Existing Products
The five social message campaigns that I found all had similar techniques. They all had some type of compassion, this is because the campaign should be hard hitting for the viewer and they should feel some sympathy towards the victim/s within the campaign. Many of them used self perception as a technique as well. By using self perception, it gets the viewer thinking if they have ever been in that situation or if they have ever done what the social message campaign is conveying. I noticed that 3 out of the 5 campaigns that I researched featured children, they may have been used because it would shock the audience so much that they would end up doing something about it, either donate blood in response to the first campaign. This social message campaign focuses on young children and what they want for Christmas and at the end a young girl explains that she needs more blood to make her feel better. By using children, it puts the parents in that position of feeling either guilty or determined to help other people by donating blood. Most of these social message campaigns are in the form of stand alone, for instance the Christmas advert referring to presents. Stand alone campaigns are effective as they are more hard hitting because the audience will focus more on that one advert instead of relating it or thinking of the other series of adverts.
The five social message campaigns that I found all had similar techniques. They all had some type of compassion, this is because the campaign should be hard hitting for the viewer and they should feel some sympathy towards the victim/s within the campaign. Many of them used self perception as a technique as well. By using self perception, it gets the viewer thinking if they have ever been in that situation or if they have ever done what the social message campaign is conveying. I noticed that 3 out of the 5 campaigns that I researched featured children, they may have been used because it would shock the audience so much that they would end up doing something about it, either donate blood in response to the first campaign. This social message campaign focuses on young children and what they want for Christmas and at the end a young girl explains that she needs more blood to make her feel better. By using children, it puts the parents in that position of feeling either guilty or determined to help other people by donating blood. Most of these social message campaigns are in the form of stand alone, for instance the Christmas advert referring to presents. Stand alone campaigns are effective as they are more hard hitting because the audience will focus more on that one advert instead of relating it or thinking of the other series of adverts.
The conclusions that I have gathered from this research is that I should use compassion within my own social message campaign because it audience will then be concerned or sympathetic towards the one less fortunate than themselves. I also believe that the campaign should be a stand alone because the whole viewers' attention will be on that one and only campaign. As I researched different campaigns from all over the world and I found an animated advert too, I think it is reliable because I have a wide range of different styles and forms within my research. By researching social message campaigns from the same country you may have very similar adverts with all the same conventions but if you have ones from different countries or if they're animated, then you will most definitely have a wide range of techniques. Whereas with the social message campaigns from the same country, I may create a very bland and mundane advert for people from other countries as they may not be used to or familiar with the techniques used.
Competitor Analysis
Much of my research for analysing competitor websites are very similar. The colours used are very dull and plain because the main point of the website is to inform the viewer and not to entertain them with the colours. The language for all websites is very sophisticated and the layout of the website is very precise, clear and understandable. A lot of the information is structured in the form of bullet points or a numbered list, for instance. For all the websites, when you get to a page where there is writing, it is all in columns and straight. This makes the audience trust the website and all the information on the website is reputable. From my research, I have gathered that the format of my campaign has to be very understandable and well structured. I have to avoid using bright colours as this will only distract the audience from the essential information. These websites and advertisements are most definitely targeting teenagers because of the font used- one website uses a really eccentric font and it looks like the type of font graffiti is written in.
I believe there is a gap in market due to the fact that a lot of campaigns around today are inspired by road safety and cyberbullying but there are not many that are focused on drugs or self-harm. So I could influence my work around those topics. To improve on these websites, I would add pictures or have the information in a different format, maybe in a mind map or a diagram showing the person who is affected and then branches showing the people that are affected further along the line.
Product Placement
After much consideration and research to help me with my decision I have decided to place my social message campaign on E4. My final shortlist was; Channel 5, MTV, ITV2 and E4.
Channel 5 was the most appealing because during Daytime television, an advert would cost £2,000 and during Peak times it would cost approximately £17,000. I calculated that the average number of viewers that watched programmes on Channel 5 in the week ending the 14th September was 1,625,900, however there were more female viewers than male aged around 20 years old.
MTV charged £150 per shot for a 30 second advert and this would cost £4,500 if there were 30 shots within the advert to place my advert on this channel but the average number of viewers for that week was only 163,600 but they were of a young age group (teenagers).
Furthermore, it would cost £2000- £1 million to place an advert on ITV2 but this price would depend on how much I wanted to advert to captivate the audience. The average number of viewers for this channel was 618,400 which was the second highest at the moment.
Lastly, E4 would charge £8,500 per shot for a 30 second advert and this would total £255,000 if there were 30 shots in the advert. The average number of viewers for this channel in the week ending the 14th was 921,500. E4 are desperate to portray an 'eccentric and witty persona' and this is why I was swayed towards this channel.
I was dead set on placing my social message campaign on Channel 5 at about 9 o'clock to 10 o'clock but the reason why the viewing figures were so high was because Celebrity Big Brother was on throughout that week. I did calculate the viewing figures before the normal Big Brother (the week ending the 1st June) started and it totaled to 1,077,600 but the shows that were shown were not aimed at my target audience of teenagers. Moreover, teenagers of today wouldn't watch Channel 5 out of curiosity of finding an entertaining show whereas E4 would accomplish this.
So in conclusion, my social message campaign will be placed on E4 at 9 o'clock. Even though it will cost £255,000 if there are 30 shots within my advert but was an average of 921, 500 viewers last week. Additionally, E4 are the main channel that attracts teenagers so the channel is always keenly watched.
The online medium that I will use will be YouTube, due to the fact that before many videos there are short 30 second or so adverts beforehand which can be compulsory and cannot be skipped. So this will be the best medium to place my advert as well.
Much of my research for analysing competitor websites are very similar. The colours used are very dull and plain because the main point of the website is to inform the viewer and not to entertain them with the colours. The language for all websites is very sophisticated and the layout of the website is very precise, clear and understandable. A lot of the information is structured in the form of bullet points or a numbered list, for instance. For all the websites, when you get to a page where there is writing, it is all in columns and straight. This makes the audience trust the website and all the information on the website is reputable. From my research, I have gathered that the format of my campaign has to be very understandable and well structured. I have to avoid using bright colours as this will only distract the audience from the essential information. These websites and advertisements are most definitely targeting teenagers because of the font used- one website uses a really eccentric font and it looks like the type of font graffiti is written in.
I believe there is a gap in market due to the fact that a lot of campaigns around today are inspired by road safety and cyberbullying but there are not many that are focused on drugs or self-harm. So I could influence my work around those topics. To improve on these websites, I would add pictures or have the information in a different format, maybe in a mind map or a diagram showing the person who is affected and then branches showing the people that are affected further along the line.
Product Placement
After much consideration and research to help me with my decision I have decided to place my social message campaign on E4. My final shortlist was; Channel 5, MTV, ITV2 and E4.
Channel 5 was the most appealing because during Daytime television, an advert would cost £2,000 and during Peak times it would cost approximately £17,000. I calculated that the average number of viewers that watched programmes on Channel 5 in the week ending the 14th September was 1,625,900, however there were more female viewers than male aged around 20 years old.
MTV charged £150 per shot for a 30 second advert and this would cost £4,500 if there were 30 shots within the advert to place my advert on this channel but the average number of viewers for that week was only 163,600 but they were of a young age group (teenagers).
Furthermore, it would cost £2000- £1 million to place an advert on ITV2 but this price would depend on how much I wanted to advert to captivate the audience. The average number of viewers for this channel was 618,400 which was the second highest at the moment.
Lastly, E4 would charge £8,500 per shot for a 30 second advert and this would total £255,000 if there were 30 shots in the advert. The average number of viewers for this channel in the week ending the 14th was 921,500. E4 are desperate to portray an 'eccentric and witty persona' and this is why I was swayed towards this channel.
I was dead set on placing my social message campaign on Channel 5 at about 9 o'clock to 10 o'clock but the reason why the viewing figures were so high was because Celebrity Big Brother was on throughout that week. I did calculate the viewing figures before the normal Big Brother (the week ending the 1st June) started and it totaled to 1,077,600 but the shows that were shown were not aimed at my target audience of teenagers. Moreover, teenagers of today wouldn't watch Channel 5 out of curiosity of finding an entertaining show whereas E4 would accomplish this.
So in conclusion, my social message campaign will be placed on E4 at 9 o'clock. Even though it will cost £255,000 if there are 30 shots within my advert but was an average of 921, 500 viewers last week. Additionally, E4 are the main channel that attracts teenagers so the channel is always keenly watched.
The online medium that I will use will be YouTube, due to the fact that before many videos there are short 30 second or so adverts beforehand which can be compulsory and cannot be skipped. So this will be the best medium to place my advert as well.
No comments:
Post a Comment