Research - Emma & Karol

2.2 - Research (T2 Wk4) - GC3 1P/M/D - KAROL/EMMA

What are the different forms of research?

Quantitative research involves collecting data and turning it into numerical form so that statistical conclusions can be drawn. quantitative results are easier to compare with other results and are usually collected by doing interviews using a specified set of questions or questionnaires either on paper and sent out to people or via the web. Collecting quantitative data is usually qui                                                                                                                                 cker and you can get a wider range of results as people are more likely to fill in a questionnaire than to do something that will be more personal or take up more of their time.

Qualitative research is exploratory research. It is often used to gain insight on motivations, opinions and reasons for doing something and can also be used to devise a hypothesis for quantitative data. Qualitative methods are time consuming and usually require a lot of patience, this means that it is on a much smaller scale than quantitative research who use a larger amount of people to get their information from. It also costs more to conduct qualitative research and can be done through methods such as: individual interviews, focus groups, observations which has been the chosen method for many school-based experiments and action research.

Audience research is a term used when conducting research about an audience and is a method of finding out who your target audience is and how you can aim your advertisement etc at them. In terms of advertisement, you first need to find out who it is that would be buying your product, you can do this by surveying shops or sending out questionnaires (quantitative data). In order to find out how to aim your advert at this particular group, many companies conduct focus groups. Focus groups work by pitching your idea to a group of five or more people in your target demographic and having them feedback to you what works and what doesn't work, this is qualitative data and will help the company to generate an ad that is appropriate and attractive to their target.

ASA (Advertising Standards Authority) is the UK's lead regulator for advertisement across all media, this includes dealing with complaints and taking action against misleading or offensive advertisements. The ASA receives no government funding which means that it's work is free to the tax-payer.

Your Product

How is your product currently branded and how has it been branded in the past?

This is the Fanta campaign from 2009 featuring Gigi who after a clumsy accident turns the situation into a chance to perform mime and dance saving her from even more embarrassment. This is a clever campaign especially with the slogan 'More Fanta, Less Serious' because she played off a serious moment as something to be laughed at and enjoyed. The colours of this campaign are orange and yellow with a bit of white and black in the characters clothing, this fits with the branding because Fanta is an orange flavoured fruit drink and the colours are bright so that the ad is seen as fun and exciting. 

This ad in particular uses a reader friendly font so that it doesn't cause difficulty for people with learning difficulties such as dyslexia to read. The font is also 3D so that it stands out against the rest of the ad and is the focal point. The ad used the 2008 song 'Shut Up and Let Me Go' by the Ting Tings because it was a popular, well known song at the time of the ad and most teenagers would have heard it and instantly become interested or more engaged with the ad simply because of the song. Music is generally a big part of teenagers lives and so using a song that they would know and like instantly grabs their attention, since Fanta is largely branded towards teens and young adults this is a good move on the companies part. 

This ad is largely made of animated graphics and the only piece of imagery in the ad is the Fanta bottle itself to keep with the branding and make the ad recognisable. The graphics in the ad are a great way of keeping with the brand of Fanta because using people would probably make the advert less approachable for teenagers, seeing adults or real teenagers is a lot more demanding than animated characters which are generally more friendly and 'less serious'. The pace of the Fanta campaign is fast. The advert doesn't get caught up in nutritional facts or anything that could make it more than it needs to be, it's very simple and gets straight to the point which, again, is more appealing to teenagers who don't want to concentrate for very long on something that doesn't interest them unlike a lot of adults who usually require more information about something. There were no obvious persuasive methods used in this advert, only the implication that if you drink Fanta then you will have fun.

In 2014 Fanta released this add with the slogan 'Snack Time, Fanta Time' featuring an Indian family. The advert shows a family sat around the table looking bored until the character 'Mom' brings out a bottle of Fanta. The advert still has the same element of 'play' as seen in all Fanta branding. 

The colours in this campaign are a lot more focused on orange and yellow instead of including colours like reds outside of the characters clothing. This makes the advert seem more simple even though it targets a bigger demographic. The font, again, is reader friendly which makes it easier for anybody to read and can reach a wider range of people who will pick up the drink because they recognise what it is. The music in this advert is the Fanta jingle which is now recognisable because of the distinguished Fanta brand. As in the last campaign that I showed the only imagery that we see is the bottle of Fanta except there are also a few clips of food that we see the family playing around with, the rest of the characters are animated graphics. 

The pace of this ad is very different to the first that I showed, this is mainly because it targets a different audience. Instead of targeting just teenagers, this advert is targeted towards families, young children and adults as well showing that even if you are grown up you can still have a bit of fun in your life, this theme carries on throughout the ad showing the Mom join in with the children's playfulness. The style of the animation is the same as all of Fanta's past advertising campaigns and was designed and created by the same group of people who have done all of the other advertisements for Fanta. As in the last ad, this only persuasive method seen here is the implication that you and your family will have a good time if you drink Fanta.

State the target audience of the product in detail (psychographics and demographics):

The demographics of the Fanta target audience would be Males and Females who are 10+ this is because the brand is also aimed at families as well as teenagers as we can see in their adverts. The ads for Fanta are definitely diverse so the race and location of the target audience is anywhere and everywhere that Fanta reaches from South America to Asia, from Indian families to German families. I think that Fanta is aimed towards lower, working and middle class people because it a relatively cheap drink and the ads don't seem to feature any of the extravagance that we would see in a product aimed towards the higher classes of people. 

In terms of psychographics Fanta is aimed towards fun-loving, exciting people. All of the adverts for the soft-drink feature some sort of element of 'play' so we know that the brand is not aimed at people who are serious about a lot of things and won't want to mess around and have fun. The advertising campaigns for Fanta reach out to a lot of the 'cool' people so I think that the target audience would be people who are energetic, have lots of friends and live an active lifestyle.

Buzzman

Buzzman is a 100% independent agency that was founded in 2006.

I like this campaign by for MTV Mobile because it is an advert that is very cleverly made and can make the audience laugh. The advert also highlights the importance and usage of social media for this generation. It's a lighthearted video that makes you want to find out more about what it is about which is the main purpose behind a campaign.

DoubleClick

DoubleClick is a service of Google that develops and provides Internet Ad services. The client list includes, agencies, marketers and publishers of companies such as Coca-Cola, Microsoft, L'Oreal, Apple inc and Nike among others. The company was founded in 1996 by Kevin O'Connor and Dwight Merriman. DoubleClick was formally listed at DCLK and was then purchased in 2005 by private firms Hellman & Friedman and JMI Equity, Google then brought DoubleClick for $3.1billion. In April 2008, Google announced that it would cut around 300 jobs within the company due to redundancies but employees would be offered a job within the Google organisation as per position and experience. DoubleClick is often linked to the spyware controversy because browser cookies are set to track users from website to website and record which ads they select while browsing. DoubleClick has also reportedly been known to mislead users by using an ineffective opt-out option.