Perfume Advert Questionnaire

After collecting the feedback of my 5 questionnaires for my perfume advert my results reflected what I originally thought about before deciding on my advert style.

All the questionnaire's that were filled in were from the age range of 10-14. 3 of the questionnaire's had the results that they preferred celebrity based adverts, one preferred neutral adverts and one said they preferred branded adverts e.g. Estee Lauder. They all said they liked my advert because of the colours and the brand name and fonts used. They had a wide range of responses about what they look for in an advert, for example, who it's by, the people in the advert, modern adverts, fun and girly. 3 said they would buy the perfume if they saw this adverts, for the price of £15- £20 because 'it looks nice and has a lovely design, and the petals look like it smells of flowers' and 'it looks nice'. They said that the colours, the smell, the bottle shape, the name, the limited edition sign, the french writing would attract the to this advert.

After looking at my results, I have come to the conclusion that my advert is well targeted for the audience of women 14+ as it's a sophisticated advert and the majority of my results say it's a nice advert and that they would buy it, so I think if I gave my questionnaires to an older audience that they would agree with the people that answered these questionnaires.

Magazine Questionnaire

After collecting the feedback of my 10 questionnaires for my magazine cover, my results were easily reflected and easy to decide if it was suitable for the target audience.
The majority of the feedback I got were from the age range of 15-20, I got one response from someone in the age range of 10-14 and I got 3 responses from people in the age range of 25+.

Out of the 25+ category 2 of them said they would buy the magazine and they would pay between £1.51-£2. 2 of them liked the layout of the magazine and said it was a good effort overall, the other said that the 'pictures were to small to see and there could be more eye catching colours.

I didn't get much feedback from the under 14. The only results I got from her were that she would buy the magazine and she would pay less than a pound.

The other 6 questionnaires I got results from were from the 15-20 age category. 2 of them said they buy celebrity magazines, another 2 said they buy sports magazines and the final 2 said they prefer teenage magazines. 5 of the 6 said they liked the magazine cover as they thought it was very clear and that they thought it was well laid out. One of them said they didn't liked it as 'it's not about fishing or shooting'. 3 said they would not buy the magazine and the other 3 said they would buy it and that between £1-£1.50.

After collecting the results of my questionnaire, I came to the conclusion that my magazine cover is suitable for my target audience and the price they are willing to pay is the same type of price that I price of final product.

The cheapest magazine is TV Choice which is 40p

The middle magazine is Total TV Guide which is £1

TV & Satellite Week is the most expensive magazine which is priced at £1.20

Unit 7 Evaluation

How does your finished product compare to your design?

My final perfume advert was exactly like my plan, as I knew what adverts attracted me to buy perfume and I wanted to stick to that theme and didn't change my mind throughout the entire unit.

How has technology (computer, digital camera, printer) helped you turn your design into a real product?

Technology has helped me a lot throughout this unit, as I have constructed my advert on photoshop and found an image of a perfume bottle on google, to incorporate into my advert, a printer has also helped me collect feedback, as I printed out a questionnaire and my advert to give out so I can find out what people think about it.

Do you feel your product is suitable for your target audience?

I feel like my product is suitable for my target audience as it has no inappropriate images and it is very plain so it's suitable for all ages.

Describe two challenges you have overcome?

During this unit, I have managed to think of decent brand names and product names to make my work unique and different. I have also managed to think of a logo, for my product so if it's seen anywhere else it's easy to remember.

Describe the technical skills you have gained?

I have learnt how to use photoshop and different techniques to make my work look professional and unique.

Perfume Advert Questionnaire.

CAP intends its Code to be based on the enduring principles that marketing communications should not mislead, harm or offend. A CAP objective is to ensure that the Code adequately protects children and others whose circumstances seem to CAP to put them in need of special protection, yet retains an environment in which responsible advertising can flourish. CAP intends its rules to be transparent, accountable, proportionate, consistent, targeted only where regulation is needed and written so that they are easily understood, easily implemented and easily enforced.

http://www.cap.org.uk/CAP-and-BCAP-Consultations/Closed-consultations/CAP-Code-Review-consultation/Executive-summary.aspx

I think my advert fits within this code, as it is not offensive/harmful in any way. I think this because my advert doesn't have any images that could disturb the public audience, as it has a gradient background which is white and pink, and the image of the bottle. This couldn't offend anyone. This also protects children from images that are disturbing and inappropriate for children.

Final Fragrance Advert

The Sun and The Guardian

Task 1
How many stories are covered in both papers? What are they?
Kubica in car crash
Gary Moore dies.

Who advertises in each paper? Choose 3 adverts you think are typical for each paper?
The Sun
Loans
Cash for Gold
The Guardian
Phones
Cars
Credit Cards

What is the centre fold for each paper?
The Sun
Petrol costing to much
The Guardian
A picture about the first white faced clown church service.

Task 2
Referring to your work on ABC1 demographics, what kind of people read each of these papers?
A and B are more likely to read the Guardian where as C2, D&E are more likely to read the Sun.

How do your answers in Task 1 show that there are two different target audiences for these two papers?
A and B are more intelligent and well of people therefore they would read the Guardian.
C2, D & E  have a lower income, lower standard of education and well-being.

Task 3
Using the two articles about the death of Nikitta Grender, count the number of pictures used in teach article.
The Guardian-1
The Sun- 3

Find three words containing more than three syllables from each article. Compare how difficult these words are to understand in each paper.
The Guardian
investigating
teenager
examination
The Sun
detectives
whereabouts
firefighters

Which article requires a higher reading age to understand it? Explain why.
The Guardian because it's aimed at well off and more educated people.

What demographic group did Nikitta come from? Is Nikitta represented as being from the same class in each paper?

The product names I am considering using are:
Je t'aime- as it is French for 'I love you' and it sounds nice and I think it would be a good perfume name.
Addicted- I thought this would be a good perfume name, because it would give the connotation when you wear the perfume you become addicted to the perfume so you would have to buy it again and again.

I chose these because, they sound sophisticated and they sound like good names for a perfume and I think they would be memorable.

Font Styles

I chose these fonts, because they were very minimalist but yet it it looks good and suits the conventions of a typical advert. I prefer the second and third ones because although they are very similar they are very different and easy to read and they look good on the adverts.

This advert appeals to down to earth girls/women, aged 15-22, that dress fairly straight forwardly - just jeans and a top. They enjoys sleepovers with her friends, and shopping at the weekends with her pocket money. They shop in places like Primark, H&M, Miss Prodigy, New Look, and Topshop.
They enjoys films like Mean Girls, Angus Thongs and Perfect Snogging, Twilight Saga, St Trinians, Lee Evans, Mumma Mia, she enjoys watching them at the cinema and also buying them later on DVD and watching them with her friends, and eating popcorn and ice cream.
They would watch Friends, Scrubs, Family Guy, X Factor, America's Next Top Model, One Tree Hill. The main channels would be Channel 4; E4; Living Tv; ITV; BBC Three; Comedy Central; Movie Channels and Viva.
The music these girls would listen to would be anything in the charts, varying from pop, hiphop. r 'n' b, indie music - not really a 'rock' or 'classical' or 'dub-step'. Listens to Kiss FM and Radio 1 for the 'chart hits'.
I this advert would appeal to girls like this as they are stereotypical girly girls who enjoys typical girly things, therefore, if the perfume was a sweet smelling perfume, they would be instant drawn to this product, as it's similar to other perfumes she likes, such as Calvin Klein, Chanel, Chloe and DKNY.

Target Audience for my advert.

This is Louise Trescott. She is18, and lives in Goffs Oak.
She dresses fairly straight forwardly - just jeans and a top. She enjoys sleepovers with her friends, and shopping at the weekends with her pocket money. She shops in places like Primark, Miss Prodigy, New Look, and Topshop.
She enjoys films like Mean Girls, Angus Thongs and Perfect Snogging, Twilight Saga, St Trinians, Lee Evans, Mumma Mia, she enjoys watching them at the cinema and also buying them later on DVD and watching them with her friends, and eating popcorn and ice cream.
They would watch Friends, Scrubs, Family Guy, X Factor, America's Next Top Model, One Tree Hill. The main channels would be Channel 4; E4; Living Tv; ITV; BBC Three; Comedy Central; Movie Channels and Viva.
The music this girl would listen to would be anything in the charts, varying from pop, hiphop. r 'n' b, indie music - not really a 'rock' or 'classical' or 'dub-step'. Listens to Kiss FM and Radio 1 for the 'chart hits'.
I think our perfume would appeal to this girl as she is a stereotypical girly girl who enjoys typical girly things, therefore, if the perfume was a sweet smelling perfume, she would be instant drawn to this product, as it's similar to other perfumes she likes, such as Calvin Klein, Chanel, ChloeandDKNY.

http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=17
http://www.nmauk.co.uk/nma/do/live/factsAndFigures?factsAndFiguresModel=2221
http://www.nmauk.co.uk/nma/do/live/factsAndFigures?factsAndFiguresModel=2235
http://www.nmauk.co.uk/nma/do/live/factsAndFigures?factsAndFiguresModel=2228

We have studied the ACORN profiling system, for dividing up the population when we are looking for a target audience. However, there are other profiling systems. The most widely used is the NRS system of A,B,C1,C2,D,E.

The Sun is the cheapest newspaper out of the 4 newspapers we have to study; Monday - Friday 20p, Saturday 60p.
The reason this newspaper is cheaper, because it is targeted at poorer people, in the D,E, categories. This is because they aren't willing to spend vast amounts of money on newspapers, because they don't have lots of money to spend. The material in the newspaper, the content, and the reading age doesn't appeal to the higher end of the market. Between 29 Nov 10 - 02 Jan 11 they sold 2,717,013 copies of The Sun, which is really high because it is so cheap and easy to read. (Source: ABC)

The Daily Mail is the second cheapest out of the 4 newspapers we have to study; Monday - Friday 50p, Saturday: 80p.
This newspaper is the most profitable because it's 2 and a half times more expensive than The Sun and yet between 29 Nov 10 - 02 Jan 11 they still manage to sell 2,030,968 copies. This is because it is targeted across all of the profiling categories as it is reasonably cheap so the D,E categories can still afford to buy it, but the A,B,C1,C2 categories still buy it as the material in it is quite good.

The Daily Telegraph is the second most expensive out of the 4 newspapers we have to study; Monday - Friday: £1.00, Saturday: £1.80.
This newspaper isn't as profitable as The Daily Mail as the prices are double, or more, and the lower categories are not willing to pay this much for the newspaper. Between 29 Nov 10 - 02 Jan 11 they sold as little as 631,280 copies. (Source: ABC) This is because the content in the newspaper is aimed at the higher categories, such as A,B,C1, because the content is aimed at more educated and well off people.

The Guardian is the most expensive out of the 4 newspapers we have to study; Monday - Friday £1.00, Saturday £1.90.
This is the least profitable out of the 4, because it is aimed at the more educated and well off categories, such as A,B categories. This is because the C1,C2,D,E, categories are not willing to pay this much for the newspaper as they don't have that amount of money to be wasting on a single newspaper where as they do have enough money to buy The Sun. Between 29 Nov 10 - 02 Jan 11 they sold only 264,819 copies. (Source: ABC)

Perfume Advert Analysis

In order to create an advertising proposal, I need to gather information about the company that makes the product, where it want to advertise, what it wants the advertising to achieve and how much it has to spend.
The advertising budget for my campaign to advertise Jess Curtis; Te Amo is £100,000.
What do you want your adverts to achieve?
With my adverts, I want to introduce a new product to the market and bring the standard of competition up with perfume makers to see what the audience really like.
What type of advertising will suit your campaign?
The type of advertising that would suit my campaign would be; print, online, TV advertising, as lots of people read magazines and go online and watch TV so lots of people would see it and want to test it out.
Describe the type of print advert you have in mind.
The advert I have in mind, is very simplistic, with cool and light colours blending in the background. A picture of the bottle in one corner and the product name, brand name and 'limited edition' on the right hand side of the advert.
What is the target market?
The target market for my product is women aged 15+ with any interest as the perfume will be quite girly and would be good for a night out with friend or family, or day to day working ath the office.

Mood Board

The majority of these adverts feature a woman posing, to enhance sales. This is used because if the public audience see a certain celebrity wearing a specific perfume, they'll begin to think that if it's good enough for a celebrity then it's good enough for them.
The other adverts don't feature a model or celebrity. These can also be very powerful and influential as they give the connotations that if you like the look of this advert that you should go to the shop and test it and buy it there and then.

In the last few lessons, I have learnt how the public are categorized by the ACORN Classifications and Core Buyer.
The Core Buyer is a detailed explanation on general profiles of people that would buy certain magazines and products, and the overview of what the people's thoughts and interests are.
The ACORN Classification divides the public up into 5 main categories :Wealthy Achievers, Urban Prosperity, Comfortably Off, Moderate Means and Hard Pressed, this is decided by how much they earn

Advert, Magazine and Acorn Area Match

For my coursework, I have decided to make an advert for Jess Curtis; Te Amo.
I have decided to do , as it is sophisticated and elegant, yet not that difficult to do.


After thinking about the product I changed the name of it, it's now called Jess Curtis; Je t'aime, Limited Edition.
I thought this name was better for my design as more people will recognise it and they will understand what it means without having to think about it to much.

ACORN

We can divide the audience into different categories. This helps us to target different products to those different people. The 5 main categories are:
Wealthy Achievers
Urban Prosperity
Comfortably Off
Moderate Means
Hard Pressed.
The advantage of this, is that you can target different things towards different people, for example, you would target more expensive adverts towards the Wealthier people.

Advertising Standards Agency

What is the ASAThe Advertising Standards Authority (ASA) is the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British Government, but by a levy on the advertising industry.
Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes. These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise"

What code does the ASA use in it's judgement? used
BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.
CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.

what new area does the ASA cover from March this year?
The ASA is the UK's independent regulator of advertising across all media, including, from 1 March, marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.

Write about an example of an ASA decision on a complaint.
Ad
A TV ad, for Deep Relief pain relief gel, featured a woman diving into a swimming pool, which, the further down she swam, turned into the seabed. A voice-over stated "Two way action Deep Relief gel contains prescription strength ibuprofen and soothing levomenthol, which work to reduce inflammation and give effective deep relief from rheumatic and muscular pain. Go deeper and discover the effective two way action of Deep Relief gel."

Issue
DDD Ltd challenged whether the claims:

1. "prescription strength ibuprofen" was misleading and could be substantiated; and

2. "go deeper" misleadingly implied that the product could go deeper into tissue than other similar products.

BCAP TV Code
5.1.15.1.35.2.15.2.25.4.6
Response
Mentholatum said they received written approval from both the Proprietary Association of Great Britain (PAGB) and Clearcast prior to the broadcast of the ad, and believed that it complied with all relevant regulations.

1. Mentholatum said 5% ibuprofen gels were routinely prescribed by UK doctors to their patients, and understood that 5% ibuprofen gel prescriptions outnumbered those of 10% strength by approximately two to one.

Clearcast said they consulted one of their consultant physicians who confirmed that ibuprofen was available as a prescription medicine in two strengths - 5% and 10%. They said they therefore approved the claim.

2. Mentholatum said the claim "Go deeper" aimed to highlight Deep Relief's delivery mechanism of skin penetration by ibuprofen. They said it was a pun based on the approved product name, Deep Relief. They said "Go deeper" was deliberately separated from the product name in order to emphasise that, in the context of a woman swimming to the bottom of the sea, it was a call to action for consumers to search out another possible treatment for their pain.

Clearcast said the claim was based on one of the products ingredients, levomenthol, which was a rubefacient. They explained that rubefacients were counter irritants and 'deep seated' pain could be relieved by any method which itself produced irritation of the skin. They said their consultant believed that, because the product dealt with deep seated pain, the claim was justified. Clearcast believed that the verbal and visual pun of a woman swimming to the bottom of the ocean to retrieve the product was acceptable on the basis that Deep Relief would be able to treat deep seated pain differently to a product that did not contain a rubefacient.

Three Shoe Ads Comparison Exercise

Evaluation
• How does your finished product compare to your design?
My finished front cover is very different from my original block design. I attempted to follow the block design but as I built up the front cover, it didn’t look like an average teenage magazine, it also didn’t follow the right conventions. I adapted it to try and follow the conventions, and changed it vastly and then decided to follow the Teen Vogue style. Which worked well, so this gave me my final front cover design.
• How has technology (computer, digital, camera, printer) helped you turn your design into a real product?
Technology has helped me vastly throughout this product. The Internet has helped me research what normal, everyday teenage magazines and help adapt it in to my design. Photoshop has given me vast amounts of help e.g. different font styles, the choice of whether to make pictures seem like Polaroid pictures etc. I took the main image at my 16th birthday party, and as I looked through my pictures to find one for my media cover, I can across this one and realised that this one would look good on the front.
• Do you feel that your product is suitable for target audience?
I think my product is suitable for the target audience. The target audience of my product is teenagers, so I studied current teenager magazine covers such as Mizz, Teen Vogue and Shout. I used these as a guide to how to present mine, in a way that teenagers would like, and relate to. This is how I ended up with my final product.
• Describe two challenges you have overcome.
I have thought of different magazine names and different headings for my magazine and I have also had to move things around as in certain positions it didn't look right so I had to move them to improve my overall mark.
• Describe the technical skills you have gained.
I have learnt how to experiment with different effects, for example, shadows and bevels, and tools such as the magic wand and layer changing within Photoshop to see what works and what doesn’t, this helps develop my understanding of building magazine covers. I experimented with vast amounts of shadows and bevels for my title and the pugs to see what looked best and to see what didn’t work. This helped me a lot. I also used the magic wand to select the parts of the images that I wanted and that I didn’t want to make the cover look better.

ACORN (acronym for A Classification Of Residential Neighbourhoods) is a geodemographic information system categorising all United Kingdom postcodes into various types based upon census data and other information such as lifestyle surveys. It was developed by Richard Webber of CACI Limited, who also developed the competing MOSAIC system, and is sold to businesses, health and local authorities typically for marketing and planning purposes.

questionnaire

jess media questionnaire

Sixteen, Jess Curtis' Media Cover