Analysis of Market Research

2.

In my research for analysing competitor advertisements, i found that there were two different ways in which the advertisements intrigued the target audience (teenagers). One of these particular ways were by scaring the audience. However, the other way of this was by being friendly and helpful and showing some sort of benefit of legal films rather than doing piracy. For instance in a few of them there were dull colours or colours such as red, dull lighting and in one of the advertisements they had a demon- all these factors are the types of things that are used in a horror film which could or should potentially scare the audience. Also in these advertisements threatening language was used such as "terrorism"and "The pirates are out to get you, don't let them brand you with their mark". However, in the other few advertisements they used celebrity endorsement in a spoof of an action movie or these adverts were more exciting and friendly as they looked appealing to the eye rather than something scary- these adverts had brighter colours and bolder fonts which is the opposite of something scary, it becomes more interesting than something that scares someone. These advertisements asked the audience for help , telling or explaining in a friendly manner; showing the benefits of legal films rather than even talking about piracy throughout the advertisement- explaining that legal films are worth paying for.

3.

The placement for my advertisement would be MTV because it is the music authority where young adults go to, to find out what is happening and what’s next in the music industry. This channel reaches 387 million houses worldwide, and is the number 1 Media Brand in the world. It's target audience is young adults aged from 12-34 year-olds and gives them practically everything they are passionate about, from fashion, lifestyle and sports, to attitude, politics, , Arts and creativity, all through music that the channel broadcasts. Only MTV can offer the consistently fun and inclusive youth-oriented programming found nowhere else in the world of TV. 

"1. There is only one channel that owns the young adult demographic

 2.There is only one channel that taps into the financially powerful young adult demographic

 3. No other channel can deliver the young adult demographic like MTV

 4. Our audience is deciding what they want

 5. Our audience gets what they want"

There audience networking profile is shown as:

Median Age: 21
Median Income: $49,773
Income: 47% of all MTV viewing households have an income of $50,000 or more per year and 22% have an income of $75,000 or more per year.
Education: 42% more likely to have college.

Source: Nielsen, 04/01/02-06/30/02. Base 2+; MRI Spring 2001, Nielsen. PNF 2Q’00, MRI Doublebase 2003

THE GRID- LOGO

IDENT- RISK ASSESSMENT

Risk Assessment

No.	Hazard	Existing Control Measure	Risk Rating
1	Obstacles	Always look where you’re walking so you don’t trip over anything.	Medium
2	Being Electrocuted	Dry your hands before touching anything electrical and keep water away from all equipment that uses electrics	High
3	Breaking equipment	Take care when carrying equipment	Low

Risk rating:

High: Current controls totally inadequate with serious consequences, death(s), serious injury, long term illness, health. Or there is a very high probability of the hazard occurring.

Medium: Current controls still poor but consequences less serious: Minor injury, short term ill health with no lasting effects.

Low: Current controls are adequate to minimise the risk so far as reasonably practicable.

This risk assessment for my ident shows all the possible dangers or hazards I will have when filming my ident and the dangers that are included in my ident.

STORYBOARD 2

Storyboard, of graffiti wall as background and location instead of skatepark to fit into the target audience in a different way that all young people have access to or have seen.

Storyboard- PLANNING FOR IDENT

Skatepark as the location.

Market research advertisement Placement

THE CONCEPT OF MARKET RESEARCH- The process of analysing, gathering and interpreting information about a market, product to be offered for sale in that specific market, also about the past, present and potential customers for the product.

The target audience for my advertisement is school aged teenagers. Three possible channels i believe that may appeal to this particular target audience would potentially be MTV, Comedy Central and Sky Sports 1.

MTV: 

This stands for Music Television. It is the music authority where young adults go to, to find out what is happening and what’s next in music. MTV reaches 387 million households worldwide, and is the number 1 Media Brand in the world. MTV gives young adults everything they are passionate about, from fashion, lifestyle and sports, to attitude, politics and creativity, all through music that the channel broadcasts. Only MTV can offer the consistently fun and inclusive youth-oriented programming found nowhere else in the world of TV. 

"1. There is only one channel that owns the young adult demographic

 2.There is only one channel that taps into the financially powerful young adult demographic

 3. No other channel can deliver the young adult demographic like MTV

 4. Our audience is deciding what they want

 5. Our audience gets what they want"

COMEDY CENTRAL:

Comedy Central was launched in 1990. The channels target audiences ranges from the ages of 18-49.  Comedy Central was ranked among the top cable networks in key demos where the viewers are "paying full attention” to the channels programs. In the screenshot above, i was researching into the channel and i came across the website profile which i believe really appeals to the target audience that i am using for my advertisement which is school aged teenagers, i found when reading this profile on Comedy Central's website that they have written it in a way that a young person would talk to their friends and i found that it was actually quite funny which immediately attracts the target audience i am using to the channel without even watching it.

For instance, they use slang in order to connect with their audience: "We also have a bunch of LOLs" which is an abbreviation for 'laugh out loud'. In addition, "You’ll laugh so hard your eyeballs will fall out of your ass" this clearly tells the audience that the shows that are broadcasted on the channel are most definitely comedic- but they tell the audience in a youth-orientated way, which again- is funny. I believe their objective for this was to show that the channel is not serious at all and "you might like it, you might not" and i feel this is effective as they advertise the channel in a way that is funny and provoking as they basically make fun of the audience as a joke: "we filmed exclusively for you, our idiot audience" and at the same time they are advertising some of the channels most popular shows- Key & Peele, Inside Amy Schumer and The Colbert Report.

3 mind maps, 3 series of idents for 'THE GRID'

Market Research- Competitior Analysis

ANTI-PIRACY AWARENESS:

- This campaign used a take on an action movie, specific to the Terminator as Arnold says 'Lets Terminate'.

- Also the actors are asking the audience for help which involves the audience and makes them think about piracy, which is effective.

- Also uses celebrity endorsement.

- However, in my opinion, i feel that the campaign looks cheap and the actors are discussing 'real life' but the look of the campaign clearly doesnt match this.



PIRACY. IT'S A CRIME:

- The 'X' is effective as it represents something that is wrong and the 'X' is red hot which shows that piracy is clearly illegal and it also represents that people should stay away from piracy due to fact in the campaign it says "The pirates are out to get you, dont let them brand you with their mark" this makes the audience aware.

- The Demon, colour and the lighting all make it look like a take on a horror film which could scare the audience and result in stopping piracy, which i believe is effective.

- However, the explosives are very effective as it shows how piracy can "Destroy our film and video industry" but when they say "piracy funds terrorism", this isnt as believable in the campaign because even though terrorism is a major crisis in our world today I dont think it's correct that people downloading pirated copies of music, films, etc. is actually funding for terrorism, so therefore i feel that is where this campaign loses its potential in a way.

KNOCK OFF NIGEL:

 - This particular campaign is effective as it shows what would happen in a real life situation, as you can see, a man is having a normal day at work, until his colleuges find out he is downloading pirated films onto his laptop and they take his laptop away from him. This is good because it is showing the audience how someones life can turn upside down just for downloading pirated films.

- Also shows how your reputation can decrease just by doing this, as his colleuges say "Knock-off Nigel downloads knock-off films".

- However,  a nagative point for this camnpaign is that if you are trying to show what could happen in the real world then this is way to cheesy for people to actually think seriously about piracy, as they used a song and made it look like a typical take of a musical. If i were to do this i would make it more serious, potentially having two police officers arrest nigel rather than a colleuge taking his laptop. 

YOU MAKE THE MOVIES:

- I believe this campaign is very effective as it is sly with the moral, as i believe the designer is trying to tell the audience that if you get caught doing illegal piracy you'll be arrested, as it shows the three men on the boat being taken by a shark. We assume it is a shark as the fishing rod catches a big bite and the music playing is the jaws theme tune. 

-  Also, it gives their thanks to the public that are buying cinema tickets rather than downloading pirated films: 'Your cinema ticket helps support the film industry in the UK". 

- However, i feel that to improve this campaign they should of thought it through a bit more and not make the moral of the campaign so secretive and clearly tell the audience whilst the boat is getting pulled away that piracy is a crime.

MOMENTS WORTH PAYING FOR:

-  I feel that this campaign works because it says that its better to wait for the legal movies/copies to come out instead of downloading the pirated copies- because its not illegal if you wait for the correct copies & is much better quality. It also requires viewers to respect the advert of the amount of time and effort people put in to create the real copy- which makes the audience realise that they may aswell wait for the real copy to come out because pirated copies are not as good and not always correct.

- However, this campaign isnt as effective as the rest of them due to the fact it doesnt have a video to it, and not many people are going to see this campaign in the world.

Exploring The Brief

This is my ident for a new digital TV channel, The Grid, due to launch next year. The target audience is 18-30 year olds and they aim to broadcast a mix of music videos, reality TV shows and youth-orientated chat shows.


The Grid's target audience is 18-30 year olds, therefore i have created a collage of some of the most popular Reality TV shows, Artists and youth-orientated chat shows that link to the target audience.



The types of shows that I feel would be programmed on this TV channel are reality tv shows such as 'Ex on the beach', 'Geordie Shore' also it will be equivalent to channels such as 'MTV' etc.

Collage for Media Brief

UNIT 29- MUSIC VIDEO!

UNIT 29- Music Video Styles Presentation.

UNIT 29- 3 Ideas Spider diagrams for music video

UNIT 29- Casting decisions

I casted Anwar Ellis as we were looking for someone that stands out as a person and that is very smiley, good with facial expressions, eye contact and movement.

I also casted myself and Rashae Joseph as the main characters of the narrative because we knew what we wanted the shots to look like so we did the acting ourselves.

I also casted my whole media class in order to represent a class in the school scenes.

Unit 29- Music Video Concept

We chose 'Friday- Shadow Child ft. Takura'. We picked this song because the lyrics could reflect on the lives of young people on weekends and it is a really upbeat song/party song.

The genre for this song is house music and the kind of artist we are creating is someone that is very smiley, good with facial expressions, eye contact and movement.

Our concept is to have a group of school friends bored in a classroom waiting for the last day of the week to finish so that they can party at the weekend after a long week at school. The narrative is that the group of friends go home after school to get ready and then go to the party after. The props and costuming will be things like some people fancy dress in morph suits etc. with balloons, confetti, cups etc.

Also we will use the green screen for the lip synching of the artist and create an effect when editing the filming to make it fit to the genre and the narrative.

UNIT 30-TV Advertising

 This is my presentation to show my understanding of the styles and techniques of advertising. It also contains information on how audiences are classified and measured; regulation, scheduling and the costs of advertising on television.

Storyboards/ Animatic

UNIT 29- Rushes Logo

PAPER EDIT

Music Video Conventions Documentary

UNIT 29- Music video documentary

Successful and Unsuccessful Idents

Successful and Unsuccessful

UK gold TV

In the 1992 ident there is someone washing the dishes and just a faint sound of a comedy show in the background. Then, the camera goes into the water and the gold TV logo appears. However in the 2004 ident it begins with the gold logo, animated (hand-drawn) then a boxing glove punches the logo and lots of drawings come out along with a fast-paced quirky song in the background. Also a slogan pops up saying ‘stick something funny on’. 

The problem with the ident in the 1992 is that it is confusing, doesn’t make sense and is very unclear from the beginning. This is because we watch someone do the dishes and we don’t get an understanding of what’s happening- and doing the dishes is not entertaining- also the comedy show in the background is only a faint sound. However in the 2004 ident the music is cheerful and makes the viewer’s happy or entertained. All the little animations show comedic tropes to communicate comedy very clearly to the audience. The bright colours are portraying happiness- all the drawings appear quick and sudden and it is very fast-paced.

The 1992 ident gives the impression that the channel is boring and aimed at only old people. This is because it is slow paced and we are watching someone do the dishes- an activity we associate with older people. However in the 2004 ident it’s very entertaining and comedic as the clearly show the comedy aspects. This is because its fast paced and animated, the phrase ‘stick something funny on’ shows it’s a comedy. The voiceover is happy and more informal.

Also the ident that is more successful is the 2004 ident because it communicates that it’s a comedy as it’s clear that people who like comedies will enjoy the channel.

 

Sky arts 1;

In the current ident for sky arts 1, it looks very arty and creative. This is because there is a man drawing lots of different things with a black pen around the large bubble writing of the sky arts 1 logo. However for the 2007 ident it is simply a side angle shot of light coming out of a film projector then the sky arts 1 logo appears. In the current ident it makes the audience feel very intrigued to watch him draw. Also the music speeds up when he draws so you get the impression he’s going to draw something really good. The problem with the 2007 ident is that it is too plain and simple for the channel as the channel broadcasts theatrical performances, movies, documentaries and music. Therefore it doesn’t reflect arts well enough. However in the current ident the music is very fast-paced and dramatic reflecting the arts very clearly as it starts, it has fast-paced editing as they increased the speed of the footage making it look like he draws very fast- the drawings really intrigue the audience.

The impression the 2007 ident gives us is that only films are shown on this channel and that it isn’t specific to the arts- it just looks like a normal channel with anything on it. However, the current ident gives a more dramatized, arts-styled and interesting (specific) approach to the channel which is what it should do.

I think that the ident that is the most successful is the current one as it’s artier because he’s drawing and it makes the viewer more interested in the channel than before.



4music

The current ident for 4 music is very up to date and there is a pool with a man and women dancing around it. However in the 2009 ident there is only the use of three colours white grey and black. Also there is the music which isn’t load and catchy and someone talks over it while people do flips on screen.

 This ident makes the audience feel not interested, as they will get bored watching it. Also the music isn’t good and the colours aren’t bright so it doesn’t catch the viewer’s eye. Also it’s slow paced so it instantly bores the viewer. However in the current ident it makes the audience want to dance and the music is much more catchy. Also the music speeds up then slows down when the man does a flip in slow motion.

 The impression it gives the audience is that the music is for people who want to be relaxing around a pool and having a little cheeky dance.

However for the 2009 ident the colours are pink so it makes it more to girls and the dances are all acrobatic so it doesn’t appeal to every one as not everyone can do them.

 I think that the ident that is the most successful is the current as it is much more appealing to the target audience and it is a better environment that they are in as it’s around a pool and there having fun.

SKY SPORTS IDENT

This ident has a low density of information. The only piece of text that is shown on the screen is the "Sky Sports" logo at the end. This could be because they want the viewers to focus on the football clips being shown before the logo.

It has a slow tempo which can be shown throughout the video, with the background music. This may also add to the fact that they want time for the viewer to focus on the the football shown on the screen.

There is also minor interaction near the end of the ident which states to the viewer that they are watching Sky Sports.  The voice in the ident is a strong male voice which can link with the target audience of Sky Sports which is the male gender. The voice which can be heard is also spoken in a slow, dramatic way possibly to relate to how much drama can be created in sport.  

This ident informs and entertains. It shows vague cases of informing the viewer when we are told that we are watching Sky Sports, however the entertainment side of the ident is presented in a much more dramatic fashion to indicate the tension or excitement which can be broadcasted on that channel. 

The composition of the ident is presented slow as throughout the ident we are shown some football events from the past. Near the end of the ident, the Sky Sports logo would appears behind the last footage which could show how the viewer can only experience such drama with Sky Sports. 

The ident is shown to be clearly animated, but the space which has been taken up by the clips takes up nearly the whole screen. Then the Sky Sports logo also appears in the middle of the screen. The ident does have a slightly longer duration than others mostly to go along with the sense of tension that sports creates. 

BBC HIPPO IDENT

The BBC hippo’s ident is an example of all the ident design features at work. It has a low level density of information on the ident; examples seen are the logos which appears in the middle and two pieces of text appear at the corners of the screen “Subtitles” and “BBC One HD” in faint lettering.

The composition which is shown in the ident represents BBC’s design. The hippos form a circle like formation which would have the BBC One title and logo in the middle.

The space and time of this ident is shown to be set in our 'real' world as there are hippos swimming in a lake which is not impossible or a fantasy world because these are real things.

The tempo for this ident is fairly slow throughout, as the hippos are swimming really slowly- it could be slow-motion- however the ident is really short.Interaction with viewers is clearly used through the use of a voice over- a male adult voice spoken in a conversational manner, indicating that the show will be an enjoyable.

This ident is not that entertaining, but i don't exactly think it was supposed to be. Therefore, i believe it is more of an informative ident only letting the user know what programme is supposed to come on next.

 

E4- Hotel Ident

The E4 hotel ident is an example of all the ident design features at work. It has medium density information as it says the channel, the show and also it hints what kind of show or episode as such it is going to be- "Now on E4, it's Shipwrecked, or is it love island".

The composition which is shown in this ident is that there is instant action as soon as it begins- it is cartoon-like and is like a short animation. The E4 logo unfolds out of a suitcase and is a cardboard shaped into the number 4 but in the middle of it, they have calved the letter E.

For the space and time- it is clearly shown that this ident is not set in our 'real' world and it is set in some kind of fantasy cartoon-like, animated world- but in a hotel bedroom, in which everything comes to life- that usually are not supposed to- for example, a chair.

The tempo of this ident is relatively fast as a lot of things are going on in the ident in a short period of time- as a result, the editing is very fast-paced.
There is interaction used with viewers through the use of a voice-over, in which is spoken formally but in a conversational manner,  by a woman- this shows that the show that is on next is going to be entertaining.

This ident is quite entertaining, which is what i think it was supposed to be as it is like an animation styled ident. But however, i feel it is mainly used of course to inform the viewers what show is on next.

WRITTEN EVALUATION

Written Evaluation

PEER EVALUATION

When my peers gave me feedback they thought the ‘BUZZ’ logo suited the genre because the bright colors represent the genre- as, in pop videos bright colors are used. Also they guessed it was pop due to the cartoon-like character on the logo- they knew that the target audience was younger people as it was more fun and exciting to look at for that age group- they mostly said 9-16.

Most people mentioned that i used a lot of various "great" photoshop skills that came out clearly effective.

My peers realised that the circle round the logos were what was linking the logos together.

Also, a couple of people said that maybe to improve the logos I could put 'OW MUSIC' on it somewhere.