Within the process of creating the advertisement
I had to proceed in doing many different types of audience research. This was
mainly in order for me to successfully target my audience in an efficient way.
I also did this to gather information about what my audience knew about online
bullying as well as what they knew about staying safe online and their views on
both these subjects. I was able to carry out my research by doing three methods.
The first thing I did was a VoxPop in which I asked varies different people the
same question whilst filming their response in order for me to have the data
needed. The second thing I proceeded to do was to make a focus group. This was
in the same format as the VoxPop however with a larger amount of people where
they had a discussion about the question that I proposed however the questions
were different from the VoxPop’s. The last audience research I went onto do was
a questionnaire. These questions were presented to 20 varies different people
within my target audiences age group.
When making my VoxPop the answers that
I got from my audience were very helpful and were answered to the standard I
had wished. Due to the fact that the VoxPop answers were very detailed it gave
me the information that were needed for me to make my advert successful. I
decided to ask the people participating in my VoxPop what they thought staying
safe online meant. I got the usual response such as not giving out passwords or
any person information however no one said about not bullying online or about
having any form of security on their devices to keep it safe from hacker and
viruses. I then though to ask them on what platform they preferred watching videos
on. The majority did say TV however if they are on the go they do watch things
on their phones- which was the second platform they all did say. I then went
ahead and asked them the kind of channels that they watch. I believe that it is
important for me to ask this due to the fact that I’m going air this advertisement
on a channel so I must ensure that it’s a channel that I know my audience would
watch. The answers did vary from Channel 5. BBC ONE, MTV, E4 and ITV. One of
the other question I thought was important to ask was what time they normally
watch TV. My answers ranged from 7pm – 11pm. I think it was important to ask
them this because I wouldn’t want to air the advert on the right channel
however not allow them to watch it because I may have aired it at the wrong
time.
After asking the
questions I had wished in the VoxPop I had realised that I did get efficient answers
that would possibly allow me to make a successful advertisement. However I did
need to gather a bit more information about exactly what my audience know about
staying safe online in a more worded way as well as asking more questions that
I could possibly only get whilst asking in the focus group.
In order for me to
get a productive response from my audience I had to gather a group of people that
were within the age range of my advertisement audience as well as people with
different lifestyles. I then proceeded to ask them varies different questions
however some of them were indeed the same as the VoxPop. The very first thing I
asked them were what they thought it meant to stay safe online and if they
could give me some examples of how to stay online. I got the same response as
the VoxPop in terms of having your password private, making Facebook profiles invisible
to people outside of your friends and not giving out personal information to people
you don’t know. I was shocked however when no-one mentioned about having some
form of security on the device again. This was in fact the same result that I
got whilst doing the VoxPop where no-one knew about MacAfee Security and Norton
but I had hoped that within my focus group the individuals I picked would know
these. I then thought if my participants felt like they have ever felt like
they needed help from adults or their peers about staying safe online no matter
what form it may be in. The general response that I got were no however one of
them did say that when they were younger due to the fact that there wasn’t much
help back then on a few occasions they did have to ask for assistance. One also
did say that at times when they feel like one of their peers in experiencing bullying
what they may be able to do to help them. I think that one of the important
questions that I asked was if my audience thought that they believed there were
enough efficient support and website out there for teens about staying safe
online. I got a very detailed explanation from one of the participants claiming
that there are not enough advertisements on TV however too much on YouTube.
They stated that it would be better to be able to watch the advert on TV
because having it on YouTube before they are about to watch a video isn’t effective
because the person may skip it or just leave and wait for the advert to be
finished and just wouldn’t watch it.
The last process I had
to conduct to ensure that I had gathered enough research about my audience was
to do a questionnaire. This was to get person information anonymously about the
audience that they may not want to say in front of other or in front of me. I
gave the questionnaire to 20 people with 17 questions on it that were similar
to the focus group and VoxPop however with some more added questions as well.
This was mainly to know their humour, age, religion and lifestyle to ensure
that the advertisement relates to them as much as possible.
Doing
the results gave me interesting results because they would have been the
foundation of what I made the advertisement about, the theme and how I present
it to my audience. Once again when asking the same questions as my VoxPop and
Focus group gave me the same results. In my questionnaire I asked average time
that my audience watches TV. The results came back as in-between 7pm-10pm. This
would help me know what time I would have to air the advert to make sure a sufficient
amount of people watch it. I also had to ask once again what channel that they
watch the programs on and decided to choose it out of the answers I got in the
VoxPop, the majority of my audience said MTV. CHANNEL 5 and E4. Thus making me
think I would have to research into these channels to make sure that my target
audience would watch it at the time that I air it. I also had to ask the age of
the people I gave the questionnaire when I handed it to them. The age range
differed from 16-18. This would be important because it allows me to know
exactly the age of the people I gave it to and what the liked in order for my
advert to appeal to them. By doing this I have a true representation of their
opinion for me to have a successful research.
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