Saturday 22 June 2013

Thursday 20 June 2013

Task Two


LO2: Be able to apply a range of research methods and techniques

Research methods and techniques used in unit 30: Advertising Production for Television

Target audience research
The advert I have produced focuses on a body wash. It is an all-in-one body wash called ‘Head, Shoulders, Knees and Toes’, it cleans both your body and your hair. It includes the popular fragrance ‘Hugo Boss Bottled’. The advert is targeted at an audience of men from the age of 13 to 30.

Men that are aged 13 to 30 are generally very active and interested in sports. They also are very interested in looking good and smelling nice so that they can attract the opposite sex. For these reasons men of my target audience take regular showers. By producing an all-in-one body wash with a popular fragrance will interest men aged 13 to 30 as they would be able to get ready quick and all at once without having to use a separate shampoo and perfume. From what I researched with my production group; men want something convenient that they can use without having to make a fuss.

My target consumers for my advert are most likely to watch television during the evening and night. Programmes such as soaps, sitcoms, movies and chat shows appear on television during the evening and night. This is when my target consumers are more likely to watch adverts. Adverts that are targeted at men such as men’s ‘moisturising creams and shaving blades’ appear during the evening and night as most men watch television at that time. Adverts for men appear on popular channels such as ITV 1, Channel Four, Channel Five and Dave. Adverts are also appearing on YouTube videos and the radio.

My production group and I created a questionnaire to find out information about our target audience and whether our product would sell to our target audience.
Our questionnaire

Our product is an all-in-one body wash called: Head, Shoulders, Knees and Toes. What defines the product is that, the all-in-one wash includes a formula that can wash the whole body, including the hair. The body wash includes a hint of the fragrance ‘Hugo Boss Bottled’.

NAME:

                                                                                                                         
GENDER:

AGE:

INCOME PER MONTH:

OCCUPATION:


1)      Would you like a body wash to be fragranced?

Yes [ ] No [ ]


2)      Do you like the concept of our product?

Yes [ ] No [ ]


3)      Would you like a range of fragrances to select from?

Yes [ ] No [ ]


4)      What price would you like the product to be?


 



5)      What size would you like the product to be?

50ml [] 125ml [ ] 200ml [ ]


6)      What shape would you like the bottle to be?

       Round [ ] curved [ ] rectangular [ ] cubed [ ]  


7)      Would you like the product it to have a gift set option?

Yes [ ] No [ ]

        

8)      How many times do you watch TV a week? 

     

 

 

                                                                                                          


       9) Would you use this product? (If not please explain why)

 






       10) Who do you watch TV with normally?


 





As our product was targeted at men we gave our questionnaire out to 8 men and 4 women. We wanted to get most of our views from men; however, we also wanted to know if it would appeal to women also. Most of our respondents are in full time education; however, there were two respondents that also had jobs. We needed to know this as we wanted our product to be affordable for our target audience. Our respondents were aged 17 to 19. This is a perfect range of ages as they would most likely be interested in our product.
This graph below shows that 12/12 meaning all of the people that were asked stated that they liked the concept of our product

 

This was valuable research as we wanted to know if our target audience would be interested in the concept of our product. Knowing that all of our respondents were happy with our product, informed us that we didn’t need to make any major changes.
This graph below shows that 9/12 of the people that were asked stated that they would like a range of fragrances to choose from.


Also after analysing the questionnaire results they suggest that a majority of people 9/12 to be precise would prefer to have more fragrances meaning that they would like to have range of fragrances to choose from.
This graph shows that all men that were asked stated that they would use our product



Geo-demographic
Geo-demographic research consists of considering the age, gender, class and ethnicity of the audience. Also, it considers where the audience is from for example their nationality. When producing a product you need to consider ‘mass market’, this means looking at which audience are most likely to be interested in your product. By producing profiles of a products potential market, companies are able to spend most money on each market and cater for their interests. Postal codes are a most common way of separating customers in terms of demographics.

Research market for your product

Competitors
We have a wide range of competitors. As our product is a body wash and is targeted at men, our competitors are Lynx, Radox, Dove and Gillette. They all have their own male range of body washes and are very successful.

Lynx

 
Radox


Dove

Gillette



Adverts from our competitors
Lynx Apollo





Lynx products are targeted at the same target audience as our product. Lynx products are popular against young men as they are affordable and unique. Lynx engage with their audience in a unique and creative way by creating a story that links with each of the products they release. This advert focuses on the release of Lynx Apollo; the story focuses on a lifeguard watching people swimming in the sea. A woman is seen drowning and surrounded by a shark. The lifeguard jumps in and safes the woman. As she is gazing into his eyes, an astronaut captures her attention. She then runs towards the astronaut, as that is what she believes is a real man. Lynx adverts tend to be humorous; this helps them to engage with their audience of young men. I and my production group were inspired with the idea of having a narrative within the advert, for this reason we included a narrative within our own advert. Lynx have proven that having a narrative within the advert creates high viewing figures and a great fan base. We also, liked the look of the product as it looks unique and edge. We chose a bottle that looks similar. The advert has had 43,299 views so far and has 29 people who have rated the advert with a thumb up and 3 people who have rated it with a thumb down. This data shows that majority of its audience have enjoyed watching the advert and think it is good.

Radox – Men of the world



This advert focuses on a Radox product. It advertises a body wash and shampoo that is targeted towards men. My production group and I have decided to produce a product that is both a body wash and shampoo. We looked at this advert in great detail as we wanted to know how they presented the benefits of this product and how we could produce a product which will be better. The advert has a Bollywood theme; it includes a male Indian actor and an Indian female model. The product is aimed at men who want to look good and have a great interest in the way they look. The product is for all men as labelled above. The advert has 144,777 views on YouTube. The advert has 144 thumbs up and 96 thumbs down by viewers. Overall, this advert is very good and the ratings show that people have enjoyed watching it.
Dove
This advert focuses on a Dove product. The product is a body wash that hydrates the skin keeping it smooth and moisturised. The advert includes a male showering using the product. This advert includes scientific jargon ‘micro moisture’ that insures the audience that the product is fit for its purpose. The product is targeted towards young adults and older men as they are more interested in the care of their skin and the purpose of the product. This advert gave me and my production the idea of including scientific jargon. We wanted our audience to be aware of the products purpose and that the product is fit for its purpose. The advert has 22,493 views on YouTube; it has 16 thumbs up and 1 thumb down. Overall, this advert has a great amount of views and only one person dislikes it.
Gillette
This advert focuses on a Gillette product. The product is a 2 in 1 dry skin and hydrator body wash. The advert includes a muscular male showering using the product. It states that the product has 3 times the amount of hydrators; this proves that the product is fit for its purpose. The voiceover used is very masculine and seductive. This advert appeals to young adults and older men as they would want to impress women. The advert has 73,259 views on YouTube; it has 40 thumbs up and 3 thumbs down. Overall, this advert is very successful and is enjoyed by a big audience.
Production research
Our budget
Research into location fees
Location Fees payable to the Location owner
Below is a fee guideline showing what your property might earn should it be selected to work on a film, TV or photo-shoot production:
Feature Film Productions
From £750 - £5,000+ per 12 hour day
Television Dramas
From £500 - £3,000+ per 12 hour day
Documentary filming
From £400 - £1000+ per 12 hour day
Photo-shoots
From £500 - £1500+ per 10 hour day
Television Commercials
From £1000 - £3000+ per 12 hour day
Music Videos
From £500 - £3000+ per 12 hour day
We needed the location for three hours; therefore, the location fee would be £500.
Camera Hire
Ideally, we would have liked to use the Sony pmw 200

Sony PMW 200 Hire and Rental - £310.00 per day
In the Sony PMW200s arsenal is a world wide compatibility that can film in 24, 25, 30, 50, and 60 fps in both progressive and interlaced giving you a world wide audience for anything you shoot also benefitting and making great use of a smaller sensor allowing you easily keep just about everything in focus superb for live situations when you really have no idea who or what you will need to home in on next and armed with a Fujinon three ring14x zoom lens controlling zoom, iris, and of course focus you really do have a very flexible piece of kit that can and will handle anything that gets your attention and you wish to capture even when you are dealing with the fastest change of subject or situation the PMW200 will keep up if not be a step ahead of you with a generous 15 second buffer even if the unexpected happens you will have captured the previous 15 seconds of footage before you hit the record button.
However, we decided to use a Nikon D90 instead.

Daily Hire
£49.17 (£59.00)
Weekend Hire
£75.00 (£90.00)
Weekly Hire
£147.50 (£177.00)
2 Weekly Hire
£198.33 (£238.00)
3 Weekly Hire
£246.67 (£296.00)
Deposit
£163.00
Our camera cost would be £59       




Cast and auditions for our production
Auditions for lead role
Shaukat Saleji
 
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj25ZMJmbN0fgdJeBdUOyDNLUVJ9mj-bGhuWBL2mLNv5ufpU5j48SYjz9KcxlemO1KZ3pEWnxhci6FmhjItaDECtbSPrlFZTpMHNDT-4LInepTXj5LSSwRSjVhKJR-iBR2eK-mW4JYIASCN/s320/photo(6).JPG
Shamim Miah
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHi8Pu2ELeHXzrvgGu7YtgkRYjkmQINQ-X9wB0ZHCAhqkKTMuHZ1ZTNImEDlrrm3AKI_jDzYdFtxpJMcTrlDJBafd3gqSuYnC34HEEfqVLfw6OCt9Fu_EJM2mZnMA6Bf2zrWjM9wjSd216/s320/photo%252816%2529.JPG
Mudassir Allaraka
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdGmZ9i-wtenCnD8nN-tf9Bsuy8HJPQjIU4LBNTWHeUNxzLejduwWwLOwJknMxp3YYZECvLWsjqU_EmWCmGMXhc4lXHhXsUuvCisphBhN2xdGnVGAB1CoYQFaDSmrLgkcHmMJ_S6qQpMAE/s320/photo%25285%2529.JPG
We decided to choose Shamim Miah for the lead role in our advert. We wanted someone who looked young (in their teenage years). He presented great acting skills and looked comfortable and natural.
Extras
These individuals below are featured in our advert as extras.

Shaukat Saleji
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj25ZMJmbN0fgdJeBdUOyDNLUVJ9mj-bGhuWBL2mLNv5ufpU5j48SYjz9KcxlemO1KZ3pEWnxhci6FmhjItaDECtbSPrlFZTpMHNDT-4LInepTXj5LSSwRSjVhKJR-iBR2eK-mW4JYIASCN/s320/photo%25286%2529.JPG
Kamiul Islam
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgztkpozZfSgLPujn7KoLvtLZ4AOee9Hcz9A9QAOIvH476oqufBedkZsyuLrFY_zr1Z9mWZsvS2P1sxEAYNDYssvzQm0tAKEBXlQSC_197n1FvOpyz9mC8sdKQwDxY54Dm7SpcCT95wDVb8/s320/kamiul.png
Ilyas Monia
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0hcA3QMqA6-IBtwBuVXDb17d4IZ6wwpiXQb_382DTrpEbnwHa-AmQXDe54EfUXXAGIP3yZTZ22PK8YmZtFzo0umTWqUlKmdkVOC_raiBRJS0TdVn3FzKxm2dMNTB4SOaNTK5Z0hMQ79Vr/s320/ilyas.jpg
Syranpreet Rai
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVE3WBB9WXVlp3ttFaR5sqWUkCTz8tpOoWF5QSa0JxOTF9fU4G7c3RBPdlMDdnjyWBE3NlUFXDY7QODcOtHD5vKgk5Uyhzht1wzmtTD1KoZiCS1OKt2fOsxavB9XU9Q6iOPlVwL0JThLw1/s1600/Syran.png
Warda Ridwan
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi4BQJW1WL9Ik0cJ9YxTmAFpTkOxsrZWiUo9g0aCdYRi9yEv1t01Fie52SryUFbab4KeJxni9w723zo8Jgd3i8fC1l_rbfLvf6sD80Dl1Nlg672lANx88JPGqtFRLL5mCVlHOhYky15YTU/s320/photo%25289%2529.JPG
Casting agreement forms
Casting agreement for lead role: Shamim Miah
Casting agreement for extras
Shaukat Saleji

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhX_NdH3IEHH2CfV77V3-g7_RwFkzm_-ifA4h_MOCXctNkMYbmKtmE3wlideNw-dquEzuWe_MnFBFUoMa-bJ-SHb2S7NdXTqNbtRG6iWZyl4jyxpg3ram5DH7FChg0geWtABJnJmYxJJ0aF/s640/shaukat+s.png

Ilyas Monia

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7_haP-fPhVmrAzORLViDHo3Fkb5qThLQj9EU54SUupVvrIAjV2u-QuntCDeAdKoKt0wWr8ggehLxER33d8_HSZiqUGWlYLEPXTKsWIjgH6NVla26mNgTf98ZJfF1rO_J4C5LXXF5B-zQg/s640/ilyasss.png
Kamiul Islam
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSwEbGVBlZVczro8FvB_ZMuqm1FtfHROT3jdiFMzqctbjh26lZuxCHUMGeXpxR48VXAvNWfQgTAqYrpkRW9G4Y6PZ_m9a-EIG32pNXmKRjdQd150ym2fmYHDxvNKLjPLfVwBNRE5tmMoqp/s640/kamiull.png
Syranpreet Rai

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBm22ZlirAgX9OIErQxQd4x_pP7t7Ihq7dAVyG7ymRaUljPgKpHUexyXlYSxiwVyzLfZbQ6uOP0pTGu4mZWXs772jvzXs98p-YX18K0BfBLY-ZoXCDx73oCcljHc2B5tR4fG5SRnYsXg_9/s640/syranpreet.png
Warda Ridwan
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLkFo2fmywhYqwnBxzZy-bLGGcMGveEaPL3w4Rsmu8N18CzXZ_iZRFONh5gmsKsF9HipNHBkp_yL1qfr1Hz-U1JFvGwhbSS38gzMwqATVGaHAbuOpTYA7J9v-LxpA-pb8cZc8Es1lFJ1FT/s640/warda.png
Locations

imageimage(1)photo(15)

The location that we have used is a bathroom that we have hired. The bathroom is an en-suite bathroom. It is small and has a shower in the corner. The bathroom was suitable for filming the advert because there was enough light to light up the area of the bathroom and shower area.

The reason why we chose the bathroom above to film is because it is the only area that we can use that matched the requirements that we needed which was a well-lit area, homely looking and a place that is suitable to film.


An alternative location that we could have chosen to film in is the Sidney Stringer Academy’s PE department, where they have showers. The reason why we didn't choose this location is because the lighting there was not effective and the location isn’t perfect as it does not look homely.

We also decided to film two of our scenes outside ‘Sidney Stringer Academy’. We used the pathway which leads to the reception. Our lead actor is seen walking down the path towards the school as he is attending sixth form. We used this location as it looks believable that the character is attending sixth form. The location was spacious and looked really good on film.


One of our chosen locations was the area just outside the school building we chose this particular location as it seemed suitable to film our scenes there as it looked like a professional location to use. 

Another reason why we chose to film at this location as it met our requirements as it was outdoor it had perfect surroundings and seemed fit for purpose as it had perfect lighting.

Research log
Date
Source
Website/Book
Reliable
Yes/no
Why
14/05/2013
Website
Yes

This website is a blog. It is written by By Jan Kestle, Founder and President, Environics Analytics.


11/06/2013
Website
Yes
It is the pharmacy page that is part of the co-operate branch. It includes the products features and ingredients. It also includes the products price.
11/06/2013
Website
Yes
It is the pharmacy page that is part of the co-operate branch. It includes the products features and ingredients. It also includes the products price.
11/06/2013
Website
Yes
It is the official Dove website. It explains the purpose and features of the products. It also includes a section on the ingredients of the product.
11/06/2013
Website
No
The review is written by a fashion buyer, his name is Adam Fox. He specialises in men’s tailored clothing and outerwear. The review is written based on his opinion. There are no facts and figures as to how many men use the product or how many sales it makes. However, he does state the purpose and features of the product as guidance for men.
13/06/2013
Website (YouTube)
Yes
YouTube is a well-established video sharing website. It allows brands and companies to advertise their products.
13/06/2013
Website (YouTube)
Yes
YouTube is a well-established video sharing website. It allows brands and companies to advertise their products.
13/06/2013
Website
(YouTube)
Yes
YouTube is a well-established video sharing website. It allows brands and companies to advertise their products.
13/06/2013
Website
(YouTube)
Yes
YouTube is a well-established video sharing website. It allows brands and companies to advertise their products.
21/03.2013
Website
Yes
This is a website Sarah Eastel Locations company. It advertises the locations available. The website provides accurate prices.
21/03/2013
Website
Yes
This is a camera hire website. We wanted to hire a camera from this website first but it proved to be very expensive.
21/03/2013
Website
Yes
This is a camera hire website. We hired our camera from this company. The camera was at a good price.