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Outcomes
Develop knowledge on the advertising regulations
Be handed your mystery advert
Develop understanding of Primary and Secondary Research
Advertising Regulations
Advertising Regulations
As part of planning for your adverts you need to show awareness of what the rules are surrounding advertising codes in the UK...the below article will help with this.
You may also want to aim your product at a specific audience, BARB is a good place to start to analyse when and which TV channel your advert could advertise on.
Task 1
Imagine you are a producer of an up coming advisement, create a poster of the rules and regulations you must follow in order to get your advert shown.
Research
Your task is to research these companies and explain on your portfolio the purpose of them, how they help audience members and how they ensure rules and regulations are abided by, by producers.
ASA
Ofcom
BARB
Primary Research
Primary Research
Often referred to as field research, this is research that has to be done by you and is active! It can range from physical research i.e. taking photos of locations and speaking to public to gather data or interviewing people, holding focus groups and making online questionnaires.
Secondary Research:
Secondary Research:
Often referred to as desk research., this is research others have done, which you analyse. Through analysing pre existing data/ survey results/ Polls etc to use in the development of a project, this can save you time finding the same information again or to use as a spring board for extra research you want to start.
MYSTERY PRODUCT TIME!
Task 2
You are to conduct secondary research into your product by viewing advertisements that already exist.
Within your research you must analyse the mise en scene and its importance in storytelling, identify any audience theories you can pin point to the advert and explain why you have identified that particular theory.
Remember the mise en scene is:
Props
Costumes
Hair and makeup
Setting and location
Characters and proximity
Lighting
I also want you to focus on camera composition (shots, angles and types) within your research. Why are the types of camera positioning used? What can we see? How is the shot telling the story? How is the shot selling the product?
Remember the audience theories:
Hierarchy of needs
Hypodermic needle theory
Two step flow
Uses and gratification theory
Reception theory
Creating your questionnaires/ surveys/ interviews
Creating your questionnaires/ surveys/ interviews
Use google forms to create your questionnaires, share with friends and social media to generate answers.
Social media can be good for creating polls and getting results for smaller form factor content. Same for instagram reels
Before you do a survey:
Before you do a survey:
1) It is important to plan a survey before conducting one... this is so that you can do a Hypothesis a hypothesis should be stated by you in your introduction. A hypothesis is your prediction of the outcome, of the results before you actually get the results, its like your starting point for further investigation.
1) It is important to plan a survey before conducting one... this is so that you can do a Hypothesis a hypothesis should be stated by you in your introduction. A hypothesis is your prediction of the outcome, of the results before you actually get the results, its like your starting point for further investigation.
e.g I hypothesise that my results will demonstrate overwhelming support for the horror genre and through my exploration of typical tropes and cliches, I will develop a consistent plan of conventions to include in my FMP...
e.g I hypothesise that my results will demonstrate overwhelming support for the horror genre and through my exploration of typical tropes and cliches, I will develop a consistent plan of conventions to include in my FMP...
2) Plan your questions... Simply you should avoid questions which won't hold valid data for you to reflect on, if age isn't important to you findings, don't ask for an age. Your questions should avoid leading the candidate to an answer you want e.g would you agree horror is a genre...
2) Plan your questions... Simply you should avoid questions which won't hold valid data for you to reflect on, if age isn't important to you findings, don't ask for an age. Your questions should avoid leading the candidate to an answer you want e.g would you agree horror is a genre...
3) Reflect on your questions... why did you ask the question? what do you predict the answers to be? Why do you think that?
3) Reflect on your questions... why did you ask the question? what do you predict the answers to be? Why do you think that?
4)Give out the survey to as many people as you can to gather data
4)Give out the survey to as many people as you can to gather data
After you have results for you survey:
After you have results for you survey:
5) Reflect on the findings - choose some of the questions which give you more to discuss - remember when you reflected on your questions from point 3! Now you can compare your predictions with the actual results... What was the difference? what does this mean for your project? what will you do now as a result from the survey?
5) Reflect on the findings - choose some of the questions which give you more to discuss - remember when you reflected on your questions from point 3! Now you can compare your predictions with the actual results... What was the difference? what does this mean for your project? what will you do now as a result from the survey?
6)Conclude your survey - from doing the survey what have you developed? How has your concept altered from the data? what is next in the project?
6)Conclude your survey - from doing the survey what have you developed? How has your concept altered from the data? what is next in the project?
Examples:
Examples:
General Questions
General Questions
How often do you watch TV or online video content? (Drop down)
Daily
Weekly
Monthly
Rarely
Which platforms do you use most frequently to watch video content? (Multiple choice)
TV
YouTube
Streaming services (e.g., Netflix, Amazon Prime)
Social media (e.g., Instagram, TikTok)
Advertising Preferences
Advertising Preferences
How do you feel about advertisements in video content? (Tick box)
Very positive
Positive
Neutral
Negative
Very negative
What type of advertisements do you find most engaging? (Multiple choice)
Humorous
Informative
Emotional
Celebrity endorsements
Animated/Visual effects
Impact and Effectiveness
Impact and Effectiveness
Have you ever purchased a product or service because of an advertisement you saw in a video? (Tick box)
Yes
No
Which factors make an advertisement memorable for you? (Multiple choice)
Catchy music/jingles
Visual appeal
Relatable content
Strong message
Celebrity appearance
Demographics
Demographics
What is your age group? (Drop down)
Under 18
18-24
25-34
35-44
45 and above
What is your gender? (Drop down)
Male
Female
Non-binary
Prefer not to say
Open-Ended Questions (Short answer or paragraph)
Open-Ended Questions (Short answer or paragraph)
Can you describe an advertisement that you found particularly effective or memorable?
What improvements would you suggest for advertisements in video content?
Analysing results
Analysing results
QUANTITATIVE (NUMBER VALUE)
Quantitative is numbers and any value you gain from your questions, e.g. age, gender etc.
Quantitative is used to spot trends and patterns in numerical form so you can interpret the answers with statistics and back up any claims you make
QUALITATIVE (WORD VALUE)
Qualitative is words and any information you gain in detail, e.g. opinions, suggestions etc.
Qualitative is used to help provide additional information to you to help you develop ideas or gain insights into your audiences wants/ needs which then help you develop your product and project.
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