Market Research - Survey

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Assignment Two - Task Four: Identifying Potential Problems

In our advertisement we will be using music that is from a third party, we will be looking at seeing if we may have permission to use the music. Since we are recruited by Apple we would not be looking at any copyright problems by using the iPhone however the apps we are showing would have to need permission to show. We also have a possible problem of filming cars accidentally which means that we would have to get permission by the car companies to use the cars in our advertisement. We will not have any ethical issues or giving out any false information as everything that is in our advertisement can be done in real life however we exaggerate how quickly we load the apps up in the advertisement, this means we would have to add in a disclaimer on the bottom of the video to show.

Assignment Two - Task Three: Research for production

Before setting out to film our advertisement we have created a storyboard to give a general idea of the locations that we will be using and also the scenes that we will be filming. We need to find out what general equipment, crew, filming locations, costumes and props we would need for our final production and this is an example of what we would need in our final piece:

Technical Equipment: We would need an iPhone 5s that we managed to get for £300, to buy the camera would cost around about £350 as well as the tripod to hold the camera.
Potential Filming Locations: We may be potentially filming in McDonalds which would require permission to film by the manager, we are also going to film on the street by Robert Clack School and also at the park nearby. All filming locations are not far enough that we would need transportation, we can walk to each filming location with the equipment within 20 minutes.
Actors and Actresses: We have a group of 5 Male 16-17 year old actors which we found by having auditions for who got the parts. The cast is of unknown popularity and are relatively cheap however performed really well during the auditions, they will receive 30% of the contract funding once the advertisement is released. We will only be using this crew and no extras.
Costumes and Props: We will be have a casual costume wear (Casual shirts with jeans) which will be sourced by the production assistant and stored at the production assistant's home. We are spending £80 on costumes and props.

Assignment Two - Task Two: Ideas Generation

Idea 1

 The first idea is an informative advertisement style by showing the iPhone 5s and what you can generally do on the new iPhone, there would also be a voice over explaining all the new features of the new iPhone such as the Hardware and Software. In this advert we can use the quick app loading times as a unique selling point as well the new 4G quick network to load web pages and internet apps.

Idea 2

Our second idea is a realist narrative advertisement where we would show certain scenarios that would make the iPhone be needed in everyday life and make everyday life easier such as needing the Google maps app to get to a final location or using music to be able to liven the mood. This is generally going to be a short advertisement by showing a couple of quick scenarios.

Assignment Two - Task One: Market and Target Audience Research

Market and Target Audience Research

For our product we have chosen to use the iPhone 5S, for our market research we will try to analyse why people would want to use a device such as the iPhone and also its competitors and what the iPhone can have a better advantage at.

Competitor: The Sony Xperia Z1

The Sony Xperia Z1 runs on an 'Android' operating system which is a fierce opponent to the iOS operating system that runs on the iPhone. Sony Xperia Z1 mainly focuses on features that aren't usually on its competitors such as the iPhone or Samsung Galaxy counterparts on this advertisements like how the phone can work underwater as its waterproof.

Competitor 2: HTC One

The HTC One (Also running on android operating system) is a competitor to the iPhone, Sony Xperia or Samsung Galaxy with its Applications and smart processor. The HTC One includes a fingerprint scan (like the iPhone 5s) and also its innovative panorama camera.

Competitor 3: Samsung Galaxy S4
The Samsung Galaxy (also running on the android operating system) is probably the closest competitor to iPhone 5S with its stylish design and advanced technology which keeps the samsung up to par with the iPhone's speed. The Samsung also brings a new innovative and interactive screen to the table with its new finger hovering technology and being able to know when your looking at your phone or not.

As you can see its pretty clear that the iPhone 5S has a lot of competition on the market and is the only phone to use the iOS (iPhone Operating System), this means that the marketshare between android and iPhone would be divided and applications for phones would have to be made for both (many applications don't even bother to develop an application for both and only develop for one).


Target Audience
The iPhone has a wide target audience and is great for all ages:
The Teenagers: This audience would generally find the device helpful as it allows the teenagers to socialise with applications such as twitter and Facebook as well as being able to listen to music easily and quickly using iTunes and other applications.
College/University Students: This audience would generally prefer the devices by apple as its great for recording notes in class as well as its incredible light weight allowing the devices to be carried around everywhere.
Working Life/Business People: This audience would find that the device would be very useful to them generally with map applications with GPS, being able to make conference calls with colleagues at once and much much more.
Adults: This audience would find the device to be very useful for general communication and socialisation.
Younger children: this audience can play gaming applications to keep them amused.

Task Eight: Referencing

“The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5

“    “The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”.  Issue 39 / February 2012. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

·      “Top 30 Programmes” :  Broadcasters Audience Research Board http://www.barb.co.uk/www.barb.co.uk/viewing

·      “Top 10 Programmes”  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

·	·      “How we do what we do”:  Broadcasters Audience Research Board  http://www.barb.co.uk/www.barb.co.uk/viewing

“      “Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media ›Ad break‎ :

·      http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video

      Advertising Standards Authority”: http://www.asa.org.uk/

      http://en.wikipedia.org/wiki/Ofcom

      http://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom)

     YouTube.com :

Task Seven - Sources of Information in Advertisements

Task Seven - Sources of Information in Advertisements

When producing a new advertising campaign clients or agencies would often gather information about the product they're advertising, this includes the audience that its aimed at and the demand for the product.

IMDB - "Internet Movie Database"

Any movie that is to ever be released to the public, from Blockbuster Hollywood films to Bollywood or University short films each would be added to the Internet Movie Database where it would contain information about the Movie/TV Show such as the people who worked on the movie and the cast; these movies would also be rated by regular visitors to the website.

IMDB is a very popular website that contains many users and visitors to the site, this is a great place to look at what movies would be popular and what kind of movies are on a trend. Advertising agencies would usually try to use websites such as these to gather information on whether the Movie/TV Show would gain a lot of hype from their advertisement, most often advertising agencies would often try and create demand by making a great enough advertisement that attracts a bigger and larger audience to their product.

BARB - "Broadcasters' Audience Research Board"

BARB was set up in 1981 and its main function is to provide the industry data on what programs audiences regularly watch, BARB have approximately 5,100 Homes participating in the panel where panellists would gather data overnight about the programs audiences would regularly watch. Using the information that BARB gathers you can come up with the conclusion that shows such as "Downtown Abbey" would be more popular with women over 50 years of age or programs about Football would be more popular with the male gender. 

BARB is useful to an advertiser as they would understand when to show an advertisement and where to show an advertisements for example an advert about washing powder would be more effective showing at a time of Downtown Abbey advertising breaks rather than showing it during Football advertising breaks.

The "Rate Card"

The rate card is a document containing the prices for the time in-between Movie/TV show breaks, some  show breaks would be more expensive then others for example buying advertisement space during a show as popular as the Superbowl would be far more expensive than paying for advertising space for a more unpopular show on an 'unsociable' hour, this is because more popular movies/shows contain more viewers thus increasing the price of the advertising space.
The cost of advertising is a significant factor for example a advertisement about kids toys would not be successful being shown during the Superbowl because the price of the overall advertising time would not be popular with the audience and would cause a deficit with the product.
Websites such as www.itvmedia.co.uk actually have the rates of their most popular shows on channels BBC One and ITV.