Research

Research

Definition

Research is the systematic investigation into and study of materials and sources in order to establish facts to reach new conclusions.

There are 3 main purposes of research;

1. exploratory

2. descriptive

3. explanatory

Primary Research

defined as factual, firsthand accounts of the study by a person who was part of the study. Basically its the original research.

Secondary Research

an analysis and interpretation of primary research. 

it summarizes the primary research that has been collected.

Qualitative Research

Exploratory research. used to gain understanding of underlying reasons, opinions and motivations. It is also used to uncover trends in thought and opinions.

Quantitative Research

Used to quantify the problem by way of generating numerical data or data that's transformed into usable statistics.

Techniques

Plainfolkes  ➤  this is an advertising strategy. It is for every normal person - doesn't glamourise anything and doesn't make it appeal only to the elite

 Snob appeal  ➤  this is for the higher class - for the people who believe they are elite and if you're not then you can't use it

Bandwagon  ➤  propaganda technique. Join the crowd to be on the winning side by using the product and if you don't you're missing out

Transfer  ➤  positive words, images and ideas that are used to suggest that the product being sold is also positive

Magic Ingredients  ➤  some almost miraculous discovery makes the product exceptionally effective

Weasel words  ➤  used to suggest a positive meaning without actually guaranteeing anything

Bribery  ➤  offers you something 'extra' compared to other places

Avante grande  ➤  suggestion that using this product puts the user ahead of the times, better than everyone else

Ethos

an appeal to credibility or character
advertisement will use this to try and convince you that  the company is more reliable, honest and credible
it makes you want to buy the product
involves statistics from reliable experts, eg; a doctor recommending a medicine or a dentist recommending a toothpaste

Pathos

an appeal to emotion
attempt to evoke an emotional response from the customer eg; happy - people drinking coke in the advert are smiling so it will make you happy if you drink it
also includes emotions such as fear and guilt eg;  images of starving children in an advert for world hunger   

Logos

an appeal to logic or reason
gives evidence and statistics you need to fully understand what the product does
'straight facts' tells you what it does
eg; '80% of people would recommend this to a friend' or '4 in 5 people use this product'

Advert Number 1

Beats Advert



I really like this advert because of its 'catchphrases' as such and it overall mood.

The advert starts off with bold music and various artists and famous people dancing all wearing beats headphones - this immediately makes the audience think that if you're wearing beats headphones then you'll have the best time, be happy constantly and be able to do what you lie - just as the people on the advert are. This is already an element of pathos as everyone's happy who's wearing the headphones therefore if you buy them, you'll be happy. 

I like the fact that everyone is dancing and look like they're having fun in this advert - it makes it lighthearted and an easy watch. When I do my advert I would like the general 'vibe' to be very similar to this one as it makes the watcher feel good about themselves and makes them feel positive.

I have found that by looking for secondary research this website ; https://brandmarketingblog.com/articles/good-branding/lifestyle-brand-case-study-beats-by-dre/

Jimmy founded the company beats with Dr. Dre;

"Jimmy lovine realised that music videos were the key to reaching younger music listeners. He founded beats with Dr. Dre to bring the emotion back to music by brining back sound quality. They solicited the help of the ammunition and monster to design, build and distribute original headphones. They received feedback from top music artists and emotionally invested them into the success of the product. They launched and put Beats into music videos and the artists into their ads. This made the first generation a break out success. "

Here is an example of a beats advert that used well known artists and their music to promote their product.

https://www.youtube.com/watch?v=Jon_jUcfFxo

 As you will be able to see in the image above, they have also used elements of ethos by having famous people in the advert. This is also an element of snob appeal as all famous people are wearing them - making them appeal more to the higher class and the 'elite'. But by buying these headphones you will be as good as the famous person is at dancing or singing or football etc, it makes people want to buy them even more if their role models are wearing them. This is an aspect of the advert that I don't like as much as I would like my advert to make the product to every single person, no matter what their class, ethnicity, race, gender, sexual orientation etc. This approach that I will be taking is called plainfolkes, its an advertising strategy that is for everyone, not the elite or higher classes but your average human walking in the street. 

However, on elf the main things i strongly like in this advert it its 'catchphrases' as I said earlier. Every person who is in the advert has their own phrase with the 'B' symbol. These are not only positive messages but also a great advertising technique as its using its own branding to make you feel better about yourself and want to buy the product even more. Because of this I will be doing something similar in my 3 print based advertisements. Its eye-catching and sticks in peoples minds due to the branding of the 'B'.

Advert Number 2

Apple iPhone X Advert

I love this advert for its graphics. They are constant and gripping, you don't want to peel your eyes off the screen in case you miss something amazing. This is the same effect that I want my audience to have when watching my advertisement, I want them to thoroughly enjoy it and want to watch it again and again.At 24 seconds it shows multiple faces in a small amount of time - different races, genders etc. This is the main part I will incorporate into my advert as I feel its really effective. By showing lets say 50 people in a matter of seconds it not only grips the audience and intrigues them but makes them realise the diversity of the product - every single person can use this no matter their circumstances and this is my main message for my project.

The constant movement and high tempo of this makes it fun and exciting. The different fonts, colours, size and placing of the text is another element that I would like to include in my advertisement. The text is factual and gives you information about the product they are selling (the iPhone X) which is an element of logos. My advert will be partly logos and partly pathos. the logos side I am taking inspiration from this advert because its a different way of selling a product but making it enjoyable at the same time rather than being factual, basic and boring.

However one thing I will change from this advert in mine is the amount of text that there is. I feel that although its informative, some of this advert is rather overwhelming and is too much information to process in such a short period of time. Whereas with mine it will be very minimal, still giving the audience the information they need to be more knowledgeable about the product but also not too much to engulf them and possibly put them off watching the advert again and buying the product.

Print based advert Number 1

Beats 




This print based advert is taken from the beats 'straight outta' campaign.
The reason why i have chosen this particular advert is because I like the simplicity of it, sometimes I feel as if print based adverts are too busy as people try to show as much information onto one poster/billboard as they possibly can. Whereas Beats do the complete opposite, they are well raided so little information is needed on their billboards, but this doesn't mean that they don't need to advertise at all. With all of the constant types of headphones they are bringing out whether its the new wireless headphones or a new colour in the original ones they need constant advertising to inform the public.
The clarity of this particular advert is what I hope to incorporate in my own posters, in the sense that i would like mine to be very un-cluttered and almost basic. However I would like to add colour to mine as I feel that lots of colour represents beats very well as its a colourful brand. 

Print based advert Number 2

Nutella

This advert is one of many of Nutella's. Nutella was created in 1965 and manufactured by the Italian company Ferrero.

Again, this advert is very simple but effective, the bold writing draws people in and the effect that's made it look like actual Nutella is fun. The actual text 'please do not lick the page' is Nutella's way of saying how tasty it is. This is very good marketing - it makes people who devour it every day fancy it again and makes people who have never tried it before want to. Also, by having the little Nutella jar at the bottom of the advert it helps people remember what the tub looks like, making it very difficult to get it out of their head which is exactly what they want. 

This is an element of advertising that I would lobe my print based posters to have - I want to make the people who are looking at it want to buy a pair of Beats headphones or at least try them. I feel as if the is possible one of the most effective ways of advertising and will make people hungry looking at it and then crave Nutella. I want people to look at the beats in my advert and want a pair or want to go home and put their own on.

MOOD BOARD

These print based adverts I have chosen to add in here solely for their aesthetic and to inspire me, I think that they are all amazing to look at and have something eye catching about them - exactly what I hope my print based adverts are like.  If i'm having trouble on coming up with some posters or just having a bit of a mental block I will come and look here for some inspiration.

Questionnaire

A set of printed or written questions with a choice of answers devised for the purposes of a survey or statistical study

Are you male or female?

male  7      female  13

Under which age bracket do you fall?

14-18  11   19-25  4   26-32  4   33-38  0   29-45  1   46-52  0   52-60  0   60+  0

How often do you listen to music per week?

every day  19   5-6 days  1   3-4 days  0   1-2 days  0   never  0

Have you ever heard of Beats headphones?

yes  19   no  1

If so, how have you heard of them?

tv advertisement  12   poster/billboard  1   radio  0   seen people wearing them  5   I own a pair  1 

Would you ever buy a pair of beats headphones?

yes  12   no  1   maybe  7

What would you say is the most important element of headphones?

how they look  0   sound quality  15   that they're versatile  0   how comfy they are  5

Do you watch TV weekly?

yes  18   no  2

When adverts come on, do you prefer up-beat and colourful ones or emotional and quiet ones?

colourful & up-beat  16   emotional & quiet  4

Reflection on the results

➤For my questionnaire I asked 20 people ( most who were around my target audience age ) some questions that were related to my advert.
➤The results are exactly what I wanted, every single 14-25 year old listened to music every day and had heard of beats before. This has helped me with my research because it proves how important music is in the majority of peoples day to day lives and how much it influences them. The way I am advertising Beats is that they are here for every day use and every day normal people - the results have proved that people listen to music everyday so all I need to do now is make a good advert to persuade them to buy Beats.
➤The questionnaire has also shown my that he majority of my target audience prefer up-beat and colourful adverts which is similar to what mine will be - this means that they are more likely to carry on watching it instead of flicking over to another channel because its not what they like.