Research and Justifications

Audience Information

Audience measurements panels are often used ion the radio and television industry as a way of collectively sourcing the popularity of a programme at a specific time/channel and too a certain audience. Diaries are kept of how well the audience are reacting to the programmes. The information gained through companies such as BARB allow the broadcasting companies to evaluate the programmes popularity through viewing ratings. Special devices are connected to a wide variety of televisions with in homes (under homeowners consent) and monitor which family member is watching what and at what time.

Companies will look at their programmes ratings and will also set up face to face interviews, focus groups and questionnaires in which they shall be able to work out what gender and age enjoy different programmes. They can also find out what the viewers liked and dis-likes about the programme in order to improve the way the programme is structured in terms of the narrative, talent etc.
Programme profiling allows broadcasting companies to view who watches their programmes. This allows them to make changes to schedules of broadcasting to match the influx in views from a certain group pf people. Television research agencies such as tech monitor, who perform the above stages of research i order to learn what is in trend.

Sources of Information

Rate cards are created by companies with business sectors such as the media industry and state the cost of advertising placements during programmes advertising space. The rate card, is the document that states the cost of advertising on certain channels and at certain times.  Companies will research the most popular times and channels in which their target audience watch television. Advertising agencies will work in favor of the company wanting to advertise their service/products in order to reach the advertisements full potential in attracting sales. Advertiser information packs, include the rate card, insertion dates and publications dates. This package basically allows a company to begin advertising their service/products to the right people minimizing mistakes and errors.

Audience Classification 

The standard occupational classification system is used by federal statistical agencies as a way of classifying employees into sectors/groups of people. This allows a range of agencies to collect, manage and evaluate data in the world of employment. The data allows the government to to evaluate the current employment structure and ultimately make reforms or investment in struggling and successful sectors.  Analyzing the demographics of certain areas allows businesses to evaluate their business structure to focus on meeting their target audience. Population demographics simply determine the age and gender of that areas population.  Marketing companies use demographics to advertise to the correct audience. The demographics allow media advertising agencies to market for instance a film on billboards in the appropriate location to reach their target audience. Phychographics are the attitudes and lifestyles of people. Understanding peoples views and typical lifestyle choices allows media outlets to classify their target audience. 

Regulation

The advertising standards authority (USA) covers a wide range of media formats from, television to online advertising. USA's primary role is to withhold the advertising regulations set out by themselves and Ofcom. They mainly monitor all media outlets making sure that companies advertisements follow their strict rules and do not break their regulations. If a company were to have breached the regulations of advertisement, then add of any format will be removed from its location. Cases of breaches can be fairly common. The latest television and online advertising scheme introduced by Mountain Dew suffered heavy criticism and allegations of  sexism and racism. Ofcom and USA acted with speed and removed the adverts broadcasting rights on television and online. Ofcom have a set of codes that apply to advertising on a range of media outlets. These codes should be seen as rules for advertisement production companies in order to prevent adverts breaching both Ofcom's and USA's regulation as both Ofcom and USA have legal backing, they are able to impose fines and take companies to court if they do breach the set regulations. 

Advertisement Analysis Presentation + Mark Sheet

Advertisement from otyrrell10

Risk Assessment

Questionnaire Results

As you can see from this graph, most of the people that completed the questionnaire happen to be our target audience.

As we are targeting both genders, its good that the questionnaires were completed by both genders.











We also asked questions such as whether they understand the narrative, what they enjoyed and didn't enjoy about the advertisement. Its very important that we collect feedback from our target audience and that we correct/adjust the issues that have spotted in the advert. Its also important that we learn from our mistakes so that we do not repeat them in the future.

PG Tips Advertisement Evaluation

Brief

In unit 30: TV advertisements, we were assigned the task of creating a new television advert of a re-marketed Unilever product. We were individually placed into groups of four in which we shared initial ideas. Josh and myself pitched the possibility of marketing lynx as a more luxurious product. However, Alice and Zachary shared their idea of marketing PG Tips to a younger target audience of teenagers. As a group, we decided that re-marketing PG tips to a younger audience, would be a more viable option due to the fact that we are selves are teens. Our age allowed us to relate to the audience, and create an effective advert that would appeal to teens.

 After brainstorming advertisement ideas, we decided to create an advert that would primarily use humor as the key appeal factor. We would show a contrast between a badly behaved class of students and a well behaved class that is drinking the PG tips tea. The comedic contrast as well as the catchy slogan "join the tea-nage revolution" , would hopefully attract teens to the brand. We then began to notice that if the advert was perceived as being "cool" then it could create an effective hype for the product.

PG currently target a middle aged audience of both genders. Although their brand identity is very popular, the current celebrity endorsed adverts such as the series which included johnny Vegas was well perceived but in my eyes struggled to attract new audiences. As this is the case, we decided to prioritize our efforts in appealing to a new audience. Teens can be very influential, by things they see on TV and on the internet.

Finished Product And Feedback

In order to receive feedback on the finished advert, we decided to show a group of teens (target audience) the advert. After viewing the advert once or twice, we asked for both positive and negative feedback on all aspects of the advert. This consisted of how well we edited the advert, the use of sound and lighting, effect narrative, persuasive techniques, professionalism and mise-en-scene.

The key points made in the discussion allowed us to re-think certain features in our advert as well as informing us on things that worked effectively. one of the main positives highlighted in the group discussion was our use of music. Our target audience found that the music fitted the adverts theme very effectively and set the mood in the correct manner. Sound was something that we felt would ever make or break the popularity of the advert, so therefore this feedback is very reassuring. Feedback was also very positive when discussion our use of dynamic shots and camera angles. We tried to use a varied range of shots/angles in order to engage the target audience. 

Although discussing the adverts positives is very satisfying, we also wanted to know were the advert could make improvements. one of the main areas for improvement, was the clarity of narrative. While going through the processes of production, editing and shooting, i felt that the initial ideas began to change without us really realizing. This is why i believe that the audience seemed confused in certain shots. This is apparent when the contrast of behaved and badly behaved contrast is shown.

I believe that we were effective in reaching our target audience due to the fact that in our feedback discussions, the overall reactions were positive and could therefore create the buzz/hype that we hoped would ultimately be created. Our marketing plan was very ambitious as the current market that PG tips targets, is far older then the one we chose to aim at. In the discussions the audience were interested in drinking tea as its something that most of them had never tried before. They also found that our use of promotional content publicized in the end credits was effective in creating interest in the "tea-nage revolution".

In order to create a professional and appealing advert, we had to take certain aspects into account before shooting such as our use of camera angles and shots. We wanted to introduce a fast paced and dynamic advert to our audience and i think we did this too our best ability considering the setting/props and time limit that allocated to us. If we were to make improvement in this section,  i would defiantly include more realistic props and higher quality sound equipment. When designing our storyboard, we didn't have to take too much consideration into mise-on-scene due to the fact that any classroom would look effective.

The feedback that we received would suggest that we did effectively reach the target audience, as they sounded very intrigued in the product that we re-marketed. One of the main factors that allowed us to reach our target audience, was the use of persuasive techniques, the comedic/appealing narrative and the effective use of camera shots. The persuasive techniques used in the advert ranged from the "hip" actors/actresses that teens can relate to, as well as the  comedic aspects of the advert. We also used the credits as a a persuasive technique as we promoted the slogan and social networking sites that would offer prizes for buyers. 


  
Personal Reflection

Our intentions for the advert changed slightly while developing our initial ideas and shooting. When developing our initial ideas onto the storyboard, we realized that the beginning of the advert was  too slow and boring. We ultimately decided to shorten the advert at the beginning (and in other areas),in order to create a more fast paced/snappy advert that would engage the audience more effectively. Once we had finished the storyboard, we began shooting and noticed that original shot ideas did not fit with the humorous theme of the advert. One of the main issues with the advert, was the editing and the poor acting. Some of the scenes were confusing (shocked face of teen) and unnecessary (teacher walking down corridor). When editing, we naively placed text in awkward places meaning that important information was  hard to read.

After receiving both positive and negative feedback, it became clear that the advert lacked in certain areas such the narrative and its effectiveness in appealing to the target audience. However the advert was successful in grabbing peoples attention and creating an interest in the product. Regardless of the adverts downfalls, we were able to create an advert with simplistic camera shots/angles, an appealing narrative and hints of comedic elements that created an overall effective advert. 

From my own personal perspective, the advert did have flaws, flaws that were easily visible and confusing to watch. These flaws could have been easily rectified but with the short editing time and strict deadline we were not able to complete the advert to the highest standard possible. I myself have slight obsession with perfecting my own work, however this can be difficult when working in large groups. When working in groups, everyone will have brilliant ideas and perspectives on the way the advert should be perceived. Taking everybody's ideas and thoughts into account is something we organised and shared very effectively. However i do feels as though my own communication skills could have been improved as i did not voice my opinion on occasion were changes should have been made.

If i was able to change anything, i would have changed certain shots into more dynamic and fast paced ones. The slow and some what boring  beginning should have been shortened even more so that the target audience were engaged quicker. I would also have altered the sound levels, in order to counter an confusion as to why the teacher turns around. Also the on the screen graphics at the end of the advert were visually awkward and too bright. If we were able to alter/adjust these issues then i strongly believe that the advert would have been a very professional and effective in targeting the re-marketed audience.

I feel as thought i had a very important role in developing my own creative ideas and proposals. I had a leading role in creating the narrative as well as the adverts use of camera shots/angles. I tried to voice my own opinion in a open and friendly manner as well as listening and taking into account other members of the groups ideas. I particularly enjoyed developing everyone's ideas into the final narrative that was used in the advert. I also found that  i was an effective member of the group when assisting in filming the advert. I made sure that the props/equipment was set up in the correct place. This was a fundamental factor in creating the professional setting.

Our PG Tips Advertisement.

This is my groups finished advertisement. Enjoy!

Feedback Questionnaire

PG tips advertisment- Storyboard and Location Recce

Pre- production

Ideas
The First stages of  Pre-production consisted of group discussions and mind mapping. We began by pitching our individual marketing ideas in which we settled on re marketing PG tips for a younger audience. We also brainstormed ideas for the advert. We finally decided that we would use humor in order to relate to the younger audience.

Synopsis
 The idea is very simplistic but engaging and memorable. The advert is set in a school classroom and focuses on a "Tea revolution". A loud class of teens ignore their teacher as he struggles to control the class/begin the lesson. He brings in the PG tips box at the beginning of the scene and places it on his desk. He then leaves the room and enters again to find the class silent and individually drinking cups of tea. The pupils react awkwardly as the teacher stands at the front of the class in amazement. We then cut to individual  pupils showing their expressions. Both the surreal and contrasting humor will hopefully make the advert/brand appeal to the target audience.

Extras
We have also decided that in the final shot, in which the slogan and marketing info appears over the shot of the PG tips box on the table, a pupil will come from under the table and steal the box. The slogan will state something along the lines of, "Join the Tea-nage Revolution".

Relevance to Audience
 We hope to engage the target audience with the surreal and comedic elements of the advert. We want to try and create a craze or interest in the brand by using Facebook and over social networking sites to advertise the "Revolution". We intend to broadcast the ad on popular channels such as MTV and BBC3 etc. These channels particularly focus on younger audiences so it make sense to broadcast on these channels.

Message
We initially hope to achieve a large amount of interest in the product. PG tips have never targeted a young audience, so our re-marketing of the brand needs to be interesting and relate to the target audience. If we are able to engage with the audience and interest them in what could possibly be seen as the new "hip" product for teenagers. Hopefully we are successful in relating to the audience and creating a buzz for the product.

Style
The predominant style of our advertisement is humor. Most of our initial ideas that were mentioned in the discussion group also had factors humor, however the "classroom" idea would look more professional, due to the fact that we have easy access to the classroom/props. The change in the pupils behavior as well as the teachers reaction create some very comedic entertainment that quickly engage with the audience.

Content
Our advertisement begins with a tracking shot of teachers feet as he walks down a corridor. We then reverse        d the shot of the man walking. We then cut to a close up of the teachers face as he continuous to walk down the corridor.The camera than also cuts to a close up of the PG tips box under the teachers arm. We then cut to a long shot of the teacher walking towards the classroom door. The shot allows the viewer to also see a vague glimpse of the pupils inside the classroom.
 We then cut to an over the shoulder shot of the teacher in the doorway (looking into the classroom). The next cut consists of a medium shot showing the teacher walking into the classroom. We then cut to a close up  of the teacher placing the PG tips box on the desk. We then have a medium shot pan of the teacher moving towards the whiteboard.The next cut is an extreme close up of the pen not working; this swiftly cuts to a side view of the teacher moaning. The teacher then slowly turns around at a medium shot/close up. We then have a close up on the same students drinking tea, reading a newspaper, playing cards and generally acting civilized. The second to last shot pictures the students starring at the teacher. This will be shot at a medium shot. The ending shot, will be shown as a background shot in order to edit the slogan and information over the image. The shot will be a medium shot and will consist of a pupil stealing the box from under the table.

Target Audience Questionnaire


















Results/Graphs

 As you can see from this graph the three dominant channels watched by teens are BBC3, ITV 1 and BBC 1. The programs aired by these channels, are usually comedies aimed  at younger audiences. Younger adults also watch soap opera's such as Eastenders which happens to be aired on BBC 1.








As you can see, most people are aware of the latest PG tips adverts and ultimately enjoyed it. Producing a re-marketed advertisement that's on par with the original is going to be difficult.









Clearly are audience agrees with the new marketing/advertising campaign proposal, as long its created at a professional standard.







The only concern that we have with the re-marketing campaign, is that we originally expected more people to drink tea. However we still believe that the marketing campaign will be successful.

Production Diary:

Week 1
We began the new topic, by being placed into groups of four. My group consisted of myself, Alice, Zachary and Josh. Our initial task was to brainstorm ideas and as then as a group, choose the most popular one. We agreed on re-marketing PG tips for a younger audience (roughly 15-25 yrs old). We then pitched different ideas for the actual advertisement, and came to the conclusion that a continuous shot in which josh narrates over a  boring and stereotypical OAP life.
 We began our Pre production work, which consisted of preparing initial shot lists, location recce choices, possible risks (assessment) and designing the adverts storyboard.

Week 2
This week we continued the creating storyboard, taking our initial ideas and developing them onto the storyboard. We individually took part in writing up the shot types/angles and duration's for each scene. We also took turns in drawing the scenes onto the storyboard.
We've finally finished the storyboard, and are continuing the paper work that we discussed before creating the storyboard. We've have created a location recce, risk assessment, prop list and required equipment list.

Week 3
This week we have began preparing to shoot the advertisement. This included getting hold of the props, such as the PG tips box, cups, talent, camera and equipment. We have now begun shooting and are half way through the first storyboard. The scenes are taking longer than we initially realized but its important that we