Task 5 Types Of Research

Secondary Research

Seconday research is research that is carried out with already existing data. It uses materials as books, magazines, journals, newspapers amoung others. Secondary research is a method of collecting data that has already been gathered by some one else. It is a technique used when performing marketing research. It is a useful method as it allows the researcher to identify a new topic rather than one that has exhaustively been researched.

Primary Research

Primary research is research used to collect data for a specific task. Types of primary data collection methods include Personal Observation: The observation of the respondent by a trained observer or by electronic equipment (camera). The aim is to observe consumer responses and behaviour to a product or customer service.

Quantitive Research 

Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you. To get reliable statistical results, it’s important to survey people in fairly large numbers and to make sure they are a representative sample of your target market.

Qualitative Research

Qualitative research seeks to find insight into consumer behaviours. This method of research attempts to understand the 'why' behind a person's decision to act through methods such as in-depth interviews, focus groups and observational research. Additionally, qualitative research is supplemented through cutting edge fields like neuro-science.

Task 3 Analysing a television advertisement in detail

Analysing adverts in detail.

The advert of my choice was this Breitling advert that expresses the excellence of their watches. The general mood of the advertisement was a very upbeat and exciting introduction. It included people doing things like flying, diving, racing etc. The advert uses a suspenseful background song which is very upbeat and anticipates the advert very well. The audience this is portrayed to would be someone with a wealthy background as Breitling is a well known expensive brand of watches. At the end the slogan "Instruments For Professionals" is used which also shows the advert is aimed at wealthy successful people. The advert includes a man and a woman so it means the watches are unisex or support both genre of sex. The main persuasive unit in this is the excellence shown through the activities the actors are doing. People will view it and think i wished i could do these things, if i had a breitling watch then people might associate me with these kind of activities shown in the advert. The form would be Documentary as it is a serious advert and documents all these thrilling things and the style is repetition as the song plays over the same beat again and again for suspense. The Breitling brand is shown a few times on the planes to maybe emphasis the name and keep it in peoples heads. No stereotypes are made of the people but they are not diverse. All of the people who are in the video sre Caucasian. A lot of the camera angles in this advertisment are close ups of the actors faces, this is used because close-ups display the most detail, but they do not include the broader scene.

Styles Of Television Advertising

Advertisements are very careful to target particular audiences and they use different styles to entertain different people.

Humour 

Companies use humour in their advertisements to make the product the are selling more light hearted and fun. For example, smoking is a very serous matter it can cause numerous cancers and diseases like bronchitis. However, in many smoking adverts they use humour or something else to fade away the risk of smoking and make it seem a cool and relaxing thing to do. 

This advert is about a cigar called hamlet. When the player turns away from the ball cause he doesn't wanna get hit in the crown jewels the ball bounces off the bar and strikes him there. He is then carried off the pitch on a stretcher smoking a hamlet. This is to make people overlook the risks of smoking and to think it is a cool thing to do. It encourages people to go and buy the cigars.

Parody

A parody is taking the mickey out of something else, like a spoof. Advertisements sometimes use this to mock another thing but in a funny way to make the viewer feel amused and they can relate to it. An example of this would be the Somersby advert which mocks 'Apple'.

The advert mocks the idea of Apple selling their products by selling their cider the same way. They used this idea so the audience can relate to the apple company because it is a very popular organization.

Surrealism 

This technique is used to make the advert more memorable to the public, so it stays in there head because its something different. An example of this would be the Cadbury's Gorilla playing the drum set. 

It does not associate with milk chocolate at all, but it works because its something quite surreal and different. People remember it more juts like the other cadburys advert with the dancing eyebrows.

Sex Appeal 

Sex appeal is used in adverts to arouse the opposite sex while hey are watching it. It catches attention and gets the viewer intrigued in the ad. An example would be the Fiat Abarth 500 when the guy thinks he is being seduced by a woman but in reality he is about to kiss the car. They use this image to make the car seem sexy as it is compared to a beautiful woman.

The ad is successful because it encourages mainly men to go out and buy the car.

Famous Faces

Using famous faces in advertising is to attract viewers because if someone sees an idol or something they like on television they are more likely to pay attention. This could also be a drawback as if you didn't like the person then you would not want to watch it. An example of this is in the EE mobile company advert it features Kevin Bacon, a successful well known actor.




The purpose of this advert is to advertise EE and get people to join them. Humour is also used in here to make it some entertaining.
 Shock 

Shock advertisements are used to scare the audience. An example of this would be the Phones 4 u advert where they use famous horror scenes to promote their deals and get sales to increase. Some people will remember the advert because if they get scared it will remind them how they feel.

Standalone

A stand alone advertisement is a form of advert that is a one off, there will not be another advert by the same company that is related in terms of the story. A stand alone advertisement as a beginning and an end, no other advertisement from the same company will start the ad where the last one finished. An example of this would be Yell, they produced many stand alone advertisements in a three month campaign of adverts to tell their consumers their new phone number.