I will begin by looking at the following aspect for our production in advertising. We as a group are going to be advertising ZEUS SPORT the energy drink. Our product target market will need to be identified and I will be looking into their Tv viewing habits, lifestyle, media preferences and so on with the use of my research techniques.
In order to collect the research required, we as a group began with a questionnaire, we did this by setting the questions to insure that we are looking into our target audience and their interest as shown below:
Questionnaire
Below shows the questionnaire that we as a group asked individuals,
before doing so we provided candidates with a brief of what our product is and
why we are gaining the research so that they were able to answer the questions
with more relation to our advertisement.
1.What is your gender?
(Circle from the options below)
Male
Female
2.How old are you?
(Circle from the options below)
10-15
Yrs
16-20 Yrs
21-25 Yrs
26+
3.Who do you watch television with?
(Circle from the options below)
Parents
Children
Siblings
Friends
Family
Others
4.Would you buy the Zeus Energy Drink?
(Circle from the options below)
Yes
No
5.What channel do you most watch programmes on?
(Circle from the options below)
ITV
Channel 4
Sky
MTV
Other
6.Where would you want our product to be advertised?
(Circle from the options below)
Online
Television
Radio
Magazines
Newspapers
Other
7.How hours of television do you watch per week?
(Circle from the options below)
0-5 hours
6- 10 hours
10-15 hours
15+
8. How much are you willing to pay for the Zeus Energy Drink?
(Circle from the options below)
£0 - £0.50
£0.51 - £1
£1 and over
TV viewing Habits
I looked into the TV viewing Habits for the advertising so I will have a better idea on when would be the best time to air the advertisement. I began by looking into how many hours an individuals watches televisions from my questionnaire.
Below shows the results that I have gained:
Looking at the hours of TV consumed per week by individuals I am able to see that that the most common hours watched is between 10-15 hours. Looking at this shows that we have a wide range of timings that we are able to slot in order to advertise our product. Looking at this I am also able to see that their is a high majority that also watch 15+, this once again confirms when we should slot in our advertisement. I am able to see as a whole from this section of the research that our market research have divided tv viewing habits, so from this I am able to see that our advertisement will need to meet their watching periods.
Lifestyle
In terms of their lifestyle for my advertising unit I looked into their lifestyle for when watching television who do they usually do it with. This allows a great view of what candidates within my primary research watch TV with:
Looking at the results shown above you are able to see that for audience and whom they usually watch Television with is there is siblings. Following in second position the parents. From this we are able to see that we can also gain the interest of some users siblings and even parents interest from our product. When looking at this I am able to see the lifestyle of our audience and whom they are usually watching television with.
Another question asked to the participants in my questionnaire is where they would want the advertisement to be advertised. This allowed our group to become clear on individuals interest towards media preferences as the results below show the different types of media that they participants can select from.
Looking at the graph above I am able to see that 46% of individuals selected the option of television of where our product should be advertised, and another popular choice from users is online as 27% of individuals selected so. In addition to that 18% selected the the product should be advertised in magazines and a final 9% selected radio. Looking at my results I am able to see that for our group the best method in advertising for media preferences would be televise, however to boost sales for Zeus sport we can also consider doing online methods, such as starting up our own website to advertise our products as many of competitors do so.
I also decided to do some secondary research in media preferences specifically based on television from my primary research results, this research is shown below:
Looking at the results above I am able to see that from the use of years this starting from 1998 to 2013 that their is a development and growth individuals having television, I am able to see that this growth supports our group decision in using television as our media preference.
Programme Preferences
In terms of the audience interest in programmes, in my research for my questionnaire i asked what channels do the individuals watch most of their programmes on. This use of information allows me to have a better insight of the interest from my the participants, the results are shown below:
Looking at the common television channels that users watch I am able to see that it is mostly SKY, looking at this I am able to see that it reflects the product that we are selling highly as it provides an option to broadcast our advertisement on SKY sports therefore fitting in with ZEUS energy drink. The use of advertising it on SKY sports will insure that we are able to gain the interest of individuals. However when looking at the results I also able to see that we have a second option that we can opt for in terms of where to advertise and our consumers interest in TV channels. Looking at this I am able to see that another segment of interest for the television interest from our participants is the use of Channel 4. I am able to see that this another habit from users, from this it allows identification in where to reach my target market. From my results I am able to see to meet the audience TV viewing habits that we as a group will either advertise on SKY or Channel 4.
I also gathered secondary information looking at the viewing for different channels over a year, the results focus from 1981 to 2012. However I have got my print screen more specific by only including the 3 years from 2010 to 2012. My results show the following for the different channels:
I also gathered secondary information looking at the viewing for different channels over a year, the results focus from 1981 to 2012. However I have got my print screen more specific by only including the 3 years from 2010 to 2012. My results show the following for the different channels:
Looking at the results above I am able to see that many of the channels have had an increase and decrease in viewing annually year on. I am able to see that 1TV 1 has over these three years decreased whereas ITV1+1 has increased from 2011 to 2012. Looking at this I am able to see that in comparison to my primary research that this focus on a wide range of other channels however also gives consideration to advertising on different channels but at the same time it makes our group decision in selecting SKY or Channel 4 a reasonable decision as in terms of individuals watching other channels has also increased over the years as you are able to see on the right hand side of the print screen therefore this information supporting my primary research.
Channel 4
advertising Costs
This allows me to have an indication of how much it will cost to
advertise, it roughly around 10,000 to advertise on channel 4. This information
is vital as it gives an indication of my amount spent for awareness. Also I
have selected to find out the price for channel 4 as from my primary research i
was able to see it was popular and really liked in my focus group therefore
using it enables awareness to be created.
Therefore when suggesting my promotional elements i will make sure that
I include advertising on channel 4od and knowing the price enables to be more
aware of my costs.
The source the information is gained from is: http://www.channel4sales.com/advertising
Demographics of my target audience
I am going to look into the demographics of my target audience, this including factors such as their age, gender occupation and so on. This aspect of my research is important as it means that I am able to gain more information specifically based on my target audience. This will give me a better understanding of who I need to advertise to and how to aim our product towards our audience.
Age
Within our questionnaire the first question looked in the demographics of my target audience, this the age group that my target audience is in. From the results gained I am able to see the following results below that is presented in the pie chart below:
Our target audience range as a group was decided as aged
thirteen to forty five years old. Looking at the results I am able to see that
our questionnaire was completed mostly by 16-20 years. Identifying this has
shown that has shown that our target market will be between this age group. For
our advertisement we will insure that we keep in mind this so that we can
insure that our target market requirements are being met alongside the others.
Gender
Within our questionnaire we as a group also insured that we looked into the gender of those that took part. From the results gained from the questionnaire are shown below in the pie chart:
Looking at the results I am able to see that majority of individuals who participated in our questionnaire is male this being that 67% of them took part, furthermore to this looking at the results I am able to see that 33% of individuals that took part are females. From this I am able to see that we are targeting more towards males for advertisement however we as will be targeting at females as well to insure that we have a wide range of audience for our product Zeus Sport.
Demographics on Internet users by age, Gender, Social Grade.
I looked at the interest of internet users so that if in the future Zeus Sport were to decide on setting up a website than this would be a great method in attracting consumers. Below shows the first half of the Mintel report for the internet users:
Looking at the results gained from the library I am able to see that more males use broad definition and also narrow definition for the internet, showing that if Zeus Sport were to decide on putting up the website than more males may be on the internet and therefore awareness can reach them, however looking at this their is less amount of girls in comparison, this does not have major impact to Zeus sport but also means that there is an opportunity to gain awareness from females as well.
In terms of the demographics for the age I am able to see that the highest amount of individuals on broad definition is the age group of 15-24 which is also an advantage to Zeus Sport as it means that the target audience can be reached as they are good use in internet usage.
Looking at interest usage I am able to see that most individuals prefer that they use it at home this being that for Narrow definition most individuals are using it at home following home and at work at those at 38.5. Looking at this information shows that my target audience will be most likely to find out about our product website on the internet at home. Their are also other possibilities of individuals finding out about Zeus Sport if it is placed on the internet in the future aim and goal for the business.
Market of the product
For our product this being Zeus Sport energy drink , I need to be able to identify our market for our product I will research more about this in order to gain the information required about the segment in the market that our group product belongs in.
I then moved onto looking at my target audience and their interest in the use of energy drinks, I found the information that is shown above. Looking at this information I am able to see that the market for energy drinks are developing. It is said that they have become popular in the society. It also looks at the development in the audience this being from the start the athletes and now to a more wide range group.
I am able to see that from the print screen above that target market for sports drinks are as follows, this being that many individuals are interested in "healthier lifestyle", this which helps sustain the "market's value". Looking at this information I am able to see that their is success for the market that Zeus sport will also be apart of therefore making our group decision in this segment a reasonable decision. Furthermore to this I am able to see that the use of sports drinks looking at the this I am able to see that the report is from 2005 however when looking at the information below I am able to see that the information gained is still reliable as the growth has expanded in the consumption of energy drinks.
Looking at the market of energy drinks consumption in a long run I am able to see the following print screen showing the development from 2005 to 2011. Looking at the graph shown from the research I am able to see the success that the energy drinks are making over the years therefore making this market a good decision for Zeus Sport to enter.
Who are my competitors
In terms of who my competitors are their is a wide range therefore I am going to be looking at two energy drinks that are competitors to our group product. The first one that I will be looking into is Lucozade and the other being Powerade.
Lucozade
The products that they offer are shown below:
Looking at the different types shown above you are able to see that not only from the website you can their are different products but also that their is also different flavors for the product as you are able to see above. You can see that their drinks have a wide range of flavors this making it more appealing to consumers as they have a wide range of options to select from.
Powerade
The products that Powerade offer is shown below:
Looking at the products available you are able to see that from the sports drink that they provide, they include more information in why the consumers should use it. This allow the business to provide information on its benefits and also so that they are able to exploit their unique selling point for the product.
How are they attempting to appeal to the target audience
The two business are appealing to their target audience in a wide range of methods this including the use of television but also the use of website to advertise their product. Looking at Lucazode website I am able to see that following in their website:
Looking above you are able to see lucozade website, by looking at this you are able to see that their is a wide range of techniques which the business has implemented in order to gain the interest of consumers as described in the annotations. Looking at the use of websites this is a great method to advertise and for Zeus Sport can also be a great method in the future and this being supported by the development in technology therefore this can be a great media of advertisement.
Lucozade also do advertisement, which are aired on television, this is a great method in creating awareness for the business as the media included is a wide range therefore insuring that the business can target a wide range of their consumers. This is an example of the advertising shown below:
Looking at the advertising you are able to see that it concentrates once again on the products key features this being that it hydrates and fuels you better than water, this is shown by the comparison done in the advertisement and also the different lines of appeals it uses. This one being the sport elements of the gym to allow support to the product.
Looking at advertisement I am able to see that in terms of the codes and conventions that many are followed, this being that the advertisement has included audio, this being the use of voice over to gain the interest of consumers. The have also include their slogan which is "Hydrates and fuels you better than water"
For Powerade I am able to see that they also use a website to advertise their products and create awareness for their products.The website is shown below:
Looking at the website I am able to see the following factors:
- The business use advertising techniques such as providing free gifts to gain the interest of consumers as you are able to see above. The use promotional techniques in order to support the product itself.
- The website look at the unique selling point of the product and exploits it, this being why hydration matter and information on it.
- In addition to that is uses popular events and celebrity endorsement to advertise the product, this including the fact that the Olympics are used and also the athletes that are in the Olympics.
- The website also uses encouragement from social networking sites as it provides users to be able to find the business on Facebook, this insures that a wide range of target market are reached by the business.
The business Powerade also advertise their product using advertisements this being through the use of advertisements. The advertisement that I am going to be looking at is called Made you look:
Looking at the advertisement I able to see a wide range of techniques are used in order to gain the consumers interest. I am going to begin by looking closely at the characters includes and the story lines and also the use of film language in order to gain the consumers interest.
Characters
Within the advertisement their includes 4 characters within the advertisements this includes the following:
- Basketball Player - This is a male, he is short and mentions his appearance to the audience. We instantly are able to see that he is a basketball player due to the location he is set in and as he is holding a basketball in his hand. In addition to this the character is also holding the Powerade product in their hand.
- A rugby Player - They are also a male and we are able to see what type of sport they are wearing due to the costume they are wearing the kit instantly shows that he is a rugby player in addition to the location that the individuals is set in.
- Ice Hockey Player- This character is also a male actor, once again the setting and the costume reveals what they are doing.
- Boxer/Wrestler - This character is a female, she is wearing a helmet and someone behind her is warming up throwing punches.
Story-lines
In terms of the story line being presented it looks at each of the four characters with a statement this being the following:
- Basketball talks about his size and how small he is and his physical appearance.
- Rugby Player mentions about how fast this being "too slow"
- Ice Hockey actor says "Not the right sport"
- The female at the end says "Not the right Body"
Looking at all the statements I am able to see that the storyline is looking at how we expect and perceive individuals to be for certain type of sports, it is about out stereotypes and also this take and related to the product. From this point the actor playing rugby says:
" Because it going to make it that much sweeter when we are properly introduced"
From this stage we then see each of the actors doing their sport and them being really great at it, this end with the product voice-over saying "power aid, Power through."
How successful are they ?
Looking at how successful the two competitors that I am looking at are, I decided to begin by looking at their rating and interest from the general public this being by looking at You tube rating on their advertisement as you are able to see below:
Looking at the ratings I am able to see as the advertisement I have selected is a new one, their are at the moment not that many views, their is only 33,010 views for the advertisement shown and looking at the likes I am able to see that their is only 65 and dislikes are 54. Looking at this advertisement I am able to see that the new advertisement has done at the current moment however looking at this I am able to see that the advertisement will grow in time.
For the Powerade products I am able to see that their advertisement got the following response as shown below:
Looking at the ratings for Powerade advertisement, Made you look I am able to see that 108,951 individuals have viewed the advertisement. At the moment when looking at the likes for this advertisement I am able to see that a good amount of 430 people agreed and a contrast in 14 people disliking as this is a new advert over time the results can vary however looking at it at this moment I am able to see that the advert has started on a good note.
SALES
To gain a clear idea of how successful the two competitors are I gained research about the two products success from an article, these is the secondary research i have found on the two product Lucozade and Powerade:
From the research shown above I am able to see that Lucozade energy I am able to see that they are growing therefore showing that the competitors that my business will be facing are successful this being that when looking at their sales I am able to see that it is more than £260 million in annual sales this showing that the business is doing really well.
Legal and Ethical Issues
When producing the advertisement for the product Zeus Sport, our group
will need to take in account the codes of practice. This including the rules
and regulations. Zeus Sport will need to insure that they are following Ofcom
Rules for the advertisement and also the ASA.
In terms of ofcom, I have identified that it is public body, it regulates all media which is broadcasted to the general public. This for example being Radio, TV and so on. Ofcom sets out standards which broadcasters must comply with, Ofcom protects the general public from Scams and any harm that can result from the advertisement. In relation to Zeus Sport I will need to make sure that comply with the standards set out to restrict the problems that can arise.
The Ofcom rules include and are based to insure that the board are for example protecting under eighteens, criminal activity, harm and offence, difference of views and opinions, religious services and so on.
In terms of ofcom, I have identified that it is public body, it regulates all media which is broadcasted to the general public. This for example being Radio, TV and so on. Ofcom sets out standards which broadcasters must comply with, Ofcom protects the general public from Scams and any harm that can result from the advertisement. In relation to Zeus Sport I will need to make sure that comply with the standards set out to restrict the problems that can arise.
The Ofcom rules include and are based to insure that the board are for example protecting under eighteens, criminal activity, harm and offence, difference of views and opinions, religious services and so on.
An example of ofcom doing and helping the general public, is shown below in the article:
Looking at this above you are able to see that Ofcom purpose is support
the audience from any harm and this is shown as the article looks at how ofcom
are asking the advertising bodies to review the rules in order to
limit the exposure of TV alcohol advertising.
The board makes sure that on public service channels that advertising used does not exceed an average of seven minutes per hour for every hour. Furthermore to this they insure that other channels do not exceed an average of nine minutes of television advertising for every hour of broadcasting.
The types of advertisements that go up on channels are also affected by whom may be viewing, in the article it looks at restricting the exposure of alcohol adverts to young children. This for example being what can be screened on TV before 9pm watershed. These codes are beneficial as they help protect young children.
The complaints gained are then judged by the use of the broadcasting codes. These rules not only cover harm and offence, but also some other areas. This being accuracy, sponsorship, impartiality and so on.
If Ofcom find a programme has broken these rules then it will be found in breach of code and Ofcom will then decide upon this decision. In some of the serious cases the board may need to serious action in for example fining the broadcaster. This is one of the main reasons that Zeus Sport will need to insure that they comply with the regulations to insure that they do not face consequences that could lead to potential failure for our group.
ASA (Advertising Standards Agency)
The ASA are set out law for advertisers, agencies and media owners to follow. The ASA include general rules that include the following:
- Advertising must be responsible
- Must not mislead, or offend
- Specific rules are set to cover advertising for children
For example
one rule would be not to include and allow children to be in a place on their
own or be in strange place, they are also not permitted to initiate and talk to
individuals they do not know.
- Specific rules are also aimed at specific area such as alcohol, gambling, motoring, health and financial products.
ASA will take action on behalf of the general public, this being that if
an advert shown is misleading or shown to misrepresent. At this stage Ofcom will
review and respond to complaints. ASA judge advertisements on a
framework of the UK advertising codes, if the advertisement does then
breach the UK advertising codes it will be withdrawn. All the adverts
are passed to trough regulatory boards before they are able to
broadcast.
Copyright, Designs and Patents Act 1988
Copyright, Designs and Patents Act 1988
In terms of this act, it is set in place so that individuals and their work can
be protected. Copyright Law gives the creators of some types of media rights to
control how they are used and distributed. This including books, videos, music
used and so on. These example are what are covered by the copyright law.
A major example of copyright in relation to the media would be for example DVD'S, this being the copy from one DVD to another DVD. Copyright law is very important and a businesses and media industries will need to make sure that these laws are not breached as high amount of consequences could arise from it. If elements/work from other individuals is wanted in another individuals production they will need to insure that they gain permission. Without this permission the user is not able to use within their own work.
A major example of copyright in relation to the media would be for example DVD'S, this being the copy from one DVD to another DVD. Copyright law is very important and a businesses and media industries will need to make sure that these laws are not breached as high amount of consequences could arise from it. If elements/work from other individuals is wanted in another individuals production they will need to insure that they gain permission. Without this permission the user is not able to use within their own work.
Costs for our production
For this section of my research I am going to be looking at the costs that are required for our production for the advertising unit to be taken forward. From this research I will looking at the costs for our production this will allow a budget to be set in place which will help the maintenance in finance for our group. From my research I will look into the costs for locations, equipment and so on.
Budget
Items for Hire
|
No of Days for Hire
|
Price
|
Total Cost
|
GIFT MUSA Wage
|
2
|
£100 p/d
|
£200
|
DANIEL AZHAR Wage
|
2
|
£100 p/d
|
£200
|
Football Kits
|
£180
|
£180
| |
Equipment
|
£100
|
£100
| |
Football Field
|
2
|
£55.50 p/d
|
£111
|
Advertisement
|
£1.2m p/a
|
£1.2m
| |
Tax
|
25%
| ||
Hardware Supplies
| |||
Computer
|
£5,000
|
£5,000
| |
Cameras
|
£10,000
|
£10,000
| |
Tripod
|
£300
|
£300
| |
Cables
|
£80
|
£80
| |
Hard drives
|
£35
|
£35
| |
SD Cards
|
£45
|
£45
| |
Camerawoman One Wage
|
2
|
£300 p/d
|
£600
|
Camerawoman Two Wage
|
2
|
£300 p/d
|
£600
|
Editing Software
|
£800
|
£800
| |
Total Expenditure excl. Tax
|
£1, 018,251
| ||
This our budget for our production, looking at this you are able to see that we have high costs however will be affordable to cover. The budget looks at the different wages that we will be paying our actors and also the props that we will need to get in addition to other costs.
Our planning production will take place in schools, it will be mainly
the sport facilities as we are focusing on the sport
elements within our advertisement. We as a group have decided on
going to areas such as the Astro-truf, Gym facilities, Tennis courts and may
even considering some filming in the changing rooms to show individuals
preparing to get ready for the competition. Looking at this area for our
production I am able to identify that there will be no major
financial costs that my group will need to cover as it is not free of charge and
provided to us by the school. We will just need to go and gain permission from
the teacher for the time we want to record to limit disturbance in other
lessons that may be going on and so that we are able to gain a time where it is
available without anything going on.
Sidney stringer school is where we will be gaining most of our footage from, we will be asking many young individuals in our school for their views.
Sidney stringer school is where we will be gaining most of our footage from, we will be asking many young individuals in our school for their views.
Sidney Stringer Academy
One of the areas we decided to record in was in School, this being that the sport facilities in school were at a satisfactory level to what we were looking for and a great place for us to record our TV advertisement. We will mainly be recording in the sport facilities area of the school as our advertising is based on the Zeus Sport drink therefore complementing well the area we have selected.
This being for example from the image above the sport facilities so that we are able to film our production, this setting will help complement the product.
For our decision in opting towards facilities, for a more professional look we
as a group could also consider different types of sports facilities that we
could use. We could use the Alan Higgs Centre as one place to shoot our
production. However if doing so we would need to take into consideration the
costs and permission that will be required from us. 
This being for example from the image above the sport facilities so that we are able to film our production, this setting will help complement the product.
The Alan Higgs Centre has is a
wide range of facilities that are on offer for us to be able to use. We as a
group will also need to insure that we think about the cost of travelling as
this is far away from our school, therefore money will need to be contributed
to getting their and coming back to school.
http://www.covsf.com/our-centres/the-alan-higgs-centre.html
From my research into the business I have identified the different pricing that we will be required from our group when wanting to use the facilities. The one we would select is the sport hall or the outdoor football. This pricing will range from £44.00 for the sports hall and £47.50 for the outdoor football this being half the pitch.
From my secondary research skills I looked into the activities and pricing for the places so that I can have a better understanding of the costs as shown below:
http://www.covsf.com/our-centres/the-alan-higgs-centre.html
From my research into the business I have identified the different pricing that we will be required from our group when wanting to use the facilities. The one we would select is the sport hall or the outdoor football. This pricing will range from £44.00 for the sports hall and £47.50 for the outdoor football this being half the pitch.
From my secondary research skills I looked into the activities and pricing for the places so that I can have a better understanding of the costs as shown below:
From the two options available I am able to see that one is less costly than the other and from both options they both provide very excellent facilities. Therefore looking at the overall decision for our group. Opting for the Sidney Stringer facilities will be more beneficial to use and will provide us with the same near professional standards.
My budget outlines an overall costing, this including a wide range of different elements; it also consists of high amount of quantity for products at purchase. In terms at looking at the individual costs for the product I am able to see that my costs for equipment will be the following:
- Camera: Sony DSR P1D175 DVCAM Video cameras and camcorder (£2,079.00)
This is the camera that our group will be purchasing, in order to get our production looking to a good standard of quality having a these types of camera will help aid that. The price of this product is £2,079.00.
- Tripod for Sony camera types (£53.50)
We have also as a group decided to get a sony tripod to allow shots taken to be more professional quality.
- SD card: Sandisk Extreme Class 10 SDHC Memory card (£14.97, 8GB)
We also decided that for our camera a necessity would be the SD cards needed, this being that we decided to get an SD card supporting 8GB so that we could film a lot of footage. In addition to this the pricing for the SD card and its memory amount is at an affordable pricing for our group.
Research
log
Sites Used to
support the Information Gathered/Presented:
Research Log Part 2
Appendix
Questionnaire results
Mintel Reports from Library
Mintel Reports from Library
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