It is important to conduct research before you produce an advert so that you are able to identify your audience and know what captures their attention, there are any steps to go through so that there is a good understanding of the target audience this will then make sure the product that is being sold will capture the attention if those who it had been made for and will be successful.
Audience research:
It begins with primary research this is when the company starts their own research for example having focus groups to find out information from their target audience and what they look for in the product they offer as well as photos and other research that has been made by the company themselves. secondary research is research that has been done by others that may not have the conclusion that is wanted but can be used in a positive way for information as well as other information that has been found by others for example books,websites, published results all these can then help get a bigger idea of the target audience and what they look for
Tertiary is then a blend of both primary and secondary research, Quantitative is measurable data which means its results can be put into numbers and measured in a fix amount on the other hand qualitative research is deep information that can be measured with a fixed amount and although can be very useful is hard to summarise this is mainly opinions.
Market research is used to find out about the competition out there and what you will be up against when your product is on the market.
Audience research is finding out about your audience and what what grabs their attention this will be key in knowing what to put in your advert and knowing what your audience will want to see.
Finally, production is all that is involved in the preproduction of your advert for example hiring talent, finding a location, getting props organised and everything else involved in making the advert possible.
Market research:
when doing market research, secondary research can come in useful as you are using resources like other peoples work and findings and books to find out more detailed information about the market as well as what other brands on the market are offering. figures and statistics from other companies will also be in great use as there can then be a comparison and the company is much more informed in what is needed and popular with the public. Using some of your own knowledge and extending this with the information taken from research you are able to widen amount of information you have about the product and the audience. an example of this is looking at existing products and their research and from this getting a wide range of facts that have been backed up with a product, for instance the success of the product e.g income of the product, costumer feedback. positive aspect to market research is you are able to see what works with the target market, you can look at successful products and how they used their advert. analysing other companies adverts in the industry looking at what went well and what could have been improved can help to achieve the perfect advert for the company that reaches out to the desired audience.
Production research:
The style of Primary research will help in understanding production, producing creative and innovative ideas and designs for the production that is being planned. for instance getting information about the details of the production e.g. the script and storyline and its connection to the product. as well as this secondary research can be used to look into what ideas have been used in other production and how successful that idea was by looking into the feed back they got in reviews and also their sales of the product that was being sold.
Advantages and disadvantages of primary research:
one advantage to primary research is you are able to look into and use other peoples secondary research to benefit your production. researches look into their product as it helps them make sure they are on the right track and address any issues that they need to focus on. they can analyse existing products they have on the market and find the positive and negative aspects of it and through this can build a product that will be even more successful the cons to Primary research is it is time consuming as the research starts off with no existing data as well as this it is quite an expansive form of research as all information has be collected independently without help fro any existing data
Advantages and disadvantages of secondary research:
An advantage to this form of research is it is much less time consuming as the information and data already exists it is simply a question of finding the suitable data that will come in useful to the production, as well as this because the information has already been found it is usually correct. although there can be many disadvantages to this type of research as well, as it has been done by some one else and so you don't have all the information for example who did the research, where they got the information from and how accurate it really is. it could also be based on someones personal opinion that isnt that same as the general publics and this could be bad for production.
Advantages and disadvantages of quantitative research:
Aspects of this method of research that are an advantage are that it can hold vast amounts of data, making it much more practical to get a large amount of information from a big group of people. As well as this it effortless to manage which mean the data can be collected at a fast pace making it similarly to secondary research much less time consuming. Disadvantages to this form of research is it is challenging to build a questionnaire that is suitable and asks the right questions that will then come useful in the production stage
Advantages and disadvantages of qualitative research:
The advantages of this form of research are, it enables you too analyse and calculate the information as well as this the researcher is unbiased about the findings this means results are much more trustworthy. Although, disadvantages of this style are you can only ask closed questions meaning the answers you get are 'yes' or 'no' or in between. as well as this you cant be certain of who is answering the questionnaire and if they are aware of the subject matter and being honest with their answers.
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