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