Target audience questionnaire

Questionnaire to confirm the findings of researchers and to finds how our advert will reach our target audience most effectively.

1. Which age group to you belong to? (Please tick)
a. Under 18

b.18-24
c.25-34
d. over 35

2. On average, how many hours of TV do you watch per week?

a. None

b. Between 1 and 5 hours

c. Between 6 and 10 hours

d. Between 11 and 15 hours

e. Between 16 and 20 hours

f. Above 20 hours

3. On average, how many hours do you spend on the internet per week?
a. None

b. Between 1 and 5 hours

c. Between 6 and 10 hours

d. Between 11 and 15 hours

e. Between 16 and 20 hours

f. Above 20 hours

   4. What is your most popular type of programme, rank 1-6 with 1 being the most popular?
        a. Documentaries

        b. Drama

        c. Entertainment

        d. Comedy
        e. Food
        f. News, current affairs and politics

5. Which of the following do you use the internet for? Rank 1-4 with 1 being most visited site

        a. social networking
        b. News and weather
        c. Entertainment
        d. Information (e.g. Google, Wikipedia)

Audience analysis

    Here are the steps I have taken to complete my audience analysis.
     1.Find out the consumer profile for that product ( type of people that consume energy drinks) 
     2. Find out the media that targets the consumers of that product (print, broadcast, digital?)   

     3. Find out the types of programmes they watch and that is where the advert will be shown

     4. Find a sponsor that appeal to young people 

The initial target population for energy drink consumers was athletes however this has now expanded to reach a wider target market. Here are some examples of the findings of researchers regarding profile consumers of energy drinks. I have collected this research in order to find out the age group that consumes the majority of energy drinks in order to create an advertisement that appeals to that particular age range.

The majority of drinks are targeted at teenagers and young adults 18-34 year olds (Lal 2007)
The popularity of energy drinks amongst the popular generation is evidenced by 34% of 18-24 year olds being regular energy drink users. (O'Brien and others 2008; Mintel 2009)
About one and a half college students consume at least one energy drink per month in a hope to increase their energy levels to compensate for their lack of sleep or to mix with alcohol. (Miller 2009)

The information provided from market research suggests that the younger generation are the greatest energy drink consumers meaning our advert should reach out to this audience. In order to find out the type of media that targets the consumers of that product, I have collected further research to ensure that we will be displaying our product on the type of media ( broadcast, digital, print) that is relevant to that age group (18-24 year olds).



This data shows that there is a decline in hours spent on any type of media as age increases. Fortunately this means that any type of media used will be more beneficial for the promotion of our product amongst our target audience than it would be amongst an older target market.
TV and internet consumption is the highest for 18-24 year old of all media types. Our main advertisement will be filmed and we will also produce a web pop up that will appear on the internet. To find out where our advert and web pop up will be placed, I will research into the programmes that are most watched by my target market by creating a questionnaire.

Advertisment research (lucozade adverts)

http://www.youtube.com/watch?v=de58eWgDNFg

This Lucozade advert features groups of young fashionable, cool and sporty individuals. The message that is given to the audience is that you could be like this if you have Lucozade. There is little focus on the energy drink itself and a much larger focus on the individuals' skateboarding, rollerblading and dancing in a desirable location (sunny, palm trees, beach). To the audience, this is very appealing and the song also plays a big part in drawing their attention in as it is a dubstep song- something that is popular amongst the younger generation. An example of a symbiotic relationship can be seen between DJ Fresh( Artist in Lucozade advert) and the Lucozade advertising company. When people hear the song, they associate it with Lucozade which may encourage individuals to purchase the energy drink. Similarly the song is likely to become more popular with the frequent appearance of the advert on television.

http://www.youtube.com/watch?v=gCp_tR3WpT4

In the build up to the 2012 Olympic games, there was a rise in the number of adverts using this big event to their advantage such as this Lucozade advert. Here, by featuring the Olympic champion Mo Farrah, Lucozade is trying to give the message across the public that you can become an olympic champion like Mo Farrah if you drink Lucozade. the voice over says 'you need to replace the electrolytes you lose in sweat, an isotonic performance fuel to take you faster'. Which makes Lucozade appear to be not just an energy drink but containing ingredients that actually make you faster. Because they have provided the public with this information, it gives them greater confidence in the drink.

From researching these two adverts I have thought more about what we could potentially include in our advert and the questions we need to consider such as :
1. A voice over clip- what type of information should we include?
2. Something that is currently popular to base our advert around- how will we find out if it is popular amongst our target audience?

As we are unable to have Olympic champions like Mo Farrah in our advert, we will produce an advert that is more like the first advert in terms of the target audience they have reached, however as our advert will be montage editing there will be numerous differences.

Chosen Brief

Our chosen Brief is an Advertising package for a new product or service, to include two advertisements, together with:
1. A Tv programme sponsorship sequence
2. A web pop up

We are planning on doing an energy drink advertisement using montage editing.This will allow us to vary the pace of the advertisment to suit the style of song. (currently undecided).

Common associations with energy drinks:
- Popular with the young demographic
- An Athletes drink

This will give us a potential target audience; the younger sportier types. However other potential target audiences could include:
1. Individuals who aspire to be sporty
2. Older individuals who want more energy

Self-evaluation of Foundation Portfolio

Research: In terms of research for our genre of film;psychological thriller, I gathered a good amount of research including opening credits of films and choosing scenes that used techniques that we wanted to use in our film. A limitation of this research however, was that it could have been much more relevant as most of the clips were from a mixture of genres including horror and thriller as initially we were unsure about our chosen genre and therefore the research appears to be quite general. To improve this for A2, I plan to have a greater understanding of the genre as often I found it difficult to distinguish between similar genres( e.g. horror, thriller, psychological horror and psychological thriller) and this would mean the research would be more relevant.
        In terms of our target audience (T.A) and whether our film was successful in reaching our T.A, as well as the interviews prior to filming to find our T.A we could also have interviews after the final product is finished to find out whether we reached that particular audience. Other interviews that could be beneficial to us could be how the T.A feel our media product represent particular social groups and whether it is the representation that we have intended or if not, then there is the option of making alterations to achieve it.


Planning: Planning was a strength of ours in terms of the amount that we produced including storyboards and PowerPoint’s with the plan for the plot, location and costume however the greatest amount of planning produced was for our initial idea that we did not continue with meaning the majority of our planning was not used. It did however mean we were better at planning for the next two ideas but an improvement would be to choose an idea and stay with it to ensure thorough planning for the final product. A weakness of our group was that in theory there was a large amount of planning however the actual work was often not put into practice until the last minute because of our lack of flexibility and communication with one another. To improve this for A2, we plan to meet more and set dates to keep up with the work when it is set.

Preparation: Although we planned our final product, the majority of this was in theory and not put into practice until quite late. Although this fortunately turned out well as we didn't need a huge amount of props, for A2 there is likely to be more props and locations and therefore rather than filming the entire thing in one day, we need to set dates where all of us our free to film the separate scenes early on to leave enough time for the evaluation of our film.

Editing: I feel that this is the area that I am weakest in and would like to improve on using the Macs because it is an essential part to our task. To do this, I will need to research various tutorials on Youtube to broaden my understanding of editing techniques as our material could potentially be good but it is the editing which is essential to bring the piece together, particularly if montage editing is used.

Final Product: We were extremely happy with the final product however there were a number of improvements that could have been made. A strength of ours was the main title 'Delusion' being incorporated into the film as it was illustrated in blood however the other titles were in a simple font and could have been improved by either incorporating them into the film to make it more original or used a font that suited our genre. In one scene there was a lot of blood filling the bath and in the next it disappeared and although the blurred screen effect we used made it less noticeable, an improvement for A2 would be ensuring that there are no drastic changes from scene to scene as it created a jaunty feel for the audience. As we used a glass screen to create a blurred look there were sometimes reflections in the glass that although these were only obvious if the audience were looking closely it has taught us to ensure that we have to film more than you need in case there is a reason such as a reflection which prevents us from using the original clip.