Analysis of Tv adverts

Our finished Tv advert

TV Advertisement Evaluation

The Brief

Our brief/target was to re-market a Unilever product to either a new audience or to change the product briefly like one of the groups changed the named of one of Lynx's products. Our groups chosen product was PG tips and we chosen to re-market it to a younger audience, that audience being teenagers as we thought that when you mention tea or coffee you think of older people. Before we chose this was our final idea we had to come together as a group and decide that this was our final idea as we all had to come up with different Unileaver products and then pitch our separate idea to the rest of the group. We then voted on the best idea and chose PG tips as our product and now we could develop our ideas from this choice. We came up with different idea but the main one which got the most votes on was the idea to set it in a classroom and the class are misbehaving but when the teacher comes in with a box of PG tips the class change and they start doing different activities like playing card with teabags instead of playing on the their phones. Like I mentioned before the Target Audience we chose was teenagers, we chose this audience as we believed that tea is looked to be for older people.

Feedback
To collect some feedback we done this two different ways, a focus group of our class and we done questionnaires. First we choose to do the focus group, we done this by playing the advert a couple of times and then after we have played the advert we got things that the people liked about the advert and things that people didn't like. One of the things that people liked was the camera use, many people out of the group said that the use of the camera worked well, like the camera angles and shots. They also said that the editing was good in places and that some people did like the titles at the end of the advert. The things that people didn't like were, some people said they did fully understand what the advert is about so we could remake the advert so it is more clear to people. Another point that got mentioned and that should be re-made was the last scene where the titles pop up, they said the titles were fine but the placement of the titles on the advert may not be in the area to get shown on TV, this is a big problem as it might cut out some of our logo. When we can re-edit the advert we should move the titles about and make sure they will be able to be seen on TV.

The focus group could understand who the target audience was but they couldn't see the message behind the advert and the impact that it will have on them. This is a big problem as this is confusing the people who are watching it.

The technical and aesthetic qualities where overall good as mentioned by the group, they like the mise-en-scene for example the use of cups when they are sitting around table. Also the editing and the camera work was also mentioned strong parts of advert. The parts that let us down in professionalism is that the sound in some places goes quieter than in others so this lets the advert down for example the bit when there is music played when an actor has his headphones in, the sound is too quiet. The two shots when sound is the problem are the ones when the actor has his headphones in and at the start it is rap music and then it changes to classical music. It got mentioned that the classical music starts too late when that shot is shown. So we need to change the volume and cut the clip a little earlier and make it a little longer.

If the advert was shown regularly this would play into peoples minds that it would be perceived that tea is said to be for adults and teenagers now not just adults. The focus group believe that the effectiveness of the content is not entirely effect the storyline of the advert is not clear. I believe that because other people don't get storyline the advert will not be effective. In our advert I believe that we didn't have a main persuasion technique as we didn't entice people into our advert. This advert was to re-promote the brand with teenagers being socially accepted, so this could have been the persuasion technique by showing people that teenagers do drink tea.

The clarity of communications where, the message our team was to show people that teenagers do drink tea and we done this by placing teenagers in our advert drinking tea, the main technique we used was to place teenagers in the advert, also that how it changes people just by drinking the tea by acting responsible when the PG tips box is in the room.

Overall I think that our production is not completely professional but this could be corrected when we are updating the advert after the feedback we gained, I think the advert just needs some extra time to edit it.

Advertising Regulations

I believe the advert did comply with regulations as the product did not include harming/misleading or offencive material. If the product did we would not be able to show it on any media as before any advert is sent the advert is checked by a advertising board. One of the rules to follow is this 'The use of a title, logo, set or music associated with a programme that is broadcast on that medium needs special care. The audience should quickly recognise the message as an advertisement.'  In our advert you can clearly state that it is an advertisement as the use of titles at the end of our advertisment. Another regulation to follow is 'Advertisements must not materially mislead or be likely to do so'. Our advert may mislead some people in the way that they don't understand that why the people act like older after the PG tips box comes into the room, this may offend adults causing us a problem. Overall this may mean that our advert may not be fit for purpose as if it offend adults this may cause a problem. The offence may link to the

'Advertisements must not cause serious or widespread offence against generallyaccepted moral, social or cultural standards.'

Personal Reflection

The final advertisement did seem to match up with our original intentions but the thing that I believe that threw most people off was that when the teacher turns round the people in the classroom have changed somehow. I liked our idea before this one where the teacher would go out of the room and he finds that all the teabags from the box have disappeared and when the students leave the classroom one drops out of the students bag and the teacher sees it. I believe that the previous idea would have worked better as more people would have understood it. Matching our production to our documentation, the storyboard is basically identical as we used the storyboard during our filming to make sure that we get every shot right. Our tutors feedback was the he didn't really understand the advert, this seems to be a big problem throughout the feedback so more than likely if we had time to do it we would have to change our idea to the previous one. Also that if our tutor doesn't understand it this may show that adults don't understand the advert.

Self-Evaluation

Overall I though our advert was too a good standard but maybe becuase I worked quite alot on the actuall advert, whereas the people who we questioned seeing it for the first time. Taking other peoples opinions into account I believe the advert was average because people didn't understand it. If we was to remake the advert we should chose our previous idea as it would have been funnier and more understandable as you see the students do something whereas in this advert they just change somehow. Overall I think I played a big part in the projet as I done most of the filming and most of the editing throughout the project, this could be good or this could be bad as the other people in my group may have carried out the same things better. Next time I should let the other people in my group do more work so it gives us an even chance to show what we can do with the equipment given.

Production Diary

01/02/2013
Today we finished most of our pre-production. The location reece, Adult release, Questionnaire results, Risk assessment, Props list, Location release and the shot list. In the next lessson we should finish the storyboard, minor release, production schedule and the location reece pictures.

05/02/13
Today we finished the storyboard and the location reece pictures but we didn't finsh the production schedule and the minor releases. We should get these finished by tomorrows lesson so we can start filming.

06/02/13
Today we started filiming our first six shots of the advert. This took the whole lesson to do the first sheet of the storyboard as we had to do serval takes with different techniques so we had more to work with when editing.

12/02/13
Today we filmed more of our advert. This included the close-ups of the students changing from being a teenager to being more civil, reading the newspaper etc. Last lesson we could not film our second sheet of shots as we need a teacher and the teacher we have already used wasn't here. Tomorrow we will be able to start filming the teacher shots.

13/02/13
Today we finished filming our production. The next lessons after the half term break we should start the post-production, placing all the video clips together.

26/02/13
Today we stated placing all the video clips together but we mainly concentrated on getting a rough edit so it will be easier to use when producing the final cut. Mainly just the video files not the sound.

27/02/13
Today we finished the final cut placing all the sound effects and sound in aswell as all the video being in the right place. Tomorrow we should look to finish the production which will mean finising the video effects.

28/02/13
Today we finished creating and placing the visual effects onto the advert this include the slogan, links to Facebook, Twitter, website and the PG tips logo. We also checked through the clips and the audio to make sure they were in the right place. The last thing we done to day was to record a voice over which say our slogan 'Join the tea-nage revolution.

01/03/13
Today is the last day for editing our advert and today we completed the advert which including putting the voiceover into the advert as well as doing several run overs of the advert to make sure that the advert was right / matched the pre-production work.

Pre-Production

Synopsis

‘A teacher is walking down a corridor in a school/college  towards his class room and he enters his classroom and the class are misbehaving (throwing aeroplanes etc) and places a box of PG tips on his desk, the teacher then moves towards a whiteboard and tries to write on the board but the pen doesn’t work, the teacher groans and as the teacher slowly turns around, the class are quiet they have changed, we then get some close-up shots of the students which will be doing different activities like reading the paper, playing cards with tea bags and drinking tea. The students have changed from being noisy, throwing stuff, on their phones to drinking tea. The final shot is a close-up of the PG tips box and a student pops up and collects a tea bag from the box’.

Questionnaire

Questionnaire Results:

 

 Summary

From the first pie chart we found out that the top three popular channels are BBC 1, ITV 1 and BBC 3. These three channels could be where we advertise mostly except BBC 1 as the don't advertise on there channel except their own adverts. The next graph was to find out if people do currently drink tea and what brand they drink. From this we found out that out of 7 people, 4 people don't drink tea and the three what do drink tea 2 of them drink PG tips and the other one drinks typhoo. This is key research as from this we found out that more teenagers don't drink tea, so we will have to have an advert that will make more teenagers drink tea. The next question was to find out if the current PG Tips advert has been seen and if they liked the advert from this we found out that 5/6 people liked the advert and the other person hasn't seen the advert. From this we found out that the current advert is liked by teenagers but it doesn't make them want to drink tea, so we will have to market the advert to make them want to drink tea. The last pie chart was to find out if our idea will work, our results were that 100% of people agree that it will persuade the teenagers to drink tea.

Location Recce

Storyboard

                                                                        

 

                                        

                     

                                

Advert Shot List

Shot List

1) Wide long shot of teacher walking down corridor towards classroom with PG tips under his right arm
2) Close up tracking shot of front of teacher’s feet walking down corridor
3) Close up tracking shot of back of teacher’s feet walking down corridor
4) Medium close up shot of teacher’s face walking down corridor
5) Close up of PG tips under right arm
6) Long shot of classroom door INT. door starts to open
7) Match on action, OTS establishing shot of teacher standing in door way looking into classroom.
8) Medium long shot pan of classroom
9) Close up of student on phone
10) Close up of student listening to rap music
11) Close up of student chewing gum
12) Medium close up of group of students discussing a video game
13) Medium close up pan of teacher coming into the classroom
14) Extreme close up of PG tips being placed on the teacher’s desk
15) Close up of teacher preparing to right on the board
16) Extreme close up of teacher’s pen not working
17) Close up of teacher huffing to himself then noticing everyone being silent
18) Medium shot of teacher turning round
19) Medium panning shot of classroom, students all drinking tea
20) Close up of student on phone reading news paper
21) Close up of student listening to rap music listening to classical music
22) Medium shot of students who were talking about a video game playing cards using tea bags as chips
23) Close up of student chewing gum about to eat a biscuit that has been dunked in the tea but falls back into the tea
24) Long shot of teacher and pupils looking back at each other
25) Close up of teabags with slogan up it, and then a student peeks above the desk and then grabs the teabags

Ideas

Ideas Generation :
We had many different ideas for our marketing production. Our ideas were, a continuous shot of a teenager doing different activities that the older generation do like reading the paper, scrabble and knitting. Another idea was like the first one as it is one continuous shot but it is going back in time through the older generation to the teenage years. The last idea we had was to use a class of people who are miss behaving and when the teacher walks in they are still messing around until the teacher leaves the room the class notice that the teacher placed a box of PG tips,  when the teacher comes back into the room all the students have changed and they are doing different things like reading the paper etc.

Initial plans and proposals:
Our chosen idea was the last idea, we believed this would be the best idea as it will be funny and it will be able to capture the target audience. The idea was developed more than the original idea of that one, the original idea was to have a teacher walk in to a class and he/she places a box of PG tips on the table. This will lead onto the teacher coming back into the room and the whole class have a cup of tea.

Identification of overt / hidden message:
By producing this advert we hope to push the message out that it is social acceptable to have teenagers drink tea and change the thought in people minds that the stereotype for people who drink tea are old.

Content: 
Shot:
1. Long shot of teacher entering classroom - match-on-action
2. Long shot of inside classroom - children throwing paper aeroplanes etc
3. Close-up of PG tips box being placed on his desk near a kettle
4. Medium shot of teacher trying to write on whiteboard
5. Long shot of teacher walking out the room to find a new pen
6. Long shot of class walking towards the PG tips box
7. Medium shot, teacher walks back into the room
8. Close up of teacher face - shocked
9. Point of view of teacher - looking towards the class
10. Medium/Close Up of student reading the paper, sipping tea
11. Medium/Close Up of student playing scrabble, drinking tea
12. Long shot of students playing poker with teabags - Match-on-action
13. Medium shot of teacher smiling - walks to board starts writing
14. Close-up of the PG tip box
15. Close-up - tilt upwards - teenager pops up and steals a teabag

Style:
The style for our advert will be Humorous and dramatic. I believe these styles will suit our idea as the funny side to our advert it will entice the audience and the dramatic side should make the advert work as is it basically making the young people a old stereotype.

Relevance to the audience:
The advert will target our target audience (Teenagers) by using school / college life in the advert, also if people see teenagers drinking tea in the advert they will accept this and the stereotype hopefully will transfer to young people.

Group Advertisement

Our aim was to re-market a unileaver product.
We have chosen to re-market PG Tips to a teenage audience, we chose to have one continous shot rolling like the fooball advert when he goes through the TV.

Individual Pitch

In the most recent advert for Pot Noodle it is not clear in the advert what the target audience is, as in the advert the character is a man who is dressed up as a women. I believe that they need to re-market their idea and pick a specific audience. I believe that the audience is young people. So this advert should be re-marketed to older audience.

Current Advert:

http://www.youtube.com/watch?v=Q9yUK-mUJqc

If I was to re-market the pot noodle ad, I would go for targeting older people, as junk food is associated with younger people. So a way to re-market pot noodle so the older people will buy the product.

TV Idea

Old married couple - Man prepares dinner/tea, woman ask what he is doing - says something the old woman doesn't like - woman tuts - walks into kitchen -  makes pot noodle for her - she sits up the table eating it--day time - man sits ups table eating his dinner-night time - woman walks past - laughs


Research and Justifications

Audience Information :
Audience measurement panels & Brodacasters' Audience Research Board (BARB) research what programs people watch and who watches them. This can be done by a special box that records data about the programs are watched and who watched them by selecting yourself on the personalised remote. This could be a crucial part of research for the pot noodle advert as it could see my targeted audience watch TV and from that data I could advertise when they watch their TV.

Ratings
Ratings are the methods used by television programming to measure their performance. Some ratings are broken down by demographics, different channels have different demographics so the advertisers will target specific channels as some channels may target a low age like less that 12 so the advertisers who look to target young children will advertise on those channels. For my research I could find out what channels the older generation watch and when they watch them.

Face-to-Face Interviews/Focus groups/Questionnaires
Face-to-Face interviews are done by the researches because they can adapt their questions by rephrasing or repeating the questions so the responses are clearly understood. The researcher can also pick up changes that the interviewee makes like problems with reply to the questions asked or nervous tapping or any body language that the person does while replying to the question. In my research I could do some face-to-face interviews with older people and test how they react to the questions.
Focus groups is a form of research that is conducted in a group and they are asked about they opinions,beliefs and attitudes towards the product. In my research I could conduct a focus group as see what the older people think about the current product and advertising, then I could conduct another one after I have re marketed it and see what they think about the new advert.
Questionnaires can be conducted online or a paper version. This types of research has its advantages over others as they are cheap to produce and that theses types of questionnaires are compiled data which makes it easy for the user to fill in. This type of research could be used when re marketing the pot noodle advert as it could reach alot of people online but as the older generation are said no to be as technical this may not be the best idea.

Programme Profiles
Men aged 16-34 are said to be the hardest group to appeal to throughout Tv. Women aged 16 - 34 are said to have a broad range of interest and different types of television genre, but as I am targeting the older audience I will not need to know about the younger audience. For Men and women over the age of 55 they start to retire and a consequence of this is that they get more free time, so therefore they have more time to watch TV. This will be crucial when advertising as this means alot of the older will be watching TV. The idea of a programme profile is to match the advertising with the audience ,so for a television show like a football programme, the advertisers will target Men aged 20+, maybe a father, working class and who like sports events. It is all about building a profile for the advert, so it helps the advertisers when designing. So this builds a profile about the audience, this helps to sell the product as if they get the  target audience right, this means that it is getting shown to the right people who are likely to buy the product, for example Gillette have shown adverts after big sporting events and this has mainly targeted men, with the likes of Rodger Federer, Tiger Woods and Thierry Henry and from this lots of men would have gone and bought some razors because of this advert, I know I did.

Television Research Agencies
Television Research Agencies are used to provide data to do with television, this may be audience measurement and television ratings. A company which does this is Ofcom as they do carry out some market research.I could use television research agencies in my research as they provide statistical information which could help me see if my new advert is working or not and to see if the old is working or not.
(BARB) British Audience Research Board are also a research agency and they track what people watch by having a box on top of their own set top box. The box records what is being watched and who is watching it this is done by, on the control you have to select who is watching it.
 'BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading'- http://www.barb.co.uk/resources/reference-documents/how-we-do-what-we-do

In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents, on average, about 5,000 TV homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions.
To account for the constantly changing UK population profile and TV environment – and because some of the information needed is not contained in the Census data – Ipsos MORI conducts the BARB establishment survey on a continuous basis to measure changes in UK household characteristics. This is important to account for the constantly changing UK population profile and TV environment and also because some of the information needed is not contained in the Census data. The panel homes themselves are then recruited by Kantar Media, drawn from a representative sample provided by the establishment survey. This ensures that any changes in UK household characteristics are reflected in the BARB panel.
In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments.
Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast.
This consolidated information is the BARB gold standard on which the UK broadcasting and advertising industries rely for all reporting and trading.

Sources of Information :

Rates Cards:
Rates cards are a document that provides pricing and descriptions for the various options of ad placement. Rates may vary as the place where the advert is going to be advertised may be empty and the owner wants to get some money then none, so the owner decides to lower the cost to use un-used space. In my research rates cards will be crucial as I will need to find out the price I will have to pay to advertise, so I could look around to see where the most people are of my targeted audience and advertise there. Here is an example of a newspaper rates card.

Advertisers' Information Packs
Advertisers' information packs is a series of documents which provides you with all the information about the advert like the cost of the advert, when and where the advert is- insertion dates and when the advert is going to be shown. In my production of my advert this could be helpful for compiling data, as it will have all my data in one place so it could be easily identified.

Research Agency Websites
One of many research agencies is http://www.nisra.gov.uk/ this agency researches about everything. As a statistical research company they provide companies with stats like how many people are in the country/world and their average income. This will help me in my production of my advert as I will be able to see what the income is of an average person, so I will be able to price the item reasonably to their income. Another research agency is RSMB, they are contracted to BARB and they carry out research like 'survey design, panel structure design and control, panel balance and recruitment requirement assessment, quality control reporting and the creation and implementation of calculation procedures'. Another is Kantar Media which are also do work on behlaf of BARB, they are also a audience measurement. Kantar Media's website mentions this:

'Our presence in more than 50 markets makes us a world leader in audience measurement, enabling our clients to better plan their advertising campaigns, negotiate airtime prices and launch new programmes'.

Audience Classification:

Standard Occupational Classification
The standard occupational classification system is a system used by statistical agencies to organise workers into occupational categories for the purpose of collecting data. This could help me during my research as I could find out what type of people my audience targeted are, and which jobs they have.

Demographics
Demographics includes gender, age, ethnicity, employment status and mobility. These are just a selection of the main ones. In my research I could find the demographics of certain areas as this will help me find out more about the older aged people that I have targeted.

Psychographics
Psychographics includes personality, values, attitudes, interests, and lifestyles of people. This also will help me further understand more about my audience. As I could find that the older aged people have one specific interest.

Geodemographics
Geodemographics is the study of grouping people together by where they live. This might be that people in certain areas like certain things. This will help me in my research as I could study with demographics and psychographics what people are like where they live and what they like.

Regulation:
Regulation is the main part in advertising as if you don't pass through certain regulations you will not be able to advertise. Some of the things included in the BCAP code are : Harm and Offence, Privacy, Gambling and Alcohol. The producer of the advert has to be careful as some parts of advert may have a bad opinions on people so they will not buy their product and example of this is Paddy Powers' blind football advert, this advert involves a footballer kicking a cat, this created alot of talk as many people didn't like the idea of the cat getting harmed. SO the Advertising Standards Authority are there to regulate UK advertising, so no one will get offended.