I started doing my audience research. Firstly i researched physcographic and demographic information.
Psychographic Information…
Classifying customers by their attitudes and values.
Psychographic variables are any attributes, relating to personality, values, attitudes, interests or lifestyles
Once knowing this advertisers can make a psychographic profile, which are used in the market segmentation, this helps them grab the audiences attention
Analysis of consumer lifestyle to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic and demographic characteristics to develop a more ‘lifelike’ portrait of the targeted consumer segment.
Demographic Information…
Research into race, disabilities, age, income, mobility, educational attainment, home ownership, employment status and even location.
The information is used in economic and marketing research.
Marketers typically combine several variables to define a demographic profile. A demographic profile provides enough information about the member of the group to create a mental picture.
The four types demographics in marketing are age, gender, race and income level.
This information is important to know as i know what information i need, to gain my audience. I can use research to find out their common interests, personalities and lifestyles as well as their gender race etc. From research i can create a picture of a typical member of my audience.
I then started making a questionnaire so i can ask my audience and find out what will work best when making my advertisements. I will ask students in year 11 who are going to sixth form next year and i will also ask sixth form students as they can say what their opinions on sixth form advertisements and what worked well for them.
Audience Questionnaire 1...
1. Male or female? Please Circle.
2. How old are you? Please Circle.
14 15 16
3. What do you think is the most effective form of advertising?
Radio
Television
Poster
Leaflet
Internet
4. What advertising would you be the most interested in if you were looking at joining sixth form/colleges? __________________________________________________________________________________________________________________________________________________________________________________
5. Is there any particular feature which is effective in advertising? E.g. colour, animation, camera shots etc. __________________________________________________________________________________________________________________________________________________________________________________
6. What would you like to see on the advertisements? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
7. Would you want the advertisement to be more entertaining or informative or both? __________________________________________________________________________________
8. What do you think is the most important thing to include in when advertising? _________________________________________________________________________________________________________________________________________________________________________________
9. Is there an advert that is particularly effective to you? Please state and why?
__________________________________________________________________________________________________________________________________________________________________________________________
Audience Questionnaire 2...
1. Male or female? Please circle.
Male
Female
2. How old are you?
16
17
18+
3. What types of advertisements did you look at while looking for sixth form/colleges? __________________________________________________________________________________________________________________________________________________________________________________
4. Did you look at different types of advertising? ________________________________________________________________________________________
5. Which type of advertising did you find the most effective?
Radio
Television
Poster
Leaflet
Internet
Other. Please state.
6. Why did you find this effective? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
7. What in particular drew you most to the advertisement? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
8. Was there a particular advertisement technique that you think worked for you? E.g. colour, layout etc. __________________________________________________________________________________________________________________________________________________________________________________
9. What type of advertisement did you find the least effective? _________________________________________________________________________________________
10. Why? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
11. If you were to suggest an effective advertisement form and/or feature for a new advertisement for sixth form, what would this be? ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
No comments:
Post a Comment