Radio advert feedback

Feedback on Our Radio Advert

As a group we decided it would be best to get some feedback on our radio advert broadcast that we created, in order to do this we showed the advert to a number of people around our area and took in some thoughts and opinions. We wanted to make sure that our advert did exactly what we wanted it too, and this was sell our hot chocolate. Here are some reactions to our radio advert.

' I really enjoyed it, it was quick and straight to the point.'

'I liked how you advertised it by using a womans voice to promote to your target audience'.

'I think it was excellent as some radio advert go on for too long and bore you to tears. But I liked yours because I knew exactly what you were trying to promote as soon as it came on. Well done.'

We welcome constructive feedback as it allows us if needed to make changes to our advert and try our best to cater to everyone's needs. By advertising our hot chocolate at its most effectiveness.

Ancillary: Indulgence Radio Advert

Feedback

These are some of the comments we have had back about our television advert about our hot chocolate product 'Indulgence'.

' I really liked the editing involved in your advert. You used the music really well in it too. Well done'

' The music used in this works brilliantly with what you want to get across'

'I liked the fact you used a really nice setting at the end of the advert. It makes me want to go out and get this product. Well done guys'

We also got some constructive improvements that some people said would help make our television advert better than it already is.

' I really enjoyed watching your advert but I feel that it was a bit confusing at times, with more shots of the lady in screen would work well'

We took this into account and made some more shots of our actress in screen to make the storyline clearer. We then showed our advert to the viewer again and they said this.

'That is a lot better, I now no exactly what is going on, thank you for listening to me'

We felt it was important and necessary to show and get feed back on the finale production of our advert, so if needed we could change any aspects of the advert that we got from this feedback. After receiving positive feed back and making one or two changes to the advert to make the plot clearer we finally felt pleased and happy with the overall outcome of our commercial.

Packaging design

Final Indulgence Product Prototype

This is our final product prototype of our hot chocolate 'Indulgence'. In designing the product we came up with several ideas in discussion which we all debated on which would suit the target market and specification of our advert best. Still keeping to the simplistic idea of the logo and colour scheme we wanted something that looked sophisticated, high quality and luxurious. Allowing the products use promote itself rather than concentrating too much on a fussy product design. It was important to find the right size for our product so we researched various other competitors for inspiration and ideas.

The container of the product we used was from a Cadburys Bournville cocoa tub. We looked at the containers size and measurements, deciding it was suitable to use in aid of producing our product prototype. After designing suitable logos, fonts and colours we were able to print the label of our product and apply it round the container. We glued the edges together neatly and ensured the label fits; this has given the overall finish of product a near professional appearance. Getting the correct label for our product we found important as its what draws the consumer to the product from its aesthetic characteristics.

Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Our main product (the advert) has conformed to the forms and conventions of real media products in many ways. I found that by doing research into the advertising industry and analyzing a range of Tv adverts i was able to use this to apply to my own product therefore ensuring that our Advert would be successful but also well produced.

as a group we felt that it was important features our advert,really connected with our target audience in order for our advert to be as successful as we hoped we felt that it was important to use the information we had gathered from our questionnaire to ensure that the target audience would be able to truly relate to the advert as we wanted to create a realistic situation but also really show of our skills but also our product .
we wanted our product to be associated with something that was a real treat for the consumer and therefore we decided that our brand name should be sophisticated but simple, but something that would be able to be remembered which clearly reflects our product. We wanted to create a sense of relaxation through out as we wanted our audiance to think that our drink was the perfect thing at the end of a long day . We also purposely chose the soundtrack, to be one that is already a popular piece of music, but one that can be linked with our product when people hear it outside of the advert.

One of the features that we found difficult was making our advert realistic as it was more narrative than short and snappy. Also a slight flaw in our advert is that because it is quite long you have to watch the full length version to find out what the product is as it is not entirely obvious from the start , however we were able to over come this as we felt that our short version captured the product efficiently without cutting out key parts of the original full version

How effective is the combination of your main product and ancillary texts?

As a group we effectively managed to combine the ancillary texts (magazine avert and radio advert ) were quite recognizably linked to our main piece with was the tv advert. We made sure that we maintained an underlying theme throughout all three media products, such as the simple mug of hot chocolate which is our brand image appears on all three of the media texts by doing this it enables the audience to remember our product as we have used something symbolic such as the mug of hot chocolate. we wanted to maintain the idea that although the image was simple it still created that scense of luxury , hence our brand name 'Indulgence' .

Along side our main Tv advert we had to create 2 ancillary tasks, we chose to create a web pop-up ads and radio advertisement. we looked at a range of radio ads and web pop up ads to gather ideas of what needed to be included in ours in order to make sure that the audience would be able to make a direct link across all 3 of our products making 'indulgence' a rememberable brand. we found it a bit more difficult to analyze and research into radio advert s as they all seemed to vary depending on what it was they were advertising , although we were able to look at the use of tone and voice used to represent the product for example we looked at a hagadaz ad which used a very smooth sounding voice , clearly reflecting the product therefore we wanted to be able to apply this idea to our own radio advert , 1 by using a woman's voice continuing the idea of our target audience and 2 try and relate the voice to the product so that it is easily remembered by consumers.we were able to make our desicion on what ancillary tasks we would produce, all comments about the Magazine Ad and radio advert were all positive , consumers were able to make a clear link between all three media texts which was our main aim from this task to be.

How did I use media technologies in the construction and research, planning and evaluation stages?

we felt that by Using a variation of different media technologies in our final product would help us to gather information to get a better insight into our product and by researching good existing examples we were able to do to this during our task. I felt Using the internet was the most helpful form of technology when it came to my research and planning of our media product i was able to gather a vast amount of information that we were able to use in all stages of our advertising production. Having the ability to use the internet, we used it as a source of help for much of our research. The use of youtube and facebook was also helpful when it came to our research because we were able to gather people views and opinions on our product this enabled us make any changes if they were necessary to improve all three of our media texts.

Using the correct media technology equipment was important to us as we thought this would reflect on our overall quality of production and work. Using the best quality HD cam-recorder we were able shoot all our television advert in 1080p high definition. Using this gave our advert a clear picture nearly on par with professional standards. For me being able to have a very experienced knowledge on the use of Apple Macs, we were to use a Mac in the construction/editing of our TV and radio advert. I was clear on the editing tools such as iMovie which I used for last years AS production, that enabled me to quickly and efficiently start and finish the editing of our production. Although we did have a slight problem with my iMovie, as the version was 08', and notoriously didn't have a slow motion tool. As we needed this tool to enhance our dream sequence I purchased the up to date iMovie 11' and was able to use some of the new tools to improve the production of our advert further more.

What have you learned from your audience feedback?

After conducting our ouestionnaire We found out that our target audience was mainly aimed at woman which created an intersting respone when we showed the advert to a male population who over all enjoyed the advert and said that although it was clear it was female orrientated that they would also purchase the Hot chocolate beverage drink .I found that the questionnaire helped us find out what would be the most effective and popular, so we took this into consideration when developing our advert.

After we had finished our final piece ,we wanted as much audience feedback as possible as we wanted our product to be to the highest standard it could be from receiving feedback from teachers, parents and friends we have learnt a few things. Many of the comments were made during class presentations and YouTube have been extremely positive and supportive so we are very pleased with that. However some have criticised the length of the advert, saying that it drags on too long and could be a bit snappier as it is not entirely clear what the product is from the start. But this is why we created the short version, just to get to the point/product and bit quicker. we wanted to make sure that our long full verson showed the full story line as well as making it something that people can relate to prompting them to buy our product. Although we struggled with the length i am happy with both final pieces and think that it would not be as effective if we had only created the short version. By creating the longer version this enables us to display our product on the internet as well as the Tv, and although the length was criticised all comments about the advert were very positive.

Another factor that was commented on was our location , as a group we also felt that it could of been better but when it came to location scouting we struggled with this aspect as there were lots of rules and regulations we had to go through in order to be allowed to film at an existing branded company , and unfortunately we just did not have the time to go through all the trouble , however in the end we were able to find a suitable office building and in fact did work out very well .

The last main criticism made was that there wasn’t enough product placement in the advert, apart from the end, But we feel as a group that our Magazine poster also captures the product.

Goodwin’s Theory

Before I began work on a project I looked at the theory side to the task at hand. One of the most important things I learnt was Goodwin’s Theory of video analysis which can be applied to music videos. The 6 aspects to his Theory are :

Voyeurism: When other people look at the artist or an insight into their lives. e.g a screen within a screen

Close up’s: Images of the artist, usually of their face, distinguishing features or face to help make them more recognisable to fans e.g. Calvin Harris’s sunglasses

Intertextuality: When another text is referenced e.g. parody. A good example of this is “Sabotage” by the Beastie Boys which takes characteristics which we normally associate with the 80′s Police Drama’s.

Genre characteristics: What we expect to appear in their music video style e.g. Metal being featuring extravagant stage performances.

Relationship between Music and visuals: The means the visuals illustrate amplify or contradict the music e.g. fast paced may mean a lively video.

Relationship between Lyrics and visuals: When the visuals on screen illustrate, amplify or contradict the lyrics e.g. an Image may appear on screens when it is referenced in the song. A good example of this is in the song “Yellow” by Coldplay when the artist sings the opening line ”look at the stars” and in the background we can see stars in the sky.

Magazine Advert

Here is our final Magazine Advert , after a lot of work on designing this we decided to keep it simple but to capture the product efficiently , we have matched the packaging to the magazine advert exactly so when consumers see it they can relate to it straight away . we felt that the colour scheme was important because we did not want it to be too over the top as we wanted our audiance to remeber it as a simple but classy and luxurious product , which we fell we have achived with this magazine ad

Indulgence Web Pop up Advertisement

This is our final web popup design for our product indulgence. Looking into research from real media texts we were able to design an effective web popup that can be used in various internet sites for advertising, such as upmarket supermarket sites (M&S, Waitrose, Ocado), social networking sites (Facebook, Twitter) and other food/drink relevant sites. Also it will help with advertising our brand to the wider market and boost our sales. which at the end of the day is why we advertise products.

The theme for our pop up advert was to go along the original theme for our hot chocolate product. This was because the audience who have already seen our product relate a lot better. Many brands do the same (Kellogg's, red and ASDA, green) our main feature is the black background which helps symbolise our hot chocolate product. We have also included the same text used in our magazine advert and image too. This all comes together to symbolise our product.

Web pop up research

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well.

A variation on the pop-up window is the pop-under advertisement, which opens a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them.

As part of an advertising package for a new product, we have looked and researched into creating a simple web popup for our product. Using the web it will allow the products awareness and promotion to grow. Having researched some example of web ad popups we have established what we could include in our products popup to maximise awareness and promotion. Still using the simplistic black and white colour scheme, which will again allow the advert to look sophisticated we wanted to imply this style of advertising throughout the rest of the advertising scheme.

Advert Length

Advert Length

We wanted to show all of skills and knowledge we had picked up over the two years studying media, but felt creating a 30 second advert was not enough time to show everything we wanted, so we decided that we would make a long version and a short version of our advert. The long version could be broadcasted through the internet and the short could be through the television.

We had taken this idea mainly from Cadbury’s who are renowned for their long, but very unique and entertaining adverts.





Both these adverts are a lot longer than most adverts and would be broadcasted at this length for a while and then a shorter version would be broadcasted in its place, the longer version would then be accessible to watch via the internet, through their own website or via YouTube etc.

We would do the same with ours, we would have a long version accessible through the companies website and video sharing internet sites and we would have a short version for TV purposes.

Indulgence Hot chocolate (full Original)

Indulgence Long TV Commercial

This is our Television advert that we created. The full version of this captures our ideas on what we wanted to convey with safistication and a 'posh' look to our product. We were then told to create another television advert that only lasts around 30 seconds. This was because we needed our product to be shown on a television and with an advert being longer than 30 seconds it may bore the audience.

Indulgence Short TV Commercial

Indulgence Short TV Commercial

We originally had a 2:04 minute long online version for people to view. But as we have to make our advert suitable for global expansion we needed to drastically cut down the 2minutes 4seconds to around 30 seconds, so it could be broadcasted on television, as a TV Commercial. Reluctant that we might loose the story plot of the advert if we cut it down, we made sure as we selected the most crucial shots and scenes of the advert to ensure we still had the ability to express the story of the character and imply our product towards to audience. I feel that we have successfully managed to keep the plot of the advert as it is still evident that the same events occur in the corresponding order.

It is seen that some companies will broadcast longer versions of their adverts online or may first show there original long version on TV in a break after a highly rated TV programme such as XFactor or the Superbowl and then later broadcast the shorter version. For instance the new 'Lucozade advert' is around 30-40 seconds when broadcasted on the television but has invited you to watch the full version of the advert on their website/or YouTube.

Initial make up ideas

After finalising our idea on what our advert would consist of and include, our next task was to design the make-up to fit the audience we were targegting and would also help to establish the scene and the mood we were aiming for. Considering our advert is now primarily concept, also with areas of narrative and performance, we decided that the main actor in the advert should have the make-up to suit the type of woman she is , we felt that by showing that she was a working woman that her make would be simple and not too over the top as we want other woman to realate to the woman in the tv ad therefore making our product accessable to a wide range of woman . Having being inspired by many other advert that follow the same forms and conventions we found these averts to be the most successful , we felt that an a simple every day make-up design would conform to what we were trying to achieve and that it would also appeal to our target audience.

Our first thought was to a design and a colour palette which would show up well whilst on camera from various distances (not just close ups)

Case study into a top advertising agency

London Creative

The following companies have been clients of London Creative in the past:

• Avis



• Bacardi



• Barratt Homes



• British Gas



• Cash Converters



• EasyJet



• First Direct



• GlaxoSmithKline



• Iceland



• Kcom PLC



• Lexmark



• Monarch



• Optimum Films



• Paramount Pictures



• Shell



• Sony Ericsson



• Thompson Local



• White Eagle Plc

Our Services

We love working with companies large and small to examine their business and provide solutions that create extraordinary results. The thrill of providing bespoke solutions to difficult problems - and the excitement and passion of working with your business and creating strategic creative models that make it work even better. If you want to create more enquiries, create efficiency or create amazing results - we believe that you deserve the very best.

What do you get?

A company with a proven track record of digital promotion and direct response advertising solutions.

A promise that we will create significant return on investment for you, and focus on:

1. Strategic thinking that improves your bottom line



2. Expert digital promotion and advertising



3. Massive efficiency



4. Expertise in multiple media disciplines



5. Capable and award winning interactive project management



6. Direct response driven creative



7. A small, highly trained team of seniors all with award winning expertise in their field



8. Experience of a wide range of markets and sectors.

I found it useful to look at a top agency as it gave me a greater insight about what it takes to become an agency but also the standards that the adverts have to be up to , although our advert couldnt be as well produce as we did not have the funds or the equipment to do so we we able to use some of the ideas and apply them to our own incorporating some of the high quailty.

Here are some key websites that give a clear insight to the world of advertising and how to do it!

• http://www.brandrepublic.com



• http://www.advertmarketing.com/



• http://www.ad-pods.com/



• http://www.tellyads.com/



• http://www.londoncreative.com/

Initial costume ideas

.

Initial Costume Idea

Knowing that we will be using a large amount of visual concept ideas in our advert and using our make-up ideas as a guideline, we will now be looking into potential costume/outfits for our female character to wear during her day at work. Taking inspiration from what the average working/middle class female would wear to work, we were able to have a rough idea of what would be appropriate in our advert. Also taking into consideration that as we wanted most concentration to be on what the product is and is imply's towards the customer, we made sure that when selecting the correct attire it was not over colourful which can sometimes distract the viewer from the initial idea or context of the advertisement and its product. So we decided to choose light/dark neutral colours that would be most appropriate.

An example of how a brand might use the clothing colour of its character to help advertise the product can usually be seen in a variety of Kellogg's 'Special K' adverts where the woman is usually dressed in red. Special K use red as their main brand colour so will use the colour deliberately and continuously to promote their product.

Choosing the right music

Music in adverts is usually used to create the mood that is trying to create also it more often than not to give a indication of what type of product it is . In my advert I initially wanted to give indication to the characters life style and personality. Also, something that would tie into what was actually occurring on screen. we felt it was vital to found the right song as we wanted it to really reflect what was happening as there is no diolog throughout our advert

We listened to a number of soundtracks and shot listed some to listen to again.We listened to the short list whilst watching some of our filmed footage, and some pieces of music had a too fast pace over all

Possible ideas are : Nine in the Afternoon: Panic!At the Disco
After Every Party I Die: IAMX
Time To Pretend: MGMT
Fat boy slim - Demons

LYRICS:

Fatboy Slim - Demons

They said she had a heart attack

I think the creatures coming back

And I am fine, coz all my love's electrifying

And I come feel like a cesspool

Wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of my demons have withered away

They said he should give himself to bath

I wanna dance to my last breath

But mister ???? only party's hard and ????

Come feel like a cesspool

I wanna be with you, wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons wither away

Demons wither away

All of your demons wither away

You'll understand when you come my way

All of your demons wither away

When you come my way, when you come my way

All of your demons wither away

Oh no no, they wanna get me down, yeah they wanna get me down

All of your demons wither away

I better give my heart a listen

Ecstasy comes and they cannot stay

I better give my heart a listen

I better give my heart a listen

I better give my heart a listen

Coz the preacher saying all of my d-e-yeah-hey ....

Yeah-hey, yeah-hey

All of your demons will wither away

Yeah-hey, heeey

Ecstasy comes and they cannot stay

All of, all of my

You'll understand when you come my way

Yeah, ???? ???? ???? (?well, wanna some?)

All of my demons wither away ....

Ooohhooohooo, aaaahaahaaaa

All of your demons wither away ....

Aaaaahhhhhh, aaahhh

Ecstasy comes, cannot stay

And if you comin' my way-hey

???? ???? say come my way

And then go my way

All of your demons wither away

Influences

This advert originally gave us the idea for the office scene as we felt that it would be suitable considering our main target audience is women.

i like the idea of this advert because it is quite fun and quirky which we wanted our final product to incorporate, it is particularly appropriate because it is showing the stress of working woman which ours similarly shows. It also helped when deciding the music that would go along side with the advert , like this we chose something that represented the visual situation.

This advert also helped influence our final piece as again it is showing a woman as the main character in the advert which we also wanted to incorperate. Although we did not feel the music was the right genre for ours , it fits well with the galaxy advert . we also liked the shots that were used in this and felt that if we included some of them in ours then it would be successful but also show a range of skills.

From this advert we were able to use the idea of the dream sequence part where it flashes to something better , which were able to incorporate into our own piece showing the effects that the drink (indulgence) has on the woman , after the dream part it shows her sitting in the Kota with a fire our , like the Microsoft advert we were able to use this teqnuqie to show the juxaposing situations of the woman in our advert .

Research and questionnaire 2

Questionnaire

1. Use an adjective to describe drinking a hot chocolate drink?

___________________________________________________________

2. How many times a week do you consume a hot chocolate drink?

___________________________________________________________

3. What do you enjoy about drinking a hot chocolate?

___________________________________________________________

___________________________________________________________

4. If we were to create an advert for a hot chocolate drink, what in your opinion should we include?

___________________________________________________________

___________________________________________________________

___________________________________________________________

5. Thank you for your time, any further comments add below.

____________________________________________________________________________________

The questionnaire we handed out to people gave us a real indication on where to go with our ideas about making a hot chocolate advert. We got many different words to describe a hot chocolate drink but the one we thought was the best was our brand name 'Indulgence'. When we asked about what they would include in a hot chocolate advert many people came back with the words homely and warm. These are interesting results because when we came together about what we wanted to show in our television advert we said that it would be best to show a really relaxing scenario as this is what we felt appealed most in a hot chocolate television advert.

we felt that by only having 5 direct questions we would be able to get a clear result of what we wanted to find out .

Tv Advert Theories

TV Advert Theories

The Communication

When the time comes to put pencil to paper, fingers to keyboard - to actually create your campaign or ad - it can be helpful to consider, "OK, what's the primary reaction I want from the target audience?"

You won't need to do this with every ad. But for new clients, new campaigns, or new ways of thinking, it can be clever to go back to basics.

What you will discover is that there are three primary responses your ads can trigger. Three basic things an advertising campaign can get people to do:

1. To feel, to experience an emotion

2. To think, to understand, perhaps remember

3. Take action, do something

Getting people to think and feel certain things about a company, its products and services, that's the goal of branding, of brand-building.

The ultimate objective, of course, is to influence purchase behavior. But to do so by first getting viewers to like the product or understand the service or feel a relationship with the company

Getting people to do something, and do it soon - to clip and mail a coupon, click on a Web site, pick up the phone and place an order - that's what direct marketing and direct response advertising are about.

In real life, of course, it's not that simple. When someone sees an ad, they can react in a variety of ways, most commonly with indifference.

And if they do respond at all, then thinking, feeling, and acting can blend together in different ways with different people. The human mind is infinitely complex.