to males in order me to accumulate a good proportion of male and female results.
After undergoing some secondary research about my target audience, I figured this would be for both the younger generation and the older generation - which is correct according to my results as 3 of the people I gave my questionnaire too were aged 10-14, 16 of them were aged 15-19, 6 aged 20-29, 6 aged 30-39 and 9 aged 40+. This was a successful balance of ages which resulted in me having fair feedback.
The genre artistic is the genre that most of my audience preferred when it came to the four options I gave them. This means that M&S being one of my influences for my advert is now going to be my main influence, as their food adverts are all round artistic, so I should try my best at attempting to create an artistic advert myself in response to the feedback. My audience also liked humorous adverts, as this was the second favourite. It is possible that I could apply humorous elements as well, if I perhaps involved an actor/actress; however the responses I received on question 5 means that including people eating and drinking the products I advertise is not a very popular idea at all. Only 8 people out of 40 would prefer to see an item of food or beverage be consumed, which means that having an actor/actress in my advert is unlikely. This is further backed up by the results from question 9. Only 10 people think that it is important for an advert to feature a person, which results in 75% of my target audience finding it unnecessary for there to be a person in an advert in order for a product to sell to the audience.
From the results from question 7, it appears that Hive, Go Compare and Compare The Market were the most popular adverts that my target audience (10 of them) despised because of the reasons below:
"It has a pointless rhyme"
"Annoying/irritating" x5
"Repetitive" x4
Hive and Go Compare both have a rhyme/song to go with their advert, but this doesn't seem to be a popular element as they have been classed as annoying and irritating - so I most certainly won't be creating a poem of any sort for my advert. Also, many of my audience commented on the adverts that had people trying to lip sync to what they'd said, but being out of time e.g. Clear Blue Pregnancy Test and Oral B adverts. Therefore, if I was to include a person in my advert I would need to make sure that their speech being filmed was in sync with their speech through the microphone as this is a major set back when advertising a product.
Finally, question 10 informs me on whether or not a narrator or a music track is the most important element of an advert. Surprisingly, only 4 people feel that a narrator is important, whilst 26 people find that a music track is more important. However, 10 people believe that there should be both elements involved with an advert. Therefore, I will most certainly be including a music track in my advert, and perhaps a narrator in certain segments of the commercial; perhaps the end when a slogan needs to be read, as this is not the main necessity for many people, but still for 10 people out of 40.
After undergoing some secondary research about my target audience, I figured this would be for both the younger generation and the older generation - which is correct according to my results as 3 of the people I gave my questionnaire too were aged 10-14, 16 of them were aged 15-19, 6 aged 20-29, 6 aged 30-39 and 9 aged 40+. This was a successful balance of ages which resulted in me having fair feedback.
The genre artistic is the genre that most of my audience preferred when it came to the four options I gave them. This means that M&S being one of my influences for my advert is now going to be my main influence, as their food adverts are all round artistic, so I should try my best at attempting to create an artistic advert myself in response to the feedback. My audience also liked humorous adverts, as this was the second favourite. It is possible that I could apply humorous elements as well, if I perhaps involved an actor/actress; however the responses I received on question 5 means that including people eating and drinking the products I advertise is not a very popular idea at all. Only 8 people out of 40 would prefer to see an item of food or beverage be consumed, which means that having an actor/actress in my advert is unlikely. This is further backed up by the results from question 9. Only 10 people think that it is important for an advert to feature a person, which results in 75% of my target audience finding it unnecessary for there to be a person in an advert in order for a product to sell to the audience.
From the results from question 7, it appears that Hive, Go Compare and Compare The Market were the most popular adverts that my target audience (10 of them) despised because of the reasons below:
"It has a pointless rhyme"
"Annoying/irritating" x5
"Repetitive" x4
Hive and Go Compare both have a rhyme/song to go with their advert, but this doesn't seem to be a popular element as they have been classed as annoying and irritating - so I most certainly won't be creating a poem of any sort for my advert. Also, many of my audience commented on the adverts that had people trying to lip sync to what they'd said, but being out of time e.g. Clear Blue Pregnancy Test and Oral B adverts. Therefore, if I was to include a person in my advert I would need to make sure that their speech being filmed was in sync with their speech through the microphone as this is a major set back when advertising a product.
Finally, question 10 informs me on whether or not a narrator or a music track is the most important element of an advert. Surprisingly, only 4 people feel that a narrator is important, whilst 26 people find that a music track is more important. However, 10 people believe that there should be both elements involved with an advert. Therefore, I will most certainly be including a music track in my advert, and perhaps a narrator in certain segments of the commercial; perhaps the end when a slogan needs to be read, as this is not the main necessity for many people, but still for 10 people out of 40.
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