Research

Age
Age is important when it comes to creating an advert for a product.
Keeping the age of the target audience in mind helps when youre thinking
of ideas for the advert and actually creating a product, so that you can
base it for that age group, rather than for children when the age group
could be adults. The age group also changes the times that the advert
might be shown on television. If the age group that the product is aimed is
children, then the advert will be shown in the middle of the day or the
mornings, as this is when most children might be watching TV. However, if
the product is aimed more at adults, then the advert might be shown in
the evening or at night, as adults tend to be awake and watching TV later
than children.
The channels that the advert may be shown on are also affected by the
age group it is aimed at. If the product is aimed at older teenagers, then
the channels that the advert could be on will be ones like Dave or Channel
4. However, if the product is aimed towards younger teenagers or
children, then the channels that the advert will be on will be more like
Cartoon Network and other children channels.
The design of the trainers is another major thing that will be changed with
what the age group is that its aimed towards. The patterns and colours on
the shoes will need to be unique to other shoes, but also appropriate for
the age range that they are aimed towards. Cartoon characters based off
programs will be suitable for childrens shoes, but they wont appeal to my
age range, whereas simple colours or patterns will.

Gender
Thinking about the gender is as important as the age
group. The gender that the trainers are aimed at will
completely change what they look like. It can be a
lot easier to pick one gender and then design a
brand of shoes for that gender, rather than trying to
design a brand of unisex shoes. One example of a
girls pair of trainers are the childrens Lelly Kelly.
These are designed to be pink or other colours that are classed as a girls
colour and usually have sequins and glitter on them. An example of a pair
of boys trainers are Sketchers. These are designed to have duller colours
on rather than pinks and purples and the dont have anything on them like
sequins or glitter. They also usually have designs on them that are aimed
towards boys, like sharks or just jaws and a set of sharp teeth. The overall
design to them are usually bulkier than the girls shoes, as girls are

stereotyped to be more gentle and elegant. Also with Sketchers, the buyer
usually gets a free car or robot toy with them.
I think that the trainers that I am going to design will be aimed towards
boys, as Im going to design a pair of sports trainers. I will also find this
easier to design rather than designing one for girls or a unisex pair. The
trainers that Im going to design are going to be a pair of AstroTurf trainers
for playing football and aimed at teenage boys.

Socio-economic Grouping
Socio-economic grouping is how high up a
person is in society and what their income
is. With my target audience being
teenagers, they are classed as students
and so this means that their income wont
be very high. The average income of a
student is usually the minimum wage,
which is 6.50 per hour. This means that
the trainers will have to be made in a way
that they can be sold at a cheap price, so
that students will be able to easily afford them. A good idea is to make the
shoes so that the students can buy them as well as putting 3 weeks worth
of pay aside, if they get payed weekly.

Lifestyle
The lifestyle of the target audience is one of students. This means that
they will probably do a lot of travelling by foot. More importantly, a lot of
the target audience might enjoy playing sports, which is what my trainers
are going to be for. Also, teenagers are usually more self-conscious about
their fashion, which means that the trainers would need to be designed so
that they are aesthetically appealing to them, as well as being comfy
enough to be ran around in and played sports in for a few hours. The
trainers will be made out of a breathable material rather than a manmade
material. This is to prevent the sweating or smell, but also so that some
people with sensitive skin can buy them as they can only wear natural
breathable materials.

Newspapers/Magazines
A newspaper would be a decent form of advertising by paying an amount
of money to put an advert in it for the trainers. However, because my
target audience are teenagers, not many will read newspapers so it would

be a waste of money to advertise in them. This

means that a magazine would be a better choice
to advertise in, as more teenagers read
magazines than newspapers. However, a better
choice of magazines to advertise in would be
ones such as MCN or Vogue. This is because more
people read these than sports magazines, so the
trainers would be seen more and be more well
known if they were in these types of magazines.

Audio-visual
Audio visual is and effect way of making a quiet media interesting to
watch. A good but simple example of audio visual would be someone
doing a presentation. They would have the presentation on a screen which
is used as the visual and then the audio would be them speaking over it.
Audio visual would be a good technique to use in my advert. This is
because the visual part will be the recordings which will be muted, then
the audio will be music that will be played over the top of it.

Internet
The internet is probably the most useful
source when doing a project. This is because
it can be used as a source of information to
gather research to help in the design stage
and the filming and editing stage. The
internet could also be used as a source for
editing as you can find tutorials on websites
like YouTube for different editing software. I
think the main thing Im going to use the
internet for will be for searching different videos on YouTube. These will be
videos like tutorials on how to do different things whilst editing and just
other adverts for ideas on how I could make mine better.

Research into Competitors

Doing research on the competing shoe companies will give an idea on how
to design my brand of trainers. It will let me look at what designs are
already on the market so that I can design mine completely different so
that they are unique. It would also let me see what features of trainers
make them more popular than other trainers, so that I could use these
ideas to develop my trainers. Quite a lot of existing shoe adverts are quite
serious, so I think that I will include some humour in mine or make it less

serious so that it stands apart from all the other adverts. The two main
competitors that are in the market at the moment are Nike and Adidas.
They are both big companies and have a lot of different shoes and trainers
on the market. They are both popular companies for
astro-turf trainers, which is what my trainers are going to
be. This means that I can do research into these to be
able to get the most out of my trainers so that they
become popular. I could also watch some of the more
recent Nike or Adidas adverts for their astro-turf trainers,
as it would give me ideas for my advert but also show
me how to keep mine unique.

Research into Market

The shoe market is the market that we are looking into for
creating our advert. Shoes are a popular market, so it will be hard to come
up with brand new ideas and designs for a pair of shoes, as most will have
already been used before. I will research a large range of different shoes
instead of just the materials and designs of just trainers. This is so that I
get a bigger idea for the design of my trainer brand and so that I have
more research into them. I have noticed that most shoes are made purely
for the comfort and design, but they never usually offer any support.
However, the shoes that do offer support, like work shoes, are usually
uncomfortable and they dont really have any good design to them and
are plain and boring.

Mock-ups
A mock-up is a model that is made to scale of the final product. Mock-ups
are usually used to show off what the final product will look like before it
gets produced. They are usually used for promotional use to advertise the
product that they are made from. In the advert, I think that I would rather
use the final product rather than create a mock-up for it, so that Im not
wasting any time that I dont need to on producing the mock-up.

Storyboards
Storyboards are important for the designing stage of the final product. All
the designs for the trainers and the logo will have to be created on
storyboards so I can then reproduce it on the computer. The storyboards
will have sketches of all the ideas that I have and they will have notes
next to them, describing what colours they have or how I will create them
on a computer. The main storyboard will be for the actual trainer that I will

make. The notes will be of what colours it will have and what materials it
will be made out of.

Time Constraints
The deadline will be difficult to reach, but I will have an ILP so that I can
plan how long I will take on each piece of work. This will help me to reach
the deadline as I wont spend too much time on one piece of work and
then have no time for another piece. I will use as much free time that I
have to work on this project as well, so that I have more chance of easily
reaching the deadline.

Costs
For the creation of the actual product, I will try and spend the least
amount of money as I can on it. This is so that the price of the trainers can
be low as well, to meet the target audiences requirements. The main
problem with the cost is hiring equipment to create the advert with. Hiring
a camera will be the main thing that will cost the most, but I will try to find
a way to work with this. I also wont let the cost of anything slow me down
in creating my final product, so that I can still reach the deadline without a
problem.

Personnel
For this project, I wont need many people working on it. This is because I
can just have one person filming the advert and one person being in the
advert. When it comes to the editing part, I only need one person for this
and it can be one of the two that are involved in the filming. This means
that I will probably only need two people to be involved in creating the
final advert. This makes it easier because it will be a lot easier to
communicate to one person, rather than a large group of people. It also
means that I will not have to worry about anything not going to plan in the
script, as it will only need to be one person learning the script for the
advert.

RAJAR
RAJAR is responsible for setting the research specification, the awarding of
the research contracts to third party suppliers and the overall control,
management and delivery of the service. Board decisions in RAJAR require
the agreement of all of the shareholders. This is because it is structured as
a deadlocked company. RAJAR is a JIC (Joint Industry Committee) that

represents, in addition to the BBC and the commercial sector, the interests
of the wider advertising community.

BARB
BARB is responsible for delivering the UKs television audience measuring
system. The research covers 5 questions: Who is watching? What are they
watching? When are they watching? Which screen are they watching on?
And how did the content get to the screen? A meter is attached to every
television set in the BARB panel homes. The meters are also connected to
laptops, desktops and other computer devices that online TV viewing can
be monitored on.

ELSPA/UKIE
UKIE (The Association for UK Interactive Entertainment) is a UK trade
group representing video games industry. It used to be known as ELSPA
but it rebranded in 2010. UKIE members include Microsoft, Google, and
Virgin Media. It is the only trade body for the UK's games and interactive
entertainment industry. They are a not-for-profit and are passionate about
games, games businesses and their place in the world.

CAA
The CAA (Cinema Advertising Association) is the Trade Association of
cinema advertising contractors working in the UK. One thing the CAA does
is monitor and maintain standards of advertising exhibition in the UK and
Ireland.
They recognise guidelines for content as outlined in the UK Code of NonBroadcast Advertising, Sales Promotion and Direct Marketing, which is
policed by the Advertising Standards Authority and the Code of Standards
for Advertising, Promotional and Direct Marketing in Ireland.

Resources
I will need different types of resources to use in my project. The resources
help me so that I can actually do the filming and editing of the advert, as
well as use some props in it. The resources that are used in adverts
include things such as: Cameras, filming cameras, props and editing
software. The resources are probably the most important thing when
filming an advert, other than the actual ideas for the advert. This is
because it gives it a more professional look to it by using different props

and makes it so that all of the scenes that are recorded can be edited
together to create the final, finished advert.

Primary Content Research

Primary research is data that is collected first hand, rather than from
published sources. The information can be collected in things like
questionnaires or interviews. Primary research does have some
advantages and disadvantages. Some of the advantages include: The
researcher controls the search design to fit their needs so it addresses
specific research issues, Focuses on issues specific to the researcher
which improves the chance that their research funds are spent more
efficiently, Data collected by the researcher is their own data. Some of the
disadvantages include: May be expensive in preparing and carrying it out,
Requires the development and execution of a research plan, some
research projects might not be in the reach of a researcher, In the time
that research is complete, it may be out of date.

Questionnaires
Questionnaires are a method to collect standardized data from a large
amount of people. There are different ways that a questionnaire can be
used. They can be: Filled in by the person taking the questionnaire, asked
in a structured way by the interviewer, posted to a sample group and be
returned by a set date and time, Administrated in a group (e.g. a school),
Telephone questionnaire or E-mail questionnaire. The questions involved
in a questionnaire can be: Open ended, Closed, Fixed-choice and Likert
scale. Some of the advantages of questionnaires are: They are practical, a
lot of information can be collected from a large group of people, can be
carried out by the researcher without the validity and reliability being
affected and The results can usually be quantified easily and quickly.
Some of the disadvantages are: It lacks validity, you cant tell how truthful
someone is being, you cant tell how much thought has been put into
someone answering the questionnaire and People might read the
questions differently so their responses will be different.

Surveys
A survey can be anything from a short pencil and paper feedback to an indepth interview. Surveys are usually divided into two big categories, which
are questionnaires and interviews. Questionnaires are usually pencil and
paper surveys for people to complete. However, interviews are completed
by the interviewer based on what the person being interviewed says.
Some advantages of surveys are: They are quite cheap, Useful in
describing the characteristics of a large population, can be administered
from remote locations, Large samples are cheap making the results
statistically significant, many questions can be asked about a given topic,

there is flexibility in deciding how the questionnaire will be administered

and High reliability is easy to obtain. Some of the disadvantages are: They
are inflexible as they require the initial study design, the researcher must
be sure that a large number of people selected for the survey will reply
and It might be difficult for people to tell the truth about a controversial
question.

Secondary Research
It can also be known as desk research. It involves the summary, collation
and synthesis of research that already exists. Secondary research is the
most widely used way of collecting data. Most of the time, secondary
research means finding information from third-party sources like,
marketing research, reports, company websites, magazine articles and
others. The two main sources of secondary research are: Internal sources
Information that is already within the business, and External sources
Information published by other organizations. Internal sources contain:
Data Records, EPOS (Electronic point of sale), Website monitoring, Etransactions, Accounting and production records, Sales personnel and
Delphi technique. External sources contain: The internet, Libraries and
Universities, Company reports, Government statistics, Market research
reports and Trade journals. Businesses have a variety of information about
their market available to them. This is sometimes collected for other
purposes rather than the market research. Some advantages of secondary
research are that it is easy to access, quick to find and its sometimes the
only source (like with historical documents). However, some
disadvantages are that it might not have all the information needed, the
information might be out of date, not all the information may be correct,
unless its found in an old book or from a main source.

Clearances
The clearances for filming and creating the advert are to do with things
like permissions. This means that if I have someone featured in the advert,
I will need them to sign a form so that I can use the scenes of them in my
final advert. It is also the same with taking pictures of people or using
their names. They will still need to sign a form so that I can use them in
the advert in any way, whether it is being filming, photographed or just
their name.