What my focus group discovered -Social messaging campaign advertisement.

In addition I filmed a focus group asking a range of questions, after members of my focus group watched my completed advertisement. (The members of my focus group was aged 13-18 years of age; relating to my chosen target audience for my social messaging campaign advertisement). When I asked my focus group the first question of, ‘What is the purpose of the advertisement’? I discovered that one of members of my focus answered, “It is to communicate cyber bullying to an audience that it’s wrong and that it should be stopped”. This shows female teenagers, 13-18 years of age, understood the purpose behind the campaign’s advertisement. This shows I discovered by asking this question that my both my focus group and target audience, understood the purpose behind the advertisement. The second I asked my focus group was, ‘What do you think the target audience for this advertisement is’? One of the members of my focus group answered, “You can experience it at any age, so younger then teenagers, so anyone. But mainly teenagers”. This then shows that my advertisement can appeal to any target audience age, as they believe the advertisement message reaches all ages, but mainly teenagers; this is because cyber bullying is known to effect mainly teenagers, (males and females aged 13-18).



Furthermore I asked my focus group the third question which was, ‘How has the company targeted this audience’, one member of the focus group said, “The actor in it, is really young, and she wears youthful clothing”. This shows I have successful targeted my audience of males and females, 13-18 years of age, due to the fact I have appeal to this age group though the use of including an actor whom is in my target audience age range of 13-18, I have also targeted my audience successful though the use of costume; this is because one of members of my focus group believed the actor included wears youthful clothing; this is reflected onto my advertisement, due to the fact it then makes my campaign’s advertisement appear more up to date, as the costume included in the advertisement is youthful. I then asked my focus group the next question, ‘Do you think the campaign’s advertisement is vibrant and youthful? And why?’ one of my members of my focus group answered by saying, “The adverts not horrific, you don’t really see any graphic stuff, you just see people speaking”. This then shows that my advertisement is vibrant and youthful, as there is no negativity being included in the advert, which then makes the advertisement appear more positive and shows the campaign’s advertisement is communicating a positive message instead of a depressing and negative meaning to the audience.

I then asked the fifth question to my focus group which was, ‘Do you think the advertisement is communicating a positive message? And why?’, one of the members from my focus answered by saying, “I think it is communicating a positive message, because the person resolves it in a calm way, and then don’t lash out on everyone”. This then shows that both my focus group and my target audience believes my advert is communicating a positive message; this is because my focus group state the actor deals and resolves with the situation, (being cyber bullied online) sensible, as well as communicating to the audience what to do if they may be in similar situation. The next questioned I asked was, ‘Could you clearly see the company’s tagline of, ‘Stay connected. Stay safe’ being displayed in the advertisement successful?’, one of my members group members stated, “The tagline was very clear, towards the end of the video because it was bold and in green, which symbolices peace”. In result this shows I have successfully displayed the company’s tagline of, ‘Stay connected. Stay safe’ efficiently, due to the fact the target audience clearly saw the tagline, as well as understand the symbolic meaning behind the choice of colour being included in the text. For my last question I asked my focus group, ‘Do you think the use of incorporating use of helpful, one of the members of my focus group answered by saying, “I think it was helpful because the users can find useful details, if they could use, if they were ever in that situation”. Therefore this shows members of my target audience are fully aware that it is helpful for an campaigns’ advertisement to incorporate use of contract details, in order they feel they need help with any cyber bullying issues the audience may suffer or know others whom suffer from cyber bullying while on the Internet.


Here is my focus group:

Completed evaluation.

Here is my completed evaluation, I have acknowledged feedback given from my client, (such as proof reading of my evaluation) in order to create a successful evaluation of my social messaging campaign advertisement.
 

Shooting Schedule.

Here I have completed a, 'shooting schedule' which is part of the planning process for creating my social messaging campaign advertisement. This planning document is important as it will help me towards filming and planning how my completed advertisement will appear. 

Shooting Schedule advert.

Location vist sheet.

Here I have created the planning document, 'location visit sheet' which is created to give me a better understanding about the selected location in which I have decided to film my social messaging campaign advertisement for. 

Location Vist Sheet for advert.

Casting decisions.

I will be creating a social messaging campaign advertisement, which will be communicating how cyber bullying effects others, what can be done in a to responsible way to resolve the matter sensible and information to help victims of cyber bullying. Before I create my advertisement I must plan whom I wish to included in my advert, this is when I do begin to film/create my advertisement I am fully aware whom is and able to be an actor for this social messaging campaign advertisement. Therefore I have decided that myself, (Clare O'Mara) and Kathryn Clark will be casting for this advertisement this is because myself and Kathryn Clark are aged 17, this then appeals and suits my target audience of male and females teenagers.

As well as because both the actors being included are teenagers, which will then make the advert become more relatable for the target audience watching. So by including actors similar to my target audience's age range this then makes it easier for my audience to relate to the storyline, emotions, costume and location settings of each character. Therefore by the audience relating to the characters, choice of costume and location setting this then makes my advertisement appear and become more successful as my target audience is able to relate to the characters though the use of costume and choice of locations. In conclusion this shows my deciding to cast myself, (Clare O'Mara) and Kathryn Clark, (both aged 17) will make it easier for my target audience to relate to the advertisement more efficiently.

Risk assessment.

Here I have created the planning document, 'risk assessment', this is a sheet listing the different types of hazards that may become a risk while filming my social messaging campaign advertisement. This planning document is important as it gives me a clear understanding of what may become an issue when filming but as well as this planning document supplies myself with information of how to control and resolve an situation that may become hazard when filming.




Risk Assessment.

Treatement.

Treatment for advert. by bear_

Prop and costume list.

Prop and Costume for advert.

Budgeting Review.

My budget for creating my advertisement will be £1,000, this amount of money will be used to hiring a camera, tripod, actors, location settings, an apple computer and editing software. Also I found that an, 'Nikon D700' camera would be the most efficient camera to used for this assessment; this is because this type of camera captures footage and images professional, this will then make the overall footage appear appealing and interesting for the audience watching. I have also decided to use this type of camera, (the Nikon D700) due to the fact to use for weekly hire is £75, this price was fair considering I will recording my advertisement in a short amount of weeks. I will be using this camera for weekly hire for three weeks, this then gives me a total amount of  £225.

Also I researched a range of tripods that I may wish to use for advert, but I was mainly aiming to find a tripod that was cheap, easy and quick to use. So I then found a tripod called, 'Vinten Pro5' I have decided to use this tripod due to the fact to hire this tripod for seven days would cost £65, I thought this overall price was fair as I will be hiring this tripod for three weeks. Therefore for hiring this type of experiment will bring me to total of £195, (for hiring for three weeks).


The price to hire I will also decided to use which is, 'MacBook Pro laptop', (this product includes the editing software of, 'Final cut 7' and, 'Avid Media Composer 6' will cost £99 per week, and because I am using this experiment and editing software for three weeks it will then bring me to a total of £297 for using for three weeks. Therefore I have decided to use this laptop as it consist of both editing software and will help me develop my advert to become more successful overall. Therefore I have decided to hire both computer and editing software; this is because the computer and editing software is available for hire is for a fair price, this then means I can editing my social messaging campaign advertisement successfully and professional by using, 'MacBook Pro laptop', (this product includes the editing software of, 'Final cut 7' and, 'Avid Media Composer 6' for a total of £297 for three weeks use.

I then found out that hiring actors for my advertisement will cost a large amount of profit, this is because hiring one actor will cost £55 per hour. Therefore I have decided not to use actors in my advertisement, due to the fact it will cost to much to hire actors leading my advertisement to go over the budget. Therefore by not hiring actors in my social messaging campaign advertisement will mean I will have more money left for using for cheaper equipment, by not using actors, (due to the high pricing), then shows I am using my budget of £1,000, resourcefully; this is because I could use the other money on my budget to hire equipment that is required and needed more decrepitly, (such as camera and tripod).

As well as for hiring a location, such a classroom will cost £22 per week, ( I will require this location setting for three weeks). So for hiring this chose of location will bring me to a total of £66, so for using one location setting, (which in this case is a classroom) will cost £66. Therefore I have decided to use this selected location; this is because the location setting is for a low price, this then means I have more money available to use experiment that may be required for filming my advertisement.

Therefore I have discovered to hire all the experiment and location I wish to use for my advertisement, will cost me a total of £783. So with my total budget of £1,000 I will then have £217 left over, which I then can use for any other cheap experiment that I may wish to use for filming my advertisement. However I discovered that in order to create a professional advertisement I may require a wider range of equipment, this is so I will not be feel or become limited while filming my social messaging campaign advertisement. Therefore I have discovered that in order to create and film a successful and professional advertisement I will require a wide range of equipment, this is so I can film my advertisement easily, professionally and quickly.

What my focus group discovered.

From my focus group I discovered that females aged 13-18 are fully aware of how to be safe online as well as offline from the Internet, this is because when I asked the first question to the group, "Are you fully aware of how to be safe online? the group was aware of the types of sources which are available to help others who may be struggling both online and offline from the Internet, for example one of the focus group answered saying, "Childline is available", this then shows that teenagers are aware of what sources are available in order to help those who may be struggling on the Internet.
Also the second question I asked in my focus group was, "Do you talk to strangers on the Internet"? I discovered that one of the group members answered, "I think it's a waste of time" this shows female teenagers aged 13-18 years do not wish to communicate to strangers though the use of the Internet, this is because female teenagers believe it is not a productive way to spend their hours within the day, therefore I discovered by asking this question in my focus group that my target audience are not interested with talking to strangers online. As well as in the third question I asked the focus group, "Do you tell people you don’t know your personal details"?, by asking this question I discovered that one of the members within the focus group answered saying, "Not where I live just my name". This shows that female teenagers aged 13-18 years of age believe it is acceptable to tell strangers not where they live but only their name. Therefore for asking this question I discovered that female teenagers aged 13-18 years of age are aware that some personal details should remain private but some information of personal details is acceptable to tell others.


In the fourth question I asked to my focus group which was, Have you ever been bullied online"? I discovered that one of the members of the focus group answered, "You just ignore it", this shows that female teenagers chose to ignore any negative comments that may been given to them, therefore this shows female teenagers are fully aware of what to do if any negative comments may be communicated to them. Also in the fifth question I asked my focus group, "Would you ever meet up with someone you have never even meet before"? I discovered that one of the members in the focus group answered, "No, not by myself" this shows female teenagers aged 13-18 years of age are aware not to arrange to meet up with someone they haven't meet before without being accompanied by another person, this is to keep themselves are others safe. Also in my sixth question I asked my focus group, "Have you ever told other people you passwords that you use for the Internet". I discovered that one of the members from the focus group answered, "Only friends, not strangers". This shows female teenagers aged 13-18 years of age are aware to only tell their passwords they use for the Interment to people they trust, and not to people they do not know and trust. Therefore from my focus group I discovered that teenagers aged 13-18 years of age are aware of how to be safe on the Internet but as well how to be safe when they are not using the Internet.

What my vox pop discovered.

From my vox pop I discovered that males and females aged 13-18 years of age are aware of what a social messaging campaign is about and why social messaging campaign exist, this is because I asked people in the video the first question, "What do you think a social messaging campaign is"? one of the members answered, "a campaign providing information to people" this shows male and females teenagers aged 13-18 years of age are aware of what a social messaging campaign is and the the meaning behind the advertisement. I then asked a second question to the members of the vox pop which was, "What do you expect to see in a social messaging campaign"? one of the members answered, "I expect it to be dramatic" this shows teenagers expect to social messaging campaign to dramatic, this shows when I create my advertisement I must make the advent dramatic, in order to appeal and interest my target audience of male and female teenagers.

I then decided to ask a third question to the members of my vox pop which was, "What channels do you expect to advertise a social messaging campaign"? one of the members of the group answered, "Properly all channels, expect channels like, 'BBC Four' as those channels are aimed for the older generations", this shows when I create my advert I must advertise my social messaging campaign on a range of channels but must appeal to my target audience, (which in this case is male and females teenagers, aged 13-18 years of age). The next question I asked the members of the vox pop was, "What target audience do you expect it to be for a social messaging campaign"? one of the members then answered, "11-20 year olds, as this age group will still be at school". This then indicates when I create my advert I must target people who still at some form of education; this is so the target audience can relate to the storyline characters, costume and locations setting more efficiently. I then moved onto asking the last question of the vox pop which was, "How do you feel while watching a social messaging campaign"? one of the members answered, "I would feel upset and intrigued". Therefore this shows when I create my social messaging campaign advertisement I must emotionally connect with the audience but communicate a message to the audience, (such as methods to be safe online).


In conclusion I discovered from my vox pop I will target my social messaging campaign for male and females aged 13-18; this is because from my vox pop, people aged 13-18 are not fully aware of what an social messaging campaign advertisement is and what the purpose behind it. So by creating an campaign advert aimed for males and females aged 13-18, will then help this age group become fully aware of what and the reason behind creating/advertising a campaign advertisement is. In addition from my vox pop I discovered that my audience expect the campaign advertisment to be dramatic; so in order to appeal to my target audience of males and females 13-18 years of age successful, I must make the advertisement dramatic and meaning full/symbolic, in order for my target to successful connect to the actor and message being communicate to the audience. Furthermore for my advertisement I must targeted people in some form of education; this is because members of my vox pop, expect social messaging campaign advertisements to target students, as well as targeting students will educate people of a young age about an serious issue, that they may not be fully aware of, such as cyber bullying. Therefore when I create my social messaging campaign advertisement I must make my audience understanding the reason behind creating and advertising an campaign advertisement, the advertisement must also be dramatic in order to clearly communicate a message to the audience, (such as cyber bullying), also my advertisement must be targeted for students in order to make younger viewers clearly understand the purpose of an campaign advertisement, so by targeting male and females aged 13-18 will make the age group efficiently understand the purpose of an social messaging campaign advertisement as well as the message being communicated, (such as how cyber bullying can effect a person and how to resolve the issue in a sensible manner).

Questionnaire results.

Here is my results taken from my questionnaire, I found this type of primary research very helpful for creating my social messaging campaign advertisement; as it gave me a clear understanding of whom and how I should target my audience efficiently and successfully, from my questionnaire results I decided to target male and females aged 13-18, as this age group was most suited from my the results from my questionnaires I gave out to 20 people.