As part of my double award media A1 I am required to create and produce an advert for a specific product using stop motion animation to be more specific I will be focusing on the energy drink Lucozade. I did this to further explain my process I will have to do some specific research in order to achieve my adverts true potential. This includes researching things like qualitative and quantitative research and the point and meaning behind advertising I will also be reflecting on my research into different focus groups and interviews with a different range of audiences and how I managed to achieve the result that I got .
Primary research
I first started my primary research by conducting a survey and questionnaire on a specific group of people asking them a range of different questions regarding my product. Plenty of responses came back from this exercise many of them being relatively similar when regarding questions like "What gender do you associate Lucozade with" Many if not all the people who took part in the survey answered male this made my conclusion easy to evaluate which proves that the questions I asked were effective and relevant to my research to illustrate this I constructed a number of bar graphs. After showing my focus group a range of different adverts regarding Lucozade and one advert titled "The Pen story" an advert that uses photographs to show of their potential. I asked questions like "Do you think Lucozade adverts show an accurate representation of the product". I managed to receive some productive feedback, one person said that using the "Pen Story technique wouldn't be that effective when applying Lucozade because it wouldn't make any sense to my target audience.
Focus group questions
Videos
· 2013 Lucozade advert
· Older Lucozade
· Stop
motion camera advert
Key points
1.
What
do you think of the advert
2.
Does
the new advert it portray an accurate representation of Lucozade
3.
What
do you think of the older advert in comparison to the newer one
4.
Do you think the older advert gives an
accurate representation of the drink
5.
After
seeing both adverts which advert gives a more accurate representation of the
drink nowadays
6.
Have
these adverts changed your opinion of the product
7.
What
do you think of the stop motion did you enjoy it
8.
Do you think it’s a good use of stop motion
9.
If so
how could you apply this to Lucozade
10.
Would
you buy the product in the stop motion advert
Secondary research
Lucozade questionnaire
1. How old are you
12-16
17-21
21-25
26-30
31-35
36 +
2. Do you drink Lucozade a lot ?
A lot
Sometimes
Rarely
Never
3. Where do you drink Lucozade?
The Gym
When running
At school\work
I don’t drink Lucozade
Other
4. What gender do you associate Lucozade with ?
Male
Female
5. What do you associate Lucozade with?
Sport
Energy
Health
Quenching thirst
Other
6. Which of these words would you associate with Lucozade with?
Confidence
Athleticism
Energy
Success
Leadership
Other
7. Are the adverts an accurate representation of the product?
Yes
No
8. Are the different flavours important to you ?
Yes
No
9. If yes which one is your favourite?
§ Orange
§ Cherry
§ Colonnade (Limited Edition) (2013)
§ Tropical
§ Caribbean Crush (Tropical fruit & Coconut)
· Pink Lemonade Blackcurrant
· Citrus Clear
· Black Edition Cola
· Lemon
· Apple
· Mixed Berries
· Other What I achieved because of this
By conducting this research I realised that most of these answers were quite similar in term's of peoples responses. This made my research easy to analyse since people answered male when I asked which sex used the product more. From both my results and primary and secondary research I determined that Lucozade is mainly associated with exercise rather than just another energy drink like Red bull. After examining later adverts I realised that men had more of a part in the advertising than the women. If you look at the more recent adverts women hardly seem to make any sort of appearance . I then concluded from my questionnaire and research that Lucozade is more male dominated. One other common answer was people using Lucozade at the gym which supported my theory when suggesting that it was an exercise drink the latest advert proves this as it's all based around the stamina of a select amount of athletes this proved my original assumption. To conclude people agree with me that Lucozade is a male dominant drink for exercise as shown by my results. This has made creating ideas for my stop motion animation advert easier as it will have to appeal to a specific target audience which will be for younger people who have the desire to exercise and keep fit.
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