Audience research and feedback

Audience Research

Task one define your audience using the following AUDIENCE SEGMENTATION model  (20 minutes)

Socio economic: GEARS

 Gender - My adverts with have different gender groups primarily together as opposed to mixed I.E females will be with other females and males will be with other males.

 Ethnicity - A mixed of black and white girls and boys will be used in my adverts.

 Age - Young adult models will be the primary use for models to appeal to the age criteria.

 Region 9 regional identity - Locations such as school cafeteria, doorstep, restaurants and shops will be used.

 Socio-Economic - Models will be wearing informal attire.

For each part of the acronym state what will be in the advert (in terms of media language/representation) to attract your audience, use the brief to help establish the target audience profile

Task two define your audience using the 4 C’s segmentation model, select one of the above categories and highlight how your audience might be attracted to the advert (give an example in terms of the media language of the mock up designs).  (15 minutes)

Cross-Cultural Consumer Characterisation model

4 main categories are (MARS)

MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS

The other categories to be added to this are EXPLORER RESIGNED  STRUGGLER

It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE

MAINSTREAMERS - Social groups will be popular in my adverts

Task 3: construct the questions for the survey

1. Which logo do you prefer.

2. Would you describe the adverts as formal or in formal

3. How old are you

4. What ethnicity are you

5. What gender are you

6. Are there any contextual similarities between the two adverts

This tells me that most of my audience are within my target audience range.

This tells me that most of my audience might be more male than female.

This tells me that my adverts should appeal more to the black and white demographic.

This lets me know that 80% of the people who surveyed this fit within the maain demographic.

This information helped me finalise the type of tone i was aiming for when completing my adverts. 65% of people wanted to see an informal advert.

I asked audiences which logo they prefered.

I then used this result to determine my final logo design to use in my final adverts.

Do these adverts represent Essex in any way? if so how?

I recieved many responses to this question, some being:

 These responses encouraged me to use more of a food focused form of advertising as well as incorperate the essex culture through verbal ques.

These responses made me realise i must add more visual essex cultural prints in my adverts.

I changed my final adverts accordingly.

Do you believe there should be more of a focus on food or the social aspect of takeaway food? and why.

I wasnt sure of which type of advertisment techniques to base my advertisments on as i could have used a more social approach which would include a younger models, so asking this question would allow me to determine what would best be suitable for the audience i aim aiming to target.