Monday 10/12/12

Psychographics

In today's blog post I will be talking about Psychographics and what it is.

Psychographics is a researchers way of finding out who the product is for such as gender and what age group it is for, such as 16 - 34. Researchers need to collect different information in order to create their advert. Some ways in which they can collect information is by doing a servey.  

Men 16 - 34

• Men in this age group are harder to reach out through the us of TV, Men 16 - 34 don't watch as much TV as what woman do. Woman in this age group tend to have more free time and like to spend time watching TV.
• Nearly 60% of young men in this age group are more likely to be single. Because of this, TV isn't really a  main priority in their life as they are most likely going to be out drinking with thier mates trying to find someone to hook up with.
• Even though young men are the lighest viewing audiences they tend to cost more money in order to reach out to them. This is like a typical male story where a young man may spend most of teh day working and the only time he is able to watch TV is late at night after he has been to work. There for the reasearchers need to make sure that their advert is set to air on a certain time at night such as 9pm - 11pm.
• If men were to be working during the week then the main time that they will spend watching TV is at the weekend, therore they are more likely to see the adverts that are tryign to be portrade to them.
• Different use of media such as newspapers, radio and cinema is a more popular choice to men in this age group. There chance to promate their adverts is at a time when men are out with friends at the cinema or if men are listening to the radio at home or at work.
• Because men in this age group are quite young, sports tend to be a more popular choice of media to watch. Adverts could to be aired for example when a group of men are watching the football, when half time is taken place that is the opertunity for the advert to be promoted to thses groups of men.

Men ABC1

• This type of catagory about men are the type of men who are married or currently living with their partner. Unlike the catagory above where 60% of men were single, men will be around their wife/partner who likes to watch a lot of TV so these type of men are more likely to see adverts.
• Because these type of men are usually business men, they are always working throught out the day and when they come home to their wife/partner they will be too tired to even want to watch TV so therefore the best chance for them to watch TV will be at the weekend.
• Men in this catagory are huge users of the interenet, they also like to spend their time reading newspapers. Therefore because they are constantly reading or on the internet they have no time to watch TV so to portray an advert the use of newspapers and internet is the best way to grab their attention.
• Men in this group are more likely to have digital TV so if they are working during the weekend they can record their programms they like to watch and watch it at the weekend. This way they are still able to see the different types of adverts.

Men C2DE

•  This type of catagory is about men who have no jobs and just doss around the house doing nothing all day.
• These type of men spend most of their time watching TV, therefore because they are always watching TV they are more likrly to see that adverts.
• Eventhough they have no jobs and just doss around all day they tend to have more techonolgy such as home cinema.
• Weekend is the time when TV contains more sport programes therefore these type of men are likely to tune into these programes at the weekend  so the adverts could be set to be aried through half time.

Men 55+

• Men in this catagory are getting ready to go into retierment so they are more likely to spend their time watching TV and are likely to see the adverts that are aired on TV.
• Nearly 25% of them this is their favourite past time throughtout the day and half of them like to have a digital TV. Near 70% of them have a digital TV and like to watch channels such as History or ITV1.
• At this age they like to soend their time watching different game shows such as Deal or No Deal, Countdown so the adverts could be set to be aired at a time in the early evening such as 5pm.
• Over half of men at the age of 55+ like to listen to the radio daily and they are big consumers of newspapers so adverts could get published in the newspapers so these type of men are able to see the advert whilst reading the paper.
• Men at this age tend not to read magazines as they don't find it apealing so trying to adverties at this catagory in a magazine will be pointless as they are unlikely to read the magazine.

Women 16 - 34

• Young women have an incredibly broad set of media tastes and preferences. A young mum will have a different set of objectives to a career woman or a student with fewer family ties. Even though young mums will tend to watch CBeebies in the morning with their children, the evening time is when they will watch what they want to watch on TV.
• Young women in this age group are big consumers of media, engaging with a variety of TV on a daily basis. Although they are not big consumers of news, magazines such as heat and the celeb magazines and the radio, especially commercial stations such as Virgin and Kiss, are firmly placed on their media radars.
• Compared to men in the same age group, young women normally consume more TV, with nearly half falling into the medium to heavy viewer categories therefore it is more eaiser to show young women adverts than young men.
• 77% of young women have access to digital TV, however they are less likely to have Sky and more likely to have Freeview than men in the same age group.

Women ABC1

• Women in this catagory are more upmarket women have a higher chance to have children in the household and are more likely to be separated or divorced.
•  Upmarketed women account for just over 30% of all adults and are more likely to live in London. Their top media choices are magazines such as Hello! and Red. This will be an easier way to advertise an advert to woman in this catagory.
• Women in this catagory are more likely to watch TV at night when their children have gone to bed. This would be used as their free time so when they come home from a hard day at work and their kids have gone to sleep night time is their only time to thereself. This is when they are likely to see adverts being advertised.
• They are less likely to take advantage of interactive TV and are more likely to be motivated to press red by programme engagement rather than advertising.

Women C2DE

• TV provides a common thread, however it is important to them within their media radar. Almost 20%have admitted that they are TV addicts.
• Nearly half of all women who fall ine channels, eventhough digital channels such as ITV2 and E4 also do well. Childrens channels such as Nickelodeon and Cartoon Network are also watched regularly reflecting the high amount of shared viewing between mums and children.
• Less than a quarter of women in this catagory usually read newspapers, with most women relying on TV and radio to keep them up to date with things. When they do cunsume media, it is usually from The Sun and The Mirror are their preferred titles therefore advertising in newspapers is an easier way to grab to this catagory have children who are under 15 and as a result, digital TV is high amongst this tyoe foi group. Over two thirds have access to digital TV, with 32%choosing the Sky and over 5% opting for Sky+.
• ITV and Five are their favouritwomen's attention in this catgory.

Women 55+

•  Women in this age group are more rich than they were when they were younger. Although they still place a significant emphasis on their family and homes, by the time they reach 55 there is a high chance that their offspring will have been through the same stage as their parents have.
• A third of woman in the catagory relie on TV to keep them informed about the world they live in. This is a good chance for them to be able to see different advertisements when they are watching the news.
•  ITV rank amongst the most watched commercial stations for woman in this catagory, GMTV is their most popular choice in the morning. This is a chance for them to be able to see different advertisements on these channles when they switch it on mainly in the morning.
• Half of woman in this age catagory listen to the radio everyday and most take a keen interest in the news content. Therefore a good way to promote an advert would be to air it on the radio or in the news papers.

Structure Of Adverts

Introduction To Adverts

Advertising to used to promote products to the viewing public. Adverts come in many different forms. I am going to focus on the adverts that are shown on the TV. The reason companies might choose to make a TV advert because almost everyone has a TV in their home, and some homes have multiple televisions. Television also it makes the product look better. The first TV advert that was shown on TV was in America in 1941 and it was to advertise a watch maker. 

I am going to be looking at how structures of adverts have developed over the years from the first advert that was shown back in 1941. This advert is black and white, the advert is very short, simple and plain. It lacks sophistication of modern day adverts but will still in form the audience of the product.

Also I am going to be looking at the different strategies that adverts use to promote their products.

The first advert structure that I am going to be talking about is:

Narrative: 

A narrative advert is an advert that has a story to tell. It will have a beginning, middle and and end. A narrative is a name for the story itself. The structure of the narrative is a reference to the ways the story is told. There are lots of different ways of telling stories and therefore lots of different narrative structures.

I am going to look at the advert made by Halifax which is advertising and Home Finding App.

This advert uses a music strategy in their advert. The song that they use is "I Want To Know What Love Is". I think this song is a good choice of song because the lyrics in the song relate to what the advert is saying. The line 'I gotta take a little time A little time to think things over' fits into the advert really well because the couple who are viewing the houses seem to take time for them to find the right house for them, also the lyrics are speaking the couples mind. This is a good strategy because it makes the advert more realistic to the audience and can relate to them. 'Now this mountain I must climb' This line shows how finding a home can be tough. Climbing a mountain takes time and effort, this advert is showing that finding a home will take time and effort but in the end you will reach the top of that mountain and love what you find.

Non-Linear Narrative:

A non-liner narrative advert is an advert in which there is no order, a non-linear narrative will have a beginning, middle and end but the layout may not start with the beginning therefore it is not in chronological order.

I am going to look at the advert that is advertising Guinness.

This advert uses a music strategy. The song that they have used is like a dreamy music. Also the cloud that is floating around which was suppose to of came from the sea makes the advert look dreamy as people often use clouds for dreaming. The whole theme of the advert is slow and steady, everything seems to move smoothly like nothing could go wrong. Also throughout the advert the voice over refers to the cloud of a 'He' this is like personification as you don't really associate humans to clouds. This gives the impression that the cloud is new and got lost around the city, this makes the cloud seem venerable. At the end of the advert the cloud crosses over the sea and the advert reveals what it was all about, this has created suspence by not showing what the advert it is until the very end. The advert is about Guinness. Also there is the visual link between the cloud and the top of the drink of Guinness.

RealistRealist adverts are based on something that does occur in everyday day-to-day life. There is a 'problem' and the product will offer a solution. For example, toothpaste and shampoos. These types of adverts are normally adverts that have hardly any computerised effect as they are not needed. Realist adverts normally relate to the audience as they are usually everyday common products.

 For example this shampoo advert will clean your hair and give your hair a shinner look.

Anti-realist
Anti-Realist is a type of advert that will be dream like, it is impossible to happen. This is called Surrealism whilst can be based on dreams or nightmaes. CGI and animation makes the advert more interesting and exciting but you cannot relate to real life. For example Argos are using blue aliens to promote their products.

The aliens in this advert add humour and could attract children to ask their parents for the latest products. Also Argos could be saying that if you didn't understand what the product is about and if it is a bit alien to you, they will help you to understand the product and make it simple. There could be an intertextual link with the film ET as it is an alien coming to Earth and needs help.

Animation
This can be based on reality but made using CGI to create something that is not seen everyday, it allows people to show a different vision, one that will be remembered and can show the exact concept that companies wanted for their product.

This whole advert has a feel of a computer game like Grand Theft Auto. The advert has used CGI thought the advert this is what gives the advert a game like theme. By using CGI they can almost create anything they want in the advert. The voice over says 'Can you feel it' This suggests that you can't feel the thrill unless you go and get the thrill yourself. This will make the audience want to buy the car. They have made the advert look like a computer game in order to attract to young men. The colour red is associated with red, love and also speed.
The music used is Je Ne Regrette Rien, which will encourage people to get what they want and have no regrets.

Celebrity Endorsement
Celebrity endorsement advert is when they use different celebrities in order to promote their products. By using celebrities the audience will want to see what the product is about and will want to go out and buy that product.

The advert uses a celebrity who is known as Cheryl. They use this choice of celebrity because when woman see the advert and see cheryl using the product they will automatically assume they will become like her. Also because Cherly is rich and famous they believe that by using this product they will also become rich and famous. This technique is good because it is like they are trying to hypnotise the audience into buying the product.