Evaluation & Response to Evaluation Questions

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.

Feedback on our Radio Advert

As a group we decided it would be best to get some feedback on our radio advert broadcast that we created, in order to do this we showed the advert to a number of people around our area and took in some thoughts and opinions. We wanted to make sure that our advert did exactly what we wanted it too, and this was sell our hot chocolate. Here are some reactions to our radio advert.

' I really enjoyed it, it was quick and straight to the point.'

'I liked how you advertised it by using a womans voice to promote to your target audience'.

'I think it was excellent as some radio advert go on for too long and bore you to tears. But I liked yours because I knew exactly what you were trying to promote as soon as it came on. Well done.'

We welcome constructive feedback as it allows us if needed to make changes to our advert and try our best to cater to everyone's needs. By advertising our hot chocolate at its most effectiveness.

Ancillary: Indulgence Radio Advert

This is our Radio Advert we have created as part of our Ancillary task. We used a womans voice in the radio advert because we felt it would appeal the best to our target audience (women). If we had used a male voice we could be seen as contridicting ourselves with our target audience.

As we create these advertisement tasks we wanted to keep with our main theme, class and sophisticaiton. We felt if we kept with the same theme throughout our campain it would become more of a symbol the the audience. They would be able to pick up straight away who we were and what we were trying to promote.

As in our television advert the women went into a dream state of mind as if she was in paradise. So we decided it would be best to stick with that theme in our radio advert and keep the atmosphere at a tranquill state. This we feel helps again to symbolise what our product actually is about. Finally we decided that in order to promote and sell our product at its full potential we wanted to add that little bit of class into it. This we feel went well with our female narrator. She added a sence of temptation to the product witch is key when advertising. Because if your advertisement does not go with your product, sales will not commence.

Feed Back on our Television Advert

These are some of the comments we have had back about our television advert about our hot chocolate product 'Indulgence'.

' I really liked the editing involved in your advert. You used the music really well in it too. Well done'

' The music used in this works brilliantly with what you want to get across'

'I liked the fact you used a really nice setting at the end of the advert. It makes me want to go out and get this product. Well done guys'

We also got some constructive improvements that some people said would help make our television advert better than it already is.

' I really enjoyed watching your advert but I feel that it was a bit confusing at times, with more shots of the lady in screen would work well'

We took this into account and made some more shots of our actress in screen to make the storyline clearer. We then showed our advert to the viewer again and they said this.

'That is a lot better, I now no exactly what is going on, thank you for listening to me'

We felt it was important and necessary to show and get feed back on the finale production of our advert, so if needed we could change any aspects of the advert that we got from this feedback. After receiving positive feed back and making one or two changes to the advert to make the plot clearer we finally felt pleased and happy with the overall outcome of our commercial.

Indulgence Full Original Commercial

This is our final 2minute 5second long advert, which is the original that was used to shorted the 30 second short version.

I am delighted with the final and overall production of our advert, after completing a variety of research and planning, we feel satisfied that we have managed to a produce an effective advert. We succeeded in entertaining the audience in the way we intended to. The use of the slow motion in the dream sequence has worked very well as it has implied our idea of 'total bliss'. As well as not to mention the ability to capture the snow at the correct time has given the advert an overall professional aspect and ability to wow the audience and grasp their attention. I feel that our advert meets all of the most important factors that it needs to be able to promote and sell the hot chocolate to the target audience as we have managed to imply our idea of what emotion and reaction the consumer will have once drinking the chocolate. This is our unique selling point of Indulgence that we allow the consumer to achieve cocoa perfection and its even so good... 'you could be dreaming'.

Indulgence Short TV Commercial

We originally had a 2:04 minute long online version for people to view. But as we have to make our advert suitable for global expansion we needed to drastically cut down the 2minutes 4seconds to around 30 seconds, so it could be broadcasted on television, as a TV Commercial. Reluctant that we might loose the story plot of the advert if we cut it down, we made sure as we selected the most crucial shots and scenes of the advert to ensure we still had the ability to express the story of the character and imply our product towards to audience. I feel that we have successfully managed to keep the plot of the advert as it is still evident that the same events occur in the corresponding order.

It is seen that some companies will broadcast longer versions of their adverts online or may first show there original long version on TV in a break after a highly rated TV programme such as XFactor or the Superbowl and then later broadcast the shorter version. For instance the new 'Lucozade advert' is around 30-40 seconds when broadcasted on the television but has invited you to watch the full version of the advert on their website/or YouTube.

Magazine Advert Feedback

When we created our magazine advert we wanted to allow the target audience to give us some feedback on what we were producing. We handed out our magazine advert to some of our target audience and asked them to comment on what appealed to them the most about it. Here are there comments.

'I really liked the simplicity of the magazine advert. It dosent crowd the page with inappropriate bits of text and images.'

'I liked the way you have kept to your original theme by using the black background and similar text.'

'I love how upper class it looks and how it matches your sophistication theme. Really nice to look at aswell.'

Not many products can pull off a really plain and simple design. But with a hot chocolate drink you seem to have done it really well. Brilliant'

We would like to thank the audience who commented on our magazine advert as the comments we got were really positive and helped us get an idea on what the target audience were looking for.

Indulgence Magazine Advert/Poster

This is our final Magazine Advert that we have chosen that our product the most and will continue to promote the products luxurious high quality persona. After a lot discussion and work on designing the advertisement, we decided to keep the magazine advert simple and sophisticated but to capture the product efficiently. We have deliberately matched our packaging style/colours to the magazine advert exactly for consumers to be able to recognise and relate to it straight away. The colour scheming for major brands is extremly important as its what represents that brand or product. As we decided to use a monochrome scheme of black and white we did not want it to be too over the top as we wanted our audiance to establish the products persona of luxurious sophistication.

Indulgence Web Pop-Up Advertisement

This is our final web popup design for our product indulgence. Looking into research from real media texts we were able to design an effective web popup that can be used in various internet sites for advertising, such as upmarket supermarket sites (M&S, Waitrose, Ocado), social networking sites (Facebook, Twitter) and other food/drink relevant sites. Also it will help with advertising our brand to the wider market and boost our sales. which at the end of the day is why we advertise products.

The theme for our pop up advert was to go along the original theme for our hot chocolate product. This was because the audience who have already seen our product relate a lot better. Many brands do the same (Kellogg's, red and ASDA, green) our main feature is the black background which helps symbolise our hot chocolate product. We have also included the same text used in our magazine advert and image too. This all comes together to symbolise our product.

Indulgence Product Design

Final Indulgence Product Prototype

This is our final product prototype of our hot chocolate 'Indulgence'. In designing the product we came up with several ideas in discussion which we all debated on which would suit the target market and specification of our advert best. Still keeping to the simplistic idea of the logo and colour scheme we wanted something that looked sophisticated, high quality and luxurious. Allowing the products use promote itself rather than concentrating too much on a fussy product design. It was important to find the right size for our product so we researched various other competitors for inspiration and ideas.

The container of the product we used was from a Cadburys Bournville cocoa tub. We looked at the containers size and measurements, deciding it was suitable to use in aid of producing our product prototype. After designing suitable logos, fonts and colours we were able to print the label of our product and apply it round the container. We glued the edges together neatly and ensured the label fits; this has given the overall finish of product a near professional appearance. Getting the correct label for our product we found important as its what draws the consumer to the product from its aesthetic characteristics.

Music Selection

Choosing the right music

Music in adverts is usually used to develop the mood and set the advert into context to give an indication of what type of product is being advertised . In my advert I initially wanted to give indication to the characters lifestyle and personality. Also, something that would tie into what was actually occurring on screen and the plot of the advert. We felt it was vital to find the right song as we wanted it to really reflect what was happening as there is no dialogue throughout our advert.

We researched and listened a number of soundtracks, then listed a variety to listen to again to pick out the song that would most fit our advert. Listening over some of the selected music, after we edited most of the filming, we experimented with different sound tracks to suit our advert and product. It was important to find the correct song, as music can also play a big role in advertising as the music/or song can be related to the product. After testing some tracks we found that some of the songs tempo was either too fast or too slow for the pace of the filming speed and didn't flow accordingly.

Possible ideas are :

Nine in the Afternoon: Panic!At the Disco

After Every Party I Die: IAMX

Time To Pretend: MGMT

Fat Boy Slim - Demons

LYRICS:

Fatboy Slim - Demons

They said she had a heart attack

I think the creatures coming back

And I am fine, coz all my love's electrifying

And I come feel like a cesspool

Wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of my demons have withered away

They said he should give himself to bath

I wanna dance to my last breath

But mister ???? only party's hard and ????

Come feel like a cesspool

I wanna be with you, wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons wither away

Demons wither away

All of your demons wither away

You'll understand when you come my way

All of your demons wither away

When you come my way, when you come my way

All of your demons wither away

Oh no no, they wanna get me down, yeah they wanna get me down

All of your demons wither away

I better give my heart a listen

Ecstasy comes and they cannot stay

I better give my heart a listen

I better give my heart a listen

I better give my heart a listen

Coz the preacher saying all of my d-e-yeah-hey ....

Yeah-hey, yeah-hey

All of your demons will wither away

Yeah-hey, heeey

Ecstasy comes and they cannot stay

All of, all of my

You'll understand when you come my way

Yeah, ???? ???? ???? (?well, wanna some?)

All of my demons wither away ....

Ooohhooohooo, aaaahaahaaaa

All of your demons wither away ....

Aaaaahhhhhh, aaahhh

Ecstasy comes, cannot stay

And if you comin' my way-hey

???? ???? say come my way

And then go my way

All of your demons wither away

MGMT - Time to Pretend

I'm feeling rough, I'm feeling raw, I'm in the prime of my life.

Let's make some music, make some money, find some models for wives.

I'll move to Paris, shoot some heroin, and fuck with the stars.

You man the island and the cocaine and the elegant cars.

This is our decision, to live fast and die young.

We've got the vision, now let's have some fun.

Yeah, it's overwhelming, but what else can we do.

Get jobs in offices, and wake up for the morning commute.

Forget about our mothers and our friends

We're fated to pretend

To pretend

We're fated to pretend

To pretend

I'll miss the playgrounds and the animals and digging up worms

I'll miss the comfort of my mother and the weight of the world

I'll miss my sister, miss my father, miss my dog and my home

Yeah, I'll miss the boredom and the freedom and the time spent alone.

There's really nothing, nothing we can do

Love must be forgotten, life can always start up anew.

The models will have children, we'll get a divorce

We'll find some more models, everything must run it's course.

We'll choke on our vomit and that will be the end

We were fated to pretend

To pretend

We're fated to pretend

To pretend

Yeah, yeah, yeah

Yeah, yeah, yeah

Yeah, yeah, yeah

Yeah, yeah, yeah

Location

When we first came up with the idea of having the advert set in a working environment we had the task to find a suitable office space to film our advert , but we found this a difficult task as for most people we needed permission from either head of companies who were unavailable or the risk of brand advertisement of the offices we asked at we found this to have an effect on our filming as we were delayed occasionally , but after a few different places we found the perfect locations to film both inside and out side the office .

Dress & Make-Up Idea's

After finalising our idea on what our advert would consist of and include, our next task was to design the make-up to fit the audience we were targeting and would also help to establish the scene and the mood we were aiming for. Considering our advert is now primarily concept, also with areas of narrative and performance, we decided that the main actor in the advert should have the make-up to suit the type of woman she is , we felt that by showing that she was a working woman that her make would be simple and not too over the top as we want other woman to realate to the woman in the tv ad therefore making our product accessable to a wide range of woman . Having being inspired by many other advert that follow the same forms and conventions we found these averts to be the most successful , we felt that an a simple every day make-up design would conform to what we were trying to achieve and that it would also appeal to our target audience.

Our first thought was to a design and a colour palette which would show up well whilst on camera from various distances (not just close ups)

Knowing that we will be using a large amount of visual concept ideas in our advert and using our make-up ideas as a guideline, we will now be looking into potential costume/outfits for our female character to wear during her day at work. Taking inspiration from what the average working/middle class female would wear to work, we were able to have a rough idea of what would be appropriate in our advert. Also taking into consideration that as we wanted most concentration to be on what the product is and is imply's towards the customer, we made sure that when selecting the correct attire it was not over colourful which can sometimes distract the viewer from the initial idea or context of the advertisement and its product. So we decided to choose light/dark neutral colours that would be most appropriate.

An example of how a brand might use the clothing colour of its character to help advertise the product can usually be seen in a variety of Kellogg's 'Special K' adverts where the woman is usually dressed in red. Special K use red as their main brand colour so will use the colour deliberately and continuously to promote their product.

Website Pop-Up Research

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well.

A variation on the pop-up window is the pop-under advertisement, which opens a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them.

As part of an advertising package for a new product, we have looked and researched into creating a simple web popup for our product. Using the web it will allow the products awareness and promotion to grow. Having researched some example of web ad popups we have established what we could include in our products popup to maximise awareness and promotion. Still using the simplistic black and white colour scheme, which will again allow the advert to look sophisticated we wanted to imply this style of advertising throughout the rest of the advertising scheme.

Indulgence Pitch

As we started to firm some idea's up, we decided to record and present a quick yet effective pitch that helps express our current ideas and puts them into context. Many professional advertising brands will often present a pitch to their board of representatives, who will make decisions and criticism before the advert/product can be developed and produced for the consumer. It is important to review over a pitch as the regulations, code of conduct and conventions of the advert have meet a very high standard.

Advert Planning/Plot

Looking at all the research we have done, taken into account and analysed, planning and story boarding, we finally had a general firmed up idea of what we wanted to have and do in our advert and how we would meet our specifications. We had concern about the story line of the advert as we wanted to ensure it made sense and worked well. In time we developed some good ideas for our storyline and continued to make decisions that suited our adverts specification best.

We were initially inspired by the Horlicks advert where a story line from morning to evening takes place and we wanted to incorporate a similar idea throughout our hot chocolate advert.

In the beginning we have the office scene, where the female character will be dressed in formal (neutral coloured) work attire, will be seen from a close up shot to the face. The female will initially look stressed, tired and giving the impression of 'a bad day at work'. The phone will ring and as she picks up the phone there will be an extreme close up of another mobile phone starting to ring. We thought this was effective as it really made the scene into a stressful atmosphere. Using continuos quick cuts and editing we want to give the viewer a sense of face paced movement and an office rush.

Second scene will show an establishing shot of the female leaving a workplace/office and walking briskly towards her car. Still in keeping with eagerness to get home.

Third scene could be various shots and angles of the car driving home and pulling into the drive. And showing close up of the characters face behind the steering wheel as she stops the car; this still allows the character to keep the mood into context by looking at her facial expressions.

Fourth scene consists of the female walking quickly to the door from an establishing shot, then a quick cut to the female putting the keys into the door then dropping them. A quick close up the hands as they reach down to get the keys and finishing with a establishing shot as she walks into the house.

Fifth scene consists of the character walking quickly over to the dinning table, using a tracking shot. Female drops bag onto table, and a quick cut of an eagle eyed view of the bag on the table. The use of this again adds to the atmosphere the advert has created, showing even more how eager the female is to make her long awaited hot chocolate.

Sixth scene which will show low shot from behind the female as she walks into the kitchen and moves towards the countertop and drinks cabinet. Now here is where we have taken most inspiration from the Horlick advert, as we decided to also use a large amount of very quick extreme close-ups of the character making the hot drink. Still keeping the tempo going has allowed also to show the view that making the actual product is easy and quick. The quick shots help again to emphasis her eagerness.

In the seventh scene, is where we see close up of the characters face, holding the cup of drink, a she sips it. She smiles and a slow motion transition will be used to create the dream like sequence effect.

Eighth scene allows us to show the selected location for our dream sequence which we initially wanted as some type of hut or lodge with a fire if capable. There will be slow motion shots, one which pans slowly to the door of the hut/lodge and the rest inside where they concentrate on the surroundings which now put the atmosphere into a different context; a relaxing, soothing and peaceful space. A medium shot will be shown inside of the character about to sip the drink and also an over shoulder shot which allows the viewer to see the product itself. And to finish the dream sequence, as the female sips in slow motion, the dream transition will appear and the female will be back into the kitchen still holding the cup and smiling in a side close up shot.

Product Design & Magazine Advert Influence

Researching various brands and their products for inspiration we found one brands product design that stood out from the rest and we instantly related our product to the style and appeal of this brand, Gu. Gu is a luxury desserts brand, offering a wide range of chocolate products; brownies, ice-cream, truffles, hot puddings...etc. After recognising some of the brands adverting style, we wanted to incorporate similar aesthetic qualities which we would apply to our product but also use in the magazine advert. Gu's simplistic style of black, a white logo and an enticing photo of the chocolate product captured our imagination to design our product to this simplistic and sophisticated style; but adding our own specific designs to fully develop our product. There is a recent trend for food and drink brands using a minimalism stylish design to improve their products appeal to their target market, and also to reflect the actual product. Most of these styles used are often associated with high quality, luxury and up market products and brands.

Radio Advertising Research

History

The first radio broadcasts aired in the early 1900’s. However, it wasn’t until 1919 that radio stations began to broadcast continuously, similar to what we know today. In the United States, on November 2, 1920, KDKA aired the first commercial broadcast. As more stations began operating on a continuous basis, station owners were increasingly faced with the issue of how to maintain their stations financially, because operating a radio station was a significant expense.

In February 1922, AT&T announced they would begin selling “toll broadcasting” to advertisers, in which businesses would underwrite or finance a broadcast, in exchange for being mentioned on the radio. WEAF of New York is credited with airing the first paid radio commercial, on August 28, 1922, for the Queensboro Corporation, advertising an apartment complex. However, it appears other radio stations may actually have sold advertising before WEAF. As early as May 1920, an amateur radio broadcaster leased out his “station” in exchange for $35 per week for twice-weekly broadcasts. And, in Seattle, Washington, Remick’s Music Store purchased a large ad in the local newspaper advertising radio station KFC, in exchange for sponsorship of a weekly program, in March 1922. Additionally, on April 4, 1922, a car dealer, Alvin T. Fuller, purchased time on WGI of Medford Hillside, Massachusetts, in exchanges for mentions. So, although WEAF is credited with the first advertisement, it appears other radio stations ran advertisements prior to August 1922.

During radio’s Golden Age, advertisers sponsored entire programs, usually with some sort of message like “We thank our sponsors for making this program possible”, airing at the beginning or end of a program. While radio had the obvious limitation of being restricted to sound, as the industry developed, large stations began to experiment with different formats. The “visual” portion of the broadcast was supplied by the listener’s boundless imagination. Comedian and voice actor Stan Freberg demonstrated this point on his radio show in 1957,using sound effects to dramatize the towing of a 10-ton maraschino cherry by the Royal Canadian Air Force, who dropped it onto a 700-ft. mountain of whipped cream floating in hot-chocolate filled Lake Michigan, to the cheering of 25,000 extras. The bit was later used by the USA's Radio Advertising Bureau to promote radio commercials.

The radio industry has changed significantly since that first broadcast in 1920, and radio is big business today. Although other media and new technologies now place more demands on consumer’s time, 95% of people still listen to the radio every week. Internet radio listening is also growing, with 13 percent of the U.S. population listening via this method. Although consumers have more choices today, 92 percent of listeners stay tuned in when commercials break into their programming.

Research & Rates

Radio stations today generally run their advertising in clusters or sets, scattered throughout the broadcasting hour. Studies show that the first or second commercial to air during a commercial break has higher recall than those airing later in the set.

Arbitron is one of the primary providers of ratings data in the United States. Most radio stations and advertising agencies subscribe to this paid service, because ratings are key in the broadcast industry. Ad agencies generally purchase radio based on a target demographic. For example, their client may want to reach men between 18 and 49 years old. The ratings enable advertisers to select a specific segment of the listening audience and purchase airtime accordingly. Ratings are also referred to as “numbers” in the business.

The numbers can show who is listening to a particular station, the most popular times of day for listeners in that group, and the percentage of the total listening audience that can be reached with a particular schedule of advertisements. The numbers also show exactly how many people are listening at each hour of the day. This allows an advertiser to select the strongest stations in the market with specificity and tells them what times of day will be the best times to run their ads.

Besides the basic numbers, most radio stations have access to other data, such as Scarborough[disambiguation needed, that details more about the listening audience than just what age group they fall into. For example, some data will provide the types of activities listeners participate in, their ethnicity, what type of employment they do, their income levels, what kinds of cars they drive, and even whether or not they have been to a particular entertainment or sports venue in the past month or gone to a spa.

Radio stations sell their airtime according to dayparts. Typically, a station’s daypart lineup will look something like the following: 6am-10am, 10am-3pm, 3pm-7pm, and 7pm- midnight. The spots running after midnight, from 12am-6am, are referred to as “overnights”.Though this schedule of dayparts can vary from station to station, most stations run similar daypart lineups and sell their advertisements accordingly. Drive times, or morning and evenings when people are commuting, are usually the most popular times of day and when each station has the most listeners. The “rates”, or what the station charges the advertiser, will reflect that.

Researching a variety of researching a variety of radio advertisements, we were able to establish some idea's in what we could include in our own radio ad for our product. Looking at this Haagan Daz ad, the voice over is predominately a woman (mainly aimed at women), but the woman speaks about men thinking about Hagaan-Daz every 6 seconds. Effectively used to relate the product in a sexual aspect. Product becomes desirable to females. The Budweiser Ad aimed at males, uses a male voice over, with a deep masculine voice. Speaks and relates to men doing everyday 'manly' chores, where this becomes effective as men then relate to this become attracted to the fact Budweiser can be associated in some how with what their doing.