Market Research Analysis

Over the course of this research I have discovered many things that will aid me in my final advertisement.  

Existing Products
There appears to be some clear patterns in all the research is did on pre-existing products is that they all use emotional responses. For example the "THINK!" advert. This uses the emotional response through imagery with the dark lighting and the sad looking cartoon girl.

Advertising that generates an emotional response has two benefits. Firstly, it can help the emotions transfer to the brand, shaping the brand perceptions. Secondly, it can help generate engagement and memorability. All five adverts I looked as for research appeared to use an element of shock and surprise to convey their message to the audience. For example in the anti smoking campaign advertisment, they show what smoking is doing to your body (this invokes fear in the audience) and then goes on to inform the audience of what they can do to prevent that outcome (showing them the solution).

For the other adverts such as the Anti-Domestic Violence advert, they use an extremely shocking video of the domestic abuse occurring to grab their target audiences attention straight away and keep them interested/invested. Also all five appeared to follow the dramatic form of an advertisement. All types of advertisements would aim to use this style of advertising because it clearly grips the audience in and gets them to focus on the message implanted for them to see and understand. These adverts targeted their audience carefully and it is clear who the target audience is, and has been achieved, through the use of similar aged actors. There is however a drawback from looking at these particular five existing advertisements. This is that all five of these are from around the world. Therefore not all of them were British, in fact only two where completely British. This information might not be as helpful when coming to creating my own advertisement as I have to advertise to British school children.

Competitor Analysis
In looking at competitor advertisements, there are some clear patterns within the five adverts/sites. All appear to try using emotional response either through love (of film) or fear. The use of emotional responses seems to be one of the most important elements of the advertisements. Alongside the use of emotional response, some of the adverts use celebrity endorsement. The use of celebrity endorsement can help build trust with current and potential audience, increase the chances of the advert being remembered, and attract a new type of audience. The majority of these five advertisements use quite dark colours and the colour red is repeated throughout most. The use of these colours just emphasise that the advertisement is not about something good. All these adverts target the audience through involving them in the ad in some for. Most of these are able to do this by saying things like "we need your help". This involvement causes the audience to feel more involved in the advertisement and therefore more likely to remember/connect and understand the advert. Some of these advertisements use elements similar to action films. For example fast paced editing, the use of this is almost like intertextuality, this just emphasises to the audience the action taking place to try and cut down on piracy.

Advertisement Placement
For the placement of the advertisement I plan to make, I researched into five main channels which have a younger (teenaged) demographic. These five channels were MTV, E4, Sky 1, ITV and Comedy Central. All five of these channels would have been a good channel to pay for my advertisement to be played on as the target audience for my advertisement would, more than likely, be watching one of these channels.


Overall I think the best channel for my advertisement to be on would be MTV, during breakfast/daytime for many reasons. One reason why I would choose this channel is that it means that the advertisement is played to the target audience, school children around the age of 12-18. MTV has experienced ratings growth over the last two years among their target audience of 12-34 year-olds, thus making it an ideal channel for the advertisement to be played on. Another reason to advertise on MTV is the price of advertising for a 30 second slot. It is actually quite cheap, the price ranges from around £10-£400 for one 30 second slot. Also breakfast/daytime slots are when the channel is at its most peak times. In the past year, MTV viewers 18-34 have spent around $21.6 billion on personal computers (home use). This clearly shows that the MTV audience is computer driven, and thus film piracy is a concern.