How effective is the incorporation of my main product and ancillary texts?
Working in our group, researching and looking into ancillary texts, we were able to apply all our ancillary texts which comprised of our radio advert, magazine/poster ad and our web pop-up together with our TV advertisement. We wanted to ensure that our style of advertising really caught the consumers attention, so we decided to run a simplistic sophisticated style throughout our advertising campaign. We looked at a variety of real media texts and noted some influences that apply the same theme of their brand/product throughout the rest of their advertising scheme. We wanted to maintain the idea that although the image was simple it still created that scense of luxury , hence our brand name 'Indulgence'.
As part part of the television advertising package, we also had to produce and research into web pop-up ads and radio advertisement. Researching into the forms of web pop-ups from real media texts, we were able to show some examples of pop-ups that were effective and we could use as influence when developing our own popup. After establishing what style of popup we were going to produce we made certain it was relevant and suited the rest of our advertising campaign, conforming to our simplistic, effective, yet sophisticated style of advertising. We felt overall from our feed back that our web popup was effective and we were pleased that it still maintained the class and sophistication we waned to convey.
As well as producing a popup ad, we also researched and produced a short yet effective radio advert for our product Indulgence. During research we were able to find some valuable influences from some major brands such as McDonalds, Haagan Daz and Budweiser. Taking the research into account we were able to note some aspects of our influences that we could use for inspiration. In group discussion we finally came up with a final idea for the radio advert and what it should conform to. When producing the radio advert, we made certain we still again maintained the same advertising style we have used throughout our advertising campaign. From the feedback have gained into the radio advert, the comments were all positive and we felt we have been able to deliver a clear message to the audience about our brand. We have successfully managed to use the radio advert to continuously promote our product after the television advert.
What have I learnt from the audience feedback?
It was important for us recognize our target audience while researching and before we began on the production of our television advert and the ancillary texts.
In the research stage we wanted to establish our main target audience, so we set out creating a simple and effective 'target audience' questionnaire, asking a variety of people about television advertising and hot chocolate. We found out that our target audience was mainly aimed at woman which created an intersting respone when we showed the advert to a male population who overall enjoyed the advert with positive responses and said that although it was clear it was female orrientated that they would also purchase the Hot chocolate beverage drink. I found that the questionnaire helped us find out what would be the most effective and popular, so we took this into consideration when developing our advert and product.
We needed some information on market research so we also created a research questionnaire that allowed us to establish more information on our selected target market that we found out from the target audience questionnaire. I learnt that being able to find valuable market research allowed us to recognise what the consumer wanted and and preferred; and from this we applied the information into the development of our television advertising campaign.
We gathered some comments on our final pieces of the TV advert, Radio advert and magazine ad. We felt it was necessary to be able to gain some form of evaluation feedback from other people and especially the target market. We found that we generated mostly positive feed back on our television advert, with one criticism mentioning there needs to be more focusing shots on the character making the storyline clearer. We immediately took this into account and applied a number of shots that effectively helped make the outline of the plot clearer to the audience. Looking at our radio advert feedback which again was possitive we managed to establish that we successfully applied our idea to the target audience.
From the feed back we got from our magazine advert, was positive. We used again the same advertising style theme to continuously make the product memorable toward its audience. We felt from this feedback we didn't need to change any aspects of the magazine advert as it complied with our specifications and overall appealed to the audience.
I learnt from the radio adverts feedback, we have successfully managed to appeal our product towards any audience through spoken word. We felt pleased that the feedback we got was positive and allowed us establish that the radio advert worked in the sense of being able to promote our product through the radio.
In what ways does my media product use, develop forms and conventions of real media products?
To ensure our product used and developed to meet the forms and conventions of real media products, we have taken the necessary steps and changes to allow our advertisement campaign to meet the standards of real media products. It is important for our advertisements to meet these aspects, as it will allow us to show the use and influence of real media products we have researched into. Also mentioning the other research and planning we have completed to to help us develop and meet the forms and conventions of other real media products.
Looking at the forms and conventions we researched into, I feel we have met these in several ways.
It is important to fully grasp the forms and conventions, which initially are followed by most globally successful advertising firms/businesses. For me to be able to recognise the most valuable forms and conventions used theme as an aid in which I can produce an effective advert using my full initiative. We have managed to continuously mention the brand name throughout our campaign over and over again to really emphasis on the promotion of the products name; this effectively becomes memorable towards the consumer. Another aspect was we deliberately used a well-known popular song, that not only suits the persona of the brand but also helps sell the product and again becoming memorable towards its audience. As well as not to mention the name of the brand itself 'Indulgence' and the catch tag 'Cacao Parfaite', that was picked to become recognizable and easily recalled.
Our television advert uses a simple plot that we think gets to the point of what we are trying to imply about our product 'Indulgence'. Using the correct character for our advert was very important as it immediately allows the audience to realize the context and target audience of the advert; throughout the plot, I feel that it has provided the correct information for our product allowing the audience to establish what we are trying to sell. The only thing that we had criticism on our advert was not using enough quick shots of the character. Looking into this we saw this had a flaw in the advert and didn't allow the plot to clearly come through. Which we changed and received positive feedback. We wanted to use some form of transitions between some of the shots to add a variety of special effects to the advert, to grab the audiences attention. We used this at the start of the advert as our brand logo appears, zooms out and fades away. Again we used transitions between all the shots in the dream sequence, applying slow motion and fade outs from different angles to really emphasize the a 'dream' like sequence that would really catch the audiences eye and become memorable towards the brand name. Another form we met was the use of shot styles. The variety of styles enable the audience to see the characters reactions and feelings which we have focused on to ensure the audience can relate to the emotions of the character after a long stressed day at work. This is effective as allows the consumer to relate to the products use and then wanting to try it; from this also allows the view to be called into action... getting up and wanting to purchase the product almost immediately. Finally I feel we have connected with our audience as we have gone to every length to meet the specifications and forms and conventions of real media products in the advertising industry.
How did I use media technologies in the construction and research, planning and evaluation stages?
Using a variation of different media technologies in the production stages of our media product gave us a valuable amount of help and information during our task.
Using the internet as the most used form of media technology, has given us a vast amount of information that we were able to use in all stages of our advertising production. Having the ability to use the internet, we used it as a source of help for much of our research. Such as being able to throughly look into the definitions of television advertising, theories, influences on music/advertising and the most important being able to explore the media forms and conventions of advertising. Using the ASA website I quickly able to establish some research on regulations on advertising, which were taken to note when coming up with out plot. Also using wikipedia we were able to have in-depth information about the advertising industry and also about different parts of the world. YouTube was very helpful as it allowed us watch and research a vast number of examples, idea's and influences throughout our research and planning stages.
Using the correct media technology equipment was important to us as we thought this would reflect on our overall quality of production and work. Using the best quality HD cam-recorder we were able shoot all our television advert in 1080p high definition. Using this gave our advert a clear picture nearly on par with professional standards. For me being able to have a very experienced knowledge on the use of Apple Macs, I was able to use my Mac in the construction/editing of our TV and radio advert. I was clear on the editing tools such as iMovie which I used for last years AS production, that enabled me to quickly and efficiently start and finish the editing of our production. Although we did have a slight problem with my iMovie, as the version was 08', and notoriously didn't have a slow motion tool. As we needed this tool to enhance our dream sequence I purchased the up to date iMovie 11' and was able to use some of the new tools to improve the production of our advert further more.
